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Creative thinking, innovation & adaptation. Joanne Jacobs Interaction Design & Digital Strategy October 2011. Image source: Innovation/Adaptation. Innovation often misinterpreted Incremental: improvements over time

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Creative thinking, innovation & adaptation

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    1. Creative thinking,innovation & adaptation Joanne Jacobs Interaction Design & Digital Strategy October 2011 Image source:

    2. Innovation/Adaptation • Innovation often misinterpreted • Incremental: improvements over time • Disruptive: replacing previous tools (especially technologies) • Discontinuous: requiring significant behavioural change for adoption • Adaptation/Adaption often mistaken for innovation • Works with existing structures • Can involve innovation deployment • Most marketing use of innovative technologies is actually adaptation Image source:

    3. Innovation/Adaptation • Kirton’s Innovation-Adaption Inventory is an instrument designed to score users on a scale of Innovative – Adaptive thinking • Theory has its faults (based in part on personality types thus flawed), but useful in clarifying differing priorities • Need to combine divergent and convergent thinking styles to capitalise on emergent technologies Image source:

    4. Creative problem solving • Designed to foster alternative perspectives – either innovation or adaptation • Groups more effective in generating divergent thinking than individuals • Processes for CPS need to regularly changed in order to avoid formulaic responses • Needs to be framed not just by tools, but also by client objectives and opportunities Image source:

    5. Divergent thinking SOURCE:

    6. CPS Methods 1 • Brainstorming: Classical brainstorming is the act of collating and debating ideas to solve problems in a public forum. • Bug-listing: commonly used in product testing, but can be a collaborative exercise where individuals can see problems and assist one another to help solve. • Collective response: Publishing and sharing ideas in a collective notebook or as comments to an idea or article. • Morphological Box: Setting the parameters for a problem, listing variations and trying different combinations – this box technique is useful as a ‘fill the gap’ task for groups in communities. Image source:

    7. CPS Methods 2 • SCAMPER: Designed for product innovation, but can be used to change business processes or service offering. Steps are: • S: Substitute (variables, source materials, people); • C: Combine (with other groups/people, resource materials); • A: Adapt (change the basic function or process, use existing tools differently); • M: Modify (change resource materials, audience, scale, attributes); • P: Put to another use; • E: Eliminate (remove components, simplify); • R: Reverse (how would the product operate if turned inside out or upside down?) • Reciprocal Modelling: Reciprocity is a process of engagement with individuals either affected by, or influencing a problem. The process/resolution is as follows: • Appreciate the situation / Accept the situation; • Explore what could be / Focus attention on a solution; • Challenge what should be / Develop commitment in what should happen; • Produce / Deliver. Image source:

    8. WHAT’S WRONG WITH THIS INFOGRAPHIC? - Single, linear process - Needs more testing - No effort to involve divergent/radical innovation Graphic source:

    9. Creative thinking & new tech • Somewhat narrow thinking to use technology purely for its novelty • Tendency among marketers to adopt technology on a campaign-basis rather than as a tool for creative development for firms • New technologies won’t necessarily be articulated in terms of their opportunities for adaptation/innovation Image source:

    10. Technology adaptation/time • RADIO: Designed for use in ship-to-ship communications in military operations • TELEPHONE: Designed to pipe music in to rooms (developed a year before first gramophone/phonograph) • TELEVISION: Designed as a fax machine (pantelegraph) • INTERNET PROTOCOL: Designed to allow ground troops to communicate across networks rather than through a central communications base. Image source:

    11. Lesson Technology invention requires adaptive thinking for mass adoption Image source:

    12. Emergent Tech • Augmented Reality (AR) • 3D printing, environments (3D) • Location Based Systems (LBS): • games • social interaction • services/deals • Social media (Social): • Influence measurement • Conversation media • News sharing/gathering Image source:

    13. Creativity & Emergent Tech • More than just brand awareness • More than just sentiment • The other 2Ps • Product • Price • New means of visualising processes Image source:

    14. Creative/Adaptive AR • Immersive experiences • Place-based, or immediate information services NOT CREATIVE: • Brochureware • Novelty face-tracking • Animations Images from:;;

    15. Creative/Adaptive 3D • 3D which generates learning, encourages adaptation for alternative purposes • 3D printing as a means of reducing costs of production (prototyping) NOT CREATIVE • Novelty 3D heads/photos • Games without a purpose Images from:;;

    16. Creative/Adaptive LBS • Location services that deal with a distributed workforce or check product supply chain • Value added location services (parking spaces, queue at Post Office, immersive games) NOT CREATIVE • Check-ins for badges and deals • Mention based competitions Images from:; ;

    17. Creative/Adaptive Social • Warm lead research • Storytelling spaces and commentary • Community mobilisation for education or public interest ideals NOT CREATIVE • Corporate content sharing • Mention baiting competitions • Rich media development competitions for advertising purposes Images from:; ;

    18. Innovation tools • Apps: • Google App Inventor (beta); Apple AppMakr • Mashing tools • MS Popfly; Intel Mashmaker; Wayfaring (mapping tool) • 3D printing tools • Google SketchUp; Blender; Shapesmith OpenGL 3D modelling tool (coming soon) • Augmented reality tools: • Qualcomm AR SDK, Windows AR Starter Kit (coming soon) • Other tools: • If This Then That; Yahoo Pipes. Image source:

    19. Questions? Image source:

    20. Creative production task • In groups of 3-4, using any of the Creative Problem Solving Tools listed (or others you find online), design a campaign for a current client based on emergent technologies (you make pick one or several). Show how use of these technologies solves a problem for the firm beyond mere mentions/awareness. • Timing • 10:15 – 10:45 Group work • 10:45 – 10:55 Preparation of presentation • 10:55 – 11:15 Presentations (4 groups, 5 minutes each) • 11:15 – 11:30 Responses, summary of learning • 11:30 Close

    21. Last thoughts? Joanne Jacobs Interaction Design & Digital Strategy Consultant Ph: 07 948 318 298 Email: Web: Twitter: @joannejacobs Skype: bgsbjj Note: All images used in this presentation are subject to Creative Commons Attribution licence, with source specified in each slide. Image source: