El Danish Design Center ha publicado una entrevista con Marko Ahtisaari, Director de Estrategia de Diseño de Nokia. Nokia considera cada nuevo producto como un experimento y analiza las innovaciones que los usuarios introducen en su uso para mejorar sus diseños generando ciclos contínuos aprendizaje y adaptación. En lugar de rehuir el riesgo y tratar de predeterminar como la gente va a utilizar su móvil, aceptan la incertidumbre como un elemento de innovación. Para ello aplican un modelo alternativo de gestión de la innovación, incluyendo observaciones detalladas del comportamiento de sus usuarios e incorporando esta información en su proceso creativo:
Is it a part of your innovation strategy to have an organic relationship with your users?
Absolutely. We actually do studies - with full consent of the users - on smartphones. We do 100% tracking of all functionalities over a period of time. This means, we have granular view of usage. So then we can look at what are people using, why, what paths aren't working. This has been missing from an industry that tends to ask people "will you use an MP3 player on your phone?" and they answer "yes" and typically people will overestimate their own interest in it.
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Nokia seems to be filling the market with phones that are often very different and experimental in their looks and functionalities. Is this a way of testing the market and staying close to usage?
It is. In functionality you have to be very careful in watching what is happening with the adoption but in stylistic terms we can sometimes push the form and style of a product far. Like the stick-phone in the fashion collection that we do. It is not really stretching the functionality, but it is stretching the style. So there's room for both. And we need to constantly do that and test, what is still core Nokianess and then what is outside and maybe another brand at some point. As we do with the luxury phones. In the public they are not really associated with us.
Vía Guerrilla Innovation.
