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User and social innovation
Francesco Morace, Future Concept Lab
Rebecca Pera, PhD, Politecnico di Milano
Lucia Chrometzka, Future Concept Lab
Course objectives and teaching overview
The course is designed to provide specific information about the relation between social sciences issues and product and service’s design for user and social innovation.
The course considers tools and methods applied to understand individual and collective behaviour in order to foster user and social innovation. The purpose of the course is to study the process of the user’s choice (needs, attitudes, beliefs…), its determinants and its implications for innovation both for business and for social change.
Three specific areas will be investigated: individual and collective creativity as a source of innovation, user behaviour and the new tools for understanding him/her, user and social innovation and the role design can cover.
Contents:
Part 1: Creativity
• Need for creativity in the individual, in collecting ideas from the user and within an organization
• The creative process through the most significant studies, Blocks to creativity
• Motivation, Personality and Environment
• Creativity applied to product, communication, service, process design
• Differences between individual creativity and collective creativity
• Creative techniques
• The Nature of Creativity
• Presentation of videos and talks
Part 2: Human centered design and behaviour analysis
• Introduction to user behaviour as a subset of human behaviour
• The user as an individual: needs, goals, motivation, personality, risk perception, perception, attitude formation
• Research approaches: interpretivism and positivism
• User behaviour research process – qualitative and quantitative methods
• Affording Meaning: Design-Oriented Research from the Humanities and Social Sciences (paper by Julka Almquist and Julia Lupton)
The new consumer comunication process
• What’s mine is yours: the rise of collaborative consumption (paper by Rachel Botsman)
• The utilitaristic consumer, the manipulated consumer, the simbolic consumer, the craft consumer, the creative consumer
• Relation between company and consumers (observed creativity, induced creativity, confirmed creativity)
Part 3a. User innovation
• Why do users innovate? Benefits, opportunities
• Non intentional design and user’s creativity. Case studies (Ikea hackers…)
• Collaborative consumption
• Co-creation with clients: case studies (video-games, music industry, social networking…) and theoretical interpretation
• Types of innovations user firms develop
• The role of design in user innovation
Part 3b. Social innovation
• Defining social innovation, the fields of social innovation
• Who does social innovation: individuals, movements and organizations
• Business innovation and social innovation: similarities and differences
• Social enterprise and social innovation (report by By Charles Leadbeater)
• Design thinking for social innovation (paper by Tim Brown & Jocelyn Wyatt)
Format and Procedures
The course is divided among lectures, discussion, group learning projects and case study analysis and student presentations. A set of readings accompanies many of the topics. Guests will be invited.
Our Assumptions
The success of a class depends on both the teacher and the learners accepting and fulfilling respective responsibilities. In that regard, I expect you to come to class having completed the reading assignments and prepared to participate in discussions.
Tentative Course Schedule [based on a graduate level course that meets once a week for four hours]: (May change to accommodate guest presenters & student needs).
(Topics and Readings to be discussed)
Lesson 1
Rebecca Pera – Francesco Morace (for the opening)
Content presentation and introduction of creativity as the base for innovation.
Content presentation and introduction of 4 Paradigms of Social Innovation and change
Lesson 2
Rebecca Pera
The Interplay between Creativity Issues and Design Theories. Creativity and the individual. (Motivation, Intellectual Abilities, Values, Personality). Creativity and constraints: SIBI presentation
Lesson 3
Rebecca Pera
Intercultural dimensions and cultural differences in creativite and innovation processes
Lesson 4
Rebecca Pera
User’s innovation and different research methods to understand (listen to), involve (ask) and co-create (build) with him/her. From market research to participatory research and research for Design
Lesson 5
Rebecca Pera
User Innovation: the importance of product/service creation by users. The open Innovation Area.
Co-creation for service/product development (firm centric perspective). Cocreative behaviours – Presentation of scale
What, why, where (6 hours)
• Co-creation with clients: case studies (video-games, music industry, social networking…) and theoretical interpretation
Lesson 6
Francesco Morace/ Lucia Chrometzka
Future Vision Workshops: 2015
Consumption trends
Lesson 7
Rebecca Pera
Collective creativity: the wisdom of Consumer crowds. The working consumer
Lesson 8
Rebecca Pera
Visit to IcoolHunt and Toolbox - Torino
Social Innovation: what it is, why it matters and how it can be accelerated.
Lesson 9
Presentation of FCL methodological tools, The importance of Societing, and the relationship of global and local.
Introduction to methodological tools regarding design thinking, highlighting the importance of trends analysis and concept development, and creation of interdisciplinary tools for designers, researchers and managers.
Launch of Innovation Factor Project Coolhunting brief.
Lesson 10
Rebecca Pera
Lesson 11
Francesco Morace/ Lucia Chrometzka
Presentation of the Trends of Communication and exercise on how to use micro and macrotrends for social innovation projects.
Lesson 12
Francesco Morace/ Lucia Chrometzka
Presentation of the Consum-Authors, and a specific focus on consumer profile and groups of people. The producers of new behaviours acquire great importance, that depending on age and country, can become drivers in the global economy and intergenerational society.
Lesson 13
Francesco Morace/ Lucia Chrometzka
Presentation regarding the Coolhunting innovation Factor trends identified by the students through interviews and filed research.
Lesson 14
Francesco Morace/ Lucia Chrometzka
The International network of correspondents and the coolhunting as an alternative research activity for the identification of emerging daily life actions that represent innovation for Consum-authors. The 4P tool for scenario development (people, places, plans and projects). How to use the 4P tool for developing project scenarios in order to create coherent design scenarios.
Lesson 15
Francesco Morace/ Lucia Chrometzka
Future Vision Workshop 2015:
Consumption trends
Final Exam week
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Inglese