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Google’s 5-Day Design Sprint: Event 1 – UNDERSTAND (Customer Problem/Habit/Journey)

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The team at GV (Google Ventures) has graciously published a fabulous book, "Sprint," in which Jake Knapp with John Zeratsky and Braden Kowitz comprehensively explain their Design Sprint Methodology. It's a five-day process that spans from Monday to Friday. Design Sprint Events or Activities are respectively Understand-Diverge-Decide-Prototype-Validate. This presentation focuses on Event 1, which is "Understand."

In this presentation, the visual tool of the Design Sprint (DS) Map is used to summarize "Understand" tasks as a visual checklist. In addition, the DS Map is used to present a worksheet that is used to visually collect, organize, select, and test (C.O.S.T.) ideas during a Design Sprint. Included in the presentation are three case studies that illustrate how the "Understand" activity is used on Day (Event) 1 of the 5-Day Sprint.

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Google’s 5-Day Design Sprint: Event 1 – UNDERSTAND (Customer Problem/Habit/Journey)

  1. 1. Understand 1 Visual Templates for: PROBLEM Understand Problem Diverge Solu+on Decide Hypotheses Prototype Prototype Validate Valida+on 1 2 34 Build Measure Learn Rapidly map informa+on and ideas for Product User Tes+ng (PUT). Then, select the most important customer mini- problem or trade-off of own product/organiza+on to be resolved.
  2. 2. Challenge/Job To Get Done (JTGD): ................................................... Pain/Delight (-/+): …..... Design Sprint (DS) Loop Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing DESIGN SPRINT (DS) LOOP Understand Diverge Decide Prototype Validate 1 2 34 5
  3. 3. Challenge/Job To Get Done (JTGD): ................................................... Pain/Delight (-/+): …..... Design Sprint (DS) Loop Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing DESIGN SPRINT (DS) LOOP Understand Problem Diverge Solu+on Decide Hypotheses Prototype Prototype Validate Valida+on 1 2 34 5
  4. 4. Challenge/Job To Get Done (JTGD): ................................................... Pain/Delight (-/+): …..... Design Sprint (DS) Loop Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing DESIGN SPRINT (DS) LOOP Understand Problem Diverge Solu+on Decide Hypotheses Prototype Prototype Validate Valida+on 1 2 34 5 Build Measure Learn
  5. 5. Understand 1 PROBLEM
  6. 6. Challenge/Job To Get Done (JTGD): ................................................... World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas Pain/Delight (-/+): ….....
  7. 7. Challenge/Job To Get Done (JTGD): ................................................... World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas Pain/Delight (-/+): …..... Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
  8. 8. Pain/Delight (-/+): …..... Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
  9. 9. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing OPSE Map
  10. 10. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing q  TARGETED CUSTOMER: Most Important Customer (MIC): q  TARGETED PROBLEM: Most Cri+cal Job To Get Done (-/+) q  Experts: Product User TesXng (PUT) Map
  11. 11. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing q  TARGETED CUSTOMER: Most Important Customer (MIC): q  TARGETED PROBLEM: Most Cri+cal Job To Get Done (-/+) q  Experts: q  Customer Journey (Habit) Map: q  Customer Scenario (JTGD; Trade-off): q  Winning Strategy (HMW): Product User TesXng (PUT) Map
  12. 12. Understand PROBLEM 1
  13. 13. Pain/Delight (-/+): …..... Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Sprint Goal, Challenge, and QuesSon
  14. 14. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Sprint Goal, Challenge, and QuesSon
  15. 15. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
  16. 16. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time q  TARGETED CUSTOMER: Most Important Customer (MIC): q  TARGETED PROBLEM: Most Cri+cal Job To Get Done (-/+) q  Experts: q  Problem: q  Vision: q  Long/Medium/Short-term Goal: q  Day 1 (Monday) q  10am – 5pm Event 1 – Understand Checklist q  Team/Experts: q  Sprint QuesXons (TARGETED): q  How Might We (HMW) … q  Premortem: q  Online: q  Out of Building (Industry/Env.): * Risks: * Opportuni+es: Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing q  Customer Journey (Habit) Map: q  Customer Scenario (JTGD; Trade-off): q  Winning Strategy (HMW):
  17. 17. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time q  TARGETED CUSTOMER: Most Important Customer (MIC): q  TARGETED PROBLEM: Most Cri+cal Job To Get Done (-/+) q  Experts: q  Problem: q  Vision: q  Long/Medium/Short-term Goal: q  Day 1 (Monday) q  10am – 5pm Event 1 – Understand Checklist q  Customer Journey (Habit) Map: q  Customer Scenario (JTGD; Trade-off): q  Winning Strategy (HMW): q  Team/Experts: q  Sprint QuesXons (TARGETED): q  How Might We (HMW) … q  Premortem: q  Online: q  Out of Building (Industry/Env.): * Risks: * Opportuni+es: Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Sprint Goal, Challenge, and QuesSon
  18. 18. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time q  TARGETED CUSTOMER: Most Important Customer (MIC): q  TARGETED PROBLEM: Most Cri+cal Job To Get Done (-/+) q  Experts: q  Problem: q  Vision: q  Long/Medium/Short-term Goal: q  Day 1 (Monday) q  10am – 5pm Event 1 – Understand Checklist q  Team/Experts: q  Sprint QuesXons (TARGETED): q  How Might We (HMW) … q  Premortem: q  Online: q  Out of Building (Industry/Env.): * Risks: * Opportuni+es: Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Sprint Goal, Challenge, and QuesSon BIG CHALLENGE/ CONSTRAINT/RISK q  Desirability: q  Feasibility: q  Viability: LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION q  Customer Journey (Habit) Map: q  Customer Scenario (JTGD; Trade-off): q  Winning Strategy (HMW):
  19. 19. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Checklist Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing q  TARGETED CUSTOMER: Most Important Customer (MIC): q  TARGETED PROBLEM: Most Cri+cal Job To Get Done (-/+) q  Experts: q  Problem: q  Vision: q  Long/Medium/Short-term Goal: q  Day 1 (Monday) q  10am – 5pm q  Team/Experts: q  Sprint QuesXons (TARGETED): q  How Might We (HMW) … q  Premortem: q  Online: q  Out of Building (Industry/Env.): * Risks: * Opportuni+es: q  Customer Journey (Habit) Map: q  Customer Scenario (JTGD; Trade-off): q  Winning Strategy (HMW):
  20. 20. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
  21. 21. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
  22. 22. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
  23. 23. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing E: Engage- ment A: Acquisi- +on A: Ac+va- +on R: Reten- +on/ Revenue
  24. 24. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Design Sprint (DS) Map Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing To Do (Future) Doing (Present) Done (Past)
  25. 25. Case Study 1 Savioke
  26. 26. Pain/Delight (-/+): …..... Challenge/Job To Get Done (JTGD): ................................................... World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
  27. 27. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
  28. 28. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing OPSE Map Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
  29. 29. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
  30. 30. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … hotel guests would react to a robot with personality LONG-TERM GOAL (VISION/STRATEGY) Provide bejer customer experience: Bring robot helpers into the everyday lives of humans in … restaurants, hospitals, elder care faciliSes, ... DESIGN SPRINT (DS) QUESTION How will hotel guests react to a robot with personality? Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
  31. 31. TARGETED CUSTOMER (Archetype) q  Hotel Guest Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) REALISTIC PROTOTYPE(S) q  Relay Robot Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … hotel guests would react to a robot with personality LONG-TERM GOAL (VISION/STRATEGY) Provide bejer customer experience: Bring robot helpers into the everyday lives of humans in … restaurants, hospitals, elder care faciliSes, ... DESIGN SPRINT (DS) QUESTION How will hotel guests react to a robot with personality? Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Product User TesXng (PUT) Map
  32. 32. TARGETED CUSTOMER (Archetype) q  Hotel Guest: Trade-offs (-/+) Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) REALISTIC PROTOTYPE(S) q  Relay Robot: Trade-offs (-/+) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … hotel guests would react to a robot with personality LONG-TERM GOAL (VISION/STRATEGY) Provide bejer customer experience: Bring robot helpers into the everyday lives of humans in … restaurants, hospitals, elder care faciliSes, ... DESIGN SPRINT (DS) QUESTION How will hotel guests react to a robot with personality? Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Product User TesXng (PUT) Map
  33. 33. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing E: Engage- ment A: Acquisi- +on A: Ac+va- +on R: Reten- +on/ Revenue Customer Journey Map Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … hotel guests would react to a robot with personality LONG-TERM GOAL (VISION/STRATEGY) Provide bejer customer experience: Bring robot helpers into the everyday lives of humans in … restaurants, hospitals, elder care faciliSes, ... DESIGN SPRINT (DS) QUESTION How will hotel guests react to a robot with personality?
  34. 34. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Hotel guest wants … small item Hotel guest receives small item Guest calls Recept- ionist Recept- ionist puts item in Robot Robot takes item to guest BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … hotel guests would react to a robot with personality LONG-TERM GOAL (VISION/STRATEGY) Provide bejer customer experience: Bring robot helpers into the everyday lives of humans in … restaurants, hospitals, elder care faciliSes, ... DESIGN SPRINT (DS) QUESTION How will hotel guests react to a robot with personality?
  35. 35. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing To Do (Future) Doing (Present) Done (Past) Event 1 – Understand Savioke’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … hotel guests would react to a robot with personality LONG-TERM GOAL (VISION/STRATEGY) Provide bejer customer experience: Bring robot helpers into the everyday lives of humans in … restaurants, hospitals, elder care faciliSes, ... DESIGN SPRINT (DS) QUESTION How will hotel guests react to a robot with personality?
  36. 36. Case Study 2 FlaXron Health
  37. 37. Pain/Delight (-/+): …..... Challenge/Job To Get Done (JTGD): ................................................... World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  38. 38. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  39. 39. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing OPSE Map Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  40. 40. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Sprint Goal, Challenge, and QuesSon
  41. 41. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … a change in workflow of cancer clinics will affect the organizaSon LONG-TERM GOAL (VISION/STRATEGY) Get more pa+ents to enroll in clinical trials DESIGN SPRINT (DS) QUESTIONS q  Can we find matches fast enough? q  Will cancer clinics change their workflow to use a new tool (socware)?
  42. 42. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas TARGETED CUSTOMER (Archetype) q  Cancer Pa+ent REALISTIC PROTOTYPE(S) q  Pa+ent-Therapy Matching Service Product User TesXng (PUT) Map BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … a change in workflow of cancer clinics will affect the organizaSon LONG-TERM GOAL (VISION/STRATEGY) Get more pa+ents to enroll in clinical trials DESIGN SPRINT (DS) QUESTIONS q  Can we find matches fast enough? q  Will cancer clinics change their workflow to use a new tool (socware)?
  43. 43. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing E: Engage- ment A: Acquisi- +on A: Ac+va- +on R: Reten- +on/ Revenue Customer Journey Map FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … a change in workflow of cancer clinics will affect the organizaSon LONG-TERM GOAL (VISION/STRATEGY) Get more pa+ents to enroll in clinical trials DESIGN SPRINT (DS) QUESTIONS q  Can we find matches fast enough? q  Will cancer clinics change their workflow to use a new tool (socware)?
  44. 44. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Pa+ent wants … therapy PaXent starts therapy Pa+ent makes appoint- ment to see doctor Doctor/ Coordin. searches for matching trials Doctor discusses trial with pa+ent Pa+ent enrolls for therapy BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … a change in workflow of cancer clinics will affect the organizaSon LONG-TERM GOAL (VISION/STRATEGY) Get more pa+ents to enroll in clinical trials DESIGN SPRINT (DS) QUESTIONS q  Can we find matches fast enough? q  Will cancer clinics change their workflow to use a new tool (socware)?
  45. 45. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing To Do (Future) Doing (Present) Done (Past) Event 1 – Understand FlaXron Health’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas BIG CHALLENGE/ CONSTRAINT/RISK Not sure about how … a change in workflow of cancer clinics will affect the organizaSon LONG-TERM GOAL (VISION/STRATEGY) Get more pa+ents to enroll in clinical trials DESIGN SPRINT (DS) QUESTIONS q  Can we find matches fast enough? q  Will cancer clinics change their workflow to use a new tool (socware)?
  46. 46. Case Study 3 Blue Boele Coffee
  47. 47. Pain/Delight (-/+): …..... Challenge/Job To Get Done (JTGD): ................................................... World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  48. 48. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  49. 49. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Monday Tuesday Wed/day Thursday Friday 10am- 5pm •  Office •  Env.: Risks/Opp. * Problem; Vision/Goal Most Important Customer; Experts * Customer Journey (Habit) Map * HMW … * Team: <8; Premortem Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing OPSE Map Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  50. 50. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time OPSE Map World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  51. 51. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas TARGETED CUSTOMER (Archetype) q  Café Visitor (Coffee Drinker) REALISTIC PROTOTYPE(S) q  Online Website Product User TesXng (PUT) Map
  52. 52. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing E: Engage- ment A: Acquisi- +on A: Ac+va- +on R: Reten- +on/ Revenue Customer Journey Map BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas
  53. 53. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time Event 1 – Understand Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing Custom- er gets/ reads Press story Custom- er visits website Custom- er com- pares coffee retailers Custom- er chooses/ buys beans Custom- er wants … cup of coffee Custom- er gets cup of coffee Custom- er visits cafe Custom- er orders coffee Barista serves coffee to customer Custom- er pays for cup of coffee BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION
  54. 54. Pain/Delight (-/+): …..... WHERE Space WHAT Product WHO Customer HOW Provider WHY Profit (Value) Problem Solu+on Hypotheses Prototype Valida+on 1 2 3 4 5 Understand Diverge Decide Prototype Validate SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables Challenge/Job To Get Done (JTGD): ................................................... WHEN Time World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing To Do (Future) Doing (Present) Done (Past) Event 1 – Understand BIG CHALLENGE/ CONSTRAINT/RISK LONG-TERM GOAL (VISION/STRATEGY) DESIGN SPRINT (DS) QUESTION Blue Boele Coffee’s Design Sprint (DS) Map: Customer Habit Mapping Rapidly Solve Big Problems and Test New Ideas

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