idea validation workshop (tcn & the meme)

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









“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





3. PRIORITIZE 4. VALIDATE





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



1. DEFINE



2. EXPLORE



4. VALIDATE



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



1. DEFINE



2. EXPLORE



4. VALIDATE



3. PRIORITIZE



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?

idea validation workshop (tcn & the meme)

Business