Advanced Design Tools

ADVANCED
DESIGN
METHODS
for successful innovation
Design United
Design United is the platform for Dutch Research in Design of the 3TU
Industrial Design programmes. It combines the academic power of the field
of Industrial Design and strengthens the innovative force of Dutch industry.
During the last forty years, the young field of Industrial Design has
developed into an academic design discipline which combines knowledge
from a wide range of fields and places the user at the centre of the design
process. The designer no longer focuses exclusively on the quality of
the interaction between user and product: increasingly, designers are
confronted with the design of complex systems comprising many products
and services. Given the increasing complexity of social issues, designers
play a vital and central role in design driven innovation. This requires
knowledge: methodology, tools and new concepts concerning users,
technology and business aspects.
By bringing dierent disciplines together, Design United is improving the
overall quality of research. Education and supervision of PhD students
is harmonized, knowledge management is organised and large research
projects are jointly initiated and carried out.
By involving the professional field and incorporating social issues in the
research programme, the products of research are much better aligned
with current industry reqirements. Two-way communication with industry
also strongly contributes to the opening up of design knowledge.
Design United has initiated the following activities:
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examples of running and finished research projects, through the
webportal and publications;
)

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societal, industrial and scientific partners;
'

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industry and designers through events like symposia and round-table
discussions;
'

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United research programmes.
ADVANCED DESIGN METHODS

Recent methods from design research and
design consultancy in the Netherlands
Design United, September 2013

The authors and editors have made a significant eort to trace the
rightful owners of all the materials presented in this book. If you
have the impression that the material in this book infringes on your
ownership rights, we kindly ask you to contact Design United.

""!w'

reserved. No part of this publication may be reproduced, stored
in a retrieval system, or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording or otherwise, without
prior permission of the copyright owners.
Design United gratefully acknowledges the support of the Innovation

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ISBN 978 94 6186 213 6
ADVANCED
DESIGN
METHODS
)
(
Elke den Ouden
Rick Schierstein
Frido Smulders
Mascha van der Voort
Acknowledgements
Cees de Bont
Hong Kong
This book has the simple and straightforward aim of helping organisations
adopt advanced design methods, thereby making them better equipped to
deal with dynamic environments. As a hidden agenda, the authors and editors
would like to stimulate interaction between academics and practitioners. After
all, thats Design Uniteds mission. This should lead to greater insights into the
actual implementation of advanced design methods and to more intensive
collaboration when defining research challenges and developing new research
methods in the future.
Many individuals and organisations have contributed to this book. I am
grateful to the reading committee of practitioners, who advised us on the
selection of methods and on how to describe them in this book. They helped
make this book attractive and useful for their colleagues in the fields of
product development and innovation management. They were always eager to
remind the academic authors of what practitioners really do!
Furthermore, a scientific editorial committee with representatives from the
three technical universities, consisting of Frido Smulders and Rick Schierstein
(Delft University of Technology), Mascha van der Voort (University of Twente)
and Elke den Ouden (Eindhoven University of Technology) was instrumental
throughout the process in discussing the contents of the book and selecting
and briefing the authors. It was a real pleasure to work together with all of
you in the making of this book. The collaboration between academics from the
dierent universities felt completely natural.
I would like to express my gratitude to Agentschap NL, in particular to Joop

Postema and Michiel de Boer, first for sponsoring many academic design
research projects, and second for supporting the production of this book, both in
terms of funding and in terms of bringing together relevant stakeholders. Their
patience and support has been exceptional and beyond expectation.
Bart Ahsmann from the Delft University of Technology has provided a wide range
of support activities, varying from arranging meetings, arranging the finance,
to taking care of the proof reading and the aesthetics of the book. With Bart on
board we have been able to make continuous and solid progress on the book.
Finally, my thanks to the authors of each of the chapters of this book. In most
cases they are those who developed the advanced methods themselves, and who
have now helped both designers and practitioners by making their knowledge
and insights accessible.
I am grateful to have had the opportunity to contribute to the collaboration
between the academic design schools in the Netherlands in my former position
as Dean of the faculty of Industrial Design Engineering in Delft. Even more,
I am extremely proud to be able to present the fruit of this collaboration: a clear
overview of advanced design methods that has the potential of making many
individuals and organisations more successful in achieving their goals.
Cees de Bont
Hong Kong
Content
PART 1
introduction
11
01 Advanced Design Methods
12
Value creation on
three levels
21
user-centric
design methods
02 Capturing use:
user involvement and
participatory design
03 Exploring future use:
scenario-based design
PART 2
30
organisation-centric
design methods
06 Brand-driven
innovation
PART 3
116
118
32
56
04 Designing for user

experiences: contributions
from contextmapping
78
05 Organising for product

usability: a comprehensive
approach
94
07 Mirroring: the
boundary spanning
practice of designers
144
society-centric
design methods
08 Creating meaningful
innovations: the value
framework
09 Designing new
ecosystems:
the value flow model
164
166
186
epilogue
10 Design Research:
purpose, dynamics
and progress
208
210
References
236
Colophon
247
introduction
12
'*6'4)+**+/-43+.*for successful innovation
01.
Advanced Design Methods
Authors
)
(x,
Introduction
In the last twenty years, major technological, geo-political,

economic, social and environmental developments have led
to structural changes in many disciplines, including that of
design. These changes seem to be occurring at an accelerating
pace. Many organisations and individuals are facing increased
complexity in their working and social lives. Designers no longer
simply design artefacts: they have to think of combinations
of products and services, or even develop entire systems. In
the same period, designers have broadened their scope from
adding economic value to commercial and public organisations
to providing a wide range of economic and social values for all
INTRODUCTION // 01 ' *

3
15
kinds of organisations. New opportunities for value creation have

emerged. In order to deal with this increased complexity, design
as an activity has become more advanced in its methods, and
designers increasingly take central positions in innovation projects
to connect professionals working in dierent disciplines.
In many disciplines it is taken for granted that academic

research is conducted with the aim of increasing the
knowledge basis and understanding of real phenomena in
that field. Everyone is aware that a great deal of research in
the healthcare related disciplines is conducted to combat
life-threatening diseases. Similarly, it is common knowledge
that many industries tap knowledge from academic research.
Often there is a one-on-one connection between the type
of industry and the contributory scientific disciplines. To
illustrate this point, the oil industry is closely related to the
geo-physical sciences, the aircraft industry is connected to
aerospace engineering, the food industry to chemistry, and
the financial sector to business economics and accounting.
In contrast, for design, product development and innovation,
no single discipline is the dominant provider of scientific
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x
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x
x

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to product development and innovation. Some of these
16
scientific disciplines, in particular those in the field of science,

are closer to the process industry and to process innovation,
whereas engineering and design are often closer to the
production of goods and services and to product innovation.
Whereas scientific research has longstanding traditions in
science and engineering, in design this tradition is less well
established. In the past, most graduates from design schools
were not confronted intensively with scientific research
during their studies. Much of the design knowledge and
expertise was built up and made available by practitioners
who lectured at the design schools. Nevertheless, over the
last twenty years, we have observed that scientific research in
design is growing at a much faster pace.
4! "
x

x
students are more aware of, and even take part in academic
research. The number of PhD students at academic design
schools has grown sharply in recent years and new academic
journals have appeared, for example, Co-Design and the
International Journal of Design. Gemser et al., 2012 recently

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conferences in design are becoming more mature, for example
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projects in design and many scientific publications report on
the development of new design methods.
In the field of design, the Netherlands is a much respected
country, comparable to other leading countries like Italy,
, x51x*x! x5'x1 !w
TU Delft has been an established and internationally
renowned design institute for many years; in the last ten years
the technical universities of Eindhoven and Twente have also
started to contribute to design education and design research.
The three Dutch academic industrial design faculties have
been extremely active at international design conferences and
have produced many papers for the international academic
community. By selecting the most promising, well-researched
methods from these three Dutch institutes, this book presents
the outcomes of more than a hundred man-years of academic
design research and about sixty man-years of strategic design
consultancy.
'
x
"
x
from the faculty of Industrial Design Engineering in Delft, the
oldest and largest academic design school in the Netherlands,
have become more active in the field of strategic design
and innovation consultancy, specifically investigating and
developing new methodologies to be applied in these areas.
Some of these methods have also been integrated into the

3
design school teaching programmes and have been published,

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In Northern Europe, many universities have adopted a

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tradition, design schools have adopted the textbook on design

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of industrial design engineering are trained to apply design

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5
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of Twente. In addition to the students, practitioners have
started to recognize the practical value of design methods.
This stimulated teaching sta at TU Delft to develop the
Delft Design Guide. It covers a large collection of methods
taken from design practice, design teaching and from the
literature. By teaching these methods over many years, better
classifications, better instructions and better examples have
been developed. The Delft Design Guide is a practical guide for
both students and practitioners.
Whereas the Delft Design Guide aims to give a complete
overview of the basic methods relevant to all phases of
the product development process, the purpose of this
book is to make practitioners in product development
and in innovation management aware of recent academic
research that has resulted in advanced design tools and
methods. This book neither aims to be complete in covering
all advanced design methods, nor in covering all phases of
the product development process. It, instead, reflects the
strategic repositioning towards the fuzzy-front end of product
development of the research programme that has been
17
running in the
Netherlands
over the
last decade:
Integrated
; )
and Realization,
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formed the cornerstone for the scientific research
*

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was initiated by the three entities of industrial design at
the three technical universities in Delft, Eindhoven, Twente
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The methods presented in this book are taken from
these three faculties of industrial design and together
they represent an important state-of-the-art overview of
advanced design methods developed by design researchers
and design consultants in the Netherlands. The methods
are not described in the traditional scientific sense,
they are richly illustrated with examples to facilitate the
adoption and use of these methods in practice.
We focus on research methods that have been
investigated, developed and tested in industry by
researchers and senior members of sta working at the
three design faculties. This underlines the collaboration
between the three Universities of Technology in the
4
t5
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United, which is a platform for interaction between these
design schools and industry.
18
This book aims to stimulate and facilitate the adoption of

these advanced methods. We are certain that the correct
uptake of these methods will help many organisations,
both large and small, to become more successful in product
development and in innovation management. In addition,
the use of these advanced design methods by industry will
help researchers to improve these methods and develop new
ones. Be aware that applying advanced methods may not
always be straightforward. Design problems vary and will
require, amongst others, contextual information in order to
determine the best way for implementation. The target group
for this book is therefore not only designers. Since product
development and innovation management involve a wide
spectrum of disciplines and related organisational roles and
functions, this book is aimed at a broad range of professionals,
including those involved in product planning, marketing,
strategy, R&D, manufacturing and design.
Design: changing perspectives

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uux
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to shape and make our environments in ways that satisfy our

w.

on the definition by distinguishing between design as a noun
and design as a verb. Design as a verb, the activity that we
are interested in, is often described as a goal-directed process

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consider some perspectives on design as an activity. It will
become clear that the activity of design in industry has changed
a great deal over time, moving from the pure functional design
of the past to the value-based design of today.
product
'

the Netherlands in the mid-sixties of the twentieth century,
the main focus of design was to support the industry in
developing products. In those days, households adopted many

3
user
product
new electric products, for example washing machines, irons,

and vacuum cleaners. These and other products helped
to reduce the amount of time spent on household chores
*x$$# !

19
to the need for advanced design methods to ensure that

professionals from dierent backgrounds could still operate as
a productive team.
became more important to enjoy the way the functionality

was delivered and what it did to its possessors in terms of

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The notion of experience was also picked up by the services
industry, willing to provide a better service, or in other words:
experience, to their clients. Some companies even combined
products and services, like the Dutch Railways NS with their
"
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x
x
'x
starting with the iPod and iTunes.
on the world, for example radio and television. From the

early days of design, it was considered important that users
would be capable of using new functionalities. The dominant
theoretical perspective in the industrial economy that evolved
from this over time is that of user-centeredness. Designers
primarily concentrated on the product, its functionality and
its users. The functionality of new products was based on an

w
In the last decades, many western consumers have achieved
high levels of material welfare. Buying is no longer simply
about obtaining a purely functional product. Most branded
products deliver well on their core functionality, and it is
clear that products that do not achieve this, are becoming
rare. Instead of focusing on the functionality per se, it
20
Not just the experience of using, but also that of being seen
with a particular branded product, which is all about the
expressive quality of brands, started to play a major role in
purchasing decisions. The brands of the products and services
enabled people to demonstrate to which social group they
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to become very popular in academic research on marketing
ww1xuut

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much later at some design schools. Some leading brands like
Gucci, BMW and Bang and Olufsen successfully made the
experience of possessing and using their products part of
their brand identities. Many companies maintain a portfolio

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activities are geared towards distinctive brand experiences
that strengthen brand identities. Design methods are applied
to support organisations in managing these brand portfolios.
Through advances in technology, products became more
intelligent. This helped to generate exciting user experiences,
but also confronted consumers with diculties in using these
advanced products. It became more dicult to anticipate
organisation
user
product
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So designers were challenged to help out in reducing these
uncertainties when developing new products, and to support
decision-making in the development process in order to avoid
user complaints later on. Many dierent professionals take
part in the development of intelligent products. In particular,

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This increased technical and organisational complexity led

3
/
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groups of consumers are only recently progressing to a
financial situation in which they can aord luxury products
and brands. In societies that have already been auent
for years, two dominant dynamics came into play at the
beginning of this century. The first is that new values started
to become important, such as authenticity and responsibility.
Design for sustainability, a theme which has been in
existence for many years, has really grown in importance,
and has grown beyond the notion of environmental-friendly
products. Many companies adopted a societal perspective that
incorporates the ecological footprint of products and services.
Value for society is about collective values, beyond those of
specific individuals or organisations. Increasingly, for-profit
organisations are in the process of supporting societal values
above and beyond merely generating income and maximising
profit. This new orientation is of growing relevancy to
attract and keep talented sta and to be successful in the
marketplace. Even in highly materialistic societies like Dubai
.1x

universities, art, hospitals, etc. There is an increasing worldwide trend that consumers require commercial organisations
to engage with their social and physical environment in a
dierent way, one that goes beyond paying mere lip-service to
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The second dynamic is related to the sharp changes of the
world economy caused by the faster pace of change and the
21
design: FABRIQUE photo: Jonathan Vardy
with the development and delivery of services. This situation

requires organisations to take a broader perspective, beyond
the confines of their own organisations. Many commercial
organisations have started to work together with other
organisations, for example from the public sector, to better
understand and address combinations of social and material
needs. Sometimes, dierent commercial organisations team
up to create innovative propositions together. See for instance
the increased attention being paid to open innovation and
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model design for business model design, e.g. Ostewalder &
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society
organisation
user
product
parallel eect of increasing technical and societal complexity.

This has forced companies to reconsider their own strengths
!

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to be necessary to remain a leading organisation, often
combining development and manufacturing of products
22
Public organisations have a certain role in a social network.

0
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w/
order to attract more passengers, the airport needs to attract
airliners to carry these passengers to the many dierent
destinations, to oer parking facilities, shopping areas,
connections to other transport modalities, safety procedures,
w'x
x

procedure, will involve many stakeholders (e.g. passengers,

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benefits to many, but it also requires those aected by
these new procedures to consider new ways of working and
collaborating.
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have an impact on what designers do and are expected to do.
Designers increasingly not only set out to create new products
and services, but they also want to have an impact on human
behaviour (e.g. in relation to fitness and exercise and to
w*

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of Positive Design, directed at behavioural change. Several
design schools in the world are following this trend, including
*
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institute focused on social innovation.
The hype and world-wide attention for design thinking,
applying designerly approaches to all kinds of wicked
problems that go far beyond the traditional field, supports

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showing that design thinking has much to oer in relation
to this wider perspective on design. Design academics and
design consultants work hard to develop advanced tools,
methods and approaches to support organisations when
dealing with these new and additional complexities. In
this way they help them define new opportunities and stay
valuable and relevant in their business. Examples of methods
and approaches are: design for society, multi-stakeholder
analysis and collaborative design.
To summarise, we have seen the field of design moving from

!

"
!

disregarding the first ones. For contemporary design, all foci
are equally important. It can be stated that organisationcentric design incorporates user-centric design and that
society centric design incorporates both user-centric and
organisation-centric design, considering design as a process of
value creation that overarches all these former perspectives.

3
product
user
product
organisation
user
product
society
organisation
user
product
23
Many authors have noted the importance of value creation

w!"* u

between four levels of value in the context of innovation
that support what we have discussed so far. These are: value
for users, value for organisations, value for ecosystems and
value for society. Value for the ecosystem is either about
users, organisations or society. That is why, in this book, we
concentrate on three levels. To rephrase product development
in terms of value creation we see the following: development
of artefacts and services is clearly connected to the creation
of value for three levels of stakeholders: users (e.g. pleasure
"
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24
How to continue?
Further reading
;xw 1w+
wuu$wDesign
Integrations, Research and Collaboration.)v/x
5
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1 x6wuw101 Design Methods: A Structured Approach
for Driving Innovation in your Company. John Wiley and
Sons, Inc.
2 x0w wuwDesigning for Growth: A
Design Thinking Tool Kit for Managers. 4!9v)
Business School.
+x'wwx3w(x+w2
3w 6x
uProduct Design, Eleven International Publishing
(x'w-w)wx* x0w0wx:
0w0w3w
xww'w
wutxDelft Design Guide.
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Value creation on three levels

Structure of the book
We have seen that design can be regarded as a process of value

creation for all actors aected by the design, be it a product, a
service or a combination thereof. For this book we have chosen to
focus on the level of the user, the organisation, and society. We
have named these: user-centric, organisation-centric and societycentric. Hence, the three sections of this book. For each of these
levels, we describe research-based methods that have recently been
developed, tested and validated.
PART 1
PART 2
PART 3
User
centric
Organisation
centric
Society
centric

3
25
PART 1 User
designers. This chapter discusses the various forms of,
and the tools needed to achieve this close collaboration
and make the user perspective of value for the design
process.
User-centric value creation

'

/ x

"w'

x!
spectrum of methods are currently still being used. The
main reason for this is that, even today, product function
is still relevant, as are brands and experiences. Experience
design can be seen as a further development of user
w'

w'

pleasurable experience, e.g. when buying a game console,
whilst other users may be interested in new functions
of existing products that facilitate being in-touch with
people at a distance, e.g. Skype. Users can be interested
in saving money by using more ecient climate-control
systems or in saving the planet by driving an electric car.
Which values are important not only dier between the
26
type of user,they also dier between periods, for example

as as a result of economic conditions, societal values and
the availability of technologies. Design-for-Usability and
Experience Design are considered important methods for
generating user value.
Part 1, user-centric section includes four chapters:
participatory design, scenario-based design, experience
design and design for usability.
The first chapter brings the user into the design process.
User involvement and participatory design in particular
can be seen as ultimate forms of user-centred design.
.!x

thinking about new products and services; they are often
not aware of what they are looking for. The challenge then
is to find means of uniting the participating users with the
The second chapter introduces a method of using

scenarios in product design. It shows how scenarios can
eectively be used to provide insights into how products
can or could be used. The method describes how these
use-scenarios can be applied by development teams as
inspiration, communication and evaluation tools.
The chapter on experience design extends the notion
of usability by addressing the explicit development of
experiences that users have while using the product or
service. The method takes into account the context in
!

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w)
allows for the discovery of hidden knowledge related to
the specific use contexts. The method supporting the
development of the user experience has three categories

v

x


3
x

!
product including the experiences it will evoke in use.
The usability chapter is the final chapter in this cluster. It
explicitly focuses on how to incorporate usability-related
decision-making in the entire product development
process. The chapter makes clear that this focus not only
aects the designers, but also requires the organisation
to adopt an integrated usability-centred approach. It
addresses the major challenges product development
teams and their organisations encounter with respect to
addressing usability issues. The method presented here is
a comprehensive approach that covers the planning, the
decision-making and tools selection. By including a focus
on organisational decision making, this chapter already
clearly touches upon aspects of organisation-centric value
creation.
27
PART 2 Organisation
Organisation-centric value creation

)

!

of organisations; they seek innovations that help them
to achieve the goals and objectives that are in line with
their values. For-profit companies strive for other values
than not-for-profit organisations. Some organsiations

5
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;

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2
"

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The brands are the engines generating revenue and profit
for the commercial organisations.
Many organisational entities (marketing, finance,
xwx"

by external organisations, collaborate in generating
28
innovative products and services to support the brands.

'

x

!
!

having dierent functional backgrounds, which gives rise
to many potential misunderstandings. Only when these
actors operate together well, can exciting new products
and services be developed that meet consumer needs,
can development costs be kept under control, and can the
introduction windows be met.
Value for organisations is achieved by brands and their

!
w'

for this is that the supporting innovations should be
conceived and delivered in a cost-eective and timely
manner: this requires multi-disciplinary collaboration.
This section addresses two important methods that
deliver on the organisational values: Brand-driven
innovation and the collaborative process of mirroring.

The latter method aims to improve the boundaryspanning practice.
and delivered successfully. Building on the directions to

further strengthen the brand, development teams work on
projects to conceive and deliver innovative propositions.
( )=

x
x
based on the understanding that, in order to innovate
meaningfully and sustainably, organisations need a
deeply rooted and shared vision. This chapter shows how
visions are created and how they become actionable.
It paves the way to working across organisational and
disciplinary silos. The chapter shows that the brand
of the firm can be a valuable internal driver instead of
simply being an external messenger. Transferring the
brand into a driving factor for innovation requires two
nested sets of complementary activities: inside out

w)

relationships between the organisation and its customers
explicit. In fact, brand-driven innovation combines a
user-centric approach with the values of the organisation
and those that are delivered through its brands. Only
through a true understanding of customer motivation
related to a brand, can its values and promises be created

;)sx

Mirroring as a method for designers to improve spanning
disciplinary, hierarchical and organisational boundaries
4!; *4;*w4;*
complex products requires many dierent actors to work
together in order to be able to create a new and complex
product. Mirroring, in other words, supports the process
of creating a better understanding of the constraints and
abilities of other disciplines, and facilitates the team to
think collectively when solving design problems.

3
29
PART 3 Society
Society-centric value creation

In this section, we go beyond the value creation for the
organisation, and move to a much wider perspective
on value creation by including two aspects of the social
dimension in the innovation equation: society and the
eco-system. Not-for-profit organisations are often geared
!

"ww'
"
/-

goods for individual consumers. This type of value
generation for society is not limited to these organisations
only. Increasingly, companies in the profit sector appear
to be interested in utilising their capabilities beyond
the generation of income, profit and shareholder value.
'

;-x!

solving logistic problems for food-related disaster relief

w'
;
)x!
30
value for people, organisations and society. Since this

is a relatively new design perspective, methods have
" ""
w.!x

approaches have been developed to support designers and
organisations in this domain.
trying to support a healthy breakfast for young people
w'

"x
which seems to be more and more common in all kinds
of organisations, is society driven and delivers society
relevant values that go beyond the values for the user.
Society-centric value creation includes developing the
ecosystem around a specific innovation. It considers the
network of dierent organisations that each create part of
the value for the end user whilst at the same time creating
value in order for them to survive. The ecosystem is to be
seen as a network of actors and parties with nested and
integrated business and revenue models.
The two chapters in this part of the book integrate societal
values and ecosystems by taking the recently introduced
perspective on innovation as a process of creating shared

)#

of creating meaningful innovations by considering
innovations as being social in nature as they aect
a much larger number of stakeholders than just the
consumer. This perspective requires all these stakeholders

dierent elements of value creation together. The chapter
proposes a value framework that helps to reduce the
increased wickedness of such collaborations by explicitly
addressing societal, economic and user challenges.
The value framework therefore integrates views from
economy, ecology, psychology and sociology. The use of the
framework in workshops facilitates the process of creating
shared value. This chapter describes methods based on:
user value perspective, organisational value perspective
and societal value perspective.

3

)$

socially balanced innovations by addressing the process of
designing whilst being part of the ecosystem. The chapter
discusses the challenge of addressing the complexity
of designing new ecosystems. While the first chapter in
this third section discusses the creation of meaningful
innovation, the second chapter discusses the complexity
of the design process in collaboration with all the
stakeholders that represent the ecosystem.
7
)u"

developments in the field of design methods. In this
chapter we classify dierent types of academic design
research and discuss how we as academics set our agenda
for scientific research. This final chapter also provides a
sneak preview into future publications.
31
PART 1
user-centric
design methods
02.
Capturing use: user involvement
and participatory design
Authors
Jos Thalen, Julia Garde
Introduction
According to the User Centred Design (UCD) philosophy,

prospective end-users should be given a central role in a design
process. The foremost purpose of including users in the design
process is to get better insights into future use situations in
order to design products, services or forms of organisation that
meet the users needs. There are numerous tools and methods
that promote a specific implementation of UCD. These dier
in the way they involve users (e.g. from users as designers
to users as concept testers) and in the design activities they
target (e.g. early design phase activities or detailed design
phase activities).
PART 1 USER // 02 )

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35
In this chapter we focus on one specific form of active user

involvement known as participatory design. Active user involvement
aims to give users an active role in product design in order to produce
insights into users needs, their practical knowledge and into the
use situations that products are used in. Participatory design is a
specific form of user involvement that serves a democratic ideal by
accentuating the aim of giving citizens or workers a voice in design
decisions that influence their lives. The use of special tools and
techniques enables users to take an active role in designing and
experiencing product concepts revealing covert or subconscious user
needs. In this way users can apply their practical knowledge, and
complex use situations can become more concrete.
Challenge
5)*

"!
properties, namely the design activities they support, and
the role end-users play during these activities. The diagram
in figure 1 uses these properties to illustrate the position
of active user involvement and participatory design within
5)*
w

project phases in which the methods can be used. The
vertical axis outlines the intended level of user involvement
achieved with each method.
36
!!

5)*
!

quite distinct; designers generate solutions for users based on
explicit knowledge. This knowledge can be gathered through
ethnographic research such as interviews or surveys with the
user, or by observing users during product use. Users are the
objects of study and, during usability testing, the testers of
solutions. These techniques are currently in common use in

"w'"

x

activities as part of these methods are mostly conducted by
professionals for or together with users.
co-design
with
the user
level of user involvement
case 1
context
mapping
case 2
participatory design
usability
testing
by
the user
active user involvement
ethnographic
research
for
the user
user centred design
analysis
design
evaluation
project phase
FIGURE 1
relation between user centred design, participatory design and the
case studies presented in this chapter
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37
There are however several challenges in product development

"
5)*
v
Gathering rich user insights - Traditional marketing tools

do not always result in the desired level of user insights as,
for instance, they focus on quantitative data rather than
in-depth qualitative data. To obtain rich qualitative data,
users can be more actively involved in analysis activities
in order to provide detailed insights into the current use
x

w'
advantage of active user involvement compared to less
active user involvement methods, such as ethnographic
studies, is that users are involved throughout the iterative
loops of design projects. In this way, designers are able to
obtain feedback about their interpretation and application
of user insights at dierent stages in the design process.
Acquiring experts knowledge - When designing for

professional use situations with which designers are
not familiar, for example within the healthcare context,

compensated. In this case, a company can involve users in
analysis, design and evaluation activities. Involving people
!
product development process can decrease the number of
use problems in the resulting products.
Early validation of user requirements - If a company aims

validate concept directions with users, traditional usability
testing takes place too late in the development process.
Therefore, to evaluate breakthrough product concepts, the
38
company can involve users in early concept evaluation to

verify that they are heading in a promising direction.
Obtaining a multi-perspective review - If users with

a variety of roles are involved in the use of the same
product, or if the use of the product takes place at
dierent times and places, use situations can become
complex. Often, the various roles of the users result
in dierent or even conflicting requirements. User
involvement helps the designers gain insights into
dierent perspectives and in balancing conflicting
requirements: Involvement of the dierent users in joint
user sessions can help users and designers exchange and
understand the diverse requirements, discover conflicting
requirements and, as a group, negotiate prioritisation of
the requirements.
Gaining Commitment - Involving users in the design

process can help designers gain user commitment for
prospective changes, which is of value in design projects
that imply substantial changes for the users in, for
example, the way they execute their work.
In figure 1, the top segment represents active user
involvement and participatory design methods that have been

w'
user involvement methods have become more broadly applied
in practice over the last ten years. Pioneers in this field (as

"7 uux

"
IDEO, who are well known for their design approach of user
involvement in the analysis phase, and Philips, who employ
the LivingLabs approach.
Participatory design has its roots in the Scandinavian

workers unions of the 70s, where it was used for the design
of software and organisational structures with the goal of
representing the interests of workers in the design process.
Since then, Participatory Design has found its way into other
fields such as civic participation, healthcare design and
architecture.
) 5)*

x
broad adoption of participatory design in industry has been
moderate. This is often due to practical reasons, as there is no
homogenous community that can be represented, nor is there
a clearly definable group of users to attend to. Furthermore,
there seems to be less need for democratic participation in
the design process of consumer products, as users have the
" " " w
Method
The field of active user involvement is too broad to be

w'
methods cover dierent parts of the spectrum, each with
its own focus or interpretation of active user involvement
"
1
(x$$#w
following characteristics can be used to dierentiate between
the various methods.
The type of stakeholders involved (e.g. customers, end

The number of stakeholders involved (e.g. one-on-one

!
"

The type of relation between the stakeholder and the

product (e.g. professional end-user vs. randomly chosen

The project activity in which stakeholders are involved.
Involvement can be limited to a specific activity phase
"

x

x
project.
Despite the variety of methods and their implementation in

relation to the above characteristics, most of the methods and
techniques share one common goal, which is to gain access to

! v
Tacit knowledge
!!!
xuuw) ! x
tacit knowledge provides a holistic view of, for instance, the
usage or use context of a product, rather than an explicit
functional definition of a particular product or activity. Tacit
knowledge cannot be transferred in writing, it can only be
" x""w
Specific design techniques help with utilising this type of
!

"

things, i.e. build, and test new designs, instead of describing
them.
Practical knowledge is knowledge about how things are
currently done and about use problems, based on a repertoire
of experienced and memorized use situations. This knowledge
can be accessed by the users to foresee problems and
opportunities which a designer, without this repertoire,
w

!

valuable for the design process, especially when developing
products for a user group that is clearly identifiable, for

w'!

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39
and techniques are available for designers to elicit this type of

knowledge from users, a selection of which are outlined in the
next section.
Tools and Techniques

'

and analyse their current product use and use context and,
subsequently, let them conceptualise and reflect on future
use situations. In order for end users to share their tacit
and practical knowledge with a design team eectively and
eciently, an appropriate means of communication has to
w.!x !

multi-disciplinary design team is challenging for both sides.
While designers and engineers are trained to communicate
and work in a multi-disciplinary environment, users are
usually not. Therefore, it is dicult for members of the
design team to find the right questions for prospective users
and formulate them in a way that the answers reveal useful
design information, as end-users are typically not able to
translate their current habits and routines into concrete user
requirements or new design opportunities.
Furthermore, many active user involvement methods provide
"
-
x$#$w
( "

""

objects that are common enough for all the participants from

w "
objects thereby improve the communication in a group,
circumventing the need to uncover and discuss the meaning
the objects have to each individual. By using boundary objects,
participants can communicate with each other while each
40
participant remains within his or her own knowledge domain.

'

"

techniques to facilitate communication between end-users
and the design team. They are often practical and action
oriented, encouraging participants to describe and explain
their actions. Designers can subsequently use this information
to improve the product. Specific artefacts like physical product
mockups, card sets or virtual prototypes are used to reduce

!
w'

are many dierent techniques for active user involvement
throughout the design process, this section presents an
overview covering generic groups of techniques that can
be used in the analysis, design or testing phases. These
generic techniques can be further customised to fit specific
applications.
situations in the design phase. Several tools focus on task

"

w'

"

)5'2gx$$=!

)'"

*

)'* 3 xuuw)5'

"

situation. This helps users to sort tasks they wish to achieve.
Participants then generate a task flow, i.e. a use procedure,
using the separate task cards. This facilitates the recording
of action sequences by making previous steps continuously

w' "x

task flow development, as it is easy to rearrange the task flow.
Role-playing
Role-playing, in the form of theatre techniques, or playing

5
wxuu
!" "

w

" "

!
x
by using toy figures in a miniature environment (figure 3),
by using avatars in a digital virtual environment, or even by
"

w'"

or digital product prototype can play a part in these mimicked
use situations and can evolve throughout the various stages of
development (figure 4).
/
ww x$$$
professionals play out use situations and a panel of users can

""
suggesting alterations to the play. In user role-playing, on the
other hand, users themselves play out situations and use their
own bodies to mimic actions and movements.
Card sorting
'
"

w)
!

with card sets that depict or describe product features or
tasks. Groups of users are asked to organise or sort these
cards in predefined or self-chosen categories. By doing this,
users provide the design team with insights into the way
they organise aspects of the use situations or features of
the product (figure 2). The design team can then react by

!"

4
x$$w
Task analysis
Task analysis techniques are used as an analysis tool for

FIGURE 2
Card sorting with users to explicate use procedures and product
requirements
FIGURE 3
Toys can be used to act out scenarios. Here Lego figures are placed
on a floorplan to explain workflows in a building
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41
Props & building blocks

Techniques that focus on mimicking use situations

"!!
( - xuuuw
'""
x

product or abstract building block, which is assigned a role
in the use situation as a new product with specific functions
(figure 5). Usually, a choice of several props are oered to
users who then explore the chosen prop by mimicking the

w'
!"x
!

material.
developed-, configurable prototype of the product helps

the users to anticipate the consequences of their design

"w
Virtual Reality
In addition to low fidelity tools like board games and cards,
user involvement techniques can be supported by high
"
"6w6!

"
exist, or to which end-users would not be normally exposed
ww

w

of using VR to support active user involvement in product
design include the use of driving simulators to evaluate
drive support systems or the use of 3D virtual environments
ww)'6+1

0; xuusw

in VR hardware and software have significantly increased
the accessibility of VR in terms of reduced costs, improved
usability and available support. Emerging techniques such
as augmented reality (a technique that merges real-life
information, from for instance camera images or videos
! t*
x
displays enable untrained end-users to actively participate
in the evaluation and generation of product concepts.
'

!
!"

x

ww
7xuuw

choice of building blocks to enable users to easily build
representations of products that ideally support their needs.
FIGURE 4
low fidelity mockups used in role-playing
The use of a miniature environment oers users a lower

x!

ww
w5

"
figures in order to play out situations instead of playing them
out by themselves. These figures are physical, symbolic
representations that allow a person to move back and forth
! ! ! 5

uuxw#sw, x"!
"

-
x$#$
"

elements make it easy to exchange information between
domains and anticipate the use situation.
42
Scenarios
'

the use of scenarios. Scenarios are rich descriptions of use
situations containing one or more actors, their goals, the
x!

place, the actions an actor takes and the events he or she

!

)
tv

w
x "
users, provide a realistic and concrete use context which
users themselves can utilize to evaluate design concepts.
They can be documented by written stories or by the use of
storyboards. Users can be involved in scenario techniques
by letting them create the scenarios, by consulting them
to verify scenarios created by another party, or by acting

w'

!

FIGURE 5
props and building blocks
A CAVE (CAVE Automatic Virtual Environment) provides an

immersive 3D environment in which users can virtually walk
around and interact with virtual objects.
PART 1 USER // 02 )

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43
Cases
In the following sections we present two case studies that
illustrate dierent methods of active user involvement in
early stages of the development process. In the first case
study, forty participants were selected to represent the
larger group of prospective users. The group played an active
role in generative design activities, thereby making this a
participatory design project. In the second case study, endusers evaluated product concepts at a very early concept
testing phase, by acting out future use scenarios in a virtual
environment.
CASE 1
Participatory Design using a Miniature
Environment Tool
designing a new way of work long before the new building is

finished, made the case ideal for the application of participatory
design.
One of the challenges in user involvement in design

projects is enabling users to experience the consequences
of the design decisions they make. This case study
describes the application of a scenario and task flow
based design tool in a Participatory Design (PD) project
in healthcare. The chosen set-up triggers the participants
to empathise, design and play through new use situations
and thereby discover the consequences of their changes.
The project involved the redesign of work organisation concepts

!

! /)! x

xt

!
& visiting policies for the general wards. The project aim was
!

!

including the distribution of tasks and responsibilities and
the development of requirements for auxiliary products such
as material trolleys and digital appliances. Generative PD
workshops on the four dierent topics were set up. The centrepiece of the workshops was a design tool that supports the
generation of complete care task flows by the participants
themselves.
Aim
This project was performed for a large regional Dutch hospital
=u
!
w

challenge was that the new building only has single rooms,
while in the current hospital patients are cared for in one, two,
and four person rooms. This will be the first exclusively single
room hospital in the Netherlands, so there is no precursor to
learn from. This change will have major consequences for the

"! w3x

of hospital visits and catering will change dramatically and
the hospital management would like to have a nearly paperfree hospital, including digital patient records. Generally,
digital technology will play an important role and will be
used to track people and material. The major changes that
lie in store for the hospital imply that the way nurses and
ward assistants work and the use of materials must also
change. The envisioned changes and associated challenges of
44
The 42 project participants were mostly nurses and ward

assistants who were selected to work in the future hospital,
hence they are the actual future users. Furthermore, stakeholders
!

x/)
from the facility management team, took part in the workshops.
The workshop participants had the task of developing nursing
workflows and product concepts, and evaluating these in a
scenario context, hence design and evaluation of concepts was
done by the future users themselves.
Tools & Techniques
The tool applied was developed to enable users to invent and
design a usable new work procedure and to include dierent
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45
CASE 1 Participatory Design using a Miniature Environment Tool
stakeholders at the same time. In this way, the eect of

"

could immediately be discussed, resulting in a clear overview
of work procedures and the consequences of these changes
to this procedure. This triggers participants to empathise the
new situation and to include auxiliary products that might be
involved in the procedure.
in a structured and detailed way by filling in task cards which

focus on chronology, time management and sta deployment.
The task cards contain fields for describing the task, the
person or group who perform the task, and the place in the
hospital where the task is performed (e.g. in the patient

x"

generate a task flow.
The tool is based on a combination of task cards to generate

!
!x
)5'2gx$$=x
wwx5
wxuuw
Both components have their own objective but also serve as
mutual verification tools in the following manner. The task
flow generation helps to capture work organisation concepts
.!x
!

allow for planning the logistics of people and material, and
might, due to its high level of abstraction, not stimulate
the participants to consider all aspects of work. Therefore,
a miniature environment game component was added. The
miniature environment provides a hands-on experience
FIGURE 7
that clarifies logistic problems and helps participants to

imagine the task flow in a realistic hospital setting. By acting
out a defined task flow using play figures, the task can be
assessed, optimised and verified. The figures depict people
!
x"

w'
environment game has the ability to bring together people
from dierent backgrounds because the figures make it easy
for them to exchange information and oversee the situation.
Deployment
The project started in the summer of 2011 with a series
of visioning workshops with the goal of bringing together
visions and possible threats. This was followed by a series
of design workshops employing the task flow and miniature
environment tool. The project closed with a series of evaluation

workshops.
In this section we present the design workshops. This series
consisted of workshops with four dierent topics. Each topic
was worked on in two groups of five to six participants. First, a

ww
project tasks was held in order to inform the participants of
the status of the building project and open them up to general
possibilities. Then participants played out the current nursing
procedures for the early nursing shift using board game figures
on a large architectural plan of the new wards: the miniature
environment (figure 7). The participants tried to react to problems
they encountered with the new ward arrangement by creating a
new task flow for the situation using task cards (figure 8).
participants engaging in
the miniature environment game
FIGURE 9
FIGURE 8
task flow
generated by task cards
46
miniature environment game board with
playing figures depicting sta and trolleys and

problem cards (red)
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47
CASE 1 Participatory Design using a Miniature Environment Tool
The session continued with the addition of a new element.

,x/) !
x

/)

!

whilst playing out the scenarios, to explore the advantages
and disadvantages of the new functionality, ergonomics and
size of dierent products as shown in figure 7.
, x

and used to note product requirements were available in
every session.
Next, the newly developed task flow and product

configuration was tested by playing out the new task flow
with the miniature environment and altered if problems
were detected or new ideas were added. When the
participants had decided on a task flow and a combination of
appliances and, in some sessions, rules and responsibilities,

!

problem cards prepared by the project management team
in advance (figure 9). The cards described possible problem
scenarios and participants were asked to discuss their
resolution in the context of the invented procedure and
products.
Results
'
"
x

soon became absorbed in the development of the task flow
and the accompanying requirements. The results of the
workshops comprised:
new task flows for the nurses
the definition of product requirements for hard &
48
software (example: every nurse needs a handheld

x

x
assignment of responsibilities (example: nurses get
an extra task in managing visitors in the new visiting

!

new visiting rules (example: for visitors who are not

" !
"
follow-up questions for the building project (example:
!

w
This case illustrates several key PD issues in generative

group sessions:
The documentation of results was built into the game
by the use of dierent types of cards and other play
material. This helps to address relevant questions and
to document all the outcomes without putting the
facilitator under additional strain.
Sometimes the generative sessions do not result
"
w("
additional outcomes such as follow-up questions and
be sure to document them. The additional information
provided by participants may prove to be very valuable
to the project.

/)
and facility management was of great additional value
to the workshops in this case. The specialists could

!

x

and the current state of the plans for the new hospital.
In addition, the specialists were able to gain insights into

the work practice on the wards which they could then
apply in their work.
Be sure to invite all relevant stakeholders to a generative
session, not only the prospective actual users. This
provides additional information and allows alternative
!
x!

w.!x!!!
!

hierarchy, placing the dierent users and stakeholders
in one group can be tricky. Taking turns and assigning
clear roles can prevent over-participation from those

"w
Providing the participants with a structured game and
an assignment gets them engaged and helps them
work towards solutions. In this way loose, unfocused
discussions are mostly avoided.
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49
CASE 2
Facilitating User Involvement
through Virtual Reality
This second case study was carried out for a company
involved in the design and development of printing systems
for the professional market. Though the end-users of this
product are typically trained printer operators, designing an
appropriate user interface is challenging, both because of
the technical complexity of the machines, and because of
the various use contexts in which the products are used. The
use context influences the interaction between the operator
and the printer; ambient noise may distract the operator, or
the operator may be involved in other tasks than printing.
Given the influence of the use context on the interaction with

printers, designers should take it into account during the
design and evaluation of the user interface and interactions.
.!x
" "
"
company for this purpose does not represent a realistic use
context; it is an empty room with a clinical appearance, while
a real use context typically consists of a crowded print shop
where phones are ringing and customers are demanding
attention.
Aim
The primary aim of this case study was to improve the
experience that end-users have while they are involved in
!
"
FIGURE 10
!w

"

!6 "6

can provide a flexible and realistic use context. VR
technologies create an alternative reality in which worlds,
objects and characters can be experienced that may not
""w

physical product prototypes, end-users can experience
virtual prototypes and provide designers with insights and
product improvements at an early stage of development.
Furthermore, the use context provided by the virtual
environment is flexible (it can be adapted to match the use

x

!

x
and realistic.
Tools & Techniques

Over time, many VR technologies have been developed that

x
ranging from mixed and augmented reality environments
(in which real-life and virtual information is merged into one
! " t*
x

)'6+
"

w,

"t*
was created called the Virtual Printshop (figure 10).
The Virtual Printshop consists of a digital 3D printshop
environment in which an end-user can walk around using
a first-person perspective (similar to normal first-person

w
"

navigate through the 3D environment. The environment is
the
real printshop
(left) and the
virtual printshop
(right)
50
FIGURE 11
three paper tray design alternatives that were evaluated in the virtual environment
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51
CASE 2 Facilitating User Involvement through Virtual Reality
interactive in the sense that the end-user can virtually operate

a printer, for example turning it on and o, or adding new
paper. Furthermore, several context elements add to the sense
of realism, such as ambient sounds (phones ringing, people
x !

w'

!

creating virtual models of oce furniture, machinery, layouts
and room decorations.
Deployment
During a test session, three design alternatives for a new
paper tray were evaluated. The alternatives represent various
positions and opening mechanisms of the tray (figure 11)
The topic was chosen because it covers two relevant design
aspects, namely physical interaction between end-users and

ww

"x
and interaction between the user interface and the tray (i.e.
the user interface should inform end-users about an empty
"w;
"

by acting out use scenarios in the virtual environments
(figure 12).
The scenario starts with a printer running out of paper. One
of the printers in the environment stops printing, which is
indicated by the appropriate visual and auditory cues; the
paper stops rolling out and the printer stops making noise.
The participant is asked to collect a new pack of paper and
re-fill the paper tray. To do so, the participants use mouse
1
2
FIGURE 12
designers using the Virtual Printshop during a test session. The
photo shows the virtual environment (1) and the designers controlling it (2)
52
and keyboard controls to navigate to the storage cabinet,

retrieve a pack of paper and walk back to the printer to refill
the paper tray. This sequence was repeated for each of the
three dierent tray concepts and could be changed while
using the virtual environment. In order to reach the dierent
"
x
"
!
w'"x
printer would resume printing.
While acting out these scenarios, the virtual environment
provided several cues and events to simulate a realistic use
context; a queue of customers grew whenever the printer
was idle, a phone would ring occasionally, and other oce
machinery, such as cutting machines, plotters and printers
made continuous noise.
Results
The case study illustrates how virtual reality can be used
to represent the use context. The Virtual Printshop provided
participants with an elaborate and realistic use context
! !
to extend beyond the product to an interactive workflow
evaluation. This provided the designers with more detailed
insights into how the products will be used in future use
situations, and consequently helped with selecting the most
appropriate paper tray concept. When using VR for facilitating
user involvement, the following guidelines should be taken
into account.
Do not aim to create a 1:1 copy of the real world; it was
found that even with a lower level of detail, participants
still recognise a use context, as long as there are sucient

references to the real-life environment (e.g. a chair with a

x

!w
Make use of available hardware; o-the-shelf hardware
(e.g. high resolution beamers, 3D displays or motion

point for virtual reality applications.
Make use of available software; 3D product models (e.g.
)'*
!

be re-used in virtual reality applications to save time.
, x

-

3D Warehouse provide a large number of generic objects.
Virtual reality should not be considered as a replacement
of established methods or techniques; it can be used as a
means to facilitate communication, for example, within
scenario generation or scenario re-enactment activities.
While this case study demonstrates a very specific

application, the idea of enriching use contexts through virtual
reality and the application of these use contexts in workflow

w'

the layout of machines in a factory; the layout aects various
user groups, including machine operators, maintenance
personnel, cleaners and other factory employees. When
designing a new factory layout, a virtual environment can be
used to let the dierent end-users experience and evaluate the
prospective situation.
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53
Benefits and limitations

'

"
!

x
user involvement has several benefits:
Facilitation of communication between designers and

end-users - The two case studies illustrate dierent ways
of actively involving end-users in the early stages of the
design process. Both approaches use particular boundary
objects (the means that transfer knowledge between

!
designers and end-users.
Access to tacit user knowledge - In the first case study,

the task cards and the miniature environment enable
participants to express their routines and explain
workflows in their own words, thus providing access to
tacit knowledge that would otherwise not be available to
designers.
Access to practical user knowledge - In the second

case study, participants were provided with a virtual
representation of a familiar use context. This enables
participants to explain issues and opportunities for
product concepts in relation to their own practical
knowledge and use situation.
Generation, evaluation and optimisation of task flows Both methods are applicable to design projects that
look into the generation, evaluation and optimisation
of task flows. The tools enable end-users to explain
how dierent locations, tasks, events and stakeholders
54
!!w.!x

be found in the lay-out and the development of task
!

x

libraries. The impact of active user involvement extends
"

w'

at the end of this chapter.
Gaining user commitment - Including users in the

change process in organisations or in the public sphere
helps to gain user commitment for prospective changes.
Involving users in product development, if executed in a
way that both parties benefit from the cooperation, can

!
company or a brand.
The two case studies presented in this chapter cover only a
small part of the range of methods and techniques available
to implement active user involvement or participatory

w*

!5)*x

"
provide a starting point for increasing the level of user
w
3

section are particularly suited to starting with active user
involvement and participatory design because of their
low fidelity nature, such as card sorting and task analysis.
Others, such as scenario re-enactment and the use of virtual
reality, have a higher threshold for applying them in an

x "

support.
'

when applying active user involvement are:
Time - Preparation of prototypes and the organisation

of involvement sessions can be time consuming. To
execute user involvement sessions, a single organiser or
a small team is needed. The organisers need expertise
in facilitation and observation techniques. Once defined
however, a single set-up can usually be re-used for
several sessions. The case studies show that involving
users requires appropriate practical and organisational
preparation. Even for a low-fidelity approach, as applied in
the first case study, the researcher needs to prepare the
cards, the miniature game and organise the session itself.
When using high-fidelity boundary objects, as in the
second case study, additional time and eort is needed to
prepare the digital models and the virtual environment.
To increase the sustainability of these methods (and

relatively generic boundary objects e.g. anonymous
miniature figures and objects rather than case specific
figures. When using VR, the underlying structure of an
application is often re-usable, once equipped with case
specific assets for example avatars and object models.
Finding willing users - In design projects without a predefined group of actual future product users, it can be
dicult to find willing participants. In these cases the
researcher probably has to decide on whether and how
to compensate participants for their engagement. If
participants are actual future users, they will profit simply
by improving the product, and sometimes the experience
of participating itself is set up to make it worthwhile,
but otherwise some kind of reward might be necessary.
.!x!!
!
x
motivation might change towards extrinsic motivation
and thus the extent of their engagement might suer.
User's knowledge and attitude '

knowledge and state of mind. It is necessary to know
what they know about a project, product or possibilities
in order to create a situation of meaningful involvement.
This becomes even more crucial when participants have
aversions against a brand, a product or change in general.
While it is not always possible or desirable to resolve these
conflicts, being aware of them is important.
Finding 'the right' users - It can be dicult to find the

x
!

project goal. In some cases, any participant will do, but
"

w

.x$#=x
those users who face needs of a target group earlier than
the remainder of the group, and who are independently
able to contribute to finding solutions to these needs.
Degrees of Freedom - Determining the degree of freedom

for a generative session is an important aspect to consider.
Depending on the anticipated type of product innovation
(i.e. incremental innovation, platform based innovation
x
freedom should be maintained during user involvement.
If every possibility is left open, this might result in
unfeasible concepts, but neither does the provision of
too many constraints lead to innovative concepts. The
PART 1 USER // 02 )

v
"

55
" ww"

specifying or restricting the type of tools or props used in
"

w
Confidentiality - Including external participants in product

development bears the danger of leaking confidential
"

innovations to the competition. If design information
is confidential, a company therefore needs to carefully
consider whether to involve users in the design process.
Information-leaks can be prevented by contracts with

w'"x

or simplified versions of products could be used when
involving users.
Key insights
Users can be actively involved at various stages of the
56
design process, including analysis, design and evaluation

activities;
User involvement methods provide a common language
between designers and end-users, using scenarios and
practical action-oriented tools, and allow designers to tap

!
User involvement sessions require thorough preparation
and experience with facilitation and observation;
User involvement is especially useful for complex use
situations and designing for unfamiliar or specialist target
groups.
How to continue?
Further reading
For further information on user involvement and participatory
design in the development process of products and services,
we recommend the following publications:
( x1wx,w1
0w
uuwParticipatory
IT Design. Designing for Business and Workplace Realities.
) x3

v3/;
w

x+w(w4wx+w( w( uuw
'Framework for Organizing the Tools and Techniques of
Participatory Design. In: Proceedings of the 11th Biennial
;"*
)xw$$#w" "x
'
v')3w

x0w
xwuwRoutledge
International Handbook of Participatory Design. London:
Taylor & Francis.
Websites
!!!ww

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,5
) *
6 "x
+;'
!!!w

"w
!!!w
w
PART 1 USER // 02 )

v
"

57
03.
Exploring future use:
scenario based design
Authors
Mieke van der Bijl-Brouwer, Mascha van der Voort
Introduction
The future use of products and services will be determined by

both their design and the dierent ways in which they are used.
It is dicult to understand and to explore this future use as it
is hard to imagine and predict something that is not tangible
and has not yet appeared on the market. Scenario based design,
as we present it here, supports user-centred design processes
that are aimed at developing products and services. Although
this methodology has matured in the field of human computer
interaction and software design (e.g. Rosson and Carroll 2002),
the application of scenarios in product and service design is
still at an early developmental stage. Scenario-based design is
PART 1 USER // 03 Exploring future use: scenario based design
59
a methodology that supports designers and design teams in their

creative and reflective activities by providing an explicit means to
explore future use. This exploration is achieved by providing flexible
and vivid representations of product use - the scenarios - that
support how the desired future use can be imagined, and stimulate
reflection on product and service ideas with regard to how they are
used in dierent situations. Apart from its advantages, in regard
to exploring future use, scenario-based design also supports the
communication that takes place with the various stakeholders
regarding the evaluation of product use. Since scenarios can serve as a
common language that everyone can understand, irrespective of their
backgrounds, they create a common ground so that a discussion can
take place among the various stakeholders concerning the current and
future use.
Scenario-based design is a general term that applies to many dierent
techniques aimed at the generation and application of scenarios. This
chapter does not intend to give a complete overview and description
of these techniques, but instead it presents a general framework in
which these techniques can be placed. Where applicable, the chapter
indicates how it is related to other methods described in this book.
60
Challenge
5
"

characteristics as well as the situation in which a product is
w'"

!
"
an experienced user to take snap shots when sightseeing in a
foreign city, but it is less practical when used by a skier who
wants to take pictures of fellow skiers on the ski-slope, or for
taking pictures of yourself together with friends at a party.
In order to anticipate use-related design issues in the design
process, it is important to understand the use situations or
scenarios in which the products will be used, and how the
product can lead to desirable future use (van der Bijl ( ! 6uu$w

which products are used are both uncertain and extensive, a
dedicated approach is needed which takes these use scenarios
into account during the design process.
One method that is often employed to anticipate use during
the design process is to build prototypes and then to have
dierent users test them, preferably in dierent contexts

w.!x

w'
"

valid result than prototype testing, its flexibility allows for
early and quick explorations of future use practice. Therefore,

w'

x
they serve as a valuable addition to prototype testing.
'

about how products should be used is often cumbersome,
particularly in large, multi-disciplinary design teams. Usability
experts tend to present their findings regarding user data
and test results as text-based reports. Unfortunately, when

presented in this way, relevant design information is not
always assimilated by the designers who have to apply this
information when drawing up their solution proposals (Fulton
3
uuuw

communication process regarding product use: as scenarios

"
x

knowledge or background, they can serve as a common
w"

x
with users within the design team as well as with external
stakeholders.
Method
What is a scenario?
The use of the word scenario originates from the Commedia
dellarte in which the scenario was an outline of the play that
was literally pinned to the back of the scenery. In general, the
term is used to refer to an imagined course of action, event
or situation. In the context of design, a scenario is an explicit
description of the hypothetical use of a product or service.
Such an explicit representation of product use can involve
a narrative, storyboard, animation, role-play or any other
representation that shows the interaction between a specific
user and a specific product in a specific context of use. Just
as a sketch represents a possible future product, a scenario
can be considered as a sketch of possible use. The scenarios
that we refer to in this chapter should not be confused
with the macro scenarios which form the basis of scenario
61
persons
planning and which are aimed at exploring future scenarios

on a societal, economic and political level so that strategic
decisions can be made.

)
uuw"

(figure 1), consisting of
an actor with a certain goal with regard to a certain product
in a setting. The setting consists of all context aspects
that can potentially influence the interaction, such as the
physical environment, and objects and individuals within that
environment. For example, the starting state of a scenario
"
0
wants to give a presentation about one of her recent studies

w

large conference room. The audience is still entering the room

setting
w
goal
The plot of the scenario unfolds when the actor starts to

product
actor
perform activities aimed at achieving his or her goal, when
the product responds to these actions and/or service
when outside

interaction between the actor and the product (figure 2).
objects
For example,
Julie puts the headset on her head
and tries to
persons
& tools
environment
setting
setting
goal
goal
product
actor
actor
product
actions
service
service
objects
& tools
persons
persons
the starting state of a scenario consists of an actor who represents
setting
the user, a goal, a product or service and a setting
goal
actor
FIGURE 2
the plot of the scenario unfolds when the user performs actions
issue
or other triggers,
and when events occur such as changes in the setting.
goal
product
actions
62
events
objects
& tools
To conclude, a scenario should be accompanied by a

description of use issues (figure 3) which can provide input

w

user experiences that should be improved or retained, to
"

"x

higher level qualities that need to be optimised such as
performance. For example, in the above-mentioned scenario,
one issue that emerges is that the presenter is not happy
because she does not know how to attach the transmitter to

w'

presentation microphone that is easy to attach to dierent
types of clothing. Thus, the scenario presented here with its
"

the product or service to be designed.
What is scenario-based design?
to achieve his or her goal, when issue

the product responds to the users
actions
setting
Scenario-based design is a generic term for techniques

that make the use of a product or service explicit (or
"x "w/!

"4
$$ux!

environment
dierent purposes and sources of inspiration for using
scenarios below.
setting
Purposes ofgoal
scenarios in product and service design
Scenarios can be used for dierent purposes during the design
product
actor
process:
actions
'

service
'

When used as a thinking tool, the scenario allows designers to

explore possible uses. This means that, based on assumptions,
objects
persons
& toolscurrent
events
designers think up dierent
ways in which either
environment
issue
actor
setting
issue
goal
product
actions
service
persons
events
objects
& tools
environment
FIGURE 3
each scenario results in a number of issues that can provide input
when deciding how to (re) design a product, for example with regard to
improving usability or user experiences
Scenarios show all of these elements in an integrated way

actor
service
persons
objects
& tools
environment
environment
FIGURE 1
events
attach the transmitter to her dress. Since this does not work,
she puts the transmitter on the table in front of her. She then

w'

"
w
organiser asks her if she has any questions about the device
w70

!
how to attach the transmitter, she finds out that the whole
audience can hear what she is saying because the microphone
has already been turned on. She then tries to find the mute
!w
& tools
product
actions
service
persons
events
objects
& tools
63
products or designed products might be used. Thus, scenarios

are able to create dierent problem spaces in which a
product can be designed or in which it is possible to reflect
on what the possible consequences might be for the dierent
solutions.
The second purpose of scenarios, is that they are meant to
serve as a frame of reference for evaluating possible solutions.
'

make decisions on its appropriateness with regard to how the
product is used. In this case it is particularly important that
the scenario is a valid, preferably verified, representation of
possible future use.
Sources of inspiration for scenarios
The inspiration for a scenario can come from several sources.
/

research. This can dier depending on the elements of
the scenario. For example, the elements of the setting
can be based on observations concerning the actual use
environment, whereas the characteristics of the actor and the

ideas. When the aim is to create valid scenarios, such as when
the scenario is used as a frame of reference for evaluations,
the scenarios should be based more heavily on empirical

w.!x!

x
evidence is less required.
/

" w'!
implies that the actions of the user to control the product
can also change. Future actions will therefore often depend
64

w.!x

in evaluating or even creating future scenarios will help to
ensure the validity of the actions. The other elements of the
future scenario will often remain the same when the scenario
considers a redesign of an existing product (incremental

w7
!x

no current solutions exist, the other elements will be more
dicult to analyse and one should be careful in making
assumptions about these elements. Early prototype testing in
the field is then necessary to investigate the appropriateness
of the solution for the assumed future use situation. If the
product is to be introduced in the distant future, it is also
necessary to make an analysis of trends which might influence

wwx6 . uu .
*uw
Scenario types
We can distinguish dierent scenario types with regard to
their content. The scenario of the presentation microphone
mentioned in the example above, is a description depicting
the current use of a presentation microphone. This type

w
"

w
These scenarios are mostly used as a frame of reference for
evaluating solutions.
'

x!
means it describes the interaction between a user in a certain
setting and a new design proposal for a product. The level of
detail of the scenario depends on the level of detail of the
design proposal. The scenario therefore gradually develops

!

w,

scenarios can be represented as ideal future scenarios
when they are used to communicate the envisioned use of
a design proposal, for example to the client. They should be
"

!
!
which other eects the new solution might introduce in
critical situations. By only using ideal scenarios or rosy

x

' 6 6uu#w
The diversity of actual and possible uses may often result

w'
representation regarding the variability of probable future use
situations allows designers to reflect on these use situations.
.!x!!"

communication and overcomplicate the design process.
Therefore, it is useful to select the most relevant scenarios
from the pile of scenarios that have already been created.
This is particularly true when scenarios are used as a frame of

w/!)
$$$x!

x
"
x

w
!

or fail in its ability to handle frequent use and necessary cases,
whereas edge case scenarios represent the interactions that
are neither necessary nor frequent and that do not require
careful design. Frequent scenarios form the primary uses
that will occur, typically with the greatest frequency. For the
presentation microphone, frequent use will include putting
on the headset by a presenter such as Julie, turning on the
device and talking through the microphone. Necessary use
scenarios include all actions that must be performed in order
for the product to be eective, but which are not performed
frequently. For example, the installation of the presentation

microphone on the speaker system is not done frequently,
but is an important scenario to take into account in design.
The product development team decides what the edge case
scenarios are. For example, an extreme scenario regarding the
use of the presentation microphone might be when someone
who is wearing a fancy dress has problems putting on the
headset. The development team should then decide whether
they want to accommodate this scenario when designing their
product or not.
Scenario techniques for exploring possible uses

The first purpose of scenarios that we discuss is the use of
scenarios as a thinking tool to explore the possible uses of
either current or future solutions. Design is often represented
as a co-evolution of problem and solution (e.g. Dorst and
)
uuw

refined together with the solution. Scenarios provide a means

!
w
flexibility of a scenario allows for easy adjustment, just like a
sketch of the solution. Furthermore, the concreteness of the
scenario stimulates thinking about what might happen when
a certain solution is introduced to dierent use situations.
Role-playing and scenario games
Scenario thinking can be executed simply as a writing
exercise by filling in the dierent scenario elements based on
assumptions, and imagining how they could come together in
w.!x

enhance this creative process, including role-playing and
65
scenario games. In a role-play, the designers act out a certain

scenario in a real or simulated setting to explore dierent
plots. In scenario games, a similar approach is followed
with the dierence being that the scenario is played with

x
5
x7wuuwFigure 4 shows an example of a
scenario game. In this case, the designers explored the use of
a navigation device by skiers in a skiing area. The setting was
represented as a simple sketch of the environment on a flipchart. Small figurines were used to walk through a journey
of a skier and think about how the navigation device could
be used during dierent stages of a ski tour. The bright pink
sticky notes were used to note possible issues of usability or
user experience.
The Envisioning Use technique

One technique which is specifically aimed at exploring
possible uses when collaborating together in a product
x
+
5
7

(( !xwuw

successfully been applied in many cases in design practice.
In this workshop, all the members of a product development
team come together and share ideas about product use.
Participating in the workshop together has the advantage
that the technique does not only result in a large collection
of scenarios, but that it also leads to a shared vision on

! w/
x

x
x

w

are represented by noting the most relevant aspects of the

"

x!

!
w
within specific contexts. For example, in an Envisioning Use

workshop about the use of the presentation microphone,
participants were provided with pictures of random
presentation environments and random presenters (figure 5).
In the experiencing step, participants select two or three
scenarios and either role-play them or act them out in a
scenario game such as the one described above. Figure 6
shows an example of the experiencing step in which two
designers act out a scenario in which the use of a presentation
microphone by two consecutive presenters is demonstrated.
Finally, in the envisioning step, designers come up with

solutions to fit the scenarios and show how the solution

w'
way of doing this is to generate quick mock-ups and show the
"w'!"

is to have participants write down the desired future scenarios
in which the solution is represented as a black box. The
combination of steps stimulates association from stories to
scenarios and from scenario elements to complete scenarios.
It has proven to be a valuable approach in quickly generating
and exploring a wide variety of scenarios. The technique
In the remembering step, story-telling is used to gather

stories of actual product use as experienced by the designers
themselves or in cases where they have observed others.
Stories dier from scenarios in that they are representations
of real product use as opposed to hypothetical product use.
They support scenario exploration because they can serve as
a trigger for creating associations which in turn lead to other
possible scenarios.
FIGURE 4
design students explore several scenarios in which skiers might use a
navigation device in a scenario game
66
In the imagining step, the association process is further

stimulated by providing participants with images of random
people and use contexts and having them think about
possible ways in which these people might use the product
FIGURE 5
in the Envisioning Use Technique, random images are provided to
stimulate designers to explore dierent scenarios
FIGURE 6
a role-play (within the Envisioning Use Technique) in which designers
explore a scenario for a presentation microphone in which a presenter hands

over the device to the following presenter
67
includes additional steps aimed at targeting, clustering

and questioning the generated representation of product
use, so as to make the developed scenarios more usable
during the following stages of the product development
process. Further information on these steps can be found
in the workshop manual (van der Bijl - Brouwer, Boess et al.
uw
When exploring scenarios, it is always necessary to
maintain a critical view on how a scenario unfolds, while,
at the same time, making positive issues explicit. Thus, the
design process can be aimed at eliminating the problems
as well as keeping or enhancing the positive issues.
Scenarios as a frame of reference for evaluations

In the previous section we showed how scenarios can be
deployed to explore use. These explorations were based
on the knowledge and assumptions of the designers
themselves. To ensure valid insights into what possible
eects a product or service design might have on product
use, other applications of scenarios are necessary. In this
case, the scenarios are used as a communication tool.
Techniques for this kind of scenario-based design are
aimed at discovering valid scenarios. The ideal outcome is
that final scenarios reflect the actual future product use.
Thus, they can serve as a frame of reference for evaluating
solution proposals.
'

"x

based on facts while others are still based on assumptions.
For example, in a scenario which describes future use, the

setting and user characteristics might be factual, whereas
the expected interactions and resulting issues are based on
assumptions. Use tests are then necessary to verify those
interactions and resulting issues. The generation of valid
scenarios can therefore be an iterative process.
To obtain valid current or future scenarios, it is necessary
to involve users to gain insights into the dierent scenario
elements and to find out how they are woven together.
Many dierent approaches and techniques can be employed
to achieve this. We distinguish between approaches with
regard to the extent to which users are involved in the
generation of scenarios. Users can be directly or indirectly
involved: in participatory scenario generation, scenarios are
generated jointly with users; in indirect participatory scenario
generation, designers create scenarios themselves, based on
several analyses of the scenario elements, and then they have
these scenarios validated by users.
Indirect participatory scenario generation
The scenarios created by designers in this type of scenario
generation are not wholly based on imagination, but they
can be inspired by dierent analysis techniques. For example,
interviews can be used to gain insights into user goals and
user characteristics, field observations can be used to gain
insights into the aspects of the setting, and actions can be
"
"

3 uu"

of observation of current use. The subsequent information
gathered on the scenario elements can be used to generate
current use scenarios by designers. These scenarios first need
to be confirmed by users to verify if the elements have been
realistically integrated into the scenario, and then to verify
indirect current scenario generation

FIGURE 7
schematic overview
of how valid scenarios can be

composed by involving users
scenario
validation
scenario
generation
indirectly in the scenario

generation process
user
involvement
scenario
elements
assumed
current scenarios
user
involvement
validated
current scenarios
indirect future scenario generation
idea and
scenario
generation
scenario
validation
assumed
future scenarios
validated
current scenarios
user
involvement
validated
future scenarios
direct current and future scenario generation

FIGURE 8
schematic overview
of how valid scenarios can
individual
analysis
techniques
be composed by involving
users directly in the scenario
generation process
participatory
scenario
generation
user
involvement
scenario
elements
explanation of icons
current scenario generation
individual current
elements of a scenario
(user, goal, setting,
actions, events, product)
68
individual
analysis
techniques
set of integrated
current scenarios
without use issues
user
involvement
validated
current & future scenarios
future scenario generation
set of validated
current scenarios
with use issues
individual
future elements
of a scenario
set of integrated
future scenarios
without use issues
set of validated
future scenarios
with use issues
69
the scenario issues/ qualities (see figure 7). The latter implies
that end-users or other stakeholders are asked about the

order to decide which direction to pursue in regard to the

w) "
users read or look at the scenarios and asking them for their
opinions in an interview or survey.
Indirect participatory scenario generation can also be used
to evaluate proposals for solutions with users. Designers
create these future use scenarios by means of integrating
solution proposals into the confirmed current scenarios,
such as the situation described previously in the section on

w

!
end-users to discuss the probability and desirability of the
future use scenario (see figure 7). Naturally, prototyping and
user testing are necessary in order to gain more reliable

"
w.!x
early design phases, this scenario approach is an ecient
way of obtaining user feedback on a large variety of possible
scenarios.
Participatory scenario generation
In the above-mentioned approach, users are passively
involved so that the scenarios created by the design
team can be confirmed. This approach may need multiple
iterations if scenarios turn out to be unlikely or undesirable.
'"

actively in the generation of scenarios. This can be aimed at
both current and future scenarios (figure 8). When creating
future scenarios, the approach may be considered as a form
"

)5

70
;"

w/"

in a role-play or a game-like setting comparable to the
scenario explorations used by designers, as discussed in
the previous section. In a role-play, users act out either a
current or desired scenario in a real or simulated setting.
In a game, a miniature environment can be used in which
users walk through a defined scenario with figurines.
General remarks regarding evaluative scenarios
In the previous section, we discussed the dierent ways
of obtaining valid scenarios that can be used to evaluate
solutions. Naturally, these dierent approaches can be
w'"

might lead to producing initial ideas for a solution which,
in turn, could be further elaborated on by the designers

w'

might then be necessary in order to evaluate the use of the
detailed solutions. In this way, the scenarios evolve in an
iterative process.
Since the scenarios described in this section serve as a frame

x"

w'
scenario can be used to elicit these requirements, by making
desired or undesired scenario issues explicit. The disadvantage
of using requirements for evaluating solutions in regard
to product use is that they do not show the underlying
background of the requirement. We therefore recommend
that the requirements be represented together with the

w
Cases
In the following section we present two cases in order to

!
w)

of scenarios as a thinking tool to explore possible uses.
)

!
!

communication tool.
When prototypes are created, the scenarios can be used

to set the test conditions for user tests. For example, the
necessary use and frequent use scenarios can be selected
to decide on test participants, test setting and tasks. The
user test can then be employed to verify the designs as
well as use scenarios. If there are too many necessary and
frequent use scenarios to evaluate, it is useful to make
a further selection of scenarios based on criticality - the
extent to which severe consequences are expected, and
novelty - the familiarity of the design team with the
scenario.
71
CASE 1
The compact photo camera
This first case illustrates the application of scenarios to

w
When applying the Envisioning Use Technique to a design
case, the following use scenario was explored.
/
!
x
the participants shared the story that he liked to take
pictures of his girlfriend and himself including a specific
object of interest, for example the Statue of Liberty while

4!9)"w. "

!"

w

!

!

step of the workshop: the role-play. They used an existing
type of compact camera to play the scenario. Figure 9
shows this role-play in which one of the participants
acts as the Statue of Liberty to represent the setting. The
drawing and key words form a simple representation of the

scenario.
The participants then evaluated the role-play. One of the
negative issues that were identified is that the second
person in the picture does not know where to position
himself. This led to the generation of the following current
use scenario:
Current use scenario
John and Marc want to make a picture of themselves and the
Statue of Liberty. Marc takes his compact camera and, holding
it backwards, tries to aim it at himself, John and the statue.
John cannot see where he should position himself to be in the
picture. When the picture is taken, they evaluate the picture on
the camera screen. John is unhappy that he is hardly visible in
the picture.
The team then thought up solutions for improving the

current situation. Figure 10 shows one of the solutions
that they came up with; a camera with a separate wireless
screen. It also shows one of the participants presenting the

the workshop.
The other participants then critically explored the use of the
solution by imagining how it would be used. This led to the
generation of the future use scenario shown below.
This example shows that making use explicit in scenarios

"

"
and a narrative -, allows for the consequences of a certain
product to be explored in dierent use situations, while at
the same time forcing designers to critically reflect on the

!
w)
exploring use scenarios together as a design team results in

a shared view within the product development team on what
the desired scenarios of product use should be.
Future use scenario (possible problem)
John and Marc want to take a picture of themselves and
the Statue of Liberty. Marc takes his compact camera with
detachable screen and aims it at himself, John and the statue.
John holds the screen in his hand to see where he should
position himself to be in the picture. When the picture is
taken they evaluate the picture on the camera screen. John is
unhappy as he wasnt looking at the camera lens, but instead
he was looking in the direction of the detachable screen.
FIGURE 10
FIGURE 9
72
Results of the
envisioning step in which
designers explore a scenario
which depicts the use of a compact photo
designers think up solutions for
camera during a role-play
the compact camera scenario
73
CASE 2
Bartender client communication
!

w'
important positive issue is that bartenders like the social
aspects of communicating with clients and do not want to
have it replaced by an automated system. Furthermore, they
visited a number of bars to observe this communication

x

current means of communicating. They combined these
insights with their own experiences as bar visitors to generate

w'

shown below.
The second case concerns the design of a system to

improve the communication between bartenders and
clients in a noisy and busy bar. In this case, scenarios
were used to generate a realistic view on both current
and future use which could serve as a frame of reference
for solution evaluations. Figure 11 shows a schematic
representation of the approach used by this team. They
"

approach to obtain valid scenarios and applied scenario

w
The team then visited several bartenders and showed them

the scenarios for confirmation (scenarios as a communication
w

overview at the bar and see which customers should be served
The team started with interviewing bartenders on what

their goals are when communicating with clients and
next is an undisputed quality a bartender should have. It

Assumed current scenario

"!
"
w
.. By now the bar is getting quite busy. A customer walks
Since communication problems are not always in the hands
towards the bar and appears to want to order a drink. Peter
of the bartenders, they agreed that improvements could be
asks him what
he would like
to order.
The customer wants
to for bartenders
scenario
approach
case:
communication
means
made in this area.
reply, but Peter cant hear him over the enormous amount of
The confirmed scenarios were then used by the design team
noise and music. He asks if the customer could repeat the order.
to further explore future use scenarios. They did this by
user
user
This time Peter manages to hear achararacteristics
little bit more and with
chararacteristics
playing the scenarios
in a simulated bar environment and
the help of fingers he also manages
to get a number. Now it is
goal
goal
interviews
introducing dierent
concepts by means of simple mockgetting really busy at the bar. People are trying to cut the line,
events
scenario ups. Pictures of
scenario
the role-play were made to
represent the
events
and doing anything to get attention
first. Its almost impossible
generation
validation
scenario. Figure
12 shows one of the product ideas. In this
product
to maintain
an overview when its product
this busy. So Peter decides to
observation
scene, a sign language
is introduced for ordering drinks.
setting
help the nearest person, unless he is sure someone else was first.
The
general
idea
is
that
there is a list available in the bar
self
One of the most important things setting
is to keep calm and exude aexperience
actions
!

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confident attitude and not to become
stressed.
actions
user
user they
and hands to indicate what kind and how many drinks
involvement
scenario approach case: communication means for bartenders

user
user
chararacteristics
interviews
goal
events
observation
product
setting
user
involvement
FIGURE 11
self
experience
chararacteristics
goal
goal
events
product
scenario
elements
scenario
validation
events
product
setting
setting
actions
actions
assumed
current scenarios
user
involvement
validated
current scenarios
assumed
current scenarios
user
user
chararacteristics
actions
scenario
generation
roleplaying
concept
generation
user
user
goal
events
product
scenario
generation
roleplaying
setting
'*6'4)+**+/-43+.*for successful
innovation
concept
actions
generation
chararacteristics
goal
goal
product
user
chararacteristics
goal
goal
events
product
scenario
validation
events
product
setting
setting
actions
actions
assumed
future scenarios
user
involvement
validated
future scenarios
with use cues
user
chararacteristics
events
involvement
chararacteristics
indirect participatory scenario generation
chararacteristics
74
scenario
generation
scenario
elements
scenario
validation
events
product
setting
setting
actions
actions
75
CASE 2 Bartender client communication
want. While playing this scene, dierent problems arose, such

as communication about the price and communication about
unusual drinks such as mixed drinks.
concept were also confirmed by the bartenders, particularly

"
"
w'

!

accepted by the bartenders for this critical scenario.
' "

! !
dierent concepts were translated into narrative scenarios.
'

shown on the opposite page.
' ""!

with regard to being involved in the design process, the
scenario approach led to valuable feedback. This low level
of involvement also enabled several bartenders to be
contacted so that their opinions could be obtained about the
ideas that had been generated. The advantage of scenario
communication over just simply interviewing bartenders on
a representation of the solution, is that the scenario allowed
to bartenders to imagine how they would use the system
in the future, and whether that matched up with the ideal
scenario.
Finally the scenarios created in the role-play were shown

again to the bartenders and to customers for confirmation.
The concept that appealed the most to the bartenders was
the sign language, because it took into account the necessary

w.!x

problems that were anticipated by the designers with this
FIGURE 12
Assumed current scenario

.. By now the bar is getting quite busy. A customer walks
towards the bar and appears to want to order a drink.
Peter asks him what he would like to order. The customer replies
using sign language. This really helps in an environment with an
enormous amount of noise and loud music.
Then a rather small girl walks towards the bar and appears to
want to order a drink. Pete only slightly bends over to indicate
she can order. She almost screams the order towards him.
Wow, he thinks as his ears are ringing, that wasnt really
necessary. The other way around is what is much more dicult.
He prepares her drinks. The crowd is really getting a bit pushy.
The busy serving hours have started. Thats 12 euro 20 please,
he indicates to the girl as he puts her drinks in front of her. But
she does not seem to understand him. What? she screams
as she leans over the bar lifting her feet o the ground. 12.20
please! Not sure if she has understood him properly, she shrugs
her shoulders and gives him a 20 euro note. Then Peter realises
that he has made a mistake. Its actually 13.40 because the
wine has gone up in price. He gives her 6.60 change in return.
The girl obviously doesnt understand it anymore. She tries
one more time to ask what the price was, but they have a hard
time communicating. Finally, slightly annoyed, she shrugs her
shoulders again and disappears into the busy crowd with her
friend and their drinks. If only she had made more of an eort
to learn sign language, then taking this order would have been
much easier, Peter thinks.
designers explore
dierent solutions for bartenderclient communication in a role-play
76
77

The cases show how scenarios can be used to support the
exploration of future use. The flexible and vivid character of

!
comes to imagining desired future use and reflecting on the
consequences of design proposals for products and services.
Furthermore, scenarios are very easy to understand. This
enables scenarios to be used as a communication tool in
the process of evaluating product and service solutions with
dierent stakeholders. The simplicity of creating scenarios
makes it a relatively easy technique to apply in product

w.!x

requires an investment with regard to studying the dierent

w' "

that endless scenarios can be imagined and too much time

w.!x
focus can be achieved by targeting specific user groups, goals
and use situations based on the criticality and frequency of
the defined use scenarios. Working with scenarios confronts
design teams with the uncertainty that is inherently part of
user-centred design. Nevertheless, it is better to be aware of
this uncertainty and to have the opportunity to share it, than
to ignore it.
Key insights
In scenario-based design, product use is made explicit in
scenarios to allow for the communication, exploration and
evaluation of the eects a solution will have on the future
use of products and services.
78
Role-playing and scenario games can be employed to
explore the opportunities and limitations of possible

future use scenarios.
When applying scenarios as a frame of reference for the
evaluation of solutions, it is important to ensure the
validity of the scenarios.
6

"

participatory generation techniques in which users are
involved in creating the scenarios.
How to continue?
Further reading
'
"

"

organise a half-day Envisioning Use Workshop at the start of
or half way through a current product development project.
The Envisioning Use workshop manual (van der Bijl - Brouwer,
3wxw(
xwu
!

this kind of workshop. You can download this manual at www.
designforusability.org/results/methods-tools.
For further information on the application of scenarios in
product and service design we recommend the following
publications:

x3w(w 0w3w)uuwUsability
Engineering: scenario-based development of human-computer
interaction. Morgan Kaufmann.
'x/w 3w6 6uu#wClassifying
Scenarios in a Product Design Process: a study towards semiautomated scenario generation. Proceedings of the 18th
)/;*
)uu#w+
x4
w
(( !x3w 3w)w 6uu$w
Participatory Scenario Generation: Communicating Usability

Issues in Product Design through User Involvement in
Scenario Generation.*
;
;
v'
/0 tw
Websites
'

)w
www.cooper.com/#approach:scenarios

"
"

of several scenario-based design cases provided by
companies and organisations, as background information
to the book Usability Engineering by Mary Beth Rosson
0)uuw!

. ) /v
ucs.ist.psu.edu/

x
"

share information within a design team or even between
end-users and designers. One example of this approach
can be found at: www.hcdconnect.org/methods/
storytelling-with-purpose.
.)*
)x/*+x
provides a toolkit with multiple methods to make design
processes more user-centred.
79
04.
Designing for user experiences:
contributions from contextmapping
Authors
Rick Schierstein, Froukje Sleeswijk Visser
Introduction
In saturated consumer markets, consumer choices often depend

on subtle product dierences that contribute positively to their
user experiences. Hence, it is important for designers to be
able to create products that elicit dierent experiences. In this
chapter we discuss a design approach that takes the creation of
specific user experience as a starting point. The approach aims for
improvement beyond product functionality and user friendliness
in order to make products that really fulfil important, often
latent needs in peoples lives. Experience-driven design involves
determining what experience to aim for and, subsequently, to
design something that will evoke that experience.
PART 1 USER // 04 Designing for user experiences: contributions from contextmapping
81
In order to design for experiences, designers need thorough insights in

everyday user experiences. Therefore, we also discuss a procedure that
can be used to obtain this type of rich user data: contextmapping.
Contextmapping was developed to obtain tacit knowledge about
the everyday context of product use. The basic principle of
contextmapping is that everyone is an expert of his/her personal
experiences. Users are encouraged to document parts of their lives,
and their experiences serve to inform and inspire the design team.
you to feel comfortable, or whether they want to support you
Besides these qualitatively dierent aspects, experiences also
during your work. Even within these categories, designers can try
vary on the intensity dimension, implying that some experiences
to create dierent experiences that appeal to dierent audiences:
may be perceived as more or less intense, weaker or stronger,
Do you want users to relax in a cocoon that makes them feel totally
and may vary in the impact they have on someone (Brakus,
protected, so that they can fall asleep? Or, do you want them to
:xuu$w, x

feel supported during relaxation, so that they feel refreshed after
user-product interactions are known to be dynamic: typically
sitting for a while? Or, do you want them to relax so that they get
multiple stages can be distinguished in these interactions. In
closer to their partner? Each of these relaxation experiences asks
addition, the time before and after an event may change the
for a dierent type of chair.
experience of the event. For instance, prior experience with a

product may change its experience at subsequent encounters. In
addition, after a person has stopped interacting with a product,
What is an experience?
reflecting on the event may still change its experience (e.g., Law
wxuu$w
In this chapter, we provide a more detailed discussion of the

theoretical background behind user experiences, the way in which
experiences can be studied through contextmapping, the principles
underlying the experience-driven design approach, and we present
a design case in which these approaches were used to develop a
modular rest unit for a hospital room.
'

and cannot be observed directly, we can obtain information on
In addition to the dierent components that can be

x x "
distinguished in an experience, the user experience is also likely
expressions, and their verbal accounts. This has taught us that

wwx
xx

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"

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For instance, several qualitative dimensions can be distinguished in

2!wxuu$w

x

wwx(
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the physical environment, the task setting, the technical and
.
xuu# 6"
6xuu=v
wwx"!

x
a sensory dimension with visual, tactual, olfactory, gustatory,

wxuw,
x
and auditory perceptions and aesthetic evaluations
the interactions with people during the acquisition or use
an aective dimension including emotions, feelings, and
of a product are likely to have an impact on the subjective
moods that are evoked
Challenge
wwx(
wxuu$w
an intellectual dimension containing cognitive associations,

consumers want to buy a chair, they can choose from an almost
infinite number of chairs with dierent purposes and in dierent
thoughts evoked and meanings activated
a behavioural dimension consisting of actions towards, with,
Studying user experiences
/ "

!"

w.x

functionalities, product usage and purchase are increasingly
that stand out against their competitors in order to get noticed.
'

"

"x
Experience-driven design typically involves extensive analysis
dependent on whether a product or service oering is able to
In addition, the chairs should clearly communicate what they
in practice they are highly interdependent and tend to occur
of user behaviour and underlying motivations. Ideally, the
elicit a distinctive and desirable experience. For instance, when
have to oer: whether they want you to relax, whether they want
simultaneously.

!

82
or evoked by a design
83

w
creative stages of the experience-driven design process, because
'

"

involving users at this stage may decrease the innovativeness of
product, but should be able to understand how the user will

wwx) wxuuw.!x

"
react to these aspects and which types of responses the product
once more be involved during the evaluation stage, in order to

"

w.x
evaluate the outcomes of the creative processes and to fine-tune
understanding of the psychology of the potential user and
the details of the final design.
Understand the
users concerns
Explore current userproduct interactions
detailed knowledge of the context in which a product or service

is presented is required. In many cases, everyday experiences are
not general or uni-dimensional, but need to be carefully tailored
Assess current
user experiences
Explore a given
target experience
Method
for a specific context and may subtly vary in character over time.
understand
Conceive of the
future context
Activities that help

understanding the user
and usage situation
Designing for an experience

In a contextmapping study, contact with the participating users

w)

+

on everyday situations, where the product only plays a minor
evoke a particular user experience in a specific usage context.
role. Instead, the majority of attention goes to the physical, social
'
"

!
in most design projects, in experience-driven design the user
6
xuu$w("

experience is the focal point. Envisioning what experience to
experiences, designers can create products and services that
design for and understanding how design can evoke that desired

"
w

experience requires a thorough understanding of the intended
a route map can be used to highlight the way that designers
user and the context in which he or she operates, as well as
navigate through the terrain of user experience: the map does not
appropriate techniques to generate and test concepts. This design
provide a fixed route, but encourages discovery (Sleeswijk Visser
approach opens up new ways for radical innovations that go way
wxuuw
beyond the obvious: Designing new and innovative products that
Design for
Experience
Explore product
character associations
Ingredients
create
Explore sensory
product qualities
Create user-product
interaction scenarios

conceptualizing,
materializing and
testing new concepts
Build experiental
models
nevertheless capture a sense of authenticity.

Because people are often unaware of many aspects that influence
Envision the target

user experience
envision

envisioning and
defining the target
user experience
Formulate the target

product character
Formulate the target
product appraisal
Envision the target

user-product interaction
Evaluate the
user experiences
their experience, contextmapping uses generative techniques
Designing for user experiences involves at least two important
to encourage them to document parts of their lives and
challenges. The first challenge is to determine what experience to
experiences. Participants explain their creations to designers or
aim for, and the second is to design something that is expected
researchers and these data are then shared with the design team.
w*
x.
u
)

have identified 14 ingredients that characterise many experience-
ensure a good fit between the design and the use of a product in
driven design processes on the basis of their experience in
FIGURE 1

" "
w""x

!
research and design projects. These 14 ingredients have been
(adapted from Desmet and Schierstein, 2011; copyright Eleven
ingredients of experience-driven design processes
International)
84
85

"
w
"
not presume any order of activities in the design process: The
)

!
x
finding participants and time planning. The sensitization stage
represents activities that help designers understand the current
process can start with any of the ingredients, and ingredients

x

is the period before the actual sessions take place with users.
!

w

from all three categories can be used in an infinite number of
in order to generate rich experience information. Generative
Users receive a package with, for instance, a photo camera and
category represents activities that help designers to envision
combinations.
techniques and probes rely on self-expression of the explicit
a diary, to record some of their daily routines. This supports
and implicit knowledge that people have about their everyday
them in becoming more aware of daily habits and what these
experiences. The resulting information consists of stories on
routines mean to them, so that they have more knowledge at
how they experience specific situations in their everyday lives.
hand when they participate in a subsequent session.

w"

activities that help designers make the transition from design
intention to product design. Some of these ingredients focus
Contextmapping
)

x

on the users and their experiences, some on the interaction

between user and product, some on the context in which these
)

does not necessarily focus directly on experiences with products
interactions take place, and some focus mainly on the product
be used to investigate user experiences in design processes.
or services. For example, in a contextmapping study about
properties (figure 1).
)

!

x

!
categories in figure 1x

"
only involve phones that are in use. The stories may also describe
The 14 ingredients should be regarded as options: Which
category. It can help provide understanding of the user in the
having the phone in your pocket or not having it around.
ingredients are used, the order in which they are used, and
current usage context and this information can be used to identify
how they are combined into a coherent design project diers
the desired user experience. The basic principle of contextmapping
The number of participating users is relatively small (about 10
between projects, depending on the needs of the designer
is that everyone is an expert of his/her personal experiences and,

and the design challenge at hand. The three categories do
in that role, can contribute to the design process.

w)!

quite intensive and personal. With generative techniques, people
are invited, encouraged and stimulated to document parts of
their own lives and experiences. People are often unaware of
many aspects that influence their experience, and through these
techniques they are stimulated to reflect in order to become
?!?
wor k
book
new
conc
ept
preparation
sensitization
sessions
analysis
sharing
conceptualisation
!w;

wwx

explain why they made them that way. By giving them tools
to express themselves, they generate information about their
individual experiences.
Procedure
collecting
using
The contextmapping procedure consists of six stages (figure

2). The preparation stage involves setting a well-defined goal,
FIGURE 2
procedure of a contextmapping study, involving designers,
researchers and users
86
indicating how results will be used for conceptualization, and
FIGURE 3
pinpointing the organisational aspects of the study, such as
images from a prepared set
participants create a collage by selecting words and
87
x!

tx
participants are asked to explain their creations to the designers
and/or researchers and other users and stakeholders, if present.
CASE
Healing hospital environment
In addition, during the sessions users make things, such as

collages (figure 3), storylines, and 3D models in which they
express their experiences and they present their created artefacts
to the group and to the researchers.
In stage 4, the designers and/or researchers analyse the data, and
form categories and models which they document for the sharing

x!

w*
generated with contextmapping can have a number of forms. It
typically contains rich and diverse, often very personal, fragments

" "
(figure 4). In the

=x

'

!!!

shapes may be perceived as clean, ecient, and professional,
they do not necessarily provide an environment in which
patients feel comfortable. The goal of this project was to

!

processes and their feeling of well-being. For the VU medical
'
x16

in a short-stay hospital recovery room. Patients stay in the
recovery room after they have received heart catheterisation
w.
x x
and recovery, together take no more than one day.
were interviewed. They were asked to make pictures and

describe their room, what they like/dislike about it, how
they feel about it, what they do during the day and how they
experience the contact with medical sta and visitors. In the
interviews with the participants, the designer first discussed
the filled-in booklet and photos with the participant and
then asked them to make a collage What makes this room
39w("

!x!

easier for the participant to express him/herself and to
evoke personal anecdotes and the perception of their stay in

w'!
x

w'!
!
analysed, resulting in four design considerations:
for creating new concepts.
To learn about how people experience recovering in the

hospital, the designer performed field research in the existing
recovery rooms and interviewed medical sta. Patients
in the recovery room only stay there for one day and it is
quite intrusive to ask them to participate in a generative
w.x

personal experiences, the designer decided to conduct a
contextmapping study with other patients who were in
hospital for a longer period.
Stimulate desirable interaction: The presence of the

nurse and visitors is very important for patients. Nurses
and visitors oer social support which can reduce stress.
The feeling of being supported is also increased by
receiving personal telephone calls, postcards and flowers.
In the design of the rest unit, interaction between the
visitors and the patients, as well as between the nurses
and the patients, should be stimulated.
Make the unfamiliar familiar: Personal objects such as

Study
FIGURE 4
data from a contextmapping study about
retirement. Top: a sensitising package. Middle: observation

in the users home. Bottom: various data sources, including
probe materials, collages, and transcripts of interviews
88
The participants in the contextmapping study received a

sensitizing package consisting of various assignments in
the form of a booklet and a camera a few days before they
books, postcards, clothes and flowers create a sense

"
w,"

to achieve in the recovery room as these patients only
stay for a single day and do not bring many personal
belongings with them. Familiarity might be improved by
creating a more home-like environment.
89
CASE Healing hospital environment
Stimulate pleasant distraction: Pleasant distraction can

be achieved by environmental distractions, such as an
interesting view, the presence of magazines, a television
or a computer, or activities like taking a walk around the
hospital and communicating with other patients.
Give patients a sense of control: Giving the patient a

sense of control of his/her own physical environment
wwx x"xx

"
stress and contribute to the healing process. In multioccupancy rooms, the possibilities of controlling the
environment are limited because patients have to consider
the wishes of other patients in the room.
FIGURE 5
Design process
The conclusions from the contextmapping study were used as
guidelines in the design phase. In addition, several ingredients
from the experience-driven design approach were used in the

x

x
the exploration of sensory qualities, and the building of
experiential models; these are discussed below. The final design
consists of a modular rest unit that can encompass a standard
size hospital bed. The design includes the ceiling with lighting
and curtain, the floor area, and a curved back wall with an

w'

x

be placed in a single room (figure 5).
'

select an intended user experience. Because a relaxed
patient is easier to treat for a surgeon and is more likely to
make a quicker recovery, it was decided to create a relaxing
experience for the patients. In addition, the units should
communicate the quality of the hospital: patients should have
the feeling that they are in good hands and that they are being
treated by high-quality professionals.
The contextmapping study provided valuable insights into a

w,
x

to feel familiar in an unfamiliar environment was used in

v

w'

only belongings these patients bring to the hospital, it gives
w'

v
!

determined by the rounded shape of the floor covering, the
curtain rail and the ceiling.
'
"

w'

x

"
product qualities of the design were explored extensively. For
instance, music was found to create desirable distraction as
long as it did not annoy other patients. In the final design,
music was provided through a sound pillow, which can
modular rest units designed
for VU Medical centre (Vorst, 2008)
90
91
CASE Healing hospital environment
only be heard by the patient in the rest unit, and therefore

does not annoy surrounding patients (figure 6). In this way,
each patient can choose their own type of music without
disturbing others. In addition, the eects of light colour,
temperature and intensity on the human hormone system
!

w)

the qualitative properties of the light and varies from warm,

x
w)
intensity of the lighting system were dynamic and changed

"w.

a cool temperature and a high intensity in order to perform

w.!x!

x
system automatically changes to warmer colour temperatures
and the light intensity decreases gradually over time to allow

the patient to relax.
Experiential models were also developed: full size prototypes
were built to test whether the intended design goals were
met. User tests with these prototypes showed that the
design was indeed experienced as relaxing. Especially the
music, the bright colours and the curved shape of the back
wall were aspects mentioned by patients as being very
w.!x
"
the privacy: some would rather have had more contact with
the other patients in the room. In addition, some practical
issues arose, for example the lack of space around the bed,
FIGURE 6
which hindered hospital sta during their work.

This project shows an experience-driven design process "

understanding current experiences and creating desirable
experiences. The VU medical centre was enthusiastic about
the design and recognised the added value of the design
solutions. Unfortunately, the modular rest unit has not
been developed further due to changes in the hospital
building plans. Nonetheless, the project demonstrates that
the experience-driven approach can result in original and
engaging designs that help support important life processes,
such as improving the healing of patients.
loudspeakers in the pillow allow the patient to
listen to his preferred music (Vorst, 2008)
92
93

Both contextmapping and experience-driven design are
based on scientific insights and empirical studies, and they
have been improved over the years in academic and design
practice. It is often dicult to find empirical evidence that
demonstrates the benefits of applying methods at the
fuzzy front end of product development. These methods
are used for inspiration, fuelling the design process and it
is sometimes dicult to trace exactly where key insights
came from. Benefits often mentioned include changing the
mindset of the employees within the company. Managers
use success stories from other projects in which user
research led to successful products on the market as
w'!"
!
value is not to aim for directly visible results in financial
terms at the end of a design process, but to cut the process
up into a set of smaller stages, and evaluate parts of the
process separately with a combination of qualitative and

3

!6
xuw
'

x

"

w)
"
some results are quite obvious, but this is also the strength
of the method: by carefully studying every aspect of day-today user-product interactions, all aspects that are relevant to

w' ""

x
our experience teaches us that companies tend to overlook
some of these basic qualities of their product oerings and,
"x

w
)

!

competitive advantage in the consumer markets.
94
Using contextmapping is most advantageous if a project is in

the pre-conceptual or conceptual stage, where there is still a
!
w'
insights for the target project, contextmapping can yield a
diverse range of outcomes, including personas, strategies for
innovation, new views on market segmentation, and original
insights for other innovation projects. In order to make
optimal use of these possibilities, it is important that the

"
!

w
In addition, the outcomes have the greatest impact if they
wwx

and can be directly applied in the design process.
' "

""
involved in contextmapping studies, carefully selecting
the respondents for the study makes sure that their
responses are largely representative for the target group.
Involving more users typically does not lead to a wider
variety of insights. By carefully addressing user needs and
wishes, contextmapping devotes research attention to
understanding the deeper needs of the user. This requires
substantial investment in relationships with research

w'
x
x
x

x

consideration of user needs and wishes requires the
designer to make careful, precise considerations. This asks
for precision, accuracy, an eye for detail, nuance, and user
empathy, often resulting in a time consuming and abstract
process.
become anxious as they miss concrete results. Nonetheless,

experience-driven design does not need to result in lengthier
development processes than other approaches, because
the formulation of a clear design statement incorporating
the targeted user experience focuses the remainder of
the development process, facilitates decision making and
typically requires less ideation cycles.
Usually professional support is recommended for these
types of projects as the skills to conduct this type of
research and these design projects develop through practice.
It is often not the resulting general picture, but the nuances
that determine the success of a project.
Key insights
User experiences can form the starting point for
'

x

final result can be presented, and partners in a project may
innovative design processes.

Experiences are multifaceted, dynamic, and they depend

w
)

needed as a basis for experience-driven design.
)

x
general experiences, whereas the experience-driven
design approach focuses on creating a desired
experience.
Experience-driven design projects may dier in the
number and types of ingredients.
User input is not necessarily beneficial at all stages of a
design project.
How to continue?
Further reading
*
x;wx
xw+
wuwFrom floating
wheelchairs to mobile car parks: A collection of 35 experiencedriven design projects.. v+/w
.x;wx*x3w(wuwVision in design:
Handbook for innovatorsw'
v(/

w

x+w(w4w
x;w0wuwConvivial Toolbox:
Generative design for the front end of design.'
v
BIS publishers.

!6
x,wuu$wBringing the everyday life of

people into design. Doctoral thesis Delft: Sleeswijk Visser
Press. See www.studiolab.io.tudelft.nl/manila/gems/
sleeswijkvisser/sleeswijkthesis.pdf
Websites
+ v
www.expdi.org
)v
www.contextmapping.com
*/
;
*
v
studiolab.ide.tudelft.nl/diopd/
+"
v
www.interaction-design.org/
95
05.
Organising for product usability:
a comprehensive approach
Authors
)
.x, .
x0
1 x
7
Introduction
Manufacturers are increasingly confronted with complaints from

consumers that are not related to technical or functional product
failures, but to a mismatch between the use intended by the
manufacturer and the actual product use. For many electronic
products, consumers often are unable to work out how the
products they own should be operated. Manufacturers should
improve their product development processes by paying more
attention to usability-related decision-making.
This chapter addresses the major challenges encountered by
product development teams and their organisations with respect
PART 1 USER // 05 Organising for product usability: a comprehensive approach
97
to usability issues. The tools presented will help you to reveal how
usability issues are currently handled in your organisation and to
develop strategies to improve them. It introduces tools that cover
the incorporation of usability aspects during the planning and
execution of the development process and shows how these can be
implemented in an organisation. We focus on electronic consumer
products, however the tooling presented can be equally relevant and
applicable to other complex consumer products.
In-company case studies were conducted in order to gather insights
for the development of new methods and tools. The methods and
tools we describe have all been recently developed and tested.
Nonetheless, they are still in an experimental phase and have not
yet been widely adopted.
Challenge
In the past, product returns and complaints were largely due

""

w4! "
x
products are often returned by consumers that contain no
technical defects. Over time, companies have become better
98
and better at managing product quality, and until the late

nineties, the number of product returns decreased (Den
xuu=w.!xx

(xuuw,
x
* wuu= #

returned, no technical fault could be detected. In 2007, this
"!

=#
electronic consumer products, and the cost for product
returns in the US market alone was put at $13.8 billion (Steger
wxuusw
i.e. how good the methods are in uncovering usability

problems in a controlled situation, but also from a pragmatic
standpoint, i.e. how eective these methods are when applied
in product development practice.
The high number of product returns is partly attributed to

people not understanding how to use a product properly and
therefor concluding that it does not work, and the fact that
consumers are dissatisfied with the product as it did not meet

* wxuu=w.x
the strategies to deal with this rise in returns is to improve a

"wxuusw5
"
""
defined as the extent to which a product can be used by
specified users to achieve specified goals with eectiveness,
"

/x
$$#w5
"
"

physical product: it is a quality attribute of the interaction
between a product and its user in a particular environment. In
order to find a way to improve products and to decrease the
number of product returns, product development teams need
to focus on the user in order to understand what users think,
feel, and experience when they interact with their products.
Involving practitioners
In order to provide designers and product developers with
tools to improve the usability of products, the three Dutch
technical universities have joined forces in the Design
5
" "'
42w
aim of this programme was to improve the usability of
electronic professional and consumer products by creating
new methodologies and methods for user-centred product
development, which can be applied in practice. The
programme used a practitioner-oriented research approach,
implying that interviews were conducted with usability
practitioners and experts, in addition to exploring and
reviewing the extant literature. In addition, a major part of
the data collection was conducted through case studies in
product development practice. Furthermore, researchers
conducted feedback workshops with practitioners and verified
their interpretations and conclusions with the programme
members.
Given the large number of usability problems found in

recently purchased products, it appears to be dicult to
incorporate usability in the design process. Even though there
are a large number of methods available for user-centred

wxuu 7
xuux
"
of many electronic consumer products still leaves a lot to
be desired. Real day-to-day product development is messy

"

should not only be considered from a theoretical perspective,
In this chapter, we present an integration of four projects that

formed part of this programme. The projects were performed
by each of the four authors individually and focused on a
specific part of the product development process. We selected
these research projects specifically because they all focused
directly on improving the development process: each project
proposed a tool or approach that can be readily applied in a
company context. For the other projects in the programme,
99
!+wux1 ux

programme website www.designforusability.org. In order
to help practitioners make better use of these methods and
tools, we have integrated the outcomes of the four projects,
which may dier from the individual presentations found
elsewhere.
Methods and tools

The methods and tools developed in these four projects
all concern embedding a user-centred attitude in product
development processes. The first two tools help organisations
become more sensitive and responsive to usability issues.
The third tool helps organisations develop a structured
user-centred design approach. Lastly, an additional toolbox
facilitates the selection of specific design methods that can
help organisations to embed this approach.
The workshop Revealing Unawareness in Design Practice

.xu
"

sensitivity to usability. It centres on identifying the blind
spots and distortions that occur during decision-making
with respect to usability in existing product development
processes. It focuses on organisational weaknesses in
identifying the usability issues as a result of unawareness.
The reflection on a product development project helps to
identify the influencing factors on decision-making and
thereby the points for improvement for future projects.
The Revealing Unawareness in Design Practice workshop
is a tool that can be performed with designers, developers,
product managers, and others.
100
To ensure the development of products that meet user

expectations, the user-centred focus should become
"

"w.!x"

both barriers and enablers for the implementation of
a usability strategy. The card set Recommendations
for Usability in Practice provides further insights into
these organisational barriers and enablers. In addition,
it provides recommendation on how to deal with them.
These recommendations describe best practices for
organising the user-centred product development
process, its team and the management thereof.
The UCD Kick-off tool supports the implementation of a

5)*
w
Based on the identification of usability issues to be

x5)*1

development teams in specifying a detailed plan of
approach for a specific product development project. The
tool can be applied at the start of and throughout every
new project, in order to ensure an effective and efficient
user-centred design approach for the development
project at hand.
'

5)*1

selection of appropriate design methods and tools. The
UCDtoolbox can be both a source of inspiration and a
practical support tool during this selection activity. The
5)*
!
! "
available user-centred design methods, including easily
accessible assessments of their potential and their
limitations.
Method 1
Revealing Unawareness in
Design Practice: a workshop
The source of usability problems that we are confronted with
today can often be traced back to decisions made by those
in the organisation who are responsible (financial, quality,
xw
w*
uu=

!
w.!x"
is known about how decisions are actually made in design
practice and what influences the quality of usability-related

wx.u

theory and practice to identify these influencing factors. She
found out that the context in which the product development
activities occur (e.g., time pressure, organisational goals,
wx

w
In addition to the context, two other factors have a major

v " !
w
Uncertainty can complicate the decision-making process as
information can be limited, or the quality of decisions can be
low due to lack of understanding. This is more complicated
with issues that the organisation is unaware of. Unawareness
is probably the most important of these three factors in
practice, because it results in unforeseen usability issues.
x.

unawareness in order to identify what the designer can be
!"
!
"

of unawareness.
Unawareness
Designers can be unaware of the lack of required usability
information; they may not foresee the consequences
of a decision or may underestimate the gravity of the
consequences; and they may be unaware that a decision
was made if this was done implicitly. These sources of
!

x
!x x
"(figure 1).
It is important to realise that currently available methods for

""
"x

!
w.x

unawareness in decision making during product development
to reduce usability issues. Knowledge about the sources of
uncertainty and unawareness make it possible to improve the
quality of usability-related decisions, since it makes it possible
to decrease the levels of uncertainty and unawareness.
Improving the quality of usability-related decisions will, in
turn, improve product usability.
Workshop
.u !
!
"
related decisions in a design project are analysed in retrospect
in order to provide decision makers with a broader perspective
of their own practice field. In this way, designers, developers
and product managers can learn to improve their usabilityrelated decision-making in order to avoid similar mistakes in
future projects. The workshop guides the participants step by
step through the theory of usability-related decision-making,
by analysing one of their own past projects. First, participants
101
uncertainty types
sources
incomplete information
inadequate understanding
contributing
conflicting alternatives
elements
uncertainty about outcomes

uncertainty about situation
uncertainty about alternatives
ill-structured problems
influencing
time pressure
multiple players
dynamic environments
characterising
design context
influencing
decision-making
ill-defined and shifting goals

organisational goals and norms
influencing
high stakes
iterative design
sources
inadequate consideration
FIGURE 1
102
contributing
unawareness about information
inadequate overview
unawareness about consequences
fixation
unawareness about decisions
factors influencing decision making with respect to usability issues
(Harkema, 2012)
unawareness types
select a product with usability problems from their own

w'

"
x
they sketch a timeline with activities. The decisions related to
the described usability problem are added to this timeline. For
each decision, the participants then explore whether design
x " !

(figure 1) or whether they decided to accept the consequences

v
"
w'
x

are shared with the other participants. Because the theory
can be applied directly to a personal example, participants
can quickly understand the dierence between the underlying
factors. Subsequently, the sources that define the dierent
factors are discussed in detail.
How practitioners were involved

The workshop Revealing Unawareness in Design Practice is
based on three dierent studies conducted in design practice.
The first explorative study was performed at a design agency
in the Netherlands with over 20 years of experience in product
development. Eight interviews were conducted with team
members, focusing on one project involving an electronic
consumer product. The second and third studies were conducted
at a leading Dutch manufacturer of electronic consumer
products. Study 2 consisted of 14 retrospective interviews with
the team members of one project. Study 3 investigated the same
project, this time by analysing 2,056 project documents. These
studies provided detailed information about decision-making
and its influencing factors in product development.
During this workshop, participants reflect on their own

projects and learn about usability-related decision-making.

! !

is the first step towards improving decision-making. The

"

!

w' "

x"
can be addressed in following projects, thereby preventing
unawareness.
Workshop participants
103
Method 2
Recommendations for Usability
in Practice: a card set
In company practice, product development is only partially
determined by a prescribed process, as the skills and
attitudes of the product development team also aect
the execution of the individual steps within the process.
The properties of the organisation and the market in
which a company operates have a considerable influence
on the resources available to a development team and
the conditions they have to deal with. Furthermore, the
increasing functionality and networked character of many
new products demand collaboration between development
groups that previously were in charge of their own individual
products. This requires an integrated organisational
approach in which the focus is on the product development
process as a whole.
7
x61 uu

"
x
x
and process that contribute to or obstruct usability
w.

"1
6 xuu#"
focusing on the six roles of the actors who were considered
to influence usability the most: the product manager,
marketing specialist, industrial designer, interaction
designer, usability specialist and development engineer. In
addition, Van Kuijk investigated the interrelationships of
these factors.
104
Recommendation card set

61

"

for incorporating usability aspects in company product
development processes (figure 2). The initial recommendations
were published on uselog.com and readers were invited
to comment over the course of five weeks. Subsequently,
adjustments were made to improve the recommendations.
These insights enable product developers to establish or change
an organisation so that it will be able to develop usable products
1 xuuxuuw/ x
cards also describe the underlying, more abstract principles.
The recommendations are grouped according to a categorisation
scheme developed in the Design for Usability project (figure 3
that shows its primary investigative domains and their relations:
Usability 101: how to define usability and assess its

consequences.
Process: what does a user-centred product
development process look like, what methods to apply,
and how?
Team: how to assemble a team that is capable of
executing a user-centred product development process.
context
Project: how to organise, facilitate and plan user-centred

product development.
Company: how to organise a company so that it facilitates
user-centred product development.
Market (or Context): what are appropriate retail and
marketing strategies for companies that make usable
products?
company
12
project
process
usage
team
FIGURE 3
FIGURE 2
the recommendation card set (van Kuijk, 2010b)
the primary investigative domains of the Design for Usability project
(van Kuijk et al., 2012)
105
Category name/
icon/color
Card title
(provocative)
Visual illustration
of title
Card number
Quote from
research interviews
The build-up of the cards (figure 4) includes a provocative

title supported by an illustration, a summary of benefits and
requirements for acting on the recommendation, and finally
an elaborate explanation of the recommendation itself. For
a tools/methods card set, the text is relatively lengthy. This
was done on purpose as the objective was for practitioners
to be able to act based on the information provided, not just
to raise awareness. The recommendations range from the
"
"wwx
.)/

wwx

!

w'

x
audience may dier for the various recommendations.
Summary of reasons to
and required actions/
investments
FIGURE 4
Full explanation
of recommendation,
including required nuances
explanation of the layout of the recommendation cards (van Kuijk,
References for
further reading
in views between disciplines to light, and that the workshop

setup provokes highly focused and insightful discussions.
The insights generated through the workshop form a
common ground and form the starting point for an action
plan towards a more user-centred organisation. Because
the workshop is simple and the card set is relatively rich in
content, the workshop can be executed without an external
facilitator.
Workshop
In order to promote dissemination and implementation of
the recommendations and to collect feedback for future
versions, a workshop was developed in which participants
engage in a discussion about the recommendations (see
!x.!
! w""x
four to five representatives from dierent disciplines (e.g.,
interaction design, usability specialist, product manager,

"
the workshop. Before the workshop, each participant selects
his/her three most and least favourite recommendations
and provides a motivation for selecting them. These
motivations are discussed, and at the end of the workshop
the group tries to reach a consensus on what they believe
to be the three most relevant and three least relevant
recommendations. Past experiences with the workshop
show that it is a powerful means for bringing the dierences
2010b)
106
107
Method 3
The research on which the card set is based consisted of three
case studies conducted in ten product development groups at
large-scale multinational companies, and involved a total of 69
interviews with product developers. In the first study, interviews
were conducted in four sectors aligned to the electronic
consumer products market: high-end automotive, oce coee
machines, fast moving consumer goods, and professional
printing. Next, an interview-based case study was conducted at
five major international product development groups working
at five companies in the electronic consumer products sector:
digital music players, mobile phones, navigation systems,
washing machines, and climate controls.
The card set in use during a workshop facilitated by the Institute of

Design Knowledge in Hong Kong (Photo by HOPF images, Institute of
Design Knowledge)
108
The third case study investigated the development history

of three electronic consumer products within one product
development group of a single company: home audio and video.
After each case study, a feedback workshop was conducted to
verify whether representatives from the companies involved
found the interpretations and conclusions accurate and
comprehensive. In addition, the recommendations for industry
were user tested by presenting them on a weblog and by
discussing them in a workshop with 30 product development
practitioners from three dierent companies: consumer and
professional electronics, professional printing, and industrial
design consulting.
Specifying a detailed user-centred plan

of approach: the UCD Kick-o tool
Many complaints concerning use problems find their origin
in the organisation of the product development process.
Most companies use their own specific product development
method on which the user-centred plan of approach for
a specific assignment is based. Unfortunately, product
development teams often do not have a good overview of
what a user-centred plan of approach entails. In addition,
team members may have dierent expectations regarding the
characteristics of the product that needs to be developed or
development activities that need to be executed in order to
assure the usability of the end product. The lack of a detailed
and user-centred overview of the approach is bound to result
in a product design that does not meet the intended use
characteristics.
UCD Kick-o tool
5)*1.
xu

development teams in systematically specifying a detailed
user-centred plan of approach. The tool focuses on the
following four areas (figure 5):
1 Stakeholder mapping: Stakeholders are parties and
individuals who have specific interests in the successful
completion of a project and who can probably contribute
to the course of the user-centred product development

w5)*1

of a complete, specified and prioritised overview of all
stakeholders involved in the project.

2 Result planning: '

product characteristics, intermediate process results, and
contextual conditions is needed to define a user-centred
plan of approach.
3 Development method selection: Product developers
tend to stick to methods they are familiar with, without
questioning whether these development methods fit the
intended development results. The tool supports explicit
exploration and selection of appropriate and feasible
development methods.
4 Development method specification: Making a detailed
description of all required development activities in order
to guarantee that the intended development results are
achieved during the product development process.
Workshop programme
5)*1
"
"
development teams consisting of the leaders/managers of the
departments or disciplines involved, during several workshop
sessions, based on the design brief for their assignment. The
tool is available as a workshop and is supported by templates
.
xuw!

u

are spread over three workshop sessions.
Workshop session 1:

"
stakeholders that are relevant to the product development

"

x "
regarding product use aspects, as well as their possible
109
Development
method selection
Exploration and
selection of
development
methods
1
design brief
Describing:
Required basic product
characteristics,
main development process
constraints, core development
team members
Stakeholder
mapping
Exploration, verification
and prioritisation of
stakeholders and
their intererests
Result planning
Formulation of
elaborate product
definition, contextual
conditions and
milestones
2
FIGURE 5
overview of the UCD Kick-o tools focus areas (Hoolhorst, 2012a)
110
Development
method specification
Specification of
development activities &
required input, and
allocation
of resources
detailed user-centred
plan of approach
Describing:
Elaborate product specification,
milestones, selected product
development activities, required
input and allocated resources
contribution in the form of expertise and skills, decision

making, equipment, availability and budget. The final step
!

t

stakeholder interests and gaining insights into conflicting or
unfeasible stakeholder interests.
Intermezzo: Possibility to negotiate with stakeholders about
their interests.
Workshop session 2:
Result planning and development methods selection aims

stakeholder interests that need to be met. Based on this
overview and the promising combination of focus interests,

w4x

=

s
project milestones in terms of product users, use goals,
use environment and other relevant product aspects are
w
!

!
#

development methods and tools to achieve the defined
milestones during the development process.
Intermezzo:
$

selected development methods in the form of required input,
activities and allocation of resources.
Workshop session 3:
Development method specification focuses on the final
!

u
communicating a concrete action plan for the product
development process. This detailed user-centred plan of
approach describes the required development activities,

required input per activity, development techniques and the
allocation of resources.
The division into three workshop sessions allows the
selection of participants dedicated to the specific goals of
each session. Furthermore, the timespan of intermezzos
between the workshop sessions can be adapted to the specific
circumstances of the development process at hand.
Applicability
5)*1

user-centred product development projects executed by

w

preferably be used at the start of a project by the complete
core development team to systematically define a univocal

w'!
x
tool can be used to update and refine this plan based on the
intermediate results.
+ 5)*1

that the tool appeals to both less experienced and more
experienced design practitioners. Less experienced project

5)*1
x!

5)*1
as a mnemonic to remind them of the aspects which need to
be taken into account when defining the user-centred plan of
w5)*1"

!
taking more explicit decisions regarding the organisation of
the user-centred plan of approach.
111
Tool
During the development of the UCD Kick-o Tool and its
accompanying workshop manual, two series of workshops
were conducted. The first workshops were conducted to
verify the UCD Kick-o tools comprehensibility and its
frameworks applicability. Two companies participated in two
workshop sessions: a midsize all-round design agency and a
large multinational producing printer copier systems for the
professional market. In these workshops, the issue raised was
how to design the UCD Kick-o Tool in such a way that it could
easily be applied to product development practice. During
the second series of workshops, three companies discussed
the comprehensibility of the UCD Kick-o Tool workshop
manual. Two companies were midsize design agencies mainly
experienced in the development of healthcare products. The
third industrial partner was a large multinational, producing a
wide range of food and personal care products.
Selecting user-centred design methods

and tools: the UCDtoolbox
The selection of appropriate design methods and tools is an

"5)*
1w.
5)*
x

have been developed, but these are spread over many dierent
sources, including scientific publications, books and online
collections. Product development practice can be extremely

"1 xuux

"
little time to explore and find a method or tool that matches
their situation. This raised the question of how can we best
help designers to quickly find the method or tool they need.
;

5)*

only been partially successful: the number of methods in
the collections is often limited, and they may be displayed or
categorised in ways that do not match product development
(xuut wxuuw/ x"
collections provide little or ineective guidance for selecting
(,xu 7xuut
and the method content often lacks practical information
to support the execution of the method (Tidball et al., 2010;
7xuutw'

x

what they know, leaving many potentially beneficial methods

- *wxuu# )
wxuuw
UCDtoolbox

x7
u
112
5)*x

!
allows practitioners and students to quickly explore and

5)*w

is supported by filters created from a product development
perspective. The filters, located on the left hand side of the
interface (figure 6a), are based on easily accessed, objective
information:
Type of object that is being worked on, for example a
physical product, interface or environment
-" v

x
"

x
a design
Limiting factors and available resources, for example
timespan and sta
Optional criteria, for example desired study location and
participant details.
Once a filter has been applied, all cards that are not
compatible with this parameter disappear from the
population of relevant methods. Simultaneously, the level
of detail of the information presented about each method
increases gradually along with the size of the method card
(figure 6bw

filtering and take a better look at the method information
by clicking on it.

5)*(figure 7)
consist of:
Introduction with description, overview of how
the method rates on the selection criteria, possible
outcomes of executing the method, and a slideshow or

video
Examples of how the method was applied provided by
users of the platform
Details with possibilities for customising the method, and
step by step instructions
Downloadable templates to support correct execution
*

!

x
information and use can be discussed
In order to keep the method collection and its descriptions

up-to-date for the everyday practice of product development,
5)*
!"

"
addressed to the author and the board of reviewers.
113
FIGURE 6a
applying filters to the set of method cards in
the UCDtoolbox
FIGURE 6b
FIGURE 7
method description in the UCDtoolbox
as the selected set becomes smaller, more
method details are shown
114
115

In this chapter, we provide a comprehensive overview
of methods and tools that support the incorporation of
usability-related aspects in the product development
process. These methods were developed on the basis
of a deep understanding of the usability problems that
consumers are currently faced with. The variety of
approaches presented and the corresponding tools cater
to dierent types of companies and to dierent employees
!

w.x!
!

that all aim to improve the usability of consumer products.
Nonetheless, each of the approaches also carries its own
limitations.
The workshop Revealing Unawareness in Design Practice
can be conducted for all kinds of product development

w.!x

"
practitioners themselves, it is run by researchers for the
practitioners. It can either be a short one-hour introduction
workshop, or a day-long, in-depth workshop. The workshop
is limited to a finished project and the knowledge about the
executed activities and decisions made during that specific
project.
61 uu
Recommendations for
Usability in Practice card set mainly on the insights
obtained from interviews with practitioners who possess
a considerable amount of contextualised knowledge. In
x61

"

w.!x

wwx

"

116
of products and services would help to expand the card set

further. Furthermore, with the occurrence of new insights, the
card set needs to be regularly updated and expanded.
The UCD Kick-o tool provides an extremely structured
approach to product development in which the role of
usability-related decision making is explicitly considered.
Using the tool makes the dierent stages explicit, provides an
overview of the process, and makes the process manageable.
.!x

x

!
creative freedom for the dierent partners may be more
applicable.
The UCDToolbox provides a valuable addition to the existing
databases and selection tools for user-centred research and
design methods. The challenge in this case is to keep the
database up to date with the latest developments in the field,
and possibly to adapt the selection interface accordingly.
Key Insights
Many consumer complaints are not related to technical
or functional failures, but to a mismatch between the use

intended by the manufacturer and the actual product use.
Making usable products requires an integrated,
organisational approach. The ability to conduct a fullfledged user-centred product development process
depends on the properties of the team that executes it,
the project they work on, the company they work for, and
the market that company operates in.
The quality of usability-related decisions is aected
by three factors: design context, uncertainty, and

unawareness. In practice, unawareness is probably the

x

usability issues. Unfortunately, current methods for
improving usability tend to overlook sources that cause
unawareness.
Product development teams often do not have a good
overview of what a user-centred plan of approach entails,
which is bound to result in a product design that does not
meet the intended usage characteristics.
'!

usability aspects in company product development
processes will help improve these processes.
Websites
'

!*

5
" v
www.designforusability.org.

v
www.designforusability.org/results/methods-tools.
/ x"

projects in the programme on:
www.youtube.com/user/DesignforUsability.

"
can be accessed through:
!!!w5)*ww
How to continue?
Suggested reading
.x)w2w+wuRevealing unawareness in usability
related decision-making. PhD thesis, Eindhoven University
of Technology.
.
x,w7w(wuwStructuring user-centred product
development processes. PhD thesis, University of Twente.
61 x0w/wuuManaging Product Usability; How
companies deal with usability in the development of electronic
consumer products. PhD thesis, Delft University of
Technology.
61 x0w/w wu*esign for Usability: Methods &
Tools - A practitioner's guide. Design for Usability.
7
xwuwMethod Selection Tool for User-centred
Product Development. Master Thesis, Industrial Design
Engineering, Delft University of Technology.
117
PART 2
organisationcentric design
methods
06.
Brand-driven innovation
Authors
+
'x,
Introduction
In the previous chapters of this book, we have seen that usercentredness plays a key role in driving design and innovation.
This chapter continues to embed user-centredness in an
organisational context. Its not only what a user wants that
defines how an organisation should innovate, its also what an
organisation chooses to focus on (its vision), what it wants to
achieve (its ambition), and what it is capable of achieving (its
resources and capabilities) that defines the right course for
innovation. In this chapter we propose that for organisations
to be successful innovators, these factors be combined and
that the brand forms the overarching concept that helps
PART 2 ORGANISATION // 06 Brand-driven innovation
121
combine user-centredness (outside in thinking) with organisationcentredness (inside out thinking).

In this framework, a brand can be a very eective driver for
innovation. From experience gained in several projects with
innovation consultancy Zilver, the brand is the only holistic
framework that can be used to combine all the diverse company
qualities and contextual attributes (both outside in and inside
out) required for radical, meaningful and sustainable innovation.
While existing branding literature focuses on the brand as a
construct that is eective in marketing existing products and
services, this chapter sets out to add to that body of knowledge
by framing the brand as a key driver for creating new products
and services. This brings the notion of branding into the realm of
innovation and product/service design, where it will play a new,
but significant role.
This implies an understanding of branding that is close to the
way it was originally intended, it implies an understanding of
this brand as driver for innovative growth, and it implies the
122
organisational ability to use the brand in strategy formulation

and innovation planning. This chapter includes a case study that
illustrates these phenomena.
Challenge
Both academics and practitioners agree that innovation
is one of the driving forces of a healthy economy: not to

!
x!
w'
the ethical debate on whether this growth is always
sustainable is interesting, this chapter focuses on a
dierent, but similar question: what sets this process of
change in motion? What triggers companies to innovate?
' x!

"

w'!
technology may trigger an R&D department to try to adopt
!
w' "
researcher to come up with an idea for a new service to
w'
"
inspire a salesperson to try out a new approach to his/her
sales pitch. Innovation can be sparked in many ways, and by
many people.
If you analyse what makes you or your colleagues innovate,
you notice two things: mostly the triggers come from

"
x

" !
actively scouting for that trigger: you bumped into it and

x

w
)
!!"

innovate: they have a vision, an understanding, a hunch, or
an ambition that they actively cherish, and they act on it.

w
The authors of this article and colleagues at Product
Innovation Management, TU Delft, believe that a more
entrepreneurial approach to innovation has many benefits,
for example: reducing risk of failure, increasing time to
market, increasing customer satisfaction, and increasing
dierentiation amongst competitors. One way of adopting
a more intrinsic and proactive innovation style is to include
the brand as driver for innovation. The brand can be an

xx
understanding of changes in the world and, as such, it
is a perfect launch platform for positive organisational
change and organic growth. Or more simply: you can only
jump high if you have solid ground under your feet. In this
chapter we discuss how to build a solid platform, and what
is required for a successful lift-o.
123
Method
dimension: organisations will have the responsibility to take

back and dismantle their own branded products.
Theoretical foundations of the brand

We first break down a brand into its components by
reviewing its origin and subsequent evolution into the
current understanding of the brand construct. In fact we
go back to the roots of the brand and from there on show
!

w7
these subsequent values are in fact still delivered by the
brand, be it only implicitly. These respective values then
provide footholds to start using the brand, not only as a
vehicle for marketing communication, but as a driver for
innovation. For each of these values, we illustrate what it
could mean for current business.
We start at the moment the word brand was used as verb:
i.e. for branding livestock in order to indicate ownership.
This sign of ownership is still valid for branded products
until the moment of sales to another legal party. These
days the brand as ownership implies that nobody else may
use this brand on any product without it being authorised
by the owner.
The value of recognition is the second value hidden in the
brand. When product manufacturing was geographically
separated from the actual sales, the brand helped to
identify a particular entrepreneur or business as the
source of the goods. This form of branding can be seen
in the use of trademarks. In the near future, when
companies are forced to take their products back after
the use cycle, the brand as a source gets an additional
124
Not much later, the brand started to represent the functional

meaning of the branded product; to indicate its quality and
reliability. These brands of products are perceived to embody
known quality and reliability without being explicit. In order
to achieve this functional value, companies must not only
communicate these values, but also live up to them. This
implies that they must be well organised and be in control
of all their processes, including the quality and reliability
of sub-assemblies from suppliers: consistent quality of
the operational processes on the one hand and consistent
quality of the development processes on the other. Thus,
the functional value of the brand is strongly related to the

x! w)
competencies as such form an important source of inspiration
for new business research and development.
3"$u
! x !
!w.
is important for the user of the branded product in terms
of the positive emotional influence the possession and
use of the branded product had on its owner. The idea of
3 uu
"
these emotions. Owners like their products and because of
the emotional bonding, they want to keep them for longer
periods. But this emotional meaning can also relate to the
vision or values of the organisation behind the brand.
This development led to the brand as an indicator for a
certain lifestyle. In the 1960s and 1970s, in brand campaigns

))6
!x

became almost completely separated from the product

w)

they developed were mere enablers of lifestyles, and never

v" !!"
"
"'(w"!))
you demonstrate a happy social and active lifestyle, and only
!6
! "
!" +

of sophistication and modern living. For companies this
necessitated an increase in the understanding of the societal
and social role they and their innovations played.
In the 90s of the last century, this development evolved into
a more negative manifestation of brand, namely as a faade
that companies could hide behind. Under the guise of a just

"
"x4

in India by children in primitive conditions. In her famous
uu!42x41

responsible for much of the capitalist inequality in the world.
The result of this anti-globalist, anti-corporate, anti-brand

"w'
by the rise of the internet, consumers have become better
informed and more critical. This helps companies to realise
that their brand is no longer a faade to hide behind, but that
125

!

"! w'

'

)w' x
x
!
x
that damaging it is the greatest risk a company can take.
Building a strong brand in this age implies building a healthy
company that delivers what it promises through a culture of
ethics and honest development work.
In summary, we see 7 stages of branding:
Sign of ownership
Sign of recognition
' "
' "
'
"
The brand as faade to hide behind
'
"
Scoping our perspective on brand driven innovation

In this section we discuss why the brand is the most complete
and useful driver for innovation. This description is based on
a number of consulting projects for companies like Virgin
3x;
x.x3xx' x-x+
x
Ebay and Oc, as well as several graduation projects and
educational projects conducted at the TU Delft faculty of
Industrial Design Engineering.
Brand driven innovation is based on the understanding

that, in order to innovate meaningfully and sustainably,
organisations need a deeply rooted and shared vision.
This vision helps them do what is required for successful
v

x

futures, work across silos, and understand what constitutes
value to the customer and to the company.
By combining these dierent connotations of brand, we

arrive at the following definition: the brand captures how
the organisation and its customers understand themselves
and each other. It embodies that which is meaningful
and relevant to the organisation, its customers and its
stakeholders.
In literature, innovation is typically framed as an inevitable

reaction to external change. Examples of external change are:
changing market needs, changing legislation, the availability
of new technology, changing user behaviour and changing
competition. The danger of framing innovation in this way is
that it is always reactive, and it is always extrinsically driven.
This leads to situations where organisations experience
innovation as a strain, something they are forced to do: a
necessary reaction in which they are - by definition - always
too late.
Thus, the brand has moved on from being the logo stamped
on the product and its packaging, via the brand being that
which is advertised and communicated, to the brand being
a construct that holistically and contextually represents
the organisational vision, culture, values and capabilities.
Defined as such, the brand forms the entrepreneurial
foundation for new business development.
126
.!x"

x

innovative start-ups and innovative brands like BMW, Google,
'32 4
h
*4'w,

companies, innovation is a pro-active process. They do not

wait for something in the outside world to change in order to
start innovating; they form their own ideas and find their own
drivers for change, and innovate on that basis.
In the context of brand-driven innovation, an organisation
should try to internalise external drivers and externalise
internal drivers. This means looking at internal drivers for
innovation from an external point of view (what value does

!"

external drivers for innovation from an internal point of view
!

!!
!x!

w(
driven innovation is the culmination of this holistic view
on innovation. It frames the brand as the bundling of the
various proactive drivers for change an organisation has at its
disposal.
These drivers for change are found both within and outside of
the company. Innovation is about value co-creation between
company and customer. This value is contextual and depends
on how well the organisation understands the customer, and
how well the customer understands the organisation and its
propositions. Therefore, in order to innovate and grow, it is
essential to make sense of yourself and the outside world, and
how the two relate. This sense making is a process of filtering
outside in and inside out information flows to arrive at drivers
for change that truly matter for both the organisation and
their targeted customer base.
In brand driven innovation, the brand becomes this filter. It is
used in a holistic sense as driver, initiator and inspirator for
innovation activities because it has this sense-making ability.

The reason for this is that the brand integrates the various
internal qualities like entrepreneurial vision, organisational
culture, core competencies, resources, core capabilities, core
values, with external qualities like understanding user needs
and motivations, understanding trends, market dierentiation,
partnerships, distribution channels, and technological changes.
In figure 1, we introduce the sense-making lens as a filter and
instrument for driving change processes:
The lens:
filters those internal attributes and events that are relevant
for the outside world, before they are projected outward.
filters those external attributes and events that are relevant
for the inside world, before they are allowed inside.
Building your brand lens

This section describes the tools required to build a lens, using
both an inside-out and an outside-in perspective. We note
pitfalls, barriers and blockers that might endanger the process
of creating a brand lens. The lens is built up out of the internal

w.!
discuss how the lens can be developed in a strategically sound
way.
One function of the lens is to make sense of the outside world.
You cannot please every customer, you cannot adopt every
new technology, and not every new trend is relevant for you.
Organisations need to filter out the information that is relevant
127
Brand as a sense making lens

internal drivers for change
entrepeneurial vision
understanding user needs & motivations
core values
understanding trends
beliefs
market dierentiation
organisational culture
core capabilities/competencies
resources
FIGURE 1
external drivers for change
partnerships
distributional channels
technological changes
internal and external drivers for change that when bundled form the
brand lens
for them. This requires focus, vision, authenticity and an

accurate self-image. The goal is to filter out and focus only on
that which is relevant for your business, without remaining
stuck in the here and now.
The other function of the lens is to make sense of the inside
world. Not everything you do, know, can or want, is relevant
"
w.x

what is relevant for them. This requires customer empathy

(
x$$w

128
to filter out and focus only on that which is relevant for

customer and other external stakeholders.
The discussion above shows that the concept of the brand

w/
order to create our own brand lens, we need to look closely
at these qualities by identifying the function the brand
performs in brand-driven innovation, and what this teaches
us about the qualities it should have.
If a brand drives innovation, it means that the brand sets a

process of change in motion, with the intention of improving
a competitive situation and/or creating new value. This
implies two things:
1 the brand sets a process of change in motion;
2 the brand inspires this change to happen in a certain
direction: something concrete is improved.
/!
x

w

x
!
w'
example of this is a brand like Innocent Smoothies: the brand
inspires constant devotion to the development of new drinks

x

x"" "

"x
'
uuw
In terms of process, the brand has to mobilise people from
dierent departments within an organisation to act on the
brand vision, to embark on innovation processes that are
supported by a shared understanding and fuelled by a shared
ambition. Our research has shown that this kind of process
has to be open and inclusive in nature, where the brand is
discovered, uncovered, and made explicit in a co-created,
bottom up manner. This is dierent from the traditional way
of centralised, top down brand building, and should not be

! / xuu$
which is generally understood to refer to the top down

"
w
! w/

understanding of the inside and outside world into new
product and service propositions that bring real value to
company and customer. This means that traditional notions
of brand content no longer suce: these are mostly focussed
on brand communication and contain notions like brand

x

x

v "x5w7

innovation is content that captures a deep understanding of

x
needs and behaviour. These qualities can be found in deep
customer insights and an equally deep understanding of an

x

w
'

x
captures this kind of content will form a solid basis for
innovation because it is inspiring and challenging, it is
understandable and usable, it is relevant and meaningful, and
it is authentic and original.
How to use your brand lens:

The brand driven innovation process
In terms of content, the brand has to imbue this process
Learning to use the holistic perspective of your brand is a

situational learning process. In this section we describe the
ingredients required to create your own user manual. The user
manual consists of the following 4 stages:
)
"
w
2 Define your innovation scope and focus.
3 Design new propositions and supporting systems.
4 Implement propositions and adapt the organisation.
129
product development:
an understandable
and usable brand
understanding the
companys context
understanding the
customers context
rapid prototyping
and testing
4. IMPLEMENT
detailing
the solution
and training sta
iterations between internal and external stages
130
outside-in focus
selecting
opportunities
based on
customer value
3. DESIGN
the Brand Driven Innovation process. The 8-shaped loops are
the organisation:
an authentic and
original brand
the customer:
a relevant and
meaningful brand
2. FOCUS
designing
customer
experience solutions
FIGURE 2
inside-out focus
selecting
opportunities
based on
company value
1. UNDERSTAND
designing
organisational
support systems
FIGURE 3
marketing:
an inspiring and
challenging brand
Stage 1: Understanding contexts

The brand forms the relationship between the organisation
and its customer, so we need to start with understanding
that relationship. Relationships are based on a shared
understanding of value, and a shared vision of how that
value can be enjoyed or benefited from. Relationships thrive
if the shared understanding grows, and if the opportunities
to benefit from that value develop over time. Relationships
in which the shared understanding diminishes, or where the
the qualities a brand needs to
have for dierent stakeholders in order for

it to function in Brand Driven Innovation
opportunities to benefit from this value decline, grow stale

over time. Two rules can be derived from this:
First, organisations have to demonstrate a clear
understanding of the people they aspire to do business with
and what these people essentially find of value. They also
have to possess a vision of what role their organisation can
play in delivering that value to their intended users. Second,
organisations have to capture this value and turn it into actual

x

w
131
Rule 1 implies a pledge by the organisation to its user group

which might be expressed in the following way, I understand
what you find valuable, I understand my role in delivering that
value to you, and I will do my best to perform that role. In brand
x

w

that the organisation can put this pledge into action; that it
can create products, services and experiences of which the
user says, you have succeeded in delivering what I find valuable.
In brand language, this is called the fulfilment of the brand

w
The understanding stage in Brand Driven Innovation is about
building a brand promise that encompasses the elements
of figure 1, embodies the qualities of figure 3, and forms the
foundation for the stages in figure 2. It ends with a solid
and shared foundation of norms, values, beliefs and vision,
capturing that which is relevant for the organisation, its
customers and its stakeholders.
Stage 2: Focus by selecting opportunities
We noted that innovation should not be reactive; it should
be proactive, scouting for opportunities for creating new
value. In practice, this means that a certain willingness

w

!

of norms, values, beliefs and vision that was established

w/

x

will be unfocussed and confused about their future and
!w'

an innovative jump. Sharing and embracing the results from

x!

and make choices.
132
In the focus stage of Brand Driven Innovation, the insights

from the understand stage are used to devise an innovation
roadmap that pinpoints those domains of innovation that
make sense, looking through both sides of the brand lens. In
!
x

"

vision, values, beliefs, culture, capabilities and resources.
But they must also fit user needs and motivations, trends,
market developments, partner needs, channels and available

figure 1w
Focussed innovation means that innovation is not a random
search for opportunities that could fuel growth, but a
process to create these opportunities using the insights

w

visionary and aspirational mind-set on the part of the
innovators. In fact, it may require innovation sta who are
less left-brain oriented, technology driven and opportunistic,
and more right-brain oriented, people-driven and creative.
'
3
"
The opposable mind
uusx

!x

qualities in innovation leaders.
Stage 3: Designing the new
Once the innovation focus has been set, the time has come
to design solutions that form the actual concrete steps
on the roadmap. This entails the design of solutions that

"

"w'x

be assessed through both sides of the lens, as they must
bring the relationship between the external and the internal
world to life. To summarise, the designed solutions must be
authentic for the organisation and relevant for the customer.
In order for innovation to meet the expectations of users that

were set by the brand promise, it has to break free from the
notion that innovation is limited to the domain of products.
'
; - The experience economy
$$$x!!
value is created by services and experiences. Even when
products still form the core business of an organisation (e.g.
6
!x

"
from the services and experiences that surround them
(i.e. for Volkswagen; dealerships, maintenance, financial

x

x '
7
w
'

x

the internal support systems that are required to bring the
designed products and services to market. These support
systems can be delivered by IT (e.g. data warehouses or web

x

"
xx!

etc. In designing internal support systems, it is vital to align
all stakeholders to deliver the newly designed products or
services. This alignment benefits enormously from the work
completed during the understand and focus stages.
was intended. Obviously, this is not where it ends. Because

the innovation process has been structured and focussed, the
results can be assessed critically: have we reached our goals? is
the solution successful in the market from a feasibility, viability

"!(!uu$(
x
is it successful from a brand fit point of view? Does it fulfil the
brand promise, making the solution unique to the organisation
and highly relevant to the customer?
Implementation of products that are part of integrated
experiences or product service systems, like many
contemporary products, require touch point orchestration

'uuw

points the customer meets when using the product service
"

"

order to provide a consistent and engaging experience. When
renting a Volkswagen for example, the website, the rental
location, the desk personnel, the pick-up sta, the forms and
the car itself are the touch points that should all contribute to
a branded experience that breathes the Volkswagen brand.
This kind of touch point orchestration can only be based on
a brand that has the qualities we described earlier, both in
terms of process and in terms of content.
Stage 4: Implementing the new

In Brand Driven Innovation, as in other innovation approaches,
execution is key. Most organisations have plenty of ideas. What
is usually missing is the framework to choose the right ideas
and the methodology and stamina to bring them to market.
The implementation stage of Brand Driven Innovation is
focussed on making sure that good solutions reach the market
quickly, and on ensuring that sta are ready to deliver what
133
CASE
Insure*, a Dutch insurance company
Insure is a Dutch insurance company. Insure is a direct
seller, which means they do not operate via insurance

w/

5*x/

x
comparison sites, and their contact centre. Over its 50 year
history, Insure has evolved as a no-nonsense insurer that
focuses on quick and eective service.
In 2012, Insure faced increasing price pressure, new

!

w/

customer experience and brand manager felt that a lack
of insights in the customer experience outside of the main
touch points and contact moments withheld the company
from improving the customer experience and developing
relevant services.
In this context, Insure was interested in brand driven service
x!!

customer journey with relevantly dierentiated services,
and provide customer experiences that meet user needs

/

:
Innovation, a boutique consultancy from Rotterdam that
specialises in Brand Driven Innovation and was founded by
one of the authors of this chapter, to help them find the
* for reasons of confidentiality a fictitious name was chosen for the

company in the case study.
134
answer. In a 6 month project, they conducted qualitative

customer research, stakeholder analysis, and an audit of
existing customer intelligence data. Based on the insights
that emerged from this work, a customer journey map of
the entire customer insurance experience was developed,
including the rationale to choose the best focus areas
for improvements. These were those areas that needed
improvements most, held the most room to bring the Insure
brand to life, and showed the highest business potential.
'

internal teams develop new services and customer
experience improvements for these focus areas. The four
stage process depicted in figure 2 was followed and is
described below.
Stage 1: Understand
Methodology
First, to get a grip on the issues and topics that are at
play in the organisation, several key project stakeholders
!! w'
x:
of relevant presentations and documents that circulated
through the organisation pertaining to customer experience,
brand, customer satisfaction and service innovation. This
together formed the internal loop of stage 1.
and 7daysinmylife.com as sensitizing tool. 7daysinmylife.

com enabled insurance customers to keep a diary for a
week, based on open questions that helped them reflect on
and express their own feelings with regards to insurance,
security, risk, and the role of insurances in their daily
lives. The questions were developed by the research team
to gather deep customer understanding of the customer
journey and its various emotions and motivations, as well

/

"w
In the second, external loop we applied deep qualitative

research to acquire insights into the context of insurances is
the lives of customers. The consultants chose to use context

!6
uu$
'

x

customers at their homes to interview them, using the diary
to open the conversation. The team also used these home
visits to gather as much photo and video footage as possible
Getting a grip on emotional drivers in the customer journey: how do
Indicating the dierence in customer satisfaction in dierent parts of
experiences relate to expectations?
the journey
Understanding how users

experience insurances: studying
the 7daysinmylife.com user diaries
135

and motivations.
Result
The first loop results provided a clear understanding of the
organisation and its key issues. These gave guidance to the
customer research in the second loop. The 7daysinmylife
diaries are richly written and illustrated diaries that contain
large quantities of rich customer data. The home visits oered
relevant and inspiring audio and video material that helped
to bring the organisation even closer to the customer. These
exercises polished the brand lens.
Stage 2: Focus
Methodology
In order to become completely immersed in the research data,
the diaries, photos and interview transcripts of each participant
were printed and hung up on the walls of a workshop space.
In addition, the research team listened and/or viewed all
the audio and video material to capture the most important
or interesting quotes. Discussions on what to capture and
what not were part of the process: they sharpened the focus.
:

analysis sessions: in these sessions various client stakeholders
jointly went through the data and mapped their findings
through exercises such as clustering, connecting, enriching
and visualising data from the study. This eort led to a deep

/

!

136
HOW TO DELIVER:
how can we achieve
both the customer's
and Insure's aims?
better, culminating in 4 focus themes that form the core of

what Insure stands for. These themes can be considered to be

x

w
We then examined (using the results from the insight
s "
"!

would go through to acquire and use an insurance product

"w'

!
consecutively and each stage of the journey was enriched
with insights, issues, themes and ideas for improvements. In

x:

the quantitative data that Insure possessed. Working closely
!/

x

was built that indicated which stages of the customer journey
required the most improvements, and which stages held the
most value.
Result
'"
x

!

of new customer-oriented brand based products and
services. These were captured in the form of a rich visual
overview of possible interactions and touch points between
customer and organisation, a customer journey map. Each

!
!"

w)

journey mapping is a way of thinking about customer
relationships that can involve the relevant departments
within an organisation when working together on continuous
improvements.
LOYALTY
VALUE TO COMPANY:
how does this help us
achieve our aim?
CUSTOMER
INTIMACY
VALUE TO CUSTOMER:
how does the theme
help the customer
achieve
his/her aims?
THEMES
CERTAINTY
SIMPLICITY
UNDERSTANDING
RELEVANCE
OPERATIONAL
EXCELLENCE
FIGURE 7 value for the user and value for the company in dierent stages of
PRODUCT
LEADERSHIP
the customer journey
137
Stage 3: Design
Methodology
In this stage, a so-called customer journey lab was set
up. This was an open space in the Insure oce in which
all data, insights, themes, design principles and the
customer journey maps were displayed. Everyone in the
organisation was welcome to drop by and be inspired
by the results of the understand and focus stages. In
addition, various departments - including marketing,
x!x

were led through the data, insights and customer journey
and invited to share their own insights, reactions and
ideas. These sessions formed the basis for commitment to
the projects results.
Generating ideas is an on-going process and, throughout

the entire project, potentially great ideas were put forward.
In addition, idea generation workshops were organised
with sta from a number of departments to generate and
build on ideas from the richness of various perspectives.
Importantly, the consultants kept to the background in these
ideation sessions, oering Insure sta the tools and methods
to apply their expertise to the research data and to turn
insights into solutions. For example, a concept development
framework was used to turn ideas into concepts that were
viable, feasible, desirable and connected to the brand. This
framework ensured that the ideas generated were in line with
the focus themes and specific areas of the customer journey.
'
/45+!
teams competed for a prize was another way of accelerating
the ideation process and to get commitment from as many

dierent internal stakeholders as possible. The prize was
awarded by the management team and consisted of time and
budget to take the winning idea to the next level of execution:
a business case and a prototype.
Result
The strong visual and inspirational character of the research
material and the resulting themes, principles and customer
journey stimulated and challenged employees from dierent
departments within the organisation to actively develop
improvements and new services. This facilitated the process
of spreading the customer journey insights and brand driven
innovation approach within the organisation. Moreover,
the discussions with the departments led the core team
to new insights and a deepening of the way the brand and

the customer insights were brought to life in the customer
journey. This has led to new service concepts and customer
experience improvements that are brand driven, meet the

"x

"x
!

x
"w
Stage 4: Implement
Methodology
To eectively implement concepts, support, creativity and

w'

work with interdisciplinary teams to join forces when rolling
The customer journey lab

at Insures headquarters
Studying service design principles
138
139
out a concept in the organisation. In addition, management

involvement is essential to get the implementation of new
concepts on the agenda and to link new Key Performance
/
1;/
!
w'!"
accelerating the implementation of new or improved services

"v"
"
fashion with a select group of customers and to use their
feedback to make quick rounds of improvements. Obviously,
this requires some courage and creativity, but the eect on
time to market and first mover advantage is considerable.
During the implementation of new services and service
improvements, it is important to design the right way of
measuring success. This requires a constant audit of eorts
against original goals. The consultants and Insure used the
design principles in combination with a specifically designed
metrics dashboard to help Insure stay on brand track, keep
their eye on the customer, and align the business case.
Result
Due to the eorts of the interdisciplinary teams and support
from the management team, the project resulted in a

!

w'
writing, the most promising concepts have been prototyped,
tested, and fine-tuned by experts within the organisation.
!"x:

x

"
the organisation to implement what has been learned and
developed. This presents a challenge that is inherent to the
process of Brand Driven Innovation: outside experts can help
an organisation polish their lens and take a well-focussed look
140
JOURNEY FASE:
BLIJF SERVICE VERLENGEN IN DE
GREYZONE
GROEPSNAAM:
GEEF DE KLANT BEVESTIGING
DAT HIJ GOED ZIT
BELOON LOYALITEIT MET

EXTRA SERVICE
ZEKERHEID
STEEK ENERGIE IN HET LEREN

KENNEN VAN JE KLANT
MAAK DE INTERACTIE MET DE

KLANT PERSOONLIK
BEGRIJP DE ROL VAN VERZEKEREN

IN HET LEVEN VAN DE KLANT
LEG DE KLANT UIT HOE HET

WERKT EN WAAROM DAT ZO IS
DURF SPECIFIEKE PRODUCTEN

VOOR SPECIFIEKE KLANTEN TE
MAKEN
BEGRIP
EENVOUD RELEVANTIE
PAS HET PROCES AAN, AAN DE

KLANT EN NIET ANDERSOM
DURF KEUZES TE MAKEN
MAAK HET TOEGANKELIJK EN

LAAGDREMPELIG
DURF CONVENTIES AAN DE

KAAK TE STELLEN
Schrijf op hoe je de principes kan toepassen op deze fase van de journey, zie het voorbeeld op de auto poster.
PRINCIPLES
Is het idee echt vanuit de klant gedacht?

Spreekt het idee je aan / inspireert het je?
Is het typisch iets voor INSURE?
Schrijf hier eerst de ideen op waar je al lang mee rond loopt en die van toepassing zijn op deze fase van de journey. Hou hier vervolgens de ideeen bij die tijdens de
sessie naar boven komen. Documenteer ze zo goed mogelijk, ja mag de beste 3 later aan de groep presenteren.
Service design template
IDEAS
Customer journey info graphic depicting all the synthesised results of the desk research, interviews and workshops
141

at themselves and their customers. They can help build ideas
and concepts and they can even provide the frameworks for
implementation, but they cannot do the work. They have to
step back and hand over responsibility to the organisation.
That is the moment at which deeply embedded understanding
and actionable guidelines prove their value. They enable the
organisation to keep on going without outside help. But one
major challenge always remains: organisations tend to be so
busy with short-term issues that it is hard for them to spend
w.!x
/

given them the insights, the tools, the sense of urgency and a
view of what might be possible in the future, enabling them
to form a solid foundation for brand driven innovation.
Brand Driven Innovation is an eective innovation strategy,

!

'uuv
It requires a brand that is defined and understood in such
a way that is suitable as a driver for innovation;
It requires a market situation that provides room for this
"w
'
-
xuu#w
brand usability
high
diversification
or
co-branding
brand
driven
innovation
innovation
potential
low
innovation
potential
high
opportunity
driven
innovation
innovation
driven
branding
brand usability
low
FIGURE 16 a matrix of
If brand usability is low and innovation potential high, i.e. a

"

!"x

should work on its brand before using it as driver for
innovation. It should look for opportunities for innovation
based on other drivers like market potential, technology,
core competences, in combination with user trends and
needs. It would be smart for this type of organisation to use
these innovations to build their brand and to increase brand
usability. This process could be called innovation driven
v

on, instead of the other way round.
If innovation potential and brand usability are both low, an
organisation will not have the luxury of being able to use
its brand as driver for innovation, nor will there be enough

w"!
"
opportunity for innovation it identifies, regardless of what

x " w
innovation strategies based on innovation potential and
Low innovation potential and high brand usability might
brand usability
142

!!

"w
Brand usability is the extent to which the brand is
understood and appreciated by the marketing and innovation
stakeholders like, designers, developers, engineers, R&D sta,
management; and the extent to which it has sucient depth,
breadth and authenticity to inspire meaningful innovation.

v
extent to which an organisation has room in its competitive
field for the proactive creation of meaningful new value.
Figure 16 combines these two axes in a matrix of innovation
strategies.
143
oer opportunities to make strategic moves to increase the

potential for innovation, by diversifying into new product
groups or by linking the brand to a dierent product
category. This strategy requires careful consideration of the
possible options because of their long-term impact.
Key insights
If innovation potential and brand usability both are high,

brand driven innovation is the innovation strategy of choice.
.!x!!

have to oer and perhaps combine your learning with the

w'

5*/
wwx; xuuxuu# 6.x
uuw/5*/x!

x
and the organisation needs to adapt to the user, not the
other way around. Where brand driven innovation looks
at the relationship between the organisation and the user

x

w'

of innovation talks about Design Driven Innovation (e.g.,
6
uu$
!
innovations are not a reaction to outside changes: they
create opportunities and new markets through design and
entrepreneurship. This strategy is very close to brand driven
innovation, but it greatly depends on the presence of a
visionary design leadership. In some cases, design driven

"!w' x

"
!"v
you have a great new invention or technology that no-one
else has and that your users will find valuable; by all means,
leverage it!
The brand is usually framed as a vehicle to market
144
existing products and services. This chapter presents

the case that the brand is a solid driver for creating new
products and services.
When imbuing the brand with the various meanings it
has had over time, it becomes an overarching construct
that combines outside-in thinking with inside out
thinking.
Meaningful and eective innovation combines user

!!

vision, ambition and organisational resources and

!w
/ x
creates a brand promise. In brand driven innovation,
innovation and design fulfil this brand promise.
Brands that are suitable as drivers for innovation satisfy
certain characteristics regarding their content, form and
process.
Innovation can be triggered by external and internal
drivers. External drivers have to be internalised, while
internal drivers have to be assessed from an external
point of view.
Brands can be seen as sense making lenses through
which external influences become relevant for the
organisation and internal influences become relevant for
the customer.
Brands are boundary objects between an organisation
and its customers, but also between its marketing and
product development departments.
The brand driven innovation process consists of four
stages: understand, focus, design, implement. These stages

are cyclical and iterative and each consists of an internally
and an externally oriented part.
How to continue?
Suggested reading
'x*wxBuilding strong brands, Free Press, 1995
(
x0w0wxx(w.wx :x2wuu$x
Brand Experience: What Is It? How Is It Measured? Does It
Aect Loyalty?'3'
0

3x6sttx
)"x,w ( xwxManaging as designing. Stanford
University Press, 2004
*
xw * 3wuuxBuilding the brand driven
business, Jossey Bass.
Ind, N., Living the Brand, Kogan Page, 2002
0
x(w 2x0wuxWhy Culture is Key? Booz
Global innovation 1000. http://www.booz.com/global/
home/what_we_think/innovation_1000_2011
1xw3wuutwSemantic Transformation in Design,
5
"' *
.
w
Keller, K.L., Strategic Brand Managementx;.x$$
1x7w)w 3 xw$$swValue innovation: The
strategic logic of high growthx. (

!w
Kootstra, G., Design Management, Pearson Education
Benelux B.V., 2006
Lindstrom, M, Brand Sense, Kogan Page, 2005
3x.w ( x1wuwOutside In: The Power
of Putting Customers at the Center of Your Business, New
.
w
3xwuusxThe Opposable Mind: How Successful

Leaders Win Through Integrative Thinking.. (

School Press.
4 x3wuu$xThe Designful Company: How to build a
culture of nonstop innovation. New Riders.

xwuutxBrand Management: A Theoretical &
Practical Approach, Financial Times Management

'x+wuux( */x

x'6''
x+wuuxOrganizational culture and leadership (3rd
ww07"
w
6x(wuutx Managing Innovation, Design and
Creativity. John Wiley & Sons.
Websites
www.booz.com/global/home/what_we_think/
innovation_1000_2011
145
07.
Mirroring: the boundary spanning
Authors
Guido Stomp, Frido Smulders
Introduction
The development of products and/or services often requires

large, multidisciplinary teams in which specialists provide
expertise, simultaneously. These specialists inside New Product
Development (NPD) teams often find it hard to understand each
other, as they use dierent jargon, have dierent views on the
subject in question and deploy distinctive tools. This results into
to boundary forming within the team.
One of the specialists is a designer, who focuses on the usability
and experience of use of products. In our studies, we found that
designers have a boundary spanning capability in teams and
PART 2 ORGANISATION // 07 Mirroring: the boundary spanning practice of designers
147
148
organisations. Designers continually translate technical choices

to the realm of product and/or user by means of expressive
representations of the product. These representations are
communicated in a language understood by all and this enables
the other specialists to reflect on their choices and those of
others, i.e. cross-disciplinary. We have named this capability
mirroring, because the process of translation of technical choices
to consequences for product/user is like placing a mirror in front
of the specialists, enabling them to reflect. Yet designers are not
explicitly assigned the role of boundary spanners, nor are aware
of this capability. It is their practice that enables them to span
boundaries.
Challenge
We describe two case studies where explicit mirroring process are

shown to span complex boundaries, not only between specialists
but also between organisations. Awareness of the mirroring
process as well as the (visual) means deployed enhances
boundary spanning. In this way, mirroring is a fruitful method
for enhancing innovation and collaboration in organisations and
multi-disciplinary teams.
)"

" "

into separate modules and parts. Subsequently tasks are
assigned to specialists, enabling companies to make full

w'

!

that it becomes dicult to maintain an overall view: who
ensures that an integrated product is created in which all

"! "'

x

seldom confined to one part of the product and are seldom
mono-disciplinary. While developing the product, challenges
will emerge that require the combined expertise of several
specialists. For example, the cooling of a product requires
electrical engineers to decide on fans, mechanical engineers
to position these fans, software engineers to provide the
;

x
x x/)
equipment are extremely complex and are not the fruit
w

!
of specialised knowledge and know-how that typically is
distributed over many actors. One of the actors in NPD
teams is a designer, a role that we focus on. In line with
other chapters in this book, we define design as devising

!
needs, likings, tasks and particularities are placed centrally.
Thus, a designer is a role inside an NPD team that focuses

"x
x
attribution, and elicited emotions of users. In order to
develop a unified and coherent product, in addition to
designers, a range of specialists need to work together and
integrate their knowledge: engineers, planners, physicists,
and marketers. Yet, this collaboration is not simple.
FIGURE 1
the complex interior of a production printer: an integrated result of
the work of a team of specialists
software, and designers to provide slots in the covers for the

supply of air. But who needs to act if parts still run to hot,
contrary to all expectations?
Thus, many problems in multidisciplinary NPD can be named
!
x

149
stem from the combination of choices of specialists together.

"
x!

,uu uw
Boundaries
!

!
!!w.!x
"4;*
x
its members may find it hard to understand each other. For
example, technology developers may find it hard to understand
the problems of production technicians, and vice versa. Or
marketers may find it hard to understand what engineers are
worried about, and vice versa. Team members can experience
boundaries at any point in time: imaginary, felt demarcations
!

x

w'

these boundaries, team members find it hard to make sense of

x

w
To explain the nature of a boundary, we have adopted a

w'

broadly refers to what people do, including their activities,

"
wwx)'*

x "
they have, how work is organised, and even social identity.
People that share the same practice are part of communities of
27$$w7
x!
is easily shared: one software engineer can easily grasp and
evaluate the work of another software engineer. The large
community of Linux developers is a good example, where
complex applications are created by people who do not know
each other.
150
.!x

!

is dicult. The specialists may deploy entirely dierent
vocabulary and tools, and team members no longer
understand each other. For example, for mechanical engineers
a technical drawing is self-explanatory, but for marketers it is
just a large drawing with many lines in distinctive thicknesses.

x!

)uu
and practices inevitably result in troublesome boundaries.
But there are more causes of boundaries. First, a boundary
may be caused by sub-teams at dierent locations. In this
case, team members cannot see each other and are not
aware of what the others are up to, even if they share the
same practice. Sometimes these sub-teams are dispersed
across the globe. The team members are confronted with
time-zones, dierent first languages and diverse cultures.
Second, organisational boundaries may exist: parts of the
product are developed by suppliers or by strategic partners.
*
/)
"

favour smooth collaboration, let alone trust issues. These
organisational boundaries may cause considerable problems
as demonstrated by the case of the Boeing Dreamliner. Third,
there may be a transitional boundary to the downstream
operational processes. The ramp-up of the manufacturing
activities needs to be coordinated in parallel with the
final NPD-activities. The aims and scope of interest vary
considerably between development and manufacturing.
Global NPD has many benefits and is widely practiced. For
example, vulnerable strategic alliances are started, so that
technology and ideas are bought to access and integrate

!

)
uutw(

x

omnipresent. It is hard to name the group of developers

x

"
x
deploy disparate methods and tools, and speak dierent
first languages. Eectively, the team members are a group of

w)
"x"

v

cripple ecient and eective product development. Put
dierently, spanning boundaries is an important challenge for
managing product development.
Method
'

in NPD teams, we discovered that designers have a boundary
spanning capability. Put more precisely: their practice of
designing is a boundary spanning practice; a capability they
are unaware o. We have called this boundary spanning
w/ x!

how, in general, boundaries are spanned: by means of a joint
practice.
testing an integrated prototype with all disciplines involved.

While team members integrate their work and test it by

"x"
!"!!

what does not. For example, although a mechanical engineer
may not understand software code, he has no problem in
understanding a malfunctioning prototype and sensing there
is something wrong with a software release that was just
installed before. The prototype is part of all practices, and thus
part of the joint practice.
!

"x

w"

object. Rather, it is an object resulting from joining all the
separate pieces of work of team members into a whole. This
joining of the pieces is done by team members themselves,
whereby each team member dynamically adapts his/her
activities to those of others. Even though each team member
contributes by means of their specific knowledge, they
take the aims of others into account. Stated dierently: the
team members fit their activities mindfully into the whole:
carefully, critically, consistently, purposefully and attentively.
The activities of team members interlock, and a joint practice
is constructed.
Joint practice
Regardless of the boundaries, specialists inside an NPD team
need to align and coordinate their activities into a unified
whole: the product. Yet nobody can truly oversee every aspect.
Thus, each specialist must know or find out how their work is
related to the work of others. People establish and learn about

"
w'

before, a practice is what people do. Thus, a joint practice is
what team members do together. For example, building and
Joint practice concerns things and events that can be

observed by all, and several ingredients can be named that
constitute eective collaboration. The most well-known is
shared vocabulary. In teams it is not hard to find specific
words that are meaningful to all involved, but that are
meaningless for others. For example, team members refer to

x
!
brushing teeth. Yet, inside the team everybody knows what it
refers to, enabling discussions on it.
151
' "

-

$#$w

specialists and thus span boundaries, such as an integrated
prototype. That does not imply that this integrated prototype
has the same meaning for all involved. Each specialist has
distinctive activities in relation to the prototype and is

w"

enough to adapt for use and interpretation in distinctive
practices, yet robust enough to maintain a common identity

w' "
w
Some events are witnessed and experienced by many
team members. If a prototype suddenly breaks down, it is
an extremely meaningful event for all involved - enabling

w.x

necessarily hold the same meaning for all involved. The last
ingredient discussed here are boundary spanning roles. These
are assigned liaison roles with whom everybody interacts,
such as a project leader, and thus span boundaries. This
ingredient has received the most attention of all in the
literature.
Figure 2 depicts a model of joint practice. It shows two subteams, e.g. engineers and production technicians. Within

w.!x!
these two teams hardly any communication can be observed.
In the middle, the joint practice of two sub-teams is depicted.
These distinct disciplines perform their own activities and
subsequently produce specific objects as a result of these
activities. If these activities or objects are observable by
all, they can be interpreted by other disciplines for their
consequences. Some of the activities or objects become part
of the joint practice, as these are meaningful for all team
152

w0

x
can be observed and interpreted by all. Joint practice enables
both sub-teams to align and coordinate their activities,
despite the boundary.
Note that what is meant with a boundary object can
vary considerably in literature, varying from a sketch to a
prototype. Tangible 3D boundary objects seem to be a class
!w'

!

boundaries, and interactions must be considered quite literally.

Team members smell motors that run hot, and thus realise
that the cooling fans are not working appropriately. They have
"

working well. They hear parts break while doing tests, halting
all activities to limit damage. The point here is: these sensory
experiences are relatively the same for all involved and thus
provide a common ground for spanning disciplinary boundaries.
In figure 3 it can be seen how a team of developers interacted
heavily with an integrated prototype in order to evaluate some
problems. By doing so, they discovered an additional problem:
that users do not like sitting on their knees while doing
w+

!

trigger that led to solving this new problem.
(sub-) team 1
Mirroring
shared vocabulary
boundary objects
joint practice
boundary spanning roles
boundary events
(sub-) team 2
FIGURE 2
the ingredients of joint practice.
Designers make a specific contribution to the joint practice

in teams. Designers will frame any topic they encounter as

w7
x!
designers zoom out from local problems to the level of the
product as a whole. They continuously translate what they see
and/or discuss into the realm of the eventual product, how it
will be used and how it will be experienced. For example, if a
problem is discovered with a part that runs too hot, designers
!

x
x!

x!"
;

x
we put cooling fans and ventilation slots over here, the user will

w
Designers are also capable of expressing what they interpret by
means of easy to grasp representations of what the product

will be. For example, they sketch what a product may look like

"x

!w
Designers may create tangible models that people can feel,
hold, walk around, or sit on, providing a rich source of sensory
experiences. Or designers may produce demonstrators of user

!x
"
!
w

is understood by all, including specialists who may have a
hard time understanding each other. Designers interpret and
translate technical choices into the realm of product and user,
expressing it by means of vivid sketches or rich vocabulary.
The artefacts of their work are easily understandable by
all, regardless whether one is a developer, a marketer or a
production technician. This provides a common ground: all
involved seem to understand the consequences of technical
VIDEO
>
STILL
FIGURE 3
bodily experiences as a common ground
153
practice of
marketeers
practice of
purchasers
practice of
electrical
engineers
practice of
mechanical
engineers
practice of
production
technicians
practice of
software
engineers
Mirror
showing product and user

practice of
designers
FIGURE 4
mirroring: translating technical choices into the realm of
product and user
154
choices of a specialist, if these choices are translated

to the realm of the product/user, see figure 4. Project
descriptions need compelling images of the intended product.
Presentations to top management often includes visits to
design studios to experience a 1:1 model of the intended
product. Software developers discuss potential scenarios by
means of use cases and sketches of interface screens.
We named the boundary spanning capability of designers
x

the realm of product/user is like holding a mirror in front
of the specialists: a mirror that shows the consequences of
technical choices and enables reflection on these choices,

"w

and can be grasped by anyone. These are means that are often
expressive, compelling, coherent, elegant, and unified. It is as
close as one can get to experiencing the actual product. For
example, experiencing a demonstrator of a user interface of
a new software application is a far more powerful means of
learning about the future product than a list of requirements.
Mirroring provides a solution for a fundamental problem in
NPD, namely: the intended product is more or less unknown
to team members, above all in the infancy of the NPD project.
x
!!

x

!

w
problem is: how can team members know what the intended
product is, until they see what they create together?
' ""

4;*x

objects that show what the product might be. These are a
valuable addition to the prevailing requirements and project
definitions, also for stakeholders. For instance, designers
"

x
others to get a feel as well. Some examples of these early

designer interpretations are shown in figure 5. These are

"w'!
project leader understood the value of these artefacts of
design well, we are still learning what the project is about. (..) We
need to have a [1:1] model of the product as soon as possible, so
that we can invite everybody around itso that everybody knows
what we are doing in the first place.
These objects provide a macro view: the product is
represented loosely and appealingly, capturing the essence
rather than the details. For example, sometimes hand drawn
sketches of the product serve teams better than photorealistic
renders. The sketches seem crude, but correctly depict what
was agreed on and are suciently to-the-point to get the
w7

x

"

7uuvwtw
FIGURE 5
The above may suggest that mirroring is an activity prior

to other development activities, namely drafting a vision

"
w.!x!

mirroring a process parallel to other development activities
in multidisciplinary teams. Designers continuously
interpret what others do and produce expressive visual
means of the product. This enables others to reflect and
discuss across disciplines, which leads to adapting their

w)
"x! !

"

w

"
representations of the product are a team eort, a result of
ongoing interactions between designers and others. In time,
the representations become a genuine mirror, a mirror that
shows the whole, rather than the parts. Mirroring should be
conceived as a process of continuously redrafting what the
product will be, in increasing levels of detail.
objects developed by designers in the infancy of NPD projects
155
The boundary spanning practice of design

In short, mirroring hinges on the abilities of designers to
"

to express their interpretation well by means of compelling
representations. Intriguingly, in the literature and also in the
cases presented below, a designer is seldom a nominated
"
"!
.
$$s ;
uuw'

"
!ww

w'

literature, teams and boundaries are never mentioned, let
alone boundary spanning. It seems that designers have no
formal assignment to span boundaries, and also are unaware
of their boundary spanning capabilities. One explanation is
that it is not the designers themselves who facilitate boundary
spanning in organisations. It is their practice of designing
that enables this: the practice of translating technical choices
into product proposals by means of sketches; the practice of
making models and demonstrators that can be interacted with;

w
Still, we believe that a more structured process of mirroring
might help organisations to span the challenging cultural and/
or organisational boundaries mentioned earlier. This insight
has led to several experiments at the R&D of Oc Technologies
ux
"

x ! "
)w!

described. The first concerns spanning an inter-disciplinary
boundary: specialists found it hard to align their activities on a
dicult topic. The second case concerns an inter-organisational
boundary: two organisations that hardly knew each other and
where dierent first languages were a serious issue.
156
CASE 1
Spanning inter-disciplinary boundaries
Printers are complex technological products and still
break down every now and then, requiring interventions
by the users. These interventions are called ORE (Operator
+w'

!
an adequate ORE is that there are hundreds of possible errors,
incited by technological failure, environmental conditions, or
human errors. Each of these possibilities must be envisioned
beforehand, assessed for its potential implications and a
cross-disciplinary scenario developed for solving it, including

!

w)
"x

!+
"
" +w
They deployed distinctive prototypes. They even used a

subtly dierent kind of language. Whereas hardware related
engineers refer to a "wobbly part" and an "emergency brake",
software engineers tend to discuss the same topics by
respectively "error code 6639" and "halting behaviour".
Figure 6

""

wx
A boundary between specialists

'

"!
!
software specialists. In interviews, team members discussed
!
!
w'
"
members were interviewed, each with their own distinctive
network, it was possible to map the work-relations inside the
team. Specialists involved with hardware, like mechanical
engineers, mainly mentioned other hardware related
specialists. Likewise, specialists developing software were
mainly involved with other software related specialists.
'

"x!

team members even found it hard to recall the names of
others. They could not explain well what the others did.
Practice of designers
?
Practice of mechanical engineers
FIGURE 6
Practice of software engineers
three representations of the practices of mechanical engineers,
software engineers and designers
157
engineering is represented by a prototype showing the

printer-chassis, with parts, paper-guides, motors and the
w3
"! )'*
and prototypes that are often built by themselves. They
are concerned about robustness, cost and tolerances. On
the right, the practice of software engineering is shown by
means of a schematic depiction of the same paper path.
It shows distinct sensors and motors by means of their
!

x/,
;';.8294+/2'+x.+4www!

code as it if is a newspaper, are concerned about bugs,
and plan activities by means of releases. The mechanical
engineers and software engineers had entirely distinct
practices, to the extent that they hardly mixed socially,
although they were co-located.
FIGURE 7
the map developed for the recovery of
zones
paper jams showing the relations between the world

of hardware, the world of software and the world
of users
other
modules
LUI
Sequences of activities for an operator

finisher
ePIM
Legend
open
printer
turn HT
transport
button
1
open
left gate
LCT
(mark II)
Action to open paperpath:

part of obligated sequence
Action to solve Error,
only when explicit error code
sheet
jam
open
front
1a
open
vertical
transport
turn Hex to
top right if
necessary
close
VT
158
3
open HT
sheet
under
front gate
2a
close
front door
3a
turn HEX
bottom
right
open
turn unit
open
s-reg
4a
turn Hex
upper
right
5a
turn Hex
bottom
left
close
turn
close
S-REG
4406
4401
3b
open
side gate
Error in following zones
close
side gate
3c
No errors in following zones
In the case described above the boundary was spanned,

amongst others thanks to the activities of designers. This can
be seen in an analysis of the interviews, as designers were
named by all specialists, and were quite evenly distributed.
Yet the designers had no formal boundary spanning role: it
was their practice that enabled the team to span the dicult
boundary, as the designers continuously mirrored the

!
!
w.!!

this mirroring done?
Zones inside the printer

practice of hardware engineers
Action to close paperpath
Mapping complex relations via the world of

product/user
open
HT rolls
Optional error location reported
close
HT rolls
All errors solved

Always traced (sensor on door)
Not always traced
(sensor on paper, paper may have left area)
Hard to trace/ not traced
(No sensor, or paper left sensor area)
close
front door
Error code:
4355
close
left door
close
HT
4101
4103
4403
4402
4407
4102
4405
Error codes
practice of software engineers
159
CASE 2
Talking products and user

"
topic they were involved in i.e. user-centred and outside-in.
For example, in a team meeting that was analysed and in
which many specialists participated, we observed that nearly
half of the things that were said by designers were related
to user and usability. They translated what they saw or heard
into terms related to the product, how it would be used and
how it would be experienced. Even when a electro-motor is
discussed, they noted how a user would experience the sound.
This contrasted sharply to other specialists, who much less
tended to discuss the user or usability, if ever. The impact on
!

involved to discuss and reflect on cross-disciplinary problems
and solutions.
Developing a joint representational space
'"+

activities of product and user together. Developing ORE is
like designing a choreography for the user and product.
.!x
"x

exists that includes the physical world of steel and plastic,
the invisible world of system behaviour, and the human world
of operators; let alone a representational space that enables

!

w'

was developed for ORE, starting from the world of product/
user (see figure 7). It shows an overview of the sequence of
user activities and the relations with hard and software.
'

"
w/!

160
possible to map the error codes of software on the same

map, just as it was possible to co-develop the user-accessible
areas being developed by the mechanical engineers. Most
importantly: specialists could reflect on the cross-disciplinary
consequences of technical choices. If a mechanical engineer
needed to adapt a part, the consequence for the user and
subsequently for the software could easily be instilled.
Eventually it resulted in a jointly developed sequence,
depicting all the possible error scenarios and activities that
operators had to perform in one visual.. The map turned ORE
into a coherent and unified whole, integrating the work of
several specialists.
Spanning inter-organisational
boundaries
Role play
Team members experiencing a multi-disciplinary problem
conducted small role plays using prototypes or other
representations. Step-by-step, the team members explained
what the user was expected to do and how, as a result of
technical choices. The other way round, by exploring the
consequences for the user, many technical choices were
" w*

"

play thanks to their ability to envision the consequences of
technical choices for the user.
Just before starting customer trials of a large NPD project,

) hw'

x
withdrew from the co-development, eectively crippling the
4;*w'
x !

x!

!"v)4;*

x !)

fill the gap. Stakes were high as, without this commitment,
a huge investment would be trashed. Time was limited to
three weeks to develop a so-called product story: a plausible
and coherent narrative explaining what the product will
x"

"w'hx
product story rationalises what the project is about, serving
as the go-between with the development team and other
stakeholders, e.g. in business units or manufacturing.
Eliciting a product story involves articulating, sharing and
synthesizing knowledge that is dispersed across R&D,
marketing and other departments into a unified whole. The
The second case concerns spanning an organisational

boundary. The problem is no longer the lack of joint practice
between highly specialised disciplines, but simply that the
members are spatially, temporarily and culturally separated.
This case shows that the process of mirroring can be
extended to management level.
Eliciting a product story

!
!

w'!!

!
first conducted to make sense of the main benefits of the
product at hand. It resulted in a captivating small story of
what the project was about. Second, much time was spent
on developing representations to show the product story in
a compelling way. Due to language dierences, visual means
were considered pivotal, and included movies, animations
and compelling imagery (figure 8w+ !

limited, a convincing story was created. The negotiations
were successful, developments could continue and the
product was launched in September 2011 (Oc VarioPrint
*;

!)w
The art of mirroring

Quintessentially, this case describes another mirroring
process: the team explored what the product might be from
a user/customer perspective and expressed it persuasively
using visual means. They deliberately showed people, even
in technical overviews, so that others would get a feel of
the dimensions and see the project from a user perspective.
.!x" "

product: they created representations of the product story,
including explanations of technology and the business case.
Three reflections on this process are discussed below.
Developing a story in hindsight
Why was a product story necessary, even though the
!
"
)
!
161
tell what they were developing? To start with, the situation

included many questions and new information, leading to
ambiguity. The partner that withdrew confronted the team
with many white spots in the product and many unanswered

w'
x !

could possibly contribute. The knowledge that was needed to
make sense of the situation was inevitably dispersed among
team members. For example, senior management knew about
!"

!)x

the latest market information, and the technical developers
!!

w'

x
to create a new, coherent and plausible story.
The means are the story
'

"
be seen apart from the medium chosen. The choice of how

"w'
"

!"

w'

!
"
lead to a focus on cost and profits only, rather than what

w'
"

" "
w' "
v "
"

costs.

x

"

!"w'
have their own specific properties that enable expression,
highlighting how the product should be interpreted. It
requires skills to express the product, and it requires
FIGURE 8
examples of visualising a product story: (1) movie, (2) animations, (3) photo-realistic renders and (4) overviews
162
sensitivity to the means deployed to know what

representation best fits the context. It puts the focus on
matters like wholeness, elegance and aesthetics.
Visual means are not simply a way of capturing and
telling a story, such as compelling movies, smart
animations or a great photo. Visualising cannot be
done subsequent to composing a story, as a means to
illustrate the outcome. Instead, developing the visual
is part and parcel of the process of composing the
product stories. Visualisations are not the illustrations
of an outcome of a process: visualising is the process of
making a story itself.
even more important when teams are spread across

the world and/or distinct organisations. It will be no
surprise that a greater emphasis on visual communication
is required, especially in cases of language dierences.
.!x

"

communicating ideas and problems. Rather, it constitutes
joint practice that enables teams to align activities, even
beyond what the visuals are about. Visualisations partly
replace tangible prototypes that team members can gather
around, mitigating the imposed burden of not seeing and
experiencing what others are doing.
The need to talk visuals

Visualisation is important for NPD teams and is
163

Designers, as team members of multi-disciplinary teams,
seem to be largely overlooked. There is a vast body of
4;* x

"
"xx
x

. "wuvww/ "x

the other way round. In the popular magazines, books, and

x
"

often missing. This chapter has looked at the contribution of
designers to organisations when they are part of teams, and
provided some new insights.
The first insight is that the practice of designers is a boundary
spanning practice for NPD teams where troublesome
boundaries exist. This is conceptualised as mirroring. This can
be briefly explained as an ongoing translation of what the
team does into representations of the product that are easily
grasped by all involved. This enables the team members to

"

w'

"
focus on usability and experience of a product, experiments
show that it is possible to leverage this capability to a
strategic level.
Secondly, the studies provide some practice-based insights

w

about this popular concept which can lead to confusion. Most
writers focus on understanding how designers think and do,
with the aim of educating others to become a design thinker.
Mirroring first of all shifts the focus from what designers
do and think, to the contribution of designers interacting
with others. Rather than discussing how others can learn to
think as a designer, the concept of mirroring discusses how
164
teams benefit from interactions with designers. Mirroring

also highlights the practice of design, including aesthetic
visuals and tangible models, the way how designers talk
about products and users, and the characteristic outside -in
orientation to problems.
Key insights
'

"
in the mirror of design is by no means neutral. It inevitably
includes the aims of designers, overemphasizing issues like
usability or aesthetics. This can aptly be named the concept
"w,x"

study may lure teams into developing a product in which the

"
w

designers need to become aware of way they shape the mirror.
'
x! h

that "this artists impression gave half the business unit a wrong
impression about what they could expect. I suspect that some of
them framed it in and stuck it on the wall above their beds (..).
Maybe less flashy images would have helped in this stage.
'

!

designers. It remains uncertain whether other roles could
have similar mirroring capabilities, for examples project
leaders or product managers, or whether the concept of
mirroring can be translated to methods that can be taught to
others. Put dierently, it is unknown whether mirroring can
only be attributed to the design profession.
Designers who are part of multidisciplinary NPD teams

have an additional contribution beyond the aims of design.
The practice of designers spans complex boundaries in
teams.
The boundary spanning capability is conceptualised as
v
!
does into expressive representations of the product that
are easily grasped by all involved. This enables others to
cross-disciplinary reflect on their choices.
Mirroring should be conceived as an ongoing process of
redrafting what the product will be, rather than visualizing
a concept that needs to be executed.
The means deployed to visualize strongly shapes
subsequent discussions, and thus one needs to be aware
of the means deployed.
Designers seem to be unaware of their mirroring
"w.!x
"
!
approach to their work.
How to continue?
Mirroring is an new concept. It does not focus on what
designers do or on design methods as such, but on designers
as actors in teams. This has hardly been studied, and
consequently, not much literature is available yet. The list
below includes a number of articles and books that discuss
interacting designers.
Further reading
(
00wx)",x2""19 9uu#x
Managing as Designing: Lessons for Organization Leaders from
the Design Practice of Frank O. Gehry. *

xx
wuw
( 0)",uux+
wxManaging as Designing
$t$sx (

5'w
. ' /$$sxTechnology Brokering and
Innovation in a Product Development Firmw'

< "xws=s$w
;
.x)0
)uuxCharacterizing the Role
of Design in New Product Development: An Empirically Derived
Taxonomy. Journal of Product Innovation Management, 22
wsw
-uxFacilitating Team Cognition. How designers
mirror what teams do. PhD thesis, Delft University of
Technology.
Other references
);uuxA Pragmatic View of Knowledge and
Boundaries: Boundary Objects in New Product Development.
xtww
207+$$xSituated Learning: Legitimate
Peripheral Participation. ) 5
";
51w

+,3+
wxeam cognition. Understanding
the factors that drive process and performance.'
;
"'
5'w
71+$$xSensemaking in organizations.5'w
Websites
!!!w

w
165
PART 3
society-centric
design methods
08.
Creating meaningful innovations:
the value framework
Author
Elke den Ouden
Introduction
The world is currently facing a number of tremendous societal

challenges for which traditional approaches to innovation no
longer work. Were squandering our planets resources and
violating nature. In the pursuit of wealth, people at all levels take
decisions that seem to mainly address their own interests. So
pessimists warn us: were racing full speed ahead on a dead-end
track. However, optimists view the abundance of opportunities that
these multiple crises bring as a way to really make a dierence; not
just for philanthropic actions, but for sound business. This chapter
addresses social-centric value creation and shows how societal
challenges provide opportunities for meaningful innovations.
PART 3 SOCIETY // 08 )

v !
169
The Value Framework is a method that supports the creation

of shared value for people, organisations and society. When
designing solutions for societal challenges it is important to
understand the issues at a user level, organisational level, as well
as understanding the context at societal level in an extended
network of stakeholders. No organisation has all the relevant
knowledge and experience available itself, so collaboration is
needed between dierent organisations: public and private, nonprofit and for-profit, large and small etc.. The Value Framework
combines dierent perspectives on value from economy,
psychology, sociology and ecology, and visualises opportunities for
value creation. The method can be used in brainstorming sessions
with stakeholders to define new value propositions, as well as to
analyse the value of initial value propositions and enrich them.
It can be applied within a company to increase the value of ideas,
and design consultants can also use it to support their clients
in bringing an integrative value perspective when innovation
requires collaboration with multiple parties.
170
Challenge
7
!

x
compared with traditional, engineering design or business
challenges, is that they require a more holistic view
!

w'
engineering or design problem can be solved at the level
w'

due to contradictory requirements, the solution can usually
be found within the scope of the product itself, and so the
lead engineer or product manager can take the decision
by himself. Likewise, a business problem at the level of
a company and its market can usually be solved within
the scope of the decisions that a manager can take. But
finding real solutions to societal challenges requires the
consideration of aspects that cross the boundaries of a
single decision-maker. It requires knowledge at the level
of the user of the prospective products and services, the
level of the organisation that will bring these products
and/or services to the market, the level of the ecosystem
that links the various products and services to their users
and other stakeholders, and the level of society that
!

w'

may look like an insoluble problem, but in fact societal
challenges provide tremendous opportunities for business
;1xuw' x
"

proven, societal challenges do not necessarily require huge
investments. Just to give one example: Nobel peace prize
winner Muhammad Yunus started Grameen bank with
microloans to women making bamboo furniture with just
US$ 27 out of his own pocket. It is now a multimilliondollar business.
Social innovations are motivated by the goal of meeting a

social need. They aim to fill the gap between what there
ought to be, between what people need and what they are
currently oered by governments, private companies and non

3 xuusw
brings new ideas that improve quality of life for society as a
whole. This diers from business innovations, which aim to
create profit for a specific company. Yet the concepts overlap
and social innovation provides opportunities for business to
work hand in hand with improving quality of life: the business
potential is real.Social innovation goes beyond corporate
social responsibility programmes, as these often focus on
reducing the ecological footprint of the company, or doing a
charitable favour to society. Social innovations look for real
business opportunities in the links between the challenges
society has and emerging technological developments,
making new solutions feasible that were previously beyond
w/

x

social innovations apply design capabilities to address these
grand societal challenges.
Stretching the business perspective

For companies to be successful with social innovations, they
need to stretch their business perspective. To make an impact
on a societal level, a compelling oer is required that can be
used extensively over an extended period.
For example, to tackle obesity among children, we could
launch a game that requires them to be physically active.

v !
171
But, it can only be a success if these children do indeed

remain more physically active over a longer period of time
"
!w

these products, they also need extended usage to provide
longer-term societal benefit. To achieve that, the game, in this
example has to create sustainable behavioural change in the
children using it.
x!

partial solutions which will never radically impact societal
challenges. We need to change the behaviour of as many
people as possible to make an impact. Energy scarcity cannot
be solved just by a few people who drastically change their
behaviour, nor can it be solved by everyone doing just a little.

x!
provide solutions that they love to use. Using the product
or service should provide a positive experience; one that
persuades them to use it more often, over a longer period of
time. Therefore it is linked to the user perspective in design,
but this time with an extended scope. The change has to be
permanent; if it is only temporary and not sustained, then it
does not really contribute to the transformation.
Social innovations also require an extended view of the

w'
"x

be sound, so the company gets a return on investment within
a reasonable timeframe. But the business models should also
enable a long-term sustainable solution. This is needed for the
continuation of the present oering on the market, as well
as providing sucient resources to invest in new innovation
projects. Moreover, as the company is often dependent
on a wider range of stakeholders for the innovation to be
172
successful, the business case also needs to provide value for

"

$w
context and identify gaps;

generate ideas for new value propositions;
enrich value propositions with the help of the dierent
perspectives.
w'

the four levels from all four perspectives; in other words,
when a positive check is made for all the items stated in the
framework.

""!
v
class of problems which are ill-formulated, for which the
information is confusing, for where there are many clients and
decision-makers with conflicting values, and for which the
ramifications in the whole system are thoroughly confusing.
Dealing with wicked problems requires paying special
attention to understanding the nature of the problem itself
3xuu$w "

x

conjectures should be used as a means of helping to explore
and understand the problem formulation. The problem and

)
xuu=w6 ,!
supports this process by providing a common language to
discuss dierent perspectives.
'

w(
explaining the process of using the framework, we have
described the dierent sections of the framework to improve
understanding.
Value creation
So, to summarise the above: meaningful innovations that
"

value, not only for their users and the organisations that
market them, but also for society as a whole. Value is the
w'
!

people from dierent backgrounds to participate in creative
sessions to define new value propositions for meaningful
innovations. In this way, knowledge of the user and what
is needed to provide a compelling proposition is combined
with insights in the mechanisms of society and the financial
structures that provide the business environment. This
combined view is needed to create innovations with a lasting
impact.
The Value Framework has been developed as a tool that

!

w'

mentioned in the introductory chapter of this book, it is
important to distinguish the level of value in the context of
social innovation: value for users, value for organisations,
value for ecosystems, and value for society. Meaningful
innovations provide value for all levels at the same time.
The Value Framework provides a platform for discussions with
people from dierent backgrounds. The framework can be
used to:
map the current understanding of societal issues in their
Method
The Value Framework (figure 1) has been developed as a tool
to support the process of creating shared value for multiple
stakeholders with meaningful innovations. The framework
combines dierent value perspectives in one model. The
bottom half of the figure lays the foundation for value
w+

x
""x
" "

x!
the value concepts for each level. The top half of the figure
indicates how addressing all four levels can create shared
Economic view
Economics is the branch of knowledge concerned with the
production, consumption and transfer of wealth. It studies

w'

"
x !x!
its general focus in the past decades has been reduced to the
") xuu$w

value that economics use can be translated into four economic
value concepts that form part of the value framework:
Value for money: the economic value of a product or
service for users, who strive to achieve the maximum
exchange and use value for their money.
Profit: the dierence between the cost incurred in
developing, producing and delivering the product or
xx

organisation can gain from the product or service: a
positive figure is required for long-term survival of any

w
Stability: providing financial stability for the stakeholders
in the ecosystem to allow adaptation to changing external

v !
173
creating shared value

on four levels
society
value propositions
ecosystem
transformation
organisation
doing good
user
value for
money
happiness belonging
stability
meaningful innovation
ecoeectiveness
y
ol
og
ps
yc
h
gy
lo
174
reciprocity
cio
wellbeing
the Value Framework (Den Ouden, 2012)
livability
of the
environment
social
responsibility
so
shared
drivers
perspectives
on value
FIGURE 1
ecology
sustainability
core
values
ecofootprint
profit
wealth
doing well
experience
economy
conditions in the market and society as a whole, as well as

internal change such as the exit of one of the participating
organisations. The resilience of an ecosystem is a key
success factor in the long run.
Wealth: a flourishing society is a rich society built on
economic activities that result in a high Gross Domestic
; w'!"
"

with good healthcare, education and infrastructure,
thereby contributing not just to the welfare but also the
wellbeing of the people. Economic value is an enabler for
psychological, sociological and ecological value.
meaningful
life
Psychological view
Psychology is concerned with the study of the human mind
and its functions aecting behaviour, and with what makes
life worth living. Values in the psychological perspective
!

x
$s$
!
!

!x$$=w

that psychology uses can be translated into four psychological
value concepts:
Happiness: happiness is the most inclusive merit for

"!
6xuuw

satisfaction. Users will eventually change their behaviour
when new opportunities for reaching prioritised latent
values are available, so it is important to address the
values of users and communicate these clearly to support
adoption and extensive use of the solution, thereby
increasing overall happiness.

Core values: the core values of an organisation represent
its overall reason for being, and provide the motivation
for its management and employees to contribute to the
creation of value with a narrow or wide scope.
Shared drivers: to be successful in delivering benefits
to the members of the ecosystem, it is important that
they share the mission of the ecosystem as a whole, and
agree on the drivers that rule decisions. Ecosystems adapt
dynamically to external and internal events and, over time,
the mission of the ecosystem may also evolve; the shared
drivers are therefore not a fixed set.
Wellbeing: the term wellbeing came into use as a contrast

!w7
people is very much influenced by society, because society
provides the reference for people to judge their individual
situation, including cultural aspects.
Sociological view
Sociologists and anthropologists generally speak of social
or cultural values as mechanisms of solidarity and collective
identity. The focus is on groups of people and their social
relationships: it is in relationships that things (products

-xuuw

of value that sociology uses can be translated into four
sociological value concepts:
Belonging: sense of belonging is an important parameter

w; "

!
groups that provide the context for the attribution of
meaning (e.g. heirlooms in a family context, or products

v !
175
initial value proposition
selection of stakeholders
society
enriched value proposition
society
ecosystem
ecosystem
organisation
organisation
user
user
economy
economy
og
ecology
gy
ol
yc
h
ps
lo
2
identify stakeholders
cio
1
diagnose value gaps
so
og
ecology
gy
Diagnose value gaps / New opportunity

In this first step, the Value Framework is used to make a
lo
176
cio
Value in the perspective of ecology considers the earth as a

whole, with humans just being part of a larger ecosystem. This
creates a more holistic view of values, covering not only the
social relationships of people, but also their relation with their
physical surroundings. The definitions of value that ecologists
use can be translated into four ecological value concepts:
'

(figure 2).
map of the current understanding of the societal issue in

its context. People from diverse backgrounds, bringing
dierent experiences and knowledge, are invited to a
workshop. The Value Framework is then used to analyse
which of the value concepts are addressed by current
solutions. The process of developing this map triggers the
identification of gaps that provide opportunities for new
value propositions. The process may also start without
an explicit analysis of the value gaps, but directly from an
so
Ecological view
innovations at all four levels from all four perspectives. In this

way insights are gained into the elements that are addressed,
and those that are overlooked. It serves as an analysis and
inspirational tool to increase the value of a proposition.
ol
Eco-footprint: each person requires a certain amount of

biologically productive land and sea area to generate the
resources he/she consumes, and to absorb the resulting
waste. By selecting products and services, users define
-
wxuuw
Meaningful innovations could contribute positively to

w
Eco-eectiveness: eco-friendly innovation at an
organisational level. The importance to organisations of
"

x

positive agenda for goods and services that incorporate
social, economic and environmental benefits (Braungart et
wuusw
Sustainability: acting with sustainable values cannot be
reduced to a simple checklist: it requires thinking and
behaving in a way that literally sustains the world around
us, the community, the planet, and the relationships
with generations to come. It requires an ecosystem that
shares the values of transparency, integrity and shared

", xuu$w
Livability of the environment: the importance of
natural surroundings for human health and wellbeing,
and the physical beauty of nature. Preserving nature
to increase the livability of the environment has to be
part of innovation. But it can also provide inspiration for
meaningful innovations.
yc
h
ps

x3;".
"
!!

w;

!"! w

These mechanisms can influence the speed of adoption of
innovations positively and/or negatively.
Social responsibility: a broad concern with the ultimate

"
w7

"

culture dependent.
Reciprocity: members in the ecosystem are mutually
interdependent and can only have fruitful relationships
if they all contribute to and benefit from the system.
Reciprocity means that, in the end, all members
contribute from their own strengths and competences,
and are paid in return in a value that is of worth to them
""
w
Meaningful life: value at the level of society from a
sociological perspective translates into living a meaningful
life. Wellbeing increases when as many people as possible
contribute to a greater cause from their own strengths in
a meaningful way. Society provides the bigger picture, and
the reference to which the individual can contribute.
3
enrich value proposition
new opportunity
Steps in creating shared value

The Value Framework can be used to evaluate ideas for
FIGURE 2
steps in creating shared value

v !
177
"w'

proposition is available.
2
Identify stakeholders
Once an initial value proposition has been defined, the
stakeholders for the innovation are identified (see also
$w

the Value Framework: user, organisations, ecosystem and
society. The stakeholder selection is crucial to the success
of the innovation.
Enrich value proposition
Representatives of the selected stakeholder groups are
then invited to a workshop in which the value proposition
is discussed and enriched. The Value Framework is used
to provide a common language to discuss the dierent
perspectives and to integrate dierent views into one
value proposition that provides shared value to all the
stakeholders.
CASE
Lighting in an ecological zone
'

is the design of a lighting solution along a bicycle
path through an ecological zone in Veldhoven, the
4
w "6
.+
2582'(2*

of the art technology.
The fact that the bicycle path crosses an ecological zone
poses a challenge to the design solution. To prevent
disturbance of the flora and fauna in the ecological zone,
it would be preferential not to install street lighting.
.!x

home use the path intensively, the municipality decided
to place street lighting to ensure the safety of the users.
.+2582'(!

stakeholders in this project and decided to design for the
w
The role of the designer in this project is to understand
the needs and requirements of the dierent
stakeholders, and to integrate seemingly opposing needs
into a solution that is attractive to these stakeholders.
The proposed solution uses dierent lighting settings,
varying in colour and intensity at dierent times to
accommodate the dierent stakeholders needs. Figure 3
shows the design sketches for the lighting settings.
In the early evening the path is intensely used by
commuters, particularly children heading home. This was
178
Early evening
Late evening
Night
Early morning
FIGURE 3

v !
design sketches for the lighting scenarios (THE LUX LAB, 2010)
179
CASE Lighting in an ecological zone
FIGURE 4
Initial concept
Create
demonstrator
Workshop with
stakeholders
Enrich
value proposition
steps to come to an enriched value proposition
FIGURE 5
the reason for lighting being installed in the first place.

)"

"
!
more light, as people need more light as the sun sets. Thus
warm white light at a normal lighting level was proposed
for this time of day. Later in the evening as trac ceases,
the light dims to a less disturbing level for animals and
plants, but still providing good visibility for cyclists. The
yellow-greenish light oers good visibility at significant
lower energy use caused by LED eciency in this colour
!

"
"

to these wavelengths. During the night, as there is hardly
any trac, the wild life becomes the most important
180
stakeholder. Therefore, the light is dimmed to the equivalent

x!

at the same time requires significantly less energy while
remaining aesthetically pleasing. In the morning, a bright
cool white lighting setting is used to increase alertness of
the cyclists.
The solution is very dierent from what is currently
available, so for the stakeholders to be able to judge the
concept they have to be able to imagine it. Typically in
this project, as in many social innovation projects, there is
high uncertainty in desirability, technical feasibility and/or
stakeholder map
economic viability. In this process, experimentation is not

just trial and error; it is a process of experimental design
and exploration through successive approximations of
the solution. It was decided to conduct reflective sessions
!

.

,
xuu#x

enable meaningful discussions with dierent stakeholders
at an early stage. Together with the Intelligent Lighting
Institute of Eindhoven University of Technnology, an
approach was developed to explore the desirability of the

proposition with multiple stakeholders, and to use the results
to enrich the value proposition (figure 4).
One of the foremost diculties in co-reflecting on radical
innovations is to ensure that the participants understand
the concept. For this specific concept there are two specific

v

"


v !
181
Sport club
society
Interest
Groups
Manufacturer
em
ecosystem
Flora and
Fauna
Maintenance
Provider
Local Police
organisation
anisation
Municipality
ser
user
Cyclists
economy
ecology
yc
h
ol
og
y
ecovalue
for
v
P
d money
Purchase
and
footprint
nt
mo
Energy effic
ic
ciency
efficiency
ai
cost
stts
maintenance
costs
ecoprofit
eectiveness
happiness belonging
stability
Ec
impac
ct
Ecological
impact
afety a
Safety
and
sustainability
New business
ss
wealth
ort
Soci safety
comfort
Social
livability
aving
Energy costs ssa
saving
social
core
of the
lighti
htin
ting
for public lighting
responsibility
values
environment
Care for flora
and fauna
FIGURE 6
Living in natural surroundings

wellbeing
reciprocity
proce
roces
ocess
Joint innovation process
Key values on different

levels and perspectives
shared
drivers
Quality of life
Qu
Quality
og
Schools
l
io
182
The most important observation from the discussions was

that, although stakeholders were fairly positive about the
concept as a whole, the ranking of the key parameters for
further development of the concept diered significantly
(figure 7). Interestingly, the users group indicated energy
eciency to be the most important parameter, whereas
the municipality indicated this to be the least important.
This seems to indicate that users expect municipalities
to find a good balance between energy eciency on the
one hand, and social safety and ecology (care for flora and
w
The discussions did not really reveal any issues with the
concept, so the value proposition in itself did not change
as a result of the workshop, but it resulted in a better
Neighbours
Stakeholders
on four levels
c
so
To identify the stakeholders to be invited, a map was made

of the stakeholders related to the project, as shown in figure
5. )

!

are actually involved with the project. It also showed that
it is sometimes necessary to take a deeper look into an
organisation to collect dierent viewpoints, for example
the municipality has many dierent departments with
dierent ambitions that are connected in dierent ways to
the lighting design. It was decided to invite representatives
from the municipality, neighbours, local police, and an
environmental organisation as well as dierent users:
school children, athletes who use the path for their weekly
running exercise, and the elderly. In the discussions with
the stakeholders, the entire concept was evaluated together
with its intended context.
The discussions highlighted a number of key

characteristics of the concept: its impact on ecology,
social safety, energy eciency, atmosphere, promotional

w

identified in the workshop are plotted on the Value
Framework, as is shown in figure 6. The discussions with
the lighting designer, municipality, researchers and
lighting supplier resulted in the most important driver
for them to contribute to this project, being to jointly
pursue the dream of creating an innovative solution
that could prove to be of real value to a higher cause;
improving quality of life with a sustainable, pleasurable

w'
the process with extra time and resources outside their
regular work-related responsibilities.
ps
concept itself makes use of dynamic lighting settings for

which people have no previous reference. To make a first
iteration in the design process, a demonstrator was created,
in which the settings for early evening, late evening and
night were shown in darkened corridors. This allowed people
to experience the lighting levels and assess the concept.
'

!
compared to installing prototypes at the actual site along
the path, it was the closest feasible approximation, both
economically and time wise. The demonstrator was used to
collect feedback on the desirability of the proposition from
the relevant stakeholders and to facilitate a discussion on
the validity of the lighting solutions in the surroundings of
an ecological zone.
Promotional value of the area

meaningful
life
Social innovation
initial value assessment of the proposed design solution

v !
183
understanding of the value of the concept from dierent

stakeholder perspectives. This shared understanding of
value was required to further proceed with the project.
The next iteration required a significant investment from
the manufacturer to develop the specific luminaires and
produce prototypes for onsite testing. One supplier was very
interested in contributing to the shared driver of improving
quality of life, and a joint innovation project that addressed

social innovation in this way, as well as seeing economic value

!

w'

"
!
x
is possible to combine a sound economic perspective with a
higher cause.
Key insights
The method is particularly useful in early discussions on

potential new value propositions. This is especially true
if more people are required to combine experience and
knowledge to create a deeper understanding of the issues

w'
reference is crucial to avoid a Babylonian confusion of tongues
and misunderstandings.
There are good business opportunities for social
Not all organisations will be ready to embark on social

innovation; it requires an open mind-set and the ability to
cross boundaries.
innovations.
There is great value to be captured if you look beyond

monetary value.
'

!

enables integration of ideas and value from multiple
perspectives.
How to continue?
Further reading
Police
Supplier
Environmental
organisation
Ecology
Social safety
Energy eciency
Atmosphere
Promotional Value
Purchase and
maintenance costs
FIGURE 7
184
Users
Municipality
The method itself can be applied with various levels of rigour.

The Value Framework can be directly used with the short
explanation given here. It may in this way trigger some initial
new lines of thinking. But when a deeper understanding of
the dierent perspectives of value is required, we recommend
delving deeper into the theory using the suggested reading list
at the end of the chapter.
The Value Framework helps to identify and increase the
value of propositions for social innovations. We therefore
recommend using the method early in the innovation
process. The application of the method itself does not require
significant time and resources. In a few sessions it is usually
obvious whether an opportunity can be found for creating
shared value.
For more background on the method:

* x+wInnovation Design Creating
Value for People, Organizations and Society. Springer
Science+Business Media, London, 2012.
For more information on business transformation towards
social innovation:
( xx wRethinking value in a
changing landscape. A model for strategic reflection and
business transformationw';
*
xuw
+
xwThe New Pioneers: Sustainable business success
through social innovation and social entrepreneurship. Wiley,
London, 2010.
;x3+wx 3w1wCreating Shared
Value.. (

!x0 "uw
overview of the ranking of key parameters (Den Ouden et al., 2012)

v !
185
For more information on design thinking for grand

challenges:
)
x4wDesignerly Ways of Knowing. Springer, London,

2006.
3xwhe Opposable Mind. How Successful Leaders
Win Through Integrative Thinkingw. (

;
x
Boston, Massachusetts, 2007.
Websites
!!!w
w
!!!w" w
!!!w
!w
186

v !
187
09.
Designing new ecosystems:
Authors
Elke den Ouden, Rens Brankaert
Introduction
Social innovations seek to create new value propositions that

provide a solution for a societal challenge. As societal challenges
are often quite complex, in many cases no single person or
organisation has all the knowledge required to create the desired
solution. Collaboration between dierent organisations is required
to combine dierent expertise areas and experiences into a new
value proposition. Moreover, the resulting value propositions
are often a combination of products and services from dierent
organisations, rather than a single product or service. Hence,
apart from the products and services themselves, a total
ecosystem needs to be designed. This should include all the
PART 3 SOCIETY // 09 Designing new ecosystems: the value flow model
189
relevant social and economic actors required for a successful launch

of the product on the market, as well as provide for sustained service
in the long term. The design of the ecosystem needs to ensure a
return on investment of both tangible and intangible value for all the
business parties and other stakeholders involved.
This chapter introduces the Value Flow Model as a method of
identifying the relevant stakeholders and the values that are
important to each of them, and to balance these values in the
total system. The method has proved valuable in enriching value
propositions, as well as in gaining commitment from the dierent
business actors to make the investments required for implementation.
Challenge
Social innovations pose a number of additional challenges
!
w'

)#x

x
is not sucient to define a good value proposition, but the
innovation needs to create shared value. Moreover, social
innovations are hardly ever developed by a single organisation.
This is not completely new, as many commercial innovations
are brought to the market by a network of suppliers, for
190
example the iPad and its range of accessories is sourced by a

x
'
!

range of apps from software developers, and the wifi-hotspots
""/)
w( !

innovation dierent is that the network consists of even more
diverse parties - not just businesses - each with its own raison
i
w
The term ecosystem is increasingly used to emphasize the
fact that innovation is no longer an activity that organisations
work on in isolation. Many innovations are combinations of

products and services in a larger system, involving dierent
organisations. Ecosystems aim to bring together those
organisations and stakeholders that aect or are aected
by the innovation. The purpose of the ecosystem design is
to ensure that the innovation will sustainably deliver the
intended value to all members of the ecosystem. These
members can be many dierent types of organisations: profit
and non-profit, public and private, industrial or regulatory,
large and small, or even individuals. Each has a specific role in
the ecosystem: for example supplying part of the innovation,
advising users, providing maintenance services or approving
a new product or service. Ecosystems stretch beyond the
traditional supply chain, the supplier-customer network or

w+
"

that have a direct or indirect role in the various phases of the
innovation: definition, creation, realisation and extension.
organisational systems that promote the creation of value

( wx$$$w
From value chain to value networks and ecosystems
The term ecosystem stems from biology, describing a natural

unit consisting of dierent parts, interacting to form a stable
system. Ecosystems are both resilient structures that are
able to adapt to changes in the environment, and fragile
structures that can collapse if changes occur. The analogy with
the business world is remarkable. Like business networks,
biological ecosystems are characterised by a large number
of loosely interconnected participants which depend on

w' x
like business network participants, biological species in
ecosystems share their fate with each other. If the ecosystem
is healthy, individual species thrive. But if it is unhealthy,
individual species suer deeply.
The linear model of the value chain with a series of suppliers

and customers no longer fits the new economies of
knowledge and transformation. Knowledge, competences
and relationships are more important than just the supply of
materials and goods, which is why value networks or value
constellations are becoming the dominant model (Norman
x$$tw/
!
x

exchange less tangible values such as knowledge, information
and reputation. Together they achieve greater value than
they would be able to achieve on their own, but it requires
mutual commitment and mutual dependence to create inter-
Emergent value networks are formed by negotiations of

interests and positions; this is a dynamic process. This is also
a complex process due to the potential conflict of interests
between the organisations involved which are often from
dierent sectors. In the early phases, the process is even more
complex due to the inherent uncertainty about user needs
and behaviour. The design process then becomes an iterative

!

"

innovations and improving them where needed. For the
actors in the emerging business ecosystem, this uncertainty
limits their ability to secure good starting positions in the
ecosystems. More traditional companies that are used to
linear supply chains often find it dicult to accept these
new levels of uncertainties and to start collaboration if their
position is not secured.
191
For social innovations, the ecosystem is built around a new

value proposition and not necessarily around an existing
organisation, so it is solution-driven rather than company
centred. Oerings from dierent companies are combined to

' xuu=w
In the creative process of designing a new value proposition
and its accompanying ecosystem, dierent scenarios are
explored and the parties involved in the development of
the value proposition and value network that creates the
ecosystem are not fixed members of the system. During the
process, parties may decide to opt out as increasing insights
make it clear that there is not sucient value for them. New
parties can also join because they bring relevant knowledge,
"w'
!

require a hierarchy, they benefit from a connected leader
!
"w.

"
in from the relevant stakeholders, thereby creating value

w
Individual and collective interests should be aligned, and a
!

!
"63!xuuw
Business in ecosystems
The strength of a value network is determined by the added
value it provides to its customers compared with alternative
solutions, and by the commitment of the members. Life in
a network is both interesting and complicated, as it places

.

wxuu$v
Opportunities and limitations.'!

192
source of life for a company and the cage that imprisons

it. The network provides the bundle of dierent new
and existing technologies that is necessary for any
innovation. Yet at the same time, the network acts as
a brake on innovation because of the investment in
existing ways of working.
Influencing and being influenced.'"

determinant and the outcome of its relationships and
what happens in them. This emphasizes the importance
for each company to manage all of its interactions
carefully, and for each individual to interact selfconsciously.
Controlling and being out of control. The more a
company achieves control, the less eective and
innovative the network becomes. When a company
takes a self-centred view of the network it will fail to
understand the perspectives of others, their motivations,
resources and understanding, and this will hamper the
interface between the well-being of others and itself.
Increasing numbers of companies are starting to realise

that they are members of networks. Their activities are
influenced by other firms, designers, publishers, users,
showrooms, events, artists, design services, suppliers,
x

6xuu#w/
x"

w.!x
ecosystems there is real interdependence of the members.
Ecosystems only function eectively when all actors who are
"
"w
Weakness in any domain can undermine the performance
of the whole system. Members of an ecosystem share a
common fate: they rise and fall together (Iansiti and Levien,
uuw,x4
"
mobile phones to end-users, they will not able to use them
to their full potential if the telecom provider Vodafone has
problems with its network. The value capturing process will
then be severely aected.
The long-term sustainability and stability of the
ecosystem as a whole depends on aspects like these.
The interdependence in the ecosystem also means that
the motivations of the members should be aligned, and
reciprocity in value exchange should be achieved by the
members in order to survive as individuals in the system.
The role of the ecosystem in the creation and realisation
of social innovations is to ensure that its members can
keep providing value for all the stakeholders, despite
inherent changes and dynamics that occur over a longer
period of time. The ecosystem is able to play this role well
if the common goal is aligned with the shared drivers of
the members (see also the ecosystem level in the Value
,!)#w
For social innovations, it is important to design the
ecosystem including all the relevant actors required for a
successful launch of the innovation on the market, as well
as for sustained service in the long run. The design of the
ecosystem needs to ensure a return on investment of both
tangible and intangible value for all the business parties and
other stakeholders involved. The Value Flow Model supports
this process by visualising all stakeholders and the value
flows between them, and by facilitating the discussions on
balancing the value in the ecosystem.
Method
The Value Flow Model was developed as a tool that integrates

!
x

"'uu#-
wuuuw/
!!
proposition is created from complementary oerings from
dierent organisations, and how the related value flows
through the ecosystem.
It visualises specific interactions in the network to provide
a perspective for understanding value-creating roles and
relationships, and oers a dynamic view of how both financial
and non-financial assets are converted into value. The main
elements of the model are the actors who play the dierent
roles in the ecosystem and the value flows in the ecosystem.
Figure 1 shows a part of a Value Flow Model.
Some roles are obvious: customers and users of the value
proposition are at the centre of the model as they are the
targets of the innovation process; without them recognising
the value proposition has no meaning. By first of all focusing
on customers, the network of collaborating actors can
maximize the value for the customers. It is similar to making
the cake as big as possible before starting to divide it. For the
business actors there are a number of roles that need to be
played to get the total ecosystem working. The complete list
of roles is shown in figure 2.
The second element of the Value Flow Model is the flow of
value between the actors: this indicates the transactions that
take place between the customers and the dierent actors.
193
These transactions cover goods and services, money and

credits, information, and intangibles (such as reputation or
w
Users, buyers, co-creators: the target of the new

value proposition who receive the value but also
may contribute by co-creating or delivering
information.
Customer
Enabler
Value flow transactions:

Goods & Services
Money & Credits
Information
Intangible Value
Provider of systems
Business actors integrating dierent goods and

services (their own and from other providers) into
a complete system and providing those directly to
the customers.
Delivering goods or services to the providers that help

enable the delivery of the service, but is not part of the
oer to the customer (e.g. providing an infrastructure
e.g. an online latform, arranging security and privacy,
approbation). Auxiliary enablers, such as e.g. utilities,
are also essential to the entire ecosystem, but are not
included in the Value Flow Model.
Investors, who enable the development and

implementation of the new value proposition with
financial support.
Financier
Business actors providing physical goods directly to

the customers, either as part of the core value
proposition or complementary goods.
Government
Provider of goods
Subsidy
Lifestyle change
Information
provider
Information
Product
Product
Product
provider
Provider of services
Reputation
Customer
System
Supplier
Business actors creating content and providing

it directly to customers.
Price
Subscription
Intermediary
Business actors providing specific services in the

value proposition or generic services, such as billing,
financial transaction management, logistics and
delivery, customer care or service management in
direct contact with customers, either as part of the
core value proposition or complementary services.
Business actors like retailers, brokers who have direct

contact with customers in selling products and services
of other providers, they may provide a context and lead
the choreography of the contribution of the other
business actors.
Delivering components (hardware or services) to
providers of goods or systems that will be integrated
and delivered to the customers. Suppliers do not have
direct contact with the end-customers.
Competitors can be important allies in building

legitimacy, creating demand and supply of new
technologies in radical innovations.
Information
Provider of content
Competitor
Price
Manufacturer
Solution
provider
Fee
Service
Business actors who are dedicated to the

commercial communications and marketing
activities to promote the new value
proposition.
Product
Price
Manufacturer
Marketing &
communications
Service
provider
FIGURE 1
194
the Value Flow Model
Governmental organisations are often required to

obtain approval before market introduction, but they
also may be instrumental for obtaining subsidies.
Godfather
Government
Person with political influence who can shield the

project from undesirable intervention, especially
when the project is scaling to a size where it could
disrupt or throw unwelcome light in prevailing
socioeconomic or sociopolitical realities.
FIGURE 2
roles in the business ecosystem (Den Ouden 2012)
195
Steps in designing new ecosystems

The process of designing new ecosystems involves a number
of steps. This will rarely be a tidy, sequential process; it is
more likely to be highly iterative, however, for the sake of
clarity the process is described as if it is a sequence of steps.
Figure 3 shows the five steps which are described below.
1 The process starts with the initial value proposition. Once
there is an idea for a meaningful innovation that creates

)#x

the new ecosystem starts.
2
The second step is to select parties for a further ideation

process to enrich the value proposition. These parties are
invited to a workshop where the initial value proposition
The third step is to identify the most important

stakeholders and their interests: what could their
motivation be to actively support the innovation.
4 In the fourth step, the relevant roles are defined and

the value flows indicated. In this step it is important
to create the first complete version of the Value Flow
Model. The motivations of all stakeholders need to
be addressed and there should be a positive balance
between the investments and the returning value
orientation & inventory
building the ecosystem
initial value
proposition
select parties
for ideation
& enrich value
proposition
identify stakeholders
and their interests
define roles
& value flows
select parties
for realization
& implementation
value flow model to visualise ecosystem
FIGURE 3
steps in designing a new ecosystem
196
for all relevant stakeholders. The in and outgoing value

can be of a completely dierent nature: goods, money,
information and intangible value can all be part of the

w.

"
a mathematical exercise. The best way to check the

w/
better judgment criteria in this respect than trying to
put a monetary value on intangible value. The perceived
balance needs to fit with the motivations and values for
the actor.
is presented. The participants are then invited to

share their opinions, knowledge and experience, and
translate the input into in aspects that need to be
addressed to make the innovation successful.
with a clean sheet is that we aim to bring as much value for

the user and society as possible, and would like to keep the
mind-set as open as possible during the process. That is why
roles are defined in step 2 and only linked to actors in step 5.
The Value Flow Model was specifically developed to visualise
the ecosystem during its development, and to support all
steps of the process.
The last step in the process of making a Value Flow

Model is to divide the roles among organisations that see
a good position for themselves in the new proposition
and ecosystem. This selection is purposefully set at the
end of the design of the ecosystem, as experience shows
that the creative process of finding a better proposition
often stalls when companies and organisations start
to view it from their own perspective and try to secure
a role that fits with their business too early. Once they
see the role, they aim to influence the value proposition
to make it best fit with their current business models
and product or service portfolio. This turns the process

x
wider perspective of value for dierent stakeholders
is lost. In this step, the roles are divided among
participating organisations to achieve the creation of the
complete new ecosystem.
The steps are described as if no ecosystem exists. In reality,

various parts of the ecosystem already exist, and some
parties may already be working together. The reason to start
197
CASE
Light for Dementia
'!

"

was crucial to make a success of the innovation is the Light
*w
!
lighting solution for people living with dementia. Dementia
is a growing concern: the number of people suering from
dementia is increasing rapidly as a result of the aging
w'
x

health care costs by having patients stay longer at home.
Dementia is not only a burden for the patient; as the disease
progresses it also places an increasing burden on caregivers.
4
$#

from physical or emotional problems or fatigue. One of the
problems of dementia is that suerers sleep poorly at night
and sleep during the day. This causes stress for the caregivers:
they become anxious about the nights and thereby suer from
a lack of sleep themselves. Over time they often can no longer
cope with the situation, and the patient needs to be moved to
institutionalised care.
In institutionalised care situations, experiments have been
done with lighting solutions to improve the circadian rhythm
of people with dementia. These experiments have shown
significant eects on sleep quality and mood, as well as on the
rate of cognitive decline, which appeared to be less than in
w.!x
"
with a similar solution for patients still living at home. Thus
the initial idea for this project was to create a lighting solution
198
!

w'
"
solutions in the healthcare environment, the Light for Dementia
proposition requires collaboration from many organisations to
make it successful. To gain an understanding of the potential
ecosystem for this project, the Value Flow Model was used.
The first step was to create an understanding of the dementia
process and the stakeholders involved. For this purpose a patient
journey in the form of an interactive experience flowchart
was made (figure 4). The flowchart integrates the user/patient
perspective, the care expert point of view, and the process
logic of the progressing disease. The possible routes for people
diagnosed with dementia are diverse. The coloured lines give
examples of three personas representing likely scenarios of the
dementia process:
Joop: an ideal patient..

symptoms early, accepts the diagnosis and follows all

w.

"

situation, and provide the best support possible.
Willem: a doom scenario..

""
ignores symptoms, does not accept the diagnosis and

w.

him either.
Toos: a single person, living on her own, going through the
dementia process on her own and all the trouble this adds,
such as not being aware of symptoms and having diculty
coping with the eects of the disease.
patients experience. This flowchart served the important role

of bringing together the bits and pieces of information from
dierent experts into one total picture, which then enables
discussion and debate. The complete interactive flowchart can
be found on www.rensbrankaert.nl/flowchart/.
patient journey dementia visualisation to support a shared
interactive experience flow: DEMENTIA
explore the care process people living with dementia go through

Crisis
Incident
Assessment
Return
Not acting upon signals
Joop
& Truus
Willem
& Mien
Toos
& Ad
General
Information
In Society
Notice
Early
Signals
Realisation
Other dementia unrelated signals
Not accepting and not willing to plan
Specific
GP Visit
Memory
Clinic/
Department
Visit
Other
Clinic/
Department
Diagnosis
Construct a
Plan with
Partner
Family
Care
Case Manager
for Professional
Plan
Arrange
Internal
Return
Day
Treatment
Move to
Special
Home
Nursing
Home
Care Farm
Informal Care
Home
Care and
Domotica
Other
Support Etc.
Palliative care
Elderly
Home
Individual
Joop
& Truus
In the interactive flowchart, short stories and short video clips

of interviews are included to provide a perspective of what the
FIGURE 4
understanding among all stakeholders (Alblas & Den Ouden, 2011)
Joop first starts to notice symptoms

because he sometimes was a little
confused about where he was and
what he was doing. He liked to do up
the garden but it really started to
become more eort to get things
done. At first he did not think it was
a big deal. At the age of only 65 he
did not think anything was wrong,
even when his wife Truus began to
complain about his ineciency and
forgetfulness.
He is just getting older, everybody
forgets things sometimes
Willem
& Mien
When
Willem
his condition
When Willem
waswas
74 his74
condition
quickly
became worse.
Mienworse.
still appreciated
quickly
became
Mien his
still
presence,
but
she
was
aware
of
the
process
appreciated his presence, but
shethat
was going on. Willem started to wander a
was
aware
of
the
process
that
was
lot and she needed to instruct him a lot of
times
in the day.
be able tostarted
get some to
time
going
on.ToWillem
wander a
for herself, the family started to take over some
lottasks,
andbutshe
needed
to
needed
to
tell
eventually they decided for a Care
him
what to do all day long. To be
Farm.
able to get some time for herself, the
I do not think it was absolutely necessary, but
family
started to take over some
this way I could have some more peace of mind
tasks, but eventually they decided
for a Care Farm.
I do not think it was absolutely
necessary, but this way I could have
some more peace of mind
Toos
Toos condition went backwards very

fast. Toos did not feel she needed
any help and the professionals had a
hard time guiding her.
After a discussion she finally
accepted to move to a home for the
elderly and get the help she needed.
At this moment she couldnt take
care of some routine tasks, she did
not feel like taking care of herself. At
this moment, she has some contacts
with other people in the home and
is happier, although her disease is
slowly progressing.
199
CASE Light for Dementia
Legend :
Government
Municipality
AWBZ
Municipal
Health
Employer
Care
Group
General
Practitioner
Patient
Association
Home
Care
Family
Internet
Communities
Pharmacy
Patient
Pharmaceutical
Industry
Informal
Carer
Drugstore
Housing
Cooperation
Ambulant
Care
Nursing
Home
Academic
Hospital
Legend :
CBG
Intelligent Lighting
Institute
Government
NZa
Disbeneficiary
Health
Insurance
AWBZ
Lighting
Manufacturer
Serviced
Apartment
Solution
Provider
Universities
CIZ
Direct customer or user

Potential payer
Indirect beneficiary
Municipality
FIGURE 5
stakeholders in the Light for Dementia proposition

Municipal
Health
Employer
General
Practitioner
NZa
Health
Insurance
Care
Group
200
CBG
Disbeneficiary
During the discussion on the value flows, it became clear

"

x
it could also be an option to position it at a place the patient
"

ww

apartments specifically for dementia patients and their
family. The value proposition in these cases can be dierent,
as the accepted costs may also be dierent. This triggered a
discussion on dierent scenarios for the business models. If
the resulting product is sold on a business-to-business market
to organisations providing ambulant care or to the owners of
serviced apartments, a simple business model with a one-time
commercially priced payment might be feasible (as plotted in
figure 6w
When considering a consumer market, this business model
is an unlikely scenario. In the Netherlands, where most

"

governmental support, not many patients are willing to invest
in healthcare devices. So the financial flow then has to include

x

!"
figure 7.
'
x
"
x

CIZ
Direct customer or user

Potential payer
Indirect beneficiary
In the second step, an analysis was made of the relevant

stakeholders related to the Light for Dementia proposition.
The result of this analysis is shown in figure 5. Based on the
overview, several stakeholders were invited to a workshop:
representatives from the municipality, care providers, the
patient association and industrial companies. The participants
mapped the value flows and created dierent business
scenarios.
Home
Care
Patient
Association
Internet
PART 3 SOCIETY //
09 Designing new ecosystems: the value flow model
Communities
Family
201
Legend :
Legend :
Goods & Services
Money & Credits
Information
Intangible Value
Claim
validation
Health
Insurance
Reduced costs
for medication
Patient
Association
General
Practitioner
Reduced use of medication
Pharmacy
Reduced costs
for medication
Reduced costs
for home care
(Partial)
reimbursement
Reduced use of
consultation
Goods & Services

Money & Credits
Information
Intangible Value
AWBZ
Patient
Association
Home
Care
Reduced use
of home care
Internet
Communities
Family
Autonomy
Pharmacy
Reduced use
of day care
Patient
Patient
ata on impact
Housing
Reduced
use of care
Informal
Carer
Reputation
Lower
care burden
Housing
Cooperation
Ambulant
Care
Nursing
Home
Serviced
Apartment
Price
Lamps &
fixtures
Lighting
solution
University /
Research Institute
Lighting
Manufacturer
Lighting Solution
Price
Lamps &
fixtures
Monthly
payment
Price
Solution
Provider
Lighting
Manufacturer
Price
Price
Controls
Price
Reputation
Solution
Provider
Price
Controls
Manufacturer
Entrepreneur
New role: Entrepeneur

FIGURE 6
202
value flows in the ecosystem for a business-to-business solution
FIGURE 7
value flows in the ecosystem for a consumer solution including dierent business models
203
can rent the system for the time they need it. In this case an
additional role needs to be added to the ecosystem: the role of
an entrepreneur who is willing to finance this solution, see the
dotted red lines in figure 7. This might increase the willingness
of patients to adopt the solution.
The discussion on the active involvement of the insurance
companies then triggered a need for information flows. For
solutions in the healthcare domain, it is often important to
have solid claim validation processes implemented. If the
solution has a proven eect and integral healthcare costs
are decreased, insurance companies are willing to reimburse

w'

!
"
proven in home situations, the claim validation process had
to be started as well. The light brown lines in figure 7 show

the information flows in the Light for Dementia consumer
solution.
The next step was to identify the intangible value flows. For
some stakeholders, like the care providers, intangible value
is of great importance: e.g. the quality of life for patients and

"
w'

institute gains in the perception of the patient association is
an important value, see the dark brown lines in figure 7. The
discussion on intangible value also triggered a discussion
on the value of the solution beyond the currently plotted
stakeholder network: for informal caregivers that suer from
fatigue there are hidden costs resulting from their absence
Lamps & fixtures
Lighting solution
Price for solution
Price for lamps & fixtures

Lower care burden for home care
Knowledge & claim validation
Lower care burden for family
Reputation by patient association
Lower care burden for informal carer
Reputation by internet communities
from work or additional healthcare costs. In the next phase of

the project, the hidden costs and value for those stakeholders
will also be explored (e.g. the value for the employers of the
family members providing care for their dementing parent,

w/

into these hidden costs might lead to new business models
and opportunities for solutions.
Figure 9 shows two scenarios for selecting roles in the Light
for Dementia project. The first scenario is that the lighting
manufacturer sticks to a traditional business model of selling
systems. In the second scenario, the company realises that,
to make this innovation successful, it will have to provide
an installation service and opportunity for patients to lease
check on reciprocity, using the example of the Solution Provider
204
This last step completes the first iteration of the design of

the value proposition and new business ecosystem. In this
project this first iteration gained sucient commitment from
the relevant stakeholders to invest in the actual design and
realisation of the solution and to start up a pilot study.
The following stage of the process is the creation of an
environment to evaluate light innovation proposals in a

w'

6
-wxu !
Lighting solution
Legend :
Goods & Services
Money & Credits
Information
Intangible Value
Lamps
& fixtures
Role 1: product provider
Lighting
Manufacturer
Payment services
Solution
Provider
Controls
Solution Provider
FIGURE 8
w/

x
company then becomes a total solution provider for its
customers.
Entrepreneur
FIGURE 9
selecting roles: two scenarios
Controls
Manufacturer
Role 2: total solution provider
205
the geriatric department of a mental hospital in Eindhoven,

the Netherlands. In this landscape, real patients and other

! "

the innovation. Several iterations are required to develop
solutions and match the value proposition with the needs
experienced by people living with dementia, and to set-up a
co-creation structure.
The evaluation in a real-life setting is necessary to gain
stakeholder commitment to the validation and realisation
process of, in this case, lighting solutions for dementia and
their caregivers. Figure 10, shows how several designs were
developed progressively in this set-up, with dierent goals for

each incremental step.
'

x

an innovation concludes with a societal business case as
end goal. This provides an indication of the value in society
and includes a plan for the realisation of the new business
ecosystem. In this set-up, we want to go through dierent
cycles of evaluations with stakeholders and create a platform
from which we can develop and build new innovative
solutions together with the required ecosystem.
time
Key insights
The Value Flow Model is particularly useful in early

discussions on value propositions that require the
collaboration of many parties, each with their own
motivation. It helps by visualising all the relevant
stakeholders and aims to satisfy their varying interests.
By placing the user in a central position, it supports the
continuous focus on the value of the innovation for the user.
.!x"

x
also helps to address a higher level of value.
The Value Flow Model helps:

to map the relevant stakeholders
to identify their drivers and motivations
to define value flows (goods & services, financial,
x
to analyse the value flow model on completeness,
feasibility and scalability
to balance value for the individual stakeholders
to plan for implementation
if an innovation requires the participation and
commitment of a number of stakeholders, and not just
the product service system but also the ecosystem and
the value model need to be designed.
when an overview of value transactions makes it
possible to evaluate whether relevant stakeholders
have a sustainable business in the ecosystem.
when it is important to design the system based on
actors and roles, and to divide the roles among the
organisations at a later stage. Otherwise, the creativity
to find the best solution from diering viewpoints is
hampered as organisations stick as closely as possible
to their current business models, products and/or
services.
Not all companies will be ready to embark on social

innovation. The process requires an open mind-set and
the ability to let go of established product and/or service
portfolios and business models. This process achieves the
best results when the value proposition is defined and

"x

working out the division of roles. Organisations seeking
direct links with their current business often struggle with
this process.
ov
at
io
ns
societal business case
de
ve
lo
pm
en
tp
ro
ce
si
nn
stakeholders
users
light solutions
(case study)
FIGURE 10
206
need based solutions
share developments with partners

best practices living lab
The Value Flow Model aids the design of new ecosystems

for social innovations. This is a highly uncertain process
where the aims, input and gains of the collaborating parties
are not clear up front. This requires flexibility from parties

"
w'

value proposition is adapted, some parties realise there
is insucient value for them and they may opt out of the
collaboration, and new parties may enter.
development of the solution through several iterations
207
How to continue?
Further reading
For a more detailed description of the method:
Den Ouden, Elke. Innovation Design Creating
Websites
www.businessweek.com/innovate/NussbaumOnDesign/
archives/2008/12/innovation_is_d.html
www.innovatedementia.eu
www.boardofinnovation.com
For more information on business in networks

and ecosystems
' xw Match Your Innovation Strategy to Your
Innovation Ecosystem. . (

!x'uu=w
.
x.x* , x2

+- x/
x ' 7
!
wBusiness in Networks.
John Wiley & Sons Ltd., 2009.
Moore, James F. The death of competition: Leadership and
strategy in the age of business ecosystemsw.)

Publishers, New York, 1996.
Iansiti, Marco, and Roy Levien. The Keystone Advantage:
What the new dynamics of business ecosystems mean for
strategy, innovation and sustainability.(
.
Business Press, 2004.
Iansiti, Marco, and Roy Levien. Strategy as ecology. .
Business Review, Vol. 82, No. 3, 2004, pp.68-78.
For more information on experiential design landscapes:
6-w.wx)w0w;w-w3
x3w3ww;
x)w)w3w
.
x9w2 'w)w(wExperiential design
landscapes as a design tool for market research of disruptive
intelligent systems.;

)
' *
3)xs#

ux) w
208
209
epilogue
210
10.
Design Research: purpose,
dynamics and progress
Authors
,
x)
(
Introduction
In this chapter, we take you on a journey into our world of design

research and show you what we do, why we do it and what we
achieve. Some of these results have been presented in other
chapters of this book; others may form the subject of future
books, written by Dutch researchers working together on projects
that are part of Design United, the collaboration between the
university-based design schools.
The first part of the chapter provides insights into the current
status of university-based design research. In the second part, we
introduce the major steps taken in the history of design research.
EPILOGUE // 10 Design Research: purpose, dynamics and progress
213
These form stepping-stones, allowing us to zoom in on recent

developments, in turn, these may form a bridge to a next book.
The chapter ends with a final chord, that moves the reader
from the challenging world of design research back to the
similarly challenging world of business. As an encore, it includes
some thoughts aimed at helping you embark on the process of
implementing some of the tools described in this book; a process
we call innovating innovation.
Lastly, we trust that the book, and this chapter in particular, will
awaken your interests in design research.
Challenge
In this section we discuss the research challenges that we, as
academics, have in the field of design. It is It is worthwhile
reflecting on why universities conduct research in the first
w'

x !

primary task of universities is to transfer scientific knowledge

"w

"

to fulfil this task is by educating students, making them
214
knowledgeable in the domain of their studies, and then

sending them out into society to apply in practice what they
have learned. From this perspective, the educational process
forms the primary process of a university.
Scientific research is our R&D-department. By conducting
research, we renew and improve the content of our
educational programmes and processes. Research output
in the form of books and articles, contains new knowledge
and in general disseminates research findings amongst the

scientific community, and thereby indirectly to society.
In addition, valorisation processes form an alternative route
to achieving knowledge transfer. Writing books like this one,
publishing articles in professional magazines, post-academic
education, applied research funded by external parties and
supporting entrepreneurship in the form of new ventures;
are all valorisation activities that similarly aim to transfer
scientific knowledge to society.
Because we need to stay in close contact with sociuety, our
main challenge is: conduct the right research! This involves
composing well-balanced research agendas to serve the
societal and economic needs of society.
2
!

"
aims to achieve. Scientific researchers, as discussed by De
-$$x*
uu#
x

that, roughly, follow the sequence: observe, describe,
understand, explain, predict and prescribe (figure 1). These
research activities aim at forming theoretical explanations
of real world phenomena and, based on these, developing
methods and tools that are of value to those applying them
in society or business. For instance, scientific research in
many of the engineering fields has resulted in handbooks
with methods for dike design, aircraft design, bridge design,
et cetera that prescribe the way these objects should
be designed and engineered. These handbooks provide
prescriptions like, if you are in situation x then do y for

w/ x

of the curve have a fundamental orientation, whereas the
research activities on the right have an applied orientation. In

general, on the left side the aim is to build theories and on the
right side to test them. Depending on goals and situational
factors, researchers choose a suitable research approach
from a large array of research methods. It is interesting to
note that, under the right conditions, design approaches
and product designs are increasingly recognized as viable
scientific research methods. Sometimes a complete design
and prototype is needed to form the proof of a complex set

"

w)

x
x
'

;*
) uux!

"

w
w"

sub-hypotheses. Instead a full fledged prototype was needed
to test the predicted behaviour.
The logic behind this sequence in figure 1 is as follows. You
cannot prescribe a way to handle a situation if you cannot
predict the eects of of what you prescribe. These predictions
are based on explanations rooted in a fundamental
understanding of the related phenomena. For researchers,
this implies that they must have observed and described the
relevant phenomena as found in empirical reality. Between
these steps, activities like experimenting, testing, proving, etc.

w.!x

it takes many generations of researchers to prove hypothetical
predictions: for example, it took 75 years before we were able
to prove the existence of the Majorana particle, first predicted
in 1937. But also, if theoretical predictions prove to be wrong
or inadequate in practice, we have to return to research aimed
at additional or deepened understandings and explanations.
215
increasingly abstract /
theoretical / fundamental
understand
ory
bu
idi
schematic representation
ory
FIGURE 1
Research activities
the
ng
ing
the
ply
observe
predict
ap
describe
explain
prescribe
Practice of designing and innovating
of the generic movements of
in its industrial context and as being part of overarching

innovation processes. There is still ambiguity in the
scientific literature between what design and innovation
"w) "
"

lead to multiple explanations, indicating that we need to
dig deeper to more fundamental levels of understanding.
In professional practice this ambiguity is one of the
explanations for why the success rate of product innovation

"!w)

"
success of their design eorts, and hesitate before
embarking on even more disruptive design and innovation
journeys, or see their eorts end in feelings of despair. In
contrast to physics, there is no single fundamental law or
set of explanations that governs design and/or innovation.
We as researchers need to aim for more robust and
integrated explanations of the phenomena of design and
innovation.
may initiate new research programmes, for example the

)
/

)/;

!
consumer experiences through combinations of products and
services.
Design and innovation are multi-disciplinary fields. In

practice, as well as in academic research, a range of
disciplines are involved: arts, design, ergonomics, a
range of engineering disciplines, economics, psychology,
ethnography, business, marketing, management, et cetera.
'

ways: from fundamental insights to methods and tools
based on these fundamental insights. Design theories
and design methods, therefore, are formed by integrating
theories from the contributing fields. New insights from
one of these fields, e.g. psychology, may have considerable
impact on existing theories or methods and thereby
necessitate additional applied or deepening research in
design. Similarly, developments in the practice of design
Research conducted by academic-based designers results in

knowledge that is then transferred to students. On graduation,
these young designers have to be able to successfully apply
the assimilated knowledge in their practice. For knowledge
to have an application value, universities need to conduct
research focused on supporting and/or resolving societal/
industry relevant issues. So, researchers need to be able
to relate to society, or more specifically, to design related
companies, and find out what future needs these companies
w.!x
x
not easy to articulate and define. What does industry need in
order to become more proficient or competitive in the future?
.!

"

processes?
Of course, the design field is continually moving forward,

providing new challenges for researchers, new tools to
be developed, unknown territories to be described, and
phenomena to be understood and explained. There are many

!!!
w.!x
we have limited resources and need to make the best choices,

!
v.!

into our research agendas?
Design research portfolio
scientific researchers
)

monolithic aluminium to the application of black carbon fibre
composites. Parts were engineered applying aluminium based
knowledge but were subsequently constructed in composite
material. To prevent simply substituting one material for the
216
other, new handbooks were needed to help engineers fully

utilise the unique properties of these new materials.

x

innovation, has as yet only built up a modestly sized
fundamental knowledge base, especially if we consider design
217
We describe four ways of composing a society and industry

relevant research agenda:
1 Collaboration with practice
Firstly, research that is based on close collaboration with

w)=
( *
/(*/ !

has been further developed and refined in many industry

w'
x

graduating design students were involved in its development,
the programme was not initiated at a university. BDI came
"
x!"
"

of many projects, ultimately resulting in the proven method
of Brand Driven Innovation. Exactly why this method works
and which theories from organisational psychology and other
social sciences lie behind its success at deeper scientific
levels, has yet to be researched. Such may perhaps sound

x

v

and innovation, academic research often follows on from the
advanced practice of leading professionals.
2 Industry needs
Secondly, research can be inspired by industry problems. In
this case, researchers purposefully and systematically search
for the most urgent design problems. This can be likened to
market research conducted to identify consumer needs; we
also conduct research in industry to identify its problems
and needs. For instance, the increased focus on the user is a
result of industry observations: think of the diculties many
consumers face while using products. This is not because the

! "

x

218
of the complex, at least in the eye of the user, use-structure,

designed, engineered or programmed by its developers.
Research in this field has resulted in new methods and tools,
some of which are presented in this book in the section
on user-centric research. The trend towards an experience
economy has stimulated research aimed at uncovering
methods and developing tools that support designers in
their pursuit of design solutions that evoke the experiences
sought for.
3 Trends & developments
Thirdly, our research agenda is based on worldwide trends
and developments, for example the increased attention
being paid to sustainable products and businesses,
new ways of business modelling, and the trend towards
collaborative and open innovation. On design level, for
instance increased attention to lean product development,
rapid prototyping and 3D-printing. In contrast to solving
current industry problems, these trends and developments
provide opportunities for research projects that aim at the
development of methodologies that lower the thresholds and
risks for industry to follow up on these trends. In addition,
this may lead to new and better processes for developing
new market propositions, including: higher speed, higher
eciency and lower risk. Examples are present research

x

"

)/;
and design for sustainability. The new, broadly defined areas

wwx
!
energies, design and mobility, have also become part of our
research agenda. These global areas could typically be put on
" +5

organisations.
4 Fundamental
Finally, our research agenda is composed of projects that
result in a deeper and more fundamental understanding,
ultimately aimed at the creation of actionable theories/

! !w'
x
the fields of design and innovation are still in search of
fundamental and integrated theories. If we regard design,
as well as innovation, as natural phenomena that are part of
human nature, as has been seen throughout history, then the
day-to-day practice of design and innovation is a step ahead of
what we know or are able to put in theories and models.
Readers may think that researchers should just listen carefully
to what best practice practitioners say, observe what they do,
!

w.!x
!
be too simplistic. Scientific research is not just a form of storytelling. Stories are anecdotal and require deeper theoretical
scrutiny in order to arrive at knowledge that has explanatory
power and predictive value. Researchers therefore need to

"

build and test fundamental theories robust enough to arrive
at the predictive power sought after.
Never copy the leader
A well-known case is provided by Toyota. Other car
manufacturers failed to copy Toyotas best-practice innovation
processes. What actually happened was that they didnt fail
to copy the explicit parts of the Toyota practices, but they
failed to take the non-described and implicit parts of Toyotas
practice into account. No academic researcher will ever be able
to describe any design & innovation practice in sucient detail
as to form a ready-made recipe that can be applied elsewhere.
It is a little like the famous expression, never change a winning
team: one simply doesnt know what exactly causes the team
to win and therefore is afraid to throw the baby out with the
bathwater. It is the tacit dimension not just of one person, but
that of the whole team: they together know more than they
can tell,to paraphrase Michael Polanyi. Similarly, in innovation
practice, designers do not exactly know what contingencies
related to their own context need to be taken into account in
order to make the best practice work satisfactorily elsewhere.
As in the Toyota example, every car manufacturer is dierent
so this requires any practice, method or tool derived from
Toyota-specific processes to be adapted to the peculiarities
of their own situation. This necessitates a deeply rooted
and fundamental understanding of the related design and
innovation phenomena.
Scientific research on design and innovation goes beyond the
bare description of what works best in practice, and aims,
using theoretical frameworks, to create a solid foundation by
understanding and explaining what is observed. Therefore,
academic researchers listen and observe very carefully and
analyse what practitioners say and do.
Design and innovation processes, for a large part, thrive on
implicit and tacit knowledge, that is, the knowledge that
practitioners have but which they are not able to easily
verbalise (figure 2). In order to develop our research agenda
in this way, researchers need to base their observations on

w'

partly become researchers and collaborate with the scientific
community; this helps them to explain and create new

"w/)s!

"
where academic researchers collaborated with practitioners
to discern a framework on team cognition. This would not
219
Earlier design research

explicit &
codified practice
will happen after these theories, tools and methods have

reached a certain level of robustness.
The founding of the Design Research Society in 1962 can be

seen as the start of design research as a building block for
the practice of design. In the 1960s, it became evident that
designers no longer could rely on their competences related
to design of product, hardware and form; they also had to

("xuuw

observation initiated the subsequent spread and expansion of
design and innovation related research activities. In figure 3
we have aimed to create an overview of research foci that
can be identified in academic literature. This overview is by
no means exhaustive or complete; it just aims to support
the overview of earlier design research discussed here. On
the left side we see research with a more singular focus
whereas towards the right, we identify more extended could
identify more extended or integrated foci. For instance, the
social dimension of design, which will be addressed later,
includes the process as well as the designer and other related
stakeholders. Therefore we see this as extended foci. Similarly,
!

"

w.x

x
identified within single focus research activities, are applied in

"
w)

for instance the application of design thinking to societal
issues.
In this first section, we have demonstrated why academic

design researchers conduct research, and how an academic
research agenda is formed. This provides the background
to the next section, where we present an overview of past
research developments in our domain.
In the early days, design processes were described from

a process perspective in step-by-step approaches, being
the steps necessary to create the new product. It soon
became apparent that design was more than art, and that
products needed to be manufactured economically. In the
day to day practice of

design & innovation
building & testing

of theories,
tools & methods
implicit &
tacit practice
FIGURE 2
development of theories, tools
and methods in close collaboration with

industry. (Smulders & Schuelers 2013)
!

x
as only they had the deep understanding of the content, so
that, with the support of academic researchers, they were
able to explicate part of their tacit/implicit knowledge. Figure
2 shows how academic researchers in the field of design
and innovation work in close collaboration with practice to
develop and test theories, tools and methods. Transfer to
industry through education and valorisation on a larger scale
220
education and valorisation

of theories,
tools & methods
70s, engineering approaches became more sophisticated

and design for manufacturing and assembly strategies were
researched and developed. Similarly, the rapid adoption
of mass-produced products by many dierent types of
consumers called for research that focused on productuser interactions, e.g. ergonomics. People with dierent
physical abilities all needed to be able to use these products.
Ergonomics, in turn, led to user-centric design as user-centric
design as described in this book, without decreasing the focus
on ergonomic research.
The oil-crisis in the 1970s can be seen as a turning point in
industry, and resulted in the end of product and technology
push strategies. Manufacturers needed to make both strategic
choices as well as listening to what consumers really wanted.
This initiated a large number of of additional research
streams, for instance, the development of methods and tools
aimed at consumer and market research to identify consumer
needs. The insight that new products on the market are the

"

x x" "
x
investigations in the area of product portfolios, which in turn
have led to the research on product development portfolios
!
!1
uw
In the 1970s and 1980s, it became important to hit the market
fast and on time. Research investigating organisational issues
of product development also started in this period. It is not
surprising that the largest association of academics and

tuu
x; *
3'
;*3'!
$s=w'
that time, products no longer simply sold themselves: market
research, consumer behaviour analysis and marketing became
221
single foci
extended foci
chapter 02, 07
designer focus
chapter 10
chapter 09, 10
discipline A
designer in laboratory settings
design teams
in laboratory settings
designers & innovation teams

with users in real life context
discipline B
process focus
discipline C
design processes
innovation processes
funnels, stage gates &

open innovation processes
chapter 03, 04, 05
chapter 10
chapter 08, 10
product-user focus
social dimension of design & innovation
service
society
ecosystem
organisation
product design
user - product - context
user
product service systems
ol
o
ps
yc
h
og
l
cio
brand
r r
so
chapter 06
market focus
ecology
gy
economy
x x
consumer behaviour
product and NPD portfolio
marketing,(co-)branding &
brand driven innovation
design beyond design: value & frame creation
networked innovation and ecosystem design
FIGURE 3 research foci in design & innovation research
222
223
part of design related research activities in the 80s. One of

the leading academic journals in this field, the Journal of
; /3x!
$#w'
the same time, design processes were increasingly described
as being part of innovation processes. The Delft Innovation
3 (
ux!!4
x
"
of them and originated in the early 1980s. The stage gate and
funnel models, combining process and management theories,
are widely used throughout the world. The latter has recently
been enriched with notions of open innovation, where
companies make their boundaries much more permeable
allowing knowledge to flow in or out in the form of licenses or
joint ventures.
In parallel, the design theorists focused on studying designers
and architects in action, and were able to describe and better
understand the process of developing the product itself. These
studies stimulated the emergence of academic journals like
Design Studies and Design Issues in the late 1970s and early
1980s.
On the product side, increased complexity called for
integrated research approaches, combining the various
engineering disciplines of computer engineering, electronic
engineering, and mechanical engineering. Research

)'*)'3
x x
mechatronics, reliability and systems engineering, thereby
combining the product and process focus.
Increased environmental awareness initiated a stream of
research in the 90s that combined the product and process

w

design research domain, in themes like Ecodesign and
224
Design for Sustainability. Initially, these issues were related

to decreasing the environmental impact of products. This
was followed by replacing products by services (e.g. car

x "x

embedded at the system level, initiating research related to
products and services at strategic levels of organisations or its
ecosystem.
' $u
x !

gaining momentum, is the realisation that the variables that
influence the design practice cannot be suciently modelled
in laboratory settings. Researchers started to realise that
they could no longer neglect the real life context of design.
' #u
x

social process, it took until the 90s to start research aimed
at describing and understanding design beyond the single
designer. Initial research focused on teams of designers
in laboratory settings to identify elements of the social
dimension of design. Design research that focused on how
to interact with users was initiated in the late 90s and at

")
life context was only occasionally taken into account. For
instance, researchers studying the design agency IDEO,
realised that designers act as technology brokers by bringing
technologies from one industrial domain to another during
their design process. They embed these - until then unknown
. x
$$=w

"

practice initiated academic research, for instance focusing
on design as an activity of technology transformation. Slowly,
design researchers started to realise that the reality of the
design practice, including its social dimension, forms the
next frontier of research. This also led to the understanding

that real life complexity could not be suciently studied
in laboratory settings, hence studies like those reported in
)sw
Current design research

We have selected four developments in design research,
each addressing a dierent part of the design and innovation
process. We have already mentioned the social dimension
as being an important focus of current research activities.
The second development we address is the upcoming
theme of service design and product service systems. The
third development is sustainability, which is rapidly gaining
momentum. Finally, by studying design in many dierent
contexts, we may have to change our fundamental insights of
what design actually is.
Social dimension of design: design as

collaborative process
In the previous chapters, we have paid considerable attention
to the social dimension of design and innovation in various
forms. In the first part of the book, we looked at the user
as being one of the critical stakeholders in the design and
innovation process. Examples of this are: the participating

)x

)tx

) "x!

")w
Involving users in the design and/or innovation process is not
!w)

"
involved the user in the design process when evaluating the
first concepts and thus the overall direction of the further

*(x$$w

traditional form of user involvement, be it after the actual
development and once the product is finished and about to
x! "w.!x
marketing has shifted to include front-end activities related
w/)=x!
!

from the logo stamped on the product, to the brand as an
inspirational source at the front end of innovation. Uncovering

"

is typically not achieved without the involvement of a number

w4"

products and services hold the relevant information about the

"
!
potential future users adds new scope to the social dimension.
/)
sx# $x

"
the product and user during development, and adds the
perspectives of collaboration and value creation involving
a larger array of stakeholders. The mirroring of designers
!

)s

one of the new perspectives that sheds light on the social

w'

!"
established relationships add value to each other, either by

)#"!
ecosystem, whilst also bringing value to the central user
)$xw/ !

)
#$x!

traditional design and innovation activities also involve many
225
dierent stakeholders: in design, engineering, management,

production, from suppliers & customers, et cetera.
'

!x!
question, design and innovation has become a complex
collaborative process with many other disciplines involved
throughout the overall product innovation process. Based on
our research, we discern four forms of collaboration with:
1 actors from other design and engineering disciplines to
arrive at an integrated design,
2 actors at other hierarchical levels and in other non-design
functions,
3 actors from downstream processes during development
in order to take downstream constraints or opportunities
into account,
4 actors from downstream processes aimed at the transfer
of the final design to downstream processes (e.g.

(xuw
Recently, a fifth form of collaboration has surfaced:
collaboration with actors outside the company. This is related
to the contemporary industry and academic focus on open
x ")
uutw'
many companies were already involved in various forms
ww

x!

never set on the corporate and/or strategic agenda as an
opportunity to deliberately and strategically become engaged
in open innovation to boost innovative output. Since then,
many publications, books, conference tracks, consultancies

w'
the moment the dust is starting to settle, and some specific
research tracks, which we discuss later, are becoming visible.
226
In fact, the creation of a new business ecosystem might be

the result of an innovation that has opened up the traditional
relationships among the parties, allowing new parties with
complementary knowledge to participate and create new

w'

connecting design theories and methods to these open and
!

w' x
x
the society-centric perspective, we see yet another group of
stakeholders entering the scene; authorities, governmental
parties, NGOs et cetera. Perhaps, and this is an important
observation, we should consider all stakeholders involved in
the innovation activities as a form of user; namely users of
the knowledge related to in between stages of new product/
7"

development be focused on the developers themselves as
users of newly developed knowledge? This raises interesting
research questions like, which user-centric design methods
are applicable to support these categories of co-creating
stakeholders.
Many organisations are aware that they have limited
knowledge and that they need additional expertise to create
breakthroughs for particular markets. They realize that time
and money are not available to develop in-house expertise, so
to cope with this, they call in organisations with this specific
expertise to move the design and innovation process forwards.
In networked innovation processes, many organisations
and many disciplines become involved, bringing together
a full array of knowledge suppliers. These new forms of
collaborating with unknown partners in strategic innovation
processes call for research aimed at deeper understanding of
the social dimension.
One example of this is in the area of electric mobility.

For automotive companies to be successful in this field,
it is obvious that they have to collaborate with experts
in battery technology, energy providers and with service
providers for charging systems. For instance, Renault/
4
(;

*x
main energy supplier in Denmark joined forces, together
with many other organisations. In this case, a strong vision
was needed to support scenario building and to arrive at
a coherent proposition, taking into account end-users,
organisational issues and societal needs. Embarking on
with this type of networked innovation journey requires
a search and selection process aimed at the identification

w'x!
x
apart from the contractual paperwork, the shared vision
needs to result in achievable strategies. Design methods
could be instrumental in helping to tackle the complexity
and ambiguity of such processes.
'

driving. It is not just the design, engineering and
manufacture of autonomous cars, but the impact this
will have on the present transport system and the
automotive ecosystem. Development and introduction
will most likely involve public-private partnerships,
capable of taking into account the aects this will have
"

x "
"

structures. For instance, if cars autonomously prevent
accidents from happening, what is the value of having

x

w.!
!"

situation of a few autonomous cars, to a mix of automated
and human drivers, and to finally a fully autonomous

transport system?
In this type of future design context, new and unknown
collaborative problems will arise in relation to the dierent

"

w)
methods in design, even the advanced ones, primarily
deal with one discipline and one organisation and, as we
have discussed earlier, fall short when addressing multidisciplinary and multi-organisational issues.
Research is now being conducted to find out to what
extent designerly approaches can prove valuable in these
!

w'

outcome is that current methods work well, but a more
likely one is that our existing methods will need to be
adjusted and refined.
These examples of ongoing research activities are
illustrative for learning opportunities in the field of design
research. The application of design methods and tools

"

non-traditional areas might provide us with new insights
regarding the phenomena of design and innovation;
insights that, to some extent, are hidden in its traditional
field of application.
The observations presented here require us to focus
on describing, understanding and explaining the social
dimension later followed by predicting and again later by
prescribing how to act and react in collaborative settings.
227
Service design
Multi-disciplinary design and networked innovation have
increased the complexity of product development, making
the field of design even harder to investigate. Recent
developments in service design and product-service systems,
ww)/;x

even more.
,""
x

"
after sales activities, helping maintain products or adding
some special activities to the delivery of the products to the

w7

products as tangible. So, based on this definition, insurance

x'
!

services? No, these are intangible products that are similar to
all clients in terms of the related oerings & conditions. There
is a standard contractual relation that forms the intangible
product with the insured client. On the other hand, there

w'
occurs, the insured needs to interact with representatives
of the insurance company for claiming the costs. From
this perspective insurances can be seen as product-service

w'

that requires you to interact with bank employees every
now and then. These interactions can make or break the
relationship between company and its customers and must be

)=w
In car sharing, the users do not own a car, but subscribe
to an organisation that allows them to use a dedicated
car, parked nearby. Is such a proposition a product-service
228
system? Reservations are online, payments are automatic and

!

x

!

)
"

of activities that ensures 24-7 car availability be seen as a
service? Or the 24-7 available service desk? Goedkoop et al.
$$$

"

"

need, implicitly indicating a complex set of propositions that
is oered to the customers.
raises questions like, What are relationships between the

development trajectories of the tangible and intangible parts

therefore need to be taken into account during the design
process. Minor dierences in business model can have a
considerable impact on the profitability of the product-service
system. What are relationships between the design of these

.!
these accounted for?
Product-service systems are part of a worldwide trend to put

w
Therefore the following question becomes opportune: What
are the elements that need to be designed and engineered
in order to achieve these integrated multi-dimensional
propositions? The standardized contract of the insurance
policy like the contract of the car sharing company are

!"

hand fulfil the needs of a large part of the envisioned clientele
and on the other hand fulfil the strategic intentions and
goals of the company. What about the service elements?
Is the behaviour of the insurance employee in interaction
with customers explicitly designed by one central group of

'
x

follow the logic of product design? Do designers possess
design methods that are appropriate and applicable for service
design? In the hospitality industry, tangible and intangible
propositions go hand in hand. What can service designers and
design researchers alike learn from this industry?
'

!
which elements of the development process do customer

w

between proposition and customer is related to masscustomization where a large variety is oered to the customer
without increased costs for the company. For instance the
choice of model, colour and engine for cars. With product
service systems this becomes much more complex because
there might be more than one coupling point involved.
)

!"

go through series of pre-programmed questions before the
interaction becomes tailored to you after you have been
connected to someone in the company. The design of all
these interactions can be part of one and the same integrated
proposition and is a continuum from one-size fits all to highly
customized proposition elements related to interaction; think

)=w
In other fields of business, there are products like elevators

that cannot be purchased without a service contract. This
Innovation processes in the service industry are characterised

by formal and informal participation of actors further
downstream. The formal dimension relates to architecture,
plans, milestones, targets, gates, etc.. The less formal
dimension relates to the creative and iterative activities.

' "x

x
!

a time dimension that separates the delivery of one part of the
proposition from another part.
'

!
!"
creators, despite their diverse backgrounds, disciplinary logic
and languages, tools, methods et cetera, can work towards a
common and integrated whole of values for the larger group
of stakeholders when designing these complex productservice systems. One of the key factors is to create and
maintain consistent and balanced product-service definitions

)s

and accepted by engineers, designers, managers and other
stakeholders. This we refer to as the overall proposition
architecture. It is vital to maintain this architecture
consistently throughout the design process by deliberately
and frequently interacting with these stakeholders. The
various viewpoints and sub-development activities need to be

"
"

xuu=w
The issues of service design addressed in this section form
a brief overview of what is currently under investigation
at Dutch universities and their partner institutes. In future
publications, we expect to explicitly address service design
and the design of product-service systems. This is likely to be
in relation to recent developments of applying design methods

x

x

traditional domain of product design. In fact, service design
might simply be one of these applications of design beyond
the field of traditional product design.
229
The developments related to service design mentioned here

oer us as academics an opportunity to learn more about the
phenomena of design and innovation, or more specifically,
their active forms: designing and innovating. Investigating the
extremes of where design tools and methods are applied will
advance our understanding of the growing importance of the
social foundations of design and innovation.
change might be averted, thereby resolving social and

"

w.!x

with this class of eco-ecient solutions, is that they tend to
be more costly to develop and produce. This results in higher
consumer prices which aects the competiveness of the
companies oering these products. Even though consumers
attribute importance to environmental sustainability, they are
"!"
"!"
/wx

ww
Design for sustainability

In the last 20 years, the design community has become
increasingly involved with sustainable development, especially
the aspect of environmental sustainability. The generally
accepted definition of sustainability is development that
meets the needs of the present without compromising
"
!

( $#sw/
x!

massive movements around the world in terms of growth,
and the associated dramatic increase in the use of natural
resources and increased levels of environmental pollution (e.g.

x

x)xx
is a challenge for both designers and design researchers.
In the early days of environmental-focused research, tools,
methods and strategies were developed by and for designers
to minimise the environmental impact of products and
product use. Examples from this period are strategies like
+*
x) ) x ;
"

ww
-!
w
!

"
was on eco-eciency: if designers would design eco-ecient
products, services and/or systems, the threat of climate
230
Therefore, the solutions that have penetrated the market

generally have resulted in a fairly insignificant eco-eciency
xww"
w' x
!
reduction in eco-burden and incremental eco-eciency
improvement has not yet proven sucient to secure our
resources for future generations, whilst maintaining our
current quality of life.
3"x

!

economy, focusing on business models that are inherently
more environmentally sustainable, whilst maintaining market
competitiveness. This requires a re-focus; looking for ways
and means that make it possible to compare the diverse
design solutions and design options, and their impact on
sustainability and the competiveness of the product. This has
resulted in a new construct that makes it possible to compare
dierent design solutions whilst designing: the eco-cost value
+66? wuuw+6

together in one equation in order to make them comparable
during design decision making, thereby enabling the choice
of an optimal eco-ecient solution. The EVR is even capable
of comparing designs of unequal functionality, for example

dierent portion packs in the food packaging industry (Wever
6? uw("

unequal products/designs, the EVR-model goes further than

""

2)'
which only makes comparison of designs with the same
functionality possible.
It is obvious that eco-ecient value creation goes beyond
product design and takes the full ecosystem into account.
.!x

"
link design as a value-adding activity to the principles of
sustainability, which therefore is expected to lead to more
environmentally sustainable solutions that can actually
!

the market.
These approaches are not specifically aimed at designers
only, they have been developed to enable a more holistic
approach involving other stakeholders in these innovation
processes by incorporating business managers, policy
makers and others. This new perspective of eco-ecient
value creation that engages all stakeholders in the designproduction-consumption-cycle is a very promising route
towards developing more environmentally sustainable design
processes.
What designers do
Because of our deeper understanding of design and the
increased complexity of the design field, we cannot speak
of design as being a straightforward process of rational

problem solving, i.e. a process that runs from well-defined
problem to unambiguous solution. Design problems are
not that clear at the outset of the design process and,
because of the increased complexity, issues in need of
resolution are not just found at the beginning of the
design process, but may show up at any time. Even if the
design definition is clear and points to a straightforward
rational solution, then designers take a step back and
make the problem fuzzy again. For example, they reverse
the process by using solutions to create a dierent
perspective on the problem, while at the same time,
widening the solution space. This process where designers
make use of conceptual solutions to explore the problem
space and conceptual problem definitions to explore the
solution space and iterate between the two spaces space,

*
)
xuuw
Solutions are used to improve the understanding of the
problem and vice versa. The co-evolution of problem and

!

w/

section we elaborate on this aspect, using insights gained
from recent research.
Co-evolution of problem-solution in
collaborative settings
We know that designers, and often their peers from other
disciplines, meander and iterate between the problem

*
)
xuuw
The above description of design as the co-evolution

!

the solution. Therefore, we prefer to talk about a design
231
situation rather than a design problem.
1
archaeology
2
paradox
Groundwork
3
context
4
field
5
themes
Core Frame Creation
6
frames
7
futures
Exploring Futures
transformation
9
integration
FIGURE 4 process of
frame creation in
nine steps (based on Dorst 2013)
232
The very fact that design is a complex collaborative process

implies that there are as many dierent perspectives on the

"

w

interactions are necessary on many occasions during the
design and innovation process. What happens during these
interactions if we are to take co-evolution seriously? What
happens if more than just the design discipline is engaged in a
"
)

can easily be divided into sub-systems, however, it is not
possible to simply solve the related sub-design problems

!w'
the specific level of, for example, the geometric interfaces
this is perhaps not a problem, but the inevitable influences
that solutions of sub-systems have on each other cannot be
neglected during the design process. Thus during the process
of reviewing and discussing their reciprocal influences we

v

problem, or even worse, block the entire design process
because of multidisciplinary intertwinements.
'
!
)sx

"
into a niche to be solved by either of the disciplines involved,
but somehow belong to all of them; they cannot therefore be
assigned to or solved by one discipline. These are in-between
problems in which designers can support the team in making
sense of the situation and showing how it came about.
"

)
s3

"

process into each of the separate design activities and their
disciplinary assumptions. By explicating all these, at some
point it becomes clear what the underlying cause is of the

blocked design situation. During this process, the solution

!

in order to arrive at reformulation of the design problem
or design situation. From that point onwards, a set of new
design paths of all the disciplines involved leading to new
integrated design solutions can be explored. This example
clearly illustrates one cycle of co-evolutionary design in a
multi-disciplinary setting.
Latest perspective on what designers do: Frame Creation
'

" "

processes at the very start of a multi-disciplinary design
situation. Ongoing work points to the ability of designers
to create frames in a collaborative setting of dierent

*
utw*

" "

that opens up a new and challenging solution space. Well

v
to iterate between the analysis of the design situation and

"
"

levels to consider both the problem space and the solution
t"

design activity line, back and forth between the past and the
present.

"*
ut
based on empirical and experimental studies, has nine steps
that cover these three cognitive activities (figure 4). The
first four activities can be considered as the groundwork,
followed by two core steps that lead to the actual creation
of potential frames, and the final three steps that explore
the robustness of the potential frames. The four groundwork

steps aim to open up the spaces by considering the
"x x
respectively.
The archaeology phase is designed to result in an
understanding of the history of the world of the problem
owner, and what brought about the design situation in
question. This phase does not result in precise descriptions
but enables the development of scenarios of the past and
the future; the space for change.
The paradox step aims to create an understanding of
v7

' *
utx

confrontation, but as a method to put the issue aside and
!"w

consequently enables the required level of abstraction to
consider the situation.
The third step is focused on the lives of the most important
stakeholders. This is a sort of contextmapping process to
identify present influences on their behaviour, as well as an
image of what the future behavioural solution space could
be.
By widening the arena, step 4 takes us far beyond this group
of stakeholders and opens the potential of new stakeholders
coming in who could contribute to a solution. This widening
of the arena is similar to the process of creating a new

"

)$x

!

233
section on service design.

The core of this frame creation process is formed by
steps 5 & 6, where designers look for deeper contextually

and that are common to all involved. These in turn form
the themes that connect the stakeholders at deeper
levels, thereby opening up a solution space to look for
new frames. Referencing this and the other new frames to
the broader problem space in a co-evolution process will
show the robustness and viability of some of the frames
created. In this process, frames might merge, integrate or
be disregarded. These two steps end when the group has
identified some promising frames. These are not to be seen
as final solutions to the design situation, but aim to steer the
group in more fruitful directions in the last three steps of the
frame creation process.
In step 7, Futures, the first of the three final steps of the
Exploring Futures phase, experienced designers build
scenarios for solutions identified within the frames that are
followed by experimental design concepts that eventually
lead to some first ideas for value propositions. Evaluations
that consider transformations associated with possible
downstream changes and adaptations are part of Step 8.
Finally, in Step 9 during the integration of the ideas, a large
array of new opportunities emerge when connecting the
frame to the existing world.
It is worthwhile realising that Dorst created this new
and additional perspective on design by first studying
experienced designers in lab setting in the mid-1990s, and
by studying the application of design tools and methods
234
outside the traditional field of design in the last decade.

.

x'

*
)x !

1
)
" "x

Dutch project around the Eindhoven Marathon. These cases
illustrate what we mean by the learning opportunities
for design researchers to be involved in design-thinking
applications outside the field of design.
Final chord
We hope that this book and, more specifically, this chapter
has made clear that design and innovation research is
increasingly a collaborative process between universities
and industry partners; academic design researchers cannot
conduct industry-relevant research alone.
Design, and its larger brother innovation, are to be seen
as verbs exercised by design and innovation actors that
operate daily in all kinds of companies and organisations.
The development of a single new product is not what

"w'!
"

x
designing and innovating take place on a continuous basis
in many parts of organisations, even without explicit
reference to these words. Designing and innovating as
verbs can therefore be considered as natural phenomena.
'

x

"
theories representing these phenomena, and create tools,
methods and knowledge which we can transfer to both
students and industry.
Towards using new tools: Innovate your innovation

process
In this book we have presented new methods, tools and
insights into the field of design and innovation. What can
you do with this book? First of all, we advise you to carefully
look at your organisation in order to find out where there is
room and need for improvement, either explicit or implicit.

x*!

/
!
"
x
review which of the methods, tools and insights might be
of help when dealing with these challenges by asking the

xx!

By embarking on this type of process, you must be aware that

this actually is a sort of meta-innovation process, in which
you start innovating your innovation process (Smulders &
(xuw2

x

be done alone and you will need to identify and include the
relevant stakeholders from your organisation. If they are not
x!"

"
organisation will be willing and able to use the new tools
within their existing design and innovation practice? This
scenario is similar to what is discussed in the section on user
centric design. We suggest that you involve future internal
users in your innovating innovation process, hence it becomes
participatory design and innovation (Buur & Matthews,
uu#x !

" !
innovation process.
Let us assume that you feel there is room for improving your
design and innovation process, and that you would like to

start a process in your organisation aimed at this. First of
all, start the process by getting some of the current actors
to participate in a fact-finding workshop. The aim of this
first workshop is to share individual observations and to

your design and innovation activities. Each of you will have
dierent intuitions, experiences and observations related to

"

w'

be symptomatic of deeper causes that need to be addressed
" w'
of questions to address in this workshop are, What makes
us think that we need to improve our design and innovation

!

"
x
all of which are equally important and not all that point in

w(

"
x" "
describe what is presently happening in your organisation
and from that, you aim for an understanding of the deeper
levels that connect the symptoms into a coherent picture of
your organisational needs. In the workshop, it is important
to find common denominators that serve as anchor points
for the next workshops where you look for possible solutions.
Solutions in terms of the required design and innovation
tooling and methods could be of value in this situation.
It is likely that you will need more than one workshop to
arrive at a robust picture of the ist, the soll and the way
to bridge the two. In our experience, the process requires
three to four consecutive workshops. We also expect that
you will discover that many of the symptoms point to the
complex social and contextual dimension of innovating, the
dimension that currently forms the spearhead of a great deal
235
of academic research, as we have shown earlier. Something

else that you might observe is that, just by understanding
what people in your organisation experience during their
day-to-day innovating activities, already paves the way
to implementing some simple solutions. It is almost like
designing; knowing what the problem is leads you to the
pathway of resolution.
Once you have discovered what can be changed and how
it can be changed, you have to delve deeper into this
!w'"

the peculiarities of its future context, including that of its
users. You will need to become knowledgeable on these
tools in order to do be able to achieve this. So, invite the
experts, read recent literature and start dialogues; this
will help you to shift the organisational conversations in
such a way that the new methods and tools slowly become
part of it. This is best done by the future users (you and
"

w x
resources, and let the actors in the development process
experiment and learn.
as improving methods and tools. By virtue of doing so, we as

universities can deliver better designers, who in turn will be
employed in your organisation, strengthening and innovating
your own innovation processes, helping you to design for the
future!
How to continue?
Suggested reading
Karl Weick & Kathleen Suthcliffe 2007 - Managing the
Unexpected. Jossey-Bass;
Richard Sennett 2008 - The Crafstman. Penguin;
Louis Bucciarelli 1994 - Designing Engineers.) x
3'v3/;

+ !.
$$xCognition in the Wildw) x
3'v3/;
One final remark. Do not take this innovating your

"w

proved its value and brought you to where you are now.
' "

x

" !w'
view can help in this process, so make use of knowledge
available at the Dutch University based Design Schools and
the design consultancies. By collaborating with others,
both your organisation and academic researchers benefit;
further strengthening the foundations of this field, as well
236
237
References
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(
!xwuu$wChange by Design. New York:
.)
;

w
(
x0w'w$#sw Innovatie en Interventie. Deventer:
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(
0w'wuwDelft Innovation Method; a basic text on
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/;
x. x4
w
)

x0w,wuu=wWhither Core Competency for
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)
x7w6x 0w7
x
wx
Innovation: Researching a New Paradigm. Oxford: Oxford
University Press, pp. 35-61.
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x-wx)w0w;w3wx;w;w3w. 1w,
uwQuality perceptions of design journals: The design
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x0wuuwDesign a very short introduction. New
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* +wuwInnovation Design, Creating Value for
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;
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x$$$w

'x+wuuwBrand-driven innovation,
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$$w;roduct Design:
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"xtt$uv#==#sw1
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/*4"

x#vs$##w

x+w(w4w7x)wwuuwHarnessing
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wx,
-
vSupporting Eective Product
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and engaging focus group sessions. interactions, september

+october, 35-41.
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xw2wx-
x0ww$#$wInstitutional
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x$txt#suw
5
xwx
w7x'w:
xw+0w1w
uuw;

"v

user input in concept development. Proceedings of the
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w
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"

wx7
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w
4
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Science Publishers.

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"v

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w
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uwThe Envisioning Use workshop. Faculteit van het
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(

x0w0wxx(w.wx:x2wuu$Brand
experience: What is it? How is it measured? Does it aect
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) x3wx-
x-wx + x0wuuEectiviteit
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Introduction. /*
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xwu
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t

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International.
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x;wx
xw+
wu,rom floating
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;w.
+
wx; w#w'
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w
2!x+w2w)wxx6wx.
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"

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x3wx
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/'

*

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w
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uUser experience white paper. Dagstuhl seminar

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6
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x*wx 6x-w)wuu=Experience as meaning:
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t+ )

+))+u=v

"

w')3x4!9w
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(
x4wuutUsabilityNet methods for user centred
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;/w;
.)//x2!
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w
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x)wx)
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xwuu)an users be
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Interaction, Las Vegas.
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* x;w.wx2 x9wx
x;w0w3wx(x
'w)wuu=Quality and reliability problems from a consumer's
perspective: an increasing problem overlooked by businesses?
< " "+/xsx
821-838.
- *x0wx2 x;w3wx)xwx)
x;w0w
uu#Categorizing design methods: how designers view the
roles of user methods in designx)"+

2008, Nottingham, UK.
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related decision-making. PhD thesis, Technical University of
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.
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.
x,w7w(wuhe UCD Kick-o tool a
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on usability, International Organization for Standardization,
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1

x3wx6 xwuu#Barriers and
enablers for creating shared understanding in co-design
projects.*

x$xt=$t#=w
x4wx. x'wx(
x1wx
x+wx. x
.w7w+
wuuwHandbook of human factors and
ergonomics methods.));
x(w
xwx x(wx* x*wuusBig trouble with
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.w
x(wx
x;w0wx3 x/wuuModels,
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()).
) /w.)/+
7
x*
UK, September 2010.
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)wx*
xwuDesign for Usability; practice-oriented
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;x'
xxuu#uw

1 x0w/wuuManaging product usability; How
companies deal with usability in the development of electronic
consumer products. PhD thesis, Delft University of
Technology.
1 x0w/wuuRecommendations for usability in
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http://www.designforusability.org/results/methods-tools
1 x0w/w wuDesign for Usability: Methods &
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7
xwuwMethod selection tool for user-centered
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7
x)wuuwHandbook of user-centered design
References
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xux
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Brand-driven innovation
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x*wxBuilding strong brands, Free Press, 1995
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x0w0wxx(w.wx :x2wuu$x
Brand Experience: What Is It? How Is It Measured? Does It
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0

3x6stt
)"x,w ( xwxManaging as designing. Stanford
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*
xw * 3wuuxBuilding the brand driven
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Ind, N., Living the Brand, Kogan Page, 2002
0
x(w 2x0wuxWhy Culture is Key? Booz
Global innovation 1000.
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"' *
.
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Keller, K.L., Strategic Brand Managementx;.x
1994
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!w
Kootstra, G., Design Management, Pearson Education
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3xwuusxThe Opposable Mind: How Successful
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w
6x(wuutxManaging Innovation, Design and
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;uuxA Pragmatic View of Knowledge and
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wxTeam cognition. Understanding
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Bollinger. Cradle-to-Cradle Design: Creating Healthy Emissions
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Johanson. Creating Value Through Mutual Commitments
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/

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x1wuu#wDesign research: A revolution-waiting-to-behappen.*

x$xw
*
x1wutw,rame creation: from model to methodology.
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x;w0w3w$$$wProduct Service Systems, Ecological
and Economic Basicsx3
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x;
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x2wuwNew Product Development Portfolios:
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,x (x3wuw/
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art direction, design and images Marieke de Roo and Rene Schuelers
photography Maarten Fleskens
proof reading and text editing Roger Staats
print *x*.
contact
info@designunited.nl
www.designunited.nl
248
Colophon
249
A timely book for todays times and needs. Design is undergoing rapid
change, moving from a focus upon objects and products to incorporate
people, organisations, and the needs and requirements of society. This
broad, all-inclusive approach promises great advances, but in turn, requires
new methods. Where will designers look to find these methods? Right here,
in this comprehensive, delightful, and important book.
*4x' *
+" "
x

Most books on design methods are more or less confined to 'user-centred

design.' However, this book opens a new horizon of design methods by
including dierent frameworks that go beyond the user and include
organisations and society. This book will be of great value to those
involved in advanced design research and education, as it includes indepth descriptions of a number of important methods supported by case
examples, rather than being a 'light' list of methods.
1 ;"2++x;
*/

*
x1'/
/'*
Advanced Design Methods represents cutting-edge collaboration in Design

United, a scientific research program at the technical universities of Delft,
Eindhoven and Twente. Design United researchers address significant design
problems for value creation in industry, business, and the public sector.
This book presents case studies from a wide range of settings together with
useful models and a wealth of web-based resources. This is an exemplary
starting point for anyone who wants to learn how theory and practice come
together for innovative design.
Ken Friedman, University Distinguished Professor, Swinburne University of Technology,
3 x'

250
Innovation is the key to our future, for the companies we work for, for us as designers,
and for the universities educating new generations of designers. The tools we use
are becoming increasingly sophisticated, matching the complex intricacies of the
products, services and solutions we are working on. The world we work in is changing
and so are we: our field of design is coming of age.
Our message is simple and straightforward: to help organisations adopt advanced
design methods, equipping then to deal with the dynamic development environments
!

w

*
5

v

increase interaction between design practitioners and the university design schools.
This is vital, as the implementation of advanced design methods requires intensive
collaboration when defining and resolving research challenges, and developing new
research methods and tools.
This is meant to be a hands-on book. It has been written by researchers working in the
field of innovative design questions. They tell us what they have done and how they did
it, based on real-life cases. This book provides readers with a clear overview of recently
researched and developed design methods that have the potential of making many
individuals and organisations more successful in achieving their goals.
ISBN 978 94 6186 213 6

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What are some of the activities initiated by Design United?

What are some of the activities initiated by Design United?

What is the aim of this book?

What is the aim of this book?

ADVANCED

ADVANCED DESIGN METHODS

Design United, September 2013

Design United gratefully acknowledges the support of the Innovation

ISBN 978 94 6186 213 6

I would like to express my gratitude to Agentschap NL, in particular to Joop

01 Advanced Design Methods

04 Designing for user

05 Organising for product

'*6'4)+**+/-43+.*for successful innovation

In the last twenty years, major technological, geo-political,

INTRODUCTION // 01 '  *

kinds of organisations. New opportunities for value creation have

In many disciplines it is taken for granted that academic

'*6'4)+**+/-43+.*for successful innovation

scientific disciplines, in particular those in the field of science,

INTRODUCTION // 01 '  *

design school teaching programmes and have been published,

'*6'4)+**+/-43+.*for successful innovation

This book aims to stimulate and facilitate the adoption of

Design: changing perspectives

INTRODUCTION // 01 '  *

new electric products, for example washing machines, irons,

to the need for advanced design methods to ensure that

became more important to enjoy the way the functionality

on the world, for example radio and television. From the

'*6'4)+**+/-43+.*for successful innovation

INTRODUCTION // 01 '  *

design: FABRIQUE photo: Jonathan Vardy

with the development and delivery of services. This situation

parallel eect of increasing technical and societal complexity.

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Public organisations have a certain role in a social network.

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Many authors have noted the importance of value creation

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Value creation on three levels

We have seen that design can be regarded as a process of value

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User-centric value creation

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type of user,they also dier between periods, for example

The second chapter introduces a method of using

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Organisation-centric value creation

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innovative products and services to support the brands.

innovation and the collaborative process of mirroring.

and delivered successfully. Building on the directions to

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Society-centric value creation

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value for people, organisations and society. Since this

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