Google’s 5-Day Design Sprint: Event 5 – VALIDATE (Customer Behavior/Prototype's Value)

Validate
VALIDATION
5
Event 5 deals with rapid Product User Tes7ng (PUT): users (5 No.)
are invited and introduced to realis7c prototypes or “facades” with
which to interact in order to complete a given task.
One member of the Design Sprint team does the interview in one
(interview) room while, in another room, the rest of the Sprint Team
observes the behavior of the user and in par7cular, the interac7on
with the realis7c prototype. The Sprint Team takes notes as the user
goes on a designed Customer Journey using the realis7c prototype.
ALer event 5 ends, paMerns are sought in customers responses. The
provider’s long-term goal and sprint ques7on are also reviewed
against customers’ responses.
Visual Templates for:

Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
1
2
34
5
Build
Measure
Learn

Pain/Delight (-/+): ….....
Design Sprint (DS) Loop
Rapidly Test Big Ideas and Achieve Big Goals
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
Big Goal/Job To Get Done (JTGD): ...................................................

Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
1
2
34
5

Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
1
2
34
5
Build
Measure
Learn

Pain/Delight (-/+): …..... Big Goal/Job To Get Done (JTGD): ...................................................
Design Sprint (DS) Map

DESIGN SPRINT (LDS) LOOP

Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5
OPSE Map: Chain

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
5-Day Design Sprint Map

1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time

Mon-
day

Tuesday

Wednes-
day

Thurs-
day

Friday
1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time

Mon-
day

Tuesday

Wednes-
day

Thurs-
day

Friday
Under-
stand
PROB-
LEM
Diverge

SOLU-
TION
Decide

HYPO-
THESES
Proto-
type
PROTO-
TYPE
Validate

VALIDA-
TION
1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time

Mon-
day

Tuesday

Wednes-
day

Thurs-
day

Friday
Under-
stand
PROB-
LEM
Diverge

SOLU-
TION
Decide

HYPO-
THESES
Proto-
type
PROTO-
TYPE
Validate

VALIDA-
TION
O:
Observe
T:
Think
H:
Hypo-
thesize

E:
Experi-
ment

R:
Reﬂect

1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time

Mon-
day

Tuesday

Wednes-
day

Thurs-
day

Friday
Under-
stand
PROB-
LEM
Diverge

SOLU-
TION
Decide

HYPO-
THESES
Proto-
type
PROTO-
TYPE
Validate

VALIDA-
TION
O:
Observe
T:
Think
H:
Hypo-
thesize

E:
Experi-
ment
Build

R:
Reﬂect

Measure
Learn
1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time

Mon-
day

Tuesday

Wednes-
day

Thurs-
day

Friday
PROB-
LEM
Space
Concept-
ual
SOLU-
TION
Space
Detailed
SOLU-
TION
Space
PROTO-
TYPE
BUILD-
ING
Space
USER-
TESTING
(Impl.)
Space
Under-
stand
PROB-
LEM
Diverge

SOLU-
TION
Decide

HYPO-
THESES
Proto-
type
PROTO-
TYPE
Validate

VALIDA-
TION
O:
Observe
T:
Think
H:
Hypo-
thesize

E:
Experi-
ment
Build

R:
Reﬂect

Measure
Learn
1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time

Mon-
day

Tuesday

Wednes-
day

Thurs-
day

Friday
PROB-
LEM
Space:
Out/
Inside
Concept-
ual
SOLU-
TION
Space
Detailed
SOLU-
TION
Space
PROTO-
TYPE
BUILD-
ING
Space
USER-
TESTING
(Impl.)
Space
Under-
stand
PROB-
LEM
Diverge

SOLU-
TION
Decide

HYPO-
THESES
Proto-
type
PROTO-
TYPE
Validate

VALIDA-
TION
O:
Observe
T:
Think
H:
Hypo-
thesize

E:
Experi-
ment
Build

R:
Reﬂect

Measure
Learn
1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time

PROB-
LEM
Space:
Out/
Inside
Concept-
ual
SOLU-
TION
Space
Detailed
SOLU-
TION
Space
PROTO-
TYPE
BUILD-
ING
Space
USER-
TESTING
(Impl.)
Space
Under-
stand
PROB-
LEM
Diverge

SOLU-
TION
Decide

HYPO-
THESES
Proto-
type
PROTO-
TYPE
Validate

VALIDA-
TION
O:
Observe
T:
Think
H:
Hypo-
thesize

E:
Experi-
ment
Build

R:
Reﬂect

Measure
Learn
1 2 3 4 5
Understand
Problem
Diverge
Solu7on
Decide
Hypotheses
Prototype
Prototype
Validate
Valida7on
Build
Measure
Learn
1
2
34
5

SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
Understand Diverge Decide Prototype Validate

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
Event 5 – Validate

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Design Sprint (DS) Charter
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
BIG CHALLENGE/
CONSTRAINT/RISK
q  Desirability:
q  Feasibility:
q  Viability:
LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Product/
Prototype
1
Product/
Prototype
2
Product/
Prototype
3
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Product/
Prototype
1

Product/
Prototype
2

Product/
Prototype
3
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Product/
Prototype
1

Product/
Prototype
2

Product/
Prototype
3
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Product/
Prototype
1

Product/
Prototype
2

Product/
Prototype
3
Team
Member
…..............

Team
Member
…..............

Team
Member
…..............

Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
q  External/Targeted Customers (5No.):
q  Problem-SoluVon Fit:
q  Customer Success Criteria:
q  Customer Experience (Value):
q  Makeshi] Research Lab: 2 Rooms
q  Day 5 (Friday)
q  10am – 5pm
q  Observers/Interviewers:
q  Interview Script:
q  Measure:
q  Learn/Validate:
q  RealisVc Prototype(s):
q  Customer (Experience) Grid:
Event 5 – Validate Checklist
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
WHEN
Time
Event 5 – Validate Checklist
SYSTEM: Design Sprint Roadmap (Agenda) - Deliverables
Monday Tuesday Wed/day Thursday Friday
10am-
5pm
10am-
5pm
10am-
5pm
10am-
5pm
9am-
5pm
•  Office
•  Env.:
Risks/Opp.
*3 Compe-
7tors:
Trade-offs
* Store:
$100 GiL
Vouchers
* Office * Make-
shiL Lab:
2 Rooms
* Problem;
Vision/Goal
* SelecVon
Criteria
* Customer
Story Map
* RealisVc
Prototype
* Problem-
SoluVon Fit
Most
Important
Customer;
Experts
Screened/
Recruited
Customers:
(Craigslist)
Internal
Customer/
Cri7c;
Decider
Internal
Customer/
Cri7c;
Decider
5 External
Customers;
Observers/
Interviewer
* Customer
Journey
(Habit) Map
* HMW …
* Lightning
Demos
* Solu7on
Sketches
* Strongest
Solu7on
* 3x5 Story-
board/Grid
*Prototype
*Interview
Script/Role-
Playing
* Prototype
* Customer
(UX) Grid
* JTGD
* Team: <8;
Premortem
* Generate
ideas
* S7cky
Decision
*Build
* Run Trials
* Measure
* Learn/Val
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
q  External/Targeted Customers (5No.):
q  Problem-SoluVon Fit:
q  Customer Success Criteria:
q  Customer Experience (Value):
q  Makeshi] Research Lab: 2 Rooms
q  Day 5 (Friday)
q  10am – 5pm
q  Observers/Interviewers:
q  Interview Script:
q  Measure:
q  Learn/Validate:
q  RealisVc Prototype(s):
q  Customer (Experience) Grid:

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
WHEN
Time
10am-
5pm
10am-
5pm
10am-
5pm
10am-
5pm
9am-
5pm
•  Office
•  Env.:
Risks/Opp.
*3 Compe-
7tors:
Trade-offs
* Store:
$100 GiL
Vouchers
* Office * Make-
shiL Lab:
2 Rooms
* Problem;
Vision/Goal
* SelecVon
Criteria
* Customer
Story Map
* RealisVc
Prototype
* Problem-
SoluVon Fit
Most
Important
Customer;
Experts
Screened/
Recruited
Customers:
(Craigslist)
Internal
Customer/
Cri7c;
Decider
Internal
Customer/
Cri7c;
Decider
5 External
Customers;
Observers/
Interviewer
* Customer
Journey
(Habit) Map
* HMW …
* Lightning
Demos
* Solu7on
Sketches
* Strongest
Solu7on
* 3x5 Story-
board/Grid
*Prototype
*Interview
Script/Role-
Playing
* Prototype
* Customer
(UX) Grid
* JTGD
* Team: <8;
Premortem
* Generate
ideas
* S7cky
Decision
*Build
* Run Trials
* Measure
* Learn/Val
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
WHEN
Time
10am-
5pm
10am-
5pm
10am-
5pm
10am-
5pm
9am-
5pm
•  Office
•  Env.:
Risks/Opp.
*3 Compe-
7tors:
Trade-offs
* Store:
$100 GiL
Vouchers
* Office * Make-
shiL Lab:
2 Rooms
* Problem;
Vision/Goal
* SelecVon
Criteria
* Customer
Story Map
* RealisVc
Prototype
* Problem-
SoluVon Fit
Most
Important
Customer;
Experts
Screened/
Recruited
Customers:
(Craigslist)
Internal
Customer/
Cri7c;
Decider
Internal
Customer/
Cri7c;
Decider
5 External
Customers;
Observers/
Interviewer
* Customer
Journey
(Habit) Map
* HMW …
* Lightning
Demos
* Solu7on
Sketches
* Strongest
Solu7on
* 3x5 Story-
board/Grid
*Prototype
*Interview
Script/Role-
Playing
* Prototype
* Customer
(UX) Grid
* JTGD
* Team: <8;
Premortem
* Generate
ideas
* S7cky
Decision
*Build
* Run Trials
* Measure
* Learn/Val Event 5 – Validate
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5


ORGANIC Trade-oﬀ Map
SYSTEM:


WHERE
Space
WHEN
Time



WHERE
Space
WHEN
Time
WHERE
Space
WHEN
Time



SYSTEM: SYSTEM:

SYSTEM PAIN (-)
DELIGHT (+)

SYSTEM Trade-oﬀ Map
SYSTEM:
PAIN (-) SYSTEM
DELIGHT (+)

SYSTEM:

SYSTEM PAIN (-)
DELIGHT (+)

SYSTEM: PRODUCT
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

SYSTEM: CUSTOMER
CUSTOMER Trade-oﬀ Map

SYSTEM:
PROVIDER/
SUPPLIER
PAIN (-)
DELIGHT (+)

PROVIDER Trade-oﬀ Map
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

SYSTEM: CUSTOMER
SYSTEM: PROVIDER/SUPPLIER

SYSTEM:
PROCESS (TASK)
PAIN (-)
DELIGHT (+)

PROCESS Trade-oﬀ Map
SYSTEM: PROCESS
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

SYSTEM:

SYSTEM:
PRODUCT
PAIN (-)
DELIGHT (+)

PRODUCT Trade-oﬀ Map
SYSTEM: PRODUCT
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

SYSTEM: CUSTOMER

SYSTEM:
PRODUCT
PAIN (-)
DELIGHT (+)

SYSTEM: PRODUCT
PAIN (-) SYSTEM
DELIGHT (+)

SYSTEM: CUSTOMER

VALUE ENGINE MAP
HIGH DIFFERENTIATION
Strategy
(Business Model)
BLUE OCEAN
Strategy
(Business Model)
RED OCEAN
Strategy
(Business Model)
LOW PAIN
Strategy
(Business Model)
STUCK-IN-MIDDLE
Strategy
(Business Model)
PAIN (-)
Low High
DELIGHT (+)
Low
High
1
10
10
Customer (Segment): …................................................................................................................
Big Goal/Job To Get Done (JTGD): ..............................................................................................
Tool (Product/Service): ...............................................................................................................
Pain (-): ..................................................... Delight/Pleasure (+): ...........................................

3x3 Storyboard: Ver[cal

3x3 Storyboard: Horizontal

HMW

HMW

HMW

HMW

HMW

HMW

HMW

HMW

How Might We (HMW)-Storyboard: Notes
HMW


3x3 Storyboard: Act 1

INTERVIEWEE:

Storyboard of Customer Journey: Interview Notes (Organic)

CONTEXT QUESTIONS

INTRODUCTION OF
PROTOTYPE

TASKS & NUDGES

DEBRIEF

FRIENDLY WELCOME

INTERVIEWEE:

Storyboard of Customer Journey: Interview (Five Stages)

A: ACQUISITION

A: ACTIVATION

R: RETENTION

R: REVENUE

R: REFERRAL

E: ENGAGEMENT

INTERVIEWEE:

---
CUSTOMER EXPERIENCE
JOURNEY
Storyboard of Customer Journey: Interview Notes (Structured)

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
To Do
(Future)
Doing
(Present)
Done
(Past)
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
WHEN
Time
POSITIVE PATTERNS

LONG-TERM GOAL
(VISION/STRATEGY)
NEGATIVE PATTERNS NEUTRAL PATTERNS


3 Categories of Design Sprint (DS) Results
Eﬃcient
Failure
Eﬃcient
Success
FAILURE SUCCESS
FLAWED
SUCCESS

Savioke’s Design Sprint (DS) Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
OPSE Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
WHEN
Time
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
10am-
5pm
10am-
5pm
10am-
5pm
10am-
5pm
9am-
5pm
•  Office
•  Env.:
Risks/Opp.
*3 Compe-
7tors:
Trade-offs
* Store:
$100 GiL
Vouchers
* Office * Make-
shiL Lab:
2 Rooms
* Problem;
Vision/Goal
* SelecVon
Criteria
* Customer
Story Map
* RealisVc
Prototype
* Problem-
SoluVon Fit
Most
Important
Customer;
Experts
Screened/
Recruited
Customers:
(Craigslist)
Internal
Customer/
Cri7c;
Decider
Internal
Customer/
Cri7c;
Decider
5 External
Customers;
Observers/
Interviewer
* Customer
Journey
(Habit) Map
* HMW …
* Lightning
Demos
* Solu7on
Sketches
* Strongest
Solu7on
* 3x5 Story-
board/Grid
*Prototype
*Interview
Script/Role-
Playing
* Prototype
* Customer
(UX) Grid
* JTGD
* Team: <8;
Premortem
* Generate
ideas
* S7cky
Decision
*Build
* Run Trials
* Measure
* Learn/Val

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
OPSE Map
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
OPSE Map
BIG CHALLENGE/
CONSTRAINT/RISK
Not sure about how …
hotel guests would react to
a robot with personality

LONG-TERM GOAL
(VISION/STRATEGY)
Provide beMer customer
experience:
Bring robot helpers into
the everyday lives of
humans in … restaurants,
hospitals, elder care
facili[es, ... DESIGN SPRINT (DS)
QUESTION
How will hotel guests react
to a robot with
personality?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

TARGETED CUSTOMER (Archetype)
q  Hotel Guest

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
REALISTIC PROTOTYPE(S)
q  Relay Robot

WHEN
Time
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
experience:
QUESTION
to a robot with
personality?
Product User TesVng (PUT) Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

q  Hotel Guest: Trade-offs (-/+)

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
q  Relay Robot: Trade-offs (-/+)

WHEN
Time
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
experience:
QUESTION
to a robot with
personality?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
SYSTEM: Design Sprint Roadmap (5 Days) - Deliverables WHEN
Time
Customer Habit Map
Hotel
guest
wants …
small
item
Hotel
guest
receives
small
item
Guest
calls
Recept-
ionist
Recept-
ionist
puts
item in
Robot
Robot
takes
item to
guest
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
experience:
QUESTION
to a robot with
personality?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Compe[-
tor 1
Compe[-
tor 2
Compe[-
tor 3
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
experience:
QUESTION
to a robot with
personality?
Compe?tors’ Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

Problem-HMW Sketch
ITEM PROBLEM
(Pain;
Constraint;
Trade-oﬀ)
HOW MIGHT WE (HMW)
Solu7ons
Idea/
QuesVon
Sketch
(Mock up)

Moment of
Delivery

BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
experience:
QUESTION
to a robot with
personality?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

HMW

HMW

HMW

HMW

HMW

HMW

HMW

HMW

HMW

Savioke’s How Might We (HMW)-Storyboard: Notes

Savioke’s How Might We (HMW)-Storyboard: Ver[cal

SYSTEM:
PROVIDER/
SUPPLIER
PAIN (-)
DELIGHT (+)

PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

SYSTEM:
PROCESS (TASK)
PAIN (-)
DELIGHT (+)

SYSTEM: PROCESS
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

SYSTEM:
PRODUCT
PAIN (-)
DELIGHT (+)

SYSTEM: PRODUCT
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

Savioke’s VALUE ENGINE MAP: Selec7on of Best Conceptual Solu7on (Sketch)
Strategy
(Business Model)
BLUE OCEAN
Strategy
(Business Model)
RED OCEAN
Strategy
(Business Model)
LOW PAIN
Strategy
(Business Model)
STUCK-IN-MIDDLE
Strategy
(Business Model)
PAIN (-)
Low High
DELIGHT (+)
Low
High
1
10
10
Big Goal/Job To Get Done (JTGD): ..............................................................................................

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Challenge/Job To Get Done (JTGD): ...................................................
WHEN
Time
To Do
(Future)
Doing
(Present)
Done
(Past)
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
experience:
QUESTION
to a robot with
personality?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

Savioke’s Storyboard of Customer Journey: Act 1

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Time
To Do
(Future)
Doing
(Present)
Done
(Past)
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
experience:
QUESTION
to a robot with
personality?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

INTERVIEWEE:

Savioke’s Storyboard of Customer Journey: Interview Notes (Organic)

CONTEXT QUESTIONS

INTRODUCTION OF
PROTOTYPE

TASKS & NUDGES

DEBRIEF

FRIENDLY WELCOME

INTERVIEWEE:

Savioke’s Storyboard of Customer Journey: Interview (Five Stages)

A: ACQUISITION

A: ACTIVATION

R: RETENTION

R: REVENUE

R: REFERRAL

E: ENGAGEMENT

INTERVIEWEE:

---
CUSTOMER EXPERIENCE
JOURNEY
Savioke’s Storyboard of Customer Journey: Interview Notes (Structured)

FlaVron Health’s Design Sprint (DS) Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
Big Goal/Job To Get Done (JTGD): Reduce complexity & delay in cancer treatement

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
OPSE Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
WHEN
Time
OPSE Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
10am-
5pm
10am-
5pm
10am-
5pm
10am-
5pm
9am-
5pm
•  Office
•  Env.:
Risks/Opp.
*3 Compe-
7tors:
Trade-offs
* Store:
$100 GiL
Vouchers
* Office * Make-
shiL Lab:
2 Rooms
* Problem;
Vision/Goal
* SelecVon
Criteria
* Customer
Story Map
* RealisVc
Prototype
* Problem-
SoluVon Fit
Most
Important
Customer;
Experts
Screened/
Recruited
Customers:
(Craigslist)
Internal
Customer/
Cri7c;
Decider
Internal
Customer/
Cri7c;
Decider
5 External
Customers;
Observers/
Interviewer
* Customer
Journey
(Habit) Map
* HMW …
* Lightning
Demos
* Solu7on
Sketches
* Strongest
Solu7on
* 3x5 Story-
board/Grid
*Prototype
*Interview
Script/Role-
Playing
* Prototype
* Customer
(UX) Grid
* JTGD
* Team: <8;
Premortem
* Generate
ideas
* S7cky
Decision
*Build
* Run Trials
* Measure
* Learn/Val

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
WHEN
Time
OPSE Map
BIG CHALLENGE/
CONSTRAINT/RISK
a change in workflow of
cancer clinics will affect the
organiza[on

LONG-TERM GOAL
(VISION/STRATEGY)
Get more pa7ents to enroll
in clinical trials
DESIGN SPRINT (DS)
QUESTIONS
q  Can we find matches
fast enough?
q  Will cancer clinics
change their workflow
to use a new tool
(so]ware)?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
q  Cancer Pa7ent

q  Pa7ent-Therapy Matching
Service

BIG CHALLENGE/
CONSTRAINT/RISK
organiza[on

LONG-TERM GOAL
(VISION/STRATEGY)
in clinical trials
DESIGN SPRINT (DS)
QUESTIONS
fast enough?
to use a new tool
(so]ware)?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Time
Customer Habit Map
Pa7ent
wants …
therapy
PaVent
starts
therapy

Pa7ent
makes
appoint-
ment to
see
doctor
Doctor/
Coordin.
searches
for
matching
trials
Doctor
discusses
trial with
pa7ent
Pa7ent
enrolls
for
therapy
BIG CHALLENGE/
CONSTRAINT/RISK
organiza[on

LONG-TERM GOAL
(VISION/STRATEGY)
in clinical trials
DESIGN SPRINT (DS)
QUESTIONS
fast enough?
to use a new tool
(so]ware)?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Compe[-
tor 1
Compe[-
tor 2
Compe[-
tor 3
BIG CHALLENGE/
CONSTRAINT/RISK
organiza[on

LONG-TERM GOAL
(VISION/STRATEGY)
in clinical trials
DESIGN SPRINT (DS)
QUESTIONS
fast enough?
to use a new tool
(so]ware)?
Compe?tors’ Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

Problem-HMW Sketch
ITEM PROBLEM
(Pain;
Constraint;
Trade-off)
HOW MIGHT WE
(HMW)
Idea/
QuesVon
Sketch
(Mock up)
HOW? Informa[on
required to screen
pa[ents is hard to
find in their
medical records
q Structure
key
informa-
7on for
screening
pa7ents?
HOW?

Filling in missing
informa[on
requires a lot of
[me and effort
q Streamline
discussion
with
outside
doctors?
HOW?

The number of
pa[ents, trials,
and requirements
is overwhelming
q Make
reviewing
electronic
medical
records
faster?
BIG CHALLENGE/
CONSTRAINT/RISK
organiza[on

LONG-TERM GOAL
(VISION/STRATEGY)
in clinical trials
DESIGN SPRINT (DS)
QUESTIONS
fast enough?
to use a new tool
(so]ware)?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

HMW
Streamline discussion
with outside doctors?

HMW
Make reviewing
electronic medical
records faster?

HMW

HMW

HMW

HMW

HMW

HMW
Structure key informa-
7on for screening
pa7ents?

HMW

FlaVron Health’s How Might We (HMW)-Storyboard: Notes

FlaVron Health’s How Might We (HMW)-Storyboard: Ver[cal
Pain/Delight (-/+): …..... Big Goal/Job To Get Done (JTGD): Reduce complexity & delay in cancer treatement

SYSTEM:
PROVIDER/
SUPPLIER
PAIN (-)
DELIGHT (+)

PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

SYSTEM:
PROCESS (TASK)
PAIN (-)
DELIGHT (+)

SYSTEM: PROCESS
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

SYSTEM:
PRODUCT
PAIN (-)
DELIGHT (+)

SYSTEM: PRODUCT
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

FlaVron Health’s VALUE ENGINE MAP: Selec7on of Best Conceptual Solu7on (Sketch)
Strategy
(Business Model)
BLUE OCEAN
Strategy
(Business Model)
RED OCEAN
Strategy
(Business Model)
LOW PAIN
Strategy
(Business Model)
STUCK-IN-MIDDLE
Strategy
(Business Model)
PAIN (-): Complexity
Low High
DELIGHT (+): Eﬀec7veness
Low
High
1
10
10

FlaVron Health’s Storyboard of Customer Journey: Act 1
Pain/Delight (-/+): …..... Big Goal/Job To Get Done (JTGD): Reduce complexity & delay in cancer treatement

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
To Do
(Future)
Doing
(Present)
Done
(Past)
FlaVron Health’s Design Sprint (DS) Map: Conceptual Solu7on (Sketch)
BIG CHALLENGE/
CONSTRAINT/RISK
organiza[on

LONG-TERM GOAL
(VISION/STRATEGY)
in clinical trials
DESIGN SPRINT (DS)
QUESTIONS
fast enough?
to use a new tool
(so]ware)?
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

INTERVIEWEE:

FlaVron Health’s Storyboard of Customer Journey: Interview Notes (Organic)

CONTEXT QUESTIONS

INTRODUCTION OF
PROTOTYPE

TASKS & NUDGES

DEBRIEF

FRIENDLY WELCOME

INTERVIEWEE:

FlaVron Health’s Storyboard of Customer Journey: Interview (Structure)

A: ACQUISITION

A: ACTIVATION

R: RETENTION

R: REVENUE

R: REFERRAL

E: ENGAGEMENT

INTERVIEWEE:

---
CUSTOMER EXPERIENCE
JOURNEY
FlaVron Health’s Storyboard of Customer Journey: Interview Notes (Observa7ons)

Case Study 3
Blue Bohle Coﬀee

Blue Bohle Coﬀee’s Design Sprint (DS) Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
OPSE Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
WHEN
Time
OPSE Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5
10am-
5pm
10am-
5pm
10am-
5pm
10am-
5pm
9am-
5pm
•  Office
•  Env.:
Risks/Opp.
*3 Compe-
7tors:
Trade-offs
* Store:
$100 GiL
Vouchers
* Office * Make-
shiL Lab:
2 Rooms
* Problem;
Vision/Goal
* SelecVon
Criteria
* Customer
Story Map
* RealisVc
Prototype
* Problem-
SoluVon Fit
Most
Important
Customer;
Experts
Screened/
Recruited
Customers:
(Craigslist)
Internal
Customer/
Cri7c;
Decider
Internal
Customer/
Cri7c;
Decider
5 External
Customers;
Observers/
Interviewer
* Customer
Journey
(Habit) Map
* HMW …
* Lightning
Demos
* Solu7on
Sketches
* Strongest
Solu7on
* 3x5 Story-
board/Grid
*Prototype
*Interview
Script/Role-
Playing
* Prototype
* Customer
Grid
* JTGD
* Team: <8;
Premortem
* Generate
ideas
* S7cky
Decision
*Build
* Run Trials
* Measure
* Learn/Val

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
OPSE Map
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
q  Café Visitor (Coﬀee Drinker)

q  Online Website

Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Profit
(Value)
Time
Customer Habit Map
Custom-
er gets/
reads
Press
story
Custom-
er visits
website
Custom-
er com-
pares
coffee
retailers
Custom-
er
chooses/
buys
beans
Custom-
er wants
… cup of
coffee
Custom-
er gets
cup of
coffee
Custom-
er visits
cafe
Custom-
er orders
coffee
Barista
serves
coffee to
customer
Custom-
er pays
for cup
of coffee
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
Compe[-
tor 1
Compe[-
tor 2
Compe[-
tor 3
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Compe?tors’ Map
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

Problem-HMW Sketch for Prototype
ITEM PROBLEM
(Pain;
Constraint;
Trade-oﬀ)
HOW MIGHT WE (HMW)
Solu7ons
Idea/
QuesVon
Sketch
(Mock up)

Make web
experience
q a delight?
q a place
you’d like
to visit?

Make web
experience
like a friendly
barista’s?

Ground the
experience/
story in the
café?

BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Blue Bohle Coﬀee’s Design Sprint (DS) Map: Conceptual Solu7ons (Sketches)
Sheet
1 of 3
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Sheet
2 of 3
ITEM PROBLEM
(Pain;
Constraint;
Trade-oﬀ)
HOW MIGHT WE (HMW)
Solu7ons
Idea/
QuesVon
Sketch
(Mock up)

Use imagery
to tell our
story?

Make you
feel like a
“regular” on
the site?

Help people
realize that
they can buy
coﬀee
online?

Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Sheet
3 of 3
ITEM PROBLEM
(Pain;
Constraint;
Trade-oﬀ)
HOW MIGHT WE (HMW)
Solu7ons
Idea/
QuesVon
Sketch
(Mock up)

Communi-
cate values
of Blue BoMle
Coﬀee?

Recreate
“Serah” on
the web?

Ensure that
no customer,
who loves us
in the store,
is unaware of
website?

Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

HMW
Make web experience
like a friendly barista’s?

HMW
Ground the experience/
story in the café?

HMW
Use imagery to tell our
story?

HMW
Help people realize that
they can buy coffee
online?

HMW
Communicate values of
Blue BoMle Coffee?

HMW
Ensure that no
customer, who loves us
in the store, is unaware
of website?
HMW
Recreate “Serah” on the
web?

HMW
Make web experience
q a delight?
q a place you’d like to
visit?
HMW
Make you feel like a
“regular” on the site?

Blue Bohle Coffee’s How Might We (HMW)-Storyboard: Notes

Blue Bohle Coﬀee’s How Might We (HMW)-Storyboard: Ver[cal

SYSTEM:
PROVIDER/
SUPPLIER
PAIN (-)
DELIGHT (+)

PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

SYSTEM:
PROCESS (TASK)
PAIN (-)
DELIGHT (+)

SYSTEM: PROCESS
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

SYSTEM:
PRODUCT
PAIN (-)
DELIGHT (+)

SYSTEM: PRODUCT
PAIN (-) SYSTEM:
CUSTOMER
DELIGHT (+)

WHERE
Space
WHEN
Time

Blue Bohle Coﬀee’s VALUE ENGINE MAP: Selec7on of Best Conceptual Solu7on (Sketch)
Strategy
(Business Model)
BLUE OCEAN
Strategy
(Business Model)
RED OCEAN
Strategy
(Business Model)
LOW PAIN
Strategy
(Business Model)
STUCK-IN-MIDDLE
Strategy
(Business Model)
PAIN (-)
Low High
DELIGHT (+)
Low
High
1
10
10
Big Goal/Job To Get Done (JTGD): ............................................................................................

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
WHEN
Time
To Do
(Future)
Doing
(Present)
Done
(Past)
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

ITEM PROBLEM
(Pain;
Constraint;
Trade-off)
HOW MIGHT WE (HMW)
Solu7ons
Idea/
QuesVon
Sketch
(Mock up)

“The Mind
Reader”
Website
Organize
online store
the same
way a barista
might talk
with a
customer
Webpages
q Welcome
to Blue
Boele
q How do
you
prepare
your
coffee?
q How to
select
coffee

BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

Blue Bohle Coﬀee’s Storyboard of Customer Journey: Act 1

WHERE
Space
WHAT
Product
WHO
Customer
HOW
Provider
WHY
Proﬁt
(Value)
Time
To Do
(Future)
Doing
(Present)
Done
(Past)
BIG CHALLENGE/
CONSTRAINT/RISK

LONG-TERM GOAL
(VISION/STRATEGY)
DESIGN SPRINT (DS)
QUESTION
Problem
SoluVon
Hypotheses
Prototype
ValidaVon
1 2 3 4 5

INTERVIEWEE:

Blue Bohle Coﬀee’s Storyboard of Customer Journey: Interview Notes (Organic)

CONTEXT QUESTIONS

INTRODUCTION OF
PROTOTYPE

TASKS & NUDGES

DEBRIEF

FRIENDLY WELCOME

INTERVIEWEE:

Blue Bohle Coﬀee’s Storyboard of Customer Journey: Interview (Five Stages)

A: ACQUISITION
q  Sign Up Page

A: ACTIVATION
q  Customer Experience
Page

R: RETENTION

R: REVENUE

R: REFERRAL

E: ENGAGEMENT
q  Marke7ng Page

INTERVIEWEE:

---
CUSTOMER EXPERIENCE
JOURNEY
Blue Bohle Coﬀee’s Storyboard of Customer Journey: Interview Notes (Structured)

Google’s 5-Day Design Sprint: Event 5 – VALIDATE (Customer Behavior/Prototype's Value)

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