1. Structuring Innovation: A design architectonic 1 Jeremy J. S. B. Hall Hall Marketing jeremyhall@simulations.co.uk 1 architectonic: pertaining to systemization of knowledge

2. Introduction Micro business Create & Provide Computer Simulations for management development & business training Simulations that place business people in charge of a simulated company

3. Background Early 1990’s decided to re-engineer my simulations to: Better meet training needs Speed development Future-proof my designs Needed way to structure my work

4. Core Values Needs and Constraints The Architectonic Design Elements Architectural Elements Architecture Outcomes

5. = product purpose = cost elements = buyers & users = usage needs Needs and Constraints Development Needs Knowledge Skills Motivation Assessment Learning Duration Major concern and constraint Target Audiences Trainees Trainers Training Providers Training Clients Manner of Use On Course E-learning Other

6. Core Values (learner & trainer viewpoints) Effective Learning Link to Development Needs Audience Manner of Use Constrained by duration Efficient Learning Needs vs Duration Audience Viewpoints Effective Delivery Consistent Learning CF academic teaching Every learner on every course provide touchstones

7. Design Elements Simulation Model Goodness perceptions Purpose Delivery Dynamics Cognition Affection Workload Tutoring Needs Administration Facilitation Learning Management Diversity Development Needs Learners: knowledge & experience Trainer Skills Manner of Use = product needs = product use = human needs = range needs

8. = market orientation = product dynamics = ancillary services = differentiation Architectural Elements Simulation Model Lean design based on market needs pull rather than realism push. Delivery Process Economic Calibration Ramped Complexity Tutor Intervention Feedback Style Tutor Support Help System Decision Screening Explanations Comments Tutor’s Audit Team Commentary Multiple Versions Different: Development Needs Trainer Requirements Manner of Use Markets

9. The Architecture

10. Experience & Outcomes Seven new simulations developed Nineteen old simulations re-engineered Future Proofing - 1970s & 1980s simulations re-engineered and re-launched Flexibility & Customisability Shell 83% – 98% (Model 17% – 2%) Development time 20% of previous Innovation Award Winner!

11. Summary 1.Analyse and define Market Needs Product purpose Customer cost elements Users and Buyers Usage needs 2.Extract & summarise Core Values 3.Explore product, dynamics, usage & variety 4.Translate into architecture 5.Develop Products

12. Jeremy J. S. B. Hall Hall Marketing Phone 020 7537 2982 E-mail jeremyhall@simulations.co.ukjeremyhall@simulations.co.uk Web www.simulations.co.ukwww.simulations.co.uk from knowledge through simulated experience to wisdom