design sprint workshop uxlx 2017
TRANSCRIPT
DESIGN SPRINTFOR CREATIVETEAMS
CEO OF FRESH TILLED SOIL
700+ DIGITAL PRODUCTS
CO-AUTHOR OF DESIGN SPRINT AUTHOR OF DESIGN LEADERSHIP CO-AUTHOR OF PRODUCT LEADERSHIP
RICHARD BANFIELD
HIGH FIVES
CHALLENGES
MAKE EVERYONE HAPPY
A DESIGN SPRINT IS A FLEXIBLE TIME-BOXED PROBLEM SOLVING FRAMEWORK THAT INCREASES THE CHANCES OF MAKING SOMETHING PEOPLE WANT
WHAT IS A DESIGN SPRINT?
THE DESIGN SPRINT
UNDERSTAND DIVERGE BUILD
✓X
TESTCONVERGE
ANYTIME USER VALIDATION IS REQUIRED WHEN YOU DON’T HAVE ENOUGH DATA WHEN THERE ARE ASSUMPTIONS WHEN YOU ENTER NEW MARKETS WHEN YOU DESIGN SOMETHING NEW WHEN YOU WANT TO AVOID POLITICS
WHEN IS A DESIGN SPRINT USED
Henrik Kniberg
WHY IS MARKET RESEARCH NOT ENOUGH?
WHAT IS THE VALUE OF THE DESIGN SPRINT
WHAT IS THE VALUE OF THE DESIGN SPRINT
ACCURATELY FRAME THE PROBLEM
WHAT IS THE VALUE
WHY IS THE HEADLINE ALWAYS SOMETHING LIKE ‘MILLENNIALS AREN’T BUYING FABRIC SOFTENER’ RATHER THAN ‘P&G FAILS TO ADAPT TO NEW MARKET’?
ALYSSA SMITH MILLENNIAL CONSUMER
WHAT IS THE VALUE
FOCUS THE TEAM ON FACTS
EVIDENCE OVER HIPPO
WHAT IS THE VALUE
ALIGN THE TEAM
WHAT IS THE VALUE
VALIDATE THE SOLUTION
WHAT IS THE VALUE
REDUCE RISK
GET CLARITY
GET TALKING
WHAT ARE WE CREATING
ANSWERS
PROTOTYPE
WHAT ARE WE CREATING
OUTCOMES
OUTPUTS
THE DESIGN SPRINT
UNDERSTAND DIVERGE BUILD
✓X
TESTCONVERGE
1 2 3 4 5
EVERYONE PARTICIPATES ALL VOICES ARE EQUAL BE TOUGH ON IDEAS, GENTLE ON PEOPLE …
RULES OF THE SPRINT
PHASE ONE:UNDERSTAND
USING A SERIES OF EXERCISES WE WILL BUILD A FOUNDATION OF UNDERSTANDING OF THE PROBLEM WE NEED TO SOLVE.
WHY?
UNDERSTAND
GOAL: FOSTER CLIENT LOYALTY
$$$
BUY EXPENSIVE LOYALTY SOLUTION?
Points Program lots of money & 00/100
DESIGN SPRINT: LOYALTY IDEATION
TESTED MULTIPLE PROTOTYPES
1 2 3
RANDOM ACTS OF KINDNESS > POINTS
SAVE $, HAND WRITTEN NOTES
just because
SOLVING THE WRONG PROBLEM
WHAT PROBLEM WOULD YOU LIKE TO SOLVE TODAY?
WORK IN GROUPS.
UNDERSTAND YOUR PROBLEM
5 MINS
BACKGROUND GOALS & ANTI-GOAL EXISTING PRODUCT, COMPETITORS, AND SUBSTITUTES FACTS AND ASSUMPTIONS
DEFINE THE PROBLEM PROBLEM STATEMENT CHALLENGE MAP(S)
KNOW THE USER WHO / DO PERSONAS USER JOURNEY MAP
UNDERSTAND
GOALS VS ANTI-GOALS
GOALS ANTI-GOALS
5 MINS
ASSUMPTIONS VS FACTS
FACTS ASSUMPTIONS
THE THINGS WE CAN PROVE
THE THINGS WE CAN’T PROVE YET
ASSUMPTIONS VS FACTS
AN ASSUMPTION IS A STATEMENT, COMMUNICATED AS A FACT BUT WITH NO EVIDENCE TO SUPPORT IT.
ASSUMPTIONS VS FACTS
FACTS ASSUMPTIONS
ASSUMPTIONS VS FACTS
FACTS ASSUMPTIONS
5 MINS
ASSUMPTIONS VS FACTS
LOW IMPORTANCE
HIGH IMPORTANCE
HIGH RISK
LOW RISK
ASSUMPTIONS VS FACTS
LOW IMPORTANCE
HIGH IMPORTANCE
HIGH RISK
LOW RISK
5 MINS
ORGANIZING AND PRIORITIZINGSELECT THE ASSUMPTIONS THAT POSE THE HIGHEST RISK IF THEY ARE FOUND TO BE INCORRECT.
THEN PRIORITIZE THOSE ASSUMPTIONS USING EITHER THE DOT VOTE OR MONEY VOTE OPTIONS.
VOTING OPTION: MONEY
ASSUMPTIONS $$
VOTING OPTION: MONEY
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ASSUMPTIONS $$
VOTING OPTION: MONEY
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VOTING OPTION: MONEY
ASSUMPTIONS $$
$100
$60
$40
$20
$10
5 MINS
ASSUMPTIONS TESTING BOARD
ASSUMPTIONS VALIDATED IF…TEST BY…
PROTOTYPED INTERACTIONS
NO INSTRUCTIONS ON PAGE
$$
INTERVIEW QUESTION IS “YES”
$40
$30
$20
SELECTED OPTION ONE
$20
$10
EMPATHY MAPPING AND WHO/DO
IDENTIFY THE MOST IMPORTANT USERS, CUSTOMERS AND INFLUENCERS.
DETERMINE THEIR EMOTIONAL AND SENSORY INPUTS AND OUTPUTS.
EMPATHY MAPPING
WHO / DOWHO DO
ENGINEERING LEAD
CEO
MARKETING MANAGER
LOGISTICS MANAGER
ACCOUNTANT
5 MINS
PROBLEM STATEMENTS
WE HAVE OBSERVED THAT [PRODUCT/
SERVICE/ORGANIZATION] ISN’T MEETING
[THESE GOALS/NEEDS], WHICH IS CAUSING
[THIS ADVERSE EFFECT].
PROBLEM STATEMENTS
THE PROBLEM TO SOLVE IS:
5 MINS
PHASE TWO:DIVERGE
NOW WE WIDEN THE LENS AND GENERATE POSSIBLE SOLUTIONS TO THE PROBLEM.
THE OBJECTIVE IS TO GENERATE AS MANY IDEAS AS POSSIBLE. YOU’LL WORK INDEPENDENTLY AND IN GROUPS TO MAXIMIZE YOUR POWERS OF IDEATION.
DIVERGE
CRITICISM FREE ZONE
FOLD THE PAGE INTO 6 DRAW 6 NEW SOLUTIONS (ON YOUR OWN)
SIX-UPS
5 MINS
SHARE YOUR IDEAS WITH THE GROUP
REMEMBER, NO JUDGEMENT YET
SIX-UPS
8 MINS
EACH SELECT ONE IDEA DRAW THREE SCENES FROM THE IDEA: 1. THE PAIN OR PROBLEM 2. EXPERIENCING THE SOLUTION 3. THE OUTCOME
STORYBOARDS
1
2
3
6 MINS
WRITE A FEW SENTENCES TO EXPLAIN EACH PART OF THE STORY
DESCRIBE THE EVENTS DESCRIBE THE CONTEXT
STORYBOARDS
5 MINS
PHASE THREE:CONVERGE
WE MAKE HARD CHOICES AND PICK A SINGLE DIRECTION TO PROTOTYPE AND TEST.
YOU’LL FOCUS ON HAVING THE RIGHT (AND SOMETIMES DIFFICULT) CONVERSATIONS ABOUT HOW YOU CAN SOLVE YOUR CHOSEN PROBLEM.
CONVERGE
SHARE YOUR IDEAS AND DISCUSS WITH THE ENTIRE GROUP.
REMEMBER: TOUGH ON IDEAS, GENTLE ON PEOPLE.
SKETCHING
EACH PERSON TAKES TURNS IN PRESENTING THEIR IDEA TO THE REST OF THE TEAM.
LISTENING TEAM MEMBERS PROVIDE FEEDBACK. PRESENTER TAKES NOTES.
REPEAT UNTIL EACH MEMBER HAS GONE.
RITUAL DISCENT
12 MINS
USING THE FEEDBACK YOU RECEIVED, MAKE IMPROVEMENTS TO YOUR SOLUTION
SKETCHING, AGAIN
5 MINS
IDENTIFY THE TWO SOLUTIONS FROM YOUR TEAM SKETCHES YOU LIKE MOST AND PLACE YOUR VOTE NEXT TO THEM.
VOTING
3 MINS
PHASE FOUR:BUILD
PRODUCT PROTOTYPES ARE LIVING VERSIONS OF YOUR IDEAS.
PROTOTYPES DON'T HAVE TO BE PERFECT, BUT SHOULD PROVIDE ENOUGH DETAIL TO ADEQUATELY TEST YOUR ASSUMPTIONS WITH USERS OTHER THAN YOURSELVES.
BUILD
AS A TEAM, CREATE A MULTI-STEP PROTOTYPE OF YOUR SOLUTION.
BUILD WITH THE INTERVIEW IN MIND
(DRAW, VIDEO, ROLE PLAYING, ETC.)
PROTOTYPING
10 MINS
AS A TEAM, DETERMINE WHO FROM YOUR TEAM WILL BE THE INTERVIEWER, AND WHO WILL BE THE NOTE TAKERS
PROTOTYPING
1 MIN
AS A TEAM CREATE 3 QUESTIONS TO ASK DURING THE PROTOTYPE TEST.
DETERMINE WHICH QUESTIONS WILL GET ASKED BEFORE THE PROTOTYPE IS SHOWN (UNBIASED), DURING THE PROTOTYPE (CONNECTED TO A FEATURE), OR AFTER (WRAP UP)
QUESTION FORMULATION
10 MINS
IDENTIFY TOP ASSUMPTIONS FROM PHASE ONE, RELATED TO THIS IDEA AND LINE UP VERTICALLY.
ASSUMPTION MAPPING
ASSUMPTIONS TESTING BOARD
ASSUMPTIONS VALIDATED IF…TEST BY…
PROTOTYPED INTERACTIONS
NO INSTRUCTIONS ON PAGE
$$
INTERVIEW QUESTION IS “YES”
$40
$30
$20
SELECTED OPTION ONE
$20
$10
5 MINS
DEFINE “VALID IF…” CRITERIA
WHAT WILL THE USER SAY OR DO TO DEMONSTRATE THIS ASSUMPTION IS TRUE?
ASSUMPTION MAPPING
ASSUMPTION MAPPING
VALID IF:
VALID IF:
VALID IF:
VALID IF:
5 MINS
PHASE FIVE:TEST
YOUR USERS AND/OR CUSTOMERS ARE THE ONES WHO WILL GIVE YOU THE BEST FEEDBACK.
GO BEYOND THE VERBAL FEEDBACK AND ALSO OBSERVE BEHAVIORS, BODY LANGUAGE, AND EMOTIONS.
TEST
ASK WHEN AND HOW QUESTIONS?
SAY “TELL ME MORE?”
DON’T ASK YES & NO QUESTIONS
DON’T ASK LEADING QUESTIONS
ALLOW FOR SILENCES
INTERVIEWING
PAIR UP WITH ANOTHER TEAM
ONE TEAM PRESENTS AND THE OTHER TEAM ASKS QUESTIONS
SWITCH TEAMS AND REPEAT
INTERVIEWING EXERCISE
2 MINS + 5 MINS
WHAT DID YOU LEARN FROM THE TEST?
WHAT WOULD YOU CHANGE OR ADD TO IMPROVE THE SOLUTION?
RETROSPECTIVE
ASSUMPTION MAPPING
VALID IF:
VALID IF:
VALID IF:
VALID IF:
TEST:
TEST:
TEST:
TEST:
4 MINS
CONGRATULATIONS!YOU DID IT.
BEYOND THE SPRINT
}
DESIGN SPRINT
Understand
Diverge
Build
Test
Converge
Sprint 1 }AGILE
SCRUM
Refine
Build
Test
Sprint 4
Refine
Build
Test
Sprint n
}DESIGN
INTERVALS
Sprint 2
Refine
Build
Test
Sprint 3
Refine
Build
Test
Hopes & Fears Goal & Anti-Goal
Who / Do Persona Design
User Journey Map Experience Map
Problem Reframe Daily Retrospective
Pitch Practice Parking Lot Job-Stories
Challenge Map Mind Map
Silent Critique $100 Test
Service Blueprint Sprint Debrief
"Who knew our account managers would have such great ideas for our product? They generated more than half the ideas we came up with, including the idea we prototyped. I’d never have tapped into them if we hadn’t done this.”
Dan Koziak CXO OF PROMOBOXX
“”
Thank you!
[email protected] @rmbanfield @freshtilledsoil #designsprint
www.productleadershipbook.com