Agile software development
Individuals and interactions over
processes and tools.
Working software over
Customer collaboration over contract
Responding to change over following
Lean Startup method
Feedback loop called "build-measure-learn"
- minimize project risk, teams building
quickly, learning quickly
Minimum Viable Products (MVPs) - ship
them quickly to begin the process of
learning as early as possible
Each design is a hypothesis aiming at
fulfilling some specific customer's needs.
Test the hypothesis with MVP and learn
Assumptions – what we believe
Hypotheses – specific areas to
Outcomes – signal from market to
Personas – models of the people for
whom we solve a problem
Features – the changes drive the
outcomes we seek
Analytics reports that show how the current
product is being used
Usability reports that illustrate why
customers are taking certain actions in your
Information about past attempts to fix this
issue and their successes and failures
Analysis from the business stakeholder as
to how solving this problem will affect the
Competitive analyses that show how
competitors are tackling the same issues
[Our service/product] was designed
to achieve [these goals]. We have
observed that the product/service
isn’t meeting [these goals], which is
causing [this adverse effect] to our
business. How might we improve
[service/product] so that our
customers are more successful based
on [these measurable criteria]?
1. I believe my customers have a need to
2. These needs can be solved with
3. My initial customers are (or will be)
4. The #1 value a customer wants to get out
of my service is _______ .
5. The customer can also get these
additional benefits _______ .
6. I will acquire the majority of my
customers through _______ .
7. I will make money by _______ .
8. My primary competition in the market will
be _______ .
9. We will beat them due to _______ .
10. My biggest product risk is _______ .
11. We will solve this through _______ .
12. What other assumptions do we have
that, if proven false, will cause our
business/project to fail? _______
1. Who is the user?
2. Where does our product fit in his work or
3. What problems does our product solve?
4. When and how is our product used?
5. What features are important?
6. How should our product look and behave?
We believe [this statement is true].
We will know we’re [right/wrong]
when we see the following feedback
from the market:
[qualitative feedback] and/or
[quantitative feedback] and/or [key
performance indicator change].
We believe that [doing this/building
this feature/creating this experience]
for [these people/personas] will
achieve [this outcome].
We will know this is true when we see
[this market feedback, quantitative
measure, or qualitative insight].
Key performance indicators (KPIs)
the company should pursue next.
We will for In order to
… … …
Problem definition and constraints (15-45
Individual idea generation (diverge) (10
Presentation and critique (3 minutes per
Iterate and refine (emerge) (5-10 minutes)
Team idea generation (converge) (45 minutes)
The sooner we can find which
features are worth investing in, the
sooner we can focus our limited
resources on the best solutions to our
To maximize learning
To deliver value to your customers
Prototyping – paper, clickable
wireframes, coded prototypes