This document provides guidance for developing concepts for the Vichealth Innovation Challenge on alcohol. It discusses starting with identifying why the problem is important and the current situation's impact. It also covers getting to know the target audience, identifying the problem being solved, prototyping and testing ideas, and developing personas. Assumptions should be tested through methods like landing pages, blog posts, emails, surveys, and prototypes to gather feedback from the target audience.

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.
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3. https://dschool.stanford.edu/

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?

27. developing
PERSONAS

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?

35. 1. LANDING PAGE

36. designing your MVP

38. 2. A BLOG POST

40. 3. EMAIL

42. 4. SURVEYS

43. 3. BASIC
PROTOTYPE

44. 5. EXPLAINER
VIDEOS

47. 6. BASIC
PROTOTYPE

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