ask - sxsw - product innovation
TRANSCRIPT
Smells Like Teen Spirit: Innovate During Puberty
A GUIDE TO PRODUCT INNOVATIONwith Susan Morrow of Ask.com
Internet start-up’s of the ’90s:We must keep innovation alive!
• Over 16 years ago: Ask.com, a fresh, darling Internet start-up
is introduced.
• Now: Ask.com is turning 17 – and has 200 million users.
But product innovation needed a boost.
• March 2013: Ask.com hires Susan Morrow as Vice President of
Product.She proposed a company-wide, month-long, fast-paced ideation program with employees across all functions/levels at the company.
• Morrow’s Goal?To come up with more than several prototypes that could be implemented by early 2014- and thus, ProductPalooza was born.
ProductPalooza: The Key Components
• Week 1 - Voice of Customer Research
and Competitive Reviews
• Week 2 - Competitive Reviews and Product Ideation
• Week 3 - Product Ideation and Monetization Review
• Week 4 - Prototype, Share, Iterate and Feasibility
Review
The strategy’s approach is based on resource
constrained start-ups and how they operate.
Employees involved were completely focused on the projectfor the month of May:
ProductPalooza: Outcome so far?
• At the end of May 2013, Ask had 100+
ideas, sketches and prototypes for product solutions.
• Work began for sub-groups to evaluate each prototype.
• Over the next few months, work continues sorting through the ideas and
subsequent product planning and development.
In groups big and small, Ask.com employees and sub-groups brainstorm and scheme, encourage and scrutinize, giving ProductPalooza their undivided attention.