Design Thinking & Agile Innovation Workshop combining elements from Design Thinking, Customer Development, Christensen's Jobs to be Done, Osterwalder's Value Proposition Canvas, Javelin Experiment Board, Lean Startup and Paper Prototyping.
8. KEGON AG 2014
Practice: Form interdisciplinary DT Teams of 4
Facilitator/Coach
Marketing/PO/Business
UX, Designer
Developer
not from the same company
Male & female in each team
9. KEGON AG 2014
Practice: Pitch
Half baked
Brainstorm some problems with electric cars/visiting conferences
Combine 2 interesting problems …
Pitch your own product idea (1 Minute)
What is the problem that your product is solving? (10-20 Seconds)
How does the product solve the problem? (10-20 seconds)
Why would a customer prefer your solution to a common existing
alternative? (10-20 seconds)
Finally, make up a name for your product. (5 Seconds)
http://glasgow.startupweekend.org/2012/05/21/pitching-advice-for-friday/
10. KEGON AG 2014
Iterative Design Thinking Process
Hildebrand e.a. 2013
Understand
Observations
Define Ideate
PrototypES
TestS
12. KEGON AG 2014
Customer Development (Blank)
Customer Development
Customer Development was first describes by Steve Blank as a four step process:
Customer Discovery
Goal: Problem/Solution Fit (Do I have a problem worth solving?)
Document the initial Business Plan (aka Plan A) in a one page Business Model Canvas and run
experiments to test problem and solution in front of potential customers (aka prospects). Build a low
fidelity MVP (mock up or rapid prototype) and “demo” it to early adopters, who are already aware of
the problem and are actively searching for a solution.
Customer Validation
Goal: Product/Market Fit (Have I build something people need and pay for?)
Build a MVP to test key features and try to sell it, thereby turning prospects into customers. Measure
acquisition, retention and growth rate of customers to verify that your business model is repeatable
Product-
Market Fit
Have I build
something people
want and buy?
Problem-
Solution Fit
Do I have a problem
worth solving?
Sustainable
Growth
How can I accelerate
growth?
13. KEGON AG 2014
Customer Discovery Process
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
Customer Discovery
Customer
Discovery
Phase 1
Author
Hypothesis
Phase 2
Test
Problem
Hypothesis
Phase 4
Verify, I terate &
Expand
Phase 3
Test
Product
Hypothesis
To Validation
https://steveblank.files.wordpress.com/2014/06/what-is-customer-discovery.m4v
15. KEGON AG 2014
Value Proposition Canvas
Problem-Solution Fit
Do I have a problem worth solving?
http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-
new-value-proposition-designer.html
17. KEGON AG 2014
Test Value Proposition Canvas
http://businessmodelalchemist.com/blog/2012/09/test-your-value-proposition-supercharge-lean-
startup-and-custdev-principles.html
19. KEGON AG 2014
Practice: Test Customer Problem Assumptions
In your product groups:
Prioritize assumptions by risk of failure (top 3)
How do you test them?
5 minutes
21. KEGON AG 2014
Lean Startup
A Startup is an organization designed to create new
products and services under conditions of extreme
uncertainty.
Validated Learning
They exist to learn how to build a sustainable business.
This learning can be validated scientifically, by running
experiments that allow us to test each element of our
business model.
Build-Measure-Learn
The fundamental activity of a startup is to turn ideas into
products, measure how customers respond, and then learn
whether to pivot or persevere, where a pivot is defined as a
major change in the company’s business model.
26. KEGON AG 2014
Practice: Test Solution Assumptions
In your product groups:
Prioritize assumptions by risk of failure
How can you test the riskiest one?
What do you need to build for that?
5 minutes
27. KEGON AG 2014
Practice: Crazy Eight (8 x 40 sec.)
https://www.gv.com/lib/the-product-design-sprint-divergeday2