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Session Overview
Track 1 Session 4
Monday, 03/Aug/2020:
1:30pm - 2:30pm

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Bridging Gaps

Tod Corlett

Thomas Jefferson University, USA

Universities' attempts to generate value from what their students and faculty discover are plagued with problems, many of them stemming from siloing effects, the mutual isolation of academic disciplines, and the difficulty of keeping students involved in valuable ideas they've originated after the end of the course. These issues are often exacerbated by the conflicting goals, languages and incentives separating research, teaching, and product commercialization.

This paper will present an analysis of communication “gaps” in intensely collaborative innovation projects within a research/design university. The process begins with a structured "problem-finding" process within an academic health system, moving into an opportunity-framing phase including design and translational research students and faculty, and then transitioning into an entrepreneurial-incubator phase which involves commercial product-development consultants and the university's technology-transfer office, in addition to the student-faculty teams.

The author will trace the evolution and iteration of this innovation process over the past seven years, as problems were traced, described, and (eventually) overcome. The author will contrast an interview-based evaluation of past projects with current/ongoing case studies.

The role of Industrial Designers skills within entrepreneurial teams

Laura Elisabet Casasbuenas Quiroga

Universidad Nacional de Colombia, Colombia

Due to the skills, training and diversity background for each member of one team, Heterogeneous Entrepreneurs Teams are an ideal work structure to develop innovative solutions and face the obstacles that normally do not allow business growth.

The purpose of this research is to analyze the role of the designer’s skills within entrepreneurial teams with the purpose of evidence the value of design at the various stages of an entrepreneurial process and contribute to the internal dynamics of an entrepreneurial team.

This paper presents two conceptual models, the first one is a four-stage process and the links between the growth phases into a business idea. Divergent and convergent dynamics have been included, coming from the Design methodology and thinking, that the entrepreneurial team will able to incorporate to achieve growth objectives.

The second one, shows a comparison between the designer skills and entrepreneurial team skills. The results obtained in this project allow for a designer to be successfully included within an entrepreneurial team in every phase of the process entrepreneur, where the designer will play a strategic role for the benefit of the growth process. On the other hand, it allows to recognize the special and similar abilities of designers in a heterogeneous entrepreneurial team for the benefit of team dynamics.

In the third stage, the methods were divided, the first one was a literature review in relevant databases. The second one was two conceptual models developed to guide the research. And the third was the designer's participation within heterogeneous entrepreneurial teams in different stages of the new venture creation process.

The results obtained in this project will be a contribution to Design Management because it explores the relationship between Design and Entrepreneurship in the dynamics of entrepreneurial teams, which is an under the researched context. This research considers ventures as opportunities to introduce design in the early phases of an organization, enhancing creativity, innovation, and assessment of complementary skills in the members of the heterogeneous team to define the role of each member. As a result, the organization involves Design since its inception and will continue to keep the value in the following development stages.

Development of data-based personas for user-centered design of the connected home

Chaiwoo Lee, John Rudnik, Maryam FakhrHosseini, Sheng-Hung Lee, Joseph F. Coughlin

Massachusetts Institute of Technology, USA

Technological advancements have brought the concept of the connected home closer to reality. However, early adopters experience difficulties in bringing fragmented technologies into their lifestyles and have yet to witness tangible benefits. This challenge represents a fundamental mismatch between the perspectives of innovators and actual users, and suggests the need for bridging the gap.

In this study, a set of personas, or fictional representations of archetypal users, were developed using empirical data from a large-scale survey. Demographic information, self-reported technology adoption characteristics and health characteristics were used to cluster respondents into five personas. Quantitative and qualitative survey data were used to describe living arrangements, routine tasks, experiences of the home and technology, and current worries and concerns. Analysis yielded a holistic view of user needs, suggesting the designers of the connected home to incorporate a comprehensive understanding of various interconnected needs and lived experiences. The persona descriptions illustrated similarities and differences between user groups, suggesting opportunities for improving experiences around technologies that constitute the connected home. Additionally, this study can serve as framework for designers in other fields, providing insight into approaches for collecting and analysing user data in design practices to facilitate better user-centered experiences.

Using a Codesign Workshop to Make an Impact with Codesign Research

Jennifer Watts-Englert1, Emily Yang2

1Paychex and Rochester Institute of Technology; 2Paychex, USA

Professional services companies are relaxing the tone of voice and personality they use to interact with clients. In response to these trends, we used codesign methods to explore how clients want to interact with our company. Study findings revealed several opportunities for creating stronger connections with our clients. To increase the impact of our research, we conducted a codesign workshop with stakeholders across the company to share insights and co-create opportunities in an interactive format. This workshop created buy-in for some controversial findings and led to the creation of a task force focused on integrating study findings into multiple marketing and design projects. This paper summarizes the study findings and describes the codesign methods used in the internal stakeholder workshop. We will also describe workshop outcomes and discuss the benefits of using codesign to share study findings.

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