We create great customer
experiences by designing less.
Question...




       Question: What’s the most used functionality of the
                           Internet?




      ...
Back-button




              Stefan Wobben & Henk Wijnholds
Verkoopvoorwaarden? *WTF?@!*




                               Stefan Wobben & Henk Wijnholds
Eehm, aha!




             Stefan Wobben & Henk Wijnholds
Auw!




       Stefan Wobben & Henk Wijnholds
Press the button?




                    Stefan Wobben & Henk Wijnholds
Okay...




          Stefan Wobben & Henk Wijnholds
Conversion




             Stefan Wobben & Henk Wijnholds
Happy customers




                  Stefan Wobben & Henk Wijnholds
Delight your customers




                         Stefan Wobben & Henk Wijnholds
Persuasion and MBTI




                      Stefan Wobben & Henk Wijnholds
M
            C




        S


    H
Design challenge
   Make it easier and more fun to find a restaurant of choice for
                   a broader range of s...
We need lost of ideas




            • An idea costs nearly nothing
            • More chance of finding the best idea
  ...
Visualize your ideas




           • Visual cues are better understandable
           • Visual cues are stickier
        ...
Sketching: everyone can do it




                                Stefan Wobben & Henk Wijnholds
Sketching: everyone can do it




                                Stefan Wobben & Henk Wijnholds
Sketching: everyone can do it




                                Stefan Wobben & Henk Wijnholds
Sketching: everyone can do it




                                Stefan Wobben & Henk Wijnholds
Yes you can!




               Stefan Wobben & Henk Wijnholds
Share your ideas early and often
                                                   Photo by: Ram Yoga




               ...
Outside the box?




                   Stefan Wobben & Henk Wijnholds
Question...




    How about we asked you to come up with an idea for a new
     succesful company within 20 minutes. Ver...
Another question...
                                                     Source: Harvard Business Review




         Wat ...
This
                                                          Source: Harvard Business Review




           They all hav...
You can do this!
                                                        Source: Harvard Business Review



        Fiftee...
Inside boxes




               Stefan Wobben & Henk Wijnholds
MBTI sketching framework

   C                                     S




   M                                    H

      ...
Diverge and converge




                       Stefan Wobben & Henk Wijnholds
Design criteria




     Simplicity   MBTI   Fun




                               Stefan Wobben & Henk Wijnholds
Design challenge
   Make it easier and more fun to find a restaurant of choice for
                   a broader range of s...
Brainstorm rules




          • Bad ideas don’t exist
          • Focus on the challenge
          • Keep the momentum go...
Wisdom




 “Nothing is as powerful as an
  idea whose time has come.”
         - Victor Hugo




                        ...
Ideation workshop Concept7 at Hanze Hogeschool
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Ideation workshop Concept7 at Hanze Hogeschool

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Workshop ideation with a MBTI sketching framework by Henk Wijnholds en Stefan Wobben from Concept7 at Hanze Hogeschool october 2008.

We talked about how a website like amazon.com increases their conversion rates by applying MBTI principles to their website design. Later we explained how MBTI can be an excellent framework for sketching ideas.

The students were asked to come up with as many ideas as possible for a specific design challenge. After several rounds of sketching the students were selected the most promising ideas and presented them to their class.

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  • Welcome, today we’ll talk about ideation for designing effective website. We’ll show you how we think to be more effective during brainstorm sessions.
  • Question: What’s the most used functionality of the internet?
  • The back-button...
  • It’s not strange that it’s the most used functionality, check this...
  • This is really helpful.
  • Who can read this? Fact: Did you know that 8% of the male population has color-blindness?
  • Where to press? As soon you see stickers on a machine, beware! Serious usability issues to come ;-)
  • Not towel? Turn button on the right... In our own Concept7 building (seriously, in the toilet for handicapped people...).
  • Frustration
  • At Concept7 we want tackle these issues, so more people will reach the finish. Conversion is our goal.
  • We do this for...
  • What’s our secret? Understand them, act upon that and they’ll love you.
  • MBTI as a framework for knowing your customers. Competitive, Spontaneous, Methodical and Humanistic personality traits. Beware, it’s a just a starting point, not a goal.
  • MBTI principles on Amazon.com. This is how they manage the reach conversion rates up to 15%.
  • Your goal for today. Now it’s your turn.
  • How to do this, generate as many ideas as possible. Why? Because an idea costs nearly nothing. Chances are bigger for finding the best ideas and make others think.
  • Visual cues are better understandable, they are stickier and easier to find back. When we say you have to sketch your ideas, most people say, ‘I can’t draw...’, ‘I’m not so artistic...’ or ‘I’m not a visual kind of person’...
  • Can you draw a square?
  • Can you draw a circle?
  • Can you draw an arrow?
  • Can you draw a triangle?
  • Then you can draw this. A sketch of YouTube’s player. Did you know Google paid more than a billion dollars for aquiring YouTube?
  • Share your ideas early and often so others will be inspired as well. If I say brainstorming, what is it that you think about first?
  • You have to think outside the box if you want to be creative, don’t you?
  • How about we asked you to come up with an idea for a new succesful company within 20 minutes. Very difficult isn’t it?
  • What do Lego, Haagen-Dazs and Spiderman have in common?
  • They all have the same business-idea. ‘Make a children-product interesting for adults.
  • Fifteen more products with the same philosophy. Is this outside the box thinking?
  • We think not... It’s inside the box, they all took something that children love and turned into an adult product.
  • This is your framework for today, MBTI. Competitive, Spontaneous, Methodical and Humanistic personality traits will all be served durning our brainstorm session.
  • First we come up with as many ideas as possible, diverge. We’re only critical on quantity here. In a later stadium we will be concerned about the quality of ideas (converge). We’ll pick the right ideas for the concept then.
  • The jury decides on which concept is the most simple, fun and took most advantage from the MBTI principles.
  • Brainstorm rules, bad ideas don’t exist, focus on the challenge, keep the momentum going, show and tell.
  • Ideation workshop Concept7 at Hanze Hogeschool

    1. 1. We create great customer experiences by designing less.
    2. 2. Question... Question: What’s the most used functionality of the Internet? Stefan Wobben & Henk Wijnholds
    3. 3. Back-button Stefan Wobben & Henk Wijnholds
    4. 4. Verkoopvoorwaarden? *WTF?@!* Stefan Wobben & Henk Wijnholds
    5. 5. Eehm, aha! Stefan Wobben & Henk Wijnholds
    6. 6. Auw! Stefan Wobben & Henk Wijnholds
    7. 7. Press the button? Stefan Wobben & Henk Wijnholds
    8. 8. Okay... Stefan Wobben & Henk Wijnholds
    9. 9. Technology frustrates Stefan Wobben & Henk Wijnholds
    10. 10. Conversion Stefan Wobben & Henk Wijnholds
    11. 11. Happy customers Stefan Wobben & Henk Wijnholds
    12. 12. Delight your customers Stefan Wobben & Henk Wijnholds
    13. 13. Persuasion and MBTI Stefan Wobben & Henk Wijnholds
    14. 14. M C S H
    15. 15. Design challenge Make it easier and more fun to find a restaurant of choice for a broader range of students. Stefan Wobben & Henk Wijnholds
    16. 16. We need lost of ideas • An idea costs nearly nothing • More chance of finding the best idea • It helps others coming up with ideas Stefan Wobben & Henk Wijnholds
    17. 17. Visualize your ideas • Visual cues are better understandable • Visual cues are stickier • Visual cues are easier to find back Stefan Wobben & Henk Wijnholds
    18. 18. Sketching: everyone can do it Stefan Wobben & Henk Wijnholds
    19. 19. Sketching: everyone can do it Stefan Wobben & Henk Wijnholds
    20. 20. Sketching: everyone can do it Stefan Wobben & Henk Wijnholds
    21. 21. Sketching: everyone can do it Stefan Wobben & Henk Wijnholds
    22. 22. Yes you can! Stefan Wobben & Henk Wijnholds
    23. 23. Share your ideas early and often Photo by: Ram Yoga Stefan Wobben & Henk Wijnholds
    24. 24. Outside the box? Stefan Wobben & Henk Wijnholds
    25. 25. Question... How about we asked you to come up with an idea for a new succesful company within 20 minutes. Very difficult isn’t it. Stefan Wobben & Henk Wijnholds
    26. 26. Another question... Source: Harvard Business Review Wat hebben Lego, Häagen-Dazs en Spiderman met elkaar gemeen? Stefan Wobben & Henk Wijnholds
    27. 27. This Source: Harvard Business Review They all have the same business-idea “Make a children-product interesting for adults.” Stefan Wobben & Henk Wijnholds
    28. 28. You can do this! Source: Harvard Business Review Fifteen more products with the same philosophy Stefan Wobben & Henk Wijnholds
    29. 29. Inside boxes Stefan Wobben & Henk Wijnholds
    30. 30. MBTI sketching framework C S M H Stefan Wobben & Henk Wijnholds
    31. 31. Diverge and converge Stefan Wobben & Henk Wijnholds
    32. 32. Design criteria Simplicity MBTI Fun Stefan Wobben & Henk Wijnholds
    33. 33. Design challenge Make it easier and more fun to find a restaurant of choice for a broader range of students. Stefan Wobben & Henk Wijnholds
    34. 34. Brainstorm rules • Bad ideas don’t exist • Focus on the challenge • Keep the momentum going • Show and tell. Stefan Wobben & Henk Wijnholds
    35. 35. Wisdom “Nothing is as powerful as an idea whose time has come.” - Victor Hugo Stefan Wobben & Henk Wijnholds

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