Design for innovation method for the development of disruptive solutions-Case study: connected services for the automotive business in Latin America
Design for innovation method for the development of disruptive solutions-Case study: connected services for the automotive business in Latin America
Authors
Negrete, Sebastian
Wuth, Paula
Wuth, Paula
Profesor GuĆa
Authors
Date
Datos de publicaciĆ³n:
10.1007/s12008-022-01090-x
INTERNATIONAL JOURNAL OF INTERACTIVE DESIGN AND MANUFACTURING - IJIDEM,Vol.,,2022
INTERNATIONAL JOURNAL OF INTERACTIVE DESIGN AND MANUFACTURING - IJIDEM,Vol.,,2022
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Abstract
This paper presents a methodology which takes the Design Driven Innovation concept (Verganti, in: Overcrowded: design meaningful products in a world awash with ideas, The MIT Press, Cambridge, 2016) as a starting point and combines it with Human-Centered Design (HCD) (Norman in Interactions 12(4):14-19, 2005. https://dotorg/10.1145/1070960.1070976), Product-Service System (Costa et al. in: Design Stud 55:112-145, 2018. https://doi.org/10.1016/j.destud.2017.09.002) and the Participatory Design (Drain and Sanders in Int J Des 13:39-52, 2019) approach, to create disruptive solutions in all likelihood of potential implementation. The methodology is explained using the development of connected services for the automotive business in Latin America as a case study, a project developed in a collaboration between a private organization and an interdisciplinary team from the Design School of Universidad Catolica de Chile. This methodology is particularly well suited for complex technological services, humanizing an intangible technology through the orchestration of service strategies and the materialization of its components. The Latin American market has certain peculiarities, which makes it impossible to simply transfer technology developed for other markets. It is therefore essential to combine technology with human factors, understanding people and their relationship with digital platforms in order to take a step-by-step approach that will aid the transition of today's automotive business model into Mobility as a Service (MAAS) in the future. To define the service, qualitative research was performed to understand client needs and motivations through participatory design sessions with personnel belonging to different levels within the organization, potential clients, and clients involved in previous pilot tests performed by the organization. The application of Innovation methodologies also means that even though the service will be launched to market, there will be continuous learning and updates as more information is gathered from its users.