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In New Product Development in the spring of 2011, we were assigned to work through the new product process to design a product and present it. After hundreds of ideas, we decided to pursue a food ordering app for smartphones because, let's face it, we're lazy and prefer to use a phone. This is our presentation.
Brainstormed with some giant white board sessions that lasted a couple hours and produced a wealth of ideas… some good… most not.
Then we figured we could just brand anything with Justin Bieber and people would buy it…
Or Star Wars. But looking at all these ideas and trying to pick the best ones, we realized that we missed something…
We forgot to consider pains.So, we took a couple days and tried to think about all the things that annoyed us
Narrowed down the options through what we have termed as “Spreadsheet of cool”Each person got their own score sheet where they rated according to their gut feeling…On four dimensions: Feasibility, Profitability, Market Size and awesomenessEach of these were averaged across individuals for each product to create a consolidated scoreWhich we put into a graph that adjusted in real-time (thank you Google Docs).We took the three highest scores and moved forward.
We wanted to see what types of things were out there before we moved too far along and also to confirm that what we discovered as pains were in fact pains.
OMG! What about the pain?!?<br />Dry erase markers are always empty, frustrate users and mislead regarding needing a new one<br />Parking on the street is annoying<br />Eating and spilling on yourself while driving, camping… anything really<br />Fast food takes too long and has too many choices<br />
Pain Relievers – Dry Erase Markers<br />Dry erase markers are always empty, frustrate users and mislead regarding needing a new one<br /><ul><li>Ink filling station
Frequent buyer card</li></li></ul><li>Narrowing the options<br />Four dimensions of evaluation<br />Each user scores individually<br />Average across all dimensions<br />Easy to understand graph<br />Top 3 scores made the cut<br />
Anecdotal Evidence<br />“This some big brother s***”<br />“The less "Big Brother" the better..”<br />“I probably wouldn't use alternate means of ordering and paying, because I don't mind interacting with the drive through teller or any other employees to state my order.”<br />“In addition to making the process easier and faster, order accuracy is important to me at these establishments.”<br />“This survey is flawed. I feel my hand was forced.”<br />“Would probably use an app if it was reliable, easy and convenient.”<br />“Possibly.”<br />“I might use this… but probably not”<br />
Value Proposition<br />Collect User Data for Market Research<br />Promotion for Small Chains<br />Reduced wait times<br />No paper money transactions<br />Works with off the shelf system<br />Tie user data to specific accounts<br />
Pricing/Distribution<br />Free to the consumer<br />Tiered sign-up fee for the restaurant<br />Tiered per-transaction fee for the restaurant<br />App distributed via standard channels<br />Order data distributed via internet<br />
Promotion/Advertising<br />In-store signage with QR code for download<br />Signup Promotions<br />User ratings for food<br />Website<br />Viral Marketing<br />
Market Testing<br />Focus on Boulder area first<br />Hit several market spaces<br />Partner with indie businesses<br />Partner with small to medium sized chains<br />
Lessons Learned<br />Rethink ideation strategy Pains first then ideas<br />Problems with the survey<br />