How do you know you're ready for a Design Sprint?

1. October 21, 2020 How do you know if you’re ready for a Design Sprint?

2. How we’ve planned this webinar ● Who is Highland? Who is the AMA? ● Innovation through Sprints ● Research Sprints & Design Sprints ● Are you ready for a Design Sprint? ● Elephants in the room ● Questions? ● Mingling/Networking

3. Housekeeping notes ● Thereʼs a lot to get through today! Donʼt worry, youʼll get the slides and recording after. ● Share your questions throughout in the Q&A! ● Stick around after the presentation to video-chat with attendees & panelists!

4. Who is Highland? At Highland, we research, design, and build digital products and experiences for mission-driven organizations and customer-centric companies. Over 20 years, our team of researchers, designers, and developers has helped organizations launch over 260 digital products, turning their biggest uncertainties into opportunities for growth.

5. Who is AMA? The American Marketing Association strives to be the most relevant force and voice shaping marketing around the world, an essential community for marketers. We oﬀer training, certiﬁcation, events, local chapters, and membership focused on professional development and skill-building.

6. David Whited Director, CX Practice Highland Amrita Kulkarni Lead Experience Designer Highland With you today: Jennifer Severns Chief Experience Officer AMA Jen OʼBrien Senior Manager, Innovation AMA

7. Innovating with Sprints Getting Started

8. HMW find unmet or unexpressed needs that we can serve into? HMW design something feasible & viable that solves for these needs? HMW confirm & enhance the value we create for users? The Innovation Environment How people live their daily lives How people want to make progress in life How people experience the solution

9. In existing markets, when you already have a relationship with users In new markets, when you donʼt yet have a relationship with users How users live their daily lives How users experience the solution How users desire to make progress in life The Innovation Environment

10. In existing markets, when you already have a relationship with users In new markets, when you donʼt yet have a relationship with users How users live their daily lives How users experience the solution How users desire to make progress in life The Innovation Environment

11. In existing markets, when you already have a relationship with users In new markets, when you donʼt yet have a relationship with users How users live their daily lives How users experience the solution How users desire to make progress in life An Innovator’s Path Target User Research Analogous /Extreme User Research Synthesis & Principles Strategy Modeling Ideation, Design & Prototyping MVP Deﬁnition & G2M Plan Pilot, Metrics, Iteration Organizational Goal/ Product Idea 0 1 2 3 4 5 6 7 8 Project Deﬁnition

12. In existing markets, when you already have a relationship with users In new markets, when you donʼt yet have a relationship with users How users live their daily lives How users experience the solution How users desire to make progress in life Organizational Realities: ‘Stuck’ Target User Research Analogous /Extreme User Research Synthesis & Principles Strategy Modeling Ideation, Design & Prototyping MVP Deﬁnition & G2M Plan Pilot, Metrics, Iteration Project Deﬁnition Organizational Goal/ Product Idea 0 1 2 3 4 5 6 7 8

13. Variety of Challenges Stakeholders are skeptical Unsure of process/methods Team is siloed & scattered Conflicting priorities; users not heard Opportunity space too large Intimidated by “research” Operational Organizational Need to test without $$$$

14. Sprints get cross-functional teams together to quickly align on a common goal, start making, & get ‘unstuck’.

15. Questions to begin with In existing markets, when you already have a relationship with users In new markets, when you donʼt yet have a relationship with users How users live their daily lives How users experience the solution How users want to make progress in life 1 Do we really understand our users’ behaviors & motivations? 2 Does our extended team rally around user needs, uniting to design compelling solutions?

16. Types of Sprints In existing markets, when you already have a relationship with users In new markets, when you donʼt yet have a relationship with users How users live their daily lives How users experience the solution How users want to make progress in life Research Sprint Territory Design Sprint Territory

17. Types of Sprints In existing markets, when you already have a relationship with users In new markets, when you donʼt yet have a relationship with users How users live their daily lives How users experience the solution How users want to make progress in life Research Sprints Gain game-changing user insight that propels toward innovation & build eﬃciency in design process. Design Sprints Get the team unstuck, break down the task at hand, and put something real in usersʼ context.

18. Let’s dig deeper into Research Sprints User clarity ahead

19. How do you know you need a Research Sprint? You need a Research Sprint when: ● You have a design idea in mind but have never spoken to users in their context. ● Youʼre planning for a Design Sprint, and answering the question ʻWhat do we need to learn in order to accomplish this goal?ʼ reveals major assumptions and unanswered questions about users. ● You believe multiple design ideas can replace the need for user understanding. ● You canʼt diﬀerentiate between wants and needs of users.

20. Research Sprint Process Step 1 Steps 2 & 3 Step 4 Step 5 Project Definition & Research Planning Contextual User Observations (Target users, Extreme users, or Analogous users based on research planning) Synthesis, Jobs, & Guiding Principles Defining Action Steps (Customized by goal) Align on Research Sprint goals and upcoming user research activities Employ a wide variety of ethnographic tools to observe user behavior and discover motivations and unmet needs. Learn from workarounds, hacks, and behaviors in other realms. Cluster observations by needs to enable answering the ʻwhyʼ; forge a direction forward Build a Business Model Canvas, articulate value propositions to test in Design Sprints, or define hiring criteria

21. Research Sprint Outcomes At the end of a Research Sprint, you can conﬁdently say: ● The team is aligned around a breakthrough opportunity inspired by user behavior & insight ● Project goal and value are clear ● Project is grounded in real user circumstances and feels authentic ● Stakeholders believe in the mission and opportunity ● There is energy & enthusiasm across extended team to move into design

22. AMA Research Sprints ● Prior to our ﬁrst Design Sprint with Highland, we used existing research to identify key clusters of “jobs to be done,” and shared these with the team on day one ● Team participation in tests during ﬁrst Design Sprints was incredibly powerful for getting aligned on what counts as evidence ● Weʼve since done Research Sprints with one our of major customer segments, Higher Ed marketers, still using a “jobs to be done” framework ● Other Research Sprints include usability tests of our membership purchase experience prior to a Design Sprint on redesigning that online experience

23. Highland Research Sprint Case ● As we approached a series of Design Sprints our team realized there were several really important gaps in our understanding: ● How were people currently using wearables with regard to their health and wellness? ● What were the key “Jobs to Be Done” for people who used wearables? ● What apps did they use frequently? ● Why/how did they use those particular apps? ● Was this group of users a monolith? Or were there diﬀerent types of users that might emerge with diﬀerent unmet needs?

24. Research Sprints mitigate risk by ruthlessly revealing what we don’t know about our users.

25. Moving forward to Design Sprints Onward to design adventures

26. Why Design Sprints? Design Sprints give teams a “shortcut to learning” without building and launching a complete product. Iterative loops of prototypes reﬁne the design before development.

27. Design Sprint Process Step 1 Step 2 Step 3 Step 4 Step 5 Project Definition & User Understanding Ideation & Inspiration from Analogous Contexts Building Quick Prototypes Test Prototypes with Users Align on Design Sprint goals and gain user understanding, insight, and jobs Ideate through big thinking and ideas, learn from successes in analogous realms Build quick prototypes that communicate idea effectively; focus on desirability, not usability Bring prototypes into user context for overall response and fit with known jobs context. Chart next steps! Prioritization & Storyboarding Cluster and prioritize ideas based on feasibility & viability; storyboard shortlisted ideas

28. Design Sprint Outcomes At the end of a Design Sprint, you can conﬁdently say: ● The team feels uniﬁed around the learnings from a tested solution ● The Sprint made it real by putting prototypes in front of real users ● The ability to iterate quickly and test (and even fail!) is game-changing ● The rapidity of progress energizes the team ● The team has an emerging, shared vocabulary around innovation ● There is a clear sense of accomplishment, learning, and bonding as a team

29. AMA + Highland Design Sprint ● Great to have Highland come in for first round of sprints—their authority helped get buy in from leadership and sprint participants, and their expertise and coaching helped the innovation team get started right with new approach ● The week is exhausting, but incredibly rewarding and productive - youʼll have actually tested a new idea ● Very effective at getting staff across the organization involved and feeling ownership of the innovation work ● We find ourselves using many of the activities in the Design Sprint for other shorter projects (e.g. note and vote rather than endless discussion)

30. The reason you hear so much about Design Sprints is because they actually work!

31. Design Sprints unite large teams around a solution that feels real & tangible; it’s a true step forward.

32. So: how do you know if you’re ready? Start Sprint-ing!

33. Signs that you’re ready for a Design Sprint ● There is enough clarity on user needs, jobs, and value propositions ● You have a big organizational goal or challenge ● Your user research points you to a big, ambiguous opportunity space ● Youʼve secured enough leadership buy-in to ramp up a low-risk Design Thinking experiment in-house ● Youʼre tired of going so slow… desire for speed in testing new and disruptive ideas ● Recognition and alignment within your organization for human-centered innovation

34. Catalyzing change in your organization ● Sprints are more about participating teams than end users, even though the focus is on user experience ● Exposed to the power of learning from user context and insight, participants become ambassadors ● The end of a Sprint is when the hard work begins; outcomes from the Research and Design Sprints serve as core strategy for future steps ● It is important to share stories of the value and transformation Sprints can bring to a project

35. Sprints are an effective start to human-centeredness but don’t directly replace a deeper Design Thinking process.

36. Research: Sprints vs Deep Dives Beneﬁts of Sprints ● Singular focus; alignment on task ● Exposes the full team to raw user need ● Closeness of research + synthesis is valuable ● Momentum is motivating and energizing ● Powerful as a shared experience Beneﬁts of Deep Dives ● Breadth of participants makes patterns clearer ● Longitudinal/deeper studies unlock new insights ● Comprehensive synthesis & thought maturity ● Greater curiosity & attention to outliers ● Clear interpretive frameworks emerge

37. Benefits of Sprints ● The team is ʻforcedʼ to make a real thing. Itʼs a commitment to an idea. ● Low-risk, smaller investment upfront ● Brings everyoneʼs ideas to the table ● Generates quick insights on prototypes ● Easy to pivot through lightweight learning ● Bonds teams, empowers contribution Benefits of Deep Dives ● Ability to explore a range of fidelity in prototypes ● Allows multiple cycles of iteration ● Integrates easily with other design streams ● Allows more time for divergence in ideas ● Cross-functional teams pick up new skills from each other Design: Sprints vs Deep Dives

38. Some Elephants in the Room Let’s not gloss over these!

39. But how do I do this virtually?! ● Access Jake Knappʼs Remote Sprint Guide! ● Work in 90-minute increments ● Carve out alone-together work time ● Avoid unnecessarily large groups ● Empower the quiet ones to speak up ● Use a virtual whiteboard tool as a point of focus for everyone (Mural has a great Design Sprint template) ● Inject humor to inspire an easy atmosphere ● Strengthen facilitation skills to keep participants on task

40. I’m nervous. What does facilitation entail? ● Facilitation is a real skill. Itʼs about hearing the unsaid, tuning into the energy of the room, making quick pivots, & guiding with a calm conﬁdence ● It is important to frame & distinguish times when the team is in a divergent versus a convergent headspace ● All interactions with users must avoid leading questions; stay open & curious ● Inspiring a low barrier to making and building is critical. Everyone can make! ● Experiencing a Sprint is not just about constantly winning; itʼs as much about the tough moments and decisions

41. How do I get buy-in from leaders? ● Demystify Design Thinking as a philosophy, breaking it down to a simple mission ● Bring in experts who have experience and command on the subject, inspiring authority ● Share a tangible plan for next steps beyond the Sprint ● Paint a picture of immediate and long-term outcomes of inspiring an iterative, de-siloed approach ● Acknowledge enormity of ask while sharing examples of exponential outcomes

42. What are common pitfalls & mistakes to avoid? ● Ensure that a Sprint is really the best tool for the challenge at hand ● Acknowledge that your wanting everything to go well may be hindering necessary diﬃculties ● Make sure you are clear on the challenge, and leadership is aligned on the goal ● Help the Decider understand their role and why itʼs so important ● Shorten the Sprint with caution— it will compromise your results ● Outline the process upfront and use signposts along the way

43. Wrapping Up A few housekeeping items

44. Get the skills to make an impact with the AMA:

45. Check out Highland’s podcast series:

46. Trying to launch a new digital product? Webinar attendees are eligible for a free 45-minute consultation from Highland. Email David with the subject line: Digital Innovatorsʼ Guide Webinar Let’s Talk Want to keep talking?

47. David Whited Director, CX Practice, Highland dwhited@highlandsolutions.com Amrita Kulkarni Lead Experience Designer, Highland akulkarni@highlandsolutions.com We’d love to talk more! Jennifer Severns Chief Experience Officer, AMA jseverns@ama.org Jen OʼBrien Senior Manager, Innovation, AMA jobrien@ama.org

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How do you know you're ready for a Design Sprint?

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