People Folk Citizens Consumers Publics Natives Users . . . Innovation Intel June 5, 2006 ken anderso

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People Folk Citizens Consumers Publics Natives
Users . . . Innovation _at_
Intel June 5, 2006 ken anderson,
IntelResearch
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(No Transcript)
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Intel ShiftTraditional Research Approach
?
happiness, togetherness, spirituality,
business growth, agility,
valuesbusiness values
needs motivations
experiences
tasks
solutions
platforms
subsystems
ingredients, T
technology invention and engineering was the
value
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Intel ShiftPeople Driven Innovation
happiness, togetherness, spirituality,
productivity, effective decision making,
valuesbusiness values
needs motivations
experiences
?
tasks
solutions
platforms
subsystems
ingredients
start with understanding peoples values
motivations
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Technology viewpoint possible manufacturable co
st effective
Business viewpoint marketable profitable innovativ
e
BUSINESS
TECHNOLOGY
successful innovation existed at the intersection
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B U T
Technology viewpoint possible manufacturable co
st effective
Business viewpoint marketable profitable innovativ
e
TECHNOLOGY
BUSINESS
USER
User viewpoint useful usable desirable
successful innovation exists at the center
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OverviewInnovation

• What defines a successful product
• Successful products are more than just a bunch
  of technical solutions. They are also bundles of
  cultural solutions. Successful products, unlike
  inventions, succeed because they understand the
  values, institutional arrangements, and economic
  notions of that culture.
• W. Bernard Carlson
• Cultural Historian

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OverviewPeople and Practices Research

• Putting People First at Intel
• Inform Intel by delivering a clear actionable
  understanding of daily life around the world
• Inspire innovation in products and strategy
• Invent new technologies, designs, and methods
• Initiate standards of understanding of people and
  technology for the industry

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Overview Global Scope - 8 Years 6 continents
400 people and businesses
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OverviewResearch Approach

• Methods and mindset from anthropology
• do use think
• Learn about people, culture and contexts

You have to start by thinking about the things
people want to do with computers and work
backward. -Paul Otellini
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OverviewResearch Approach

• People-Centered Innovation
• Not needs finding
• Not usability
• Not human factors
• Values, beliefs and behaviors behind, before and
  surrounding needs
• Changing Conversations

R E S E A R C H
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Intel
People Practices Research
Corporate Technology Group
Universities
Digital Enterprise
Digital Home
Digital Health
Mobility
Channel
User-Centered Design
Health Research Innovation Centers Portland
Dublin
Domestic Designs Technologies Research
Platform Definition CentersShanghai, Bangalore,
Sao Paulo, Cairo
Feeding people inspired visions to all processes
for platform creation within Intel
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Conversation Changes

• Digital Home happens in a house

• Digital Home Making
• is not just inside 4 walls
• (2 years)

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Conversation Changes
There is US and ROW
Rest of the World (ROW) is not one place
and has huge opportunities (3 years) Intel
Community PC
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Conversation Changes
Digital Home is about technology working
together
Digital Home is about what people value and
experiences (8 years) China Learning PC
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Conversation Changes
Health care is a niche whose needs are being
served by specialists
Health care needs for institutions and people
are under served opportunities (5 years) Digital
Health Division
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Conversation changes
Speed is our most import feature Moores
Law
Peoples values and experiences drive
success (5 years in progress)
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In Sum

• Ethnography is part of people-centered innovation
  at Intel
• Systematically engaged in key strategy and
  product process throughout Intel
• Engaged with key ecosystem players
• Drives unique requirements
• Creates preference for our products
• Key to developing products that grow the market

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Thank You
ken.anderson_at_intel.com
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Case StudyIntel Community PC
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Case Study The China Home Learning PC
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China Understanding people in context

• Ethnography
• Living quarters often cramped
• 400 million children under 18
• Majority of households are young families with
  one child
• Childs success drives families to make big
  sacrifices
• Reading/writing/speaking English Mandarin
  Chinese
• Education good grades are paramount
• PC in the home perceived as a distraction

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China Defining the experience
useful, usable, desirable

• User-centered design innovation
• Immerse in Chinese family life, education
• Built replica of Chinese apartment PC desk
• Create China personas based on ethnographic
  details market relevance
• Create test user experiences, usage models, key
  features, proto-type iteration
• Define test product look feel, UI design,
  ergonomics, translate into engineering
  requirements

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China Home Learning PC
Dual interaction modeupright (keyboard/mouse)tab
let mode (stylus)
Parental controllock keyeducation-onlyfull
function PC
Educational contentMandarin, English read,
write, speaktied to curriculum
The result of a systematic people centered
innovation process
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China Home Learning PCHelping your child in
China achieve a remarkable life
Launched 2005 through Founder China Industrial
Design Award, 2004 Design for Asia Award is
presented to companies around the world that have
created business successes out of good designs
that reflect or have an impact on Asian
lifestyle.
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???????????C100?, 2005?1?12?
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India Market Opportunityless than 5 of Indias
population owns a PC
Demographics 700 million people in 600,000
villages 180 million households Ethnography Low
income, shared social resources Low literacy,
mediated service access Persistent infrastructure
deficiencies Importance of relationships with
government Technology may never be cheap enough
for personal ownership Non home-based personal
computing New credit models emerging(micro-financ
ing) SOLUTIONS Shared access mediated
access Natural and intuitive interaction,
biometrics, e-identity Collective purchase and
use
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Rural villagers with very real needs

• Addressed by technology
• E-government
• Marriage licenses, caste certifications
• Telemedicine
• Remote diagnosis for people, animals and crops
• E-commerce Financing services
• Remittance tracking, price discovery
• Education
• Communication

Eye camp
kiosk-based ATM
Source TeNeT Group, IIT Madras
many real needs and applications but they
demand a new platforms/products
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Rural Hardeningthe challenge
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A rurally-hardened platform for shared access
ELECTRICITYruns on ext batteryAC/DC
inputs Mobile CPU
COMMSext connection to any wired/ wireless
solution
DUST PROOFING dust filter dust covers
MANAGEABILITYservice button self-diagnostics remo
te management
SHARED ACCESSe-ID card reader Fingerprint reader
Intel Community PC ? people-centered platform