Darwin, Design e Inovação

Darwin, Design e Inovação

Título da Palestra/Oficina

Nome do Palestrante DD/MM/YYYY

PALESTRANTE: MAURÍCIO MANHÃES DATA: 13/11/13

Agenda • 18:30

• 20:00 – Primeira Rodada

– Abertura

• 20:20 – Segunda Rodada

– Identificação de Embaixadores

• 20:40 – Terceira Rodada

– Exposição

• 21:00 – Apresentação

• 19:30 – Intervalo – Orientação Embaixadores

– Organização das Mesas • 19:45 – World Café

– Apresentação do Tema

Embaixadores • 21:30 – Encerramento

Compartilhando conhecimento,

viabilizando inovações e colaborando para o sucesso das organizações

Gest達o de Projeto como um

processo de Design

Maurício Manhães, MSc.

: uma proposta de método para o design de serviço.

Engenharia e Gestão do Conhecimento Prof Gregório Varvákis, PhD Prof Tarcízio Vanzin, Dr. Prof Birgit Mager

Processo de Criação do Conhecimento

Design

Conhecimento

Design de Serviço Inovação

Serviço

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32

Innovation KISS + KISA + PSS Competitive Advantage Creativity Knowledge Management Knowledge Creating Service Innovation Multimodal Imagery + Embodiment SSEM Value Creation Service Design Service Blueprint Service Economy Ethnography + Anthropology Tacitness & Stickyness Design Research Co-Creation New Service Development Co-Production Service Dominant Logic Value Network Design Theory Customer + User centered Design Thinking Experience Economy Concurrent Engineering Nonaka + Toyama + Konno Unified Services Theory Vargo + Nonaka Market Design Vargo + Buchanan Functional Sales

544 484 244

221 158

31

142

29

Lacuna

141 135 125 124 105

27 25 23

86 82 80

21 19

74 73

17

73

15

69 65 45 39

38 38 31 31

13 11 9

7 5

23 18

3

15

1

13 4 4 2

0

100

200

300

400

500

600

Touchpoint – The Journal of Service Design

ACM Interactions Magazine Hugh Dubberly Shelley Evenson Tradução da dissertação : a proposal for a service design method. downloads

Prof Ulla Johansson, PhD Design Management

Prof Birgit Mager Diretora da SDN

Maurício Manhães, MSc.

A inovação, entendida como fenômeno social que gera uma mudança qualitativa em produtos e processos, obtida através da criação de novos conhecimentos e percebida como novo valor por uma rede social, ocorre a partir de uma de criação do conhecimento e de design.

(VARGO ET AL., 2008; FAGERBERG, 2003; BALDWIN ET AL., 2006; POPADIUK; CHOO, 2006; SPOHRER; KWAN, 2008) (NONAKA; VON KROGH, 2009) (EDMAN, K. W., 2009).

Global Entrepreneurship Monitor 2010 Global Report

Bounded rationality

(TANGEN, 2005; MANHAES, & VANZIN 2010)

Estabilidade

Estabilidade

Estabilidade

Etc..

Extinção

Caos

Caos

Caos

Etc..

Extinção

Estabilidad

Caos

Estabilidad e

Etc..

Evolução

Monopólio Temporário “Schumpeter (1934) argues that innovation is an opportunity for entrepreneurial firms to gain rents through the temporary establishment of a monopoly and considers continuous innovation activity as the key source of long-term entrepreneurial success.” (ROSENBUSCH et al., 2011) p. 444.

Inovação gera “bounded rationality”

Charles Darwin

+

Orelhuda

+

Chifruda

+

Pernuda

+

Dentuça

+

Pescoçuda

+

Linguaruda

+

se refiere al hecho de que en las decisiones y acciones que implican futuras consecuencias inciertas, no siempre está claro ex

ante en qual determinada información pena prestar atención y qué no [...].

[…] real gains must have been the products of explorations going beyond the limits of foresight or prescience, and in this sense blind.

In the instances of such real gains, the successful explorations were in origin as blind as those which failed.

The difference between the successful and unsuccessful was due to the nature of the environment encountered, representing discovered wisdom about that environment.

(CAMPBELL, 1960) p. 381

The Law of Requisite Variety “variety can destroy variety“ (ASHBY, 1958)

A Dinâmica Darwiniana da Inovação

VaCa RoSa

ex-Chief Technology Officer da Microsoft Fundador do Microsoft Research

36

Erro!

Jobs: Sortido+ Designer

John Sculley

Darwin & Jobs

Darwin e o iPod

Darwin e o iPod iPods VC

Darwin e o iPod SimpleScreen RS

VC e RS Paralelos

Darwin e o iPod

Open Innovation “Open Innovation is about design and design thinking. But if I had used the word “design”, my books would end up on the “art” shelves and corporate people would not by them.”

Dr. Henry Chesbrough (2011)

Variação Cega

Retenção Seletiva

Variação Cega

Retenção Seletiva

Open Innovation

(TANGEN, 2005; MANHAES, & VANZIN 2010)

A Dinâmica Darwiniana da Inovação

How to Think

“Rather than teach people WHAT to think. If I can teach people HOW to think. They can then look through the lens of the problem with some of the things that I am trying to offer.�

Dr. Clayton Christensen (2011)

Design Thinking

“We are cheating people here. There are no real rules to be followed.

There are no process in design thinking.�

David Kelley (2012)

How to Design Thinking

“If Design is Thinking, Design Thinking means Think Think!�

Prof Ulla Johansson, PhD Design Management

“Behind every innovation lies a new design.” (BALDWIN; CLARK, 2005, p. 3)

Descubrir

Definir

Desarrollar

Delivrar

(NONAKA; TAKEUCHI, 1997)

Proceso de co-evoluci贸n entre los espacios problema y soluci贸n.

(BOLAND; COLLOPY, 2004; DORST, 2006; DORST; CROSS, 2001; HATCHUEL; WEIL, 2008; STEMPFLE; BADKE-SCHAUB, 2002)

Solução Solução Solução Problema

Tempo

Problema

Problema

Greg贸rio Varvakis, PhD Professor Knowledge Management and Engineering Federal University of Santa Catarina

Florian贸polis, Brazil Birgit Mager, Professor in Service Design KISD, K枚ln International School of Design

Cologne, Germany Ulla Johansson, PhD Professor Professor of Design Management

University of Gothenburg, Sweden

“The horizon is the range of vision that includes everything that can be seen from a particular vantage point.”

Limitações cognitivas Tendência à linearidade Tempo

(GADAMER, 2004)

Building bridges between the different

Dr. Marcus Jahnke (2013)

+Variação Cega +Estabilidade + Caos +Diferente

+Design +Thinking +Doing +Speaking...