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1、Design Thinking & Innovation With a Focus on Apple,Christopher Staton,Outline & Major Issues,History Design Thinking Competitive Advantage Products as Platforms Open vs. Closed Loop Prototyping, Testing, Refinement Examples Discussion and Multiple Choice Question,History,1976: Introduction of Apple
2、I 1980: Apple III and IPO 1983: Apple Lisa 1984: Macintosh and Ridley Scott directed Super Bowl commercial 1985: Jobs ousted (starts NeXT) 1986-1993: Series of product flops 1994-1997: Attempts at reinvention (IBM and Motorola help with new OS platform),History,1997: Jobs reinstated as CEO after NeX
3、T is bought 1998: iMac, iMovie, Final Cut Pro (the iLife suite would be completed in 2002 with the introduction of iPhoto) 2001: iPod, Retail stores 2001-2007: iPod Nano, Shuffle & Touch 2003: iTunes (market leader for online music),History,2005-2007: Intel chips used in Mac Pro and MacBook Pro, whi
4、le Power Mac, iBook and Powerbook were retired 2007: iPhone, Apple TV, removed “Computer” from corporate name 2010: iPad,Design Thinking,Definition: Innovation powered through understanding and the direct observation of what people need and desire, like or dislike Apple Business Opportunity: the com
5、puters used for automating business processes could also become a wide-spread personal device,Design Thinking,Design includes packaging and cords Apple sells presents within presents Design is not static Continued, motivated innovation (colors & materials) Tool for imagining experiences and giving t
6、hem a desirable form As our basic needs are met, we expect increasingly sophisticated experiences Usability Tests Mouse, arrows, copy/paste (consumer feedback),Design Thinking,Apple Business Problem: users would need to be engaged in computers to benefit from them Business Solutions: We need to make
7、 people love our products so they will spend enough time to learn how to use them Simplicity is the ultimate sophistication Apple products noteworthy for what they dont contain Design with the user in mind! Who is using our product and what are they trying to accomplish?,Design Thinking Approaches,H
8、uman centered: direct observation Try early & often: rapid experimentation and prototyping Seek outside help: co-create w/ customers Blend projects: short-term incremental vs. revolutionary Budget to pace of innovation: ideas happen quickly, route to market is long Find talent: hire from interdiscip
9、linary programs Design for the cycle: inspiration ideation implementation,Characteristics of Design Thinkers,Empathy: imagine world from multiple perspectives Integrative thinking: rely on analytical processes and see all aspects Optimism: at least one potential solution is better than existing alte
10、rnatives Experimentalism: disruptive innovation vs. incremental Collaboration: increasing complexity of products displaces the myth of the lone genius,Apples Competitive Advantage,Creating a simple, easy-to-adopt solution that is not easy to duplicate Everything that is easy has already been done Pr
11、ogress through elimination of clutter Painstaking thought goes into simplicity Find the key underlying principle of the problem Innovation leads to differentiation and competitive advantage,Products as Platforms,First product is designed on architecture that will accommodate development and producti
12、on of the derivative products envisioned Benefit to companies Time and resources for design effort on initial product leveraged for future products Quicker ramp-up, greater reliability, lower cost (reuse of processes) Benefit to customers Less repair, maintenance and service; low learning curve easy
13、 transition through multiple products,Open vs. Closed Loop,Management Decision: Closed Loop Apple owns entire system Hardware, software, OS seamless integration In a world that celebrates collaboration, open platforms, third party developers, community and transparency, Apple is an outlier iPhone no
14、w has designer platform and a host of dedicated apps,Prototyping, Testing, Refinement,Apples Previous Business Process Marketing, engineering, user experience requirement documents reviewed by executive committee Design group gets budget and team leader Proposal submitted regarding how team will mee
15、t needs Estimate figures for release date, ad cycle, pricing details, etc. Apples Current Business Process If you have an idea, speak up! Then.,Prototyping, Testing, Refinement,Prototype Rapid, look, feel, interaction Test Over and over and over Refine Incremental improvements over time Prototype vs
16、. final product might look like a revolutionary step,Prototyping, Testing, Refinement,Inspiration Expect success Ideation Brainstorming Implementation Execute vision,Examples,Bank of America: Keep the Change Round up debit purchases to nearest dollar Mimics behavior, saves time, painless, invisible Gratifying monthly statements showing savings accumulation Kaiser: I left my shift on time! Brainstorming and prototyping w/ cross-functional team Software used to record and recall patie
