KEY CLIENT QUESTION

“We have ideas, Yet need more. AND WHICH ARE WORTHWHILE TO PURSUE?”

SPRINT CHOICE

THE IDEA JAM

INNOVATION STAGE

the challenge

The venture studio of a Fortune-500 CPG company was exploring several ideas to bring to market, and needed help to choose the one with the most promise for their target consumer. As an embedded partner with the venture team, we had a clear definition of the consumer’s deeply felt need and problem. We also had a lot of ideas to pursue, but wanted to explore even further. In the end, we needed clarity on which idea best solved the consumer problem and was the most viable.

THE SOLUTION

Alongside the venture studio co-founders, insights team, and coaches, we co-created a plan based on our Idea Jam Sprint. It starts with the consumer first, really building deep empathy for the issues and barriers they face. We drew inspiration from seeing the category through their eyes, leading to ideas both expected and unexpected. We were able to diverge on ideas, and then converge on final concepts through research. Low-fidelity product sketches allowed us to create a wide range of assets, but with enough detail so consumers were able to give us insights into the most potent ideas.

THE WAY FORWARD

Uncovering key consumer insights and learnings in the empathy portion of the sprint was critical. Understanding which elements were important or not important to them helped us approach the work differently before going too far down the road. And presenting the concepts in a low-fidelity way allowed a greater divergence of ideas and the ability to connect seemingly unrelated solutions or insights. We established decision criteria that made choosing which concepts to pursue straight-forward. The team had the proper evidence they needed to dig in and build a case within the larger organization. The logical next step was an approach based on our Concept Labs Sprint, where we could build out concepts with higher fidelity for continued learning through the next stage of development.

MORE CASE STUDIES

  • "WE HAVE CONCEPTS, BUT NO CLEAR WAY FORWARD"

    CONCEPT LAB

  • "We have a product consumers are excited about, but not sure how to talk about it"

    POSITIONING UNLOCK

  • "What do we build a brand on? We need early brand foundations"

    BRAND CAMP

  • "We need help discovering which creative platform resonates most with our core consumer"

    DESIGN PLATFORM