FTD Worksheet

Learning Goal: I’m working on a marketing multi-part question and need an explanation and answer to help me learn.

Organization:

FTD LLC (FTD), also known as Florists’ Transworld Delivery, is a floral wire service, retailer and wholesaler based in Downers Grove, Illinois, in the United States. FTD was founded as Florists’ Telegraph Delivery in 1910, to help customers send flowers remotely on the same day by using florists in the FTD network who are near the intended recipient. It was based in Detroit, Michigan and then moved to Southfield, Michigan prior to its move to Downers Grove. It originated as a retailers’ cooperative and began a process of demutualization in 1994. It operates two main businesses:

In June 2019 FTD filed for Chapter 11 bankruptcy protection while it restructures; all customer deliveries will continue in the meantime.

In August 2019, Jeff Clarke joined FTD LLC as the new Executive Chairman

 

A. CONDITIONS (Establish an initial, clear and concise common point of view with all stakeholders by communicating what we already know)

1. FOUNDATION
a. Project name:

2. USER DESIRABILITY
a. Who it’s for (Design Target):

3. BUSINESS VIABILITY
a. Size of the Business today (Rough Numbers) Include current competitive landscape audit and key offerings.

4. TECHNICAL FEASIBILITY
a. Challenges with manufacturing, production, or internal and external technical capabilities.

5. LIVABILITY

a. Ways – positive/negative – that this will affect the environment or society.

Flowers have a long-term positive effect on moods.

B. REFRAME (Uncover (through User Research) disruptive user insights.)

1. REFRAME STATEMENT: (use the format ‘We used to think_____, now we believe____.’

2. VALUE PROPOSITION Essence of strategy to deliver the Ideal User Experience

1. Who is the user:

2. What is the solution you will provide:

 

C. IDEATE (Create many possibilities that are user desirable, business viable, technically feasible, and livable)

1. PROTOTYPES – descriptions,

a. Simple descriptions of the ideas – Or find existing images which is like your idea.

bClear embodiments of our solutions – Sketches on Post It notes (Yellow) w/Title

D. SELECT (Select seeks to answer questions from Ideate in more detail – Choose the top idea – ONLY 1)

Our Winning Solution is called:

  1. USE CASE – Describe the user experience:
  1. PROTOTYPES – Clear embodiment of our solution, with more details: (list or add images)
  1. TECHNOLOGY ASSESSMENT – Reason to believe it’s technically possible: (List)
  1. LIVABILITY – A plan to maximize sustainability: (List)
  1. ROADMAP – A plan for launching this idea into the market.

Year 1 Activities:

Year 2 activities:

Year 3 Activities:

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Criteria Ratings Pts
This criterion is linked to a Learning Outcome1. CONDITIONS (10)Establish an initial, clear, and concise
common point of view with the audience by communicating what we already know TODAY. CONDITIONS section of the worksheet must be filled in and complete.
10 to >8.0 ptsExcellent

Background clear, concise, and factual; 4 lenses are present, and given definition based upon common point of view to create a solid REFRAME statement. Worksheet complete.

8 to >7.0 ptsGood

Background is present, but missing factual data; 4 lenses are present, but only 3 are easily understood and actionable for REFRAME. Worksheet complete

7 to >6.0 ptsAverage

Background is a story – no factual data. 4 lenses are present, but only 2 are understood and actionable for REFRAME. Worksheet partially completed.

6 to >0 ptsInadequate

Background is not present – only a story – no facts. 4 lenses are not complete, and impossible to move into REFRAME because of missing data. Worksheet incomplete.

10 pts
This criterion is linked to a Learning Outcome2. REFRAME (40)Uncover (through investigation and research) a unique, and awe-inspiring consumer insight. REFRAME section of the worksheet must be filled in and complete.
40 to >35.0 ptsExcellent

Disruptive, unique user-centric insight identified; Research detailed (sources) which allows for a actionable Reframe statement. Documented 1). Reframe Statement 2). Value Proposition (what’s the value to the Consumer) 3). User Experience Criteria( List). Worksheet complete

35 to >30.0 ptsGood

Disruptive, unique user-centric insight identified; Research detailed (sources) which allows for a actionable Reframe statement. Documented 1). Reframe Statement MISSING: 2). Value Proposition (what’s the value to the Consumer) 3). User Experience Criteria( List). Worksheet complete.

30 to >20.0 ptsAverage

User-centric insight identified – but not unique (borrowed from an existing brand); Lack of research detailed (sources) which does NOT allow for a actionable Reframe statement. Documented 1). Reframe phase (fragment) 2). Value Proposition (what’s the value to the Consumer) missing 3). User Experience Criteria( List) partially completed – incomplete. Worksheet partially complete.

20 to >0 ptsInadequate

NO disruptive, unique user-centric insight identified; NO research detailed (sources) which allows for a actionable Reframe statement. Missing documented 1). Reframe Statement 2). Value Proposition (what’s the value to the Consumer) 3). User Experience Criteria( List) Worksheet incomplete.

40 pts
This criterion is linked to a Learning Outcome3. IDEATE (30)Create many possibilities (ideas) that address, and bring to life the Reframe statement. IDEATION section of the worksheet must be filled in and complete.
30 to >25.0 ptsExcellent

1). Ten (10) uniquely different, disruptive ideas listed – show your work 2). Ideas connect directly to user insight, and bring the Reframe Statement to life. 3). Reference 10 Types of Innovation and 5e’s (the ones that are applicable). Worksheet complete.

25 to >20.0 ptsGood

Less than ten (10) uniquely different, disruptive ideas listed – show your work. 2). Ideas connect directly to user insight, and bring the Reframe Statement to life. 3). (3-6) reference to both 10 Types of Innovation and 5e’s. Worksheet complete.

20 to >10.0 ptsAverage

Less than ten (5) uniquely different, disruptive ideas listed – show your work. 2). Ideas DO NOT connect directly to user insight, and bring the Reframe Statement to life. 3). A few ( 2-3) references to both 10 Types of Innovation and 5e’s (the ones that are applicable). Worksheet partially complete.

10 to >0 ptsInadequate

Less than five (5) uniquely different, disruptive ideas listed – show your work. 2). Ideas DO NOT connect directly to user insight, and bring the Reframe Statement to life. 3). NO Reference to 10 Types of Innovation and 5e’s (the ones that are applicable). Worksheet incomplete.

30 pts
This criterion is linked to a Learning Outcome4. SELECT (20)Choose the ONE (1) idea from the many ideas created in the Ideation phase that solves the problem the best by addressing user desirable, business viable, technically feasible and livable. SELECT section of the worksheet must be filled in and complete.
20 to >18.0 ptsExcellent

1). Recommend #1 ‘go-forward’ idea (from Ideation) which solves the challenge, and Reframe statement. 2). List how ‘go-forward’ solution solves User Desirability, Business Viability, Technical Feasibility and Livability. Worksheet complete.

18 to >15.0 ptsGood

Recommend #1 ‘go-forward’ idea (from Ideation) which solves the challenge, and Reframe statement. 2). List how ‘go-forward’ solution solves User Desirability, Business Viability, Technical Feasibility and Livability. Worksheet incomplete – partial Roadmap with detail.

15 to >10.0 ptsAverage

Recommend #1 ‘go-forward’ idea (from Ideation) which solves the challenge, and Reframe statement. 2). DID NOT list how ‘go-forward’ solution solves User Desirability, Business Viability, Technical Feasibility and Livability. Worksheet incomplete – lack of Roadmap with detail.

10 to >0 ptsInadequate

Recommended #1 ‘go-forward’ idea (from Ideation) DOES NOT solve the challenge, and Reframe statement. 2). NO list how ‘go-forward’ solution solves User Desirability, Business Viability, Technical Feasibility and Livability. Worksheet incomplete – NO Roadmap.

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