The biggest barrier to creating effective, enjoyable, and engaging experiences is knowing where to start. Knowing where to start begins with asking the right questions.
Sometimes you just need a jumping off point.
To help organizations ask the right questions of their products and services, we developed the Rapid Insight Sprint. The Rapid Insight Sprint is a three day intensive exploration of your participants needs, behaviors, and attitudes within the context of trends in society and culture. The Rapid Insight Sprint is designed to develop insights that drive the creation of new or improved products, services and experiences.
We kick off the project by exploring who you are as an organization. Participants present the brand, the market, the business model, existing customer base, competitive environment and business goals. This establishes a common frame of reference and understanding for the work to come.
The next step is defining and exploring the social, technological, and market contexts in which the organizations products or services are purchased and consumed. We use a variety of tools to explore and document the trends driving changes in how your customers think, feel and act.
Trends in public perception of the trustworthiness of corporations, for example, can be a driver for creating more transparent sales and marketing campaigns. Trends in media consumption, political campaigns or search keywords can be used to fuel creative approaches to thinking of fresh approaches.
In the next step we use the information gathered while exploring to reframe how we think about the organizations products, services and customers. We spent time observing and experiencing in the real world.
We examine analogous products, services and industries to find new ways of understanding the value the organization creates and delivers. Throughout the day we move between high level views and close up views of customers, products, services, systems and processes to identify areas of potential opportunity.
We may observe how Starbucks engages with expert and novice customers, how patients navigate the new environment of a large and complex hospital or how people interact with each other while using public transportation.. The way people think, feel and act in these common scenarios can help us better understand their experience as they interact with your organization.
The last step of the process is analyzing our findings for insights we can use to drive new, innovative approaches to doing business.
We develop hypothetical journey maps to explore how our findings could result in new products, services and experiences. We look for gaps between the current state and our customers needs and expectations. We find incongruences between what people tell us they do and what they actually do. We document the approaches that have proven successful in analogous industries. These journey maps form the foundation for developing hypothetical product, service and experience solutions.
We rank each hypotheses based on the potential impact on the experience and value created and the feasibility based on the organizations capabilities. This becomes the roadmap pursuing the most promising concepts.