Miss Scarlett, with the Hololens, in the Microsoft store?
Only if you can pitch it.
Are your user personas a little dated and a little iStocky? Are you having trouble getting your customers excited about your creative? Then it's time for Iron Unicorn 2: Unicorn Feud—a workshop that looks at customer journey maps—and Iron Unicorn 3: Narwhal Tank—a pitching practice game.
The Unicorn Feud evolution of our highly-successful Iron Unicorn workshop/gameshow turns the journey map and user research process on it's head both by combining a little bit of Family Feud, a little bit of Clue, and a lot of fun to practice techniques for uncovering the interactions that help your customers succeed and the best efforts that help you encourage them. In doing, the creation and utility of journey maps are revealed—the intersection of user data, behavioral stages, touch-points, decision-making, and sentiment that takes the guesswork out of customer motivation.
Workshop attendees—nearly all of then Apple-users who work in digital marketing and experience design—were tasked with a challenge quite outside their comfort zone: Using real user research and a real product customer journey map to find the most creative and inventive way to engage a target persona and convert them into a Microsoft Hololens user. The catch? The sale had to happen in-store. Real user data, collected by a MaxMedia research team who surveyed dozens of customers outside the Lenox Square Microsoft Store, was revealed gradually and with many surprising insights through a Family Feud-style interface.
The teams' solutions were original—the winning team proposing an exciting event for early-adopters (including Professor Plum) and the developer community at SXSW that showcased the Hololens, engaged the target market, then drove them to their local Microsoft retail store for pickup and further interaction.
We followed up with Narwhal Tank, a creative stab at Shark Tank. Because whatever you do—design, code, manage, or lead—at some point we all have to pitch. It might be new business, it might be a new idea, it might even be ourselves. But getting someone else to buy into our ideas isn't as simple as showing them how great—or even how affordable—it might be. There's a science and a technique to it.
We used this prompt as an opprtunity to practice using neuroscience and storytelling to pitch effectively and quickly. Bring their own ideas or creating one with us, attendees practiced building and presenting their perfect pitch to a panel of judges, drawing lessons from Oren Klaff's Pitch Anything to frame our their story and maintain suspense.