Kwadratura koła i kuloodporne koncepcje
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Kwadratura koła i kuloodporne koncepcje

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Kwadratura koła i kuloodporne koncepcje Kwadratura koła i kuloodporne koncepcje Presentation Transcript

  • Ideation Toolkit Quadrature of a circle Introduction to bulletproof concepts Tomasz Jakubowski © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 1
  • Motto "If I had eight hours to chop down a tree, I'd spend six sharpening my axe." - Abraham Lincoln © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 2
  • Key thoughts • Idea – “More information, more detail” is obsolete. We need to achieve mutual realization of what actually the Project is about. We can achieve it by smallest possible reductions to definition of the Project and its elements. • The method creates social context, where we communicate with Client on a artificial, symbolic level, dealing rather with purposes, than means. In this communication context, there is little space for execution of Client’s power and Client is drawn into creation process. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 3
  • Key thoughts • Consultant should primarily focus on Client comprehension. • Elements of use context should align with coolness factors. • As a result, Canonical Document is produced. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 4
  • Smallest possible reduction Imaginative variation by which you attempt to reduce phenomenon into its necessary essences. This is done by theoretically changing different elements (while mentally observing whether or not the phenomenon changes) of a practical object to learn which characteristics are necessary for it to be it without being something else. Edmund Husserl © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 5
  • Smallest possible reduction Form & Function © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 6
  • Smallest possible reduction Function © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 6
  • Smallest possible reduction Function © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 7
  • Canonical documents: Sets of definitions resulting from smallest possible reductions. Definitions quantize: scope, goals, business conditions, contexts, structure, project steps. After CD is accepted, shouldn’t be altered, unless there is mutual consent to do it. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 8
  • Canonical documents: • Process structured • Describe Project’s goals • Define what the Project really is • Structure (sitemaps, content definitions) Language should be simple and precise. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 9
  • Ideation tools Search Relations Auctions Explore Communication USE PATTERN 1 USE PATTERN 2 Java COOL FACTOR 1 + COOL FACTOR 2 Direct Sales Photo / Video Relations + + Relations Save Reduction blocks USE PATTERN 4 USE PATTERN 3 COOL FACTOR 4 + COOL FACTOR 3 Share Relations Cool Matrix Use Patterns Personas Process blocks Dimensions © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 10
  • Case Study Change Management Client: Wolters Kluwer Polska © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 11
  • The Client • Wolters Kluwer is global publishing house of information systems for professionals, as well as a book publisher and reseller. • Areas: legal, business, tax, accounting, finance, audit, risk, compliance, and healthcare © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 12
  • The Problem in polish websites until now • Incoherence - historically, managed by independent parties within the Organization. • Navigation structure reflecting management structure and short term needs. • Vast quantities of content but shallow visits • Business model - display advertising eating up content space • Visitors number in stagnation © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 13
  • Client’s goals in the brief • Improve websites. • Introduce new products based on already existing content. • Highlight e-commerce © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 14
  • Our Goals • Rebuild the Client’s websites and achieve goals from the brief. • Make the Project quickly and effortlessly, without expanding scope in the process. • Get the Client’s buy-in in the early stages of the Project. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 15
  • Strategy structure Optimization, constant refinement of conversions. Excelling practices with A/B experiments, website traffic analysis, measuring changes in conversions according to actions taken. Dialogue with Community of Customers, oriented to adjusting services to expressed demands and expectations. Interfaces, tasks, scenarios. Customer - Business touchpoint, where business model is executed. Business models and its recipients Ways of monetization based on information of how Customers consume our content and what their informational needs are. Information about recipients / customers that'll use future system. Knowledge of who we are speaking to. Ways and methods used in communication with Customers. Entry points for conversation with Community that already exists or potentially can emerge in context of our products and services that we offer. Fundamental business assumptions Hands-on knowledge about our own business, aggregates of organizational culture and its genes, hammered out models of achieving goals. Goals being desired results of transformation. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 16
  • Strategy structure - step 1 Fundamental business assumptions We have already had workshops in the Context - Content - User methodology of Rosenfeld and Morville. After we've investigated our products, business models and our best practices, we highlighted problems we're dealing with currently. Looking for ways to overcome issues, we have put goals for The Project. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 17
  • Short term goals Remodelling of our websites for: - easier navigation - effective content presentation - increase in conversions (sales) - increased capacity of the content system - more effective monetization of our content © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 18
  • Short term goals - introduce clear rules for display advertising in our websites - competition - hammer out methods and the know how for effective rivalization with main competitors - increase in positive perception of WK brands in Poland - increase in traffic - at least at 50% © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 19
  • Long term goals - significant increase in sales through Web channel in relation to traditional channels. - build active Community around WK brands in Poland. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 20
  • Project’s internal business goals Why we do it and for what - Sales models diversification. Decrease role of cost-making channels and attendance for direct web sales and customer self-care. - Sales through Web channel. We've got plenty of content we don't sell. Why? We need to monetize it. - Customer retention with services in the freemium model and features that require investments of time and/or personal information. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 21
  • Strategy structure - Step 2 Information about recipients / customers that'll use future system We needed to put it in context, so we've coined several hypotheses that were just to be overthrown, or accomodated. 1) Customers differ in their information needs, as well as in sophistication of their expertise. 2) Level of sophistication is the independent value determining information needs. With such, we've coined three fundamental groups of Clients. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 22
  • Basic assumptions "Grey Bears" No lawyers, no professionals (in our meaning, at least). These are least advanced Clients we possibly have. Persons that ocassionally need reliable advisory content, that solves sporadically emerging personal problems. They stand for the mass market we're not in. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 23
  • Basic assumptions "Practicioners" Accountants, consultants, middle class specialists. They need condensed information, so as to make quick and right decisions. Comprehensive, cross sectional case studies, problem analyses, compilations. This is the market we partly cover with our information systems. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 24
  • Basic assumptions "Old Hands" High profile professionals. Lawyers, businessmen, senior managers. This is our core target. Persons that need constant updates in their area of expertise. Thinking independently, they rather feed on source documents, than on comments and compilations. This is the market we excel in, though the competition is getting even bigger (and smarter!) © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 25
  • Research We had hypotheses, so we needed answers. We made a qualitative research, using individual in-depth interviews (IDI). 15 persons picked by the mentioned 3 groups key. Task: investigate patterns of Clients' information inquiry. Results? © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 26
  • Personas Legal adviser Personas are models of needs attributed to Hunter type lawyer and mediator. Explores information about people, businesses, its relations group of Users (aka Clients). They describe and reputation. Uses LEX System. how people try to accomplish things in their Freelance lawyer daily lives. Versatile type. Explores administrative acts databases so as to create compilations, case studies and opinions for her client. Needs to have map of given problem. Uses LexPolonica System. Looking at our content from the point of view of multiple users gives us a new perspective. Chief Accountant Conservative type. Explores internet for opinions, case studies, problem analyses, governmental agecies opinions. Relies on expert's opinions and You can build around things they like and are likes to attend trainings. familiar with. And throw out what they aren't. Engineer, Trader Low trust type. Explores internet for information about possible business opportunities and normative acts related to construction requirements and Based on shared patterns, we have created 6 materials. personas. Travel Agent Open type. Explores internet for information that might help solve legal problem. Sometimes buys comprehensive analyses in the area of concern, as well as uses Internet to hire a lawyer. Intern, assistant Ambitious type. Needs to get the job done (documents compilations) for principal and acquite himself from the slavery of internship. Uses LEX System. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 27
  • Business models and its recipients After we've researched a bit, suddenly new ideas emerged from down under. Now it's no question whether we should do it or not, but how to make money on it and regain control over the market. Everything starts where Clients start - in Google. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 28
  • Use Pattern (smallest possible reduction) Users tend to Google instead of exploring one specific source of Search information. They just need to map the problem and then get resources. After Clients get hooked up by a relevant information, they start exploring Explore the area. Giving a decent map of the problem / topic here is the key to further conversions. Captured chunks of information need to be stored and transformed into Save something more suitable to Client's needs. Usually, people do it on their own. Analyses, reworked bits of content can (and should) be published for further Share use. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 29
  • Confidentiality note For some reasons, our Client decided not to show several key conclusions in the outcome. We appreciate Your understanding, as it’s a common business practice. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 30
  • Reduction blocks Think of it as blocks. We use them to construct ideas TECHNOLOGY FORM CATEGORY Entertainment Shopping Wiki Java GPS Podcasts Streaming Aggregation Sale Auctions Search Flash Blog Communication Tagging P2P Reccomendation AJAX Portal RSS FOCUS BUSINESS MODEL Music Affiliate News Revenue Sharing Marketing Photo / Video Games Direct Sales Gambling Subscriptions Display Ads Shopping Google AdWords Dating Reviews © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 31
  • Play like this Streaming This is a Music Reccomendation Portal that is using . We call it Last.fm Tagging RSS This is a Photo Sharing Community that is using . We call it Tagging © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 32
  • Definition (smallest possible reduction) Data Mining News Aggregation Portal Reccomendations It's an that is using LifeRay for Administrative acts (Law) Search Web application Sale Publishing is built Locked of around Locked Locked Locked created The Community Locked on with Locked Locked Locked The System is Locked Locked based on a business model that is using Locked Locked © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 33
  • Info Hub Concept The present structure of the ABC and LEX websites is oriented towards the corporate product lines structure and reporting schemes. Now, the knowledge is aggregated in vertical structures resembling a "librarian" type thinking, not goal oriented. What we'd like to do, is to break apart such structure and merge it back into topical aggregates, goal oriented scenarios and knowledge management utilities. Every Info Hub consists of elements belonging to 5 dimensions: - Knowledge - Tools - Law - [ locked ] - Community © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 34
  • Info Hub Structure Practical knowledge - ways of doing things, guidelines, tutorials, handbooks KNOWLEDGE etc. Data transformation applications - calculators, spreadsheets, templates, TOOLS generators. Administrative acts according to area of law, linked with comments, LAW opinions and other elements of content. LOCKED This dimension is so awesome, our Client decided not to show it now. Elements and tools for mutual communication of Users within service. COMMUNITY Comments, forums, reccomendations etc. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 35
  • Introducing Coolness Factors This product is based on a need that weʼre about to create. It has coolness factors that are designed as attractors. This is a hybrid of elements known before, but never before working together in a synergic environment. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 36
  • But, what actually is synergy? © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 37
  • What is synergy? Synergy = bucket full of crappy ideas bound together by catchy buzzword. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 38
  • What is synergy? Synergy = bucket full of crappy ideas bound together by catchy buzzword. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 39
  • What is synergy? Synergy = bucket full of NO crappy ideas bound together by catchy buzzword. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 39
  • What is synergy? + = Synergy = catalytic synthesis © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 40
  • What is synergy? + = Synergy = catalytic synthesis © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 41
  • What is synergy? NO + Synergy = catalytic synthesis = © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 41
  • What is synergy? Synergy = well fit and oiled cogs © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 42
  • What is synergy? Synergy = well fit and oiled cogs © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 43
  • What is synergy? YES Synergy = well fit and oiled cogs © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 43
  • Coolness Factors LAW SEARCH ENGINE DATA COLLECTION AND MINING TOOLS Administrative and normative acts search engine. + Briefcases, SNA, topical grouping. Modular, expandable. Powered by crowdsourced workforce. + + AL INFO HUB SYSTEM TI EN Aggregated content. Topical and + D purpose-way of content organization FI in 5 dimensions. N O C © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 44
  • Remember the Use Context? Search Save LAW SEARCH ENGINE DATA COLLECTION AND MINING TOOLS Administrative and normative acts search engine. + Briefcases, SNA, topical grouping. Modular, expandable. Powered by crowdsourced workforce. + + Explore Share AL INFO HUB SYSTEM TI EN Aggregated content. Topical and + D purpose oriented way of content FI organization in 5 dimensions. N O C © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 45
  • You can search, collect, transform within the same environment. Data mining tools create demand for deeper databases. LAW SEARCH ENGINE DATA COLLECTION AND MINING TOOLS Administrative and normative acts search engine. + Briefcases, SNA, topical grouping. Modular, expandable. Powered by crowdsourced workforce. + + AL INFO HUB SYSTEM TI EN Aggregated content. Topical and + D purpose oriented way of content FI organization in 5 dimensions. N O C © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 46
  • LAW SEARCH ENGINE DATA COLLECTION AND MINING TOOLS Administrative and normative acts search engine. + Briefcases, SNA, topical grouping. Modular, expandable. Powered by crowdsourced workforce. We create new market for homebrew products and + + services people will create for us. AL INFO HUB SYSTEM TI EN Aggregated content. Topical and + D purpose oriented way of content organization in 5 dimensions. FI N O C © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl
  • LAW SEARCH ENGINE DATA COLLECTION AND MINING TOOLS Administrative and normative acts search engine. + Briefcases, SNA, topical grouping. Modular, expandable. Powered by crowdsourced workforce. + + AL INFO HUB SYSTEM TI EN Aggregated content. Topical and + D purpose oriented way of content FI organization in 5 dimensions. N O C Whole network emerges as a system for contextual sales of goods from WKP portfolio. © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl
  • LAW SEARCH ENGINE DATA COLLECTION AND MINING TOOLS Administrative and normative acts search engine. + Briefcases, SNA, topical grouping. Modular, expandable. Powered by crowdsourced workforce. We create network of websites equipped with the same search engine. + + Content system powers search. AL INFO HUB SYSTEM TI EN Aggregated content. Topical and + D purpose oriented way of content FI organization in 5 dimensions. N O C © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 49
  • This way we have created palette of tightly matching possibilities that Our Client could choose from, without the risk of doing something incoherent. Even though we have retreated later few steps back, the analysis we've done, provided insights for years to come. Right now we're at the end of stage INTERFACES, TASKS, SCENARIOS © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 50
  • Thank You We’ll be back :) tomasz.jakubowski@uselab.pl © 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 51