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Software Design Class (Sessions 2, 3): Manning the Lookout- Creating Actionable Observations with Personas

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These slides are for the software design class I teach (currently at UVA Darden).

The materials page is here: http://bit.ly/sw-class .

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Software Design Class (Sessions 2, 3): Manning the Lookout- Creating Actionable Observations with Personas

  1. 1. © 2015 COWAN+ SOFTWARE DESIGN: SESSIONS 2, 3 MANNING THE LOOKOUT- 
 CREATING ACTIONABLE OBSERVATIONS WITH PERSONAS Alex Cowan
  2. 2. © 2015 COWAN+ THE VENTURE DESIGN PROCESS SCALE? PIVOT? PRODUCT & PROMOTION USER STORIES & PROTOTYPES CUSTOMER DISCOVERY & EXPERIMENTS VALUE PROPOSITIONS & ASSUMPTIONS SHOW M E … ? WHATIF? Is the problem relevant? Is the proposition better vs alternatives? Do we understand this person? What makes them tick? Did the implementation deliver on the story? Was the implemented story relevant to the proposition? How did the customer /user react? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  3. 3. © 2015 COWAN+ THE VENTURE DESIGN PROCESS Do we understand this person? What makes them tick? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  4. 4. © 2015 COWAN+ The Twin Anti-Poles of Design Failure
 Doing precisely what the user asks Assuming you know what’s best and ignoring the user SNAP! THE PRACTICE OF DESIGN THINKING
  5. 5. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING Finding the Right PROBLEM Finding the Right SOLUTION time alternatives divergence convergence divergence convergence source: adapted from ‘The Design of Everyday Things’ User Stories Personas Problems Alternatives Field Discovery Value Hypothesis & Assumptions Product Hypothesis Software Prototypes Experiments on Motivation
  6. 6. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING What is? What if ? What wows? What works? source: adapted from ‘The Designing for Growth Field Book’
  7. 7. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING Personas Problems Alternatives Field Discovery Product Hypothesis User Stories Comp’s Prototypes … Software Value Hypothesis & Assumptions Experiments on Motivation What is? What if ? What wows? What works? source: adapted from ‘The Designing for Growth Field Book’
  8. 8. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING- WHY IS IT HARD? Design Thinking Now Survival Then
  9. 9. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING- FOUNDATIONS Empathy Creativity
  10. 10. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
  11. 11. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING- FOUNDATIONS Entry1 Urinate as they go2 Edges preferred3 Speedy4 PB > cheese5 Empathy
  12. 12. © 2015 COWAN+ THE PRACTICE OF DESIGN THINKING- FOUNDATIONS 1 2 3 4 5 Check & Repair UV Validation Relevant Placement A Better Mouse Trap Powered by Better Bait Creativity
  13. 13. © 2015 COWAN+ THE VENTURE DESIGN PROCESS- PERSONAS Do we understand this person? What makes them tick? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  14. 14. © 2015 COWAN+ DESIGN THINKING: EMPATHY & PERSONAS ALEX COWAN alexandercowan.com @cowanSFbit.ly/2persona
  15. 15. © 2015 COWAN+ DESIGN THINKING: EMPATHY & PERSONAS ALEX COWAN alexandercowan.com @cowanSFbit.ly/2persona
  16. 16. © 2015 COWAN+ • 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 PERSONA: BAD
  17. 17. © 2015 COWAN+ 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 PERSONA: BAD • 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
  18. 18. © 2015 COWAN+ THE ART OF CUSTOMER DISCOVERY
  19. 19. © 2015 COWAN+ 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 PERSONA: BETTER
  20. 20. © 2015 COWAN+ 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 PERSONA: BETTER 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
  21. 21. © 2015 COWAN+ ivid eal ctionable dentifiable xact etailed E I R A V D
  22. 22. © 2015 COWAN+ EXERCISE- 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 (4 min) use 1 index card/ persona
  23. 23. © 2015 COWAN+ 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 infer OBJECTIVE: Get a feel for what’s real; start to create something vivid A LITTLE GAME FOR BETTER PERSONA DISCOVERY
  24. 24. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO
  25. 25. © 2015 COWAN+ PERSONAS- ‘THINKS’? Thinks: (The cognitive part. Often: the tension between how they’d ideally like things to be and how they are now.) Sees Feels Does
  26. 26. © 2015 COWAN+ EXAMPLE- ENABLE QUIZ & HELEN THE HR MANAGER
  27. 27. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees Feels Does Example: Helen the HR Manager
  28. 28. © 2015 COWAN+ EXERCISE- DISCOVERING WHAT THEY THINK Question Form Examples Questions (‘Enable Quiz’) Tell me about [yourself in the role of the persona]? - Tell me about being an HR manager? - What do you most, least like about the job? - What are the hardest, easiest parts of the job? - I’ve heard [x]- does that apply to you? Tell me about [your area of interest]? - Do you do screen new candidates? If not, who? - Can you tell me about the last time? What was the trigger? - Who else was involved? What was it like? Tell me your thoughts about [area]? - How should it ideally be done? - How is it actually done? Why? Draft discovery questions in the areas above (If complete, converge with your group) (7 min)
  29. 29. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees Feels Does Draft the ‘Think’ portion for your top persona (If done, converge with your group.) (4 min) Example: Helen the HR Manager
  30. 30. © 2015 COWAN+ CAN YOUR PERSONA DO THIS? Capture Attention
 via Google AdWord Secure the infamous
 ‘click through’ Engage Interest, Desire on landing page Action, onboarding, retention ( )
  31. 31. © 2015 COWAN+ CREATING AN ADWORD AD
  32. 32. © 2015 COWAN+ EXERCISE: CREATE AN ADWORD AD: THINK ANGLE 1. Select keywords (put in Notes section) 2. Draft ad copy How does the draft follow from your personas? Are you speaking in the language your customers use? Are you connecting with the THINK in your Think-See-Feel-Do? (NO RULE AGAINST UPDATING YOUR PERSONA WHILE YOU DO THIS!) Create at least one Google AdWords ad on the paper template- specifically using the ‘think’ angle on your persona
  33. 33. © 2015 COWAN+ PERSONAS- ‘SEES’? Thinks: (The cognitive part. Often: the tension between how they’d ideally like things to be and how they are now.) Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.) Feels Does
  34. 34. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees: Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, there’s a number of high quality options online, many of them free. They just need a way to help employees organize select into these courses. Feels Does Example: Helen the HR Manager
  35. 35. © 2015 COWAN+ EXERCISE- DISCOVERING WHAT THEY SEE Question Form Examples Questions (‘Enable Quiz’) Tell me about [yourself in the role of the persona]? - Tell me about being an HR manager? - What do you most, least like about the job? - What are the hardest, easiest parts of the job? - I’ve heard [x]- does that apply to you? Tell me about [your area of interest]? - Do you do screen new candidates? If not, who? - Can you tell me about the last time? What was the trigger? - Who else was involved? What was it like? Tell me your thoughts about [area]? - How should it ideally be done? - How is it actually done? Why? What do you see in [area]? Where do you learn what’s new? What others do? Who do you think is doing it right? How did you make your last decision? Draft discovery questions in the areas above (If complete, converge with your group) (4 min)
  36. 36. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees: Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, there’s a number of high quality options online, many of them free. They just need a way to help employees organize select into these courses. Feels Does Draft the ‘See’ portion for your top persona. (If done, converge with your group.) Example: Helen the HR Manager
  37. 37. © 2015 COWAN+ EXERCISE: CREATE AN ADWORD AD: SEE ANGLE 1. Select keywords (put in Notes section) 2. Draft ad copy How does the draft follow from your personas? Are you speaking in the language your customers use? Are you connecting with the SEE in your Think-See-Feel-Do? (NO RULE AGAINST UPDATING YOUR PERSONA WHILE YOU DO THIS!) Create at least one Google AdWords ad on the paper template- specifically using the ‘see’ angle on your persona
  38. 38. © 2015 COWAN+ PERSONAS- ‘FEELS’? Thinks: (The cognitive part. Often: the tension between how they’d ideally like things to be and how they are now.) Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.) Feel: (The emotional driver. What are the predominant emotions around the relevant activity? What is the emotional outcome of the actions they take around the activity?) Does
  39. 39. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees: Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, there’s a number of high quality options online, many of them free. They just need a way to help employees organize select into these courses. Feels: Helen feels like crap whenever they have to let someone go. She hates it. The employee hates it. The manager hates it. It’s incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in functional skills evaluation and improvement. She’s love to have a success story to talk about. Most HR departments don’t do a whole lot in this area. Does Example: Helen the HR Manager
  40. 40. © 2015 COWAN+ EXERCISE- DISCOVERING WHAT THEY FEEL Question Form Examples Questions (‘Enable Quiz’) Tell me about [yourself in the role of the persona]? - Tell me about being an HR manager? - What do you most, least like about the job? - What are the hardest, easiest parts of the job? - I’ve heard [x]- does that apply to you? Tell me about [your area of interest]? - Do you do screen new candidates? If not, who? - Can you tell me about the last time? What was the trigger? - Who else was involved? What was it like? Tell me your thoughts about [area]? - How should it ideally be done? - How is it actually done? Why? What do you see in [area]? Where do you learn what’s new? What others do? Who do you think is doing it right? How did you make your last decision? How do you feel about [area]? Tell me about the last time? What motivates you? What parts of it are most rewarding? Why? What would it be like in your perfect world? Draft discovery questions for the ‘feel’ area (If complete, converge with your group) (4 min)
  41. 41. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees: Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, there’s a number of high quality options online, many of them free. They just need a way to help employees organize select into these courses. Feels: Helen feels like crap whenever they have to let someone go. She hates it. The employee hates it. The manager hates it. It’s incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in functional skills evaluation and improvement. She’s love to have a success story to talk about. Most HR departments don’t do a whole lot in this area. Does Draft the ‘Feel’ portion for your top persona. (If done, converge with your group.) Example: Helen the HR Manager
  42. 42. © 2015 COWAN+ EXERCISE: CREATE AN ADWORD AD: FEEL ANGLE 1. Select keywords (put in Notes section) 2. Draft ad copy How does the draft follow from your personas? Are you speaking in the language your customers use? Are you connecting with the FEEL in your Think-See-Feel-Do? (NO RULE AGAINST UPDATING YOUR PERSONA WHILE YOU DO THIS!) Create at least one Google AdWords ad on the paper template- specifically using the ‘feel’ angle on your persona
  43. 43. © 2015 COWAN+ PERSONAS- ‘FEELS’? Thinks: (The cognitive part. Often: the tension between how they’d ideally like things to be and how they are now.) Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.) Feel: (The emotional driver. What are the predominant emotions around the relevant activity? What is the emotional outcome of the actions they take around the activity?) Do: The ‘actuals’. As applicable: What triggers? How often? For how long? How much money?
  44. 44. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees: Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, there’s a number of high quality options online, many of them free. They just need a way to help employees organize select into these courses. Feels: Helen feels like crap whenever they have to let someone go. She hates it. The employee hates it. The manager hates it. It’s incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in functional skills evaluation and improvement. She’s love to have a success story to talk about. Most HR departments don’t do a whole lot in this area. Does: Helen’s relatively responsive to new ideas, particularly if someone knowledgeable is willing to come in and talk about it. If she likes it, she’ll bring it to the functional managers, who are usually the ultimate decision makers since without their support she can’t get the system online and working. Post-sale, Helen will help keep the program organized, moving, and otherwise on the functional managers radar. All this is predicated on Helen being equipped with the right messages, facts, and best practices to make the purchase and use of Enable Quiz effective. Example: Helen the HR Manager
  45. 45. © 2015 COWAN+ EXERCISE- DISCOVERING WHAT THEY DO Question Form Examples Questions (‘Enable Quiz’) Tell me about [yourself in the role of the persona]? - Tell me about being an HR manager? - What do you most, least like about the job? - What are the hardest, easiest parts of the job? - I’ve heard [x]- does that apply to you? Tell me about [your area of interest]? - Do you do screen new candidates? If not, who? - Can you tell me about the last time? What was the trigger? - Who else was involved? What was it like? Tell me your thoughts about [area]? - How should it ideally be done? - How is it actually done? Why? What do you see in [area]? Where do you learn what’s new? What others do? Who do you think is doing it right? How did you make your last decision? How do you feel about [area]? Tell me about the last time? What motivates you? What parts of it are most rewarding? Why? What would it be like in your perfect world? What do you do in [area]? How many new openings/quarter? How many interviews/position? Draft discovery questions for the ‘do’ area (If complete, converge with your group) (4 min)
  46. 46. © 2015 COWAN+ PERSONAS- THINK SEE FEEL DO Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees: Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, there’s a number of high quality options online, many of them free. They just need a way to help employees organize select into these courses. Feels: Helen feels like crap whenever they have to let someone go. She hates it. The employee hates it. The manager hates it. It’s incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in functional skills evaluation and improvement. She’s love to have a success story to talk about. Most HR departments don’t do a whole lot in this area. Does: Helen’s relatively responsive to new ideas, particularly if someone knowledgeable is willing to come in and talk about it. If she likes it, she’ll bring it to the functional managers, who are usually the ultimate decision makers since without their support she can’t get the system online and working. Post-sale, Helen will help keep the program organized, moving, and otherwise on the functional managers radar. All this is predicated on Helen being equipped with the right messages, facts, and best practices to make the purchase and use of Enable Quiz effective. Draft the ‘Do’ portion for your top persona. (If done, converge with your group.) Example: Helen the HR Manager
  47. 47. © 2015 COWAN+ EXERCISE: CREATE AN ADWORD AD: DO ANGLE 1. Select keywords (put in Notes section) 2. Draft ad copy How does the draft follow from your personas? Are you speaking in the language your customers use? Are you connecting with the DO in your Think-See-Feel-Do? (NO RULE AGAINST UPDATING YOUR PERSONA WHILE YOU DO THIS!) Create at least one Google AdWords ad on the paper template- specifically using the ‘do’ angle on your persona
  48. 48. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS Do we understand this person? What makes them tick? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  49. 49. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS
  50. 50. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS X PROBLEM SCENARIO
  51. 51. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS XWhat job(s) are you doing for the customer? What existing need or behavior are you fulfilling? PROBLEM SCENARIO
  52. 52. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS X ? PROBLEM SCENARIO ALTERNATIVE(S)
  53. 53. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS 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 ALTERNATIVE(S)
  54. 54. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS X It’s hard for the HR manager to send good notes on candidates to the functional manager. (Too Detailed, A Feature vs. a Product/Venture) ‘Hiring technical talent is difficult.’ (Too Broad, Abstract) ‘Screening technical talent is difficult.’ (Probably About Right)
  55. 55. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS X ? PROBLEM SCENARIO ALTERNATIVE(S)
  56. 56. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS ALTERNATIVE(S) ? PROBLEM SCENARIO X Problem: Helen doesn't have a software engineering background, so it's hard for her to screen engineering candidates. She ends up sending the functional manager too many unqualified candidates. . Alternative: She calls references and mostly ends up taking their word for it. Brainstorm Problem Scenario +Alternative Pairs. 
 (4 min)
  57. 57. © 2015 COWAN+ EXERCISE: CREATE AN ADWORD AD: PROBLEM SCENARIOS 1. Select keywords (put in Notes section) 2. Draft ad copy How does the draft follow from your problem scenarios? Are you speaking in the language your customers use? (NO RULE AGAINST UPDATING YOUR PROBLEM SCENARIOS WHILE YOU DO THIS!) Create at least one Google AdWords ad on the paper template- specifically using the your top problem scenarios (and alternatives as you see fit)
  58. 58. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS XPROBLEM SCENARIO ?ALTERNATIVE(S) YOUR VALUE PROPOSITIONS !
  59. 59. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS XPROBLEM SCENARIO ?ALTERNATIVE(S) YOUR VALUE PROPOSITIONS !Are they better enough than the alternative(s)?
  60. 60. © 2015 COWAN+ PERSONAS & PROBLEM SCENARIOS ALTERNATIVE(S) ? PROBLEM SCENARIO X Problem: Helen doesn't have a software engineering background, so it's hard for her to screen engineering candidates. She ends up sending the functional manager too many unqualified candidates. . Alternative: She calls references and mostly ends up taking their word for it. Value Proposition: New ability for meaningful screening of technical candidates, increasing % of successful hires and lowering Frank the Functional Manager's workload on recruiting. Brainstorm Problem Scenario +Alternative Pairs. 
 (If done, converge with your group.) (4 min) YOUR VALUE PROPOSITIONS!
  61. 61. © 2015 COWAN+ EXERCISE: CREATE AN ADWORD AD: VALUE PROPOSITIONS 1. Select keywords (put in Notes section) 2. Draft ad copy How does the draft follow from your value propositions? Are you speaking in the language your customers use? (NO RULE AGAINST UPDATING YOUR PROBLEM SCENARIOS WHILE YOU DO THIS!) Create at least one Google AdWords ad on the paper template- specifically using the your top value propositions
  62. 62. © 2015 COWAN+ AND NOW THE ‘PRODUCT HYPOTHESIS’ X ? ! … 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…
  63. 63. © 2015 COWAN+ AND NOW THE ‘PRODUCT 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.’ Enable Quiz example: Draft your product hypothesis (4 min)
  64. 64. © 2015 COWAN+ ASSIGNMENTS 1. Do/Individual: Draft Project Personas, Problem Scenarios, and Alternatives (30-60 min). 2. Do/Individual: Draft Customer/User Discovery Questions (20-40 min.) Session 2 1. Do/Individual: Complete Peer Review of Draft Personas (20-30 minutes) 2. Do/Individual: Complete at least Two (2) Subject Interviews (60-120 minutes) Session 3
  65. 65. © 2015 COWAN+ bit.ly/vdesignCheck out 
 Venture Design ExperimentLearn Hypothesize @cowanSFTwitter acowan@alexandercowan.comGet in touch! Use Customer Discovery Handbook bit.ly/cdhandbook bit.ly/sw-classView this deck FINI

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