Sample
Framing document for CHALLENGE or PROBLEM
Overview
The Innovation Team has gathered a significant amount of new research on
CHALLENGE OR PROBLEM, and consumers’ reactions to these products over an
extended period of time. The feedback from customers and the changes in federal
legislation should open up new opportunities for new services, new marketing or
positioning of our services, or new ways to interact with our customers to change or
enhance their experience. To that end, we are sponsoring an ideation session April 19th
and 20th.
In the meeting, we’ll review research conducted by COMPANY. COMPANY spent
several months cataloging customers’ reactions to CHALLENGE or PROBLEM. We’ll
use the results of their research and some identified customer archetypes as an input to
our brainstorming and ideation. OVO, our innovation partner, will facilitate these
sessions.
Homework
To improve our ideation and get the most out of our time together, we are asking you to
do some homework. Accompanying this document are two other documents – a
compilation of the consumer research and an overview of the legislative changes.
Reviewing these documents before you come to the ideation session will be help you get
more out of the session and ensure everyone starts with the same understanding and
expectation.
Ideation Sessions
We’ll run the sessions by first receiving a quick overview of the research and how it was
conducted, and an overview of the legislative changes and potential impacts. Once we’ve
completed the background information, we’ll go directly into a brainstorming session
focused on a customer persona. COMPANY, our research partner, will provide
background information or video/audio clips of actual customers to give more insight into
the challenges and opportunities presented from the research. Then we’ll begin to
generate ideas on three topics:
1. How do we help clients understand their needs for PRODUCT? How do we help
them map their needs to PRODUCT?
2. How do we help consumers make informed decisions before and at the point of
purchase? How can we help them understand what to expect after the purchasee
is complete?
3. How do we help consumers understand the financial implications of their
purchase?
Using these questions we want to generate ideas that could become new features or
services, new marketing or improvements to customer experience and/or touchpoints.
Expected Outcomes
Our goal is to generate a number of ideas encompassing incremental and game-changing
ideas, and spanning service offerings, marketing/positioning concepts and customer
experience opportunities. After the brainstorms are complete we’ll review the ideas
generated, determine which teams should act on those ideas and provide a first pass
ranking or prioritization of those ideas. The teams involved marketing, product
development, sales, R&D and Innovation. We believe a number of ideas will be
generated that will be useful for each of the teams identified above.
Follow up
Once the ideas have been documented and prioritized or ranked, each team will be
presented with a list of ideas that is relevant to their organization. The Innovation team
will follow up with the representatives from the product groups and marketing to
understand the status of the ideas. We seek specifically to understand if any ideas have
been implemented, how the ideas were evaluated, and a response to the ideation process.
The Consumer Innovation Team has responsibility for establishing a corporate innovation
initiative and culture, and has varying degrees of responsibility for ideas generated
through this ideation session. According to the type of idea and the group identified to
work the idea, the Consumer Innovation Team may:
-
have ownership of some ideas - especially game-changers or “white space” ideas
work in partnership with marketing or the product groups – where those teams desire
more assistance examining and evaluating ideas
acts as coaches or facilitators for ideas – for ideas that are clearly the responsibility
of marketing or a product group
Exercise
Framing document for
Overview
Statement of the opportunity
Homework
What do you want people to know/read/understand beforehand to come “up to speed”
Ideation Sessions
How will you conduct the sessions?
What are the key topics to focus on?
1. Example: How do we help clients understand their needs for PRODUCT? How
do we help them map their needs to PRODUCT?
2. Key topic:
3. Key topic:
Using these questions we want to generate ideas that could become new features or
services, new marketing or improvements to customer experience and/or touchpoints.
Expected Outcomes
Define the expected outcomes. How will the ideas be ranked/evaluated and
implemented?
Follow up
What are the “next steps” after the ideas are captured? Who is responsible?