Design Sprints: A Non-Google Approach

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DESIGN SPRINTS: A NON-GOOGLE APPROACH JUNE 14, 2017 C. TODD LOMBARDO CHIEF DESIGN STRATEGIST, FRESH TILLED SOIL @IAMCTODD — [email protected]

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Not this one. This one.

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Not this one. This one.

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EVERYONE HAS A PROCESS C. TODD LOMBARDO — @IAMCTODD

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

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

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Source: IBM

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Source: Design Council UK

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APPLIED DESIGN-THINKING C. TODD LOMBARDO — @IAMCTODD

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Source: google.com

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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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Our Design Sprint Approach C. TODD LOMBARDO — @IAMCTODD

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

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

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

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

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

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

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

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LEARN BUILD MEASURE PRODUCT DATA IDEAS

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BUILD BUILD BUILD PRODUCT PRODUCT PRODUCT Credit: Wolf Bruening

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LEARN BUILD MEASURE PRODUCT DATA IDEAS START HERE?

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

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

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ASSUMPTIONS: WHAT YOU THINK YOU KNOW

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

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HI HI LO LO Importance Risk

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HI HI LO LO Importance Risk

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

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

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

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

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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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Example INSPIRED BY: SIRIUSDECISIONS

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Example Human resources lacks recruiting software INSPIRED BY: SIRIUSDECISIONS

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Example Human resources lacks recruiting software BAD INSPIRED BY: SIRIUSDECISIONS

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

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WHAT ARE YOU SOLVING FOR? really

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REFRAME?

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

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

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Title (H1) PROBLEM SOLUTION INSPIRED BY: WOLF BRUENING

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

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

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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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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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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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THINK LIKE A DETECTIVE

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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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When ___ I need__ So that___ JOB STORY SIX UP STORYBOARD

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When ___ I need__ So that___ JOB STORY SIX UP STORYBOARD

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When ___ I need__ So that___ JOB STORY SIX UP STORYBOARD

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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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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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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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JOB STORIES

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“JOB?”

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

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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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SIX-UPS

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MOAR IDEAS?!

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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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STORYBOARDS

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

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JOB STORY A JOB STORY B

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JOB STORY SIX-UP STORY BOARD

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THINK LIKE AN ARTIST

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

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ASSUMPTIONS STORYBOARDS SKETCHING

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ASSUMPTION MATCHING

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Storyboards Existing Assumptions New Assumptions

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ASSUMPTION TABLE

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Assumption

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Test by …? Assumption

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Test by …? Valid if…? Assumption

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Storyboards Assumptions

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Storyboards Assumptions Test by …? Valid if…?

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SKETCHING & RITUAL DISSENT

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THINK LIKE A SCIENTIST

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

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marshmallowchallenge.com

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PROTOTYPES ARE MINIMIM VIABLE CONCEPTS

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THINK LIKE AN ARCHITECT

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TEST INTERVIEWS 1 2 WRAP-UP Sprint Debrief Daily Retrospective

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

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Interview Structure

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

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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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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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BE. @%. CURIOUS.

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THINK LIKE AN JOURNALIST

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

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OK, NOW WHAT?

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

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

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UNDERSTAND DETECTIVE C. TODD LOMBARDO — @IAMCTODD

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UNDERSTAND DETECTIVE DIVERGE ARTIST C. TODD LOMBARDO — @IAMCTODD

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

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

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

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DESIGNER SCIENTIST EMPATHIC MAKER FORWARD LOOKING RIGOROUS EXPERIMENTAL HYPOTHESIS DRIVEN

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DESIGNTIST

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SCIENTIFIC METHOD DESIGN PROCESS AGILE PHILOSOPHY design sprint

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

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WHAT IS RIGHT?

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WHO IS RIGHT? WHAT IS RIGHT?

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

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[email protected] #designsprint @iamctodd

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APPENDIX

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AGENDA HACKS…

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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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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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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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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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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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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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HOW TO §@%& IT UP?

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Design Sprint ains

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

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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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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