Creativity

This weeks material was led by Professor Tanya Krzywinska and offered suggestions to making meaningful and creative applications. There were two distinct areas for further study that I drew from this content.

Stickiness

The first of which was the concept of “stickiness”. Elements of an applications draw a user in, promoting further interaction, enabling commercialisation and monetisation. I had found that this concept held similar themes to the “Jobs to be Done” framework I had previously studied in week five and I was interested to understand how stickiness could lead to generating income which led me to reading Traction by Gabriel Weinberg and Justin Mares. From my research there are quite a few methods to create loops to encourage users to continue using the application whilst also spreading the use of it to new potential customers.

One of the methods stated in Traction that can promote stickiness is called Viral Marketing and in its most basic form is a three step process:

  1. A customer is exposed to your product.
  2. That customer tells a set of potential customers about your product or service.
  3. These potential customers are exposed to your product or service, and some portion become customers themselves.

The process then begins again with this new set of customers.

Reflecting on the Jobs to be Done I had created in week seven and from my continual market research, I have affirmed that Stamp helps a user to clearly identify the moment when a story occurs but I could potentially do more to communicate the events of the story to potential new customers… Might I be able to implement some kind of “stickiness” or “viral marketing”? Perhaps an email could be automatically created and sent by the user explaining the events of the story with links back to the application and branding embedded within the email. This feature would be useful for current users encouraging them to continue to use it, whilst also promoting the application at the same time.

ICEDEP

The second element of further study is the ICEDIP model created by Geoff Petty. Professor Tanya Krzywinska explained the different phases throughout the model. I was particularly fascinated with the separation between the phases. For example the Inspiration Phase is the stage for intense, random ideas with no censorship. This phase is followed by clarification where ideas are defined and reflected upon. The first phase is uncensored, the second phase is.

Looking back to how I handled the creative task set in week one I had too quickly moved into the second phase of the ICEDIP model and didn’t allow time for the inspiration phase. There were many factors that drove me to doing this. In hindsight I was perhaps anxious of the time limit and was uncertain of what was expected of me. Seeing this model for a creative process gives clarity to the fact i did not have one and provides comfort that there are perhaps better ways to be creative. It would be prudent for me to understand the ICEDIP model further, to better my ability to be more creative.

SMART Goal

  • Specific - Learn and implement the ICEDIP model to become better at being creative.
  • Measurable - Produce three ideas that could generate stickiness and monetisation for Stamp.
  • Attainable - Read “How to be better at creativity” by Geoff Petty to help remain creative throughout the process.
  • Relevant - Further my understanding of the ICEDIP model and allowing for more creativity within my work.
  • Time-Based - By the end of the next study block.