Developing Psychology Based Product Applications Workshop

Turning ideas into
practical applications
with impact
New Zealand Psychology
Conference Workshop

29
th
August 2014
AM Azure Consulting Ltd 2014 2
The ball park for this session
All content is a potential asset

How to package information,
knowledge, ideas etc. in a format that
widens access

How to make content available to the
target audience/market

How to optimise the impact of this
application

The big idea and concept at the
core of a product

What does it mean for a product to
work; criteria for success

Elements of a successful
application

Trade-offs in the product
development process

The phases from initial
specification to a working
application

Maintaining momentum

Types of product applications
diagnostic tools; for individuals, teams,
functions and organisations - how am I, we
doing? - to provide insight about
effectiveness and impact

process methodology as a guide from here
to there to accelerate the journey

research benchmarking and indices to
understand how we stack up and provide
context

tool kits to inform action planning and
improvement; what to do when; practical
resource to draw on the wisdom of what
works and will make a difference

and more; books, videos, training
material, programmes, consulting tools,
speaking engagements etc.

Some of the applications weve worked on
AM Azure Consulting Ltd 2014
What we can learn from a product in the Psychology space
Probably not another MBTI
There are unlikely to be
many more block buster
applications

But there profitable
applications to be found
in the long tail

Where to look for these
applications?

A starting point for ideas
Research youve conducted or
identified as promising within the
evidence base

Models that youve created or adapted

Competitors and currently successful
applications? Under-exploited
products? From non obvious
competitors?

Feedback from your users, customers
and clients; experiences of the
problems theyre trying to solve

Any other triggers for innovation?

Getting the ball rolling
Snoopology metrics of leadership

App for line managers to optimise employee
conversations

Career choices and development tips for
experts in technical roles

A measure of strategic judgement for senior
leaders

Cross cultural leadership
ANY OTHERS?
Developing a big idea for our application: a bad example
AT BEST
Seeking out genuine innovation to
transform business life and stand out
as different from the competitive
crowd.
AT WORST
Going out on a limb on a point of
fundamental principle which cannot
be sustained.
AT BEST
A commitment to the long-term which
refuses to compromise with short-term
expediency.
AT WORST
An inflexibility and dogmatism which
flies in the face of pressing operational
realities.
AT BEST
A determination to make a genuine
difference and a willingness to
challenge vested interests and
conventional thinking.
AT WORST
Embarking on pioneering possibilities
and committing to an unrealistic course
of action.
From deadly sins to character as an organisational metaphor
An example of listening to a client who asks what if?
On line application for
line managers
to generate interview
protocols based on
role profiles
What are your criteria of success?
The hurdles of success

take up and usage levels

end user feedback

sales revenue

organisational impact

longevity

Capabilities
Customers
Competitors
The 3 Cs of a coherent strategy
Thinking strategically about product development
Capabilities
Competitors
Starting with what you have or can access
The trade offs for a product application
An example of too much complexity that crashed and burned
Life Challenges: the 6 over-arching challenges
to be navigated in pursuit of the good life
Enjoying the full flow of the
moment
1
Standing out as an individual in
your own right
2
Building a secure future 3
Making sense of lifes complexities 4
Contributing to a better world 5
Engaging with something bigger
than ourselves
6
SATISFACTION
STATUS
SECURITY
SEARCH
SOCIAL RESPONSIBILITY
SPIRITUALITY
Life Goals: the 6 Ss of the flourishing life
Life Tactics: 15 tactics that represent the
resources to achieve life goals
MAXIMISING
INTERPERSONAL
INFLUENCE
DIRECTING PERSONAL
TIME
DEPLOYING PROBLEM
SOLVING POWER
DEALING WITH LIFE
REALITIES
MANAGING THE
EMOTIONAL STUFF
Easy Going Intimacy
Power of Charm
Staying Connected
Applying the 80-20 Law
Disciplined Life Patterns
Making it Stick
Devil in the Detail
Exploring the New
Clarity of Simplicity
Managing Money
Constructive Conflict
Strength from Adversity
Conducting a Reality Check
Thick Skin Response
Recharging the Batteries
Whats the theory behind the product?
Example of the Adaptive Team
What is this product for? What problem is
it solving?

How will practitioners use the product to
solve this problem?

What is the target population for the
product?

Why will people pay for this product? What
is their preferred pricing model?

How robust does it need to be (e.g.
associated rigour, research and efficacy?)

How extendable is the product into other
applications?

What are the practicalities of development
and maintenance?

Clarifying purpose and scope
A successful product application; four key elements
the trade off
between speed
and simplicity and
comprehensive
coverage

powerful
questions/prompts
that translate
insight into action
DESIGN
distinctive brand
and compelling
graphics

intuitive inputs and
an output that
people get

a wow name?
TECHNOLOGY
robust flexibility to
accommodate
change

leading edge vs.
the lowest
common
denominator of
user access
CONTENT PROCESS
positioning the
application within
context

making it easy for
users to optimise
the value of the
application
Translating our content to the next level
DESIGN
OUTCOMES
Measurement
properties
How important is it to meet
conventional expectations
of reliability and validity?
Is robust factor analysis a
requirement?
Completion and
results
How quick/easy/
interesting should the
questionnaire be to
complete?
Who will receive the
results; what format is
required?
Response task
What question is being
asked of respondents?
Is it an absolute
evaluation or identifying
dominant preference/
style?
Underlying framework
What is the conceptual
model?
Is it more descriptive or
explanatory?
22
The product development process: overview
Product Specification
Product scope:
framework and
name

Target audience

Design principles:
look and feel and
voice

Time-scales, process
logistics
Design of storyboard
On line user
experience

Draft content

Template for report
output

Build of on line
product
Set up of on line
completion process

Administrative
functionality for client
management

Activate automated
reporting
Ongoing Support
Option of managed
process, or: devolved
user for direct client
management

Statistical analysis
and report back on
measurement
properties

User evaluation
Agree specifics of who
does what

Client: clarify scope of
project and required
support

Produce first cut mock-
ups and implement
changes

Client: review,
feedback and sign off

Set up of working
version

Client: review,

Service level agreement

Client: provide user
feedback and required
changes

23
Product specification
Product
scope:
framework and
name

Target
audience

Design
principles:
look and feel
and voice

Time-scales,
process
logistics and
support

finalising the conceptual framework
and methodology

agreeing the products scope and the
required associated resource and
support

generating initial ideas for the design
voice and budget for graphical
design

initial review of options for
technology and delivery

budget


24
On line user
experience

Draft content

Template for
report output

first cut generation of prototype content
and/or reality check of initial drafts

process mapping of the end user
experience

design of the look and feel of the user
experience, and associated branding
and imagery

drafting report outputs, and the initial
generation of content, with algorithms
for scoring and presentational display
of results

mock up of support resource: action
planning and development prompts, and
user and facilitator guidelines, tool kits

finalisation of specification, with project
plan and budget
25
The user interface and graphics

Investment in
graphics design

Projecting a voice for
the application that
strikes the right tone
with the target
audience

User interface across
a number of different
devices
Outputs of the application
Choice of report
presentational formats
and styles

Headline summaries,
profiles and detailed
analysis

As a stand alone report
or in work book format
for development
planning

Variations for different
audiences
27
Translation into working on line system
Set up of on
line
completion
process

Administrative
functionality
for client
management

Activate
automated
reporting

setting up the system for on line
delivery, security and data capture

supporting administrative
functionality for set up, tracking
and automated report generation

agreeing formats for analysis:
aggregate and trend

functionality for devolved system
administrators

28
The product development process: overview
Product Specification
Product scope:
framework and
name

Target audience

Design principles:
look and feel and
voice

Time-scales, process
logistics
On line user
experience

Draft content

Template for report
output

Build of on line
product
Set up of on line
completion process

Administrative
functionality for client
management

Activate automated
reporting
Ongoing Support
Option of managed
process, or: devolved
user for direct client
management

Statistical analysis
and report back on
measurement
properties

User evaluation
Agree specifics of who
does what

Client: clarify scope of
project and required
support

Produce first cut mock-
ups and implement
changes

Client: review,

Set up of working
version

Client: review,

Service level agreement

Client: provide user
feedback and required
changes

29
Ongoing support
System
management
and
maintenance:

Statistical
analysis and
report back on
measurement
properties

User
evaluation

statistical analysis, review of
measurement properties and
recommendations for improved
efficiency and effectiveness of
assessment

long-term tracking and validation
against reference criteria

documentation of product
development process

required support:
hosting/technical support only or
client support and coordination

Differentiation; a distinctive voice for a specific niche or
particular target market

Speed; 95% fit for purpose that can be implemented quickly for
feedback and improvement beats the 100% of perfection that
takes a year to design

Pragmatism; validity is achieved when an application achieves
the purpose for which it was designed

Innovation; most innovation emerges from combinations, and
in particular integrating content, design, technology and
process

Responsiveness; disciplines of sequencing and scheduling
against an agreed specification, with robust accountabilities

Collaboration; drawing on a breadth and depth of experience
and expertise from trusted partners

Product development: getting the balance right
31
A check list
Overall Philosophy
What is this product for? What problem is it solving? How will
practitioners use the product to solve which problem?
What is the target population for the product?
Why will people pay for this product? What is their preferred pricing
model?
How easy or difficult will practitioners find it to use the product?
How important is defensibility and the need to establish measurement
properties?

Framework
What makes this model similar and different to other competing
frameworks?
What are its theoretical and empirical origins? What is it building on, and
what is it challenging?
What makes the framework distinctive and superior to existing models?
What language is used to reflect the constructs of the model? Is this
language sufficiently distinctive to stand out?
Is the framework capable of multiple applications? Or is it focused on
one?

Design
What methodology is preferred (e.g. self report, 360 feedback, interview,
survey)? Why?
How easy or challenging should it be? How transparent should the
content be?
What is the optimal trade off between defensible measurement and speed
and practicality of completion?
What expert input and end user feedback is needed to shape the content
of the first trial version?
What level of graphic design/production values is required to establish a
credible pilot?
Pilot
Which organisations can be contacted who have access to large numbers
to speed up piloting?
What additional data is available or can be accessed easily for pilot
participants (e.g. bio demographic, other assessments, work performance
data)?
What will participants receive as output on completing the pilot?
What statistical analysis should be used to evaluate the products
measurement properties?

Finalisation
What additional work is needed to expand the product (e.g. report
output, interpretative text, development support, user guidelines)?
How much more graphical design and on line technology is needed (e.g.
on line completion, administrative functionality, reporting) to create the
wow factor?

Implementation
What training/accreditation is required for practitioners? How extensive
and expensive?
What infrastructure is needed for logistical and client support for different
scenarios of usage level?
What processes are in place to review end user feedback and longer-
term validation?

32
The seven deadly sins of product development
Arrogance to develop content before purpose and
positioning has been determined

Profligacy to spend money before testing the
concept and piloting a draft version

Fear to over-engineer too quickly to avoid criticism

Envy to plagiarise an existing product application
or create a me too imitator

Impatience to neglect systems for database
management; usage patterns and evaluation

Greed to implement devious pricing models

Sloth to allow the application to become dated; in
design and/or technology

33
AM Azure
We:

summarise complexity to provide solutions that are
pragmatic and build and maintain momentum for our
clients. We dont over complicate what in fact is often
quite simple. But we know what is genuinely difficult.

help trouble-shoot the messy organisational
problems to see the key issues, identify options and
put in place actionable plans that make progress.

cut to the chase to focus on the distinctive challenges
of our clients. We dont embark on over-engineered
diagnostic methodologies that result in a generic
solution we had in the back of our pockets all along.
But we do enjoy the innovation that results from our
clients with great ideas and want help in translating
them into practical applications.

draw on an extensive research base, library of
resource and range of tool kits, and up-to-date thinking
to help design and implement practical solutions
quickly.
If you are interested in what we do and how we
do it, call us on:

44 (0) 1608 654007
or email admin@amazureconsulting.com
for an informal and confidential discussion of
how we might support your plans.

Developing Psychology Based Product Applications Workshop

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Developing Psychology Based Product Applications Workshop

Hochgeladen von

Copyright:

Verfügbare Formate

Turning ideas into

Das könnte Ihnen auch gefallen