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Creative ideas are needed not only to win creative competitions, but also to develop new products, advertising and the company's image. There are two effective methods that will help you easily cope with these tasks. We tell you how to apply them in your work.
Design Thinking
The method was invented by Herbert Simon social media marketing service in 1969, its essence is studying people's needs and developing ideas based on the data obtained. Design thinking consists of the following stages:
Empathy: Identify the needs of your target audience
To start, it is worth analyzing research, conducting customer surveys, and reading reviews of your products. For example, a company sells online courses and decides to conduct a mini-survey among students about what they lack in lectures and what materials they need to supplement them with.
Description of customer needs
After reviewing the responses received, pay attention to the facts: from the survey, the company realized that students lack feedback from the teacher.
Idea generation
The next important step is to discuss the data obtained with specialists from different departments. For example, hold an online meeting with the teacher after each module, record a video with answers to frequently asked questions, rework the lessons themselves and add more information.
Testing hypotheses
Next, it is worth analyzing the ideas received and discarding the ones that do not work, leaving only the most effective ones. The more hypotheses you can test, the better. The company decided to test the following solutions: record a video with answers for one course, rework one lesson in another course and send it to a focus group for testing.
To study your audience even better, create a customer journey map - you can learn how to do this from our free course " Service Design ". The lectures were prepared by experts from the Elbrus Club of Russian Leaders.
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TRIZ system
This method was invented by the Soviet engineer Genrikh Altshuller, based on the technologies that inventors used in their work. In any system, contradictions appear sooner or later, but if they are eliminated, then an optimal solution can be quickly developed.
Step 1 : Research the system that needs improvement
An example is a fitness app.
Step 2 : Identify the contradictions
list the shortcomings of the system - pages load slowly;
think about how to increase the speed of work - automate payments;
anticipate the risks - it will become unsafe;
Fix the contradiction - the application must be both fast and secure.
Step 3. Come up with a solution
Three ways to find a solution:
time - the application works quickly at one time and safely at another, but you need to periodically enter a password for confirmation;
space - you can pay quickly, but you need to confirm your account every time;
depending on the situation - make automatic payments only up to 1000 rubles.
The TRIZ system is good because it helps to quickly find the best solution or optimize the inventive process with minimal costs for testing and errors. Design thinking is useful for those who need to come up with a non-trivial idea that will definitely appeal to the target audience.
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發表於 2024-11-9 18:58:12