市场变化条件下数字产品开发的现代方法

E. V. Vasilieva, E. A. Morev
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引用次数: 0

摘要

目前,世界上对设计思维的兴趣使得可以添加许多可以解决各种问题的技术和视觉方案,包括建立实现公司目标的战略,企业精神和员工创造性技能的发展。今天,我们已经可以把设计思维的优点称为企业目标的重点转向以客户为导向,转向动员集体智慧来解决问题,转向理解同理心、创造力和企业家精神的重要性。对现有的设计思维框架进行了比较分析,包括来自公司和设计中心的研究人员,如斯坦福大学Hasso Plattner设计研究所(d.school), hpi -斯坦福设计思维研究计划,斯坦福d.school设计思维框架(IDEO),谷歌,英特尔。框架将设计思维的过程分为5-6个阶段:从移情,当消费者的需求和要求被研究时,到测试正在创建的创新产品或服务。说明了“设计思维”方法在以人为本的设计理念中的地位。设计思维的任务是开发以人类需求为中心的创新产品或服务,为特定目标受众的特定问题提供解决方案。本文概述了数字化创新产品的设计原则。描述了新产品设计的五个步骤,并给出了使用各种可视化技术的特点。该研究使用了诸如“人物角色”模型、工作故事和用户故事框架等工具。阐述了基于设计思维、精益创业方法论和待完成工作理论的创新产品的创造过程特征。提出了基于验证学习过程的创新发展生命周期“创造-评价-培训”。提出了精益创业方法论中商业模式大纲的变化。精益画布商业模式中增加了新的部分——“关键合作伙伴”、“关键活动”、“关键资源”、“消费者关系”。
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Modern approaches to digital product development in the conditions of market variability
Currently, the interest in design thinking in the world has made it possible to add many techniques and visual schemes that can solve various kinds of problems, including for building a strategy to achieve the company’s goals, its corporate spirit and the development of creative skills of its employees. Already today, it is possible to call the merit of design thinking the shift of emphasis in corporate goals to customer orientation, to the mobilization of collective intelligence to solve problems, to understanding the importance of empathy, creativity and entrepreneurship. A comparative analysis of existing design thinking frameworks is given, including from researchers of companies and design centers such as Hasso Plattner Institute of Design at Stanford University (d.school), The HPI-Stanford Design Thinking Research Program, Stanford d.school’s Design Thinking framework (IDEO), Google, Intel. Frameworks structure the process of design thinking in 5-6 phases: from empathy, when the needs and requests of consumers are studied, to testing an innovative product or service being created. The place of “design thinking” approach in the general concept of human-centered design is shown. The task of design thinking, the development of innovative products or services focused on human needs, is to provide a solution to a specific problem of a certain target audience. The paper outlines the principles of designing a digital innovative product. The five steps of designing a new product are described and the features of using various visualization techniques are given. The study uses such tools as the “Persona” model, Job Stories and User Stories frameworks. The creating process features of an innovative product based on the integration of design thinking, Lean Startup methodology and the theory of Jobs to Be Done are described. The life cycle of the innovation development “Creation – Evaluation – Training” is presented which is based on the process of validated learning. Changes in the outline of the business model in the lean startup methodology are presented. New segments have been added to the Lean Canvas business model – “Key Partners”, “Key Activities”, “Key Resources”, “Consumer Relations”.
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