1. Solving Design and Business Problems
in 5 days 3 days with
Design Sprint
Borrys Hasian
Google Expert UX/UI, CEO Circle UX
15 Jan 2017

2. Innovation is the
sweetspot

3. Design Sprint to the rescue!

4. Design sprint is a
framework for teams
of any size to solve
and test ideas in 2-5
days.

5. Google Design Sprint

6. Understanding
users, business,
and technology.
Define focus and
key strategy.
Sketches, and
decide.
Prototype and
validate.

7. “Product design is about creating something
that’s right for your customer by completely
understanding what they feel, what they
think, and what they want.
But ultimately, designing a product means
designing something that sells.”
Scott Hurff

8. Design Sprint

9. Design sprints are a framework for
teams of any size to solve and test
design problems in 2-5 days.
Design Sprint Playbook

10. Overview

11. We’ll be building and
testing a realistic
prototype in 3 days.

12. Design Sprint

13. You will be
sketching
something like this

14. How about this one?

15. Collaborate
better.
Design vs
Production.

16. Validate your
ideas and iterate
design solution
quickly.

17. Sprint Master is in charge of the schedule.
The Decider makes all tough decisions.
No devices in the room.
Some Rules

18. Overview
Day 1 Understand (+ Define)
Day 2 Sketch
Decide
Day 3 Prototype
Validate

19. Before we start the
sprint...

20. Appoint Sprint Master
Sprint Master is the facilitator. The person is not
doing the activities, e.g sketching. He/she will guide
the sprint team, challenge assumptions and asking a
lot of WHYs to the team.

21. Set Sprint Challenge
Statement

22. If we don’t set the
challenge, we’ll
spend hours
without clear
direction.
See Penrose Stairs.

23. Relevant, Tied to the team goals, Concise
Inspiring
Focused on a target user or target segment
10min. Each team to define key challenge

24. Challenge Examples

25. Challenge
Design a reliable and fun
personal internet experience for
male age 25-34 , aiming Q1 2017
launch.
Deliverables for this sprint
A prototype for testing.
Example
See List of adjectives

26. Challenge
Design a trustworthy and fancy
mobile shopping experience for
male age 25-34 , aiming Q1 2017
launch.
Deliverables for this sprint
A clickable prototype for testing.
Example
See List of adjectives

27. Challenge
Design a trusted and engaging health
service experience for
female age 25-34 , aiming Q1 2017
launch.
Deliverables for this sprint
A clickable prototype for testing.
Example

28. Challenge
Design a fun and engaging
entertainment destination
experience for
female age 18-34 , aiming Q1 2017
launch.
Deliverables for this sprint
A clickable prototype for testing.
Example

29. Challenge
Design a fun and engaging video
conference experience for
female age 24-35 , aiming Q1 2017
launch.
Deliverables for this sprint
A clickable prototype for testing.
Example

30. Challenge
Design a fun and engaging mobile payment
experience for female age 24-35 , aiming Q1
2017 launch.
Deliverables for this sprint
A clickable prototype for testing.
Example

31. Project Map

32. In Project Map, the goal is to understand
the existing user experience, online
and offline.

33. Don’t talk about the solution yet.
Don’t talk about the pain
points/challenges/issues/opportunities.

34. Write down the users on the
left, this can include customers
(end users), sales people,
stakeholders, etc.
Write down their end goals on
the right.
Capture the steps they need to
take to get there.
45min. Project Map

35. User 1
User 2
Primary end
goal
Secondary end
goal
Step 1 Step 2 Step 3
User 3
Step 2

36. Young
professional
(woman)
Merchants
Received the
clothes.
Get updates on
fashion trend.
Search
clothes
based on
theme
Add to
Cart
Set delivery
details
Make
Payment
Example
Upload
products
Call Uber Arrive at the
shopping mall
Get money from
the ATM
Shopping
Get delivery
Download
app

37. Now we’re going to
start the sprint...

38. Design Sprint

39. Stage 1. Understand

40. What are the user needs,
business needs/goals and
technology capacities?
Stage 1. Understand
What is it all about?

41. Stage 1. Understand
the Output:
Post the ideas
and insights
people generate

42. HMW…
Putnoteshere
Pain point
Issue
Problems
Opportunity
Actionable/Tangible
point

43. 12m: Project vision/business goals.
12m: Voice of the users.
12m: Existing Product Audit/Design Evolution
12m: Competitor Audit.
12m: Technology: Considerations and Opportunities
60min. Method: 360 Lightning talk
Stage 1. Understand

44. HMW’s (How Might We…?)
Write with a thick dark
sharpie/marker.
Be succinct.
One idea per sticky note.
Not too broad, and not too
narrow.
If you don’t write it down it
can’t be voted on.
HMW…
Makepeoplehappier?
HMW…
Showthe
lock/certificateicon?
HMW…
Buildtrustforour
paymentsystem?
Too broad Too narrow

45. HMW method from d.school

46. Project Vision/Business Goals
Questions for the Stakeholder:
Where do you want the product to be
next year?
Where do you want it to be in 5 years?
What are the primary challenges you
need to overcome?
What keeps you up at night? (e.g what
troubles, annoys you)
What is the business opportunity:
● increased revenue?
● increased user engagement time
or depth?
● improved loyalty and return use?
● differentiation from competitors?
● improved product or service
quality?
● reaching a new user group or
market?
● other opportunities described by
stakeholders?
Example of points to discuss

47. Voice of the users
Who are your users?
Do they have different behaviors?
Do you describe them with personas?
Or patterns?
Are there multiple journeys through the
product?
How is the offline experience compared
to the online experience?
What is the end-to-end user
experience?
● how do users arrive or begin?
● what are the entry points?
● what is the ideal or target path or
flow?
● what are the key moments or
touchpoints along the way?
● is this a single or multi-session
experience?
● how does the experience end?
● what are the exit points?
● how do we reach or serve users
after they have finished?
Example of points to discuss

48. Existing Product Audit/Design Evolution
What does the product look like today?
How has it evolved over time?
What have we tried that has worked?
What have we tried that has not worked?
● Include screenshots
Example of points to discuss

49. Competitor Audit
What do we already know about competitors?
● has there been any market research?
● what is the competitive landscape?
● what are the recent trends in this space?
● which similar, related, or relevant products should we look at?
● what other industries, verticals, or products could we learn
from?
● what are the strengths and weaknesses of our competitors?
● can we do a SWOT analysis? (Strengths, Weaknesses,
Opportunities, Threats)
(show screenshots)
Example of points to discuss

50. Technology: Considerations and Opportunities
How will the solution be built? Data sources? Devices?
● is the solution likely to be web-based? mobile? embedded?
● where will data and information come from?
● will user data be used for personalization?
● how will privacy be addressed?
● how will accessibility be addressed?
● what devices are likely to be used for the solution?
● what product areas are involved and need to be coordinated?
● are there external partners involved?
Example of points to discuss

51. User interviews
30min
Users are the ultimate
judges of whether a
product is good or not and
it can be useful to start a
sprint by finding and
interviewing users.

52. Marta’s simple model for user research notes
+what they liked -What they didn’t like
? The questions they
had
* The ideas they
thought of

53. User needs statement
__________ is a _______________________
who needs (a way to) _________________
because (they value) ___________________
________________________________________
[user name] [user characteristic]
[user need]
[insight]
Distill the
information from
the interview into a
succinct statement.
At the same time
generate a list of
user needs to
reference later.

54. Example of how to conduct User Interview

55. Design Sprint

56. Stage 2. Define

57. What is the key strategy
and focus?
Stage 2. Define
Strategy and focus

58. Stage 2. Define
Output:
A (simple 5-10
steps) customer
journey map with a
selected user type
and moment and a
focus challenge.

59. Group HMWs based on
logical grouping/topic,
e.g payment,
login/registration,
products management.
15min. Method: Affinity Mapping
Stage 2. Define

60. ProductVision
User
Experience
User
Interface
Visual
Design
Technology
Marketing
Brand
Back end
Retention Adoption Engagement Payment
Silos Examples
Watching
video
Searching
product
On
boarding
Better Grouping, Examples
Registration
Products
comparison

61. Vote on the most interesting How
Might We note.
Each person gets 3 dots to vote.
15min. Method: Zen Voting.
Stage 2. Define

62. Move the HMWs
that have dots to
the map.
5min. Method: User Journey, step 1.
Stage 2. Define

63. For existing product: Review the map you’re
created. Make adjustments if necessary.
For new product:
Create an ideal journey.
20min. Method: User Journey, step 2.
Stage 2. Define

64. Set your goals and success metrics
20min
1. Choose a target based on the HMW
discussion
a. What user or users will you focus on?
b. What key moments or pain points do you
want to sketch around to have the most
impact?
2. Decide on your success metrics
a. What does success look like?
b. How will you measure it?
c. Do you need any new measurement
tools?

65. Imagine it's time to launch your
product/feature. What would be
your first tweet?
10min. Method: The First Tweet
Stage 2. Define

66. What 3 words (adjective) would
you like for users to describe your
product/feature?
List down all possible words, and
discuss with the team.
15min. Method: Design Principles
Stage 2. Define

67. Design Sprint

68. Stage 3. Diverge

69. How might we explore as
many ideas as possible?
Stage 3. Diverge
What is it all about?

70. Comparable solution in a
different problem space
Each sprinter should look for ideas
outside of the current field, look at
parallel industries for similar problems
to draw inspiration.
App: Youtube (left) and Hipmunk (right)
20min

71. Work individually
and come up with 8
different
ideas/concept.
8min. Method: Crazy 8 (8 ideas in 8 minutes)

72. Put the sketches on the
wall. Each person takes 2
min to explain his/her
sketches. Then each takes
3 dots to vote on the most
useful sketches.
30min.
Crazy 8. Vote.

73. Work individually and come up with 1 big
idea.
15min. Method: 1 big idea in 15 minutes

74. Design Sprint

75. Stage 4. Decide

76. Select the best ideas so
far.
Stage 4. Decide

77. 1. 1min. Tape the sketches to the wall like the Art
Museum.
2. 2min. Heat map, zen voting, everyone gets another 3
dots to put on the sketches he/she likes.
3. 10min. Speed Critique: two min/sketch.
4. 2min. Straw poll. Silently chooses a favorite idea using
large dot.
5. 1min. Supervote: Give the Decider three large dots, and
we’ll prototype the chosen one by the Decider.
15min. Method: Sticky Decision in 5 steps.

78. Think in terms of stories
or flows (it’s like a
comic). (context - where,
when, why, how)
Sketch a storyboard of
all the key steps the user
must take.
30-40min. Method: Storyboard

79. Storyboard by Ruangguru team during Google Lauchpad Accelerator Sprint

80. Assign everyone a
Thinking Hat. Each
hat represents a
different point of
view.
Method: Thinking hats

81. Design Sprint

82. Stage 5. Prototype

83. Create an artifact that
allows to test the ideas
with users.
Stage 5. Prototype
What is it all about?

84. Everyday tools (e.g
Photoshop/Sketch) are
optimized for quality, use tools
that are rough, fast, and flexible
(e.g Keynote or Powerpoints)
Pick the right tools

85. 10min. Demo using Keynote and Invision

86. ● Makers: Create individual components (screens, pages,
pieces etc)
● Stitcher: collecting components from Makers and
combining them in Keynote, including cleaning up the
styles.
● Writer: Refine the copy.
● Asset Collector: collect from web, image libraries, own
product, and any other places.
● Interviewer: bring the prototype to the user, do a
1-on-1 usability testing. See this resource for guide.
Roles

87. Something that makes your
ideas ‘real enough to feel’, so
you can get feedback from
users.
120min. Method: Prototyping
(mock/demo/video/physical prototype)

88. Design Sprint

89. Stage 6. Validate

90. Test the ideas with
users, business
stakeholders and
technical experts.
Stage 6. Validate

91. 10min. Demo Usability Testing.

92. Facts are better than dreams.
Winston Churchill

93. 1. A friendly welcome to start the interview
2. A series of general, open-ended questions
about the customer
3. Introduction to the prototype(s)
4. Details tasks to get the customer reacting
to the prototype
5. A quick debrief to capture the user’s
comprehensive thoughts and impressions.
The Five-Act Interview

94. ● Can they achieve their goals?
● What works, what doesn’t work?
● What do they like and dislike in the
prototype?
● What would they like to improve?
● Does the solution meet their needs overall?
120min. Method: Usability Testing.
Use your user’s key goals in stage 2 (put them into context
scenario) to do user testing:

95. Scenario Example
Scenario 1
It’s Saturday afternoon, and you have been playing DOTA for long.
You want to go out, and would like to find an event to attend that
doesn’t or wouldn’t cost you much.
Task:
How would you find a nearby event to attend using this app?

96. Whiteboard note-taking
Search for best flight
itinerary
Check airfare cap
Book flight
Jim Susan Bruce Charlie
+
+
+ +
+
+ -
-
- -
-
-

97. 5min. Method: ED Score.
Use ED Score to get more feedback from the user.
What is ED Score?
A method to communicate feedback and
discuss improvement better with clear
actionable items.

98. ED SCALE
Strongly
disagree
Strongly
agree
1 2 3 4 5
1. I think the product looks good.
2. I found that the product was easy to learn.
3. I could achieve my goals easily.
4. I found the features of the product satisfy my
needs.
5. I found that the product is troublesome to use.
6. I felt that the performance of the product is
good.
7. I felt that the product is complicated.
8. I felt good when using the product.
9. I think I would use the product again in the
future.
10. I would recommend the product to my
friends/family.

99. Learn more about ED Score
www.circleux.com/resources

100. 60min. Method: Team Debriefing.
Comparing Post-it notes, see pattern, make sense of the
results.
The output:
1. Decide which patterns are the most
important ones.
2. Next step.

101. Design review with
internal stakeholders
If possible, have stakeholders
come for 30 minutes at the
end of the sprint and provide
feedback.

102. Each of the team present the prototype,
sharing the output from Stage 1 up to Stage 6,
including the user feedback and the next step.
30min. Show and Tell.

103. Design Sprint

104. Congratulate yourself!
You’ve done the
design sprint :)

105. Reflect
What have you learned in a day?
What will you change tomorrow?
How would you drive change in your
team/company?

107. About Circle UX

108. Borrys Hasian
Borrys is the first Indonesian to become Google Expert in UX/UI. As a
Google Launchpad Global Mentor in UX/UI, he has been mentoring startups
from around the world in Silicon Valley, under Google Launchpad
Accelerator program.
He’s trained in Design Sprint directly by Google Design Sprint team at The
Garage, Google’s collaboration and innovation space, in Mountain View,
California.
He is a designer who studied Electrical Telecommunication Engineering and
Urban Planning, worked as Lead Software Engineer, Product Development
Manager, Head of UX & Design, and UX Design Consultant. He founded
Circle UX - a design and innovation company based in Singapore that
focuses on design and innovation coaching and mentoring using design
sprint.
His goal is to spread the love of design, teaching and helping people build
products that people love, improving people's lives one interface at a time.
Design Coach

109. Professional Experiences
● Google Expert in UX/UI and Google Launchpad Global Mentor in UX/UI.
● Head of Design, Singapore Power Ltd.
● Head of UX & Design, Rakuten Viki.
● UX & Design Lead, Scholastic Inc.
● UX & Front-end Consultant, AirAsia.
● Senior UX Designer, Digi Telecommunications (Telenor Group).
● Senior Research Engineer, UX & UI, British Telecoms.
See Borrys Hasian’s LinkedIn Profile

110. Clients

111. Challenges
● The speed of product
development, from ideation to
design concept.
● Validation with the
customers/end users.
Activity: 2-day Design Sprint
workshop.

112. Challenges
● Ideation, coming up with
products/services that matter
to the customers.
● Silo, the speed of product
development, from ideation to
design concept.
● Validation with the
customers/end users.
Activity: 5 batches of Design Sprint
workshop.

113. Thank you.
Stay in touch :)
Borrys Hasian
Circle UX - Design & Innovation Company
www.circleux.com
borrys@circleux.com
Twitter @borryshasian