Understanding your potential sweet spot for design (and innovation)
This is what you're aspiring for. You may want to grow loyalty across your user-base or grow your user-base or market share. To do this you need to understand what can drive that growth in terms of what you need to offer to target or potential users as well as what you need to do to differently to deliver this new offer. You cannot change what you deliver to customers (outside-in change) without changing what you do or how you work so you are engaging differently with customers (inside-out change). Additionally, you cannot exploit existing technologies without the appropriate capacity, capability or mindset across your organisation - exploiting technology alone is rarely sufficient.
From a user perspective:
- What are the ideal experiences your current users are seeking?
- What do their current journeys tell you about their needs, pain points or what really matters to them?
- Can you quantify these opportunities?
From an organisational perspective:
- What opportunities with users best align with your organisation's vision and goals?
- Do the opportunities identified align well with values or behaviours across the organisation?
- What's the scope of the change? (Level of complexity and time required?)
- What capabilities do you need to develop to deliver against the opportunities uncovered in the short, medium or longer term?
- Are there any quick wins that you can exploit in the shorter-term?
- Are there constraints outside of your control that you need to consider such as regulation and/or policy at corporate, national, regional or global levels?
- And are these likely to change in the future?
From a technical perspective:
Technology is a service enabler, rather than the solution in-and-of-itself, so proposed solutions need to be technically feasible.
- What's currently technically feasible?
- What's not currently technically feasible?
- Does some or all of the technology already exist?
- What needs to be developed from scratch (that could give you a competitive advantage)?
- How complex (or innovative) are the potential technologies?
Tools that help you to understand your opportunity for change include:
- Idealised end-to-end user journeys (for targets personas)
- Prioritised opportunities and how these align with organisational goals, ideally quantified
- New service propositions, to be tested and validated directly with users
- Detailed service blueprints which illustrate end-to-end and front-to-back activities, i.e. how the service will work holistically