Please see: http://www.alexandercowan.com/online-workshop-venture-design-achieving-customer-relevance/

1. Copyright 2014 Cowan Publishing
Venture
Design
Workshop V
Building the Right
Product

2. Copyright 2014 Cowan Publishing
AGENDA
Period
Deliverables
Venture Design I:
Achieving Customer
Relevance
Personas
Problem Scenarios-Alternatives-Value Propositions
Start Business Model Canvas
Storyboards
Customer Discovery
Venture Design II: Iterating
to Success
Venture Planning- focal hypotheses, experiments, and minimum viable
‘product’
Venture Design III:
Focusing & Validating
Venture Progress
Review of field work, refinements of approach, planning next steps.
Venture Design IV:
Engineering Your Business
Model
Detailing your business model and remaining focal assumptions.
Venture Design V:
Designing the Right
Product
Pairing your learnings on personas & hypotheses with high quality,
actionable inputs (stories & wireframes) for product development and
product validation.

3. Copyright 2014 Cowan Publishing
DEVELOPMENT
Waterfall
Then
Agile
Now

4. Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
AGILE FOUNDATIONS
Individuals
Interactions
>
Processes
Tools
Working
software
Comprehensive
Documentation
>
Customer
collaboration
Contract
negotiation
>
Responding
to change
Following
a plan
>

5. Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
AGILE FOUNDATIONS
USER STORIES
DISCUSSION
DEVELOPMENT
VALIDATION
PERSONAS
PROBLEM SCENARIOS,
ALTERNATIVES
PROPOSITIONS

6. Copyright 2014 Cowan Publishing
AGILE & LEAN
validate feature
relevance with
customers
Past
collaborate with
development
team
Present
observe and
envision what’s
next
Future

7. Copyright 2014 Cowan Publishing
PERSONAS
PROBLEM SCENARIOS
STORIES
Epic Stories
Stories
Test Cases
“As a [persona],
I want to [do something]
so that I can [derive a benefit]”
Drafting
Stories
AGILE USER STORIES- WHATIS
ALEX COWAN
AlexanderCowan.com
@cowanSF

8. Copyright 2014 Cowan Publishing
CHILD STORIES
A) “As an HR manager, I want to get a list of topics relevant to an open position from the functional
manager so I can set up a relevant and complete quiz for screening.”
B) “As an HR manager, I want to browse the quiz banks [of available questions] so I can make sure
I’m subscribed to all the necessary topics for my quiz.”
C) “As an HR manager, I want to purchase additional quiz banks so I can add additional technical
topics to my quizzes.”
D) “As an HR manager, I want to create a custom quiz banks so I can add custom questions the
functional manager wants to add to the quiz.”
E) “As a manager, I want to set the quiz up for a possible recruit to use.”
F) “As an HR manager, I want to make the candidates’ scores available to the functional manager,
along with the rest of my notes.
EPIC STORY
EXAMPLE: AGILE USER STORIES
‘As the HR manager, I want to create a screening quiz so that I can understand whether I want to
send possible recruits to the functional manager.’

9. Copyright 2014 Cowan Publishing
EPIC STORY
EXAMPLE: AGILE USER STORIES
‘As the HR manager, I want to create a screening quiz so that I can understand whether I want to
send possible recruits to the functional manager.’
ALEX COWAN
AlexanderCowan.com
@cowanSF

10. Copyright 2014 Cowan Publishing
STORYBOARDING AN EPIC
‘As the HR manager, I
want to create a
screening quiz so that I
can understand
whether I want to send
possible recruits to the
functional manager.’
ALEX COWAN
AlexanderCowan.com
@cowanSF

11. Copyright 2014 Cowan Publishing
EXERCISE- DRAFT AN AGILE EPIC
Draft an epic story (4 min)
“As a [persona],
I want to [do something]
so that I can [derive a benefit]”
‘As the HR manager, I want to create a
screening quiz so that I can understand
whether I want to send possible recruits to
the functional manager.’

12. Copyright 2014 Cowan Publishing
STORYBOARDING AN EPIC
‘As the HR manager, I
want to create a
screening quiz so that I
can understand
whether I want to send
possible recruits to the
functional manager.’
Guideline:
3-6 squares
(10 min)

13. Copyright 2014 Cowan Publishing
CHILD STORIES
A) “As an HR manager, I want to get a list of topics relevant to an open position from the functional
manager so I can set up a relevant and complete quiz for screening.”
B) “As an HR manager, I want to browse the quiz banks [of available questions] so I can make sure
I’m subscribed to all the necessary topics for my quiz.”
C) “As an HR manager, I want to purchase additional quiz banks so I can add additional technical
topics to my quizzes.”
D) “As an HR manager, I want to create a custom quiz banks so I can add custom questions the
functional manager wants to add to the quiz.”
E) “As a manager, I want to set the quiz up for a possible recruit to use.”
F) “As an HR manager, I want to make the candidates’ scores available to the functional manager,
along with the rest of my notes.
EPIC STORY
EXAMPLE: AGILE USER STORIES
‘As the HR manager, I want to create a screening quiz so that I can understand whether I want to
send possible recruits to the functional manager.’

14. Copyright 2014 Cowan Publishing
STORYBOARDING AN EPIC
‘As the HR manager, I
want to create a
screening quiz so that I
can understand
whether I want to send
possible recruits to the
functional manager.’
STORIES: A, B STORIES: C
STORIES: E STORIES: F STORIES: G, H
STORIES: D

15. Copyright 2014 Cowan Publishing
CHILD STORIES
A) “As an HR manager, I want to get a list of topics relevant to an open position from the functional
manager so I can set up a relevant and complete quiz for screening.”
B) “As an HR manager, I want to browse the quiz banks [of available questions] so I can make sure
I’m subscribed to all the necessary topics for my quiz.”
C) “As an HR manager, I want to purchase additional quiz banks so I can add additional technical
topics to my quizzes.”
D) “As an HR manager, I want to create a custom quiz banks so I can add custom questions the
functional manager wants to add to the quiz.”
E) “As a manager, I want to set the quiz up for a possible recruit to use.”
F) “As an HR manager, I want to make the candidates’ scores available to the functional manager,
along with the rest of my notes.
EPIC STORY
EXERCISE: DRAFT AGILE USER STORIES (10 MIN.)
‘As the HR manager, I want to create a screening quiz so that I can understand whether I want to
send possible recruits to the functional manager.’

16. Copyright 2014 Cowan Publishing
As
Presenter
As
Audience
1) What is this? (Use positioning
statement)
2) What is the epic story? (Describe using
storyboard)
3) How does it decompose into user
stories?
- Focus on the process; avoid editorial
- Ask a lot of questions
- Think about it like an investor
EXERCISE: PEER PRESENTATION
ALEX COWAN
AlexanderCowan.com
@cowanSF
(5 min./ each)

17. Copyright 2014 Cowan Publishing
ABOUT PROTOTYPING
Stay focused to the persona and the problem.
All solutions are temporary, especially at this stage.
ALEX COWAN
AlexanderCowan.com
@cowanSF

18. Copyright 2014 Cowan Publishing
PLAY TO YOUR ADVANTAGE AT THE EARLY PHASES
EXPENSE
FLEXIBILITY
wireframe
working design
prototype
working product
… with a few users
… with lots of users
idea
DRAFT &
EXPERIMENT
A LOT

19. Copyright 2014 Cowan Publishing
PLAY TO YOUR ADVANTAGE AT THE EARLY PHASES
EXPENSE
FLEXIBILITY
wireframe
working design
prototype
working product
… with a few users
… with lots of users
idea
play to your
strengths as as
startup/new product
in this zone

20. Copyright 2014 Cowan Publishing
THINK SEE
FEEL DO
PERSONAS
Who?
X
PROBLEM
SCENARIOS &
ALTERNATIVES
What?
VALUE
PROPOSITIONS
& ASSUMPTIONS
What if?
!
USER
STORIES &
PROTOTYPES
How?
CUSTOMER
DISCOVERY &
EXPERIMENTS
Tell me…?
#1 MOST COMMON PROBLEM WITH PROTOTYPING
==NOT BEING READY
Having focal
propositions
supported
by customer
discovery is
the first
prereq. to
good
prototyping

21. Copyright 2014 Cowan Publishing
STEP 1: ID WHATY YOU NEED & FIND COMP’S
Don’t reinvent the wheel.
(startup’s have enough risk)
Identify the interface elements
you need, then find
comparables and existing
patterns.
(ref: bit.ly/protonow)
ALEX COWAN
AlexanderCowan.com
@cowanSF

22. Copyright 2014 Cowan Publishing
CASE STUDY: BRAND LATTICE
ALEX COWAN
AlexanderCowan.com
@cowanSF
Brand identity application for
designers and their clients

23. Copyright 2014 Cowan Publishing
STEP 1: NEEDS AND COMP’S
ALEX COWAN
AlexanderCowan.com
@cowanSF
NEEDED: sequential process with ability to skip
ahead and go back; strong anchor in where you
are in the process
COMP’S: wizard-type interfaces for
shopping and item configuration

24. Copyright 2014 Cowan Publishing
EXERCISE: IDENTIFY COMP’S
ALEX COWAN
AlexanderCowan.com
@cowanSF
NEEDED: What are the key functional
elements you need?
COMP’S: What existing applications have
these? Which ones are best practice? What
do you like/not like about them for your
purpose?
(5 min)

25. Copyright 2014 Cowan Publishing
As
Presenter
As
Audience
1) What are the key functional blocks?
2) What are some best practice examples?
3) What do they tell you? What parts do
you, don’t you consider applicable?
- Focus on the process; avoid editorial
- Ask a lot of questions
- Think about it like an investor
EXERCISE: PRESENTATIONS
ALEX COWAN
AlexanderCowan.com
@cowanSF
(2 min./ each
x 3 students)

26. Copyright 2014 Cowan Publishing
STEP 2: WIREFRAMING
ALEX COWAN
AlexanderCowan.com
@cowanSF
Wireframes are for discussion.
Good wireframing tools:
- help you color in the lines using existing UI
metaphors (scroll bars, drop-down’s, etc.)
- are easy to use and uncomplicated
- facilitate annotation and discussion

27. Copyright 2014 Cowan Publishing
WIREFRAMING AT BRAND LATTICE
ALEX COWAN
AlexanderCowan.com
@cowanSF
Concept items I did in Balsamiq (wireframing tool)

28. Copyright 2014 Cowan Publishing
WIREFRAMING AT BRAND LATTICE
ALEX COWAN
AlexanderCowan.com
@cowanSF
More detail from design lead (created in Adobe Illustrator)

29. Copyright 2014 Cowan Publishing
PROTOTYPING AT BRAND LATTICE
1) Photoshop
designs from
design lead
2) Created
concept
prototype in
Keynote*
3) Finished
early user
testing
* PowerPoint has similar
functionality

30. Copyright 2014 Cowan Publishing
PROTOTYPING AT LARGE
Let your key assumptions
drive experiments to
determine the type of
prototype you need
Keynote and PowerPoint let you link shapes to slides
for basic (fake) interaction
There are many prototyping tools that provide for
interactive prototypes
If you know what you want, just doing static
interactions in HTML/CSS/JS isn’t bad (if you have
access to that skill set)

31. Copyright 2014 Cowan Publishing
DOCUMENT UX ASSUMPTIONS AS YOU GO
Let’s assume.
Then test.
Let’s not
argue

32. Copyright 2014 Cowan Publishing
EXAMPLE ASSUMPTIONS & EXPERIMENTS
brand lattice UI:
Drag and drop isn’t yet in common use.
Would users get it?
Noted as key assumption and became early
focal item in user test

33. Copyright 2014 Cowan Publishing
ITERATING BASED ON TEST RESULTS
70% of users
didn’t get the
drag and drop
in this version
This change in
the annotation
was enough so
they got it

34. Copyright 2014 Cowan Publishing
THE “MTP”
P
inimum
estable
roduct
T
M

35. Copyright 2014 Cowan Publishing
PARING AWAY ASSUMPTIONS VIA MTP
Tactical
assumptions
about
usability
Pivotal
assumptions
about
relevance
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions

36. Copyright 2014 Cowan Publishing
EXERCISE (OPTIONAL): BALSAMIQ ON G.APP’S
1: Visit Google App’s for Drive
- Go to Google Doc’s (via Gmail, etc. account)
- Click on ‘Create’ then see menu at bottom
2: Get the Balsamiq (trial)
3: On the ‘Create’ menu, you’ll now see an
optional for Balsamiq Mockup’s

37. Copyright 2014 Cowan Publishing
EXERCISE: CREATE MOCKUP’S
ALEX COWAN
AlexanderCowan.com
@cowanSF
Create a set of wireframes for your epic story, drawing on the
comp’s your created as you see fit.
(15 min.)

38. Copyright 2014 Cowan Publishing
As
Presenter
As
Audience
1) Review the epic.
2) How might the user navigate the system
through these steps?
3) What do you think will be the most
challenging parts of creating a good UI?
- Focus on the process; avoid editorial
- Ask a lot of questions
- Think about it like an investor
EXERCISE: PEER PRESENTATION
ALEX COWAN
AlexanderCowan.com
@cowanSF
(5 min./ each)

39. Copyright 2014 Cowan Publishing
BEING RELEVANT, LOOKING GOOD
Four phases to branding:
Strategy Creation Expression Stewardship
What is the company (or product) about?
- Starting point: your positioning statement from
session 1
- Bear in mind your customer storytelling: personas,
problem scenarios, propositions
- You can create a brand strategy moodboard on
brandlattice.com in about 10 minutes

40. Copyright 2014 Cowan Publishing
BEING RELEVANT, LOOKING GOOD
Four phases to branding:
Strategy Creation Expression Stewardship
What is does this company (or product) look like?
- CONSISTENCY IS THE #1 MOST IMPORTANT PART OF
YOUR VISUAL COMMUNICATION
- Take 20 minutes and create a style guide: bit.ly/3tostyleguide
(optional)

41. Copyright 2014 Cowan Publishing
BEING RELEVANT, LOOKING GOOD
Four phases to branding:
Strategy Creation Expression Stewardship
How do we apply our brand strategy to (front
end, business cards, website, etc.)?
- Now this is (relatively) easy! Just use your style
guide and any prior applications you have

42. Copyright 2014 Cowan Publishing
BEING RELEVANT, LOOKING GOOD
Four phases to branding:
Strategy Creation Expression Stewardship
How do we keep this program strong?
- Maintenance, etc. (not important for us here)

43. Copyright 2014 Cowan Publishing
WHERE ARE YOU NOW?
MVP
Product-Market
Fit(?) Scale
PIVOTAL
ASSUMPTIONS
PRODUCT
ORG.
PARTNERS,
CHANNELS
Nascent
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!

44. Copyright 2014 Cowan Publishing
THINK SEE
FEEL DO
PERSONAS
Who?
X
PROBLEM
SCENARIOS &
ALTERNATIVES
What?
VALUE
PROPOSITIONS
& ASSUMPTIONS
What if?
!
USER
STORIES &
PROTOTYPES
How?
Scale?
Pivot?
PRODUCT &
PROMOTION
/
CUSTOMER
DISCOVERY &
EXPERIMENTS
Tell me…?
FULL CIRCLE

45. Copyright 2014 Cowan Publishing
FULL CIRCLE (IN REVERSE)
!
PRODUCT &
PROMOTION
USER
STORIES &
PROTOTYPES
Did the implementation
deliver on the story?
/
CUSTOMER
DISCOVERY
&
EXPERIMENT
How did the
customer/user
react?
VALUE
PROPOSITIONS
& ASSUMPTIONS
!
Was the
implemented
story relevant to
the proposition?
X
PROBLEM
SCENARIOS &
ALTERNATIVES
Is problem
relevant? Is the
proposition
better vs.
alternatives?
THINK SEE
FEEL DO
PERSONAS
Do we
understand this
person? What
makes them
tick?

46. Copyright 2014 Cowan Publishing
AGENDA
Period
Deliverables
Venture Design I:
Achieving Customer
Relevance
Personas
Problem Scenarios-Alternatives-Value Propositions
Start Business Model Canvas
Storyboards
Customer Discovery
Venture Design II: Iterating
to Success
Venture Planning- focal hypotheses, experiments, and minimum viable
‘product’
Venture Design III:
Focusing & Validating
Venture Progress
Review of field work, refinements of approach, planning next steps.
Venture Design IV:
Engineering Your Business
Model
Detailing your business model and remaining focal assumptions.
Venture Design V:
Designing the Right
Product
Pairing your learnings on personas & hypotheses with high quality,
actionable inputs (stories & wireframes) for product development and
product validation.

47. Copyright 2014 Cowan Publishing
acowan@alexandercowan.com
@cowanSF
www.alexandercowan.com/venture-design
http://bit.ly/vdesignV
www.alexandercowan.com/learn