giving them high visibility across all deliverables and at all stages of the project, as well as being able to factor in real-time feedback.
messaging and design solutions for testing and feedback, iterating upon these to develop a minimum viable product - using a lean methodology, which ensures time and/or budgetary resources are not wasted.
taking the more qualitative, emotional / psychological and at times outright esoteric aspects of why customers really make their purchase decisions and turning those insights into tangible and testable models, applying the rigors of the data sciences.
This is the fun part - the opportunity to expand our perspective, to challenge our assumptions and to imagine.
There will be many post-it notes.
These initial sessions will help us all to define and catch the over-arching vision, to form a group dynamic, identify team members and roles and set-up an initial roadmap.
This is one of the most fun and inspiring parts of the entire journey - here we get to dream big, to ask 'what if'...
In consultation with our digital partners and their wealth of market-data insights, we will extract and clarify the most interesting and promising of these, in preparation for a deeper dive investigation.
Out of our stage one engagement sessions we will also define the value we intend to offer the market - the 5x 'W's in particular should lead us to being able to achive claity around this.
Resultant from our stakeholder engagement sessions, as well as in consultation with our digital partners around existing market data, we will identify and define what we aim to flesh-out and test in the exploration stage.
or 'Key Performance Indicators'. How do we know if we are succeeding over-all in our project ? Let's define what success looks like for us.
Possibly the single most useful tool to come along in the Lean Startup age, this simple sheet can help us to form an over-all macro view of our business model - very quickly and in consultation with all stakeholders.
This phase will see us forming some valid hypothesis around what is top of mind at the very moment of purchase and creating some messaging and communications prototypes which can be taken into testing - our next phase...
Our initial design concepts, answering the Market Hypothesis, Value Statement and informed by our market research and data - these are our first gestures toward connecting with our target customer.
In digital of physical form, these are a key set of practical applications of our massaging and comms - including tangibles such as a landing page, a packaging mock-up - anything which we can present in user testing.
This document will profile our ideal target customer, as defined during our discovery-stage and will form our point of reference throughout the project for who we are aiming to engage with - identifying our ideal customer and their typical behaviours and preferences.
An explicit of every step in the process that it takes to get the user from initial curiosity, all the way through to the moment they say ‘yes’ to our offering.
Emerging from user testing, we should be able now to assemble a clear set of customer experience requirements, with a view to scoping out and commencing our build.
Yes, they have their detractors and we're certainly not going to bet the house on the findings, but more than once they have shone light on a glaring omission in our early stage assumptions, so, time and money well spent for that reason alone.
Whether we decide to set up focus sessions, in collaboration with the client, or whether we decide to just release our MVP into the wild - either way, this is the moment of truth - will there be traction, or friction !
Sure, you never complete them and maybe even find them spammy, but you know, a lot of other people actually do complete these and they can be research and insights gold - and all for free !
or 'UX' is the fusion of psychology and analytics which helps us design the most engaging and frictionless experience for our users.
Derivative of UX, this is more concerned with how we structure our digital / tech side at our end - ie: how do we manage our data, payments, etc - all the under-the-bonnet work that makes it all 'just work'.
Combining our most successful conceptual designs and prototypes with all that we have learned about our market to this point, we now begin the design production process in earnest.
While 'branding' is SO much more than designing a logo, it certainly will include one - as well as other usual suspects, such as the broader Graphic Design, Key Visuals, Key Messaging, Style Guide and other key messaging devices.
For all we have done to this point, this is it - the end game - our actual product. Well, at least the first presentable version of it.
Too often startups [ and even a lot of fully grown companies, unfortunately ], tend to fire off from the hip, creating a mess of confusion and mixed messages for the customer along the way. Maybe let's not do that.
But how are we actually planning on bringing this amazing thing we've created to life and releasing it into the world ?! Well, here's the plan...
This document is a macro of the project execution pipeline, encompassing what we are specifically aiming to build and the steps toward executing on this.
All of the costings, revenue streams, payment terms, cash-flow, projections and everything else that an investor really wants to know.