The Art of Innovation
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The Art of Innovation is a book on design written by Tom Kelley in 2001. It is about the creating process of the design consultancy IDEO.
[edit] Principles of design
The book introduces 11 principles of design.
[edit] Innovation at the top
Understand -> Observe -> Visualize -> Evaluate and refine -> Implement
For ABC's TV show Nightline they had to make a shopping cart within 5 days. They immediately went to grocery stores and tested the current model and defined their goals. Day 2 they created lots of ideas and with post-its picked the "cool" ones, and started making models etc. The result was a driveable frame in which baskets can be hung (which will not be taken along that quickly), a child seat safety bar, wheels with brakes and hooks for luggage.
[edit] Winging it in start-up mode
The company started up very playful in Silicon Valley and got some big clients.
[edit] Innovation begins with an eye
Don't assume you already "know" how people use their products. Asking will not always help, since people are not always aware how they are using the products or what they are missing in it.
Always be aware of the world around you, be ready to spot trends. Why, what is the motivation and emotion?
They often watch kids using their prototypes for inspiration (do not let somebody else do that).
Sometimes you have to go for half your innovation, in order to get people to understand it. (pop-on, pop-off toothpaste -> one-twist-skrew-off toothpaste)
Crosspolinate:
Examples: - Indeflator: during balloon angioplasty a doctor can use both (normal sized!) hands (they saw the opposite)
- elliptical trainers by observing daughter, weight of snowshoes.
- young children cannot grasp the idea of lifting a mouse (conceptual leap)
- a toothbrush that youngsters can hold in their fists (instead of fingers).
- in Japan notebooks needed longer batteries and movable screens for presentation uses.
- find rulebreakers: they observed someone making conference calls by laying several telephones next to each with the microphone and speaker on. Now it is a press button.
- Racer's Edge water: a bottle that opens like a heartvalve if you squeeze in it and closes again afterward.
