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Innovation Gaming: Perfecting Your Brainstorming Technique for Killer Products and Features32:24 with Ben Sykes
Have you ever seen an innovative product or feature and think 'Why didn't I think of that?' It's not always easy to coming up with innovative features or products. What if 'thinking outside the box' is a skill rather than a talent? The good news is: Skills can be learned! In this talk you'll have the opportunity to craft an original feature & product concept using multiple design gaming techniques. This talk will be fast moving and group oriented. Attendees will learn how to tap their own creativity under pressure; how to motivate a team in another direction; find a creative solution to user or real world problems; design game techniques that help break through stuck thinking. This talk is ideal for anyone interested in learning a few pragmatic techniques that drive creative ideas and product innovation.
Great to be here, this is so 0:08 exciting Las Vegas right here we are, yeah. 0:13 The last. 0:21 [LAUGH] Yes, who said. 0:22 Yes, my sentiment exactly. 0:24 [LAUGH] The last time I was in Las Vegas, I won $400 on the quarter slots. 0:26 And then I think I ended up at a wedding chapel. 0:34 And then something about Mike Tyson's tiger. 0:36 Wait. Is that right? 0:41 Oh, no, that's not right. 0:44 No, okay, now I remember. 0:46 Actually, I didn't win any money, that's what happened. 0:47 So, great to be back. 0:49 Let me tell you a little bit about myself. 0:50 I've had a lot of careers. 0:56 I was a show biz gofer, a chef, combat veteran. 0:58 I've been designing for 15 years. 1:01 And what can I tell you. 1:03 I take a lot of big risks and I made a lot of dumb mistakes but, but 1:07 I am a hands on kind of guy which means that my talks are actionable. 1:11 So when you walk in here today, I want you to feel inspired more than anything else. 1:16 I want you to have a bunch of great ideas. 1:20 And I want you, more than anything else, 1:22 to have an action plan on how you're going to create a culture of innovation, or 1:23 just have a couple of tools to create a great product or feature. 1:28 So how many people here, show of hands, have a world changing idea right now? 1:32 One, one person. 1:39 Fantastic. 1:41 One is better than none, is that it? 1:41 Only one, two. 1:43 Two! Three? 1:45 Four, maybe. 1:46 All right great, good. 1:47 Well it's important that you guys are here because you are our future. 1:51 Our future depends on people like you and it's kind of a big deal. 1:54 And the world needs you to be fearless in your innovation. 1:59 And this is something I think about a lot. 2:02 The other day I went for a walk, I go for walks because it's sort of good for 2:07 my brain to get the exercise and just ideas. 2:12 And I live in San Francisco and there's a giant hill where I live. 2:15 And so I'm walking up the hill, and I'm thinking wouldn't it be cool if oh, 2:18 I don't know, I had an Iron Man suit, 2:21 right get up the hill no problem that would be even better. 2:25 But I thought, well why not just ride my bike. 2:28 But the hills are insane, so 2:30 what if I have I don't know a bike that pedaled itself, that would be perfect. 2:32 Or maybe, if we're gonna go with a bike, why not go with the unicycle? 2:36 Right, so an automatic unicycle. 2:43 Then I'm thinking, well shoot I forgot my phone, but it doesn't matter, 2:45 my phone is cracked. 2:49 [SOUND] And then I'm thinking, jeez, if I had something I could wear on my head that 2:50 would increase my brainpower, I wouldn't forget stuff all the time. 2:54 And I thought, well what if I didn't have to replace my phone, I could just have 2:59 the screen itself, I could just replace the screen, had a modular phone. 3:02 And I thought well, why do I even have to have my phone at all? 3:06 Why can't I just project my phone directly onto my wrist? 3:08 That would be even cooler. 3:12 What if I could just make phone calls from my watch? 3:13 Right? 3:17 Even better. 3:18 So I get to the top of the hill. 3:20 And I get to this grove of trees which is really relaxing and great for ideas. 3:21 And I'm up there. 3:26 And I live in an earthquake zone. 3:27 So I'm thinking to myself,if there's an earthquake this is definitely where I 3:28 gonna come, but I need shelter. 3:32 So I probably want to put a shelter in place. 3:35 So It would be really cool if I could, just have a canvas and some water, and 3:36 then all of a sudden I've got this huge shelter that I could stay in. 3:40 But I'm there and it's gorgeous, and I thought, 3:45 what if I could take that experience of the trees home with me, and 3:46 make it sort of virtual reality? 3:50 Like if I had a 3D camera, 3:51 that I would just scan the entire area and make this 3D model. 3:53 And then, all of a sudden, take that and then sort of into a virtual experience. 3:58 And what if the virtual experience was made out of cardboard and 4:03 a cell phone, right? 4:05 That would be cool. 4:07 I thought but if I'm doing that, I might get in the way of the shot and 4:11 that might mess it up. 4:14 So if I had an invisibility cloak, that'd be even better. 4:15 So it's my grandmother's birthday this day, and I'm running a little behind so 4:19 I'm thinking well, I've gotta get home quick. 4:22 I could run down the hill but that's not really safe. 4:24 What if I had like a hover bike? 4:26 That'd be even better. 4:28 Just take the hover bike all the way home, quick. 4:29 But if you're gonna go the hoverbike, what's the next best option? 4:31 Hoverboard, right! 4:34 Hoverboard would be perfect! 4:35 But I'm thinking god that's dangerous, I don't know I'd probably fall. 4:37 What if I had like a jetpack, right? 4:42 I just take a jetpack home. 4:45 Perfect! 4:46 But then, if you're going to look at the jetpack, you want to get it on video. 4:47 So what if I had a drone I could throw up in the air and 4:51 it would just follow me all the way home and get all this footage. 4:53 Perfect! 4:56 So I get home and of course I realize I forgot my keys and 4:58 I'm thinking, what if I had a digital key? 5:03 That'd be perfect. 5:07 With a digital key, automatically open the door. 5:08 Why can't I just open the door with telepathy? 5:11 It works for bunny ears, why doesn't it work for my front door? 5:13 I thought well maybe, maybe if my door was symbiotic, right? 5:15 So I just put my hand on the door and 5:19 it automatically reacts to my emotional state, and then it just sort of opens up. 5:21 So I get in, and I'm thinking okay, I gotta clean this weekend, it's a mess, 5:28 it's a lot of dust, and I thought what if the dust just moved itself? 5:31 What if the dust was smart? 5:35 So if I'm breathing this dust in at least it's doing something for me, right? 5:36 That would make a whole lot of sense. 5:40 And I'm thinking I haven't picked out a gift yet. 5:44 I've gotta do that, geez I've gotta do that. 5:46 So I thought well I could, 5:48 what if I could just print out a scarf or some socks, that would be perfect. 5:51 Or maybe if I come up with a card. 5:57 Right? But a three dimensional card, 5:59 where it'd actually draw the card out, but it would be really delicate so 6:01 I don't know how we'd transport it. 6:04 So it would be really cool if I could just fax a three dimensional object to my 6:05 grandmother, and she could automatically see it, and happy birthday, perfect. 6:09 That would be great with programmable matter. 6:14 Or better yet, why don't just I have like a fleet of insect robots. 6:18 Pick the, that's a little out there. 6:22 I just called Amazon, right? 6:24 Amazon delivers right there, same day. 6:26 Why not have a drone delivered to your grandma's house and 6:28 hadn't eateb and the fridge is bare. 6:31 I better eat now because I won't have another opportunity. 6:35 Wouldn't it be great if I could just, I don't know, 6:38 print out a slice of pizza, right? 6:40 That would be perfect. 6:42 I print out a slice of pizza, yeah, perfect. 6:43 Print out a slice of pizza and then I'm good to go. 6:46 So I hop in the shower, which is where I get all of my ideas, for the most part. 6:50 And I'm in the shower and I'm thinking, I know it's coming. 6:54 I know it's coming. 6:57 Oh, no, I get in the shower. 6:58 That's right, I got in the shower, and I'm thinking, 6:59 California's in the middle of a drought. 7:01 And I'm thinking, wouldn't it be great if the water that I use 7:03 from the earlier shower I could just recycle, even better. 7:06 And I'm thinking, I'm going to Grandmas' house, and she's going to ask the question 7:10 she always asks, which is, you have a girlfriend, when you getting married? 7:13 This sort of thing. 7:19 And, frankly, there's nothing going on there, so I thought, 7:20 what if I had a robotic girlfriend? 7:22 Even better. 7:24 >> [LAUGH] >> So I've got a robotic girlfriend, but 7:25 she's not gonna go for it. 7:29 She's just not gonna go for it. 7:30 She's not gonna buy it. 7:32 So maybe if I could just get my next door neighbor and record her and project her. 7:32 Yeah, just project her, but in order to project her I need some 7:40 plexiglass that's cut out and I'd have to use some LCD paints to do it. 7:42 But I think it would work. 7:47 I don't know, but maybe if I just had like the video on some sort 7:48 of device that just kind of moved around the room, might actually work. 7:52 Just some ideas. 7:58 So I lock up and I'm headed out. 7:59 I don't have any security in my house. 8:00 I probably should. 8:02 I'm thinking wouldn't be cool if I had an autonomous robot that just guarded 8:03 the door. 8:06 [LAUGH] But that's a little drastic. 8:07 In fact, I don't need to do that because, oh I don't know, they already know in 8:11 my neighborhood who is probably going to do this, break in anyway. 8:16 So I walk out the door, and I'm running late, go Giants, and I hop on the bus, and 8:22 I think there's gotta be a better way, right, 8:26 I can't wait until I can teleport to my Grandmother's house, just easy, right. 8:29 Teleportation trials exist. 8:35 They're going on, why not? 8:36 But if you're gonna teleport, I don't know, that's a little out there. 8:37 Maybe I'd just hop on a flying car. 8:41 So I take a flying car. 8:44 The flying car drops me off. 8:45 But maybe that's a little out there too. 8:46 How about a self-driving car? 8:48 Even better, so the self-driving car comes and picks me up and takes me there. 8:49 And then while I'm in the car, I know I could kinda have a party. 8:54 I could prep, I could relax, have a cup of coffee. 9:00 But in order for that to actually work, I'd probably have to have smart roads, and 9:02 smart roads have to be, maybe, solar powered. 9:06 And I'm thinking, you know, I still haven't thought of a gift and 9:12 I'm running out of time, and I really need to I thought of, maybe jewelry, you know. 9:14 We're gonna start mining on asteroids so why not. 9:18 That's gonna drop the cost of jewelry down. 9:20 I'm sure. 9:24 Maybe jewelry but that's out there. 9:25 I need something immediate. 9:26 And I thought why not I just get a pair of smart jeans, right? 9:28 That would work. 9:31 I just came out perfect, pair smart jeans I thought well she loves chess, so 9:32 we could get a chess set, even better. 9:36 Or, her dog just died, 9:39 maybe we can just clone her dog and bring her dog back to life. 9:40 Thought no, maybe not. 9:45 She's not very mobile, so what if we just took some of the furniture in her house 9:46 and just had it come to her so she didn't have to get to go to the dresser. 9:49 The dresser just automatically came to her. 9:53 That might work. 9:55 I thought you know, she's got a bad hip, we could print her out a new one. 9:57 I'm not gonna install it so I don't know how that's gonna work. 10:02 And I thought, you know we love her, we want to keep her around as much as 10:06 possible, she's, we can put her on ice but that's a little gross I don't know if I 10:09 want to do that, we can put her memories on ice for sure. 10:13 And then I finally get there, and I realize that [SOUND] Wrong day. 10:16 Right? 10:22 And see slide number two. 10:24 So, I'm a little bent out of shape about the whole situation, and 10:27 I'm thinking, this is gonna ruin my weekend. 10:31 What if I had just put something on my head, even like now, 10:36 put something on my head to give me, I would force an attitude adjustment. 10:39 All right, perfect. 10:43 Now what you may or may not know is that all this stuff exists, 10:45 it's all being worked on, it's all real, it's wild. 10:47 Right. 10:51 But here's the big thing, which is sort of my concern, 10:52 is that it is an exciting time to be alive, but 10:55 I wonder if all of these solutions are really solving the big problems. 10:58 Such as, oh I don't know, well let me just stop for a second. 11:04 Uber? No I don't wanna see another Uber clone. 11:07 I don't wanna see another Instagram clone. 11:09 Why isn't the technology that we are building, 11:11 why isn't it solving problems like, I don't know, energy, well sort of does, 11:14 water, food, environment, poverty, this sort of thing. 11:18 I think this is really important. 11:20 These are the big things that are gonna have huge legacy. 11:22 Rather than creating another app that doesn't solve for any of these. 11:25 So, we look at Silicon Valley and a lot of people, I know it's sort of mixed reviews, 11:30 a lot of people say well there's a lot of innovation going on and 11:34 then a lot of people say well it's not really innovative. 11:36 I actually met with the Luxembourg government recently and they were like, 11:39 you know, Silicon Valley, three years ago, really innovative, 11:42 now it seems like everyone's copying each other. 11:46 And it's probably because it's, why push the envelope, 11:51 it's super comfy and there's free wi-fi. 11:56 How many people here think that what's coming out of the valley is innovative? 11:59 Anyone? 12:03 Nobody. 12:05 Really? 12:06 >> [LAUGH] >> One person? 12:08 How many people think that what I'm talking about that we are sort of copying 12:13 each other and it's not really solving any real problems, anyone? 12:17 Wow, that is staggering, that is wow, okay. 12:20 Hm. 12:25 So here's the secret sauce, as far as I'm concerned. 12:27 The human operating system hasn't changed in thousands of years. 12:30 All right. And I think that, 12:34 if we focus on that as the common denominator, which to design from, right, 12:36 if you're looking at Don Browns human universals, it's 68. 12:40 Right, all of those things. 12:43 Every human being born in, basic DNA, has certain commonalities. 12:44 And I use that as part of my design thinking, right. 12:49 What do we know about human beings? 12:51 Let's design for this. 12:52 If two thirds of human mental processing is visual cortex, let's not add text. 12:54 So what's the solution? 13:01 Well, couple ideas to get innovative. 13:06 I'm gonna show you a quick clip. 13:09 [INAUDIBLE] 13:15 to make this, 13:19 fit into the holes 13:24 to this [INAUDIBLE] >> I love that clip. 13:30 My dream job. 13:37 Yeah, if anyone's hiring for that, I want that. 13:38 I don't know what it is, but I want it. 13:40 So, well, okay. 13:42 How do you come up with great ideas? 13:44 Is it brainstorming? 13:45 A lot of people say no because you get group thinking, 13:45 you get a bunch of people in a room, then all of a sudden, 13:47 it's not about coming up with a good idea. 13:49 It's about social dynamics of Rhesus monkeys, which happens. 13:50 So maybe brainstorming isn't the way to do it. 13:53 Maybe it's something else. 13:57 Which is sort of brainstorming, but it's framed differently. 13:59 It's framed in a lot of different ways. 14:03 So a couple of things to move in this direction, are great books to get. 14:06 Great resources. 14:09 Innovation games. 14:10 Game storming. 14:11 Thinker toys. 14:12 I use these. 14:13 I teach this class at San Francisco State. 14:13 I teach the General Assembly as well. 14:16 And these are the books that I use, right? 14:18 These are fantastic, they're great. 14:19 The tools you need to start creating innovation games? 14:22 Pretty simple. 14:25 Right? 14:26 Standard stuff, pens, post-its, butcher paper, masking tape, dry erase markers, 14:27 and mental notes. 14:31 I actually have run the innovation games. 14:31 I ran it in, with a bunch of devs recently in Amsterdam. 14:33 Everyone's skeptical, every time. 14:36 And within five minutes you have amazing ideas, and 14:39 80% of them have market value today, which is always sort of amazing to me. 14:42 So how do you build a culture of innovation, right? 14:48 Let's talk about like brass tacks. 14:50 So here's the scenario, first week on the job. 14:52 The company is not innovative, you have full autonomy to make it so. 14:55 What do you do? 14:59 Step one. 15:01 Schedule weekly innovation meetings. 15:03 Not like we need another meeting on our calendar, but you do it one hour a week. 15:05 All right, number one. 15:08 When you schedule this meeting, don't mention games. 15:10 Because senior executives, when they see games attached to it, 15:13 they automatically think, I don't have time for this. 15:15 When the reality is they need to make time for this, so 15:18 I don't say games I say innovation exercise or innovation meeting. 15:20 Incentivize the games, cuz your gonna come up with a bunch of crazy ideas and 15:23 you wanna incentivize whoever comes up with the most, 15:28 which we will discus a little later. 15:31 Advertise the invention, right? 15:33 So how do you advertise the invention? 15:35 You go out and buy a bunch of the really large display boards, and 15:36 you take all of your findings and you put them on the display board, 15:40 which you put where everyone can see. 15:43 This is starting from ground zero, I've done it, it works. 15:45 So you've got these boards up with all these like wild, crazy ideas and 15:48 they're just there. 15:52 And what they are, they're sending an unconscious signal to everybody else that 15:53 yes, we are trying to innovate. 15:56 We're coming up with really interesting ideas. 15:57 So that's number two. 15:59 Costs 260, 260 bucks. 16:01 So it's basically equity plus 260 minimal. 16:02 Demo the innovation. 16:07 So we used to have company all hands, which was every Monday. 16:08 And I made sure that everyone that was in design or all the innovation findings, 16:11 we presented those to the rest of the team. 16:14 And the innovations we come up with were nonsensical and crazy. 16:16 But it didn't matter. 16:20 Because we got people thinking about innovation. 16:21 And then quarterly have hackathons, right. 16:23 Take the entire company, one day, everyone can create whatever they 16:26 want that's gonna essentially drive the product forward, move the needle. 16:30 This is a lot of fun. 16:34 You can do this on off-sites. 16:36 It's a lot of fun. 16:37 And it gets a lot of people engaged, and it's great for morale. 16:38 And of course you incentive us. 16:40 It's whoever comes up with best, then we all vote on it, 16:42 you know free iPad or whatever it is. 16:44 Simple stuff. 16:46 Ground zero. 16:47 Ground zero, how you create a culture of innovation. 16:50 So let's talk about another scenario. 16:53 Right. I wanna improve a new feature. 16:55 So Google comes to me and it says, We want you to improve the Gmail 16:56 compose experience, we're not gonna give you access to any of the user data. 17:00 What do you do? 17:04 Well conduct your own usability research, identify existing pain points and 17:06 then empathy map, worst nightmare, give them a hot tub. 17:11 And if you don't know or 17:15 not familiar with any of these games your thinking, give them a hot tub? 17:16 What the hell are you talking about? 17:20 Scenario number two. 17:24 You want to improve the products. 17:24 Uber has asked your team to envision the future of the products, and 17:26 what the next version is going to look like. 17:30 And they've given you full access to all the user data, all the insights. 17:32 What do you do? 17:35 Well, identify existing areas of success and pain. 17:36 Then remember the future, and give them a hot tub. 17:39 Scenario number three, you just want to identify the cause. 17:41 The CEO has said, you know, the company's not successful. 17:49 We can't keep top talent, we're not profitable. 17:52 How do you solve it? 17:55 Speedboat. 17:56 [LAUGH] Like, what? 17:57 So let's talk about these games that I've mentioned. 18:04 Lovely. 18:09 Number one, so infinity mapping. 18:11 Pretty straight forward, right? 18:12 Infinity mapping, so let me walk you through how this works. 18:13 So how do we make the housing affordable in San Francisco? 18:18 Alright so problem, infinity mapping, how it works, multiple rounds. 18:21 So essentially, you get everybody to, for five minutes. 18:25 You create maybe three rounds for five minutes. 18:27 Everyone has a post it note and 18:29 in five minutes they come up with as many ideas as possible. 18:30 Each on a separate note card, or separate post it. 18:33 And after that you paste them on a wall, you cluster them together, 18:37 you extract the insights. 18:40 So you basically have a wall full of stickies, and 18:41 then you cluster them together. 18:45 And then after that you put them into an Excel spreadsheet, and 18:46 then you start to prioritize them, and create a plan of action. 18:49 So how do we move the needle? 18:52 We create a plan of action. 18:53 So what does that actually look like? 18:55 So, here's an example. 18:58 I'll just pause for a second. 19:07 Some of these are pretty crazy. 19:08 Move tech offices to Treasure Island. 19:10 Tiny houses. 19:12 Dollar crash. 19:13 Earthquake. 19:15 New laws that protect residents. 19:17 Right, we're doomed. 19:19 Economic crash is a real problem. 19:20 How do you solve it? 19:22 And of course, you take all of this lovely stuff, and then you group it together. 19:24 So you've got the new laws and we're doomed, I don't think they really have, 19:28 they're sort of separate, ran out of space, 19:32 earthquake mentioned twice, SL rows, tiny houses, tech housing. 19:34 All right, so right away you take all of these notes from your team, 19:39 you cluster all of them together, you find the common denominators. 19:43 All right, give them a hot tub. 19:47 What is give them a hot tub? 19:49 Give them a hot tub is basically the same exercise just framed in a different way. 19:51 Five minutes, multiple rounds, but 19:56 the goal is to come up with an outrageous Feature or integration, right? 19:59 Like, oh, I don't know, our product has hot tub integration. 20:05 That doesn't make any sense at all, but you want this. 20:08 And whoever comes up with the most outrageous essentially wins, and 20:11 that's what you wanna kinda drive for. 20:14 Now here's what's happens, [LAUGH] which it's really fun for this, 20:16 is that it gives people the freedom to think outside of the box. 20:20 It gives people the freedom to get out of their own way. 20:25 And again, it's uncanny, maybe 75 to 80% of the time, 20:29 the ideas are really good and you can do them today. 20:35 Wow, that's a great idea [LAUGH, we should totally do that. 20:40 I always walk out of these sessions and 20:44 I think, man I need to file a patent to all this stuff. 20:45 So how do we improve the Gmail compose experience? 20:49 Oh, I don't know. 20:52 Never have to check email again. 20:54 Auto themes to friends. 20:55 Custom sounds for family. 20:57 If I'm sending an email it automatically says, 21:00 you know, you would look smarter if you did it this way, right? 21:02 Crazy stuff, and they get even crazier, now these came from me, but when you get 21:07 a team together,you get a group together, it's unbelievable the ideas you come up 21:11 with and they're great and you're like this is really fantastic. 21:15 And I'm talking about five minutes. 21:19 You go from zero to a bunch of ideas that have 80% potential market 21:20 value in five minutes. 21:25 Don't believe me, try it. 21:27 Cluster them together, right? 21:33 So we, whoop, back one. 21:36 Cluster them together. 21:43 Well what I'm doing now, as it's happening again, it's reinforcing that. 21:50 It's a win for me. 21:54 >> [LAUGH] >> All right lets talk about 21:55 remember the future. 21:59 So remember the future, 22:02 essentially it's imagine what the product will be like in the future. 22:03 You've been using it. 22:07 How does it make you feel? 22:07 This sort of a thing. 22:08 It's sort of imagining like, 22:09 what is the Uber experience five years from now, right? 22:10 Getting you to think outside of that, again it's the same, post-its, 22:14 five minute rounds, and cluster, extract, and prioritize. 22:19 So what does that actually look like if we were to take Uber, for example? 22:24 You've got five years, probably driverless, maybe not, 22:28 moving parties, right? 22:31 Wheels on wheels, literally. 22:33 Hopefully the GPS is improved. 22:37 Google Maps integration, it knows all my preferences. 22:39 They tried to do that with Spotify, it was kinda cool but it didn't quite work. 22:41 It comes with a vomit bag. 22:45 This is a major pain point. 22:47 So of course it's gonna be IOT integration, right? 22:49 So five years from now, so 22:52 that's just like, what is Uber gonna be like in five years? 22:53 Then again, what do you do? 22:56 You take all of that stuff and you cluster it together. 22:57 Find the common denominators. 23:00 Find the categories and then extract the insights and then come up with a solution. 23:01 Lets talk about worst nightmare. 23:07 Worst nightmare is fantastic, it works every time. 23:08 Worst nightmare is imagining, like what is the worst possible thing that can happen 23:11 to a user that's using your product or your feature, right? 23:15 So here's an example. 23:18 We'll take the Gmail Compose experience. 23:21 Five minutes, the same thing. 23:22 And what you want to try to do is, imagine, 23:24 you wanna frame it in a way that you imagine the worst nightmare. 23:25 For example, the worst nightmare for 23:28 a sports drink is one that makes you vomit or just tastes awful. 23:30 Or worst nightmare could be as out there as possible. 23:33 Every time that I drink a sports drink, it's I don't know, 23:37 it immediately hides out in my closet and tries to wake me up at night. 23:42 It doesn't make any sense. 23:46 It's crazy, but that's exactly what we want. 23:48 Because in that craziness [LAUGH] come really great ideas that you can use. 23:51 So, Gmail Compose experience. 23:56 It makes me feel stupid. 23:58 Emails to my mom get sent to trash, imports photos that I don't want 23:59 shared to anyone, deducts money from my account without knowledge. 24:04 So, you do this with any product, and you're like this doesn't make any sense. 24:09 But there's common denominators here, right? 24:13 Fear, our privacy, there's emotional common denominators. 24:16 So you gather these emotional common denominators, 24:20 again you group them together. 24:22 Some of these have groups some of them don't. 24:25 And then from there basically create a plan of action that says, 24:27 how do we make sure that our product doesn't make people stupid? 24:30 How do we make sure that our product doesn't make people feel inadequate? 24:33 What visual affordances do we want to put out there to make sure that 24:38 people know that, hey we take your privacy seriously and 24:41 we're gonna make sure that you don't make any mistakes that you regret. 24:45 Let's talk about speed boat. 24:50 Speed boat, how it works, essentially you draw a boat with anchors. 24:54 On a white board or a piece of paper and essentially the anchors are the things 25:00 that are keeping you, your company, your organization, your problem, whatever it 25:04 is, is the speedboat, and you have to remove those anchors to make it go faster. 25:08 So what are those anchors, right? 25:13 Again, 5 minutes, rounds, cluster. 25:14 So, this really works well for, oh I don't know, 25:19 why is our company culture problematic, why can't we keep top talent? 25:22 Why are we not profitable? 25:26 And it gives an opportunity in a safe environment to get everyone on your 25:28 team to sort of write, like well, we just need a new CEO, 25:31 or we don't have enough engineering resources, or we don't have UX resources. 25:34 This sort of thing. 25:39 But it really gives you an opportunity to really look at the problem as a group and 25:40 come up with some sound solutions. 25:44 Because once you've put it out like this in a fun way. 25:45 And again you can come up with this, in less than five minutes. 25:49 So in less than five minutes, guess what? 25:51 You're starting to address real problems in your company that you can now say, 25:53 here are problems, now let's come up with a plan to solve them, right? 25:56 Five minutes, it's unbelievable. 26:00 And then again cluster them together. 26:06 Very standard stuff. 26:08 Let's talk about empathy map. 26:12 So, empathy map, it's really sort of another way 26:14 of taking a deep dive and looking at your existing customers. 26:19 What are they thinking? 26:23 What are they feeling? 26:24 What are they seeing as they use your product? 26:25 And maybe you know, if you don't know you make assumptions, right? 26:28 And essentially what I do is, I take this drawing, 26:31 which is in the book Game Storming, which I highly recommend, and 26:35 I essentially draw it on a white board and then I use these giant quadrants 26:37 as places to post the stickies or the post-it notes, right? 26:41 And essentially, what are customers hearing? 26:45 What are they feeling? 26:48 What are they doing? 26:49 What are they saying? 26:49 Why are they saying? 26:50 So you're getting a deep dive. 26:50 It's a great starting place for personas as well. 26:51 But do you get the general idea. 27:07 All right, whose design is it anyway? 27:11 This is a game that I developed over a couple of years, which is wonderful for 27:14 a design exercise, if you're hiring a new designer, right? 27:18 Cuz, I'm not hiring you for your resume. 27:21 I'm hiring you for yes, your portfolio, but I'm really hiring for 27:23 the way you think. 27:26 I wanna see how you think. 27:27 How you solve the problem. 27:28 That's why they always say, I wanna see the sketches that are in your portfolio 27:29 cuz I wanna see how you arrived at the conclusion. 27:32 I don't necessarily wanna see the final version. 27:34 So, whose design is it anyway? 27:37 This is a lot of fun [LAUGH] to do. 27:39 And I've done this in interviews with new teams. 27:40 And they're like, this is not the way we normally do it. 27:45 And what happens is, we're trying to interview a candidate. 27:48 And they have their pad of paper open and they're trying to solve it themselves. 27:51 So what it is, is essentially, and it's really fun to do with a group environment. 27:56 What it is, is basically, you come up with a platform. 28:01 I'm gonna just show you. 28:06 You come up with a problem to solve first, right? 28:10 So basically you would ask the entire crowd, it's like, all right, 28:12 what's a problem to solve? 28:14 And it could be random as anything. 28:15 Solve corn on the cob getting caught in your teeth. 28:16 Fine, whatever. 28:19 And it has to have five features. 28:20 Features are random. 28:23 It can say, well, it must work with plants or it must inflate tires. 28:24 All of this stuff nonsensical. 28:28 Now you want to reel it in when you're trying to focus on the product 28:30 specifically, but it's a lot of fun, so you do that and 28:33 then you come up with design principles. 28:35 So I always like to include design principles, but this could be success 28:37 metrics, but social proof, variable award and at the very end, what is the platform? 28:40 Apple watch. 28:47 Now you might look at this and think, I don't even know where to start. 28:48 And what we do is, we get designers in front of the white board and say, 28:54 okay you get 10 minutes and I want you to sketch out what this product is and 28:56 how it works. 29:00 And again, [LAUGH] every time, they're like, oh daunting, so homelessness it's 29:02 edible, levitates on an Apple watch, and again, [LAUGH] it's unbelievable. 29:07 Maybe less percentage, maybe about 50-60% of the time, the ideas are great [LAUGH], 29:13 and you're like, that's awesome we could totally do that. 29:19 Minimal amount of time, minimal effort, amazing amount of output. 29:23 So here's some of the former students actually doing it, so 29:30 what are the principles, what are the features, and then basically designing it. 29:33 All right, so you make a list on the left and as you list on the left and all of 29:36 these requirements came from the audience and they were totally random, right? 29:40 Person, place or thing. 29:45 It doesn't matter. 29:45 Throw it out there. 29:47 And then the person or the designer has to come up with a solution. 29:48 Now the way you do this with a team, 29:51 is essentially everyone has a pad of paper and we all randomly, 29:53 say if it's a SaaS product, certain features have to be within the SaaS. 29:57 And then the platform has to be a specific thing, but then everyone will design 30:02 within ten minutes what the final outcome is and then present it, right? 30:06 And if you've got, I don't know, ten people that are actually doing this. 30:11 Ten people for ten minutes and they all present. 30:14 You're gonna come up with amazing ideas. 30:17 Amazing ideas, and 30:18 again a lot of them are gonna be able to work, or a lot of them are going to work. 30:19 Next one is product box, we get a product box with a cat, there we go. 30:25 Product box, this is a really fun exercise for an off-site. 30:30 Essentially what you do is, you break up into groups, you buy a bunch of white 30:37 boxes at Walgreen's, you get stickers, you get, post-its of course, pens. 30:42 Anything you can do to create what your products would look like on a shelf. 30:48 And this is something we did with GRM when I was at Google as an exercise. 30:54 As you can see it's just chaos. 30:57 Give everybody about twenty minutes, and they have to create their own product. 30:59 And what you do when they present it afterwards, is you get to see 31:02 the perspective of what they think is the most important part of their product. 31:06 Because they get up and say, this is our product, it was on the shelf at Best Buy. 31:10 This is what it would look like. 31:14 This is how it would work. 31:16 And it really starts to highlight what is most important, what is of huge value. 31:17 Man, I think I'm just burning through slides, I didn't think I would. 31:26 I just really wanna end on this. 31:31 This stuff is not difficult. 31:33 It's not complicated. 31:34 It's [LAUGH] minimal effort and amazing output. 31:37 But the world is in a really interesting place. 31:42 And this is really for everyone in here because our future really depends on you. 31:46 The minds that are in this room are gonna dictate, believe it or 31:51 not, the direction that we head. 31:54 And this is what I want to leave you with more than anything else. 31:57 It depends on you. 32:00 It really does. 32:01 And please, please, please remember that the human operating system hasn't 32:02 changed in thousands of years and that is the best common denominator to start from. 32:07 Anyway, that's it, thank you. 32:12 >> [APPLAUSE] 32:14 [MUSIC] 32:16
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