Table of Contents
Technology based innovation.......................................................................2
Design things that make sense.................................................................2
Making sense of technology: adoption and resistance..............................3
Technology-Based innovation and Consumer-Focused Thinking...............4
Developing New-to-the-World Products.....................................................4
New product categories............................................................................5
Developing better versions of existing products.......................................6
Making sense of this book.........................................................................6
A typology of needs for human-centered design......................................8
Strengthen Benefits.....................................................................................9
24 Design Strategies to Strengthen Benefits: summary...........................9
Black pages (additional information)......................................................23
KISS......................................................................................................23
Product-Service Systems.....................................................................23
Lemonade............................................................................................24
Gamification........................................................................................24
Fitbit.....................................................................................................26
Circular Economy.................................................................................26
Smart glasses......................................................................................26
Mitigate Resistance....................................................................................28
13 Design Strategies to Mitigate Resistance: summary..........................28
Black pages (additional information)......................................................40
(Loss of) Privacy...................................................................................40
Candle..................................................................................................40
AI Companies and Transparency..........................................................40
Hardt Hyperloop...................................................................................41
MAYA....................................................................................................41
Nest Learning Thermostat...................................................................43
,Technology based innovation
Design things that make sense
Design things:
‘Things’= not easy to define or view in an isolated way. Designed things
are combinations of products, services, business models, infrastructure,
data, or ecosystems that are highly connected and live in both the
physical and virtual world. Fe Cars: AI powered self-driving cars, car-
sharing, car-subscriptions, mobility-as-a-service
=> In the book, everything will be referred to as a product
That make sense:
Make sense to customers:
o Easy to understand and to explain to others
o Create value by fulfilling customer needs
o Address consumers fears and concerns over the technologies
the product relies on
Make sense to the company creating them:
o Fit the company’s purpose
o Fit the company’s brand and market strategy
o Create financial value, brand value, market reach value, or
strategic value
Make sense to you as an innovator:
o For the author: fit into ethical framework, unlock new value for
users or deliver known value in a superior way, and every
element must form one logical whole when combined.
,Making sense of technology: adoption and resistance
New technologies have always triggered suspicion and fear => resistance
should not be ignored as it shows how innovations may negatively impact
society
Likeliness to use new technologies is determined by 4 qualities to measure
individual technology readiness:
Motivators (make people likely to adopt new technologies):
o 1. Optimism: positive view on technology, as it offers
increased control, flexibility and efficiency in your lives
o 2. Innovativeness: the tendency to be a technology pioneer
and thought leader
Inhibitors (delays or prevent technology adoption):
o 3. Discomfort: perceived lack of control over technology or the
sensation of being overwhelmed by it
o 4. Insecurity: Distrust of technology, stemming from scepticism
about its ability to work properly and concerns about its
potentially harmful consequences.
Adoption starts with innovators, then early adopters, early majority, late
majority and finally laggards. In reality, likelihood that an innovation
reaches 100% adoption is nearly zero.
Fe smartphone had really high adoption speed and adoption rates. 10
years after release by apple, 70-90% adoption rate in Western world.
HOWEVER now there are also rejectors and opposers, due to violation of
privacy rights and lack of autonomy.
Consumers tend to weigh the benefits of a new technology against their
perceived fears fe online baby monitor offers ability to monitor baby from
anywhere, but might allow hackers to spy on child. You can mitigate this
resistance, but if the perceived benefits are not strong enough, consumers
will still not adopt the technology.
“Benefits are what move people forward; resistance is what holds
them back. You must address both”.
Douglas Adams: “I’ve come up with a set of rules that describe our
reactions to technologies: Anything that is in the world when you’re
born is normal and ordinary and is just a natural part of the way the
world works. Anything that’s invented between when you’re fifteen
and thirty-five is exciting and revolutionary and you can probably get
a career in it. Anything invented after you’re 35 is against the
natural order of things”
, Technology-Based innovation and Consumer-Focused
Thinking
New technological capabilities are usually starting point for innovation, but
our focus should be just as much on consumers who will actually use our
products.
You need to understand consumer needs on a fundamental and more
applied level, needs relevant to your future product. For new-to-the-world
products, discovering consumer needs is more challenging as consumers
might struggle to express their needs or might not be aware of them. This
also hinders testing: consumers cannot envision your product and its
value. Consumer feedback is also hindered by resistance to new
technologies.
Agile innovation methods offer savings and flexibility, but the team
members often lack proper training in user-centered innovation. Many
teams think ‘from the inside out’, or believe that ‘consumers don’t know
what they want’. => Teams don’t perform consumer research => fatally
flawed products that don’t make sense to consumers and fail
We need to balance technology-focused thinking with consumer-focused
thinking, as they are equally important. You need to adopt an iterative
approach that makes sense to combine the two perspectives.
Developing New-to-the-World Products
Typically sparked by new technologies, capable of things that consumers
never thought possible or relevant => adoption will be slow if consumers
have difficulty understanding the product
Explained via Blockchain example:
Context: rising real estate prices and low interest rates have made
real estate investment demand increase. However most investors
don’t have enough money to buy entire home, real estate funds
have lack of control & first-time homebuyers can’t get adequate
mortgage from traditional banks
Ida: Home split into several parts or tokens, with smart contracts to
facilitate transactions between homebuyers and investors without
intervention of notary
How it works: platform splits up home into multiple tokens, home
buyer acquires majority of tokens to give them ownership of majority
of the home. Rmainig tokens can be sold to friend and family or to
Technology based innovation.......................................................................2
Design things that make sense.................................................................2
Making sense of technology: adoption and resistance..............................3
Technology-Based innovation and Consumer-Focused Thinking...............4
Developing New-to-the-World Products.....................................................4
New product categories............................................................................5
Developing better versions of existing products.......................................6
Making sense of this book.........................................................................6
A typology of needs for human-centered design......................................8
Strengthen Benefits.....................................................................................9
24 Design Strategies to Strengthen Benefits: summary...........................9
Black pages (additional information)......................................................23
KISS......................................................................................................23
Product-Service Systems.....................................................................23
Lemonade............................................................................................24
Gamification........................................................................................24
Fitbit.....................................................................................................26
Circular Economy.................................................................................26
Smart glasses......................................................................................26
Mitigate Resistance....................................................................................28
13 Design Strategies to Mitigate Resistance: summary..........................28
Black pages (additional information)......................................................40
(Loss of) Privacy...................................................................................40
Candle..................................................................................................40
AI Companies and Transparency..........................................................40
Hardt Hyperloop...................................................................................41
MAYA....................................................................................................41
Nest Learning Thermostat...................................................................43
,Technology based innovation
Design things that make sense
Design things:
‘Things’= not easy to define or view in an isolated way. Designed things
are combinations of products, services, business models, infrastructure,
data, or ecosystems that are highly connected and live in both the
physical and virtual world. Fe Cars: AI powered self-driving cars, car-
sharing, car-subscriptions, mobility-as-a-service
=> In the book, everything will be referred to as a product
That make sense:
Make sense to customers:
o Easy to understand and to explain to others
o Create value by fulfilling customer needs
o Address consumers fears and concerns over the technologies
the product relies on
Make sense to the company creating them:
o Fit the company’s purpose
o Fit the company’s brand and market strategy
o Create financial value, brand value, market reach value, or
strategic value
Make sense to you as an innovator:
o For the author: fit into ethical framework, unlock new value for
users or deliver known value in a superior way, and every
element must form one logical whole when combined.
,Making sense of technology: adoption and resistance
New technologies have always triggered suspicion and fear => resistance
should not be ignored as it shows how innovations may negatively impact
society
Likeliness to use new technologies is determined by 4 qualities to measure
individual technology readiness:
Motivators (make people likely to adopt new technologies):
o 1. Optimism: positive view on technology, as it offers
increased control, flexibility and efficiency in your lives
o 2. Innovativeness: the tendency to be a technology pioneer
and thought leader
Inhibitors (delays or prevent technology adoption):
o 3. Discomfort: perceived lack of control over technology or the
sensation of being overwhelmed by it
o 4. Insecurity: Distrust of technology, stemming from scepticism
about its ability to work properly and concerns about its
potentially harmful consequences.
Adoption starts with innovators, then early adopters, early majority, late
majority and finally laggards. In reality, likelihood that an innovation
reaches 100% adoption is nearly zero.
Fe smartphone had really high adoption speed and adoption rates. 10
years after release by apple, 70-90% adoption rate in Western world.
HOWEVER now there are also rejectors and opposers, due to violation of
privacy rights and lack of autonomy.
Consumers tend to weigh the benefits of a new technology against their
perceived fears fe online baby monitor offers ability to monitor baby from
anywhere, but might allow hackers to spy on child. You can mitigate this
resistance, but if the perceived benefits are not strong enough, consumers
will still not adopt the technology.
“Benefits are what move people forward; resistance is what holds
them back. You must address both”.
Douglas Adams: “I’ve come up with a set of rules that describe our
reactions to technologies: Anything that is in the world when you’re
born is normal and ordinary and is just a natural part of the way the
world works. Anything that’s invented between when you’re fifteen
and thirty-five is exciting and revolutionary and you can probably get
a career in it. Anything invented after you’re 35 is against the
natural order of things”
, Technology-Based innovation and Consumer-Focused
Thinking
New technological capabilities are usually starting point for innovation, but
our focus should be just as much on consumers who will actually use our
products.
You need to understand consumer needs on a fundamental and more
applied level, needs relevant to your future product. For new-to-the-world
products, discovering consumer needs is more challenging as consumers
might struggle to express their needs or might not be aware of them. This
also hinders testing: consumers cannot envision your product and its
value. Consumer feedback is also hindered by resistance to new
technologies.
Agile innovation methods offer savings and flexibility, but the team
members often lack proper training in user-centered innovation. Many
teams think ‘from the inside out’, or believe that ‘consumers don’t know
what they want’. => Teams don’t perform consumer research => fatally
flawed products that don’t make sense to consumers and fail
We need to balance technology-focused thinking with consumer-focused
thinking, as they are equally important. You need to adopt an iterative
approach that makes sense to combine the two perspectives.
Developing New-to-the-World Products
Typically sparked by new technologies, capable of things that consumers
never thought possible or relevant => adoption will be slow if consumers
have difficulty understanding the product
Explained via Blockchain example:
Context: rising real estate prices and low interest rates have made
real estate investment demand increase. However most investors
don’t have enough money to buy entire home, real estate funds
have lack of control & first-time homebuyers can’t get adequate
mortgage from traditional banks
Ida: Home split into several parts or tokens, with smart contracts to
facilitate transactions between homebuyers and investors without
intervention of notary
How it works: platform splits up home into multiple tokens, home
buyer acquires majority of tokens to give them ownership of majority
of the home. Rmainig tokens can be sold to friend and family or to
