Chapter 7

Question 1

Design Thinking

Answer 1

human centred approach to innovation to bring together what people need with what is technologically and economically feasible

Question 2

Design Thinking 3 i’s steps and what is focus of chapter 7

Answer 2

Inspiration, ideation and Implementation
focus is implementation

Question 3

Implementation

Answer 3

test ideas from ideation with prototyping and experimentation

Question 4

Experimentation

Answer 4

prove or disprove validity of of an idea and determine if solution is doable and profitable

Question 5

Desirability Question

Answer 5

What do people need?

Question 6

Feasibility Question

Answer 6

Can we do it? Is it possible?

Question 7

Viability Question

Answer 7

Is it profitable or sustainable?

Question 8

Where is ideal solution of desirability, feasibility and viability

Answer 8

At the intersection of Desirability and Viability

Question 9

For experimentation what do we focus on out of the 3

Answer 9

focus on Feasibility and then viability

Question 10

3 tips for experimentation

Answer 10

Clear purpose, achievable, generate reliable results

Question 11

Hypothesis and example

Answer 11

Assumption that is tested through experimentation and research

example: changing the colour of the “Buy Now” button from green to red will make more people click on it

Question 12

5 Characteristics of Good Experimentation

Answer 12

1. Structure and follow template
2. focused on core objective and not testing many things at same time
3. believable so can trust what you learn
4. Flexible so you can make changes while in experiment if necessary
5. Compact so you can quickly learn

Question 13

Giff Constable’s Truth Curve
Y-Axis
X-Axis
Graph Shape
Lowest X
Highest X
Median X

Answer 13

• Believable of Information
• Level of Effort
• Upwards slope, exponential
• Interview
• Live Product and Business
• Task Completion/Usability Testing

Question 14

Interview

Answer 14

One on one conversation and interaction with target customers to obtain insights, fast and inexpensive

Question 15

Paper Testing

Answer 15

Wireframe, Blueprint or draw product envisioned. Outline vision and spot mistakes before process goes further.

Question 16

Advertising

Answer 16

Spread word about business on brochures, social media and communication platforms

Question 17

Button to Nowhere

Answer 17

You want to add new feature but unsure if customers will click and use it. Test click rate and activity with button to nowhere before making the whole feature

Question 18

Landing Page

Answer 18

Gauge level of response on website by including a call-to-action page “click here for more information or to learn”

Question 19

Task Completion or Usability Testing

Answer 19

Watch someone use your product to understand what works and what does not

Question 20

Prototype

Answer 20

early and crude version of a product. Build model out of cheap materials for customers to interact with and provide feedback/opinions

Question 21

Preselling

Answer 21

Early access, debug flaws, book orders before product development

Question 22

Concierge

Answer 22

Customer interfaces with product but technology is going on behind the scenes

Question 23

Wizard of Oz and example

Answer 23

customer think they are interacting with the product but the real product is you behind the scenes manually providing the service

example is video game or ventureblocks

Question 24

Live Product and Business and monitor example

Answer 24

Up and running for real. Enough insights and validation to launch business.
Monitor with A/B testing by comparing two product designs correctly

Question 25

MVP (Minimum Viable Product)

Answer 25

First function and working version of a product ready for release.

Question 26

What does the Team Collect with MVP?

Answer 26

maximum amount of validated learning about customers with the least effort

Question 27

Rapid Prototype and example

Answer 27

Quickly created module for visualizing a product or service. Crude Paper or storyboards

Question 28

Mock-Up and what does it lack?

Answer 28

2D or 3D model that looks like finished product but lacks the right functionality

Question 29

High Fidelity and example

Answer 29

sophisticated version of mock-up that has enough functionality to allow users to interact with product or service etc app with customer functions

Question 30

Lego/3D Print

Answer 30

Use lego to create rough simple prototype of ideas

Question 31

Role Playing or Experiential

Answer 31

Step into shoes of user by capturing emotional experience of testing product or service

Question 32

Wizard of Oz

Answer 32

Consider prototype with fake functions. Virtual assistant would type response to users

Question 33

User Driven

Answer 33

Focus on user thinking in prototype, understand their thinking

Question 34

Pilots

Answer 34

After prototype, study used to assess feasibility of product/service

Question 35

Storyboards

Answer 35

thoughts and ideas arranged in sequence in form of drawing and illustrations

Question 36

Problem solution benefit framework questions

Answer 36

what is the problem the customer is experiencing? What are you offering as solution to the problem? How will customer benefit from your offering

Question 37

Problem solution benefit framework steps

Answer 37

state problem, show solution, show benefit from offering