Running an ideation workshop
I ran a workshop with internal stakeholders to come up with ideas to an opportunity presented by the clients, ‘encouraging more existing customers to switch to Direct Debit payments’.
I invited representatives of several disciplines within the agency who worked on the EON account, and therefore would be armed with a range of different sets of knowledge of this client; account managers, experience strategists and data analysts.
Year
2018
Company
Engine
Role
Workshop facilitator
Onboarding
I onboarded the participants by framing the opportunity and introduced: the biggest problem areas in the journey and the key motivators & barriers to switching to DD for the user.
Exercise #1: 7 Deadly Sins
I ran an ideation exercise encouraging the participants to choose a ‘deadly sin’ from the ‘evil by design’ handbook, and to come up with ideas based around the sins such as sloth: building a path of least resistance that leads users where you want them to go, in order to give participants who aren’t as familiar with workshopping a spring board for ideation.
Exercise #2: Onboarding users
The second exercise was to ideate around onboarding users to switch via their account section, as this was a prime opportunity for engagement. I presented the participants with a persona and a list of account tasks.
Exercise #3: Yes, and…
The last exercise was to encourage ‘blue sky’ thinking. The client had briefed us to affect the existing on-site journey, but there were far more opportunities and channels we could utilise to ‘encourage existing customers to switch to DD’.
Therefore I ran a ‘yes, and…’ exercise with the workshop participants, advising them to come up with as many ideas as they could and how they could be implemented, and then they would all add on to each other’s ideas.
Outcomes
I assessed the output of the workshop, and mocked up some wireframes & wire flows to present to the clients, as well as presenting them with ‘blue-sky’ ideas generated from the session.
