A presentation given by Matt Mayfield at Northwestern University, 8 Oct 2008

1. The
Fuzzy
Front
End
Matt Mayfield, 2008

2. Problem solving = Creativity = Unpredictable?
Can you design a
new chair for me?
Matt Mayfield, 2008

3. The funnel of development
Matt Mayfield, 2008

4. Where to start?
User needs Path of least resistance Leverage the crowd
What are the latent Do what is easiest; Let’s just ask everyone
needs? we have no time what they would like
Competitive killers Clean sheet of paper Company capability
The competition is winning, Forget everything else; we What are we good at
we have to respond have to think out of building?
the box
Matt Mayfield, 2008

5. Everyone has their approach
Start with CONTEXT Start with DETAILS
Cultural trends Hinge mechanics
Competitive trends High volume production
Macro economics Piece part cost
Design trends Quality metrics
Technology trends
Matt Mayfield, 2008

6. Three pieces to defuzzify the front end
Boundaries of the problem space
Potential problems to solve
Problems worth solving
Matt Mayfield, 2008

7. Boundary Assumptions
Matt Mayfield, 2008

8. Levels of innovation
Level 1 - Play game better Level 2 – Change rules of game Level 3 – Create new game
Incorporate credit cards, raised hoses, etc… All fuel sold in pressurized standard containers Fuel sold through convenience stores
Current solution Update styling and Change basic mechanism and/ Remove/replace the
improve performance or system of delivery original problem
Matt Mayfield, 2008 Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach

9. Levels of innovation
Level 1 - Play game better Level 2 ‒ Change rules of game Level 3 ‒ Create new game
Time
Effort
Money
Risk
Incorporate credit cards, raised hoses, etc… All fuel sold in pressurized standard containers Fuel sold through convenience stores
Current solution Update styling and Change basic mechanism and/ Remove/replace the
improve performance or system of delivery original problem
Matt Mayfield, 2008 Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach

10. Potential Problems
Matt Mayfield, 2008

11. Experience lifecycle
Awareness Purchase Set up Use Modify Retire
Matt Mayfield, 2008

12. Problems Worth Solving
Matt Mayfield, 2008

13. Value / performance curves
High
Relative comparison
Personal finance
software
Low
Price Ease of Use Optional features Speed Accuracy
Key elements of product offering
Matt Mayfield, 2008 Source: Kim Chan, Mauborgne Renee (1999) “Creating New Market Space” Harvard Business Review

14. Pulling it together
1 Boundaries of the problem space
Potential problems to solve
2
3 Problems worth solving
Matt Mayfield, 2008

15. Visualize the goal
Chesley Bonestell, Orion seen from lunar
valley. “Conquest of Space” (1950) from
making of Destination Moon
Chesley Bonestell, The Great Wall. “Conquest of
Matt Mayfield, 2008 Space” (1949) Life Magazine

16. Matt Mayfield
matt.mayfield@me.com
http://www.linkedin.com/in/mayfield