Design Sprint Roadmap 0.0 - PREPARATION: Visual Checklists for Simpler, Faster, and Cheaper Product Innovation Testing (PIT) Cycles

Challenge/Job To Get Done (JTGD): ................................................... Pain/Delight (-/+): ….....
Design Sprint (DS) Loop
Rapidly Solve Big Problems and Test New Ideas
World-class Coaching on Design Sprint (DS) Map & Master of Business Model Engineering (MBME). Design Map Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
DESIGN SPRINT (DS) LOOP
Understand
Diverge
Decide Prototype
Validate
1
2
34
5

Understand
Problem
Diverge
Solu=on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida=on
1
2
34
5

Understand
Problem
Diverge
Solu=on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida=on
1
2
34
5
Build
Measure
Learn

Organic Design Sprint (DS) Map
1 2 3 4 5
Understand Diverge Decide Prototype Validate
SYSTEM: Design Sprint Roadmap (Agenda) - Deliverables

1 2 3 4 5
Problem
SoluSon
Hypotheses
Prototype
ValidaSon

1 2 3 4 5
Problem
(Pain)
SoluSon
(Ideas)
Hypotheses
(Sketches)
Prototype
(Scene)
ValidaSon
(Tes=ng)

Pain/Delight (-/+): ….....
WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
1 2 3 4 5
Challenge/Job To Get Done (JTGD): ...................................................
WHEN
Time
OPSE Map
Design Sprint (DS) Map
Problem
(Pain)
SoluSon
(Ideas)
Hypotheses
(Sketches)
Prototype
(Scene)
ValidaSon
(Tes=ng)

OVERVIEW OF
5-DAY DESIGN SPRINT

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5
WHEN
Time
OPSE Map (6Q-Cards)

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
Solu=on
Hypotheses
Prototype
Valida=on
1 2 3 4 5
SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
WHEN
Time
q  TARGETED CUSTOMER:
Most Important Customer (MIC):
q  TARGETED PROBLEM: Most Cri=cal
Job To Get Done (-/+)
q  Experts:
Product User TesSng (PUT) Map

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
Solu=on
Hypotheses
Prototype
Valida=on
1 2 3 4 5
SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
WHEN
Time
q  TARGETED CUSTOMER:
Most Important Customer (MIC):
q  TARGETED PROBLEM: Most Cri=cal
Job To Get Done (-/+)
q  Experts:
q  Customer Journey (Habit) Map:
q  Customer Scenario (JTGD; Trade-oﬀ):
q  Winning Strategy (HMW):
Product User TesSng (PUT) Map

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5
WHEN
Time
OPSE Map (6Q-Cards)
Monday Tuesday Wed/day Thursday Friday

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5
10am-
5pm
10am-
5pm
10am-
5pm
10am-
5pm
9am-
5pm
•  Office
•  Env.:
Risks/Opp.
*3 Compe-
=tors:
Trade-offs
* Store:
$100 Gi^
Vouchers
* Office * Make-
shi^ Lab:
2 Rooms
* Problem;
Vision/Goal
* SelecSon
Criteria
* Customer
Story Map
* RealisSc
Prototype
* Problem-
SoluSon Fit
Most
Important
Customer;
Experts
Screened/
Recruited
Customers:
(Craigslist)
Internal
Customer/
Cri=c;
Decider
Internal
Customer/
Cri=c;
Decider
5 External
Customers;
Observers/
Interviewer
* Customer
Journey
(Habit) Map
* HMW …
* Lightning
Demos
* Solu=on
Sketches
* Strongest
Solu=on
* 3x5 Story-
board/Grid
*Prototype
*Interview
Script/Role
Playing
* Prototype
* Customer
Grid
* JTGD
* Team: <8;
Premortem
* Generate
ideas
* S=cky
Decision
*Build
* Run Trials
* Measure
* Learn/Val
WHEN
Time
OPSE Map (6Q-Cards)

PREPARATION
DESIGN SPRINT (DS) MAP

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
PreparaSon Checklist

q  Targeted (External) Customers:
INITIAL RECRUITMENT/SOLICITATION
q  Targeted Problem (Pain; Trade-off)
q  Design Sprint (DS) Ques=on
q  Big Challenge/Constraint/Risk/
Problem
q  Long-term Goal (Vision):
q  What Has To Be True …? (WHTBT)
q  Place (Room/s) for Design Sprint:
q  Interview Place
q  External Experts (Influencers):
q  Schedule (Program) for Design Sprint:
WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
q  Design Sprint Team (Members/Roles):
q  Challenge/Job To Get Done (JTGD):
q  Supplies:
q  Realis=c Prototype
q  Winning Strategy
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
PreparaSon Checklist

q  MarkeSng Expert: knows about
market desirability: prepares
markeUng/branding/PR messages
q  Customer Expert: regularly talks, one-
on-one, with customers
q  Decider: makes (criUcal) decisions
q  Finance Expert: explains ﬁnancial
viability: revenue (streams) and cost
(structure)
WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
q  Facilitator: manages Ume, conversaUons,
and overall process
q  Tech/LogisSc Expert: understands
technical feasibility: what products/
services can be built and/or delivered
q  Design Expert: designs product/service
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Design Sprint Team Checklist

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
q  Whiteboard (2No.); Rolling Whiteboard
q  IdeaPaint; Markers; Pens
q  Paper; SScky Notes; Dot SSckers;
Masking Tape
q  (Time) Timer; Healthy Snacks
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Supplies Checklist

q  To what exisSng/potenSal customers
do you want to talk?
q  What specific criteria would idenSfy
potenSal targeted customers?
q  What screening (JTGD) quesSons
would validate selecSons?

q  Who are non-customers?
q  What specific criteria would idenSfy
potenSal non-customers (refusers)?
q  What screening (JTGD) quesSons
would validate non-customers?
WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Customer Recruitment Checklist

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
PRODUCTION (PROTOTYPING) TEAM
q  Makers (>=2); SScher (1)
q  Writer (1)
q  Asset Collector (>=1)
q  Interviewer (1)
CATEGORIES OF REALISTIC PROTOTYPES
q  Screen document: app; so^ware
q  Paper document: brochure; report
q  Physical space: oﬃce; lobby; store
q  Artefact: product; machinery
q  Service: customer support; medical
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Prototyping Checklist

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Interviewing Checklist
q  Interview Place/Room
q  Observa=on Place/Room

q  Scheduled Time(s)
q  Friendly Welcome
q  Context (JTGD) QuesSons
q  IntroducSon to Prototypes
q  Detailed Tasks (JTGD) & Probing
q  Quick Product Debrieﬁng

APPENDIX
More Checklists for PREPARATION

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
JTGD Interview Checklist
USER OF REALISTIC PROTOTYPES
(first: small talk with prospect/customer
about weather, interests, work, etc.)
q  (Would you be willing to look at some
prototypes?)
q  Why do you do the job (task)?
q  Why did you choose specific tools?
q  Do you pay for the tools or usage?
q  Why (not)?
q  Where do you do the job (task)?
q  What do you do in your spare =me?
q  If you came across this product/
prototype in [place], how would you
decide you wanted to buy/use it?
q  When did you first start doing the job
(task)?
q  When do you do the job (task)?
q  What kind of work (job) do you do?
q  What tools do you use to help you?
q  What do you like about the tools?
q  What do you dislike about the tools?
q  How did you first get informa=on about
product/tool: online; offline?
q  How do you do achieve your most
important goals and objecSves?

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Probing QuesSons Checklist
q  What do you think of that …?
q  What do you expect that to do?
q  What are you looking for?
q  What do you want to do next?
q  What’s going on in your mind, now?

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Product Debriefing Checklist
q  How would you compare different
products: Delight vs. Pain?
q  Which parts of the products would
you combine to create the “ideal” or
perfect product?
q  How does the product compare with
exisSng tools (that you use)?
q  What did you like about product?
q  What didn’t you like about product?
q  What 3 things to magically improve?

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Design Sprint Tools Checklist
q  Challenge (Wicked vs. Tame)
q  Sprint QuesSons (Customer-focused)
q  Sprint Decision (5 Steps.: - Art
Museum (AlternaUves); Heat Map;
Speed CriUque; Straw Poll; Supervote

q  Start At The End (SATE): Vision
q  Long-Term Goal (LTG): Enterprise
q  Customer Success (SelecSon) Criteria

q  Design Sprint Roadmap: Understand-
Diverge-Decide-Prototype-Validate
q  Ocean 7-Team; 5-Day Calendar Blocking
q  Ask The Expert; How Might We (HMW)
q  Premortem: How Might We … Fail?
q  Work Together Alone; Heat Map VoSng
q  Divide or Swarm (Customer Story Map)
q  Crazy Product Sketching/Prototyping
q  Remix & Improve; Note-and-Vote
q  Lightning Demos (Value Engine Map)
q  Customer Job To Get Done; Trade-oﬀ
q  Customer Journey (Story/Sales) Map
q  Customer Storyboard Grid: 3 Acts
q  Rapid or Speed User TesSng: 5 No.
q  Expert Interview; Interview Script

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluSon
Hypotheses
Prototype
ValidaSon
1 2 3 4 5

WHEN
Time
Design Sprint Tools Checklist
q  Challenge (Wicked vs. Tame)
q  Sprint QuesSons (Customer-focused)
q  Sprint Decision (5 Steps.: - Art
Museum (AlternaUves); Heat Map;
Speed CriUque; Straw Poll; Supervote

q  Start At The End (SATE): Vision
q  Long-Term Goal (LTG): Enterprise
q  Customer Success (SelecSon) Criteria

q  Design Sprint Roadmap: Understand-
Diverge-Decide-Prototype-Validate
q  Ocean 7-Team; 5-Day Calendar Blocking
q  Ask The Expert; How Might We (HMW)
q  Premortem: How Might We … Fail?
q  Work Together Alone; Heat Map VoSng
q  Divide or Swarm (Customer Story Map)
q  Crazy Product Sketching/Prototyping
q  Remix & Improve; Note-and-Vote
q  Lightning Demos (Value Engine Map)
q  Customer Job To Get Done; Trade-oﬀ
q  Customer Journey (Story/Sales) Map
q  Customer Storyboard Grid: 3 Acts
q  Rapid or Speed User TesSng: 5 No.
q  Expert Interview; Interview Script
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Design Sprint Roadmap 0.0 - PREPARATION: Visual Checklists for Simpler, Faster, and Cheaper Product Innovation Testing (PIT) Cycles

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Design Sprint Roadmap 0.0 - PREPARATION: Visual Checklists for Simpler, Faster, and Cheaper Product Innovation Testing (PIT) Cycles