Product Ideation @ XING durch den Einsatz von Kreativ-Spielen und Bildsprache.

1. Product Ideation
@ XING
durch den Einsatz von
Kreativ-Spielen und Bildsprache

2. Low Tech Social Network
“Let’s play!”
Low Tech Social
Network
1 successful product
2
Source: Gamestorming. Gray, Brown, Macanufo, 2010

3. Ein bisschen
Theorie
Kreativität &
Design Thinking nach Jeff Patton

4. The truth about product development
3000 Ideas = 1 Commercial Success!
3000 Ideas
100 exploratory products
10 well-developed projects
2 full-fledged product launches
Source: Stevens, G.A. and Burley, J., “3,000 Raw Ideas
1 successful product = 1 Commercial Success!”, (May/June 1997) Research
Technology Management, Vol. 40, #3, pp. 16-27.
4

5. Ok, it‘s hard
(we‘ve known
that before...).
And now?
Presentation Title | Author | City, 03.08.2011 5

6. Greatest breakthroughs by accessing our unconscious
subconscious conscious
Information in Observer- Reasoner Ideas out
Censor
unconscious
Random Ideas Generator
Source: Jones‘s model of creative thinking
Creativity, Innovation and Change . Book 2 .Managing Problems
Creatively. J. Martin, R. Bell, contribution from Y. Carlisle S. 74
6

7. Methods to access your unconscious
Metaphor and Storytelling
Imagery & Fantasy
Dialogue
Neuro-Linguistic
Programming
Multible Intelligences Different Sub- Personalities
Psychosomatic Connection Relaxed Attention
Polarities and Paradox
Psychophysical Disciplines
7

8. Design Thinking Model by Jeff Patton
Source: Design Thinking: 4 Steps to Better Software
http://www.stickyminds.com/s.asp?F=S16503_COL_2
8

9. Design Thinking Model by Jeff Patton
Understand
the
problem
9

10. Design Thinking Model by Jeff Patton
Identify
solutions:
Ideate!
Source: Design Thinking: 4 Steps to Better Software
http://www.stickyminds.com/s.asp?F=S16503_COL_2
Source: Design Thinking: 4 Steps to Better Software
http://www.stickyminds.com/s.asp?F=S16503_COL_2
10

11. Refine and
validate:
Iterate!
Source: Design Thinking: 4 Steps to Better Software
http://www.stickyminds.com/s.asp?F=S16503_COL_2
11

12. Create a
plan!
12

13. Low Tech Social Network
Unser Thema heute:
“Selbstdarstellung –
Deine Identität im Internet -”
1 successful product
13

14. Low Tech Social Network
“Let’s play!”
Goal: Better
Understand the
problem
• Interview with
the 5-Why-Method
• If possible – get
out there, take a
1 successful product walk or ask users!
14
Source: Gamestorming. Gray, Brown, Macanufo, 2010

15. Ein bisschen
Theorie
Core Gamestorming Skills

16. Low Tech Social Network
“Clear goals vs.
fuzzy goals”
• A business process works
fine for clear goals.
• Creative projects are based
on intuition, hypotheses and
guesses.
1 successful product
16
Source: Gamestorming. Gray, Brown, Macanufo, 2010

17. Low Tech Social Network
“Why Games in
Business?”
Fuzzy Goals!
• It’s like a voyage of
discovery!
• But how do you set a course
when the destination is
unknown? Imagine the
world!
1 successful product
17
Source: Gamestorming. Gray, Brown, Macanufo, 2010

18. Low Tech Social Network
Game Design
• Target State ‘B’ (fuzzy):
What does victory look like?
A prototype, project plan, list
of ideas
• Act 1 (open): introduce
players, developing themes
and ideas
• Act 2 (explore): explore and
experiment with the themes
• Act 3 (close): come to
conclusions, make decisions,
plan for actions
1 successful product
18
Source: Gamestorming. Gray, Brown, Macanufo, 2010

19. Low Tech Social Network
Asking questions
• Opening: How would you
define the problem we are
facing?
• Navigating: Are we on track?
• Examining: How does it
work?
• Experimental: What else
works like this?
• Closing: What’s feasible?
1 successful product
19
Source: Gamestorming. Gray, Brown, Macanufo, 2010

20. Low Tech Social Network
Creating Artifacts
and Meaningful
Space
• Nodes: Clusters & Piles
• Linking
• Borders
• Axes
• Circles and Targets
• Metric vs. Ordered Space
• Grids
• Landscapes and Maps
• Metaphors
1 successful product
20
Source: Gamestorming. Gray, Brown, Macanufo, 2010

21. Low Tech Social Network
Visual Alphabet
1 successful product
21
Source: Gamestorming. Gray, Brown, Macanufo, 2010

22. Low Tech Social Network
Everything’s
made of the
visual Alphabet
1 successful product
22
Source: Gamestorming. Gray, Brown, Macanufo, 2010

23. Low Tech Social Network
Egyptian
perspective
– think like a
child!
• Draw things like they
appear in your mind’s eye!
1 successful product
23
Source: Gamestorming. Gray, Brown, Macanufo, 2010

24. Low Tech Social Network
There is more
than one way to
draw a cat!
1 successful product
24
Source: Gamestorming. Gray, Brown, Macanufo, 2010

25. Low Tech Social Network
Improvisation
1 successful product
Image Source:
http://www.zazzle.com/i_love_improvisation_heart_custom
25
_personalized_tshirt-235782520332281963

26. Low Tech Social Network
Practice, practice,
practice!
1 successful product
26

27. Low Tech Social Network
Spielregeln
• Machbarkeit spielt
keine Rolle
• Lass den Spieltrieb
raus
• Ja, du kannst
Malen!
• Teile deine Ideen,
bewerte erst später!
1 successful product • Lass die Leute
ausreden! 27

28. Games for
Opening
Source: Gamestorming. Gray, Brown, Macanufo, 2010

29. Low Tech Social Network
“Let’s play!”
Image-Ination
• Generate new Ideas about
a topic you feel stuck on.
• Randomly select images
and associate them with the
topic!
• Write your ideas on post-
its and cluster similar ideas.
1 successful product
29
Source: Gamestorming. Gray, Brown, Macanufo, 2010

30. Low Tech Social Network
“Let’s play!”
Anti-Problem
• When you are already
working on a problem but
running out of solutions.
• Ask for the current problem’s
opposite: What can we do to
avoid that users buy our
product?
• The more extreme the better!
1 successful product
30
Source: Gamestorming. Gray, Brown, Macanufo, 2010

31. Low Tech Social Network
“Let’s play!”
Graphic Jam
• Warm up Game to turn on
parts of our minds that we
usually don’t activate in a
typical business setting.
• Collect terms that the team
has trouble visualising.
• Select randomly and ask
players to draw a visual
representation within 2-3
1 successful product Minutes.
31
Source: Gamestorming. Gray, Brown, Macanufo, 2010

32. Games for
Exploring
Source: Gamestorming. Gray, Brown, Macanufo, 2010

33. Low Tech Social Network
“Let’s play!”
Brain Sketching
1 successful product Source
Creativity, innovation and change: technique library. Open
University B822/Course reader, John Martin, Ros Bell. 2009
33

34. Low Tech Social Network
With or without
Templates
1 successful product
34

35. Low Tech Social Network
“Let’s play!”
Design the Box
• Game can help facilitating
any vision-oriented
discussion: “The best self
representation in the internet”
• Phase 1: Fill the box
• Phase 2: Make the box
• Phase 3: Sell the box
1 successful product
35
Source: Gamestorming. Gray, Brown, Macanufo, 2010

36. Games for
Closing
Source: Gamestorming. Gray, Brown, Macanufo, 2010

37. Low Tech Social Network
“Let’s play!”
Who-What-When
Matrix
1 successful product
37
Source: Gamestorming. Gray, Brown, Macanufo, 2010

38. Low Tech Social Network
“Let’s play!”
100-EUR-Test
1 successful product
38
Source: Gamestorming. Gray, Brown, Macanufo, 2010

39. Low Tech Social Network
“Let’s play!”
NUF-Test
1 successful product
39
Source: Gamestorming. Gray, Brown, Macanufo, 2010

40. Low Tech Social Network
“Let’s play!”
Prune the Future
• Game to visualize that
changes happen
incrementally by taking
small, strategic steps.
• The inner part of the treetop
represents the current states.
• Moving outward means
moving toward the future.
• Write current aspects inside.
• Write new aspects of the
future on new leaves.
1 successful product • Then prune the future!
40
Source: Gamestorming. Gray, Brown, Macanufo, 2010

41. Empfehlung
41

42. Thank you
for your kind
attention!
The Professional Network
www.xing.com

43. INKEN PETERSEN Britta Ullrich
Director User Experience Manager User Experience
Inken.Petersen@xing.com Britta.Ullrich@xing.com