In today's market, products and services coexist within a larger ecosystem of related, complementary, and competitive products and services. Unfortunately, product designers often fail to recognize and leverage the relationships within this ecosystem. This usually means they miss innovative opportunities to create happier customers and capture more revenue.
To address this issue, companies are encouraged to use research games to help designers understand the larger ecosystem and identify innovative opportunities. For example, the "Buy a Feature" game can help designers identify which features are most important to customers, even if the company does not currently offer those features. This game involves allocating a budget to different product features and allowing individuals to "buy" the features they believe are most important. This game is often used to help teams prioritize features and make trade-offs when developing a product.
This game involves brainstorming ways to delight and surprise customers by offering unexpected amenities like a hot tub. This game can help designers identify opportunities to differentiate their products or service and create a unique customer experience.
In addition to these games, companies can also use customer journey mapping to understand the larger ecosystem and identify opportunities for innovation. By mapping out the customer journey and identifying touchpoints with other products and services, companies can identify opportunities to create a more seamless customer experience and capture more revenue.
For example, consider a customer who is shopping for a new car. The customer may also be in the car insurance, financing, and accessories market. By understanding the larger ecosystem and partnering with other companies, a car manufacturer can offer a seamless customer experience and capture more revenue. They could partner with insurance companies to offer discounted rates to customers who purchase their cars or offer financing and accessories in-house to streamline the purchasing process.
Product Managers must recognize and leverage the relationships within the larger ecosystem of products and services to create happier customers and capture more revenue. Research games like "Buy a Feature" and "Give Them a Hot Tub" can help designers identify innovative opportunities. In contrast, customer journey mapping can help companies understand the larger ecosystem and create a more seamless customer experience. By recognizing the interdependence of products and services within the ecosystem, companies can create more customer value and capture more revenue.
Here are a few Research Game lists to consider
Spider Web: In this game, a group of individuals stand in a circle and toss a ball of string to one another while holding onto a portion of the string. As they toss the ball, they share ideas and insights about a specific topic, creating a metaphorical "spider web" of connections.
Prune the Product Tree: This game involves creating a visual representation of a product, such as a tree, and then identifying and removing elements that are not essential to the product's success, similar to pruning a tree.
Remember the Future: This game involves imagining a scenario and then working backwards to determine the steps needed to achieve that future state. This game is often used to help individuals and teams set goals and develop a plan for achieving them.
Product Box: In this game, individuals create a visual representation of a product using a physical box or container, including key features and benefits of the product. This game is often used to help individuals and teams better understand a product's value proposition.
Buy a Feature: This game involves allocating a budget to different product features and allowing individuals to "buy" the features they believe are most important. This game is often used to help teams prioritize features and make trade-offs when developing a product.
Start Your Day: In this game, individuals imagine their ideal day and create a plan for achieving it, including specific actions and behaviours. This game is often used to help individuals set goals and prioritize their daily activities.
Show and Tell: This game involves individuals sharing their work or ideas with others, similar to a traditional "show and tell" exercise. This game is often used to help individuals and teams gain feedback and insights from others.
Me and My Shadow: In this game, individuals imagine their "shadow" or alter ego and explore how they might approach problems or situations differently. This game is often used to encourage creative thinking and different perspectives.
Give Them a Hot Tub: This game involves brainstorming ways to delight and surprise customers by offering unexpected amenities like a hot tub. This game is often used to help teams think outside the box and differentiate their product or service.
The Apprentice: In this game, individuals work in pairs or small teams to complete a task or challenge, with one person acting as the "apprentice" and the other as the "master." This game is often used to encourage knowledge sharing and mentorship.
20/20 Vision: In this game, individuals work together to create a shared vision for a project or initiative, with the goal of achieving "20/20" clarity and alignment. This game is often used to help teams set a clear direction and focus.
Speedboat: In this game, individuals identify "anchors" or obstacles holding them back and then work together to remove or overcome them, similar to how a speedboat navigates through rough waters. This game is often used to help teams identify and address roadblocks to their success.