Innovation often comes without epiphany. Don’t expect to be able to recognize an innovation as such immediately.

Concept tests

Moderated tests ask participants to think aloud as they interact with your prototype or artifact. As with focus groups, you have to recruit participants in advance. Figure 1-17 shows a concept test during a workshop. The tests were conducted in a separate room, viewable by the workshop team via video camera.

Figure 1-17. Test concepts during an alignment workshop for immediate feedback.

Hold discussions on the feedback you gather. Determine what you will change in the next iteration of the concept prototype. Or, you may decide to put the concept on hold. Either way, be sure that you integrate the learning from the evaluation rounds into your thinking.

Facilitating an alignment workshop

Diagrams don’t provide answers; they foster conversations. As the facilitator of the workshop, it’s your job to make those conversations happen (Figure 1-18). Your role begins with careful preparation, then moves into moderating the session, and continues with a strong follow-up.

Figure 1-18. The author facilitating an alignment workshop.

1. Prepare

Organize the alignment workshop well in advance. Include it in your initial proposal, and schedule the event early.

Invite a range of stakeholders. The alignment workshop is an inclusive activity. Invite a range of participants for broad buy-in and input from diverse perspectives. Groups of 6–12 participants work best. Larger groups are possible but make moderation more difficult.

Assign roles. An alignment workshop is a creative endeavor that results in designed artifacts:

• Facilitator: This is the person moderating the workshop, who ideally is also the mapmaker.

• Designers: Include designers and others that can help articulate the envisioned concepts.

• Test moderator: Also include someone who can moderate user tests, if needed.

• Outside industry experts: Consider inviting industry experts from outside of the organization for a fresh perspective.

• Stakeholders: To the degree possible, include senior decision makers in the mix.

Find a date and time. Book the alignment workshop early. In many organizations, getting people to commit for a whole day or multiple days is difficult. Schedule it before you have started creating the diagram.

Reserve a room. The alignment workshop is a working session. You will be moving around and standing much of the time. Book an oversized room for the number of people you’ve invited.

Go offsite. Try to find a space outside of the normal workplace. Participants can get distracted by daily tasks and interactions with other colleagues.

Plan logistics. Secure equipment and supplies in advance: a projector, Internet connection, flipcharts, whiteboards, sticky notes, pens, markers, paper, and tape. You will also need several large, printed copies of the diagram.

Arrange catering. It’s important to take breaks and have snacks. Plan for coffee in the morning and breaks in the afternoon. Get out of the workshop room for lunch, but try to stay close by.

Create an agenda. Plan an agenda for the workshop, including time for breaks. It’s OK to improvise and go off schedule, but having an agenda will keep the session on track.

Hold a pre-workshop meeting. Schedule a meeting or call a week before the alignment workshop. Distribute materials and set expectations. Include information about the location, times, and travel. You can also start some of the initial workshop activities ahead of time.