Over the past week, there were multiple points where we got feedback from a wide range of individuals. This was the first time that we got to both hear other team’s products/services as well as share our idea. It was both exciting and nerve-wracking to present our prototype to the class. Having others critique and question our prototype during pushed us to clarify and strengthen our pitch. As we presented, we had to keep an open mind and remain flexible to push-back regarding our product. By fostering an environment where others wanted to provide feedback, we were able to get honest and impactful responses from our audience. During our presentations, we had to strike a balance between responding to questions/feedback without becoming defensive.
A key takeaway from the Ted Talk, Three Myths of Behavior Change that I truly saw over over past week is the importance of social interaction when looking for feedback. Rather than having someone look at our whiteboard or powerpoint, having a conversation with them was incredibly helpful as we were able to both probe additional questions as well as brainstorm solutions. An article published by the Stanford Social Innovation Review argues that design thinking is akin to action research, and by having a conversation with a potential customer (aka an EP or classmate), we were able to understand their pains and gains regarding the product.
While pitching to the class, we received feedback about how to better reduce waste on flights. Our original idea was to promote bringing your own reusable bottle on flights and being rewarded for it. Classmates pushed it a step farther by asking why we couldn’t eliminate plastic and aluminum waste associated with the inflight drink service. As a group, we then brainstormed possible ways to do this, such as only offering water on flights (and having a water-fountain onboard to fill bottles) or having a drink kiosk in the airport where people could fill up). Ultimately, after much discussion, we agreed that while this was something we could see implementing in the future, right now we were focused on how to ease customers into a behavior change rather than drastically altering a flight experience. This is a prime example of our we engaged, actively listened, obtained feedback and evaluated our prototype.
Here are some key takeaways from the experience.
Adaptability: While it may be hard to hear someone critique your idea, in order to remain customer focused, you need to be willing to evolve.
Active listening: Take notes! This is critical as you want to be able to look back and understand what people meant with their feedback. Its easy for days to blur together, and to see hour your feedback evolved as your idea did could be immensely helpful.
Open Dialog: If possible, talk with constituents to better understand what they like and do not like.
Asking questions: ask followup questions to pinpoint the disconnect.
Re-evaluating: Be open to change and use the feedback as a jumping-off point to further your prototype.