1 France Telecom Workshop. 2 Understand and experience the role that deep understanding of customer and user needs plays in innovation Share approaches

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France Telecom Workshop

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Understand and experience the role that deep understanding of customer and user needs plays in innovation

Share approaches to innovation used in each others organizations when considering new business or market opportunities

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Exercise• Objective: Design a business strategy to serve a specific teenage

market • Approach:

– Identify nuggets – insights – needs from examining your persona – Brainstorm alternative solutions for that persona including:

• Products and services• Channels• Advertising• Risks• Business models

– Choose a solution and flesh it out

• In the process, share ways in which your organization would approach such an opportunity

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Teenagers

A passport from Planet Parent to Teen World

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TeenagersTeenagers

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Teenagers

• Today's teens comprise a $170 billion buying group whose needs and expectations are actively shaping our technology futures

• Born into the Internet Age, today's teens embrace Internet technology the way Baby Boomers did television

• The internet and communication technology are both framing and re-framing their lives

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Teenagers

• Their expectations for services and technology can be summarized as follows:

– Adapt to me, don’t force me to fit

– Get me what I need, when and where I need it

– Access over ownership

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Teenagers

• Their power goes beyond just spending ability

• Napster showed how young people’s Internet usage could challenge the music industry

• These service and technology expectations can also result in cultural contradictions that in turn create significant unmet needs

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Mapping Teen World

(video)

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We’re not going to try and understand all teenagers…

…but by using personas, map out a few noteworthy teen categories

Mapping Teen World

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Key Drivers

Smart – an ability to learn and do quickly, acquiring assets from both formal education and experience (not merely book learning or test-taking smarts)

Cool – being socially excellent, intriguing or superlative, standing out in ways others will aspire to and envy

Smart

Cool

Mapping Teen World

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Key Drivers

Conform – those who fit in and are never subject to ridicule or sanctions

Be Different – rebels, who choose to stand outside the norm, out of habit or differences in beliefs Smart

Cool

Mapping Teen World

Be DifferentConform

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Smart

A-Listers

Cool

Be DifferentConform

Mapping Teen World

A-Listers - typically referred to as the successful kids, can be star athletes and honor roll students

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American Dreamers - hard working teens, looking for unique paths to success

Smart

A-ListersAmericanDreamers

Cool

Mapping Teen World

Be DifferentConform

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M&Ms (Mooks and Midriffs) – popular, consumer-centric, attitude is everything kids, less career oriented than their peers

Smart


Geeks & Freaks

M&Ms

Cool

Mapping Teen World

Be DifferentConform

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Geeks & Freaks – bands of opinionated and estranged kids, deeply committed to the bizarre or socially marginal

Smart


Geeks & Freaks

M&Ms

Cool

Mapping Teen World

Be DifferentConform

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Geeks & Freaks – bands of opinionated and estranged kids, deeply committed to the bizarre or socially marginal

Smart


Geeks & Freaks

M&Ms

Cool

Mapping Teen World

Be DifferentConform

• All of these groups believe they are someone else's leader

• They don't want to be told how to act

• Place enormous importance on being authentic and discovering things for themselves

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Key Issues Identified

• Description

• Lifestyle

• Personal hero

• Favorite technology

• Personal look

• Hang out

• Goal in life

• Biggest concerns


Geeks & Freaks

M&Ms

Personas

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Personas - Allison

• Allison, age 13 is an incredibly active 8th grader in a suburban neighborhood

• With lots of ambition, focus and drive she plans her days to the half hour

• She is very confident with

strong connections to her mom and a circle of “smart” friends


Geeks & Freaks

M&Ms

Description

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Personas - Allison


Geeks & Freaks

M&Ms

(video)

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Life style

• An all A student with designs on a good university, she is also a competitive gymnast, spending +14 hours a week training

• Dad works as a corporate accountant and Mom as an administrative assistant at a Junior College

• Allison’s days are always full, starting at 8:00 AM she rarely comes home before 8:00 PM due to gymnastics training

• She has SMS homework sessions with friends till 11:00PM

• Scheduling is critical, as the family rarely see one another even for meals, coming home at different times and eating on the go


Geeks & Freaks

M&Ms

Personas - Allison

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Personas - Allison

Personal hero Jodi Foster

• A successful actress and entrepreneur Foster won Academy Awards for Best Actress in The Accused, and her role as an FBI agent in The Silence of the Lambs

• “I loved her as a scientist in Contact, she figured out what was going on before anybody else and was really brave when she went into the black hole machine…all by herself to contact the aliens”

• “She’s not just like that in the movies but in real life too”

• “She shows everybody what a smart woman can do today”


Geeks & Freaks

M&Ms

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Personas - Allison

Personal hero Jodi Foster


Geeks & Freaks

M&Ms

(video)

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Personas - Allison

Favorite technologies

• Google and voice IM

Personal look

• Sharp and organized

• Has to keep her weight down, “can’t pig out and get cut from the team”

Hang out

• Doesn’t really have one, maybe her room

Goals in Life

• Getting into a good college

• Working in the Bio Tech Industry, creating new affordable drugs


Geeks & Freaks

M&Ms

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Personas - Allison

• Being smart enough

• Having enough time

• Getting into a good college

• Not being connected to the right people

• Losing contact with her family:

"[With my cell phone] I can get in touch with [my family] more and I talk with them more; but, in a way, it doesn't really help bring us closer together because it lets me...get farther away...to get farther away from them. Not like that's my goal, but I spend less time with them because I have this kind of thing, like, 'Can I go somewhere?' 'Okay.' Because if I didn't have that, I'd be home a lot more."


Geeks & Freaks

M&Ms

Biggest concerns

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Personas - RicoA-Listers

AmericanDreamers

Geeks & Freaks

M&Ms

Description

Rico, age 16 is an inner city High School Junior. Hard working but with an easy-going manner, he makes friends easily and has acquired a wide variety of acquaintances in and out of school

He lives in a small two room apartment with a single mother who works at Wal-Mart

An avid listener, rapper, DJ, and novice producer, music is the center of Rico’s life

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Personas - Rico


Geeks & Freaks

M&Ms

(video)

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AmericanDreamers

Geeks & Freaks

M&Ms

• “Music is my lifestyle”, providing entertainment, fashion, a model for creativity and future business opportunities

• With no formal training in music he cares deeply about musical production, Hip Hop artists and song content

• He samples widely from pop, rock, gospel and jazz• Music starts Rico’s day in the morning with a radio, it goes to

school in an iPod, and is then the driving force for homework late into the night, primarily on his computer, but often simultaneously on both radio and TV

• Rico writes, performs and produces music, having made 2 CDs with his cousin (who just won the Bay Area equivalent of American Idol)

Lifestyle

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Personas - Rico

• A 28-year-old performer who is arguably the most important creative force in hip-hop music today

• Even though his top album is The College Dropout, he says “kids should stay in school”

• “He’s the real deal, he’s not just in it for the money”


Geeks & Freaks

M&Ms

Personal hero Kanye West

NOTE: Audio will play on next mouse click

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AmericanDreamers

Geeks & Freaks

M&Ms

Favorite technology

• the i Pod

Personal look

• Rico is primarily influenced by “serious Hip Hop” Hang out

• A local recording studio Youth Movement Records that has set up an after school program for aspiring young artists

Goal in life

• Learn the industry of music as an artist and go to Business School to become a successful producer with a label

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AmericanDreamers

Geeks & Freaks

M&Ms

• Rico is the music supplier for his friends music downloading is a kind of second economy, kids will pay $3-$5 for a disk, “whole albums aren’t worth buying”

• His friends gave him track lists that he hunted down using Kaza and Lime Wire, “I ripped at

least 12 disks a week” • Rico stopped stealing music for a while when he feared going to jail, “my Mom threatened me

with dial up”

• The computer is the primary avenue for music listening, learning, production, inspiration, community, and stealing

• The moral dilemma is real now that he is posting his own music on soundclick.com for others to download

Biggest concerns

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Personas - Lauren

• Lauren, age 17 is a suburban High School Senior • Attractive and outgoing she hates school but loves being

popular and the center of a well-established network of friends

• Her parents are getting divorced • She lives with her Dad who sells boilers

• Her Mom has recently joined an Evangelical religious group


Geeks & Freaks

M&Ms

Description

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Personas - Lauren


Geeks & Freaks

M&Ms

(video)

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Personas - Lauren

Lifestyle

• Lauren is very aware of how her high school world is structured and where she fits in and how to manage her position

• The center of her social circle of 6-10 regulars, she loves to “cut trig and get everybody to go to the boardwalk for an afternoon”

• “I’m not he most popular one, or a preppie or anything…but I’m pretty popular”

• Lauren takes great pride in her appearance and staying on top of trends, she loves shopping and will be the first to try new looks, “other girls always copy me”


Geeks & Freaks

M&Ms

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Personas - Lauren

Personal hero Jessica Simpson

• Pop singer, reality show star, media mogul and sex symbol

• “She’s rich because she plays dumb……and that’s a good deal”


Geeks & Freaks

M&Ms

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Personas - Lauren

Favorite technology

• My new LG camera cell phone

Personal look

• Blonde

Hang out

• Santa Cruz Board Walk

Goal in life • To have fun


Geeks & Freaks

M&Ms

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Personas - Lauren

Biggest concerns

• “My parent’s divorce turned my life upside down”

• “I love reality shows and the Sims, I wish I could stay in high school, I don’t want to figure adult things out”


Geeks & Freaks

M&Ms

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Personas - Maxim

• Maxim, age 17 has graduated from High School and is just starting College

• Maxim is good looking and easy going, with a big group of friends from many teen categories

• He privileges “street smart” over “book smart”

• While Maxim is not particularly keen on “working hard” he is skilled at “reading people” and socially adept at dealing with peers and many adults

• He loves getting “cool stuff” and feels part of his image is having the best; clothes,

car, phone, computer, guitar, stereo system, etc.


Geeks & Freaks

M&Ms

Description

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Personas - Maxim


Geeks & Freaks

M&Ms

(video)

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Personas - Maxim

• Maxim hates schedules of any kind either long or short term and likes living “in the moment”

• Maxim say he jumps from hobby to hobby; skate boarding, video games, rock star musician, snow boarding, extreme off-roading, now kite surfing

• Lauren refers to these as “guy phases”

• Maxim spends most of his available time with Lauren

• He has a 2 year, “long term” relationship with her, and is very proud of this accomplishment


Geeks & Freaks

M&Ms

Lifestyle

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Personas

• Jack Black is an actor and musician known for his outsized movie personality

and Bill Clinton

• Bill Clinton “Bill Clinton is so cool…because of the Monica Lewinski thing…he totally talked his way out of it”


Geeks & Freaks

M&Ms

Personal hero Jack Black

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Personas - Maxim

Personal hero Jack Black


Geeks & Freaks

M&Ms

(video)

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Personas - Maxim

Favorite technology

• My Sony Ericsson cell phone

Personal look

• Well put-together metro-sexual, “when people see me they see Lauren too”

Hang out

• Driving anywhere with friends

Goal in life

• Having enough money, a regular family with kids, not working too hard or stressing out


Geeks & Freaks

M&Ms

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Personas - Maxim

Biggest concerns

• “I’ve figured out how to get through High School without doing any work”

• “I can read people and get them to do stuff for me”

• “I’m afraid it won’t work like that later…that I’m too good at gaming the system and maybe I’ve got myself into trouble”


Geeks & Freaks

M&Ms

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Personas – Steven

• Steven, age 18 a senior in High School with no intention of going to college, he struggles with formal education, “I don’t learn like everybody else”

• He is typically quiet but can be articulate about subjects that interest him; conspiracies, fractals, Flash programming, Wicken and Goth culture


Geeks & Freaks

M&Ms

Description

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Personas – Steven

• While Steven sees himself as a “loner” he has a small and loyal group of friends who consider themselves the “school freaks”

• Steven has an uncomfortable relationship with his affluent family, Dad works as a civil engineer and Mom as an regional editor for Parent magazine

• “My parents wanted a horse but they got a giraffe”


Geeks & Freaks

M&Ms

Description

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Personas – Steven

Lifestyle

• Steven classifies himself as a Goth, “someone who is dark, sensitive and artistic”

• He privileges “being authentic” over all else, but feels he is generally misunderstood

• He has engaged in a few school activities, helping to put on a production of “The Phantom”

• He acknowledges engaging in lots of “dodgy behavior that would totally freak out the parents”


Geeks & Freaks

M&Ms

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Personas – Steven

Personal hero Marilyn Manson

• An androgynous glam-horror rock performer, considered a precursor to Goth

• Manson’s music and performances are focused at teen angst, and have frequently been called offensive and obscene, community protests and petitions have successfully had the group banned

• Manson often cuts himself with broken glass before his audiences, and as a result has nearly 500 scars covering his body

• “He’s totally out there, by himself and scary original”


Geeks & Freaks

M&MsNOTE: Audio will play on next mouse click

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Personas – Steven

Favorite technology

• Xbox Live, “I’m addicted” to on-line multi-player fantasy games

Personal look

• “Goth…seeing beauty, and its coming destruction, at the same time. It's the last dance as the walls are crumbling around you”

Hang out

• The White Raven, a Wicken coffee shop

Goal in life

• Make it to 21 and be an artist, video game designer or eco-revolutionary


Geeks & Freaks

M&Ms

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Personas – Steven

• Being allowed to make “my own choices” and “be who ever I want to be”

• “Too much freedom”

• Finding a way to earn a living without “taking a Mac-job”


Geeks & Freaks

M&Ms

Biggest concerns

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Workshop Activity

Each group will receive one teenage persona. You are then asked to:1. Identify the needs, goals, desires of the persona. Use the “use,

usability, meaning” framework2. Brainstorm some “big” ideas to address the persona’s needs3. Select one of the ideas that your group likes4. Prepare a plan around it describing:

• How the idea will be developed?• How the idea will be taken to market (e.g., what is your ad

campaign, what channels do you need)?• What risks does the idea present to the companies’ existing

technologies or business strategies?• What partnerships do you need to develop, produce, market

and sell the idea?• What is the value proposition to your organization of the

idea, or how will you make money with it?

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Workshop Activity

Share the ways in which your organization approaches innovation for the future, how you embrace customers and users in your innovation processes, and how you coordinate the efforts of large teams around such efforts

Summarize your work in a short presentation to the larger group that includes:

• Your idea and its value proposition• How you will develop it• How you will take it to market• The partnerships you will need• The most interesting things you have learned about one

another’s organizations

Documents

1 France Telecom Workshop. 2 Understand and experience the role that deep understanding of customer and user needs plays in innovation Share approaches