10-Minutes Time-Jump

Type of record:
  • Reflection tool
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


The "10-minute time-jump" is an efficient questioning method that provides inspiration and insights around a challenge, object or process.

Let's say your challenge is to innovate the process a customer goes through at a supermarket checkout. In this situation it is generally

is advised to first take care of "understanding" the situation. As already known from the design thinking approach, understanding brings, in the best case, insights and inspirations that lead directly to new ideas and solutions.

With the 10-minute time jump, we ask ourselves the general question of what happens up to ten minutes before and ten minutes after the checkout process at our customer's premises. In doing so, we act like an ornithologist and researcher in love with detail - every detail should be recognized and perceived.
  • Effective for disruptive innovations
  • Effective for medium complex challenges
  • Effective for new business models
  • Effective for service innovations
  • P1 Understanding (identify innovation fields - problem solving)
  • P3 Observe (people - environment - product use)
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