Learning Goal: I’m working on a marketing multi-part question and need an explanation and answer to help me learn.
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)
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.
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.
b. Clear 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:
Year 1 Activities:
Year 2 activities:
Year 3 Activities:
|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.
|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.||
|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.||
|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.||
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