beyond ideas: prototyping and rapid experimentation

Beyond IdeasPrototyping & Rapid Experimentation

Julie Guinn // @julieaguinn

OPERATIONS RESEARCH & EDUCATION PATIENT EXPERIENCE


JeffDESIGN

Beyond Ideas

CommunicatingValidatingBuilding Support

DESIGN METHODS FOR..


DESIGN THINKING

ApproachEMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

BUILD

MEASURELEARN

LEAN STARTUP


But first…

Find Your Group


The Idea…


Modern families would benefit from having better ways to store their belongings. They are willing to pay for a service that will pick up and store boxes, then deliver them back home on demand.

The Idea


Figure out if the Boxes Away! idea has the potential to become a successful business.

Your Challenge


Articulating IdeasPART 1

STORYBOARDSTORY CANVAS


StoryboardingTECHNIQUE:


Individual StoryboardACTIVITY:


Story CanvasTECHNIQUE:

Storyboard + Lean Canvas


Adapted from Business Model Canvas by Alex Osterwalder Lean Canvas by Ash Maurya


Story CanvasACTIVITY:


• Create 1 story canvas for your table• Combine best of individual ideas• Be specific:• Customer• Value Proposition• Revenue

Story CanvasACTIVITY:


Why Prototype?TAKE-AWAYS

Problem SolveThink differently & explore different aspects of your idea

CommunicateGet everyone on the same page & build shared-vision

EngageGenerate interest, excitement & facilitate discussion


?Julie Guinn // @julieaguinn

Identifying AssumptionsPART 2

ASSUMPTION FRAMEWORK


Assumption FrameworkTECHNIQUE:

DesirableHUMAN

FeasibleTECHNICAL

ViableBUSINESS



DesirableHUMAN

FeasibleTECHNICAL

ViableBUSINESS

Successful innovation happens here



What makes this product desirable?

What makes it a viable business?

What makes it possible to execute?

DesirableHUMAN

ViableBUSINESS

FeasibleTECHNICAL


Identify AssumptionsACTIVITY:

• One per sticky note• Affirmative statements• Headline only (think ‘tweetable’)


Prioritizing LearningPART 3

SORT & RANK


Critical Assumptions

UN

CER

TAIN

TY

IMPORTANCE TO BUSINESS

Learn about these first!


Sort AssumptionsSTEP 1:

3 minutes, as a group

Will kill company if we’re wrong

Everything else


Rank AssumptionsSTEP 2:

3 minutes, as a group

How much do we know?

Most

Least


Why Define Assumptions?TAKE-AWAYS

Prioritize RisksSystematically evaluate ideas from multiple angles

Surface KnowledgeDraw out latent institutional knowledge & resources

Address SkepticismIdentify weakness in your “case” & areas of disagreement


Identifying ExperimentsPART 4

TEST PATTERNS


Design Experiments

REAL-WORLD INTERVENTIONS

ASSUMPTION TESTING

MEASURE BEHAVIOR

LOW RISKITERATIVE


When Are They Useful?Testing assumptions about behavior & emotion.

Will they do it?Can they do it?

Will they do it this way?Do they enjoy it?

Do they find it valuable?


Test PatternsSmoke Tests

Fake Door StylePre-Sales Style

Micro PilotsFake Back End

TECHNIQUE:

Imposter / ImpersonatorTask & Experience Tests

Physical PrototypesDigital Prototypes


Select AssumptionsACTIVITY:


Planning ExperimentsPART 5

EXPERIMENT CANVAS


Experiment CanvasTECHNIQUE:


Design An ExperimentACTIVITY:


Smallify It!


Constraints TriangleTECHNIQUE:

TIME

COST SCOPE

BEFOREPlanning

DURINGRunning

AFTERAnalyzing

CO

NST

RAIN

TPH

ASE


ACTIVITY:

Smallification• Introduce the experiment• Redesign to fit into:• 5 days• $50• People & skills on your team


Prototypes & ExperimentsStart SmallMake it easy to say yes

Make it VisibleBuild awareness & alignment

Make it SocialGet everyone involved

TAKE-AWAYS

Focus on LearningDraw insight from success & failure

Keep It RealFocus on “do” not “say”

IterateIncorporate feedback as you go


Thank You!Julie GuinnExperience DesignerCo-Director, JeffDESIGN

@julieaguinn