Crash Course in Design Thinking (+Japanese)

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Crash Course in Design Thinking (+Japanese)

  1. 1. Copyright 2014 Cowan Publishing デザイン 思考 ! 2時間集中コース!
  2. 2. Copyright 2014 Cowan Publishing ALEX COWAN! AlexanderCowan.com! @cowanSF ABOUT ME Entrepreneur (5x)! Intrapreneur (1x)
  3. 3. Copyright 2014 Cowan Publishing ALEX COWAN! AlexanderCowan.com! @cowanSF ABOUT ME
  4. 4. Copyright 2014 Cowan Publishing ABOUT ME www.alexandercowan.com
  5. 5. Copyright 2014 Cowan Publishing PRODUCT IDEAS? (製品のアイデア?) ALEX COWAN! AlexanderCowan.com! @cowanSF Do you have a product idea you can use? ワークショップで使用すること製 品のアイデアを持っていますか?
  6. 6. Copyright 2014 Cowan Publishing PRODUCT IDEA: ENABLE QUIZ Chris the Candidate Frank the Functional Manager Helen the HR Manager Concept: Enable Quiz POSITIONING STATEMENT Enable Quizは、技術に関して理解のあるマネ ージャーを雇うために、エンジニアにとって重 要なトピックに関するクイズを通じて、迅速で 簡単に選定することを可能にする能力評価シ ステムだ。 従来の評価方法やアドホックな質問とは違い 、このプロダクトは、簡単かつ継続的に技術に 関する評価を行うことができる。 FOUNDERS NOTE 今、我々は、以下の機能を備えたクラウドアプ リを考えている。 -様々なトピックに関した大規模なデータベー スから技術的なクイズを作成する機能 - クイズを管理し、結果を確認するための機能 -人事部のマネージャーなどが候補者に関す るメモを追加できる機能 私は全力を尽 くしたい-何か 解決策を見つ けるつもりだ。 しかし、もし彼らが 私に客観なクイズ を問いたい場合は 、それで十分である 。 私はみんなが自らのスタ ッフのことを理解している 環境で働くという考え方 が好きだ。 私に、候補者をよ り良くスクリーニ ングできる技術的 な理解があれば いいな。 私たちは、評価の 悪い社員ゼロ - 少 なくともそれに近 づく結果を残した い。 私は、年末評価で良い 評価を受けたい。 私はリクルーテ ィングに多くの 時間を費やす必 要があることを 知っている。 インタビュー形 式で、技術的な スキルをスクリ ーニングするこ とは難しい。 PROBLEM SCENARIO 1. Candidates Screening 候補者のスクリーニング 問題:エンジニアや技術者を雇うほとんどの企 業は、人材雇用において、コアスキルをスクリ ーニングする体系的な方法を持っていない。 代替案:リファレンスをチェックし、インタビュ ー中にはいくつかの厳密な質問のみをする。 価値提案:体系的かつ客観的に、候補者をスク リーニングし、より少ないインタビュー数で、よ り良い候補者を選別する。
  7. 7. Copyright 2014 Cowan Publishing Foundation in Design Thinking Product & Promotion User Stories & Test Cases Business Model Canvas ExperimentLearn Hypothesize Lean Startup- Style Assumptions VENTURE DESIGN (ベンチャーデザイン)
  8. 8. Copyright 2014 Cowan Publishing ALEX COWAN! AlexanderCowan.com! @cowanSF THE FULL STACK PRODUCT PERSON Specialties DESIGN&UX UNIXSYSADMIN RUBY PYTON JAVA PHP ... ENTERPRISESALES ... SEO ANALYTICS ... ... ... Foundation Skills LEAN デザイン思考 CUSTOMER! DEV. AGILE Technical Literacy アーキテクチャの 基礎! App. & Platform Integration 役割と! システムズ! 技術チームでの ソフトウェアの! 基礎! Model-View- Controller DESIGN! THINKING 顧客の開発 アジャイル看板
  9. 9. Copyright 2014 Cowan Publishing ALEX COWAN! AlexanderCowan.com! @cowanSF THE FULL STACK PRODUCT PERSON Specialties DESIGN&UX UNIXSYSADMIN RUBY PYTON JAVA PHP ... ENTERPRISESALES ... SEO ANALYTICS ... ... ... Foundation Skills LEAN デザイン思考 CUSTOMER! DEV. AGILE Technical Literacy ARCHITECTURE FUNDAMENTALS! App. & Platform Integration ROLES & SYSTEMS! In a Technical Team SOFTWARE FUNDAMENTALS! Model-View- Controller DESIGN! THINKING 顧客の開発 アジャイル看板
  10. 10. Copyright 2014 Cowan Publishing DESIGN THINKING (デザイン思考) Design Thinking! (デザイン思考) Now (今) Survival ! (生存) Then (後)
  11. 11. Copyright 2014 Cowan Publishing ! 共感! Empathy ! 創造性! Creativity DESIGN THINKING (デザイン思考)
  12. 12. Copyright 2014 Cowan Publishing ALEX COWAN! AlexanderCowan.com! @cowanSF デザイン思考- 応用
  13. 13. Copyright 2014 Cowan Publishing Entry (進入)1 Urinate as they go (彼らが行くように排尿)2 Edges preferred (好適なエッジ)3 Speedy (速い)4 PB (南京豆) > cheese (乾酪)5 デザイン思考- 応用 ALEX COWAN! AlexanderCowan.com! @cowanSF ! 共感! Empathy
  14. 14. Copyright 2014 Cowan Publishing Check & Repair (チェックと修理) UV Validation (紫外線の検証) Relevant Placement (関連の配置) A Better Mouse Trap (より良い鼠罠) Better Bait (より良いベイト) 1 2 3 4 5 デザイン思考- 応用 ALEX COWAN! AlexanderCowan.com! @cowanSF ! 創造性! Creativity
  15. 15. Copyright 2014 Cowan Publishing Foundation in Design Thinking デザイン思考- PERSONAS Personas Problem Scenarios Alternatives Your Value Propositions
  16. 16. Copyright 2014 Cowan Publishing デザイン思考- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF
  17. 17. Copyright 2014 Cowan Publishing DESIGN THINKING- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF
  18. 18. Copyright 2014 Cowan Publishing NOT A GOOD PERSONA • Women! • Age 28-45! • Has kids! • Socialize with other mom’s! • Online with Facebook! • 86% said they’d like to be more organized! • 70% said they’d use an application that organizes them
  19. 19. Copyright 2014 Cowan Publishing • Women! • Age 28-45! • Has kids! • Socialize with other mom’s! • Online with Facebook! • 86% said they’d like to be more organized! • 70% said they’d use an application that organizes them NOT A GOOD PERSONA Bullet points are almost never vivid or detailed Stock photo- not real This is a huge population- not exact These responses are ‘fake actionable’- survey responses like this are unreliable
  20. 20. Copyright 2014 Cowan Publishing THE ART OF CUSTOMER DISCOVERY
  21. 21. Copyright 2014 Cowan Publishing A BETTER PERSONA Mary is a mom by choice. She had a successful career in accounting, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on child education and keeping track of what works. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. ! She has a few blogs and publications she reads regularly… Mary the Mom
  22. 22. Copyright 2014 Cowan Publishing A BETTER PERSONA the use of a first name helps w/ vividness (a little) these full sentences look like a good start towards something vivid and detailed this is a real photo of a relevant person taken with an iPhone in the real world Mary is a mom by choice. She had a successful career in accounting, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on child education and keeping track of what works. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. ! She has a few blogs and publications she reads regularly… Mary the Mom
  23. 23. Copyright 2014 Cowan Publishing EXERCISE(鍛え)- PERSONA CREATION Mary the Working Mom Susan the Stay-at-Home Mom Douglas the Dad Nathan the Nanny Ivan the Infant … List at least 3 personas! 少なくとも3ペルソナを一覧表示します use 1 index card/ persona! 使用1インデックス カード/ペルソナ (4 min)
  24. 24. Copyright 2014 Cowan Publishing EXERCISE(鍛え)- PERSONA CREATION Mary the Working Mom (B, U) Susan the Stay-at-Home Mom (B, U) Douglas the Dad (U) Nathan the Nanny (U) Ivan the Infant (U) … Which are buyers? Users? Both? ! Note with a ‘B’ and/or a ‘U’ on the Index Card (1 min) バイヤーはどのですか? ユーザー?両方? ! 「B」、および/またはイ ンデックスカードの「U」 に注意してください
  25. 25. Copyright 2014 Cowan Publishing EXERCISE(鍛え)- PERSONA CREATION (3 min) Can you think of 5 real examples for each?! Use the back of your index cards あなたがそれぞれに5実例を考 えることができますか? ! あなたのインデックスカード の裏側を使う
  26. 26. Copyright 2014 Cowan Publishing EXERCISE(鍛え)- PERSONA CREATION Which have the most compelling need, desire? ! If you could only pitch 1 persona type, which? Sort top to bottom (1 min) 最も魅力的なニーズを持っている欲望? ! あなただけのその1ペルソナタイプを、ピッチができれば?に並べ上か
  27. 27. Copyright 2014 Cowan Publishing A LITTLE GAME FOR BETTER PERSONA DISCOVERY Day in the Life we look at a few photos for a given persona you make some guesses about them there are no right answers BUT! there is a right process: observe and infer OBJECTIVE: get a feel for what’s real; start to create (not a full picture, just snippets) 私たちの一日 私たちは、与えられたペルソナ のためにいくつかの写真を見て あなたはそれらについていく つかの推測をする そこには正しい答えはありま せんが、 ! 観察し、推測:右のプロセス があります 目的:本当何の感触を得る。鮮や かな何かを作成するために開始
  28. 28. Copyright 2014 Cowan Publishing OUR PERSONA Sally the 
 Single Mom! お母さんサリー!
  29. 29. Copyright 2014 Cowan Publishing WAKE UP! (目を覚ます!)
  30. 30. Copyright 2014 Cowan Publishing WAKE UP! (目を覚ます!)
  31. 31. Copyright 2014 Cowan Publishing GEARING UP FOR THE DAY (に準備する)
  32. 32. Copyright 2014 Cowan Publishing AT WORK (職場で)
  33. 33. Copyright 2014 Cowan Publishing AFTER WORK (仕事の後)
  34. 34. Copyright 2014 Cowan Publishing (PRE-BED 就寝時の前)
  35. 35. Copyright 2014 Cowan Publishing (PRE-BED 就寝時の前)
  36. 36. Copyright 2014 Cowan Publishing GEAR (索具)! )
  37. 37. Copyright 2014 Cowan Publishing IF I HAD 3 EXTRA HOURS (私は3残業を持っていた場合…)
  38. 38. Copyright 2014 Cowan Publishing ABOUT SALLY THE SINGLE MOM… What’s her favorite kind of music?! Band/composer?! (音楽の彼女のお気に入りのようなものは何です か?)! Where did she buy their last pair of shoes?! どこで彼女は靴の彼らの最後のペアを購入しま したか?! What movie did she last see?! 彼女が最後にどのような映画を見たのですか?! What did she drink with dinner last night?! If she had a dog, what kind?!
  39. 39. Copyright 2014 Cowan Publishing ABOUT SALLY THE SINGLE MOM… What did she drink with dinner last night?! 彼女は最後の夜のディナーで何を飲むのですか?! If she had a dog, what kind?! 彼女は犬を持っていた場合、どのような?! What’s her favorite magazine?! 彼女のお気に入りの雑誌は何ですか?
  40. 40. Copyright 2014 Cowan Publishing デザイン思考- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF PROBLEM SCENARIO! 問題のシナリオ X
  41. 41. Copyright 2014 Cowan Publishing デザイン思考- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF X What job(s) are you doing for the customer? What existing need or behavior are you fulfilling? PROBLEM SCENARIO! 問題のシナリオ
  42. 42. Copyright 2014 Cowan Publishing デザイン思考- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF ALTERNATIVE(S)! 代替案 ? XPROBLEM SCENARIO! 問題のシナリオ
  43. 43. Copyright 2014 Cowan Publishing デザイン思考- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF ? X If they currently use spreadsheets, watch them use it and get a copy of it. If they currently put notes on the family fridge, ask about it, photograph it. PROBLEM SCENARIO! 問題のシナリオ ALTERNATIVE(S)! 代替案
  44. 44. Copyright 2014 Cowan Publishing デザイン思考- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF YOUR VALUE PROPOSITIONS! あなたの価値提案 ! ? XPROBLEM SCENARIO! 問題のシナリオ ALTERNATIVE(S)! 代替案
  45. 45. Copyright 2014 Cowan Publishing デザイン思考- PERSONAS ALEX COWAN! AlexanderCowan.com! @cowanSF ! ? X Are they better enough than the alternative(s)? PROBLEM SCENARIO! 問題のシナリオ ALTERNATIVE(S)! 代替案 YOUR VALUE PROPOSITIONS! あなたの価値提案
  46. 46. Copyright 2014 Cowan Publishing EXERCISE(鍛え)- VALUE PROPOSITIONS (価値提案) Brainstorm Problem Scenario- Alternative-Value Proposition Trios. ! ブレーンストーミング問題シナ リオ - 代替価値提案トリオ。
 ! ? X Problem: Mary would like to be more structured and consistent in her use of allowances to teach the link between work and financial rewards. Alternative: Track the completion of chores, homework, etc. manually using paper, boards, notes on her phone. Value Proposition: Use our app to easily and consistently implement best practices tailored to your situation. (7 min.) PROBLEM SCENARIO! 問題のシナリオ ALTERNATIVE(S)! 代替案 YOUR VALUE PROPOSITIONS! あなたの価値提案
  47. 47. Copyright 2014 Cowan Publishing EXERCISE (鍛え)- VALUE PROPOSITIONS 価値提案 ALEX COWAN! AlexanderCowan.com! @cowanSF Prioritize your value propositions- if you could only pitch one, which? After that? Etc.! ピッチのみ1、そのあなたの価値、あなたは可能性命題-IF優先順位を つける?その後?その他 (2 min.)
  48. 48. Copyright 2014 Cowan Publishing THE BUSINESS MODEL CANVAS This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas. (Cost Structure) (Key Partners) (Key Activities) (Key Resources) (Revenue Streams) (Customer Relationships) (Channels) (Value Propositions) (Customer Segments) ALEX COWAN! AlexanderCowan.com! @cowanSF 価値提案 ペルソナ
 顧客層
  49. 49. Copyright 2014 Cowan Publishing SEGMENT TO VALUE PROPOSITION MAPPING This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas. Cost_1 Cost_2 Cost_3 Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Resource_1 Resource_2 Resource_3 Revenue_1 Revenue_2 Revenue_3 Relationship_1 Relationship_2 Relationship_3 Channel_1 Channel_2 Channel_3 Proposition_1 Proposition_2 Proposition_3 Segment_1 Segment_2 Segment_3 ALEX COWAN! AlexanderCowan.com! @cowanSF 価値提案 ペルソナ
 顧客層
  50. 50. Copyright 2014 Cowan Publishing THE INDEPENDENT VARIABLE (独立変数) Value Propositions Customer Segments This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas. (Cost Structure) (Key Partners) (Key Activities) (Key Resources) (Revenue Streams) (Customer Relationships) (Channels) (Value Propositions) (Customer Segments) ALEX COWAN! AlexanderCowan.com! @cowanSF 価値提案 ペルソナ/顧客層
  51. 51. Copyright 2014 Cowan Publishing EXERCISE(鍛え)- PERSONAS, VALUE PROP’S 1. List your prioritized personas (Customer Segments block) and Value Propositions! 2. Map your personas to your Value Propositions ! (3 min) This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas. Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Persona_1 Persona_2 Persona_3 1。あなたの優先順位のPersonas (顧客セグメントブロック)と価 値提案をリスト ! 2。あなたの価値提案にあなたの Personas地図 ! (3分)
  52. 52. Copyright 2014 Cowan Publishing ALEX COWAN! AlexanderCowan.com! @cowanSF X ! ? DISCOVERY & LEARNING: PROBLEM SCENARIOS YOUR VALUE PROPOSITIONS! あなたの価値提案 PROBLEM SCENARIO! 問題のシナリオ ALTERNATIVE(S)! 代替案
  53. 53. Copyright 2014 Cowan Publishing … and they have a certain PROBLEMS(S) … … where they’re currently using certain ALTERNATIVE(S) … … and I have a VALUE PROPOSITION that’s better enough than the alternatives to cause the persona to act (purchase, use, etc.). A certain PERSONA exists… AND NOW THE PRODUCT HYPOTHESIS ! ? X
  54. 54. Copyright 2014 Cowan Publishing EXERCISE(鍛え): YOUR VENTURE HYPOTHESIS … and they have a certain PROBLEMS(S) … … where they’re currently using certain ALTERNATIVE(S) … … and I have a VALUE PROPOSITION that’s better enough than the alternatives to cause the persona to act (purchase, use, etc.). A certain PERSONA exists… ‘HR and functional managers are in charge of technical hires ! and they struggle to effectively screen for technical skill sets, making the hiring process slower and more labor intensive and producing worse outcomes than they should reasonably expect. ! ! Currently they implement a patchwork of calling references and asking a few probing questions. ! ! By offering an easy, affordable, lightweight technical quizzing solution, Enable Quiz can acquire and retain these customer personas, delivering material value.’ (4 min.) Enable Quiz example:
  55. 55. Copyright 2014 Cowan Publishing (鍛え)PEER PRESENTATIONS PREP! For [target customer] who [statement of the need or opportunity], the [product name] is a [product category] that [statement of key benefit/key reason to buy]. unlike [primary alternative], our product [statement of primary differentiation].! のための[必要性や機会のステートメントが]、[製品 名]は、[重要な利点の声明/主な理由で購入する]とい う[製品分類]で[ターゲット顧客]。 [原発代替]とは異 なり、私たちの製品[次微分計算書]。 (5 min.)
  56. 56. Copyright 2014 Cowan Publishing As Presenter As Audience 1) What is this? (Use positioning statement)! 2) Who is the persona? What kind of shoes do they wear?! 3) What problem scenario(s) are you looking at? What alternatives does the persona use now?! 4) What’s your value proposition?! 5) What do you need to learn more about? - Focus on the process; avoid editorial! - Ask a lot of questions! - Think about it like an investor EXERCISE: PEER PRESENTATION ALEX COWAN! AlexanderCowan.com! @cowanSF (5 min./ each)
  57. 57. Copyright 2014 Cowan Publishing STORYBOARDING: ORIGINS copyright Fred Moore & Disney Pictures ALEX COWAN! AlexanderCowan.com! @cowanSF
  58. 58. Copyright 2014 Cowan Publishing Personas STORYBOARDING EXAMPLE
  59. 59. Copyright 2014 Cowan Publishing Personas STORYBOARDING EXAMPLE
  60. 60. Copyright 2014 Cowan PublishingCopyright 2014 Cowan Publishing ENABLE QUIZ: EXAMPLE PROBLEM SCENARIOS X Helen the HR Manager “It’s hard for me to screen on technical skill sets and I end up sending Frank unqualified recruits.” Frank the Functional Manager “I have limited time and I don’t want to be a jerk. It’s hard to screen for all the relevant technical skill sets.” PERSONA PROBLEM
 SCENARIO - Call references! - Take their word for it - A few probing questions! - Take their word for it?ALTERNATIVE(S) !VALUE
 PROPOSITIONS New ability for meaningful screening of technical candidates, increasing % of successful hires and lowering Frank’s workload on recruiting. Less time doing interviews, and better hires sooner.
  61. 61. Copyright 2014 Cowan Publishing STORYBOARDING A PROBLEM SCENARIO AFTER BEFORE BEFORE
 (using the Alternative) AFTER
 (with the Value Proposition)
  62. 62. Copyright 2014 Cowan Publishing EXERCISE: BEFORE AND AFTER BOARDS Using the squares, create a before and then after storyboard- 3 panels each BEFORE
 (using the Alternative) AFTER
 (with the Value Proposition) (10 min.)
  63. 63. Copyright 2014 Cowan Publishing EXERCISE- PERSONA CREATION ALEX COWAN! AlexanderCowan.com! @cowanSF Pick your top persona. Describe then. Then do Think, See, Feel Do MARY THE WORKING MOM About: Mary is works two jobs- job #1 is being a mom and job #2 is running a corporate accounting department. She doesn’t … Thinks: Learning the value of work and a dollar is important … Sees: That a lot of kids in her peer group very indulged … Feels: She wants her kids to have everything but worries that if she doesn’t instill a good work ethic they’ll struggle later … Does: She sets boundaries around use of media and games. As they get older, she wants to set up a rotation for household chores … Tell a story here! ここで話をする Operationalize your person here! ここにあなたの人 を運用可能 (5 min) あなたのトップペルソナを選択してください。その後、説明してくだ さい。そして、感じていますか、参照してください、と思いますか
  64. 64. Copyright 2014 Cowan Publishing デザイン思考- PERSONASを連 Foundation in Design Thinking Personas Problem Scenarios Alternatives Your Value Propositions SELLING
 STUFF
 Who’s buying?! ! 
 Where?! ! 
 Why? Who are we selling to?! ! Where do we reach them?! ! With what proposition? MAKING
 STUFF
What does the user actually do? What does the user (most) want?
  65. 65. Copyright 2014 Cowan Publishing PERSONAS- DISCOVERY & VALIDATION MVP Tell me about yourself.! What do you do? How often?! How does it make you feel? Interviews AdWords, etc. + Landing Page Tests Real-Time Analytics & Recording Minimum Viable Product What language, propositions resonate? ! What is the customer prepared to do? What do users actually do? Do customers like it? Buy it? Use it? 
 Tell others about it?
  66. 66. Copyright 2014 Cowan Publishing LEAN & THE SCIENTIFIC METHOD Do I have real evidence from my buyer that this is compelling? 6.a YES results disprove hypothesis 01 IDEA! 02 HYPOTHESIS 03 EXPERIMENTAL DESIGN 04 EXPERIMENTATION 05 REVISE? 6.b NO we appear to have a valid hypothesis What are the key assumptions required to make this business work? 6.a YES results disprove hypothesis 01 IDEA! 02 HYPOTHESIS 03 EXPERIMENTAL DESIGN 04 EXPERIMENTATION 05 REVISE? 6.b NO we appear to have a valid hypothesis How do I definitely prove or disprove the assumptions with a minimum of time and effort? 6.a YES results disprove hypothesis 01 IDEA! 02 HYPOTHESIS 03 EXPERIMENTAL DESIGN 04 EXPERIMENTATION 05 REVISE? 6.b NO we appear to have a valid hypothesis 6.a YES results disprove hypothesis 01 IDEA! 02 HYPOTHESIS 03 EXPERIMENTAL DESIGN 04 EXPERIMENTATION 05 REVISE? 6.b NO we appear to have a valid hypothesis Am I reacting or am I focused on validating my pivotal assumptions? ‘Pivot or persevere?’
  67. 67. Copyright 2014 Cowan Publishing PRIORITIZING AND FOCUSING Priority Key Assumption Needs Proving? Experimentation 1 [A key assumption about the business] [Whether it needs proving! [Experiment to ! prove or disprove] 1 Hiring managers would prefer a lightweight quiz app over calling references and ad hoc probing. Yes * Customer interviews on problem scenario! * Value testing through ‘minimum viable product’ 2 Managers want to be able to add their questions as well Yes * Show prototypes with choices
 * Test in beta 2 Parents have smart phones No n/a Focus on strategic, pivotal assumptions

  68. 68. Copyright 2014 Cowan Publishing 4 TYPES OF LEAN HYPOTHESES ALEX COWAN! AlexanderCowan.com! @cowanSF PERSONA HYPOTHESIS! ペルソナ仮説 PROBLEM HYPOTHESIS! 問題仮説 VALUE HYPOTHESIS! VALUE仮説 CUSTOMER CREATION HYPOTHESIS! 顧客CREATION仮説
  69. 69. Copyright 2014 Cowan Publishing PERSONA HYPOTHESIS (ペルソナ仮説) ALEX COWAN! AlexanderCowan.com! @cowanSF Does this person exist? ! Can you identify them?! Do you understand them really well?! What do they think-see-feel-do in your area?! ! この人は存在するか? ! あなたがそれらを識別することはできますか? ! あなたは本当にそれらをよく理解していますか?を ! 彼らは何をすべきか、お住まいの地域で考える - フィール-DOか?
  70. 70. Copyright 2014 Cowan Publishing PROBLEM HYPOTHESIS (問題仮説) ALEX COWAN! AlexanderCowan.com! @cowanSF Have you identified a discrete problem/need?! How important is it to the target persona(s)?! What alternatives do they use today? How?! ! あなたは、離散問題/ニーズを特定したことがあります か? ! それは、ターゲットのペルソナ(複数可)にどのくら い重要ですか? ! 彼らは今日は何の選択肢使うのですか?どうやって?
  71. 71. Copyright 2014 Cowan Publishing VALUE HYPOTHESIS ALEX COWAN! AlexanderCowan.com! @cowanSF How much better than the best alternative is your product? ! How obvious is that to the customer?! ! お使いの製品がどれだけ最善の代替案よりも優れて いる? ! それが顧客にどのように明らかである?
  72. 72. Copyright 2014 Cowan Publishing CUSTOMER CREATION HYPOTHESIS ALEX COWAN! AlexanderCowan.com! @cowanSF How will you get the customer’s: attention, interest, desire, action, onboarding, retention?! How will you know if it’s working?! ! 注意、興味、欲求、行動、オンボーディング、保持 :どのようにして、顧客のを得るのだろうか? ! それが働いている場合はどのように知っているのだ ろうか?
  73. 73. Copyright 2014 Cowan Publishing ALEX COWAN! AlexanderCowan.com! @cowanSF THE FULL STACK PRODUCT PERSON Specialties DESIGN&UX UNIXSYSADMIN RUBY PYTON JAVA PHP ... ENTERPRISESALES ... SEO ANALYTICS ... ... ... Foundation Skills LEAN デザイン思考 CUSTOMER! DEV. AGILE Technical Literacy アーキテクチャの 基礎! App. & Platform Integration 役割と! システムズ! 技術チームでの ソフトウェアの! 基礎! Model-View- Controller DESIGN! THINKING 顧客の開発 アジャイル看板
  74. 74. Copyright 2014 Cowan Publishing X PROBLEM! SCENARIOS & ALTERNATIVES 問題のシナリオ & 
 代替案 What?! 何が? PRODUCT & PROMOTION / CUSTOMER DISCOVERY & EXPERIMENTS! 顧客発見 & 実験 Tell me…?! 教えてください? BY THE NUMBERS PERSONAS! ペルソナ Who?! 誰? USER STORIES & PROTOTYPES How?! 方法? Scale?! 拡大する? Pivot? VALUE PROPOSITIONS 
 & ASSUMPTIONS! 価値提案 & 仮説 What if?! どのような場 合? !
  75. 75. Copyright 2014 Cowan Publishing BY THE NUMBERS (IN REVERSE) ! PRODUCT & PROMOTION / CUSTOMER DISCOVERY & EXPERIMENTS! 顧客発見 & 実験 How did the customer/user react? VALUE PROPOSITIONS 
 & ASSUMPTIONS! 価値提案 & 仮説 ! Was the implemented story relevant to the proposition? X PROBLEM! SCENARIOS & ALTERNATIVES 問題のシナリオ & 
 代替案 Is problem relevant? Is the proposition better vs. alternatives? PERSONAS! ペルソナ Do we understand this person? What makes them tick? USER STORIES & PROTOTYPES Did the implementation deliver on the story?
  76. 76. Copyright 2014 Cowan Publishing acowan@alexandercowan.com @cowanSF www.alexandercowan.com/venture-design http://bit.ly/descrash www.alexandercowan.com/startup-sprints

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