Flash: Phase 2 - Immerse

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Acquire domain and problem knowledge

The aim of the Immerse phase is to understand your market and users in more detail. We can’t create a successful product without this knowledge and the activities performed here help strengthen the assumptions from which we will work. It’s time to get out and start having conversations. The main activities are outlined below.

1. Run a discovery workshop to create shared understanding

Discovery workshops are a great way to bring all your stakeholders together in one room. Our workshop template builds on your canvas responses and is split into two main sessions.

The first session involves divergent and convergent techniques such as group discussions and visual brainstorming while the second session focuses on your persona and user journey before we start to narrow your value proposition.

The aim is to understand the problems being faced as well as the jobs to be done. At the end of the workshop we spend some time updating the canvas so it accurately reflects your business and we wrap everything up into a vision statement. This will be our north star moving forward.

2. Perform initial market research to top up knowledge base

We now begin to perform our market research. There are numerous tools and information sources available to help gain a holistic perspective. The challenge is making sure we package everything up concisely so that it can be shared with other stakeholders and be used to inform our strategy.

Here at ucreate we have three models which we use to help with above. First we check out the competition in the space and use competitor profiles to record this information. Once we have these we then create a strategy canvas to visualise the various strategies employed in the market. We then use an adjusted kano model to identify the current and future factors that will impact the industry.

3. Prepare for and conduct your first set of user interviews

Armed with a deeper understanding of the market it’s now time to speak with your users. We conduct a series of interviews to ascertain whether our assumptions were correct as well as understand the users underlying needs. We want to truly grasp the problem faced and how a user currently tackles it.

We continually improve our facilitation techniques to ensure we get the most out of these sessions. Our aim is to avoid bias so we take time to prepare for the interviews and conduct peer reviews prior to running them. To save ourselves time we’ve created our own user interview template.

4. Finalise branding to avoid distractions and delays later on

Working back from your vision statement we can focus on the styles, colours and typography that represent your brand. It’s important to not get too hung up on the details as your visuals can and will change. We quickly test our concepts with users.

By the end of Immerse we aim to have sign off on your logo, colour palette and font. We also like to create assets for socials as well as an app icon (if required) to make everything run smoothly later on. We tie everything together in our brand pack.

5. Create and issue a user survey and use results to inform strategy

We have performed exploratory research through our user interviews but now we need to start quantifying the insights derived. Armed with greater knowledge now is the time to craft a user survey. This survey will allow us to validate our new assumptions and also acts as a mechanism to create an engaged community.

We spend a little time thinking about the type of information and insights we want from the results. We are mindful of unconscious bias and aim to avoid leading questions. We conduct a peer review prior to sending our survey out to ensure our questions are clear, unbiased and well structured. Typeform is our preferred tool.

Once we have created our survey we need to consider how to distribute it. Having an engaged group to share with is helpful but it also poses two problems. Firstly the group is biased towards telling us what we want to hear. Secondly it is often too small to be of statistical significance. We go beyond your direct network for better results. Surveys is a great tool in the Google Marketing Platform that we use frequently.

With greater understanding it is now time for the Design phase. View more here.

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