La innovación ha cobrado una importancia significativa en las corporaciones de hoy, y con frecuencia es vista como un motor importante de crecimiento y éxito en una organización. En este curso introductorio, usted aprenderá sobre el significado, la importancia, el proceso e impacto de la innovación. Aunque la palabra innovación se describe más comúnmente como el proceso de convertir las ideas en productos o servicios que aportan valor al público, la palabra innovación tiene múltiples definiciones, y hablaremos sobre lo que significa en los mundos de negocios, diseño e ingeniería. Aprenderemos sobre un nuevo modelo de innovación llamado Innovación Estratégica Integral, que se puede usar por los individuos y las organizaciones interesadas en generar pensamientos fuera de lo establecido para transformar la forma de pensar de tema de costumbre al pensamiento creativo. Cubriremos en detalle todos los pasos del proceso de innovación. Comenzando con identificar a los problemas que necesitan soluciones innovadoras, investigar y analizar, generar conceptos, seleccionar soluciones prometedoras e implementarlas, hablaremos de una variedad de herramientas que se pueden usar durante cada paso del proceso. Los aprendices dejarán el curso con un entendimiento profundo de lo que es la innovación y cómo pueden utilizar las herramientas y técnicas de innovación en su propio trabajo.
Entrevista - Isabela Sá (IDEO)
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Del curso dictado por Arizona State University
Innovar
97 calificaciones
Arizona State University
97 calificaciones
Curso 2 de 4 en SpecializationCreatividad, diseño e innovación: Técnicas y herramientas
De la lección
Módulo: Experiencia de Marcas e Innovación de Modelos de Negocios
Este módulo presenta dos nuevas áreas del Marco de Referencia de la Innovación: Innovación por Medio de la Experiencia de Marcas y la Innovación de los Modelos de Negocios. Cada área incluye definiciones, descripciones de los conceptos y subconceptos y algunos ejemplos concretos. Además, este módulo demuestra lo que es la innovación en diversos conceptos y áreas laborales (Isabela Sá).
Conoce a los instructores
Prasad BoradkarProfessor
The Design School, Arizona State University
Hello everyone.
Today in our interview we will meet Isabella Sa.
Isabella is a design researcher and she works for
a very well known design consultancy called IDEO, in its San Francisco office.
Some of you might have heard about IDEO,
for some of you it might be new, but it's probably one of the largest and
one of the best-known design consultancies in the world.
They started with product design but
have since then grown to a multinational consultancy with offices in Tokyo,
in London, several offices in the US including San Francisco,
Palo Alto, Chicago, Boston, etc.
And they do a whole range of work from product innovation to branding to service
design to social elevation in a really broad range of fields.
It's a company well known for its work in design.
Isabella who's been there for
several years has an undergraduate degree in business from Brazil.
She comes originally from Brazil.
And she also has a master of science in design research
from Arizona State University in Tempe.
Ans so Isabella has a job as a design researcher and what that means
is that she is interested in understanding what human centered design means.
How do you understand people's daily lives, their culture, their needs,
their rituals, their behaviors, their practices, how do you really study that?
And how can that information lead us to insight about how people live their lives,
how to recognize patterns, and how to find the intersection between human behavior,
ideas, and things with which we live with and
how to use that, all that information in the design process.
So she does a significant amount of research with people who we design for,
and that's her job as a design researcher.
So she studies with people.
And she practices what's often referred to as ethnography,
which means understanding people's behaviors and life styles, and
learning that information for the design process.
So Isabella does lots of work in observing people, and observing people's lives but
she is also, often takes a brake from that and spends time with other species,
especially horses and dogs, those are her two loves, as well.
So, we'll meet Isabella and we'll learn from her about what she thinks about
innovation individually, personally but also how innovation happens where she
works, which is the San Francisco Office of the design consultancy IDEO, thank you.
>> My name is Isabela Sa` and I work at IDEO in San Francisco, and
our office is located here directly under the Bay Bridge, pretty much on the pier.
>> So, this is San Francisco Pier 28 and
this is where we are with Isabella Sa at the IDEO office.
So, can you tell us something about your background and
about IDEO as a company.
>> My background is in marketing and advertising and
I went to ASU, studied design research and
have been working at IDEO for about eight or nine years now.
And transitioned slowly from applying design in the design process
to come up with brand strategy and now I'm focusing on education sector.
>> So are you working on innovation in education?
>> Innovation in education.
>> Correct.
So I'll just go through a series of questions and
we can just talk broadly about innovation.
So, the next question is, there are so many definitions for what innovation is.
How do you think of innovation, what does innovation mean to you,
how do you define it?
Just kind of broad understanding of you and maybe IDEO as well,
how do you think of innovation?
>> I think innovation is one of those words that means so
much that doesn't mean anything.
But I think of it as the smartest,
simplest answer to a question.
Is one of those things right or answer to a problem, or a hairy problem?
Those that don't have a right answer but they have the best answer.
>> So in terms of process, how do we go about getting to that right answer.
Is there a kind of a methodology or process that you follow,
that IDEO follows, how to we get to that simplest smartest answer?
Which is a great definition for what innovation is?
>> Yeah, it's funny because it's one of those things,
I follows design process and then later on it was given a name.
The design thinking process which is basically understanding people and
being very human centered.
And also, being very action oriented and building to think and
prototyping and learning and putting out there in the world again.
And refining your ideas.
I also think that in addition to that, I think it's because of my background
in advertising there is something about the story and the narrative that is not so
much featured in a typical design thinking process as we talk about it.
But I think it's just as relevant in helping create,
helping you get to an answer and find that great answer, that great idea.
>> So, you have talked about design thinking, design and innovations, so
do you see a relationship between design and innovation?
Does one drive the other, are they connected, are they similar?
How do you see these two words?
>> I see innovation as the best alternative, the best answer,
the smartest answer and design is the process that you go about getting there.
>> Okay, so one is more like a methodology or a strategy, the way to do things and
the other one is the actual outcome at the end of it.
>> Yeah, I think design is kind of like the mindset,right?
It's their attitude of tinkering, and thinking outside the box,
and questioning things, like not taking things for granted.
Like why a bridge has to be this way, why it cannot be other shape or form.
So that's kind of like the designer attitude and
mindset that I think the word design encapsulates.
>> So I know there are many projects that you work on on a daily basis and
many projects you really can't talk about because you have clients, and
innovation has to be controlled and managed and kept secret until it goes out.
Are there any projects that you could talk about in general,
maybe not things that you worked on, but IDEO might have worked on that just gives
the students some examples of the kind of innovation that IDEO does?
>> So I work in our education practice.
We call it our Studio Design for Learning and
we have a variety of product projects, types of projects that we worked on.
So one is the more systems thinking.
So we have a client in Peru who basically
bought a couple private schools and
wanted to expand.
And his company owns other brands that are all about serving the middle class.
So he wanted and Peru is one of the countries with the lowest ratings on PISA.
So we helped them think about how can we create
a great school that is scalable and affordable.
The challenge was essentially looking into three things.
Like what is a great school model?
What great learning looks like?
What great learning that is scalable looks like, that you can bring to
different locations, and bring it to, train different teachers on?
And then another dimension of the challenge was,
what is the space, what does the school looks like that houses,
that creates this great learning environment.
So there was an environment design component of it.
And we also created a business model.
So how can we go, what is the monthly thing that we can charge parents and
how can their supports make it a sustainable business basically.
>> So we can continue, very often when people think of innovation they think of
a brand new product or some device or some technology, but
you're talking about innovation in a much broader sense, right?
>> Yes. >> Can you talk about it
when you talk about systems?
You started with that word, system?
>> Uh-huh.
>> Can you talk about that a bit more so the students get a broader sense for
what innovation is and can do.
So it's not just about the thing.
>> Yeah.
>> It's a lot more.
>> Yeah.
So yes, that also helps explain the range of work that we do.
So we do work that is about, how can we build a tool that we can put
it in the classroom that helps teachers quickly assess where the students are at.
So that will be a more focused
kind of challenge that we use the design process to answer.
And another one is bigger problems, like what great education looks like?
We have a country that teachers are not well trained,
and you don't necessarily have access to technology.
So how do we look at these, peel all these different layers, right?
Education, culture, the system of how funding works in the space and
then really like digging through that, and like looking at
these very complex systems and trying to find a good solution.
>> So then innovation could happen at multiple levels from the product,
new products to new services, to new business models?
>> Yes, so I think maybe it helps explain IDEO San Fransisco at least.
So we have our education practice.
This is one studio, so we do the range of work in education,
from creating different education technology all the way to school models.
How do we teach?
What is the best way to teach, for example for this group.
We also have food design.
Thats another studio at IDEO.
And it's not just about the packaging or
the brand, but also there was one challenge that was about,
the client came to us and said, we have this facility.
What can we create with this ,oh, and
by the way I want to launch it before the Super Bowl?
So we had to be very thoughtful on how we could create a snack,
that is leverage the tools that they have because we couldn't,
if we want to twist the snack this way,
it's not possible because you have to add a machine to the manufacturing plan.
And there's is no room for
that machine in the manufacturing plan because we've seen it.
So how do we work out these constraints?
And then also, what is the next thing in soy, like how can we use soy in
completely different ways to create food itself, so that would be the food studio.
And then we have what we call design for
change and those are usually the more organizational types of design.
And that's when we basically help clients innovate.
So it's all about how do we create different roles inside the company.
What are these roles?
How do they work together?
What are new responsibilities that we need to create?
What is the culture that we need to create that people inside will embrace so
they act a certain way?
So, I think that gives you a variety of flavors of things that we work on.
>> That's a very broad range of the projects that you guys work on.
>> Yeah.
>> So, in order for companies or people to be innovative,
what kind of process would one follow, either individually or
as an organization and what do you follow at IDEO?
>> So at IDEO, we follow design thinking,
which is essentially a human centered process for
understanding users and
thinking about how can we solve their problems and solve their needs.
And it involves human centered research but
also prototyping and testing different, like building different ideas and
putting them in the world and testing them and refining over and over.
So that that's the design thinking process essentially.
A lot more about it can be found online.
My process, I think it is very much design thinking but
I think over time I developed, I feel like for me it involves a few things.
One is definitely the research, the being in touch with who you are designing for,
but also making sense of that information and which I call the design strategy,
is figuring out, based on what I know, based on my constraints,
what can I build to address the problem that I'm trying to solve.
It also involves what I call brain strategy which is essentially
often times I find that the narrative, how do we talk about this?
What is this meant for when you're trying to get to a more,
when your ideas are getting more complete, having a narrative for it also helps.
And then I think also what helps is having an approach,
a creative leadership approach and thinking about your team.
What is each individual great at?
What is, how do you create harmony in that space?
How do you get the best out of them and create a safe space where everyone feels,
have the right motivation to keep pushing but
also feel that they have the permission to fall essentially and
that we're all, it's all about solving the problem and
there's nothing personal, so you can just fall and dust it off and try again.
>> What can an individual do to be as innovative as she or he can, and what do
you think companies and organizations should do to be as innovative as they can?
>> I think for individuals, I think the first step is the mindset.
Being curious, being inquisitive, like why do things have to be this way?
But then also you can get, you can go deeper into it.
There's a lot if you just research, there's a lot of there in terms of
processing, structuring tools that you can use to apply to your day to day job.
And for organizations, it's a tricky one because when you talk about organizations,
like who is the agent here, who is it?
So, I like to think more as the leaders,
what the leaders can do and I think that is all about culture and
it's creating a creative culture.
It's having a purpose.
What do we want to do as a company?
And is my people on board?
And also the space.
I think there's a lot you can do in the space
that gives you that energy and the openness that you need to be innovative.
>> Okay, great.
Well, that wraps up all the questions that I had Isabella, thank you so much for
your time, and I appreciate your thoughts, your ideas,
your efforts and this'll be really helpful for the students.
>> Great. >> Thank you.
>> Yeah.
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