Understanding+the+opportunity+I+-+IDEO

Understanding the Opportunity I - IDEO
Monday, February 13, 2012 <>

Topic overview:
Today we begin the second stage of the innovative product development process -- Understanding the Opportunity. In today's class we will look at a variety of techniques for developing a much deeper understanding of the opportunity. As with the previous phase, the goals of this phase are not to define a great new product or service (yet). The goals are to deeply understand the opportunity that you think you have identified, the stakeholders in a solution, and the specific ways that the stakeholders will find value in any solution that you propose. Based on this understanding, you can define the key attributes that your product or solution will need to possess. In general, a good articulation of these values will guide your product definition and design process, but still allow multiple ways for you to bring something to market with the desired attributes.

Preparation for class:
Prior to today's class you need to read the first three chapters of the book:

[KL00] Tom Kelley with Jonathan Littman, The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm, Doubleday, New York, New York, 2001. ISBN: 0-385-49984-1.

Reference materials:
Slides:

Videos of interest: IDEO documentary - "The Deep Dive", from ABC News, available on YouTube:

Part 1: @http://www.youtube.com/watch?v=JkHOxyafGpE Part 2: @http://www.youtube.com/watch?v=pVZ8pmkg1do Part 3: @http://www.youtube.com/watch?v=nyugyrCQTuw

Sample ethnography videos:
 * Laundromat video: @http://www.youtube.com/watch?v=3Jydtrbk55U
 * What does it mean to be ‘green’? Video: @http://www.youtube.com/watch?v=5KtSQZ_lqSw