TOOLBOX WEEK 1 - THE PERSONA The first stage: You can use this Toolbox to through the innovation process step by step. It is your manual, but you can also use it to show other participants your work and get useful feedback. There are four stages in total, and they correspond to the four weeks of this course. You can complete your workbook bit by bit withe the help and advice of Orsolya. 1-1 Identify the target sector for your innovation 1-2 Identify the types of user within this sector 1-3 Choose a main target 1-4 Create a Persona which represents your target You can start right away with the first step: Create your Persona. Try it out yourself! Make this Toolbox your own!

1-1 Identify the target sector for your innovation If you’re carrying out this project for your own business, then choosing a sector should be easy. If this isn’t the case, then you should choose a sector or product where you are already familiar with the market and the customers. Once you’ve chosen your sector, write it here and illustrate it to bring it to life! 1-2 Identify the types of user within this sector Pick 2-3 types of user from your chosen sector. Don’t try to be exhaustive, and don’t try to be too specific. For example, choose types by frequency of usage - occasional, regular, or intensive. At work, you should try to talk to your colleagues in marketing or sales: you should think of these people of your most valuable resources! If you’re not doing this within a work context, you can research online, or simply use your observation skills and experience. Write the different client types in the space below and draw something to illustrate it. 1-3 Choose your main target: Aim to choose a client type who you already know something of, especially if you know members of that group personally. Write the target group you have chosen to think about for your innovation in the box.

Images/portraits of your Persona Choose an appropriate name Choose their profession Give them an age Full name, profession, age Address: Family situation: Be precise. Do they live in a city? A village? Urban or rural? Financial situation: Images/portraits of your Persona Are they financially comfortable, or on a more modest budget? Media: Web: Hobbies : List the newspapers or magazines they read, the television channels they watch, the types of show they enjoy watching or listening to... Do they use social networks? Which ones? Frequently or infrequently? Are they online 24/7 or are they more moderate in their usage? Images to illustrate their hobbies, favourite TV, news, and books, and their environment Describe their hobbies and passions Their goals: Imagine their life goals. To succeed professionally? To help others? To have a well balanced family and personal life? To have an extraordinary life? 1-4 Create a Persona which represents your target Identify one or more people from your own life who correspond to your target. Use teir example to get inspired to describe your Persona. Discuss with them and observe them. Be precise, realistic and credible in your description. Fill out the document!

TOOLBOX WEEK 2 The needs of your Persona In this second stage, you will : 2-1 Describe a moment in the life of your Persona WEEK 2 The needs of your Persona 2-2  Identify a problematic for your Persona 2-3 Turn the problematic into a need Your turn!

2-1 Describe a moment in the life of your Persona Imagine a moment in the life of your Persona. Concentrate on the moment where they are most likely to need to use the product or service which you’d like to develop.Observe the people around you for inspiration. The boxes on the right are for words, and the left hand side is for images. Illustrate each step with an image Write the different stages of the moment in the life of your Persona. Be precise! Illustrate each step with an image Write the different stages of the moment in the life of your Persona. Illustrate each step with an image Write the different stages of the moment in the life of your Persona. Write the different stages of the moment in the life of your Persona. Illustrate each step with an image

2-2 Identify a problem for your Persona Using the moment you described earlier, identify a time when they were discontented. Describe this point by writing a sentence and choosing an image. Find an image which illustrates the need Choose an image to illustrate the problem Write a single sentence which describes your Persona’s need Write a single sentence here which describes your Persona’s problem 2-3 Translate the problem into a need. Turn the problem into your Persona’s need in the form of a declaration. Start with the phrase “I would like…” The need you identify here will be your point of departure to develop a new product or service. Next week we will begin the creative phase of the development.

TOOLBOX WEEK 3 Your innovative idea In the third stage we will: 3-1 Generate several innovative ideas using creative techniques WEEK 3 Your innovative idea 3-2 Choose the most promising idea 3-3 Describe your innovative idea in one sentence Your turn!

3-1 Generate several innovative ideas (60 min) From the basis of the identified client need, and using one or more of the creative techniques presented in this week's videos, generate some innovative ideas which provide solutions to the need of your Persona. Write one of your innovative ideas Write one of your innovative ideas Write one of your innovative ideas Write one of your innovative ideas 3-2 Choose the most promising idea Choose the idea which is most beneficial to your target user, whilst being technically feasible Write your chosen idea here

3-3 Describe your idea in a sentence (20 min) Once you’ve chosen an idea, write 2-3 lines describing the benefits your innovation will bring to users. These lines will be used when you interview your target about an acceptable price for your innovation. Try to use the following formula: A new product which allows you to… A new app which lets you… A new service which helps you... Be precise: you should reflect the key elements of your idea. Be clear: your words must be understandable, particularly to your target. Avoid jargon. Ask someone else to read it through to make sure they understand what you’re trying to say. Choose an image to describe your innovation Write 2-3 lines here describing the benefits your idea gives to users

TOOLBOX WEEK 4 The psychological motivation for your innovation In this step you will: 4-1 Define a price range to use in interviews WEEK 4 The psychological motivation for your innovation 4.2. Carry out your interviews 4.3. Decide on the acceptable price range using your interviews Your turn!

4.1. Define a price range to use in interviews 20min 4.2. Carry out your interviews (10 min par interview) Before you can find out the price your target user is prepared to pay, you’ll need to establish a price range. This is what you’ll use to when you interview your target users. Create a scale with 10 different price levels . When you choose these initial prices, take your competitor’s prices into account. Be careful though, in the case of innovation there is often no competition, even if different products and services exist which fulfil the same need. Write the 10 prices you have chosen into the first line of your table. Choose at least 5 people who correspond to your targ. Explain your innovation to them briefly and then show them the table listing the price range and ask them the two following questions: “Thinking about the product/service I described, at which price would you say you wouldn’t buy it, either because it would be too expensive or you wouldn’t have the money?” “And at what price would you say you wouldn’t buy the product because you would have doubts about its quality?”   …€ User 1 User 2 User 3 User 4 User 5 Make a table adapted to your needs, using this example as a guide.

4.3. Decide on the acceptable price range using your interviews (10 min) After your interviews, use a colour to mark the high and low prices suggested by each intervewee.   …€ User 1 User 2 User 3 User 4 User 5