Today, the best companies in the world are using the revolutionary design sprint process to create, prototype, test, and release new products, as well as develop new strategies, enter new markets, and more. In this program, you'll learn exactly how and why the design sprint process is so effective, and why it's become so integral to the success of so many leading companies. To ensure you're learning from the best, we've partnered with international design firm AJ&Smart, who have pioneered a Version 2.0 of this influential process to design products for Lufthansa, Zalando, Red Bull, and more.
Why did we tell you this story? Telling stories can help us inspire opportunities, ideas and solutions. Stories are framed around real people and their lives. Stories are important because they are accounts of specific events, not general statements. They provide us with concrete details that help us imagine solutions to particular problems. While we’re at it, please watch this 1-minute video to help you get started understanding what Design Thinking is about.
In employing design thinking, you’re pulling together what’s desirable from a human point of view with what is technologically feasible and economically viable. It also allows those who aren't trained as designers to use creative tools to address a vast range of challenges. The process starts with taking action and understanding the right questions. It’s about embracing simple mindset shifts and tackling problems from a new direction.
These features are not just promises in well-designed marketing brochures or the website, but are part of the actual experience. According to Mark, the key highlights were the “course content, delivery, and quality participants.” He says, “The content, both from MIT Professor Steve Eppinger and approaches from IDEO were leading edge. Added to that, the course structure had a good mix of online learning, weekly group webinars and group assignments. Then again, the group itself was highly motivated and provided quality inputs. All this put together has helped me enhance my own offering.”
Learn fast, fail fast. The sprint helps to obtain a clear vision of the goals upfront. It forces you to make critical decisions and solve complex problems fast. This means that you and your team can save months of design, engineering and development costs. The bonus? You’ll be able to get your product to market faster because you focussed on the right thing.
Tip: Limit the number of variables in your prototype, so you receive specific feedback on your big question. Designing a digital product? Start by designing landing pages that express each product offering, rather than the entire user flow. Testing two feature sets? Keep the branding the same and test different product features against one another.
“…the more I pondered the nature of design and reflected on my recent encounters with engineers, business people and others who blindly solved the problems they thought they were facing without question or further study, I realized that these people could benefit from a good dose of design thinking. Designers have developed a number of techniques to avoid being captured by too facile a solution. They take the original problem as a suggestion, not as a final statement, then think broadly about what the real issues underlying this problem statement might really be (for example by using the "Five Whys" approach to get at root causes). Most important of all, is that the process is iterative and expansive. Designers resist the temptation to jump immediately to a solution to the stated problem. Instead, they first spend time determining what the basic, fundamental (root) issue is that needs to be addressed. They don't try to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called "Design Thinking."
To help you understand Design Thinking, we have broken the process into five phases or modes, which are: 1. Empathise, 2. Define, 3. Ideate, 4. Prototype, and 5. Test. What’s special about Design Thinking is that designers’ work processes can help us systematically extract, teach, learn, and apply these human-centered techniques to solve problems in a creative and innovative way – in our designs, in our businesses, in our nations (and eventually, if things go really well, beyond), in our lives. Nevertheless, a great artist like Auguste Rodin, who created this famous sculpture called “The Thinker” and originally “Le Penseur”, would most likely have used the very same innovative processes in his artwork. In the same way, all great innovators in literature, art, music, science, engineering and business have practiced it and still practice it.
It takes four days instead of five. Why? Because we realized that there are countless little hacks you can do to make the process more efficient. We moved things around, changed up the order to make the flow more logical, and we also shortened a lot of the steps involved. Incredibly, we’ve also added stuff in, only to make the whole thing take less time. I know, this sounds confusing, but it’ll make sense if you keep reading…
Serial innovator, Nicolas Bryhas set up creative units for new business at Orange, Club-Internet, and SFR. He created crowd platform Imagine.Orange.com, Orange Studio for Intrapreneurs, and edits Open Innovation blog RapidInnovation.fr. He’s an international speaker, coach for entrepreneurs & startups, innovation teacher at Telecom ParisTech, HEC & CentraleSupélec, and freelance consultant (ECC). Follow him at @nicobry.
The second principle is that of the well known "Short Cycled PDCA". For every action you take, use assumptions to you state the desired output of that action, the path you want to follow (process) and the required input of that action in time, money and other resources. Than you take that action, after which you reflect of the actual input, output and process. Were our assumptions right? Are the results as expected? Can the results be improved? Was the process effective? In short: Learn, adjust, plan again, do again and check again. These cycles can vary from a day to a week each. Do not plan to far ahead, because the assumptions and insights on which your planning is based will probably change several times.
To make your Design Sprint more efficient, Google suggests a few preparation tips, like writing a Sprint brief, collecting User Research, assembling a cross-functional team, planning Lightning Talks, creating a Deck, finding the right Space, getting the Supplies, setting the stage, the ground rules for Sprinting, and choosing a good ice-breaker! Innovation fortune only favors the prepared mind.
We wrap up Day 2 by setting the stage for what needs to happen after a design sprint. This is critical. One of the more popular misperceptions is that you’ll have your MVP at the conclusion of your design sprint — not true. You’ll have validation of a single, well-focused challenge within that solution, but there’s more that needs to happen to transition from design sprint to building those products & services.
Google could learn a lesson from REALM Charter School in Berkeley, California, where students put the principles of good design thinking into practice. Emily Pilloton, teacher and Studio H founder, wrote that design should be “an active response to a context . . . a social act that builds citizenship in the next generation.” Students in her program have built a school library, a farmers’ market, and an outdoor classroom. But before diving into the projects, they conduct ethnographic research to identify their community’s (or, in the case of the library and classroom, their own) needs.