The document describes the Design Sprint process, which is a time-boxed framework for solving problems through understanding, diverging, building, and testing solutions over the course of a sprint. It provides examples of exercises used in each phase, such as empathy mapping to understand users, storyboarding and prototyping to generate and refine ideas, and assumption mapping to test prototypes and gather feedback. The goal is to increase the chances of creating solutions that people want by involving the team in collaborative problem solving and rapid iteration.

1. DESIGN SPRINT
FOR CREATIVE
TEAMS

2. CEO OF FRESH TILLED SOIL
700+ DIGITAL PRODUCTS
CO-AUTHOR OF DESIGN SPRINT
AUTHOR OF DESIGN LEADERSHIP
CO-AUTHOR OF PRODUCT LEADERSHIP
RICHARD BANFIELD

3. HIGH FIVES
CHALLENGES
MAKE EVERYONE HAPPY

4. A DESIGN SPRINT IS A FLEXIBLE TIME-BOXED
PROBLEM SOLVING FRAMEWORK THAT
INCREASES THE CHANCES OF MAKING
SOMETHING PEOPLE WANT
WHAT IS A DESIGN SPRINT?

5. THE DESIGN SPRINT
UNDERSTAND DIVERGE BUILD
✓X
TESTCONVERGE

6. ANYTIME USER VALIDATION IS REQUIRED
WHEN YOU DON’T HAVE ENOUGH DATA
WHEN THERE ARE ASSUMPTIONS
WHEN YOU ENTER NEW MARKETS
WHEN YOU DESIGN SOMETHING NEW
WHEN YOU WANT TO AVOID POLITICS
WHEN IS A DESIGN SPRINT USED

7. Henrik Kniberg

8. WHY IS MARKET RESEARCH NOT ENOUGH?

9. WHAT IS THE VALUE OF THE DESIGN SPRINT

10. WHAT IS THE VALUE OF THE DESIGN SPRINT
ACCURATELY FRAME THE PROBLEM

11. WHAT IS THE VALUE
WHY IS THE HEADLINE ALWAYS SOMETHING
LIKE ‘MILLENNIALS AREN’T BUYING FABRIC
SOFTENER’ RATHER THAN ‘P&G FAILS TO
ADAPT TO NEW MARKET’?
ALYSSA SMITH
MILLENNIAL CONSUMER

12. WHAT IS THE VALUE
FOCUS THE TEAM ON FACTS

13. EVIDENCE OVER HIPPO

14. WHAT IS THE VALUE
ALIGN THE TEAM

15. WHAT IS THE VALUE
VALIDATE THE SOLUTION

16. WHAT IS THE VALUE
REDUCE RISK
GET CLARITY
GET TALKING

17. WHAT ARE WE CREATING
ANSWERS
PROTOTYPE

18. WHAT ARE WE CREATING
OUTCOMES
OUTPUTS

19. THE DESIGN SPRINT
UNDERSTAND DIVERGE BUILD
✓X
TESTCONVERGE
1 2 3 4 5

20. EVERYONE PARTICIPATES
ALL VOICES ARE EQUAL
BE TOUGH ON IDEAS, GENTLE ON PEOPLE
…
RULES OF THE SPRINT

21. PHASE ONE:
UNDERSTAND

22. USING A SERIES OF EXERCISES WE WILL
BUILD A FOUNDATION OF UNDERSTANDING
OF THE PROBLEM WE NEED TO SOLVE.
WHY?
UNDERSTAND

23. GOAL: FOSTER CLIENT
LOYALTY
$$$
BUY EXPENSIVE
LOYALTY SOLUTION?
Points Program
lots of money & 00/100
DESIGN SPRINT:
LOYALTY IDEATION
TESTED MULTIPLE
PROTOTYPES
1 2 3
RANDOM ACTS OF
KINDNESS > POINTS
SAVE $, HAND WRITTEN
NOTES
just
because
SOLVING THE WRONG PROBLEM

24. WHAT PROBLEM WOULD YOU LIKE TO SOLVE
TODAY?
WORK IN GROUPS.
UNDERSTAND YOUR PROBLEM

25. 5 MINS

26. BACKGROUND
GOALS & ANTI-GOAL
EXISTING PRODUCT, COMPETITORS, AND SUBSTITUTES
FACTS AND ASSUMPTIONS
DEFINE THE PROBLEM
PROBLEM STATEMENT
CHALLENGE MAP(S)
KNOW THE USER
WHO / DO
PERSONAS
USER JOURNEY MAP
UNDERSTAND

27. GOALS VS ANTI-GOALS
GOALS ANTI-GOALS

28. 5 MINS

29. ASSUMPTIONS VS FACTS
FACTS ASSUMPTIONS
THE THINGS
WE CAN PROVE
THE THINGS
WE CAN’T
PROVE YET

30. ASSUMPTIONS VS FACTS
AN ASSUMPTION IS A STATEMENT,
COMMUNICATED AS A FACT BUT WITH NO
EVIDENCE TO SUPPORT IT.

31. ASSUMPTIONS VS FACTS
FACTS ASSUMPTIONS

32. ASSUMPTIONS VS FACTS
FACTS ASSUMPTIONS

33. 5 MINS

34. ASSUMPTIONS VS FACTS
LOW
IMPORTANCE
HIGH
IMPORTANCE
HIGH RISK
LOW RISK

35. ASSUMPTIONS VS FACTS
LOW
IMPORTANCE
HIGH
IMPORTANCE
HIGH RISK
LOW RISK

36. 5 MINS

37. ORGANIZING AND PRIORITIZING
SELECT THE ASSUMPTIONS THAT POSE THE
HIGHEST RISK IF THEY ARE FOUND TO BE
INCORRECT.
THEN PRIORITIZE THOSE ASSUMPTIONS
USING EITHER THE DOT VOTE OR MONEY
VOTE OPTIONS.

38. VOTING OPTION: MONEY
ASSUMPTIONS $$

39. VOTING OPTION: MONEY
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$

40. ASSUMPTIONS $$
VOTING OPTION: MONEY
$
$$
$
$
$
$
$
$
$$
$
$
$
$$
$
$
$
$
$
$
$
$
$

41. VOTING OPTION: MONEY
ASSUMPTIONS $$
$100
$60
$40
$20
$10

42. 5 MINS

43. ASSUMPTIONS TESTING BOARD
ASSUMPTIONS VALIDATED IF…TEST BY…
PROTOTYPED INTERACTIONS
NO INSTRUCTIONS ON PAGE
$$
INTERVIEW QUESTION IS “YES”
$40
$30
$20
SELECTED OPTION ONE
$20
$10

45. EMPATHY MAPPING AND WHO/DO
IDENTIFY THE MOST IMPORTANT USERS,
CUSTOMERS AND INFLUENCERS.
DETERMINE THEIR EMOTIONAL AND
SENSORY INPUTS AND OUTPUTS.

46. EMPATHY MAPPING

47. WHO / DO
WHO DO
ENGINEERING LEAD
CEO
MARKETING MANAGER
LOGISTICS MANAGER
ACCOUNTANT

48. 5 MINS

49. PROBLEM STATEMENTS
WE HAVE OBSERVED THAT [PRODUCT/
SERVICE/ORGANIZATION] ISN’T MEETING
[THESE GOALS/NEEDS], WHICH IS CAUSING
[THIS ADVERSE EFFECT].

50. PROBLEM STATEMENTS
THE PROBLEM TO SOLVE IS:

51. 5 MINS

52. PHASE TWO:
DIVERGE

53. NOW WE WIDEN THE LENS AND GENERATE
POSSIBLE SOLUTIONS TO THE PROBLEM.
THE OBJECTIVE IS TO GENERATE AS MANY
IDEAS AS POSSIBLE. YOU’LL WORK
INDEPENDENTLY AND IN GROUPS TO
MAXIMIZE YOUR POWERS OF IDEATION.
DIVERGE

54. CRITICISM FREE ZONE

55. FOLD THE PAGE INTO 6
DRAW 6 NEW SOLUTIONS
(ON YOUR OWN)
SIX-UPS

56. 5 MINS

57. SHARE YOUR IDEAS WITH THE GROUP
REMEMBER, NO JUDGEMENT YET
SIX-UPS

58. 8 MINS

59. EACH SELECT ONE IDEA
DRAW THREE SCENES FROM
THE IDEA:
1. THE PAIN OR PROBLEM
2. EXPERIENCING THE
SOLUTION
3. THE OUTCOME
STORYBOARDS
1
2
3

60. 6 MINS

61. WRITE A FEW SENTENCES
TO EXPLAIN EACH PART OF
THE STORY
DESCRIBE THE EVENTS
DESCRIBE THE CONTEXT
STORYBOARDS

62. 5 MINS

64. PHASE THREE:
CONVERGE

65. WE MAKE HARD CHOICES AND PICK A SINGLE
DIRECTION TO PROTOTYPE AND TEST.
YOU’LL FOCUS ON HAVING THE RIGHT (AND
SOMETIMES DIFFICULT) CONVERSATIONS
ABOUT HOW YOU CAN SOLVE YOUR CHOSEN
PROBLEM.
CONVERGE

66. SHARE YOUR IDEAS AND DISCUSS WITH THE
ENTIRE GROUP.
REMEMBER: TOUGH ON IDEAS, GENTLE ON
PEOPLE.
SKETCHING

67. EACH PERSON TAKES TURNS IN PRESENTING
THEIR IDEA TO THE REST OF THE TEAM.
LISTENING TEAM MEMBERS PROVIDE
FEEDBACK. PRESENTER TAKES NOTES.
REPEAT UNTIL EACH MEMBER HAS GONE.
RITUAL DISCENT

68. 12 MINS

69. USING THE FEEDBACK YOU RECEIVED, MAKE
IMPROVEMENTS TO YOUR SOLUTION
SKETCHING, AGAIN

70. 5 MINS

71. IDENTIFY THE TWO SOLUTIONS FROM YOUR
TEAM SKETCHES YOU LIKE MOST AND PLACE
YOUR VOTE NEXT TO THEM.
VOTING

72. 3 MINS

73. PHASE FOUR:
BUILD

74. PRODUCT PROTOTYPES ARE LIVING
VERSIONS OF YOUR IDEAS.
PROTOTYPES DON'T HAVE TO BE PERFECT,
BUT SHOULD PROVIDE ENOUGH DETAIL TO
ADEQUATELY TEST YOUR ASSUMPTIONS
WITH USERS OTHER THAN YOURSELVES.
BUILD

75. AS A TEAM, CREATE A MULTI-STEP PROTOTYPE
OF YOUR SOLUTION.
BUILD WITH THE INTERVIEW IN MIND
(DRAW, VIDEO, ROLE PLAYING, ETC.)
PROTOTYPING

79. 10 MINS

80. AS A TEAM, DETERMINE WHO FROM YOUR
TEAM WILL BE THE INTERVIEWER, AND WHO
WILL BE THE NOTE TAKERS
PROTOTYPING

81. 1 MIN

82. AS A TEAM CREATE 3 QUESTIONS TO ASK
DURING THE PROTOTYPE TEST.
DETERMINE WHICH QUESTIONS WILL GET
ASKED BEFORE THE PROTOTYPE IS SHOWN
(UNBIASED), DURING THE PROTOTYPE
(CONNECTED TO A FEATURE), OR AFTER
(WRAP UP)
QUESTION FORMULATION

83. 10 MINS

84. IDENTIFY TOP ASSUMPTIONS FROM PHASE
ONE, RELATED TO THIS IDEA AND LINE UP
VERTICALLY.
ASSUMPTION MAPPING

85. ASSUMPTIONS TESTING BOARD
ASSUMPTIONS VALIDATED IF…TEST BY…
PROTOTYPED INTERACTIONS
NO INSTRUCTIONS ON PAGE
$$
INTERVIEW QUESTION IS “YES”
$40
$30
$20
SELECTED OPTION ONE
$20
$10

86. 5 MINS

87. DEFINE “VALID IF…” CRITERIA
WHAT WILL THE USER SAY OR DO TO
DEMONSTRATE THIS ASSUMPTION IS TRUE?
ASSUMPTION MAPPING

88. ASSUMPTION MAPPING
VALID IF:
VALID IF:
VALID IF:
VALID IF:

89. 5 MINS

90. PHASE FIVE:
TEST

91. YOUR USERS AND/OR CUSTOMERS ARE THE
ONES WHO WILL GIVE YOU THE BEST
FEEDBACK.
GO BEYOND THE VERBAL FEEDBACK AND
ALSO OBSERVE BEHAVIORS, BODY
LANGUAGE, AND EMOTIONS.
TEST

92. ASK WHEN AND HOW QUESTIONS?
SAY “TELL ME MORE?”
DON’T ASK YES & NO QUESTIONS
DON’T ASK LEADING QUESTIONS
ALLOW FOR SILENCES
INTERVIEWING

93. PAIR UP WITH ANOTHER TEAM
ONE TEAM PRESENTS AND THE OTHER TEAM
ASKS QUESTIONS
SWITCH TEAMS AND REPEAT
INTERVIEWING EXERCISE

94. 2 MINS + 5 MINS

95. WHAT DID YOU LEARN FROM THE TEST?
WHAT WOULD YOU CHANGE OR ADD TO
IMPROVE THE SOLUTION?
RETROSPECTIVE

96. ASSUMPTION MAPPING
VALID IF:
VALID IF:
VALID IF:
VALID IF:
TEST:
TEST:
TEST:
TEST:

97. 4 MINS

98. CONGRATULATIONS!
YOU DID IT.

99. BEYOND THE SPRINT
}
DESIGN
SPRINT
Understand
Diverge
Build
Test
Converge
Sprint 1
}
AGILE
SCRUM
Refine
Build
Test
Sprint 4
Refine
Build
Test
Sprint n
}DESIGN
INTERVALS
Sprint 2
Refine
Build
Test
Sprint 3
Refine
Build
Test

100. Hopes & Fears
Goal & Anti-Goal
Who / Do
Persona Design
User Journey Map
Experience Map
Problem Reframe
Daily Retrospective
Pitch Practice
Parking Lot
Job-Stories
Challenge Map
Mind Map
Silent Critique
$100 Test
Service Blueprint
Sprint Debrief

101. "Who knew our account managers would
have such great ideas for our product?
They generated more than half the ideas
we came up with, including the idea we
prototyped. I’d never have tapped into
them if we hadn’t done this.”
Dan Koziak
CXO OF PROMOBOXX
“
”

102. richard@freshtilledsoil.com
@rmbanfield
@freshtilledsoil
#designsprint

103. Thank you!
richard@freshtilledsoil.com
@rmbanfield
@freshtilledsoil
#designsprint
www.productleadershipbook.com