About INTRIZ
What is INTRIZ?
INTRIZ (Innovation Framework for Intangible Solutions) is a systematic methodology for resolving contradictions in service design and organizational innovation. Unlike traditional TRIZ, which focuses on technical systems, INTRIZ is specifically designed for intangible solutions like services, processes, and organizational structures.
The framework provides a structured approach to identifying and resolving contradictions that commonly arise in service design, helping innovators find breakthrough solutions that improve one aspect of an experience without degrading another.
How INTRIZ Works
1. Experience Parameters
30 parameters organized across 6 categories (Temporal, Emotional, Cognitive, Relational, Operational, Value) that define key aspects of intangible experiences.
2. Contradiction Matrix
A matrix that maps relationships between parameters and provides specific principles for resolving contradictions between them.
3. Innovation Principles
25+ principles specifically designed for intangible solutions, covering experience design, service enablers, contradiction resolution, and transformation approaches.
4. Systematic Process
A step-by-step process for identifying contradictions, applying relevant principles, and developing innovative solutions.
Key Differences from Traditional TRIZ
- •Focus on experience and relationship parameters rather than physical properties
- •Principles designed specifically for service and organizational contexts
- •Emphasis on user-centricity and stakeholder collaboration
- •Integration of temporal and emotional dimensions critical to service experiences
Applications
INTRIZ can be applied to a wide range of innovation challenges in intangible domains:
Service Design
Customer experience optimization, touchpoint design, service journey mapping
Organizational Innovation
Process improvement, team structure design, workflow optimization
Digital Experiences
User interface design, digital service platforms, automation strategies
Getting Started
The best way to learn INTRIZ is through hands-on application. Start with the Contradiction Matrix to explore how different experience parameters interact, then dive into the Principles Explorer to understand the available innovation approaches.