tool kit - phase1* · market segmentation shadowing & observation insight card digital fishing...
TRANSCRIPT
TOOL KIT
THE INDEX
Shad
owin
g &
O
bser
vati
on
Insi
ght
Car
d
Rela
tion
ship
M
appi
ng
Dig
ital
Fis
hing
Mar
ket
Segm
enta
tion
Bake
You
r Br
and
Opp
ortu
nity
Sp
otte
r’s C
ard
Imag
e Bo
ard
Dot
ocra
cy
S.W
.O.T
.
Sele
ctio
n M
atri
x
Neg
ativ
e to
Po
siti
ve
Prod
uct
Mea
ning
P.O
.I.N
.T.
Stak
ehol
der
Ana
lysi
s
Mar
ket
Mat
rix
P.N
.I. C
ard
Patt
erns
&
Tren
ds
Hea
dlin
es o
f th
e Fu
ture
6 H
at
Thin
king
Stak
ehol
der
Jour
ney
Wha
t D
oes
Des
ign
Do?
My
Job
My
Bran
d
Des
k Re
sear
ch
Inte
rnal
Fe
edba
ck L
oops
Brai
nsto
rmin
g
Use
r Pr
ofile
s
Inte
rvie
win
g
Min
dmap
ping
Bran
d D
NA
Hun
t &
Gat
her
Blue
prin
ting
Stor
yboa
rdin
g
Reso
urce
Id
enti
fica
tion
Effe
cts
Ana
lysi
s
Cre
ate
an A
d
Laun
chin
g
Exte
rnal
Fe
edba
ck L
oops
Targ
et S
etti
ng
Use
r G
uide
Mar
keti
ng &
Pi
tchi
ng
Real
ity/
Spec
C
heck
Litm
us T
est
Mak
ing
Mis
take
s
Idea
Fra
mer
C
ard
Prot
otyp
ing
S.C
.A.M
.P.E
.R.
Mor
phol
ogic
al
Cha
rt
Reve
rse
Brai
nsto
rmin
g
Pers
ona
Build
ing
Info
grap
hics
Test
& E
valu
ate
Futu
reca
stin
g
Tool
Inde
x DIS
CO
VER
DEF
INE
DEV
ELO
PD
ELIV
ER
Activ
ity C
ards
Info
Car
ds
int
ext
Dou
ble
Dia
mon
da
Glo
ssar
y of
Te
rms
b
Dia
gnon
al
Slic
ec
The
Ripp
le
Effe
ctd
Baby
H
errm
ann
e
Nam
e It
fPre-
Proc
ess
My
nam
e is
:
THE TOOLS
DISCOVER
Within each numbered section, visualise the following
1. My personal skills.2. My personal ambition(s).3. What is important to me.4. What I would do on my perfect day off.
My Brand We use this tool to get to know each other, to say something about yourself, your skills and ambitions and to help think about shared values within the group.
DISCOVER
Job Roles in Reality
My JobMy Job is a tool used to get to know the people within your team and their roles within the organisation.The more open and honest, the better.
The best thing about my job is... The worst thing about my job is...
My Job Title:
Job Roles on Paper
The one thing I would change about my job is...
DISCOVER
have fun and enjoy it.
The Rules of Brainstorming We use these guidelines everytime we have a Brainstorming session to ensure that what we’re doing is effective, efficient and productive. Try using the guidelines in an example brainstorm; What can you do with all the odd socks in the world? How many different ways can you squeeze a lemon?
*although introduced in DISCOVER you may find brainstorming useful at all stages of the innovation process. DISCOVER*
Mindmapping GuidelinesWe use these guidelines to help us mindmap effectively each time. Try using the guidelines in an example mindmap for something. Anything. Types of sweets, kinds of drinks, people who use public transport, things in your kitchen, names of bands - the possibilities are endless.
THE FOCUS OF THE TASKAND SUB
SEGMENTMIX UP THE
MEDIUM
USE BRANCHES AND SATELLITES
USE DIFFERENT COLOURS
START IN THE CENTRE WITH A FOCUS WORD,
PHRASE OR IMAGE
VISUALS
LANGUAGESTRUCTURE
SEGMENT
USE SINGLE WORDS
OR SIMPLE PHRASES
PRINTING WORDS FOR LEGIBILITY
EITHER UPPER OR LOWER CASE
USE WORDS
USE IMAGES
USE SYMBOLS
TO DISTINGUISH SEGMENTS
*although introduced in DISCOVER you may find mindmapping useful at all stages of the innovation process.
SHOW ASSOCIATIONS AND LINKS
SHOW ASSOCIATIONS
AND LINKS
THERE IS NO LIMIT TO THE NUMBER
OF SATELLITES
BRANCHES AND SATELLITES HAVE LESS
EMPHASIS AS YOU SEGEMENT
AND SUB-SEGMENT
BUT BE SPECIFIC
DISCOVER*
Brand DNAWe use this tool in two parts. Firstly, to begin to think about brand and the perception that people have of different brands from similar markets.
The second part of this tool is about personifying the brand to help understand it.
The face of the brand is:
Why:
In small groups discuss your perception of this brand (Right). Choose 3 words that you all agree describe the organisation and write them in spaces below.
If you were to choose a brand ambassador for this brand, who would it be and why? Bear in mind that your choice should be informed by the words you agreed on above.
Coca-Cola
DISCOVER
Brand DNAWe use this tool in two parts. Firstly, to begin to think about brand and the perception that people have of different brands from similar markets.
The second part of this tool is about personifying the brand to help understand it.
The face of the brand is:
Why:
In small groups discuss your perception of this brand (Right). Choose 3 words that you all agree describe the organisation and write them in spaces below.
If you were to choose a brand ambassador for this brand, who would it be and why? Bear in mind that your choice should be informed by the words you agreed on above.
Irn-Bru
DISCOVER
Insight CardWe use this tool to record an insight and propose opportunities that arise from this research revelation. Firstly, capture your insight in the centre then use the satellites to explore opportunities. Add your own satellites in addition to those provided if required.
Write your insight here e.g. liquids don’t flow downwards in space
Write opportunities in the satellites e.g. how to write in zero gravity
DISCOVER
User Profile
General Questions:
* This tool is introduced in the DISCOVER phase but will be useful throughout the innovation process.
Draw Your Persona(reflect the answers opposite)
Name:
Age:
Where do they live?
Who do they live with?
What do they do during the day?
What do they do in the evenings?
What do they do at the weekend?
Project Specific Questions:e.g. where do they go on holiday? what are their favourite brands? How do they get information?
Q1)
Q2)
Q3)
DISCOVER*
User Profile is a tool to help you learn about your user and get into their mindset in order to think about your product / service from your users point of view. The more details you can put in here the better.
THE TOOLS
DEFINE
Stak
ehol
der
Jour
ney
Spec
ific
Exp
erie
nce:
We
use
this
too
l to
anal
yse
each
con
tact
poi
nt s
omeo
ne h
as w
hen
expe
rien
cing
a
serv
ice
or p
rodu
ct. W
e ca
ll th
ese
cont
acts
‘to
uchp
oint
s’.
Firs
tly,
map
the
to
uchp
oint
s al
ong
the
cent
re-l
ine
wit
h vi
sual
isat
ions
in t
he c
ircl
es.
Now
plo
t yo
ur ‘e
mot
ion’
on
the
dott
ed v
erti
cal
line
to i
ndic
ate
the
inte
nsit
y of
the
exp
erie
nce.
Joi
n up
the
plo
tted
em
otio
nal j
ourn
ey t
o m
ake
a ‘w
ave’
. You
r co
mpl
eted
car
d m
ight
loo
k lik
e th
e on
e sh
own
here
. Add
a b
rief
exp
lana
tion
at
each
pea
k an
d tr
ough
whi
ch d
escr
ibes
th
e po
siti
ve o
r ne
gati
ve e
xper
ienc
e. U
se m
ore
than
one
car
d sh
ould
yo
ur jo
urne
y ex
ceed
the
7 t
ouch
poin
ts a
sin
gle
card
pro
vide
s fo
r.
Tim
e ov
er w
hich
thi
s jo
uney
tak
es p
lace
Empt
y W
alle
tW
hich
Dir
ecti
on1s
t Im
pres
sion
sM
essa
ge o
n Sc
reen
Plea
se in
sert
car
d
Inse
rt C
ard
Mes
sage
on
Scre
en
Plea
se e
nter
pin
Keyp
ad
DEF
INE
Bake your Brand
Describe
Draw & Annotate
With this tool we use a cake as a metaphor for your brand. This cake can either represent the current brand or a preferred future brand but should be designed through a process of collabaration and iteration. Explore all options from core ingredients, style, construction, presentation, decoration, how it is eaten etc. and think about how each element supports the overall brand message. Remember to use the Rules of Brainstorming in conjuction with this tool to explore different options.
DEFINE
Product Meaning
Draw Your Object
Function / Gesture:
Colour:
Form:
Material(s):
Graphics / Text:
The Product Meaning tool allows us to disect an object into distinct elements and anal-yse what these features convey to the user. Draw the object in the space providedand write short notes about how you respond to these features. What do they say to you about this object?
DEFINE
P.O.I.N.T.This tool can be used after a brainstorm to help us to organise our thoughts and observations to remind us of important things to think about when analysing. P.O.I.N.T. stands for problems, opportunities, insights, needs and themes. You can do this by listing elements identified from analysis under the appropriate heading or use it as a guide for a larger scale P.O.I.N.T. a nalysis on flipchart paper.
Analysis of:
Problems
Opportunities Insights
ThemesNeeds
DEFINE
Headlines of the Future
ILLUSTRATE
THE STORY IN
THIS SPACE
WRITE THE DATE HERE
We use this tool to imagine future headlines for your organisation. This tool can be used for both imagining positive futures and to begin to think about ways in which to get there or to imagine nightmare scenarios and act as a spur to think about how we might mitigate them.
W R I T E Y O U R M A I N H E A DL I N E H E R E
DEFINE
Opportunity Spotter’s Card
Describe the opportunity. Draw an image to represent it.
Which departments are needed to collaborate? Who’s expertise do we need? What’s the ideal team?
List the key factors/criteria that responses to this opportunity must address.
What is the ‘insight’ this opportunity comes from ?
Describe Draw
We use the Opportunity Spotter’s Card as a tool to illustrate, articulate and formalise opportunities which have arisen from specific insights. When completed, these cards can be be acted upon immediately or ‘banked’ for action later.
DEFINE
Imag
e Bo
ards
*alt
houg
h in
trod
uced
in D
EFIN
E yo
u m
ay f
ind
Imag
e Bo
ards
use
ful f
or c
omm
unic
atio
n at
oth
er s
tage
s of
the
inno
vati
on p
roce
ss.
We
use
imag
e bo
ards
to
crea
te a
vis
ual r
efer
ence
bas
ed o
n th
e ob
ject
ives
and
co
nten
t of
a p
roje
ct. T
he a
im is
to
colle
ct in
spir
atio
nal v
isua
ls t
o co
mm
unic
ate
elem
ents
of
your
pro
ject
, suc
h as
the
use
r, th
e en
viro
men
t or
the
ser
vice
.
An
imag
e bo
ard
is a
pow
erfu
l way
to
gene
rate
and
com
mun
icat
e an
und
erst
andi
ng o
f the
pro
ject
, fro
m t
he t
arge
t au
dien
ce d
own
to t
he s
mal
lest
det
ail.
The
imag
e bo
ard
also
hel
ps e
xter
nal p
arti
es a
ppre
ciat
e th
e di
rect
ion
of t
he p
roje
ct b
y pr
omot
ing
cons
truc
tive
dis
cuss
ion.
The
col
lect
ion
of im
ages
can
be
use
d in
a n
umbe
r of
dif
fere
nt w
ays
- to
rep
rese
nt t
ypes
of
user
, vis
ual v
alue
s, t
echn
olog
ies,
pro
ject
usa
ge a
nd s
cena
rios
. Tog
ethe
r, th
ese
diff
eren
t re
pres
enta
tion
s ca
n pr
ovid
e st
rong
clu
es a
s to
the
dir
ecti
on o
f a
proj
ect.
Use
thi
s ca
rd a
s a
guid
e to
cre
ate
an i
mag
e bo
ard
on l
arge
pap
er. Y
ou c
an
choo
se t
o co
llate
all
4 ty
pes
of b
oard
s in
one
, cre
ate
4 di
ffer
ent
boar
ds o
r si
mpl
y us
e th
e on
e ty
pe o
f boa
rd w
hich
wou
ld b
e m
ost
usef
ul t
o yo
u an
d yo
ur
proj
ect.
A t
ypic
al b
oard
sho
uld
cont
ain
betw
een
30 a
nd 4
0 ca
refu
lly c
hose
n im
ages
and
com
mun
icat
e ve
ry d
efin
ite
mes
sage
s ab
out
your
con
tent
.
The
lifes
tyle
boa
rd i
s a
colle
ctio
n of
im
ages
re
pres
enti
ng
the
targ
et
audi
ence
or
user
, th
eir
cond
uct
and
way
of
liv
ing.
Th
e im
ages
sh
ould
in
dica
te t
he t
arge
t au
dien
ces
pers
onal
an
d so
cial
val
ues
and
cult
ural
tre
nds
as w
ell
as d
epic
ting
oth
er p
rodu
cts
and
serv
ices
the
y ow
n an
d us
e. T
he
lifes
tyle
bo
ard
is
'idea
listi
c'
in
its
port
raya
l of
au
dien
ce
and
help
s to
ex
plor
e a
rang
e of
tar
get
cust
omer
s.
The
moo
d bo
ard
aim
s to
cap
ture
the
'v
alue
s' o
f th
e pr
ojec
t w
hich
will
app
eal
to t
he p
revi
ousl
y id
enti
fied
aud
ienc
e ty
pes.
The
moo
d of
a p
rodu
ct i
s th
e se
ntim
ent,
fee
ling
or e
mot
ion
whi
ch
the
proj
ect
enge
nder
s w
hen
firs
t se
en -
fo
r ex
ampl
e, s
oft
and
com
fort
ing,
har
d an
d ru
gged
, bu
sine
ss l
ike
or f
rivo
lous
. Im
ages
whi
ch a
re s
imila
r in
eit
her
form
or
fu
ncti
on
to
the
prop
osed
pr
ojec
t sh
ould
be
avoi
ded.
Hav
ing
esta
blis
hed
the
visu
al
and
conc
eptu
al v
alue
s, t
he t
hem
e bo
ard
is
a co
llect
ion
of i
mag
es w
hich
con
vey
the
obje
ctiv
e ar
ea o
f th
e pr
ojec
t. F
or
exam
ple,
th
e th
eme
coul
d be
‘s
elf
serv
ice’
if
you
re-t
hink
ing
an A
TM o
r ‘m
obili
ty’
if
you
wer
e im
agin
ing
wal
king
dev
ices
for
the
eld
erly
. Th
ese
imag
es s
houl
d be
fro
m a
div
erse
ran
ge
of a
reas
and
hav
e di
ffer
ent
func
tion
s.
A
usag
e bo
ard
repr
esen
ts
prod
ucts
, se
rvic
es,
envi
ronm
ents
etc
whi
ch a
re
used
in
a si
mila
r w
ay o
r w
hich
uti
lise
sim
ilar
them
es a
nd/o
r te
chno
logy
to
the
proj
ect
prop
osal
. Thi
s co
uld
enab
le
the
plac
e or
m
eans
of
us
e to
be
ex
plor
ed
and
is
a go
od
way
of
re
mov
ing
prec
once
ived
id
eas
abou
t th
e pr
ojec
t’s
form
.
DEF
INE
*
P.N
.I. C
ard
Focu
s:
We
use
this
too
l fo
r an
alys
is a
nd a
s a
met
hod
for
expl
aini
ng i
deas
and
pr
opos
itio
ns. I
t al
low
s a
cand
id s
hari
ng o
f vi
ews
and
enco
urag
es d
isci
plin
e in
m
anag
ing
your
tho
ught
pro
cess
.
*alt
houg
h in
trod
uced
in D
EFIN
E yo
u m
ay f
ind
the
P.N
.I. c
ard
usef
ul t
o an
alys
e id
eas
at la
ter
stag
es o
f th
e in
nova
tion
pro
cess
.
Inte
rest
ing
Posi
tive
Neg
ativ
e
1. A
gree
the
foc
us
2. D
evot
e 3-
5 m
ins
to l
isti
ng a
s m
any
posi
tive
res
pons
es a
s yo
u ca
n in
the
‘pos
itiv
e’ s
ecti
on
3. N
ow f
ocus
pur
ely
on t
he
nega
tive
res
pons
es li
stin
g as
man
y as
you
can
in t
he ‘n
egat
ive’
sec
tion
in 3
-5 m
ins
4. N
ow d
evel
op t
he id
ea t
o m
ake
it in
tere
stin
g by
lis
ting
re
spon
ses
in t
he ‘i
nter
esti
ng’ s
ecti
on in
3-5
min
s -
try
thin
king
‘wha
t if.
..?’
DEF
INE
*
S.W.O.T.We use S.W.O.T. as a tool to analyse opportunities and ideas in relation to resources and capabilities within the operating environment. It is useful for selection purposes and strategy formulation. Use this toolcard directly by listing elements identified from analysis in the appropriate area or use it as a guide for a larger scale S.W.O.T. analysis on flipchart paper.
Analysis of:
Strengths Weaknesses
Opportunities ThreatsElements and areas which could have a
detrimental future effect.
Absence of advantageous elements, capabilities &
resources.
Elements, capabilities & resources which give competitive advantage.
Areas of potential growth such as un-met needs and new technologies.
DEALING WITH INTERNAL CERTAINTY
DEALING WITH EXTERNAL POSSIBILITY
*although introduced in DEFINE you may find S.W.O.T. useful at other stages of the innovation process. DEFINE*
THE TOOLS
DEVELOP
Idea Framer
Give this idea a name.
Describe the idea. What 'need' or problem does it address. What does it entail? Draw an image to represent it.
What are the possible barriers to taking this idea forward?
What are the benefits to:
Company/Organisation Customer
What is the ‘opportunity’ this idea responds to?
Describe Draw
We use the Idea Framer as a tool to illustrate, articulate and formalise conceptual responses to specific opportunities. When completed these cards can be acted upon immediately or ‘banked’ for action later.
DEVELOP
SCAMPERSCAMPER is an acronym for a useful list of words that promt you in different ways to help the development of an idea towards further possibilities.
CAMPER
S
SOURCE: ROBERT EBERLE
EXAMPLEa new bicycle.a new ATM.
metal with carbon fibrereceipts with emails
pedalling with speedometer keypad with screen
pedals to secure feet screen to be moveable
frame to fold down graphics to have colour
use seat as containerremind of debit dates
wheel spokesoptions you never use
handle positionqueuing area as seats
SubstituteWhat can you substitute? What can be used instead? Who else instead? What other ingredients? Other material? Other process? Other power? Other place? Other approach? Other sounds? Other forces?
CombineWhat can you combine or bring together somehow? How about a blend, an alloy, an assortment, an ensemble? Combine units? Combine purposes? Combine appeals? Combine ideas?
AdaptWhat can you adapt for use as a solution? What else is like this? What other idea does this suggest? Does past offer a parallel? What could I copy? Who could I emulate?
ModifyCan you change the item in some way? Change meaning, colour, motion, sound, smell, form, shape? Other changes?Also: Magnify: What can you add? And: 'Minify': What can you remove?
Put to other usesHow can you put the thing to different or other uses? New ways to use as is? Other uses if it is modified?I can re-use ... in this way ... by ...
EliminateWhat can you eliminate? Remove something? Eliminate waste? Reduce time? Reduce effort? Cut costs?I can eliminate ... by ...
RearrangeWhat can be rearranged in some way? Interchange components? Other pattern? Other layout? Other sequence? Transpose cause and effect? Change pace? Change schedule?I can rearrange ... like this ... such that ...
DEVELOP
Mor
phol
ogic
al C
hart
We
use
this
too
l to
dev
elop
ide
as.
In t
he l
eft-
hand
col
umn,
lis
t ‘e
ssen
tial
el
emen
ts’ o
r cr
iter
ia f
rom
the
Opp
ortu
nity
Spo
tter
s C
ard.
The
n ill
ustr
ate
the
boxe
s ne
xt t
o ea
ch w
ith
vari
ous
way
s to
del
iver
thi
s es
sent
ial e
lem
ent.
Whe
n th
e M
orph
olog
ical
Cha
rt i
s co
mpl
eted
it
is t
hen
poss
ible
to
mix
and
mat
ch d
iffe
rent
al
tern
ativ
es t
o ea
ch o
f th
e es
sent
ial
elem
ents
to
prod
uce
vari
ous
poss
ible
sol
utio
ns t
o th
e op
port
unit
y at
han
d. T
he e
xam
ple
on t
he le
ft s
how
s on
e of
sev
eral
pos
sibl
e co
mbi
nati
ons
of f
rom
th
e gr
id o
f al
tern
ativ
es t
his
tool
pro
vide
s.
Focu
s:
Alt
erna
tive
1A
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DEV
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THE NOTES
THE 19 TOOLS IN THIS DOCUMENT HAVE BEEN CREATED OR MODIFIED DURING THIS FIRST DEVELOPMENT PHASE.
THERE REMAIN METHODS AND TECHNIQUES THAT HAVE BEEN DELIVERED THAT REQUIRE TOOLCARDS BUT IN ORDER TO CREATE THESE FURTHER INPUT WOULD BE NEEDED FROM OTHER MEMBERS OF THE TEAM.
FINAL VERSIONS OF 2 TOOLS, NAMELY ‘STAKEHOLDER JOUNEY’ AND ‘MORPHOLOGICAL CHART’ WILL INCORPORATE LARGER EXAMPLES ON THE BACK OF THE TOOLCARD.
TOOLS IN THE MATRIX THAT HAVE STILL TO BE MADE HAVE BEEN IDENTIFIED BUT THIS HAS NOT BEEN FORMALISED AS YET. THESE TOOLS ARE:
WHAT DOES DESIGN DO?HUNT & GATHERDESK RESEARCHINTERNAL FEEDBACK LOOPSMARKET SEGMENTATIONSHADOWING & OBSERVATIONDIGITAL FISHINGRELATIONSHIP MAPPINGINTERVIEWING6 HAT THINKINGPATTERNS & TRENDSMARKET MATRIXNEGATIVE TO POSITIVEDOTOCRACYMAKING MISTAKESPROTOTYPINGFUTURE CASTINGREVERSE BRAINSTORMINGINFOGRAPHICSTEST AND EVALUATEBLUEPRINTINGSTORYBOARDINGEFFECTS ANALYSISRESOURCE IDENTIFICATIONPERSONA BUILDINGTARGET SETTINGCREATE AN ADUSER GUIDEMARKETING & PITCHINGREALITY / SPEC CHECKLAUNCHINGLITMUS TESTEXTERNAL FEEDBACK LOOPS
SKETCH / CONCEPT IDEAS EXIST FOR SOME OF THESE TOOLS BUT FURTHER EXPLORATION IS NECCESARY TO FULLY DEVELOP.