TRACING THE EVOLUTION OF DESIGN Product Evolution PRODUCT-ECOSYSTEM A map of variables affecting one specific product PRODUCT-ECOSYSTEM EVOLUTION A map of variables affecting a systems of products 25 Years of Apple Mouse Evolution by Raneko is licensed under CC BY 2.0.
THE MEME TOOLKIT Product Evolution is part of a series of design research and ideation tools developed to foster creativity and innovation. They emerge from our continuous experiments to develop visual representation tools, research methods and frameworks for understanding complex problems and providing simple, elegant, and meaningful design solutions. Each tool begins with a question or challenge and then presents its benefits within its intended context of use. They are simple to use and in many cases can be combined to provide deeper insights and opportunities for creative exploration of ideas. First Edition May 2015 THE MEME 288 Norfolk St. Suite 5 Cambridge, MA 02139 thememedesign.com CC LICENSE 4.0 We are glad to share our ideas. The following license will allow you to edit, change and build upon this work non-commercially. You must acknowledge THE MEME when you do so. Please contact us if you have any questions. For more information on what you can do with the content and ideas contained in this guide, go here: creativecommons.org/licenses/by-nc/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA. 2
INTRODUCTION CURRENT LANDSCAPE Design, as an organic process, undergoes a natural selection; some ideas are left behind, while others survive and propagate. Anticipating which ideas will succeed and which will stagnate is no easy feat; yet a deep dive into historical patterns, evolutions, and variables that trigger sudden shifts in a product or service s trajectory can be very revealing about viability. THE CHALLENGE The fast pace of change in the last decade has made it difficult to readily identify the catalysts for groundbreaking products and services, their underlying evolution over time, and the strong legacy they hold in people s minds. How might we learn to better predict the next big product, service or user experience? OUR RESPONSE Product Evolution tools track the progression of ideas and trends as they branch, build in momentum, and work in combination toward the development of new products, ecosystems, as well as user experiences. 3
WHAT & WHY ABOUT THIS TOOL Product Evolution tools trace relevant forces of change for easier identification of patterns that drive innovation. They act as a guideline, setting the DNA for a new generation of products and services. There are two types of Evolution tools: Product and Product-Ecosystem. While Product Evolutions focus mainly on variables affecting one specific product, Product-Ecosystem Evolutions map systems of products, i.e., the interconnection of technologies, platforms, and services that influence their evolution. BENEFITS OF USE Evolution Tools trace the paths that lead to successful innovation and help to predict the next design (r)evolution. Helps create awareness of key elements that drive change, how design patterns propagate, and how it all impacts future product evolution. Builds understanding of the current landscape of products and systems. Provides insight into legacy of certain products. Enables anticipation of the revival of historical trends, if applicable. 4
TOPIC AREAS Product Evolution tools are most useful when developed around a specific area of study. Some topics to consider are below: Product AESTHETICS HUMAN PERCEPTION Form Materials FUNCTIONALITY PRODUCT USAGE Performance (e.g., Speed) Input (i.e., Control) Colors Output (i.e., Feedback) AESTHETICS How does it feel to interact with a product? What language needs to be conveyed through it? What message is embedded in the product s formal identity? FUNCTIONALITY What key features differentiate a product from its competitors? TECHNOLOGY Which technologies are embedded in the product? Which technologies enable change in a product or ecosystem? SOCIETY / CULTURE What are the social dynamics shaping an industry? What are people s motivations? How is the sociocultural context changing? INFRASTRUCTURE What are the key conditions in the environment that will enable a product or service s best performance? What is needed to set the foundation for a new product, service, or ecosystem? Product Ecosystem Size Configuration Style Influences TECHNOLOGY PRODUCT CAPABILITIES Sensors Controllers Connectivity Product Ecosystems (e.g., Apple Pay) Standards (e.g., HTML5, NFC) Related Industries Manufacturing Process (e.g., 3-D Printing, Robotics) Spatial Awareness Automation Customization Simplicity/Complexity Portability SOCIETY & CULTURE SOCIAL DYNAMICS Market Trends Demographics (e.g., Population Aging) Sociocultural Change (e.g., Ubiquity of Social Networks) Consumer Preferences Business Models Product/Service Values (e.g., Authentic Experiences) Global Trends (e.g., Sharing Economy) INFRASTRUCTURE ENVIRONMENT Online Platforms (e.g., Bitcoin) In-Person Services Cloud Services Physical Infrastructure (e.g., Urban Space) Digital Infrastructure (e.g., Content Providers) 5
COMPONENTS PRODUCT EVOLUTION Product Evolution diagrams are created by first defining the concept or product of interest. s are then added along the concept line, with shifts that represent development of new concepts or products over time. Ultimately, predictions about potential future concepts can be made based on an understanding of emerging trends. UPGRADE / INNOVATION 1 2 Shift 4 of a Future Concept 3 Concept Concept Concept TIME / MILESTONES CONCEPT EXAMPLES FUTURE CONCEPT (EVOLUTIONARY) SHIFTS 1. EXAMPLE A visual representation (i.e., image, drawing, sketch) that encompasses the particular product descriptor s or concept s most meaningful characteristics. Multiple examples on one line might display concept variations (e.g., different features, product lines, brands). 2. SHIFT Key drivers of change that enable a new concept to emerge (e.g., a new sensing technology, a new digital platform, a new cloud service, a new design style). 3. CONCEPT Any product concept, design feature/style, technology, or other element that shapes a product at a particular time. s include professional grade washing machines to intuitive sensing capabilities. 4. FUTURE CONCEPT EXAMPLE A new potential concept or product envisioned based on the transformation of existing factors, or new expected drivers. 6
HOW: STEP-BY-STEP PRODUCT EVOLUTION 1. Define Set a scope by defining a focus of research, which may range from a product feature to a business or design concept. Functionality Aesthetics Technology 2. Identify Identify a concept (design feature, style or technology) that sets the basis for the evolution path. Concepts can evolve throughout time, resulting in Shifts anywhere along the path, during a period of weeks, months, years or decades. Concept 3. Support Support with a relevant example, allowing you to trace the concept s evolution, naming the particular qualities that distinguish it from other concepts or products. Either draw, sketch, or paste an image of the example if you can find one, to document it visually. 7
HOW: STEP-BY-STEP PRODUCT EVOLUTION 4. Plot In an appropriate sequence, plot the shifts, triggers and drivers of change that have had an impact on the concept. 5. Project Project a future path of change based on awareness and understanding of current drivers, and define the envisioned future concept with an example. 8
PRODUCT EVOLUTION: TO USE FOR ONE SPECIFIC PRODUCT Instructions / Use as a printable guideline for mapping variables affecting one specific product. Concept Future Concept Shift UPGRADE / INNOVATION TIME / MILESTONES 9
CASE STUDY Using the Product Evolution Tool THE CHALLENGE A large consumer electronics company engaged THE MEME to provide insights about innovative product design and UX concepts for cooking appliances in the U.S. Our team was asked to elucidate consumer cooking habits, preferences, and behaviors, and research market trends and competitive products. The insights from the research were to be used to inform concept generation for products and services. OUR RESPONSE Among other deliverables, we provided the client with a Product Evolution tool as a synthesis of data collected during secondary research. It offered a historical overview of the evolution of design styles and product features within the cooking appliance industry over the past decades. We focused on trends and features that helped define and refine the kitchen s identity over time, looking at the impact societal trends and technological advances had over the years. 10
CASE STUDY RESULTS & BENEFITS By using a Product Evolution diagram, we were able to map the critical components that define a kitchen s design DNA. We identified how key external forces driving the evolution of design styles might have a strong impact on appliance configuration, as well as on market trends. Ultimately, we identified opportunity areas regarding appliance positioning, and created design guidelines around aesthetics and new features. Opportunity Mapping: Lineup Positioning and Design Guidelines 11
COMPONENTS PRODUCT-ECOSYSTEM EVOLUTION Product-Ecosystem Evolution diagrams outline the hardware, software, and service components of an ecosystem. s of components branch from the component lines, occasionally shifting and combining into new product concepts. Predicting potential future concepts requires a keen understanding of timing and opportunity as multiple branches merge. 1 HARDWARE SOFTWARE Shift Shift Past Future 4 New Concept Shift New Concept SERVICE 2 Branch 3 Shift CONCEPT BRANCHES FUTURE CONCEPT SHIFTS 1. ECOSYSTEM COMPONENTS A combination of elements comprise the product ecosystem: a cohesive suite of physical products, digital content, and services. Each thread represents a hardware, software, or service layer of the ecosystem. 2. BRANCHES Representative examples of the particular thread from which they stem (e.g., hardware /music players might branch into ipod shuffle and ipod nano). 3. (EVOLUTIONARY) SHIFTS Key factors in the industry that drive the emergence of a new concept or component. Shifts can occur within a product suite or service package (e.g., the driving force that enabled the ipod to shift to the iphone). 4. FUTURE CONCEPT A future concept is a new potential concept that emerges as different layers of the ecosystem converge. Timing is critical, and key elements must be plotted accurately to set the basis for innovation. 12
HOW: STEP-BY-STEP PRODUCT-ECOSYSTEM EVOLUTION 1. Define Set a scope by defining a focus of research. Functionality Aesthetics Technology 2. Trace Start with a relevant concept; trace its evolution, naming the particular qualities that distinguish it from other concepts, products, or ecosystems. 3. Identify Identify and map other platforms or services that might be key for the future of the product. 13
HOW: STEP-BY-STEP PRODUCT-ECOSYSTEM EVOLUTION 4. Plot In an appropriate sequence, plot the triggers and drivers of change that have had an impact on each concept. 5. Project Project a future path of change based on awareness and understanding of current drivers, to define a possible future concept. 14
PRODUCT ECOSYSTEM EVOLUTION: TO USE FOR A SYSTEM OF PRODUCTS Instructions / Use this tool as a printable guideline that maps variables affecting a systems of products. Concept Branches Shift Future Concept Past Future HARDWARE SOFTWARE SERVICE 15
CASE STUDY Using the Product Ecosystem Evolution Diagram THE CHALLENGE A large consumer electronics company approached THE MEME to provide strategies for generating new user experience concepts for the television, in a push to strengthen its brand differentiation. OUR RESPONSE We produced a Product-Ecosystem Evolution Diagram to simulate the strategy of our client s main competitor, Apple. The goal was to envision the paths of possible future Apple products and services based on signature elements that compose their current portfolio around televisions. We analyzed the evolution of key product features, as well as how other products, platforms, and services have co-existed or had an impact on shaping the creation of new product lines. 16
CASE STUDY RESULTS & BENEFITS The use of the Product-Ecosystem Evolution diagram allowed our team to project future potential paths of the competitor s current ecosystem. This sets the groundwork for further concept generation; we used key components in the ecosystem as a basis to evolve towards a new television business model. By identifying key aspects of the competitors design DNA, we gathered insights on potential strategic product and service concepts for the future of the television experience in the U.S. market. A Study of Apple TV 3.0 17