Post on 20-Feb-2017
DESIGN FOR ENTREPRENEURS
Idea Engine Workshop
Strategic Design for a Digital WorldWe envision the future and decode human behavior to
develop meaningful digital products and services.
GOAL: To encourage deeper consideration of users, discuss impact and feasibility of ideas, and understand validation methods.
1. Intro to Workshop: Why We’re Here & Ground Rules 2. DEFINE: Personas & Challenge Questions 3. EXPLORE: Small Group Ideation 4. PRIORITIZE: Impact/Feasibility Matrix 5. VALIDATE: Prototyping & Beyond 6. Closing Thoughts
Today’s Agenda
Why We’re Here
Three words: Human. Centered. Design.
HOW
WHAT
WHY
TARGETCUSTOMERWhodoyouenvisionbuying
yourproduct?
UNDERSERVEDNEEDWhatneeddoesyour
productpromisetofill?
VALUEPROPOSITIONInwhatwaydoesyourproductanswertheneedsoftheuser?
FEATURESET/UXWhatfeatureswillbeincludedandhowwilltheybedeliveredinawaythatresonateswithusers?
WHO
HUMAN-CENTERED DESIGN
PRODUCTMARKETFITThiszoneiscrucialtoproductsuccess.
RESEARCH: AN INNOVATION MIND-SET
DEFINE VALIDATE
CLARIFY TEST
PROTOTYPE ASSESS
Defining the elements of your value proposition and your product experience
Validating that they align with your target users’ needs, wants, and expectations
WORKSHOP EXPERIENCE
1. DEFINE 2. EXPLORE 3. PRIORITIZE 4. VALIDATE
PRODUCT CONCEPT Identify your target users, needs, & opportunities.
TOOLS Product / Service Pitch Personas (Target User)
IDEA ENGINE Develop new ideas for your product that support users.
TOOLS User Journey Social Spheres
CONCEPT RANKING Use a framework to prioritize emerging ideas.
TOOLS Impact / Feasibility Matrix Product Road Map
RESEARCH STRATEGY Plan for research & validation to refine MVP.
TOOLS Research Agenda MVP Prototype
1. DEFINE 2. EXPLORE 3. PRIORITIZE 4. VALIDATE
PRODUCT CONCEPT Identify your target users, needs, & opportunities.
TOOLS Product / Service Pitch Personas (Target User)
IDEA ENGINE Develop new ideas for your product that support users.
TOOLS User Journey Social Spheres
CONCEPT RANKING Use a framework to prioritize emerging ideas.
TOOLS Impact / Feasibility Matrix Product Road Map
RESEARCH STRATEGY Plan for research & validation to refine MVP.
TOOLS Research Agenda MVP Prototype
“Legally, an unaccompanied minor is treated in the same way as an adult passenger.”
Approximately 7 million unaccompanied minors fly in the U.S. each year.
THE NEED: Ensure a better flying experience for minors regardless of individual airline policies.
1. DEFINETHE CHALLENGE
1. DEFINE
Mandy is a 9-year-old who has never traveled alone. She will be flying from Boston to Boise via Phoenix.
ADDITIONAL DETAILS: • Shy around strangers, naturally curious • Enjoys reading sci-fi, learning about
geography, listening to music, and animals
GOALS: • To arrive safely in Boise • To feel empowered and independent in an
adult environment • To learn interesting facts along the journey • To have a fun and entertaining trip • To become less anxious in new situations
THE PERSONA
Meet Mandy.
1. DEFINETHE QUESTION
How can we make Mandy’s first solo flight safe, fun,
and educational?
1. DEFINETEAM WORK : PRODUCT, PERSONA & QUESTION
Your turn! In teams, create your persona & define their challenge question.
?
20
Introduce yourself to your team (20 sec. intros) Describe your product or service concept, your customer & challenge area (10 min.) Fill out persona worksheet (10 min.)
All: Captain:
Team:
1. DEFINE 2. EXPLORE
PRODUCT CONCEPT Identify your target users, needs, & opportunities.
TOOLS Product / Service Pitch Personas (Target User)
IDEA ENGINE Develop new ideas for your product that support users.
TOOLS User Journey Social Spheres
3. PRIORITIZE 4. VALIDATE
CONCEPT RANKING Use a framework to prioritize emerging ideas.
TOOLS Impact / Feasibility Matrix Product Road Map
RESEARCH STRATEGY Plan for research & validation to refine MVP.
TOOLS Research Agenda MVP Prototype
2. EXPLORETHE IDEA ENGINE
IDEA ENGINE User Journey
Social Spheres
THEIDEATHEIMPLEMENTATION
HOWWHAT
THEUSERTHECHALLENGE
WHO
WHY
2. EXPLORETHEIR JOURNEY
? ? ? ? ? ?? ? ? ? ?
Challenge Reminder: How can we make Mandy’s first solo flight safe, fun, and educational?
(Consider different touchpoints with the product or service)
PRE-FLIGHT
Check In Security Find
GateBoardFlight
2. EXPLORETHE JOURNEY
TakeOff
InFlight Land Exit
PlaneFind
FamilyFind
Luggage Exit!
POST-FLIGHTFLIGHTPRE-FLIGHT
BEFORE DURING AFTER
8 AM
Wake Up
Zip Suitcase & Head
Out!
Arrive at Airport
2. EXPLORETHE JOURNEY
Security InFlight Land Exit
PlaneFind
FamilyFind
Luggage Exit!Eat & Get Ready
FindGate
Board Plane
A DAY IN THE LIFE…
Head to Granny’s
House
Dinner & Evening Activities
10 AM 12 PM 2 PM 4 PM 6 PM 8 PM 10 PM
ACTIVITY: In your teams, create a journey map for your persona.
(Consider BEFORE : DURING : AFTER or Day In The Life)
2. EXPLORECREATE USER JOURNEY
5
z
2. EXPLOREOPEN IDEATION
10
OPEN BRAINSTORM: Ideate around your persona &
challenge question. (Consider the journey map touchpoints.)
Now think about how your offering might bring value to other communities of users or potential stakeholders in you persona’s social spheres.
Close Contacts Social NetworksPeople she knows Airport personnel
General PublicPartner companies Government agencies Other Travelers
2. EXPLORESOCIAL SPHERES
5
Circle of Trust Family and Friends
3. PRIORITIZE
CONCEPT RANKING Use a framework to prioritize emerging ideas.
TOOLS Impact / Feasibility Matrix Product Road Map
1. DEFINE
PRODUCT CONCEPT Identify your target users, needs, & opportunities.
TOOLS Product / Service Pitch Personas (Target User)
2. EXPLORE
IDEA ENGINE Develop new ideas for your product that support users.
TOOLS User Journey Social Spheres
4. VALIDATE
RESEARCH STRATEGY Plan for research & validation to refine MVP.
TOOLS Research Agenda MVP Prototype
VOTING TIME. Now you’re going to pick 2 ideas you believe
create the most value.
5
Impact
UNIQUENESS
RELEVANCE
DELIGHT
0 1 2
0 1 2
0 1 2
0 1 2 3 4 5 6
Feasibility
INEXPENSIVE
FAST
EXISTINGTECH
0 1 2
0 1 2
0 1 2
0 1 2 3 4 5 6
FeatureName
DescripNon
3. PRIORITIZEIMPACT + FEASIBILITY
Test high impact features in the field, but avoid costly features that have low impact.
0
1
2
3
4
5
6
0 1 2 3 4 5 6
High
IMPA
CT
FEASIBILITYLow
3. PRIORITIZEIMPACT + FEASIBILITY
3. PRIORITIZE
CONCEPT RANKING Use a framework to prioritize emerging ideas.
TOOLS Impact / Feasibility Matrix Product Road Map
1. DEFINE
PRODUCT CONCEPT Identify your target users, needs, & opportunities.
TOOLS Product / Service Pitch Personas (Target User)
2. EXPLORE
IDEA ENGINE Develop new ideas for your product that support users.
TOOLS User Journey Social Spheres
4. VALIDATE
RESEARCH STRATEGY Plan for research & validation to refine MVP.
TOOLS Research Agenda MVP Prototype
3. PRIORITIZE
CONCEPT RANKING Use a framework to prioritize emerging ideas.
TOOLS Impact / Feasibility Matrix Product Road Map
Blueprint Frame Show-HomeA quick, low fidelity schematic of a
product or portion thereof. Ideal for questions of feature
inclusion or information hierarchy.
A more interactive, tangible mockup of the product that enables you to learn about things like navigation,
form factor or interaction.
A more or less fully-realized user experience (perhaps without a
working back end) that opens the door to testing elements like
aesthetics, branding or materials.
Think of prototypes like you’re selling a house.
4. VALIDATEPROTOTYPES
How will you confirm your hypotheses?
Answers Questions Stimuli
Think about your features and
what you think they should do for your user.
Consider ways of asking that avoid
bias. Also, are they fundamentally qualitative or quantitative?
Show - don’t tell. Build something that takes the user to the
heart of what you want to know from
them.
CONSIDERATIONS
4. VALIDATETEST YOUR THINKING
What do you need to know + from whom will
you learn it?
What questions will get you to those answers?
What kinds of prototypes will enable you to ask
those questions?