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Nordstrom Innovation Bootcamp #4

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Ben Grossman-Kahn

on 11 June 2015

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Transcript of Nordstrom Innovation Bootcamp #4

Phase 2
Phase 3
2 Hours
The power of "How Might We"
How might we...

Power of 20%
(Endowed Progress)

6 Thinking Hats
Why Design Thinking?
Design Thinking
Human Centered
Path to build creative confidence
Fieldwork Time!
Part 1: In-depth Interview with a retail fashion customer

With your team, find stores to observe. Take 10 minutes to observe a single focal point (counter, dining area, line) and write down a running record of everything that you see. What are people doing? What do you hear? What do you see?

When you are finished, compare with your partner: What intrigues you? What questions do you have? What was surprising?
Part 2: Conduct intercept interviews with customers and staff to understand their perception of the experience. How do they feel? Why did they come here? What is their favorite coffee memory? Challenge your assumptions!
Time to prepare for customer interviews
Sample Questions
Can you tell us about your favorite shopping memory?

Why do you buy clothes?

Can you walk us through your last memorable shopping experience?

What has been your best retail experience?

What has been your worst retail shop experience? Why?
Always Dig Deeper!
Thoughtless Acts/Hacks
If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.

Albert Einstein (1879 - 1955) Physicist & Nobel Laureate
End hunger everywhere. (Too broad)

Feed my cat (Too narrow)

Connect Seattle's hungry to all of the leftovers from corporate meetings and luncheons?
The "Goldilocks Rule"
How might we...

Design a better suitcase

Design a better way to arrive at my destination and have access to clothing and equipment I need

You'll always want more clarity.
What is the "Job to be done"?
Step 1: Meet with your coach and team

Step 2: Review the "Empathy HW" and plan your conversation guide

Step 3: Discuss team interview roles

Step 4: Be ready by 10:30 to sit down with your interviewee!!
Prototyping in Action
Internal to team
Test with Users
"Prototype for Empathy"
More rigorous and
data driven testing
Flare and go for quantity!!!!!
Wild and crazy AND plain and simple ideas
Bear, Hunter Ninja
Bear eats ninja
Ninja disarms hunter
Hunter shoots bear
Innovation Convocation
I, (name) solemnly swear to go forth and innovate

I will bias towards action

I will test my marshmallows

I will always practice empathy

I will remember that innovation is a journey, not a
lightning bolt

And most importantly, I will remember that innovation is a team sport. As an innovation catalyst, I promise to spread innovation mindsets, behaviors and joy to my team, colleagues, and friends.
Full transcript