การสร้างสรรค์นวัตกรรมINNOVATION DESIGN

T. Thiramonth

National Innovation Agency

Agenda

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• Definition of innovation

• Innovation design

• Generations of innovation models

• Innovation types Innovation development process and tools

• Iterative and evolutionary development

• User involvement:

• ergonomic, human-centered development

• The demographic trends

• Intellectual property rights

What is called innovation

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Product ● Service ● Technology ● Design ● Business model

What is called innovation

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“The process of translating an idea or invention into a good or service that creates values.”

Generations of innovation models

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1. Technology push

• 1950/1960s

• High degree of technological novelties

Basic scienceDesign and engineering

Manufacturing Marketing Sales

Generations of innovation models

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2. Market pull

• 1970s

• Reverse linear model

Market needs Development Manufacturing Sales

Generations of innovation models

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3. Interactive model

• 1990s Technology push

Idea R&D Manufacturing Marketing Sales

Latest in science & technology

Advances in society

Needs in society and the

marketplaceMarket pull

Generations of innovation models

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4. Open innovation

• 2000s

Innovation types

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• Radical innovation

• Major technology novelty

• Demand specialized resources

• Require greater care of management

• Uncertain outcomes

• Incremental innovation

• Business model innovation

• Require few resources

• Easier to predict outcomes

Innovation types

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Innovation types

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Innovation design

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ถังคอมโพสติบรรจุก๊าซแอลพีจีบริษัท อุตสาหกรรมจอบไท จ ากัด

Innovation design

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มะพร้าวน า้หอมเผาสะดวกเปิดบริษัท โคโค่ อีซี่ จ ากัด

Innovation design

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ชุดเคร่ืองเล่นอนิเตอร์แอคทีฟ เพื่อเสริมพัฒนาการเดก็บริษัท ลทิเทลิ ล็อท จ ากัด

Innovation design

Benchmark Product concept

User interface

1st Prototype 2nd Prototype

Negative-pressure wound therapyบริษัท สุรนารีแพทย์ภัณฑ์ จ ากัด

Innovation design

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แผ่นรองเท้า SMILE FEETบริษัท เฮลท์ อนิโนเวช่ัน แอนด์ ดีไซน์ จ ากัด

Innovation design

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อสม. ออนไลน์

Innovation adoption model

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Roger’s innovation adoption model

Innovation adoption model

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Innovation development tools

Business Model Canvas

SWOT

Porter’s Five Forces

Lean Startup

Value Chain

Customer Development

Strategy Maps

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Business Models

“A business model describes

the rationale of how an

organization creates, delivers,

and captures value”- A. Osterwalder and Y. Pigneur, 2010

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NABC

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• Developed by the Stanford Research Institute (www.sri.com)

• Curtis Carlson & William Wilmot (Stanford Research Institute, US): Innovation – The Five Disciplines for Creating What Customers Want, 2006

• https://www.youtube.com/watch?v=iHiLAJGDGt4

Need ● Approach ● Benefit ● Competition

NABC

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• NABC in 4 questions • What is the important customer and market NEED?

• What is the unique APPROACH for addressing the need?

• What are the specific BENEFITS per costs that result from this approach?

• How are the benefits per costs superior the COMPETITION’s and the alternatives?

NABC

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06/02/60 25(ร่าง) แผนพฒันารัฐบาลดิจิทลัของประเทศไทย ระยะ 3 ปี (พ.ศ. 2559 – 2561)

NABC

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• NABC in 4 questions • What is the important customer and market NEED?

• What is the unique APPROACH for addressing the need?

• What are the specific BENEFITS per costs that result from this approach?

• How are the benefits per costs superior the COMPETITION’s and the alternatives?

Business Model Canvas

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Innovation development process

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Innovation development process

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Idea generation

Idea screening

Business analysis

Product development

Test market

Commercialization

Iterative development

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Agile ● Human-centered ● Lean Startup ● Customer development

Lean Startup

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• A iterative and incremental methodology for developing businesses and products

• Aims to shorten product development cycles

• 5 key principles

• Entrepreneurs are everywhere

• Entrepreneurship is management

• Validated learning

• Innovation accounting

• Build-Measure-Learn

• Minimum viable product (MVP)

Build-Measure-Learn

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Build

MeasureLearn

Idea

Pivot, or

Persevere

data

Minimum Viable Product (MVP)

Minimum Viable Product (MVP)

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“The version of a new product which allows a team to collect the maximum amount of validated learning

about customers with the least effort"

Ergonomics

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• Ergonomics is a science focused on the study ofhuman fit, and decreased fatigue and discomfortthrough product design.

• General Ergonomics Standards apply in a widerange of situations, providing procedures, practices,and design considerations that assure consumerand worker productivity, safety, and health.

• ISO 10075 Ergonomic principles related to mental workload

• BS EN 13921:2007 Personal protective equipment. Ergonomic principles

Ergonomics

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• Office Ergonomics Standards

• Vehicle Ergonomics Standards

• Thermal Ergonomics Standards

• Machine Ergonomics Standards

• Human System Interaction Ergonomics Standards

• Control Center Ergonomics Standards

• Accessibility Ergonomics Standards

• Software Ergonomics Standards

• Hand Held Tool Ergonomics Standards.

Human-centered development

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ISO 9241-210 Ergonomics of Human Centered System Interaction:

“An approach to systems design and developmentthat aims to make interactive systems more usableby focusing on the use of the system and applyinghuman factors/ ergonomics and usability knowledgeand techniques.”

Human-centered development

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ISO 9241-210 Ergonomics of Human Centered System Interaction

SIX characteristics of the human center design process:

• Adopting multidisciplinary skills and perspectives• Clear understanding to the users, tasks and

environments• User-centered evaluation driven design• Considering the overall consumer experience• Involving the consumer in the design and production

process• Iterative design process

Human-centered development

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• Infant incubator

$20,000

Human-centered development

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• Embrace

The first secret of great design- Tony Fadell

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• Embrace

Habituation

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The first secret of great design:

LOOK BROADER

LOOK CLOSER

THINK YOUNGER

-Tony Fadell

8 Rules of Great Products

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• Build For your Best Customers

• Cost (Create and Sustain)

• Cupcake

• Solve (Tier 1) Problems

• Data/Instrumentation

• User Experience

• Themed Releases

• Outsource Non-Core

Mitchell Harper

Intellectual property rights

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• Patent (สิทธิบัตร)

useful ● novel ● non-obvious

Intellectual property rights

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Intellectual property rights

• Patent types

utility ● design ● plant

Intellectual property rights

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Intellectual property rights

• Patent types

utility ● design ● plant

Intellectual property rights

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Patent search

• Google Scholar: http://scholar.google.com

• Google Patent: http://patents.google.com

• WIPO (PCT): http://www.wipo.int/pct/en/

• USPTO: https://www.uspto.gov/

• Espacenet (EPO): https://worldwide.espacenet.com

• Department of intellectual property (Thailand): http://patentsearch.ipthailand.go.th/DIP2013/simplesearch.php

Intellectual property rights

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Intellectual property rights

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• Copyrights (ลขิสทิธ์ิ)

พรบ. ลขิสทิธ์ิ พ.ศ. 2537

มาตรา 6 “งานอนัมีลิขสิทธ์ิ ตามพระราชบญัญติันี้ได้แก่งานสร้างสรรค์ประเภทวรรณกรรม นาฏกรรม ศิลปกรรม ดนตรีกรรม โสตทัศนวัสดุภาพยนตร์ สิ่งบันทกึเสียง งานแพร่เสียงแพร่ภาพ หรืองานอืน่ใดในแผนกวรรณคดี แผนกวิทยาศาสตร์ หรือแผนกศิลปะของผูส้ร้างสรรค์ไม่ว่างานดงักล่าวจะแสดงออกโดยวิธีหรือรูปแบบอย่างใด”

Intellectual property rights

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• Trademarks (เคร่ืองหมายการค้า)

พรบ. เคร่ืองหมายการค้า พ.ศ. 2534

มาตรา 4 วรรค 3

“เคร่ืองหมายการค้า” หมายความว่า เคร่ืองหมายที่ใชห้รือจะใช้เป็นที่หมายหรือเกี่ยวข้องกบัสินค้าเพื่อแสดงว่าสินค้าที่ใช้เคร่ืองหมายของเจ้าของเคร่ืองหมายการคา้นัน้แตกต่างกบัสินคา้ทีใ่ชเ้คร่ืองหมายการคา้ของบคุคลอื่น

Trademarks

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https://www.slideshare.net/TheerapornThiramonth

theeraporn@nia.or.th

02 017-5555 ext. 565

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