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Idea Generation and Evaluation Workshop

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Presented at San Diego Startup Week 2018. This hands-on workshop will explore techniques for generating and evaluating ideas, including methods that work both for both individuals and small teams. Workshop will include: (1) Identifying and forming consensus on key target audiences; (2) Generating ideas to prioritizing capabilities for new solutions and the related benefits; and, (3) Specifying key objectives to measure and gauge for success.

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Idea Generation and Evaluation Workshop

  1. 1. Idea Generation and Evaluation Hands-on Workshop Frank Garofalo Principal Consultant, Garofalo UX @fgarofalo 25-June-2018 © 2018 Garofalo UX
  2. 2. User Empathy Therapy Session Frank Garofalo Principal Consultant, Garofalo UX @fgarofalo 25-June-2018 © 2018 Garofalo UX
  3. 3. User Empathy Therapy Pledge © 2018 Garofalo UX I, {state your name}, ...do hereby pledge allegiance to empathy. I am not my target user. I will have empathy for my real target user. ...with liberty and empathy for all.
  4. 4. © 2018 Garofalo UX
  5. 5. © 2018 Garofalo UX …some inspiration
  6. 6. © 2018 Garofalo UX Treat your customers like they own you, because they do. Mark Cuban
  7. 7. © 2018 Garofalo UX …three key objectives
  8. 8. © 2018 Garofalo UX Identifying and forming consensus on key target audiences
  9. 9. © 2018 Garofalo UX Identifying and forming consensus on key target audiences Generating ideas to prioritizing capabilities for new solutions and the related benefits
  10. 10. © 2018 Garofalo UX Identifying and forming consensus on key target audiences Generating ideas to prioritizing capabilities for new solutions and the related benefits Specifying key objectives to measure and gauge for success.
  11. 11. © 2018 Garofalo UX …idea generation
  12. 12. © 2018 Garofalo UX From Intersection by Milan Guenther, www.intersectionbook.com Based on a model by Damien Newman
  13. 13. 3 4 5 2 1 6 7 Implement Deliver DesignConcept / PrototypeResearch Validate Ideate Define Prepare Discover From Intersection by Milan Guenther, www.intersectionbook.com Based on a model by Damien Newman © 2018 Garofalo UX
  14. 14. 3 4 5 2 1 6 7 Implement Deliver DesignConcept / PrototypeResearch Validate Ideate Define Prepare Discover From Intersection by Milan Guenther, www.intersectionbook.com Based on a model by Damien Newman © 2018 Garofalo UX
  15. 15. © 2018 Garofalo UX ...various methods Prepare Discover Define Ideate Validate
  16. 16. Various Methods ▪ Feasibility & Desirability ▪ 6-Thinking Hats ▪ Card Sorting / Affinity Diagramming ▪ Empathy Mapping ▪ Journey Mapping ▪ Personas ▪ Value-Proposition Canvas ▪ Business Model Canvas ▪ Setting the Frame ▪ 6-8-5 Ideation ▪ Instant Reply ▪ Problem-Solution- Benefit ▪ Storyboarding ▪ Paper Prototyping ▪ …and many, many more © 2018 Garofalo UX
  17. 17. © 2018 Garofalo UX …who am I
  18. 18. © 2018 Garofalo UX
  19. 19. © 2018 Garofalo UX
  20. 20. © 2018 Garofalo UX Fortune 50 companies EPA USDA Utility companies Dept. of Homeland Security Bill & Melinda Gates Foundation tech startups
  21. 21. © 2018 Garofalo UX
  22. 22. © 2018 Garofalo UX
  23. 23. © 2018 Garofalo UX approx. 3.5 years
  24. 24. © 2018 Garofalo UX
  25. 25. © 2018 Garofalo UX
  26. 26. © 2018 Garofalo UX
  27. 27. © 2018 Garofalo UX …deep dive
  28. 28. Deep Dive © 2018 Garofalo UX
  29. 29. Deep Dive ▪ Rules of Engagement ▪ Parking Lot ▪ Yellow-Card Sticky Notes ▪ Instant Reply ▪ 6-Thinking Hats ▪ Setting the Frame ▪ Experience Journey Hexagons ▪ Target Audience / Personas ▪ Empathy Mapping ▪ Journey Mapping ▪ Big Idea Generation ▪ Feasibility & Desirability ▪ Storyboarding © 2018 Garofalo UX
  30. 30. Deep Dive ▪ Rules of Engagement ▪ Parking Lot ▪ Yellow-Card Sticky Notes ▪ Instant Reply ▪ 6-Thinking Hats ▪ Setting the Frame ▪ Experience Journey Hexagons ▪ Target Audience / Personas ▪ Empathy Mapping ▪ Journey Mapping ▪ Big Idea Generation ▪ Feasibility & Desirability ▪ Storyboarding © 2018 Garofalo UX …disclaimer
  31. 31. Disclaimer © 2018 Garofalo UX
  32. 32. Disclaimer © 2018 Garofalo UX There is not a magical combination of methods and techniques that works for every project. This is just a sampling of techniques and does not necessarily imply a specific order combination.
  33. 33. © 2018 Garofalo UX …high-level examples
  34. 34. Rules of Engagement © 2018 Garofalo UX TIME: 5 minutes ground ur l se Example
  35. 35. Ideo’s 7 Rules of Brainstorming ▪ Defer judgment ▪ Go for quantity ▪ One conversation at a time ▪ Be visual ▪ Build on other ideas ▪ Stay on topic ▪ Encourage wild ideas © 2018 Garofalo UX
  36. 36. Parking Lot? © 2018 Garofalo UX Example
  37. 37. Technique: Yellow Card Sticky-note ▪ Rather that trying to interrupt others ▪ Hold up a sticky-note as a “yellow-card” ▪ When you have something you’d like to contribute… especially a concern or alternative possibility © 2018 Garofalo UX Example
  38. 38. Technique: Instant Replay ▪ Share with those in your breakout groups or with the whole group ▪ Seek feedback & critiques © 2018 Garofalo UX Example
  39. 39. Technique: 6-Thinking Hats ▪ When asking for feedback and critiques, one approach is the “6-Thinking Hats” ▪ Ask all participants to “wear” the same “hat” for a few moments to contribute ideas / critiques from the perspective of that “hat” More info: https://en.wikipedia.org/wiki/Six_Thinking_Hats © 2018 Garofalo UX “Blue”: Process / Facilitator What mode of thinking do we need now? “White”: Facts, Info, Data What do we know or need to know? “Green”: Alternate Possibilities, Creativity, Ideas What else could we do? (Solutions to “black hat” problems) “Red”: Feelings, Intuition, Instincts How do we feel about it? How do we think the user will feel about it? “Yellow”: Positives, Benefits Why is it useful? “Black”: Difficulties, Weaknesses Why is it risky? Example
  40. 40. Technique: Idea Generation with Sticky Notes ▪ Please capture 1 idea / concept per sticky note © 2018 Garofalo UX Example
  41. 41. © 2018 Garofalo UX …setting a frame
  42. 42. Setting the Frame Activity 1 – Your Motto © 2018 Garofalo UX Hands-On Activity
  43. 43. Create a Frame a.k.a. Your Motto How will your effort be perceived? Individual or Group Activity: © 2018 Garofalo UX TIME: 3 minutes
  44. 44. © 2018 Garofalo UX …experience hexagons
  45. 45. Experience Journey Hexagons Activity 2 – Continuously improve & constant evolution © 2018 Garofalo UX
  46. 46. Goals ▪ Describe the high level “current state” circumstances ▪ Identify the complications & implications ▪ What are your key strengths and value propositions? ▪ Who are the key target audience members? ▪ How do you interact with your target audience members? ▪ What are the key objectives & metrics to gauge success? ▪ What drives your budget (costs & revenue)? © 2018 Garofalo UX
  47. 47. Experience Journey Hexagons © 2018 Garofalo UX Example
  48. 48. Experience Journey Hexagons © 2018 Garofalo UX a Example Situation: Top 3 “Current State” circumstances Strengths: Top 3 Business/Project Strengths Complications: Top 3 Changes / Pressures / Demands, which are creating Problems, Challenges, or Opportunities Implications: Top 3 consequences of failing to act... to address the challenges, or seek the opportunities. Solutions: Top 3 Capabilities
  49. 49. Experience Journey Hexagons © 2018 Garofalo UX Example Unique Value Proposition: Clear, compelling message that states why you are different and worth investment Benefits: Top 3 Results (what’s in it for the business, stakeholders, target audience/end-user, etc.); What would they say about the solutions? Target Audience: Key Personas/Users/Stakeholders Channels: Paths to Target Audience
  50. 50. Experience Journey Hexagons © 2018 Garofalo UX Example Key Objectives / Metrics: Specific, Measureable, Attainable, Realistic, Time-bound. What does Success look like? Key Performance Indicators (KPIs) to measure? Unfair Advantage: Why can’t the Solutions (above) be easily replicated, copied, or replaced by competitors / threats? Business Model (Costs & Revenue): How we make money, and the costs we incur
  51. 51. Experience Journey Hexagons © 2018 Garofalo UX Example
  52. 52. Experience Journey Hexagons © 2018 Garofalo UX Example Can be done as an individual activity or as a group activity.
  53. 53. © 2018 Garofalo UX …identify your audience
  54. 54. Target Audience Activity 3 – Understanding our users © 2018 Garofalo UX Hands-On Activity
  55. 55. Goals ▪ Identify key target audience ▪ Draft their persona(s) ▪ Generalization of your target-audience ▪ Reminder that your target-audience are humans (not just “users”). © 2018 Garofalo UX
  56. 56. Target Audience / Persona © 2018 Garofalo UX Example
  57. 57. Target Audience / Persona © 2018 Garofalo UX Goals • Winning the Soap Box Derby race • Be a good friend to Spanky • Woo back Darla Alfalfa Best friend of Spanky. Chosen as the driver for the club's prize-winning undefeated go-kart. Affectionate for Darla Example
  58. 58. Target Audience / Persona © 2018 Garofalo UX Goals • Find a good Deal • Pick a car she would love • Good Fuel economy • Lots of features and controls Karen Karen just started her new job and needs a car to commute roughly 40 miles each day. She’s excited to purchase her first new car and wants to make sure she has a comfortable commute. Example
  59. 59. Identifying the Target Audience ▪ Based on your Experience Journey Canvas, if applicable ▪ First: Identify 1 role or target-audience you would like to focus on ▪ Second: identify 1-3 key workflows that are typical for that role ▪ Write these down, please capture 1 idea / concept per sticky note © 2018 Garofalo UX TIME: 3 minutes
  60. 60. © 2018 Garofalo UX …some empathy
  61. 61. Empathy Mapping Activity 4 – Engage them in a clear, honest voice © 2018 Garofalo UX Hands-On Activity
  62. 62. Goals ▪ Expanding upon key persona(s) ▪ Seek a better understanding of our target audience © 2018 Garofalo UX
  63. 63. Empathy Because our expectations aren’t our users’ expectations © 2018 Garofalo UX
  64. 64. Individual Activity: Empathy Mapping ▪ Based upon 1 of the workflows ▪ Populate the grid with as many ideas as possible ▪ Optional: Use sticky notes to capture 1 idea / concept per sticky note Based on: http://blog.leanmonitor.com/empathy-map- step-client-shoes/ © 2018 Garofalo UX Example
  65. 65. Empathy Mapping © 2018 Garofalo UX What really matters to them (and what they do not say)? What moves them? How do they problem solve? What are their daily activities? What are their key outputs? What skills do they exercise regularly? Where does the person work daily? Are they on-the-go? What really concerns/frustrates them? What obstacles do they encounter to reach their goals? What risks do they have to assume? What do they really want or need to achieve? How do they measure success? How do they try to achieve it? What do they say matters to them? What are the differences between what they say and what they think? Do they influence anyone? Do they feel delight, confusion, and/or indifference? What are their dreams and aspirations? What are their concerns? TIME: 3 minutes
  66. 66. Group Activity: Empathy Mapping ▪ Cluster & Discuss ▪ Are there any distinct: steps, frustrations, outputs? ▪ Are there any key workflows that sum up the Empathy Map? © 2018 Garofalo UX TIME: 20 minute Example Can be done as an individual activity or as a group activity.
  67. 67. Empathy Mapping © 2018 Garofalo UX Example
  68. 68. © 2018 Garofalo UX …mapping the journey Mid Point
  69. 69. Journey Mapping Activity 5 – Content matters & increase familiarity © 2018 Garofalo UX Mid Point
  70. 70. Goals ▪ Tells the story of the target-audience’s / customer’s experience ▪ Include all touch-points: from initial contact, through the process of engagement and into long-term relationship ▪ Puts the target-audience front-and-center in the organization’s thinking ▪ Process of “mapping” with the team, offers shared insights © 2018 Garofalo UX
  71. 71. Group Activity: Journey Mapping ▪ Using the Empathy Map details: What the audience is doing, thinking, and feeling at each step ▪ “Feeling” can be plotted as highs ☺ and lows  ▪ Is anything missing? ▪ Does it flow, or does it feel disparate? ▪ Please capture 1 idea / concept per sticky note © 2018 Garofalo UX T 2 mi Example
  72. 72. Journey Mapping © 2018 Garofalo UX Example
  73. 73. © 2018 Garofalo UX …generating big ideas
  74. 74. B.I.G. – Big Ideas Generation Activity 6 – Problem solving focused on tangible, rapid solutions © 2018 Garofalo UX Hands-On Activity
  75. 75. Goals ▪ Generate at least 6-8 ideas, including wild ideas ▪ Categorized and Sorted Ideas © 2018 Garofalo UX
  76. 76. Things to consider © 2018 Garofalo UX
  77. 77. Things to consider Refer back to your Journey Canvas © 2018 Garofalo UX User Needs Business Objectives Technical Constraints
  78. 78. Things to consider Refer back to your Journey Canvas © 2018 Garofalo UX User Needs Business Objectives Technical Constraints Magic
  79. 79. Things to consider Refer back to your Journey Canvas © 2018 Garofalo UX User Needs Business Objectives Technical Constraints UX
  80. 80. Individual Activity: 6-8-5 Ideation Method Create at least 6-8 ideas each ▪ Quantity over quality – lots of ideas! ▪ What are new ways of doing things? ▪ Workflows, tools, integrations ▪ Addressing concerns & pain-points? ▪ One idea must be a “wild” idea BONUS - Sketch pictures! © 2018 Garofalo UX TIME: 5 minute Example
  81. 81. Individual Activity: 6-8-5 Ideation Method ▪ Use template, or take an 8 ½ x 11 sheet of paper, and fold in half 3 times ▪ 5 minutes for 6-8 sketches of ideas ▪ Sketch pictures! © 2018 Garofalo UX TIME: 5 minutes
  82. 82. Instant Replay: Idea Generation ▪ Each group member quickly goes through their 6-8 ideas ▪ Highlight the essential ideas & the problem it addresses ▪ Categorize & Sort ideas © 2018 Garofalo UX TIME: 10 minutes Example
  83. 83. Instant Replay: Idea Generation ▪ Each group member quickly goes through their 6-8 ideas ▪ Highlight the essential ideas & the problem it addresses © 2018 Garofalo UX TIME: 10 minutes Example “Blue”: Process / Facilitator “White”: Facts, Info, Data “Green”: Alternate Possibilities, Creativity, Ideas “Red”: Feelings, Intuition, Instincts “Yellow”: Positives, Benefits “Black”: Difficulties, Weaknesses
  84. 84. © 2018 Garofalo UX …evaluating ideas
  85. 85. Feasibility & Desirability Activity 7 – Useful, usable, compelling & sustainable © 2018 Garofalo UX Hands-On Activity
  86. 86. Goals ▪ Capture perceived feasibility ▪ how achievable is this with our given timeline ▪ Capture perceived desirability ▪ How much does the target audience want this, would it bring them delight? ▪ Prioritized Ideas © 2018 Garofalo UX
  87. 87. Matrix Evaluation Feasibility & Desirability ▪ Feasibility: Easy to implement, cost-friendly, technical complexity ▪ Desirability: high impact, ease-of- use, fun, users’ need © 2018 Garofalo UX No Brainers Big Bets Utility Example Avoid
  88. 88. Matrix Evaluation Feasibility & Desirability ▪ Feasibility: Easy to implement, cost-friendly, technical complexity ▪ Desirability: high impact, ease-of- use, fun, users’ need © 2018 Garofalo UX No Brainers Big Bets Utility Example Avoid
  89. 89. Individual & Group Activity: Feasibility and Desirability ▪ Each person gets 6 blue dots and 6 green dots ▪ Blue = Feasibility ▪ Green = Desirability ▪ Place your dots on the ideas you think are most feasible and desirable ▪ Use all your dots on one idea if you like ▪ Different people have different criteria for feasibility and desirability © 2018 Garofalo UX Example
  90. 90. Feasibility & Desirability © 2018 Garofalo UX Example
  91. 91. Individual Activity: Feasibility & Desirability © 2018 Garofalo UX TIME 15 minut TIME: 3 minutes
  92. 92. Feasibility & Desirability © 2018 Garofalo UX Talk with your actual users / customer to learn about the capabilities they actually desire
  93. 93. © 2018 Garofalo UX …craft a story
  94. 94. Storyboarding Activity 8 – Users first, story-centric © 2018 Garofalo UX Hands-On Activity
  95. 95. Goals ▪ Create a series of panels of sketches outlining the sequence of events a user will experience ▪ Individually created storyboards ▪ 2nd rounds of individual storyboarding ▪ Final storyboard selection/identification © 2018 Garofalo UX
  96. 96. Individual Activity: Your Storyboards (Round 1) ▪ Create a 6 step storyboard. ▪ Pick a “Big Bet” or “No Brainer” ▪ 1st – 2nd: Problem Statement / Hypothesis ▪ 3rd, 4th, 5th: Solution ▪ 6th: Outcome / benefit ▪ Each step has a picture and description ▪ Make each storyboard ‘human centric’ © 2018 Garofalo UX Example
  97. 97. Storyboards © 2018 Garofalo UX Example
  98. 98. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX Example
  99. 99. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX As a user, I am trying to ____{goal}_____ but ____{challenge}_____ . TIME: 3 minutes
  100. 100. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX TI 1 min What key steps need to occur in order for the problem / challenge to be resolved? TIME: 3 minutes
  101. 101. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX T m What would a user say is effective about the solution? How do the features of the “solution” meet the users’ goals? TIME: 3 minutes
  102. 102. Instant Replay: Your Storyboards (Round 1) ▪ Present your storyboard to your breakout group ▪ 2 minutes per person © 2018 Garofalo UX TIME: 10 minutes Example
  103. 103. Your Storyboards (Round 2) ▪ Create 6 step storyboard ▪ Left to right, top to bottom: ▪ 1st – 2nd: Problem Statement / Hypothesis ▪ 3rd, 4th, 5th: Solution ▪ 6th: Outcome / benefit ▪ Each step has a picture and description ▪ Make each storyboard ‘human centric’ © 2018 Garofalo UX TIM 15 minu Can do as multiple rounds build-upon previous ideas or explore new ideas Example
  104. 104. Value- Proposition Activity 9 – Business needs & User needs © 2018 Garofalo UX
  105. 105. Goals A quick diagram format to capture understanding between: ▪ the user needs, tasks, gains / motivations, and pains / challenges ▪ the business offering, gain creators, and pain relievers © 2018 Garofalo UX
  106. 106. © 2018 Garofalo UX Example
  107. 107. © 2018 Garofalo UX …3 key take-aways
  108. 108. © 2018 Garofalo UX Identifying and forming consensus on key target audiences Generating ideas to prioritizing capabilities for new solutions and the related benefits Specifying key objectives to measure and gauge for success.
  109. 109. Thank you © 2018 Garofalo UX
  110. 110. Thank you Resources: garofaloux.com/sdsw © 2018 Garofalo UX
  111. 111. © 2018 Garofalo UX Frank Garofalo @fgarofalo @garofaloux frank@garofalo.co Questions
  112. 112. © 2018 Garofalo UX Frank Garofalo @fgarofalo @garofaloux frank@garofalo.co Questions garofaloux.com/sdsw
  113. 113. …a moment of Zen, with Dilbert © 2018 Garofalo UX Author: Scott Adams
  114. 114. garofaloux.com © 2018 Garofalo UX
  115. 115. Appendix © 2018 Garofalo UX
  116. 116. © 2018 Garofalo UX
  117. 117. © 2018 Garofalo UX
  118. 118. © 2018 Garofalo UX
  119. 119. © 2018 Garofalo UX
  120. 120. © 2018 Garofalo UX
  121. 121. © 2018 Garofalo UX

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