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Unit 2. Discovery

D8004857fc10614cfa4dec1bae20f874?s=47 Jez Humble
September 06, 2020

Unit 2. Discovery

This class will introduce the idea of a scientific approach to product development. We’ll focus on how to make sure we build products customers love, starting with how to frame hypotheses and perform user research.


Jez Humble

September 06, 2020


  1. i290 lean/agile product management unit 2: discovery @jezhumble https://leanagile.pm/ humble@berkeley.edu

    This work © 2015-20 Jez Humble Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
  2. be able to frame ideas in terms of hypotheses understand

    purpose and problem as starting points know what an MVP is and isn’t understand variety of types of user research know how to make proto-personas & empathy maps learning outcomes
  3. shareholder value The directors of a public corporation have a

    fiduciary duty to maximize profits —Jensen and Meckling, Theory of the Firm
  4. shareholder value https://www.nytimes.com/2019/08/19/business/business-roundtable-ceos-corporations.html see https://opportunity.businessroundtable.org/ourcommitment/

  5. SpaceX “the company was founded in 2002 by Elon Musk

    to revolutionize space transportation and ultimately make it possible for people to live on other planets.”
  6. Jack Andraka His parents, he says, never really answered any

    of the questions they had. Go figure it out for yourself, they would say. “I got really into the scientific method of developing a hypothesis and testing it and getting a result and going back to do it again.” http://www.forbes.com/sites/bruceupbin/2012/06/18/wait-did-this-15-year-old-from-maryland-just-change-cancer-treatment/
  7. Eric Ries, The Lean Startup

  8. what problem are you trying to solve? why: can you

    deliver value to your organization and your users? what/how: what problem can you solve for your users? how? how will you measure success? discovery
  9. identify risks and create risk log validate problem to solve—or

    not! identify personas define what success looks like in next month and next year in measurable terms identify key assumptions and design experiments to test them discovery outcomes
  10. applies design thinking methods 1-4 week collaborative workshop product owner,

    key stakeholders, cross-functional team make sure we have validated the opportunity goal is to produce shared understanding discovery workshop
  11. None
  12. generative / divergent thinking evaluative / convergent thinking

  13. 3. prioritization 1. individual brainstorming 2. group discussion 5. identify

    next steps 4. group discussion collaborative exercises
  14. identify risks and create risk log validate problem to solve—or

    not! identify personas define what success looks like in next month and next year in measurable terms identify key assumptions and design experiments to test them discovery outcomes
  15. 3. feasibility risk (whether our engineers can build what we

    need with the time, skills and technology we have) 1. value risk (whether customers will buy it or users will choose to use it) 2. usability risk (whether users can figure out how to use it) 4. business viability risk (whether this solution also works for the various aspects of our business) measuring risk https://svpg.com/four-big-risks/
  16. Janice Fraser

  17. https://methods.18f.gov/discover/contextual-inquiry/

  18. Eric Ries, The Lean Startup

  19. minimum viable product? “The MVP is that version of the

    product that enables a full turn of the Build-Measure-Learn loop with a minimum amount of effort and the least amount of development time.” — Eric Ries “An MVP should never be an actual product (where product is defined as something that your developers can release with confidence, that your customers can run their business on, and that you can sell and support). The MVP should be a prototype, not a product.” — Marty Cagan
  20. minimum viable product? “The minimum viable product is the smallest

    product release that successfully achieves its desired outcomes.” — Jeff Patton
  21. mvp bicycle / scooter Henrik Kniberg | http://blog.crisp.se/2016/01/25/henrikkniberg/making-sense-of-mvp

  22. incremental vs iterative Jeff Patton | http://jpattonassociates.com/dont_know_what_i_want/

  23. purpose

  24. experts are what they do “Given a representative task in

    the domain, a badass performs in a superior way, more reliably” —Kathy Sierra, Badass
  25. None
  26. @jezhumble personas Target by Jasper Johns | http://www.flickr.com/photos/nostri-imago/3137422976/

  27. representative personas Chukwuemeka Afigbo: http://bit.ly/2lDnaAN

  28. empathy http://conversionxl.com/creating-customer-personas- using-data-driven-research/

  29. None
  30. avoid solution bias https://blog.leanstack.com/how-to-avoid-the- innovators-bias-for-the-solution-2a6f23cc0851 Create a unique value proposition

    (UVP) focused on helping someone become better at something
  31. Personas and empathy mapping WHY WHAT HOW • Make assumptions

    and knowledge about users explicit • Give the team a common language to talk meaningfully about users • Building empathy towards users in a way that data can’t accomplish • Sketch out a person, their needs, and behavior • Look into the mind of the targeted persona & think about the sensory experiences of the character when interacting with your company and product • Work together in your teams and consider: Who are your users and why are they using the system? What behaviors, assumptions, and expectations color their view of the system? FURTHER READING http://www.innovationgames.com/empathy-map/ | Adlin, T., & Pruitt, J. (2010). The Essential Persona Lifecycle | http://www.cooper.com/journal/2014/05/persona-empathy-mapping
  32. proto-personas 1. Sketch and Name 2. Behavioral Demographic Information 3.

    Pain Points and Needs 4. Potential Solutions
  33. None
  34. https://medium.com/the-xplane-collection/updated-empathy-map-canvas-46df22df3c8a