Four Core Principles
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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
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将创新视为系统
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建立创新文化
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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
- Gather observations and describe them
- Ask why and find an agreed-upon rationale
- Describe the Insights
- Organize the insights
- 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
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