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Jonathan Dalton, Director, Philips Design
Stokes Jones, Director, Foresight, Trends & People Research, Philips Design
November 6-7, 2008, Atlanta, USA
A new DMI seminar for 2008
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| Jonathan Dalton |
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Stokes Jones |
Everyone now recognizes that insight is necessary for innovation. But understanding your customer is only the first step. How does such knowledge become active within an organization and retain its impact across the cycles of research, engineering, design and marketing? This seminar will show how organizations need to align the way they innovate across disciplines to address the increasingly complex web in which products, services, technologies and user needs are interwoven. Through case work and interactive sessions, the seminar will demonstrate methods to achieve this alignment by identifying early the value of a new proposition to both the end-user/customer and the business, and then rigorously testing and refining across the product development cycle.
What you will learn:
How to create a common understanding of the end-user/customer by using them as active participants throughout the entire creation process How to create collaborative platforms to rapidly interconnect design ideas, technology solutions and business models How to make clear positioning choices from the start – and stick to them all the way How to mutually engage stakeholders around a common, tangible focus by using personas for direction setting, solution creation, and concept testing Tools and methods for staging experiences and building relevant solutions around the end-user/customer How a common focus and language brings together different visions and creates a rallying point around which partners can discuss ideas, technologies and user insight in a very concrete context
Who should attend:
Anyone charged with delivering innovation across organizational boundaries and in need of understanding their customers in order to foment growth or change. This seminar will be ideal for product developers, design managers, leaders of innovation initiatives, marketing executives and people involved with market research who want to expand their methodology and tool kits for understanding the crucial role of design and experience strategy in commercial innovation.
How you will benefit:
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By learning tools and techniques to foster integration for innovation in your organization
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By learning how to unify and collaborate across the ‘culture gap’ that exists in organizations between technology, design, and business
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By seeing examples of how to build a business focus by being people-centric
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By practicing techniques for spotting innovation ‘white spaces’ and converting existing capabilities, resources, and roadmaps towards new strategic frontiers
Dates and locations:
November 6-7, 2008, Atlanta, USA
The seminar will be from 9:00 until 5:00 on Thursday, and from 9:00 until noon on Friday. The venue for this seminar will be announced soon.
We strongly encourage registering at least two weeks prior to the actual seminar date.
Register Now
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