Solving Design and Business Problemsin 5 days 3 days with

Design Sprint

Borrys HasianGoogle Expert UX/UI, CEO Circle UX

15 Jan 2017

Innovation is the sweetspot

Design Sprint to the rescue!

Design sprint is a framework for teams of any size to solve and test ideas in 2-5 days.

Google Design Sprint

Understanding users, business, and technology. Define focus and key strategy.

Sketches, and decide.

Prototype and validate.

“Product design is about creating something that’s right for your customer by completely understanding what they feel, what they think, and what they want.

But ultimately, designing a product means designing something that sells.”

Scott Hurff

Design Sprint

Design sprints are a framework for teams of any size to solve and test design problems in 2-5 days.

Design Sprint Playbook

Overview

We’ll be building and testing a realistic prototype in 3 days.

Design Sprint

You will be sketching something like this

How about this one?

Collaborate better.

Design vs Production.

Validate your ideas and iterate design solution quickly.

Sprint Master is in charge of the schedule.

The Decider makes all tough decisions.

No devices in the room.

Some Rules

Overview

Day 1 Understand (+ Define)

Day 2 Sketch

Decide

Day 3 Prototype

Validate

Before we start the sprint...

Appoint Sprint MasterSprint Master is the facilitator. The person is not doing the activities, e.g sketching. He/she will guide the sprint team, challenge assumptions and asking a lot of WHYs to the team.

Set Sprint Challenge Statement

If we don’t set the challenge, we’ll spend hours without clear direction.

See Penrose Stairs.

Relevant, Tied to the team goals, Concise

Inspiring

Focused on a target user or target segment

10min. Each team to define key challenge

Challenge Examples

ChallengeDesign a reliable and fun personal internet experience formale age 25-34 , aiming Q1 2017 launch.

Deliverables for this sprintA prototype for testing.

Example

See List of adjectives

ChallengeDesign a trustworthy and fancy mobile shopping experience formale age 25-34 , aiming Q1 2017 launch.

Deliverables for this sprintA clickable prototype for testing.

Example

See List of adjectives

ChallengeDesign a trusted and engaging health service experience forfemale age 25-34 , aiming Q1 2017 launch.

Deliverables for this sprintA clickable prototype for testing.

Example

ChallengeDesign a fun and engaging entertainment destination experience forfemale age 18-34 , aiming Q1 2017 launch.

Deliverables for this sprintA clickable prototype for testing.

Example

ChallengeDesign a fun and engaging video conference experience forfemale age 24-35 , aiming Q1 2017 launch.

Deliverables for this sprintA clickable prototype for testing.

Example

ChallengeDesign a fun and engaging mobile payment experience for female age 24-35 , aiming Q1 2017 launch.

Deliverables for this sprintA clickable prototype for testing.

Example

Project Map

In Project Map, the goal is to understand the existing user experience, online

and offline.

Don’t talk about the solution yet.

Don’t talk about the pain points/challenges/issues/opportunities.

Write down the users on the left, this can include customers (end users), sales people, stakeholders, etc.

Write down their end goals on the right.

Capture the steps they need to take to get there.

45min. Project Map

User 1

User 2

Primary end goal

Secondary end goal

Step 1 Step 2 Step 3

User 3

Step 2

Young professional (woman)

Merchants

Received the clothes.

Get updates on fashion trend.

Search clothes based on theme

Add to Cart

Set delivery details

Make Payment

Example

Upload products

Call Uber Arrive at the shopping mall

Get money from the ATM

Shopping

Get delivery

Download app

Now we’re going to start the sprint...

Design Sprint

Stage 1. Understand

What are the user needs, business needs/goals and technology capacities?

Stage 1. UnderstandWhat is it all about?

Stage 1. Understandthe Output:

Post the ideas and insights people generate

HMW…

Put notes here Pain point

Issue

Problems

Opportunity

Actionable/Tangible point

12m: Project vision/business goals.12m: Voice of the users.12m: Existing Product Audit/Design Evolution12m: Competitor Audit.12m: Technology: Considerations and Opportunities

60min. Method: 360 Lightning talk

Stage 1. Understand

HMW’s (How Might We…?)

Write with a thick dark sharpie/marker.

Be succinct.One idea per sticky note.Not too broad, and not too narrow.

If you don’t write it down it can’t be voted on.

HMW…

Make people happier?

HMW…

Show the lock/certificate icon?

HMW…

Build trust for our payment system?

Too broad Too narrow

HMW method from d.school

Project Vision/Business Goals

Questions for the Stakeholder:

Where do you want the product to be next year?

Where do you want it to be in 5 years?

What are the primary challenges you need to overcome?

What keeps you up at night? (e.g what troubles, annoys you)

What is the business opportunity:● increased revenue?● increased user engagement time

or depth?● improved loyalty and return use?● differentiation from competitors?● improved product or service

quality?● reaching a new user group or

market?● other opportunities described by

stakeholders?

Example of points to discuss

Voice of the users

Who are your users?

Do they have different behaviors?

Do you describe them with personas? Or patterns?

Are there multiple journeys through the product?

How is the offline experience compared to the online experience?

What is the end-to-end user experience?● how do users arrive or begin?● what are the entry points?● what is the ideal or target path or

flow?● what are the key moments or

touchpoints along the way?● is this a single or multi-session

experience?● how does the experience end?● what are the exit points?● how do we reach or serve users

after they have finished?

Example of points to discuss

Existing Product Audit/Design Evolution

What does the product look like today?

How has it evolved over time?

What have we tried that has worked?

What have we tried that has not worked?

● Include screenshots

Example of points to discuss

Competitor Audit

What do we already know about competitors?● has there been any market research?● what is the competitive landscape?● what are the recent trends in this space?● which similar, related, or relevant products should we look at?● what other industries, verticals, or products could we learn

from?● what are the strengths and weaknesses of our competitors?● can we do a SWOT analysis? (Strengths, Weaknesses,

Opportunities, Threats)(show screenshots)

Example of points to discuss

Technology: Considerations and Opportunities

How will the solution be built? Data sources? Devices?● is the solution likely to be web-based? mobile? embedded?● where will data and information come from?● will user data be used for personalization?● how will privacy be addressed?● how will accessibility be addressed?● what devices are likely to be used for the solution?● what product areas are involved and need to be coordinated?● are there external partners involved?

Example of points to discuss

User interviews30min

Users are the ultimate judges of whether a product is good or not and it can be useful to start a sprint by finding and interviewing users.

Marta’s simple model for user research notes

+what they liked -What they didn’t like

? The questions they had

* The ideas they thought of

User needs statement

__________ is a _______________________

who needs (a way to) _________________

because (they value) ___________________

________________________________________

[user name] [user characteristic]

[user need]

[insight]

Distill the information from the interview into a succinct statement.

At the same time generate a list of user needs to reference later.

Example of how to conduct User Interview

Design Sprint

Stage 2. Define

What is the key strategy and focus?

Stage 2. DefineStrategy and focus

Stage 2. DefineOutput:

A (simple 5-10 steps) customer journey map with a selected user type and moment and a focus challenge.

Group HMWs based on logical grouping/topic, e.g payment, login/registration, products management.

15min. Method: Affinity Mapping

Stage 2. Define

ProductVision

User Experience

User Interface

Visual Design

Technology

Marketing

Brand

Back end

Retention Adoption Engagement Payment

Silos Examples

Watching video

Searching product

On boarding

Better Grouping, Examples

RegistrationProducts

comparison

Vote on the most interesting How Might We note.Each person gets 3 dots to vote.

15min. Method: Zen Voting.

Stage 2. Define

Move the HMWs that have dots to the map.

5min. Method: User Journey, step 1.

Stage 2. Define

For existing product: Review the map you’re created. Make adjustments if necessary.

For new product:Create an ideal journey.

20min. Method: User Journey, step 2.

Stage 2. Define

Set your goals and success metrics20min1. Choose a target based on the HMW

discussiona. What user or users will you focus on? b. What key moments or pain points do you

want to sketch around to have the most impact?

2. Decide on your success metricsa. What does success look like? b. How will you measure it? c. Do you need any new measurement

tools?

Imagine it's time to launch your product/feature. What would be your first tweet?

10min. Method: The First Tweet

Stage 2. Define

What 3 words (adjective) would you like for users to describe your product/feature?

List down all possible words, and discuss with the team.

15min. Method: Design PrinciplesStage 2. Define

Design Sprint

Stage 3. Diverge

How might we explore as many ideas as possible?

Stage 3. DivergeWhat is it all about?

Comparable solution in a different problem space

Each sprinter should look for ideas outside of the current field, look at parallel industries for similar problems to draw inspiration.

App: Youtube (left) and Hipmunk (right)

20min

Work individually and come up with 8 different ideas/concept.

8min. Method: Crazy 8 (8 ideas in 8 minutes)

Put the sketches on the wall. Each person takes 2 min to explain his/her sketches. Then each takes 3 dots to vote on the most useful sketches.

30min.

Crazy 8. Vote.

Work individually and come up with 1 big idea.

15min. Method: 1 big idea in 15 minutes

Design Sprint

Stage 4. Decide

Select the best ideas so far.

Stage 4. Decide

1. 1min. Tape the sketches to the wall like the Art Museum.

2. 2min. Heat map, zen voting, everyone gets another 3 dots to put on the sketches he/she likes.

3. 10min. Speed Critique: two min/sketch.4. 2min. Straw poll. Silently chooses a favorite idea using

large dot.5. 1min. Supervote: Give the Decider three large dots, and

we’ll prototype the chosen one by the Decider.

15min. Method: Sticky Decision in 5 steps.

Think in terms of stories or flows (it’s like a comic). (context - where, when, why, how)

Sketch a storyboard of all the key steps the user must take.

30-40min. Method: Storyboard

Storyboard by Ruangguru team during Google Lauchpad Accelerator Sprint

Assign everyone a Thinking Hat. Each hat represents a different point of view.

Method: Thinking hats

Design Sprint

Stage 5. Prototype

Create an artifact that allows to test the ideas with users.

Stage 5. PrototypeWhat is it all about?

Everyday tools (e.g Photoshop/Sketch) are optimized for quality, use tools that are rough, fast, and flexible (e.g Keynote or Powerpoints)

Pick the right tools

10min. Demo using Keynote and Invision

● Makers: Create individual components (screens, pages, pieces etc)

● Stitcher: collecting components from Makers and combining them in Keynote, including cleaning up the styles.

● Writer: Refine the copy.● Asset Collector: collect from web, image libraries, own

product, and any other places.● Interviewer: bring the prototype to the user, do a

1-on-1 usability testing. See this resource for guide.

Roles

Something that makes your ideas ‘real enough to feel’, so you can get feedback from users.

120min. Method: Prototyping (mock/demo/video/physical prototype)

Design Sprint

Stage 6. Validate

Test the ideas with users, business stakeholders and technical experts.

Stage 6. Validate

10min. Demo Usability Testing.

Facts are better than dreams.

Winston Churchill

1. A friendly welcome to start the interview2. A series of general, open-ended questions

about the customer3. Introduction to the prototype(s)4. Details tasks to get the customer reacting

to the prototype5. A quick debrief to capture the user’s

comprehensive thoughts and impressions.

The Five-Act Interview

● Can they achieve their goals?

● What works, what doesn’t work?

● What do they like and dislike in the prototype?

● What would they like to improve?

● Does the solution meet their needs overall?

120min. Method: Usability Testing.Use your user’s key goals in stage 2 (put them into context scenario) to do user testing:

Scenario Example

Scenario 1It’s Saturday afternoon, and you have been playing DOTA for long. You want to go out, and would like to find an event to attend that doesn’t or wouldn’t cost you much.

Task:How would you find a nearby event to attend using this app?

Whiteboard note-taking

Search for best flight itinerary

Check airfare cap

Book flight

Jim Susan Bruce Charlie

++

+ +

+

+ --

- -

-

-

5min. Method: ED Score.Use ED Score to get more feedback from the user.

What is ED Score?A method to communicate feedback and discuss improvement better with clear actionable items.

ED SCALEStrongly disagree

Strongly agree

1 2 3 4 5

1. I think the product looks good.

2. I found that the product was easy to learn.

3. I could achieve my goals easily.

4. I found the features of the product satisfy my

needs.

5. I found that the product is troublesome to use.

6. I felt that the performance of the product is

good.

7. I felt that the product is complicated.

8. I felt good when using the product.

9. I think I would use the product again in the

future.

10. I would recommend the product to my

friends/family.

Learn more about ED Score

www.circleux.com/resources

60min. Method: Team Debriefing.Comparing Post-it notes, see pattern, make sense of the results.

The output:1. Decide which patterns are the most

important ones.2. Next step.

Design review with internal stakeholdersIf possible, have stakeholders come for 30 minutes at the end of the sprint and provide feedback.

Each of the team present the prototype, sharing the output from Stage 1 up to Stage 6, including the user feedback and the next step.

30min. Show and Tell.

Design Sprint

Congratulate yourself! You’ve done the design sprint :)

Reflect

What have you learned in a day?

What will you change tomorrow?

How would you drive change in your team/company?

About Circle UX

Borrys HasianBorrys is the first Indonesian to become Google Expert in UX/UI. As a

Google Launchpad Global Mentor in UX/UI, he has been mentoring startups

from around the world in Silicon Valley, under Google Launchpad

Accelerator program.

He’s trained in Design Sprint directly by Google Design Sprint team at The

Garage, Google’s collaboration and innovation space, in Mountain View,

California.

He is a designer who studied Electrical Telecommunication Engineering and

Urban Planning, worked as Lead Software Engineer, Product Development

Manager, Head of UX & Design, and UX Design Consultant. He founded

Circle UX - a design and innovation company based in Singapore that

focuses on design and innovation coaching and mentoring using design

sprint.

His goal is to spread the love of design, teaching and helping people build

products that people love, improving people's lives one interface at a time.

Design Coach

Professional Experiences

● Google Expert in UX/UI and Google Launchpad Global Mentor in UX/UI.

● Head of Design, Singapore Power Ltd.

● Head of UX & Design, Rakuten Viki.

● UX & Design Lead, Scholastic Inc.

● UX & Front-end Consultant, AirAsia.

● Senior UX Designer, Digi Telecommunications (Telenor Group).

● Senior Research Engineer, UX & UI, British Telecoms.

See Borrys Hasian’s LinkedIn Profile

Clients

Challenges

● The speed of product

development, from ideation to

design concept.

● Validation with the

customers/end users.

Activity: 2-day Design Sprint

workshop.

Challenges

● Ideation, coming up with

products/services that matter

to the customers.

● Silo, the speed of product

development, from ideation to

design concept.

● Validation with the

customers/end users.

Activity: 5 batches of Design Sprint

workshop.

Thank you.

Stay in touch :)

Borrys Hasian

Circle UX - Design & Innovation Companywww.circleux.com

borrys@circleux.comTwitter @borryshasian