This is the final report for my group Design Thinking project. It shows qualitative and quantitative data and their tests for our hypotheses, design tools and MVP.
Team: Em, Kris, Marc, Adrian, Goran and Me
Enjoy.
Matt
This document outlines the types of questions that will be asked during structured interviews to evaluate Prototype 2.5 of the WeGov toolbox. The interviews will focus on understanding information and dissemination behavior on social media, views on the WeGov toolbox and its various features, use cases and best practices, and the future role of social networks in policymaking. Questions will explore priorities, functionality, usefulness, and opportunities for improving the toolbox.
PR Measurement Summit 2016 Session 3: Integrating Digital Measurement Into Tr...CARMA
Victor Benady, Global Creative Director for Grayling conducted a workshop on Integrating Digital Measurement Into Traditional PR Campaigns last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
This document discusses measurement frameworks for B2B and B2C marketing. It recommends beginning the measurement process by setting measurable objectives and key performance indicators. Different models for calculating return on investment are examined, including single-touch attribution, multi-touch attribution, and marketing mix modeling. The document also introduces a proprietary Brand Experience Optimization model for quantifying consumer satisfaction and determining the impact of different activation elements on key brand measures. A case study demonstrates how this model was used to analyze different execution concepts for a Huawei product tour.
The document discusses various communication media and their advantages and disadvantages for communicating messages. It states that an effective strategy uses a mix of at least 2-3 media types. It then provides details on the target audiences, strengths, weaknesses and costs of different media like television, radio, newspapers, magazines, SMS, websites, posters, brochures and events. The document aims to help choose appropriate media based on the audience, budget, channels and duration of the communication intervention.
IPR Measurement Summit -- "Integrated Measurement" -- Tim MarkleinTim Marklein
Institute for PR Measurement Summit presentation, "Integrated Measurement & Measurement Integration" by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick, October 14, 2009
Chapter 9 Communication And Consumer BehaviorAvinash Kumar
The document discusses the components of communication and designing persuasive communications. It outlines the basic communication model which includes the message initiator, sender, receiver, medium, message, and target audience. It also discusses designing message strategy by considering the target audience, media strategy, and message structure and presentation. Effective communication involves understanding source credibility, message framing, order effects, repetition, and using emotional appeals appropriately based on the audience and product.
Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
This document outlines the types of questions that will be asked during structured interviews to evaluate Prototype 2.5 of the WeGov toolbox. The interviews will focus on understanding information and dissemination behavior on social media, views on the WeGov toolbox and its various features, use cases and best practices, and the future role of social networks in policymaking. Questions will explore priorities, functionality, usefulness, and opportunities for improving the toolbox.
PR Measurement Summit 2016 Session 3: Integrating Digital Measurement Into Tr...CARMA
Victor Benady, Global Creative Director for Grayling conducted a workshop on Integrating Digital Measurement Into Traditional PR Campaigns last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
This document discusses measurement frameworks for B2B and B2C marketing. It recommends beginning the measurement process by setting measurable objectives and key performance indicators. Different models for calculating return on investment are examined, including single-touch attribution, multi-touch attribution, and marketing mix modeling. The document also introduces a proprietary Brand Experience Optimization model for quantifying consumer satisfaction and determining the impact of different activation elements on key brand measures. A case study demonstrates how this model was used to analyze different execution concepts for a Huawei product tour.
The document discusses various communication media and their advantages and disadvantages for communicating messages. It states that an effective strategy uses a mix of at least 2-3 media types. It then provides details on the target audiences, strengths, weaknesses and costs of different media like television, radio, newspapers, magazines, SMS, websites, posters, brochures and events. The document aims to help choose appropriate media based on the audience, budget, channels and duration of the communication intervention.
IPR Measurement Summit -- "Integrated Measurement" -- Tim MarkleinTim Marklein
Institute for PR Measurement Summit presentation, "Integrated Measurement & Measurement Integration" by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick, October 14, 2009
Chapter 9 Communication And Consumer BehaviorAvinash Kumar
The document discusses the components of communication and designing persuasive communications. It outlines the basic communication model which includes the message initiator, sender, receiver, medium, message, and target audience. It also discusses designing message strategy by considering the target audience, media strategy, and message structure and presentation. Effective communication involves understanding source credibility, message framing, order effects, repetition, and using emotional appeals appropriately based on the audience and product.
Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
Social Media and Your Communication StrategyDPCdigital
DPC and Mitchell & Partners presented the eighth Digital Communication in Government Seminar on 27 June 2014.
Joined by communication practitioners from across the Victorian Government, Marcus Betschel and Trent Light from Mitchell & Partners shared their experiences about how to best use social media as part of a broader communication strategy.
This document discusses communication and its influence on consumer behavior. It covers the basic components of communication including the message initiator, sender, receiver, medium, message, target audience and feedback. It also discusses designing persuasive communications, including selecting target audiences and appropriate media strategies. Key aspects of message design like framing, comparative advertising, order effects and repetition are examined. Different types of advertising appeals like fear, humor, sex and participation are also addressed.
Thanks to impressive conversion rates and an online ROI that is comparable to that of Search, Performance Display Advertising is chipping away at a nagging – and inaccurate – perception: that banner ads don’t work online.
Indeed, retailers and advertisers from other industries are disproving this perception every day -- one successful campaign at a time. We at Criteo felt the time had come to offer more rigorous proof of Performance Display’s aggregate impact on the advertising landscape. So in 2012, we commissioned Nielsen and Médiamétrie to conduct a two-month study of real-world users, in France and in the United States, with the goal of measuring the impact and effectiveness of Performance Display advertising.
This white paper will enable you to learn more about Performance Display advertising, and how it compares to more 'classic' forms of advertising. But above all, you’ll discover why:
Performance Display ads are viewed and clicked on a massive scale,
Performance Display ads allow users to see ads for things they care about, so they respond and act with measurable intent,
Performance Display advertising improves the overall media spend of advertisers, but also provides a large share of exclusive clickers,
Pay-per-click Performance Display solutions have a real impact on branding which is simply not valuated in direct response media buying.
Communication and Social Media Measurement - tuesday 16-4-kpisSeb Maje
This document summarizes a presentation on communications and social media measurement. It discusses key performance indicators (KPIs) like share of voice, audience engagement, and share of conversation that are important to track. It also covers benchmarks to compare performance over time and against other campaigns. Finally, it examines how to measure influence, including through Klout, Kred, and identifying influential social media users. Building successful relationships with influencers requires being real, relevant, practical, patient, and actively engaging.
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
A Journey into Evaluation: from Retrieval Effectiveness to User EngagementMounia Lalmas-Roelleke
This document discusses evaluating user engagement in information retrieval systems from small-scale to large-scale. It begins by discussing traditional evaluation methods in information retrieval which focus on retrieval effectiveness and relevance through metrics like precision, recall and click-through rates. It then introduces the concept of user engagement, which looks beyond relevance to consider emotional, cognitive and behavioral connections between users and systems. Key aspects of user engagement discussed include novelty, aesthetics and motivation. Methods for measuring engagement range from self-reports and physiological sensors for small-scale studies to analytics of user behavior like dwell times, abandonment rates and return visits for large-scale evaluation. The talk explores moving evaluation from intra-session metrics like dwell times to inter-session metrics like absence
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
This document discusses different methods for evaluating public relations programs and measuring their effectiveness. It describes evaluating objectives, production outputs, media exposure and impressions, audience awareness, attitudes and actions. Methods include compiling press clippings, surveys, baseline studies, tracking specific metrics like website hits or event attendance. Evaluation should happen throughout the planning and implementation process by establishing clear objectives and metrics upfront. Measuring outcomes against objectives allows practitioners to assess success and opportunities for improvement.
The document discusses word-of-mouth marketing and identifying influential transmitters within categories. It presents research showing over 60% of UK adults are transmitters for at least one category. Transmitters are heavier users who are more motivated by brands and quality. The document provides a methodology for measuring word-of-mouth activity and outlines how transmitters can be targeted through their preferences for specific media and marketing approaches within categories.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
The document discusses interactive online advertising through several perspectives:
1) Developers see interactive ads as technically feasible using languages like JavaScript and Python, but requiring a team of experienced developers and several months of work.
2) Advertising experts currently use video ads on social media but see potential for interactive ads to better engage consumers. However, one expert was skeptical of their relevance.
3) Consumers find most online ads annoying due to frequency, placement and lack of relevance. They would interact more if ads were shorter, less interrupting and more creative. Consumers saw potential value in interactive ads depending on how they are designed and delivered.
Communication and its influence on consumer behavior...final pptDinesh Bargotra
This document discusses communication and its influence on consumer behavior. It defines communication as the transmission of messages from a sender to a receiver via a medium. It then outlines the basic elements of the communication process, including the source, message, medium, and receiver. It also discusses factors that can influence the communication process, such as the credibility and characteristics of the source, the properties of different communication mediums like television and magazines, and characteristics of the target audience. Finally, it provides recommendations for designing effective persuasive communications, including through message framing, comparative advertising, and the appropriate use of appeals like fear, humor, and participation.
Why the Way You Collect the Voice of the Customer MattersJose Briones
Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item.
We will relate different Voice of the Customer approaches with project portfolio classifications for product development
This document discusses key aspects of communication and consumer behavior. It outlines the basic elements of the communication process, including the source, message, medium, and receiver. It also identifies factors that can affect communication, such as characteristics of the source, message, medium, and target market. The document then examines different types of media and their characteristics. It explores techniques for designing persuasive messages, including message framing, comparative advertising, and order effects. Finally, it discusses different advertising appeals, like fear, humor, and sex appeals, and emphasizes the importance of obtaining feedback to measure communication effectiveness.
The effect of communication on consumer behaviourBijo Joseph
This document discusses how companies use various communication methods to influence consumer behavior and promote products. It outlines word-of-mouth marketing, advertising techniques like branding and appealing to peer groups, email campaigns, contracts, and infomercials. The goal of these communications is to get consumers to purchase goods, though too much contact can annoy customers. Effective marketing communication also considers the sender, receiver, message, medium, and feedback in the process.
This document discusses KOL management strategies and provides a case study of an S4 product launch in Cote D'Ivoire. It outlines KOL definitions, channels, strategies, and the operational process. The case study focused on using KOLs to promote the S4 launch through emotional content, an online selfie contest, and videos. This organic approach achieved over 500 contest participants and 66,167 engagements. Key learnings included needing better briefings to showcase features softly and adapting more to KOL content styles.
Text 100 Gobal Blogger Survey 2009 - Hong Kong ReportText100HongKong
Text 100 announced the results of its Global Blogger Survey on 25 June, 2009. Believed to be the first of its kind; this survey examines the preferred communication techniques from the point of view of technology, business and lifestyle bloggers across the globe.
This presentation focuses specifically on the results from bloggers surveyed in Hong Kong.
The survey indicates a “mainstreaming’ of blogging in Hong, with many bloggers reporting increased contact from PR professionals or corporate communicators. It also highlights that use of micro-blogging services such as Twitter is high among Hong Kong bloggers - 96% of surveyed bloggers reported using it.
Importantly for companies wanting to engage, the survey indicates there is significant opportunity for deeper relationships with this increasingly influential community.
The document discusses evaluation in public relations practice. It defines evaluation and outlines some key principles of evaluation according to Patton, including that evaluation is research-based, looks at both inputs and outcomes, is dependent on user needs and context, can examine both short and long-term impacts, allows for comparisons, and takes a multifaceted approach. Several case studies are presented, including one on a campaign to increase dog adoptions by teaching shelter dogs to drive miniature cars. Evaluation of the campaign found it increased awareness of the organization's partnership and positively changed perceptions of shelter dog behavior.
This document discusses the results of several experiments testing behavioral messaging in SAS marketing content. It analyzes the effects of different behavioral components - including images, buttons, copywriting and social proofing - on click-through rates for various analytics-related content targeting data scientists and analysts. Some key findings include:
- Applying behavioral design increased click-through rates by 48.7% for content about augmented analytics targeting technical audiences. However, changing the image decreased rates by 5.4%, indicating image choice is important.
- Content about machine learning saw click-through rate increases of 53% and 111% when combining behavioral images, buttons, and empowering copywriting.
- Targeting quantitative backgrounds, machine learning content
Four Country Mobile Operator Study: a competitive benchmark of leading mobile...UserZoom
This Benchmarking study gets inside the European mobile operator market to show how users in four countries look for:
- The monthly cost to surf the internet daily with an iPad
- The fax number/address for a high street shop
This document discusses the application of design thinking to address social challenges. It explores the relationship between design thinking and the social sector, examining the characteristics and benefits as well as potential pros and cons. The document outlines objectives to determine if design thinking is an effective tool for social change, and to identify advantages of applying it to solve social issues. It presents three case studies as examples of design thinking approaches that improved healthcare in India, created community awareness and ownership through a wall-hanging project in London, and developed a sustainable water supply system in Chile.
The student learned that following a systematic design thinking process is most effective for solving problems. This includes empathizing with users to understand their needs, defining the problem, ideating solutions, prototyping ideas, and testing prototypes with users through an iterative process. Specifically, the student realized the importance of empathy, creating simple prototypes, and getting direct feedback from users to develop the most useful solutions. Going forward, the student plans to apply this process at work by engaging users when making changes, at home to create harmony, and in life by understanding problems from others' perspectives to help find solutions.
Social Media and Your Communication StrategyDPCdigital
DPC and Mitchell & Partners presented the eighth Digital Communication in Government Seminar on 27 June 2014.
Joined by communication practitioners from across the Victorian Government, Marcus Betschel and Trent Light from Mitchell & Partners shared their experiences about how to best use social media as part of a broader communication strategy.
This document discusses communication and its influence on consumer behavior. It covers the basic components of communication including the message initiator, sender, receiver, medium, message, target audience and feedback. It also discusses designing persuasive communications, including selecting target audiences and appropriate media strategies. Key aspects of message design like framing, comparative advertising, order effects and repetition are examined. Different types of advertising appeals like fear, humor, sex and participation are also addressed.
Thanks to impressive conversion rates and an online ROI that is comparable to that of Search, Performance Display Advertising is chipping away at a nagging – and inaccurate – perception: that banner ads don’t work online.
Indeed, retailers and advertisers from other industries are disproving this perception every day -- one successful campaign at a time. We at Criteo felt the time had come to offer more rigorous proof of Performance Display’s aggregate impact on the advertising landscape. So in 2012, we commissioned Nielsen and Médiamétrie to conduct a two-month study of real-world users, in France and in the United States, with the goal of measuring the impact and effectiveness of Performance Display advertising.
This white paper will enable you to learn more about Performance Display advertising, and how it compares to more 'classic' forms of advertising. But above all, you’ll discover why:
Performance Display ads are viewed and clicked on a massive scale,
Performance Display ads allow users to see ads for things they care about, so they respond and act with measurable intent,
Performance Display advertising improves the overall media spend of advertisers, but also provides a large share of exclusive clickers,
Pay-per-click Performance Display solutions have a real impact on branding which is simply not valuated in direct response media buying.
Communication and Social Media Measurement - tuesday 16-4-kpisSeb Maje
This document summarizes a presentation on communications and social media measurement. It discusses key performance indicators (KPIs) like share of voice, audience engagement, and share of conversation that are important to track. It also covers benchmarks to compare performance over time and against other campaigns. Finally, it examines how to measure influence, including through Klout, Kred, and identifying influential social media users. Building successful relationships with influencers requires being real, relevant, practical, patient, and actively engaging.
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
A Journey into Evaluation: from Retrieval Effectiveness to User EngagementMounia Lalmas-Roelleke
This document discusses evaluating user engagement in information retrieval systems from small-scale to large-scale. It begins by discussing traditional evaluation methods in information retrieval which focus on retrieval effectiveness and relevance through metrics like precision, recall and click-through rates. It then introduces the concept of user engagement, which looks beyond relevance to consider emotional, cognitive and behavioral connections between users and systems. Key aspects of user engagement discussed include novelty, aesthetics and motivation. Methods for measuring engagement range from self-reports and physiological sensors for small-scale studies to analytics of user behavior like dwell times, abandonment rates and return visits for large-scale evaluation. The talk explores moving evaluation from intra-session metrics like dwell times to inter-session metrics like absence
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
This document discusses different methods for evaluating public relations programs and measuring their effectiveness. It describes evaluating objectives, production outputs, media exposure and impressions, audience awareness, attitudes and actions. Methods include compiling press clippings, surveys, baseline studies, tracking specific metrics like website hits or event attendance. Evaluation should happen throughout the planning and implementation process by establishing clear objectives and metrics upfront. Measuring outcomes against objectives allows practitioners to assess success and opportunities for improvement.
The document discusses word-of-mouth marketing and identifying influential transmitters within categories. It presents research showing over 60% of UK adults are transmitters for at least one category. Transmitters are heavier users who are more motivated by brands and quality. The document provides a methodology for measuring word-of-mouth activity and outlines how transmitters can be targeted through their preferences for specific media and marketing approaches within categories.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
The document discusses interactive online advertising through several perspectives:
1) Developers see interactive ads as technically feasible using languages like JavaScript and Python, but requiring a team of experienced developers and several months of work.
2) Advertising experts currently use video ads on social media but see potential for interactive ads to better engage consumers. However, one expert was skeptical of their relevance.
3) Consumers find most online ads annoying due to frequency, placement and lack of relevance. They would interact more if ads were shorter, less interrupting and more creative. Consumers saw potential value in interactive ads depending on how they are designed and delivered.
Communication and its influence on consumer behavior...final pptDinesh Bargotra
This document discusses communication and its influence on consumer behavior. It defines communication as the transmission of messages from a sender to a receiver via a medium. It then outlines the basic elements of the communication process, including the source, message, medium, and receiver. It also discusses factors that can influence the communication process, such as the credibility and characteristics of the source, the properties of different communication mediums like television and magazines, and characteristics of the target audience. Finally, it provides recommendations for designing effective persuasive communications, including through message framing, comparative advertising, and the appropriate use of appeals like fear, humor, and participation.
Why the Way You Collect the Voice of the Customer MattersJose Briones
Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item.
We will relate different Voice of the Customer approaches with project portfolio classifications for product development
This document discusses key aspects of communication and consumer behavior. It outlines the basic elements of the communication process, including the source, message, medium, and receiver. It also identifies factors that can affect communication, such as characteristics of the source, message, medium, and target market. The document then examines different types of media and their characteristics. It explores techniques for designing persuasive messages, including message framing, comparative advertising, and order effects. Finally, it discusses different advertising appeals, like fear, humor, and sex appeals, and emphasizes the importance of obtaining feedback to measure communication effectiveness.
The effect of communication on consumer behaviourBijo Joseph
This document discusses how companies use various communication methods to influence consumer behavior and promote products. It outlines word-of-mouth marketing, advertising techniques like branding and appealing to peer groups, email campaigns, contracts, and infomercials. The goal of these communications is to get consumers to purchase goods, though too much contact can annoy customers. Effective marketing communication also considers the sender, receiver, message, medium, and feedback in the process.
This document discusses KOL management strategies and provides a case study of an S4 product launch in Cote D'Ivoire. It outlines KOL definitions, channels, strategies, and the operational process. The case study focused on using KOLs to promote the S4 launch through emotional content, an online selfie contest, and videos. This organic approach achieved over 500 contest participants and 66,167 engagements. Key learnings included needing better briefings to showcase features softly and adapting more to KOL content styles.
Text 100 Gobal Blogger Survey 2009 - Hong Kong ReportText100HongKong
Text 100 announced the results of its Global Blogger Survey on 25 June, 2009. Believed to be the first of its kind; this survey examines the preferred communication techniques from the point of view of technology, business and lifestyle bloggers across the globe.
This presentation focuses specifically on the results from bloggers surveyed in Hong Kong.
The survey indicates a “mainstreaming’ of blogging in Hong, with many bloggers reporting increased contact from PR professionals or corporate communicators. It also highlights that use of micro-blogging services such as Twitter is high among Hong Kong bloggers - 96% of surveyed bloggers reported using it.
Importantly for companies wanting to engage, the survey indicates there is significant opportunity for deeper relationships with this increasingly influential community.
The document discusses evaluation in public relations practice. It defines evaluation and outlines some key principles of evaluation according to Patton, including that evaluation is research-based, looks at both inputs and outcomes, is dependent on user needs and context, can examine both short and long-term impacts, allows for comparisons, and takes a multifaceted approach. Several case studies are presented, including one on a campaign to increase dog adoptions by teaching shelter dogs to drive miniature cars. Evaluation of the campaign found it increased awareness of the organization's partnership and positively changed perceptions of shelter dog behavior.
This document discusses the results of several experiments testing behavioral messaging in SAS marketing content. It analyzes the effects of different behavioral components - including images, buttons, copywriting and social proofing - on click-through rates for various analytics-related content targeting data scientists and analysts. Some key findings include:
- Applying behavioral design increased click-through rates by 48.7% for content about augmented analytics targeting technical audiences. However, changing the image decreased rates by 5.4%, indicating image choice is important.
- Content about machine learning saw click-through rate increases of 53% and 111% when combining behavioral images, buttons, and empowering copywriting.
- Targeting quantitative backgrounds, machine learning content
Four Country Mobile Operator Study: a competitive benchmark of leading mobile...UserZoom
This Benchmarking study gets inside the European mobile operator market to show how users in four countries look for:
- The monthly cost to surf the internet daily with an iPad
- The fax number/address for a high street shop
This document discusses the application of design thinking to address social challenges. It explores the relationship between design thinking and the social sector, examining the characteristics and benefits as well as potential pros and cons. The document outlines objectives to determine if design thinking is an effective tool for social change, and to identify advantages of applying it to solve social issues. It presents three case studies as examples of design thinking approaches that improved healthcare in India, created community awareness and ownership through a wall-hanging project in London, and developed a sustainable water supply system in Chile.
The student learned that following a systematic design thinking process is most effective for solving problems. This includes empathizing with users to understand their needs, defining the problem, ideating solutions, prototyping ideas, and testing prototypes with users through an iterative process. Specifically, the student realized the importance of empathy, creating simple prototypes, and getting direct feedback from users to develop the most useful solutions. Going forward, the student plans to apply this process at work by engaging users when making changes, at home to create harmony, and in life by understanding problems from others' perspectives to help find solutions.
Take it home apply design thinking last assignmentMiriam Lozada
The document discusses key lessons learned in a design thinking class. It notes that (1) empathizing with people by understanding their needs is important for finding solutions to problems, (2) all ideas have value in the early creative process, and (3) failure is part of the process and should be embraced to help start again. The document also outlines the design thinking process of empathizing with users, ideating possible solutions, prototyping ideas, and reflecting on the process.
Using Design Thinking for Growth is a transcription of a Business901 podcast.. It contained great thoughts on how Design Thinking may be to Business Growth the way Lean and Six Sigma has been to quality.
Design Thinking as new strategic tool. Presentation made to spark the discussion about innovation & inspiration and new business opportunities. And how to introduce Design Thinking as a strategic tool in your company.
This document provides an overview of design thinking and its growing importance for businesses. It discusses how design thinking helps organizations solve problems and create solutions in a customer-centric way. While some see design thinking as misunderstood or undervalued, others credit it with helping transform organizations like Deloitte. The document explores questions around how design thinking can be implemented, whether it is best situated within the marketing function, and why both large traditional companies and startups are increasingly adopting it. It aims to define design thinking and show how taking a design thinking approach can provide benefits such as exploring a range of solutions to present and future problems.
This letter transmits a report on design thinking to aspiring entrepreneurs and college graduates. The author chose to research design thinking as an aspiring engineer and problem solver. The attached report provides an overview of design thinking as a problem-solving method and argues it is the best existing approach. The author recommends the report for anyone interested in entrepreneurship or problem solving in their career. The report will educate readers on design thinking and why it is important for solving problems in business and society.
Strategic insights for creative agencies based on the principles of Design Thinking from Tim Brown of IDEO and Roberto Verganti, Professor of Management Innovation, at Politecnico of Milano
Introductory lecture on Design Thinking given by Mark Billinghurst as part of the HITD 201 course taught at the University of Canterbury. Taught on December 9th 2013
Presentation of the Design Thinking Workshop Berlin
It is a brief introduction about what it is Design Thinking (check the links) and a guide to follow some creativity tools to work on the business ideas of the participants
The document provides biographical details about Indra Nooyi, the Chairman and CEO of PepsiCo. It outlines her educational background, career history prior to joining PepsiCo in 1994, and roles held within PepsiCo leading to becoming CEO in 2006. It describes her focus on Performance with Purpose, directing PepsiCo's global strategy and restructuring efforts. Nooyi serves on several boards and has received numerous honors and awards for her leadership of PepsiCo.
This is a short presentation on Design Thinking for a PM audience, showing the benefits of incorporating Design on projects and providing a very high-level overview of methods and tools.
This set of method cards introduces briefly the design thinking approach. It explains the design process as well as the prototyping phases of design thinking projects.
There basically 2 ways of getting involved with the University of St.Gallen in order to have a design thinking team working for your organization.
1. Design Thinking @ HSG
2. Embedded Design Thinking
Both ways are explained in the set.
For more information visit http://dthsg.com
1. Copyright laws protect the rights of publishers of literary works, movies, music and more from unauthorized use. Violating copyright can result in fines up to $150,000 per violation or lawsuits.
2. Teachers should be informed about copyright laws and what constitutes fair use of copyrighted materials. Using short excerpts or a small portion is often considered fair use.
3. The Teach Act provides additional rights for teachers to display and perform copyrighted works in the classroom, but teachers should still follow guidelines like using the fair use test or getting permission when unsure if use is allowed.
The document outlines the key steps and learnings from a design thinking venture lab final assignment. It includes 3 key takeaways: that design thinking can be used to creatively solve many problems, inspiration comes from unexpected places, and various tools can help with the design thinking process. A process map is provided showing the iterative steps of defining a problem, brainstorming solutions, selecting and testing one solution. A reflection notes design thinking allows for more creative solutions and is well-suited for education and improving processes and services.
This document outlines the design thinking process which includes understanding the problem, researching benchmarks and insights, identifying opportunities and problems, designing a strategy, prototyping solutions, and implementing the final solution. The process involves studying the problem, researching other solutions, looking for unidentified opportunities, gathering all potential problems, designing objectives to solve problems, testing prototype models, and developing the best solution.
Design Thinking as innovation tool for Smart Nation: Cancer healthcareShah Widjaja
Presentation done as part of Singapore Design Week Festival 2017
Summary:
How does design thinking change mindsets and culture so that a nation like Singapore can continue to innovate and lead the transformation for a better future? Harnessing the power of design thinking to build a ‘Smart Nation’ for Singapore, this workshop aims to give audiences the opportunity to realize the potential this methodology has.
A user-centered way of solving problems, design thinking involves collaboration across user segments, through strategies like customer journey mapping, design research and rapid prototyping. While design is often used to describe an end-product, in reality if applied properly, can be used to address problems or issues across a variety of field including social issues.
This document provides an overview of design thinking and the design thinking process. It discusses the following key points in 3 sentences:
1) Design thinking is an approach to solving problems by understanding user needs through contact, observation and empathy in order to design solutions that fit within their environment, as opposed to jumping straight to solutions or focusing on technology.
2) The design thinking process involves understanding needs, observing users, synthesizing insights, ideating solutions, prototyping ideas, and iterating based on user feedback to revisit assumptions and sometimes go back to earlier steps in the process.
3) An example of applying design thinking at a startup is described where user interviews and observations were conducted with teenagers to understand their communication
Social Media Business Intelligence (SNHU Bootcamp Presentation)wedu, Inc
This document provides guidance on social media business intelligence and metrics. It discusses identifying successes and implementing changes to maximize returns from social media ventures. Attendees will learn how to measure social media metrics, understand successes, and make improvements. The document emphasizes that learning is the primary goal and provides tips on determining key performance indicators, qualitative and comparative measurement, integrating offline activities, and paying attention to details like inactivity, drop points, behavioral triggers, and business alignment.
Social Media & Its Implications for Content StrategyPam Noreault
1. The document discusses how social media and user research can inform an effective content strategy. It provides examples of how to measure the success of content strategies, including usability testing, System Usability Scale (SUS) scores, and Net Promoter Scores (NPS).
2. The author advocates understanding user needs over wants by collaborating with user representatives and observing user behavior. Various research methods are proposed like user shadowing, card sorts, and focus groups.
3. An effective iterative content strategy is outlined including developing personas, information models, user stories, and validating content through user assistance testing. Business impact comes from improved customer engagement and evolving methodologies informed by measurable results.
This slide deck describes how to conduct market research to identify potential customers, test product concepts and value propositions, and pricing. Do research to answer key questions for new product market success: 1) who are your customers, 2) what is your value proposition and what are customers willing to pay; 3) how will you win customers and retain them at a profitable rate? Once you have answered these questions, you are on your way to a successful customer discovery and development process.
This workshop slide deck describes the tools and methods for conducting market research for new products and services, including market sizing, forecasting, concept testing, demand estimates, price tests. Learn how to identify potential customers, answer key questions such as: their interest in your products/services, how much they are willing to pay, what they value, how to reach them and deliver that value.
The document discusses auditing agency performance and includes the following topics:
1) Integrated media evaluation, discussing offline vs. online advertising and changes to the consumer purchase funnel.
2) Interpreting plans and reports, including what success factors and metrics to look for.
3) Creative testing methodology and best practices.
This document provides a proposal and engagement plan for social media monitoring and listening for Vodafone. It includes an overview of Netscribes, the objectives of engagement, and Netscribes' capabilities and experience. It presents case studies of social media monitoring for Future Group and HDFC Bank. It also includes a social media brand analysis of Vodafone, comparing its performance on platforms like Twitter to competitors. Charts show sentiment analysis and response times. A SWOT analysis identifies Vodafone's strengths in awareness and resolutions but weaknesses in platform presence and response speed.
Guest: Serena Ehrlich, Director, Social and Evolving Media at Business Wire
What PR professionals will learn:
Simple ways to get your story noticed
Why data is your friend
How to choose the metrics that matter most
This document provides guidance on developing a low-risk social media engagement strategy. It begins with introductions and then covers social media 101 concepts like the social graph and social object theory. It discusses using social media for customer service and the importance of listening. It then gives an example of the Department of Justice (Victoria)'s social media strategy and policy. Finally, it covers developing objectives, listening to conversations, identifying influencers, developing a response strategy, and measuring social media engagement. The overall message is to start small, focus on listening before responding, and establish clear objectives and metrics for evaluation.
"Sense Worldwide" case: Transforming the rules of innovationVladimir Pushmin
1) How can Sense Worldwide defend its competitive advantage?
2) Sense Worldwide has spotted opportunities related to co-creation early. Which opportunities can Brown see now?
3) Assess Sense Worldwide’s ability to seize the opportunities? What needs to change? How does Sense Worldwide transform itself? Is co-creation the way forward?
CX Strategy & Design in the domain of Participatory Energy for RMIT Online course
As customers, how do we overcome disinformation and infoxication to invest in distributed energy resources (DER) or solar energy as an example?
As vendors, how do we build trust, transparency, and independence in relevant information that empower potential customers to engage in renewable energy supply, storage and sharing?
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
People Centric Marketing - Create Impact by Putting People First Digital Vidya
Know how to create impact by putting people first via 'People Centric Marketing'. Gain insights from the webinar led by Sakhee Dheer, Head of Digital, Global Business Marketing, Asia Pacific, Facebook.
Digital marketing strategy involves developing a plan to promote a brand and achieve goals using digital channels. It builds on traditional marketing strategies and integrates both online and offline tactics. An effective strategy considers factors like the target market, competitors, and core competencies. It also sets objectives, chooses appropriate digital tactics, and defines metrics to measure success. Regular monitoring and optimization is important to ensure the strategy continues meeting its goals over time.
This document discusses strategies for measuring social media success. It emphasizes the importance of (1) planning measurable executions, (2) ensuring measurements influence strategies, and (3) reporting on successes. It provides tips for setting goals around reach, reaction, and response. It also discusses qualitative and comparative measurement techniques as well as integrating offline and online measurement.
This document discusses strategies for measuring social media success. It emphasizes the importance of (1) planning measurable executions, (2) ensuring measurements influence execution, and (3) reporting on success. It provides tips for setting goals based on reach, reaction, and response metrics. It also discusses qualitative and comparative measurement techniques as well as integrating offline and online measurement.
I drew on some past presentations and some new materials to make this social media seminar presentation. It has a B2B focus with ideas for using social media at trade shows.
Voice Pick is an online market research solution that allows clients to conduct online surveys and sampling to understand their target audiences and measure the effectiveness of digital marketing campaigns. It enables clients to test hypotheses about audiences through surveys and conduct A/B tests of creative content and concepts. Voice Pick has its own online panel of users that can participate in surveys on a variety of topics to provide data and insights into market trends. It offers several survey and sampling options with timelines ranging from 1-3 days and delivers reports in PowerPoint format.
Тренди соціальних медіа - 2019: як найкраще зацікавити свою аудиторію?ISAR Ednannia
Презентація Кейт Хед, експертки International Media Solutions з 30-тирічним досвідом в сфері стратегічних комунікацій, досліджень громадської думки, та адвокаційних кампаній. Кейт має унікальний досвід планування та впровадження інформаційних кампаній в сфері економіки, політики та соціальних питань в багатьох країнах світу. Також Кейт реалізовувала навчальні програми для НУО та урядів більш ніж 20-ти країн. Кейт - сертифікований аналітик web-usability та член Національної асоціації урядових комунікаторів.
Your customers have transitioned from tethered and tolerant to mobile and multitasking. To meet customers’ ever-growing expectations, you must ensure their experiences are pain-free by delivering proactive and engaging interactions across the entire customer journey.
During this webinar, Engaging the Digital Customer: Experiences that Drive Revenue and Loyalty, industry analyst Paul Greenberg will discuss ways to increase customer value, including:
* Understanding how and when to interact with customers
* Considerations for systems of engagement
* Role of proactive engagement to drive revenue
* Detailed use case from strategy to implementation
Social media monitoring involves tracking, measuring, and evaluating an organization's social media initiatives. It has five steps: choosing focus areas, selecting target-rich platforms, identifying keywords, restricting or widening searches, and adjusting searches. Measurement assesses volume and sentiment of brand content on social media. Qualitative measurement assesses opinions and beliefs, while quantitative measures amount. Key performance indicators measure goals like dialogue, advocacy, customer support, and innovation. Tools like Radian6 help companies monitor and engage on social media. The future involves advances in monitoring techniques, metrics, and tools to analyze expanding social media data.
Similar to Cause We Care - Design Thinking Project Final Report (20)
In this paper I did a ratio analysis of Google Inc to get a better glimpse of them as a company and their performance.
This was for the subject Building Financial Relationships at Northeaster University, MA.
I hope it gives you greater insight into Google and how they operate.
Matt
This paper discusses the Nodal Logistics case study and which option would carry the least risk. Then compares their strategy with Google's and discusses whether they are both reducing risk or increasing it.
This was for the subject Building Financial Relationships in my Masters program at Northeastern University, MA.
I hope it gives you a broad understanding of how to manage currency exchange risk.
Matt
This treatise was my final paper for Ethical Leadership at Northeastern University, MA.
It is by no means exhaustive of my beliefs about ethical leadership but gives a broad overview of what is important.
I hope it inspires you to pursue great ethical leadership.
Matt
Kant's perspective of duty-based ethics is argued to be the most moral in light of strong ethical leadership. According to Kant, an action is only truly moral if the motivation behind it is pure, without ulterior motives. Moral actions are judged by reasoning rather than consequences. This perspective has three implications: 1) Radical egalitarianism, where those who make laws are also subject to them, ensuring equal treatment. 2) Categorical imperatives as autonomous legislation, where one puts themselves in others' shoes to avoid injustice. 3) Using reason and critical thinking to objectively define morality, separating it from human emotion.
The last essay in my Creativity & Innovation class (from my Master of Entrepreneurship and Innovation) is about what I have learnt and how my perceptions of creativity, entrepreneurship and innovation have changed.
I hope you get as much out of it as I did.
Enjoy.
Matt
There are many different
Matthew Stuckings proposes a new innovation strategy for Boeing to foster "Visionary Innovation." The current focus on incremental "Performance Innovation" is no longer sufficient in a rapidly changing world. The report outlines factors for innovation success/failure and recommends redefining Boeing's culture to nurture innovative ideas from all employees through protected creative time, multidisciplinary teams, and an open culture where all ideas are considered. Stuckings includes a draft brochure to communicate the new vision and strategy to employees.
Cause We Care - Design Thinking Project Final Report
1. Cause we Care
Cause We Care is a young team of philanthropic super heroes that understand Not for Profit (NFP)
values, resources and donation challenges. We drive strategies to enhance, grow and develop new
and innovative ways to address the NFP sector. Cause We Care also provides a solution to small
NFP’s looking to gain a greater presence amongst the wider community.
Today, there is too much noise in the market place. It is becoming more challenging to communicate
why you should donate to a cause. The way people donate has changed. The public wants honesty
and clarity on where their funds are going, how they are being managed and what value they are
delivering.
Overwhelmingly organisations are out of touch with their supporters and the younger generations
(Dickson & Keyes 2013). However, the core values of engagement have remained the same.
We provide a solution to NFP’s at low cost, utilising social networks (especially YouTube) as a vehicle
of communication. Giving us the ability to communicate swiftly to large groups of people across the
globe.
There are a large number of economically insignificant NFP’s willing to take on our solution for
communicating value to their stakeholders. Almost all indicating they were willing to pay a small
premium to be ahead of the noise.
We are devoted to promoting awareness in the NFP sector. Giving NFP the exposure they need,
advertisers and corporates the positive brand exposure they want and viewers the information and
knowledge about NFP to get involved.
2. How to Read This Document
1. Use the Valuable, Doable, Scaleable tool (in Appendices) when referencing assumption
numbers
2. Key assumptions in the first column are orange, key tests combining a few related
assumptions are in second column and are green.
3. Related Assumptions: are those that are not key to the viability of the solution but related in
some way, shape or form (these are in black)
4. References for all tools are found in the Reference List at the end of this document
5. The appendices document should be read from start-to-finish, as that is how the flow of
information is designed to be communicated
Assumption Testing
• MVP1 – YouTube video testing the smallest concept. Would viewers watch and learn about a
NFP and be interested in them learning business skills. So we chose one NFP (Bottle for Botol)
and one skill (pitching)
• MVP2 – online survey, testing our assumptions about the viewers
• Through the use of the tool we were able to establish a number tests listed in Appendices
• A large majority of our assumptions were tested by research by speaking directly with potential
customers and key partners, validating the pros and cons of MPV1. 2D prototyping around
online surveys and storyboarding, 3D prototype testing YouTube video
• Future tests are also needed by going to market via YouTube (using the metrics from
• The ‘Data Needed to Test Assumptions’ tool was also used to articulate what data was needed
to prove or disprove our assumptions
Urgent-Importance Matrix
• Understanding how a corporate member may prioritise their time and open their wallets. We
wanted to get a better understanding the urgency of the corporates task list, and quickly identify
the activities that were important to corporates.
Customer Development Interviews
• We developed a number of questions to gauge interest and further facilitate our assumption
testing. The questions were based of Cindy Alverez’s customer questions and insights gained
form Parts 1 & 2
Online Survey
• Online surveying gave us the ability to reach a broad audience quickly getting valuable feedback
for our MVP1 concept. We tried to articulate all our assumptions into non-biased questions that
would give us a level of agreement or disagreement from the viewers
Rainbow Spreadsheet
• This was used to visualize our interviewing data and information from corporates, NFP’s, public
and advertisers; quickly picking up on themes and insights
Multi Sided Platform
• The Multi-Sided Platform Map gave us a clear view of who and what would be interacting with
our YouTube channel and the competition and what network effects could be generated
3. • This tool was beneficial to us by being able to understand and then communicate to the
different segments our value to them and gain insight into how they would interact with the
platform
Value Chain Analysis
• Value Chain Analysis helped us understanding the flow of how the Cause We Care competition
delivers value and what resources were potentially needed to make this happen
Business Model Canvas
• This tool was used to map out the key areas of development as a startup, the barriers and
difficulties that would be addressed before going and doing them. This gave us the opportunity
to discuss problems before we got there
Story boarding
• Allows us to articulate the story of what the competition is offering to each customer segment
and whether it connects with them or not
• The storyboard will also be used in future to get customers to fill in blank frames, to tell the
story how they want it told
Mind Mapping
• Used to articulate complicated and intangible concepts and to assist in taking group meeting
notes
Lighting diagrams and Queue cards
• Used in filming to make sure things run smoothly and can be replicated if necessary in the future
4. Experiments
MVP1 – YouTube Competition
Key Assumptions
• Team will be able to communicate effectively through the medium of video what NFP's have to
offer
Related Assumptions
• Team will be able to produce high enough quality video for public to watch
• Team will be able to make full-use of advanced YouTube features and other social media to
promote video and make it as interactive as possible (e.g. annotations to outside websites)
Test
Build MVP1 of YouTube competition and gain feedback from fellow students and viewers.
Purpose
To test whether viewers connected with the concept and would watch and take action as a result
Metrics & Performance
50% expression of support on each assumption.
Results
Results are based on feedback from online survey and general public interviews.
Online Survey and Viewers (general public) Interviews:
All assumptions got >60% validation bar one question, which still passed. The highest level of
support was for 'giving to causes makes me feel good' and the lowest level of support was for 'I have
the capacity to give financially'.
Recommendations & Future Tests
• Research into film production costs will test assumption 6 (although this is MVP1, Phase 2)
• Customer development interviews with corporate and advertisers, showing storyboard of
concept will be a future test
5. MVP2 - Public Segment Survey
Key Assumptions
• Public will watch part or whole video on YouTube, then share on social media
• Public will care about NFP's and what they are doing after being informed
• YouTube is the correct channel to reach the public
• Public will action/donate as a result of watching video
• Public have the capacity to support/donate to NFP corporates and advertisers will get involved
because they need others to know they do-good because and they want positive brand
exposure
Related Assumptions
• Public are open to new NFP's
• Format of video should show before and after teaching business skill
Tests
Requesting participants to identify where they fall on a scale of support for the previously
mentioned assumptions.
Purpose
To elucidate data on viewer preferences regarding content, channel of access, and expected actions
after viewing.
Metrics & Performance
More then 50% expression of interest for key assumptions (validated 60%+)
Results
All Assumptions passed as above in MVP1. There is the possibility that data has been skewed by
survey participants wishing to be obliging and/or the demographic of people with access to the
survey, this could affect the quality of data.
Recommendations & Future Tests
Person to person interviews to gain more comprehensive data, as well as User Experience and/or
ethnographic research on the way viewers interact with the YouTube video and channel (this may
possibly be filmed).
6. Customer Development Questions – NFP
Key Assumptions
• NFP and other stakeholders will gain benefit from participating in a YouTube competition
because it promotes awareness on effective NFP management and communicates the value of
their work
• The number of viewers will reach a tipping point, where corporates, NFP and advertisers will
want to get involved
Related Assumptions
(Customer development questions NFP 7, 11 valuables 1 in scalable)
• NFP will get involved because they want training
Tests
• Survey NFP's, corporates and advertisers on the tipping point of viewers for their involvement
would test assumption 1 in scalable
• Survey as above on whether they gain benefit from positive exposure of their value and if
YouTube is an effective vehicle for this
Purpose
To validate whether they would be involved in Cause We Care and whether we could solve the
problem of communicating value.
Metrics & Performance
Passes if: 3 NFPs are willing to get on board, <20k views on YouTube would be the tipping point to
attract them to get involved and 50% expression of interest in communicating value.
Results
NFPs passed, with the tipping point being 10k views, more than three were on board and more than
50% expressed interest in communicating value as a priority.
Recommendations & Future Tests
We need to test for the content of Cause We Care – what would be valuable to NFP’s and the
mediums that could be effective for their learning. This can be done through another round of
surveys and ethnographic research on weaknesses in the organizations or further MVP testing
around what content the viewers wanted to see in the competition.
7. Customer Development Questions – Corporates
Key Assumptions
• Corporates and advertisers will get involved because they need others to know they, “do good”
because and they want positive brand exposure
Other Assumptions
(Customer development questions Corporate 9 valuables 4 do able 1, 2 4 and 5 in Scalable)
• The number of viewers will reach a tipping point, where corporates, NFP and advertisers will
want to get involved
• Corporates would choose to be involved with NFP's that are future scalable, will have a good
reach for advertising and that match causes they are already passionate about
• Corporates need public viewers to get value out of the competition (maybe viewers could
be employees)
Tests
• Customer development interviews will test assumptions 7, 9, 11
Purpose
To find out how, when, and why corporates would get involved with Cause We Care.
Metrics & Performance
Passes if: 3 Corporates are willing to get on board with $15k to winner post tipping point, <20k views
on YouTube would tipping point to attract them to get involved, if 50% of corporates interviewed
express interested in 'positive brand exposure' as desirable, if 'causes would be involved' has at least
one in common with top three identified by online survey (kids and youth, homelessness, and
environment).
Results
We failed the corporates, they required a critical mass of viewership prior to getting on board
financially and wanted evidence of a proven concept in market.
Recommendations & Future Tests
We need to pivot how we interact with corporates or to a new customer segment to fund Cause We
Care. We could change the targeted corporates, i.e. interact with corporates that have a clear
Corporate Social Responsibility (CSR) policy and plan.
Further surveys and interviews need to be conducted to find the best customer segment.
Could create a MVP that demonstrates interest from viewers to the degree required.
Use storyboards to elucidate what the key drivers are for advertisement and attractiveness as a
concept.
8. Customer Development Questions – Advertisers
Key Assumptions
• Corporates and advertisers will get involved because they need others to know they do-good
because and they want positive brand exposure
Related Assumptions
Customer development questions Advertisers 9 valuables 5 in Doable 1, 3 and 5 Scaleable
Tests
Customer development interviews will test assumptions 7, 9, 11
Purpose
To find out when, how and why advertisers would get on board with Cause We Care.
Metrics & Performance
Passes if: 3 Advertisers are willing to get on board willing to sponsor $1700 per episode if viewers
reach tipping point, <20k views on YouTube would be tipping point to attract them to get involved, if
50% of corporates interviewed express interested in 'positive brand exposure' as desirable, if 'causes
would be involved' has at least one in common with top three identified by online survey (kids and
youth, homelessness, and environment).
Results
Advertisers failed, in a financial capacity. While they were very keen to support in-kind with their
products and services they wanted to see a 'proven concept' before financially supporting.
Recommendations & Future Tests
• Pivot to a different kind of business as potential advertisers, maybe larger businesses or connect
with advertisers already strongly linked to a relevant cause.
• Could create a MVP that demonstrates interest from viewers to the degree required.
• Use storyboards to elucidate what the key drivers are for advertisement and attractiveness as a
concept.
9. Customer Development Questions - Viewers
Key Assumptions
• Public will watch part or whole video on YouTube, then share on social media
• Public will care about NFP's and what they are doing after being informed
• YouTube is the correct channel to reach the public
• Public will action/donate as a result of watching video
• Public have the capacity to support/donate to NFP corporates and advertisers will get involved
because they need others to know they do-good because and they want positive brand
exposure
Related Assumptions
• Public are open to new NFP's
• Format of video should show before and after teaching business skill
Tests
Customer development survey will test Assumptions 1-6 in Valuable.
Metrics & Performance
Passes if: 50% or greater interest in discussed topics.
Results
60% or greater affirmation on all fronts, a clear pass.
Recommendations & Future Tests
• To do UX testing when watching video to understand how viewers interact with videos and
YouTube channels.
• Completing storyboards and allowing customer co-creation of the ‘story’ being told
10. Storyboards
Key Assumptions
Doable:
• Team will be able to attract corporates to give prize money
• Team will be able to attract advertisers for the show
Scaleable:
• If The Village co-working space is promoted via YouTube, they will get involved and sponsor the
show
Tests
Storyboards will test assumptions 4 & 5 from Doable and 3 from Scaleable.
Metrics & Performance
Will pass if: 3 or more responses from each customer segment support our assumptions in last panel
of storyboard.
Results
For future iterations
Recommendations & Future Tests
Use Storyboards to test assumptions 3, 4 & 5.
11. Testing by Research
Key Assumptions
• We would be able to produce pilot episode for less than $3k
• NFPs will flourish if given the opportunity to learn business acumen
• The competition is not easily replicable by other companies who do not have our design research
Related Assumptions
• The Difference Incubator and School for Social Entrepreneurs will partner with us
Tests
• Research through Blue Ocean Strategy tool to make competitors irrelevant
• Research through contacting relevant parties, to see if they will partner with Cause We Care
• Research into film production costs
Metrics & Performance
• Yes or No (do they want to be a key partner)
• Blue Ocean (if we can create 3 or more touch points that the competition don’t compete on)
Results
Research indicated partners were keen to get on board, costing is validated at just over $2k for pilot,
and Blue Ocean Strategy is test for future iterations.
Recommendations & Future Tests
The Blue Ocean Strategy can be used to further differentiate Cause We Care and create uncontested
market space.
12. Reference List
Alvarez, C 2010, Customer Development Interviews How-to: What you should be learning, Cindy
Alvarez, viewed 14th May 2014, <http://www.cindyalvarez.com/communication/customer-
development-interviews-how-to-what-you-should-be-learning>.
Ankaraju, S 2010, What is a Multi-sided Platform?, viewed 19 May
2014<http://www.getoffthedrawingboard.com/2010/03/22/what-is-a-multi-sided-platform/>.
businessmodelgeneration.com, The Business Model Canvas, businessmodelgeneration.com, viewed
2 May 2014, <http://www.businessmodelgeneration.com/canvas>.
Dixon, J & Keyes, D 2013, The Permanent Disruption of Social Media, viewed 25 May 2014,
<http://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media>.
Dos Santos, C &M 2014, Lecturers, Part 2: What is?, ENT60005 Creativity and Innovation, Learning
Materials on Blackboard, Swinburne of Technology, 31 March 2014, viewed 24 April 2014.
Foley, N 2014, De-risk Your Innovation Project with Assumption Testing, Peer Insight, viewed 14 May
2014, < https://vimeo.com/92870471>.
Indy Mogul 2013, Storyboarding for People who can’t Draw (like me): Friday 101, 19 April, viewed 13
May 2014, <http://www.youtube.com/watch?v=ux_Em1lVsjI>.
Liedtka, J & Ogilvie, T 2011, 'Chapter 9', Designing for Growth: a design thinking toolkit for
managers, Columbia University Press, NY.
mindtools.com, The Urgent/Important Matrix: Using time effectively, not just efficiently,
mindtools.com, viewed 15th May 2014,
<http://www.mindtools.com/pages/article/newHTE_91.htm>.
mindtools.com Value Chain Analysis: Achieving excellence in the things that really matter,
mindtools.com, viewed 10 May 2014,
<http://www.mindtools.com/pages/article/newTMC_10.htm>.
Strategyzer 2011, Business Model Canvas Explained, 1 September, viewed 1 May 2014,
<http://www.youtube.com/watch?v=QoAOzMTLP5s>.
Stevens, J 2013, Multimedia Storytelling: learn the secrets from experts at multimedia storytelling
institute 2014, kdmcBerkley, viewed 17 May 2014,
<http://multimedia.journalism.berkeley.edu/tutorials/starttofinish/storyboarding/>.
Tomer, S 2013, A Collaborative Lean UX ResearchTool, viewed 20 May 2014,
<http://www.smashingmagazine.com/2013/04/11/rainbow-spreadsheet-collaborative-ux-research-
tool/>.
16. 1. public will watch part or whole video on YouTube, then share on social media
2. public will care about NFP's and what they are doing after being informed
3. YouTube is the correct channel to reach the public
4. public are open to new NFP's
5. public will action/donate as a result of watching video
6. public have the capacity to support/donate to NFP
7. NFP will get involved because they want training
8. format of video should show before and after teaching business skill
9. corporates and advertisers will get involved because they need others to know
they do-good because and they want positive brand exposure
10. NFP will flourish if given the opporutnity to learn business acumen
11. NFP and other stakeholders will gain benefit from participating in a YouTube
competition because it promotes awareness on effective NFP management
and communicates the value of their work
1. team will be able to produce high enough quality video for public to watch
2. team will be able to communicate effectively through the medium of video
what NFP's have to offer
3. team will be able to make full-use of advanced YouTube features and other
social media to promote video and make it as interactive as possible (e.g.
annotations to outside websites)
4. team will be able to attract corporates to give prize money
5. team will be able to attract advertisers for the show
1. the number of viewers will reach a tipping point, where corporates, NFP and
advertisers will want to get involved
2. corporates would choose to be involved with NFP's that are future scalable,
will have a good reach for advertising and that match causes they are
already pasisonate about
3. If The Village co-working space is promoted via YouTube, they will get
involved and sponsor the show
4. corporates need public viewers to get value out of the competition (maybe
viewers could be employees)
5. corporates and advertisers would gain ROI from parterning/sponsoring the
competition
1. the competition is not easily replicable by other companies that do not
have the insights from our design research
1. MVP of YouTube competition will test assumptions 1, 3, 5, 8 [with metrics from Creativity Report Part 2]
2. Survey (for the public customers) with questions for based on insights will test assumptions 2, 4, 5, 6
3. Customer development interviews will test assumptions 7, 9, 11
4. Assumption 10 will be tested by research into NFP that have business skills vs. those who don't and how they perform)
2. The Difference Incubator and School for Social
Entrepreneurs will not see us as competitors and
partner with us
3. Connecting Up and other indirect competitors will not
see us as a threat and therefore not respond
1. Build MVP of YouTube competition and gain feedback from fellow students and public will test assumptions 1, 2, 3
2. Customer development interviews with corporate and advertisers, showing storyboard of concept will test assumptions 4, 5
3. Research into film production costs will test assumption 6 (although this is MVP Phase 2)
1. Survey NFP's, corporates and advertisers on the tipping point of viewers for their involvement would test assumption 1
2. Contact The Village and YGAP to see if they will participate/sponsor our MVP, show storyboard. This will test assumption 3
3. Conduct customer development interviews on why corporates would be involved with a particular cause will test assumption 2
4. Conduct customer development interviews on who corporates want to watch the competition and what they would like them to
action as a result will test assumption 4,5
1. Research existing direct competitors (none known at present) and do R-W-W or VOSE Analysis to test assumption 1
2. Contact The Difference Incubator and The School for Social Entrepreneurs to see if they will partner, this will test assumption 2
3. Take competition to market (branding it as a non-competitor) to seeing if competitors respond will test assumption 1, 3
6. cost of pilot eposide (after MVP) will be less than $3k
Key Assumptions Key Tests
i
17. MVP of YouTube competition:
1. how many veiwers
2. what age, gender, demographic
3. do they share or subscribe to the channel
4. if action was taken by the public after viewing the video
(although this would require getting hold of analytics from
Bottle for Botol's website and tracking donations made to
them via YouTube)
Sponsorship:
1. if we can get $5k advertising revenue per episode
($2k for the MVP)
2. if corporates will give $15k to the competition winner
3. if we can get 3 corporates on board to donate prize
winnings
4. why corporates and advertisers would get involved/donate/
sponsor the competition and what percieved benefits there
would be in doing so
5. the tipping point of viewership for them to get involved
6. if The Village and YGAP will get involved
Costs:
1. does the pilot episode of competition costs less than $3k
(if supported with YouTube ads, this will require 3m views)
Phase 2 MVP - [Competition Landing Page for NFP's]:
1. click-back rates from YouTube
2. competition sign-ups and database growth
3. if there are any direct competitors
NFP's:
1. why NFP's would participate in competition and what
percieved benifits there would be in doing so
5. the tipping point of viewership for them to see it as
benefical
Public:
1. why and what the public would action after watching the
MVP and final competition
2. whether the public would understand NFP better after
watching the MVP and final competition
if The Difference Incubator and The School for Social
Entpreneurs will see us as a threat/competitor in the future -
even if they don't after we contact them
if the MVP or final competition will actually cause action from the
public - even if they say they would begin supporting or donating
(we could only find this out after going to market)
if corporates and advertisers will get ROI for partnering/
sponsoring the competition and not just views from the public
the problem is real, based on extensive design research
on initial survey, the public:
1. except for "I have the capacity to support causes that I
care about" all questions answered in the public survey
returned 60% or higher positive response
2. initial demographic of public seems to be more than 70%
female, 25yrs old and over
on initial interviews, corporates:
1. did not respond well to the idea of YouTube as a channel
2. wanted 'proof' of ROI before considering being a sponsor
on initial interviews and research, NFP's:
1. seemed keen to be involved and learn business skills but
were unsure if public would action based on video
need to know more about advertisers
Key Data Needed
22. https://www.surveyplanet.com/portal#results/18800 1/6
Total Response Count:
34
Survey Title:
Cause We Care
Last Response Date:
05-14-2014 03:10pm
Survey Data
AgreeCurrent Rating:
Option Percentage Total
Question 1
I would watch a video that provides
information on not-for-profits.
Strongly
Agree
15% 5
Agree 50% 17
Unsure 35% 12
Disagree 0% 0
Strongly
Disagree
0% 0
Option Percentage Total
Question 2
Learning more about not-for-profits
would prompt me to support them?
Strongly
Agree
21% 7
Agree 59% 20
AgreeCurrent Rating:
Unsure 15% 5
Disagree 6% 2
Strongly
Disagree
0% 0
23. https://www.surveyplanet.com/portal#results/18800 2/6
AgreeCurrent Rating:
Option Percentage Total
Question 3
I am interested in being updated on
causes that I care about?
Strongly
Agree
24% 8
Agree 59% 20
Unsure 18% 6
Disagree 0% 0
Strongly
Disagree
0% 0
Question 4
I would share an informational
YouTube video with others, that
AgreeCurrent Rating:
Option Percentage Total
relates to causes I am passionate
about?
Strongly
Agree
35% 12
Agree 56% 19
Unsure 3% 1
Disagree 6% 2
Strongly
Disagree
0% 0
24. https://www.surveyplanet.com/portal#results/18800 3/6
Option Percentage Total
Question 5
I have the capacity to give financially
to a cause I am passionate about?
Strongly
Agree
15% 5
41% 14
Unsure
24% 8
Disagree 15% 5
Strongly
Disagree
0% 0
Agree
Strongly AgreeCurrent Rating:
Current Rating: Agree
Option Percentage Total
Question 6
I have the capacity to donate time/
expertise/goods to causes that I am
passionate about?
Strongly
Agree
15% 5
Agree 62% 21
Unsure 18% 6
Disagree 6% 2
Strongly
Disagree
0% 0
25. https://www.surveyplanet.com/portal#results/18800 4/6
Question 7
Supporting a cause that I am
passionate about makes me feel
good?
AgreeCurrent Rating:
Option Percentage Total
Strongly
Agree
44% 15
Agree 53% 18
Unsure 3% 1
Disagree 0% 0
Strongly
Disagree
0% 0
Option Percentage Total
Question 8
What causes are you passionate
about?
Kids & youth 68% 23
The environment 35% 12
Indigenous
Australians
21% 7
Projects in
other countries 26% 9
Disabilities & health 41% 14
Animals 35% 12
Homelessness 47% 16
Other 18% 6
26. https://www.surveyplanet.com/portal#results/18800 6/6
Option Percentage Total
Question 9
Age?
12-18 3% 1
19-24 21% 7
25-30 29% 10
30+ 47% 16
Option Percentage Total
Question 10
Gender?
Male 26% 9
Female 74% 25
Undecided 0% 0
Total Response Count:
34
Survey Title:
Cause We Care
Last Response Date:
05-14-2014 03:10pm
Survey Data
27. Observations & Insights NFP1 NFP2 NFP3 NFP4 NFP5 NFP6 NFP7 NFP8 NFP9 ?/9
What solution is your customer already using to ‘fix’ their problem?
extensive use of multiple social media channels if a broader audience is required 3
almost 100% of supporters come from word of mouth (very targeted audience required), even if social media is used 4
marketing channels seem to be dictated by who is on the team, rather than what is actually needed 4
What are they doing within 3 minutes before and after their current solution?
no pattern 3 minutes before or after doing current solution 9
What do they like about the current solution?
word of mouth is easy, direct and personal 7
feedback and some kind of response from community 3
Is there another solution they have tried in the past that was better or worse?
have experimented with other solutions 7
What do they wish they could do that currently isn’t possible or practical?
clear desire and plan for future but don't know where to start 9
If they could do [answer to the above question], how would that make their lives easier/better?
clear articulation of outcomes and relief in vocal tone 9
Who is involved with this solution? How long does it take?
clear articulation of who is involved 7
idea of general timeline for solution 6
What is their state of mind when doing this task? How busy/hurried/stressed/bored/frustrated?
stressed
frustrated 3
busy 1
overwhelmed by enormity of task 2
How much time and/or money would they be willing to invest in a solution that made their lives easier?
time poor 1
no more than a few hundered dollars 1
would not invest money but would invest considerable amount of time and energy 5
would not have the capacity to invest either 1
would invest money as a percentage of ROI 1
Sharon, T 2013, A Collaborative Lean UX Research Tool, Smashing Magazine, viewed 26 May, 2014, <http://www.smashingmagazine.com/2013/04/11/rainbow-spreadsheet-collaborative-ux-research-tool/>.
Rainbow Spreadsheet - NFP's
28. time or money not an issue 1
Second Iteration of Questions
Would you want to receive business training...to prepare you on how to run your organisation better?
yes, 7/10 or higher DNA DNA 4
Do you think you would gain benefit from participating in a competition that promotes awareness...?
yes, 7/10 or higher DNA DNA 6
What would be the tipping point of involvement after the pilot episode?
1,000-10,000 thousand views DNA DNA 6
What would you like the viewers to action as a result of watching the competition?
contact or visit the organisation to see how they can help DNA DNA 3
refer organisation to other beneficaries or advocate for cause DNA DNA 2
support the organisation is other ways 4
donate money or buy product supporting the cause DNA DNA 5
Would you pay to be in the competition if enough of the public...actioned as a result? If so, how much?
yes, more than $100 DNA DNA 2
yes, less than $100 DNA DNA 2
based on level of exposure 6
No DNA DNA 1
29. Corporate Observations & Insights C1 C2 C3 Total
What are your top 5 pain-points, list them in the Urgent-Imporant Matrix?
High Urgency-High Importance in matrix: quality staff 2
Customer conversion and loyalty 3
Ideally, how would you fix your pain points?
Customer awareness and engagement 3
Better relationship and engagement with other stakeholders 3
How would this make your life easier?
Happier staff or members 2
Consistent income or more profit 2
What are you doing to fix them now?
Customer and member relationship improvements 2
What do you like or dislike about current solutions?
No real themes 3
Has there been a past solution that was better or worse?
Could identify a solution that was worse 2
Would you participate in or pay money for a solution that fixed your paint-points?
Yes, of course 2
If they were experienced and it was a last resort 1
How much time or money would you invest? Why?
Based on ROI and opportunity cost 3
Would you watch/use/participate in a YouTube competition? Why/Why not?
Not worth the investment 1
Possibly, unfamiliar with YouTube for furthering commercial interests 1
would suggest that NFP participate as they would get value 1
Assuming your company gave the prize winnings, what would you like to see in the show?
Lots of brand exposure, advertisements or spoken acknolwedgements 3
A lot of viewers 3
ROI 3
What would make you watch the whole show?
Short and entertaining 1
Nothing much really 3
Would the show help you understand NFP's better or make you want to be involved/donate more?
Would need to know what kind of audience there was 1
If I believe in what the organisatin is doing 2
I may learn something that would make me want to donate 2
Advertiser Observations & Insights A1 A2 A3 A4 A5 Total
Do you want positive band exposure? Desire level out of 10?
Yes, 8/10 or higher 4
Do you want the public knowing you support noble causes? Desire level out of 10?
Yes, 6/10 or higher 5
What would attract you to advertise your brand in the competition? Desire level out of 10?
Yes, 7/10 or higher 4
What would be your advertising budget for this kind of exposure?
Would not support financially but would offer goods, services and resources in-kind 5
What would be the tipping point of involvement (number of viewers)?
1-10k 4
What causes would you want to support?
Kids, environmental 3
Who would you want to watch and what would you want them to action as a result?
Visit company website and/or enquire about services 5
32. Pane 1: Derp was surfing on the internet one day, crestfallen at the lack of intelligent,
heartwarming content.
Pane 2: Suddenly, as if to answer his prayers, a friend shared a link to a YouTube vid that
was all about making for good organisations more good!
Pane 3: Derp watched as the heroes of the show flourished and learnt all about their
organisation
Pane 4: While watching, Derp was reminded that humanity can be kind of great
Pane 5: Wanting all his friends to know about the wonderous video he just watched,
Derp shared the link again to spread the word
Pane 6: Meanwhile... (empty speech bubble with derpina saying something about derp).
Pane 1: Jack and Jill were frustrated. They're organisation was brilliant and offered great
products and services, but the public just didn't seem to understand that. They had nothing
that 'wow'ed.
Pane 2: They came across a young man named Matt, who told them of a wondrous new
program he was running on YouTube that needed their support.
Pane 3: Jack and Jill got behind it and helped sponsor a really great cause, helping to change
the world
Pane 4: Customers suddenly started paying more attention, realising just what an earnest and
great organisation Jack and Jill had (Blank space to fill out what website customer is on).
Storyboards
34. YouTube
online NFP communities
social media
word of mouth
small for-good
organisations
Faild after hypothesis testing Not tested Passed after hypothesis testing
advertisers that
will get ROI
sponsors
corporates
with CSR program
public interested
in for-good
organisations
and 'doing-good'
"let the world know the
how brilliant you are"
"be seen doing good"
"be known as an
industry expert"
"be seen doing good"
"we will show you who
is changing the world
and how you can help"
competition
participants
advertisers that
will get ROI
sponsors
industry trainers
corporates with
CSR program
public attention
'remarkability'
personal assistance
in-person
brand advocates
in-person
brand advocates
online community
via Social Media
YouTube
social media
landing page
word of mouth
approach directly
approach directly
Version 2.3 Date: 26/05/14 Project: Creativity Report
YouTube competition
database building
communicating value
business acumen training
brand advocacy
finding industry trainers
brand advocacy
competition promotion
communicating value
working capital $20k
film crew & editing
brand assets
landing page
committed team
small fee for competition entry
landing page adds
in-competition adds
sponsorship in-kind
brand advocacy
film crew & editing
identifying value
brand advocacy
hosting training events
brand advocacy
competition promotion
IP (research the 'why')
Industry trainers
The Difference
Incubator
School for Social
Entrepreneurs
database, landing page,
brand assets
committed team
Key assumptions
36. Assupmtions for Public Customer
will watch whole/part of video
interested in NFP
correct channel for information (YouTube)
open to new NFP's
will action/donate as a result
will share video
have capacity to support NFP
Storyboard
Audience: Public
Hero: Public
Plot: getting involved and being the hero
MVP1 = YouTube Video
MVP2 = Customer survey for public
"Start with assumptions first, then build
experiemnts & MVP's to test them."
37. Tasks
Em - CSR & Reality TV research
Matt - Communicate and identify value of Youtube competition
Kris - search for 10 corporates
Marc - search for 10 advertisers
Adrian - search for 10 general public
Tools
Journey and Empathy Mapping???
Assumption testing
Journalling/Customer Validation Interviews
Validation Canvas
Storyboarding/Infographics
Value Proposition Canvas
Multi-sided Platform Map
Lean UX tools from book??
Customer Segments/Some of our Assumptions
Viewers - general public who are interested in reality shows and
"making a difference"
NFPs - who want to be better, lean and win the prize/exposure
Advertisers - who want exposure to different/correct audience
Corporates - who want exposure to different/correct audience and
who want to use their CSR $ better
Cause We Care - YouTube competition
"What are the benefits of
participating in this competition
for each customer segment?"
"What are our other assuptions that need testing?"
38. Market Assumptions
1. Corporates would choose to be involved with NFP’s that are (future) scalable, will have a good reach (for
advertising) and matches a cause that they are already passionate about.
2. The number of public viewers is the lynchpin for the multi-sided platform
3. If ‘The Village’ co-working space is promoted via the YouTube competition, they will be interested in being a
corporate sponsor/getting involved
4. NFP will be involved because they want brand exposure via YouTube and training that will help them grow
5. Viewers will care about the show and share on social media
6. Corporates need public viewers to get value out of participating in the competition (maybe the viewers could be just
employees of large companies)
Product Assumptions
1. YouTube is the right channel to reach customers
2. Video will communicate the value that NFP’s have to offer
3. Viewers will watch the whole video (if >5 min)
4. Format of the video should show before after teaching business skill to communicate value
5. Video would be shared on social media after watching (what are other actions they could take?)
Problem Assumptions
1. Corporates need: others to know they do-good and where to put their CSR dollars
2. Advertisers need: others to know they do-good and want positive brand exposure
3. Public need: to know what NFP have to offer and then want ways to contribute/donate to the cause
Group Meeting Notes 3/5/2014
Adapted from pages 6-7: Klein, L 2013, 'UX for Lean Startups', in Ries, E (eds), UX for Lean Startups, O'Reilly Media, CA.