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Serious PLay
Product Planning and Prioritization throughInnovation Games®
                             Cory Foy
                     http://www.coryfoy.com
                    http;//twitter.com/cory_foy
                        foyc@coryfoy.com
Agenda

Why Games?
selecting games
Playing Games
let’s play!
Post-Processing
Why Games?
Why Games?
Why Games?
Why Games?
Why Games?
Why Games?
Why Games?
Why Games?
Why Games?
Why Games?
Why Games?
Finding out what Your customers
want
Why Games?
Finding out what Your customers
want
 Traditional Market Research (Tell
 us what you want)
Why Games?
Finding out what Your customers
want
 Traditional Market Research (Tell
 us what you want)
 Detailed Analysis (54% of customers
 want a red Froogle)
Why Games?
Finding out what Your customers
want
 Traditional Market Research (Tell
 us what you want)
 Detailed Analysis (54% of customers
 want a red Froogle)
 Collaborative Sessions (Design us
 what you want)
Why Games?
Why Games?
Why Games?
  What You Know
  What You Don’t Know
Why Games?
Why Games?
What You Know
What You Don’t Know
What You Don’t Know You Don’t Know
Why Games?
Why Games?
What You Know
What You Don’t Know You Don’t Know
Why Games?
Why Games?
Why Games?
Prune the Product Tree   Remember the Future       Spider Web


     Product Box            Buy a Feature        Start Your Day


    Show and Tell        Me and My Shadow      Give Them a Hot Tub


   The Apprentice           20/20 Vision           Speed Boat
Product Box
                                   Activity:
                                   Ask your customers to imagine that
                                   they’re selling your product at a
                                   tradeshow, retail outlet, or public
                                   market. Give them a few cardboard
                                   boxes and ask them to literally
                                   design a product box that they
                                   would buy.

                                   The box should have the key
                                   marketing slogans that they find
           Goal:                   interesting. When finished, pretend
Identify the most exciting,        that you’re a skeptical prospect and
     sellable features.            ask your customer to use their box to
                                   sell your product to you.



                              21
Speed Boat
                           Activity:
                           Draw a boat on a whiteboard or sheet of
                           butcher paper. You’d like the boat to
                           really move fast. Unfortunately, the boat
                           has a few anchors holding it back. The
                           boat is your system, and the features that
                           your customers don’t like are its anchors.

                           Customers write what they don’t like on
                           an anchor. They can also estimate how
                           much faster the boat would go when that
                           anchor was cut. Estimates of speed are
                           really estimates of pain.
           Goal:
Identify what customers
  don’t like (about your
   process or system).
                             22
Prune The Product Tree
                           Activity:
                           Start by drawing a very large tree on a
                           whiteboard. Thick limbs represent major areas
                           of functionality within your system. The edge of
                           the tree – its outermost branches – represent the
                           features available in the current release.

                           Write potential new features on several index
                           cards, ideally shaped as leaves. Ask your
                           customers to place desired features around the
                           tree. Observe how the tree gets structured –
                           does one branch get the bulk of the growth?
                           Does an underutilized aspect become stronger?
           Goal:
Build a product according to
         your plans.

                               23
Spider Web
                                Activity:
                                Put the name of your product or service in the
                                center of a circle. Ask your customers to draw
                                other products and services, ask them to tell
                                you when, how, and why these are used. Ask
                                them to draw lines between the different
                                products and services.

                                As your customers reviews when and where
                                they user your offering, you can capture the
                                various inter-relationships that exist between the
                                different products and service that they use
                                throughout the day.
            Goal:
Clarify the operating context
    for your products and
          ser vices.
                                 24
Start Your Day
                            Activity:
                            Ask your customer to describe the daily,
                            weekly, monthly , and yearly events that
                            are related to their use of your product
                            on pre-printed, poster-sized calendars or
                            a simple timeline on poster paper.

                            Ask them to describe events in time
                            frames appropriate for your project.
                            Special events that are unique to an
                            industry or sector (like a conference), or
          Goal:             days in which everything goes horribly
Understand how and when     wrong and they’re looking for help.
 your customer uses your    While they’re doing this, be alert for
         product.           how your product helps – or hinders –
                            their day.


                           25
Buy a Feature
                       Activity:
                       Create a list of features with an estimated
                       cost. The cost can be development effort or
                       actual cost you intend to charge for the
                       feature. Customers buy features that they
                       want.

                       Features are priced high enough that no
                       singe customer can buy the features. This
                       helps motivate customers to negotiate
                       between themselves as to which features
                       are most important. Observation of this
       Goal:           negotiation provides great insight into what
Prioritize features.   customers are willing to pay for.




                        26
Show and Tell
                              Activity:
                              Ask your customers to bring examples of
                              artifacts created or modified by your product
                              or service. Ask them to tell you why these
                              artifacts are important, and when and how
                              they’re used.

                              Pay careful attention to anything that
                              surprises you – artifacts you expected them
                              to create or modify that they have ignored,
                              artifacts that aren’t used, or artifacts used in
                              unexpected ways.

           Goal:
Identify the most important
  artifacts created by your
          product.
                                27
Me and My Shadow
                           Activity:
                           Shadow your customer while they use your
                           product or service. Literally. Sit next to
                           them and watch what they do. Periodically
                           ask them “Why are you doing that?” and
                           “What are you thinking?” Take along a
                           camera or camcorder and record key
                           activities. Ask for copies of important
                           artifacts created or used by your customer
                           while they are doing the work.

         Goal:
Identify your customer’s
      hidden needs.


                            28
Give Them A Hot Tub
                             Activity:
                             Write several features on note cards, one
                             feature per card. Include several
                             completely outrageous features. If you’re
                             making a portable MP3 player, try adding
                             features like “heats coffee”, “cracks
                             concrete” or “conditions dog hair”.

          Goal:              If you’re making a system that manages
Use outrageous features to   payroll, try adding features like “plans
      discover hidden        family reunions” or “refinishes wooden
      breakthroughs.         floors”. If you’re building an office
                             building, add a hot tub in the lobby.
                             Observe what happens with a customer
                             uncovers one of these outrageous features.


                              29
20/20 Vision
                       Activity:
                       When you’re getting fitted for glasses, your
                       optometrist will often ask you to compare
                       between two potential lenses by alternately
                       showing each of them.

                       Start by writing one feature each on large
                       index cards. Shuffle the pile and put them
                       face down. Take the first one form the top
                       and put it on the wall. Take the next one
                       and ask your customers if it is more or less
                       important than the one on the wall. Place it
                       above or below, depending on its relative
                       importance. Repeat this with all of your
       Goal:
                       feature cards.
Prioritize features.


                         30
The Apprentice
                         Activity:
                         Ask your engineers and product
                         developers to perform the “work” of the
                         system that they are building. If they’re
                         building a new data entry system, have
                         them do the work of the current data
                         entry operators. If they’re building
                         workflow management software for
                         furniture delivery people, have them
                         deliver furniture. If they’re building a
                         system to analyze vehicle performance
                         data, ask them to change the oil in the
                         car. They gain knowledge of the customer
        Goal:            experience and some degree of empathy
Create empathy for the   for the real problem that your customer is
 customer experience.    trying to solve.


                          31
Remember the Future
                             Activity:
                             Hand each of your customers a few pieces
                             of paper. Ask them to imagine that it is
                             sometime in the future and that they’ve
                             been using your product almost
                             continuously between now and that future
                             date (month, year, whatever). Then ask
                             them to write down exactly what your
                             product will have done to make them
                             happy or successful or rich or safe or
                             secure or smart – choose what works best
          Goal:              for your product.
Understand your customer’s
                             Key point – ask “What will the system
   definition of success.     have done?” not “What should the system
                             do?”


                             32
Remember the Future
Remember the Future
Remember the Future
Remember the Future
Selecting Games
   What are your questions?
What will you do with the answers?

 Select and prepare for the game.
- select & invite participants
 - organize internal team
 - handle the logistics



              Play the game.

     Process / analyze the data.

  Present results and take action.
Selecting The Game
Understanding             Consider These Games:
       …              Product Box           Buy a Feature
Customer needs     Me and My Shadow      Give Them A Hot Tub
                  Remember The Future
   Product             Product Box          Buy a Feature
 functionality         20/20 Vision          Speed Boat
                       Spider Web           Show And Tell
Product usage
                      Start Your Day       The Apprentice
  Shaping your    Prune The Product Tree    Buy a Feature
 future product        20/20 Vision      Remember The Future




                            38
Selecting Games

categories
 Degree of open-ended exploration
 number of customers playing
 time frame of action
 amount of preparation
Selecting Games
Selecting Games
Selecting Games
Selecting Games

Remember the future
prune the product tree
speed boat
Selecting Games

Give them a hot tub
Prune the product tree
buy a feature
Selecting Games

product box
buy a feature
20/20 vision
Selecting Games
Roles
 Planner
 organizer
 greeter / m.c.
 facilitator
 helper
 observers
 photographer
Playing Games

Observing the games
 Observers are your vital link
 capture one item per card
 don’t worry about relevance
  will be determined in post-processing
 Don’t interact with the players
LETS PLAY!
Selecting Games
   What are your questions?
What will you do with the answers?

 Select and prepare for the game.
- select & invite participants
 - organize internal team
 - handle the logistics



              Play the game.

     Process / analyze the data.

  Present results and take action.
Playing Games

Preparing for the games
 all materials ready
 sufficient time planned for playing
 prepared for post-processing
Playing Games

Playing the games
 give sufficient time to play
 explain the game and let them
 figure it out
Playing Games
Processing the data
 Capture and process all customer
 artwork
 capture and process all customer
 cards
 conduct a brief retrospective
 prepare two reports: internal and
 external (if dealing with external
 customers)
Playing Games


Take Action
 The most important step
Summary

Innovation games book
innovationgames.com
coryfoy.com
foyc@coryfoy.com
@cory_foy

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Serious Games: Product Planning and Prioritization using Innovation Games

  • 1. Serious PLay Product Planning and Prioritization throughInnovation Games® Cory Foy http://www.coryfoy.com http;//twitter.com/cory_foy foyc@coryfoy.com
  • 2. Agenda Why Games? selecting games Playing Games let’s play! Post-Processing
  • 13. Why Games? Finding out what Your customers want
  • 14. Why Games? Finding out what Your customers want Traditional Market Research (Tell us what you want)
  • 15. Why Games? Finding out what Your customers want Traditional Market Research (Tell us what you want) Detailed Analysis (54% of customers want a red Froogle)
  • 16. Why Games? Finding out what Your customers want Traditional Market Research (Tell us what you want) Detailed Analysis (54% of customers want a red Froogle) Collaborative Sessions (Design us what you want)
  • 19. Why Games? What You Know What You Don’t Know
  • 21. Why Games? What You Know What You Don’t Know What You Don’t Know You Don’t Know
  • 23. Why Games? What You Know What You Don’t Know You Don’t Know
  • 26. Why Games? Prune the Product Tree Remember the Future Spider Web Product Box Buy a Feature Start Your Day Show and Tell Me and My Shadow Give Them a Hot Tub The Apprentice 20/20 Vision Speed Boat
  • 27. Product Box Activity: Ask your customers to imagine that they’re selling your product at a tradeshow, retail outlet, or public market. Give them a few cardboard boxes and ask them to literally design a product box that they would buy. The box should have the key marketing slogans that they find Goal: interesting. When finished, pretend Identify the most exciting, that you’re a skeptical prospect and sellable features. ask your customer to use their box to sell your product to you. 21
  • 28. Speed Boat Activity: Draw a boat on a whiteboard or sheet of butcher paper. You’d like the boat to really move fast. Unfortunately, the boat has a few anchors holding it back. The boat is your system, and the features that your customers don’t like are its anchors. Customers write what they don’t like on an anchor. They can also estimate how much faster the boat would go when that anchor was cut. Estimates of speed are really estimates of pain. Goal: Identify what customers don’t like (about your process or system). 22
  • 29. Prune The Product Tree Activity: Start by drawing a very large tree on a whiteboard. Thick limbs represent major areas of functionality within your system. The edge of the tree – its outermost branches – represent the features available in the current release. Write potential new features on several index cards, ideally shaped as leaves. Ask your customers to place desired features around the tree. Observe how the tree gets structured – does one branch get the bulk of the growth? Does an underutilized aspect become stronger? Goal: Build a product according to your plans. 23
  • 30. Spider Web Activity: Put the name of your product or service in the center of a circle. Ask your customers to draw other products and services, ask them to tell you when, how, and why these are used. Ask them to draw lines between the different products and services. As your customers reviews when and where they user your offering, you can capture the various inter-relationships that exist between the different products and service that they use throughout the day. Goal: Clarify the operating context for your products and ser vices. 24
  • 31. Start Your Day Activity: Ask your customer to describe the daily, weekly, monthly , and yearly events that are related to their use of your product on pre-printed, poster-sized calendars or a simple timeline on poster paper. Ask them to describe events in time frames appropriate for your project. Special events that are unique to an industry or sector (like a conference), or Goal: days in which everything goes horribly Understand how and when wrong and they’re looking for help. your customer uses your While they’re doing this, be alert for product. how your product helps – or hinders – their day. 25
  • 32. Buy a Feature Activity: Create a list of features with an estimated cost. The cost can be development effort or actual cost you intend to charge for the feature. Customers buy features that they want. Features are priced high enough that no singe customer can buy the features. This helps motivate customers to negotiate between themselves as to which features are most important. Observation of this Goal: negotiation provides great insight into what Prioritize features. customers are willing to pay for. 26
  • 33. Show and Tell Activity: Ask your customers to bring examples of artifacts created or modified by your product or service. Ask them to tell you why these artifacts are important, and when and how they’re used. Pay careful attention to anything that surprises you – artifacts you expected them to create or modify that they have ignored, artifacts that aren’t used, or artifacts used in unexpected ways. Goal: Identify the most important artifacts created by your product. 27
  • 34. Me and My Shadow Activity: Shadow your customer while they use your product or service. Literally. Sit next to them and watch what they do. Periodically ask them “Why are you doing that?” and “What are you thinking?” Take along a camera or camcorder and record key activities. Ask for copies of important artifacts created or used by your customer while they are doing the work. Goal: Identify your customer’s hidden needs. 28
  • 35. Give Them A Hot Tub Activity: Write several features on note cards, one feature per card. Include several completely outrageous features. If you’re making a portable MP3 player, try adding features like “heats coffee”, “cracks concrete” or “conditions dog hair”. Goal: If you’re making a system that manages Use outrageous features to payroll, try adding features like “plans discover hidden family reunions” or “refinishes wooden breakthroughs. floors”. If you’re building an office building, add a hot tub in the lobby. Observe what happens with a customer uncovers one of these outrageous features. 29
  • 36. 20/20 Vision Activity: When you’re getting fitted for glasses, your optometrist will often ask you to compare between two potential lenses by alternately showing each of them. Start by writing one feature each on large index cards. Shuffle the pile and put them face down. Take the first one form the top and put it on the wall. Take the next one and ask your customers if it is more or less important than the one on the wall. Place it above or below, depending on its relative importance. Repeat this with all of your Goal: feature cards. Prioritize features. 30
  • 37. The Apprentice Activity: Ask your engineers and product developers to perform the “work” of the system that they are building. If they’re building a new data entry system, have them do the work of the current data entry operators. If they’re building workflow management software for furniture delivery people, have them deliver furniture. If they’re building a system to analyze vehicle performance data, ask them to change the oil in the car. They gain knowledge of the customer Goal: experience and some degree of empathy Create empathy for the for the real problem that your customer is customer experience. trying to solve. 31
  • 38. Remember the Future Activity: Hand each of your customers a few pieces of paper. Ask them to imagine that it is sometime in the future and that they’ve been using your product almost continuously between now and that future date (month, year, whatever). Then ask them to write down exactly what your product will have done to make them happy or successful or rich or safe or secure or smart – choose what works best Goal: for your product. Understand your customer’s Key point – ask “What will the system definition of success. have done?” not “What should the system do?” 32
  • 43. Selecting Games What are your questions? What will you do with the answers? Select and prepare for the game. - select & invite participants - organize internal team - handle the logistics Play the game. Process / analyze the data. Present results and take action.
  • 44. Selecting The Game Understanding Consider These Games: … Product Box Buy a Feature Customer needs Me and My Shadow Give Them A Hot Tub Remember The Future Product Product Box Buy a Feature functionality 20/20 Vision Speed Boat Spider Web Show And Tell Product usage Start Your Day The Apprentice Shaping your Prune The Product Tree Buy a Feature future product 20/20 Vision Remember The Future 38
  • 45. Selecting Games categories Degree of open-ended exploration number of customers playing time frame of action amount of preparation
  • 49. Selecting Games Remember the future prune the product tree speed boat
  • 50. Selecting Games Give them a hot tub Prune the product tree buy a feature
  • 51. Selecting Games product box buy a feature 20/20 vision
  • 52. Selecting Games Roles Planner organizer greeter / m.c. facilitator helper observers photographer
  • 53. Playing Games Observing the games Observers are your vital link capture one item per card don’t worry about relevance will be determined in post-processing Don’t interact with the players
  • 55. Selecting Games What are your questions? What will you do with the answers? Select and prepare for the game. - select & invite participants - organize internal team - handle the logistics Play the game. Process / analyze the data. Present results and take action.
  • 56. Playing Games Preparing for the games all materials ready sufficient time planned for playing prepared for post-processing
  • 57. Playing Games Playing the games give sufficient time to play explain the game and let them figure it out
  • 58. Playing Games Processing the data Capture and process all customer artwork capture and process all customer cards conduct a brief retrospective prepare two reports: internal and external (if dealing with external customers)
  • 59. Playing Games Take Action The most important step

Editor's Notes

  1. Why Games? (Transition to pic) WHY GAMES?
  2. Because this is what our meetings look like
  3. Cold, sterile environments
  4. Where we expect collaboration to happen
  5. And where decisions like this come to play (Bell Story)
  6. (Bell Finale)
  7. But if we rethink how we collaborate, how we work
  8. We can find ways of working together with each other and our customers which enable breakthroughs that no one could have expected. In fact, there are three main ways we figure out what customers want...
  9. [Next Slides: Product Box]
  10. [Next Slides: Product Box]
  11. [Next Slides: Product Box]
  12. [Next Slides: Product Box]
  13. Here we see people building out their vision, instead of trying to express it in words
  14. Could a questionnaire have caught these things? Likely not. Which isn’t to say they aren’t valuable. Instead the question is, why doesn’t traditional research capture the same information Innovation Games can?
  15. If we think about what we know, we can categorize it two ways. Who knows how to balance on the wing of an airplane?
  16. These people didn’t know how to do that either. But yet, there they are! Why is that?
  17. Because there is a third category we’ve missed. These are the things you don’t know you don’t know. And in fact, there aren’t really three categories are there? There’s two.
  18. What you know, and what you don’t know you don’t know. And there is a lot of stuff you don’t know you don’t know. So if you didn’t know you didn’t know something, how could you possibly put it in a question on a form?
  19. What you know, and what you don’t know you don’t know. And there is a lot of stuff you don’t know you don’t know. So if you didn’t know you didn’t know something, how could you possibly put it in a question on a form?
  20. Luckily this guy, Luke Hohmann, came to a similar conclusion. And he wrote a book.
  21. This book, which outlines lots of games you can play with your customers. And while there are lots of games out there (TastyCupcake, etc), Luke’s games focus on sound market research principles as an integral part of them.
  22. In fact, the book defines 12 games you can play with your team and your customers,
  23. Remote Control example
  24. Kind of a scale-up of Me and My Shadow
  25. [LAST GAME] and while these can seem a bit overwhelming, there are some great ways to find the right games for your situation
  26. In fact, there’s a specific workflow to how you use the games. [Workflow] So, once you have your questions, and idea of what you are going to do with the results, we can begin to categorize the games to see what works for us
  27. One way to categorize the games is based on what you want to understand
  28. Another way is looking at four dimensions of each game themselves
  29. Buy a Feature
  30. Remember the Future
  31. Product Box
  32. But there is another way to categorize the games, and that is by finding those that naturally lead into one another. Since we’re talking about product planning and prioritization here, we’ll cover that angle.
  33. One-third to one-half of the customer team - mostly observers (1/3-1/2 of team, 6-9 for a customer team of 18)
  34. Estimate roughly 40 hours to process the results of a game