8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
VENTURE DESIGN SPRINTS KICKING OFF AMOTIVATION SPRINT
Alex Cowan
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
THE VENTURE DESIGN PROCESS
S C A L E ?
P IV O T ?
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
S H O W
M E …
?
W H A T
I F ?
WHO?PERSONAS
W H A T ?
PROBLEM
SCENARIOS &
ALTERNATIVES
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
THE DESIGN SPRINT
me oxe
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
THE DESIGN SPRINT
NONEED
NONEED
NONEED
NONEEDPERSONAS
& PROBLEMS? MOTIVATIONS? USABILITY? ARCHITECTURE? BUILD STUFF!
HERE’S
WHAT…
NEED NEED NEED NEED
PROBLEM
SCENARIO
SPRINT
MOTIVATION
SPRINT
USABILITY
SPRINT
ARCHITECTURE
SPRINT
WHAT DO
WE DO NEXT
WEEK?
8/18/2019 Motivation Sprint Kickoff Presentation
5/22
© 2015 COWAN+
SPRINT TYPES
VALIDATED
PROPOSITIONS
WORKING USERSTORIES
So you don’t deliver asolution no one wants.
So you practice drivingto user stories and
test yourself on yourunderstanding andreadiness.
MotivationSprint
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
CONCEPTS
0
Lean Startup
-Evidence-Based Innovation & The Scientific Method
- Learning Objectives vs. Scaling Objectives
- Structuring Assumptions
- Applied Experimentation and Minimum Viable
Products (MVP’s)
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
WORKING YOUR VALUE HYPOTHESIS
PERSONA HYPOTHESIS
PROBLEM HYPOTHESIS
VALUE HYPOTHESIS
CUSTOMER CREATION HYPOTHESIS
USABILITY HYPOTHESIS
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
SYSTEMATIC DRIVE TO VALUE VIA ‘LEAN STARTUP’
Do I have real evidence from my buyer that this is compelling?
01 IDEA!
What is our ‘value hypothesis’ and what areits key assumptions?
02 HYPOTHESI S
How do I definitely prove or disprove theassumptions with a minimum of time andeffort?
03 EXPERIMENTAL DESIG N
04 EXPERIMENTATION
Am I reacting or am I focused onvalidating my pivotal assumptions?
‘Pivot or persevere?’
VALUEHYPOTHESIS
source: adapted from ‘The Lean Startup’
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
EXAMPLE: ENABLE QUIZ
OPPORTUNITYHiring quality technical talent is critical formany companies, but screening for skill sets is time consuming and awkward.
CHALLENGEThe founding team wants to bootstrap withoutexternal funding so they need to focus on aspecific technical domain, one that will get them strong early traction.
ENABLE
QUIZ
ENABLEQUIZ
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
EXAMPLE: ENABLE QUIZ
Persona(s)Helen the HR Manager- responsible for sourcing and screening job candidates
Frank the Functional Manager- hiring manager responsible for acquiring and managing talent
ProblemScenario
Helen: hard to screen for technical skills
Frank: never has enough time for recruiting and doesn’t want to be a jerk during interviews
AlternativesHelen: call references, take their word for it (on skills)
Frank: ask a few probing questions
ValueHypothesis
If Enable Quiz offers companies that hire engineers lightweight technical quizzes that screen job candidates for
engineering positions, then these companies would trial, use, adopt, and pay for such a service.
What Minimum Viable Product (MVP)?
That you can bootstrap?
That doesn’t require software at all?
ENABLEQUIZ
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
THE CONCIERGE MVP
Metrics:
Do the HR managers use them? How often?
Do they want one for their next open position?
Do the functional managers care?
Work with a set of HR managers to produceposition-specific quizzes by hand on paper (orGoogle Forms, etc.).
ENABLEQUIZ
8/18/2019 Motivation Sprint Kickoff Presentation
12/22
© 2015 COWAN+
CASE STUDY: ZAPPOS
OPPORTUNITY(1999) An observed problem scenario around the difficulty of finding the right shoe at localretail and a giant (but nascent) market in onlineretail.
CHALLENGEConsumers still in the early stages of adoptingand habituating to online retail. Founder (Nick
Swinmurn) wanted to bootstrap.
ZAPPOS
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
Persona(s) Sam the shoe-hound- knows what he wants but not where to get it.
ProblemScenario
Sam is unable to find the shoe he wants at local retailers, wasting time and getting frustrated.
Alternatives Possibly mail order or wait until he’s in a bigger market to go to the store.
ValueHypothesis Make the shoe Sam wants accessible online and make sure he has a great experience so he’ll come back and nothave to think about where to find the shoe he wants anymore.
What Minimum Viable Product (MVP)?
That you can bootstrap?
That doesn’t require software at all?
CASE STUDY: ZAPPOS
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
Result:It worked and the rest is history.
Photographed shoes and put them online toobserve whether anyone bought them.
CASE STUDY: ZAPPOS
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
UNBUNDLING THE VALUE HYPOTHESIS INTO ASSUMPTIONS
MVP Archetype Example Assumptions (Enable Quiz)
Wizard of Oz If we get HR managers to a landing page with a demo, 10% will sign up forour email product announcements.
Concierge If we create position-specific quizzes for HR managers, they’ll use them~100% of the time and, after two positions, be willing to pay.
SalesIf we offer the service at [x] price with [y] supplemental assistance,companies that hire a lot of engineers will pay [z].
If we [do something] for [persona], they will [respond in a certain way]
8/18/2019 Motivation Sprint Kickoff Presentation
16/22
© 2015 COWAN+
UNBUNDLING THE VALUE HYPOTHESIS INTO ASSUMPTIONS
MVP Archetype Example Assumptions (Enable Quiz)
Wizard of Oz If we get HR managers to a landing page with a demo, 10% will sign up forour email product announcements.
Concierge If we create position-specific quizzes for HR managers, they’ll use them~100% of the time and, after two positions, be willing to pay.
SalesIf we offer the service at [x] price with [y] supplemental assistance,companies that hire a lot of engineers will pay [z].
If we [do something] for [persona], they will [respond in a certain way]
8/18/2019 Motivation Sprint Kickoff Presentation
17/22
© 2015 COWAN+
EXAMPLE: ENABLE QUIZ CONCIERGE MVPComponent Notes
What assumption will this test? If we offer HR managers at companies that hire a lot of engineers a lightweightquizzing app, they will convert to paid subscriptions after an unpaid trial.
How? We’ll start with custom-built quizzes on Google Forms to assess the basic value of the product to the HR manager.
What is/are the pivotal metric(s)?
What is the threshold for true (validated) vs.false (invalidated)?
1: If we create position-specific quizzes for HR managers, they’ll use them ~100% of the time. Metric: [quizzes administered]/[candidates interviewed].
2: If the HR managers use the quiz, they’ll send through
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
GETTING READY FOR YOUR SESSIONS
1 2 3 4 5
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
DAY 1 ACTIVITIES: MOTIVATION SPRINT
Intro. Concepts + Warmup
Draft Structured Assumptions
Brainstorm Experiment Ideas
Rank Experiment Ideas
Detail Experiment Ideas
Detail Experiment Plan
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
DAY 2-4 ACTIVITIES: MOTIVATION SPRINT
2 3 4Experimentation
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
DAY 5 ACTIVITIES: MOTIVATION SPRINT
5
Review Metrics & Evidence
Draft User Stories, Storyboards, Wireframes
Decide Next Steps
8/18/2019 Motivation Sprint Kickoff Presentation
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© 2015 COWAN+
YOUR BRIEF
0
Who & What?We want to unpack and detail this basic assumption:
If we [do x] for [a certain persona] they will [respond in a
certain way].
Why?We need to determine if building [initial software deliverable] is
likely to be valuable to [personas].
How?Our deliverables will be: a set of experiments and validated
assumptions, along with user stories to test our readiness and
concepts for implementation.