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DESIGN METHODS & THE LEGACY INNOVATION TOOLBOX
In addition to our primary Methods and Processes, we have several other more basic tools that we use in our work with clients and for our various workshops. Some of these are unique to Legacy Innovation Group, while others belong to the large open domain of tools known as Design Methods. Through years of study and practice, we have mastered these tools and know just the right tool to pull out for a particular need. With this many tools, no two problems ever look alike.
To jump ahead to any of our particular tools, please select from the following list:
- The Legacy Innovation Solution Space Canvas
- The Legacy Innovation Business Model Canvas
- The Legacy Innovation Customer Experience Journey Map
- The Legacy Innovation Product Experience Framework
- The Legacy Innovation Service Model Framework
- Design Methods — Legacy Innovation's Other Tools
THE LEGACY INNOVATION SOLUTION SPACE CANVAS
We created the Legacy Innovation Solution Space Canvas because we were dissatisfied with the value proposition canvases being used elsewhere. In our experience, the Solution Space (and the Value Proposition) must derive from the Jobs–To–Be–Done, or JBTD (from Outcome–Driven Innovation), and all of the needs should fall out of this, including both the PAINS (to be relieved) and the GAINS (needed or possible).
Furthermore, PAINS should be addressed first and prioritized over GAINS (and so we have arranged them in this order vertically). The reason for this is because, psychologically, customers often have a more profound and visceral reaction (exuberant, joyful reaction) to having their PAINS relieved than they do to having a new GAIN given to them, depending of course on the relative strengths of the particular PAINS and GAINS. All else being equal, relieving a PAIN will usually create more market response and sales traction than will offering a "new and improved" GAIN. Furthermore, offering a GAIN without first relieving an important PAIN will almost always end in customers not recognizing the GAIN, as they cannot get past the PAIN to even be at that point of benefiting from the GAIN. That being said, the best Solutions will consistently deliver on both of these and get paid for them.
Finally, by incorporating into this canvas the fundamental "Needs & Motivations" of the customer, it drives empathic alignment of the solution, in keeping with good Design Thinking practice. This insures the solution understands the WHYs behind the JTBD, together with their relative importance, and how it therefore addresses the underlying motivators. This can sometimes be a very subtle insight that actually yields a much different solution than would otherwise be conceived.
We use the Legacy Innovation Solution Space Canvas within a number of our workshops, including Executive Ideation, Strategic Inquiry, Business Innovation Expedition, and Frontline Innovation Workshops.
THE LEGACY INNOVATION BUSINESS MODEL CANVAS
We created the Legacy Innovation Business Model Canvas because we were dissatisfied with the business model canvases being used elsewhere. Other canvases tend to lay out the model in ways that don't follow the flow of how market–driven businesses are designed. They have much of the model arranged backwards, forcing users to have to think backwards.
In our canvas, we always begin with the WHO first. Only then do we talk about the WHAT. And subsequent to that we talk about how to bridge the two together through CHANNELS, CUSTOMER RELATIONSHIPS, and the BRAND PROMISE. Similarly, we first need to understand REVENUE STREAMS before we should care about COST STRUCTURES. The difference here may seem subtle to the novice, but to the trained eye, they will recognize that this is the difference between being a "solution–pushing" business and a "need–finding" business.
Finally, by incorporating into this canvas the fundamental "Needs & Motivations" of the customer, it drives empathic alignment of the business model, in keeping with good Design Thinking practice. This insures the business model understands the WHYs behind the value proposition, together with their relative importance, and how it therefore addresses the customer motivations involved. This can sometimes be a very subtle insight that actually yields a much different business model than would otherwise be conceived.
We use the Legacy Innovation Business Model Canvas within a number of our workshops, including Executive Ideation, Strategic Inquiry, Business Innovation Expedition, and Frontline Innovation Workshops.
THE LEGACY INNOVATION CUSTOMER EXPERIENCE JOURNEY MAP (CXJM)
The Legacy Innovation Customer Experience Journey Map (CXJM) is our own version of the generic CX journey map. It allows us to capture everything germane to designing, delivering, and managing great customer experiences. Our use of the CXJM is rooted in a deep understanding of Experience Psychology.
The Legacy Innovation CXJM begins with the certain key starting points, including:
- Customer Persona — A characteristic outline of the important demographic, psychographic, and lifestyle descriptors of the target customer.
- Experience Trigger — The "event" that initiates the customer experience / that which causes it to begin happening.
- Brand–Experience Lens — Ideas and statements that set the mood and tone of the experience and that focus delivery of the experience such that it becomes an effective bridge between the brand and the customer.
Inside of the mapping process, the CXJM allows us to fully capture and dissect "the experience", including the following facets:
- Prelude — Customer Needs & Desires / Customer Thinks / Customer Expects
- Activities & Interactions — Customer Says & Does / System Responds / Customer Perceives / Customer Interprets / Customer Reacts
- Emotions / Intensity — Immediate Reflexive Emotions / Prolonged Rationalized Emotions
- Touchpoint Domains — Physical Domains / Digital Domains
- Stakeholder Actions & Impact — On Stage / Back Stage
In addition to a mapping of the experience, a number of other key outcomes are captured, including:
- New Points of Delight / Moments of Truth
- Remaining Pain Points & Possible Mitigation
- Other Improvement Opportunities
The Legacy Innovation CXJM is a very effective tool. Using this tool, we are able to map out all of the pertinent details for each touchpoint of a given customer experience. This can be used to either map out and analyze an existing "as–is" experience, or to design a completely new "to–be" experience. Ultimately, it allows us to define the Moments of Truth that engage customers deeply with brands, and to create the experiences that will capture and lead markets.
For more details on our experience design process, see The Legacy Innovation Experience Design Process.
THE LEGACY INNOVATION PRODUCT EXPERIENCE FRAMEWORK (PX FRAMEWORK)
The Legacy Innovation Product Experience Framework (PX Framework) is a tool we use to translate a desired product experience (at each touchpoint) into corresponding attributes of the new business model, product, and/or service we are designing.
In the parlance of Design Methods, it is what is known as an Alignment Model.
Using this tool allows us to pursue a philosophy we call the Desired Experience Model — an integral part of our design process. It dictates that a business model, product, or service design cannot be considered complete until it has fully captured and translated the experience touchpoint attributes into corresponding business model, product, and/or service attributes. This ensures that these are designed so that they will, in fact, deliver their part of the overall product experience.
Within the PX Framework, the following details are captured for each touchpoint:
- User Does
- Product Does / Service Does / Business Does
- Allocated Time
- Primary Subsystem
- Affecting Attributes
- Attribute Polarization
- Target Attribute Value
- Attribute Organization
- Potential Error States
Of particular importance are the target attribute values derived from each touchpoint. These serve as pertinent metrics against which competing designs can be evaluated further downstream in the design process.
THE LEGACY INNOVATION SERVICE MODEL FRAMEWORK (SM FRAMEWORK)
The Legacy Innovation Service Model Framework (SM Framework) is a tool we use to capture the key attributes of a particular service innovation we are designing.
This allows us to ensure the service innovation is designed to achieve its key objectives and to do so in a way that delivers the intended service experience and brand experience.
Within the SM Framework, the following details are captured for the new service:
- Name of the Service
- Objective(s) of the Service
- Use Cases & Environmental Situations
- Service Recipients
- Service Deliverers
- Service Duration
- Service Initiation Event
- Service Completion Event
- Desired Outcomes / Experiences
- KPIs — Service Delivery / Service Reception / Business Results
- Augmenters / Enablers
Of particular significance are the target KPI values established for how the service is to be delivered and received, and the outcomes and results that are to be produced. These serve as key metrics against which competing service designs are evaluated further on in the design process.
We use the Legacy Innovation Service Model Framework when undertaking Service Innovation design projects.
DESIGN METHODS — LEGACY INNOVATION'S OTHER TOOLS
In addition to our own proprietary collection of tools and methods, we routinely make use of a large arsenal of Design Methods (the user-centric research & analysis methods associated with Design Thinking). Here is a listing of some of the important Design Methods we use…
- Business Ethnography
- Absence Thinking
- Fly On The Wall
- Contextual Inquiry / Rapid Ethnography / Shadowing
- A Day In the Life
- Guided Tours
- Behavioral Archeology
- Spatial Behavior Mapping
- Social Network Mapping
- Still Photo Survey
- Time-Lapse Video Survey
- Cultural Probes
- Digital Ethnography
- Workarounds / Desire Lines
- Customer Innovations
- Five Whys
- Question Laddering
- Contextual Interviews
- Empathy Interviews
- Behavioral Interviews
- Behavior Sampling
- Draw the Experience
- Extreme User Interviews
- Personal Inventory
- Journal Study / Diary Study
- Camera / Video Journal Study
- Focus Groups
- Unfocus Groups
- Foreign Correspondents
- Conceptual Landscapes
- Collaborative Mind Mapping / Cognitive Maps
- Card Sort
- Free Listing
- Word Concept Association
- Random Name Generation
- Collaborative Sketching
- Participatory Design / Co-Creation
- Primary Quantitative Research
- Kano Analysis
- Empathy Tools
- User Scenarios
- Scenario Testing
- Role-Playing / Informance / Be Your Customer
- Try It Yourself
- User Testing / Testing With Users
- Usability Testing
- Café Testing
- Rapid Facilitation
- Secondary Research
- Beginner's Mindset
- Persona / Composite Character Profile
- Empathy Map
- Cross-Cultural Comparisons
- Barrier & Trend Mapping
- Metaphor Mapping
- Activity Analysis
- Cognitive Task Analysis
- Flow Analysis / Process Flow
- Swim Lanes
- CX Journey Mapping / Desired Experience Model / Ideal Customer Experience
- Concept Models
- Anthropometric Analysis
- Competitive Product Survey
- Error Analysis
- Alignment Model
- Ecosystem Visualization
- Stakeholder Analysis
- Value Webs
- 2x2 Matrix
- Position Map
- Indirect Benchmarks
- Analogous Empathy
- Saturate and Group
- Story Share and Capture
- What? How? Why?
- Brainstorming / Brainwriting
- Constraint Imposition
- "How Might We… ?" Questions
- Powers of Ten
- Six Thinking Hats
- Affinity Analysis
- Historical Analysis
- Era Maps
- Scenario Planning
- Long-Range Forecasts
- Predict Next Year's Headlines
- Tangible Futures
- Collaborative Sketchboards
- Brandcasting / Brand Swap
- Design The Box
- Concept Videos
- Point of View Madlibs
- Point of View Analogy
- Point of View Want Ads
- Critical Reading Checklist
- Collaborative Inspection
- IL/IW/WI - I Like, I Wish, What If
- Feedback Capture Grid
- Conceptual Prototypes
- Paper Prototypes
- Frugal Prototypes / Quick & Dirty Prototypes
- Scale Model Prototypes
- Appearance / "Looks-Like" Prototypes
- Wizard of Oz Prototypes
- Functional / "Works-Like" Prototypes
- Behavioral Prototypes
- Experience Prototypes
- User-Driven Prototypes
SERVICES ASSOCIATED WITH THE LEGACY INNOVATION TOOLBOX
These tools enable and augment the discovery and design work we do in association with our Discovery and Design Practices, including for Experience Design, Business Model Design, Product Innovation design, and Service Innovation design. To learn more, please see either our Discovery Practice page or our Design Practice page. To engage us for any of these services, refer to our Engagement page.
These tools also serve a large number of uses inside of our workshops. To learn more, please see our Workshops, Events, & Fieldwork page, or to engage us to conduct any of these workshops, refer to our Training & Workshop Engagement page.