Four Core Principles

1. 以经验为创新基础

   以经验为导向的创新焦点从消费者使用的产品，转移到消费者的行为、行动、需求与动机

   除了了解显而易见的“产品使用”经验外，还应深入洞察和产品使用情境有关的各种活动，包括了解需求、想出及研究能满足这些需求的产品或服务，以及扩大产品或服务的使用范围（如共享、客制化、服务、升级）

   人种志学

2. 将创新视为系统

3. 建立创新文化

4. 坚守创新准则

   一些由技术和商业推动的创新通常都从确立商机或技术可行性开始，接着形成概念，然后才将创新提供给使用者；由设计推动的创新从对人的了解开始，接着形成概念，然后才以所形成的概念为中心建构商业模式

Seven Modes of the Design Innovation Process

Sense Intent察觉意向, Know Context了解情境, Know People了解人, Frame Insights建构深层理解, Explore Concepts探讨概念, Frame Solutions建构解决方案, and Realize Offerings实现方案

Mode 1: Sense Intent

检视商业、技术、社会、文化、政策等不同领域的变化

对于可能影响主题领域的趋势进行研究，并且检视这些变化的整体效应

• 采集最新资讯Gathering the latest: Searching for the latest happenings, cutting-edge developments, and the latest thinking going on in the field
• 了解全貌Mapping overviews: Taking a step back from details and creating high-level views of the changes going on in the topic area
• 了解趋势Mapping trends: Getting high-level overview of relevant trends in business, technology, society, culture, and policy
• 重新建构问题Reframing problems: Framing-up challenges differently based on the associated trends and conditions and finding opportunities where the organization could create high-value innovation寻求创造高创新价值的机会
• 说明初步意向Stating initial intent: Outlining hypotheses of how the organization could take advantage of innovation opportunities

Mode 2: Know Context

"情境"是一种情况或事件，会对存在或可能存在的创新供应品（产品、服务、经验或品牌）的环境造成影响

我们在此模式中深入研究改变我们创新情境的种种因素，包括社会、环境、产业、技术、商业、文化、政策与经济

• 研究计划Planning for research: Creating a work plan for understanding the context based on available time, resources, methods, and expected deliverables
• 搜寻知识基础Searching knowledge base: Searching through large quantities of data from existing sources to find emerging patterns
• 趋势发展图Mapping evolution: Creating overviews of key industry developments, eras, timelines, and likely futures
• 同业比较Doing comparisons: Creating overviews showing organizations in relation to industry networks, competitors, and analogous organizations
• 诊断条件Diagnosing conditions: Gaining perspective on the organization’s capabilities, their performance, and industry patterns of innovation
• 诉诸专业Asking experts: Communicating with experts in the field and understanding their analytics, opinions, and recommendations

Mode 3: Know People

了解人（使用者及其他利害关系人）及其与日常生活的互动

• 研究计划Planning research: Deciding on research objectives, target users, fieldwork protocols田野调查记录, budgets, and timeframes
• 观察人的行为Observing people: Recruiting participants, doing fieldwork, documenting people, their activities, and interactions with objects and environment
• 提出问题Asking people: Conducting surveys, discussing findings with users, and gathering feedback and validation
• 人际互动Engaging people: Having users participate in activities, conversations, and interactions with researchers
• 整理调查结果Organizing finding: Collecting observations and research data, tagging with keywords, and identifying gaps in research

Mode 4: Frame Insights

除了分析情境资料外，还透过模式检验，发掘未开发的市场机会或利基

• 寻求见解Finding insights: Identifying patterns in research results about people and the context and looking for insights
• 建构系统Modeling systems: Diagramming the context as a system showing its components, relationships, attributes, and value flow
• 群组分类Finding clusters: Sorting data in different ways, finding groupings, and revealing highlevel insights
• 创建图表Finding patterns: Visualizing research findings as diagrams and revealing hot spots, gaps, and overlaps
• 建立属性Making profiles: Defining attributes of key stakeholders and other parts of the system
• 数据流关系图Mapping flows: Visualizing how value flows in networks of producers, consumers, suppliers, and other stakeholders
• 经验图Mapping experiences: Diagramming user journeys in space and time, discovering pain points, and showing opportunities
• 建立架构Making frameworks: Summarizing insights and translating them into frameworks and guidelines to drive concept generation

Mindsets

• Exploring Systems
• Looking for Patterns
• Constructing Overviews
• Identifying Opportunities
• Developing Guiding Principles

Exploring Systems

• Systems are collections of entities
• entities: people, offerings, organizations and markets
• relations: similarity, belongings or complementing
• attributes: demographics, price or brand
• flows: transfer of money, goods, and information among entities

Looking for Patterns

• cataloging often-repeated words or phrases from interviews
• plotting data points in a scatterplot and studying the distribution
• Scoring, sorting, and clustering related observations could also reveal patterns

Constructing Overviews

Identifying Opportunities

Developing Guiding Principles

Observations to Insights

1. Gather observations and describe them
2. Ask why and find an agreed-upon rationale
3. Describe the Insights
4. Organize the insights
5. Discuss and refine

Mode 5: Explore Concepts

有关产品、服务、沟通、环境、品牌、商业模式及其他事项的概念，基本上都在这个模式探讨

一方面是为了凝聚团队讨论焦点，一方面则是为了尽早采集使用者或是客户的回馈意见

• 建构概念空间Framing concept space: Converting insights to design principles, reframe assumptions, and making hypotheses for concept generation
• 定义概念Defining concepts: Brainstorming concepts within the widest solution space permitted by design principles, gaining inspiration from metaphors从隐喻获得灵感, and visualizing concepts
• 整理概念Organizing concepts: Sorting, recombining, and dividing concepts into logical systems and groups; collecting and archiving concepts for future reference
• 传达概念Communicating concepts: Sketching, diagramming, prototyping, visualizing, and narrating concepts to understand, validate, and convey their value

Mode 6: Frame Solutions

• Generating options: Combining the many point-concepts explored in Explore Concepts mode into a set of solution options for further selection
• Systematizing concepts: Clustering and synthesizing concepts into coherent systems, planning lifecycles of offerings, and creating roadmaps
• Evaluating concepts: Scoring, voting, and ranking concepts against design principles, cost/benefit, viability, and feasibility
• Communicating solutions: Refining sketches, diagrams, prototypes, visualizations, and narratives of proposed solutions
• Organizing solutions: Sorting, collecting, and archiving solutions for easy access, including use by other teams and projects

Mode 7: Realize Offerings

• Building prototypes: Developing prototypes to test details, feasibility, viability, and technical specifications
• Defining strategies: Determining market positioning, platforms, partners, and business plans key to the innovation’s success
• Defining tactics: Identifying capabilities necessary to achieve strategies and plan development trajectory
• Developing initiatives: Gathering resources, constructing budgets and schedules, hiring teams, and creating plans for pilots and launches