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TASK 2 Webinar Idea Development
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Hands-on Project 2015 Webinar on Task 2: Idea Development
Victoria Wenzelmann
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Background
Intro
Outlook
Questions
Design Thinking
Webinar: Idea Development
Intro
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4 Webinar: Idea Development
...and our Freelancers
Julijana Busic
Daniel Jentsch Victoria Wenzelmann André Bauer
Gerald Weith
Karin Becker
York Xylander
Christoph Meise
Katrin Sauer
Michaela Eisenstein Felix Reckers
Markus Hippeli Rasmus Kuschel
David Meyer
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5 Webinar: Idea Development
We create Learning Organizations
Image by Bonnie Stachowiak via flickr
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6 Webinar: Idea Development
Agile = able to respond to change quickly
Coaching
Consulting
Trainings
Workshops Operational Support
Product Management
Lean = no waste
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Me = Victoria
Management SME
M.A. Anthropology & African Studies
Agile Coach
AfricaHackTrip Global Innovation Gathering
Systemic Organizational
Consultant
Webinar: Idea Development
Background
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9 Background
Goals for this part
Culture of Innovation
USER centered
What is the problem you want to solve? MVP
Build Measure
Learn
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Culture of innovation
10 Background
• Create open space for thinking • diverse teams = diverse input • mutual appreciation!
I value you and your thoughts.
What do you think? Please give me your ideas and feedback honestly and openly
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Culture of innovation
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• Create open space for thinking • diverse teams = diverse input • mutual appreciation!
I value you and your thoughts.
What do you think? Please give me your ideas and feedback honestly and openly
Background
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The innovator’s trilemma
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profitable (business)
feasible (technology)
usable (human)
Innovation
Background
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Core Question
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What is the problem you want to solve?
Background
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Core Question
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What is the problem you want to solve?
1 problem not: many problems!
Product must solve a problem not: product is nice to have
Does your product solve the problem?
not: Is your product pretty / clever / new
Background
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MVP - Minimum Viable Product
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"The minimum viable product is that version of a new product which allows a team to collect the
maximum amount of validated learning about [users] with the least effort."
Eric Ries, author of „The Lean Startup“
Background
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MVP - Minimum Viable Product
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• Be able to test a product hypothesis with minimal resources
• Accelerate learning • Reduce wasted engineering hours • Get the product to early [users] as soon as
possible • Base for other products
Steve Blank, author of „The Lean Startup“
Background
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MVP - Minimum Viable Product
17 Background
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MVP - Minimum Viable Product
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Emotional Design
Usable
Reliable
Usable
Reliable
Functional Functional
Emotional Design
Not like this
Like this
Background
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Methods = Circles
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(c) Image by http://ideationpromos.com/
Design Thinking
Product Development
Product Management
Background
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Data
Hypothesis / Idea
Product
Methods = Circles
Background
Design Thinking
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Method = Circle
22 Design Thinking
a method to systemically develop innovations in 6 steps
© Image by Dark Horse www.thedarkhorse.de
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Phase I: Understand
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Goals: • Gather problem dimensions - dive into
the topic • Plan your project with your team
Methods: • Look at every single word of the assignment • Work as a team!
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Phase II: Observe
24 Design Thinking
Goals: • Develop empathy for your users • Find out the (hidden) needs of your users • Focus on the problem your users want
you to solve
Methods: • User Interviews
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Interview Techniques
25 Design Thinking
• Develop a rough script with your team • Open your mind - don‘t judge! • Let the users know why you interview them
and that you will get back to them later • Ask open questions • 20% Questions – 80% Listening • 5 Why • Don‘t pitch your idea • Pay attention to non-verbal communication • Get out of the building • Gain insights about the emotions of your user
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Result: Problem Statement
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_____________________________ (user – description or name)
needs a way to _____________________________
(user‘s problem)
Surprisingly / because / but .... ________________________________________________________________________________________
(new learnings about user‘s feelings / worldview to leverage in your design)
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Phase III: Synthesise
27 Design Thinking
Goals: • Exchange & condense information in
your team • Develop common ground • Focus on the problem your team wants
to solve for your users
Methods: • Persona • Brainstorming
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Persona
PICTURE & NAME GOAL / NEEDS DETAILS
based on The Product Canvas by Roman Pichler www.romanpichler.com
What does the persona look like? What is her
or his name?
Choose a picture and a name that are
appropriate and that help you develop sympathy for the
persona.
What are the persona’s relevant characteristics and
behaviours?
For instance, demographics such as age, gender,
occupation, and income; psychographics including lifestyle, social class, and personality; behavioral
attributes like usage patterns, attitudes and brand loyalty.
Only list relevant details.
Why would the persona want to use the product? What
benefit does the persona want to achieve? Which
problem does the persona want to solve?
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Hi! I am ______
A TYPICAL DAY
LIFESTYLE (Values, Products, etc…)
AGE:
FAMILY STATUS:
OCCUPATION:
LIFE ENVIRONMENT:
LIKES
DISLIKES
MOTIVATION
NEEDS
HURDLES
Persona
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Brainstorming
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Brainstorming rules • No judgement • Encourage wild ideas • Build on the ideas of others • Go for quantity rather than quality • Stay focused on the topic • One conversation at a time • Be visual
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Brainstorming
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The timebox is your friend! • Set a timer to 5 minutes: Everybody writes down
as many ideas / points as they can. • 2 minutes: self-edit • Share and capture – without pitching! • 3 minutes: Everybody chooses 1 favourite (or
more, depending on question) and notes it for themselves
• Share and capture: There should be ideas / points with most votes.
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Phase IV: Ideate
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Goals: • Develop many ideas in your team • Create open space for potential
Methods: • Ideation • Sketching • Brainstorming
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Phase V: Prototype
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Goals: • Make your idea tangible • Shared understanding of the idea in your
team
Methods: • Make idea concrete • Quick & dirty
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Phase VI: Test
34 Design Thinking
Goals: • Test your assumptions and hypotheses
• Gain more understanding – learn!
Methods: • Present the prototype to your users • Get their feedback
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Iterate
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Go back in the process and repeat (parts of) the cycle
© Image by Dark Horse www.thedarkhorse.de
Outlook
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Outlook: Product Canvas
NAME GOAL METRICS
TARGET
GROUP BIG PICTURE NEXT
S STEPS
based on The Product Canvas by Roman Pichler, www.romanpichler.com
The name of your product
What problem does the product solve?
How do you measure whether you solve
the problem?
The users and their
needs.
Personas are a great way to describe
the target group.
The desired product functionality, visual design, user experience (UX)
or user journey, and the nonfunctional properties.
Design sketches, mock-ups, workflows, storyboards or
scenarios are helpful techniques.
Goals for the future,
specific items you wish to
work on in the next iteration
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Outlook: Product Canvas
(c) Roman Pichler, www.romanpichler.com
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Data
Hypothesis / Idea
Product
Methods = Circles
Outlook
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• do the things you love
• KISS: keep it simple stupid
• don‘t lie to yourself
• keep an eye on you
• act or leave it
Rocket Science for Beginners
Outlook
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Samuel Becket
Outlook
Ever tried?
Ever failed?
No matter!
Try again!
Fail again!
Fail better!
I look forward to your questions!
