A RECIPE FOR NEW DIGITAL OPPORTUNITIES:
INNOCHALLENGE WEEK
Author: Young Eun Cho-Imkampe (head chef)
Prep Time : 4 weeks
Cook Time : 5 days
Total Time : 5 weeks
Yield: 6 final MVPs (among 200+ ideas generated), energy, and lots of laughter
As Innovation Lead at Porsche, I was asked to identify new digital project opportunities. To do so, I organised multiple internal ideation workshops of various scale. Most involved research, idea generation and internal pitches at a different scale. InnoChallenge Week is has been my all-time favourite, not only because we’ve generated some really concrete new concepts that led to new projects, but also because I remember the receptionist at the venue asked me,
“Who are those people, and why are they having so much fun? “
Just seeing those photos again puts a smile back on my face. Seeing the product concepts again, I couldn’t be more proud of these guys.
The mission
Using the design-thinking method, members of Porsche Cars Great Britain to work on key ‘Strategy 2025’ challenges.
The challenges will be tackled by a new task force team during the sprints, who will act as internal consultants.
Ingredients
3 challenges (pre-defined with stakeholders)
4 facilitators
5 days (in 2 tracks - each track is run in 3 days, sharing the Day 5 for the final pitch)
25 workshop participants (in 3 teams)
500+ post-its
Research participants(customers, thought-leaders, stakeholders to talk to. Recruit beforehand)
Fieldwork sites to visit (i.e. competitor shops, ideally nearby. Organise logistics)
A large workshop venue (which has big enough wall space, is flexible enough to do the gathering as a hole with smaller breakout spaces. Think about where to do the final pitch and the size of the audience)
Lots and lots of coffee and bacon rolls…
Preparations
D-28 : Prepare the challenge briefs and briefers, book participants, book the venue and catering, AV, book the calendars of all participants, prepare the research and fieldwork
D-14 : Prepare session presentations and time tables
D-7 : Test the venue & A/V, prepare all stationeries and aids, send a reminder for all participants
D-Day and on : keep on time, watch-out and provide guidance, take lots of photos, keep the food flowing
Instructions to the participants on day 1
Tackle the 3 business challenges that are selected by the executive committee and the Innovation Lead. The challenges are:
1. Driven Youth - How might we tangibly reach out to the young and urban customers?
2. Product Literature - How might we present our product literature with the changing expectations form the customer and the market?
3. Classic - How might we continue to serve our classic segment and protect the relevance with the business focus onto the new car segments?
Meet the customers, stakeholders, and competitors, gather findings and extract insights. Ideate solutions as Minimum Viable Product, conduct early-stage testing and pitch to the stakeholders on the final day of the week.
The Innovation Lead and the facilitators will guide you through the process, providing coaching and helping you to apply the methods throughout the process.
Final outcomes
6 alpha concepts have been created and pitched on the final day. A few of the concepts have been taken forward to progress further.
- My Porsche Story (A personal photobook creation platform) - Voted winner, to progress into MVP
- Personal Porsche Pack (A digital and physical modularisation and filling system which enables centres and custoemers to pick modules of product information to be printed, saved or sent by email)
- Ask Ferry (A virtual asssistant answering technical questions of the customers)
- Classic Experts (A new marketing approach for the centres to promote the skills and expertise of the technicians more visibly)
- Built to Drive (A location-based loyalty scheme for classic customers, in order to motivate them to engage with the centres)
- PCGB Community (An internal social platform to be used as a profile page as well as a tester pool for testing new service concepts)