What’s Unique About Your Project

Announcements

• Next week we’ll begin developing Paper Prototypes of our projects
• This week’s brown bag lunch – Ed Keller presents The Limits of Guitar: Relationships Between Musicians and Audience
• Maker Faire this weekend

Some Links

• Exploring personal data for public good research
• Building Non-linear Narratives
• Roshomon
• Online Video and Interactive TV Experiences
• tvx 2016
• IAB Interactive TV Overview
• Comcast Spotlight
• The Changing TV Experience:Attitudes and Usage Across Multiple Screens
• Xfinity X1

Design Notebooks

Let’s take some time to review some of your Design Notebooks. When presenting:

1. Share your project concept
2. Show your User Personas
3. Who is your most important user group & why

What’s Unique About Your Project

Let’s take another look at the project canvas.

So far we’ve:

• Identified a real need (problem) we want to address with our projects
• Researched other existing alternatives to determine the state of the art
• Identified our target audiences (customer segments) and analyzed them with User Personas and User Stories
• Identified our most important user groups (early adopters) and what they need to be able to do with our solutions

Knowing all this; the need we’re addressing, who’s need it is, and how others are addressing it, we can now identify how our treatment will be different (Unique Value Proposition).

Exercise

• Take a few minutes to review your project canvas so far. Review your problem statement, your existing alternatives, and your most important user groups.
• Reflect on how you’d like to approach addressing the needs of your most important user groups.
• How is this different from how your existing alternatives address those needs?
• Why do you think your approach is better?
• Write out a few drafts of a Unique Value Proposition for your project. State it as a “Single clear, compelling message that states why your project is different and worth paying attention to”.
• Update your project canvas with your Unique Value Proposition.

High Level Concept

Your High Level Concept is a shorthand analogy you can use to quickly explain your unique approach. It’s also known as a High Concept Pitch.

You can state it as a comparison to some existing alternative, e.g. “Uber is AirBnB for car services”, or  “Sharknado is Jaws meets Twister”, or “Youtube is Flickr for videos”, etc.

Exercise

• Break up into groups and take turns presenting your Unique Value Propositions.
• Brainstorm with your group to come up with a few High Level Concept statements that best describe your project by analogy.
• Update your project canvas with your favorite High Level Concept

Assignment

Dashboard

• Continue collecting links for current events relevant to your project, trends & events relevant to your project’s innovation context, and existing alternatives to your project.
• Pick a few links to share in class next week

Solution

• Review your project canvas so far
• Review your problem statement and existing alternatives
• Review your customer segments, especially your early adopters and their user stories
• Review your unique value proposition and your high level concept
• Based on on these steps in your process, outline a solution to your problem
• Be sure to focus on your most important user group(s) and that you are taking a unique approach to addressing their needs
• Create a new slide in your Design Notebook and title it “Project Solution”
• Present your solution outline

Submitting Your Work

This week’s homework assignment is due next week before class. When you’ve completed them, post a comment on this page (Who’s Your Audience), including a link to your Design Notebook.