matthew allen...sketchstorming scamper •combinereasonable prices with bad customer service. if an...

Matthew Allen

• Users who have any food delivery apps need reasonable prices and strong customer service because otherwise they will go to competitors like DoorDash who can provide a the same service in a more convenient way.

• Users of Uber Eats need fresh food and a better way to track the drivers because they are waiting long for their food and it does not come fresh due to drivers getting there late.

• Users who pay extra for YouTube Red need better connection speed because the app is crashing and they are paying extra so that it does not have this errors.

• Users who enjoy watching many videos need a better way to balance ads and video content because the ads are getting excessive to the point there are 2 or more ads before the videos begins.



1) Worst Possible Idea – a fun and highly effective method that allows users to get creative juices flowing so that anyone can share an idea without the fear of it being called a “bad idea”. This allows everyone to share all of their ideas and effective solutions can come to light because of this.

2) Sketchstorming – sketching ideas instead of writing them in words, can be a valuable exercise because visuals have a way of provoking further ideas and providing a wider lens of thinking. The sketches are meant to be simple and provide meaning, they do not have to be a work of art.

3) SCAMPER – mnemonic that stands for: substitute, combine, adapt, modify, put to another use, eliminate, reverse. This tool helps to generate ideas for new products and services by encouraging thinking about how to improve existing ones.

• Users who have any food delivery apps need reasonable prices and strong customer service because otherwise they will go to competitors like DoorDash who can provide a the same service in a more convenient way.

Worst Possible Idea

• App gives discounts every time there is a problem with customer service.

• Guarantee that the food will be there at a certain time or it will be free.

• Provide discounts all the time on certain foods that competitors like DoorDash do not have.

• Provide users with a way to get rewards from using the app consistently so that they don’t go to competitors.

Sketchstorming SCAMPER

• Combine reasonable prices with bad customer service. If an item gets there past a certain amount of time, then it is a certain amount off.

• Modify the app so that users can chose from different layouts so the app is more visually appealing and custom to each user’s needs.

• Reverse the ordering process so that restaurants can reach out to customers and ask if they want something from their selected menu instead of the user ordering it.

IDEATION METHODS

• Users of Uber Eats need fresh food and a better way to track the drivers because they are waiting long for their food and it does not come fresh due to drivers getting there late.

Worst Possible Idea

• Customers can call their driver at any point and ask where they are.

• Customers can call the restaurant and see when their food is ready and picked up.

• Customers can get a full refund if their food is not fresh because the driver was late.

• Provide a way for the driver to send custom updates to the customer so they know why they might be late.


• Substitute the time that you tip the driver to after the fact so that customers can also add in custom reviews for their experience.

• Modify the app so that users can get minute by minute updates as to where the driver is with their food.

• Eliminate wait time for customers by only allowing delivery of very local restaurants.

• Reverse the system so that customers can let drivers know they have been waiting for their food for a while.

IDEATION METHODS

• I found the most useful technique to be the SCAMPER technique because it allowed for 7 different ways to think about changing the experience for the user.• The ideas worth pursuing I believe are:• To reverse the system so that customers can let drivers know they have

been waiting for their food for a while.• To reverse the ordering process so that restaurants can reach out to

customers and ask if they want something from their selected menu instead of the user ordering it.

• Modify the app so that users can chose from different layouts so the app is more visually appealing and custom to each user’s needs.

• Combine reasonable prices with bad customer service. If an item gets there past a certain amount of time, then it is a certain amount off.


Worst Possible Idea

• Only allow videos to play when there is a good signal so that users don’t get upset when a video pauses.

• Allow videos only to play on Wi-Fi so that if cellular signal is bad, users are not disappointed.

• Do not guarantee that the upgrade to YouTube Red will mean no more connection errors.

• Provide a way to connected an Ethernet cable to ensure strong connection speeds.


• CombineYouTube Red with a better data plan like 5G so that there are ensured better connection speeds.

• Modify the app so that it can playback in a lower quality video, but ensure it will not lose connection.

• Eliminate the number of crashes by decreasing the amount of ads that are shown.

IDEATION METHODS


Worst Possible Idea

• Get rid of all ads so that users enjoy the experience more, ask for small donations instead of ads.

• During certain times of the day there are no ads, like some radio stations.

• If you watch a certain amount of videos, then you do not have to see any ads.

• Can choose to watch a certain number of ads in a row, then be ad free for a longer amount of time.


• Substitute the ads on the app for something else like paying to download the YouTube app.

• Combine the ads into the videos so that users can keep watching, but advertisements pop up on the sides.

• Modify the app so that users can add their interests and have ads that are customized for them.

• Reverse the idea so that the ads are selected by the user then their selected video follows the advertisement.

IDEATION METHODS

• Similar to the Uber Eats analysis, the SCAMPER technique was the most useful because it allowed me to think in many different ways. I find the reverse idea the most effective because it is also similar to the worst possible idea in that it may sound obscure and unusual at first, but actually be successful.• The ideas worth pursuing I believe are:• Modify the app so that users can add their interests and have ads that

are customized for them.• Combine the ads into the videos so that users can keep watching, but

advertisements pop up on the sides.• Combine YouTube Red with a better data plan like 5G so that there are

ensured better connection speeds.• Modify the app so that it can playback in a lower quality video, but

ensure it will not lose connection.

• Users who go on LinkedIn frequently need a timeline that is easier to view because they are seeing repetitive content when the timeline is supposed to update frequently.

Worst Possible Idea

• Timeline can be sorted either by time/date posted, or interest level.

• After a user sees something once on their timeline, it goes away and they cannot see it again.

• The timeline is formatted based on their most liked posts and nothing is repeated.

• The user can delete a post from their timeline immediately after reading it so LinkedIn knows they do not want to see it again.


• Substitute the timeline that LinkedIn has now to one more like Instagram that is shown based on the time posted.

• Combine the timeline of LinkedIn with the job interests of the user so that they only see things related to their job.

• Modify the timeline so that it shows the most recent posts at the top, similar to Instagram.

• Eliminate repeated posts by updating the timeline after a user sees a certain post.

IDEATION METHODS

• Users who are looking for a job need a more effective search bar because LinkedIn frequently shows jobs that are not related to their desired job titles.

Worst Possible Idea

• Tell the user that there are no jobs related to their job search.

• Only show jobs that are matched word for word with what the user searches for.

• Provide categories of jobs instead od custom ways to search for jobs.

• Have LinkedIn send notifications to the user only when a job description seems perfect for the user’s needs and wants.


• Substitute the job search for a list of jobs that may go with the user’s skills.

• Combine the LinkedIn job search with other websites like Indeed.

• Modify the search bar so that it only shows job descriptions with certain key words.

• Reverse the job search method and have companies reach out to users so that they can.

IDEATION METHODS

• Just like the first two apps, I found SCAMPER to be the most helpful technique. I felt that for this app, the combine section was the most effective because there are a lot of good things that LinkedIn does, but where they have their weaknesses, they can learn from other apps like Instagram to make their UX better.• The ideas worth pursuing I believe are:• Combine the LinkedIn job search with other websites like Indeed.• Modify the search bar so that it only shows job descriptions with certain

key words.• Reverse the job search method and have companies reach out to users

so that they can.• Modify the timeline so that it shows the most recent posts at the top,

similar to Instagram.

matthew allen...sketchstorming scamper •combinereasonable prices with bad customer service. if an...

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