kwadratura koła i kuloodporne koncepcje
DESCRIPTION
TRANSCRIPT
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Ideation ToolkitQuadrature of a circle
Introduction to bulletproof concepts
Tomasz Jakubowski
1
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Motto
2
"If I had eight hours to chop down a tree, I'd spend six sharpening my axe."
- Abraham Lincoln
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Key thoughts
• Idea – “More information, more detail” is obsolete. We need to achieve mutual realization of what actually the Project is about. We can achieve it by smallest possible reductions to definition of the Project and its elements.
• The method creates social context, where we communicate with Client on a artificial, symbolic level, dealing rather with purposes, than means. In this communication context, there is little space for execution of Client’s power and Client is drawn into creation process.
3
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Key thoughts
• Consultant should primarily focus on Client comprehension.
• Elements of use context should align with coolness factors.
• As a result, Canonical Document is produced.
4
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Smallest possible reduction
5
Imaginative variation by which you attempt to reduce phenomenon into its necessary essences. This is done by theoretically changing different elements (while mentally observing whether or not the phenomenon changes) of a practical object to learn which characteristics are necessary for it to be it without being something else.
Edmund Husserl
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Smallest possible reduction
6
Form & Function
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Smallest possible reduction
6
Function
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Smallest possible reduction
7
Function
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Canonical documents:
8
Sets of definitions resulting from smallest possible reductions.
Definitions quantize: scope, goals, business conditions, contexts, structure, project steps.
After CD is accepted, shouldn’t be altered, unless there is mutual consent to do it.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Canonical documents:
• Process structured
• Describe Project’s goals
• Define what the Project really is
• Structure (sitemaps, content definitions)
9
Language should be simple and precise.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Ideation tools
10
USE PATTERN 1COOL FACTOR 1
USE PATTERN 2COOL FACTOR 2
USE PATTERN 3COOL FACTOR 3
USE PATTERN 4COOL FACTOR 4
+
+
+
+ RelationsRelations
Relations
Relations
Search
Explore
Save
Share
Cool Matrix Use Patterns
Auctions
Java
Photo / Video
Direct Sales
Communication
Reduction blocks
DimensionsProcess blocksPersonas
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected] 11
Case StudyChange Management
Client: Wolters Kluwer Polska
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
The Client
• Wolters Kluwer is global publishing house of information systems for professionals, as well as a book publisher and reseller.
• Areas: legal, business, tax, accounting, finance, audit, risk, compliance, and healthcare
12
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
The Problem in polish websites until now
• Incoherence - historically, managed by independent parties within the Organization.
• Navigation structure reflecting management structure and short term needs.
• Vast quantities of content but shallow visits
• Business model - display advertising eating up content space
• Visitors number in stagnation
13
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Client’s goals in the brief
• Improve websites.
• Introduce new products based on already existing content.
• Highlight e-commerce
14
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Our Goals
• Rebuild the Client’s websites and achieve goals from the brief.
• Make the Project quickly and effortlessly, without expanding scope in the process.
• Get the Client’s buy-in in the early stages of the Project.
15
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Strategy structure
16
Optimization, constant refinement of conversions.
Interfaces, tasks, scenarios.
Business models and its recipients
Information about recipients / customers that'll use future system.
Fundamental business assumptions
Excelling practices with A/B experiments, website traffic analysis, measuring changes in conversions according to actions taken. Dialogue with Community of Customers, oriented to adjusting services to expressed demands and expectations.
Hands-on knowledge about our own business, aggregates of organizational culture and its genes, hammered out models of achieving goals. Goals being desired results of transformation.
Knowledge of who we are speaking to. Ways and methods used in communication with Customers. Entry points for conversation with Community that already exists or potentially can emerge in context of our products and services that we offer.
Ways of monetization based on information of how Customers consume our content and what their informational needs are.
Customer - Business touchpoint, where business model is executed.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Strategy structure - step 1
17
Fundamental business assumptions
We have already had workshops in the Context - Content - User methodology of Rosenfeld and Morville.
After we've investigated our products, business models and our best practices, we highlighted problems we're dealing with currently.
Looking for ways to overcome issues, we have put goals for The Project.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Short term goals
18
Remodelling of our websites for:
- easier navigation
- effective content presentation
- increase in conversions (sales)
- increased capacity of the content system
- more effective monetization of our content
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Short term goals
19
- introduce clear rules for display advertising in our websites
- competition - hammer out methods and the know how for effective rivalization with main competitors
- increase in positive perception of WK brands in Poland
- increase in traffic - at least at 50%
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Long term goals
20
- significant increase in sales through Web channel in relation to traditional channels.
- build active Community around WK brands in Poland.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Project’s internal business goals
21
Why we do it and for what
- Sales models diversification. Decrease role of cost-making channels and attendance for direct web sales and customer self-care.
- Sales through Web channel. We've got plenty of content we don't sell. Why? We need to monetize it.
- Customer retention with services in the freemium model and features that require investments of time and/or personal information.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Strategy structure - Step 2
22
Information about recipients / customers that'll use future system
We needed to put it in context, so we've coined several hypotheses that were just to be overthrown, or accomodated.
1) Customers differ in their information needs, as well as in sophistication of their expertise.
2) Level of sophistication is the independent value determining information needs.
With such, we've coined three fundamental groups of Clients.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Basic assumptions
23
"Grey Bears"
No lawyers, no professionals (in our meaning, at least).
These are least advanced Clients we possibly have.
Persons that ocassionally need reliable advisory content, that solves sporadically emerging personal problems.
They stand for the mass market we're not in.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Basic assumptions
24
Accountants, consultants, middle class specialists.
They need condensed information, so as to make quick and right decisions. Comprehensive, cross sectional case studies, problem analyses, compilations.
This is the market we partly cover with our information systems.
"Practicioners"
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Basic assumptions
25
"Old Hands"
High profile professionals. Lawyers, businessmen, senior managers. This is our core target.
Persons that need constant updates in their area of expertise.
Thinking independently, they rather feed on source documents, than on comments and compilations.
This is the market we excel in, though the competition is getting even bigger (and smarter!)
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Research
26
We had hypotheses, so we needed answers.
We made a qualitative research, using individual in-depth interviews (IDI).
15 persons picked by the mentioned 3 groups key.
Task: investigate patterns of Clients' information inquiry.
Results?
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Personas
27
Personas are models of needs attributed to group of Users (aka Clients). They describe how people try to accomplish things in their daily lives.
Looking at our content from the point of view of multiple users gives us a new perspective.
You can build around things they like and are familiar with. And throw out what they aren't.
Based on shared patterns, we have created 6 personas.
Legal adviserHunter type lawyer and mediator. Explores information about people, businesses, its relations and reputation. Uses LEX System.
Freelance lawyerVersatile type. Explores administrative acts databases so as to create compilations, case studies and opinions for her client. Needs to have map of given problem. Uses LexPolonica System.
Chief AccountantConservative type. Explores internet for opinions, case studies, problem analyses, governmental agecies opinions. Relies on expert's opinions and likes to attend trainings.
Engineer, TraderLow trust type. Explores internet for information about possible business opportunities and normative acts related to construction requirements and materials.
Travel AgentOpen type. Explores internet for information that might help solve legal problem. Sometimes buys comprehensive analyses in the area of concern, as well as uses Internet to hire a lawyer.
Intern, assistantAmbitious type. Needs to get the job done (documents compilations) for principal and acquite himself from the slavery of internship.Uses LEX System.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected] 28
Business models and its recipients
After we've researched a bit, suddenly new ideas emerged from down under.
Now it's no question whether we should do it or not, but how to make money on it and regain control over the market.
Everything starts where Clients start - in Google.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Use Pattern (smallest possible reduction)
29
Search
Explore
Save
Share
Users tend to Google instead of exploring one specific source of information. They just need to map the problem and then get resources.
After Clients get hooked up by a relevant information, they start exploring the area. Giving a decent map of the problem / topic here is the key to further conversions.
Captured chunks of information need to be stored and transformed into something more suitable to Client's needs. Usually, people do it on their own.
Analyses, reworked bits of content can (and should) be published for further use.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Confidentiality note
For some reasons, our Client decided not to show several key conclusions in the outcome.
We appreciate Your understanding, as it’s a common business practice.
30
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Reduction blocks
31
FORM
Wiki Podcasts
AuctionsBlog
Portal
P2P
TECHNOLOGY
Java
Flash
GPS
RSS
TaggingAJAX
FOCUS
MusicNews
GamesGambling
Shopping
Photo / Video
DatingReviews
BUSINESS MODEL
Revenue Sharing Affiliate Marketing
Direct Sales
Display AdsSubscriptions
Google AdWords
Think of it as blocks. We use them to construct ideas
CATEGORY
Entertainment
AggregationSearch
Reccomendation
Shopping
Communication
SaleStreaming
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Play like this
32
Portal
Streaming
ReccomendationMusicThis is a that is using
Tagging
. We call it Last.fm
Community
RSS
SharingPhotoThis is a that is using
Tagging
. We call it
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Definition (smallest possible reduction)
33
Search
Portal
Web application
LifeRay
Aggregation
Administrative acts (Law)
News
It's an that is using for
Publishing
Reccomendations
Sale
Data Mining
Community
Locked
The
is built around
Locked
Locked
of
Locked created with
Locked
Locked
on
Locked
Locked
The System is based on a business model that is using
Locked
Locked
Locked
Locked
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Info Hub Concept
34
The present structure of the ABC and LEX websites is oriented towards the corporate product lines structure and reporting schemes.
Now, the knowledge is aggregated in vertical structures resembling a "librarian" type thinking, not goal oriented.
What we'd like to do, is to break apart such structure and merge it back into topical aggregates, goal oriented scenarios and knowledge management utilities.
Every Info Hub consists of elements belonging to 5 dimensions:
- Knowledge- Tools- Law- [ locked ]- Community
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Info Hub Structure
35
LAW
KNOWLEDGE
LOCKED
TOOLS
COMMUNITY
Practical knowledge - ways of doing things, guidelines, tutorials, handbooks etc.
Data transformation applications - calculators, spreadsheets, templates, generators.
Administrative acts according to area of law, linked with comments, opinions and other elements of content.
This dimension is so awesome, our Client decided not to show it now.
Elements and tools for mutual communication of Users within service. Comments, forums, reccomendations etc.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Introducing Coolness Factors
36
This product is based on a need that weʼre about to create.It has coolness factors that are designed as attractors.
This is a hybrid of elements known before, but never before working together in a synergic environment.
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected] 37
But, what actually is synergy?
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = bucket full of crappy ideas bound together by catchy buzzword.
38
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = bucket full of crappy ideas bound together by catchy buzzword.
39
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = bucket full of crappy ideas bound together by catchy buzzword.
39
NO
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = catalytic synthesis
40
+ =
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = catalytic synthesis
41
+ =
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = catalytic synthesis
41
+ =NO
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = well fit and oiled cogs
42
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = well fit and oiled cogs
43
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
What is synergy?
Synergy = well fit and oiled cogs
43
YES
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Coolness Factors
44
LAW SEARCH ENGINEAdministrative and normative acts
search engine.Modular, expandable.
DATA COLLECTION AND MINING TOOLSBriefcases, SNA, topical grouping.
Powered by crowdsourced workforce.
INFO HUB SYSTEMAggregated content. Topical and
purpose-way of content organization in 5 dimensions.
+
+
+
+
CONFIDENTIAL
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Remember the Use Context?
45
LAW SEARCH ENGINEAdministrative and normative acts
search engine.Modular, expandable.
DATA COLLECTION AND MINING TOOLSBriefcases, SNA, topical grouping.
Powered by crowdsourced workforce.
INFO HUB SYSTEMAggregated content. Topical and purpose oriented way of content
organization in 5 dimensions.
+
+
+
+
Search Save
Explore Share
CONFIDENTIAL
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected] 46
LAW SEARCH ENGINEAdministrative and normative acts
search engine.Modular, expandable.
DATA COLLECTION AND MINING TOOLSBriefcases, SNA, topical grouping.
Powered by crowdsourced workforce.
INFO HUB SYSTEMAggregated content. Topical and purpose oriented way of content
organization in 5 dimensions.
+
+
+
+
You can search, collect, transform within the same environment. Data mining tools create demand for
deeper databases.
CONFIDENTIAL
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
LAW SEARCH ENGINEAdministrative and normative acts
search engine.Modular, expandable.
DATA COLLECTION AND MINING TOOLSBriefcases, SNA, topical grouping.
Powered by crowdsourced workforce.
INFO HUB SYSTEMAggregated content. Topical and purpose oriented way of content
organization in 5 dimensions.
+
+
+
+We create new market for homebrew products and services people will create for us.
CONFIDENTIAL
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
LAW SEARCH ENGINEAdministrative and normative acts
search engine.Modular, expandable.
DATA COLLECTION AND MINING TOOLSBriefcases, SNA, topical grouping.
Powered by crowdsourced workforce.
INFO HUB SYSTEMAggregated content. Topical and purpose oriented way of content
organization in 5 dimensions.
+
+
+
+
Whole network emerges as a system for contextual sales of goods from WKP portfolio.
CONFIDENTIAL
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected] 49
LAW SEARCH ENGINEAdministrative and normative acts
search engine.Modular, expandable.
DATA COLLECTION AND MINING TOOLSBriefcases, SNA, topical grouping.
Powered by crowdsourced workforce.
INFO HUB SYSTEMAggregated content. Topical and purpose oriented way of content
organization in 5 dimensions.
+
+
+
+We create network of websites equipped with the same search engine. Content system powers search.
CONFIDENTIAL
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected] 50
This way we have created palette of tightly matching possibilities that Our Client could choose from, without the risk of doing something incoherent.
Even though we have retreated later few steps back, the analysis we've done, provided insights for years to come.
Right now we're at the end of stage
INTERFACES, TASKS, SCENARIOS
© 2010 Uselab sp. z o.o. phone: +48 (22) 756 74 30 email: [email protected]
Thank YouWe’ll be back :)
51