1. A GUIDE TO PRODUCT INNOVATION
with Susan Morrow of Ask.com

2. • 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.

3. • 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 project
for the month of May:

4. • 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.