Content Marketing Workshop by Maggie Barr of Power Start Media
Uxhk 2015art of start workshop share.key
-
Upload
ted-kilian -
Category
Design
-
view
650 -
download
0
Transcript of Uxhk 2015art of start workshop share.key
![Page 1: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/1.jpg)
“Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to,” said the Cat.“I don’t much care where” said Alice.“Then it doesn’t matter which way you go,” said the Cat.“So long as I get SOMEWHERE,” Alice added as an explanation.“Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.”
WORKSHOP:
The art of the start
![Page 2: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/2.jpg)
2
Name Role Company (industry)
• 6 (+/-‐) people at each table
• One person who wants to play client
• Mix of roles
• At least 1 person who is online
• No more than 1 person who was not at the talk yesterday
“I am happy to play client”
![Page 3: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/3.jpg)
.
Connecting Framing Value
WORKSHOP:
The art of the start
brilliantbasics
Ted KilianBrilliant Basics
[email protected]/tedkilian
![Page 4: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/4.jpg)
The plant
![Page 5: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/5.jpg)
Designing the context
Client Designer
!!!!
Maker
UserEnabler
Building shared context
![Page 6: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/6.jpg)
Start(Problem) Objective
(Vision)
Safe space for design
Boundaries Criteria
• Be creative• Take risks• Make mistakes
![Page 7: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/7.jpg)
.
Connecting Framing Value
The art of the start
![Page 8: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/8.jpg)
Rituals
![Page 9: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/9.jpg)
Start(Problem) Objective
(Solution/ Vision)
How do you start projects?
![Page 10: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/10.jpg)
Starting rituals• What are your rituals for starting a project? • What are the biggest challenges and how do you deal
with them? • What works best for you?
• Playback top 2-3 rituals, issues, solutions
![Page 11: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/11.jpg)
Practices for starting out right
Framing
Value definition • Quantification trumps • Common language
• Questions • Finding the problem • Imagining context
• Curiosity • Rapport
Connection
![Page 12: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/12.jpg)
Connection
![Page 13: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/13.jpg)
Consumer Enabler Maker
Enablers create constraints
![Page 14: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/14.jpg)
Client worksheet: Business problem
❑ What is the project vision? – What is the Why?
❑ What are the project objectives? – Money in, money out, customers in, brand
❑ What problem is this expected to solve? – Customer, business, context
❑ Who is your target consumer? – Why? (Revenue, market share, influence)
❑ What deliverables are expected? – What will you do with them? How will you use them?
❑ What are the current constraints (technology, budget, organisational)? – Are you willing to challenge them?
❑ What does success look like for you personally? – What is at stake for you personally?
How do you know?
![Page 15: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/15.jpg)
Framing
![Page 16: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/16.jpg)
“For if I knew the proper questions, I could solve the problem in less than 5 minutes.“
-Albert Einstein
“If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask.”
![Page 17: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/17.jpg)
Finding the problem
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2738
![Page 18: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/18.jpg)
Value
![Page 19: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/19.jpg)
The business model canvas
![Page 20: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/20.jpg)
The business model canvas
Product(Create value)
Market(Extract value)
![Page 21: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/21.jpg)
Kelly’s lemonade stand
Flyers
Homemade
Cute
Suppliers
![Page 22: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/22.jpg)
Our <product/service>
will help <consumer/user>
with <problem>
because <benefit offered>
Value proposition
![Page 23: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/23.jpg)
Our <product/service> will help <consumer> with <problem> because <benefit offered>
Is this our actual customer?
Do our customers have this problem?
Does this really solve the problem?
Is this the right offer?
Value propositions are hypotheses
![Page 24: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/24.jpg)
Connection (& Framing)
![Page 25: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/25.jpg)
Briefs
![Page 26: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/26.jpg)
Maker
Do it
?Enabler Maker
Challenge it
Pushback
Enabler
Action - Reaction
![Page 27: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/27.jpg)
Why? Why? Why? Why?! Why?!!
![Page 28: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/28.jpg)
Connecting• One person in each group will be the “client” • I will brief the“clients” • You will have a chance to ask the client
questions
![Page 29: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/29.jpg)
Client worksheet
❑ What is the project vision?– What is the Why?
❑ What are the project objectives? – Money in, money out, customers in, brand
❑ What problem is this expected to solve?– Customer, business, context
❑ Who is your target consumer? – Why? (Revenue, market share, influence)
❑ What deliverables are expected? – What will you do with them? How will you use them?
❑ What are the current constraints (technology, budget, organisational)? – Are you willing to challenge them?
❑ What does success look like for you personally? – What is at stake for you personally?
How do you know?
![Page 30: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/30.jpg)
Playback and Stacking “5 softer whys”
• Repeat back what you heard in the brief, then choose one of these phrases (or make up your own).
• And if you had that what would that give you? • What value would that bring? • Remind me again, why you wanted to do that? • Can you explain what you would see that giving you? • Why would we do that?
• Repeat and repeat until you get to something interesting30
![Page 31: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/31.jpg)
The brief
Re-imagine the cafe using digital technology: • Web and Mobile
• Wearables and Ambient
• Internet of Things
• Payment technology
• Facial recognition
• etc.
to create a unique cafe experience.
Discuss Why would I use this? Why would I come back?
How might we change the business model of the cafe?
What real problems could we solve?
How might we make the cafe simply better?
What will I feel like while I am using it? What does it say about me to go there?
![Page 32: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/32.jpg)
Clients outside
Bring a pen
32
![Page 33: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/33.jpg)
Client worksheet
❑ What is the project vision?– What is the Why?
❑ What are the project objectives? – Money in, money out, customers in,
brand
❑ What problem is this expected to solve?– Customer, business, context
❑ Who is your target consumer? – Why? (Revenue, market share, influence)
❑ What deliverables are expected? – What will you do with them? How will you
use them?
❑ What are the current constraints (technology, budget, organisational)?
– Are you willing to challenge them?
❑ What does success look like for you personally?
– What is at stake for you personally?
Five softer whys
• Repeat back what you heard in the brief
• Then add a “why” phrase:• And if you had that what would
that give you?• What value would that bring?• Remind me again, why you
wanted to do that?• Can you explain what you
would see that giving you?• Why?
• Repeat until you get to something interesting
![Page 34: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/34.jpg)
34
Rapport: Mirroring
![Page 35: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/35.jpg)
Playback and stacking• Mirroring posture • Client questions • Playback and “stacking”
• Share your experiences as clients and team
![Page 36: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/36.jpg)
Client worksheet
❑ What is the project vision?– What is the Why?
❑ What are the project objectives? – Money in, money out, customers in,
brand
❑ What problem is this expected to solve?– Customer, business, context
❑ Who is your target consumer? – Why? (Revenue, market share, influence)
❑ What deliverables are expected? – What will you do with them? How will you
use them?
❑ What are the current constraints (technology, budget, organisational)?
– Are you willing to challenge them?
❑ What does success look like for you personally?
– What is at stake for you personally?
Five softer whys
• Repeat back what you heard in the brief
• Then add a “why” phrase:• And if you had that what would
that give you?• What value would that bring?• Remind me again, why you
wanted to do that?• Can you explain what you
would see that giving you?• Why?
• Repeat until you get to something interesting
![Page 37: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/37.jpg)
Break
![Page 38: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/38.jpg)
Framing
![Page 39: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/39.jpg)
Framing the problem 1• Top 3-‐5 problems with the cafe experience
![Page 40: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/40.jpg)
A: E: I: O: U: T:
Activities Environments (Interactions)Objects UsersTime
![Page 41: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/41.jpg)
Framing the problem 1• Top 3 problems with the cafe experience
![Page 42: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/42.jpg)
64
![Page 43: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/43.jpg)
Problem hypotheses
<Problem> is NOT really a problem if <condition>
Uploading photos to multiple platforms is not really a problem if people only use one platform consistently.
![Page 44: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/44.jpg)
This <problem> has not been solved because of the constraint of <constraint>
Constraint hypotheses
![Page 45: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/45.jpg)
This <problem> has not been solved because of the constraint of <constraint>
Constraints can be mobilised
Can we alter this constraint?
Can we work around this problem?
Ignore Eliminate Reverse Amplify etc.
Ignore Eliminate Reverse Amplify etc.Is this the actual reason the
problem still exists?
![Page 46: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/46.jpg)
Framing the problem 2• Take your top 3-‐5 problems • Why are these not solved CONSTRAINTS (hypotheses and
tests)? • How could you overcome or test those constraints?
• Playback top 2 approaches
![Page 47: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/47.jpg)
Value
![Page 48: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/48.jpg)
Money in
Money saved
People (customers/users) in
Others?
Quantification
$
![Page 49: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/49.jpg)
Our <product/service>
will help <consumer/user>
with <problem>
because <benefit offered>
Value proposition
![Page 50: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/50.jpg)
Quantifying valueQuantify the value of investing in your approach • Pick one of your ideas • Estimate a dollar value they would bring and proof
points
• Report back your recommendation supported by numbers
![Page 51: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/51.jpg)
• Rituals • Rapport/Mirroring • Stacking (Whys) • Client worksheet • Business model canvas • AEIOUT • Find the problem • Leveraging constraints • Quantification of value • Others?
Get s>cky notes (5) and a pen
Life is iterative
![Page 52: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/52.jpg)
Feedback Please
Write 2 reflec`ons -‐ things you liked, learned or will use Write 2 things you would change (nega`ve or posi`ve) Write 1 anything
Ted Kilian [email protected] hk.linkedin.com/tedkilian
brilliantbasics
![Page 53: Uxhk 2015art of start workshop share.key](https://reader034.fdocuments.us/reader034/viewer/2022051315/55a7b5191a28abcd168b476b/html5/thumbnails/53.jpg)