Don Norman über schrittweise Veränderung
Januar 19th, 2011Das Johnny Holland Magazine interviewte Don Holland, Autor der Bücher “The Design of Everyday Things” und “The Design of Future Things”. Hier die Erläuterung seiner These, dass Technologie – und nicht Design – für die wesentlichen Innovationen sorgt:
Innovation is a very complex topic, very thoroughly discussed in academia, which is not something most designers follow. The important points are these: There are many forms of innovation–process, product, radical, incremental, and so on. I considered two forms of product innovation: radical (e.g., the invention of the telephone) and incremental (e.g., releasing a new version of a mobile phone, automobile, or kitchen appliance). Radical innovation in the products, I argued, always comes from the works of inventors, excited by some new technology and anxious to explore its potential. I do not know of a single radical innovation that has come from the people who do design research. Not the telephone or automobile, not Facebook or Twitter. Not 3D television nor, for that matter, high-definition television. Not hybrid autos. Not the Internet itself. Market studies, market research, design research, field observations (ethnographic studies), etc., do not yield radical innovations. They are very important in finding new uses of and improvements to existing products, but these are incremental innovations, not radical ones.Incremental innovation is very important. Over 90% of the radical innovations fail (some of my friends say 99%). Yes, when they happen they change lives, but think about it: how many radical new product innovations have you experienced in your lifetime? One? Ten? Even if it was 100 that is still relatively infrequent compared to the thousands of incremental product innovations every day.
Moreover, radical innovation almost always starts off being inferior to what already exists: it takes good design research to transform that radical idea into something that is appealing to the world.
Don Holland wird auf der UX Lisbon die Keynote halten. Hier das komplette interview mit Don Holland: Design Research and Innovation: An Interview with Don Norman.
