If you're resource-strapped or if you're not quite sure the Minimum Viable Product is going to be impactful, try the Google Design Sprint process. Over the course of 5 days, you work in a cross-functional team to solve for a core problem together. The best part? You build a high-fidelity prototype and validate the experience with your target audience. Out of one of these Design Sprints, a team at Blue Bottle developed the Welcome Kit experience, which increased their new customer lifetime value by 11x! In this talk, Oriana walked through the experience using the Design Sprint process, how you can facilitate one with your team, and why you might want to consider running a Design Sprint yourself!

1. How to Utilize Product Design Sprints by
Blue Bottle Coffee PM
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7. Oriana Wen
TONIGHT’S SPEAKER

8. Product Design Sprints
June 21, 2018
8

9. Agenda
What is a Design Sprint?
How did we use the Design Sprint?
What were the outcomes?
When should you use it?
Questions?
9

10. Oriana is…
● An eComm product manager
at Blue Bottle Coffee
● An ex-consultant from
Deloitte Digital
● A Duke engineer
● A runner
10

11. Blue Bottle is…
● A coffee roaster with an
obsession for delicious
coffee and hospitality
● Available in cafes, grocery
stores, and… online!
11

12. What is a Design Sprint?
12

13. “The sprint is a
five-day process
for answering
critical business
questions through
design,
prototyping, and
testing ideas with
customers.” The Design Sprint. http://www.gv.com/sprint/ 13

14. 5-Day Design Sprint
Monday Tuesday Wednesday Thursday Friday
- Understand
the problem
- Make a
customer map
- Ask the
experts
- “How Might
We” exercise
- Lightning
demos
- Sketching
- Recruit
customers
- Vote on top
sketches
- Create a
storyboard
- Prototype!
- Write
interview script
- Conduct trial
run with
prototype
- Set up a live
video stream in
the interview
room
- Conduct
interviews with
recruits
14

15. How did we use the Design
Sprint?
15

16. Day 0
● Identified a cross-functional Design Sprint team and nominated a
Decider
● Prepared a big problem statement: adding value to subscription
● Made sure to have plenty of whiteboards, markers, sticky notes, and
a timer
16

17. Day 1
● Aligned on the problem:
provide emotional and
functional value to a new
group of subscribers
● Identified metrics
● Interviewed experts
● “How might we” exercise
uncovered opportunities 17

18. Day 1 (cont’d)
● Developed customer journey
map
● Identified target on the
existing journey map after
clustering the “How Might
We” stickies
● For us, the target was the
physical subscription box 18

19. Day 2
● Reviewed different
competitors for inspiration
19

20. Day 2 (cont’d)
● Went through multiple rounds
of sketching exercises
● Each person fully fleshed out
one idea
● (We also started recruiting
our target customers)
20

21. Day 3
● Reviewed and voted on the
solution sketches
● Top sketches:
“Brewniversity”, and “Your
Coffee Journey”
● Prototyped a new solution
combining elements from the
top sketches 21

22. Day 4
● Split up tasks to complete a
prototype!
● Stages of prototype
○ Starter Kit
○ Training Lab
○ Single origin education
22

23. Prototype: Starter Kit
23

24. Prototype: Training Lab
24

25. Day 5
● We recruited 5 people who
were interested in craft
coffee, but not experts
● We set up a live video
stream
25

26. User feedback
● People loved the starter kit (but was confused by the scale)
● The Training Lab was too cumbersome for everyday brewing, and
customers wanted a quickstart version
● The users were interested and open to learning more about the the
origins and producers of coffee, but again, did not want to invest a ton
of time
26

27. What were the outcomes?
27

28. We launched the
Welcome Kit!
28
● We kept the original starter
kit box and paired
subsequent shipments with
quick tidbits of coffee
knowledge
● We scrapped the Training
Lab

29. We learned a lot and moved fast.
29
● We eventually launched the concept of our “Welcome Kit” in 8 weeks,
which led increased our new customer revenue by 6x and lifetime
value by 11x!
● We got alignment early across different departments, allowing us to
execute more quickly after the Design Sprint.
● We identified the parts of our initial prototype that we could scrap,
saving us time and money.

30. When should you use it?
30

31. When you are...
31
● Short on time or resources
● Looking to make a big impact
● Lacking buy-in or interest from the company
● Not sure where to go next

32. Things people say
32
● “I can’t commit to 5 days.” Set this in context of how long projects
typically take to launch.
● “What was the problem again?” Keep people grounded in the problem
statement each day. Manage expectations and scope!
● “I can’t draw.” Remind them that we’re not all artists, and it helps to
visualize solutions to quickly understand them.
● “The prototype was a failure.” That’s great! Now you’ve learned what not
to do while saving tons of time and money.

33. Resources
33
● http://www.gv.com/sprint/
● https://designsprintkit.withgoogle.com/
● https://sprintstories.com/?gi=28ddc53bb53b
● The Sprint book

34. Questions?
34

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