CREATIVITY AND INNOVATION SKILLS IN DIGITAL AND NON-

DIGITAL ENVIRONMENT: PROBLEM-BASED LEARNING

DIGITAL INNOVATION WORKSHOP Co-funded by the

Erasmus+ Programme

Step 1: Opportunity Identification

of the European Union
 OPPORTUNITY
IDENTIFICATION 01 Team Preparation
AGENDA

Task 1: Context Canvas

CREATIVITY AND INNOVATION 02 Map
SKILLS IN DIGITAL AND NON-
DIGITAL ENVIRONMENT:
PROBLEM-BASED LEARNING 03 Task 2: Jobs-To-Be-Done
Framework

04 Task 3: User Stories

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the
author, and the Commission cannot be held responsible for any use, which may be made of the information contained therein.
01 TEAM
PREPARATION

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 Team Preparation
Step 1: Identify roles (5 min)
Define which roles are in the team (e.g., team lead, designer, facilitator) and write them in the „Roles“ section of the
table you prepared. Assign them to team members.
Step 2: Clarify your own responsibilities (5 min)
Identify the top 3-5 things your role is responsible for. Write each responsibility on a sticky note, then rank them in
order of priority.
Step 3: Clarify your teammate‘s responsibilities (5 min)
For each of the other roles identified, write 1-2 responsibilities you believe are their top priorities.
Step 4: Consolidate and discuss each role (5 min)
For each role, have the role owner(s) describe what they believe their role is and place their sticky notes in the “what I
think” column in priority order. Then discuss the roles and the responsibilities with teammates to find out what others
think the role is all about and have them place their sticky notes in the “what others think” column. Next, the role
owner either “accepts” or “politely declines” the responsibilities identified by others. If you decline, you must suggest
which role ought to own it.

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

Team Preparation

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 Digital Innovation Process

CONCEPT TESTING & VALIDATING

OPPORTUNITY
DEVELOPMENT PILOT SERVICE
IDENTIFICATION

1 3 5

2 4 6

IDEATION & IDEA SERVICE

LAUNCH
MANAGEMENT DEVELOPMENT

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 Digital Innovation Process
Level 1: Overall Level 2: More Detailed Level 3: Specific Tasks
Process Steps Procedure Within Steps
• Market Research – Context Canvas Map Task 1
Opportunity Identification

• Customer Interviews
1. Gathering customers • Identifying nuggets and user stories
• Identifying dimensions of user behavior
insights • Creating timelines e.g., day-in-the-life timelines
• Gathering information about consumer’s preferences e.g., in form of photos or videos

• Study new trends, approaches and technology

2. Identifying areas of • Define innovation challenge
• Identify Job-To-Be-Done and outcomes for each job Task 2
opportunity • Desktop research
• Problem scoping – Creating User Stories Task 3

• Fundamental research
• Observational or Ethnographic research
3. Identifying needs for • Participant observation
• Non-Participant observation
digital services • Separation of user experience into phases
• Testing initial assumptions
• Prepare preliminary roadmap for observation and interviewing

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

02 Task 1:
Context
Canvas Map

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 Task 1 (ca. 25 min)

Task 1: Context What is

innovation? Reflect about the case given and identify opportunities for
Canvas Map the relevant market / company stated in the case. Use the
Context Canvas Map to map out trends and share different
perspectives.
• Step 1: Follow the Context Canvas Structure and think
about how to answer the questions for each area.
• Step 2: Fill in the area by writing in the post-its.
• Step 3: Find proof for your assumptions by searching
online.
• Step 4: Summarize the top 3 threats in the red box and
the top 3 opportunities in the green box.

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION


Task 1: Context
Canvas Map
The Context Canvas Map was created by David
Sibbet, of Grove International („Context Canvas“,
n.d.) and includes 8 areas. It will help you look for
external environmental drivers of the company. In
doing so, you can better depict what’s going on in
the world and what’s changing that will affect the
company in the future.
NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION
1. Your Company: The company or organization stands in the center of
the image.
2. Demographic trends: Look for Data on the demographics, education
level, employment situation. What are the big changes in these areas?
3. Rules & Regulations: What policies, rules and regulations do students
think will be applied in the (near) future? What is the government up to?
Any new taxes?
4. Economy & Environment: What is happening in the economy? And
what is going on in the larger environment? Are there economic trends
that will impact students' business? Do students think climate change
will have an impact?
5. Competition: What about the competition? Take the time to find the
unexpected competition. Are there new entries? Competition coming
from unexpected sources?
6. Technology Trends: What new technological trends do students see
emerging that will impact their business?
7. Customer Needs: How will the customer needs change in the future?
Do students see new trends? Do students see any big shifts in customer
behavior? Are there new trends going mainstream?
8. Uncertainties: Do students see any important uncertainties? Things
that potentially have huge impact, but it is unclear how or when?
03 Task 2: Jobs-
To-Be-Done
Framework

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 Task 2 (ca. 25 min)

Task 2: Jobs-To-Be-
Done Framework In the next step, built upon your insights from
task 1 by employing the Jobs-To-Be-Done (JTBD)
method. Watch the 4-min video with examples on
the JTBD theory to get familiar with the
framework. After watching the video, imagine an
ideal customer of the company in your case study
and identify the different jobs that company can
fulfill with its products/services. Separate your
findings into three subcomponents: Functional
job aspects, emotional job aspects (personal and
social).

https://youtu.be/dbVN6EYql6k

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

Task 2: Jobs-To-Be- Jobs-To-Be-Done Framework is a customer-centered innovation
method that transforms the fundamentals of jobs-to-be-done
Done Framework thinking into an innovation practice. This framework enables
companies to identify customer needs deconstruct a job that
customers are trying to get done into specific process steps. The
resulting job map, provides a structure that makes it possible , for
the first time, to capture all the customer’s needs and to
systematically identify growth opportunities. Usually, the insights
for the JTBD framework are based on interviews, but for the
purpose of this workshop we will use desk research instead.

When applying the JTBD theory into user stories, use the
following format:
“[When__] [I want to__] [so that I can__]”.
Specifically, the When focuses on the situation, the Want focuses
on the motivation, and the Can focuses on the outcome.

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 The Anatomy of JTBD
Fill the areas with post-its concerning the different job
Task 2: Jobs-To-Be- What is
innovation?
aspects. Try to think of the different aspects of a car
Done Framework sharing service app and why people might want to use
it and what customer needs (use your insights from task
1) it might fulfill.

Examples:
Why do customers buy an iPhones?

Functional jobs: Calling and messaging people, having a

pocket computer always by your side.

Social jobs: Be seen as a “wealthy” person, being seen

as a tech-savvy person.

Personal jobs: Easy to use, connectivity with other apple

products

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 “Job” is shorthand for what an individual How your customers want to
really seeks to accomplish in a given feel and be perceived while
circumstance. The circumstances are more executing the functional job.
Personal dimension
important than customer characteristics,
products attributes, new technologies, or
trends. Jobs are never simply about
function – they have powerful social and
emotional dimensions. Good innovations
solve problems that formerly had only
inadequate solutions – or no solutions.

Emotional aspects

Jobs-To-Be-Done

Social dimension
Functional aspects

They are goals people are trying

to achieve that can be Focusing on how
measured by speed and customers want to be
accuracy. Functional jobs are perceived by others while
independent of any solutions executing a job
they might be using.

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

04 Task 3: User
Stories

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION


Task 3: User Stories
Task 3 (ca. 20 min)
Build upon the jobs identified and transform them into
user stories. Apply the JTBD theory by creating at least 15
user stories in the given format. Rank the three most
important user stories.
NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION
User Stories
Write user stories using the following format:
“[When__] [I want__] [so that I can__]”
Examples:
“[When I take a photo with my phone] [I want to
have it on all of my devices instantly] [so that I
can watch them everywhere]”
“[When I’m outside] [I want to be able to call
other people] [so that I can always reach out to
them]”
 Situation Motivation Expected outcome
Expected Expected
Situation 1 Situation 2 Motivation 1 Motivation 2
Outcome 1 Outcome 2

Expected Expected
Situation 3 Situation 4 Motivation 3 Motivation 4
Outcome 3 Outcome 4

… … …

Your three most important ones:

Expected
1 Situation 3 Motivation 1
Outcome 1

Expected
2 Situation 1 Motivation 2 Outcome 4

Expected
3 Situation 4 Motivation 5
Outcome 2

NEW APPROACHES TO SME SERVICE INNOVATION EDUCATION

 Next
Co-funded by the
Erasmus+ Programme
STEP 2: IDEATION
of the European Union