Saving a seat for your customer at the prototyping table

PROTOTYPING& 
YOUR CUSTOMEROREDEV  
MORE THAN METRICS

CATHERINE COLLINS @CATMCOLLINS 
ALEX MAYR @MORETHANMETRICS
MORE THAN METRICS 
OREDEV

OREDEV
01 INTRODUCTION
02 DESIGN CHALLENGE
03 IDEATION
04 PROTOTYPING WITH OUR CUSTOMER
05 LET’S PROTOTYPE
06 THE CUSTOMER JOURNEY
AGENDA

OREDEV
EXERCISE
TURNTO
SOMEONEYOU
DON’TKNOW SHARE A BIT
ABOUT
YOURSELF

78.4%ARE
SATISFIEDWITH
YOURPRODUCT.
YEAH-NUMBERS.
NOWWHAT?CATHERINE & ALEX
ORDEV  
MORE THAN METRICS

GOOD
QUESTIONS
FURTHERTHE
WORKCATHERINE & ALEX
ORDEV  
MORE THAN METRICS

OREDEV
HOW MIGHT WE IMPROVE
THE PUBLIC TRANSPORTATION
EXPERIENCE IN MALMO?
DESIGN CHALLENGE

OREDEV
SHARE YOUR WORST PUBLIC
TRANSPORTATION EXPERIENCE WITH A PARTNER
DESIGN CHALLENGE

OREDEV
DESIGN CHALLENGE
Photo by Autumn Goodman on Unsplash

OREDEV
5 MINUTES
DRAW 5 IDEAS
PER PERSON
DESIGN CHALLENGE
ONE IDEA PER HALF
SHEET OF PAPER

OREDEV
CHOOSE TWO OF
YOUR IDEAS AND
SHARE WITH YOUR
GROUP
VOTING

OREDEV
CHOOSE  
ONE IDEA TO
PROTOTYPE
VOTING

OREDEV
CHALLENGE STATEMENT
 
CHALLENGE STATEMENT 
01 OUR FOCUS: IMPROVE SAFETY ON BUSES
02 OUR IDEA: HAVE A MECHANISM ON ALL 
OF THE BUSES THAT PHONES THE POLICE

OREDEV
PERSONAS
PERSONAS

OREDEV
PERSONAS
NAME
OCCUPATION
NATIONALITY
MARITAL STATUSQUOTE
KEY ATTRIBUTES
DESCRIPTION
AGEPERSONA
TOPICS

OREDEV
TOPICS THAT HELP US  
RELATE TO THE PERSONA AS A  
HUMAN
PERSONAS

OREDEV
How they communicate? 
How they make decisions? 
People or places or situations
that influence the way they
act?
What types of technology do
they use?
… AND MANY MORE… AND MANY MORE
#
$
%
"
☼
A quote
Description/longer narrative
Needs
Goals
Pain Points
Hear, Think, See, Feel, Say, Do
PERSONA AS A HUMAN

OREDEV
TOPICS THAT CONNECT THE PERSONA TO A SPECIFIC  
PROBLEM, JOB, PRODUCT OR SERVICE
PERSONAS

OREDEV
What questions might they
need answered?  
What pain points are they
experiencing that they might
be trying to overcome?
How are they feeling about the
experience?
What really matters to them?
… AND MANY MORE… AND MANY MORE
#
$
%
"
☼
Expectations of our product/
service/technology?
What are they trying to
accomplish in this specific
context?
What is their overall goal when
using our product?
TOPICS THAT CONNECT TO A
CHALLENGE, JOB, PRODUCT, SERVICE

OREDEV
PERSONAS
NAME
OCCUPATION
NATIONALITY
MARITAL STATUSQUOTE
KEY ATTRIBUTES
DESCRIPTION
AGEPERSONA
ASSUMPTIONBASED
VS.
RESEARCHBASED

OREDEV
MARKETING DATA, RELATIONSHIP DATA, 
DEMOGRAPHIC DATA
PERSONAS

OREDEV
MARKETING
DATA
what/how do we
communicate to our
customers?
what/how they
communicate back?
BEHAVIORAL DATA
purchase history,
usage, key activities
PERSONAS

OREDEV
DEMOGRAPHIC DATA
name, age, profession,
gender, etc… 
RELATIONSHIP DATA
help desk interaction,
feedback, ratings
PERSONAS

OREDEV
WHAT & WHO YOU INCLUDE 
DEPENDS ON THE FEATURE
PERSONAS

OREDEV
CREATE A PERSONA
CREATE A PERSONA 
01 DRAW A FACE  
02 NAME
03 WHAT SHE/HE IS TRYING TO DO:
04 TRANSPORT USAGE:
05 HOW DOES SHE/HE/THEY COMMUNICATE?

OREDEV
WHAT, WHY AND HOW?
PROTOTYPING

OREDEV
A MANIFESTATION OF AN IDEA OR CONCEPT
THAT YOU CAN INTERACT WITH AND TEST
WHAT

OREDEV
THIS IS SERVICE DESIGN DOING 2017
PROTOTYPE TO EXPLORE,
EVALUATE, AND COMMUNICATE
WHY PROTOTYPE?

OREDEV
CO-CREATE
PROTOTYPING
BUT, REALLY

OREDEV
01.EXPLORE
WHY PROTOTYPE?

OREDEV
EXPLORATORY PROTOTYPES
HOW WOULD YOU DESIGN
THIS EXPERIENCE
FOR THE NEXT COHORT?

OREDEV
EXPLORATORY
14
FLYLOW CHALLENGE
TIMES MONDAY : JUNE 17 TUESDAY : JUNE 18 WEDNESDAY : JUNE 19 THURSDAY : JUNE 20 FRIDAY : JUNE 21 SATURDAY : JUNE 22
9–9:30 am Guided Reflection Guided Reflection
9:30 am
12:00 pm
Innovation Challenge: Identifying
an Idea
How are the best ideas created, selected,
cultivated and validated? Students will
work with Marc Randolph to learn ideation
techniques that allow them to identify
opportunities, make connections, and
assess the feasibility of their ideas for the
MiddCORE Innovation Challenge.
Marc Randolph
Entrepreneur, Start-up Consultant, and
Co-founder of Netflix
Santa Cruz, CA
IDEA CREATION | STRATEGIC THINKING
Who Do You Think You Are: Personal
Communication Style
The process of growing as an effective contributor,
communicator, negotiator, and leader is rooted in the
understanding of your current style and skills. For this
session, students will problem-solve in several team
challenges. Students will also complete a communication-
style assessment to gain a deeper understanding of their
own behavioral styles and the styles of others with whom
they collaborate.
Mary Hurlie
Founder/Principal of LeaderScope Consulting
Hinesburg, VT
LEADERSHIP | COLLABORATION | SELF-AWARENESS
Challenge Definition and
Insight Planning
Students will define the scope of the
challenge and plan their immersion
trips. Blake Glenn will help students
prepare to interview, observe
behaviors and gather insights for the
FlyLow strategic challenge.
Blake Glenn
Inventing Director
?What If! Innovation Partners
New York, NY
DESIGN THINKING | STRATEGIC
THINKING | COLLABORATION
IDEA CREATION
Negotiation
In teams, students will prepare and take part in a multi-
stakeholder negotiation.
Seth Borden
Partner at McKenna Long & Aldridge
New York, NY
COLLABORATION | NEGOTIATION | STRATEGIC THINKING
PERSUASIVE COMMUNICATION
Life is good Challenge
After an interactive introduction to Life is good’s
business heritage, growth strategy and culture,
teams will be challenged to embody LIG’s ten
“Super Powers” (aka core values) over the course
of the weekend. The Life is good Super Powers:
Creativity, Courage, Compassion, Gratitude, Humor,
Love, Simplicity, Fun, Wisdom and Authenticity.
Roy E. Heffernan
Partner and Chief Operating Optimist, Life is good
Brookline, MA
STRATEGIC THINKING | IDEA CREATION
COLLABORATION
MiddCORE Regatta
Students in this session will develop skills in
leadership, collaboration, strategic thinking,
and communication as they brainstorm,
design, and construct a boat. Upon completion,
teams will compete in a regatta on Lake Tahoe.
Will Hoida
Dean of Students, Sierra Nevada College
Incline Village, NV
Rosie Hackett
Director of Outdoor Adventure Leadership
Sierra Nevada College
Incline Village, NV
LEADERSHIP | COLLABORATION
STRATEGIC THINKING
12:15 pm Lunch with Mentors Lunch with Mentors
1:30 pm
4:00 pm
Persuasive Communication
Tune and train the instrument that we use
every day in a workshop that can change
one’s trajectory.
Mike Kiernan
Physician
Instructor in Persuasive Communication
MiddCORE
Middlebury, VT
SELF-AWARENESS | EMPATHY
Strategic Challenge: FlyLow
FlyLow is a ski apparel company that offers the mobility of
mountaineering gear but the style and fit of freeride apparel.
Dan Abrams will challenge students to design a new product
line that FlyLow could introduce to outdoor enthusiasts.
Dan Abrams
President and Co-founder of FlyLow
Tahoe City, CA
Ernie Parizeau
Adjunct Professor in Entrepreneurship at Babson College
and Franklin Olin College of Engineering
Wellesley Hills, MA
Blake Glenn
Inventing Director
New York, NY
DESIGN THINKING | STRATEGIC THINKING
COLLABORATION | IDEA CREATION
Negotiation: Styles and Tools
Students will first complete an
assessment to help them better
understand their approach to
conflict. They will dispel common
misperceptions and approach
negotiation more creatively than a
zero-sum or win/lose perspective.
Students will take part in several
negotiation exercises to fine-tune
their conflict resolution skills.
Mary Hurlie
Founder/Principal of LeaderScope
Consulting
Hinesburg, VT
Seth Borden
New York, NY
NEGOTIATION | SELF-AWARENESS
Field Work
Blake Glenn
Inventing Director
New York, NY
DESIGN THINKING | EMPATHY | ACTIVE LISTENING
Innovation Challenge Consultations
Students will have the opportunity to meet
one-on-one with leaders, entrepreneurs,
and venture capitalists to cultivate their
Innovation Challenge ideas.
IDEA CREATION | NETWORKING
4–6 pm Field Work | Challenge Preparation Field Work | Challenge Preparation Networking Night
How do you enter a lively conversation at a
party? How do you politely excuse yourself
from a dull conversation? How do you
make a connection which will open doors?
Students will practice their conversational
and interpersonal skills, as well as their pitch
delivery, during a special networking event
with invited members of the local community.
NETWORKING
6:00 pm Dinner with Mentors Dinner with Terry Jones
Managing Principal, Essential Ideas and Founding President
and CEO of Travelocity until 2002
Incline Village, NV
Dinner with Mentors Dinner with Jonathan Miller-Lane
Associate Professor of Education at Middlebury College
Middlebury, VT
Dinner with Mentors
7:00 pm
8:30 pm
Financial Literacy I: The Fundamentals of
Financial Statements
This two-part workshop will teach students how to read
balance sheets, income statements, and statements of
cash flows. Students will work through several exercises to
assess the profitability, liquidity and cash position of both
for-profit and non-profit enterprises. The tools learned in
these sessions will be used to develop financial models for
their Innovation Challenge ideas.
Ernie Parizeau
Wellesley Hills, MA
FINANCIAL LITERACY
Financial Literacy II: The Fundamentals of
cash flows. Students will work through exercises to assess
the profitability, liquidity and cash position of both for-
profit and non-profit enterprises. The tools learned in these
sessions will be used to develop financial models for their
Ernie Parizeau
Wellesley Hills, MA
FINANCIAL LITERACY
SUNDAY, JUNE 16 | 3:00 pm and 5:00 pm | Campus Tours (meet at Patterson Hall)
6:00 pm | Orientation Overview of MiddCORE
Week 1: Team Alpine MeadowsMIKE KIERNAN | TAHOE CENTER FOR ENVIRONMENTAL SCIENCES (TCES) | ROOM #206
15
FLYLOW CHALLENGE
TIMES MONDAY : JUNE 17 TUESDAY : JUNE 18 WEDNESDAY : JUNE 19 THURSDAY : JUNE 20 FRIDAY : JUNE 21 SATURDAY : JUNE 22
9–9:30 am Guided Reflection Guided Reflection
9:30 am
12:00 pm
Innovation Challenge: Identifying
an Idea
How are the best ideas created, selected,
cultivated and validated? Students will
work with Marc Randolph to learn ideation
techniques that allow them to identify
opportunities, make connections, and
assess the feasibility of their ideas for the
MiddCORE Innovation Challenge.
Marc Randolph
Entrepreneur, Start-up Consultant, and
Co-founder of Netflix
Santa Cruz, CA
IDEA CREATION | STRATEGIC THINKING
Who Do You Think You Are: Personal
Communication Style
The process of growing as an effective contributor,
communicator, negotiator, and leader is rooted in the
understanding of your current style and skills. For this
session, students will problem-solve in several team
challenges. Students will also complete a communication-
style assessment to gain a deeper understanding of their
own behavioral styles and the styles of others with whom
they collaborate.
Mary Hurlie
Founder/Principal of LeaderScope Consulting
Hinesburg, VT
LEADERSHIP | COLLABORATION | SELF-AWARENESS
Challenge Definition and
Insight Planning
Students will define the scope of the
challenge and plan their immersion
trips. Blake Glenn will help students
prepare to interview, observe
behaviors and gather insights for the
FlyLow strategic challenge.
Blake Glenn
Inventing Director
New York, NY
DESIGN THINKING | STRATEGIC
THINKING | COLLABORATION
IDEA CREATION
Negotiation
In teams, students will prepare and take part in a multi-
stakeholder negotiation.
Seth Borden
New York, NY
COLLABORATION | NEGOTIATION | STRATEGIC THINKING
Life is good Challenge
After an interactive introduction to Life is good’s
business heritage, growth strategy and culture,
teams will be challenged to embody LIG’s ten
“Super Powers” (aka core values) over the course
of the weekend. The Life is good Super Powers:
Creativity, Courage, Compassion, Gratitude, Humor,
Love, Simplicity, Fun, Wisdom and Authenticity.
Roy E. Heffernan
Partner and Chief Operating Optimist, Life is good
Brookline, MA
STRATEGIC THINKING | IDEA CREATION
COLLABORATION
MiddCORE Regatta
Students in this session will develop skills in
leadership, collaboration, strategic thinking,
and communication as they brainstorm,
design, and construct a boat. Upon completion,
teams will compete in a regatta on Lake Tahoe.
Will Hoida
Dean of Students, Sierra Nevada College
Incline Village, NV
Rosie Hackett
Director of Outdoor Adventure Leadership
Sierra Nevada College
Incline Village, NV
LEADERSHIP | COLLABORATION
STRATEGIC THINKING
12:15 pm Lunch with Mentors Lunch with Mentors
1:30 pm
4:00 pm
Persuasive Communication
Tune and train the instrument that we use
every day in a workshop that can change
one’s trajectory.
Mike Kiernan
Physician
Instructor in Persuasive Communication
MiddCORE
Middlebury, VT
SELF-AWARENESS | EMPATHY
Strategic Challenge: FlyLow
FlyLow is a ski apparel company that offers the mobility of
mountaineering gear but the style and fit of freeride apparel.
Dan Abrams will challenge students to design a new product
line that FlyLow could introduce to outdoor enthusiasts.
Dan Abrams
President and Co-founder of FlyLow
Tahoe City, CA
Ernie Parizeau
Wellesley Hills, MA
Blake Glenn
Inventing Director
New York, NY
DESIGN THINKING | STRATEGIC THINKING
COLLABORATION | IDEA CREATION
Negotiation: Styles and Tools
Students will first complete an
assessment to help them better
understand their approach to
conflict. They will dispel common
misperceptions and approach
negotiation more creatively than a
zero-sum or win/lose perspective.
Students will take part in several
negotiation exercises to fine-tune
their conflict resolution skills.
Mary Hurlie
Founder/Principal of LeaderScope
Consulting
Hinesburg, VT
Seth Borden
New York, NY
NEGOTIATION | SELF-AWARENESS
Field Work
Blake Glenn
Inventing Director
New York, NY
DESIGN THINKING | EMPATHY | ACTIVE LISTENING
Innovation Challenge Consultations
Students will have the opportunity to meet
one-on-one with leaders, entrepreneurs,
and venture capitalists to cultivate their
IDEA CREATION | NETWORKING
4–6 pm Field Work | Challenge Preparation Field Work | Challenge Preparation Networking Night
How do you enter a lively conversation at a
party? How do you politely excuse yourself
from a dull conversation? How do you
make a connection which will open doors?
Students will practice their conversational
and interpersonal skills, as well as their pitch
delivery, during a special networking event
with invited members of the local community.
NETWORKING
6:00 pm Dinner with Mentors Dinner with Terry Jones
Managing Principal, Essential Ideas and Founding President
and CEO of Travelocity until 2002
Incline Village, NV
Dinner with Mentors Dinner with Jonathan Miller-Lane
Associate Professor of Education at Middlebury College
Middlebury, VT
Dinner with Mentors
7:00 pm
8:30 pm
Financial Literacy I: The Fundamentals of
cash flows. Students will work through several exercises to
assess the profitability, liquidity and cash position of both
for-profit and non-profit enterprises. The tools learned in
these sessions will be used to develop financial models for
their Innovation Challenge ideas.
Ernie Parizeau
Wellesley Hills, MA
FINANCIAL LITERACY
Financial Literacy II: The Fundamentals of
cash flows. Students will work through exercises to assess
the profitability, liquidity and cash position of both for-
profit and non-profit enterprises. The tools learned in these
sessions will be used to develop financial models for their
Ernie Parizeau
Wellesley Hills, MA
FINANCIAL LITERACY
SUNDAY, JUNE 16 | 3:00 pm and 5:00 pm | Campus Tours (meet at Patterson Hall)
6:00 pm | Orientation Overview of MiddCORE
CORE Strengths
Leadership | Collaboration | Persuasive Communication | Design Thinking | Self-Awareness | Empathy
Active Listening | Idea Creation | Financial Literacy | Negotiation | Strategic Thinking | Networking
Innovation Challenge: Identifying an Idea

OREDEV
PROTOTYPING 
AFEATURE

OREDEV
FEATURE:PERSONA
EDITOR2.0
NAME
OCCUPATION
NATIONALITY
MARITAL STATE
AGE
GENDER
MOOD
IMAGES
DESCRIPTION
TITLE:
TITLE:
QUOTE
Persona Editor3 ◎ 5 4
DASHBOARD /
PERSONAS
Maximilian ÿ

OREDEV
LET’S EXPLORE WITH THE CUSTOMER

OREDEV
WHAT WOULD BE THE GREATEST
PERSONA TOOL OF ALL TIMES?
SKETCH HOW YOUR IDEAL SMAPLY
PERSONA TOOL WOULD LOOK.

OREDEV
WHY PROTOTYPE?
Name
Background: “Who am I?”
Tag Line: “What are 3 words
I am known for?”
Goals: “What do I want to
achieve?”
Likes: “What is great about
my work?”
Dislikes: “What is ge<ng in
my way?”
Decision Making: “How empowered are
my decisions?”

Communica9ng
1.  _____________________________
2.  _____________________________
3.  _____________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
Photo
Level of
Power*
Level of
Influence**
Strength of
Network***
q  How do I communicate?
_______________________________________
_______________________________________
_______________________________________

q  How does the communicaJon flow work?
_______________________________________
_______________________________________
_______________________________________
*based on authority and leadership.
**regardless of official leadership Jtle, how strongly can
this person convince or sway others?
***how connected is this person?
“Buzz words” to associate with the person to
beOer understand and remember them.
Passions, Strengths, etc.
What is the relaJonship/dynamic among the chain of command?
What is the main methods of communicaJon?
What is the communicaJon style? (calm/tense, direct/passive,
etc.)
Personal Background
_______________________________
_______________________________
_______________________________

Professional Background
_______________________________
_______________________________
_______________________________
Both professional and personal
Roles, Professional aspiraJons, etc.
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
Way of Working, People/Community, MoJvaJons,
Passions, Culture, etc.
Pain points, Challenges, UnwriOen rules,
Behaviors (influencers and enablers), etc.

OREDEV
WHY PROTOTYPE?

RUNMANY
EXPERIMENTS
ATTHESAME
TIMECATHERINE & ALEX
ORDEV  
MORE THAN METRICS

OREDEV
02.EVALUATE
EVALUATIVE PROTOTYPES

OREDEV
WHY PROTOTYPE?

SAVEASEAT  
FORYOUR
CUSTOMER 
ATTHEMVPTABLE

OREDEV
WHY PROTOTYPE?
POKER?
HTTPS://GITHUB.COM/REDBOOTH/SCRUM-POKER-CARDS

OREDEV
MVP Impact on Customer Research Design Front-end Back-end Other? Total
Flexible fields with 2col layout, 1 field type, drag&drop * 10 2 5 13 3 23 yak
Copy persona to new/existing project (sr-1180) * 10 2 1 2 5 10
Exports: PDF A4 landscape additionally to portrait 9 3 20 5 1 29
Layout (1 col, 2 symm cols, 2 asym cols, 3 cols) 6 5 5 5 8 23
Templates (provided by us) 8 8 5 3 13 29
Custom color for avatar (hex) * 7 2 2 5 3 12
Topics (defined by us): title, field type, field settings 7 3 3 3 5 14
Field type: slider. 2 labels (L/R), single slider lane, no precise values, no steps, no range. 6 8 3 5 3 19
Templates (user created). Manage templates. Estimation on top of provided by us 6 5 5 2 5 17 yak
Persona overview: group by project or tag, simple sort and filter, single persona actions 6 100 8 3 1 112 dragon
Exports: ppt 6 3 20 1 Ask Martin 24
Custom image for avatar (upload 1 img within icon picker) * 5 3 2 5 8 18 yak dragon
Upload files to persona (pdf, xls, doc, audio, video…) 5 5 3 5 5 18
Sharing persona 5 2 5 5 2 14
Comment mode 5 3 5 3 2 13
Tagging personas 4 20 2 5 3 30 dragon
Field type: bar chart 4 2 3 3 5 13
Topics (user defined): project scope; usr can save + delete topics but not edit them 2 3 2 3 3 11
Current field types: number, string, rte, img, img gallery * 0 1 8 5 13 27
Export: PDF A4 portrait, with support for flexible fields * 0 2 20 8 1 31 yak
At least one minimal version of ppt export because of jmap * 0
Decisions
Scope of templates: project 0
Discarded features / for later
Exports: xls Discarded: not so useful 0
Field type: pie chart Discarded: pie charts are just troublemakers and not precise representations.0
Scope of global (portfolio) elements For Later™ 0
Field Bulk actions For Later™ 0
Publish For Later™ 0
Portfolio elements For Later™ 0
Rows in layout For Later™ 0
WHY PROTOTYPE?
VOICE OF THE
CUSTOMER

OREDEV
A COUPLE TYPES OF PROTOTYPES
WHY PROTOTYPE?
Explorative Evaluative

OREDEV
HOW
5PROTOTYPING
METHODS

CLICK
DUMMY

WIREFRAME
Photo by William Ivan on Unsplash

OREDEV
PROTOTYPE VS. PRESENTATION
HOW
HTTPS://WWW.YOUTUBE.COM/WATCH?V=GRV2SZURPV0

INVESTIGATIVE
REHEARSAL TISDD

ALEX MAYR @MORETHANMETRICS TISDD
INVESTIGATIVE
REHEARSAL

PHYSICAL
PROTOTYPE IDEASFIRST.INFO

DESKTOP
WALKTHROUGH
DESKTOP
WALKTHROUGH
TISDD

OREDEV
HOW
1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION

PROTOTYPE
TOLEARN
CATHERINE & ALEX
ORDEV  
MORE THAN METRICS

OREDEV
PROTOTYPE
INSIGHTS FROM PROTOTYPING COUNT AS RESEARCH

OREDEV
PROTOTYPE
OBSERVATION
WHAT I SEE VERSUS WHAT I THINK THIS MEANS

OREDEV
RESEARCHWALLS

OREDEV
Round 1 Prototype: Question Wall
Category Questions from users and team Design Decision or Next Steps MVP 1 Customer Perspective
Export
Can we have an export that reflects the web based version, Web based dashboard
or Landscape format (for online presentations like .ppt)? Landscape and portrait yes
Export What do we do to prevent the export being cut off? test? yes
Export What types of exports do we want to include? Excel, Powerpoint and PDF, PNG yes
Editor: Elements Filling in content in the element
Element adapts to content. See as we
go yes
Editor: Elements How does a user delete an elementts?
Accomodate Multiple Behaviors: -
both the drag off of the template onto the
illustration bank, -delete illustration by
clicking on it in the template and
pressing delete. yes
1. I would guess I would expect to drag a component over another or in
between and the app would adjust to first show the component I had placed,
and then fit the components that were there before around it in the relative
order they were to each other before...Otherwise I would just expect simple
drag and drop to place the component, and drag and drop to move a
component. - Pawson 2. Delete: Select and illustration and press
delete/backspace button. This gives me more control, assuming the illustration
stays in the library.
Editor: Elements Field with Images? Mood Board? Test yes
Editor: Elements Profile Image and Avatar Connection to the journey map
use current profile image field for
avatrars and other image field for non
profile images yes
Editor: Elements How does a user add an element?
Click and Drag or Click:both the drag
onto the template from the illustration
bank yes
1. I would guess I would expect to drag a component over another or in
between and the app would adjust to first show the component I had placed,
and then fit the components that were there before around it in the relative
order they were to each other before...Otherwise I would just expect simple
drag and drop to place the component, and drag and drop to move a
component. -Pawson 2. Click and drag - Kirsten
Side Navigation
replaced with the elements, topics editor.
Side navigation is still in upper left yes
Editor: Elements How is data entered into each element type? x yes
1. Add images (drag and drop) with scale up/down of image size (Gerry) 2. In this
day and age you will have customers doing either to add and delete illustrations.
Given the amount of tools that curate content that support drag and drop I would
expect most would use that method. But drag and drop can be a pain if you only
have one monitor. You should probably support both.
-Pawson
Editor: Elements Will the element bank be the same as our gallery for storyboards? How will it differ? x ?
Editor: Elements Are elements flexible? can they be expanded or changed in size? how? x ?
Editor: Elements What is our mvp list of elements? x yes
I like the sliders and pie chart thingies, but would encourage to draft a version with
real data - especially for the pie chart. Also: pie chart will be hard to build in a nice
way, thinking of automatic legends and different content lengths. Just saying. If it's
valuable, it's awesome. And corporate people love things that look like real data.
Emphasis on "look like".
1. I do like that Smaply currently shows me a library of images across projects.
There will be multiple journey maps and personas that could share pictures

EXPLORATORY 
PROTOTYPING
CATHERINE & ALEX
ORDEV  
MORE THAN METRICS

VARYING
LEVELSOF
EXPLORATIONCATHERINE & ALEX
ORDEV  
MORE THAN METRICS

OREDEV
EXPLORATORY PROTOTYPE
PROTOTYPE ROUND 1 
GROUP 1 EXPLORATORY RESEARCHERS/PROTOTYPERS
GROUP 2 YOU ARE EACH A CUSTOMER

OREDEV
CHALLENGE STATEMENT
 
EXPLORATORY RESEARCHER  
CHALLENGE STATEMENT 
01 OUR FOCUS: IMPROVE SAFETY ON BUSES
02 HOW WOULD YOU DO THIS? HOW WOULD IT WORK? FEEL?

OREDEV
ROUND 1 PROTOTYPING 
01 EXPLORATORY RESEARCHER: SHARE THE CHALLENGE 
WITH YOUR CUSTOMER
02 CUSTOMERS: BUILD A PROTOTYPE IN 8 MINUTES

OREDEV
RESEARCHER ROLES
01 OBSERVER: CREATE A LIST OF PROBLEMS, 
INSIGHTS AND IDEAS
02 INTERVIEWER: ASK FOLLOW UP QUESTION TO CUSTOMER

OREDEV
SHARE YOUR PROTOTYPE
01 CUSTOMER: SHARE THE WORK
02 OBSERVER: CREATE A LIST OF PROBLEMS, INSIGHTS 
AND IDEAS
03 INTERVIEWER: ASK FOLLOW UP QUESTION 
TO TEAM GIVING FEEDBACK

OREDEV
EVALUATIVE PROTOTYPE
PROTOTYPE ROUND 1 (8 MINUTES) 
01 IN YOUR GROUP, CHOOSE A METHOD 
02 BUILD A COMPLETELY NEW PROTOTYPE

OREDEV
TEST
TEST (5 MINUTES PER GROUP)
01 FACILITATOR: SHARE THE WORK
02 OBSERVER: CREATE A LIST OF PROBLEMS,  
INSIGHTS AND IDEAS
03 INTERVIEWER: ASK FOLLOW UP QUESTION  
TO TEAM GIVING FEEDBACK

OREDEV
EVALUATIVE PROTOTYPE
PROTOTYPE (7 MINUTES)
01 INTEGRATE FEEDBACK 
02 CREATE RADICALLY DIFFERENT PROTOTYPES
IF NECESSARY 
03 KEEP PROTOTYPES SEPARATE OR COMBINE THEM, 
AS YOU LIKE!

OREDEV
FEEDBACK
FEEDBACK  
WHAT WAS A PLUS?  
WHAT WOULD YOU CHANGE?

OREDEV
PROTOTYPE
TALK TO HUMANS! 
GO TEST YOUR IDEA ON PEOPLE 
OUTSIDE OF THIS WORKSHOP!
FRIENDS AND FAMILY
DON’T COUNT

OREDEV
ACUSTOMER’S
JOURNEY FROM A PERSONA PERSPECTIVE
OR AS SOME MIGHT CALL IT:  
“SLIPPING INTO YOUR 
CUSTOMER’S SHOES.”
(
THE CUSTOMER JOURNEY

OREDEV
JOURNEY MAPS EMPHASISE THE PERSONA’S EXPERIENCE
THE CUSTOMER JOURNEY
TESS
1 2 3 54 6 7 8 9

OREDEV
A HIGH LEVEL JOURNEY MAP …
TESS
1 2 3 54 6 7 8 9

OREDEV
7
SCANNING INSTAGRAM
SEND A TEXT
OPENING ORDERING APP
UPDATE ORDERING APP
UPDATE PROFILE
COFFEE POINTS SHOW IN APP
ZOOM IN

OREDEV
CREATE A JOURNEY MAP
MAPTHEJOURNEYTHAT
YOURCUSTOMERWOULD
EXPERIENCE…
WITH YOUR PROTOTYPE

OREDEV
PROTOTYPE
CREATE A JOURNEY 
01 TAKE A JOURNEY MAP TEMPLATE 
02 MAP THE JOURNEY THAT YOUR PERSONA/
CUSTOMER WOULD EXPERIENCE WITH YOUR
NEW IDEA / PROTOTYPE

OREDEV
PERSONA

OREDEV
FOCUS

OREDEV
FOCUS
TICKETING

OREDEV
STEPS

OREDEV
BUYING MY
TICKET

OREDEV
STAGES

OREDEV
STAGES
PRE TICKET

OREDEV
STAGES
PRE TICKET PURCHASE

OREDEV
STAGES
PRE TICKET PURCHASE POST TICKET

OREDEV
DESCRIPTION 
KPI’S 
IDEAS 
JOBS TO BE DONE 
QUESTIONS 
AND MANY MORE…
TEXT LANES

OREDEV
DESCRIPTION
I FELT LOST
DURING WHEN
I WAS BUYING
MY TICKET
BUYING MY
TICKET

OREDEV
DRAW A CIRCLE

OREDEV
DRAW A
TRIANGLE

OREDEV
IFYOUCANDRAWACIRCLEAND
TRIANGLEYOUCANDRAWA
PERSON
CREATIVE CONFIDENCE 2013

OREDEV
STORYBOARD

OREDEV
EMOTIONAL
JOURNEY

OREDEV
A few ways to include  
your customer in prototyping
Let them Prototype: 
Exploratory Prototypes

OREDEV
Ask them what they think: 
Evaluative Prototypes

OREDEV
Ask them what they think: 
Evaluative Prototypes
Give them a seat at the MVP table

OREDEV
EXERCISE
TAKE-AWAYS
FROM TESTING
WRITE
DOWN TAKE-AWAYS
FROM
PROTOTYPING
WITH YOUR
CUSTOMER
TAKE-AWAYS
FROM JOURNEY
MAPPING

OREDEV
REFERENCES
 
Photos: Unsplash https://unsplash.com/  
 
Stickdorn, M., Lawrence, A., Hormess, M., and Schneider,
J. (2017). This is Service Design Doing. Sebastopol, CA:
O'Reilly 
 
Kelley, T. Kelley, D. (2013). Creative Confidence. Crown
Publishing Group

THANKYOU
catherine@morethanmetrics.com 
alex@morethanmetrics.com  
Twitter: @catmcollins 
@morethanmetrics

Saving a seat for your customer at the prototyping table

Recommended

Recommended

More Related Content

Similar to Saving a seat for your customer at the prototyping table

Similar to Saving a seat for your customer at the prototyping table (20)

Recently uploaded

Recently uploaded (20)

Saving a seat for your customer at the prototyping table