Fast, Easy, Low-Cost Innovation for Portfolio Prioritization

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Luke Hohmann, Enthiosys CEO, on how to apply Innovation Games to product portfolios for fast, low-cost, easy prioritization and ranking

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  • (The above Guest was me... thought I was logged in!)
    re-posted:

    Luke,
    A really great overview of the value of the games... including both the face-to-face games and the online games. I like the matrix (same/diff place, same/diff time) which helps me put the games into context. I think the actual overview/instruction on each of the games is good as an introduction. The Forester stuff is awesome. I'm really excited about these tools you've created!
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Fast, Easy, Low-Cost Innovation for Portfolio Prioritization

  1. 1. Motivated from Within® Fast, Easy, Low Cost, Market-Centric Product Portfolio Innovation
  2. 2. 2© 2007 Enthiosys Product Development and Portfolio Management Challenges Source: Forrester Research Serious Games Uncover Serious Requirements Nov 19, 2008
  3. 3. 3© 2007 Enthiosys Our 3-Step Process Open-ended, collaborative innovation. E.g. Prune the Product Tree to collaboratively generate ideas. Collaboration tools (such as wikis and forums) to shape ideas. E.g., Google docs Picking High ROI Projects / Features. E.g. Buy a Feature tournaments to collaboratively prioritize projects and take action. Ideation Shaping Prioritizing
  4. 4. Motivated from Within® Background on Innovation Games® for Customer Understanding Innovation Games® Are Serious Management Tools That Create High-Output Low-Cost Organizational Performance
  5. 5. 5© 2007 Enthiosys What Are Innovation Games® Innovation Games® are serious games that solve a wide range of product strategy and management problems across the market lifecyle. They can be played: •with customers •in-person or online •within or across organizational units •in single or multi-game formats
  6. 6. 6© 2007 Enthiosys Organizing Innovation Games® Customer Needs Requirements Product Usage Future Products To understand… … then consider these games ProductBox BuyaFeature MeandMyShadow GiveThemAHotTub RememberTheFuture 20/20Vision SpeedBoat SpiderWeb ShowAndTell StartYourDay TheApprentice PruneTheProductTree These questions exist across the product-market lifecycle.
  7. 7. 7© 2007 Enthiosys What Makes Innovation Games® Unique? • Game playing provides a relaxed less rigid environment for participants prove to enhance high- quality actionable ideas. • Each game leverages cognitive psychology and organizational behavior research in unique ways. • Games utilize verbal, written, visual and non-verbal forms of communication thereby providing greater volumes of richer, more nuanced information. • Some games provide wonderful player generated artwork which can be retained and shared with others.
  8. 8. 8© 2007 Enthiosys Forrester on Serious Games Source: Forrester Research It’s Time To Take Games Seriously, Aug 19, 2008 Forrester Research has identified Enthiosys as a pioneer in serious gaming. “Serious gaming… can circumvent many of the traditional problems with product requirements, including collecting sufficient information across customers, partners, and internal stakeholders to make product decisions. Not only are the games relatively lightweight exercises, but they also use a lighter touch to resolve many debates over product decisions.”
  9. 9. 9© 2007 Enthiosys The Three Steps in More Detail Open-ended, collaborative innovation. E.g. Prune the Product Tree to collaboratively generate ideas. Collaboration tools (such as wikis and forums) to shape ideas. E.g., Google docs Picking High ROI Projects / Features. E.g. Buy a Feature tournaments to collaboratively prioritize projects and take action. Ideation Shaping Prioritizing
  10. 10. 10© 2007 Enthiosys Step 1: Collaborative Ideation • Eight games enable product companies to efficiently collaborate with external stakeholders to improve market understanding and generate the best possible ideas Prune the Product Tree Product Box Start Your Day Me and My Shadow Spider Web The Apprentice Remember the Future Speed Boat
  11. 11. 11© 2007 Enthiosys Innovation Game®: Prune the Product Tree Goal: Develop ideas for new products and services. • Draw a graphic image of a tree to represent growth of the product/service. • Add your current project portfolio / product roadmap as leaves and apples. • 5 to 8 invited stakeholders are asked to shape the “growth” of your offering. • Captures very rich information about perceptions of the future, timing of new concepts, and balance among delivered offerings In-person • Provides rich opportunity for “new” ideas Online • Captures data for sophisticated analysis of preferences
  12. 12. 12© 2007 Enthiosys Prune the Product Tree In Person
  13. 13. 13© 2007 Enthiosys Prune the Product Tree -- Preparing Planners define layers and regions so that they will know where players are placing their ideas. Planners choose images to represent growth. Planners select the kind & number of items that can be placed on the image during the game.
  14. 14. 14© 2007 Enthiosys Place Initial Items Any existing ideas or roadmap items are placed on the tree.
  15. 15. 15© 2007 Enthiosys Playing the Game! Players collaborate in real-time to place features/benefits (leaves/apples) on the tree. An integrated chat facility enables you to understand player motivations. Players label and describe their ideas All information is recorded and available for analysis
  16. 16. 16© 2007 Enthiosys Create Interpretations from the Results of Multiple Games Game 1 Results Game 2 Results Interpretation Game results are merged into a new game – which you can edit and shape, further process, or play with additional players.
  17. 17. 17© 2007 Enthiosys Tabular Representation of Items for Post-Processing Layers and regions enable planners to quickly determine where players have placed their items. You can ask questions like “What are all of the features customers want in 2010?”
  18. 18. 18© 2007 Enthiosys Step 2: Collaborative Shaping • Once ideas have been identified they are shaped by the project/product teams into a backlog • Existing tools, such as shared wikis, shared documents, emails, and chats, help teams shape concepts • The process typically produces a candidate list of projects and/or product features that is greater than available resources “infinite” portfolio local project expensive project big project other project another project the other thing
  19. 19. 19© 2007 Enthiosys Step 3: Collaborative Prioritization Common Approach Problems Single expert Do they have the knowledge and trust of the organization to make the hard choices? Small groups Tradeoffs are not clear Large groups Insufficient tools! Where is the “Voice of the Customer?“infinite” backlog use case bug fix arch change do this do that the other thing Goal? is to take large list and prioritize to a manageable set.
  20. 20. 20© 2007 Enthiosys Some Techniques Face to Face Interactions • Innovation Games® Buy a Feature 20/20 Vision Prune the Product Tree • Joint spreadsheet ranking Online Interactions • Innovation Games® Buy a Feature Prune the Product Tree • Joint spreadsheet ranking Shared State (physical) • Innovation Games® Prune the Product Tree • Project boards Shared State (electronic) • Innovation Games® Prune the Product Tree • Wiki’s • Commenting systems • email / workflow Same Time Different Time Same Place Different Place
  21. 21. 21© 2007 Enthiosys Innovation Game® Buy a Feature • A list of 12-20 items (features or projects) are described in terms of benefits and cost • 5 to 8 invited stakeholders given limited “budget”, must reach consensus on projects to “buy” • Captures very rich information about customer motivations, trade-offs, objections, actual collective needs In-person • Provides rich opportunity for “new” ideas Online • Captures data for sophisticated analysis of preferences • Preliminary trials indicate faster/more accurate results than traditional tools Goal: Prioritize Product Backlogs / Project Portfolios
  22. 22. 22© 2007 Enthiosys Buy A Feature Online - Preparing A list of features with prices. This example is for product concepts for a pair of internet sunglasses “Shirt Sizes” help you quickly price your features – or you can enter a price directly!
  23. 23. 23© 2007 Enthiosys Buy A Feature Game Play Participants. Planner sets their budget. An integrated chat facility enables you to understand participant motivations. Here, we learn that participants dislike learning a rental car’s navigation system. Participant bids. Highly desired items are purchased.
  24. 24. 24© 2007 Enthiosys Buy A Feature Online - Results Results of many games played, sorted by number of times purchased.
  25. 25. 25© 2007 Enthiosys Many Ways to Play: Parties, Galas, and Tournaments What is it? Who plays? Facilitated? Number of Items? Number of players? Party A “dinner party”. You select and control participants Yes 12..20 5..8 Gala An “open seating event” Random participants based on a shared URL No 12..20 9+ Tournament A combination of parties! You control and select participants Yes 20+ Based on number of items and number of tournaments
  26. 26. 26© 2007 Enthiosys Tournament Structure Play many tournaments to control for “bracket strength”.
  27. 27. 27© 2007 Enthiosys Tournament Case Study: VeriSign Global Customer Support Context 46 projects ranging from small to very large. Problem The VeriSign leadership needed to quickly identify the high- priority, most globally supported projects. Engagement Profile VeriSign project managers prepared the portfolio for the games. Enthiosys structured the process into three tournaments involving ~60% of the 200 person global customer care organization and facilitated the games. Results • Very clear separation of the “winning” projects – the original list of 46 was prioritized to the top 5 projects • High degrees of collaboration – even when collaboration was not required to purchase an project! • Participant chat logs provided detailed explanations behind the bidding – the meaning behind the choice. • Participants considered the process fun.
  28. 28. 28© 2007 Enthiosys Thank You !!! Luke Hohmann Founder & CEO Enthiosys, Inc. 615 National Ave., Ste 220 Mountain View, CA 94043 cell: (408) 529-0319 www.enthiosys.com lhohmann@enthiosys.com Innovation Through Understanding®

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