5. Copyright 2013 Cowan Publishing
IT
big, silo’d
applications
enterprise (on site)
deployment
1.0 2.0SaaS
++ end-to-end
++ third party app’s
3.0social
mobile
app stores
‘non-coop’
post-iPhone
6. Copyright 2013 Cowan Publishing
1. Lower switching costs
== more competition
So what?
2. Higher expectations on UX
== greater emphasis on user
7. Copyright 2013 Cowan Publishing
Design Thinking
Lean Startup
Customer Dev.
Agile
} BIG VOID
{ Actual Practice
8. Business Model
Canvas
Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Product & Promotion
User Stories
Test Cases
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
Foundation in
Design Thinking
9. Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Foundation in
Design Thinking
10. Copyright 2013 Cowan Publishing
Design
Thinking
And Now
Survival
Back Then
DESIGN THINKING
15. Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN - PERSONAS
Personas Foundation in
Design Thinking
Personas Problem Scenarios
Alternatives
Your Value Propositions
18. Copyright 2013 Cowan Publishing
•Women
•Age 28-45
•Have kids
•Socialize with other mom’s
•Online with Facebook
•86% said they’d like to be
more organized
•70% said they’d use an
application that organizes them
DESIGN THINKING - PERSONAS
20. Copyright 2013 Cowan Publishing
Mary is a mom by choice. She had a successful
career in accounting, but welcomed the opportunity to
be a stay at home mom. She loves it. But it’s not like
having kids purged her creative, social instincts. She
wants to connect, she wants to learn, she wants to
interact. Being a mom is a job and she wants to do it
well. That means corresponding with other mom’s on
relevant topics and keeping the family calendar in
ship shape. She posts to Facebook at least twice a
week and responds to other moms’ items more often
than that.
For household stuff, Costco is the go-to place, but
she’ll pick up fresh items at the farmer’s market when
it’s up and splurge at Whole Foods when they’re
having company.
Mary the Mom
DESIGN THINKING - PERSONAS
21. Copyright 2012 Cowan Publishing
END USER PERSONAS
Rita
the Reseller
Orson
the Office Mgr.
Ignatius
the IT Guy
Rhonda
the Receptionist
Susan the
Small Bus. Owner
Keith
the Key System User
Amy
the Assistant
Simone
the Standard User
Chuck
the Call Center Agent
Esteban
the Executive
Mikuko
the Mobile User
Cindy
the Call Center Manager
22. Copyright 2012 Cowan Publishing
ENTERPRISE PERSONAS
Nietzsche
the Network Eng.
Paola
the Provisioner
Sidney
the Sys. Admin.
Percival the
Product Manager
Sven
the Salesperson
Anthony
the Applications Eng.
Itzhak
the IT Developer
Frank
the Field Eng.
Sam
the Support Eng.
Saul
the Site Developer
Fritz
the Field Eng. Manager
Bruce
the Business Owner
23. Copyright 2013 Cowan Publishing
YOUR VALUE
PROPOSITIONS
!
ALTERNATIVE(S)
?
PROBLEM SCENARIO
X
DESIGN THINKING - PERSONAS
26. Copyright 2013 Cowan Publishing
DESIGN THINKING- STORYBOARDS
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec feugiat magna
erat, eget mattis turpis bibendum in. Curabitur eget adipiscing dolor. Morbi
cursus luctus rhoncus. Cras sagittis cursus libero sit amet ullamcorper.
Phasellus vitae consequat enim. Vivamus in tortor sit amet nibh molestie
tristique sed vel neque. Nunc sed dictum ligula. Quisque sollicitudin neque
mauris, at vulputate odio fringilla ut. Pellentesque mattis at risus et volutpat.
Nunc tristique adipiscing neque vel ornare. Donec a pretium metus, vitae
adipiscing augue. Morbi ac suscipit tellus. Vestibulum gravida molestie est vel
vehicula. Phasellus eleifend nisi cursus nunc facilisis egestas.
Aliquam venenatis et libero commodo convallis. Donec accumsan elit non turpis
pulvinar, id sodales purus blandit. Phasellus tristique fermentum nunc in feugiat.
Maecenas eget varius est, id malesuada est. Fusce vitae nunc purus. Nam
vehicula eros vitae sapien scelerisque auctor. Maecenas et justo ac libero
dictum dapibus. Etiam volutpat erat eget ante ullamcorper placerat. Maecenas
convallis massa aliquam ullamcorper posuere. Phasellus nulla est, rhoncus
blandit dapibus sit amet, facilisis at orci. Nulla facilisi. Maecenas ultrices justo
quis nibh sagittis tempor. Pellentesque id semper turpis.
27. Copyright 2013 Cowan Publishing
MARY THE MOM
About: Mary the mom. . . [Describe like your friend or the beginning
of a short story. What kind of shoes does she wear?]. . .
Thinks: . . .
Sees: . . .
Feels: . . .
Does: . . .
1. List at least 3 personas
2. Describe as much as you can:
28. Copyright 2013 Cowan Publishing
DESIGN THINKING - USING PERSONAS
Personas Problem Scenarios
Alternatives
Your Value Propositions
MAKING
STUFF
SELLING
STUFF
Who’s buying?
Where?
Why?
What does the user
actually do?
Who are we
selling to?
Where do we
reach them?
With what
proposition?
What does the user
(most) want?
Personas Foundation in
Design Thinking
Personas Problem Scenarios
Alternatives
Your Value Propositions
29. Copyright 2013 Cowan Publishing
MVP
DESIGN THINKING - CREATING PERSONAS
Tell me about yourself.
What do you do? How often?
How does it make you feel?
Interviews
AdWords, etc. + Landing
Page Tests
Real-Time Analytics
& Recording
Minimum Viable
Product
What language, propositions resonate?
What is the customer prepared to do?
What do users actually do?
Do customers like it? Buy it? Use it?
Tell others about it?
30. Copyright 2013 Cowan Publishing
Who is the
buyer? User?
What problem(s)
are you solving?
Personas
Problem Scenarios
What’s the
business?
Positioning Statement,
Business Model
Canvas
What has to
happen?
Lean Startup-Style
Assumptions
What economics
and requirement
for cash?
Lean Financial
Model
What’s the
operating
environment like?
Five Forces Analysis
Pitch Deck
(coming soon)
I need a compact
overview
I’m going to a
bank, traditional
investor
Business Plan
I need to present
financial (tax,
financiers).
Income Statement,
Statement of Cash
Flows, Balance
Sheet
Operational Stack Presentation Stack
VENTURE DESIGN STACK
Corp. WebsiteI need to
communicate
[various items in
Ops Stack]
What are we
building?
Why?
User Stories
Wireframes/
Prototypes
31. Copyright 2013 Cowan Publishing
http://bit.ly/venstack
PERSONAS
PROBLEM
SCENARIOS
STORYBOARDS
Tutorial
?Example
Template
32. Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Personas Foundation in
Design Thinking
Personas Problem Scenarios
Alternatives
Your Value Propositions
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
33. Copyright 2013 Cowan Publishing
PLANNING
!5,000,000%
0%
5,000,000%
10,000,000%
15,000,000%
20,000,000%
25,000,000%
30,000,000%
35,000,000%
40,000,000%
45,000,000%
2012% 2013% 2014% 2015% 2016% 2017% 2018% 2019% 2020%
Revenue%
Expense%
EBITDA%
Five Year
Plan
Then
Lean
Management
Now
6.a PIVOT
experiments
disprove
hypothesis
01 IDEA!
02 HYPOTHESIS
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
05 PIVOT OR PERSEVERE?
6.b PERSEVERE
34. Copyright 2013 Cowan Publishing
PLANNINGPLANNING WITH LEAN STARTUP
Do I have real evidence from my buyer that
this is compelling?
01 IDEA!
What are the key assumptions
required to make this business work?
02 HYPOTHESIS
How do I definitely prove or disprove
the assumptions with a minimum of
time and effort?
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATIONAm I reacting or am I focused on
validating my pivotal assumptions?
‘Pivot or persevere?’
35. Copyright 2013 Cowan Publishing
Priority Key Assumption Needs Proving? Experimentation
1
[A key assumption about
the business]
[Whether it needs
proving
[Experiment to
prove or disprove]
1
Parents want to organize
the distribution of
allowances with an app
Yes
* Post the proposition in ads
online
* Measure sign-up’s on a landing
page
2
Parents want to link
allowances to chores
Yes
* Show prototypes with choices
* Test in beta
2
Parents have smart
phones
No n/a
PLANNING WITH LEAN STARTUP
Focus on strategic,
pivotal assumptions
36. Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Personas Foundation in
Design Thinking
Personas Problem Scenarios
Alternatives
Your Value Propositions
Lean at Large
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
37. Copyright 2013 Cowan Publishing
PLANNING WITH LEAN AT LARGE
Let’s not
argue.
Let’s assume.
Then test.
38. Copyright 2013 Cowan Publishing
“Parents want to better organize the distribution of allowances”
Priority: [1 for existential; 2+ for others]
Needs Proving?: [yes or no]
Experimentation: [how will most quickly, cheaply prove or disprove]
* Bonus Question: How do these relate to your personas?
1. List at least 3 assumptions
2. Note as much as you can on experiments
40. Copyright 2013 Cowan Publishing
ORGANIZATION
==
Aping
Then
Customer
Development
Now
41. Copyright 2013 Cowan Publishing
CUSTOMER DEVELOPMENT
MVP
Nascent
Product-Market
Fit(?) Scale
PIVOTAL
ASSUMPTIONS
PRODUCT
ORG.
PARTNERS,
CHANNELS
Founders
N/A
Probably too
soon
Test, revise,
test...
MVP
Customer dev.
team
Probably too
soon
Validated- now
tactical
Focus: efficiency,
extension
Full functional
organization
Yeah, maybe?
Validated- now
tactical
What would a
startup do??
Scalable
organization
Yeah, definitely!
42. Business Model
Canvas
Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Personas Foundation in
Design Thinking
Personas Problem Scenarios
Alternatives
Your Value Propositions
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
49. Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Business Model
Canvas
Product & Promotion
User Stories
Test Cases
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
Foundation in
Design Thinking
50. Copyright 2013 Cowan Publishing
Individuals
Interactions
>
Processes
Tools
Working
software
Comprehensive
Documentation
>
Customer
collaboration
Contract
negotiation>
Responding
to change
Following
a plan
>
AGILE FOUNDATIONS
51. Copyright 2013 Cowan Publishing
Drafting
Stories
PERSONAS
STORIES
Epic Stories
Stories
Test Cases
“As a [persona],
I want to [do something]
so that I can [derive a benefit]”
AGILE USER STORIES
52. Copyright 2013 Cowan Publishing
STORY TEST CASE
“As a receptionist I want to receive an out of the box phone
Make sure the available templates are
editable in a visual environment usable by
a Product Manager
As a receptionist, I want to receive an out of the box phone
set up that’s created against best practices so I don’t have
to set it all up by myself.”
Make sure it’s possible to update the
template at install timeto set it all up by myself.
Make sure the template designation is
available in all Loki provisioning interfaces
Make sure it’s possible for the user to reset
to the default template
“As a receptionist, I want to change the buttons on my
phone so they do what I want.”
Make sure the available functions are
filtered by the services assigned to the user
Make sure available functions are filtered
based on the capabilities of the phone key
“As a receptionist, I want a custom configuration on my phone so that I can manage calls in the way I’ve
come to expect.”
EPIC STORY
AGILE USER STORIES
53. Copyright 2013 Cowan Publishing
AGILE & LEAN
validate feature
relevance with
customers
Past
collaborate with
development
team
Present
observe and
envision what’s
next
Future
54. Copyright 2013 Cowan Publishing
DESIGN/DEVELOPMENT - PROCESS DESIGN
Most process design
engagements produce cr*p.
But you can fix them!
55. Copyright 2013 Cowan Publishing
DESIGN/DEVELOPMENT - PROCESS DESIGN
DESIGN THINKING
- Careful, empirical analysis of real users and what they want
- Creative, actionable packaging for the users of your design
LEAN/STARTUP
- Emphasis on acknowledging assumptions
- And testing, iterating to a successful outcome with validated learning
BUSINESS MODEL CANVAS
- Using Key Activities as a starting point to link to core business model
AGILE
- Use of stories, iterations, and small batches
57. Copyright 2013 Cowan Publishing
DESIGN/DEVELOPMENT - PROCESS DESIGN
METRICS
Process: How many doorknobs/hour?
Output: Portion of ‘flawed’ doorknobs?
Outcome: Did anyone like the doorknobs?
63. Copyright 2013 Cowan Publishing
FULL CIRCLE
!
THINK SEE
FEEL DO
PERSONAS
Who?
X
PROBLEM
SCENARIOS
What?
USER
STORIES
How?
VALUE
PROPOSITIONS
& ASSUMPTIONS
What if?
!
PRODUCT &
PROMOTION
Pivot?
/
WIREFRAMES/
PROTOTYPES
How?
..
Scale?
66. Copyright 2013 Cowan Publishing
WHAT NOW?
Salesforce User: Improve your projects
Consultant: Update your toolbox
ISV: Turbo-charge your product development
