Building the Right Solution: Day 2 of 2 Day Venture Design Intensive

VENTURE DESIGN INTENSIVE (2 DAY) BUILDING THE RIGHT SOLUTION Alex Cowan © 2015 COWAN+

THE PRACTICE OF DESIGN THINKING Finding the Right PROBLEM

alternatives

Personas Problems Alternatives

Finding the Right SOLUTION

Value Propositions & Assumptions Product Hypothesis

Experiments on Motivation User Stories

Field Discovery

Prototypes Software

divergence

convergence

divergence

time

convergence

source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

THE VENTURE DESIGN PROCESS …

?

S HO

IF AT

W

WH

M

E

CUSTOMER DISCOVERY & EXPERIMENTS

?

PRODUCT & PROMOTION

VALUE PROPOSITIONS & ASSUMPTIONS

WH

PERSONAS

WHO?

AT

SC

PIVOT?

AL

E?

USER STORIES & PROTOTYPES

?

PROBLEM SCENARIOS & ALTERNATIVES

© 2015 COWAN+

OUR TARGET AGENDA & OUR DELIVERABLES

Agenda

Deliverables

Crash Course

Solving the Execution + Building the Right Problem Field Work Right Solution

0

1

2

3

Positioning Statement 
 & Sketches

Personas 
 Problems Propositions Experiments

Expansion Peer Review Instructor Review

User Stories Patterns Mockups User Tests

© 2015 COWAN+

AIDAOR

Attention Interest Desire Action Onboarding Retention

How do they first find out that you, your proposition exist? How do you break through the noise floor?

(5 min/each) © 2015 COWAN+

AIDAOR

Attention Interest Desire Action Onboarding Retention

What is it that engages them with your proposition? How will you connect?

(5 min/each) © 2015 COWAN+

AIDAOR

Attention Interest Desire Action Onboarding Retention

Are you connecting with an important problem scenario? Is your VP better enough than the alternative?

(5 min/each) © 2015 COWAN+

AIDAOR

Attention Interest Desire Action Onboarding Retention

What is absolute minimum set of actions required by the customer to have you deliver on their problem?

(5 min/each) © 2015 COWAN+

AIDAOR

Attention Interest Desire Action Onboarding Retention

How do they become a regular, habitual user? How will you know if that’s happening?

(5 min/each) © 2015 COWAN+

AIDAOR

Attention Interest Desire Action Onboarding Retention

How do you deepen their involvement? Investment? How do you get them talking about it? (5 min/each) © 2015 COWAN+

THE AIDAOR STORYBOARD

What?

A sequential perspective on successful customer relationships & transactions.

Why?

To make sure you really get it; or, at least, that you are pushing yourself to get it.

When?

When you want to make sure you’re putting yourself in the customer’s shoes as they buy and make a habit of your product. © 2015 COWAN+

STORYBOARDING AIDA(OR)

© 2015 COWAN+

STORYBOARDING AIDA(OR) Using the squares, create a 6-panel AIDA(OR) storyboard

(10 min) © 2015 COWAN+

STORYBOARDING A CUSTOMER JOURNEY Thinks: I care about evaluating tech hires but I’m busy- I’ll take a quick look if I can. Sees: A post on social media from a peer she regards well. Feels: There’s a twinkling in the distance but I’m still firmly rooted in my to-do list in the present. Does: Calls or emails her peer to hear about her experience.

© 2015 COWAN+

(THE WHOLE) AGILE USER STORY Epic Stories Stories Test Cases “As a [persona], I want to [do something] so that I can [derive a benefit]”

© 2015 COWAN+

WHAT ANGLE ARE WE WORKING?

Motivation Action : ) Action Line Inaction : (

Ability (Usability) source: adapted from BJ Fogg’s Behavioral Model

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THE RED BUTTON PROBLEM “As a shopper, I want to click a red button, so I can complete my purchase.”

I AM A RED BUTTON!

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PERSONA TO PROBLEM SCENARIO TO EPIC Who?

PERSONAS

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PERSONA TO PROBLEM SCENARIO TO EPIC Who?

What?

PERSONAS

PROBLEM SCENARIOS & ALTERNATIVES

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PERSONA TO PROBLEM SCENARIO TO EPIC Who?

What?

PERSONAS

PROBLEM SCENARIOS & ALTERNATIVES

Why? (Motivation) VALUE PROPOSITIONS & ASSUMPTIONS

© 2015 COWAN+

PERSONA TO PROBLEM SCENARIO TO EPIC Who?

How? (Usability)

What?

PERSONAS

PROBLEM SCENARIOS & ALTERNATIVES

USER STORIES & PROTOTYPES

Why? (Motivation) VALUE PROPOSITIONS & ASSUMPTIONS

EPIC STORY

CHILD

CHILD

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PERSONA TO PROBLEM SCENARIO TO EPIC- HVAC IN A HURRY Who?

Ted the HVAC Technician

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PERSONA TO PROBLEM SCENARIO TO EPIC- HVAC IN A HURRY Who?

What?

Ted the HVAC Technician

‘Getting parts is hard and holds up jobs.’

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PERSONA TO PROBLEM SCENARIO TO EPIC- HVAC IN A HURRY Who?

What?

Ted the HVAC Technician

‘Getting parts is hard and holds up jobs.’ A more structured, automated parts ordering process.

Why? (Motivation)

© 2015 COWAN+

PERSONA TO PROBLEM SCENARIO TO EPIC- HVAC IN A HURRY Who?

How? (Usability)

What?

Ted the HVAC Technician

‘Getting parts is hard and holds up jobs.’ A more structured, automated parts ordering process.

Epic #1: ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’ Why? (Motivation)

© 2015 COWAN+

DEBUGGING: EPIC TO PROBLEM TO PERSONA How? (Usability)

USER STORIES & PROTOTYPES

EPIC STORY

CHILD

CHILD

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DEBUGGING: EPIC TO PROBLEM TO PERSONA How? (Usability)

What?

USER STORIES & PROTOTYPES

Why? (Motivation) VALUE PROPOSITIONS & ASSUMPTIONS

EPIC STORY

CHILD

CHILD

© 2015 COWAN+

DEBUGGING: EPIC TO PROBLEM TO PERSONA How? (Usability)

What?

PROBLEM SCENARIOS & ALTERNATIVES

USER STORIES & PROTOTYPES

Why? (Motivation) VALUE PROPOSITIONS & ASSUMPTIONS

EPIC STORY

CHILD

CHILD

© 2015 COWAN+

DEBUGGING: EPIC TO PROBLEM TO PERSONA Who?

PERSONAS

How? (Usability)

What?

PROBLEM SCENARIOS & ALTERNATIVES

USER STORIES & PROTOTYPES

Why? (Motivation) VALUE PROPOSITIONS & ASSUMPTIONS

EPIC STORY

CHILD

CHILD

© 2015 COWAN+

(THE WHOLE) AGILE USER STORY Epic Stories Stories Test Cases

Who is this user? 
 What makes them tick? 
 Who’s an example of such a person? “As a [persona], I want to [do something] so that I can [realize a reward]”

© 2015 COWAN+

(THE WHOLE) AGILE USER STORY Epic Stories Stories Test Cases

Who is this user? 
 What makes them tick? 
 Who’s an example of such a person? “As a [persona], I want to [do something] so that I can [realize a reward]” Why do they want to do this? What's the benefit/reward? How will we know of it’s working?

© 2015 COWAN+

EXAMPLE: AGILE USER STORIES AT ENABLE QUIZ EPIC STORY 1) ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

CHILD STORY A 1A) ‘I know the part and I want to order it so I can figure out next steps on the repair.’

CHILD STORY B 1B) ‘I don’t know the part and I want to try to identify it online so I can move the job forward.’

… STORY N © 2015 COWAN+

THE EPIC: NOT QUITE AS BIG AS IT SOUNDS Epic Stories Stories Test Cases

Epic sounds big. But they are still specific & discrete. The bigger stuff should thread back to problem scenarios.

© 2015 COWAN+

EXAMPLE: AGILE EPIC STORIES AT HVAC IN A HURRY “As a [persona], I want to [do something] so that I can [derive a benefit]” EXAMPLE EPICS 1) ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’ 2) ‘As Harry the HVAC technician, I want to understand how to arrive at my next job prepared so I avoid logistical delays and the customer having to repeat themselves.’ 3) ‘As Danielle the Dispatcher, I want to understand a customer’s location, needs, and urgency level so I can decide who, what, and when to dispatch to their site.’ 4) ‘As Danielle the Dispatcher, I want to see a specific technician’s availability so I can decide whether I’m able to use them for follow-up on a job they started.’

© 2015 COWAN+

SKETCHING YOUR NARRATIVE EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

TRIGGER

ACTION

REWARD

How does the problem scenario initiate?

How is the alternative executed?

How is the persona gratified?

source: adapted from Nir Eyal’s Hook Framework

© 2015 COWAN+

SKETCHING YOUR NARRATIVE EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

TRIGGER

ACTION

REWARD

How does the problem scenario initiate?

How is the alternative executed?

How is the persona gratified?

Ted completes a problem diagnosis Ted identifies the part for ordering that requires a new part

source: adapted from Nir Eyal’s Hook Framework

Ted knows the cost and availability of the part

© 2015 COWAN+

THINKING THROUGH AN EPIC EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

… © 2015 COWAN+

THINKING THROUGH AN EPIC EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

… © 2015 COWAN+

THINKING THROUGH AN EPIC EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

… © 2015 COWAN+

THINKING THROUGH AN EPIC EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

…

© 2015 COWAN+

THINKING THROUGH AN EPIC EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

…

© 2015 COWAN+

THINKING THROUGH AN EPIC EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

…

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MORE OF A WEB THAN A YELLOW BRICK ROAD EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

HAPPY PATH?

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MORE OF A WEB THAN A YELLOW BRICK ROAD EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

MORE OF A WEB

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MORE OF A WEB THAN A YELLOW BRICK ROAD EPIC ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

identifies part

determines delivery

discusses with customer

© 2015 COWAN+

EXAMPLE: AGILE EPIC STORIES AT HVAC IN A HURRY “As a [persona], I want to [do something] so that I can [derive a benefit]” EXAMPLE EPICS 1) ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’ 2) ‘As Harry the HVAC technician, I want to understand how to arrive at my next job prepared so I avoid logistical delays and the customer having to repeat themselves.’ 3) ‘As Danielle the Dispatcher, I want to understand a customer’s location, needs, and urgency level so I can decide who, what, and when to dispatch to their site.’ 4) ‘As Danielle the Dispatcher, I want to see a specific technician’s availability so I can decide whether I’m able to use them for follow-up on a job they started.’

© 2015 COWAN+

EXAMPLE: AGILE USER STORIES EPIC STORY ‘As Ted the HVAC technician, I want to identify a part that needs replacing so I can decide my next steps.’

CHILD STORIES A) ‘I know the part number and I want to find it on the system so I can figure out next steps on the repair.’ B) ‘I don’t know the part number and I want to try to identify it online so I can move the job forward.’ C) ‘I don’t know the part number and I can’t determine it and I want help so I can move the job forward.’ D) ‘I want to see the cost of the part and time to receive it so I decide on next steps and get agreement from the customer.’

© 2015 COWAN+

USER STORY MAPPING Let’s get started!

STRIPE 1

…

TOPLINE NARRATIVE

TIME

STRIPE 1

STRIPE 2, ETC. LOWER PRIORITY 
 STORIES

PRIORITY

HIGH PRIORITY 
 STORIES

source: adapted from Jeff Patton’s ‘User Story Mapping’

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS JUST ANOTHER YUCKY TUB? Signifier: The dial suggest an 
 up/down affordance Affordance: The tub dial in fact offers an up & down movement Constraint: The dial only goes up and down (not side to side, etc.) Feedback: When water is running, you can tell whether the drain is stopping the water. Mapping: The dial controls the opening of the drain- a well understood conceptual model. source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS Goal Plan

Compare

Specify

Interpret

Perform

Perceive World

source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS

What alternatives?

Is this okay?

What can I do?

What does it mean?

How do I do it?

What happened?

feed back

feed forward

What do I want to accomplish?

World source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS Goal

signifiers help initiate the right action, mapping to appropriate affordances;


Plan

Compare

Specify

Interpret

Perform

constraints help avoid error

Perceive

a clear mapping & well understood model help prompt, actionable feedback is critical here

World source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS Goal Plan

Reflective

Compare

Specify

Behavioral

Interpret

Perform

Visceral

Perceive

World source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

VISCERAL REACTIONS

source: © Hans Hillewaert / , via Wikimedia Commons

© 2015 COWAN+

VISCERAL REACTIONS

source: ManuelFD, via Wikimedia Commons

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS Goal Plan

Reflective

Compare

Specify

Behavioral

Interpret

Perform

Visceral

Perceive

World source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

BEHAVIORAL PATTERNS You put your right foot in You take your right foot out You put your right foot in And you shake it all about How did you do all that? Did you have to think about it?

source: ManuelFD, via Wikimedia Commons

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS Goal Plan

Reflective

Compare

Specify

Behavioral

Interpret

Perform

Visceral

Perceive

World source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS: EXAMPLE

© 2015 COWAN+

DONALD NORMAN’S 7 STEPS Goal Plan

Reflective

Compare

Specify

Behavioral

Interpret

Perform

Visceral

Perceive

World source: adapted from ‘The Design of Everyday Things’

© 2015 COWAN+

PLAY TO YOUR ADVANTAGE AT THE EARLY PHASES idea wireframe

DRAFT & EXPERIMENT A LOT

working design prototype

Flexibility

working product … with a few users … with lots of users

Expense © 2015 COWAN+

PLAY TO YOUR ADVANTAGE AT THE EARLY PHASES idea wireframe working design prototype

Flexibility

working product … with a few users

play to your strengths as as startup/new product in this zone

… with lots of users

Expense © 2015 COWAN+

STEP 1: ID WHAT YOU NEED & FIND COMP’S Don’t reinvent the wheel. (startup’s have enough risk) Identify the interface elements you need, then find comparables and existing patterns. (ref: bit.ly/protonow) ui-patterns.com patternry.com/patterns web-patterns.net patterntap.com mobile-patterns.com smileycat.com/design_elements © 2015 COWAN+

CASE STUDY: BRAND LATTICE Brand identity application for designers and their clients

© 2015 COWAN+

STEP 2: ID WHATY YOU NEED & FIND COMP’S NEEDED: sequential process with ability to skip ahead and go back; strong anchor in where you are in the process COMP’S: wizard-type interfaces for shopping and item configuration

© 2015 COWAN+

STEP 3: PROTOTYPE YOUR IDEAS (IDEALLY >1 CONCEPT)

© 2015 COWAN+

A) ‘I know the part and I want to order it so I can figure out next steps on the repair.’ B) ‘I don’t know the part and I want to try to identify it online so I can move the job forward.’ C) ‘I don’t know the part and I can’t determine it and I want help so I can move the job forward.’

© 2015 COWAN+

A) ‘I know the part and I want to order it so I can figure out next steps on the repair.’ B) ‘I don’t know the part and I want to try to identify it online so I can move the job forward.’

© 2015 COWAN+

D) ‘I want to see the cost of the part and time to receive it so I decide on next steps and get agreement from the customer.’ © 2015 COWAN+

1. Pick Key User Story 2. Find >1 Pattern/Comp 3. Prototype It

© 2015 COWAN+

WHAT ARE WE TESTING? DON’T RUIN YOUR RESULTS BY TRYING TO TEST BOTH AT THE SAME TIME

Motivation

Proposition Testing 
 (ala Lean Startup, MVP’s)

Action : ) Action Line Inaction : (

Ability (Usability) Usability Testing

source: adapted from BJ Fogg’s Behavioral Model

© 2015 COWAN+

IF USABILITY TESTING, MOTIVATION SUPPLIED Your software paints virtual walls. Tell the subject you’d like to see the wall yellow and observe what they do. (If you want to test motivation, start with interviews, then MVP’s, experiments.)

© 2015 COWAN+

USABILITY TEST SUITES: A PROGRESSION Exploratory

Assessment

It looks like this approach will fundamentally work.

Validation

The implementation is sound and ready for tuning.

Ready for prime time. © 2015 COWAN+

A USABILITY TEST DESIGN FOR ANYONE Objectives & Methods Product Version Subjects Research Composition Pre-Session Checklist Session Design

bit.ly/cdhandbook bit.ly/vdt-usability © 2015 COWAN+

STEP 4: DESIGN RESEARCH ITEMS

© 2015 COWAN+

STEP 5: BUTTON UP THE REST OF THE DETAILS Objectives & Methods Product Version Subjects Research Composition Pre-Session Checklist Session Design

bit.ly/cdhandbook bit.ly/vdt-usability © 2015 COWAN+

UPDATE, CREATE YOUR PROTOTYPE (OR SW) Your prototype should support your research design, not the other way around.

© 2015 COWAN+

PRE-TEST For most projects, subjects are hard to get. Try to find some looser approximations and test the research designit will usually have at least a few kinks that would waste a subject you worked hard to arrange.

© 2015 COWAN+

KEY INTER-RELATIONSHIPS USABILITY TESTING

The user stories should be the nexus of your ideation, the other items supporting them.

USER STORIES

VALUE PROPOSITIONS PROTOTYPES & ASSUMPTIONS

© 2015 COWAN+

TOP 3 REASONS WHY TEAMS DON’T TEST MORE

1

It’s painful to see how wrong you were about the user. Even though you’ll be much better off if you try something new soon.

2

Members are have been turned off by phase-inappropriate testing (usually too detailed, too soon). Even though testing early and often avoids waste, pointless discussion.

3

Getting in front of real users is kind of a pain. 
 Even though the customer is why we’re here. © 2015 COWAN+

TESTING IS REWARDING

Everyone has an opinion about usability- until it comes time to test. Testing improves product and avoids lots of waste. © 2015 COWAN+

FINI Homework + slides

bit.ly/gotoilab

Venture Design

bit.ly/vdesign

Coursera Class: 
 Agile Development

bit.ly/hiagile

Twitter

@cowanSF

Get in touch!

[email protected]

© 2015 COWAN+