8. VENTURE DESIGN
Hypothesize
Lean StartupStyle Assumptions
Business Model
Canvas
Learn
Experiment
User Stories &
Test Cases
Foundation in
Design Thinking
Copyright 2014 Cowan Publishing
9. VENTURE DESIGN
Hypothesize
Lean StartupStyle Assumptions
Business Model
Canvas
Learn
Experiment
User Stories &
Test Cases
Product &
Promotion
Foundation in
Design Thinking
Copyright 2014 Cowan Publishing
12. VENTURE DESIGN
User Stories &
Test Cases
3) IMPROVING
(EPIC) AGILE
USER STORIES
Personas
Problem Scenarios
Alternatives
Your Value Propositions
Copyright 2014 Cowan Publishing
21. DESIGN THINKING- PERSONAS
PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS
!
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
Copyright 2014 Cowan Publishing
22. YOUR PRODUCT HYPOTHESIS
A certain PERSONA exists…
… and they have a certain
PROBLEMS(S) …
X
… where they’re currently using
certain ALTERNATIVE(S) …
?
… and I have a VALUE
PROPOSITION that’s better
enough than the alternatives to
cause the persona to act
(purchase, use, etc.).
!
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
Copyright 2014 Cowan Publishing
23. ENABLE QUIZ: PROBLEM SCENARIOS
PERSONA
Helen the HR Manager
Frank the Functional Manager
“It’s hard for me to screen on
technical skill sets and I end up
sending Frank unqualified
recruits.”
“I have limited time and I don’t
want to be a jerk. It’s hard to
screen for all the relevant
technical skill sets.”
ALTERNATIVE(S)
- Call references!
- Take their word for it
- A few probing questions!
- Take their word for it
VALUE
PROPOSITIONS
New ability for meaningful
screening of technical
candidates, increasing % of
successful hires and lowering
Frank’s workload on recruiting.
Less time doing interviews, and
better hires sooner.
X
PROBLEM
SCENARIO
?
!
Copyright 2014 Cowan Publishing
25. EXERCISE: BEFORE AND AFTER BOARDS
1. Using the squares, create a before and then after
storyboard- 3 panels each (10 min.)
BEFORE
(using the
Alternative)
AFTER
(with the Value
Proposition)
Copyright 2014 Cowan Publishing
26. EXERCISE: PEER PRESENTATION (2 MIN/EACH)
As
Presenter
BEFORE & AFTER"
1) Who is/are the persona(s)? What do
they care about? !
2) Why the alternative?!
3) What’s cool about the value prop.?
As
Audience
- Focus on the process; avoid editorial!
- Ask a lot of questions!
- Think about it like an investor
Copyright 2014 Cowan Publishing
27. Attention
I nterest
D esire
A ction
O nboarding
R etention
How do they first
find out that you,
your proposition
exist? !
How do you break
through the noise
floor?
Copyright 2014 Cowan Publishing
28. Attention
I nterest
D esire
A ction
O nboarding
R etention
What is it that
engages them with
your proposition?
How will you
connect?
Copyright 2014 Cowan Publishing
29. Attention
I nterest
D esire
A ction
O nboarding
R etention
Are you connecting
with an important
problem scenario?
Is your VP better
enough than the
alternative?
Copyright 2014 Cowan Publishing
30. Attention
I nterest
D esire
A ction
O nboarding
R etention
What is absolute
minimum set of
actions required by
the customer to
have you deliver on
their problem?
Copyright 2014 Cowan Publishing
31. Attention
I nterest
D esire
A ction
O nboarding
R etention
How do they
become a regular,
habitual user? How
will you know if
that’s happening?
Copyright 2014 Cowan Publishing
32. Attention
I nterest
D esire
A ction
O nboarding
R etention
How do you
deepen their
involvement?
Investment? How
do you get them
talking about it?
Copyright 2014 Cowan Publishing
34. EXERCISE: AIDA STORYBOARD (10 MIN)
Using the
squares, create
a 6-panel
AIDA(OR)
storyboard
(10 min)"
Copyright 2014 Cowan Publishing
35. EXERCISE: PEER PRESENTATION (2 MIN/EACH)
As
Presenter
AIDA"
1) Who’s the persona? !
2) What’s the journey?
As
Audience
- Focus on the process; avoid editorial!
- Ask a lot of questions!
- Think about it like an investor
Copyright 2014 Cowan Publishing
36. AGILE USER STORIES
Drafting
Stories
PERSONAS
Epic Stories
Stories
Test Cases
“As a [persona], !
I want to [do something] !
so that I can [derive a benefit]”
STORIES
ALEX COWAN"
AlexanderCowan.com!
@cowanSF
Copyright 2014 Cowan Publishing
38. EXERCISE: AGILE EPIC
“As a [persona], !
I want to [do something] !
so that I can [derive a benefit]”
Draft an epic story (4 min)
Copyright 2014 Cowan Publishing
39. EXERCISE: AGILE EPIC
‘As the HR
manager, I want
to create a
screening quiz so
that I can
understand
whether I want to
send recruits to
the functional
manager.’
10 min.
3-6 panels
Copyright 2014 Cowan Publishing
41. THE HOOK FRAMEWORK
THE TRIGGER"
Internal or external stimulus leading to
ACTION.!
!
!
(internal)
(external)
nirandfar.com
Copyright 2014 Cowan Publishing
42. THE HOOK FRAMEWORK
THE ACTION"
The smallest possible act leading to a
REWARD.!
!
!
nirandfar.com
Copyright 2014 Cowan Publishing
43. THE HOOK FRAMEWORK
THE VARIABLE REWARD"
The unpredictable but tangible gratification
from the ACTION.!
!
!
nirandfar.com
Copyright 2014 Cowan Publishing
44. THE HOOK FRAMEWORK
THE INVESTMENT
Actions that increase involvement,
preference and load the next TRIGGER.
!
!
nirandfar.com
Copyright 2014 Cowan Publishing
45. EXERCISE: STORYBOARDING THE HOOK
1) TRIGGER"
What feelings
or events
initiate use?
2) ACTION"
What is the
simplest thing the
user can do to be
rewarded?
4) INVESTMENT"
How does the
user accumulate a
preference?
3) REWARD"
How is the user
gratified by their
action?
10 min.
1 panel per item
Copyright 2014 Cowan Publishing
46. STORYBOARDING IRL: 6 TIPS
1 x TIME
FRAMEWORKS!
FOCUS YOUR
NARRATIVES
If you’re struggling to squeeze
everything in, decompose the
narrative into more boards.
FRAMEWORKS
WILL HELP
If you’re struggling to
formulate, maybe back up to
the frameworks we discussed.
3 == MAGIC
DOC » TABLES
3 IS A MAGIC
NUMBER
Warm up (at least) in series of
three panels (a ‘triptych’).
TABLES HELP DOC’S
WITH DETAIL
In documents, tables are an easy
way to supplement your panels
with more notes.
AVOID DUCKS
DUCKS
Keep the visual narrative
focused on as well. Probably
avoid wasting time on color,
‘artistic’ details. It’s just a
sketch.
Copyright 2014 Cowan Publishing
47. STORYBOARDING IN DOC’S
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec
feugiat magna erat, eget mattis turpis bibendum in. Curabitur eget
adipiscing dolor. Morbi cursus luctus rhoncus. Cras sagittis cursus
libero sit amet ullamcorper. Phasellus vitae consequat enim.
Vivamus in tortor sit amet nibh molestie tristique sed vel neque.
Nunc sed dictum ligula. Quisque sollicitudin neque mauris, at
vulputate odio fringilla ut. Pellentesque mattis at risus et volutpat.
Nunc tristique adipiscing neque vel ornare. Donec a pretium
metus, vitae adipiscing augue. Morbi ac suscipit tellus. Vestibulum
gravida molestie est vel vehicula. Phasellus eleifend nisi cursus
nunc facilisis egestas.
Aliquam venenatis et libero commodo convallis. Donec accumsan
elit non turpis pulvinar, id sodales purus blandit. Phasellus
tristique fermentum nunc in feugiat. Maecenas eget varius est, id
malesuada est. Fusce vitae nunc purus. Nam vehicula eros vitae
sapien scelerisque auctor. Maecenas et justo ac libero dictum
dapibus. Etiam volutpat erat eget ante ullamcorper placerat.
Maecenas convallis massa aliquam ullamcorper posuere. Phasellus
nulla est, rhoncus blandit dapibus sit amet, facilisis at orci. Nulla
facilisi. Maecenas ultrices justo quis nibh sagittis tempor.
Pellentesque id semper turpis.
Copyright 2014 Cowan Publishing
48. STORYBOARDING IRL: 6 TIPS
1 x TIME
FRAMEWORKS!
FOCUS YOUR
NARRATIVES
If you’re struggling to squeeze
everything in, decompose the
narrative into more boards.
FRAMEWORKS
WILL HELP
If you’re struggling to
formulate, maybe back up to
the frameworks we discussed.
3 == MAGIC
DOC » TABLES
AVOID DUCKS
DUCKS
Keep the visual narrative
focused on as well. Probably
avoid wasting time on color,
‘artistic’ details. It’s just a
sketch.
PRES » BUILDS
3 IS A MAGIC
NUMBER
Warm up (at least) in series of
three panels (a ‘triptych’).
TABLES HELP DOC’S
WITH DETAIL
In documents, tables are an easy
way to supplement your panels
with more notes.
BUILDS HELP
PRESENTATIONS
WITH PACE
And will help your audience
stay with you.
Copyright 2014 Cowan Publishing
50. VENTURE DESIGN
1) ENERGIZING
PERSONAS AND
PROBLEM
SCENARIOS"
!
2) DEFINING
CUSTOMER
JOURNEYS"
!
3) IMPROVING EPIC
STORIES"
!
4) APPLYING THE
‘HOOK’ FRAMEWORK
Hypothesize
Lean StartupStyle Assumptions
Business Model
Canvas
Learn
Experiment
User Stories &
Test Cases
Product &
Promotion
Foundation in
Design Thinking
Copyright 2014 Cowan Publishing