Innovation games and product box presentation

Innovation Games

Games of collaborative play

Fun ways to understand customer needs

4th Prod.Active Meetup

Iasonas Antonopoulos

4th Prod.Active Meetup: Innovattion Games - Product Box Iasonas Antonopoulos

Get feedback and ideas


Innovation games

» Innovation games refer to a form of primary market research developed by Luke Hohmann

» Customers play a set of directed games as a means of generating feedback about a product or service.

http://www.google.gr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCAQFjAA&url=http://www.innovationgames.com/about/team/luke-hohmann/&ei=NRQbVcmpM4OYPMbsgOgI&usg=AFQjCNG8XApS1lPvzgthfU3Fgs2DpKcjZg&sig2=ehwTzpIzC1uZ6u6xraL1Ig&bvm=bv.89744112,d.ZWU

http://www.google.gr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCAQFjAA&url=http://www.innovationgames.com/about/team/luke-hohmann/&ei=NRQbVcmpM4OYPMbsgOgI&usg=AFQjCNG8XApS1lPvzgthfU3Fgs2DpKcjZg&sig2=ehwTzpIzC1uZ6u6xraL1Ig&bvm=bv.89744112,d.ZWU


Accomplish many kind of goals Innovation Games


What to achieve Innovation Games

Innovation games help:

discover new business opportunities

drive strategy and product road map decisions

improve the effectiveness of sales and service organizations

fine-tune marketing messages

create more intimate, durable relationships, with your customers

better understand your customers


The Process Innovation Games

1. What are your questions? What will you do with the answers?

3a. Acquire the data 3b. Plan and play the game

5. Take action

4. Process/Analyze the data

2a. What data is needed to answer these questions?

2b. Select and prepare for the appropriate game


Innovation Games* (1/4)

*From: Innovation Games: Creating Breakthrough Products Through Collaborative Play Luke Hohmann


Innovation Games* (2/4) From: Innovation Games: Creating Breakthrough Products Through Collaborative Play Luke Hohmann








Product Box Game Identify the most exciting features

4th Prod.Active Meetup

Iasonas Antonopoulos


@ a glance Product Box

Product Box: let’s you leverage your customer’s collective consumer experience

let’s you discover how your customers/users think/prioritize features

gives you an idea of what your customer/users want to “hear” from your product/service

Product box in Agile is used for release planning based on what customers/users

believe that is more important

can be used to further produce user stories


How it is played Product Box

1. Participants are divided into multiple teams

2. Participants create a product box of the product/service that they will want to buy

and not just any box but a box that “represents” that product

3. Each team is given a blank chart paper wrapped box and stationary and is asked

to efficiently utilize the box outer surface to sell/market a produce/service they are

currently developing/ planning to develop/ using /or will use

4. Time-box the product box creation/decoration activity to 20-40 min

(tip: the lesser the time, the faster the brain imagines!!)

5. Once all teams are finished product boxes are ready, one representative

markets/tries to sell the product to the audience (rest of the teams) by explaining

all that is illustrated on the box.

6. Once all product box demonstrations are finished, all participants vote for the best

product box excluding their own product box.

7. The Product box with the maximum votes wins!!


Product Box Preparing for the game

Product Box needs

finding the right customers

preparing tables

ensuring that all material is present

preparing the observation sheets


Product Box Roles & Material

The roles

facilitator(s): Explains the game, set the rules, helps teams, keeps time

Product Box players: customers/users (in groups of max three people)

Observer(s): observes and records reactions of other teams, during the Product Boxes presentations; post processes the data


Product Box Material

The material

One blank bright white product box for each participating team

Colored markers, crayons, pencils, pens, glitter glue, stickers (stars or words or images, like "New" or "Exciting"). Check out

www.innovationgames.com for ideas

Plain white and colored paper for each table

Two or three sample boxes for each table


Why it works Product Box

Product Box helps customers/users to deep dive into their needs and express them while trying to

form/sell/market their Product Box

provides valuable and revealing observations from customer interactions (remember they’re trying to sell to you and all other customers)

helps product teams since customer focus on benefits not features (even if feature is written, marketing and sales will be beneficial)

limited printing space and forces feature selection prioritization on a must have basis

What is necessary to succeed speed, open mindedness

collaborative work (if teams want to form on their own let them)

for products targeting international markets, it should be played those countries to capture the different cultures


Processing results (1/2) Product Box

1st step process: Map data to primary product categories

Features: Statements related to a feature

Benefits: Statements related to a benefit

Labels or slogans: messages, statements, titles, quotes, phrases

preparing the observation sheets

2nd step process: Map data to secondary product categories

Recognition: something outstanding about the product

Adoption: how wide spread the product is used or desired

(review to understand if this is the right segment)

Community: user channels such as websites, blogs, conferences, etc (review to

understand if you have an infrastructure that allows your users to love your product)t


Processing results (2/2) Product Box

2nd step process: Map data to secondary product categories

User experience: How easy/practical/fun/sexy is the interaction of users with your product

(review to understand how the user experience with your product is perceived – especially

in relation to other products)

Support: Support related comments – Review to understand importance

Technology: Comments on your technology (cool, advanced, etc) - Review to understand

it’s value in current market

Price: Comments on specific price (discount, basic, deluxe, etc) – Review to understand

your customers’ perception on price

Value: Comments on perceived value – Review to ensure that your perception and your

customers’ perception align

3d step process: Assess if your current product matches the idealized product your users

have described


Agile UX Example Product Box


Game Example Product Box


Learn from the “Masters” Product Box

Examples of

» Features

» Taglines

» Security issues

» Payments

» Benefits

» Value

» Need/Insight

» Reasons to believe

» Acknowledgements

» Associations/Certifications

» Technology

» The brand

» The company

» Cases


References

» Innovation Games: Creating Breakthrough Products Through Collaborative Play by Luke Hohmann

» http://www.innovationgames.com

Agile

» https://karannangru.wordpress.com/2012/08/29/product-box-worthy-agile-planning-innovation-game/

http://www.google.gr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=0CCkQFjAB&url=http://www.amazon.com/Innovation-Games-Creating-Breakthrough-Collaborative/dp/0321437292&ei=5H8YVZW-ENLmauaWgMgC&usg=AFQjCNHFfytSfjfh1FhFR06G5vHNzJMTMA&sig2=pcxNwaW3VvkE7rEUOhHBWg&bvm=bv.89381419,d.d2s&cad=rja


https://karannangru.wordpress.com/2012/08/29/product-box-worthy-agile-planning-innovation-game/



























Let’s play the game

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Marketing

Innovation games and product box presentation