prototype and test zala bricelj

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Prototype and testVeni Vidi Vici

Chosen idea: change the whole set up & workflowProblem statement: marketers (5 international teams) need ta way to redefine the approach to

work & thinking because we needto change our traditional ways and tactics

19.8.2013 Desing Thinking Lab – Prototype and Test Zala Bricelj, August, 2013

Stakeholder:5 marketing teams (8 women, 4 men), teams before were 10 people per country,

but now have shrunk to 2-4 people per country (Slovenia – 4, Croatia – 4, Serbia – 1, Bulgaria – 2, Romania – 2)

All young people – 35 or less, semi-experienced (beginners or 3 years experience in marketing, college diploma, more or less for all first job position in their career,

marketing position is not their primary choice – they either “ended up” in marketing or were appointed there or got the job because of relations to some

influential people), marketers were not offered many opportunities for education and growth, but rely on the previous experience or best practices from other countries which are not necessary applicable for the country; local marketing

teams are mostly not happy by regional intervention – the idea is that we need to allocate money to the countries and live them alone to do their work, because they

know best (eventhough the results show quite the opposite)Before 2013 budgets were not limited and there were lots of possiblities to create

activities and campaigns that demanded a lot of money (i.e. Expensive C-level events, awareness events....)

Times are desperate and require desperate measures – we need to adapt and we need to reinvent meaningful ideas & campaigns in order to generate demand and

more sales

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Protoype 1:Online, virtual app that helps you define your business and

marketing targets, maximize and optimize your work and drive the best results

App is a sort of pre-selected marketing advisory tool (it is based on a sales tool that helps clients pre-determine the next buy and all the

criteria needed to choose the best product that fits your need



APP (marketing advisory tool)

Protoype 2:Design thinking on demand

1) Plan and strategy focus on selected campaigns and apply design thinking process

2) Process that is more time-consuming but could reflect in more innovative and productive tactics & campaigns that will show results

3) Design thinking process will include all teams in order to get the best results & boost the teamwork

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Prototype and testVeni vidi vici – in action


APP (marketing advisory tool)

Campaign X

Audience, size of

business , industry

Type of activity and timeframe

Budget

KPI

Solution * draft marketing campaign including multiple

tactics

Follow the steps

Choose among the selected criteria

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What worked- Ideas were both well accepted

- Idea of Tool on demand seems promising, but to a certain extent

- Desing Thinking could work, but it is perceived as an additional TO DO (not as something that could help them improve)

- App / tool would be easy to put together and programme and would offer constant

upgrades and options

What could be improved- Chosing a diffferent idea

- Spread the idea(s) among more people and get more response, not

just marekting millieu- Change the “target audience” – try it with more diverse groups of

people

Questions- APP: what to do if campaigns and tactics are outside

the “box”, what to do if there is time pressure and deadlines are short

- Who will take the ownership & upgrades and development of the app

- Design Thinking On Demand: who will “take charge”, who will be the leader, who will decide finally what is

the best oslution- Isn’t the idea of APP the opposite of being creative,

spontaneous and kills the spur of the moment?- Even with additional apps and suggestions, there is still a belief that the need for more resources is crucial

Ideas- Implement Design Thinking as a part of “obligatory” training & once per quartal to do

the brainstorming- Implement design thinking as a part of our

work for clients and business partners to spread the benefit

- Having an APP for double checkking and storing many solutions and start up for those

who are not crafted or have lack of ideas – basically there is not much time to share the

ideas via meetings, conf calls, video conference

Both prototypes were discussed with 20 people – including marketing teams (stakeholders)

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Based on the prototyping and testing you did, write a reflection that covers:

a. What you learned by testing your prototypesI basically learnt that there are many different views and many different “truths”, something

that might seem useful for me, is not necessarily useful for others, so my insight needs to be adapted by the emapthy process with the stakeholders and other audience

Some idea can seem simple, but is much more complex and needs more input after discussing it with others

Some ideas are just not “ripe” enough at this time and some people are just not at the stage to grasp it – and for me this is the most breakthorugh moment – some ideas just need more

time and a different momentumDegin Thinking has changed my process, thoughts and view of business, people and the world

around me – the most “unpredictable” factor are people - reactions, fellings, thoughts and feedback can not be measured, can not be fully anticipated and could be surprising,

when least expected

b. What you would do next if you were to continue working on the project- Redefine my problem statement completely (not giving up, but changing my approach – start as tabula rasa – blank page and open myself to epathization and ideation without pre-selected ideas, thoughts and convictions)- Find ways to include Design Thinking as a part of strategy, planing and execution- Start small and not let the setbacks get me down – i.e. Implement Design Thinking process not in all activities, but just 1 – a small step first, can resonate in bigger solutions later - My primary wish and intent is to actually develop & improve the application mentioned in order to offer basic support and budget-free solutions that could be helpful and useful for futher marketing creative process & change of ideas and asa mega database of ideas

prototype and test zala bricelj

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