The Fuzzy Front End

Matt Mayfield, 2008

Problem solving = Creativity = Unpredictable?

Can you design a new chair for me?

Matt Mayfield, 2008

The funnel of development

Matt May!eld, 2008

Where to start?

Competitive killersThe competition is winning,

we have to respond

User needsWhat are the latent

needs?

Clean sheet of paperForget everything else; we

have to think out of the box

Path of least resistanceDo what is easiest;

we have no time

Company capabilityWhat are we good at

building?

Leverage the crowdLet’s just ask everyone what they would like

Matt May!eld, 2008

Everyone has their approach

Start with DETAILS

Hinge mechanics

High volume production

Piece part cost

Quality metrics

Start with CONTEXT

Cultural trends

Competitive trends

Macro economics

Design trends

Technology trends

Matt May!eld, 2008

Boundaries of the problem space

Three pieces to defuzzify the front end

Problems worth solving

Potential problems to solve

Matt May!eld, 2008

Boundary Assumptions

Matt May!eld, 2008

Levels of innovation

Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach

Current solution

Level 1 - Play game better

Update styling and improve performance

Incorporate credit cards, raised hoses, etc…

Level 2 – Change rules of game

Change basic mechanism and/or system of delivery

All fuel sold in pressurized standard containers

Remove/replace the original problem

Level 3 – Create new game

Fuel sold through convenience stores

Matt May!eld, 2008

Levels of innovation

Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach

Current solution

Level 1 - Play game better

Update styling and

improve performance

Incorporate credit cards, raised hoses, etc…

Level 2 ‒ Change rules of game

Change basic mechanism and/

or system of delivery

All fuel sold in pressurized standard containers

Remove/replace the

original problem

Level 3 ‒ Create new game

Fuel sold through convenience stores

TimeEffortMoneyRisk

Matt May!eld, 2008

Potential Problems

Matt May!eld, 2008

Experience lifecycle

ModifyAwareness Purchase Set up Use Retire

Matt May!eld, 2008

Problems Worth Solving

Matt May!eld, 2008

Low

AccuracyPrice Ease of Use Optional features Speed

Value / performance curves

High

Personal !nance software

Key elements of product offering

Rela

tive

com

paris

on

Source: Kim Chan, Mauborgne Renee (1999) “Creating New Market Space” Harvard Business ReviewMatt May!eld, 2008

Pulling it together

Boundaries of the problem space1

Potential problems to solve2

3 Problems worth solving

Matt May!eld, 2008

Visualize the goal

Chesley Bonestell, The Great Wall. “Conquest of Space” (1949) Life Magazine

Chesley Bonestell, Orion seen from lunar valley. “Conquest of Space” (1950) from making of Destination Moon

Matt May!eld, 2008

Matt May!eldmatt.may!eld@me.com

http://www.linkedin.com/in/may!eld