Challenge+problem+3

Challenge Problem 3
Due date: Results will be presented during class on Wednesday, February 22

Overview:
This challenge problem builds on the work we have done so far in the Understanding the Opportunity phase. Specifically, you will need to collect photos, artifacts, and any other visual cues or quotes that you would like to use to tell stories that will help you and the rest of the students in the class better understand your target customers, their needs, wants, and desires. You will have approximately 15-20 minutes to discuss your collage and, if you would like to include it in your presentation, your team's revised task analysis. Each team will have one wall of the room. You are free to tape the items you collect to the wall, display them on a table, put up post-it notes or other paper with writing on it, or write on the whiteboard to which the pictures and other items will be taped.

We will build on the Job To Be Done and Product Opportunity Gap statements we have been using in class exercises for this exercise:


 * JTBD**: Record images from vacations to share with friends


 * Refined as a POG statement**: //Help young families traveling on vacation record images from their vacation that they can share with their friends and family back home with as little hassle and disruption to their enjoyment of the vacation and their activities during the vacation as possible//.

You may want to refine this POG statement for your group's use after your experience walking around Paris this morning. That is fine, but if you decide to do so please make your new POG statement clear during your presentation in class.

Be creative in how you go about getting material for the presentation. I strongly encourage you to use images, quotes, stories, and other resources that you find on the internet. I also encourage you to talk with people you know who are familiar with the challenges of the POG from personal experience, or use your own personal photos. Look broadly and deeply for examples and insight.

Teams:
You must work as the teams that were assigned in class for the Task Analysis exercise. Your team should make a single presentation. Which members of your team participate in the presentation is each team's decision. The grade will be assigned to the full team, regardless of who presents the findings. All team members on a submission will receive the same grade.

Deliverables:
You need to present the results of your online ethnography to the class on Wednesday, Feb. 22. You do not need to hand in a hard copy. You will be graded entirely based on the collage that you put together and how you present it to the class. Your grade will be based on how well your collage and presentation help the instructor and your classmates understand your target customer, their needs, wants and desires, and where you have identified opportunities to improve the way that your customers meet those needs, wants, and desires.

Hint: telling stories that illustrate the ideas is a very effective way to get your ideas across. Combining stories and careful analysis and observations is even better.

Points:
This challenge problem is worth 75 points. We will be building on what you come up with for this challenge problem throughout the Understanding the Opportunity phase.

Grading sheet:
I will use the following criteria in grading your presentation:

A note on collaboration and citation:
For this assignment you should actively collaborate with the members of your group to put together your presentation and set of pictures/artifacts/quotes. It is ok to discuss the assignment and what you've discovered with students from other groups (or people outside of the class -- more feedback is better). Your group, however, is responsible for your presentation to the class and all of the content that you collect and display. I would encourage you to minimize the interaction with members of the other group on this project. It will not be considered cheating if you do so but it will be a more interesting exercise for everybody if each group follows their own path to reach their conclusions. I anticipate that doing so will lead to a broader exploration of your customers and the possibilities, and avoid having both groups come up with similar observations and recommendations.

For the purposes of this presentation, you do not need to carefully attribute the work that you collect from the internet. It should be clear that you have collected these materials from the internet and other sources. You are not submitting them as your own work. Instead, you are including them in a collage to illustrate what you found in your searches and start a discussion. Please note that I will expect appropriate citation of materials when you assemble similar materials into a proposal for your final project or subsequent challenge problems. At that point, you will be formally submitting the materials and this class's normal rules for citation and incorporation of other people's work will be back in force.