IDEAS ARE CUTE. BUT, . EXECUTION KILLS Sure. Ideas are awesome. Some are even revolutionary. But will it change the world? Often, it’s not the merit of the idea alone that determines its success. The make-or-break key to the outcome of even the most revolutionary ideas is execution. Think of an Idea that failed ‘only because the world was not ready for it.’ We believe that’s an excuse that can be categorised and analysed as ‘low user acceptance’. Which means, even if the idea solves the problem expertly in the most efficient manner, it simply failed to take the user into account. At least, not enough. Therefore what is required is, an extensive research of the mindset of the user to make a product that seamlessly integrates with a well defined audience set. Give me six hours to chop a tree. And I will spend the next four hours sharpening the axe. One of the most difficult challenges for an idea is to be absolutely unbiased. To view an idea with utmost objectivity, one must be unbiased towards a feature, a graphic or any other element, no matter how trivial or large. That is where we begin our work as an agency. We love numbers and find data beautiful. We follow a rigorous research process to ensure that all decisions are taken on the basis of insights coming from hardcore research and not assumptions. We believe in the power of intuition. However even breakthrough intuitions don’t make the cut unless validated through research. Our Approach: Identify all the steps that are involved in the current process in the industry. Find your target audience and identify all the steps involved from first step i.e source of leads to the last step i.e delivery of service. Use extensive primary research methods like Telephone interviews, Online surveys, Face-to-face surveys, Focus groups, Fly on the Wall etc to break down your audience philosophically. You can even do the business online in the same manner as your audience to understand the inefficiency. This will also help immensely with creating your Information Architecture. Identify the pain points in the workflowPain points in any workflow are actually opportunities in disguise. Pain points only point that an inefficiency has been isolated. Solutions of which, could be milked into revenue. This is why every startup idea is beautiful. Once identified, reconfirm the pain-points by discussing them in interviews with your audience. Once confirmed, create How Might We’s. Some examples are How might we decrease the delivery time for food? or How might we reduce the time to book a cab? And be painfully specific about these questions. IdeationBased on these highly focused problem statements, conduct ideation sessions individually and collaboratively across teams. Identify the most stupid idea to most unexecutable idea for every How Might We (HMW). Cluster the ideas into solutions and try to come up with a concept that would bridge the gap creating the pain points. At this point, there should also be a discovery and a growth strategy attached to the concept. Wireframing Figure out the smallest way to execute the concept. Try to focus on the value provided. Determine the minimum steps that can help execute the concept. Then look at the redundancies with your audience. Identify what redundancies need to be continued in order to increase acceptance of the product. Ease that learning curve. Again, most products fail not because they did not solve the problem, but because it was not accepted by the audience. Prototype and Testing Turn your designs into interactive prototypes for iPhone, iPad, Desktop and Android in just a few clicks using various platforms available in the market. My favourites are marvelapp and invision. Link all your designs, create animations and present it to your audience to collect valuable feedback. Then mine them for insights. Set Visual Identity and Brand Guidelines This will help in increasing the acceptance in the audience. Identify all the elements that the customer uses in the current scenario. Use visual cues that are relevant to them. The visuals need not be overtly beautiful. Yet, it needs to be attractive and comforting to the audience. This can be done by picking up a proper typeface, style icons, language etc. UI/UX is the most important process for any idea. It defines the difference that should be acceptable in the minds of the consumer between his current process and a more efficient ideal process. The gap has to be bridged enough that it adds minimum value without making the product alien to its audience. A successful UX/UI sprint leads to a product that can engage audience after which, they can be handheld towards the ideal solution. After all, the ideal solution might not be ideal on day one. Originally published at blog.tripinstudio.co m on February 11, 2018.
