29 January 2007

Harvard Business Review features user-centered innovation as breakthrough idea for 2007

Be the first to share

Harvard_shieldbusiness_1
The Harvard Business Review has published its annual list of Breakthrough Ideas for 2007, written out in “twenty essays that will satisfy our demanding readers’ appetite for provocative and important new ideas”.

Eric von Hippel wrote the entry entitled “An Emerging Hotbed of User-Centered Innovation“.

Eric von Hippel is the T Wilson Professor of Innovation Management at MIT’s Sloan School of Management in Cambridge, Massachusetts, and the scientific director of the Danish User-Centered Innovation Lab in Copenhagen. He is the author of Democratizing Innovation (MIT Press, 2005).

“In an array of industries, producer-centered innovation is being eclipsed by user-centered innovation—the dreaming up, development, prototyping, and even production of new products by consumers. These users aren’t just voicing their needs to companies that are willing to listen; they’re inventing and often building what they want.”

“[…] This process of users’ coming up with products is increasingly well documented, and some companies, at least, are actively trying to take advantage of it. But what about governments?”

“[…] Government support has typically come in the form of R&D grants for scientific researchers and R&D tax credits for manufacturers. This focus on technology push has not attracted much controversy. But recent research shows that the 70% to 80% of new product development that fails does so not for lack of advanced technology but because of a failure to understand users’ needs. The emergence of user-centered innovation clearly shows that this near-exclusive focus on technological advance is misplaced.”

“Denmark is taking this sea change in the nature of innovation to heart. In 2005, the Danish government became the first in the world to establish as a national priority, in the words of a government policy statement, ‘strengthening user-centered innovation.'”

“By championing a new innovation paradigm, the Danish government is encouraging numerous methodological flowers to bloom—from programs that improve manufacturers’ understanding of users’ needs (through ethnographic research, for example) to techniques for identifying user-developed innovations that manufacturers can produce.”

Duncan J. Watts wrote another thought-provoking essay, “The Accidental Influentials,” in which he argues that “social epidemics” are not in large part driven by the actions of a tiny minority of special individuals, as is the dominant belief.

“We studied the dynamics of social contagion by conducting thousands of computer simulations of populations, manipulating a number of variables relating to people’s ability to influence others and their tendency to be influenced.”

“Our work shows that the principal requirement for what we call “global cascades”—the widespread propagation of influence through networks—is the presence not of a few influentials but, rather, of a critical mass of easily influenced people, each of whom adopts, say, a look or a brand after being exposed to a single adopting neighbor. Regardless of how influential an individual is locally, he or she can exert global influence only if this critical mass is available to propagate a chain reaction.”

Understanding that trends in public opinion are driven not by a few influentials influencing everyone else but by many easily influenced people influencing one another should change how companies incorporate social influence into their marketing campaigns. Because the ultimate impact of any individual—highly influential or not—depends on decisions made by people one, two, or more steps away from her or him, word-of-mouth marketing strategies shouldn’t focus on finding supposed influentials. Rather, marketing dollars might better be directed toward helping large numbers of ordinary people—possibly with Web-based social networking tools—to reach and influence others just like them.”

Duncan J. Watts is a professor of sociology at Columbia University in New York. He is the author of Six Degrees: The Science of a Connected Age (Norton, 2003)

(via Bruno Giussani’s Lunch over IP)

Be the first to share
25 May 2016
[Book] The Fourth Revolution: How the Infosphere is Reshaping Human Reality
The Fourth Revolution: How the Infosphere is Reshaping Human Reality by Luciano Floridi Oxford University Press, 272 pages Reprint edition (May 17, 2016) Who are we, and how do we relate to each other? Luciano Floridi, one of the …
23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”
Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity - but they have …
19 May 2016
The empty brain
Your brain does not process information, retrieve knowledge or store memories. In short: your brain is not a computer, writes acclaimed psychologist Robert Epstein in a long essay on Aeon. "We don’t store words or the …
19 May 2016
Transition design as postindustrial interaction design
The School of Design at Carnegie Mellon University has started talking about 'Transition Design.' In his long reflection about this new kind of design practice, Cameron Tonkinwise, CMU's Director of Design and Doctoral Studies, writes: Transition refers …
1 May 2016
Report: User Experience and Usability in Complex Systems
User Experience and Usability in Complex Systems Final Report 1/2015 FIMECC (Finnish Metals and Engineering Competence Cluster) November 2015, 225 pages Five years ago, some of Finland’s metals and engineering industry companies were looking for new ways to tackle …
30 April 2016
Security versus UX
Gwendolyn Betts explores how to reconcile one of the biggest challenges in interface design: security versus user experience. Betts writes that it is not uncommon for security measures to be tacked on at the end as …
19 April 2016
Co-creating policy and public services in Ireland
Governments, public sector and community organisations are addressing increasingly complex challenges such as the ageing society, climate change, sustainable behaviour change, youth unemployment, impacts of austerity, health, housing and homelessness. They are doing this at a …
14 April 2016
Anthropology is not only undersold, it’s misunderstood
Dr. John Sherry, Director of Business Innovation Research at Intel, says in an long profile on Epicpeople that anthropology is not only undersold, but also misunderstood: People too often talk about ethnography as a tool for …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly

Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
See all articles