Two models of design-led innovation
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.