Archive for February, 2013

It’s got internet in it

Thursday, February 28th, 2013

via TechMeetups

Presenting nativeye to the TechMeetups Drinks and Demo crowd

Always-on insight

Friday, February 22nd, 2013

‘Innovation is hard because “solving problems people didn’t know they had” and “building something no one needs” look identical at first.’

Aaron Levie, CEO of Box (via Bokardo)

That’s taken from a post by Joshua Porter called, “Don’t design blindly”. Rather than guessing what people need, do some simple research and observation. Here he gives some clues of what to look for:

  • Where are the pain points?
  • Are people already trying to solve the problem?
  • Are they already spending money on it?

You can commission formal research for this but you have to be careful not to be too focused or closed. Another way is to open up a channel to let the ideas and insights come to you. The advantage of this is:

  • Makes unknown unknowns known (!)
  • Does this quickly
  • Highlights areas for further exploration
  • Means you are always plugged into your market
  • Fuels agile and continual innovation

 

 

 

Research kills creativity and other innovation myths

Thursday, February 7th, 2013

We tend to mythologise the lone creative genius. The lone genius doesn’t need to do market research – they just know.

The reality? Sorry – the stats say that you’re probably not a genius. It is, however, your job to innovate.

How research helps:

1. It FUELS your creativity

Far from blocking your creativity, research gives you the raw material it needs. And this is perhaps where this whole misunderstanding arose – for good or bad, research isn’t going to give you the answer in 20ft tall pink neon letters. It will give you clues that you then must take and perform dazzling alchemy with in order to turn them into a great product, advertising campaign, fashion line, whatever.

2. Gives you EMOTIONAL FUEL

Research helps you empathise with your subject. If you can feel their pain as well as see it, then it’s more likely you will have the motivation to care and to persist long enough to crack the right solution.

3. Gives you FOCUS

Constraints set you free. So having the insight that your communication will be most relevant in a particular context or that customers only care about particular features lets you focus your efforts. This will make your creativity relevant.

4. Lets you ITERATE

With the proviso that you don’t chuck out early ideas too quickly (remember – research doesn’t give you the answer in 20ft tall pink neon letters) customer research lets you test and refine your early concepts with your audience. And then iterate again and again until you have to ship.

And what does the genius have to fear from all this? That they might be proved wrong?