Guidebook
Organi Kit A user-driven toolkit for limited budget startups in the organic food businesses
Organi Kit
About OrganiKit OrganiKit is a toolkit that can be used as a guideline for startup in the organic food industry to help them start their own business strategy sustainably. This toolkit also helps them to identify problems and understand customers in order to develop a sustainable business strategy that leads to increasing in organic consumption. It consists of guidebook, workbook, index cards, post-it notes,and sharpies.
3
Chatsuree Isariyasereekul is a M.A. candidate in Design Management at the Savannah College of Art and Design (SCAD) who designed this toolkit. OrganiKit is her final project within the program.
4
Introduction This guidebook provides direction for the understanding of customers, so it allows the user to design the solutions in creative ways. There are 9 steps that are provided in this guidebook: 1. Identify Problems 2. Understand Customers 3. Get Insights 4. Find Opportunity 5. Create Ideas 6. Build Prototype 7. Validation 8. Refine for Improvement 9. Implementation
5
Organi Kit
Process
Step 1: Identify Problems
1. Choose a category from the first set of cards that describes an area where you want to solve a problem 2. Write 1 problem that relates to your chosen category 3. Write 3 reasons why that is your problem 4. Do secondary research to find sources (i.e. journal articles, pop articles) that relates to your problem
Materials
** there are 8 more empty cards that you can use if none of the card categories work for you.
6
1. Cards are on workbook pages 3-8 2. Identify Problem sheet on workbook pages 9-10.
Organi Kit
Process
Step 2: Understand Customers
1. Answer the questions by following the number on the back of the second set of cards to create the role play’s target user 2. After you are done answering question 6, do observations based on the data on the cards that you wrote down 3. Try to solve problems through the role play you created (this will be used again to compare after you have done research) 4. Use observation frameworks on workbook pages 13-15. There are 3 of them, so pick one that you are comfortable with working on
Materials
5. Summarize information from your observation and secondary research from the first step to create a persona by using the template on workbook page 16
1. Cards on workbook pages 11-12 2. Observation Templates: Empathy Map, POEMS, and Five Human Factors on workbook page 13-15 3. Persona Template on workbook page 16
7
Organi Kit
Process
Step 3: Get Insights
1. Write the data points from secondary research and observations on post-it notes. Write only one data point in each post-it note and try to use the same color post-it notes. (if you have a chance to talk to customers or interview them, do not forget to put that information and data points on post-it notes)
Examples
2. We are going to do a process called an “Affinitizing Process�—an organization process of data collection from secondary and primary research. In this way, you will be fully immersed with data by clustering according to the deeper meaning of each data point
8
1. Affinitizing Process photo is on guidebook pages 9-10 2. Affinitizing Process example is on workbook page 17
Organi Kit
Affinizing Process
Step 3: Get Insights (continued)
1. Find an empty wall, prepare post-it notes, and Sharpies 2. Data point: Prepare data points that are already on the yellow post-it notes. Then, read all the data points and try to cluster them by their deeper meanings 3. First round (blue): At the top of every cluster of yellow post-it notes, write the labels on blue post-it notes that represent a theme by using the first person voice, as though the customer was talking to you 4. Second round (pink): Cluster the blue post-it notes by deeper meaning, and then write other labels on pink post-it notes that represent the clusters of information written on blue notes by using the voice of the customer 5. Final round (green): Cluster the pink post-it notes and then name it as a category of the users’ story. You can name each category with a fun or catchy name that easy to recognize. This is called an “insight,” and there should be 5-8 insights in this process.
9
Organi Kit
First Round
Data Points
Step 3: Get Insights (continued)
10
Organi Kit
Final Round
Second Round
Step 3: Get Insights (continued)
11
Organi Kit
Process
Step 4: Find Opportunity
1. Use the template on a workbook page 18 2. Write each insight on the paper 3. Think about the insight that you have created, and try to rephrase it as a question and add “How might we.” This is a starting point to enact problem solving creatively and it allows you to think of a variety of solutions from the beginning. Do not make your “How might we” question too broad that you cannot focus, or too narrow to limit your ideas
Materials
4. Then find an opportunity around the area
12
1. Opportunity template on workbook page 18.
Organi Kit
Process
Step 5: Create Ideas
1. Now you might get a few opportunities, so choose one opportunity that you want to work on the most. To generate ideas, there are 3 frameworks in this guidebook that will help you, which are Crazy 8s, Circle of Opportunity, and Story Train.
Ideation Frameworks
2. Choose the framework that you want to work with (or do all 3 frameworks to generate ideas)
1. Crazy 8s is an activity that generates 8 different ideas on a sheet of paper in eight minutes to create fast ideas and minimize the possibility of over-thinking about the same ideas. 2. Circle of Opportunity (Michalko, 2006) is an activity that helps to generate ideas that would not usually be brought together. This challenge might bring incredible ideas. 3. Story Train is another way to create an ideal story by telling a story through cards in creative ways
13
Organi Kit
14
Crazy 8s’ Process
1. Use template on workbook page 19
Materials
Step 5: Create Ideas (continued)
1. Create Ideas template on workbook page 19.
2. Set timer for 8 minuets 3. Each idea has 45 seconds to generate another idea, and has 15 seconds to rest 4. Think about an opportunity that you have created and try to turn it into ideas 5. Generate ideas until you finish all 8 blocks.
2. Timer 3. Sharpies
Organi Kit
Materials
Circle of Opportunity Process
Step 5: Create Ideas (continued)
1. There are 16 different category cards, and you pick 2-4 cards 2. Write 3-6 words for each category that relates to your picked card. This depends on how many cards you pick (i.e. if you pick 2 cards, write 6 ideas on index cards that relate to each category you picked) 3. Lay them down in clockwise order (See an example on workbook page 22) 4. Use a stick or pen to spin 2 times to pick 2 ideas 5. After selecting two ideas, create new ideas that represent 2 words by drawing and wording
1. Create Ideas cards on workbook pages 21-26 2. Index cards 3. Sharpies 4. Stick
15
Organi Kit
16
Story Train Process
1. Pick 4-6 cards to create idea cards that you find interesting
Materials
Step 5: Create Ideas (continued)
1. Create Ideas cards on workbook pages 21-26
2. Write words that relate to the categories you picked 3. Arrange them in the way that you want them in your ideal story (or prototype) 4. list advantages and disadvantages of your story
2. Index cards 3. Sharpies
Recommendations At this stage, you will get a lot of ideas. So... 1. Cluster similar ideas into groups or combine ideas if they can go together 2. Look back to your problem that you are trying to solve and try to connect with ideas 3. Expand more on those groups of ideas that connect to your problem and turn them into 3-5 concepts 4. Explore your 3-5 concepts to see which one is your best answer to your problem 5. Pick the best concept that solves and answers all your questions
Organi Kit
Prototypes
Step 6: Build Prototype
In this guidebook, there are 3 ways to prototype, which are: 1. Paper Prototype: sketching, drawing, and wording to create and describe the first step of your idea 2. Velcro Prototype: buildable, movable, and rearrangeable model with lowfidelity details to explore and align your idea 3. Modular Prototype: a configurated and conversational 3D model (high-fidelity model) that has more details for better understanding of the prototype
Paper Prototype
Velcro Prototype
Modular Prototype
The Organic Tuk Tuk
buildable movable
model
rearrangeable
Photo from http-//www.theplaidzebra.com/zero-wastegrocery-store-no-packaging-plastic-big-name-brands/
18
Organi Kit
Frameworks
There are 3 frameworks that are provided in this guidebook for user testing.
Survey/Interview Questions
Step 7: Validation
Create survey or Interview questions that relate to your prototype
1. Survey/Interview Questions 2. Semantic Differential 3. Pain and Gain framework
- Why and how will those questions help to improve your prototype?
- What do people like or dislike about this prototype?
- What has to change or improve?
19
Organi Kit
Materials
Semantic Differential’s Process
Step 7: Validation (continued)
20
Semantic Differential—one type of rating scale designed to measure objects and concepts—is used to scale ideas from the OrganiKit process 1. Pick ideas that you want to scale 2. Create the opposite adjectives that describe the outcomes for your prototype 3. Scale your prototype 4. See an example on workbook page 21
1. Semantic Differential template on workbook page 28 2. Sharpies
healthy
unhealthy
affordable
not affordable
knowledgable
not knowledgable
interesting
Organi Kit
not interesting
easy to remember
hard to remember
Step 7: Validation (continued) would not recommend
would recommend
Semantic Differential Example
user-friendly
not user-friendly
Tuk Tuk: The organic food Customers’ advantages
+
desirable
Customers’ disadvantages
-
undesirable
healthy
unhealthy
affordable
not affordable
knowledgable
not knowledgable
interesting
not interesting
easy to remember
hard to remember
would recommend
would not recommend
user-friendly
not user-friendly 3
2
1
1
2
to be able to make this valuable for the customer, the “not affordable “ part has to be moved to “affordable”. Therefore, this section requires more research to find a way to be more affordable
21
Organi Kit
Pain & Gain Process
Step 7: Validation (continued)
Pain and gain is a process that asks customers to tell you what, why, and how questions by using 2 colors of post-it notes (in this case green and red) to show the difference between pain and gain comments 1. Print an outline or create a prototype 2. Use red and green post-it notes to mark and explain what your pains and gains are 3. Green post-it notes are for gains: What and how do you like the prototype? and why? 4. Red post-it notes are for pains: What and how does the prototype need to be improved? and why?
Materials
5. See an example on workbook page 23
22
1. Your prototype 2. Green and red post-it notes 3. Sharpies
Organi Kit
Step 7: Validation (continued)
Pain & Gain Example
Pain & Gain Process
The Organic Tuk Tuk
Gains: What and and how you like Gain: What like it? it? Why? Why?
Pains: Pain: How and what what to to improve? improve?
23
Organi Kit
Process
Step 8: Refine for improvement
The data is collected from user-testing sessions, then used in these next steps to help you refine your prototype: 1. Evaluate user-test results 2. Refine the prototype by using a 4 action framework: What has to be added, subtracted, increased, and decreased? 3. (optional) Go back to step 7 for user-testing
Materials
4. Create a final prototype for the market
24
1. 4 Action Framework template on workbook page 18 2. Sharpies
Organi Kit
Process
Step 9: Implementation
In this step, develop a business plan to turn the opportunity into reality 1. Business Model Canvas 2. Brand Identity Development 3. Marketing Plan 4. Communication Plan 5. Financial Plan
Materials
6. Project timeline
1. Business Model Canvas template on workbook page 30 2. Sharpies
25
“It’s not about ideas. It’s about making ideas happen.” - Scott Belsky, Behance co-founder
26
References Erwin, K. (2014). Communicating the new: Methods to shape and accelerate innovation. Hoboken, NJ: John Wiley & Sons. Kumar, V. (2013). 101 design methods: A structured approach for driving innovation in your organization. Hoboken, NJ: Wiley. Michalko, M. (2006). Thinkertoys: A handbook of creative thinking techniques. Berkeley, CA: Ten Speed Press. Osterwalder, A., Pigneur, Y., Clark, T., & Smith, A. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Hoboken, NJ: Wiley.
27
Organi Kit
www.organiKit.com