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Jameel Somji – Using Design Sprints to Find Answers to Critical Business Question

Lam Thai
July 21, 2019

Jameel Somji – Using Design Sprints to Find Answers to Critical Business Question

This is a talk for Design Research 2019 in Vietnam by Jameel Somji

Lam Thai

July 21, 2019
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  1. Find Answers to Critical
    Business Questions
    Using Design Sprints
    Jameel Somji, CFA | Founder & CEO of SpiNovation Labs
    SpiNovation Labs
    SpiNovation Labs

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  2. 2
    SpiNovation Labs
    Source: Google Design

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  3. 3
    SpiNovation Labs
    Product Design Sprint length 3-5 days
    Source: Google Design

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  4. 4
    SpiNovation Labs

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  5. 5
    Would Seniors Rent
    Units in a NEW $30
    Million Residential
    Community?
    SpiNovation Labs

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  6. 6
    SpiNovation Labs
    Land Purchased to Develop Residential Community

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  7. 7
    SpiNovation Labs
    Niagara Falls, Canada

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  8. SpiNovation Labs 8
    Vision

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  9. SpiNovation Labs 9
    Targeting Seniors

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  10. 10
    Why?
    SpiNovation Labs

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  11. 11
    SpiNovation Labs
    50% Occupancy after 1 year :(
    Orillia, Canada

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  12. 12
    How?
    SpiNovation Labs

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  13. 13
    SpiNovation Labs
    Bank Research Partner

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  14. 14
    SpiNovation Labs
    1 Bedroom Units 2 Bedroom Units
    80% 20%
    Forecast

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  15. 15
    SpiNovation Labs
    Orillia, Canada

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  16. 16
    SpiNovation Labs
    1 Bedroom Units 2 Bedroom Units
    80% 20%
    20% 80%
    Actual Demand

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  17. 17
    Let’s try a different
    research approach
    SpiNovation Labs

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  18. Sprint Participants
    CEO
    Architect
    Head of Marketing & Sales
    Property Manager
    UI/UX Designer
    Sprint Master (Jameel)
    SpiNovation Labs 18

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  19. 19
    Sprint Day 1
    (8 hours)
    SpiNovation Labs

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  20. Long Term Goal
    SpiNovation Labs 20
    Build a rental only residential community for
    Seniors in Niagara Falls, Canada

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  21. Target Customer Profile
    Demographic
    Age: Primary: 55-75
    Working or recently retired
    Household income: $40k+
    Married or widowed
    Live in large home and children have left.
    Living in an old apartment
    Active & healthy
    21
    Location
    Primary: Niagara Falls
    Secondary: Niagara on the Lake, St. Catherines, Grimsby, Lincoln, Port
    Colburn
    Motivations
    Looking to move to a modern residence with little to no maintenance
    required.
    Sell home to access equity to fund retirement

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  22. Customer Journey Map
    SpiNovation Labs 22
    1. See ad
    2. Visit website
    3. Phone agent for tour or more info
    4. Agent follow-up
    5. Client talks to family members
    6. Make decision to rent
    7. Submit deposit to secure rental unit (1 months rent)
    8. Sell their own property (takes 6-12 months)
    9. Move in 2 years later
    10. Enjoy new home

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  23. Conduct research interviews with experts
    SpiNovation Labs 23
    Real Estate Agents:
    ● Apartment rental availability 1%
    ● 90% of housing options multi-story
    Seniors Moving Company
    ● 30% of residents are Seniors
    ● Downsizing a reality
    Local Seniors home:
    ● 200 person waiting list at senior homes.
    ● Pricing
    ● Competition
    Commercial Banker:
    ● Financing
    City hall - Urban planner
    ● Competition
    ● Government incentives
    Senior Recreation Centre:
    ● Location
    ● Marketing
    ● Seniors to test prototype with

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  24. SpiNovation Labs 24
    Recruit Seniors

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  25. Critical business questions to answer in Sprint
    Will Seniors rent a unit? Price affordable?
    Demand for 1, 2 or 3
    bedroom units?
    Unit design, layout & finishings
    desirable?
    Location desirable?
    SpiNovation Labs 25

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  26. 26
    Sprint Day 2
    (8 hours)
    SpiNovation Labs

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  27. Find design inspiration for prototype
    SpiNovation Labs 27

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  28. Find design inspiration for prototype
    SpiNovation Labs 28

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  29. Find design inspiration for prototype
    SpiNovation Labs 29

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  30. Why is the Elgin right for Customers?
    The newest property in Niagara, close to the falls and priced right.
    Senior Community
    Private backyards/decks and patios
    Rightsizing - 1500 to 1000
    Main floor bedroom
    Lawn, snow and property maintenance included
    Value Prop

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  31. 31
    Sprint Day 3
    (8 hours)
    SpiNovation Labs

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  32. Build prototype
    SpiNovation Labs 32

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  33. Build prototype
    SpiNovation Labs 33

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  34. Settle on 5 test customers
    SpiNovation Labs 34

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  35. 35
    Sprint Day 4
    (8 hours)
    SpiNovation Labs

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  36. Test Prototype with 5 seniors
    SpiNovation Labs 36
    85% of problems can be gained from talking to 5 people. Learn More

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  37. SpiNovation Labs
    Senior Feedback
    37

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  38. Answers to critical business questions
    Would Seniors rent a unit?
    No
    Stairs
    No underground parking,
    Price affordable?
    Yes
    Demand for 1, 2 or 3
    bedroom units?
    2 bedrooms
    Unit design, layout & finishings
    desirable?
    Yes
    Location desirable?
    Yes
    SpiNovation Labs 38

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  39. The verdict
    SpiNovation Labs
    Idea was an…
    Efficient failure
    Flawed Success
    Epic Win
    39

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  40. 40
    What Next?
    SpiNovation Labs

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  41. SpiNovation Labs
    Source: Google
    Design is
    about balancing...

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  42. Design challenges
    SpiNovation Labs 42
    Design Issues Mitigation Feasible
    (engineering)
    Profitable
    Stairs Add Elevators or
    other solution
    Yes No
    No Underground
    Parking
    Add underground
    parking or other
    solution
    Yes No

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  43. 43
    The Iteration Sprint
    (Day 5, 6 & 7)
    SpiNovation Labs

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  44. The New Concept
    SpiNovation Labs 44

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  45. Answers to critical business questions
    Would Professionals rent a unit?
    No
    Competition
    Price affordable?
    Barely
    Unit Preference?
    1-2 bedrooms
    Unit design, layout & finishings
    desirable?
    Yes
    Location desirable?
    Yes
    SpiNovation Labs 45

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  46. The verdict
    SpiNovation Labs
    Idea was an…
    Efficient failure
    Flawed Success
    Epic Win
    46

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  47. 47
    What Next?
    SpiNovation Labs

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  48. 48
    Client Changed
    Business Model
    SpiNovation Labs

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  49. 49
    SpiNovation Labs
    Text from CEO

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  50. 50
    SpiNovation Labs
    New Target Market
    Company decided to sell condos to investors who are priced out of the Toronto
    real estate market and were looking for a more affordable place to invest.
    Price of Condo Town homes
    Toronto, Canada Niagara, Canada
    $1-2 Million $0.2-0.5 Million

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  51. 51
    SpiNovation Labs
    Outcome (ROI)
    All condo units sold out within 6
    weeks of opening pre-construction
    sales.
    The project is currently under
    construction and is expected to be
    completed by 2022.

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  52. 52
    SpiNovation Labs

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  53. 53
    Appendix
    SpiNovation Labs

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  54. When to sprint?
    -Start of new project to define product
    -Hit a roadblock
    -Inject speed into your process
    SpiNovation Labs
    Source: Google

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  55. When not to sprint?
    -Have clear product direction -> just need time to build
    -Don’t have leadership buy-in
    -Don’t have the right team
    SpiNovation Labs
    Source: Google

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  56. Executive Sponsor (Decider)
    Designer
    Tech/logistics Lead
    Finance
    Sprint Team
    Marketing
    Customer expert
    Sprint Facilitator
    SpiNovation Labs

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  57. What’s the catch?
    -Prototypes won’t be perfect
    -Take multiple sprints to find product-market fit.
    SpiNovation Labs

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  58. Sprint ROI
    -Compress 3-6 months of work into a few days
    -Get product to market faster
    -Prototype costs <5% of building the wrong thing.
    SpiNovation Labs

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  59. Additional Sprint Resources
    SpiNovation Labs
    Google Design Sprint Toolkit
    Lightening Decision Jam
    -a great way to introduce sprint methods into your organization
    Sprint Book by Jake Knapp

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  60. Drop Jameel Somji a message if you want to chat about design sprints!
    [email protected] SpiNovation Labs

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  61. Jameel Somji, CFA
    Founder & CEO
    SpiNovation Labs
    Thank You

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