Envisioning New Meaningful Directions

Question 1

What is the objective of the envisioning of meaningful directions?

Answer 1

Propose what we believe is meaningful for the user, working proactively on the direction

Before innovate, you have to define the direction you would like to follow

Question 2

What is the difference of Innovation of Meaning and Creative Problem Solving DT?

Answer 2

CPS

• Measurement: Solution
• Goal: Create better solutions
• Easier, process of ideation (prototype to learn), outside-in

IoM

• Measurement: Direction
• Goal: Meaningful directions
• Based on criticism, proactive involvement, inside-out

A solution deals with a need that exist and the user is aware of.
A direction brings to the user new needs they weren’t aware of before and they will fall in love with.

Question 3

Case study Alidays

Answer 3

Focus: B2B traveling packages
Challenge: How to support travel agents to bring added value

Change of meaning
From: designing traveling packages for travel agencies (WHERE TO TRAVEL)
To: Co-designing personal discoveries with travelers (WHY TO TRAVEL)

Result: Fluidtravel, platforms of experiences
WHY: what VALUES travelers seek during the trip
WHAT: what CONTENTS the travelers will encounter
WHERE: WHERE is it possible to leave the experience
WHEN: In which period this experience can be lived or is recommended

Question 4

Case study Alfa Romeo

Answer 4

Focus: New innovation direction
Challenge: Lack of innovation and brand losing value
From: exclusivity and power (big engines) (CAR PERFORMANCE)
To: inclusivity (accessible price) and agility (carbon fiber) (DRIVER EXCITEMENT)

Result: New strategic direction, new product (Alfa 4C), services and communication

Question 5

Case study Prysmian Group

Answer 5

Focus: Cables for oil and gas platform
Challenge: Flat growth, low value added products
From: Cables to transport energy and data from A to B (commodity)
To: Cables as smart sensors (beyond cables), sensing systems and environments

Result: New innovation roadmap

Question 6

Methodology Innovation of Meaning

Answer 6

Inside-out process based on criticism (I judge, I value, I interpret)
Critical thinking, giving meaningful criticism that will help improving

ME: (Envisioning) People will never love a product that you do not love
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PAIR: (Sharing) Ultimate intimate space to discuss something with someone (that thinks the same way)
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CIRCLE: (Clashing) Critical thinking to re-envision
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INTERPRETERS (Interpreting) Outsiders

Question 7

How to find interpreters?

Answer 7

Identify the customer and the experience of life

Which other domains are looking at the same customer in the same experience of life?
Domains: Industry, Adjacent, Outside the network

Which organizations 1.provide product and services, 2.conduct research on meaning 3.product artwork and cultural reflexion?
Categories: Direct Players, Professionals, Cultural Interpreters

What is the expertise of the interpreter?

Has the interpreter a constructive critical attitude?

Important to balance the mix of interpreters and don’t contact directly competitors (or future competitors)