Post on 26-Jan-2017
UX and A3 ThinkingUser First Problem Exploration
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
● Create and understand an empathy map ● Use an empathy map to create an effective
experiment ● Learn how to use an A3 for experimentation
Agenda
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
● Divergence and convergence○ Silent, individual brainstorming (divergence)○ Followed by affinity mapping and silent voting
(convergence)
● Timebox all the things
Format
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Post-it Protocol
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Gotta Catch ‘em All?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
“[Pokemon Go] is the most horribly designed app I’ve ever been obsessed with”
-- Sarah Jeong, NY Times
Pokémon Go tops Twitter’s daily users, sees more engagement than Facebook
-- TechCrunch
Pokémon Go (stylized as Pokémon GO) is a free-to-play location-based augmented reality mobile game developed by Niantic for iOS and Android devices. It was released in most regions of the world in July 2016.
--Wikipedia
Context: What is Pokémon Go?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Customer experience: the sum of all interactions a customer has with an organization or brand.
User experience: the sum of all interactions a customer has with a product.
Our assumptions: ● UX is a subset of CX● CX is more relevant to the example today (Pokemon Go)
Context: UX vs. CX
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Customer Groups
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Who is the Customer?Who is experiencing these things?
Determining the Customer
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Customers
Property Owners Parents Business
OwnersJaded
Customer
“So, all these people pulling
up at all hours? We don’t know them… and we can’t stop it.”
Boon Sheridan
“How Pokemon Go sparked
'miracle' transformation
in boy with autism”
Today
“We are enjoying what [Pokémon Go] is doing for our
business...”Steve Easterbrook, CEO, McDonalds
“Lots and lots of players are beginning to
realize that the game is just
plain boring.”Bloomberg
Pick a group to work in based on the customer that you feel is most interesting
Customer Groups
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Empathy Mapping
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Empathy Mapping
Empathy Mapping is a simple activity that you can facilitate with anyone responsible for delivering products and services to build empathy for your end users.
Empathy Maps allow everyone on the team to create a shared understanding of who they think the customer is, and see problems from the customer’s perspective.
Empathy Maps can act as a decision filter. WWCD?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Drawing the Map
Identify the BEST visual artist from each team.
Grab a Sharpie and a large Post-It.
Drawing the Map
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Draw the Map
2 minutes
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
As a team,
Give your customer a real name (e.g. Cindy)
Now, put yourself in the customer’s shoes and think about the following things from their perspective...
Empathy Mapping Steps
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Silent Brainstorm:Individually, and SILENTLY write as
many post-its for each section of the map.
5 minutes
Empathy Mapping Exercise
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
What preoccupies her? What are her day dreams?
What are her influencers saying?
What is she surprised to hear?
What does she notice in her environment?
What is she accustomed to seeing?
What does she put out there for the world to see?
Fears, obstacles, frustrations How does she define and measure success?
Individually,
● Observe your completed empathy map.
● Are there themes? ● If so, what is the most
interesting theme?
2 minutes
Discuss and Choose
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Individually and silently,
● On an index card, write a Problem Statement based on the stickies/topics/theme you selected.
● Make sure to be explicit about:○ Who (is the customer)○ What (is the problem) ○ Why (is the problem worth
solving)○ Where/When (does problem
occur)
A problem statement *cannot* include a solution in it. Example: “I don’t have a glass of water,” is not a problem statement. “I am dehydrated.” *is* a problem.
2 minutes
State the Problem
As a team,
● Each person readout your problem statement
● Pick one or combine multiple into one
A problem statement *cannot* include a solution in it. Example: “I don’t have a glass of water,” is not a problem statement. “I am dehydrated.” *is* a problem.
3 minutes
State the Problem
PDSA & A3 Problem Solving Approach
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
The process & thinking behind the tool:• Engages the organization, creating alignment
around what problems to solve• Provides an adaptable framework that leads to
a structured (scientific) and disciplined approach for effective problem solving
• A communication tool for workers to report problems and suggestions for improvement to managers- Limited space == respect for stakeholders- Also forces conversations
What is A3?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Created by Edwards Deming, based on work with Walter Shewhart at Bell Labs.The Shewhart cycle has the following steps:
1. Plan: Identify what can be improved and what change is needed
2. Do: Implement the design change
3. Study: Measure and analyse the process or outcome
4. Act: If the results are not as hoped for
Origins of PDSA
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Scientific Method Problem Solving (PDSA/A3 Thinking)
Kaizen
Make Observations Define Problem Clarify Goal
Gather Information Analyze Root Causes Map the value stream
Form Hypothesis Design Countermeasures Identify waste
Perform Experiment Perform Experiment Design Action Plan
Analyze Results Check Results Implement Action Plan
Summarize Conclusions
Standardize and Scale Evaluate Results
It’s the mindset pattern that matters most
An A3 Template
PDSA in the A3
A3 Activity
Each table should have A3 templates available
We will now work step by step to fill out the left side of A3 for each Customer group
A3 Template
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
This is the context and customer from your Problem Statement.
Describe the background and provide as much information so that a mentor / coach / manager can can better understand.
Background
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
WHERE/
WHEN WHO
This is the problem / situation as well as the value of solving the problem.
This can include a diagram of the current situation, where* and when it happens, and why it’s important to solving the problem.
Current Situation
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
*You must go to the gemba (where the problem actually is).
WhatWHY
As a Team,
Your Problem Statement covers both the Background and Current Situation.
Place it on the A3.
WHERE/
WHEN WHO
Background & Current Situation
1 minute
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
WhatWHY
Problem
Statement
This is any data that supports the current condition. It also includes any analysis of the problem, data that supports the impact the problem is having on the organization.
This will also include root cause analysis e.g. 5 Whys or Fishbone. The A3 author must be able to prove that the cause of the problem – is, in fact, the problem.
Analysis
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
As a team,
What data do you currently have to support the current situation?
Place any stickies that work to support the current state and place them into the Analysis box.
Analysis
1 minute
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
This is what you believe will happen if you fix the problem or find a countermeasure for the problem.
This is an inference based on the cause of the problem (Analysis) and MUST be falsifiable.
Hypothesis
We believe that doing: [ action / countermeasure ]For [ these people / this process ]
Will achieve [ this measurable outcome ]
And when it fails/succeeds, we will [amplification plan / recovery strategy].
Individually (on an index card),
Write a hypothesis statement using the template below.
2 minutes
Hypothesis Statement
As a team,
Readout your Hypothesis Statements
Pick one or combine multiples into one and place onto the Hypothesis Box
3 minutes
Hypothesis Statement
Experiment
Cat Swetel & Mike Caponero // #Agile2016@catswetel @mikeydoubletap
This is where you would write an action plan for the experiment.
What specific actions are going to be taken?
Who is responsible for what action(s)?
When will the actions be taken?
Measurement
Cat Swetel & Mike Caponero // #Agile2016@catswetel @mikeydoubletap
How will you measure the experiment?
How might you know the experiment validated or invalidated your hypothesis?
This is what actually happened to the system after the experiment.
You want to compare this back against the hypothesis.
The delta between what you guessed and what actually happened is the learning.
40
Outcome
This is what will happen based on whether the experiment succeeds or fails. This closes the PDSA cycle.
If the experiment works, how will we scale it?
If it fails, what’s the next experiment we can try?
41
Next Steps
Review
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
• Empathy mapping is a team activity used to build shared context and filter decisions/solutions
• Empathy maps can inform the A3 process and help to design effective experiments aligned with organizational priorities
• The A3 template and process help us identify and share high information value events (experiments)
Summary
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Suplementary Slides
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Expanded Empathy Mapping Directions
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Silent Brainstorm:● What does she see in the
environment?● What does she see her friends
doing?● What offers does she see in the
market?● Who does she regularly see?
2 minutes
What does she SEE?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Affinity Mapping:Cluster like stickies by themeCircle and name clusters
3 minutes
What does she SEE?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Affinity Mapping:Cluster like stickies by themeCircle and name clusters
5 minutes
Empathy Mapping Exercise
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Silent Brainstorm:● What does she hear her friends
saying?● What does she hear her boss
saying?● Who influences her? What are
they saying?● What ideas, information and
opinions does she her from family, friends?
2 minutes
What does she HEAR?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
minutes
Affinity Mapping:Cluster like stickies by themeCircle and name clusters
3 minutes
What does she HEAR?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Silent Brainstorm:● What attitude does she display in
public?● What does she say to friends?● How does she treat others?● What activities does she
undertake?● What would they say publicly
about your product/brand/organization?
2 minutes
What does she SAY and DO?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Affinity Mapping:Cluster like stickies by themeCircle and name clusters
3 minutes
What does she SAY and DO?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Silent Brainstorm:● What really counts?● What are her preoccupations?● What does she worry about?● What are her aspirations?
2 minutes
What does she THINK and FEEL?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Affinity Mapping:Cluster like stickies by themeCircle and name clusters
3 minutes
What does she THINK and FEEL?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Silent Brainstorm:● What are her fears?● What are her obstacles?● What is she frustrated about?
2 minutes
PAINS?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Affinity Mapping:Cluster like stickies by themeCircle and name clusters
3 minutes
PAINS?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Silent Brainstorm:● What does she say she wants?● How does she measure success?● How does she currently achieve
success?
2 minutes
GAINS?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Affinity Mapping:Cluster like stickies by themeCircle and name clusters
3 minutes
GAINS?
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
“So, all these people pulling up at all hours? We
don’t know them… and we can’t stop
it.”-- Boon Sheridan
Customers: Property Owners
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
“How Pokemon Go sparked 'miracle' transformation in boy with autism”
Customers: Parents
Customers: Business Owners
Photo courtesy of Alexandra Dearing Shute
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
Customers: Public Safety Officials
A3 Reference Slides
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap
● The ‘Bible’ of A3 Thinking● Written by John Shook at
MIT’s Lean Enterprise Institute
● First book to bring A3 thinking to the West
● Derived from 20 years working at Toyota.
Managing to Learn
Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap