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DESIGN SPRINTFOR CREATIVETEAMS
CEO OF FRESH TILLED SOIL
700+ DIGITAL PRODUCTS
CO-AUTHOR OF DESIGN SPRINT AUTHOR OF DESIGN LEADERSHIP CO-AUTHOR OF PRODUCT LEADERSHIP
RICHARD BANFIELD
THIS IS A 3-HOUR WORKSHOP TO TEACH THE PRINCIPLES OF DESIGN SPRINTS. IT IS NOT A COMPLETE DESIGN SPRINT.
CERTAIN EXERCISES HAVE BEEN HIGHLIGHTED WHILE OTHERS SKIPPED IN THE INTEREST OF EXPEDIENCY.
NOTE TO READERS
HIGH FIVES
WARM UP CHALLENGES
MAKE EVERYONE HAPPY
BUILD A TOWER
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?
ANYTIME CUSTOMER VALIDATION OF A NEW DESIGN IS REQUIRED 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
WHY IS RESEARCH NOT ENOUGH?
LOOKS BACK WHILE DESIGN SPRINT LOOKS FORWARD
WHAT IS THE VALUE OF THE DESIGN SPRINT
WHAT IS THE VALUE OF THE DESIGN SPRINT
ACCURATELY FRAME THE PROBLEM
WHAT IS THE VALUE
WHY IS THE HEADLINE ALWAYS SOMETHING LIKE ‘MILLENNIALS AREN’T BUYING FABRIC SOFTENER’ RATHER THAN ‘P&G FAILS TO ADAPT TO NEW MARKET’?
ALYSSA SMITH MILLENNIAL CONSUMER
WHAT IS THE VALUE
SET THE DIRECTION
EVIDENCE OVER HIPPO
HIPPO: HIGHEST PAID PERSON’S OPINION
WHAT IS THE VALUE
VALIDATE THE SOLUTION
WHAT ARE WE CREATING
ANSWERS
PROTOTYPE
WHAT ARE WE CREATING
OUTCOMES
OUTPUTS
WHAT IS THE VALUE
ALIGN THE TEAM
GOAL: FOSTER CLIENT LOYALTY
DESIGN SPRINT: LOYALTY IDEATION
TESTED MULTIPLE PROTOTYPES
RANDOM ACTS OF KINDNESS > POINTS
SAVE $, HAND WRITTEN NOTES
BUY EXPENSIVE LOYALTY SOLUTION?
$$$Points Program lots of money & 00/100
1 2 3 just because
SOLVING THE WRONG PROBLEM
WHAT IS THE VALUE
REDUCE RISK
THE DESIGN SPRINT
UNDERSTAND DIVERGE BUILD
✓X
TESTCONVERGE
IMPROVE THE PROCESS OF FLYING OUT OF INTERNATIONAL AIRPORT?
HOW MIGHT WE…
AIRLINE XYZ HAS FOUND THAT CUSTOMER SATISFACTION IS SIGNIFICANTLY HIGHER ON FLIGHTS LEAVING FROM TOP RATED AIRPORTS.
CHALLENGE
THEIR HYPOTHESIS IS THAT IF A PASSENGER IS ALREADY UNHAPPY FROM THE PRE-FLIGHT EXPERIENCE, IT IS MORE DIFFICULT FOR THEM TO ACHIEVE HIGH SATISFACTION RATING.
CHALLENGE
AIRLINE XYZ HAS HIRED THE YOUR DESIGN CLASS TO CREATE FRESH NEW IDEAS FOR IMPROVING THE EXPERIENCE OF FLYING OUT OF YOUR LOCAL INTERNATIONAL AIRPORT.
CHALLENGE
EVERYONE PARTICIPATES ALL VOICES ARE EQUAL BE TOUGH ON IDEAS, GENTLE ON PEOPLE (ADD YOUR OWN)
RULES OF THE SPRINT
PHASE ONE:UNDERSTAND
USING A SERIES OF EXERCISES WE WILL BUILD A FOUNDATION OF UNDERSTANDING OF THE PROBLEM WE NEED TO SOLVE.
UNDERSTAND
BACKGROUND GOALS & ANTI-GOAL EXISTING PRODUCT, COMPETITORS, AND SUBSTITUTES FACTS AND ASSUMPTIONS
DEFINE THE PROBLEM PROBLEM STATEMENT CHALLENGE MAP(S)
KNOW THE USER WHO / DO PERSONAS USER JOURNEY MAP
UNDERSTAND
GOALS VS ANTI-GOALS
GOALS ANTI-GOALS
5 MINS
ASSUMPRIONS VS FACTS
FACTS ASSUMPTIONS
3 MINS
ASSUMPTIONS VS FACTS
LOW IMPORTANCE
HIGH IMPORTANCE
HIGH PRIORITY
LOW PRIORITY
5 MINS
EMPATHY MAPPING
5 MINS
PROBLEM STATEMENTS
THE PROBLEM TO SOLVE IS:
5 MINS
PHASE TWO:DIVERGE
NOW WE WIDEN THE LENS AND GENERATE POSSIBLE SOLUTIONS TO THE PROBLEM.
THE OBJECTIVE IS TO GENERATE AS MANY IDEAS AS POSSIBLE. YOU’LL WORK INDEPENDENTLY AND IN GROUPS TO MAXIMIZE YOUR POWERS OF IDEATION.
DIVERGE
CRITICISM FREE ZONE
FOLD THE PAGE INTO 6 DRAW 6 NEW SOLUTIONS (ON YOUR OWN)
SIX-UPS
5 MINS
SHARE YOUR IDEAS WITH THE GROUP
SIX-UPS
8 MINS
EACH SELECT ONE IDEA DRAW THREE SCENES FROM THE IDEA: 1. THE PAIN OR PROBLEM 2. EXPERIENCING THE SOLUTION 3. THE OUTCOME
STORYBOARDS
6 MINS
WRITE A FEW SENTENCES TO EXPLAIN EACH PART OF THE STORY
DESCRIBE THE EVENTS DESCRIBE THE CONTEXT
STORYBOARDS
5 MINS
PHASE THREE:CONVERGE
WE MAKE HARD CHOICES AND PICK A SINGLE DIRECTION TO PROTOTYPE AND TEST WITH USERS.
YOU’LL FOCUS ON HAVING THE RIGHT (AND SOMETIMES DIFFICULT) CONVERSATIONS ABOUT HOW YOU CAN SOLVE YOUR CHOSEN PROBLEM.
CONVERGE
WORKING INDIVIDUALLY DRAW WHAT YOUR SOLUTION WOULD LOOK LIKE
SKETCHING
5 MINS
SHARE YOUR IDEAS AND DISCUSS WITH THE ENTIRE GROUP
REMEMBER: TOUGH ON IDEAS, GENTLE ON PEOPLE
SKETCHING
10 MINS
EACH PERSON TAKES TURNS IN PRESENTING THEIR IDEA TO THE REST OF THE TEAM.
LISTENING TEAM MEMBERS PROVIDE FEEDBACK. PRESENTER TAKES NOTES.
REPEAT UNTIL EACH MEMBER HAS GONE.
RITUAL DISCENT
1 MINS + 2 MINS
USING THE FEEDBACK YOU RECEIVED, MAKE IMPROVEMENTS TO YOUR SOLUTION
SKETCHING, AGAIN
5 MINS
ON YOUR OWN, IDENTIFY THE TWO SOLUTIONS FROM YOUR TEAM SKETCHES YOU LIKE MOST AND PLACE YOUR VOTE NEXT TO THEM.
VOTING
2 MINS
PHASE FOUR:BUILD
PRODUCT PROTOTYPES ARE LIVING VERSIONS OF YOUR IDEAS.
PROTOTYPES DON'T HAVE TO BE PERFECT, BUT SHOULD PROVIDE ENOUGH DETAIL TO ADEQUATELY TEST YOUR ASSUMPTIONS WITH USERS OTHER THAN YOURSELVES.
BUILD
AS A TEAM, CREATE A MULTI-STEP PROTOTYPE OF YOUR SOLUTION.
BUILD WITH THE INTERVIEW IN MIND
(DRAW, VIDEO, ROLE PLAYING, ETC.)
PROTOTYPING
10 MINS
AS A TEAM, DETERMINE WHO FROM YOUR TEAM WILL BE THE INTERVIEWER, AND WHO WILL BE THE NOTE TAKERS
PROTOTYPING
1 MIN
AS A TEAM CREATE 5 QUESTIONS TO ASK DURING THE PROTOTYPE TEST.
DETERMINE WHICH QUESTIONS WILL GET ASKED BEFORE THE PROTOTYPE IS SHOWN (UNBIASED), DURING THE PROTOTYPE (CONNECTED TO A FEATURE), OR AFTER (WRAP UP)
QUESTION FORMULATION
10 MINS
IDENTIFY TOP ASSUMPTIONS FROM PHASE ONE, RELATED TO THIS IDEA AND LINE UP VERTICALLY.
ASSUMPTION MAPPING
3 MINS
DEFINE “VALID IF…” CRITERIA
WHAT WILL THE USER SAY OR DO TO DEMONSTRATE THIS ASSUMPTION IS TRUE?
ASSUMPTION MAPPING
ASSUMPTION MAPPING
VALID IF:
VALID IF:
VALID IF:
VALID IF:
5 MINS
PHASE FIVE:TEST
YOUR USERS AND/OR CUSTOMERS ARE THE ONES WHO WILL GIVE YOU THE BEST FEEDBACK.
GO BEYOND THE VERBAL FEEDBACK AND ALSO OBSERVE BEHAVIORS, BODY LANGUAGE, AND EMOTIONS.
TEST
ASK WHEN AND HOW QUESTIONS?
SAY “TELL ME MORE?”
DON’T ASK YES & NO QUESTIONS
DON’T ASK LEADING QUESTIONS
ALLOW FOR SILENCES
INTERVIEWING
PAIR UP WITH ANOTHER TEAM
ONE TEAM PRESENTS AND THE OTHER TEAM ASKS QUESTIONS
SWITCH TEAMS AND REPEAT
INTERVIEWING EXERCISE
2 MINS + 5 MINS
WHAT DID YOU LEARN FROM THE TEST?
WHAT WOULD YOU CHANGE OR ADD TO IMPROVE THE SOLUTION?
RETROSPECTIVE
ASSUMPTION MAPPING
VALID IF:
VALID IF:
VALID IF:
VALID IF:
TEST:
TEST:
TEST:
TEST:
4 MINS
CONGRATULATIONS!YOU DID IT.
sprintdesign
[client name here]
[FTS names here]
[date here]
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
Schedule Phase Two: Visual & User Experience Design
Monday 21-Dec 10a to 4p
UNDERSTAND
Intro to Design Sprint
Intro to Understand
Problem Statement
Existing research
Facts & Assumptions
Reframe
Personas
Challenge Maps
Daily Retro
Tuesday 22-Dec 10a to 4p
DIVERGE
Intro to Diverge
Recap Day 1
Job Stories
Diverge Cycle
Mind Map
SixUps
Storyboard
Silent critique
Group critique
Daily Retro
Wednesday 23-Dec 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
Tuesday 5-Jan
PROTOTYPE
Build prototype
Define Test Plan
Confirm Interviews
Thursday 7-Jan 10a to 4p
TEST
Interview #1
Interview #2
Interview #3
Interview #4
Interview #5
Friday 8-Jan 1p
RETRO & DEBRIEF
Sprint Retro
pre-sprint prep ASSEMBLE THE TEAM 4-12 people PO + spectrum of contributors clear schedules is a must
FIND YOUR USERS gather existing personas gather stats and stories for context complete recruiting for the testing phase
PREPARE THE ROOM offsite is always better plenty of supplies that foster creativity arrange seating for small groups to collaborate
Just a little bit of prep work is required to ensure we hit the ground running. Most of this is about clearing the path and eliminating roadblocks before they happen.
note/pic/quote about clearing schedules of being off site
MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT
THINGS
pre-sprint research and discovery with the Genentech teams
explore how an alignment of a single standard data model (SDTMv) can be used across the organization for all data delivery
determine applicability to defined use-cases
understand how a design sprint can be used as a mechanism for collaborative problem solving at Genentech
goals
objectivesExplore how an alignment of a single standard data model (ex: SDTMv) can be used across the organization for all data delivery, including data review, narratives, and reporting. (Does it make sense to have more than 1 data model?)
Determine the applicability of this standard to defined use-cases.
Understand how a design sprint can be used as a mechanism for collaborative problem solving.
outcomesDecision of data model(s)/data source(s) for all reporting and transformation deliverables
Agreed upon strategy to achieve this decision
opportunityEvaluation of and recommend the best data model(s)/data source(s) for all CDM reporting & transformation deliverable
Simplify and streamline processes that support reporting and transformation
Intros, Overview, & Rules What’s the Problem?* Hopes & Fears**
9:00am - 10:30am
Welcome
3:15pm-5:00pm
Understand III
Problem Statement(s) Daily Retrospective
MONDAY TUESDAY WEDNESDAY
10:45am - 12:30pm
Assumption Storming** Problem Context* Current Solution(s)
Understand I
Challenge Mapping Dot-Vote
1:30pm - 3:00pm
Understand II
Agenda At-a-Glance * Invite any (non participant) subject matter experts during this timeframe ** Helpful to include executive-level stakeholders for this exercise
THURSDAY FRIDAY
Day 1 Recap WHO/DO: Persona(s) Journey Map
9:00am - 10:30am
Understand IV
3:15pm-5:00pm
Diverge III
Storyboards Daily Retrospective
10:45am - 12:30pm
Job Stories Six-Ups Storyboards
Diverge I
Job Stories Six-Ups
1:30pm - 3:00pm
Diverge II
Day 2 Recap £100 Test Assumption Matching
9:00am - 10:30am
Converge I
3:15pm-5:00pm
Converge IV
Final Sketches Daily Retrospective
10:45am - 12:30pm
Assumption Table Sketching I
Converge II
Ritual Dissent Sketching II
1:30pm - 3:00pm
Converge III
Day 1, 2 & 3 Review Start Building Test Guide
9:00am - 10:30am
Build I
4:00pm-5:00pm
Pre-Test Review
Review Prototype Daily Retrospective
10:45am - 12:30pm
Prototype Build
Build II
Prototype Build
1:30pm - 3:30pm
Build III
2-3 Tests
9:00am - 10:30am
Test I
3:30pm-5:00pm
Sprint Debrief**
Results Interpretation Sprint Retrospective
10:45am - 12:30pm
2-3 Tests
Test II
2-3 Tests
1:30pm - 3:00pm
Test III
Client testimonial - Doug Mitchell, CEO of OfferLogic (photo attached) - slide #3 "When we started the Design Sprint process, I was worried how this was going to turn out. But after the second session, I trust you guys completely. I know your team 'gets' us and what we're trying to do. We're now on a different course than we planned at the outset, but it's exactly what our company needs right now."
Client testimonial - Raj Indupuri, CEO of eClinical - on speed "We knew we needed to focus on this workflow eventually, but were nervous to mention it because we couldn't believe you could learn and do so much in a week!"
Client testimonial - Dan Koziak, CXO of Promoboxx - on bringing the team together for different perspectives "Who knew our account managers would have such great ideas for our product? They generated more than half the ideas we came up with, including the idea we prototyped. I’d never have tapped into them if we hadn’t done this.”
Client testimonial - unnamed from TripAdvisor (design sprint workshop) "It was one of the few experiences in my career where I didn't have to defend the process which was refreshing.”
Client Testimonials
Bliksem Tobey, VP at Tech of Vemo Education - design sprint “I want to send a shout out to all of our friends at Fresh Tilled Soil!...You played a HUGE role in helping us get started in the right direction with our sprint in NYC...And you have helped us begin to bring that vision to reality.”
Tammy Brady, Servicing and Operations at Vemo Education - design sprint “Just wanted to say thank you for being so fabulous and helping us lay the groundwork for what promises to be the best "system" I've worked with in 30 years. You have opened these old-school eyes of mine to a new way of thinking and doing business.”
Anonymous at Trip Advisor - design sprint workshop "It was one of the few experiences in my career where I didn't have to defend the process which was refreshing.”
Client Testimonials (cont.)
ETSY up to 1 month to complete seller on boarding tested with prototype - more sellers completed on-boarding but # of items down (!) - they had made it too easy
ETSY new menu for creating a new listing - good feedback on first round of testing - when prototype released = neg. feedback because ETSY had made brand new listings easier but had inadvertently made copy & editing from existing listings more work - spent 6 months fixing this and other learnings that came out of prototype testing
http://alistapart.com/article/sharing-our-work-testing-feedback-in-design
EXTERNAL STORY
accurately frame the problem
get validation on a solution
to set the direction
why?
valuereduce risk of failure
align teams
gain efficiencies and limit waste
X ✓“Just Go Build It” team alignment is a constant struggle
clashing opinions over direction
roadmap starts to slip… again
project goes considerably over budget
launch engagement is under impressive
Building By Design team stays aligned from day one
evidenced-based decision making
iterative process ensures deadlines are met
project stays pretty close to budget
launch engagement exceeds expectations
accurately frame the problem
reduce risk of failure
align teams
discover answers fast
get validation on a solution
set the direction
