Kwadratura koła i kuloodporne koncepcje

transcript

Ideation ToolkitQuadrature of a circle

Introduction to bulletproof concepts

Tomasz Jakubowski

"If I had eight hours to chop down a tree, I'd spend six sharpening my axe."

- Abraham Lincoln

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• Idea – “More information, more detail” is obsolete.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.

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.

Smallest possible reduction

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

Form & Function

Function

Canonical documents:

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.

Canonical documents:

• Process structured

• Describe Project’s goals

• Define what the Project really is

• Structure (sitemaps, content definitions)

Language should be simple and precise.

Ideation tools

USE PATTERN 1COOL FACTOR 1

+ RelationsRelations

Relations

Search

Explore

Cool Matrix Use Patterns

Auctions

Photo / Video

Direct Sales

Communication

Reduction blocks

DimensionsProcess blocksPersonas

Case StudyChange Management

Client: Wolters Kluwer Polska

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

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

Client’s goals in the brief

• Improve websites.

• Introduce new products based on already existing content.

• Highlight e-commerce

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.

Strategy structure

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.

Strategy structure - step 1

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.

Short term goals

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

Short term goals

- 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%

Long term goals

- significant increase in sales through Web channel in relation to traditional channels.

- build active Community around WK brands in Poland.

Project’s internal business goals

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.

Strategy structure - Step 2

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.

Basic assumptions

"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.

Basic assumptions

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"

Basic assumptions

"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!)

Research

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?

Personas

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.

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.

Use Pattern (smallest possible reduction)

Search

Explore

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.

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.

Reduction blocks

Wiki Podcasts

AuctionsBlog

Portal

TECHNOLOGY

TaggingAJAX

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

Kwadratura koła i kuloodporne koncepcje

Documents