Design Sprints: A Non-Google Approach

There's more than 1 way to skin a cat and there's more than 1 way to do a design sprint. This approach is based on the O'Reilly book I co-authored and takes a scientific approach to tackling a design challenge by identifying and challenging your assumptions, while also prototyping and building to validate or invalidate them.

Transcript

1. DESIGN SPRINTS:
   A NON-GOOGLE APPROACH
   JUNE 14, 2017
   C. TODD LOMBARDO
   CHIEF DESIGN STRATEGIST, FRESH TILLED SOIL
   @IAMCTODD — CTODD@FRESHTILLEDSOIL.COM
   

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2. Not this one.
   This one.
   

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3. Not this one.
   This one.
   

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4. EVERYONE HAS A PROCESS
   C. TODD LOMBARDO — @IAMCTODD
   

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5. View Slide

6. 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
   

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7. Source: gv.com; thoughtbot.com; smashngmagazine.com
   

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8. Empathize Define Prototype Test
   Ideate
   Discovery Interpretation Experimentation Evolution
   Ideation
   Source: gv.com; thoughtbot.com; smashngmagazine.com
   

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9. Source: IBM
   

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10. Source: Design Council UK
    

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11. APPLIED DESIGN-THINKING
    C. TODD LOMBARDO — @IAMCTODD
    

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13. Source: google.com
    

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14. 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
    Understand Define Build Test
    Decide
    Diverge
    

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15. Our Design Sprint Approach
    C. TODD LOMBARDO — @IAMCTODD
    

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16. Our Design Sprint Approach
    UNDERSTAND
    C. TODD LOMBARDO — @IAMCTODD
    

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17. Our Design Sprint Approach
    UNDERSTAND DIVERGE
    C. TODD LOMBARDO — @IAMCTODD
    

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18. Our Design Sprint Approach
    UNDERSTAND DIVERGE CONVERGE
    1º
    2º
    3º
    C. TODD LOMBARDO — @IAMCTODD
    

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19. Our Design Sprint Approach
    UNDERSTAND DIVERGE CONVERGE
    1º
    2º
    3º
    C. TODD LOMBARDO — @IAMCTODD
    

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20. Our Design Sprint Approach
    UNDERSTAND DIVERGE CONVERGE PROTOTYPE
    1º
    2º
    3º
    C. TODD LOMBARDO — @IAMCTODD
    

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21. Our Design Sprint Approach
    UNDERSTAND DIVERGE CONVERGE PROTOTYPE TEST
    1º
    2º
    ✓
    X
    1º
    2º
    3º
    C. TODD LOMBARDO — @IAMCTODD
    

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22. A DESIGN SPRINT IS A FLEXIBLE TIME-BOXED
    PROBLEM SOLVING FRAMEWORK THAT
    INCREASES THE CHANCES OF MAKING
    SOMETHING PEOPLE WANT
    What Is A Design Sprint?
    

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23. LEAN STARTUP?
    LEAN UX?
    C. TODD LOMBARDO — @IAMCTODD
    

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24. LEARN
    BUILD MEASURE
    PRODUCT
    DATA
    IDEAS
    

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25. BUILD
    BUILD BUILD
    PRODUCT
    PRODUCT
    PRODUCT
    Credit: Wolf Bruening
    

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26. LEARN
    BUILD MEASURE
    PRODUCT
    DATA
    IDEAS
    START HERE?
    

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27. ANYTIME CUSTOMER VALIDATION IS NEEDED
    WHEN YOU DON’T HAVE DATA
    WHEN THERE ARE ASSUMPTIONS
    WHEN YOU ENTER NEW MARKETS
    WHEN YOU DESIGN SOMETHING NEW
    When Is A Design Sprint Used
    

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28. View Slide

29. MAKE
    THINGS
    PEOPLE
    WANT
    MAKE
    PEOPLE
    WANT
    THINGS
    >
    (OR NEED, OR LOVE!)
    

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30. 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
    

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31. ASSUMPTIONS
    BACKGROUND INSIGHTS
    “WHO”
    JOURNEY
    PROBLEM
    STATEMENT
    REFRAME
    PHASE 2
    

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32. ASSUMPTIONS:
    WHAT YOU THINK YOU KNOW
    

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33. CONNECT 9 DOTS.
    WITH 4 OR LESS STRAIGHT LINES.
    DO NOT LIFT YOUR PEN.
    

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34. View Slide

35. View Slide

36. HI
    HI
    LO
    LO
    Importance
    Risk
    

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37. HI
    HI
    LO
    LO
    Importance
    Risk
    

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

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

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40. View Slide

41. Problem Statement
    A problem statement is a challenge that
    has business value for a persona
    INSPIRED BY: SIRIUSDECISIONS
    

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42. Problem Statement
    A problem statement is a challenge that
    has business value for a persona
    INSPIRED BY: SIRIUSDECISIONS
    

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43. Problem Statement
    A problem statement is a challenge that
    has business value for a persona
    INSPIRED BY: SIRIUSDECISIONS
    

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44. Problem Statement
    A problem statement is a challenge that
    has business value for a persona
    INSPIRED BY: SIRIUSDECISIONS
    

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45. Problem Statement
    A problem statement is a challenge that
    has business value for a persona
    WHAT
    WHY WHO
    INSPIRED BY: SIRIUSDECISIONS
    

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46. Example
    INSPIRED BY: SIRIUSDECISIONS
    

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47. Example
    Human resources lacks
    recruiting software
    INSPIRED BY: SIRIUSDECISIONS
    

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48. Example
    Human resources lacks
    recruiting software
    BAD
    INSPIRED BY: SIRIUSDECISIONS
    

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49. Example
    Human resources lacks
    recruiting software
    Human resource struggles to
    hire top talent to maintain a
    competitive advantage
    BAD
    INSPIRED BY: SIRIUSDECISIONS
    

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50. Example
    Human resources lacks
    recruiting software
    Human resource struggles to
    hire top talent to maintain a
    competitive advantage
    BAD
    GOOD
    INSPIRED BY: SIRIUSDECISIONS
    

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51. Problem Statement
    Human Resources struggle to hire top
    talent to maintain a competitive advantage
    WHAT WHY
    WHO
    INSPIRED BY: SIRIUSDECISIONS
    

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52. WHAT ARE YOU SOLVING FOR?
    really
    

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53. REFRAME?
    

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54. View Slide

55. THERE’S NO
    OPPORTUNITY,
    NOBODY IS
    WEARING ANY
    SHOES!
    

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

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57. Title (H1)
    PROBLEM SOLUTION
    INSPIRED BY: WOLF BRUENING
    

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58. Title (H1)
    PROBLEM SOLUTION
    Water on the floor Mop
    INSPIRED BY: WOLF BRUENING
    

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59. Title (H1)
    PROBLEM SOLUTION
    Water on the floor Mop
    WHY? Leaky pipe Fix pipe
    INSPIRED BY: WOLF BRUENING
    

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60. Title (H1)
    PROBLEM SOLUTION
    Water on the floor Mop
    WHY? Leaky pipe Fix pipe
    WHY? Too much pressure Lower pressure
    INSPIRED BY: WOLF BRUENING
    

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61. Title (H1)
    PROBLEM SOLUTION
    Water on the floor Mop
    WHY? Leaky pipe Fix pipe
    WHY? Too much pressure Lower pressure
    WHY? Pressure regulator Replace regulator
    INSPIRED BY: WOLF BRUENING
    

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62. Title (H1)
    PROBLEM SOLUTION
    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
    INSPIRED BY: WOLF BRUENING
    

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63. THINK LIKE A DETECTIVE
    

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64. 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
    

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65. When ___
    I need__
    So that___
    JOB STORY SIX UP STORYBOARD
    

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66. When ___
    I need__
    So that___
    JOB STORY SIX UP STORYBOARD
    

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67. When ___
    I need__
    So that___
    JOB STORY SIX UP STORYBOARD
    

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68. When ___
    I need__
    So that___
    JOB STORY SIX UP STORYBOARD
    When ___
    I need__
    So that___
    When ___
    I need__
    So that___
    When ___
    I need__
    So that___
    

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69. When ___
    I need__
    So that___
    JOB STORY SIX UP STORYBOARD
    When ___
    I need__
    So that___
    When ___
    I need__
    So that___
    When ___
    I need__
    So that___
    

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70. When ___
    I need__
    So that___
    JOB STORY SIX UP STORYBOARD
    When ___
    I need__
    So that___
    When ___
    I need__
    So that___
    When ___
    I need__
    So that___
    

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71. JOB STORIES
    

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72. “JOB?”
    

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73. WHEN ___SITUATION___,
    I WANT/NEED __MOTIVATION__,
    SO THAT / BECAUSE __OUTCOME__.
    

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74. WHEN IT’S 3PM AND I’M SLEEPY,
    I NEED A PICK-ME-UP,
    SO THAT I CAN BE ALERT FOR MY TEAM.
    

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75. SIX-UPS
    

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77. MOAR IDEAS?!
    

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78. 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
    

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79. STORYBOARDS
    

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80. View Slide

81. DRAW FRAME 1
    HEADLINE
    FRAME 1 OPENING
    DRAW FRAME 2
    FRAME 2 MIDDLE
    FRAME 3 RESOLVE
    DRAW FRAME 3
    

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82. JOB STORY
    A
    JOB STORY
    B
    

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83. JOB STORY
    SIX-UP
    STORY BOARD
    

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84. THINK LIKE AN ARTIST
    

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85. 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
    

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86. Process
    UNDERSTAND DIVERGE CONVERGE PROTOTYPE TEST
    1º
    2º
    ✓
    X
    1º
    2º
    3º
    

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87. ASSUMPTIONS STORYBOARDS SKETCHING
    

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88. ASSUMPTION MATCHING
    

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89. Storyboards Existing
    Assumptions
    New
    Assumptions
    

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90. View Slide

91. ASSUMPTION TABLE
    

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92. View Slide

93. Assumption
    

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94. Test by …?
    Assumption
    

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95. Test by …? Valid if…?
    Assumption
    

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96. Storyboards Assumptions
    

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97. Storyboards Assumptions Test by …? Valid if…?
    

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98. View Slide

99. SKETCHING &
    RITUAL DISSENT
    

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100. THINK LIKE A SCIENTIST
     

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101. PROTOTYPE
     PROTOTYPE
     Refine sketch
     Build it!
     PLAN INTERVIEWS
     Define Questions
     Define Tasks
     Confirm Interview
     WRAP-UP
     Daily Retrospective
     

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102. marshmallowchallenge.com
     

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103. View Slide

104. View Slide

105. View Slide

106. View Slide

107. View Slide

108. PROTOTYPES ARE
     MINIMIM VIABLE CONCEPTS
     

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109. THINK LIKE AN ARCHITECT
     

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110. TEST
     INTERVIEWS
     1
     2
     WRAP-UP
     Sprint Debrief
     Daily Retrospective
     

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111. 1. PRE-ROLL QUESTIONS
     2. TEST / TASKS
     3. POST-ROLL QUESTIONS
     

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112. Interview Structure
     

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113. Interview Structure
     1. Pre Roll: Establish background questions
     (“how do you currently…”)
     

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114. Interview Structure
     1. Pre Roll: Establish background questions
     (“how do you currently…”)
     2. Test: Determine which tasks to test prototype
     (“using this ____, try to…”)
     

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115. Interview Structure
     1. Pre Roll: Establish background questions
     (“how do you currently…”)
     2. Test: Determine which tasks to test prototype
     (“using this ____, try to…”)
     3. Post-Roll: Wrap-up questions
     (“How does this compare to how you do it today…?”)
     

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116. View Slide

117. BE. @%. CURIOUS.
     

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118. THINK LIKE AN JOURNALIST
     

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119. RETROSPECTIVE
     what worked?
     ..was validated?
     ..did you learn?
     

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120. View Slide

121. OK, NOW WHAT?
     

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122. X ?
     IT WORKED! IT DIDN’T! HMMM..
     Possible Outcomes
     

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123. }
     }
     }
     DESIGN SPRINT
     INTERVALS
     AGILE DEVELOPMENT
     Define
     Understand
     Build
     Test
     Ideate
     WEEK 1
     Refine
     Build
     Test
     WEEK 2
     Refine
     Build
     Test
     WEEK 3
     Refine
     Build
     Test
     WEEK 4
     Refine
     Build
     Test
     WEEK n
     SPRINT 5K MARATHON
     

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124. IT’S THE MINDSET…
     C. TODD LOMBARDO — @IAMCTODD
     

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125. UNDERSTAND
     DETECTIVE
     C. TODD LOMBARDO — @IAMCTODD
     

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126. UNDERSTAND
     DETECTIVE
     DIVERGE
     ARTIST
     C. TODD LOMBARDO — @IAMCTODD
     

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127. UNDERSTAND
     DETECTIVE
     DIVERGE
     ARTIST
     CONVERGE
     SCIENTIST
     C. TODD LOMBARDO — @IAMCTODD
     

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128. UNDERSTAND
     DETECTIVE
     DIVERGE
     ARTIST
     CONVERGE
     SCIENTIST
     PROTOTYPE
     ARCHITECT
     C. TODD LOMBARDO — @IAMCTODD
     

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129. UNDERSTAND
     DETECTIVE
     DIVERGE
     ARTIST
     CONVERGE
     SCIENTIST
     PROTOTYPE
     ARCHITECT
     TEST
     JOURNALIST
     C. TODD LOMBARDO — @IAMCTODD
     

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130. DESIGNER SCIENTIST
     EMPATHIC
     MAKER
     FORWARD LOOKING
     RIGOROUS
     EXPERIMENTAL
     HYPOTHESIS DRIVEN
     

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131. DESIGNTIST
     

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132. SCIENTIFIC
     METHOD
     DESIGN
     PROCESS
     AGILE
     PHILOSOPHY design
     sprint
     

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133. It’s much easier to build anything,
     than build the right thing.
     C. Todd Lombardo
     GUY WHO JUST QUOTED HIMSELF
     

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134. View Slide

135. WHAT
     IS
     RIGHT?
     

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136. WHO
     IS
     RIGHT?
     WHAT
     IS
     RIGHT?
     

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137. Life is too short to build
     something nobody wants.
     Ash Maurya
     AUTHOR, RUNNING LEAN, & SCALING LEAN
     

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138. ctodd@freshtilledsoil.com
     #designsprint
     @iamctodd
     

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139. APPENDIX
     

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140. AGENDA HACKS…
     

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141. 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
     

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142. 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
     

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143. 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
     

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144. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
     UNDERSTAND DIVERGE CONVERGE
     PROTOTYPE TEST
     Week 1
     Week 2
     PREP + RESEARCH
     DEBRIEF
     Agenda: Two-Week Hack
     

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145. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
     UNDERSTAND
     DIVERGE CONVERGE
     PROTOTYPE
     TEST
     Week 1
     Week 2
     Week 3
     Week 4
     PREP + RESEARCH
     BUILD, BUILD, BUILD!
     DIGEST
     DEBRIEF
     Agenda: Four Week Hack
     

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146. 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
     

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147. HOW TO §@%& IT UP?
     

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148. Design Sprint
     ains
     

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

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150. 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
     

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151. 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
     

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152. 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
     

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153. 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
     

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