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The drawback of a design sprint is that it is a serious undertaking. Many organizations shy away from dedicating the energy of a team or even one individual for a full week straight. They tend to not take a focused approach and rather opt with weekly meetings, etc. A true design sprint will take a week! The good news is that you can involve another firm in helping you to run the sprint and many of these people will bring an outside perspective and experience with this sort of design thinking innovation approach.
The result is that you often end up with more junior staff members in the room, with senior executives only included on Monday when the group speaks to experts. That isn’t a problem in theory, as long as the high-level stakeholders delegate decision making authority to those in the room. However, in my experience, this rarely happens. There is a tendency for the executives to introduce new variables late in the day, undermining the whole process.
‘How do people actually use our product?’ is a fundamental question that every product creator must answer. In order to answer this question, product designers need to understand the essence of the whole experience from the user’s perspective. User journey mapping is an excellent exercise that can shed light on that. What is a user journey map? User journey map is… Read More ￫
I also appreciate the approach that is agile in nature….hence the term sprint. A design sprint team is composed of about 5 people with specific roles (much like an agile SCRUM team in size with specific responsibilities to the team and project). A team can accomplish more than they think and having the structure of a time limit can help them to achieve. I also appreciate the focus on validating quickly and talking to real potential customers or users…and doing it very soon. Even with my background in qualitative research methods and qualitative data analysis, (and projects where I’ve interviewed over 100 people when starting a new product or service development challenge), it is very valuable and you can see themes and validation for your learning and decision making from interviewing just 5 people that represent your target persona or audience! Yes, many times you will learn the most important things to help you determine your innovation direction from the first 5 people you interview out of 100…so why not just do 5 and then iterate from there?
During the first day, we’ll do a bunch of really fun exercises to help break the ice and build trust with the group of strangers you’ve literally just met. Without team chemistry, you will never get through a design sprint. So we try to model the same requirement in our training environment — bond with your team and then get to work solving problems together.
You can’t change what you can’t measure, right? One of the biggest questions we initially faced when implementing design sprints in our organizations was “How do you measure the success of a design sprint?” In our experience, it was often the absence of something that we were trying to measure. For example, how do you measure the amount of time you won’t spend on bad product development? How much money will you save by not investing in a product that will make less ROI? Those questions point toward future gains by not spending some difficult-to-calculate amount of time or money. How do you measure the absence of a failed product?
Day 3 sees us kick off prototyping, and we do this pretty much exactly as stated in the book, so nothing new to report here. It’s noise-cancelling-headphones-on mode for our resident Prototyper, and we’ll have a couple of huddles throughout the day to make sure we’re all on track. We’ll also update the client at the end of the day to keep them involved and show them what we’ve been doing throughout the day.
Lastly, a design sprint can stop you from building any product at all. Marc Guy, CEO of Faze1, also went through a design sprint at the InnoLoft. The sprint made him realize his company needed to stop building a product and instead go out and talk to customers. Mind blown, product invalidated! The business model has shifted significantly since then, as it subsequently focused on customer development. In fact, C. Todd didn’t see Marc or his team in the InnoLoft much after their design sprint. They were all out talking to customers, even their development team! The results were impressive and yielded an 8x increase in booked revenue over their previous year.
Some designers have argued Google Glass is actually an exemplar of design thinking. The project was a grand experiment that incorporated creative risks and unconventional thinking—and a failure that is possibly more revealing than success would have been. Design thinking is simply manifested differently at a massive company like Google than it is in a classroom or studio, said Daniel Rose, an officer at a design-oriented consulting firm, in a LinkedIn discussion.