Workshop given at the Lean Product and Process Development 2016 conference and the Jefferson + IBX Innovation Speaker Series in Philadelphia

1. Beyond Ideas
Prototyping & Rapid Experimentation

2. Julie Guinn // @julieaguinn

3. OPERATIONS RESEARCH & EDUCATION PATIENT EXPERIENCE
Julie Guinn // @julieaguinn

4. JeffDESIGN

5. Beyond Ideas
Communicating
Validating
Building Support
DESIGN METHODS FOR..
Julie Guinn // @julieaguinn

6. DESIGN THINKING
Approach
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
BUILD
MEASURELEARN
LEAN STARTUP
Julie Guinn // @julieaguinn

7. But first…
Find Your Group
Julie Guinn // @julieaguinn

8. The Idea…
Julie Guinn // @julieaguinn

9. Modern families would benefit
from having better ways to store
their belongings. They are willing to
pay for a service that will pick up
and store boxes, then deliver them
back home on demand.
The Idea
Julie Guinn // @julieaguinn

10. Figure out if the Boxes Away!
idea has the potential to become
a successful business.
Your Challenge
Julie Guinn // @julieaguinn

11. Articulating Ideas
PART 1
STORYBOARD
STORY CANVAS
Julie Guinn // @julieaguinn

12. Storyboarding
TECHNIQUE:
Julie Guinn // @julieaguinn

13. Individual Storyboard
ACTIVITY:
Julie Guinn // @julieaguinn

14. Story Canvas
TECHNIQUE:
Storyboard + Lean Canvas
Julie Guinn // @julieaguinn

15. Adapted from Business Model Canvas by Alex Osterwalder
Lean Canvas by Ash Maurya
Julie Guinn // @julieaguinn

16. Story Canvas
ACTIVITY:
Julie Guinn // @julieaguinn

17. • Create 1 story canvas for your table
• Combine best of individual ideas
• Be specific:
• Customer
• Value Proposition
• Revenue
Story Canvas
ACTIVITY:
Julie Guinn // @julieaguinn

18. Why Prototype?
TAKE-AWAYS
Problem Solve
Think differently & explore different aspects of your idea
Communicate
Get everyone on the same page & build shared-vision
Engage
Generate interest, excitement & facilitate discussion
Julie Guinn // @julieaguinn

19. ?
Julie Guinn // @julieaguinn

20. Identifying Assumptions
PART 2
ASSUMPTION FRAMEWORK
Julie Guinn // @julieaguinn

21. Assumption Framework
TECHNIQUE:
Desirable
HUMAN
Feasible
TECHNICAL
Viable
BUSINESS
Julie Guinn // @julieaguinn

22. Assumption Framework
TECHNIQUE:
Desirable
HUMAN
Feasible
TECHNICAL
Viable
BUSINESS
Successful innovation
happens here
Julie Guinn // @julieaguinn

23. Assumption Framework
TECHNIQUE:
What makes this product desirable?
What makes it a viable business?
What makes it possible to execute?
Desirable
HUMAN
Viable
BUSINESS
Feasible
TECHNICAL
Julie Guinn // @julieaguinn

24. Identify Assumptions
ACTIVITY:
• One per sticky note
• Affirmative statements
• Headline only (think ‘tweetable’)
Julie Guinn // @julieaguinn

25. Prioritizing Learning
PART 3
SORT & RANK
Julie Guinn // @julieaguinn

26. Critical Assumptions
UNCERTAINTY
IMPORTANCE TO BUSINESS
Learn about
these first!
Julie Guinn // @julieaguinn

27. Sort Assumptions
STEP 1:
3 minutes, as a group
Will kill company
if we’re wrong
Everything else
Julie Guinn // @julieaguinn

28. Rank Assumptions
STEP 2:
3 minutes, as a group
How much do we know?
Most
Least
Julie Guinn // @julieaguinn

29. Why Define Assumptions?
TAKE-AWAYS
Prioritize Risks
Systematically evaluate ideas from multiple angles
Surface Knowledge
Draw out latent institutional knowledge & resources
Address Skepticism
Identify weakness in your “case” & areas of disagreement
Julie Guinn // @julieaguinn

30. Identifying Experiments
PART 4
TEST PATTERNS
Julie Guinn // @julieaguinn

31. Design Experiments
REAL-WORLD
INTERVENTIONS
ASSUMPTION TESTING
MEASURE
BEHAVIOR
LOW RISKITERATIVE
Julie Guinn // @julieaguinn

32. When Are They Useful?
Testing assumptions about behavior & emotion.
Will they do it?
Can they do it?
Will they do it this way?
Do they enjoy it?
Do they find it valuable?
Julie Guinn // @julieaguinn

33. Test Patterns
Smoke Tests
Fake Door Style
Pre-Sales Style
Micro Pilots
Fake Back End
TECHNIQUE:
Imposter / Impersonator
Task & Experience Tests
Physical Prototypes
Digital Prototypes
Julie Guinn // @julieaguinn

34. Select Assumptions
ACTIVITY:
Julie Guinn // @julieaguinn

35. Planning Experiments
PART 5
EXPERIMENT CANVAS
Julie Guinn // @julieaguinn

36. Experiment Canvas
TECHNIQUE:
Julie Guinn // @julieaguinn

37. Design An Experiment
ACTIVITY:
Julie Guinn // @julieaguinn

38. Julie Guinn // @julieaguinn

39. Smallify It!
Julie Guinn // @julieaguinn

40. Constraints Triangle
TECHNIQUE:
TIME
COST SCOPE
BEFORE
Planning
DURING
Running
AFTER
Analyzing
CONSTRAINTPHASE
Julie Guinn // @julieaguinn

41. ACTIVITY:
Smallification
• Introduce the experiment
• Redesign to fit into:
• 5 days
• $50
• People & skills on your team
Julie Guinn // @julieaguinn

42. Prototypes & Experiments
Start Small
Make it easy to say yes
Make it Visible
Build awareness & alignment
Make it Social
Get everyone involved
TAKE-AWAYS
Focus on Learning
Draw insight from success & failure
Keep It Real
Focus on “do” not “say”
Iterate
Incorporate feedback as you go
Julie Guinn // @julieaguinn

43. Thank You!
Julie Guinn
Experience Designer
Co-Director, JeffDESIGN
@julieaguinn