Академический Документы
Профессиональный Документы
Культура Документы
for Accenture
Index
1 BUSINESS MODEL CANVAS...................................................................................................................................................... 4
2 BRAINSTORMING........................................................................................................................................................................ 5
3 CUSTOMER JOURNEY MAPPING.............................................................................................................................................. 6
4 PROTOTYPING............................................................................................................................................................................ 7
5 CREATIVE REFRAMING.............................................................................................................................................................. 8
6 TERRITORY MAPPING................................................................................................................................................................ 9
What we need:
A printed version of the business model canvas in DIN A0 (free on the internet)
Post its
Marker
Approximately 30 mins
Outcome:
You and your team will get an overview of a model. The canvas also helps to think about how to change a business.
Whats next:
You and your team might identify some knowledge gaps. For example, you are not sure about the customer segment or if your
key partner is able to produce a product? You could do user research and determine needs and details. In terms of key
partners, you could work on a prototype together.
If you developed a business model for a new product or service, you might think of starting a pilot on the market.
What we need:
Team of 4-6 members
1 whiteboard
Approximately 15 mins
Post-its in several colours
Pens and markers in several colours
2. NOTE TASK: Write the task and design question in the middle of the whiteboard.
3. VISUALIZE IDEAS: Distribute Post-its and markers to all team members and start brainstorming. Each Post-it represents one
idea. The idea should be visualised and described by a keyword. This will help you to quickly remember and develop the idea
later on. Then things really take off. Team members will announce their ideas and tag them on the whiteboard. After warming up,
group dynamics will further activate your spirit and result in a large number of ideas. Ideas can differ from each other or serve as
extensions to other ideas. Team members promote each others ideas and encourage wild approaches.
4. CLUSTER AND SELECT: After having a break, ideas will be clustered. Similar approaches are grouped together and general
tendencies become obvious. Next team members individually vote their preferences. Usually three categories are relevant to
vote for:
Quick win
Wildest idea
Most meaningful
Every person should have three votes in each category. The most popular ideas will be further developed during the next
process stages.
Outcome:
Brainstorming is ideal way to explore wide ranges of ideas and to gradually identify solutions. For more introverted team members,
brain writing might be more appropriate. Brain writing is similar to brainstorming except one quietly writes ideas on Post-its. After
finishing, one person presents the developed ideas to the team.
Whats next:
Prototyping
What we need:
Information about customers and evaluated touch points: customer processes, customer needs, customer perceptions
Team of 4-6 members, relevant stakeholders
Whiteboard, Post-its, markers
Template Customer Journey Mapping
Furthermore accompany the customer during his journey. By doing this you identify and understand hidden issues.
3. ILLUSTRATE EMOTIONS:
Illustrate an emotional chronological sequence of the customers journey. Draw a curve which represents the low and high
affected moments.
Outcome:
A better understanding how to engage with the customer.
Whats next:
Prototyping a better/new/iterated customer journey.
What we need:
Different kinds of material like: lego, paper, strings, straws, clothes, tape, etc.
Notebook and camera
2. BUILD PROTOTYPE:
Question which elements and aspects the prototype needs to fulfill. As a next step choose relevant materials or mediums. It
helps to think about dimensions and parameters which will be tested later. Role plays are a good way to communicate service
design solutions.
Outcome:
Concrete suggestions for improvement out of user perspectives.
Whats next:
Iterate prototype.
What we need:
Spaces which encourage undisturbed and unobservable team work
One moderator (or coach, in case of working with one participant)
Approximately 30 mins
Post-its in several colours
One flip-chart or white board per team of maximum five members
Pens in different colors
White board makers in several colours
Outcome:
Result defines newly created question.
What next:
Discover phase/project start.
What we need:
Approximately 30 mins
Team of 4-6 members
Whiteboard
Pens in different colors
Markers in different colours
Post-its
3. TAG POST-ITS:
One by one, combine each Post-it/ idea into one overall map, grouping similar ideas to create clusters and placing
4. clusters in proximity to related clusters. (Affinity Diagramming)
5. DEFINE CLUSTERS:
Collaborate to agree on clusters, name each and agree on proximity.
7. SHARE SKETCHES:
Share the sketches and vote on which one reflects the territory most effectively. The team leader can also take input from
people and combine ideas from individual sketches into one master sketch.
Outcome:
A territory map represents a single view of both individual and shared aspects of the design territory and future vision. The map
is a vision of the future as agreed on by the team, including the key audiences involved in the design landscape. It also gives the
team orientation where to start with the research (discover).
Whats next:
Start with research: user journeys, observing behaviour, interviews, immersion etc.