8/18/2019 Problem Sprint Kickoff Presentation

1/21

© 2015 COWAN+

VENTURE DESIGN SPRINTS KICKING OFF A PERSONAS &

PROBLEM SCENARIOS SPRINT

Alex Cowan

8/18/2019 Problem Sprint Kickoff Presentation

2/21

© 2015 COWAN+

THE VENTURE DESIGN PROCESS

   S   C   A   L   E   ?

P IV O T ?

PRODUCT &

PROMOTION

USER STORIES

& PROTOTYPES

CUSTOMER

DISCOVERY &

EXPERIMENTS

VALUE

PROPOSITIONS &

ASSUMPTIONS

     S     H    O      W

    M    E …

   ?

W   H    A     T      

 

I         F        ?          

 WHO?PERSONAS

  W  H A   T  ?

PROBLEM

SCENARIOS &

ALTERNATIVES

8/18/2019 Problem Sprint Kickoff Presentation

3/21

© 2015 COWAN+

THE DESIGN SPRINT

me oxe

8/18/2019 Problem Sprint Kickoff Presentation

4/21

© 2015 COWAN+

THE DESIGN SPRINT

NONEED

NONEED

NONEED

NONEEDPERSONAS

& PROBLEMS?  MOTIVATIONS? USABILITY? ARCHITECTURE? BUILD STUFF!

HERE’S

WHAT…

NEED NEED NEED NEED

PROBLEM

SCENARIO

SPRINT

MOTIVATION

SPRINT

USABILITY

SPRINT

ARCHITECTURE

SPRINT

WHAT DO

WE DO NEXT

WEEK?

8/18/2019 Problem Sprint Kickoff Presentation

5/21

© 2015 COWAN+

THE PROBLEM SCENARIO SPRINT

ProblemScenario

Sprint

VALIDATED PERSONAS,

PROBLEMS

So you don’t deliver anirrelevant solution.

 WORKING USER

STORIES

So you practice drivingto user stories and

test yourself on yourunderstanding andreadiness.

8/18/2019 Problem Sprint Kickoff Presentation

6/21

© 2015 COWAN+

CONCEPTS

0

Personas- Drafting a Persona, including Think See Feel Do

- Finding photos

- Familiarity with Day in the Life

Problem Scenarios- Finding the right level; then going up (why?), down (how?)

Discovery Interviews- Drafting an Interview Guide

- Conducting an interview

8/18/2019 Problem Sprint Kickoff Presentation

7/21

© 2015 COWAN+

The Twin Anti-Poles of Failed User Engagement 

Doing precisely, literallywhat the customer asks

Assuming you know what’sbest and ignoring the user

  !   "  #    $   %

THE FAULTS IN OUR NATURE, THE FAULTS IN OUR SOFTWARE

8/18/2019 Problem Sprint Kickoff Presentation

8/21

© 2015 COWAN+

THE RED BUTTON PROBLEM

I AM A

RED

BUTTON!

“As a shopper,

I want to click a red button,

so I can complete my purchase.”

8/18/2019 Problem Sprint Kickoff Presentation

9/21

© 2015 COWAN+

THE PRACTICE OF DESIGN THINKINGFinding the Right

PROBLEMFinding the Right

SOLUTION

 time

      a         l        t      e      r      n      a        t         i      v      e      s

divergence convergence divergence convergence

source: adapted from ‘The Design of Everyday Things’

PersonasProblems

Alternatives

FieldDiscovery

8/18/2019 Problem Sprint Kickoff Presentation

10/21

© 2015 COWAN+

PERSONAS- THINK SEE FEEL DO

8/18/2019 Problem Sprint Kickoff Presentation

11/21

© 2015 COWAN+

PERSONAS & PROBLEM SCENARIOS

XPROBLEM SCENARIO

?ALTERNATIVE(S)

YOUR VALUE PROPOSITIONS !

8/18/2019 Problem Sprint Kickoff Presentation

12/21

© 2015 COWAN+

LAYERING PROBLEM SCENARIOS

X

It’s hard for the HR manager to send good notes on

candidates to the functional manager.

(Too Detailed, A Feature vs. a Product/Venture)

‘Hiring technical talent is difficult.’

(Too Broad, Abstract)

‘Screening technical talent is difficult.’

(Probably About Right)

8/18/2019 Problem Sprint Kickoff Presentation

13/21

© 2015 COWAN+

DECOMPOSING PROBLEM SCENARIOS

X

‘We need to know what programming languages they know.’

‘…development environments…

…devops techniques…’

‘It’s important to make good technical hires.’

‘Screening technical talent is difficult.’

Why

important?

How?

8/18/2019 Problem Sprint Kickoff Presentation

14/21

© 2015 COWAN+

HOW DO YOU USE A PERSONA? CREATE ONE?

NEWPERSONA?

INVESTDAY IN THE

LIFE?

WORKING?DRAFT

PERSONA

DRAFTINTERVIEW

GUIDE

DRAFT DAY

IN THE LIFE

QUESTIONS

EDIT & SCRUB

PER RESEARCH

PROTOCOL

ACQUIRE

PHOTOS

INTERVIEW REVISE TEST

PERSONAQUESTION

PERSONAANSWER 

01   1002 03 05 07 09

04 06 08

Y

Y

N N

Y

8/18/2019 Problem Sprint Kickoff Presentation

15/21

© 2015 COWAN+

WORKING YOUR PERSONA HYPOTHESIS

PERSONA HYPOTHESIS

PROBLEM HYPOTHESIS

VALUE HYPOTHESIS

CUSTOMER CREATION HYPOTHESIS

USABILITY HYPOTHESIS

8/18/2019 Problem Sprint Kickoff Presentation

16/21

© 2015 COWAN+

BEWARE THE YELLOW WALKMAN PROBLEM

8/18/2019 Problem Sprint Kickoff Presentation

17/21

© 2015 COWAN+

GETTING READY FOR YOUR SESSIONS

1 2 3 4 5

8/18/2019 Problem Sprint Kickoff Presentation

18/21

© 2015 COWAN+

DAY 1 ACTIVITIES: PROBLEM SCENARIO SPRINT

Intro. Concepts + Warmup

Draft Personas

Draft Problem Scenarios

Draft Interview Guide

Mock Interviews

Final Logistics for Interviews

8/18/2019 Problem Sprint Kickoff Presentation

19/21

© 2015 COWAN+

DAY 2-4 ACTIVITIES: PROBLEM SCENARIO SPRINT

2 3 4User InterviewsShadow Sessions (if applicable)

8/18/2019 Problem Sprint Kickoff Presentation

20/21

© 2015 COWAN+

DAY 4-5 ACTIVITIES: PROBLEM SCENARIO SPRINT

4Review Learnings & Transcripts, etc.Revise Personas & Problem Scenarios

Converge Personas & Problem Scenarios

(sprint lead)

5

Rank Problem Scenarios

Draft Propositions

Draft User Stories, Storyboards, Wireframes

Decide Next Steps

8/18/2019 Problem Sprint Kickoff Presentation

21/21

© 2015 COWAN+

OUR BRIEF

0

Who & What?We want to learn how [persona or segment] [problem area(s)].

Why?We’d like to [what’s your current idea on what you’d like to do

in the area?].

How?Our deliverables will be: [what?] which we’ll use to [do whatnext?].