Episode 64: Luke Hohmann on Architecture and Business

Innovation Games

Innovation games offer a dynamic way to engage with customers and gather insights into their needs. Luke Hohmann explains that these games, like "Buy a Feature," allow customers to prioritize features by using play money, revealing what they truly value 1. Another game, "Give Them a Hot Tub," uses outrageous ideas to push customers to articulate their real desires, transforming cognitive dissonance into actionable insights 2.

When you're presented with an outrageous feature, your brain needs to protect itself. So your brain will say, well, that's just stupid. But the magic occurs when we give you an outrageous feature and then your brain says, I've got to make sense of it.

--- Luke Hohmann

These games not only enhance product strategy but also foster collaboration among customers, leading to innovative product lines.

   

Market Research

Innovation games serve as a form of qualitative market research, offering a more engaging alternative to traditional requirements gathering. Luke Hohmann highlights that these games infuse fun into the process, often resulting in creative outputs like pictures and artwork that vividly convey customer needs 3. This approach encourages interactive discussions among participants, leading to a deeper understanding of customer priorities.

The real point about, the other point about innovation games is that there's an element of fun to all of the games.

--- Luke Hohmann

By participating in user groups and conferences, developers can directly engage with customers, gaining valuable insights without making unrealistic promises.