beyond ideas: prototyping and rapid experimentation

Beyond IdeasPrototyping & Rapid Experimentation

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OPERATIONS RESEARCH & EDUCATION PATIENT EXPERIENCE

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JeffDESIGN

Beyond Ideas

CommunicatingValidatingBuilding Support

DESIGN METHODS FOR..

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DESIGN THINKING

ApproachEMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

BUILD

MEASURELEARN

LEAN STARTUP

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But first…

Find Your Group

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The Idea…

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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

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

Your Challenge

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Articulating IdeasPART 1

STORYBOARDSTORY CANVAS

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StoryboardingTECHNIQUE:

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Individual StoryboardACTIVITY:

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Story CanvasTECHNIQUE:

Storyboard + Lean Canvas

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

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Story CanvasACTIVITY:

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

Story CanvasACTIVITY:

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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

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?Julie Guinn // @julieaguinn

Identifying AssumptionsPART 2

ASSUMPTION FRAMEWORK

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Assumption FrameworkTECHNIQUE:

DesirableHUMAN

FeasibleTECHNICAL

ViableBUSINESS

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Assumption FrameworkTECHNIQUE:

DesirableHUMAN

FeasibleTECHNICAL

ViableBUSINESS

Successful innovation happens here

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Assumption FrameworkTECHNIQUE:

What makes this product desirable?

What makes it a viable business?

What makes it possible to execute?

DesirableHUMAN

ViableBUSINESS

FeasibleTECHNICAL

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Identify AssumptionsACTIVITY:

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

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Prioritizing LearningPART 3

SORT & RANK

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Critical Assumptions

UN

CER

TAIN

TY

IMPORTANCE TO BUSINESS

Learn about these first!

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Sort AssumptionsSTEP 1:

3 minutes, as a group

Will kill company if we’re wrong

Everything else

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Rank AssumptionsSTEP 2:

3 minutes, as a group

How much do we know?

Most

Least

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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

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Identifying ExperimentsPART 4

TEST PATTERNS

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Design Experiments

REAL-WORLD INTERVENTIONS

ASSUMPTION TESTING

MEASURE BEHAVIOR

LOW RISKITERATIVE

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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?

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Test PatternsSmoke Tests

Fake Door StylePre-Sales Style

Micro PilotsFake Back End

TECHNIQUE:

Imposter / ImpersonatorTask & Experience Tests

Physical PrototypesDigital Prototypes

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Select AssumptionsACTIVITY:

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Planning ExperimentsPART 5

EXPERIMENT CANVAS

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Experiment CanvasTECHNIQUE:

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Design An ExperimentACTIVITY:

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Smallify It!

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Constraints TriangleTECHNIQUE:

TIME

COST SCOPE

BEFOREPlanning

DURINGRunning

AFTERAnalyzing

CO

NST

RAIN

TPH

ASE

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ACTIVITY:

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

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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

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Thank You!Julie GuinnExperience DesignerCo-Director, JeffDESIGN

@julieaguinn