SDNC13 -Day2- The subjective science of persona building by Stephen Masiclat
SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
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Transcript of SDNC13 -DAY2- There is no Innovation Fast-lane by Lizzie Shupack
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T H E R E I S N O I N N O VAT I O N FA S T L A N E ( A N D O T H E R L E S S O N S L E A R N E D W H I L E T R Y I N G T O O V E R T A K E )
S D N 2 0 1 3
Lizzie Shupak Innovation Director [email protected] @lizzieshupak
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1. There is no innovation fast lane
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The digital marketing envelope
Client
Conversion rate
NPS Traffic
Loyalty
Sentiment Brand equity
Call centre costs
Beyond business as usual
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2. Solve a real problem
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I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions”
“
Albert Einstein
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Digital landfill
$135m $41m
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3. Connect
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George De Mestral
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A lot of people… haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.”
“
Steve Jobs
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Grid of logos for community
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4. Experiment
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Experiment definition
An orderly procedure with the goal of verifying, refuting, or establishing the validity of a hypothesis
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All hypotheses
CD&E
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Hard questions
• What don't you know about the problem you are trying to solve?
• What has been tried before? • What is the hardest bit? Of what are you least certain? • What is the greatest risk?
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Do the hard stuff early
Do the hard stuff early
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Recipe
• Identify a real problem you are facing • Break the problem down into sub-problems • Grade each one based on how confident you are of solving it • Choose the sub-problem in which you have least confidence • Design an experiment to help solve it • Repeat as necessary
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Mobile meter reading
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Hard-to-read meter
What is the real problem you are trying to solve? Who has the problem? How will things be better when you have solved it?
Define the problem
Give a smartphone app to our customers so that they can read their meters accurately just by pointing their phone cameras at the meter.
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What are the sub-problems? What smaller problems do you need to solve in order to solve the big one?
Sub-problems
Get software in the phone to recognise an electricity meter
Take a quality photograph of a meter in difficult conditions
Extract the numeric meter reading from the image of the meter
Display the meter reading to the customer and send it to our billing system
2
3
2
9
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Back to the experiment
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Palm pilot
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Palm pilot image
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Wood block image
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The value of experiments
• Demonstrate that the problem deserves further investment (or not)
• Use the story of your experiment to win others over • Uncover and retain knowledge and insight regardless of
the outcome
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5. Keep going
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Angel investor failure/success ratio
9 failures
1 success
:
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Rovio 2013
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Rovio 2006
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Burbn
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In summary
• There is no fast lane • Solve a real problem • Connect • Experiment • Keep going
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