Presentation on theme: "Design Thinking & Innovation With a Focus on Apple"— Presentation transcript:
1 Design Thinking & Innovation With a Focus on Apple Christopher Staton
2 Outline & Major Issues History Design Thinking Competitive Advantage Products as PlatformsOpen vs. Closed LoopPrototyping, Testing, RefinementExamplesDiscussion and Multiple Choice Question
3 History 1976: Introduction of Apple I 1980: Apple III and IPO 1983: Apple Lisa1984: Macintosh and Ridley Scott directed Super Bowl commercial1985: Jobs ousted (starts NeXT): Series of product flops: Attempts at reinvention (IBM and Motorola help with new OS platform)
4 History 1997: Jobs reinstated as CEO after NeXT 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: iPod Nano, Shuffle & Touch2003: iTunes (market leader for online music)
5 History: Intel chips used in Mac Pro and MacBook Pro, while Power Mac, iBook and Powerbook were retired2007: iPhone, Apple TV, removed “Computer” from corporate name2010: iPad
6 Design ThinkingDefinition: Innovation powered through understanding and the direct observation of what people need and desire, like or dislikeApple Business Opportunity: the computers used for automating business processes could also become a wide-spread personal device
7 Design Thinking Design includes packaging and cords Apple sells presents within presentsDesign is not staticContinued, motivated innovation (colors & materials)Tool for imagining experiences and giving them a desirable formAs our basic needs are met, we expect increasingly sophisticated experiencesUsability TestsMouse, arrows, copy/paste (consumer feedback)
8 Design ThinkingApple Business Problem: users would need to be engaged in computers to benefit from themBusiness Solutions:We need to make people love our products so they will spend enough time to learn how to use themSimplicity is the ultimate sophisticationApple products noteworthy for what they don’t containDesign with the user in mind!Who is using our product and what are they trying to accomplish?
9 Design Thinking Approaches Human centered: direct observationTry early & often: rapid experimentation and prototypingSeek outside help: co-create w/ customersBlend projects: short-term incremental vs. revolutionaryBudget to pace of innovation: ideas happen quickly, route to market is longFind talent: hire from interdisciplinary programsDesign for the cycle: inspiration ideation implementation
10 Characteristics of Design Thinkers Empathy: imagine world from multiple perspectivesIntegrative thinking: rely on analytical processes and see all aspectsOptimism: at least one potential solution is better than existing alternativesExperimentalism: disruptive innovation vs. incrementalCollaboration: increasing complexity of products displaces the myth of the lone genius
11 Apple’s Competitive Advantage Creating a simple, easy-to-adopt solution that is not easy to duplicateEverything that is easy has already been doneProgress through elimination of clutterPainstaking thought goes into simplicityFind the key underlying principle of the problemInnovation leads to differentiation and competitive advantage
12 Products as PlatformsFirst product is designed on architecture that will accommodate development and production of the derivative products envisionedBenefit to companiesTime and resources for design effort on initial product leveraged for future productsQuicker ramp-up, greater reliability, lower cost (reuse of processes)Benefit to customersLess repair, maintenance and service; low learning curve easy transition through multiple products
13 Open vs. Closed Loop Management Decision: Closed Loop Apple owns entire systemHardware, software, OS seamless integrationIn a world that celebrates collaboration, open platforms, third party developers, community and transparency, Apple is an outlieriPhone now has designer platform and a host of dedicated apps
14 Prototyping, Testing, Refinement Apple’s Previous Business ProcessMarketing, engineering, user experience requirement documents reviewed by executive committeeDesign group gets budget and team leaderProposal submitted regarding how team will meet needsEstimate figures for release date, ad cycle, pricing details, etc.Apple’s Current Business ProcessIf you have an idea, speak up! Then….
15 Prototyping, Testing, Refinement PrototypeRapid, look, feel, interactionTestOver and over and overRefineIncremental improvements over timePrototype vs. final product might look like a revolutionary step
17 Examples Bank of America: Keep the Change Round up debit purchases to nearest dollarMimics behavior, saves time, painless, invisibleGratifying monthly statements showing savings accumulationKaiser: I left my shift on time!Brainstorming and prototyping w/ cross-functional teamSoftware used to record and recall patient notes quicklyDuring shift changes, nurses passed on patient info to new nurses in front of patientHuman-centered approach: better care for patients, while nurses left hospital by end of shift
18 Examples Apple: We are a team Edison: Platforms and Research Changed distribution and factory processes to accommodate manufacturers, saving time and money in return they continually asked manufacturers what they could do for AppleEdison: Platforms and ResearchLight bulb could not become widespread without an electric power generation and transmission system, so he invented that tooR&D lab broke mold of lone genius and allowed Edison to match needs with technologically feasible projectsViable business strategy could convert into customer value and market opportunity
19 DiscussionSince Apple says it does not conduct market research, how have they been able to release so many successful products over the last decade?When Jobs returned to Apple in the mid-1990s he pared 15 product lines down to three. Why would he do this?
20 Multiple ChoiceWhich of the following is NOT a characteristic of a design thinker?A. EmpathyB. Integrative ThinkingC. OptimismD. CollaborationE. None of the above