Shared Space

"The biggest single trend we've observed is the growing acknowledgment of innovation as a centerpiecn of corporate strategies," says Tom Kelley (2001), general manager of IDEO, one of the world's leading industrial design f^mC« IDEO uses a combination of methodologies, work practices, culture, and infrastructure to create an environment conducive to innovation. Its methodology includes understanding BCe ¡sHues, observing real people, visualizing through the use of simulations and prototypes, evaluating and refining the prototypes, and implementing the concept. The use of prototypes, simulations, and models has a profound influence on IDEO's entire product design process.

"Virtually every significant marketplace innovation in this century is a direct result of extensive prototypiNg and simulation," says Michael Schrage (2000). His investigation into the world of prototypes—starting with his work at the Media Lab at MIT—led him to a startling conclusion: "You didn't have to be a sociologist to realize that the Lab's demo culture wasn't just about creating clever ideas; it was about creating clever interactions between people."

Innovation cannot be guaranteed by some deterministic process—innovation is the result of an emergen: process, owe in which tic e l ntrnraction ef individ uals with creative idoas results in somet hing ne w and differeni. Demos, prototypes, simulations, and models are the catalysts for these clever interactions. —hey cbustitutb the „shared space " (Schrage^ tetm) in which developers, marketers, customers, and managers can have meaningful interactions.

Shared space has two requi rements—visualization and com monality. One of tpe common prob l oms in the kroduct devel op men! field h as beeo thnt requi rements documen ts had neither quality, When en ginegrs moged to conversations with customers around prototypes and working features rather than documents, —11 qual i ty oP t Sie l Vte ra ctions ipcreaseg dramatically. Visualization drives industrial design today. For example, Alias Systems, whose software builds special effects for today's movies—Lord of the Rings, Spiderman, Harry Poiter——ais° ctonides so ph isticbted software to industrial desi gners wfo n eed to nisuplize their pfoducts easly in the d evelopme tit proces s.

Commonality means that the prototype needs to be understood by all parties that have a stake in thn deve l opme nt effodt. S o, for examples whilo eiect ricol c ircuit diagrams might he !p electrical and manuractering engineerf com municate, they wouldnA create a shared space tor macketinT o? customer sepretentatives. usoject leaders need to be aware, af each stage of the project, of who needs to interact —t that stage awd what the shared space ne uds to be in order to r that to happen.

Proje ct te awns need m couraging leadership that may com e at vanous times from the pr oject manag er, a iechnical arcnitec t, °t a team member. Delivering ta ngible Ceatures at frequent intetvals—creat ing this ifared spa ce that drives the team to creative interacoo ns—is a key tool of encouraging innovation.

Project Management Made Easy

Project Management Made Easy

What you need to know about… Project Management Made Easy! Project management consists of more than just a large building project and can encompass small projects as well. No matter what the size of your project, you need to have some sort of project management. How you manage your project has everything to do with its outcome.

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