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Design Sprint: O'REILLY Design Training days

Design Sprint: O'REILLY Design Training days

Slides for a 2-day workshop in San Francisco, CA for O'Reilly Design Training Days

C. Todd Lombardo

October 20, 2016
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  1. Agenda TODAY ◦ Overview ◦ Interview ◦ Understand ◦ Diverge

    TOMORROW ◦ Converge ◦ Prototype ◦ Test ◦ Debrief
  2. IDEO XPLANE CHESKIN BITOMI COOPER FROG FITCH MELVILLE IDEO ED

    Discovery Interpretation Ideation Experimentation Evolution STANFORD Empathize Define Ideate Prototype Test Prepare Form Harden Fire & Glaze
  3. CUSTOMER INSIGHTS IDEA DEVELOPMENT & PROTOTYPING PRODUCT DEVELOPMENT & DESIGN

    COMMERCIAL- IZATION MARKET LAUNCH Testing with Customers
  4. Define Understand Build Test Ideate Understand Diverge Prototype Validate Decide

    2013 Unpack Sketch Prototype Test Decide 2015 Understand Diverge Build Test Converge Empathize Define Prototype Test Ideate Map Sketch Build Test Decide 2016 Design Sprint Processes
  5. Define Understand Build Test Ideate Understand Diverge Prototype Validate Decide

    2013 Unpack Sketch Prototype Test Decide 2015 Understand Diverge Build Test Converge Empathize Define Prototype Test Ideate Map Sketch Build Test Decide 2016
  6. 1. Write BIG and with a Sharpie/Marker 2. All Participate

    (yeah, you, the quiet one in the back!) 3. “Yes, and…” not “No, but…” nor “Yes, but…” Ground Rules
  7. Individually in your group: 1. Card #1 [] Hobby of

    yours 2. Card #2 [] Favorite App 3. Shuffle + Pick one of each
  8. Card #2 [] Favorite App Card #1 [] Hobby []

    [] [] [] [] [] [] [] [] [] [] [] [] [] [] [] [] [] [] YOUR NEW PROJECT
  9. What’s the pitch? When: at a time when __________ What:

    [product] is the only ________ How: that _____________ Who: for ______________
  10. Interviewer ◦ Asks the questions Speaker ◦ Is the one

    interviewed Observer ◦ Doesn’t say anything ◦ Watches and takes notes
  11. Interviewers: After your 1st question, you can only ask “Tell

    me more about __X__.” where X is what they just said.
  12. Listening 201 ◦ Open ended questions. Let them describe it,

    not you! ◦ Two ears and one mouth. Use in proportion.
  13. Listening 201 ◦ Open ended questions. Let them describe it,

    not you! ◦ Two ears and one mouth. Use in proportion. ◦ It’s not about you. This is not a promotional opportunity.
  14. Listening 201 ◦ Open ended questions. Let them describe it,

    not you! ◦ Two ears and one mouth. Use in proportion. ◦ It’s not about you. This is not a promotional opportunity. ◦ Be interested, not interesting.
  15. The Pitch… At a time when travel is frequent, but

    travelers plan less… [Trip Advisor] has the only restaurant recommendation engine… that gives immediate recommendations based on location and review… for the everyday traveler… When: What: How: Who
  16. Instructions 1. Listen to the traveler talk about their recent

    trip away from home where they dined out 2. Write down (one per post-it) a. Questions you have about their attitudes, behavior, etc b. Insights you learned you didn’t know before c. Ideas you have based on this information 10 MINUTES
  17. Understand GET THE BACKGROUND Rules of the Design Sprint Parking

    Lot Hopes & Fears Assumptions KNOW THE USER Who / Do Personas User Journey Map DEFINE THE PROBLEM Problem Statement Problem Reframe WRAP-UP Daily Retrospective
  18. Instructions 1. Each individual: a. Write “Hopes” on one color

    post it (one per note) b. Write “Fears” on a second color 2. Be consistent with your sub-team on colors 3. Place in a two-column grid 4. As a group, examine the similarities, discuss differences 5 MINUTES
  19. Instructions 1. Create two columns, “Who” and “Do” 2. Note

    each stakeholder in the “Who” column (Ex: Sarah the Swimmer, or Gary the Gardener) 3. Write what they typically do today in the “Do” column 4. Note: It’s not what we want them to do, but what they do now 5. Make an exhaustive list 15 MINUTES
  20. Instructions 1. On a flip chart, sketch out areas for:

    Background, Frustrations, Needs & Desires, Key Questions 2. Fill in each area as needed 3. If possible: Define the “quantitative” sliders 15 MINUTES
  21. Title (H1) ◦ Market research ◦ User personas & Buyer

    personas ◦ Competition and/or Substitutes ◦ Support information (complaints, bugs, etc) ◦ Other product data… (if product exists)
  22. HI HI LO LO Importance Risk HIGH IMPORTANCE HIGH RISK

    HIGH IMPORTANCE LOW RISK LOW IMPORTANCE LOW RISK LOW IMPORTANCE HIGH RISK
  23. HI HI LO LO Importance Risk HIGH IMPORTANCE HIGH RISK

    HIGH IMPORTANCE LOW RISK LOW IMPORTANCE LOW RISK LOW IMPORTANCE HIGH RISK
  24. Instructions 1. Create a 2x2 grid 2. Individually place assumptions

    on the grid 3. As a group, examine the similarities, discuss differences 4. Place onto Quadrant: Importance vs Risk 10 MINUTES
  25. AWARENESS LEARN MORE GET DETAILS PLAN CONFIRM ITINERARY INFORM SPOUSE

    PURCHASE GET TIX SAVE MONEY TRAVEL ARRIVE SAFELY DINE ? ? STRESS FREE PHASES GOALS EMOTIONS :) :] :| :\ EDUCATE MOBILE NOTIFICAT ION SHARING IN-APP PURCH SAVED CREDIT CARD ? ACTIONS SHARE INFORM FRIENDS SHOW OFF :D SHARE BUTTON
  26. THERE’S NO OPPORTUNITY, NOBODY IS WEARING ANY SHOES! THERE’S A

    HUGE OPPORTUNITY, NOBODY IS WEARING ANY SHOES!
  27. THERE’S NO OPPORTUNITY, NOBODY IS WEARING ANY SHOES! THERE’S A

    HUGE OPPORTUNITY, NOBODY IS WEARING ANY SHOES! 10 MINUTES
  28. Daily Retro 1. What was awesome today? 2. What should

    we change to make tomorrow more awesome?
  29. Diverge GEAR UP Review Agenda and Rules Pitch Practice Understand

    Recap Job-Stories GENERATE SOLUTIONS Mind Map 6-Ups (aka Crazy Eights) Storyboard Silent critique Group critique WRAP-UP Daily Retrospective
  30. AWARENESS LEARN MORE GET DETAILS PLAN CONFIRM ITINERARY INFORM SPOUSE

    PURCHASE GET TIX SAVE MONEY TRAVEL ARRIVE SAFELY SHARE INFORM FRIENDS SHOW OFF STRESS FREE PHASES GOALS EMOTIONS :D :) :] :| :\ EDUCATE MOBILE NOTIFICAT ION SHARING IN-APP PURCH SAVED CREDIT CARD SHARE BUTTON ACTIONS WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY JOB STORY WHEN I GO TO MAKE ANOTHER PURCHASE, I WANT TO QUICKLY FINISH BECAUSE I HATE TYPING IN MY INFORMATION OVER AND OVER.
  31. When it’s 3pm and I’m sleepy, I need a pick-me-up,

    so that I can be alert for my team.
  32. AWARENESS LEARN MORE GET DETAILS EDUCATE PLAN CONFIRM ITINERARY INFORM

    SPOUSE MOBILE NOTIFICAT ION SHARING PURCHASE GET TIX SAVE MONEY IN-APP PURCH SAVED CREDIT CARD TRAVEL ARRIVE SAFELY SHARE INFORM FRIENDS SHOW OFF SHARE BUTTON STRESS FREE PHASES GOALS OPPORTUNITIES WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY JOB STORY EMOTIONS :D :) :] :| :\
  33. AWARENESS LEARN MORE GET DETAILS EDUCATE PLAN CONFIRM ITINERARY INFORM

    SPOUSE MOBILE NOTIFICAT ION SHARING PURCHASE GET TIX SAVE MONEY IN-APP PURCH SAVED CREDIT CARD TRAVEL ARRIVE SAFELY SHARE INFORM FRIENDS SHOW OFF SHARE BUTTON STRESS FREE PHASES GOALS OPPORTUNITIES WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY JOB STORY EMOTIONS :D :) :] :| :\ WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN NAVIGATE SAFELY WHEN I FIRST LEAN ABOUT AN UPCOMING TRIP, I NEED TO KNOW DETAILS OF THAT AREA SO THAT I CAN
  34. Instructions 1. Identify one phase of a Journey map to

    focus on 2. Write the situation the persona is in, what are their motivations and what their desires outcomes are. 3. As a group, work through each journey, individually writing job-stores for that phase. 20 MINUTES
  35. Generating more ideas: S.C.A.M.P.E.R. S – Substitute C – Combine

    A – Adapt M – Modify P – Put to another use E – Eliminate R – Reverse
  36. Instructions 1. Generate 6 (or 8) DIFFERENT solutions to the

    job-story 2. One idea in 50 (or 38) seconds 3. DRAW don’t write 4. Avoid self-censorship 5. Share with neighbor (2m each) to decide which ideas to storyboard 5 MINUTES
  37. DRAW FRAME 1 HEADLINE FRAME 1 OPENING DRAW FRAME 2

    FRAME 2 MIDDLE FRAME 3 RESOLVE DRAW FRAME 3
  38. Instructions 1. Pick one idea square from a 6-up 2.

    Place 3 Post-its on letter paper 3. Think: Beginning-Middle-End 4. Draw on Post-It & Write on Paper 5. It should be written clearly so others can read it 20 MINUTES
  39. Converge GET STARTED Review Agenda and Rules Diverge Recap DECISION

    CRITERIA $100 Test Assumptions Table SKETCHING Sketching - I Ritual Dissent Team Sketching – II WRAP-UP Workshop Retrospective
  40. Outputs UNDERSTAND DIVERGE CONVERGE Problem Statement Assumptions Grid Journey Map

    Target Personas Storyboards Assumptions Table Prototype Sketches
  41. Instructions: $100 Test 1. Review Assumptions: Add/Edit/Remove 2. Each participant

    gets “$100” 3. Invest “$” on assumptions that are critical & need validation (In top quadrant) 4. Tally the “$” 5. Rearrange Assumptions high to low 6. Rewrite if necessary
  42. Instructions: $100 Test 1. Review Assumptions: Add/Edit/Remove 2. Each participant

    gets “$100” 3. Invest “$” on assumptions that are critical & need validation (In top quadrant) 4. Tally the “$” 5. Rearrange Assumptions high to low 6. Rewrite if necessary 15 MINUTES
  43. Instructions: Assumption Table 1. Add ‘Test by…’ and ‘Valid if..’

    columns 2. Fill in row-by-row: a. How to test that assumption? b. How will you know it’s untrue (or true)? 3. Only do the top 3 assumptions (workshop)
  44. Instructions: Assumption Table 1. Add ‘Test by…’ and ‘Valid if..’

    columns 2. Fill in row-by-row: a. How to test that assumption? b. How will you know it’s untrue (or true)? 3. Only do the top 3 assumptions (workshop) 20 MINUTES
  45. Instructions: Alternative 1. Match elements from the storyboards to the

    assumptions 2. If time allows, explore alternatives
  46. Instructions: Sketching 1. One assumption “row” per sub-team 2. Take

    all the idea post-its 3. Sketch out the prototype to validate that particular assumption
  47. Instructions: Sketching 1. One assumption “row” per sub-team 2. Take

    all the idea post-its 3. Sketch out the prototype to validate that particular assumption 20 MINUTES
  48. Instructions: Ritual Dissent 1. Sub-team has 1 minute to describe

    sketch 2. Turn around. Listen only (+ take notes) 3. In 4 minutes others say why it’s terrible. Get hyper-critical! 4. Sub-team can only respond with “thank you” 5. Sub-team the re-draws based on feedback
  49. Instructions: Ritual Dissent 1. Sub-team has 1 minute to describe

    sketch 2. Turn around. Listen only (+ take notes) 3. In 4 minutes others say why it’s terrible. Get hyper-critical! 4. Sub-team can only respond with “thank you” 5. Sub-team the re-draws based on feedback 4 MINUTES
  50. Three Types of Feedback OH MY, THAT IS HORRIBLE! A

    DRUNKEN (BLIND) PARAKEET COULD DO BETTER THAT’S GREAT, I LOVE IT!! Reactive Directive Critique
  51. Three Types of Feedback YOU SHOULD HAVE MADE THIS A

    LINE CHART RATHER THAN A BAR CHART I WOULD HAVE… Reactive Directive Critique
  52. ..PLACING THE BALANCE A THE BOTTOM IN THE SAME SIZE

    AND COLOR AS OTHER NUMBERS.. Three Types of Feedback IF THIS OBJECTIVE IS TO MAKE USERS CONSIDER THEIR BANK BALANCE… TELL ME WHERE YOU ARE IN YOUR DESIGN PROCESS.. ..ISN’T EFFECTIVE BECAUSE IT’LL GET LOST Reactive Directive Critique
  53. 1. What are the objectives? 2. What design elements relate

    to those objectives? 3. How are those elements achieving, enabling or preventing those objectives? 4. Why are / Why aren’t they? Critique Framework Source: Adam Connor
  54. Prototype PROTOTYPE Refine sketch Build it! PLAN INTERVIEWS Define Questions

    Define Tasks Confirm Interview WRAP-UP Daily Retrospective
  55. Instructions: Prototype 1. Make a version of your prototype to

    test your top assumptions 2. Paper for screens 3. Get ready to structure test interview(s)
  56. Instructions: Prototype 1. Make a version of your prototype to

    test your top assumptions 2. Paper for screens 3. Get ready to structure test interview(s) 30 MINUTES
  57. Instructions: Interview Structure 1. Establish background questions (“how do you

    currently…”) 2. Determine which tasks to test prototype (“using this app, try to register for…”) 3. Wrap-up questions (“How easy was this compared to how you do it today…?”)
  58. Instructions: Interview Structure 1. Establish background questions (“how do you

    currently…”) 2. Determine which tasks to test prototype (“using this app, try to register for…”) 3. Wrap-up questions (“How easy was this compared to how you do it today…?”) 15 MINUTES
  59. Outputs UNDERSTAND DIVERGE CONVERGE Problem Statement Assumptions Grid Journey Map

    Target Personas Storyboards Assumptions Table Prototype Sketches
  60. Outputs UNDERSTAND DIVERGE CONVERGE PROTOTYPE Problem Statement Assumptions Grid Journey

    Map Target Personas Storyboards Assumptions Table Prototype Sketches Prototype Test Guide Participant List
  61. Outputs UNDERSTAND DIVERGE CONVERGE PROTOTYPE TEST Problem Statement Assumptions Grid

    Journey Map Target Personas Storyboards Assumptions Table Prototype Sketches Prototype Test Guide Participant List Interviews Validation
  62. } } } DESIGN SPRINT INTERVALS AGILE DEVELOPMENT Understand Diverge

    Prototype Test Converge WEEK 1 Refine Build Test WEEK 2 Refine Build Test WEEK 3 Refine Build Test WEEK 4 Refine Build Test WEEK n
  63. Agenda: Shorter day - 10a to 4p Monday 10a to

    4p UNDERSTAND Intro to Design Sprint Intro to Understand Problem Statement Existing research Facts & Assumptions Reframe Personas Challenge Maps Daily Retro Tuesday 10a to 4p DIVERGE Intro to Diverge Recap Day 1 Job Stories Diverge Cycle Mind Map SixUps Storyboard Critique Daily Retro
 Wednesday 10a to 4p CONVERGE Intro to Converge Recap Phase 2 Assumptions Table / $100 Test Identify Alternatives Team Sketch I Ritual Dissent Team Sketch II Daily Retro
 Thursday PROTOTYPE Build prototype Define Test Plan Confirm Interviews
 Friday TEST Interview #1 Interview #2 Interview #3 Interview #4 Interview #5 Friday RETRO & DEBRIEF Sprint Retro
  64. Agenda: Invitee Hack Core Team Exec Participation Monday 10a to

    4p UNDERSTAND Intro to Design Sprint Intro to Understand Problem Statement Existing research Facts & Assumptions Reframe Personas Challenge Maps Daily Retro Tuesday 10a to 4p DIVERGE Intro to Diverge Recap Day 1 Job Stories Diverge Cycle Mind Map SixUps Storyboard Critique Daily Retro
 Wednesday 10a to 4p CONVERGE Intro to Converge Recap Phase 2 Assumptions Table / $100 Test Identify Alternatives Team Sketch I Ritual Dissent Team Sketch II Daily Retro
 Thursday PROTOTYPE Build prototype Define Test Plan Confirm Interviews
 Friday TEST Interview #1 Interview #2 Interview #3 Interview #4 Interview #5 Friday RETRO & DEBRIEF Sprint Retro Designer/Maker/Engineer
  65. Day 1 UNDERSTAND Intro to Design Sprint Intro to Understand

    Problem Statement Existing research Facts & Assumptions Reframe Personas Challenge Maps Daily Retro Day 2 DIVERGE & CONVERGE Intro to Diverge Recap Day 1 Job Stories Diverge Cycle Assumptions Table / $100 Test Identify Alternatives Team Sketch I Ritual Dissent Day 3 PROTOTYPE Build prototype Define Test Plan Confirm Interviews
 Day 4 TEST Interview #1 Interview #2 Interview #3 Interview #4 Interview #5 Day 4 or Day 5 RETRO & DEBRIEF Sprint Retro Agenda: Four Day Hack
  66. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY UNDERSTAND DIVERGE CONVERGE PROTOTYPE TEST

    Week 1 Week 2 Week 3 Week 4 PREP BUILD, BUILD, BUILD! DIGEST DEBRIEF Agenda: Four Week Hack
  67. Preparation / Research IDEA BRIEF USER INTERVIEWS INTERNAL INTERVIEWS PLAN

    PREP MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY Design Sprint UNDERSTAND DIVERGE CONVERGE PROTOTYPE TEST Iteration 1 ASSUMPTIONS DIVERGE/CONVERGE PROTOTYPE TEST DEBRIEF Final Iteration ASSUMPTIONS FINAL PROTOTYPE TEST FINAL DEBRIEF GO / NO-GO Agenda: Four Week Hack Alternate
  68. Design Sprint ◦ “We need Sashi, Jen, Joe, Frank, Aman,

    and Nadia, too!” —Two pizza rule ains
  69. Design Sprint ◦ “We need Sashi, Jen, Joe, Frank, Aman,

    and Nadia, too!” —Two pizza rule ◦ “Let’s focus on this textbox.” — More ambiguous = better ains
  70. Design Sprint ◦ “We need Sashi, Jen, Joe, Frank, Aman,

    and Nadia, too!” —Two pizza rule ◦ “Let’s focus on this textbox.” — More ambiguous = better ◦ “We’ll use our normal conference room” — Book it in advance (offsite preferable) ains
  71. Design Sprint ◦ “We need Sashi, Jen, Joe, Frank, Aman,

    and Nadia, too!” —Two pizza rule ◦ “Let’s focus on this textbox.” — More ambiguous = better ◦ “We’ll use our normal conference room” — Book it in advance (offsite preferable) ◦ “I can only be there for half of day 2” — Clear schedules ains
  72. Design Sprint ◦ “We need Sashi, Jen, Joe, Frank, Aman,

    and Nadia, too!” —Two pizza rule ◦ “Let’s focus on this textbox.” — More ambiguous = better ◦ “We’ll use our normal conference room” — Book it in advance (offsite preferable) ◦ “I can only be there for half of day 2” — Clear schedules ◦ “Can we do it in one day?” — No. Just….NO! ains
  73. Problem-Solution-Why Water on the floor —> Mop WHY? Leaky pipe

    —> Fix pipe WHY? Too much pressure —> Lower pressure
  74. Problem-Solution-Why Water on the floor —> Mop WHY? Leaky pipe

    —> Fix pipe WHY? Too much pressure —> Lower pressure WHY? Pressure Regulator —> Replace Regulator
  75. Problem-Solution-Why Water on the floor —> Mop WHY? Leaky pipe

    —> Fix pipe WHY? Too much pressure —> Lower pressure WHY? Pressure Regulator —> Replace Regulator WHY? Maintenance Schedule —> More frequent inspection