UX Australia 2013

Two models of design-led innovation

Steve Baty

The drive for innovation in products and services and a culture of ‘fail early; fail often’ has bred a desire for very early prototypes. This approach lends itself to an entire industry tackling a problem or for the venture capitalists funding them. It can be broadly characterised as hypothesis-led. It is much less appropriate or advantageous for an individual project team within an established industry attempting to reinvent an existing product/service category. For these teams, an insight-led approach in which multiple concepts are developed in parallel is more appropriate.

This presentation will give an introduction to each of these two dominant models of design-driven innovation. It will look at the advantages and disadvantages of each; and look at the issue of localised optimal solutions and what this means for innovation.

The presentation will draw on a body of innovation projects over the past three years, and combine with current philosophies such as Lean Startup.

The audience will walk away with:

  • a clear understanding of the two dominant models of design-driven innovation
  • a clear understanding of the philosophy driving each model
  • practical tips for selecting one model over another, including an understanding of why startups tend to favour the hypothesis-led model

This presentation is not a talk about Lean UX or Innovation.

Audio

Download: Two models of design-led innovation (mp3 audio file)

Sketchnotes

Two models of design-led innovation - Steve Baty

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Steve Baty