1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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Magic tricks for today
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This doesn't have to be
complicated
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We give people the space to
bring their ideas out
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We want to capture those ideas
So we write things down
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We don't argue
We're open to ideas
Pinpointing the best solution
comes later
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Please no laptops or phones
Please follow instructions
Please focus
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1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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What are we here to do?
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Example:
Developer tools
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Make development easier
Make development easy
Make development delightful
Make so
ft
ware more reliable
Democratise so
ft
ware
development
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Write a
headline and a
tweet for the
leading
newspaper
about your
launch
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What's our purpose?
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Our purpose is…
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1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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Who are your customers?
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Write down every customer
group you can think of
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No content
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Write down every stakeholder
group you can think of
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No content
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Who's the most important one?
Who's your core customer?
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No content
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Use cases
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What do your customers do?
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No content
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1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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Who is your competitor?
Competitor how?
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Who o
ff
ers a fundamentally
di
ff
erent solution to the same
problem?
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Who o
ff
ers the same solution
with some di
ff
erences?
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Who o
ff
ers the same bene
fi
t?
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Who o
ff
ers something the same
customer groups?
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Who has disrupted their
industry, like you want to
disrupt yours?
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Whose user experience, from
another industry, is like you
want yours to be?
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1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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No content
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No content
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No content
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No content
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No content
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No content
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No content
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Do as many variations as you
wish
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Chart out the functionality
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What can people do in the
product?
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Send a friend request
Send a message
Join a group
Leave a group
Upload a pro
fi
le picture
…
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7 min
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No content
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Send
message to
friend
Send a GIF to
a friend
Send friend
request
Send friend
request
Leave group Remove post
Remove
account
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Pitch your concept
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previewhunt.com
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Explain your concept
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No content
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Primary user group
Secondary user groups
10 min
Primary user group
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Primary CTA
For primary user group
5 min
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Secondary CTA
For primary user group
5 min
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Service name
5 min
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Most important
bene
fi
t to
primary user
group
10 min
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What's one
additional thing
your primary user
needs to know?
How is your
solution better?
10 min
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Address most
important
concern of
primary user
5 min
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Ideal
prominent
clients
10 min
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Top 3
bene
fi
ts to
primary
user group
10 min
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Customer
quote from
primary
user group
10 min
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Outline how
your solution
works in 3 steps
Story
fi
rst,
details later
15 min
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Another
quote with a
new angle
10 min
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Split o
ff
ering to
3 pricing tiers
15 min
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3 most common
questions or
issues for
primary user
group
10 min
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Recap with the most important
message
5 min
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1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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How do we choose?
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Which option is the best?
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Which option is the best?
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What's the best
fi
t for the
purpose?
What is the purpose?
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Let's recap
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Purpose
User group
References
Insights
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1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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Decision matrix
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What's our most important KPI?
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What's our second most
important KPI?
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Let's draw a matrix
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1. Purpose
2. Target groups
3. References
4. Concept generation
5. Testing and insights
6. Decision-making
7. Follow-up brie
fi
ng
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What happens next?
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Workshop without follow-up is
just a workshop
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We don't want just a workshop
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We want change and progress
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What did we make today?
What was our output?
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What did we learn today?
How do we put it into practice?
What will you do di
ff
erently
tomorrow?
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Write 5 things you will do with
today's new insights
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What happens next?
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We will help you
Together we'll take this into
practice
We'll remind you on a daily basis
We'll integrate users and product
thinking into your daily work