UX STRAT USA 2018 workshop slides by Hina Shahid of OnDeck Capital: "Facilitating Product Innovation – A Workshop on Creative Ideation"

1. 1
Hina Shahid
hinashahid.me@gmail.com | @Hinakiduniya | #ProductIdeation #UXStrat2018
FACILITATING
A WORKSHOP ON CREATIVE IDEATION
PRODUCT INNOVATION

2. 2
SERVICES

3. 3
How do
we
ideate?
User needs & Understand
Industry Observe
pain-points customer
trends & tasks &
journeys
competitors actions

4. 4
Design for current needs
Enhance experience
Design within the industry
constraints
New (to the company or market)
product & experiences

5. 5
Design for current needs
Enhance experience
Design within the industry
constraints
Solve for today
Shift the industry
Solve for future
Rethink experience
Anticipate new needs
New services Innovative services
& experiences & experiences

6. 6
These frameworks disourage linear thinking.
The purpose of engaging in these activities,
utilizing these frameworks is to encourage
teams to think strategically and laterally—
by switching perspectives, identifying
multiple POVs, challenging assumptions and
contextualizing problems.

7. 7
Introduction to the workshop and facilitator 5 mins
Ice breaker exercise with the participants 10 mins
Creative ideation framework
presentation & Exercise details 15 mins
Frame Work 1-2 30 mins each
Break 10 mins
Frame Work 1-2 30 mins each
Prep & Presentations 40 mins
OVERVIEW

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4 IDEATION FRAMEWORKS
FOR PRODUCT INNOVATION
2- STRATEGY CANVAS
4- DICHOTOMIES & PARADOXES
1- MEGA TRENDS
3- CUSTOMER JOURNEY

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IDEATION | MEGA TRENDS
Insight
Trend
card Innovative
Product Ideas
Approach
card
+ x =

10. 10
IDEATION | MEGA TRENDS
BUYING
TIME
Destination
hotels are seen
as a third place,
neither home
nor business
stay
Groceries
shopping is
more habitual
then customers
think
OVER
CONNECTED
AUGMENT
+
+
x
x
=
=
COUNTER
Casa de las Olas
Fresh Direct

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Step outside,
hail a cab
Leave the
car, arrive
to the
destination
Give address and
instructions, make
cost assumptions
Wait to reach
destination,
give more
instructions
if lost
Figure out if its
cash or card,
pay for the ride
Before During After
IDEATION | CUSTOMER JOURNEY
To reach
destination
in time without
owning a car
CORE GOAL Locate Specify Ride Transact Conclude

12. 12
IDEATION | MAPPING JOURNEY
Provide your
information,
payment
information,
preferences
Provide your
information,
payment
information
Look at ride
availability,
see the fare,
check arrival
time
Find a car
nearby,
scan token to
enter the car
Leave the
car, arrive
to the
destination
Park the
car
Listen to
your favorite
music
Drive your
way to your
destination
Before
Before
During
During
After
After
To reach
destination
in time without
owning a car
To reach
destination
in time without
owning a car
CORE GOAL
CORE GOAL
Register
Register
Request
Locate
Ride
Ride
Conclude
Conclude
Over
time
Over
time
Uber
Car2Go

13. 13
IDEATION | DICHOTOMIES & PARADOXES
Insight /
Opportunity
Simplicity &
Complexity+ = Innovative
Product Ideas

14. 14
Delightful
experiences
build brands
Medium for
sharing
pics+
videos
Tangible
vs.
Intangible
Ephemerality
vs.
Longevity
+
+
=
=
in-the-moment
videos + pics
IDEATION | DICHOTOMIES & PARADOXES

15. 15
Low
Industry Value Curve
Blue Pcean Strategy
High
OfferingLevel
Competing Factors
IDEATION | STRATEGY CANVAS

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IDEATION | STRATEGY CANVAS
Price
Customerconnectivity
Transparency
Rangeofofferings
Speedofservice
Complex&extended
valuechain
Scaleofofferings
Tediouspaperwork
Funandyoung
brandtone
Low
Lemonade insurance
Typical home & renters insurance
High

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IDEATION | INSTRUCTIONS
For each framework come up with
atleast 15 ideas. As long as it fits the
framework.
There is evaluation, no judgement!
Just think OUT-OF-BOX.

18. 18
share the innovative
product / experience
you came up with
Pick one framework and

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Walk us through the process:
Why did you select the framework?
What is the idea? How did you end up with it?
What did you struggled with?
What was the fun part?
PRESENTATION | INSTRUCTIONS