Presented at Product Camp Austin Sept 2018

1. Design/Test/Launch – Design Thinking and
the Art of Product Management
Dave Angelow
512.633.1500
dangelow@txstate.edu

2. ADVOCATES
Sponsors
SUPPORTERS
Thanks
In Kind

3. Design Sprints
Ambiguity
Concept Fidelity
High
Low
Low High
Lean Start-up
Design Thinking
Design / Test / Launch
Common thread is iteration and improvement …. (AKA learning)

4. What makes Design Thinking Unique
• Goal - Deeper insight into customers problems and needs
– Framing and reframing problems to get deeper understanding of
customer's and their needs
• More than research, actually walking in someone's shoes, feeling
what it's like to be them
• See/Do/Think/Feel - Look for meaning which is often not
apparent from questions/primary research methods (human-centric design)

5. Design Thinking
Model
Iteration goes by many names and real meaning for product development is incorporating new insights
into products/solutions
Iteration is everywhere …..

6. Framing and Reframing
(AKA - Zooming out, zooming in)
Intentionally seek to reframe and
understand the problem …….
Intentionally seek to reframe
and potential solutions…….

7. Design Thinking is:
Understanding the problem (1,2,3)
Developing a prototyping to gain
feedback (3,4)
To understand, did we hit or miss (5)

8. Try it
• Form teams of 3
• Problem - How to improve overall health
• 2 min – Brainstorm questions to ask and understand what’s
needed to help someone with a goal of improving their health

9. Try it
• A Teams – Interview
• B Teams – Ask Questions and Capture Reactions

10. Which of the following were used to “frame”
questions?
•Maybe exercise/workouts
•Maybe better eating habits - eating times/frequency (meal
skipping)
•Maybe different foods/diet
•Maybe Mental Health
•Maybe Better Sleep Habits
•Maybe environment - less travel, sleeping at home

11. Categorize: See/Do/Hear/Feel
Well designed questions can help
gain responses across areas
Seeking to go beyond what’s said…
Were there reactions to any
questions…..
And what may the reactions
mean?
Who are influencers?
How important are
influences?
What are pains/gains….
Is there more to know
about the problem, are we
solving a problem that
matters

12. Prototyping is part of design thinking …. Design
sprints provide more realistic representation
https://www.moonshot-io.com/2017/04/27/overcoming-5-common-pitfalls-of-design-sprints/
Outcomes from Design Thinking Prototypes are useful for design sprints

13. Design/Test/Launch….. challenges
• Overload on techniques
– Overwhelming number of tools, methods, consultants, advisors, investors to
help move from idea to product
• Understanding the problem to solve ……
– Better understanding a problem may result in reframe/shift in problem
definition
• Low-cost Failure/Feedback/Learning
– Ideas often need refinement, what’s the lowest cost, fastest way to learn
(prototype and iterate is often lowest cost solution)

14. ADVOCATES
Sponsors
SUPPORTERS
Thanks
In Kind