a forest giant presentation: challenging assumptions in a digital world
DESCRIPTION
Challenging Assumptions in a Digital World Presentation by: Dave Durand, CEO of Forest Giant Challenge yourself. Know your audience. Validate your idea. This session will highlight the process of developing a solid product and building something that people truly want. The educational objectives for this presentation are: 1. Observe and learn. 2. Don’t rush development 3. Techniques to use in your organization Presented to: AAMSE (American Association of Medical Society Executives) When: July 31, 2014 Where: The Galt House, Louisville, KYTRANSCRIPT
WE HELP COMPANIESCHALLENGE THEIR
ASSUMPTIONS AND
BUILD AMAZINGPRODUCTS
CREATING REMOTE CONTROLSFOR THE PHYSICAL WORLD
I WANT TO CONNECT...
TO A MOBILE DEVICE
CHALLENGE YOURASSUMPTIONS
FOOLS RUSH IN
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WE MUST QUESTION OUR ASSUMPTIONS
WE MUST EXPANDOUR THINKING AND
BECOME THOUGHT LEADERS
FAILURE: AN UNFORTUNATE REALITY
1 IN 10 STARTUPS FAIL
“We failed...I had been working under an
assumption that we had nevervalidated.”
DHARMESH SHAH, HUBSPOT FOUNDER
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EVEN THE BIG GUYS FAIL:
STUCK WITH SOFTWARE IN A BOX
SAID IPHONE WOULD BE IMPRACTICALFOR BUSINESS USE
40% DROP IN VALUE DURINGBALMER’S 10 YEAR REIGN
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WE CAN’T LET ASSUMPTIONSDRIVE BUSINESS DECISIONS
PROPER PLANNING & VALIDATIONARE A REQUIREMENT
BUILD WHAT THEPEOPLE WANT!
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PROVIDING TRANSFORMATIONALMEDICAL TECHNOLOGIES
FOR YEARS
BE DISRUPTIVE &TAKE RISKS...
JUST BE SMART ABOUT IT.
OPPORTUNITYIS EVERYWHERE
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YOU CAN’T DISRUPTIF YOU DON’T EXECUTE
MIT STUDY:1500 EXECUTIVES
83%TRANSFORMATION CRITICAL
63%PACE OF CHANGE AT
ORGANIZATION WAS TOO SLOW
“If you don’t invest in the futureand don’t plan for the future,
there won’t be one.”
GEORGE BUCKLEY, CEO OF 3M
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WITH THE EXPONENTIAL GROWTH OF TECHNOLOGY,
WE MUST EMBRACE CHANGE.http://scienceroll.files.wordpress.com/2014/01/bigstock-future-technology-a-por table-17963588.jpg
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REMEMBER...
THIS IS BAD
MAKE SURE YOU HAVE AMULTI-DISCIPLINARY
TEAM
START >PRODUCTION CHAIN: TIME
LOW
ER
H
IGH
ERVA
LUE
SALES /AFTER SERVICE
MARKETING
DISTRIBUTION
PRODUCTION
CONCEPT / R&D
BRANDING
DESIGN
SCOPE OF
VALUESCOPE OF
DISCOVERYSCOPE OF
WORK
SCOPE OF
VALUESCOPE OF
DISCOVERYSCOPE OF
WORK
UNDERSTAND THE
IMPACT
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ASK THE RIGHT QUESTIONS
WHAT PROBLEM ARE WE SOLVING?
WHO IS IT FOR?
HOW WILL WE DELEGATE TASKS?
HOW WILL WE MAKE IT A REALITY?
HOW WILL WE ATTRACT USERS?
WHAT BUSINESS, MARKETING, ORCONSUMER OUTCOMES DO YOU WANT?
WHAT DOES SUCCESS LOOK LIKE?
IDENTIFY OPPORTUNITIES
UNDERSTAND THE USER
PROTOTYPE. TEST. PLAN.
ITERATIVE DESIGN & DEVELOPMENT
TEST & ANALYZE
MARKET PRODUCT
A 3 PHASED APPROACH FOCUSED
HUMAN CENTEREDDESIGN
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THE PRINCIPLES
LOOKINGOBSERVING HUMAN EXPERIENCES
UNDERSTANDINGANALYZING CHALLENGES & OPPORTUNITIES
MAKINGENVISIONING FUTURE OPPORTUNITIES
“THE MAN WHO GRASPS PRINCIPLESCAN SUCCESSFULLY SELECT HIS
OWN METHODS.”
RALPH WALDO EMERSON
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LOVE THE POST-IT& START WORKINGCOLLABORATIVELY
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HCD WORKSHOPS:IDENTIFYING VALUE | DISCOVERY TECHNIQUES
PROBLEM TREE ANALYSIS
STAKEHOLDER MAPPING
IMPORTANCE/DIFFICULTY MATRIX
PROBLEM TREE ANALYSIS
A WAY OF EXPLORING THE CAUSESAND EFFECTS OF A PARTICULAR ISSUE
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BOATING ACCIDENTS
CAUSES
EFFECTS
BOATING ACCIDENTS
CAUSES
EFFECTS
HAZARDOUSWEATHER
BAD VEHICLECONDITIONS
DRUG/ALCOHOLCONDITIONS
BOATING ACCIDENTS
CAUSES
EFFECTS
HAZARDOUSWEATHER
BAD VEHICLECONDITIONS
DRUG/ALCOHOLCONDITIONS
PROPERTYDAMAGE
PEOPLE HURTOR KILLED
LAW-SUITSLAWSUITS
PROBLEM TREE ANALYSISBENEFITS
UNTANGLE COMPLEX PROBLEMS
REVEALS CAUSES & EFFECTS
BUILDS SHARED UNDERSTANDING
PROVIDES DIRECTION FORPROBLEM SOLVING
STAKEHOLDER MAPPING
BUILD A DIAGRAM OF THOSETHAT HAVE A STAKEIN YOUR INITIATIVE
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STAKEHOLDER MAPPINGBENEFITS
FOCUSES ON PEOPLE
GUIDES PLANS FOR RESEARCH
BUILDS A SHARED UNDERSTANDING
IMPORTANCE/DIFFICULTYMATRIX
A QUAD CHART FOR PLOTTING ITEMSBY RELATIVE IMPORTANCE & DIFFICULTY
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LOW HIGHIMPORTANCE OR IMPACT
LOW
H
IGH
DIF
FIC
ULT
Y
LOW HIGHIMPORTANCE OR IMPACT
LOW
H
IGH
DIF
FIC
ULT
Y
LOW HIGHIMPORTANCE OR IMPACT
LOW
H
IGH
DIF
FIC
ULT
Y
LOW HIGHIMPORTANCE OR IMPACT
LOW
H
IGH
DIF
FIC
ULT
Y
TARGETED HIGH VALUE
STRATEGICLUXURY
IMPORTANCE/DIFFICULTY MATRIXBENEFITS
PRIORITIZE QUICKLY
RESOLVES DIFFERING OPINIONS
HELPS DEVELOP A PLAN OF ACTION
BUILDS A SHARED UNDERSTANDING
COLLECTIVE BUY-IN
PROBLEM IDENTIFIED
ECOSYSTEM UNDERSTOOD
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INTERVIEWING
FLY-ON-THE-WALL OBSERVATION
HCD WORKSHOPS:OBSERVE & LEARN
INTERVIEWING
LEARN DIRECTLY FROM YOUR USER.GAIN THE KNOWLEDGE TO MAKE
INFORMED DECISIONS.
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INTERVIEWINGBENEFITS
GAIN INVALUABLE INSIGHTS
CHALLENGE YOUR ASSUMPTIONS
DEEPEN YOUR EMPATHY FOR OTHERS
BUILDS CREDIBILITY WITH OTHERDECISION MAKERS
FLY-ON-THE-WALL ANALYSIS
BLEND INTO THE BACKGROUND ANDCONDUCT FIELD RESEARCH AS AN
OBJECTIVE BYSTANDER
“What people say,what people do, and
what they say they do areentirely different things.”
MARGARET MEAD
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FLY-ON-THE-WALLBENEFITS
OBSERVE REAL BEHAVIOR
UNDERSTAND REAL EXPERIENCES
INVALUABLE QUALITATIVE DATA
PROVIDES DIRECTION FORDECISION MAKING
NOW YOU UNDERSTAND YOUR USERS
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BULLSEYE DIAGRAMMING
PROTOTYPING & USABILITY TESTING
HCD WORKSHOPS:PRODUCT SPECIFIC
BULLSEYEDIAGRAMMING
PRIORITIZING IDEAS AND FEATURES
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FEATURE
FEATURE
FEATURE
TERTIARY
SECONDARY
PRIMARY
FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
FEATUREFEATURE
FEATURE
FEATURE
FEATURE
FEATURE
BULLSEYE DIAGRAMMINGBENEFITS
HELPS DETERMINE MVP
FACILITATES PRODUCTIVE DISCUSSION
BUILDS CONSENSUS
HELPS TEAM DEVELOP APLAN OF ACTION
PROTOTYPING &USABILITY TESTING
RAPIDLY BUILD ROUGH MODELS TOTEST BEHAVIOR.
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PROTOTYPING & USABILITY TESTINGBENEFITS
CREATE A VALIDATED PRODUCT ROADMAP
TEST WITH REAL USERS
FINE-TUNE BEFORE COSTLY PRODUCTION
BUILDS A SHARED UNDERSTANDING
SCOPE OF WORKTIME TO GET STARTED
YOU’VE TESTED YOUR ASSUMPTIONS &YOU’VE DISCOVERED
MARKET OPPORTUNITIES.
BEFORE YOU BUILD SOMETHING YOUTHINK THE WORLD NEEDS...
PROVE IT.
