Design Sprints for Innovation
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Design Sprints at GoogleInnovative solutions and products in 5 days or less
David M. Hogue, Ph.D.UX Design ManagerGoogle Travel@DaveHogue
Google Design Sprint Method Documents (and book!)
Design Sprintsat Google Developers
Design Sprintsat Google Ventures
Design Sprints at Scale
Google is big place......and Design Sprints are part of the process.
Ads+Commerce Sprint Weeks (270+ people, 30+ teams)Material Design across GoogleAndroid (OS, Apps, Play, etc.)Search and MapsYouTubeProductivity tools (Gmail, Docs, Calendar, Hangouts, etc.)Enterprise tools (Ads, Analytics, etc.)and many, many start-ups and moonshots!
What are the types of Sprints?
Sprints can be used for many purposesSprints are a problem-solving method that can be applied for many goals:
Product strategyDesign for innovation (products, features, services, systems, etc.)Design for specific problems or challengesResearchOrganizational and team structuresMethods and processes
What do you do in a Sprint?
Sprints involve many different activitiesSprints use a variety of activities and techniques:
Team-building exercisesBrainstorming and ideationRole-playScenarios, narratives, and storytellingRating, ranking, voting, and prioritizationSketching, wireframing, and visual DesignPrototypingUser research (interviews, observation, surveys, concept testing, usability)
What comes out of a Sprint?
Sprint outputs take a variety of formsSprints deliverables vary based on the goals and objectives of the sprint:
DesignsPrototypesStandards and specsPitches and presentationsProduct or service requirementsResearch reportsPreliminary products and/or featuresBusiness recommendations
Who can participate in a Sprint?
Anyone can be a sprint participantMany team member roles are involved and contribute to sprints:
Designers (Visual, Interaction, Motion, Industrial)Researchers (Qualitative, Quantitative)Content Strategists / WritersPrototypers and Developers (Front-end, Back-end)Project, Product, and Program ManagersBusiness Partners (Marketers, Sales, Analysts, Legal Counsel)Leaders (Managers, Directors, VPs, and up)
Lets do a mock Design Sprintor, how to pack 5 days into 40 minutes as an introduction
Before the SprintStart early (about 6 weeks in advance), because organization is essential.
Identify and define goals and objectives with key stakeholdersWrite Sprint brief (Why are we here? What are we doing? What is the goal?)Reserve meetings room(s)Invite the team and get on their calendarsSchedule Lightning Talks (rapid presentations to share background information)Create a Sprint plan (often a slide deck of day-to-day plans)Invite research participants and schedule them for time during the SprintGather Sprint supplies
Sprint SuppliesHave everything you need ready to go!
Post-It posters and easels
Paper (for sketching and notes)
Dry erase markers in multiple colors and widths (for whiteboards)
Adhesive tape, drafting dots, and/or pins and foam boards
Voting dots (multi-colored adhesive dots)
Snacks and water
TMT Remote Control FansInnovating air movement for more than 30 years
FAN PANEL REMOTE
We need some volunteers for this Design SprintDont worry, we can just make it all up.
5 presenters for the Lightning Talks
2 user researchers to learn about customer needs and behaviors
3 real customers to be interviewed
Everyone here is also a designer and Sprint participant
Well start with 5 minutes of quick customer interviews...
Preliminary Customer ResearchTalk to your customers to learn what they are doing and what they need.
When do you use fans and how often?
Are the fans oscillating? Remote-controlled?
What do you like about fans? When and how do they work well?
What do you dislike about fans? When and how do they not work well enough?
What has been your best experience with a fan? Why?
What has been your worst experience with a fan? Why?
Do you use fans for anything other than staying cool? If yes, what?
(Work with your stakeholders and team to generate interview questions.)
Lightning TalksEach presenter will have 2 minutes to talk about:
Why is TMT doing a Product Design Sprint? (Dave, Interim CEO of TMT)
Voice of the Customer
Customer Journey and Pain Points
Design Evolution / Product Audit
Lightning TalksEssential information in just a few minutes
How might we (HMWs)Record ideas WHENEVER THEY ARISE.
While listening to the Lightning Talks (or at any time early in the Sprint), write down any ideas for new and improved products, services, and features.
Write only one idea per Post-It note.
Include enough detail to help you remember the idea, but dont try to write down every possible detail - you can add more detail later.
For example, How might we get more air movement? Put IR sensors into the fan so that it aims at people rather than just oscillating.
1. Why is TMT doing a Product Design Sprint?Competition and customer expectations have changed...
Companies like Dyson set a higher bar for product design quality
Customers expect products to be easy (easier) to use
Digital technology has created new expectations for interactive products
The Internet of Things and the Connected Home are becoming real
Global climate change means warmer temperatures for more people
We need to join the 21st century!
2. Voice of the CustomerWhat are customers saying about our product or service?
I have to switch between oscillating and fixed when Im moving around the room and when Im sitting to watch TV, and sometimes the remote is across the room.
I lost the remote and couldnt find a store that sells replacements.
77% of customers think the price is good, 10% think its too high.
94% of customers use fans to stay cool, 6% for other purposes.
and more insightful facts and quotations...
3. Customer Journeys and Pain PointsHow do customers use the product and where do they struggle?
Most common rooms: (1) Bedroom, (2) Living room, (3) Garage
Most customers set the speed and mode when the fan is first turned on, then they infrequently or rarely change it before turning it off.
The most common speed is medium, and most customers use oscillation.
61% of customers have lost the remote.
79% of customers are unsure what Breeze mode is.
and more fascinating details about customer behavior...
4. Design Evolution / Product AuditHow has the product changed over time? What is the products current state?
Oscillation is considered a standard feature by manufacturers.
Timers were introduced in 1988.
Remote controls were introduced in 1993.
Breeze mode was introduced in 2001.
Product updates in the last 15 years have focused on reducing manufacturing costs, reducing noise, and improving energy efficiency.
Physical fan designs are largely unchanged in the past 30 years.
but we have opportunities to improve and be more competitive...
5. Competitive LandscapeCompetition has increased on multiple fronts.
Dyson has introduced new form factors that are more effective, easier to use, and more energy efficient. Copycat designs are increasing.
There are more fan manufacturers today than when we started.
Customers have been buying more products with retro designs.
Customers are less interested in plastic products.
Customers prefer products that blend into their home decor and architecture.
Customers are less loyal to specific manufacturers.
and more areas where others are beating us in the market...
6. Technological OpportunitiesChanges in technology, materials, and manufacturing can improve our fans.
There are mobile apps for just about everything.
The Internet of Things and Connected Homes are on the horizon.
Recycled materials are more readily available.
Energy efficiency of electric appliances has improved.
Solar and battery technology have improved.
Customers have higher expectations of product and interface design.
and other amazing new possibilities...
The Design Sprint2-5 intense days (and hopefully some beer and ice cream)
High-Level Sprint Process
During the SprintSprint Masters are responsible for keeping things organized and moving.
Setup checklist (to make sure you dont forget anything or anyone)Identify and clarify customer needs (to define our goals)Establish design principlesIdeation methods (and use a timer)Daily check lists (day-by-day goals and objectives + methods)Provide research templates and tips for non-researchersSurprise the team with a few breaks for fun and snacks and take them to dinnerDaily email summary to the Sprint team
Identify and define goalsGet everyone pointed in the same direction.
Stakeholder maps (Who are ALL of the players in the system?)
Customer journeys / Journey maps
Golden path / Happy path (and supporting threads)
Gap analysis / Competitive analysis
Future press release
Future-mapping (Where will we be in 1, 2, 5, 10 year