Concept Development Workshop Preparation Workbook
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concept development workshop preparation workbook vichealth innovation challenge: alcohol
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Preparation Workbook for December 2014 Concept Development Workshop for VicHealth Innovation Challenge Alcohol shortlist.
Transcript of Concept Development Workshop Preparation Workbook
concept development workshop preparation workbook
vichealth innovation challenge: alcohol
shaping great ideasStart with
why Why are you doing this? What is the situa1on you want to change or the problem you’re trying to solve? Why is it important? What might the situa1on look like if you’re successful? Why do you believe it’s possible?
Build your understanding of the context 1 What do we know about the current situa1on? What is its impact on
individuals, society and the planet? Who does it effect most? What are the possible causes?
Iden7fy your target audience
Who is your target audience? Who are you solving this problem for? Of them, who is looking for a solu1on? Who believes that another way, a new way, is possible? Be specific. Go beyond demographics.
Get to know your target audience
3 Seek to understand the values and needs of your target audience so you can design the best solu1on for them. What are their aspira1ons? What mo1vates them? Develop user personas and user journeys to provide valuable insights.
Iden7fy the problem you are solving
How does your idea help your target audience to get what they need or what they value? How does it help them to overcome challenges and barriers? Einstein
Prototype and test ideas
Gain insights into customers’ needs by designing and deploying the smallest amount of func1onality possible (AKA your minimum viable product/service). Evolve the solu1on based on insights provided by engaged early adopters.
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5
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the five phases of design thinking
http://thinkingofdesign.blogspot.com.au/
People don’t buy what you do they buy why you do it. ~ Simon Sinek
‣ why: belief, mo1va1on or purpose
‣ how: experience or process ‣ what: details of product of service
design thinking
Getting to know your audience
who is your target audience?Not everyone is your target audience.
In a world where there is compe11on for the 1me, aQen1on and money of the people you are seeking to engage, you need to make sure you know exactly who you are developing your idea for, and :
• why they will want to try it,
• why they’ll come to love it, and
• why they’ll get there friends and families on to it.
Watch Simon Sinek’s TEDTalk. Who believes what you believe?
who is your target audience?The more complete the picture you have of your target user/customer/audience, the easier it is to both develop your product or service and market it.
For example, just because you are developing a mobile app, not everyone with a smartphone, or males aged 18-‐25 cons1tutes a poten1al user.
Think about the people you are trying to target.
Not all of them have an iPhone. Not all of them will be tech or social media savvy. Some of them prefer to go to house par1es or dinner par1es. Others prefer to go to their local bar or in to the city to go clubbing with their friends. Some people prefer to chill out on the weekend, and others don’t feel like they’ve had a proper weekend unless they’ve been out partying.
Underlying all of these preferences, behaviours and habits are core values and needs.
To understand your target audience you need to go beyond demographics (age, sex, educa1on, marital status, etc.) and include psychographic and behavioural informa1on (interests, lifestyles, etc.), customers’ problems and pain points, and much more.
To start off with, iden1fy what problem you’re solving and who you are solving it for.
Then ask them (or ini1ally at least, ask those that know them) the following ques1ons…
who is your target audience?
who is your target audience?1. Do they need and will they value what you are offering?
2. What problem are you solving for them and are they looking for a solu1on?
3. Where are they looking for a solu1on to their problem?
4. How would they prefer to engage with you and access what you are offering?
5. What are they willing to pay?
6. What might they need to know? About you, the issue, your offering?
7. What other offerings are out there compe1ng for the same audience? How are you different from them.
“Understanding what drives binge drinking is important, but arguably just as crucial is understanding the deeper rela<onship Victorians have with alcohol. The public discussion about alcohol needs to be inclusive, realis<c, empathe<c and relevant to a broad audience.”
the role of alcohol in Victorians’ lives
Within the present cultural context, drinking less appears to be difficult for most people to do. There are very few effec<ve incen<ves for individuals to opt for a more moderate approach toward alcohol. Ra<onally, many are able to see the benefits of drinking less, such as improved health, more money and greater produc<vity at work. Yet the promise of these benefits does liHle to reduce drinking.
the role of alcohol in Victorians’ lives
“A key factor undermining the power of these incen<ves to drink less is the lack of socially acceptable ‘excuses’ to drink less.”
the role of alcohol in Victorians’ lives
Our society’s inherent and deeply embedded drinking culture makes most people feel they need a specific reason not to drink, rather than a reason to drink. People need to be armed with a specific reason for not drinking, or for drinking less, when out with friends. Unfortunately, only a few reasons, such as a medical condi<on, pregnancy or driving, are socially accepted.
the role of alcohol in Victorians’ lives
Presently, liHle or no posi<ve reinforcement (or culturally accepted alterna<ve to alcohol) exists for those who decide not to drink or want to drink less. Modifying drinking behaviour is hard because our society and culture provide individuals with very few ‘tools’ and strategies to enable this behavioural change.
the role of alcohol in Victorians’ lives
Fundraising events such as Febfast, Dry July and Ocsober, and innova<ons such as Hello Sunday Morning and Say When, encourage people to learn more about their drinking, and they support changes to drinking behaviours.
the role of alcohol in Victorians’ lives
The research suggests an opportunity to promote and build on these, and to develop alterna<ves to drinking that are relevant, realis<c and acknowledge the present culture of drinking in Victoria.
the role of alcohol in Victorians’ lives
Four key drinking iden11es emerged from the research, defined according to their acceptance of the prevalence behaviour. A person will usually belong to one segment, and behaviour when it comes to drinking. However, an individual can transi1on between these iden11es depending on the occasion and their circumstances.
the role of alcohol in Victorians’ lives
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Consumption of alcohol
Abstaining extreme, odd &
infrequent behaviour
Typical Drinking
normal behaviour
Getting Drunk common practice
Binge Drinking extreme & "
“a youth issue”
Only abstinence from alcohol and binge drinking are seen as extreme behaviours
Acceptable behaviour
The spectrum of acceptable behaviour
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
The Protector
The Initiator • Outgoing and the ‘life of the party’!• Loves to have a drink and let loose!• Drinks to have fun!• Gregarious and outgoing and loves
to make things happen – often encourages others to drink!
• Likes to be a source of information on alcohol brands, types of drinks and places to go out!
The Follower • Fun, social and easy-going!• Influenced by social and cultural
pressures!• Tends to join in and go with the
flow!• Gets swept up in the moment and
enjoyment of social situations
The Moderator !
Drinking Identities &
Characteristics
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
What drives the Initiators?
Seeking Self Enhancement
Mavenism / Ego
Social expectations Easy access to alcohol
Hedonism
Cheap Prices
Coping with Depression
Brand loyalty
Building Confidence
Question: How can I create fun without using Alcohol as a starting point?
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Achievement Values
What drives the Followers?
Seeking Self Enhancement Mavenism / Ego
Easy access
Hedonism Cheap Prices
Brand loyalty
Question: How can I join in but not be lead astray so easily?
developing
PERSONAS
what are personas?Personas are fic1onal representa1ons of your target audience that help you to understand them beQer. Well thought out and well researched personas make it easier for you to design and deliver services that meet your target audience’s specific needs and expecta1ons, while addressing their unique challenges and communica1ng in their language.
The strongest personas are based on market research in combina1on with insights gathered through conversa1ons, surveys and interviews with your target audience.
MarketSegment
Name
Gender
Age
Nationality
Location
RelationshipStatus
Children
Employer
Position
Income
Background Routine&Behaviour
Goals&Motivations Challenges&Constraints
IdealExperience
1PersonaCreatorpoweredbyUsabilityTools
What’s their history in rela1onship to drinking? Who and what has shaped their current behaviour?
What’s their rou1ne in rela1on to socialising and drinking? Daily, weekly, monthly, annually?
What are their personal goals around health, wellbeing and happiness? What mo1vates them?
What are the challenges they face to changing their drinking behaviour? What are the constraints/barriers?
What sort of experience are they looking for? What sort of interac1on do they want to have with others/you?
What sort of thing might you expect them to say about their ideal experience with your app/your service/your campaign and why they love it?
What are your assumptions?
What are your assump;ons?What assump1ons do you have about your target audience or the product or service you are developing?
1. Does your target audience need what you’re offering? Does it solve a problem that they are looking for help with?
2. Will they want to engage with you to solve that problem?
3. Will they pay what you’re asking?
4. Will they want to access it how and where you’re offering it?
5. Do you know that they will use your offering in the way that it’s intended?
How might you test your assump;ons?
1. LANDING PAGE
designing your MVP
2. A BLOG POST
3. EMAIL
4. SURVEYS
3. BASIC PROTOTYPE
5. EXPLAINER VIDEOS
6. BASIC PROTOTYPE
the right way to do lean research• Right ques1ons: Make sure you know what you need to know
• Right people: Talk to people like your users • Right test/methodology: Some1mes prototypes, some1mes Wizard of Oz
• Right place: When do you go onsite? • Right aetude: Listen, don’t sell • Right documenta1on: Record!
http://boxesandarrows.com/the-right-way-to-do-lean-research/
A shared language for describing, visualizing, assessing, and changing business models
The Business Model Canvas
bmgen_final.indd 12 6/15/10 5:31 PM
Having a great idea doesn't guarantee success. A great business idea must also have a great business model to support and sustain it.
Alex Osterwalder
Def_Business Model
A business model describes the ra1onale of how an organisa1on creates, delivers, and captures value.
Source: Business Model Generation
thank you
join the conversa1on on twi3er with @VicHealth
@DoingSomeGood #VHinnov
DAVID HOOD @DavidAHood
JULIAN WATERS-‐LYNCH @jwaterslynch
doing something
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