startup by design: the 4 design jobs of a startup

STARTUP BY

DESIGN

Why

• Experience Backwards : You cannot design for an experience economy with design approaches from the industrial design era.

• Plain English : Design speak is too esoteric. If you are to become a design co-founder, you have to communicate in plain english.

• Business Focussed : To become a full-stack design co-founder you need to conceptualise, design and launch a business, not just a campaign

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Experience is Everything

Cre

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by

Dm

itry

Miro

lyub

ov fo

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Nou

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Concept

• We are living fully in an experience economy. There is more than enough stuff. It’s how you connect them that matters.

• Products are useful, services are convenient, experiences are memorable. This means evoking emotions by design.

• You start with by keeping the emotions you want to evoke front and centre work backwards to the flows and forms that will evoke it.

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Product Design is Not Enough

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Mah

mou

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Proj

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Concept

• The basic unit of experience is flow. Product design does not natively understand this grammar and creates disconnected experiences

• Movie-making is closer. It understands flow, though it creates passive experiences. Learn from it, but adapt it.

• To design active experiences that evokes desired emotions at the right moments requires interaction design.

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Design Interventions

Cre

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Cris

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Proj

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Concept

• The complexity of today’s world is enormous and cannot be addressed by more products or services alone.

• Taming this complexity obligates designers to trigger behaviour change, not just acquisition and consumption.

• To do so asks that you design interventions - mediate people’s lives at moments of dysfunction and empower them to change behaviour permanently.

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Shared Grammar

Cre

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seuk

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Concept

• You are the custodian of the experience, but cannot go it alone.

• You must be able to find and work together with technology and business co-founders who will help you realise your vision.

• You must be able to explain design to potential founders and new employees in plain english, so that it becomes “the way we talk” within the startup

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Experience Design

Core Concepts

• Active vs. Passive Experience

• Size Your Experience

• What’s Your Journey

• What’s The Moment

• Show Me Your Business

• Experience Signature

• Signature Experience

• Job to be Done

• Why Can’t You

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Active Experience

Cre

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Concept

• The stance is all important. The stance determine the expectation from the experience

• Passive experience have a lean-back stance. You pay for it and expected to be service. Cinema, restaurants, amusement parks.

• Active experiences have a lean-in stance. You have to earn the experience to enjoy it. Dating, river rafting, education.

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Image

The Dating Experience

Explanation

What is an active experience ? The consumerist society has created many example of passive experiences. These are experiences where you pay up front and expect to lean back and be treated special. These experiences are more accurately services. Interaction design looks to create active experiences. It takes a lean-in stance and asks the participant engage with and earn the experience rather than simply pay for it. Everything from apps to F1 courses are examples of interaction design. Imagine turning up for the date and then expecting her to make it special for you. Now imagine designing the experience and engaging her through it.

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Apply

• Take an existing passive experience and flip it into an active experience. The consumer society is by definition filled with passive experiences so you should have no trouble finding one.

• Determine how you engage the participant and get him to earn the experience rather than pay for it alone.

• What did you discover about creating active experiences ? Post it to the group space.

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Reference

Reference

Read the post “Interaction Design : Take 2” on Medium

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What Size Is Your

Experience?

Cre

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José

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Concept

• Experiences come in sizes from S,M,L to XL.

• Sizing the experience gives an immediate sense of the complexity you’re dealing with

• S experiences are around a moment, M experience have several moments in one location, L experiences have several location changes. XL experiences have several location changes and different participant outcomes.

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S : The Table Reservation Experience

Explanation

Small experiences are about a moment.OpenTable take a particular moment - the moment of finding a table, and simplifies it. You are empowered to pick the table your want, within limits.This could be changed dramatically still, but is shows how mediating a moment can be powerful. No more hustling the hostess to get you a table.

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M : The Restaurant Experience

Explanation

Medium experiences have several moments, but are located within the same scene. There are several moments that matter when your spend an evening at a restaurant - how you are received, how long you are made to wait, how the menu reads, the quality of the food, quality of the service, speed of billing and more. However they are all located within the same scene - the front of the restaurant, as far as the customer is concerned.

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L : The Hospital Experience

Explanation

A large experience has several scene changes, few time delays and usually a few predictable outcomes.A hospital experience for a patient or care giver has several scene changes - from the reception, lab, room, surgery, icu, room, billing, exit. Scenes changes may also occur at different locations altogether. The whole system functions as a well oiled machine. Information flows rapidly between different scenes. The outcomes from the system can be easily predicted - returning healthy or not at all.

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XL : The Education Experience

Explanation

XL experiences have multiple scene changes, large delays and multiple outcomes, which cannot always be predicted. Education requires the student commit to several years. The result of the years of study are not obvious to see until much later ( delays ) Finally what path an individual should take after education is usually not clear anymore ( unpredictable outcomes )

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XL : The Global Warming

Experience

Explanation

XL experiences have multiple scene changes, large delays and multiple outcomes, which cannot always be predicted. The effect of carbon emissions and rapid industrialisation are not obvious until much later ( delays )Finally what effects they will have on spaceship earth are extremely hard to predict ( unpredictable outcomes )

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Apply

• Shortlist three experiences you feel for. Pick one. Explain why you picked it to your group.

• Size it

• Deconstruct the experience to the moments, scenes, outcomes, delays as applicable

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Reference

Reference

• Read the post “Show Your Business” on Medium

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Cre

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Kars

ten

Barn

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What’s Your Journey ?

Concept

• All experiences exist as a part of an existing journey

• The length and intensity of the journey provides a sense of the depth and width of the solution needed

• The context of the journey provides a sense of the risks and viability of the solution e.g. a patient journey inside a hospital is harder to execute vs a patient journey to a general physician outside

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The Travel Journey

Explanation

Shows what the participant does. Any offering starts with understanding the journey the participant is taking today and her experience in this journey. Along this journey she experiences moments where things go wrong for her. You are trying to find these moments. Each journey has a trigger, steps, a start point and a stop point. One journey triggers the next and together form an experience. For example taking a flight to New York experience has three journeys - before, during and after, each of which triggers the next. Each has specific steps. Deciding which journey you want to evaluate is the first step. You can change everything at the same time.

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The Mentors Journey

Explanation

Shows what the participant does. MentorTogether a non-profit connecting underprivileged mentees with mentors approached us to help redesign the mentor-mentee experience. After discussing the current experience signature we explored the current mentor journey. This sketch showed us what were the actual steps involved, and point out moments which were being under utilised, for example the ride to the meeting point or the ride back. From this we jumped to an earlier journey - connecting which was key to this journey being interesting for the mentor and mentee

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Apply

• De-construct the experience into its phases and steps.

• Determine where each phase starts and stops and how it triggers the next phase in the journey

• Show the journey on a A0 size brown paper chart with photographs for each step of the journey

• Where do you see the most energy leaks ?

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Reference

Reference

• Read the post “Interaction Design : a systems approach” on Medium

• Read the post “Introduction to systems thinking: stock and flow” on Medium

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Cre

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Show Me Your Business.

Concept

• Diagnostic tool to simulate the current journey as a business process to evaluate nuances

• Robust, yet simple game based on production theory

• Surfaces triggers, delays and system behaviours quickly. See post on Medium with the same title for more.

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Show Me Your Mail Room

Explanation

Shows the inner dynamics of the process or experience.Often talking about the journey feels superficial and we want a deeper understanding of the real experience. To do this ,we invented a game we called “Show Your Business. This game lets you put out all the experience elements as cards and gives a granular feeling of the experience as well as the system behaviour. To test the game we simulated how our company mailroom works, with fascinating insights.Read the full article on Medium here : http://bit.ly/1AOkIIT and download the templates here : http://bit.ly/1OugI2p

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http://bit.ly/1AOkIIT

http://bit.ly/1OugI2p

Apply

• Model the journey you picked using the Show Me Your Business game

• Add details on the system behaviour - volume, timings, trigger, delays

• Add photos for every element of the journey and put together a stop motion video that explains the system

• Find potential hotspots in the system

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Reference

Reference

• Read the post on “Show Your Business” on Medium

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What’s Your Experience Signature ?

Cre

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Thom

as U

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Proj

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Concept

• We fully live within an Experience Economy. Everything is an experience.

• Design backwards from the experience to the forms. Never lose empathy again.

• The experience signature is the baseline emotional reality today

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Mentor Experience Signature

Explanation

Shows the current emotional experience of the participant and opportunities for mediation

MentorTogether connects privileged mentors with underprivileged mentees. They came looking for a way to change the current mentor mentee experience. When asked “what’s the energy graph of a mentors experience today ?” this sketch emerged. This told us that the current experience became dysfunctional very early into the journey. Mentors lose energy and then haul themselves over the rest, but have checked out emotionally and mentally. We started here and changed the experience.

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Apply

• For your journey, depict the experience signature for the full experience with large phases

• Pick a phase of the signature which suggests a lousy experience, zoom into the steps in the phase and repeat the process.

• What emerged at the obvious reasons for the energy leaks at the zoomed in level ?

• What is the effect of this on the overall system ?

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Reference

Reference

• Overview of work done in redesigning the Mentor-Mentee experience for Mentor Together

• Overview of work done in redesigning the Hajj Experience

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Cre

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Luis

Pra

do fo

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Nou

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What’s Your Moment ?

Concept

• Moments where the participant feels helpless or powerless hold the potential for change. You cannot address all moments in a journey, so you have to choose.

• Moments come in sizes which predict the size of the solution needed to address it.

• Knowing the moment of mediation and its size allows you to anticipate the depth and width of the solution. e.g. S - a feature, M- a touchpoint or L- a system

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Small Moment

Explanation

Empowering the participant leads to a new featureMoment : ‘m fed up of messaging detailed road directions to my place every time someone is coming over.Why can’t you make it easier for me to send directions to my place ?

Mediation: Send my location as a pin on WhatsApp

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Medium Moment

Explanation

Empowering the participant leads to a new solutionMoment : I’m already running late and I am feeling harassed by the cabbies refusing me one after the other. Why can’t you make it easier for me to get a cab when I want one ?

Mediation: Ola, Uber

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Large Moment

Explanation

Empowering a participant leads to a new system. Moment : I feel unwell. But the U.S. Government will not reimburse me for my blood work unless I already have symptoms of the disease. I cannot afford to do expensive blood work, preventively. And the big needles really scare me. Why can’t you make it possible for me to do preventive blood tests painlessly? Mediation: Theranos

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Apply

• For your journey, find your moments. Pick those which have the highest degree of helplessness for the participant

• Interview the participant to understand the underlying reasons for her helplessness

• Size the moment : S, M, L

• Envision the future: what is the nature of the solution you anticipate for your moment ? What do you suspect are the broad contours ?

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Reference

Reference


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Cre

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Rafa

el F

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What’s The Job-To-Be-Done ?

Concept

• People rent your offering not buy it.

• It has a job-to-do at the moment of mediation : empower the participant in a specific way

• Create new value for an existing offering by re-defining the job in the moment e.g. 7 pm milkshake - help me get my little girl her chocolate fix, but prevent the sugar high

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The Milkshake

Explanation

Provides the floor for the conversation. Focuses on the core functional need. Becomes the mission when the company scales.How many jobs can one chocolate milkshake have ? In the Innovators Dilemma, Clay Christensen tells of a man who comes in the morning and asks for a thick chocolate milkshake with a long straw since its an hour long commute and a milkshake is the only thing he can have with one hand. In the evening he comes by and asks for a diluted chocolate milkshake in smaller sizes and colourful packing to satisfy his daughter without giving her a sugar high. One milkshake, two jobs.

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Apply

• Pick your moment.

• Understand the functional need at the moment

• Articulate the need like a classified advert

• Put it on a post it and paste it as the floor of the moment.

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Reference

Reference

• See Clay Christensen’s Jobs to be done video here https://www.youtube.com/watch?v=f84LymEs67Y

• Optional Reading: Innovators Dilemma

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What’s Your “Why Can’t

You?”

Cre

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Mas

sim

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Mau

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Concept

• 1 line brief that crystallises the problem and can be put onto a post-it or memorised

• Provocation to the team to challenge the status quo

• Addresses the natural risk avoidance tendency inherent to teams creating new-to-the-world offerings. Better than a “How Might We..” e.g. Why can’t you get me through the hospitals emergency admission without harassing me for paperwork?

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Ambulance Call

Explanation

Provides the ceiling for the conversation. Focuses on the core emotional need. Challenges team risk averseness. Becomes the vision when the company scales.We discovered this story during our research in healthcare : “My grandmother has just fainted in the house. I am alone and terrified without my parents but I manage to call the ambulance.The ambulance driver keeps calling me to ask for directions and landmarks. I’m terrified as it is, Why can’t you figure out how to get here without harassing me ?”

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Emergency Admission

Explanation

Provides the ceiling for the conversation. Focuses on the core emotional need. Challenges team risk averseness. Becomes the vision when the company scales.Here’s an example :“We rush to the hospital in an ambulance, terrified that my dad may be getting a heart attack. The team on the other side takes over and I am sent to accounts. There the lady tells me flatly : no cash, no operation. I don’t carry this much cash and I didn’t withdraw before comingWhy can’t you figure out a way to check if I’m good for it before I get here?”

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Apply

• Pick your moment or moments.

• Articulate the emotional need using a “Why can’t you”. Put it on a post it and paste it as the ceiling of the moment.

• Discuss with your group, how reading the floor and ceiling makes you feel. Is it scary enough ?

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Reference

Reference

• Read the Moments of Mediation deck on SlideShare


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Cre

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Arth

ur S

hlai

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What’s Your Signature

Experience ?

Concept

• Gives a first sense of the final experience right at the beginning and how it will differentiate

• Shows the future emotional reality for the participant, regardless of the touchpoint, making it an automatic pre-commitment.

• Becomes the masterplan to inspire the entire team. Doubles as planning sheet.

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Roller Coaster Experience

Explanation

Shows the future emotional experience and serves as an automatic pre-commitment. The track signature is in fact the signature of the experience you are about to experience. Seeing it builds anticipation and excitement. The experience signature is also why visitors choose on roller coaster over another. The experience signature becomes a differentiator: the signature experience. The same is true for any experience you are designing whether an app or a cafe. You, your team, your investors and your customers, need to see the signature experience you intend to build to get excited about it. ra

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MentorTogether Experience

Explanation

Shows the future emotional experience and serves as an automatic pre-commitment. This was the result of a day long workshop with the entire team at MentorTogether. It shows the current and future experience on the same map. Quickly this became the vision and planning document for the entire team. They decided to start from the beginning and change how mentors and mentees connect from the current heavyweight curriculum to a beautiful handy toolkit. They will now test the usefulness of the form compared to the old curriculum in the connect phase of the relationship.

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Apply

• Based on the floor and ceiling at the moment, determine what the future emotional baseline should be

• Determine if there are other points in the experience you’d like to change

• Brainstorm with the group, what kind of emotion would be associated at the different moments for this signature - what would the participant say at each moment

• Brainstorms ideas for each moment

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Reference

Reference


• Review of MentorTogether’s experience design

• Review of Hajj experience design

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System Design

Core Concepts

• Problem System

• Point of Entry

• Solution System

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What’s Your Problem System?

Concept

• Systems thinking applied to problem synthesis

• Eliminate clutter. See the whole problem on one page in space and time

• High information density, higher value.

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Gmail System

Explanation

Shows the current experience as a causal system across time and space. Allows diagnosis of where to enter the experience. Google recently moved from Gmail to Inbox. We wanted to be able to explain, in concrete terms why the new experience was better. What you see is Gmail’s core interaction system. It is long and forces the participant to do some tasks that rightfully Gmail should like clearing noise, and mentally prioritising.This causes energy leaks. Read the full post on Medium here:http://bit.ly/1HOaKoB

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http://bit.ly/1HOaKoB

Apply

• Make a note of the verbs at work

• Construct a problem system that fuses the verbs into a system.

• Check if the system makes sense. Does it explain the system behaviour you know from common sense ?

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Reference

Reference


• Optional Reading : Seeing the Forest For the Trees by Dennis Sherwood

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Cre

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by

Brav

eBro

s. fo

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What's Your Point of Entry ?

Concept

• Changing human behaviour is not easy

• Chances of the offering being accepted ( i.e. achieving product market-fit ) are highest when introduced at a “soft spot” within the system

• The problem system lets you analyse it for soft spots and determine the best point of entry for the offering. e.g. a visit to the doctor as point of entry for a weight loss program

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Uber / Ola

Explanation

Determines how and where the solution system will get triggered. Usually found upstream in the experience, where the intent is expressed.Digital aggregators like Ola and Uber move their point of entry from the road to your home or office, where you first express the intent to hire a cab. This has massive consequences. By moving to a point of entry before today’s experience they have flipped the system into an buyers market. They make cabbies compete with each other for the ride completely eliminating today’s behaviour of cabbies refusing rides, while getting hire fares for cabbies during rush hours.

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Apply

• Diagnose the problem system

• Which seems like a soft spot to enter the system ?

• Remember, usually points of entry are further upstream from the actual system

• What does his point of entry look like : make it three dimensional. give it a name, place, time, person

• Why is this point the right place ? State the logic for picking this point. What might the effect on the system be ?

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Reference

Reference


• Optional Reading: Seeing the Forest For the Trees by Dennis Sherwood

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Cre

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icon

s.de

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Proj

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What’s Your Solution System?

Concept

• System thinking applied to solution design

• Eliminate clutter. See the whole solution across space and time on one page

• Form agnostic. The system remains the same even as the forms change over time

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Inbox System

Explanation

Show the solution as a causal system across space and time. Business systems must be designed for simplicity and speed. Allows checking for this. Google recently moved from Gmail to Inbox. We wanted to be able to explain, in concrete terms why the new experience was better. What you see is Inbox’s core interaction system. It is elegant, simple with very few moving parts. All other interactions has handled by the system leaving the participant energised and decluttered.Read the full post on Medium here:http://bit.ly/1HOaKoB

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http://bit.ly/1HOaKoB

Apply

• Construct the solution system. Note where energy leaks occur. These verbs are to be handled by the system

• Note which verbs are core to the experience. This forms the through line

• Evaluate the solution system

• Is the system simple and designed for high speed and volumes ?

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Reference

Reference



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Form Design

Core Concepts

• Metaphors

• Narratives

• Forms

• Value Proposition

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Cre

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iMas

sim

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Mau

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What’s Your Metaphor ?

Concept

• Get away from “It’s a X for Y” pitches e.g. its an airbnb for seniors

• Metaphors create mental models. e.g. It’s a tweet. Tweets are short.

• Forms embody metaphors via organising and supporting metaphors. e.g. desktop is an organising metaphor, mail, calendar etc. are supporting metaphors

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Image

The Tweet

Explanation

Gives a preview of the offering by invoking a mental model. Allows evaluating strength and uniqueness. A tweet is an example of an organising metaphor. Strictly speaking it is still an sms with a word length constraint. Birds tweet. However calling it an sms a tweet lets you know that the message should be short and complete like bird tweets. Tweet are also sweet sounding, suggesting the system will not allow nailing tweets. You can re-tweet or stay silent. Finally all tweets taken together also creates a kind of emergent melody. This suggests the name of the offering : twitter and its most popular feature : trending

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Apply

• Discover the organising metaphor for your solution system

• Discover the supporting metaphors for your solution system

• Is the metaphor strong ?

• Is the metaphor new ?

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Reference

Reference

• Review of metaphor discovery from the Hajj experience



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What is your Narrative?

Cre

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Dao

una

Jeon

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Concept

• Narratives integrate forms and evoke feeling. If you feel it, they will too.

• Narratives serve as a preview of the final experience for the team and investors. They can be physical walk throughs, digital click throughs, or short videos

• Narratives can be value narratives or interaction narratives.

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Mother of All Demos

Explanation

Shows the future journey the participant will take and embeds the forms, while evoking feeling On December 9, 1968, Dr. Douglas C. Engelbart staged a 90-minute public multimedia demonstration which presaged many of the technologies we use today – from personal computing, windows, hypertext, video conferencing, the mouse, word processing, collaborative working, social networking and more. The demo was highly influential and spawned similar projects at Xerox Parc in the early 70’s, and the Mac and Windows users interface in the 80’s and 90’s.

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• Create a value narrative that embodies the metaphors into the participant journey

• Does the narrative evoke feeling at the right moments ?

• Is the narrative too long ?

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Reference

Reference

• Review of narrative development from the Hajj experience



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What are your Forms?

Concept

• Touchpoints to support the moment. e.g. people, personal objects, public objects, spaces, policies

• Inter-disciplinary and integrative : requires team to integrate industrial designers and graphic designers

• The Experience Signature brings everyone onto the same page quickly allowing team to serialise or parallelise execution

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Image

Theranos

Explanation

Shows the physical forms which embody the solution system and create the experience. Theranos, valued at $9 billion for a 10 year old company, started by Stanford dropout Elizabeth Holmes revolutionised the phlebotomy process by taking a few droplets of blood and changing the entire testing process to work with these few droplets. They also made the whole process affordable. To do this they designed the trademarked nano-tainer tubes. Holmes also wrote the first draft of the first ever law passed in US history, giving individuals the explicit right to direct access lab testing. Both are forms. ra

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• Design the forms to support the narrative in high fidelity

• Test the sequence where the form appears in real life

• Did the participants emotional response match what you expected from the signature experience ?

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Reference

Reference

• Review of form development from the MentorTogether experience design experience



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What’s your Value

Proposition ?

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Concept

• Demonstrates the main benefits of your offering in terms of its attributes

• Shows how you qualify compared to other offerings in the market

• Shows how to differentiate compared to other offerings in the market

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Image

Apple

Explanation

Shows how your offering stacks up against the competition. Think of your offering as a combination of qualifying and differentiating attributes. Qualifying attributes give your table stakes, differentiating puts you ahead of the competition. At least for a while. Usually you will have at most two qualifying and one differentiating attribute. Unless you’re Apple. You define these upfront based on your strengths and make it happen. Read the full post on Medium at : http://bit.ly/1ECxSnE and http://bit.ly/1E6jitU

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• Determine the qualifying and differentiating attributes of your offering

• Find out what else is there in the market and how do you compare to these on both attributes

• Which attributes need focussing on ? On which attributes do you expect to get disrupted ?

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Reference

Reference

• Read the post “Designing Product Attributes” on Medium

• Read the post “Why Differentiating is Not Enough” on Medium

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ExperimentDesign

Core Concepts

• Business Model

• Hypothesis Tree

• Experiment Library

• Expriment Learnings

• Introduction Channel

• Consumption Channel

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What’s Your Business Model ?

Concept

• Early stage innovations mediate untested markets with unknown market behaviours

• Business plans are useless in this environment. Instead use the Business Model Canvas

• Use Business Model Canvas from Business Model Generation - excellent stuff.

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Image

FaceBook

Explanation

Shows your entire business system on one page. Since every sub-system will get tweaked, it helps see the business model changing in one place. The business model canvas shows all the sub-systems that go into designing your business system. To begin with its a wobbly machine, but through the process of experiments each and every sub-system gets tuned until finally you achieve product-market fit, at which point the machine speeds up. Shown here is Facebook’s business model. We highly recommend reading Business Model Generation.

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• Create your business model

• Use post-its and keep it concise. 10 words or less per post-it

• Do storytelling to the group to explain your business model

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Reference

Reference

• Read : Business Model Generation by Alexander Osterwalder

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What are your Hypotheses ?

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Concept

• Leap of faith assumptions based needs which can kill your business. e.g. people are willing to put their credit card details online

• Elements of the business model canvas and the value proposition

• Use tools from Value Proposition Design - excellent stuff.

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Hypothesis Tree

People fear making bad decisions

+

-

Critical to survival

Less critical to survival

some people convert to

paid services

…

Explanation

Surfaces assumptions across the entire business system, each of which needs to be tested and tweaked to get the business system to run. In Alexander Osterwalder’s recent book Value Proposition Design he uses the business model canvas and the value proposition design canvas as the source for extracting his hypothesis for the book. There are then arranged along a hypothesis tree from the most critical for survival to the least. Finally each hypothesis is testing with its own experiment and the learning used to refine the model.We highly recommend the book.

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• Use your Value Proposition and business model to tease out the underlying hypothesis you are making

• Arrange them from the most critical to the least

• Review it with group

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Reference

Reference

• Read : Value Proposition Design by Alexander Osterwalder

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What’s in your Experiment

Library ?

Concept

• Experiments are necessary to decimate variables and learn which variables customers value the most

• Each hypothesis gets its own experiment

• Use Test Card from Value Proposition Design - excellent stuff

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Test Card

Test Card

We believe that

Test Name

Assigned to

Deadline

Duration

And measure

To verify that, we will

We are right if

The makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG

Test Cost: Data Reliability:

Critical:

Time Required:

Explanation

Show the experiments planned to teach each hypothesis and the extent of learning achieved. The test card helps you design experiments to test your hypothesis once you’ve identified them. Over time your entire business model with all its nine building blocks will be tested until the machinery runs perfectly. This lets you keep track of which aspects are under test. We highly recommend reading Value Proposition Design for more details.

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• For each hypothesis design and experiment to test the hypothesis

• Design it for the first five most critical hypothesis

• Review it with group and execute the experiments

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Reference

Reference


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What are your Experiment Learnings ?

Concept

• Experiment learnings help you pivot intelligently

• You will eventually pivot on all aspects of your business model canvas

• Use Learning Card from Value Proposition Design - excellent stuff.

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Learning Card

Learning Card

We believed thatstep 1: hypothesis

Insight Name

Person Responsible

Date of Learning

From that we learned thatstep 3: learnings and insights

We observedstep 2: observation

Therefore, we willstep 4: decisions and actions

Data Reliability:

Action Required:

The makers of Business Model Generation and StrategyzerCopyright Strategyzer AG

Explanation

Crystallises the lessons from the experiments and create a data-driven basis for a pivot. The learning card surfaces the gaps between what you believe and market realities and forces you to adjust your business model elements in response. Small gaps result in iterations of the current business model. Large gaps result in a pivot, a substantive change to one or more elements of your business model.We highly recommend reading Value Proposition Design for more details.

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• Record the results of each experiment on the learning card

• Determine which component of your business model is affected

• Determine as a group what is the course of action to take : pivot or persevere ?

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Reference

Reference

• Look up Grace Ng’s case study here : https://www.youtube.com/watch?v=-_MH8TENpwc


• Read : Lean Startup by Eric Ries

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https://www.youtube.com/watch?v=-_MH8TENpwc

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What Is Your Introduction Channel ?

Concept

• Requires creating a temporary system to get your offering noticed at the right moment by your future customers

• The right moment is the moment of mediation.

• Involves making a limited number of your offerings available at select high visibility to build a buzz or high volume locations to initiate customer uptake

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Image

Apple Campaign

Explanation

Helps create the visibility and buzz for your offering to gain momentum.An introduction channel is a temporary system created to show your offering at the moment of mediation in a high visibility, high buzz way. The goal is to get your offering noticed and create desire for it. Apple’s recent Shot on iPhone 6 campaign is an example. It shows what you can do with an iPhone 6 in a breathtaking way on its own homepage, and strategically placed hoardings. It makes you want to buy the phone just for what you can shoot with it ( the moment ). Read the full post on Medium here: http://bit.ly/1MHYDwK ra

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• Refer to your moment

• Design an introduction channel that show cases the moment in a high visibility, high buzz way

• Brainstorm with the group for best results

• Estimate budget and execute on the design. Record learning in the learning card. Repeat until you get buzz.

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Reference

Reference

• Read “Designing a Product Launch” on Medium

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What is Your Consumption

Channel ?

Concept

• Where you notice an offering and where you buy the offering are two different things e.g. using a hand sanitiser at a burger store and buying a hand sanitiser at the supermarket

• Requires creating the partnerships leading to distribution channels

• Use Business Model Canvas from Business Model Generation - excellent stuff.

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Image

Apple Store

Explanation

Helps fulfil the demand generated from the momentum created by the Introduction Channel. The consumption channel fulfils the promise made by the introduction channel by providing your offering to your customers as conveniently as possible.Apple stores are an example. They are designed to creating the best possible environment for you to experience the promise of Apple products once you decide you have to have one from the experience of the introduction channel. Read the full post on Medium here: http://bit.ly/1MHYDwK

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• Design a consumption channel to capitalise on the interest from the introduction channel

• Engage with partners to bring it to market

• Estimate budget and execute design. Record learnings on learning card.

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Reference

Reference

• Read “Designing a Product Launch” on Medium

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HistoryThis approach is the result of 3 years of exploration. It first started as desire of a few of us to explore how design can make a difference to big systems, like healthcare. We developed a powerful and simple grammar that didn’t require you to be a designer. From here we moved to experimentation, as we tested the approach with the first ever healthcare cohort at ISB’s D.Labs thanks to Dheeraj, Rajib and friends with encouraging results. Soon after we applied it to a week long deep dive with UberHealth from the cohort, which showed us that this approach has a rightful place in the startup world. Mentor Together a fabulous non-profit trusted us to help redesign their core experience with this approach. Much refining and testing later, we think its ready for a larger audience. We hope you find it useful. Please mail us at:

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mailto:[email protected]

STARTUP BY

DESIGN