Online Workshop- A Day in the Life

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Online Workshop- A Day in the Life

  1. 1. Improving Customer Discovery: A Day in the . 4 Life Exercise .1 1.;
  2. 2. DESIGN THINKING . ‘I ‘I / ‘ Qsie Empathy Creativity A| exanderCowan. com @cowanSF
  3. 3. FOUNDATION TOOL: PEFISONAS ALEX COWAN A| exanderCowan. com @cowanSF Ccpyright 2014 Cowan Pt1bIs; Iw‘g
  4. 4. FOUNDATION TOOL: PEFISONAS ALEX COWAN A| exanderCowan. com @cowanSF Copyright 2014 Cowan Pubhshirg
  5. 5. Good personas are VARIED eeeeeeeeeeeeeeee om
  6. 6. UI'I'I—. '.UJ>< The persona should make anyone who reads it feel like they’ve actually met this person. ALEX COWAN AlexanderCowan. com @cowanSF
  7. 7. Vivid Actionable If the persona R doesn’t inform how you sell stuff and | build stuff, why bother? ALEX COWAN AlexanderCowan. com @cowanSF
  8. 8. Vivid Actionable R eal T’ Good personas aren’t created in I cubicles. Go where E the persona is and observe. ALEX COWAN AlexanderCowan. com @cowanSF
  9. 9. Vivid Make sure you can - identify and target Actlonable these personas, or Real you won’t be able to find a use for them. I dentifiable ALEX COWAN AlexanderCowan. com @cowanSF
  10. 10. Vivid . ‘Everyone’ is not Actlonable your customer. Make sure the R eal personas are - - distinct so you can I dentifiable apply relevant focus. E xact ALEX COWAN AlexanderCowan. com @cowanSF
  11. 11. Vivid Actionable Real I dentifiable Exact Detailed A People are complicated and so good personas are usually pretty SU ' Alexan§: rlD)¢()v$/ ::1‘z3r:
  12. 12. TOOL: THINK-SEE-FEEL-DO Think-See-Feel-Do helps with: - getting started - being actionable - being detailed (some) eeeeeeeeeeeeeeee om
  13. 13. TOOL: PROBLEM SCENARIOS PROBLEM SCENARIO Problem Scenarios help with: - being actionable - being detailed
  14. 14. TOOL: PROBLEM SCENARIOS PROBLEM SCENARIO What job(s) are you doing for the customer? What existing need or behavior are you fulfilling? ALEX COWAN A| exanderCowan. com @cowanSF
  15. 15. TOOL: PROBLEM SCENARIOS PROBLEM SCENARIO ALTERNATlVE(S) ALEX COWAN A| exanderCowan. com @cowanSF Copyright 2014 Cowan Publishing
  16. 16. TOOL: PROBLEM SCENARIOS PROBLEM SCENARIO ALTERNATlVE(S) If they currently use spreadsheets, watch them use it and get a copy of it. ALEX COWAN If they currently put notes on the family fridge, A. ex, ,,d. ,,Co, ,an_, ,,, ,, ask about it, photograph it. @°°W‘*“SF
  17. 17. TOOL: PROBLEM SCENARIOS PROBLEM SCENARIO ALTERNATlVE(S) YOUR VALUE PROPOSITIONS Are they better enough than the a| ternative(s)? ALEX COWAN A| exanderCowan. com @cowanSF Copyright 2014 Cowan Publishing
  18. 18. TOOL: PERSONA AS VENTURE HYPOTHESIS A certain PERSONA exists. .. and they have a certain PROBLEMS(S) where they’re currently using certain ALTERNATlVE(S) and I have a VALUE PROPOSITION that’s better enough than the alternatives to cause the persona to act (purchase, use, etc. ). Copyright 2014 Cowan Publishing
  19. 19. BUT. .. Most future design thinkers initially struggle with: - being vivid - being real
  20. 20. A 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 Copyright 2014 Cowan Publishing
  21. 21. NOT a ‘VARIED’ PERSONA This is a huge population- not exact - Women . Bullet points are almost ° Age 28'45 never vivid or detailed - Has kids - Socialize with other mom’s - Online with Facebook - 86% said they’d like to be more These responses are ‘fake Orgamged , actionab| e’- survey responses ° 70% Said th9Y d use an like this are unreliable application that organizes them Stock : ::is~= not re
  22. 22. A 2ND PERSONA Mary the Mom 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. .. Ccpyrigrt 2014 Cowan Pub is; hii‘g
  23. 23. A 2ND 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 Le_a| photo of a relevant person taken with an iPhone in the gt world Mary the Mom 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. .. the Facebook behavior is a cue on identification
  24. 24. A LITTLE GAME FOR BETTER PERSONA DISCOVERY Day in the Life we look at a few photos for a given persona (not a full picture, just snippets) you make some guesses about them there are no right answers BUT there is a right process: observe and inter OBJECTIVE: get a feel for what’s real; start to create something vivid
  25. 25. Miguel the Umbe Single Mom Mid-Mellenial , ,* Kg _ . ' -. ' rt ’ ll ‘ ' - . l . // ,9, t , ". l . . 5 1‘ _ K 2 ‘ , l ’ £. ..L4 T/ % . . ‘ ' ” _~“L/ l . , -. ‘A .1 V q. . . ¢ , , g , , , I _ _ . Luke tfie Late Trent tie Techie 316,5 the Baby Millenial Millenial Boomgtj,
  26. 26. OUR CAST Sally the Single Mom
  27. 27. WAKE UP!
  28. 28. WAKE UP!
  29. 29. GEARING UP FOR THE DAY '1 .
  30. 30. AT WORK Suii Aprfi I 2 1 A s srtszi (I ll U : n 2 untszi at v n 3 in Homers lmub cuin as Giants drop (male 0 Dodgers
  31. 31. AFTER WORK
  32. 32. PRE-BED 7_ _ -‘Y 1EDIIELE: AvEnA¢r: .Ei:5nsIs‘A'U. :iw[ . A nvanuutm: -v-sun: -n , . _,,
  33. 33. BED H W. . w.. .”w. . . _V
  34. 34. GEAR Copyright 2014 Cowan Publishing
  35. 35. IF I HAD 3 EXTRA HOURS. ..
  36. 36. ABOUT SALLY THE SINGLE MOM. .. What’s her favorite kind of music? Band/ composer? I Where did she buy her last pair of shoes? What movie did she last see? , A What did she drink with dinner last night? If she had a dog, what kind? What’s her favorite magazine? Copyright 2014 Cowan Publishing
  37. 37. Miguel the Umbe Single Mom Mid-Mellenial , ,* Kg _ . ' -. ' rt ’ ll ‘ ' - .1 . // ,9, t , ". l . . 5 1‘ _ K 2 ‘ , l ’ £. ..L4 T/ % . . ‘ ' ” _~“L/ l . , -. ‘A .1 V q. . . ¢ , , g , , , I _ _ . Luke the Late Trent the Techie 316,5 the Baby Millenial Millenial Boomgtj,
  38. 38. OUR CAST Miguel the Mid-Mellenial
  39. 39. WAKE UP! ooooo Verizon ‘3 8:25 AM Ed it Alarm 8320/tit Alarm 8:30AM Alarm @u2a°/ cg» . ,*v -I-
  40. 40. BREAKFAST & HEAD TO WORK 1,“. ‘K ri ‘ ‘VI? ’ 4- ‘‘, p): ’ ‘ _ r ‘.3 4?/ .1.-2.-' . .
  41. 41. AT WORK Wei. . i, at. . .. >. /1 Ml _ . . e V, i V at _. _,i. u . h . ,. . L t it; .. .e l. .. . ... . . ,1. L.
  42. 42. AFTER WORK Vi ('1-v'. <.i P_mi ; hiri;
  43. 43. PRE-BED IIII D! T Wmtli-iii liiiilvi ll
  44. 44. GEAR
  45. 45. IF I HAD 3 EXTRA HOURS. ..
  46. 46. ABOUT MIGUEL THE M| D-MILLEN| AL. .. ‘ ‘J What’s his favorite kind of music? 7 Band/ composer? Where did he buy his last pair of shoes? What movie did he last see? . , What did he drink with dinner last night? If he had a dog, what kind? What’s his favorite magazine? 2': ~ ~.
  47. 47. Miguel the Umbe Single Mom Mid-Mellenial , ,* Kg _ . ' -. ' 1." ’ ll ‘ ' - .1 . // ,9, t , ". l . . 5 1‘ _ K 2 ‘ , l ’ £. ..L4 T/ % . . ‘ ' ” _A“L/ l . , -. ‘A .1 V q. . . ¢ , , g , . , I _ _ . Luke the Late Trent tn: Techie “Bib the Baby Millenial Millenial Boomgtj,
  48. 48. OUR CAST erto 2‘ Undergrad (7.'p,11iiil‘l 201-l Cm-1.11 F_il2i: ';hi1‘g
  49. 49. WAKE UP!
  50. 50. HEAD TO SCHOOL 5,! |l. l riir
  51. 51. AT SCHOOL . .2. W 4 .
  52. 52. AFTER SCHOOL
  53. 53. PRE-BED
  54. 54. Kl"? ! 5} . 3- 1 . ,. _. -g :1” Ill 1 _%5 . a. » , 1 l
  55. 55. IF I HAD 3 EXTRA HOURS. ..
  56. 56. ABOUT UMBERTO THE UNDERGRAD. .. What’s his favorite kind of music? Band/ composer? Where did he buy their last pair of shoes? What movie did he last see? What did he drink with dinner last night? If he had a dog, what kind? What’s his favorite magazine?
  57. 57. Miguel the Umbe Single Mom Mid-Mellenial , ,* Kg _ . ' -. ' 1." ’ ll ‘ ' - .1 . // ,9, t , ". l . . 5 1‘ _ K 2 ‘ , l ’ £. ..L4 T/ % . . ‘ ' ” _A“L/ l . , -. ‘A .1 V q. . . ¢ , , g , . , I _ _ . Luke the Late Trent tn: Techie “Bib the Baby Millenial Millenial Boomgtj,
  58. 58. OUR CAST Luke the Late Millenial Copyright 2014 Cowan Publishirg
  59. 59. WAKE UP! am»! .1 P‘. 'l’3": ‘;1 .
  60. 60. BREAKFAST & HEAD TO SCHOOL
  61. 61. AT SCHOOL
  62. 62. AFTER SCHOOL ‘ _ V T , ‘ 1 I “ ' ‘ ‘I n V 4 l , L1,, . I _ 7 4.. M M 4.1.. H I "5 G/ mirroe A/ ofibza r ‘7 I 2. K K This N. r . I , .
  63. 63. PRE-BED Copyright 2014 Cowan Publishing
  64. 64. ABOUT LUKE THE LATE-MILLENIAL. .. What’s his favorite kind of music? Band/ composer? Where did he buy his last pair of shoes? What movie did he last see? What did he drink with dinner last night? _ If he had a dog, what kind? What’s his favorite magazine? Ct, py1‘igil‘l 212114 Ci)‘t’(1l: Lll)lfiill‘§
  65. 65. Miguel the Umbe Single Mom Mid-Mellenial , ,* Kg _ . ' -. ' 1." ’ ll ‘ ' - .1 . // ,9, t , ". l . . 5 1‘ _ K 2 ‘ , l ’ £. ..L4 T/ % . . ‘ ' ” _A“L/ l . , -. ‘A .1 V q. . . ¢ , , g , . , I _ _ . Luke the Late Trent the Techie “Bib the Baby Millenial Millenial Boometj,
  66. 66. OUR CAST Trent the Techie Ctpy1‘i<il‘l 2014 Cl). ‘U. '1i l: _ll7 i5;hi1‘g
  67. 67. WAKE UP! Copyright 2014 Cowan Publishihq
  68. 68. BREAKFAST 051 BPM deadmaufi/ Soft 50 fi Needs A Laclriei 3'5: lfilliifil ‘: “sirius F11‘.
  69. 69. WORKING AT HOME
  70. 70. BREAKS . 'JE'i‘il, l.'l
  71. 71. GEAR
  72. 72. ABOUT TRENT THE TECHIE What’s his favorite kind of music? Band/ composer? y Where did he buy his last pair of shoes? ‘A / , What movie did he last see? , /_f”' What did he drink with dinner last night? 1 g If he had adog, what kind? I What’s his favorite magazine? ‘I 1?"? ‘
  73. 73. Miguel the Umbe Single Mom Mid-Mellenial , ,* Kg _ . ' -. ' 1." ’ ll ‘ ' - .1 . // ,9, t , ". l . . 5 1‘ _ K 2 ‘ , l ’ £. ..L4 T/ % . . ‘ ' ” _A“L/ l . , -. ‘A .1 V q. . . ¢ , , g , . , I _ _ . Luke the Late Trent the Techie “Bib the Baby Millenial Millenial Boometj,
  74. 74. OUR CAST 6/4,. / . Bob the Baby Boomgrxright 2014 Cowan Publishing
  75. 75. WAKE UP! . J I If N, ‘I “ i l, W~ v‘‘‘ f‘ '2 ‘ I 2 Vii‘ V HVCWV 2 —_. ..“J 1 1 Q4‘ . - it ' 1 . l. V .
  76. 76. ‘ in 7.57 AM Cupflaled mm in 55 AM ET I Positions chart Gain/ Lass Chart 1 Total Account Day Change X -$411.15 ‘[376 if
  77. 77. TO THE OFFI E ‘fiscntts Valley / , , - - 0 {K 4;» ma 8. A Watsonville ' Data from 8 -12 AM If; :15]. ,, V, . ~_a€/
  78. 78. AT THE OFFICE 1-W. T U Ls AH W_ D EF UA ‘R F, M 1 31 TJ _m. .L. 2 Al I. R1 F, i or II L. SI II II ‘T 9 N_ J . R_m. ..T, U.T _m NG_ BEK_W_ 6 . ..QI _m. , . B.E. N.E_tu. .A_. ,1 , v . A . T . P . I . .N . Y .0 . N . s_. _. _W OWE K _. .. VE. ..X. T 1 ‘i-:3oi= to E E A L R e e _ L _ . . . . _ éifih“ " ii 1 M2 111'! "Hi (inf-‘Pi f"l"‘I"“*Ii_'J’t'-39" at J! ’ I g
  79. 79. WORK/ P LAY
  80. 80. FITNESS 7‘l: /7P'T'T"—‘w” (. , . g Y- . . - 1% Le * . _ . ... ... _, - A : :;: ”Jn’L~“: ' ~11 I A , .-_. ... _._. .. , ‘A M c-«a , 4 i ‘on -f. ‘ .1 ‘1 _V . .
  81. 81. Copyright 2014 Cowan Publishing
  82. 82. DINNER AT HOME C«', py1‘ig~, l‘l ’/1J1-1('1r: .-uni Pub lf; l1ll‘§]
  83. 83. ABOUT BOB THE BABY BOOMER What’s his favorite kind of music? Band/ composer? Where did he buy his last pair of shoes? What movie did he last see? What did he drink with dinner last night? If he had a dog, what kind? What’s his favorite magazine? Ccpy1‘igl‘t 2014 Ciowai Pub ishirg
  84. 84. VENTURE DESIGN Lean Startup- Style Assumptions I Hypothesize I Learn Experiment Business Model Canvas User Stories & Test Cases Product & Promotion Foundation in Design Thinking ( 7.'p,11iiil‘l 201-l (7111.-1.1 1 Pub i5;hi1‘g
  85. 85. BY THE NUMBERS Scale? Who? What? What if? Tell me. ..? How? I fffff tt 90 PERSONAS PROBLEM VALUE CUSTOMER USER PRODUCT & SCENARIOS & PROPOSITIONS DISCOVERY & STORIES & PROMOTION ALTERNATIVES & ASSUMPTIONS EXPERIMENTS PROTOTYPES Pivot? Copyright 2014 Cowan Publishing
  86. 86. BY THE NUMBERS (IN REVERSE) Do we is problem Was the How did the Did the implementation understand this relevant? is the implemented customer/ user deliver on the story? person? What proposition better story relevant to react? makes them tick? vs. alternatives? the proposition? PERSONAS PROBLEM VALUE CUSTOMER USER PRODUCT & SCENARIOS & PROPOSITIONS DISCOVERY STORIES & PROMOTION ALTERNATIVES & ASSUMPTIONS & PROTOTYPES EXPERIMENTS
  87. 87. .‘ http: //bit. ly/ daynthelife EEBEE www. alexandercowan. com/ venture-design H www. alexandercowan. com/ startup-sprints @cowanSF mum acowan@a| exandercowan. com
  88. 88. IMAGE CREDITS Man Framing Picture: Builder 3rd Class Greg Lever, from Londonderry, N. H., assigned to Naval Mobile Construction Battalion via Wikimedia Commons Apple Store (setting up): Hersch at the English Wikipedia project Apple Store (with customers): Photos by Paul Holloway via Magnus Manke on Flickr School Classroom: Magnus Manske)Media from Oregon Department of Transportation Flickr Photostream School Classroom ll: Magnus Manske)Media from Oregon Department of Transportation Flickr Photostream Fishing: mages from the Geograph British Isles projectlmages from the Geograph British Isles project needing categories in grid SK4796|mages by Steve FarehamGeograph images in South Yorkshire Bar food: simplifica on Flickr

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