SlideShare a Scribd company logo
a workshop
Design Studio
Method
@leandog @prodcollective #industry16
DESIGN & DELIVERY ORGANIZATIONAL DESIGN
@leandog @prodcollective #industry16
Chris NurreNicole Capuana Gary Johnson
LeanDog
Workshop Leaders
Mike Kvintus
@leandog @prodcollective #industry16
Adam Hutcheson
CTO, Kalibrate
Software
HOW CAN CONVENIENCE STORES, AND GAS STATIONS TAKE
ADVANTAGE OF THEIR SIZE AND LOCATION TO OFFER THE
“RIGHT” PRODUCTS AT THE “RIGHT” TIME?
@leandog @prodcollective #industry16
Mike Epp
Co-Founder & CEO, FormFire
Software
HOW DOES A BENEFITS BROKER LEVERAGE HIS INDUSTRY
KNOWLEDGE WHILE OFFERING DESIRABLE ONLINE
SERVICES TO HIS CLIENTS?
@leandog @prodcollective #industry16
Rene Polin
Founder & President, Balance
Consumer Packaged Goods
HOW CAN GARAGE DOOR OPENERS BE DESIGNED TO BE
LESS CUMBERSOME AND MORE CONNECTED TO FIT INTO
THE LIVES OF RENTERS AND SMALL HOME OWNERS?
@leandog @prodcollective #industry16
Neema Mayhugh
President, Wave Strategy &
Executive in Residence, Cleveland Clinic
Innovations
Healthcare
HOW CAN WE LEVERAGE DATA TO HELP PEOPLE
EFFECTED BY CANCER?
@leandog @prodcollective #industry16
Let’s start
@leandog @prodcollective #industry16
Today, you will learn how to
rapidly generate & build on
ideas
@leandog @prodcollective #industry16
With rounds of sketching,
pitching, & critiquing
@leandog @prodcollective #industry16
But wait!
I can’t draw!
@leandog @prodcollective #industry16
Can you draw these?
@leandog @prodcollective #industry16
Draw a bird
1 minute
@leandog @prodcollective #industry16
Agenda • Intro to Design Studio Method
• Review industry challenges
• Form teams
• Round 1 - Individual
• Round 2 - Pair
• Round 3 - Team
• Show & Tell
• Retro
@leandog @prodcollective #industry16
Design Studio Method is
rapid & iterative exploration
of ideas
@leandog @prodcollective #industry16
Generates lots of ideas
and solutions in little time
@leandog @prodcollective #industry16
Highly collaborative
@leandog @prodcollective #industry16
Time-boxed so you work fast
@leandog @prodcollective #industry16
Cycles of sketch, pitch &
critique
@leandog @prodcollective #industry16
2 min.
pitch
5 min.
sketch
3 min.
critique
+ +
@leandog @prodcollective #industry16
Not pretty or perfect
@leandog @prodcollective #industry16
Just enough to convey
concept
@leandog @prodcollective #industry16
Best with cross-functional
teams
@leandog @prodcollective #industry16
Why use it?
@leandog @prodcollective #industry16
Bring the team together
@leandog @prodcollective #industry16
Create a shared
understanding
@leandog @prodcollective #industry16
Great ideas come from
everyone & anywhere
@leandog @prodcollective #industry16
Build on the best ideas
@leandog @prodcollective #industry16
Co-creation is powerful
@leandog @prodcollective #industry16
Good at the start of
project, if you’re stuck, or
working on a new feature
@leandog @prodcollective #industry16
Everyone
s it
@leandog @prodcollective #industry16
What do I need to do this
with my team?
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Team or
groups of 6-8
@leandog @prodcollective #industry16
1-2 hours, 1/2 a day, full day
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Join the Industry Challenge
you want to work on
@leandog @prodcollective #industry16
Review the challenge
Persona Context Question
@leandog @prodcollective #industry16
Learn something interesting about your neighbor
4 minutes
@leandog @prodcollective #industry16
Round 1
@leandog @prodcollective #industry16
Individual
@leandog @prodcollective #industry16
Sketch 6-8 concepts
5 minutes
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Find a partner
Decide who will pitch first
@leandog @prodcollective #industry16
Pitch your concepts
2 minutes
Pitcher
• How you addressed the goals
• Explain more of your thoughts
• Use the full 2 minutes
Critiquer
• Listen!
• Do NOT ask questions (save
those)
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Be critiqued
3 minutes
Critiquer
• 2-3 ways solves problem or
meets goals
• 1-2 ways to improve
• NOT what you like
• Ask questions (but don’t expect
an answer)
Pitcher
• Listen!
• Take notes
• Do NOT speak or answer
questions or defend your
ideas
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Switch
@leandog @prodcollective #industry16
Pitch your concepts
2 minutes
Pitcher
• How you addressed the goals
• Explain more of your thoughts
• Use the full 2 minutes
Critiquer
• Listen!
• Do NOT ask questions (save
those)
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Be critiqued
3 minutes
Critiquer
• 2-3 ways solves problem or
meets goals
• 1-2 ways to improve
• NOT what you like
• Ask questions (but don’t expect
an answer)
Pitcher
• Listen!
• Take notes
• Do NOT speak or answer
questions or defend your
ideas
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Take a short break
@leandog @prodcollective #industry16
Round 2
@leandog @prodcollective #industry16
Pair up
@leandog @prodcollective #industry16
Take the best of your ideas
to combine & refine
@leandog @prodcollective #industry16
Sketch 6-8 concepts
5 minutes
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Find another pair
Decide who will pitch first
@leandog @prodcollective #industry16
Pitch your concepts
2 minutes
Pitcher
• How you addressed the goals
• Explain more of your thoughts
• Use the full 2 minutes
Critiquer
• Listen!
• Do NOT ask questions (save
those)
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Be critiqued
3 minutes
Critiquer
• 2-3 ways solves problem or
meets goals
• 1-2 ways to improve
• NOT what you like
• Ask questions (but don’t expect
an answer)
Pitcher
• Listen!
• Take notes
• Do NOT speak or answer
questions or defend your
ideas
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Switch
@leandog @prodcollective #industry16
Pitch your concepts
2 minutes
Pitcher
• How you addressed the goals
• Explain more of your thoughts
• Use the full 2 minutes
Critiquer
• Listen!
• Do NOT ask questions (save
those)
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Be critiqued
3 minutes
Critiquer
• 2-3 ways solves problem or
meets goals
• 1-2 ways to improve
• NOT what you like
• Ask questions (but don’t expect
an answer)
Pitcher
• Listen!
• Take notes
• Do NOT speak or answer
questions or defend your
ideas
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Round 3
@leandog @prodcollective #industry16
As a team combine your
best ideas
@leandog @prodcollective #industry16
Sketch 6-8 concepts
5 minutes
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Find another team
Decide who will pitch first
@leandog @prodcollective #industry16
Pitch your concepts
2 minutes
Pitcher
• How you addressed the goals
• Explain more of your thoughts
• Use the full 2 minutes
Critiquer
• Listen!
• Do NOT ask questions (save
those)
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Be critiqued
3 minutes
Critiquer
• 2-3 ways solves problem or
meets goals
• 1-2 ways to improve
• NOT what you like
• Ask questions (but don’t expect
an answer)
Pitcher
• Listen!
• Take notes
• Do NOT speak or answer
questions or defend your
ideas
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Switch
@leandog @prodcollective #industry16
Pitch your concepts
2 minutes
Pitcher
• How you addressed the goals
• Explain more of your thoughts
• Use the full 2 minutes
Critiquer
• Listen!
• Do NOT ask questions (save
those)
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Be critiqued
3 minutes
Critiquer
• 2-3 ways solves problem or
meets goals
• 1-2 ways to improve
• NOT what you like
• Ask questions (but don’t expect
an answer)
Pitcher
• Listen!
• Take notes
• Do NOT speak or answer
questions or defend your
ideas
@leandog @prodcollective #industry16
@leandog @prodcollective #industry16
Show & Tell
@leandog @prodcollective #industry16
Retro
What did you
want more
help with?
How can this
workshop be
better?
What did you
learn?
@leandog @prodcollective #industry16
MORE INFORMATION AT LEANDOG.COM
Intro to Lean UX
More Workshops
From Idea to Test
Intro to Lean & Agile
Deep Dives & Design
Sprints
Teamwork, Cadence &
Improvement
Pragmatic Product
Design
Lean Portfolio &
Roadmap Planning
Open Workspace
Design
Work, Flow & Metrics
Story Mapping &
Release Planning
Test Driven
Development
User Story Writing
@leandog @prodcollective #industry16
Learn more
• Follow the evangelists: Todd Zaki Warfel @zakiwarfel and Will Evans @semanticwill
• Video The Design Studio Method - Todd Zaki Warfel
• Design Studio: A Method for Concepting, Critique & Iteration - Adam Connor,
MadPow
• Speed Design Studio - Jabe Bloom, TLC Labs
• Design Studio for context-aware products - Thomas Wendt, Surrounding Signifiers
• Introduction to Design Studio Methodology - Will Evans on UIE
• 8-up template - Konigi
@leandog @prodcollective #industry16
Art & Photo
Credits
• Andreas Kopp -
20130525_Kautbullinger_LetzteTage_
Canon EOS 650D_0007 (creative
commons license)

• Drawings by Nicole Capuana
@leandog @prodcollective #industry16
Great job!
@leandog @prodcollective #industry16
Industry Challenges
@leandog @prodcollective #industry16
How can convenience stores, and gas stations take advantage of their size and
location to offer the “right” products at the “right” time?
Adam Hutcheson
CTO, Kalibrate
Software
a 29 year old lawyer
living in a major
metropolitan area who
doesn’t own a car, would
have to walk 5 miles to
get to a “big box” grocer,
and prefers healthier
food.
Amy
Maintaining fuel sales is a primary need of
convenience store owners, but margin on fuel will
continue to shrink. GetGo, Sheetz, and other
convenience stores are shifting their strategy to
better align their stores with the needs of their
customers. Gaining merchandise, quick service
food, grocery, and coffee “share of wallet” are
potential targets to grow their businesses, but
there is a large unknown to figuring out the right
product to market fit.
Context
a 36 year old stay-at-
home mom of 3 who
drives a mini-van, lives
in suburban Cleveland
and has access to many
grocery stores, and is
an Amazon Prime user.
Suzy
a 54 year old single male
living in suburban
Cleveland who frequents
fast food restaurants,
smokes, and drives
downtown every day to
work.
James
Personas
@leandog @prodcollective #industry16
Mike Epp
Co-Founder & CEO, FormFire
Software
a 58 year old employee benefits broker.
He started in the business 22 years ago
and now runs his own firm with a staff
of 30, including 8 other brokers. He’s an
expert in his field and loves helping his
clients weigh all available options to
find the best fit for their employees.
Mark
New technology startups offering slick
interfaces are automating much of the process
Mark and his team typically provide as a value-
add to their small employer clients. Some work
directly with Mark’s would-be clients, others
work with new brokers who are typically
younger and more tech-savvy than Mark and
his team. However, many of them don’t have
the industry knowledge that Mark has. This is
making it harder for Mark to compete in an
industry he once enjoyed success.
How does Mark leverage his industry knowledge while offering desirable online
services to his clients like Julie and Steve?
Context
the owner of a 3 year old, fast-growing,
marketing company with 21
employees, many of which are in their
20s. She wants to offer good benefits
to her staff, but she’s also tired of all of
the paperwork she has to complete
every time she hires someone or a staff
member changes their benefits. She
knows her employees would prefer to
work online as well. She’s heard about
some of the technology solutions out
there but doesn’t know if they’re worth
the cost and effort to setup.
Julie
runs a successful manufacturing
company with 74 employees. He offers
a competitive benefits plan which was
set up 8 years ago. He expects that
under the Affordable Care Act, he will
not be able to renew this plan next year
and will have to consider alternatives.
His broker has discussed technology
solutions which would enable him to
price and compare all available options,
but he feels his employees aren’t very
computer savvy and fears they won’t
like working online.
Steve
Personas
@leandog @prodcollective #industry16
Rene Polin
Founder & President, Balance
Consumer Packaged Goods
The tradition of home ownership has changed
since the Great Recession. People are living
longer in their current homes, fewer homes are
being built, and millennials are seeking smaller
homes. More people are renting, and for
longer periods of time. No matter the size of
the domicile, consumers still want the creature
comforts of home - and that includes a garage
for their vehicles with a fully-automated garage
door opener.
How can garage door openers be designed to be less cumbersome and more
connected to fit into the lives of renters and small home owners?
Context
a 25 year old mechanical engineer working for a well-
established startup in Minneapolis. As this is Joe’s first
job out of college, he’s already got his eye on his next
gig. Joe’s a highly-connected millennial who commutes
to work and travels out of town many weekends. He’s
currently renting a small house with a roommate,
owns a compact car, and loves the fact that he can
keep his car in the garage away from the many
changes in weather. The garage is a two-car garage
that he shares with his roommate.
Joe
Personas
@leandog @prodcollective #industry16
Neema Mayhugh
President, Wave Strategy & Executive in Residence, Cleveland Clinic Innovation
Healthcare
Almost everyone will be affected by cancer during their lifetime. It remains a leading
cause of death globally. President Nixon declared a “War on Cancer” over 40 years ago.
This war is far from having been won despite tremendous progress on the understanding
of the human genome, the introduction of tailored drugs for specific cancers, and now
the explosion of big data.
We’ve thrown money at the problem, we’ve got the world’s top researchers looking at the
problem and gathering data, we’ve got pharma companies clamoring for new treatments
that will bring them big revenues and yet we still lose millions of people to cancer each
year.
The issues are many – the human body is complex, data doesn’t get shared, education is
ok at best around cancer prevention and there’s an on-going struggle in industry on what
to do, with whom, when, and how.
How can we use data to help Amy?
Context
a 40-year-old mother of 3 girls: Sarah (8); Mary (6) and Jenny (2). Amy absolutely dotes
on her kids and gets teary when she thinks about her mom who passed away from
breast cancer while she was in college. Recently, Amy found out that her 35-year-old
sister, Michelle, was diagnosed with breast cancer. Michelle was married last Spring
and she and her husband, Rick, often talked fondly of the “boys they would have” to
match Amy’s girls. Now Michelle will have to undergo surgery, chemotherapy,
radiation, and eventually a hysterectomy because her doctors are concerned that
with her “type” of cancer, she may develop uterine cancer down the road. Amy is
appropriately scared to death by all of this: the thought of losing her sister, reliving
losing her mother, and what might happen if she gets diagnosed with such young
and amazing children. Amy is considering a double mastectomy and hysterectomy to
head off the possibility of getting this horrible disease.
Amy
Personas

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