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Econ 138
Design Thinking in Action
Copyright 2013 Cowan Publishing
Copyright 2013 Cowan Publishing
Copyright 2013 Cowan Publishing
IT’S A PROCESS

Some techniques are more effective than others.
But they all require substantial, consistent exertion.
Cop...
VENTURE/PROJECT DESIGN

Hypothesize

Lean StartupStyle Assumptions
User Stories
Test Cases

Learn

Experiment

Product & P...
VENTURE/PROJECT DESIGN

Foundation in
Design Thinking
Copyright 2013 Cowan Publishing
DESIGN THINKING
Back Then

And Now

Survival Design
Thinking
ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan ...
DESIGN THINKING

Empathy

Creativity
Copyright 2013 Cowan Publishing
DESIGN THINKING- APPLICATIONS

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
DESIGN THINKING- APPLICATIONS
1

2

Urinate as they go

3

Edges preferred

4

Speedy

5

Empathy

Entry

PB > cheese
ALEX...
DESIGN THINKING- APPLICATIONS
Check & Repair

1

UV Validation

2

Relevant Placement

3

A Better Mouse Trap

4

Powered ...
VENTURE/PROJECT DESIGN - PERSONAS

Personas
Personas

Problem Scenarios
Alternatives
Your Value Propositions

Foundation i...
DESIGN THINKING - PERSONAS

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
DESIGN THINKING - PERSONAS

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
DESIGN THINKING - PERSONAS

•Women
•Age 28-45
•Have kids
•Socialize with other mom’s
•Online with Facebook
•86% said they’...
DESIGN THINKING - PERSONAS

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
DESIGN THINKING - PERSONAS

Mary the Mom
Mary is a mom by choice. She had a successful

career in accounting, but welcomed...
END USER PERSONAS
Rita
the Reseller

Rhonda
the Receptionist

Amy
the Assistant

Esteban
the Executive

Orson
the Office Mg...
ENTERPRISE PERSONAS
Bruce
the Business Owner

Sidney
the Sys. Admin.

Anthony
the Applications Eng.

Sam
the Support Eng.
...
DESIGN THINKING - PERSONAS

X
?
!

PROBLEM SCENARIO

ALTERNATIVE(S)

YOUR VALUE
PROPOSITIONS

Copyright 2013 Cowan Publish...
1. List at least 3 personas
2. More time? Describe as much as you can the
items below. (5 min)
RHONDA THE RECEPTIONIST
Abo...
1. Which are buyers? Users? Both? Note with
a ‘B’ and/or ‘U’ on the Post-It (2 min.)
2. Which have the most compelling nee...
1. Brainstorm Problem Scenario-AlternativeValue Proposition Trios. (10 min.)

X
?
!

PROBLEM SCENARIO

ALTERNATIVE(S)

YOU...
(Key
Partners)

(Key
Activities)

(Key
Resources)

(Cost Structure)

(Value
(Customer
Propositions) Relationships)

(Custo...
BUSINESS MODEL CANVAS

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
SEGMENT TO VALPROP MAPPING
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2
Pr...
THE INDEPENDENT VARIABLE
Customer
Segments

Value
Propositions

(Key
Partners)

(Key
Activities)

(Key
Resources)

(Cost S...
CUSTOMER SEGMENTS VS. PERSONAS
Customer
Segments

g

≈

Personas

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 C...
1. Print out the Canvas
2. List your prioritized personas (Customer
Segments) and Value Propositions
3. Map your personas ...
1. List your prioritized personas (Customer
Segments)
2. List your prioritized Value Propositions
3. Map your personas to ...
DESIGN THINKING - USING PERSONAS

SELLING
STUFF

MAKING
STUFF

What does the user
(most) want?

What does the user
actuall...
DESIGN THINKING - CREATING PERSONAS
Interviews
AdWords, etc. + Landing
Page Tests

What language, propositions resonate?
W...
VENTURE/PROJECT DESIGN

Hypothesize

Learn

Personas
Personas

Lean StartupStyle Assumptions

Experiment

Problem Scenario...
PLANNING WITH LEAN STARTUP
Do I have real evidence from my buyer that
this is compelling?

01 IDEA!

What are the key assu...
PLANNING WITH LEAN STARTUP
Priority

Key Assumption

Needs Proving?

Experimentation

1

[A key assumption about [Whether ...
PLANNING WITH LEAN STARTUP

Crossing t’s

Dotting i’s

Doesn’t matter unless it
helps prove (or disprove)
your pivotal ass...
PLANNING WITH LEAN STARTUP

Subject
all your
activities +
metrics to
that litmus
test.

Copyright 2013 Cowan Publishing
CONCIERGE MVP AND LEAN STARTUP

Get paid for
customer
discovery.
ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Co...
PLANNING WITH LEAN AT LARGE
Priority

Key Assumption

Needs Proving?

Experimentation

1

[A key assumption about [Whether...
VENTURE/PROJECT DESIGN

Hypothesize

Learn

Personas
Personas

Experiment

Problem Scenarios
Alternatives
Your Value Propo...
PLANNING WITH LEAN AT LARGE

Let’s not
argue.

Let’s assume.
Then test.

Copyright 2013 Cowan Publishing
PLANNING WITH LEAN AT LARGE

Copyright 2013 Cowan Publishing
ONLINE SELF-CARE- BUSINESS TELEPHONY

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2012 Cowan Publishing
ONLINE SELF-CARE

PERSONA

PROBLEM SCENARIO

IMPLEMENTATION

Saul
Percival
&
the
the
Product Mgr. Site Developer

‘We our ...
ASSUMPTIONS ON SELF-CARE
Priority

Key Assumption

Needs Proving?

1

End users want to log in
Yes!
and do self-care

Inst...
ASSUMPTIONS ON SELF-CARE
Priority

Key Assumption

Needs Proving?

1

End users want to log in
Yes!
and do self-care

Inst...
ONLINE SELF-CARE

PERSONA

PROBLEM SCENARIO

IMPLEMENTATION

Saul
Percival
&
the
the
Product Mgr. Site Developer

‘We our ...
Take II- DASHBOARDS

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2012 Cowan Publishing
ONLINE SELF-CARE

PERSONA

PROBLEM SCENARIO

IMPLEMENTATION

Saul
Percival
&
the
the
Product Mgr. Site Developer

‘We our ...
ASSUMPTIONS ON SELF-CARE
Priority

Key Assumption

Needs Proving?

1

Customer admin’s will
do self-care with training Yes...
DASHBOARD

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2012 Cowan Publishing
ONLINE SELF-CARE

PERSONA

PROBLEM SCENARIO

IMPLEMENTATION

Saul
Percival
&
the
the
Product Mgr. Site Developer

‘We our ...
DESIGN THINKING - STORYBOARDS

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
DESIGN THINKING - STORYBOARDS

BEFORE

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
DESIGN THINKING - STORYBOARDS

AFTER

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
DESIGN THINKING- STORYBOARDS
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec feugiat magna
erat, eget matti...
A ttention
I nterest
D esire
A ction
Onboarding
R etention

How do they first
find out that you,
your proposition
exist?
How...
A ttention
I nterest
D esire
A ction
Onboarding
R etention

What is it that
engages them
with your
proposition? How
will y...
A ttention
I nterest
D esire
A ction
Onboarding
R etention

Are you connecting
with an important
problem scenario?
Is your...
A ttention
I nterest
D esire
A ction
Onboarding
R etention

What is absolute
minimum set of
actions required by
the custom...
A ttention
I nterest
D esire
A ction
Onboarding
R etention

How do they
become a regular,
habitual user? How
will you know...
A ttention
I nterest
D esire
A ction
Onboarding
R etention

How do you
deepen their
involvement?
Investment? How
do you ge...
AIDA(OR) ON A STORYBOARD

ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2012 Cowan Publishing
1. Using the squares, create an AIDA(OR)
storyboard (10 min)

Copyright 2013 Cowan Publishing
1. Pick your top persona
2. Detail Think-See-Feel-Do (10 min.)
MARY THE MOM
About: . . .
Thinks: What do they think about ...
(5 min)
Area

Examples Questions (‘Enable Quiz’)

Understand the Buyer’s Operating
Environment

- What is your current pro...
(3 min)
Area

Understand the Buyer’s Learning
Environment

Examples Questions (‘Enable Quiz’)

- Do you have any ideas on ...
DEVELOPMENT
Then

Waterfall

Now

Agile
ALEX COWAN
AlexanderCowan.com
@cowanSF

Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN

Hypothesize

Lean StartupStyle Assumptions
User Stories
Test Cases

Learn

Experiment

Product & P...
AGILE FOUNDATIONS
Individuals

>

Processes

Working
software

>

Comprehensive
Documentation

Customer
collaboration

>

...
AGILE USER STORIES

Drafting
Stories

PERSONAS
Epic Stories
Stories
Test Cases
“As a [persona],
I want to [do something]
s...
AGILE USER STORIES

EPIC STORY
“As a receptionist, I want a custom configuration on my phone so that I can manage calls in ...
AGILE & LEAN

Past

Present

Future

validate feature
relevance with
customers

collaborate with
development
team

observe...
1. Write 3 agile user stories (10 min)
“As a [persona], I want to [do something] so that I can [derive a
benefit]”
ex 1: “A...
FULL CIRCLE

Who?
THINK

SEE

FEEL

!

DO

PERSONAS

What?

X
PROBLEM
SCENARIOS

What if?

How?

!
VALUE
USER
PROPOSITIONS...
Collaboration
Basic
Technical
Literacy

...

(VARIOUS) MGMT.

...

ANALYTICS

SEO

(VARIOUS) DESIGN

...

...

...

PHP

J...
bit.ly/econ138

www.alexandercowan.com/venture-design

www.alexandercowan.com/startup-sprints

@cowanSF

acowan@alexanderc...
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Design Thinking Talk for UCSC Econ 138 (Management of Innovation)

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This is a talk I did for Kai Pommerenke's class 'Econ 138: The Economics and Management of Technology and Innovation'. See www.alexandercowan.com/speaking for a full set of talks.

Published in: Technology, Education
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Design Thinking Talk for UCSC Econ 138 (Management of Innovation)

  1. 1. Econ 138 Design Thinking in Action Copyright 2013 Cowan Publishing
  2. 2. Copyright 2013 Cowan Publishing
  3. 3. Copyright 2013 Cowan Publishing
  4. 4. IT’S A PROCESS Some techniques are more effective than others. But they all require substantial, consistent exertion. Copyright 2013 Cowan Publishing
  5. 5. VENTURE/PROJECT DESIGN Hypothesize Lean StartupStyle Assumptions User Stories Test Cases Learn Experiment Product & Promotion Business Model Canvas Foundation in Design Thinking Copyright 2013 Cowan Publishing
  6. 6. VENTURE/PROJECT DESIGN Foundation in Design Thinking Copyright 2013 Cowan Publishing
  7. 7. DESIGN THINKING Back Then And Now Survival Design Thinking ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  8. 8. DESIGN THINKING Empathy Creativity Copyright 2013 Cowan Publishing
  9. 9. DESIGN THINKING- APPLICATIONS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  10. 10. DESIGN THINKING- APPLICATIONS 1 2 Urinate as they go 3 Edges preferred 4 Speedy 5 Empathy Entry PB > cheese ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  11. 11. DESIGN THINKING- APPLICATIONS Check & Repair 1 UV Validation 2 Relevant Placement 3 A Better Mouse Trap 4 Powered by Better Bait 5 Creativity Copyright 2013 Cowan Publishing
  12. 12. VENTURE/PROJECT DESIGN - PERSONAS Personas Personas Problem Scenarios Alternatives Your Value Propositions Foundation in Design Thinking Copyright 2013 Cowan Publishing
  13. 13. DESIGN THINKING - PERSONAS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  14. 14. DESIGN THINKING - PERSONAS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  15. 15. DESIGN THINKING - PERSONAS •Women •Age 28-45 •Have 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 2013 Cowan Publishing
  16. 16. DESIGN THINKING - PERSONAS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  17. 17. DESIGN THINKING - PERSONAS 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 relevant topics and keeping the family calendar in ship shape. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. For household stuff, Costco is the go-to place, but she’ll pick up fresh items at the farmer’s market when it’s up and splurge at Whole Foods when they’re having company. Copyright 2013 Cowan Publishing
  18. 18. END USER PERSONAS Rita the Reseller Rhonda the Receptionist Amy the Assistant Esteban the Executive Orson the Office Mgr. Susan the Small Bus. Owner Simone the Standard User Mikuko the Mobile User Ignatius the IT Guy Keith the Key System User Chuck the Call Center Agent Cindy the Call Center Manager Copyright 2012 Cowan Publishing
  19. 19. ENTERPRISE PERSONAS Bruce the Business Owner Sidney the Sys. Admin. Anthony the Applications Eng. Sam the Support Eng. Paola the Provisioner Percival the Product Manager Itzhak the IT Developer Saul the Site Developer Nietzsche the Network Eng. Sven the Salesperson Frank the Field Eng. Fritz the Field Eng. Manager Copyright 2012 Cowan Publishing
  20. 20. DESIGN THINKING - PERSONAS X ? ! PROBLEM SCENARIO ALTERNATIVE(S) YOUR VALUE PROPOSITIONS Copyright 2013 Cowan Publishing
  21. 21. 1. List at least 3 personas 2. More time? Describe as much as you can the items below. (5 min) RHONDA THE RECEPTIONIST About: Rhonda’s job is about figuring out who wants what, if the person they want is available or will be soon, and then connecting A to B. Historically, the phones have been fine. She’s used to them.... Thinks: Any new phone should work like the old. Also, after hours... Sees: Her friends have told her about the automation on their systems, how they automatically roll to a cell or another station after.. Feels: The IT people don’t understand or appreciate what she does. It’s not as easy as it looks to smoothly connect people to . . . Does: She’s much more inclined to just suffer with a bad system than say something. It’s important to query and observe how the system... Copyright 2013 Cowan Publishing
  22. 22. 1. Which are buyers? Users? Both? Note with a ‘B’ and/or ‘U’ on the Post-It (2 min.) 2. Which have the most compelling need, desire? Sort top to bottom (3 min.) ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  23. 23. 1. Brainstorm Problem Scenario-AlternativeValue Proposition Trios. (10 min.) X ? ! PROBLEM SCENARIO ALTERNATIVE(S) YOUR VALUE PROPOSITIONS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  24. 24. (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2013 Cowan Publishing
  25. 25. BUSINESS MODEL CANVAS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  26. 26. SEGMENT TO VALPROP MAPPING Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  27. 27. THE INDEPENDENT VARIABLE Customer Segments Value Propositions (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  28. 28. CUSTOMER SEGMENTS VS. PERSONAS Customer Segments g ≈ Personas ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  29. 29. 1. Print out the Canvas 2. List your prioritized personas (Customer Segments) and Value Propositions 3. Map your personas to your Value Propositions (5 min) Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 Copyright 2013 Cowan Publishing This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  30. 30. 1. List your prioritized personas (Customer Segments) 2. List your prioritized Value Propositions 3. Map your personas to your Value Propositions Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 Copyright 2013 Cowan Publishing This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  31. 31. DESIGN THINKING - USING PERSONAS SELLING STUFF MAKING STUFF What does the user (most) want? What does the user actually do? Who are we selling to? Where do we reach them? With what proposition? Personas Personas Problem Scenarios Problem Scenarios Alternatives Alternatives Your Value Propositions Your Value Propositions Who’s buying? Where? Why? Foundation in Design Thinking Copyright 2013 Cowan Publishing
  32. 32. DESIGN THINKING - CREATING PERSONAS Interviews AdWords, etc. + Landing Page Tests What language, propositions resonate? What is the customer prepared to do? Real-Time Analytics & Recording MVP Tell me about yourself. What do you do? How often? How does it make you feel? What do users actually do? Minimum Viable Product Do customers like it? Buy it? Use it? Tell others about it? Copyright 2013 Cowan Publishing
  33. 33. VENTURE/PROJECT DESIGN Hypothesize Learn Personas Personas Lean StartupStyle Assumptions Experiment Problem Scenarios Alternatives Your Value Propositions Foundation in Design Thinking Copyright 2013 Cowan Publishing
  34. 34. PLANNING WITH LEAN STARTUP Do I have real evidence from my buyer that this is compelling? 01 IDEA! What are the key assumptions required to make this business work? 02 HYPOTHESIS How do I definitely prove or disprove the assumptions with a minimum of time and effort? 03 EXPERIMENTAL DESIGN Am I reacting or am I focused on validating my pivotal assumptions? 04 EXPERIMENTATION ‘Pivot or persevere?’ ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  35. 35. PLANNING WITH LEAN STARTUP Priority Key Assumption Needs Proving? Experimentation 1 [A key assumption about [Whether it needs proving the business] [Experiment to prove or disprove] 1 Parents want to organize the distribution of Yes allowances with an app * Post the proposition in ads online * Measure sign-up’s on a landing page 2 Parents want to link allowances to chores Yes * Show prototypes with choices * Test in beta 2 Parents have smart phones No n/a Focus on strategic, pivotal assumptions ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  36. 36. PLANNING WITH LEAN STARTUP Crossing t’s Dotting i’s Doesn’t matter unless it helps prove (or disprove) your pivotal assumptions Copyright 2013 Cowan Publishing
  37. 37. PLANNING WITH LEAN STARTUP Subject all your activities + metrics to that litmus test. Copyright 2013 Cowan Publishing
  38. 38. CONCIERGE MVP AND LEAN STARTUP Get paid for customer discovery. ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  39. 39. PLANNING WITH LEAN AT LARGE Priority Key Assumption Needs Proving? Experimentation 1 [A key assumption about [Whether it needs proving the business] [Experiment to prove or disprove] 1 Parents want to organize the distribution of Yes allowances with an app * Post the proposition in ads online * Measure sign-up’s on a landing page 2 Parents want to link allowances to chores Yes * Show prototypes with choices * Test in beta 2 Parents have smart phones No n/a ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  40. 40. VENTURE/PROJECT DESIGN Hypothesize Learn Personas Personas Experiment Problem Scenarios Alternatives Your Value Propositions Lean StartupStyle Assumptions Lean at Large Foundation in Design Thinking Copyright 2013 Cowan Publishing
  41. 41. PLANNING WITH LEAN AT LARGE Let’s not argue. Let’s assume. Then test. Copyright 2013 Cowan Publishing
  42. 42. PLANNING WITH LEAN AT LARGE Copyright 2013 Cowan Publishing
  43. 43. ONLINE SELF-CARE- BUSINESS TELEPHONY ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  44. 44. ONLINE SELF-CARE PERSONA PROBLEM SCENARIO IMPLEMENTATION Saul Percival & the the Product Mgr. Site Developer ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Template Driven HTML-CSS-JS Layer Percival Bruce & the the Business Owner Product Mgr. SAML SSO ‘This thing should increase satisfaction & involvement; and reduce support calls.’ ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  45. 45. ASSUMPTIONS ON SELF-CARE Priority Key Assumption Needs Proving? 1 End users want to log in Yes! and do self-care Instrument adequate reporting, create awareness, see if they nibble 1 Reducing the portals clicks to destination from 4-6 to 2-3 is good enough - Log and analyze navigation - Do support calls go down? Yes Experimentation ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  46. 46. ASSUMPTIONS ON SELF-CARE Priority Key Assumption Needs Proving? 1 End users want to log in Yes! and do self-care Instrument adequate reporting, create awareness, see if they nibble 1 Reducing the portals clicks to destination from 4-6 to 2-3 is good enough - Log and analyze navigation - Do support calls go down? Yes Experimentation ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  47. 47. ONLINE SELF-CARE PERSONA PROBLEM SCENARIO IMPLEMENTATION Saul Percival & the the Product Mgr. Site Developer ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Template Driven HTML-CSS-JS Layer Percival Bruce & the the Business Owner Product Mgr. ‘This thing should increase satisfaction & involvement; and reduce support calls.’ SAML SSO Focus on customer admin experience ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  48. 48. Take II- DASHBOARDS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  49. 49. ONLINE SELF-CARE PERSONA PROBLEM SCENARIO IMPLEMENTATION Saul Percival & the the Product Mgr. Site Developer ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Template Driven HTML-CSS-JS Layer Percival Bruce & the the Business Owner Product Mgr. Orson the Office Manager ‘This thing should increase satisfaction & involvement; and reduce support calls.’ SAML SSO Focus on customer admin experience ‘I still don’t get it.’ ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  50. 50. ASSUMPTIONS ON SELF-CARE Priority Key Assumption Needs Proving? 1 Customer admin’s will do self-care with training Yes! and awareness Focus on training customer admin’s, see if they nibble 1 Presenting all the users of interest on the 1st page will engage these admin’s - Log and analyze navigation - Do support calls go down? Yes Experimentation ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  51. 51. DASHBOARD ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  52. 52. ONLINE SELF-CARE PERSONA PROBLEM SCENARIO IMPLEMENTATION Saul Percival & the the Product Mgr. Site Developer ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Template Driven HTML-CSS-JS Layer Percival Bruce & the the Business Owner Product Mgr. Orson the Office Manager SAML SSO ‘This thing should increase satisfaction & involvement; and reduce support calls.’ Focus on customer admin experience ‘I still don’t get it.’ One click access via ‘Dashboard’ ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  53. 53. DESIGN THINKING - STORYBOARDS ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  54. 54. DESIGN THINKING - STORYBOARDS BEFORE ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  55. 55. DESIGN THINKING - STORYBOARDS AFTER ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  56. 56. DESIGN THINKING- STORYBOARDS Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec feugiat magna erat, eget mattis turpis bibendum in. Curabitur eget adipiscing dolor. Morbi cursus luctus rhoncus. Cras sagittis cursus libero sit amet ullamcorper. Phasellus vitae consequat enim. Vivamus in tortor sit amet nibh molestie tristique sed vel neque. Nunc sed dictum ligula. Quisque sollicitudin neque mauris, at vulputate odio fringilla ut. Pellentesque mattis at risus et volutpat. Nunc tristique adipiscing neque vel ornare. Donec a pretium metus, vitae adipiscing augue. Morbi ac suscipit tellus. Vestibulum gravida molestie est vel vehicula. Phasellus eleifend nisi cursus nunc facilisis egestas. Aliquam venenatis et libero commodo convallis. Donec accumsan elit non turpis pulvinar, id sodales purus blandit. Phasellus tristique fermentum nunc in feugiat. Maecenas eget varius est, id malesuada est. Fusce vitae nunc purus. Nam vehicula eros vitae sapien scelerisque auctor. Maecenas et justo ac libero dictum dapibus. Etiam volutpat erat eget ante ullamcorper placerat. Maecenas convallis massa aliquam ullamcorper posuere. Phasellus nulla est, rhoncus blandit dapibus sit amet, facilisis at orci. Nulla facilisi. Maecenas ultrices justo quis nibh sagittis tempor. Pellentesque id semper turpis. ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  57. 57. A ttention I nterest D esire A ction Onboarding R etention How do they first find out that you, your proposition exist? How do you break through the noise floor? ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  58. 58. A ttention I nterest D esire A ction Onboarding R etention What is it that engages them with your proposition? How will you connect? ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  59. 59. A ttention I nterest D esire A ction Onboarding R etention Are you connecting with an important problem scenario? Is your VP better enough than the alternative? Copyright 2013 Cowan Publishing
  60. 60. A ttention I nterest D esire A ction Onboarding R etention What is absolute minimum set of actions required by the customer to have you deliver on their problem? ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  61. 61. A ttention I nterest D esire A ction Onboarding R etention How do they become a regular, habitual user? How will you know if that’s happening? ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  62. 62. A ttention I nterest D esire A ction Onboarding R etention How do you deepen their involvement? Investment? How do you get them talking about it? Copyright 2013 Cowan Publishing
  63. 63. AIDA(OR) ON A STORYBOARD ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2012 Cowan Publishing
  64. 64. 1. Using the squares, create an AIDA(OR) storyboard (10 min) Copyright 2013 Cowan Publishing
  65. 65. 1. Pick your top persona 2. Detail Think-See-Feel-Do (10 min.) MARY THE MOM About: . . . Thinks: What do they think about your area of endeavor? Sees: What observations do they likely make? Feels: How does it really make them feel? Does: What do you actually see them doing today? ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  66. 66. (5 min) Area Examples Questions (‘Enable Quiz’) Understand the Buyer’s Operating Environment - What is your current process for vetting engineering candidates? - Do you ever hire candidates who later turn out not to have been good hires? - What are the different reasons a candidate might turn out to be a bad fit”        - Probe around cultural fit, personality, technical skills, ability to    communicate, team player, etc. - How many tech hires have you made in the past 3 years?  How many were bad and what was their break down by bucket? - What happens when you find out someone is a bad hire? - Can you think about the last candidate you hired that turned out to be a bad (tech skills) hire? Copyright 2013 Cowan Publishing
  67. 67. (3 min) Area Understand the Buyer’s Learning Environment Examples Questions (‘Enable Quiz’) - Do you have any ideas on how you might prevent this from recurring?  Are there things you’ve seen at other companies that worked better? Copyright 2013 Cowan Publishing
  68. 68. DEVELOPMENT Then Waterfall Now Agile ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  69. 69. VENTURE/PROJECT DESIGN Hypothesize Lean StartupStyle Assumptions User Stories Test Cases Learn Experiment Product & Promotion Business Model Canvas Foundation in Design Thinking Copyright 2013 Cowan Publishing
  70. 70. AGILE FOUNDATIONS Individuals > Processes Working software > Comprehensive Documentation Customer collaboration > Contract negotiation Responding to change > Following a plan Interactions Tools ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  71. 71. AGILE USER STORIES Drafting Stories PERSONAS Epic Stories Stories Test Cases “As a [persona], I want to [do something] so that I can [derive a benefit]” STORIES ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  72. 72. AGILE USER STORIES EPIC STORY “As a receptionist, I want a custom configuration on my phone so that I can manage calls in the way I’ve come to expect.” STORY “As a receptionist, I want to receive an out of the box phone As receptionist set up that’s created against best practices so I don’t have myself. to set it all up by myself.” TEST CASE Make sure the available templates are editable in a visual environment usable by a Product Manager Make sure it’s possible to update the template at install time Make sure the template designation is available in all Loki provisioning interfaces Make sure it’s possible for the user to reset to the default template “As a receptionist, I want to change the buttons on my phone so they do what I want.” Make sure the available functions are filtered by the services assigned to the user Make sure available functions are filtered based on the capabilities of the phone key Copyright 2013 Cowan Publishing
  73. 73. AGILE & LEAN Past Present Future validate feature relevance with customers collaborate with development team observe and envision what’s next Copyright 2013 Cowan Publishing
  74. 74. 1. Write 3 agile user stories (10 min) “As a [persona], I want to [do something] so that I can [derive a benefit]” ex 1: “As a receptionist, I want a custom configuration on my phone so that I can manage calls in the way I’ve come to expect.” ex 2: “As a receptionist, I want to receive an out of the box phone set up that’s created against best practices so I don’t have to set it all up by myself.” ex 3: “As a receptionist, I want to change the buttons on my phone so they do what I want.” ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  75. 75. FULL CIRCLE Who? THINK SEE FEEL ! DO PERSONAS What? X PROBLEM SCENARIOS What if? How? ! VALUE USER PROPOSITIONS STORIES & ASSUMPTIONS Scale? How? .. / Pivot? WIREFRAMES/ PROTOTYPES PRODUCT & PROMOTION Copyright 2013 Cowan Publishing
  76. 76. Collaboration Basic Technical Literacy ... (VARIOUS) MGMT. ... ANALYTICS SEO (VARIOUS) DESIGN ... ... ... PHP JAVA PYTON RUBY Specialties UNIX SYSADMIN PROFESSIONAL DEVELOPMENT AGILE As Product Owner SOFTWARE FUNDAMENTALS Model-View-Controller ARCHITECTURE FUNDAMENTALS App. & Platform Integration ROLES & SYSTEMS In a Technical Team Personas Stories Foundation Concepts Development DESIGN THINKING ITERATIVE MANAGEMENT CUSTOMER DEVELOPMENT Discussion AGILE ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2013 Cowan Publishing
  77. 77. bit.ly/econ138 www.alexandercowan.com/venture-design www.alexandercowan.com/startup-sprints @cowanSF acowan@alexandercowan.com Copyright 2013 Cowan Publishing

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