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
23 July 2016
Emerging social roles for life in 2025
Over the last five years Ericsson's Networked Society Lab has been exploring what social life in 2025 might mean. How have 20th structures of industrialization been challenged? What is happening with life and lifestyles right …
22 July 2016
[Book] Overcomplicated (or when systems go feral)
Overcomplicated: Technology at the Limits of Comprehension by Samuel Arbesman Current (Penguin Randomhouse), July 2016 256 pages Abstract Why did the New York Stock Exchange suspend trading without warning on July 8, 2015? Why did certain Toyota vehicles accelerate uncontrollably …
22 July 2016
A nudge toward participation: Improving clinical trial enrollment with behavioral economics
A nudge toward participation: Improving clinical trial enrollment with behavioral economics Eric M. VanEpps, Kevin G. Volpp and Scott D. Halpern (University of Pennsylvania) Science Translational Medicine - 20 Jul 2016 Vol. 8, Issue 348, pp. 348fs13 Interventions informed …
18 July 2016
Ethnographic research to improve the City of New York’s digital services
A team including the Public Policy Lab (a New York City non-profit) worked with New York City's Chief Digital Officer and her staff to use ethnographic research to develop the New York City Digital Playbook …
18 July 2016
Design research at the New York Times
The pressure to anticipate an audience’s needs and desires is intense—no longer only of concern to business sides of media organizations but a part of the editorial mission, writes Heather Chaplin in the Columbia Journalism …
11 July 2016
[Book] LEAP Dialogues: Career Pathways in Design for Social Innovation
LEAP Dialogues: Career Pathways in Design for Social Innovation Edited by Mariana Amatullo, with Bryan Boyer, Liz Danzico and Andrew Shea Published by Designmatters at ArtCenter College of Design July 2016, 360 pages The professional landscape for design in …
29 June 2016
UX in government: Why we need to stop calling it “citizen experience”
Cultural anthropologist Jamie Lee writes that she is fully on board with UX’s role in the public sector, and that she is an advocate for its unique role in more ethical governance with, rather than …
28 June 2016
Politicians need to commit to ethnographic research if they want to understand people
Business anthropologist Simon Roberts has campaigned hard for the "Remain" side in the UK referendum and is deeply disappointed. He now explores a topic that I too have been arguing for some time now: Politicians, …

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.

22 June 2016
A united energy economy: Experientia helps wrap up the CITYOPT Nice pilot project

Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]

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 […]

See all articles