ibm design thinking & the bluemix garage method
TRANSCRIPT
Day 02Day 01
Understand Explore Define
Day 02Day 01
Understand Explore Define
Day 02Day 01
Understand Explore Define
Big Ideas
Prioritisation Plot
Storyboarding
MVP Statement
Assumptions + Risks
Hypothesis Tests
Goals + Non-Goals
Business Opportunity
Empathy Map
As-Is Scenario
Identifying Pain points
Day 02Day 01
Understand Explore Define
Understand with Personas
Marie
Educated Profesional
- 30 year old female
- Single mother of two
- Cares about the environment and her
effect on it
- Wants her children to eat healthy and
organic as much as possible
Empathy maps help us understand our user, meet Marie
Characteristics
Intelligent
Caring
Conscientious
Wants
Save time
Know what she’s
buying
Alternatives
Concerns
Environment and
our effect on it
“I wan’t to be able to
take my responsibility in
preserving our
environment but I don’t
always know what the
best choice is and I don’t
always have enough
time to go to the organic
market”
Understand with As-Is Scenario Maps
Marie
Educated professional
Mother of two
As-Is Scenarios help us
understand the current scenario
for Emma as she discovers new
methods for her company to
innovate and be disruptive.
Steps
PLANS MENU
FOR THE
WEEK
BROWSES
ONLINE
STORE
ORDERS
FOOD FROM
ONLINE
STORE
RECEIVES
FOOD FROM
ONLINE
STORE
BUYS SOME
FOOD IN
LOCAL
ORGANIC
STORE
REVIEWS
BUDGET
Identifying Painpoints
Marie’s Major Painpoints
iPain points and design opportunities were uncovered from the
persona as-is scenario maps. Workshop participants voted to prioritize
the need of addressing each of Emma’s painpoints. The most important
painpoint was one around Emma’s struggle to discover new methods
for her team.
Not finding enough
information about the
products
8
Lack of overview of
what she’s purchasing
(making her go over her
budget) due to having to
visit multiple stores.
3
Disappointment at
delivery of products due
to lack of information
when completing her
order
1
Finding recipes that are
- healthy
- environmentally
friendly
- fits her budget
1
Explore with Big Ideas!
- Recipe suggestions based on items picked - Give Marie suggestions on
recipes containing the same item that Marie has bought to reduce food waste
as well as help Marie stay with in her budget.
- Compare organic items to similar non organic - Some products that are
non organic has a less negative effect on the environment than others. This
will help Marie prioritize and make an informed decision.
- Recyclable materials - Only using recyclable materials when packing and
delivering our product will make Marie feel better about getting groceries
delivered.
- Connect - Let Marie connect with other customers and share recipes etc to
give her a since of community as well as information sharing and saving time.
- Ready to cook grocery bag - Provide Marie with the option to get groceries
delivered together with recipes for the whole week. Everything planned,
ordered and ready to cook healthy, environmentally friendly meals for the
whole week.
- Build trust - By letting Marie read introductions and profiles from different
farmers and food producers we work with. Maybe even meet some in her local
Nature store as an event to build brand loyalty.
- Virtual dietist/chef- let Marie tell a virtual dietist/chef what kind of food she
like and/or what ingredients she is interested in and give her healthy and
environmentally friendly options of recipes.
How might we help Marie make better choices from an
environmental stand point?
IMPORTANCE FEASIBILITYVoting Key: # #
explore with Prioritized Ideas
App that shows both
price and environmental
impact depending on
what you order
5 3
The most feasible and important idea included centered
around the idea of “Automation and Recommendation.”
This big idea was all about automating personalized
recommendations for Emma to better understand the value
of the “IBM Way” and its relevance to her company.
IMPORTANCE FEASIBILITYVoting Key: # #
explore with Storyboarding
Define with assumptions + Risks
Assumptions Risks
Materializing assumptions and risks into degrees of risk and
confidence help us to know what we should immediately evaluate
with the first MVP.
Marie will buy
more food online
if she is provided
more information
about the
products
Marie will not
think it’s enough
with reading
information and
she will still want
to touch and see
the food.
Marie will want to
pay more for
organic products
Marie will not
want to pay more
for organic
products.
Marie will trust the
information
provided about
our products.
Marie will not trust
the information
and still go to her
local organic
market.
Define with Hypotheses Tests
Hypotheses tests help teams measure success.
If we provide Marie with the "whole carbon
footprint" of the order as part of the order
process, we will observe:
Marie placing more
environmentally
friendly orders
Marie buying more
of her food in our
online store
Marie associating
our brand with
taking responsibility
for our environment
Primary
What we are and are not focusing on, now.
Define with Goals and Non-Goals
Goals1.Integrated with existing back-end systems
2.Automated updates on customer and product information
3.Responsive webb application
4.English
Non-Goals (Future Goals)1.iOS/Android app
2.Non USA
3.International translations