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concept development workshop 
preparation workbook 
vichealth innovation challenge: alcohol
shaping great ideas 
Start with 
why 
Why are you doing this? What is the situa1on you want to change or the 
problem you’re trying to solve? Why is it important? What might the situa1on 
look like if you’re successful? Why do you believe it’s possible? 
the context 1 What do we know about the current situa1on? What is its impact on 
Build your understanding of 
individuals, society and the planet? Who does it effect most? What are the 
possible causes? 
Iden7fy your target 
audience 
Who is your target audience? Who are you solving this problem for? Of them, 
who is looking for a solu1on? Who believes that another way, a new way, is 
possible? Be specific. Go beyond demographics. 
audience 3 Seek to understand the values and needs of your target audience so you can 
Get to know your target 
design the best solu1on for them. What are their aspira1ons? What mo1vates 
them? Develop user personas and user journeys to provide valuable insights. 
Iden7fy the problem you 
are solving 
How does your idea help your target audience to get what they need or what 
they value? How does it help them to overcome challenges and barriers? 
Einstein 
Prototype and 
test ideas 
Gain insights into customers’ needs by designing and deploying the smallest 
amount of func1onality possible (AKA your minimum viable product/service). 
Evolve the solu1on based on insights provided by engaged early adopters. 
1 
2 
3 
4 
5 
6
https://dschool.stanford.edu/
the five phases of 
design thinking 
http://thinkingofdesign.blogspot.com.au/
People don’t buy what you do they 
buy why you do it. ~ Simon Sinek
‣ why: belief, mo1va1on or 
purpose 
‣ how: experience or process 
‣ what: details of product of 
service
Concept Development Workshop Preparation Workbook
design thinking 
Getting to know 
your audience
who is your target audience? 
Not everyone is your target audience. 
In a world where there is compe11on for the 1me, aQen1on and money of the 
people you are seeking to engage, you need to make sure you know exactly who 
you are developing your idea for, and : 
• why they will want to try it, 
• why they’ll come to love it, and 
• why they’ll get there friends and families on to it. 
Watch Simon Sinek’s TEDTalk. Who believes what you believe?
who is your target audience? 
The more complete the picture you have of your target user/customer/audience, 
the easier it is to both develop your product or service and market it. 
For example, just because you are developing a mobile app, not everyone with a 
smartphone, or males aged 18-­‐25 cons1tutes a poten1al user. 
Think about the people you are trying to target. 
Not all of them have an iPhone. Not all of them will be tech or social media savvy. 
Some of them prefer to go to house par1es or dinner par1es. Others prefer to go 
to their local bar or in to the city to go clubbing with their friends. Some people 
prefer to chill out on the weekend, and others don’t feel like they’ve had a proper 
weekend unless they’ve been out partying.
who is your target audience? 
Underlying all of these preferences, behaviours and habits are core values and 
needs. 
To understand your target audience you need to go beyond demographics (age, 
sex, educa1on, marital status, etc.) and include psychographic and behavioural 
informa1on (interests, lifestyles, etc.), customers’ problems and pain points, and 
much more. 
To start off with, iden1fy what problem you’re solving and who you are solving it 
for. 
Then ask them (or ini1ally at least, ask those that know them) the following 
ques1ons…
who is your target audience? 
1. Do they need and will they value what you are offering? 
2. What problem are you solving for them and are they looking for a solu1on? 
3. Where are they looking for a solu1on to their problem? 
4. How would they prefer to engage with you and access what you are offering? 
5. What are they willing to pay? 
6. What might they need to know? About you, the issue, your offering? 
7. What other offerings are out there compe1ng for the same audience? How 
are you different from them.
Concept Development Workshop Preparation Workbook
the role of alcohol in Victorians’ lives 
“Understanding what drives binge drinking is 
important, but arguably just as crucial is 
understanding the deeper rela<onship Victorians 
have with alcohol. The public discussion about 
alcohol needs to be inclusive, realis<c, empathe<c 
and relevant to a broad audience.”
the role of alcohol in Victorians’ lives 
Within the present cultural context, drinking less 
appears to be difficult for most people to do. There 
are very few effec<ve incen<ves for individuals to 
opt for a more moderate approach toward alcohol. 
Ra<onally, many are able to see the benefits of 
drinking less, such as improved health, more money 
and greater produc<vity at work. Yet the promise of 
these benefits does liHle to reduce drinking.
the role of alcohol in Victorians’ lives 
“A key factor undermining the power 
of these incen<ves to drink less is the 
lack of socially acceptable ‘excuses’ to 
drink less.”
the role of alcohol in Victorians’ lives 
Our society’s inherent and deeply embedded 
drinking culture makes most people feel they need a 
specific reason not to drink, rather than a reason to 
drink. People need to be armed with a specific 
reason for not drinking, or for drinking less, when 
out with friends. Unfortunately, only a few reasons, 
such as a medical condi<on, pregnancy or driving, 
are socially accepted.
the role of alcohol in Victorians’ lives 
Presently, liHle or no posi<ve reinforcement (or 
culturally accepted alterna<ve to alcohol) exists for 
those who decide not to drink or want to drink less. 
Modifying drinking behaviour is hard because our 
society and culture provide individuals with very 
few ‘tools’ and strategies to enable this behavioural 
change.
the role of alcohol in Victorians’ lives 
Fundraising events such as Febfast, Dry July and 
Ocsober, and innova<ons such as Hello Sunday 
Morning and Say When, encourage people to learn 
more about their drinking, and they support 
changes to drinking behaviours.
the role of alcohol in Victorians’ lives 
The research suggests an opportunity to promote 
and build on these, and to develop alterna<ves to 
drinking that are relevant, realis<c and 
acknowledge the present culture of drinking in 
Victoria.
the role of alcohol in Victorians’ lives 
Four key drinking iden11es emerged from the research, 
defined according to their acceptance of the prevalence 
behaviour. A person will usually belong to one segment, and 
behaviour when it comes to drinking. However, an individual 
can transi1on between these iden11es depending on the 
occasion and their circumstances.
Concept Development Workshop Preparation Workbook
Alcohol 
Discovery & 
Insights Forum 
The spectrum of 
acceptable behaviour 
Typical 
Drinking 
normal 
behaviour 
Consumption of alcohol 
Abstaining 
extreme, odd & 
infrequent 
behaviour 
Alcohol Discovery & Insights Forum 
Getting Drunk 
common practice 
Binge 
Drinking 
extreme & " 
“a youth issue” 
Acceptable behaviour 
Only abstinence from alcohol and binge drinking are seen as extreme 
behaviours
Alcohol 
Discovery & 
Insights Forum 
The Initiator 
• Outgoing and the ‘life of the party’! 
• Loves to have a drink and let loose! 
• Drinks to have fun! 
• Gregarious and outgoing and loves 
to make things happen – often 
encourages others to drink! 
• Likes to be a source of information 
on alcohol brands, types of drinks 
and places to go out! 
The Protector 
Alcohol Discovery & Insights Forum 
The Moderator 
! 
The Follower 
• Fun, social and easy-going! 
• Influenced by social and cultural 
pressures! 
• Tends to join in and go with the 
flow! 
• Gets swept up in the moment and 
enjoyment of social situations 
Drinking 
Identities & 
Characteristics
Alcohol 
Discovery & 
Insights Forum 
What drives the Initiators? 
Mavenism / Ego 
Seeking Self Enhancement 
Social expectations 
Alcohol Discovery & Insights Forum 
Hedonism 
Brand loyalty 
Coping with Depression 
Easy access to alcohol 
Cheap Prices 
Building Confidence 
Question: How can I create fun without using Alcohol as a starting point?
Alcohol 
Discovery & 
Insights Forum 
What drives the Followers? 
Achievement Values 
Cheap Prices 
Seeking Self Enhancement 
Mavenism / Ego 
Alcohol Discovery & Insights Forum 
Hedonism 
Easy access 
Brand loyalty 
Question: How can I join in but not be lead astray so easily?
developing 
PERSONAS
what are personas? 
Personas are fic1onal representa1ons of your target 
audience that help you to understand them beQer. Well 
thought out and well researched personas make it easier for 
you to design and deliver services that meet your target 
audience’s specific needs and expecta1ons, while addressing 
their unique challenges and communica1ng in their language. 
The strongest personas are based on market research in 
combina1on with insights gathered through conversa1ons, 
surveys and interviews with your target audience.
Market Segment 
Name 
Gender 
Age 
Nationality 
Location 
Relationship Status 
Children 
Employer 
Position 
Income 
Background Routine & Behaviour 
Goals & Motivations Challenges & Constraints 
Ideal Experience 
Persona Creator powered by UsabilityTools 1
Concept Development Workshop Preparation Workbook
What’s their history in 
rela1onship to drinking? 
Who and what has shaped 
their current behaviour? 
What’s their rou1ne in 
rela1on to socialising and 
drinking? Daily, weekly, 
monthly, annually? 
What are their personal 
goals around health, 
wellbeing and happiness? 
What mo1vates them? 
What are the challenges 
they face to changing their 
drinking behaviour? What are 
the constraints/barriers? 
What sort of experience are 
they looking for? What sort 
of interac1on do they want 
to have with others/you? 
What sort of thing might you 
expect them to say about their 
ideal experience with your app/ 
your service/your campaign 
and why they love it?
What are your 
assumptions?
What are your assump;ons? 
What assump1ons do you have about your target audience or the 
product or service you are developing? 
1. Does your target audience need what you’re offering? Does 
it solve a problem that they are looking for help with? 
2. Will they want to engage with you to solve that problem? 
3. Will they pay what you’re asking? 
4. Will they want to access it how and where you’re offering it? 
5. Do you know that they will use your offering in the way that 
it’s intended?
How might you test your 
assump;ons?
1. LANDING PAGE
designing your MVP
Concept Development Workshop Preparation Workbook
2. A BLOG POST
Concept Development Workshop Preparation Workbook
3. EMAIL
Concept Development Workshop Preparation Workbook
4. SURVEYS
3. BASIC 
PROTOTYPE
5. EXPLAINER 
VIDEOS
Concept Development Workshop Preparation Workbook
Concept Development Workshop Preparation Workbook
6. BASIC 
PROTOTYPE
Concept Development Workshop Preparation Workbook
the right way to do lean research 
• Right ques1ons: Make sure you know what you need to 
know 
• Right people: Talk to people like your users 
• Right test/methodology: Some1mes prototypes, 
some1mes Wizard of Oz 
• Right place: When do you go onsite? 
• Right aetude: Listen, don’t sell 
• Right documenta1on: Record! 
http://boxesandarrows.com/the-right-way-to-do-lean-research/
The Business 
Model Canvas 
A shared language for describing, visualizing, 
assessing, and changing business models
Having a great idea doesn't guarantee success. 
A great business idea must also have a great 
business model to support and sustain it. 
Alex Osterwalder
Def_Business Model 
A business model describes 
the ra1onale of how an 
organisa1on creates, delivers, 
and captures value. 
Source: Business Model Generation
Concept Development Workshop Preparation Workbook
Concept Development Workshop Preparation Workbook
thank you 
DAVID HOOD 
@DavidAHood 
JULIAN WATERS-­‐LYNCH 
@jwaterslynch 
join the conversa1on on twi3er with 
@VicHealth 
@DoingSomeGood 
#VHinnov 
doing 
something good

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Concept Development Workshop Preparation Workbook

  • 1. concept development workshop preparation workbook vichealth innovation challenge: alcohol
  • 2. shaping great ideas Start with why Why are you doing this? What is the situa1on you want to change or the problem you’re trying to solve? Why is it important? What might the situa1on look like if you’re successful? Why do you believe it’s possible? the context 1 What do we know about the current situa1on? What is its impact on Build your understanding of individuals, society and the planet? Who does it effect most? What are the possible causes? Iden7fy your target audience Who is your target audience? Who are you solving this problem for? Of them, who is looking for a solu1on? Who believes that another way, a new way, is possible? Be specific. Go beyond demographics. audience 3 Seek to understand the values and needs of your target audience so you can Get to know your target design the best solu1on for them. What are their aspira1ons? What mo1vates them? Develop user personas and user journeys to provide valuable insights. Iden7fy the problem you are solving How does your idea help your target audience to get what they need or what they value? How does it help them to overcome challenges and barriers? Einstein Prototype and test ideas Gain insights into customers’ needs by designing and deploying the smallest amount of func1onality possible (AKA your minimum viable product/service). Evolve the solu1on based on insights provided by engaged early adopters. 1 2 3 4 5 6
  • 4. the five phases of design thinking http://thinkingofdesign.blogspot.com.au/
  • 5. People don’t buy what you do they buy why you do it. ~ Simon Sinek
  • 6. ‣ why: belief, mo1va1on or purpose ‣ how: experience or process ‣ what: details of product of service
  • 8. design thinking Getting to know your audience
  • 9. who is your target audience? Not everyone is your target audience. In a world where there is compe11on for the 1me, aQen1on and money of the people you are seeking to engage, you need to make sure you know exactly who you are developing your idea for, and : • why they will want to try it, • why they’ll come to love it, and • why they’ll get there friends and families on to it. Watch Simon Sinek’s TEDTalk. Who believes what you believe?
  • 10. who is your target audience? The more complete the picture you have of your target user/customer/audience, the easier it is to both develop your product or service and market it. For example, just because you are developing a mobile app, not everyone with a smartphone, or males aged 18-­‐25 cons1tutes a poten1al user. Think about the people you are trying to target. Not all of them have an iPhone. Not all of them will be tech or social media savvy. Some of them prefer to go to house par1es or dinner par1es. Others prefer to go to their local bar or in to the city to go clubbing with their friends. Some people prefer to chill out on the weekend, and others don’t feel like they’ve had a proper weekend unless they’ve been out partying.
  • 11. who is your target audience? Underlying all of these preferences, behaviours and habits are core values and needs. To understand your target audience you need to go beyond demographics (age, sex, educa1on, marital status, etc.) and include psychographic and behavioural informa1on (interests, lifestyles, etc.), customers’ problems and pain points, and much more. To start off with, iden1fy what problem you’re solving and who you are solving it for. Then ask them (or ini1ally at least, ask those that know them) the following ques1ons…
  • 12. who is your target audience? 1. Do they need and will they value what you are offering? 2. What problem are you solving for them and are they looking for a solu1on? 3. Where are they looking for a solu1on to their problem? 4. How would they prefer to engage with you and access what you are offering? 5. What are they willing to pay? 6. What might they need to know? About you, the issue, your offering? 7. What other offerings are out there compe1ng for the same audience? How are you different from them.
  • 14. the role of alcohol in Victorians’ lives “Understanding what drives binge drinking is important, but arguably just as crucial is understanding the deeper rela<onship Victorians have with alcohol. The public discussion about alcohol needs to be inclusive, realis<c, empathe<c and relevant to a broad audience.”
  • 15. the role of alcohol in Victorians’ lives Within the present cultural context, drinking less appears to be difficult for most people to do. There are very few effec<ve incen<ves for individuals to opt for a more moderate approach toward alcohol. Ra<onally, many are able to see the benefits of drinking less, such as improved health, more money and greater produc<vity at work. Yet the promise of these benefits does liHle to reduce drinking.
  • 16. the role of alcohol in Victorians’ lives “A key factor undermining the power of these incen<ves to drink less is the lack of socially acceptable ‘excuses’ to drink less.”
  • 17. the role of alcohol in Victorians’ lives Our society’s inherent and deeply embedded drinking culture makes most people feel they need a specific reason not to drink, rather than a reason to drink. People need to be armed with a specific reason for not drinking, or for drinking less, when out with friends. Unfortunately, only a few reasons, such as a medical condi<on, pregnancy or driving, are socially accepted.
  • 18. the role of alcohol in Victorians’ lives Presently, liHle or no posi<ve reinforcement (or culturally accepted alterna<ve to alcohol) exists for those who decide not to drink or want to drink less. Modifying drinking behaviour is hard because our society and culture provide individuals with very few ‘tools’ and strategies to enable this behavioural change.
  • 19. the role of alcohol in Victorians’ lives Fundraising events such as Febfast, Dry July and Ocsober, and innova<ons such as Hello Sunday Morning and Say When, encourage people to learn more about their drinking, and they support changes to drinking behaviours.
  • 20. the role of alcohol in Victorians’ lives The research suggests an opportunity to promote and build on these, and to develop alterna<ves to drinking that are relevant, realis<c and acknowledge the present culture of drinking in Victoria.
  • 21. the role of alcohol in Victorians’ lives Four key drinking iden11es emerged from the research, defined according to their acceptance of the prevalence behaviour. A person will usually belong to one segment, and behaviour when it comes to drinking. However, an individual can transi1on between these iden11es depending on the occasion and their circumstances.
  • 23. Alcohol Discovery & Insights Forum The spectrum of acceptable behaviour Typical Drinking normal behaviour Consumption of alcohol Abstaining extreme, odd & infrequent behaviour Alcohol Discovery & Insights Forum Getting Drunk common practice Binge Drinking extreme & " “a youth issue” Acceptable behaviour Only abstinence from alcohol and binge drinking are seen as extreme behaviours
  • 24. Alcohol Discovery & Insights Forum The Initiator • Outgoing and the ‘life of the party’! • Loves to have a drink and let loose! • Drinks to have fun! • Gregarious and outgoing and loves to make things happen – often encourages others to drink! • Likes to be a source of information on alcohol brands, types of drinks and places to go out! The Protector Alcohol Discovery & Insights Forum The Moderator ! The Follower • Fun, social and easy-going! • Influenced by social and cultural pressures! • Tends to join in and go with the flow! • Gets swept up in the moment and enjoyment of social situations Drinking Identities & Characteristics
  • 25. Alcohol Discovery & Insights Forum What drives the Initiators? Mavenism / Ego Seeking Self Enhancement Social expectations Alcohol Discovery & Insights Forum Hedonism Brand loyalty Coping with Depression Easy access to alcohol Cheap Prices Building Confidence Question: How can I create fun without using Alcohol as a starting point?
  • 26. Alcohol Discovery & Insights Forum What drives the Followers? Achievement Values Cheap Prices Seeking Self Enhancement Mavenism / Ego Alcohol Discovery & Insights Forum Hedonism Easy access Brand loyalty Question: How can I join in but not be lead astray so easily?
  • 28. what are personas? Personas are fic1onal representa1ons of your target audience that help you to understand them beQer. Well thought out and well researched personas make it easier for you to design and deliver services that meet your target audience’s specific needs and expecta1ons, while addressing their unique challenges and communica1ng in their language. The strongest personas are based on market research in combina1on with insights gathered through conversa1ons, surveys and interviews with your target audience.
  • 29. Market Segment Name Gender Age Nationality Location Relationship Status Children Employer Position Income Background Routine & Behaviour Goals & Motivations Challenges & Constraints Ideal Experience Persona Creator powered by UsabilityTools 1
  • 31. What’s their history in rela1onship to drinking? Who and what has shaped their current behaviour? What’s their rou1ne in rela1on to socialising and drinking? Daily, weekly, monthly, annually? What are their personal goals around health, wellbeing and happiness? What mo1vates them? What are the challenges they face to changing their drinking behaviour? What are the constraints/barriers? What sort of experience are they looking for? What sort of interac1on do they want to have with others/you? What sort of thing might you expect them to say about their ideal experience with your app/ your service/your campaign and why they love it?
  • 32. What are your assumptions?
  • 33. What are your assump;ons? What assump1ons do you have about your target audience or the product or service you are developing? 1. Does your target audience need what you’re offering? Does it solve a problem that they are looking for help with? 2. Will they want to engage with you to solve that problem? 3. Will they pay what you’re asking? 4. Will they want to access it how and where you’re offering it? 5. Do you know that they will use your offering in the way that it’s intended?
  • 34. How might you test your assump;ons?
  • 38. 2. A BLOG POST
  • 49. the right way to do lean research • Right ques1ons: Make sure you know what you need to know • Right people: Talk to people like your users • Right test/methodology: Some1mes prototypes, some1mes Wizard of Oz • Right place: When do you go onsite? • Right aetude: Listen, don’t sell • Right documenta1on: Record! http://boxesandarrows.com/the-right-way-to-do-lean-research/
  • 50. The Business Model Canvas A shared language for describing, visualizing, assessing, and changing business models
  • 51. Having a great idea doesn't guarantee success. A great business idea must also have a great business model to support and sustain it. Alex Osterwalder
  • 52. Def_Business Model A business model describes the ra1onale of how an organisa1on creates, delivers, and captures value. Source: Business Model Generation
  • 55. thank you DAVID HOOD @DavidAHood JULIAN WATERS-­‐LYNCH @jwaterslynch join the conversa1on on twi3er with @VicHealth @DoingSomeGood #VHinnov doing something good