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Workshop descriptions

Three parallel workshops ran both days – the participants could choose two

Workshop 1: Products and Services

Products and services are ever present in our daily life and range from everyday consumer products to those used in critical situations. This workshop can help you to ensure that your products and services are relevant to customer needs, and demonstrate how understanding user behaviour can lead to better ideas and increased market share.

We will look at the benefits of a people-centred approach and take you through the ‘do’s and don'ts’ of conducting this type of research. We will outline practical 'design ethnography' techniques that you can start to use straightaway. Selected case studies will show how organisations from across the globe are using an inclusive approach to innovate, even in crowded markets.

The workshop will give a working knowledge of the emerging discipline of service design and involve individual learning as well as group activities.

The session will cover:

  • Why service design is increasingly important? The changing nature of design in the 21st century.
  • Why consumers matter in the business and innovation process.
  • Exercise your people-centred design skills and learn valuable design ethnography techniques to use the next day.
  • Stages to innovation using Inclusive Design (drawn from the book ‘Innovating with People').
  • Learning through doing: lessons put into practice through individual and group exercises.

Some keywords:

  1. Inclusive not exclusive
  2. Consumer need and aspiration
  3. People-centred innovation
  • By considering new target groups such as older persons, people with different ethnic and cultural backgrounds and people with impaired functional ability, and
  • by involving these various groups in the development  and design process in terms of lead users...

…products and services can be made more relevant and more effective for all customers.

Workshop facilitators: Rama Gheerawo and Nick Leon

Workshop 2: Digital solutions

Digital solutions are essential for modern businesses. Well-designed and inclusive digital solutions can make a real difference. Understanding how to address the accessibility needs of different customer groups is a key to success. Large customer groups can be excluded or included, all depending on the accessibility design of your digital solutions. This workshop will increase your practical competency on how to identify customer groups with different accessibility requirements, and how translate these into inclusive digital solutions that will benefit your business.

Some keywords:

  1. User involvement
  2. Digital Literacy
  3. Digital inclusion
  4. New standards and legislation – national and international
  • By considering new target groups such as older persons, people with different ethnic and cultural backgrounds and people with impaired functional ability, and
  • by involving these various groups in the development  and design process in terms of lead users...

…ICT can be made more relevant and more effective for all customers.

Workshop facilitator: Riitta Hellman and Mike Jones

Workshop 3: Communication and marketing

Understanding the true potentials of your market means developing an intimate insight into people’s behaviour and lifestyle. This knowledge base can facilitate a more effective product/service development and communication strategies leading to enhanced business performance.

Guided by an Inclusive design approach, this workshop will take you through the techniques needed to identify the factors contributing to successful product/service marketing and communication. Instruments for market segmentation and consumer behaviour analysis will be discussed and applied to develop a practical understanding of how to inform business opportunities.

A group exercise will challenge the participants to select consumers’ characteristics and translate them into tangible market research and communication outcomes.

Some keywords:

  1. Ethnic / cultural differences
  2. Senior consumers/aging population
  3. Different functional capabilities
  • By considering new target groups such as older persons, people with different ethnic and cultural backgrounds and people with impaired functional ability, and
  • by involving these various groups in the development and design process in terms of lead users...

…communication activities and marketing can be made more relevant and more effective for all customers.

Workshop facilitators: Gabriella Spinelli and Martin Jones

Foundation for all three workshops

All three workshops will cover the basic design process (Explore, Focus, Develop, Deliver) taking you through tools and methods for data collection, mapping user insights, into the ‘art’ of interpreting and processing responses and finally through the stages of conceptualisation. Our aim is to show how this can be relevant for business (your company) and how this process can create new knowledge or innovation briefs. Workshops will use real business cases to demonstrate benefits, highlighting critical issues and presenting the commercial value of the approach.

The framework for the lectures and workshops will be the inclusive design thinking, methods and tools as described in the book Innovating with People - The Business of Inclusive Design. For a short introduction to this please see our webguide www.inclusivedesign.no

This basic model from the book will be the foundation for our approach:

PUBLISERT 15.03.2012 12:02

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