Welcome to CSI:Lab,
Innovators of the world!
g.co/rework
Best of 1
One | Two | Shoot!
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Lesson 1:
Prototyping matters (more on that later)
Lesson 2:
We need to identify the assumptions in our project – the real customer needs, the cost of the project, the duration of the service, etc. – and test them early and often!
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Prototyping game
Innovation
It’s not an event.
It’s a mindset.
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Think 10X
Be prototype driven
Focus on the user
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Your Challenge(s):
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Focus on the user
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Focus on the User
“There is no substitute for personally watching and listening to real people”
- Larry Page
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Focus on the User
and all else follows.
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Focus on the user
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Establishing Empathy
Your goal:
Connect to someone’s stories, insights, emotions.
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Let’s do it!
Find partner, sit facing each other. Determine roles (Persons A & B).
Person A:
Speak for 3 minutes about a key personal moment from past year.
If you run out of things to say, you can sit in silence.
Person B:
Your job is to listen without speaking.If your mind wanders, bring it
back and resume listening (later, we’ll ask you to reflect back what
you hear).
Go!
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Reflect back
Person B:
Reflect back Person A’s key ideas and tone (don’t repeat every word).
Example:
What I heard you say is that you felt elated when you found out about your promotion...
Person A:
Offer feedback:
Did your partner capture the essence of what you shared?
What did your partner miss?
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Switch Roles
Person B:
It’s your turn to speak about a key personal moment from the past year.
Person A:
Listen without interrupting.
Go!
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Reflect back
Person A:
Reflect back Person B’s key ideas and tone.
Person B:
Offer feedback:
Did your partner capture the essence of what you shared?
What did your partner miss?
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Takeaways
Empathy requires you checking assumptions and ideas at the door.
Feedback helps you hone in on speaker’s reality.
Now let's apply these techniques to our project!
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Interviews
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Interviews
Uncover the needs of your users through stories, emotions, and insights.
Your goal is not is not to think up new ideas or find solutions — this prevents you from seeing their reality.
Listen and ask for feedback (i.e. don’t jump to conclusions).
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Interviewer Tips
Seek stories
“Tell me about a time…”
Ask open-ended questions
“Walk me through…”
Encourage elaboration:
“Tell me more about”
“why, why, WHY?”
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Encourage Elaboration
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Sample Questions
QUESTIONS
AVOID (stay out of solution-land):
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Sample Questions
QUESTIONS
AVOID (stay out of solution-land):
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Roles
Assign
Interviewer: 1 team member
Interviewee: 1 team member
Listeners: remaining members of team
As Listeners, your job is to:
Record missed opportunities for elaboration and interesting insights.
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Question Prep
Interviewer and Listeners:
Prepare some questions for your interview
(you will likely deviate from the list).
Interviewee:
Sit tight.
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Interview Time
Go!
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Debrief
How did that go?
Listeners:
Any opportunities for elaboration that were missed?
Did the interviewer stay out of solution-land?
Interviewers:
What’d you notice?
What interviewing tips were helpful?
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Focus on the user
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Inferences
Subjective
Facts
Objective
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What might this MEAN?
Point of View
= User + need + insight
User = Be specific
Need = Use verbs
Insights = Observation + interpretation
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Point of View
= User + need + insight
User = Be specific
Need = Use verbs
Insights = Observation + interpretation
good detail
verb - excellent!
interesting insight
“Jose is a busy manager who wants to eat healthier but doesn’t want to feel like he’s on a diet.”
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“Jose needs more healthy menu options to have a better eating experience at Google.”
Point of View
= User + need + insight
who’s this Jose fella?
this is noun...use verb instead
Where’s the insight?
User = Be specific
Need = Use verbs
Insights = Observation + interpretation
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is a
who needs (a way to)
because (they value)
user need
user characteristics
user name
insight
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Framing a Problem
Describe goals,
not solutions
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Framing a Problem
How might we create a food tracking app to encourage healthy eating?
How might we help people eat more healthy?
too solution-y and narrowly focused
eek! too broad!
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Framing a Problem
How might we make eating healthy more convenient?
How might we make unhealthy eating less convenient?
How might we make the feeling of dieting desirable?
...
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Framing a Problem
Use the POVs to generate 2-3�How Might We statements.
(Describe goals, not solutions).
Choose 1 for your brainstorm.
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Think 10X
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Think 10X
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Build on the
ideas of others.
“Yes, and” > “No, but”
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The best way to have
a great idea is to have
lots of ideas.
Quantity > Quality
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< 6 words
No need to have
all the details yet.
Write Headlines
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Visual > Text
Hard to �miscommunicate �with a picture.
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Big ideas
Just beyond crazy…
is fabulous!
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Judge all you want
afterwards.
No Judgment
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Brainstorm: Guidelines
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Individual Brainstorming
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Vote
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Be prototype-driven
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Think 10X
Be prototype driven
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An early version of an idea built to:
out assumptions
and answer questions.
What’s a prototype?
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Without prototyping
With prototyping
IDEAS TRIED
SLOW FAILURES
FAST FAILURES
SUCCESSES
IDEAS TRIED
SLOW FAILURES
FAST FAILURES
SUCCESSES
The prototyping effect
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Questions prototypes ask
HOW SHOULD IT WORK?
DO PEOPLE WANT IT?
Would people use this thing?
Would people buy this thing?
Would people prefer this thing over that other thing?
Can people do this thing we want them to do?
How will this interaction feel?
Do people understand where to click?
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or
How to prototype
(small, quick, partially)
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Suppose…
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Do people like working in �high up places?
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Do people like working in �high up places?
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How much helium does it take to lift a person?
(small, quick, partially)
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Will people use a device that fits in a shirt pocket?
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Will people order McSpaghetti?
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Will people buy new electronics if we paid them for their old ones?
(small, quick, partially)
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(small, quick, partially)
Will people use hand gestures to navigate software?
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(small, quick, partially)
Will people use hand gestures to navigate software?
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How would you prototype...
Job rotation program so people can learn about peers’ roles
Would people sign up for a rotational program?
New candidate to join team
How collaboratively would this person work on the team?
Food delivery app
How quickly do people need their food delivered?
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Your turn
What questions do you want to answer with your prototype?
Create a prototype that will help you answer a few of your core questions
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Be prototype driven
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and test your prototype.
TESTING = EMPATHY
Find your USER
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Measuring success
How will you know if your prototype is successful?
Determine your metrics �before you test
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Measuring success
Create metrics for your prototype
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Track the feedback
That you are receiving
from your users.
Bright Spots
What did they like?
Answers
What did you learn about your questions?
Pain Points
What didn’t they like?
Track the feedback
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Be prototype driven
Think 10X
Focus on the user
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Focus on human values
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Bias Towards Action
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Change
Your Perspective.
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Get Experimental
And Experiential.
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Be Mindful
Of Process.
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Show,
Don’t tell.
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Collaborate
Across boundaries.
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test
What if...?
I wish...
prototype
brainstorm
I liked...
empathy
definition
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