Design Sprint
for Inceptions
WELCOME
Ds

Gastón Valle
@gastonvalle
Silvia Calvet
@silviacalvet

Tell us about
your super
powers!
5
min

Interaction Designer
Visual Designer
Operations
Product Owner
Tech Lead
Tech Lead
iOS Dev
Android Dev
Product Owner
Services Dev.
Designer
Client
vs.
Stakeholder

Expectations
+ create your Deck
+ Q&A
Intro
Inception & DS
Inceptions
Design Sprints

#Inception
¿How do we start a new project?
With a powerful expectation-setting tool that
will help us to make sure you get the right
people on your bus and that it’s headed in the
right direction long before the first line of code
ever gets written.
“The assumption of consensus where none exists
is what kills most projects”
Jonathan Rasmusson

The two main objectives are to understand the
WHY behind the project and the HOW to make
it real.
This set of activities force you to ask the right
(and tough) questions before starting that we
usually avoid or miss.
DURATION: 2 days to 2 weeks
PARTICIPANTS: anyone directly involved
SUCCESS CRITERIA: we are ready to start!
OUTPUT: Living artefact
#Inception Deck
Why
How
Jonathan Rasmusson

Why are we here?
This is a quick reminder about why we
are here, who our customers are, and
why we decided to do this project in the
first place

Create an Elevator Pitch
If we had thirty seconds and two sentences
to describe our project, what would we say?

Design a product box
If we were flipping through a magazine
and we saw an advertisement for our
product or service, what would it say, and,
more importantly, would we buy it?

Create a NOT list
It’s pretty clear what we want to do on this
project. Let’s be even clearer and show
what we are not doing.

Meet your neighbours
Our project community is always bigger
than we think. Why don’t we invite them
over for coffee and introduce ourselves?

Show the solution
Let’s draw the high-level blueprints of the
technical architecture to make sure we are
all thinking of the same thing

Ask what keeps us up at night
Some of the things that happen on
projects are downright scary. But talking
about them, and what we can do to avoid
them, can make them less scary

Size it up
Is this thing a three-, six-, or nine-month
project?

Be clear on what’s going to give
Projects have levers like time, scope,
budget, and quality.
What’s most and least important for this
project at this time?

Show what it’s going to take
How long is it going to take? How much
will it cost? And what kind of team are we
going to need to pull this off?

Logotype
AGILE TRANSFORMATION – AGILE PRACTICE LOGOTYPE
Design sprints are a framework for teams to solve
and test design problems in a short time period.
DS are an structured brainstorm based on Design
Thinking and Agile development.

Traditional
Approach
This is the traditional appraoch of
developement.
IDEA 1
2
4
BUILD
LAUNCH
LEARN
3

Design
Sprint
The sprint give teams a
shortcut to learning without
building and launching.
IDEA 1
2
4
BUILD
LAUNCH
LEARN
3

Design Sprint 1 to 5
Days
Planning Follow
up
UNDERSTAND DIVERGE PROTOTYPE VALIDATEDEFINE DECIDE

The
Challenge
§ What will solve this challenge?
§ For whom we are designing a solution?
§ Why it is important?
(We will come back to this later)
What is our goal for today?

The Challenge
Chic Vitoria hotel
https://www.flickr.com/photos/lisabrideau/9464109485
PO
(Gerente)
Marketing
RRPP
Recepción Cliente
hospedado
Tecnología

DEFINE
Stakeholders map
Persona
User statements
User Journey
Design principles
Challenge Review
Agenda
PROTOTYPE
Storyboard
Split in teams
Prototype
And plan test
UNDERSTAND
Project map
Lightning talks
How might we
User interviews
DIVERGE
Solution sketch
Crazy 8
Present ideas
Crazy 1
Presentación de idea
DECIDE
Zen dot voting
Decision
Decision matrix
VALIDATE
Usability test
Stakeholders review
Technical feasability

The Challenge
Chic Vitoria hotel
We want to improve our guests experience by offering them customization services to
improve their comfortability, so they can relax, unwind, and enjoy exquisite gastronomic
experiences. This new service need to be launched in less than 3 months.
The Challenge
• It offers a modern space with personality.
• High level of comfort
• Custom rooms
• For business travelers
• Couples on romantic getaways
• Few for families with kids
• Market restaurant very well-valued in the city
• Services:
• SPA & Health
• Sports
• City activities
Some complaints:
• Nice rooms but still can’t rest well
Success metric
Raising online rating
(from 7.1 to over 8)
https://www.flickr.com/photos/lisabrideau/9464109485
You can
open the
envelope
NOW

Bienvenidos & COFFEE
INTRO
Intro a la Design Sprint
DESIGN CHALLENGE
El reto
COMPRENDER
Lightning talks (5 min cada)
● PO- Director
● Recepción
● Marketing
● Tecnologia
● Cliente
DEFINIR
Mapa de Stakeholders ( min)
Persona (2 min)
User statements (10 min)
User Flows - create & discuss (7 min)
Design principles (10 min)
Revisión del challenge (5 min)
La Agenda
DIVERGER
Intro
Crazy 8 (5 min)
Presentación de ideas (5 min)
Crazy 1 (5 min)
Presentación de idea (15 min)
DECIDIR
Zen dot voting (1min)
Decisión (1 min)
PROTOTYPE
Revisión de lo que hemos hecho
Intro prototipado
División de equipos
Prototipado &show solution (10 min)
VALIDAR
Intro al test con usuarios
Test con usuarios
Gracias! (y siguientes pasos)
This workshop
summarizes the
spirit of what is
and what is lived in
a DS.
We encourage you
to run an authentic
DS.

Understand
Lightening Talks
HMW

Not today
#HMW
How might we?
assumes solutions
may exist
Creative confidence
says we might not
have solutions, but
let's try
Freedom to share
is all about finding creative
solutions together
Build on the ideas of others

Technology
PO
(Manager)
Guest
Reception
Marketing
RRPP
- Guests ask for recommendations.
- No places when a booking a service.
- We keep track of all requests in an excel.
- Some customers asked for a pillow menu
- One business traveler asked for a specific type
of mattress to rest better
- The website shows the beauty of the building and
rooms (Booking is available on the website)
- Guest surveys has 40% participation
- 68% showed interest in a Pillow Menu
- Reception requests logs show problems on
services reservation
- Considering new App to automate ‘conceirge’
services.
- In the city for professional reasons (attending a
conference –CAS-)
- Want a comfortable room to make sure you can
rest well (lots of energy needed for the CAS)
- Sleeping well is really important
- Will stay few more days after the conference to
enjoy the city
- Good reviews in general, but some incidents have
push the score down
- Comfortable rooms, restaurant and
location are the strongest points
- Incidents for not being able to enjoy
services due to overbooking (most with
external partners)
- Recent decision to buy different pillows and have
a pillow menu
- The website is a customized CMS, easy to
change
- We have template for new forms to reserve
services or buying
- Currently considering an App for guests that
is customizable
#Lightening talks

Define
Stakeholders map
Persona
User statements
User Journey
Design principles
Challenge Review

#Stakeholders map
Products and services often have
multiple types of people they are
designed for. The stakeholder map
lists all the possible people
concerned in a situation.
>This will help to select for whom we will
be designing the solution.
Outside
Travel agents
Events agencies
Hotel Providers
Hotel
Receptionist
Concierge
Housekeeping
Waiter / waitress
Entertainers
Baby sitters
Usuarios
Hotel Guests
Vistis
Restaurants guests
Local companies
Example for Chic Vitoria

#Personas
Bio
● He is the commercial director of a leading
national company.
● Carlos spends 3 to 5 days away from home,
on business trips.
● Although he travels, it costs him to sleep
outside his home.
● He runs 10km first thing in the morning.
Goals at the hotel
● Easy and relaxed dinner
● Sleep
● Shower and enjoy a good breakfast.
Frustrations
1. The company’s agency is in charge of
booking the hotel,
2. Sometimes he arrives late to hotel because
work dinner.
Carlos
Age: 35People are archetypes of users - a
kind of ' collage '. This means they
are not real people, but they are
based on reality (research) .
They are a tool that helps us focus
on designing something for a type
of behavior , instead of falling into
the trap of designing for all.
https://www.flickr.com/photos/proimos/5865628122

#Personas
Historia
● Casada hace 11 años y con 2 hijos (5 y 9años).
● Busca escapadas con encanto no sólo para poder
compartir buenos momentos con su familia, sino
para disfrutar de momentos especiales con su
marido.
● Es abogado, y tiene jornada larga y agotadora.
Actividades en el Hotel
● Puntualmente cena en el hotel.
● Dormir
● Desayuno en familia
● Servicio de canguro
Comportamientos clave
1. Planea con mucha ilusión las escapadas, busca
sitios con encanto y servicios para desconectar de
su intensa rutina,
2. Reserva por adelantado servicios para su
estancia..
Marta
42 añosPeople are archetypes of users - a
kind of ' collage '. This means they
are not real people, but they are
based on reality (research) .
They are a tool that helps us focus
on designing something for a type
of behavior , instead of falling into
the trap of designing for all.s

___________ is __________________________
that needs a way to ________________________
_________________________________________
becaue they value __________________________
_________________________________________
#User statement
Create the user statement
[needs]
5
min
[name] [characteristics]
[insight]

___________ is __________________________
that needs a way to ________________________
_________________________________________
becaue they value __________________________
_________________________________________
#User statement
Create the user statement
5
min

5 min
Write the
User statement

#User journey
Identify 5-7 key moments. Start with
discovery & goal.
Remember, keep your specific user
in mind.
Let's talk about details, but let's not
talk interface!

#User journey
Choose
date
Book
hotel
Pack
Hotel
Check in
Enter the
room
Ejemplo - Viajar al Boutique hotel
5
min
Changes
in
bookings
Book
services
Travel
Rate
service
Check
out
Book trip
for an
employee
? ? ?
Identify 5-7 key moments. Start with
discovery & goal.
Remember, keep your specific user
in mind.
Let's talk about details, but let's not
talk interface!

Not today
#Design Principles
What are the 3 words you would
like to listen to your users when
describing the product you're
creating now?
§ 1 principle (1 post it) / 3 min
§ Share and sort / 7 min

5
min
#Refine the Challenge
Based on what we've seen so far,
Let’s refine the challenge that we
had established .
We will design _____________________________
To improve the experience of _________________
_________________________________________
Because they value _________________________
_________________________________________
[what]
[whom]
[why]

5
min
#Refine the Challenge
Based on what we've seen so far,
Let’s refine the challenge that we
had established .
We will design _____________________________
To improve the experience of _________________
_________________________________________
Because they value _________________________
_________________________________________
A FORM TO CUSTOMIZE
BUSINESS TRAVELLERS
A GOOD NIGHT SLEEP AND WAKE UP RESTED

Diverge
Solution sketch
Crazy 8
Present ideas
Crazy 1

#Quality < Quantity
The best way to find good ideas is
to have lots of ideas

#Headlines
< 6 words
You don’t need to write everything

#Text < Images
It is easier to communicate
with Images
Una casa <

#Big Ideas
Be brave and spontaneous:
we are exploring the impossible
(later we will use the scissors…. )

#Crazy 8 in 5
The idea is to draw 8 offers ideas in
5 minutes
Needless details
It needs QUANTITY!!
05
min

#Crazy 8
Share your solutions!
05
min

#No but, < Yes, and
Build on ideas from others

Not today
#Crazy 1 in 5
Now, create 1 Big idea!,
With all the details
05
min

Not today
#Crazy 1 in 5
Share your solutions!
05
min

Decide
Zen dot voting
Decisión
Decision matrix

Not today
#Review
Now we can talk.
We want to reach the best idea, and
decide which will be prototyped.
10 min10
min

Prototype
Storyboard
Split in teams
Prototype
And plan test

Not today
§ Mockup
§ Demo
§ Video
§ InVision
#Intro to Prototyping
3 teams
• Show solution – (IT)
• MKT – PO –Prototype
• Designer –plan test

Validate
Usability test
Stakeholders review

Not today
§ Open questions
§ Listening and observe
§ Don’t try to defender or respond to comments, you’ll
decide your solution later
§ Roll with the punches
§ Keep your interviewee on track
#User Testing
Is time to share your work with users!

§ How to understand and define our challenge , and for whom we design
our solution sharing internal knowledge we have about the business ,
technology , user and market
§ How diverged in a balanced way and have incredible ideas that can
solve real problems
§ How to decide which idea we pursue and prototyped
§ How to test and validate these ideas with users and within the
organization
What we have learnt?
1.
2.
3.
4.

#References
SPRINT
Solve Big problems and test
new ideas in just five days.
http://www.gv.com/sprint/
How design sprints are flexing
for success - Google I/O 2016
https://www.youtube.com/watch?v
=awKVQUcku4A
Design Sprint
Developers Relations site
https://developers.google.com/desi
gn-sprint/

Inception Design Sprint
Duration 2 days to 2 weeks 1 to 5 days
Participants anyone directly involved
anyone directly involved
(Facilitator is a Design Sprint) Designers,
Dev and Stakeholders)
Purpose Get all in the bus. Alignment. Collaboration, Speed, User validation.
Success
Criteria
Get ready to start Flexible. Defined in advance
Deliverables Living artefact Flexible. Defined in advance
Deck Flexible Deck 5 steps, from understand to validation.
When to use At the beginning
At the beginning, and also iteratively. Ideal
to improve ideas, releases and team work

Let’s look the activities
WHY WE
ARE HERE
ELEVATOR
PITCH
WHAT IS IT
GOING TO TAKE
WHAT IS IT
GOING TO GIVE
SIZE IT UP
SHOW
SOLUTION
MEET
NEIGHBORS
UP AT
NIGHTS
NOT LIST
PRODUCT
BOX
X X X
Stakeholders map
Persona
User statements
User Journey
Design principles
Challenge Review
Storyboard
Split in teams
Prototype
And plan test
Project map
Lightning talks
How might we
User interviews
Solution sketch
Crazy 8
Present ideas
Crazy 1
Zen dot voting
Decisión
Decision matrix
Usability test
Stakeholders review
Inception
Design
Sprint

Our next inception
WHAT IS IT
GOING TO
TAKE
SIZE IT UP
SHOW
SOLUTIO
N
INCEPTION SPRINT 1
RESEARCH

§ DS are fast.
§ Make it outside of the office
§ Sugar and Coffee
§ No devices policy
§ 5-7 people (you can have guests on
schedule)
Tips & Tricks.
Know your ecosystem.
Set a good challenge.
§ Where are you: Agency or In house?
§ How the team is/will be
§ Time scale to develop & launch
§ How much clear is it what needs to
be done.
§ Do you have a challenge or issues?

Define your
next
Inception
#myNextInception

Thank
you!
Did you enjoyed? Tell us how much!
https://confagilespain.typeform.com/to/O0Oim0

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