solving design and business problems in 3 days with design sprint by borrys hasian from circle ux
TRANSCRIPT
Solving Design and Business Problemsin 5 days 3 days with
Design Sprint
Borrys HasianGoogle Expert UX/UI, CEO Circle UX
15 Jan 2017
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 sprints are a framework for teams of any size to solve and test design problems in 2-5 days.
Design Sprint Playbook
Sprint Master is in charge of the schedule.
The Decider makes all tough decisions.
No devices in the room.
Some Rules
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.
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
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
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
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
What are the user needs, business needs/goals and technology capacities?
Stage 1. UnderstandWhat is it all about?
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
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
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
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.
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
Assign everyone a Thinking Hat. Each hat represents a different point of view.
Method: Thinking hats
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
● 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)
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
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+ +
+
+ --
- -
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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.
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.
Reflect
What have you learned in a day?
What will you change tomorrow?
How would you drive change in your team/company?
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
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
[email protected] @borryshasian