maximize your value to customers - slides

TCP Partners, LLC © 2016 4/12/2016 1

Maximize Your Value to Customers

Apply design thinking and lean principles to grow your business

Steve Carr

E: [email protected]

T: @scarr_home

L: www.linkedin.com/in/stevencarr1/

TCP Partners, LLC © 2016

The Basic Engagement Model

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DISCOVERY DESIGN & DEVELOPMENT DELIVERY

Time


The Basic Engagement Model for a Design Project

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Visual Sonic Copy Industrial Interaction

User Testing - Solution Validation

Unit, QA & Integration Testing

Specs

Guides

Assets

Company

InsightsMarket

Insights

Customer

Insights


Time

TCP Partners, LLC © 2016 4/12/2016 4

Design Thinking

A user-centered approach to innovation


What is Design Thinking?

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“A human-centered approach to innovation

that draws from the designer’s toolkit to

integrate the needs of people, the

possibilities of technology, and the

requirements for business success.”

Product or

Service

People’s Needs

Technology Possibilities

Business Requirements

- Tom Kelly, IDEO founder


The Traditional Design Thinking Engagement Model

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Empathize

Define

Ideate

Prototype

Test

Learn about

the audience

for whom you

are designing

Construct a

point of view

based on user

needs and

insights

Brainstorm

and come up

with creative

solutions

Build a

representation of

one or more of

your ideas to

show to others

Return to your

original user

group and

test your

ideas for

feedback

Product

Release


The Basic Engagement Model = Design Thinking

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User Testing - Solution Validation


Specs

Guides

Assets

Company

InsightsMarket

Insights

Customer

Insights


Empathize Define IdeateProduct

ReleasePrototype Test

Time


Inherent Risk – Early Decisions Based on Multiple Assumptions

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Product

Release

Empathize

Define

Ideate

Prototype

Test

The POV that gets “defined”, describes the proposed final product.

Built into the POV are a series of assumptions.


Inherent Risk – Does User Group = Real Customers?

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Product

Release

Empathize

Define

Ideate

Prototype

Test

Assumes test subject pool is an accurate

reflection of real consumers


The Inherent Risk in the Design Thinking Model

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A set of hypotheses,

informed guesses

Product

Release

Real Customer

Validation

Risk Timeline

Empathize

Define

Ideate

Prototype

Test

TCP Partners, LLC © 2016 4/12/2016 11

Lean Principles

Fail fast & quantify your success criteria


What are Lean Principles?

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Modeled after the scientific method

–A Clear Problem Statement

–Validated Learning: empirical proof

What are you measuring? Problem statement

–Value Hypothesis: tests delivery of value

to customers

–Growth Hypothesis: tests growth of new

customers

Goal - shorten the time to complete one

iteration of the cycle as much as possible

Build

MeasureLearn


A Practical Implementation

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Specs

Guides

Assets

Company

InsightsMarket

Insights

Customer

Insights

Learn Build MVP Measure

Customer-based

Quantified Analysis

Build

Measure

Learn

Build

Measure

Learn

Build

Measure

Learn

Build

Measure

Learn

Build

Measure

Learn

Time

Problem A Problem A’ Problem B Problem C Problem C’


Cockburn Scale – Applied to “Build Only Solutions”

L6 L20 L40 L100

E6 E20 E40 E100

D6 D20 D40 D100

C6 C20 C40 C100 …Comfort (C)

Life (L)

Essential

money (E)

Discretionary

money (D)

Number of people

1-6 -20 -40 -100

Criticality(defects cause loss of…)


Problems – the core of product development

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Pete’s

I want to hire you to

…update my website.

…rebrand my service.

At its most basic level a problem

statement should address:

Value – an unfulfilled need that

will increase the product’s value

to customers

Growth – an unfulfilled need that

will attract new customers


Problems – the core of product development

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Pete’s

I want to hire you to

…to build customer awareness of our new menu.

…rebrand my service to match changing demographics.

Your problem statement (hypothesis)

should be scrutinized more than the

features or solutions that would solve it.


Business Needs are Size Neutral

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• Business: strategy, development

• Marketing: strategy, placement, measurement

• Design: research, UX, UI, testing

• Development: requirements, coding, testing

• Administration: sales, account, PM, HR, etc.

To be successful, you must know where you fit into the mix!


Modeling a Business

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Book

Business Model Generation by Alexander Osterwalder

URL (on-line canvas)

http://www.businessmodelgeneration.com/canvas/bmc

https://canvanizer.com/new/business-model-canvas

PDF

http://www.businessmodelgeneration.com/downloads/bu

siness_model_canvas_poster.pdf

http://www.businessmodelgeneration.com/canvas/bmc

https://canvanizer.com/new/business-model-canvas

http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf


Brainstorming

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Mind Mapping – a graphical way to

represent ideas and concepts

Product (free)

XMIND - http://www.xmind.net/

http://www.xmind.net/


Sketching and Wireframing (UX)

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Book

Sketching User Experiences by Bill

Buxton

Product ($89)

Balsamiq - https://balsamiq.com/

Lets you change “skins” to reflect your

thoughts as sketches or wireframes.

https://balsamiq.com/


Image Manipulation (UI)

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Product (free)

GIMP - https://www.gimp.org/

GIMP is an acronym for GNU Image

Manipulation Program. It is a freely

distributed program for such tasks as

photo retouching, image composition and

image authoring.

If you’ve used Photoshop GIMP will be

easy to pick up.

Thanks to @angelinasimms - Sometimes there can be issues with:

• An image with a large number of layers.

• Digital painting on images I uploaded from my DSLR

She also referenced, http://www.makeuseof.com/tag/can-photoshop-

gimp-cant/

https://www.gimp.org/


Technical Drawings

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Product (free)

DIA - http://dia-installer.de/

Dia is an application for creating technical

diagrams. Its interface and features are

loosely patterned after the Windows

program Visio.

http://dia-installer.de/


Project Management

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Product (free)

TRELLO - https://trello.com/

Brings lean principles to PM in the form

of an on-line Kanban board

Product (free)

Project Libre -

http://www.projectlibre.org/

An open source replacement of

Microsoft Project

https://trello.com/

http://www.projectlibre.org/


Thank you for your time

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Contact Details

Steve Carr

E: [email protected]

T: @scarr_home

L: www.linkedin.com/in/stevencarr1/