The document discusses various perspectives on the need for monkey bars in playgrounds, highlighting differing viewpoints from cautious, daring, and follower personas. It emphasizes the importance of balancing safety and risk-taking in child development while introducing frameworks such as the value proposition canvas and painstorming to identify customer needs, gains, and pain points. Additionally, the document explores creative brainstorming techniques like 'what if?' and bodystorming to generate innovative ideas for problem solving.

1. Mona Patel | Noel Holmes
SxSW 2017
MONSTERSMAPS

2. TRUE OR FALSE: I Love Workshops

3. HELLO
my name is
HELLO
my name is
Yogi
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my name is
Founder
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my name is
Boss Lady
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my name is
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my name is
Professor
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my name is
Mona Patel
Mommy
Author
“Moprah”

4. HELLO
my name is
Luminous
Animal
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my name is
ZAP!
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my name is
Rain Dog
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my name is
Jazz Flame
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...My Wife’s
Name
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my name is
Cap’n Lazerbeam
HELLO
my name is
Dream Juggler
HELLO
my name is
Noel Holmes

5. This page intentionally
left blank.
(Except for the above line)*
*And that one.

7. THE ASK: Redesign Monkey Bars

8. “I would spend 55 minutes
defining the problem and
then five minutes solving it.”
– Albert Einstein

9. DEFINE THE PROBLEM: What? Why? For Whom?

10. SIMPLE PERSONA: The Cautious Child
“Monkey bars and swings should be removed from
playgrounds. They are dangerous and we need
to keep our kids safe!”
My Parents Say
- Avoids the monkey bars at all costs
- Scared of what happened in the
Will Smith movie (Concussion)
- Sees no point in risking it when there
are so many other things to do on a
playground
- Hears parents blame the town for
not updating the playground with
New equipment
Key Traits
WANT: Monkey bars removed,
soft padding to fall on
NEED: Safety, security

11. SIMPLE PERSONA: The Dare Devil
“Monkey bars are great for a child’s development
and building their confidence and autonomy.”
My Parents Say
- Thinks safe playgrounds are
for babies
- Has taken gymnastics for years
and likes to show off her stuff
Enjoys the challenge and thrill
Key Traits
“Outdoor recess equipment, like monkey
bars, can encourage students to take
risks. This can be “very positive for a
child’s development.”
WANT:
NEED:
Bigger, longer, crazier bars!
Grow, learn, try new things,
feel encouraged to do so

12. SIMPLE PERSONA: The Friend Follower
“If other kids play on the monkey bars, maybe you
should too. (Just don’t forget your helmet.)”
My Parents Say
- Can get hurt jumping off sofa just
as easily as off the monkey bars
- People make a big deal about
everything
- Wonders if kids in Africa have
monkey bars
Key Traits
We are raising our children to be
motorically incompetent.”
WANT:
NEED:
Everyone to chill, real data
before making decisions
Have fun, relax, and explore
things safely

13. TURBULENCE
(Trends and events that present threats)
BAGGAGE
(Things that slow us down)
JET STREAM
(Trends and events that present opportunities)
THRUST
(Things that help us succeed)
FRAMEWORK: Painstorming

14. FRAMEWORK: The Value Proposition Canvas
- Same folks who created the business
model canvas, which is another training
course you should check out.
- Plug in to the business model canvas
- The whole point is about getting really
explicit about the value you’re creating
for potential customers
Quick Facts:

15. FRAMEWORK: The Value Proposition Canvas
Value
Propositions
Customer
Segments
Fit

16. VALUE MAP
Fit
FRAMEWORK: The Value Proposition Canvas
You have complete control over
this side of the canvas- only add
things that create value!
You have no control over
this side of the canvas.
CUSTOMER PROFILE
Full of solutions you
design to make your
customer’s life better

17. FRAMEWORK: The Value Proposition Canvas
GAINS
Describe the more or less expected
benefits the customers are seeking
CUSTOMER PROFILE
PAINS
Describe bad outcomes, risks, and
obstacles related to customer jobs
JOBS
What customers are trying to get
done in their work and in their lives;
Tasks to perform, problems to solve,
needs to satisfy

18. Bodystorming is:
FRAMEWORK: Bodystorming
Brainstorming, but done with the body.
It is fundamentally about one thing:
Getting people to figure things out by trying things out.
It is uniquely positioned to span empathy work, ideation,
prototyping, and enactment.

19. FRAMEWORK: Problempathy
Problempathy is:
A way to ask you to take on the perspective of the
product or service itself, viewing the Problem Space
in a new way.

20. FRAMEWORK: Persona Journey

22. “What If?”
Open, rhetorical, and democratic.
It allows you to view ideas in their raw form without
judgement and think in fresh, creative ways.

23. WHAT IF?: 3 Minutes, 3 Rounds
WRITE SHARE
3 MINUTES 3 ROUNDS

24. WHAT IF?: Idea Categories
Round 3: Idea Categories
In third round of What If?, we constrain your options,
placing you on a pre-defined path, where you must
consider ideas for categories you tend to ignore.
We give you a topic, category, or restraint that you
must use to solve the problem.

25. FUNNEL VISION: Narrowing Ideas
Funnel Vision is:
All about laying out the possibilities and choosing those
ideas that make the most sense.
It’s not just ideas they like or think would be easy;
it’s ideas that will solve the problem effectively.

26. HOW / WOW MATRIX: Idea Plotting
How/Wow is:
A way to plot how easy or hard an idea would
be to implement.
It includes factors such as time, effort, money,
resources, people needed, and anything else
that could potentially get in your way.

27. OUR products/services
HELP customer segment
WHO WANT TO do this
BY reducing/avoiding this pain
AND increasing/enabling this gain
FRAMEWORK: Value Ad Lib

28. ACTIVITY: Sketching Exercises
FREE-FORM TIME-BASED
SKETCH AEROBICS MINUTE SKETCHES

29. ACTIVITY: D2
Voting
DOTS DOLLARS

30. ACTIVITY: Monsters in a Box

32. @MONAPATEL | @LUMEDAWG
ANY QUESTIONS?

33. RESOURCES

34. FRAMEWORK: Painstorming
SAILS
(Trends and events that present threats)
WIND
(Trends and events that present opportunities)
ANCHOR
(Things that weigh us down)

36. FRAMEWORK: The Business Model Canvas

37. FRAMEWORK: The Business Model Canvas
Value
Propositions
Customer
Segments

38. Fit
FRAMEWORK: The Value Proposition Canvas
ASSUME
OBSERVE
VERIFY
CUSTOMER PROFILECREATE

39. FRAMEWORK EXAMPLE: Tesla

40. FRAMEWORK EXAMPLE: Tesla
CUSTOMER PROFILE
JOBS
- Be different
from others
- Convey an image
of success
- In sync with
personal values
- Personal mobility
- Occasional long
distance trip
- Commute to work
GAINS
- Brand recognition
- Design
- Compliments
from friends
- Self-driving
- Perform like
a sports car
- High safety ratings
- Seating 4-5
- Range of 250km
to 350km
PAINS
- Lack of charging
stations
- Fear of dead battery
- Frequent charging
- Lack of space
- Accident and harm
- Buy before price
drop
- Above average
maintenance
Upper Middle Class Male
$100K+ Income

41. PRODUCTS & SERVICES
FRAMEWORK: The Value Proposition Canvas
A list of all the products and services
a value proposition is built around

42. PAIN RELIEVERS
FRAMEWORK: The Value Proposition Canvas
Describe how your products and services
alleviate customer pains

43. GAIN CREATORS
FRAMEWORK: The Value Proposition Canvas
Describe how your products and services
create customer gains

44. FRAMEWORK EXAMPLE: Tesla
VALUE MAP
GAIN
CREATORS
- Performance
0-100km/h
4.5s-6.2s
- High-tech feel:
17” touch screen
- Focus on design
& style
PAIN
RELIEVERS
- Highest safety
ever by NHTSA
- Range of 350km
to 450km
- Charging
45-90km/hr
- 5+2 seats
PRODUCTS
& SERVICES
- Model S 60-85 kWh
- 8 year battery
warranty
- Options

45. OUR electric sports car HELPS drivers
concerned about the environment WHO
WANT TO be green and look cool BY
reducing emissions AND providing a fast and
good-looking car.
FRAMEWORK: Value Ad Lib - Tesla

46. METHODOLOGY & ACTIVITIES

49. vimeo.com/84423056

50. RELATIVECOST/DIFFICULTY
HIGH
LOW HIGH
LOW-HANGING FRUIT
STRATEGICLUXURY
RELATIVE IMPORTANCE TO USABILITY
Item
HIGH VALUE
12
3
8
1010
09
07
0102
03
04
05
08
06
04
Item04
Item04
Item04
Item04
2x2 Matrix

51. We workshops

52. Mona Patel
founder
boss lady
mommy
author
“moprah”professor
yogi

53. Noel
Holmes
Dream
Juggler
Rain Dog
VP Customer
Experience
Luminous
Animal
…My Wife’s
Name
Cap’n
Lazerbeam

56. Want: monkey bars removed, soft padding to
fall on
Needs: safety, security

57. Daughter of Dr. Vasco
Thinks safe playground are for babies
Has taken gymnastics for years and likes to show
off her stuff
Outdoor recess equipment, like monkey bars, can
encourage students to take risks. This can be
“very positive for a child’s development,”
according to Dr. Vasco Lopes, a child
psychologist at the Child Mind Institute.
“You think about kids who don’t take risks — not
just with play but with any kind of social or
cognitive development — you’re talking about
risk for anxiety disorders,” he said. “You’re
talking about kids who are not developing a
sense of confidence and autonomy and that
confidence in taking risks in different situations,
so it can have a lot of negative consequences as
they develop.”
Want: bigger, longer crazier bars!
Need: to grow, learn, try new things andto
feel encouraged to do so

58. My theory is that the injuries reported by the Australian
surgeons correlates with the still unexplained high
number of playground accidents reported byASTM and
comes from the same place. We are raising our
children to be motorically incompetent.
Want: for everyone to chill. real data before
we make a decision on if monkey bars are
good/bad
Need: to have fun and relax and a safe
exploration

60. The What If Technique
Th e re a re l ot s of q u e s t i o n s th a t w i l l l e a d y o u t o th e d i s c o v e r y
of n e w i d e a s a n d i n s i gh t s . O u r fa v o r it e h a p p e n s t o b e “ W h a t if ? ”. It
’s open, rhetorical, and democratic. It allows you to view ideas in
their raw form without judgment and think in fresh, creative ways.

61. The Marker Challenge
Better clarity through
visualization - in any
meeting

62. ANY QUESTIONS?
@MONAPATEL
@LUMEDAWG

63. RESOURCES

64. Methodology & Activities

69. vimeo.com/84423056

70. 2x2 Matrix
RELATIVECOST/DIFFICULTY
HIGH
LOW HIGH
LOW-HANGING FRUIT
STRATEGICLUXURY
RELATIVE IMPORTANCE TO USABILITY
Item
HIGH VALUE
Item
12
1
2
Item3
Item4
3
4
Item5
5
8
7
1
0
6
9

71. I Would Spend 55 Minutes Defining the Problem and
then Five Minutes Solving It
– Albert Einstein
We can save hours of defining the problem with
months of coding.
– Noel Holmes

75. ACTIVITY: Concept Sketching

76. DIEGO FAZIO: Pencil Drawing