(no subject)
сходила сегодня на семинар-приквел к deep dive
под большим впечатлением от результатов
след постом напишу конспект, потому что слайдов не дали, а впереди еще микро-тест по FMV и кейс на 16 стр по OB.
You already intellectually 'know' the user driven innovation process from the shopping cart video. However, the Deep Dive, and the observations before it, are an action, a practice, a habit. People don't believe me when I say that IDEO has NO secret methodology. The difference is that they actually DO the methodology on new projects every 12 weeks.
Therefore, my aim is to put you into a hands-on application of it. I will not be adding any greater academic insight than you already have. However, I will do my damnedest to make sure you get one solid practice run and answer as many questions as I can, so you can repeat the process by yourselves. The process does not work without a foundation of observation. Please do NOT turn up without having done at least some (even a few minutes).
So, I have chosen a scenario deliberately because it has seen very little innovation in decades:
The soft drinks vending machine
Your goal through the session:
CREATE A NEW AND DELIGHTFUL CONCEPT FOR A SOFT DRINKS VENDING MACHINE, THAT IS SPECIFICALLY DESIGNED TO BE ATTRACTIVE TO CHILDREN YET ACCEPTABLE TO THEIR PARENTS
Step One OBSERVATION
Attached are some hints and tips on observation. This handout was written when I worked at STOIC (hence the logo). Also my mobile number on the last page has changed, the new number is below.
Please go out with a paper notebook and observe people using a vending machine. Many of you will be thinking 'what is there to observe?! Surely its all obvious?!'. However, that is exactly the point. By taking a 'beginners' attitude to the whole experience, you will be VERY surprised at what you will notice.
In addition to what I have written in the attachment:
A. Think of 'extreme situations and users'. Who are the people that you can watch who use such machines constantly? Conversely, also watch people who rarely use such machines or find using them a challenge. Observe BOTH (in this scenario: Young children? Strict parents? Sports halls? Dorms? Big Families? Rushed families? Health freaks?).
B. Interview some people. Choose users that you find intriguing in the context of the scenario & direct your interview with them as described in the attachment. Your own family are, of a course, a great place to start!. Make sure you do the interviews near the machines themselves. If its your family or people you know (i.e. more cooperative than most) get them to speak through the whole experience. It is more insightful to spend time with people who have a very positive OR negative attitude to vending machines.
C. Think of some 'analogous' experiences. That is, what other experiences do consumers go through that might provide insights into improving the vending machine experience? I would rather you think of such experiences for yourself, and go observe them. However, to illustrate the point: If I was doing a project to improve the experience of 'good service & efficiency' from ATMs, I might very well go and observe ticketing machines at railway stations, or watch how a concierge in a hotel helps a line of customers.
You are probably wondering how many observations to make. Time is short (I am sure your are ALL behind in SOMETHING). Optimum is that you try and get at least a dozen 'transactions' with a machine and at least half a dozen interviews. If you can't spare the time, than it is better to get some 'extreme users' (e.g. strict parents who hate such machines, or children who find it super exciting to use one) than to go for a quantity of generic users.
Also, I HIGHLY recommend that you look out for vending machines on the way to INSEAD. By doing so (the airport, train station, etc) and grabbing some quick observations with your notebook & camera, you'll be amazed as how it begins to tune your senses to an 'innovators' perspective.
под большим впечатлением от результатов
след постом напишу конспект, потому что слайдов не дали, а впереди еще микро-тест по FMV и кейс на 16 стр по OB.
You already intellectually 'know' the user driven innovation process from the shopping cart video. However, the Deep Dive, and the observations before it, are an action, a practice, a habit. People don't believe me when I say that IDEO has NO secret methodology. The difference is that they actually DO the methodology on new projects every 12 weeks.
Therefore, my aim is to put you into a hands-on application of it. I will not be adding any greater academic insight than you already have. However, I will do my damnedest to make sure you get one solid practice run and answer as many questions as I can, so you can repeat the process by yourselves. The process does not work without a foundation of observation. Please do NOT turn up without having done at least some (even a few minutes).
So, I have chosen a scenario deliberately because it has seen very little innovation in decades:
The soft drinks vending machine
Your goal through the session:
CREATE A NEW AND DELIGHTFUL CONCEPT FOR A SOFT DRINKS VENDING MACHINE, THAT IS SPECIFICALLY DESIGNED TO BE ATTRACTIVE TO CHILDREN YET ACCEPTABLE TO THEIR PARENTS
Step One OBSERVATION
Attached are some hints and tips on observation. This handout was written when I worked at STOIC (hence the logo). Also my mobile number on the last page has changed, the new number is below.
Please go out with a paper notebook and observe people using a vending machine. Many of you will be thinking 'what is there to observe?! Surely its all obvious?!'. However, that is exactly the point. By taking a 'beginners' attitude to the whole experience, you will be VERY surprised at what you will notice.
In addition to what I have written in the attachment:
A. Think of 'extreme situations and users'. Who are the people that you can watch who use such machines constantly? Conversely, also watch people who rarely use such machines or find using them a challenge. Observe BOTH (in this scenario: Young children? Strict parents? Sports halls? Dorms? Big Families? Rushed families? Health freaks?).
B. Interview some people. Choose users that you find intriguing in the context of the scenario & direct your interview with them as described in the attachment. Your own family are, of a course, a great place to start!. Make sure you do the interviews near the machines themselves. If its your family or people you know (i.e. more cooperative than most) get them to speak through the whole experience. It is more insightful to spend time with people who have a very positive OR negative attitude to vending machines.
C. Think of some 'analogous' experiences. That is, what other experiences do consumers go through that might provide insights into improving the vending machine experience? I would rather you think of such experiences for yourself, and go observe them. However, to illustrate the point: If I was doing a project to improve the experience of 'good service & efficiency' from ATMs, I might very well go and observe ticketing machines at railway stations, or watch how a concierge in a hotel helps a line of customers.
You are probably wondering how many observations to make. Time is short (I am sure your are ALL behind in SOMETHING). Optimum is that you try and get at least a dozen 'transactions' with a machine and at least half a dozen interviews. If you can't spare the time, than it is better to get some 'extreme users' (e.g. strict parents who hate such machines, or children who find it super exciting to use one) than to go for a quantity of generic users.
Also, I HIGHLY recommend that you look out for vending machines on the way to INSEAD. By doing so (the airport, train station, etc) and grabbing some quick observations with your notebook & camera, you'll be amazed as how it begins to tune your senses to an 'innovators' perspective.