۱۰۱ روش طراحی

FOREWORD by JAMES P. HACKETT vii

ACKNOWLEDGMENTS ix

INTRODUCTION 1

Four Core Principles of Successful Innovation 3

Principle 1: Build Innovations Around Experiences 3

Principle 2: Think of Innovations as Systems 5

Principle 3: Cultivate an Innovation Culture 6

Principle 4: Adopt a Disciplined Innovation Process 7

A Model of the Design Innovation Process 8

The Design Innovation Process 8

Process Is Nonlinear 9

Process Is Iterative 9

Seven Modes of the Design Innovation Process 10

Mode 1: Sense Intent 10

Mode 2: Know Context 10

Mode 3: Know People 11

Mode 4: Frame Insights 11

Mode 5: Explore Concepts 12

Mode 6: Frame Solutions 12

Mode 7: Realize Offerings 13

Understanding Methods 13

Mode 1: SENSE INTENT 15

Sense Intent: Mindsets 16

Sensing Changing Conditions 17

Seeing Overviews 17

Foreseeing Trends 18

Reframing Problems 18

Forming an Intent 19

Sense Intent: Methods 21

۱.۱ Buzz Reports 22

۱.۲ Popular Media Scan 24

۱.۳ Key Facts 26

۱.۴ Innovation Sourcebook 28

۱.۵ Trends Expert Interview 30

۱.۶ Keyword Bibliometrics 32

۱.۷ Ten Types of Innovation Framework 34

۱.۸ Innovation Landscape 36

۱.۹ Trends Matrix 38

۱.۱۰ Convergence Map 40

۱.۱۱ From…To Exploration 42

۱.۱۲ Initial Opportunity Map 44

۱.۱۳ Offering-Activity-Culture Map 46

۱.۱۴ Intent Statement 48

Mode 2: KNOW CONTEXT 51

Know Context: Mindsets 52

Knowing Context History 53

Understanding Frontiers 54

Seeing System Overviews 55

Understanding Stakeholders 56

Using Mental Models 57

Know Context: Methods 59

۲.۱ Contextual Research Plan 60

۲.۲ Popular Media Search 62

۲.۳ Publications Research 64

۲.۴ Eras Map 66

۲.۵ Innovation Evolution Map 68

۲.۶ Financial Profile 70

۲.۷ Analogous Models 72

۲.۸ Competitors-Complementors Map 74

۲.۹ Ten Types of Innovation Diagnostics 76

۲.۱۰ Industry Diagnostics 78

۲.۱۱ SWOT Analysis 80

۲.۱۲ Subject Matter Experts Interview 82

۲.۱۳ Interest Groups Discussion 84

Mode 3: KNOW PEOPLE 87

Know People: Mindsets 88

Observing Everything 89

Building Empathy 90

Immersing in Daily Life 91

Listening Openly 92

Looking for Problems and Needs 93

Know People: Methods 95

۳.۱ Research Participant Map 96

۳.۲ Research Planning Survey 98

۳.۳ User Research Plan 100

۳.۴ Five Human Factors 102

۳.۵ POEMS 104

۳.۶ Field Visit 106

۳.۷ Video Ethnography 108

۳.۸ Ethnographic Interview 110

۳.۹ User Pictures Interview 112

۳.۱۰ Cultural Artifacts 114

۳.۱۱ Image Sorting 116

۳.۱۲ Experience Simulation 120

۳.۱۳ Field Activity 122

۳.۱۴ Remote Research 124

۳.۱۵ User Observations Database 126

Mode 4: FRAME INSIGHTS 129

Frame Insights: Mindsets 130

Exploring Systems 131

Looking for Patterns 132

Constructing Overviews 133

Identifying Opportunities 134

Developing Guiding Principles 135

Frame Insights: Methods 137

۴.۱ Observations to Insights 138

۴.۲ Insights Sorting 140

۴.۳ User Observation Database Queries 142

۴.۴ User Response Analysis 144

۴.۵ ERAF Systems Diagram 146

۴.۶ Descriptive Value Web 150

۴.۷ Entities Position Map 152

۴.۸ Venn Diagramming 154

۴.۹ Tree/Semi-Lattice Diagramming 156

۴.۱۰ Symmetric Clustering Matrix 158

۴.۱۱ Asymmetric Clustering Matrix 162

۴.۱۲ Activity Network 166

۴.۱۳ Insights Clustering Matrix 170

۴.۱۴ Semantic Profile 174

۴.۱۵ User Groups Definition 176

۴.۱۶ Compelling Experience Map 178

۴.۱۷ User Journey Map 182

۴.۱۸ Summary Framework 184

۴.۱۹ Design Principles Generation 188

۴.۲۰ Analysis Workshop 190

Mode 5: EXPLORE CONCEPTS 195

Explore Concepts: Mindsets 196

Challenging Assumptions 197

Standing in the Future 198

Exploring Concepts at the Fringes 199

Seeking Clearly Added Value 200

Narrating Stories about the Future 201

Explore Concepts: Methods 203

۵.۱ Principles to Opportunities 204

۵.۲ Opportunity Mind Map 206

۵.۳ Value Hypothesis 208

۵.۴ Persona Definition 210

۵.۵ Ideation Session 212

۵.۶ Concept-Generating Matrix 216

۵.۷ Concept Metaphors and Analogies 218

۵.۸ Role-Play Ideation 222

۵.۹ Ideation Game 224

۵.۱۰ Puppet Scenario 228

۵.۱۱ Behavioral Prototype 232

۵.۱۲ Concept Prototype 234

۵.۱۳ Concept Sketch 236

۵.۱۴ Concept Scenarios 238

۵.۱۵ Concept Sorting 240

۵.۱۶ Concept Grouping Matrix 242

۵.۱۷ Concept Catalog 244

Mode 6: FRAME SOLUTIONS 247

Frame Solutions: Mindsets 248

Conceiving Holistic Solutions 249

Conceiving Options 250

Making Value Judgments 251

Envisioning Scenarios 252

Structuring Solutions 253

Frame Solutions: Methods 255

۶.۱ Morphological Synthesis 256

۶.۲ Concept Evaluation 258

۶.۳ Prescriptive Value Web 260

۶.۴ Concept-Linking Map 262

۶.۵ Foresight Scenario 264

۶.۶ Solution Diagramming 266

۶.۷ Solution Storyboard 268

۶.۸ Solution Enactment 270

۶.۹ Solution Prototype 272

۶.۱۰ Solution Evaluation 274

۶.۱۱ Solution Roadmap 276

۶.۱۲ Solution Database 278

۶.۱۳ Synthesis Workshop 280

Mode 7: REALIZE OFFERINGS 285

Realize Offerings: Mindsets 286

Reiterating Prototypes 287

Evaluating in Reality 288

Defining Strategies 289

Implementing in Reality 290

Communicating Vision 291

Realize Offerings: Methods 293

۷.۱ Strategy Roadmap 294

۷.۲ Platform Plan 296

۷.۳ Strategy Plan Workshop 300

۷.۴ Pilot Development and Testing 304

۷.۵ Implementation Plan 306

۷.۶ Competencies Plan 310

۷.۷ Team Formation Plan 312

۷.۸ Vision Statement 314

۷.۹ Innovation Brief 318

CREDITS FOR EXAMPLE PROJECTS 320

INDEX 323