Problem Sprint Kickoff Presentation

VENTURE DESIGN SPRINTS KICKING OFF A PERSONAS & PROBLEM SCENARIOS SPRINT Alex Cowan © 2015 COWAN+

THE VENTURE DESIGN PROCESS …

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S HO

IF AT

W

WH

M

E

CUSTOMER DISCOVERY & EXPERIMENTS

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PRODUCT & PROMOTION

VALUE PROPOSITIONS & ASSUMPTIONS

WH

PERSONAS

WHO?

AT

SC

PIVOT?

AL

E?

USER STORIES & PROTOTYPES

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PROBLEM SCENARIOS & ALTERNATIVES

© 2015 COWAN+

THE DESIGN SPRINT

INPUT

Time Boxed

OUTPUT

© 2015 COWAN+

THE DESIGN SPRINT

WHAT DO WE DO NEXT WEEK?

HERE’S WHAT…

PERSONAS & PROBLEMS?

NO NEED

NEED

MOTIVATIONS?

NO NEED

NEED

PROBLEM SCENARIO SPRINT

USABILITY?

NO NEED

NEED

MOTIVATION SPRINT

ARCHITECTURE?

NO NEED

BUILD STUFF!

NEED

USABILITY SPRINT

ARCHITECTURE SPRINT

© 2015 COWAN+

THE PROBLEM SCENARIO SPRINT

Problem Scenario Sprint

VALIDATED PERSONAS,
 So you don’t deliver an irrelevant solution. PROBLEMS

WORKING USER STORIES

So you practice driving to user stories and test yourself on your understanding and readiness. © 2015 COWAN+

CONCEPTS Personas - Drafting a Persona, including Think See Feel Do - Finding photos - Familiarity with Day in the Life

0

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

Discovery Interviews - Drafting an Interview Guide - Conducting an interview

© 2015 COWAN+

THE FAULTS IN OUR NATURE, THE FAULTS IN OUR SOFTWARE The Twin Anti-Poles of Failed User Engagement


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Doing precisely, literally what the customer asks

P NA

!

Assuming you know what’s best and ignoring the user © 2015 COWAN+

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!

© 2015 COWAN+

THE PRACTICE OF DESIGN THINKING

alternatives

Finding the Right PROBLEM

Finding the Right SOLUTION

Personas Problems Alternatives Field Discovery

divergence

convergence

divergence

time

convergence

source: adapted from ‘The Design of Everyday Things’ © 2015 COWAN+

PERSONAS- THINK SEE FEEL DO

© 2015 COWAN+

PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO

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ALTERNATIVE(S)

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YOUR VALUE PROPOSITIONS

! © 2015 COWAN+

LAYERING PROBLEM SCENARIOS ‘Hiring technical talent is difficult.’ (Too Broad, Abstract)

X

‘Screening technical talent is difficult.’ (Probably About Right)

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) © 2015 COWAN+

DECOMPOSING PROBLEM SCENARIOS Why 
 important?

X How?

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

‘Screening technical talent is difficult.’

‘We need to know what programming languages they know.’ ‘…development environments… …devops techniques…’ © 2015 COWAN+

HOW DO YOU USE A PERSONA? CREATE ONE? PERSONA QUESTION

PERSONA ANSWER

Y N

NEW PERSONA?

Y

DRAFT INTERVIEW GUIDE

INTERVIEW

02

03

05

Y

DRAFT DAY IN THE LIFE QUESTIONS

DRAFT PERSONA

01

INVEST DAY IN THE LIFE?

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REVISE 07

ACQUIRE PHOTOS 04

TEST

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WORKING? 09

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EDIT & SCRUB PER RESEARCH PROTOCOL 08

© 2015 COWAN+

WORKING YOUR PERSONA HYPOTHESIS

CUSTOMER CREATION HYPOTHESIS

PERSONA HYPOTHESIS VALUE HYPOTHESIS

PROBLEM HYPOTHESIS

USABILITY HYPOTHESIS © 2015 COWAN+

BEWARE THE YELLOW WALKMAN PROBLEM

© 2015 COWAN+

GETTING READY FOR YOUR SESSIONS

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2

3

4

5

© 2015 COWAN+

DAY 1 ACTIVITIES: PROBLEM SCENARIO SPRINT

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Intro. Concepts + Warmup Draft Personas Draft Problem Scenarios Draft Interview Guide Mock Interviews Final Logistics for Interviews

© 2015 COWAN+

DAY 2-4 ACTIVITIES: PROBLEM SCENARIO SPRINT

User Interviews Shadow Sessions (if applicable)

2

3

4

© 2015 COWAN+

DAY 4-5 ACTIVITIES: PROBLEM SCENARIO SPRINT

Review Learnings & Transcripts, etc. Revise Personas & Problem Scenarios Converge Personas & Problem Scenarios (sprint lead)

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5

Rank Problem Scenarios Draft Propositions Draft User Stories, Storyboards, Wireframes Decide Next Steps © 2015 COWAN+

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

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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 what next?]. © 2015 COWAN+