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The first step-by-step guidebook for successful innovation planning

Unlike other books on the subject, 101 Design Methods approaches the practice of creating new products, services, and customer experiences as a science, rather than an art, providing a practical set of collaborative tools and methods for planning and defining successful new offerings. Strategists, managers, designers, and researchers who undertake the challenge of innovation, despite a lack of established procedures and a high risk of failure, will find this an invaluable resource. Novices can learn from it; managers can plan with it; and practitioners of innovation can improve the quality of their work by referring to it.

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A step-by-step guidebook on deploying design thinking for innovation

Design thinking is a mindset and method that can be applied to nearly any innovation challenge or endeavor. Using structured methods for observation, reframing, ideation, prototyping, and planning, design thinking can be used to develop innovative solutions in a wide range of business scenarios and social reform.

101 Design Methods is the first step-by-step guidebook for successful innovation through design thinking. Unlike other popular titles, 101 Design Methods approaches the practice of creating new products, services, and customer experiences as a science, rather than an art, providing a practical set of collaborative tools and methods for planning and defining successful new offerings. Exploring the "mindset" and "methods" for each, the modes of thinking covered include:

• SENSE INTENT
• KNOW CONTEXT
• KNOW PEOPLE
• FRAME INSIGHTS
• EXPLORE CONCEPTS
• FRAME SOLUTIONS
• REALIZE OFFERINGS

Strategists, managers, designers, and researchers who undertake the challenge of innovation, despite a lack of established procedures and a high risk of failure, will find 101 Design Methods an invaluable resource. Novices can learn from it; practitioners can structure their work; managers can plan with it; and executives can make decisions based on it.

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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
 
1.1 Buzz Reports 22
 
1.2 Popular Media Scan 24
 
1.3 Key Facts 26
 
1.4 Innovation Sourcebook 28
 
1.5 Trends Expert Interview 30
 
1.6 Keyword Bibliometrics 32
 
1.7 Ten Types of Innovation Framework 34
 
1.8 Innovation Landscape 36
 
1.9 Trends Matrix 38
 
1.10 Convergence Map 40
 
1.11 From…To Exploration 42
 
1.12 Initial Opportunity Map 44
 
1.13 Offering-Activity-Culture Map 46
 
1.14 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
 
2.1 Contextual Research Plan 60
 
2.2 Popular Media Search 62
 
2.3 Publications Research 64
 
2.4 Eras Map 66
 
2.5 Innovation Evolution Map 68
 
2.6 Financial Profile 70
 
2.7 Analogous Models 72
 
2.8 Competitors-Complementors Map 74
 
2.9 Ten Types of Innovation Diagnostics 76
 
2.10 Industry Diagnostics 78
 
2.11 SWOT Analysis 80
 
2.12 Subject Matter Experts Interview 82
 
2.13 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
 
3.1 Research Participant Map 96
 
3.2 Research Planning Survey 98
 
3.3 User Research Plan 100
 
3.4 Five Human Factors 102
 
3.5 POEMS 104
 
3.6 Field Visit 106
 
3.7 Video Ethnography 108
 
3.8 Ethnographic Interview 110
 
3.9 User Pictures Interview 112
 
3.10 Cultural Artifacts 114
 
3.11 Image Sorting 116
 
3.12 Experience Simulation 120
 
3.13 Field Activity 122
 
3.14 Remote Research 124
 
3.15 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
 
4.1 Observations to Insights 138
 
4.2 Insights Sorting 140
 
4.3 User Observation Database Queries 142
 
4.4 User Response Analysis 144
 
4.5 ERAF Systems Diagram 146
 
4.6 Descriptive Value Web 150
 
4.7 Entities Position Map 152
 
4.8 Venn Diagramming 154
 
4.9 Tree/Semi-Lattice Diagramming 156
 
4.10 Symmetric Clustering Matrix 158
 
4.11 Asymmetric Clustering Matrix 162
 
4.12 Activity Network 166
 
4.13 Insights Clustering Matrix 170
 
4.14 Semantic Profile 174
 
4.15 User Groups Definition 176
 
4.16 Compelling Experience Map 178
 
4.17 User Journey Map 182
 
4.18 Summary Framework 184
 
4.19 Design Principles Generation 188
 
4.20 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
 
5.1 Principles to Opportunities 204
 
5.2 Opportunity Mind Map 206
 
5.3 Value Hypothesis 208
 
5.4 Persona Definition 210
 
5.5 Ideation Session 212
 
5.6 Concept-Generating Matrix 216
 
5.7 Concept Metaphors and Analogies 218
 
5.8 Role-Play Ideation 222
 
5.9 Ideation Game 224
 
5.10 Puppet Scenario 228
 
5.11 Behavioral Prototype 232
 
5.12 Concept Prototype 234
 
5.13 Concept Sketch 236
 
5.14 Concept Scenarios 238
 
5.15 Concept Sorting 240
 
5.16 Concept Grouping Matrix 242
 
5.17 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
 
6.1 Morphological Synthesis 256
 
6.2 Concept Evaluation 258
 
6.3 Prescriptive Value Web 260
 
6.4 Concept-Linking Map 262
 
6.5 Foresight Scenario 264
 
6.6 Solution Diagramming 266
 
6.7 Solution Storyboard 268
 
6.8 Solution Enactment 270
 
6.9 Solution Prototype 272
 
6.10 Solution Evaluation 274
 
6.11 Solution Roadmap 276
 
6.12 Solution Database 278
 
6.13 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
 
7.1 Strategy Roadmap 294
 
7.2 Platform Plan 296
 
7.3 Strategy Plan Workshop 300
 
7.4 Pilot Development and Testing 304
 
7.5 Implementation Plan 306
 
7.6 Competencies Plan 310
 
7.7 Team Formation Plan 312
 
7.8 Vision Statement 314
 
7.9 Innovation Brief 318
 
CREDITS FOR EXAMPLE PROJECTS 320
 
INDEX 323

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