The Pixel Lab 2015 | How does understanding more about my audience affect project development? - Paul Tyler

1. ThePixelLab 28June-4July Inverness, Scotland #PixelLab

2. HowdoesUnderstanding MoreAboutmyAudience AﬀectProjectDevelopment Paul Tyler Handling Ideas #PixelLab @powertothepixel

4. How Does Understanding More About My Audience Affect Project Development? Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas

5. Save people time, money and effort in their concept development o  Enabling them to make decisions through: •  Sense checking story and interaction design •  Identifying the value in their concepts Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas

6. Theme Machine “Your project” Impact with an audience

7. DO YOU WANT TO MAKE AN IMPACT? Head directly to airport. Continue with week.. NO YES

8. “Mapping your audience journey without understanding their pains and gains is like writing a story while not knowing what motivates your characters.”

9. Next hour: Explain 2 methods: (i) to explore how your audience is motivated by the theme of your project (ii) how to map a user journey through your concept (machine)

11. Joey seemed happily married. He killed his wife to get her inheritance. Joey seemed happily married. He killed his wife.

12. We’re ALL suckers for causality! 1 + 1 = 2

13. YOU’RE GOING TO BE ASKED THE SAME QUESTION A LOT THIS WEEK

14. “WHY DO YOU WANT TO DO THIS PROJECT?”

15. Increase awareness? Challenge a theme? Make money? Address an issue Make a difference? Change a mindset? Inform a segment? Solve a problem? Generate an audience

16. “WHY DO YOU THINK THE AUDIENCE WOULD CARE?

17. WE’RE LOOKING FOR A FIT YOUR PRODUCT/ SERVICE AN AUDIENCE

18. …AND THERE’S SO MUCH YOU CAN DO NOWADAYS TO TRY TO MAKE THAT FIT WORK…

19. CREATE THREADS IN SOCIAL MEDIA, PUSH VIDEOS TO GO VIRAL, GET PEOPLE TO CONTRIBUTE, PAY AND EVEN FUND, TURN OUR STORY WORLDS INTO PLAYGROUNDS, ASK PEOPLE TO SOLVE CRIMES, OFFER ‘ALL YOU CAN EAT CONTENT’, VOTE, SHARE, POST, DOWNLOAD, UPLOAD, LOCATE, AUGMENT, IMMERSE…

20. COULD DO WITH SOME TOOLS

22. IT HELPS YOU FIND THE FIT YOUR PRODUCT/ SERVICE AN AUDIENCE

23. ..AND PLACES IT INTO… YOUR PRODUCT/ SERVICE AN AUDIENCE BUSINESS MODEL

25. The Business Model Canvas designed by: Strategyzer AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Revenue Streams Customer SegmentsValue PropositionsKey ActivitiesKey Partners Cost Structure Customer Relationships Designed by: Date: Version:Designed for: ChannelsKey Resources

28. copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:

31. The Value Proposition Canvas Customer (Segment) Profile: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com Pains Gains Customer Job(s) copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:

32. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com

34. •  Physical/tangible –  Goods such as manufactured products. •  Intangible –  Products such as copyrights or services such as after- sales assistance •  Digital –  Products such as music downloads or services such as online recommendations •  Financial –  Products such as investment funds and insurances or services such as the financing of a purchase. Pg 29 Products and Services

38. Target Groups – think about your theme

40. •  Functional – Mow the lawn, eat healthy, write a report. •  Social – Look trendy, be perceived as competent. •  Personal/emotional – Seeking peace of mind, job security. •  Supporting – Buyer of value; Co-creator of value; Transferer of value Pg 12 Customer jobs

43. Prioritize

45. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Multiple Value Propositions – to different B2C profiles within different contexts

46. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Multiple Value Propositions – B2B Influencers Decision Makers Recommenders Economic Buyers End Users Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Saboteurs Pg 50

49. Platform Second Audience First

50. Platform third Audience second Me and my idea first

51. Platform third Audience second Me and my idea first FIT FIT

52. Push v Pull

53. Pg 94

54. Pg 94

55. Theme Machine “Your project” Impact with an audience

56. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com ITERATIVE PROCESS

57. Once we understand pain and gain, we can justify the journey of the audience through our concept.

58. We can design the potential for flow within and between the components that make up our concept

59. Touch points Touch points we could affect

60. Touch points Touch points we could affect Awareness Understanding Sign-‐up Use Comple9on Advocacy

61. Touch points we can affect Extending touchpoints

62. 2nd Awareness the of campaign Understanding of the campaign Sign-‐up, use & advocacy of the campaign 1st Awareness of the campaign

63. And the funny thing is…

65. Character Journey

73. WE CONSIDER THE TRANSFORMATION OF A CHARACTER IN A STORY AND THAT TRANSFORMATION IS AFFECTED BY WHAT MOTIVATES THE CHARACTER

74. WE CONSIDER THE TRANSFORMATION OF THE AUDIENCE THROUGH OUR CONCEPT. AND THAT TRANSFORMATION IS AFFECTED BY WHAT MOTIVATES THE AUDIENCE

76. User Journey

77. Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why?

78. What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why?

79. How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why?

80. What do they expect to get out of it? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? ..and how will they know it?

81. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it? CONVERSION

82. What is else competing for their attention? Is there anything else that does something similar? Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it?

83. Why stick with it? Why not go back to what they were doing? What is else competing for their attention? Is there anything else that does something similar? Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it?

84. Why stick with it? Why not go back to what they were doing? What is else competing for their attention? Is there anything else that does something similar? Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it?

85. 1 1 1 1 1 1 1 1 11 1 1 1 1 2 2 2 2 2 2 2 2 2 2 3 3 333 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 6 5 6 6 3 6 6 6 667 7 7 7 7 7 7 8 8 8 8 88 9 9 9 9 9 9 9 0 0 0 0 0 0 0 0 0Mikael Wulﬀ and Anders Morgenthaler

96. “How we want it” “How it really is”

97. Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com hKp://www.facebook.com/HandlingIdeas Theme Machine “Your project” Impact with an audience END

The Pixel Lab 2015 | How does understanding more about my audience affect project development? - Paul Tyler

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The Pixel Lab 2015 | How does understanding more about my audience affect project development? - Paul Tyler