Innovation Sprints

 

New product development should begin with what consumers are really buying: experiences.

Our Innovation sprints will enable your team to co-design successful product experiences with consumers before spending time on product development.  

 
 

Progress Directed Design

 Progress Directed Design

Progress Directed Design (PDD) is our approach to creating new products that people will buy. It is an adaptive, double loop process with learning feedback loops.

We created PDD to help us research, design, test and build our own products. It's been so helpful to us, that we now coach others on how to do it.

 

How Does Progress Directed Design Change How You Innovate?

 

Become demand builders

Don't wait until a product is close to launch before testing consumer response. In fact, you can start testing demand generation before writing a line of code or developing a prototype. 

By testing product experiences and conducting simulated shopping before anything else, you will know whether or not a product concept will success in the market. Progress Directed Design is focused on building a product and the demand for it at the same time. 

Take bold steps, with minimum risk

Many businesses reduce the risk associated with new product initiatives by creating sustaining innovations only, and avoiding disruptive ones.

Progress Directed Design helps you create successful new products that offer consumers new experiences, while minimizing the risk of a failed product.

 

At the End of the Sprint...

At the end of this project, your team will have validated, visual storyboards that help communication and decision making throughout the organization. Also, they will know:

  • What product features and experiences should the marketing team highlight in packaging and messaging efforts?
  • What language should marketing use to help people enter the market for the first time?
  • What questions should the quantitative research team ask during that phase of the research effort?Learn how to minimize the risk of a new product.
  • Minimize the risk of a new product.

  • Capture data on willingness to pay (WTP) and market positioning.

 

How Does Progress Directed Design Work?

Understand the Voice of the Market

First, we study and understand the Voice of the Market (VoM). We do this by modeling the dynamics of demand in today's markets.

Data we collect and model include:

  • Consumer's desired Progress
  • The Constraints block progress
  • The Choice Model consumers use to decide between products
  • The current Supply that consumers can use to make progress.

Design & Test Consumer Progress

After the market is defined and demand is modeled, we design the progress we aim to deliver consumers. If the tests succeed, we move onto the next phase.

  • Design the progress hypothesis you aim to delivered
  • Create and test storyboards with potential consumers
  • Redesign your progress hypothesis, revise your Voice of the Market model, or move onto the next phase
 

Design & Test Product Concept

Building upon what you've learned so far, you design Enablers that will help consumers overcome situational Constraints. This is a time to do concept demos.

  • Design your product concept
  • Test your concept with consumers
  • Redesign your product concept, adjust your progress hypothesis, revise your Voice of the Market model, or move onto the next phase

Build your product

At this point, you've collected a lot of data that will inform development of your product.

  • You understand the market you will enter or will create
  • You know what progress is desirable to consumers, and what stops them from making that progress
  • You've tested a product concept that consumers have responded positively
 

Our Methods & Models

Switch Interviews

Experience Acceptance Testing enables you to co-design with consumers the experiences your products should deliver.

  • Will consumers find it valuable?
  • What should, and shouldn't, be part of it?
  • Rapidly prototype, test, and validate new ideas
  • Will is be different from what they're doing now?
  • Capture insights for marketing and design
 

Demand Profile

Experience Acceptance Testing enables you to co-design with consumers the experiences your products should deliver.

  • Will consumers find it valuable?
  • What should, and shouldn't, be part of it?
  • Rapidly prototype, test, and validate new ideas
  • Will is be different from what they're doing now?
  • Capture insights for marketing and design
 

Enabler Mapping

Experience Acceptance Testing enables you to co-design with consumers the experiences your products should deliver.

  • Will consumers find it valuable?
  • What should, and shouldn't, be part of it?
  • Rapidly prototype, test, and validate new ideas
  • Will is be different from what they're doing now?
  • Capture insights for marketing and design
 

Experience Acceptance Testing

Experience Acceptance Testing enables you to co-design with consumers the experiences your products should deliver.

  • Will consumers find it valuable?
  • What should, and shouldn't, be part of it?
  • Rapidly prototype, test, and validate new ideas
  • Will is be different from what they're doing now?
  • Capture insights for marketing and design
 

Simulated Shopping

Simulated Shopping will give you data on how your new product will perform in the market.

  • How should you position the product?
  • Will consumers switch to your new product?
  • What will it compete with?
  • Capture Willingess to Pay (WTP) data
  • Competitive weaknesses and strengths