Product Innovation

Shauna Jin

Design for Sustainability programIndustrial Design EngineeringDelft University of Technology

About me

• Bachelors in Architecture and Mechanical Engineering (2006)

• Msc in Integrated Product Design (2008)

• PhD (???)

Design Interests

• Design as a way of looking at problem solving and life

• Design thinking: creative, systematic, analytical, synthesizing

• Cross-cultural collaboration in new product development

• Fencing, biking, music making (cello), design related things

Innovation is the specific instrument of entrepreneurship... the act that endows resources with a new capacity to create wealth. - Peter Drucker

What is Innovation?

• The development and successful application of new and useful ideas.

• 50-70% of economic growth is directly or indirectly due to innovation.

• The goal of innovation is to guarantee the continuity and sustainability of the company and its activities.

• Managing Innovation (Tidd and Bessant 2009):

Different kinds of innovation

• Product innovation

the introduction into the market of new products the product characteristics and or use applications of which differ from existing products in the market.Product Innovation = (New) Product Development & Realization

Different kinds of innovation

• Product innovation

the introduction into the market of new products the product characteristics and or use applications of which differ from existing products in the market.Product Innovation = (New) Product Development & Realization

Different kinds of innovation

• Product innovation

the introduction into the market of new products the product characteristics and or use applications of which differ from existing products in the market.Product Innovation = (New) Product Development & Realization

Different kinds of innovation

• Process innovation

the introduction of a new method of production, without any experience yet, or a new way of commercially handling a commodity in order to make the production more efficient or to be able to produce new or improved products.

Different kinds of innovation

• Market innovation

the entering of new markets, new ways of serving customers, market expansion.

Different kinds of innovation

• Business and management innovation

rewarding systems, organizational structure, responsibilities, human resources etc.

Innovation levels

Innovation levels

Innovation levels

Innovation levels

Incremental vs. Radical Innovation

D4S innovation levels

10

5

2

Innovation levels

Innovation levels

Innovation: South Korea

Innovation at company level

• Company-wide; top management has to be involved

• Not just a technological issue

• Unique from project to project, but similar in process

• Can be managed

• Takes time and energy

• Multidisciplinary and exciting

• Integrating new knowledge into current practice

• Continues Learning

“Reasons” for not innovating

• At the moment no time…• A lack of money…• Not necessary, it went always fine..• Last time it didn’t work-out either…• No capacity, first finish the work…• Now idea how….• Development does not create sales and profit• No ideas….• We don’t want to change….

The Psychology of (Innovation) Projects

Optimism

Pessimism

Enthusiasm

This taking time

No results yet

Some results

IT WORKS !!

Time

Dark night of innovation

Product Innovation process

Iterative process

Basic Design Process

Drucker’s 7 Sources of Innovation

• The unexpected. The unexpected success, failure or outside event.

• The incongruity. The difference between reality as it actually is and reality as it is assumed to be or as it “ought to be.”

• Innovation based on process need.

• Changes in industry structure or market structure that catch everyone unawares.

• Demographics. Population changes

• Changes in perception, mood and meaning

• New knowledge, both scientific and nonscientific.

Questions?