Monday, September 10, 2012

'Value Probing' as an objective method for idea assessment


Evaluating ideas should be pretty straight forward. As long as you have in mind who are you designing for and as long as you have a good understanding of their value system, you will be able to easily assess the relevance of your solution.

Rather than discussing whether an idea is a good one or a bad one solely based on opinion, personal preference, or gut feeling, you should examine and hypothesize how much value the idea would bring to the people. 'Value Probing', the ability to analyze and understand what value something brings to a person, should be part of any ideation iterative process.

Even if the assessment of the best idea is not completely positive, you can still take it as a starting point for additional ideation (value is qualitative and can lay across a wide spectrum so surely it can always be increased). Take the current idea and figure out how would you modify it so with minimum changes you can increase the value it brings.

The easiest thing to do is to add more and more features which on the upside it would ideally increment the overall value provided but on the downside it would add unnecessary complexity,  make it more difficult to grasp, increase production cost, etc. The virtuous balance is in providing the maximum value with the least amount of complexity.

As a side note, here a list of 10 scarcities to exploit I stumbled upon some time ago which I think are quite relevant for anyone who has a goal of making people's lives better:
  • Access
  • Attention
  • Authenticity
  • Exclusivity
  • (new) creation
  • Tangibility
  • Time (saving or making)
  • Convenience
  • Belonging
  • Patronage


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