Category Archives: Publications

Publications

Does a Persona Improve Creativity?

1 Comment

 

Inclusion of Other in the Self (IOS) scale (Aron et al., 1992)

 

Abstract

The purpose of this study was to test whether the priming of a brainstorming task by a persona increases ideational fluency and originality, i.e. the quantitative and qualitative dimensions of creative performance. We conducted a preliminary (n = 18) and final (n = 32) experiment with international students of business. These experiments revealed that priming of brainstorming by a persona increases originality of ideas by a large effect size (Cohen’s d = .91, p = .02), and not significantly ideational fluency by a medium effect size (Cohen’s d = .33, p = .39). As an alternative explanation to empathy, the found creativity effect may be attributed to priming that retrieves related memory items and thereby facilitates idea generation. As practical implications, design thinking practitioners can expect more original ideas and overcome design fixation if they brainstorm on a persona which is modelled in a concise and consistent way that caters to understanding the user need.

Keywords

empathy, persona, creativity, originality, ideational fluency, brainstorming, brainwriting, design methodology, design thinking, design research

 

 

 

Publications

Design works published in Korea

1 Comment

Heather Fraser published “Design works: how to tackle your toughest innovation challenges through business design” five years ago. It demonstrates how organizations can drive innovation and growth through Business Design – a discipline that integrates design-inspired methods and mindsets into business development and planning. Roger Martin said in his forward that “This book tells the story of the 3 Gears of Business Design, simply and practically. Its goal is to provide an easy-to-use guide for organizations that are eager to harness the power of Business Design.” The Korean version of the Design works is published in Korea.

 

 

Buy Design Works @ Amazon.com

 

 

Author: Heather M. F. Fraser / A seasoned business strategist, brand-marketing expert, and longtime entrepreneur and educator, Heather is a global thought leader in Business Design. Heather co-founded Rotman DesignWorks with Roger Martin in 2005 and served as Executive Director of DesignWorks through 2012. She has cultivated Business Design as a discipline, delivered student curriculum, and led innovation programs for over 3000 executives. She advises leading organizations on how to advance their business through innovation, including teams from Procter & Gamble, Nestle, Pfizer, General Electric, Target, and VF Corporation.

Translator: Jaewoo Joo / Jaewoo Joo is an Assistant Professor of Marketing in the College of Business Administration and a Participating Professor of Experience Design in the Graduate school of Techno Design, both at Kookmin University. He earned his Ph.D. in Marketing from the Rotman School of Management, University of Toronto. Jaewoo writes and teaches about Design Marketing and New Product Development (NPD) through the lens of the Psychology of Judgment and Decision Making (JDM).

Translator: Ran Yoon / Ran Yoon is a product planner and marketer at SK Telecom, the leading service carrier company in Korea, and collaborates with a wide variety of planners, developers, and designers. Previously, she worked as a planner and marketer at Samsung Electronics Canada.

 

Buy Design Works in Korean @ Naver.com

 

Please click here for more detailed information about the Korean-version Design Works.

 

 

Publications

An answer why designers get a seat at the CEO table

1 Comment

 

Woowa brothers… This company (Woowa Brothers (woowa is Korean for “elegance”) developed a mobile application (app) for food delivery services in 2010. Interestingly, the CEO of this company was trained as a designer and worked as a designer for several Web consultancies and an Internet search-engine company… Woowa Brothers achieved 77.3% brand awareness at a total cost of $74,000, whereas similar services spent approximately $4 million and only reached 38.8%. This app achieved 10 million downloads for the first time in the Korean app history. Goldman Sachs decided to invest 40 billion Korean won (U.S. $33.1 million) into the company in 2014.

 

Woowa Brothers(1)… We collected leadership cues from two parties, the CEO and employees, and then mapped them onto Brunswik’s Lens Model, a psychological framework often used in Social Judgment Theory. Our newly adopted research framework helps us better understand the designer’s unique leadership style; unlike non-design business CEOs, the design CEO or DEO (Design Executive Officer) used a wide variety of visual cues… the DEO tacitly communicates visual (tangible) cues with employees for reward and authorization. In particular, the DEO is good at incorporating a tangible benefit and infusing a live and vivid characteristic into an environment. We found that the DEO utilizes visual cues effectively when communicating leadership.

 

Publications

How to write a high quality design brief

1 Comment

PDMA_Design thinking

 

… Although the design brief plays an important role in concept development, there are few resources about how to write one. In general, the design brief is viewed as a competitive advantage and traditionally guarded as a business secret. Research on writing a design brief is scant and prescriptions for how to organize documents are heavily based on individual consultants’ experiences. As such, most design briefs are the writer’s interpretation of a Request For Proposals (RFP) or merely a reformulation of an existing business plan (Petersen 2011)…

… The responsibility for writing a design brief is usually relegated to one department and there is little or no cross-departmental collaboration. At the Industrial Design Society of America event in 2012, for example, design students and professional designers alike voiced their concerns about the design briefs they had seen. The design briefs written by engineering departments contained too much information and were overly restrictive, whereas the design briefs written by marketing departments contained too little information and did not inspire designers. Therefore, many designers read a design brief when a project is started and rarely revisit it afterward…

 

 

Table of Contents

1 A BRIEF INTRODUCTION TO DESIGN THINKING 1
Michael G. Luchs

 

PART I: DESIGN THINKING TOOLS 13

2 INSPIRATIONAL DESIGN BRIEFING 15
Søren Petersen, Jaewoo Joo

3 PERSONAS: POWERFUL TOOL FOR DESIGNERS 27
Robert Chen, Jeanny Liu

4 CUSTOMER EXPERIENCE MAPPING: THE SPRINGBOARD TO INNOVATIVE SOLUTIONS 41
Jonathan Bohlmann, John McCreery

5 DESIGN THINKING TO BRIDGE RESEARCH AND CONCEPT DESIGN 59
Lauren Weigel

6 BOOSTING CREATIVITY IN IDEA GENERATION USING DESIGN HEURISTICS 71
Colleen M. Seifert, Richard Gonzalez, Seda Yilmaz, Shanna Daly

7 THE KEY ROLES OF STORIES AND PROTOTYPES IN DESIGN THINKING 87
Mark Zeh

 

PART II: DESIGN THINKING WITHIN THE FIRM 105

8 INTEGRATING DESIGN INTO THE FUZZY FRONT END OF THE INNOVATION PROCESS 107
Giulia Calabretta, Gerda Gemser

9 THE ROLE OF DESIGN IN EARLY-STAGE VENTURES: HOW TO HELP START-UPS UNDERSTAND AND APPLY DESIGN PROCESSES TO NEW PRODUCT DEVELOPMENT 125
J. D. Albert

10 DESIGN THINKING FOR NON-DESIGNERS: A GUIDE FOR TEAM TRAINING AND IMPLEMENTATION 143
Victor P. Seidel, Sebastian K. Fixson

11 DEVELOPING DESIGN THINKING: GE HEALTHCARE’S MENLO INNOVATION MODEL 157
Sarah J. S.Wilner

12 LEADING FOR A CORPORATE CULTURE OF DESIGN THINKING 173
Nathan Owen Rosenberg Sr., Marie-Caroline Chauvet, Jon S. Kleinman

13 KNOWLEDGE MANAGEMENT AS INTELLIGENCE AMPLIFICATION FOR BREAKTHROUGH INNOVATIONS 187
Vadake K. Narayanan, Gina Colarelli O’Connor

14 STRATEGICALLY EMBEDDING DESIGN THINKING IN THE FIRM 205
Pietro Micheli, Helen Perks

 

PART III: DESIGN THINKING FOR SPECIFIC CONTEXTS 221

15 DESIGNING SERVICES THAT SING AND DANCE 223
Marina Candi, Ahmad Beltagui

16 CAPTURING CONTEXT THROUGH SERVICE DESIGN STORIES 237
KatarinaWetter-Edman, Peter R. Magnusson

17 OPTIMAL DESIGN FOR RADICALLY NEW PRODUCTS 253
Steve Hoeffler, Michal Herzenstein, Tamar Ginzburg

18 BUSINESS MODEL DESIGN 265
John Aceti, Tony Singarayar

19 LEAN START-UP IN LARGE ENTERPRISES USING HUMAN-CENTERED DESIGN THINKING: A NEW APPROACH FOR DEVELOPING TRANSFORMATIONAL AND DISRUPTIVE INNOVATIONS 281
Peter Koen

 

PART IV: CONSUMER RESPONSES AND VALUES 301

20 CONSUMER RESPONSE TO PRODUCT FORM 303
Mariëlle E. H. Creusen

21 DRIVERS OF DIVERSITY IN CONSUMERS’ AESTHETIC RESPONSE TO PRODUCT DESIGN 319
Adèle Gruen

22 FUTURE-FRIENDLY DESIGN: DESIGNING FOR AND WITH FUTURE CONSUMERS 333
Andy Hines

23 FACE AND INTERFACE: RICHER PRODUCT EXPERIENCES THROUGH INTEGRATED USER INTERFACE AND INDUSTRIAL DESIGN 351
Keith S. Karn

24 INTELLECTUAL PROPERTY PROTECTION FOR DESIGNS 367
Daniel Harris Brean

25 DESIGN THINKING FOR SUSTAINABILITY 381
Rosanna Garcia, PhD, Scott Dacko, PhD

 

 

Publications

Value of Writing Design Briefs

Leave a comment

DML_Design brief

Our intuition is that we should create design briefs collaboratively. Our study showed that the very act of writing a brief, improves concept performance by twenty percent on average, while, already top performing designers achieve a twenty five percent performance enhancement from brief writing. Studies at Stanford Center for Design Research show that investing time in writing a superior brief can increase performance up to an additional thirty percent over average performing briefs…

 

Publications

Bridging the Chasm between Design and Marketing

Leave a comment

DML_Productdesign_UoT_02Although integrating design and marketing is critical for successful new product development (NPD), there has been a limited attention to the potential problems that arise during the NPD process and their possible solutions in academic literature. In order to narrow this gap, our study conducted a series of surveys of an interdisciplinary class project between marketing and design students over two year periods and identified two major potential problems: (1) conflict from the functional background, and (2) the conflict from imbalanced decision-making authority between design and marketing. In order to resolve such conflict, we found the two contrasting solutions: (1) facilitating communication to enhance cross-functional integration between the two groups and (2) prohibiting communication to protect each group. Our findings contribute to the formation of a theoretical basis for research on the topic of design-marketing integration.

 

Publications

Preference reversal of environmental friendly product

1 Comment

Joo @ PHBS

  • “Preference Reversal of Environmental Friendly Product,” Presented at the HSBC Business School, Peking University, ShenZhen: China, October 30, 2013.

Do consumers like the environmental friendly products they buy? My colleague, Bohee, and I borrow the literature from the Behavioral Decision Theory and argue this is not always the case; consumers often choose the green product even though it does not work well. This suggests that, in some cases, environmental friendliness could be merely a marketing gimmick.

 PHBS

Publications

Apple and Samsung took different approaches toward design thinking

4 Comments

The article presents research focusing on the development of design thinking in business context. It utilizes balancing intuitive and analytical thinking to determine the exploitation of design thinking in organizations. It explores the decision making processes of two electronic corporations including Apple Inc., and Samsung Electronics Co. Ltd. to offer practical implications to executives who are interested in implementing design thinking in their organizations.

… Samsung is a good example of a “technology push” firm. Samsung has been a late mover in the electronics market. Responding to unparalleled business challenges, the company first expanded its design team from 200 designers in the late 1990s to 1000 designers in 2012. Samsung has made noticeable debuts in winning several international design awards. However, the company’s intuitive and analytic teams needed to work closely before they were able to deeply understand and appreciate each other’s way of working. The forced collaboration produced challenging decision-making conflicts—the types of conflicts that are difficult to resolve without a moderator. Instead, decisions were made exclusively by the intuitive team or exclusively by the analytic team. This issue explains why Samsung has performed well in design awards, but has not yet introduced an iconic product like the iPhone…

… Apple approaches design thinking differently from Samsung. Its design team does not communicate with its manufacturing team. Instead, an independent team (consisting of Steve Jobs and his supporters) made most of the firm’s business decisions. In the process, Jobs limited the decision-making power of the analytic teams in order for them to be comparable with the power of the intuitive team. Note that although Steve Jobs was often criticized for his assertive decisions, he did free the intuitive team from the analytic team. As a result, Apple products are welcomed by a massive number of consumers—even though their individual features do not necessarily outperform the products manufactured by their competitors …

Publications

Behavioral Economics for Design

2 Comments

20130821_Behavioral Economics for Design @ ICED13 Young Members Event

Designers will benefit from BDT (Behavioral Decision Theory) or Behavioral Economics in two ways. First, they could improve the effectiveness of their design outcomes by finding users’ psychological errors and then creating designerly solutions. Secondly, they could enhance the efficiency of their own design process by identifying and correcting the psychological mistakes that they often make.

20130820_@ ICED13_Jaewoo Joo
@ Young Members Event, ICED13