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### Why integrating prototyping into your product development process is a game changer

It can be challenging for products and services to be successful in a saturated market. Fierce competition and increasingly high consumer expectations mean that brands have to minimise the risks that are typically associated with a new product launch. To stay one step ahead of the competition, a brand must be sure that its product meets customers needs and it should also respond quickly to changing trends and any actions taken by its competitors. So, what’s the best approach?

### The Design Sprint process is an effective solution to overcome significant challenges

What is a Design Sprint? It is a working method that allows you to find answers to critical business questions in a short space of time. In five days, the team goes from an idea through to the creation and testing of a prototype in real market conditions. By applying the steps of a Design Sprint to a design process, it becomes possible to instantly assess whether a proposed solution is likely to succeed, especially in a highly competitive market. 

The Design Sprint process is worth using in the following situations: 

- You need a quick solution to a problem
- The challenge you face is extensive and complex
- Your team is stuck

Almost every company providing B2B or B2C services will, at some stage, face one or more of the challenges listed above. Whether you are working on a new product, you want to modify an existing product or you are facing an organisational challenge, the Design Sprint will therefore enable you to develop your concept further or help you to choose the optimal course of action.

### The benefits of using the Design Sprint
Do you have an excellent idea for a new product but you are unsure whether it is feasible and cost-effective? Design Sprints are invaluable in these kinds of situations. Here’s what you can gain from doing one:
- You will save money – after a Design Sprint, you move into the product development phase being almost 100% certain that it is going to be a profitable move. 
- You will save time – you spend only two days with [best marketing agency London](https://www.rhapsodymedia.com/) building a prototype product and testing its functionality in real market conditions. 
- You get to involve all team members in the project process.
Because the process focuses on usability and the final user, a Design Sprint has the advantage of being simple and efficient.

![casestudy-SmartLM-full-width-media-prototype.png](https://rhapsody.ams3.digitaloceanspaces.com/84b965d4a35edf56c55021f4bee3b72c.png)

### Boost creativity with Design Thinking, but act quickly and efficiently with a Design Sprint
The classic Design Sprint, which was developed by Google Venture in 2000, consists of five steps. Each step corresponds to one day of work, which means that you can go from an idea to testing a product prototype in only five days. Fast, right? This is one of the main ways in which a Design Sprint differs from the more widely known Design Thinking process, which has no defined timeframe or stages. The Design Sprint process, on the other hand, follows a particular methodology based on the question “How can one bring an idea to life in the most time- and cost-efficient way?”

The Design Sprint is based on teamwork: it is essential that each team member participates in full and that the process facilitator remains impartial. The joint efforts of those involved in the process almost always leads to spectacular results.

The five Design Sprint steps are: 
1. Understand 
2. Sketch 
3. Decide 
4. Prototype 
5. Test 

![casestudy-DCS-full-width-media-prototype.png](https://rhapsody.ams3.digitaloceanspaces.com/c843ef653d8b4f8e5ddd7111f09e7234.png)

### The Design Sprint takes you from an idea to prototype testing in just a few days
The success of the Design Sprint method relies largely on a set of specific rules. Following these rules allows you to go from an idea to a tested prototype in just a few days. These rules are:

- Getting started is more important than being right. Instead of meticulously planning every detail and strategising the best way forward, pick a way to get started.
- Rather than relying on creativity, think about execution. Focus on how the idea will perform in real market conditions.
- Minimise discussions! Structure your conversations and focus them on concrete objectives using the Design Sprint tools and tactics.
- Alignment. Solution. Validation. Align teams on the largest challenges of your project. Find a large amount of solutions. Create and test a prototype in just four days.

While there are rules to follow to complete the process in five days, the Design Sprint does also give you room to experiment and be flexible. You can simply tailor the Design Sprint to make the process as effective as possible for your team. At Rhapsody, we work with a proprietary method – Design Sprint 2.0 – that takes us from problem-solving ideas to the final product: a tested interactive prototype.

### The Design Sprint 2.0: get to know the Rhapsody way
The Design Sprint method is an integral part of our work philosophy. It is based around three pillars: strategy, project and development. We plan, design, test and select the best solutions so that the brands we work with can effectively achieve their business goals. 

Using the UX Design Sprint framework, [as a digital agency](https://www.rhapsodymedia.com/), we quickly and flexibly create user experience designs for digital products such as apps, websites, platforms and online shops. Our approach proves that this methodology can be successfully applied in situations where finding the best solution to a given problem in a short space of time is a priority.

We have developed an effective workflow based on the principles of the Sprint Design process. Our Design Sprint 2.0 method consists of four stages which correspond to four weeks of work that follow a strictly defined schedule. Weeks Two and Three, when we prototype and test a product or service, include activities that are typically part of a classic Design Sprint.

The Design Sprint steps we follow to achieve a set business goals
1. **The pre-flight workshop** – Research. In the first week, we develop a customer journey map, among other things. We set business goals, demographic targets and benchmarks with the client. We also analyse the problem we aim to solve.

2. **The Design Sprint** – Discover. We implement a workflow based on the principles of a classic Design Sprint in the second week.

3. **The Iteration Sprint** – Iterate. In Week Three, we remain in a sprint mode to refine the solutions that have been developed and to ensure that the chosen direction for product development is the best one.

4. **Development – Synthesise**. The final week is when our developers and graphic designers create an interactive, tested prototype and present product development plans to the client.

### The Design Sprint and Iteration Sprint aim: a thorough testing of the prototype
The two weeks dedicated to the Design Sprint and Iteration Sprint allow us to thoroughly test our ideas and safely move to the final stage, i.e. building an interactive prototype. At this stage, we already know that the product or service will be successful and that the client will not have to bear the costs of a product that does not meet the consumers’ needs.

Here is our workflow during the week dedicated to the Design Sprint: 

1. We define the challenges facing us, bearing in mind the client’s business goals. We also go over the problem we intend to solve during the week.

2. We discuss possible solutions that could lead us to the goal. We sketch out what we think are the best ideas.

3. We choose the best ideas out of the many that have been put forward. We then create a storyboard as a basis for the prototype.

4. We build a realistic prototype. At Rhapsody, these are usually virtual mock-ups created by our developers and graphic designers who take the user journey into consideration (a [UX Design](https://www.rhapsodymedia.com/design/user-experience-design-ux) Sprint).

5. We test the prototype in real market conditions.

We are still in sprint mode in our second week of the project. Our focus is on the following:
·   Evaluating the solutions developed and tested during the Design Sprint
·   Modifying these solutions to better meet the business objectives of the project 
·   Building a new product prototype
·   Testing the prototype under real market conditions

What do we gain from a fortnight’s worth of sprints? It gives us invaluable insight into whether an idea is likely to be a success and what business outcomes we can expect from it.

It’s easy to take the next steps if you have an interactive prototype, plus feedback from its users.

In the final week of Design Sprint 2.0, our developers and graphic designers build the interactive prototype of the product. Then, based on the results, we will provide recommendations on the steps to take for product development.

When you have a tangible version of your product and feedback from its users, deciding on the next steps becomes much easier. Many of our clients use a Design Sprint to map out the functionalities of their product before then going on to implement it with their engineering teams.

What sets Rhapsody apart from many other design agencies is that we can immediately continue on to the product development stage with our team of developers. In addition, our clients appreciate the fact that, by working with the Design Sprint method, we are flexible and constantly exchanging with them.

**This method allows you to try out different ideas in a short time and assess them in relation to real market conditions. Discover what Design Sprints are all about and how we apply them to achieve our clients’ marketing goals.**

Are you looking for a [Design Sprint agency](https://www.rhapsodymedia.com/design/design-sprints) [Reach out to Rhapsody](https://www.rhapsodymedia.com/contact-us) and speak to us about our Design Sprints. 

Prototype better products and services thanks to a Design Sprint

## From brief to post-production and beyond

**The internet has transformed the way we absorb information, learn new things and buy products. To a large extent, it is on our screens – be it those of our smartphones or laptops – that brands are carrying out the battle to grab consumer attention every day. A professionally produced video significantly increases the chances of attracting new audiences and earning their attention. This is especially true when a brand interacts in real time with consumers, allowing them to provide input (which could potentially shape the brand identity or product going forward) and to view the content on any device. Live streaming via video allows for all of this.**

It is no coincidence that major media companies are now moving their business online. Over the last few years, **streaming video content** and using subscription models have become hugely commonplace practices. These formats – which were a technological novelty for most consumers until recently – are now indispensable to our daily lives. 

![Live Video Streaming_Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/98a277fa25d8cc64bd637a0f1ab57459.png)

The significance of live streaming has become particularly important since the start of the COVID-19 pandemic. At a time when most people were stuck at home with limited access to live events, **brands started to stream live events online** as one of the only means to interact with their audiences.

It soon became clear that the format, which has been especially popular on social media, has many positive features and that it allows brands to combine the best of features of streaming platforms and social networks. 

## What is live streaming and what type of events can you use it for?
Regardless of which market sector your brand belongs to, video content can take your marketing to a whole new level. That being said, despite being an undeniably powerful way to communicate a message, the traditional video format has its limitations. The main drawback is that it does not allow viewers to experience events in real time or to have a say in how they unfold. Live streaming overcomes these limitations and builds strong brand loyalty. As the figures show, 80% of audiences prefer watching a brand’s live-streamed video to reading a blog. When comparing pre-recorded videos with live ones, live streaming gets six times more interactions (Facebook data).

**So what is video streaming? How do we define it?**
To today’s audiences, live video streaming is what live TV broadcasting was to the older generations (for whom the small screen was the centre of home entertainment). With the development of the independent internet channels and new broadcasting possibilities in particular, live video broadcasting has become much more democratic. It is available to literally anyone equipped with a… smartphone. Whether homemade or filmed using more professional means, tutorials, cooking sessions, workouts and so on have become a type of content that we consume nearly every day…

**Video streaming** usually takes place on a dedicated brand platform or a company’s most popular social media channels. The broadcaster’s aim is to deliver the content in real time, without delays or interruptions. In the vast majority of cases, the viewer does not need to install any additional applications, programmes or codecs to view the content. The professional video team broadcasting the programme will take care of all these elements (you will find how Rhapsody can help you throughout the process later in this article). 

There are many ways of using live streams and they are really only limited by the communication strategy and the nature of the brand. Among the most popular formats, the following are particularly noteworthy.

**Webinars**
The ability to interact with an audience in real time makes it an excellent tool for a brand to share expertise, answer key consumer questions (e.g. in Q&A or AMA sessions) or present its offering. The presence of a live audience can lead to new marketing ideas and consumer insights, ones which might otherwise not have come to light.

**E-learning**
**Live broadcasting** is a great tool for sharing knowledge and learning. When combined with additional internet features – such as uploading text information, audio files and photos or drawing in real time – learning becomes interactive and activates many of the viewer’s senses. With e-learning, the viewer gains access to educational opportunities that didn’t exist a few years ago. 

**Live streaming events, conferences and concerts**
Large-scale events spanning technology, fashion or culture can also be held online. The COVID-19 pandemic proved that most types of conference or event can be hosted in this way. Of course, the experience is not 100% equivalent to that of a live event. However, thanks to modern technology, brands are able to reach audiences located anywhere in the world, while saving time and money. Plus, they can also encourage consumers to get involved in the event.

**Live shopping experiences and product tutorials**
Video streaming is also well suited to online shopping. During a live event, the salesperson is able to demonstrate product features that cannot be described on a website or in traditional video content. It is also possible to incorporate additional competition-related activities, limited-edition products or additional discounts that are only available during the live event. As a result, the interaction with the viewer is much greater than during a regular online shopping experience.

![Live Video Streaming_Image 00.png](https://rhapsody.ams3.digitaloceanspaces.com/7bad64230ec49272fc30eb3a660c2275.png)

## The complexity of live streaming – from a brief to post-production
When organising a **live video session**, it is important to remember that it entails more than just the technicalities of the stream. The event itself is a key stage, but not the only one. You also need to think about planning the live event beforehand and carrying out marketing activities after the event. If you work on all of these three stages, you can optimise your reach, maximise your content and ensure your next event is a success. Finding the right production partner to take care of each of these stages is going to be key for success. Rhapsody is here to help: we handle the production of **live streams**, from brief to post-production.

### Step 1: preparing for live-streamed events
Just because an event is live does not mean that the organisers do not need a schedule and a thorough plan to help them achieve their objectives. On the contrary: with **live broadcasting**, one needs to meticulously plan all the components. 

In that respect, Rhapsody’s services span everything from concept development and schedule planning to production. 

**The concept brief**
When starting to work on a live event, **it’s a good idea to prepare** a brief that will provide a comprehensive description of the concept, the intended goals and how you plan on achieving them. Having a brief will also allow you to choose the best location and select the hosts who will appear in front of the camera. At this stage, it is worth finding a professional agency that will not only help with the casting, but will also advise you on the concept and suggest the best solutions.

**The event schedule**
It is crucial to plan the running order of an event. The plan will outline the key moments, possible interactions with the audience and the voice-over scripts for the presenters (if you’re going for a more improvised style, you’ll at least have to create a list of the topics that are to be discussed). At this stage, the help of a professional copywriter or screenwriter is indispensable.

**Graphic design**
From a creative point of view, you should also bear in mind the visual elements, such as the opening slides, tables, the key visuals of the event, social media posts promoting the event or any additional animations. It is crucial that the visuals are consistent with your company’s branding if you want to capture the attention of your audience and build strong brand associations. Without the help of a professional designer, it will be difficult to promote the event in the right way. 

**Video production**
Last but not least, you’ll need to consider all the **technical and production-related aspects**, such as choosing the right streaming technology, organising the equipment, booking the location, timetabling the entire shoot and collecting viewers’ email addresses. You might even need a ticketing system if you are considering holding a hybrid event. A professional production team will take care of all these elements and make sure that your live stream is a success.

![Live Video Streaming_Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/c0d0de257ee4657c939cc9483fb8c9a6.png)

### Step 2: the live video stream
Once everything is in place, it is time to focus on the main event: filming the live footage. You’ll need a professional team specialising in video production for the best results. They will transport the equipment and sort out the appropriate sound system, lighting and make-up, and also take care of direction, additional photographic content as well as filming and broadcasting the video. 

To this end, Rhapsody works with [CS Media](https://www.csmedia.co.uk/), a professional production house that offers a full range of video services and whose portfolio includes projects carried out for some of the world’s leading brands.

**The management of a live-streamed event**
On the day of the event, not only does the work take place in front of the camera but also behind it. A team of developers watches over the quality of the transmission, a social media manager can respond to consumer queries and, in the case of a hybrid event, a professional event team will look after the audience For best results, give one single agency the task of taking care of the event from A to Z.

### Step 3: the post-production of the video
Somewhat counter-intuitively, the activities related to the live stream do not end once the broadcast is over. The content can still be of great benefit to your brand and can be used for further promotional and marketing activities. With the right approach to the post-production process, you’ll be able to create short videos, posts, infographics or animations targeted at audiences who were not able to follow the **live event**.

**As well as repurposing content**, it is also important to look at the results and the number of views, while establishing which elements worked best and which parts would need to be tweaked if you are thinking of reaching an even larger audience in the future. 

## How to organise a live video stream with success
As we have mentioned, Rhapsody and its partner **CS Media** cater for a range of **live video streaming** services. This holistic approach means that the client can focus on what they do best: telling the story of the brand and interacting with their audience. A team of experts will handle the entire creative, marketing and production aspects.

As the event we produced for Lakeland demonstrates (a well-known chain of kitchenware stores in the UK), this synergistic relationship works and delivers the best results. 

**myLakeland Live – producing a live stream with an audience retention rate of 88%**
“_Working with Rhapsody and CS Media was such a great experience we are already planning our next project! The service and professionalism from the team throughout was first class and our minds were set at ease from the start. Thanks to the quality and attention to detail during the project, our first live stream event was a complete success for both Lakeland and our myLakeland club members._”  – Fran Wilkinson – Head of Loyalty and CRM, Lakeland

- Rhapsody was involved in the production of four live streaming events for Lakeland between March and October 2022.
- Each livestream ran for one hour and had a high retention rate: 88% of viewers watched the entire event.
- The livestream received glowing post-event feedback from both Lakeland and its customers. For 31% of participants it was their first time participating in an online event and 98% said they would attend future live events.
- Customers left positive comments such as: “It was fantastic. I thought it wouldn’t teach me anything new and that it would be full of product placement but it was a sheer delight”.
- The event scored an excellent Net Promoter Score of 52.
- We helped drive brand engagement and captivated the Lakeland audience with a memorable digital experience

You can find a [detailed case study of the Lakeland project](https://www.rhapsodymedia.com/our-work/lakeland) here.

Sean Miller