paul backett & chris butler, "starting with the experience"

Starting With The ExperienceWebvisions Workshop Recap - May 2016

evolve

Welcome to

Battle Royale

KNOWING ME, KNOWING YOU…

Getting to know your team… fast!

Observation, insight, market research, analytics, problem solving, asking good

questions, attention to detail, creative problem solving, qualitative research, curiosity,

intuition, diplomacy, translating big ideas, speaking, energy and resilience, bridge

building.

What is your kryptonite?

Powerlessness, inefficiency, lack of knowledge, roadblocks, indecision, lack of

creativity, stagnation, failure, impatience, politics and slow change, public speaking,

people who refuse to change in the face of logic, too many rules, never enough

time.

=

Prepared for Webvisions | Content Confidential | www.evolvecollaborative.com | May 2016

What is your superpower?

MEET…

MEET HANNAHOBSESSED WITH

RUNNING26 YEARS OLD

A DAY IN THE LIFEUSE THE CLOCK AS A GUIDELINE TO MAP OUT THEIR DAYWhat does a typical day look like?What do they eat for breakfast? How does exercise fit in? What about work?Try and be as specific as possible (e.g. workout from warm through cooling down).

AMPM

WHAT’S IN THEIR GYM BAG?BRAINSTORM THE ITEMS THEY TYPICALLY CARRY AND DRAW THEM BELOWDo they have a separate work out bag or do they carry everything for the day in one bag (e.g. from a laptop to a spare t-shirt)?What is their favorite piece of gear?What is their secret weapon (e.g. it could be for training or the big game)?

02

GOALS AND MOTIVATONBRAINSTORM LOTS OF IDEAS ON POST-ITS, AND PLACE YOUR TOP SIX IDEAS BELOWWhat big event are they working towards (goals)?What is their biggest motivation and why?What keeps them going when time gets tough?

CHALLENGESBRAINSTORM THEN PLACE THE TOP SIX CHALLENGES YOUR ATHLETE* FACES BELOWWhat’s getting in their way?What prevents them from achieving their dreams or hitting their goals?Are there barriers or challenges outside of their control?

HIGHS AND LOWSCAPTURE THEIR ATHLETIC UPS AND DOWNS, AND THEN PICK YOUR FAVORITES FOR EACH SECTIONWhat was their most epic win and why?What small victories have they had recently that made them proud or feel like they were improving?When did they miss out on something they wanted? Why? What happened?

SMALL VICTORIES NEAR MISSES

THE PERFECT GIFTBRAINSTORM WHAT AN AUTHENTIC GIFT WOULD BE AND WHY The perfect gift is not always the most expensive.The best gifts are thoughtful, personalized and show that you really know this person.Time to show your stuff. How well do you know your Athlete*?Generate the best idea for each category (product, service, event) below.

06

PRODUCT SERVICE EVENT

e.g. Lunch w Coworker


LEARN TO LOVE SOMEONE UNFAMILIAR

Start somewhere and build a hypothesisWho is your muse? Knowing your user is essential to great innovation and design.

The more you understand your user, the better chance you have of connecting with

them, not only on a functional level but by forming deep emotional ties. What drives

them? What are their hopes and dreams? What does a typical day look like for them

(work, play, social, home)?

Teams chose a character at random and brought them to life visually before

presenting to the group.

(tip from the top - being as visual as possible will help you when you come to share

your character)


MAPPING YOUR CONSUMER JOURNEY

Think about the extremesThis activity helps you diagnose what your user LOVES and HATES about various

parts of the user journey.

Teams were asked to deconstruct a hotel experience. We outlined six key steps in

the journey and teams mapped out their extended experience, thinking about the

different touch points and interactions involved.

Teams were challenged to pay special attention to the transition moments in-

between different steps of the journey. These moments are often great opportunities

for innovation.

(tip from the top - even if you don't know the exact steps in your journey build a

hypothesis and test it out)


EAST WEST


Getting through the shit zone!Fast and furious is the name of the game with this activity. Teams went head to head

in a high intensity concept generation battle. Contrasting brands were presented on

screen and teams had 2 and a half minutes to generate as many crazy hotel ideas

inspired by that brand as they could.

Sometimes its just about banging out ideas, this exercise focus on quantity over

quality. Teams created around 60 ideas within 20 minutes, there were bound to be a

few decent or at least a few fun ones in there.

What we love about this activity is not being precious about ideas, having fun and

generating fast. Also, at the end of the activity you can strip away the brands and you

have a bunch of starter ideas!

(tip from the top - you can use this activity to solve any kind of problem, big or small)

BRANDSLAM


Welcome to _______ hotel


We created a new experience by combining the previous tools. Teams focused on

key steps in the consumer journey to design the perfect hotel experience for their

consumer. They used their favorite brand from the Brandslam exercise to build out a

holistic hotel experience that would connect with their consumer.

Tweets Once teams had designed their hotel experiences, they wrote a series of customer

tweets from the perspective of their consumer. This is one way we can use the

persona tools to be both generative for ideation and also evaluative when we reflect

on the appropriateness of ideas.

(tip from the top - building simple tools and templates will help teams be more

creative)

BUILDING THE EXPERIENCE

What does a stay at the ‘X’ Hotel look like?


EAST WESTversus

WE HAVE A WINNER!


SET A TIME LIMIT

06

ASSIGN A LEADER

03

PLAY07

SET CLEAR GOALS

04

DEFINE YOUR BOUNDARIES

01

PROVIDE GOOD STIMULUS

05

PICK YOUR TEAM

02

BR

AIN

ST

OR

MS

7 S

TE

PS

TO

BE

TT

ER


@evolvecollab [email protected]

evolve

mailto:[email protected]

paul backett & chris butler, "starting with the experience"

Technology