Design Sprint for Creative Teams

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.

richard@freshtilledsoil.com

@rmbanfield

@freshtilledsoil

#designsprint

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