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Effective Product Brainstorming

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Recording of Braden Ericson (PayPal) presenting at Twin Cities Product Conf 2019.

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Effective Product Brainstorming

  1. 1. Effective Product Brainstorming Braden Ericson
  2. 2. Braden Ericson Product Manager @ Participated in 100+ brainstorming sessions 25 patents pending, 1 patent granted
  3. 3. Q&A Agenda After the Brainstorm - Prioritization Running the Brainstorm - Problem Definition - Idea Generation - Facilitation Before the Brainstorm - When to Brainstorm - Preparation @bradenericson
  4. 4. Before the Brainstorm
  5. 5. A brainstorm session can help you identify a direction for your product When to Brainstorm @bradenericson
  6. 6. How can we provide more value to 
 in-store shoppers? @bradenericson
  7. 7. Gather 4 - 7 different stakeholders Preparation Find some space away from distractions Put aside 30 - 60 minutes Have something for everyone to write on Retail employee, Marketing, Sales, Engineering Conference room Pen and paper for everyone, a whiteboard for the facilitator 60 minutes at the end of the day @bradenericson
  8. 8. Running the Brainstorm
  9. 9. Begin with level-setting on the topic What is the “problem” you are going to be thinking about? @bradenericson
  10. 10. Set the problem to be customer focused, but open-ended Talking about the Problem Talk about industry data related to your product Encourage 10x thinking Share internal metrics, learnings, and goals How can we provide more value to in-store shoppers? Share industry data around retail mobile app usage We know our customers LOVE personalization Assume you have no resource restrictions @bradenericson
  11. 11. Don’t start by solving the problem Give your participants time to think about the problem alone @bradenericson
  12. 12. Write as many ideas as possible Or write out 1-3 ideas and pass your list on to the next participant @bradenericson
  13. 13. Write as many ideas as possible Retail Employee Engineer Marketing Let customers request employee assistance directly from within the app Easy phone navigation to products on shopping list Technology showcases through phone camera Personalized aisle recommendations Budget functionality that allows shoppers to find inexpensive goods Use camera to provide augmented reality offers hiding around the retail store Fully autonomous “Amazon Go-like” experience Scan barcodes to add things to digital cart Self-checkout with phone; scan products with phone and show cashier a confirmation number @bradenericson
  14. 14. Write 1 idea and pass your list Use camera to provide augmented reality offers Engineer The offers could be hiding around the store, and the customer needs to go and find them; kind of like a treasure hunt Retail Employee The shopper’s phone could receive a push notification from our app when they are close to the virtual offer Marketing When checking out, the offer could automatically apply if they pay with their Retail Credit Card Sales @bradenericson
  15. 15. Write 1 idea and pass your list We could provide different routes to different shoppers to prevent aisle congestion Engineer The Shopper could use their phone as an in-store GPS, making it easier to find all the products on their shopping list Retail Employee Based on what items are in their shopping list, we could navigate them through aisles with products we think they might also want Marketing We could provide themed routes shoppers could take through the store, or even promotional routes that give shoppers a discount Sales @bradenericson
  16. 16. Buzzword Brainstorming Randomly draw buzzwords and come up with as many ideas as possible based on the combination @bradenericson
  17. 17. Buzzwords List of buzzwords Customer Service
 In-Store Pickup Voice Assistant
 Shopping Cart Mobile Phone Credit Card Online Shopping Product Return Virtual Reality Augmented Reality
 Personalization Robots Randomly pick 2 Customer Service Personalization Write as many ideas as possible Let customers request employee assistance directly from within the app
 When the shopper walks into the store, our system could connect to their mobile app so employees can greet shoppers by name @bradenericson
  18. 18. Personal Bubble Map Have everyone maintain their own bubble map that ties concepts together. When they hear a new buzzword, have them bubble it off from the original. @bradenericson
  19. 19. Bubble map GPS Navigation Shopping List Personalization Easy phone navigation to products on shopping list Route the mobile app takes you on is personalized to your profile, providing stops at aisles you might enjoy @bradenericson
  20. 20. Share and build off ideas Give everyone the chance to share the ideas they came up with @bradenericson
  21. 21. As the facilitator - you are in charge One Conversation at a Time Build on other ideas. “yes… and” Quantity over Quality Time limit the BS @bradenericson
  22. 22. Additional tips and tricks Make sure the audience is interested in your topic Make sure your team is clear on the problem No distractions (phones and laptops away) Encourage big thinking Do what works for YOU @bradenericson
  23. 23. After the Brainstorm
  24. 24. You have a ton of ideas. Now what? Prioritization @bradenericson
  25. 25. List out all the ideas in a single place Define your prioritization criteria Rank each idea based on how well it meets all of your criteria Assign a numeric value for how well the solution meets the criteria Spreadsheet, Kanban board, etc. Desirability, Feasibility, Business Impact On a scale of 1-5… how feasible is the solution? Your top ranking ideas should have the highest score Prioritization @bradenericson
  26. 26. Ideas Use camera to provide augmented reality offers Easy phone navigation to products on shopping list Budget functionality that allows shoppers to find inexpensive goods Let customers request employee assistance directly from within the app Desirability Feasibility Business
 Impact Total Prioritization 4 2 2 1 4 2 10 5 3 5 1 9 5 4 3 12 @bradenericson
  27. 27. Running an Effective Brainstorm Give people time to think alone Identify the problem to be discussed. Why are we here? Finish by discussing ideas and building off each other @bradenericson
  28. 28. Thank You @bradenericson

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