1. Ideation Toolkit
Quadrature of a circle
Introduction to bulletproof concepts
Tomasz Jakubowski
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 1

2. Motto
"If I had eight hours to chop
down a tree, I'd spend six
sharpening my axe."
- Abraham Lincoln
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 2

3. Key thoughts
• Idea – “More information, more detail” is obsolete. We need to
achieve mutual realization of what actually the Project is about. We
can achieve it by smallest possible reductions to definition of the
Project and its elements.
• The method creates social context, where we communicate with
Client on a artificial, symbolic level, dealing rather with purposes,
than means. In this communication context, there is little space for
execution of Client’s power and Client is drawn into creation
process.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 3

4. Key thoughts
• Consultant should primarily focus on Client
comprehension.
• Elements of use context should align with coolness
factors.
• As a result, Canonical Document is produced.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 4

5. Smallest possible reduction
Imaginative variation by which you attempt
to reduce phenomenon into its necessary
essences. This is done by theoretically
changing different elements (while mentally
observing whether or not the
phenomenon changes) of a practical object
to learn which characteristics are
necessary for it to be it without being
something else.
Edmund Husserl
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 5

6. Smallest possible reduction
Form & Function
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 6

7. Smallest possible reduction
Function
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 6

8. Smallest possible reduction
Function
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 7

9. Canonical documents:
Sets of definitions resulting from
smallest possible reductions.
Definitions quantize: scope, goals,
business conditions, contexts,
structure, project steps.
After CD is accepted, shouldn’t be
altered, unless there is mutual
consent to do it.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 8

10. Canonical documents:
• Process structured
• Describe Project’s goals
• Define what the Project really is
• Structure (sitemaps, content definitions)
Language should be simple and precise.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 9

11. Ideation tools Search
Relations
Auctions
Explore
Communication
USE PATTERN 1 USE PATTERN 2 Java
COOL FACTOR 1 + COOL FACTOR 2
Direct Sales
Photo / Video
Relations + + Relations
Save
Reduction blocks
USE PATTERN 4 USE PATTERN 3
COOL FACTOR 4 + COOL FACTOR 3
Share
Relations
Cool Matrix Use Patterns
Personas Process blocks Dimensions
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 10

12. Case Study
Change Management
Client: Wolters Kluwer Polska
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 11

13. The Client
• Wolters Kluwer is global publishing house
of information systems for professionals, as
well as a book publisher and reseller.
• Areas: legal, business, tax, accounting,
finance, audit, risk, compliance, and
healthcare
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 12

14. The Problem in polish websites until now
• Incoherence - historically, managed by
independent parties within the Organization.
• Navigation structure reflecting management
structure and short term needs.
• Vast quantities of content but shallow visits
• Business model - display advertising eating up
content space
• Visitors number in stagnation
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 13

15. Client’s goals in the brief
• Improve websites.
• Introduce new products based on already
existing content.
• Highlight e-commerce
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 14

16. Our Goals
• Rebuild the Client’s websites and achieve
goals from the brief.
• Make the Project quickly and effortlessly,
without expanding scope in the process.
• Get the Client’s buy-in in the early stages
of the Project.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 15

17. Strategy structure
Optimization, constant refinement of conversions.
Excelling practices with A/B experiments, website traffic analysis, measuring
changes in conversions according to actions taken. Dialogue with Community of
Customers, oriented to adjusting services to expressed demands and
expectations.
Interfaces, tasks, scenarios.
Customer - Business touchpoint, where business model is executed.
Business models and its recipients
Ways of monetization based on information of how Customers consume our
content and what their informational needs are.
Information about recipients / customers that'll use future system.
Knowledge of who we are speaking to. Ways and methods used in communication
with Customers. Entry points for conversation with Community that already exists
or potentially can emerge in context of our products and services that we offer.
Fundamental business assumptions
Hands-on knowledge about our own business, aggregates of organizational
culture and its genes, hammered out models of achieving goals. Goals being
desired results of transformation.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 16

18. Strategy structure - step 1
Fundamental business assumptions
We have already had workshops in the
Context - Content - User methodology of
Rosenfeld and Morville.
After we've investigated our products,
business models and our best practices,
we highlighted problems we're dealing
with currently.
Looking for ways to overcome issues, we
have put goals for The Project.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 17

19. Short term goals
Remodelling of our websites for:
- easier navigation
- effective content presentation
- increase in conversions (sales)
- increased capacity of the content
system
- more effective monetization of our
content
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 18

20. Short term goals
- introduce clear rules for display
advertising in our websites
- competition - hammer out methods and
the know how for effective rivalization
with main competitors
- increase in positive perception of WK
brands in Poland
- increase in traffic - at least at 50%
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 19

21. Long term goals
- significant increase in sales
through Web channel in relation to
traditional channels.
- build active Community around
WK brands in Poland.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 20

22. Project’s internal business goals
Why we do it and for what
- Sales models diversification. Decrease role of
cost-making channels and attendance for direct
web sales and customer self-care.
- Sales through Web channel. We've got plenty
of content we don't sell. Why? We need to
monetize it.
- Customer retention with services in the
freemium model and features that require
investments of time and/or personal information.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 21

23. Strategy structure - Step 2
Information about recipients / customers
that'll use future system
We needed to put it in context, so we've coined
several hypotheses that were just to be
overthrown, or accomodated.
1) Customers differ in their information
needs, as well as in sophistication of their
expertise.
2) Level of sophistication is the independent
value determining information needs.
With such, we've coined three fundamental
groups of Clients.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 22

24. Basic assumptions
"Grey Bears"
No lawyers, no professionals (in our meaning, at least).
These are least advanced Clients we possibly have.
Persons that ocassionally need reliable advisory
content, that solves sporadically emerging personal
problems.
They stand for the mass market we're not in.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 23

25. Basic assumptions
"Practicioners"
Accountants, consultants, middle class specialists.
They need condensed information, so as to
make quick and right decisions. Comprehensive,
cross sectional case studies, problem analyses,
compilations.
This is the market we partly cover with our
information systems.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 24

26. Basic assumptions
"Old Hands"
High profile professionals. Lawyers, businessmen,
senior managers. This is our core target.
Persons that need constant updates in their area
of expertise.
Thinking independently, they rather feed on
source documents, than on comments and
compilations.
This is the market we excel in, though the
competition is getting even bigger (and smarter!)
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 25

27. Research
We had hypotheses, so we needed answers.
We made a qualitative research, using
individual in-depth interviews (IDI).
15 persons picked by the mentioned 3 groups
key.
Task: investigate patterns of Clients'
information inquiry.
Results?
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 26

28. Personas
Legal adviser
Personas are models of needs attributed to Hunter type lawyer and mediator. Explores
information about people, businesses, its relations
group of Users (aka Clients). They describe and reputation. Uses LEX System.
how people try to accomplish things in their
Freelance lawyer
daily lives. Versatile type. Explores administrative acts
databases so as to create compilations, case studies
and opinions for her client. Needs to have map of
given problem. Uses LexPolonica System.
Looking at our content from the point of view
of multiple users gives us a new perspective. Chief Accountant
Conservative type. Explores internet for opinions,
case studies, problem analyses, governmental
agecies opinions. Relies on expert's opinions and
You can build around things they like and are likes to attend trainings.
familiar with. And throw out what they aren't. Engineer, Trader
Low trust type. Explores internet for information
about possible business opportunities and normative
acts related to construction requirements and
Based on shared patterns, we have created 6 materials.
personas. Travel Agent
Open type. Explores internet for information that
might help solve legal problem. Sometimes buys
comprehensive analyses in the area of concern, as
well as uses Internet to hire a lawyer.
Intern, assistant
Ambitious type. Needs to get the job done
(documents compilations) for principal and acquite
himself from the slavery of internship.
Uses LEX System.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 27

29. Business models and its recipients
After we've researched a bit, suddenly
new ideas emerged from down under.
Now it's no question whether we should
do it or not, but how to make money on
it and regain control over the market.
Everything starts where Clients start -
in Google.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 28

30. Use Pattern (smallest possible reduction)
Users tend to Google instead of exploring one specific source of
Search
information. They just need to map the problem and then get resources.
After Clients get hooked up by a relevant information, they start exploring
Explore the area. Giving a decent map of the problem / topic here is the key to
further conversions.
Captured chunks of information need to be stored and transformed into
Save something more suitable to Client's needs. Usually, people do it on their
own.
Analyses, reworked bits of content can (and should) be published for further
Share
use.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 29

31. Confidentiality note
For some reasons, our
Client decided not to
show several key
conclusions in the
outcome.
We appreciate Your
understanding, as it’s a
common business
practice.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 30

32. Reduction blocks
Think of it as blocks. We use them to construct ideas
TECHNOLOGY FORM CATEGORY
Entertainment Shopping
Wiki
Java GPS Podcasts
Streaming Aggregation Sale
Auctions Search
Flash Blog Communication
Tagging P2P
Reccomendation
AJAX
Portal
RSS
FOCUS BUSINESS MODEL
Music Affiliate
News Revenue Sharing Marketing
Photo / Video
Games Direct Sales
Gambling Subscriptions Display Ads
Shopping
Google AdWords
Dating
Reviews
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 31

33. Play like this
Streaming
This is a Music Reccomendation Portal that is using . We call it Last.fm
Tagging
RSS
This is a Photo Sharing Community that is using . We call it
Tagging
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 32

34. Definition (smallest possible reduction)
Data Mining
News Aggregation Portal Reccomendations
It's an that is using LifeRay for
Administrative
acts (Law) Search Web application Sale
Publishing
is built
Locked of
around
Locked Locked
Locked created
The Community Locked on
with
Locked Locked
Locked
The System is Locked Locked
based on a
business model
that is using Locked Locked
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 33

35. Info Hub Concept
The present structure of the ABC and LEX websites is oriented towards the corporate
product lines structure and reporting schemes.
Now, the knowledge is aggregated in vertical structures resembling a "librarian" type
thinking, not goal oriented.
What we'd like to do, is to break apart such structure and merge it back into topical
aggregates, goal oriented scenarios and knowledge management utilities.
Every Info Hub consists of elements belonging to 5 dimensions:
- Knowledge
- Tools
- Law
- [ locked ]
- Community
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 34

36. Info Hub Structure
Practical knowledge - ways of doing things, guidelines, tutorials, handbooks
KNOWLEDGE
etc.
Data transformation applications - calculators, spreadsheets, templates,
TOOLS
generators.
Administrative acts according to area of law, linked with comments,
LAW
opinions and other elements of content.
LOCKED This dimension is so awesome, our Client decided not to show it now.
Elements and tools for mutual communication of Users within service.
COMMUNITY
Comments, forums, reccomendations etc.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 35

37. Introducing Coolness Factors
This product is based on a need that weʼre about to create.
It has coolness factors that are designed as attractors.
This is a hybrid of elements known before, but never before
working together in a synergic environment.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 36

38. But, what actually is synergy?
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 37

39. What is synergy?
Synergy = bucket full of
crappy ideas bound together
by catchy buzzword.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 38

40. What is synergy?
Synergy = bucket full of
crappy ideas bound together
by catchy buzzword.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 39

41. What is synergy?
Synergy = bucket full of
NO
crappy ideas bound together
by catchy buzzword.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 39

42. What is synergy?
+ =
Synergy = catalytic synthesis
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 40

43. What is synergy?
+ =
Synergy = catalytic synthesis
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 41

44. What is synergy?
NO +
Synergy = catalytic synthesis
=
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 41

45. What is synergy?
Synergy = well fit and oiled
cogs
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 42

46. What is synergy?
Synergy = well fit and oiled
cogs
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 43

47. What is synergy?
YES Synergy = well fit and oiled
cogs
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 43

48. Coolness Factors
LAW SEARCH ENGINE DATA COLLECTION
AND MINING TOOLS
Administrative and normative acts
search engine.
+
Briefcases, SNA, topical grouping.
Modular, expandable.
Powered by crowdsourced workforce.
+ +
AL
INFO HUB SYSTEM
TI
EN
Aggregated content. Topical and +
D
purpose-way of content organization
FI
in 5 dimensions.
N
O
C
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 44

49. Remember the Use Context?
Search Save
LAW SEARCH ENGINE DATA COLLECTION
AND MINING TOOLS
Administrative and normative acts
search engine.
+
Briefcases, SNA, topical grouping.
Modular, expandable.
Powered by crowdsourced workforce.
+ +
Explore Share
AL
INFO HUB SYSTEM
TI
EN
Aggregated content. Topical and +
D
purpose oriented way of content
FI
organization in 5 dimensions.
N
O
C
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 45

50. You can search, collect, transform within the same
environment. Data mining tools create demand for
deeper databases.
LAW SEARCH ENGINE DATA COLLECTION
AND MINING TOOLS
Administrative and normative acts
search engine.
+
Briefcases, SNA, topical grouping.
Modular, expandable. Powered by crowdsourced workforce.
+ +
AL
INFO HUB SYSTEM
TI
EN
Aggregated content. Topical and +
D
purpose oriented way of content
FI
organization in 5 dimensions.
N
O
C
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 46

51. LAW SEARCH ENGINE DATA COLLECTION
AND MINING TOOLS
Administrative and normative acts
search engine.
+
Briefcases, SNA, topical grouping.
Modular, expandable.
Powered by crowdsourced workforce.
We create new market for
homebrew products and
+ + services people will create
for us.
AL
INFO HUB SYSTEM
TI
EN
Aggregated content. Topical and +
D
purpose oriented way of content
organization in 5 dimensions. FI
N
O
C
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl

52. LAW SEARCH ENGINE DATA COLLECTION
AND MINING TOOLS
Administrative and normative acts
search engine.
+
Briefcases, SNA, topical grouping.
Modular, expandable. Powered by crowdsourced workforce.
+ +
AL
INFO HUB SYSTEM
TI
EN
Aggregated content. Topical and +
D
purpose oriented way of content
FI
organization in 5 dimensions.
N
O
C
Whole network emerges as a system for contextual sales of goods from WKP portfolio.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl

53. LAW SEARCH ENGINE DATA COLLECTION
AND MINING TOOLS
Administrative and normative acts
search engine.
+
Briefcases, SNA, topical grouping.
Modular, expandable.
Powered by crowdsourced workforce.
We create network of
websites equipped with
the same search engine. + +
Content system powers
search.
AL
INFO HUB SYSTEM
TI
EN
Aggregated content. Topical and +
D
purpose oriented way of content
FI
organization in 5 dimensions.
N
O
C
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 49

54. This way we have created palette of tightly
matching possibilities that Our Client could
choose from, without the risk of doing
something incoherent.
Even though we have retreated later few
steps back, the analysis we've done,
provided insights for years to come.
Right now we're at the end of stage
INTERFACES, TASKS, SCENARIOS
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 50

55. Thank You
We’ll be back :)
tomasz.jakubowski@uselab.pl
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: kontakt@uselab.pl 51