Startup Leadership Program Product Design

PRODUCT DESIGN
STARTUP LEADERSHIP PROGRAM

FEB 2016
Alex Cowan
2015 COWAN+
ABOUT ME
Entrepreneur (5x)
Intrapreneur (1x)
2015 COWAN+
THE VENTURE DESIGN PROCESS

CUSTOMER
DISCOVERY &
EXPERIMENTS
Was the implemented

story relevant to the
proposition?
S HO
IF
AT
WH
How did the customer

/user react?
PRODUCT &
PROMOTION
Did the
implementation
deliver on
the story?
VALUE
PROPOSITIONS &
ASSUMPTIONS
AL
E?
USER STORIES
& PROTOTYPES
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
PROBLEM
SCENARIOS &
ALTERNATIVES
AT
SC
PIVOT?
Is the problem
relevant? Is the
proposition better
vs alternatives?
2015 COWAN+
ABOUT ME
www.alexandercowan.com
2015 COWAN+
ABOUT ME
bit.ly/hiagile
2015 COWAN+
CREATING SUCCESSFUL PRODUCTS

Scale
Friendly
Innovation
Friendly
!?
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+

CUSTOMER
DISCOVERY &
EXPERIMENTS
Was the implemented

proposition?
S HO
IF
AT
WH

/user react?
PRODUCT &
PROMOTION
Did the
implementation
deliver on
the story?
VALUE
PROPOSITIONS &
ASSUMPTIONS
AL
E?
USER STORIES
& PROTOTYPES
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
PROBLEM
SCENARIOS &
ALTERNATIVES
AT
SC
PIVOT?
Is the problem
relevant? Is the
proposition better
vs alternatives?
2015 COWAN+
AGILE: BLOCKBUSTER EVENT OF 2001
ALEX COWAN
alexandercowan.com
@cowanSF
Paul Holloway via Wikimedia Commons
2015 COWAN+
THE AFTERPARTY
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
THE MANIFESTO WAS SIMPLE

INDIVIDUALS
INTERACTIONS
WORKING
SOFTWARE
PROCESSES
TOOLS
COMPREHENSIVE
DOCUMENTATION
CUSTOMER
COLLABORATION
CONTRACT
NEGOTIATION
RESPONDING TO
CHANGE
FOLLOWING
A PLAN
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
AGILE: THE GOOD STUFF
1: THE USER STORY
2: NARRATIVE
COLLABORATION
3: SMALL BATCHES
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
THE IMPORTANCE OF FORM & NOTATION
2015 COWAN+
(THE WHOLE) AGILE USER STORY

Epic Stories
Stories
Test Cases
Who is this user?

What makes them tick?
Whos an example of such a person?
As a [persona],
I want to [do something]
so that I can [derive a benefit]
Why do they want to do this?
What's the benefit/reward?
How will we know of its
working?
bit.ly/youagile
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
EXAMPLE: AGILE USER STORIES AT ENABLE QUIZ

EPIC STORY
1) As the HR manager, I want to create a screening
quiz so that I can understand whether I want to
send possible recruits to the functional manager.
CHILD STORY A
1A) As an HR manager, I want to match
an open positions required skills with
quiz topics so I can create a quiz relevant
for candidate screening.
CHILD STORY B
1B) As an HR manager, I want to send a
draft quiz to the the functional manager so I
make sure Ive covered the right topics on
the screening quiz.
STORY N
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
THE EPIC: NOT QUITE AS BIG AS IT SOUNDS

Epic Stories
Stories
Test Cases
Epic sounds big.

But the are still specific &
discrete.
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
EXAMPLE: AGILE EPIC STORIES AT ENABLE QUIZ

As a [persona],
EXAMPLE EPICS
1) As the HR manager, I want to create a screening quiz so that I can understand whether I
want to send possible recruits to the functional manager.
2) As the HR manager, I want to try out the screening quiz so that I can make sure it works as I
expected and that Im ready to both give it to candidates and share the results with the
functional manager.
3) As the HR manager, I want to give the screening quiz to a job candidate so I can assess
their skill sets against the needs of the position.
4) As the HR manager, I want to share and explain the results of our screening with the
functional manager so they can decide who they want to interview.
Draft a set of epic stories
(Next: pick an epic and detail it w/ child stories.)
(5 min)
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
EXAMPLE: AGILE EPIC STORIES AT ENABLE QUIZ

As a [persona],
EXAMPLE EPICS
1) As the HR manager, I want to create a screening quiz so that I can understand whether I
want to send possible recruits to the functional manager.
2) As the HR manager, I want to try out the screening quiz so that I can make sure it works as I
expected and that Im ready to both give it to candidates and share the results with the
functional manager.
3) As the HR manager, I want to give the screening quiz to a job candidate so I can assess
their skill sets against the needs of the position.
4) As the HR manager, I want to share and explain the results of our screening with the
functional manager so they can decide who they want to interview.
Draft a set of epic stories
(Next: pick an epic and detail it w/ child stories.)
(5 min)
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
WALKING THROUGH AN EPIC

EPIC
As the HR manager, I
want to create a
screening quiz so that I
can understand whether
I want to send possible
recruits to the
functional manager.
bit.ly/dostory
2015 COWAN+
USING THE STORYBOARDING SQUARES
1 Panel
Optional notes here to

supplement your storyboard
}
}
Storyboard
Area
Notes
Area
bit.ly/dostory
2015 COWAN+
SKETCHING YOUR NARRATIVE

TRIGGER
How does the
problem scenario
initiate?
ACTION
How is the action
executed? How
easy is it?
REWARD
How is the persona
gratified?
bit.ly/dostory
source: adapted from Nir Eyals Hook Framework
2015 COWAN+
WALKING THROUGH AN EPIC

EPIC
As the HR manager, I
want to create a
screening quiz so that I
can understand whether
I want to send possible
recruits to the
functional manager.
Pick an epic and
storyboard it with ~6
squares
(8 min)
2015 COWAN+
EXERCISE: STORYBOARDING THE BEFORE SCENARIO
Independent
Negotiable
Valuable
Estimable
Small
Testable
Could this be
implemented on a
stand-alone basis or
does it presuppose
other content?
2015 COWAN+
Independent
Negotiable
Valuable
Estimable
Small
Testable
Stories are not

specs. This is an
input for you to arrive
at an optimal
implementation with
the developer, not a
functional
requirement.
2015 COWAN+
Independent
Negotiable
Valuable
Estimable
Small
Testable
What problem
scenario does this
address? How have
you validated your
value proposition
for it?
2015 COWAN+
Independent
Negotiable
Valuable
Estimable
Small
Testable
How hard is this vs.

the teams
experience? Is it
discrete enough?
2015 COWAN+

A big part of what makes
agile (and lean) work is the
Independent
use of small batches with
Negotiable
measurable results. Make
Valuable
sure your stories are
broken down to workable
Estimable
sizes.
Small
Testable
2015 COWAN+
Independent
Negotiable
Valuable
Estimable
Small
Testable
How will you know

if its working in a
way where you can
validate its value?
2015 COWAN+
EXAMPLE: AGILE USER STORIES

EPIC STORY
As the HR manager, I want to create a screening quiz so that I can understand whether I want to send possible
recruits to the functional manager.
CHILD STORIES
A) As an HR manager, I want to match an open positions required skills with quiz topics so I can create a
quiz relevant for candidate screening.
B) As an HR manager, I want to send a draft quiz to the the functional manager so I make sure Ive covered
the right topics on the screening quiz.
C) As a functional manager, I want to send feedback on the screening quiz to the HR manager so I make sure
Im getting the best possible screening on candidates.
D) As an HR manager, I need to purchase an upgraded service tier so I can add additional topics to my quiz.
E) As an HR manager, I want to add custom questions to the quiz so we cover additional topics that are
important to the functional manager.
Detail one epic with
(8 min)
child stories
2015 COWAN+
AGILE: YOULL KNOW ITS WORKING IF

Item
Your stories have all three clauses
Usability and motivation are both linked to stories, but tested separately
Usability is testing feels easy, frequent, and effective
Every story is linked to a value proposition (small or large)
Every proposition is linked to a problem
Every story, proposition, and problem is linked to a vivid persona
2015 COWAN+

CUSTOMER
DISCOVERY &
EXPERIMENTS
Was the implemented

proposition?
S HO
IF
AT
WH

/user react?
PRODUCT &
PROMOTION
Did the
implementation
deliver on
the story?
VALUE
PROPOSITIONS &
ASSUMPTIONS
AL
E?
USER STORIES
& PROTOTYPES
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
PROBLEM
SCENARIOS &
ALTERNATIVES
AT
SC
PIVOT?
Is the problem
relevant? Is the
proposition better
vs alternatives?
2015 COWAN+
THE PRACTICE OF DESIGN THINKING

The Twin Anti-Poles of Design Failure
Doing precisely what

the user asks
P
NA
Assuming you know whats

best and ignoring the user
2015 COWAN+
THE PRACTICE OF DESIGN THINKING

Finding the Right
PROBLEM
alternatives
Personas
Problems
Alternatives
Finding the Right

SOLUTION
Value Hypothesis &

Assumptions
Product
Hypothesis
Experiments on Motivation
User Stories
Field
Discovery
Prototypes
Software
divergence
convergence
divergence
time
convergence
source: adapted from The Design of Everyday Things

2015 COWAN+
THE PRACTICE OF DESIGN THINKING- WHY IS IT HARD?
Then
Survival
Now
Design Thinking
2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
Empathy
Creativity
2015 COWAN+
2015 COWAN+

1
Entry
Urinate as they go
Edges preferred
Speedy
PB > cheese
Empathy
2015 COWAN+

Check & Repair
UV Validation
Relevant Placement
A Better Mouse Trap
Powered by Better Bait
Creativity
2015 COWAN+
THE VENTURE DESIGN PROCESS- PERSONAS
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
AT
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
DESIGN THINKING: EMPATHY & PERSONAS
bit.ly/2persona
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
DESIGN THINKING: EMPATHY & PERSONAS
bit.ly/2persona
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
PERSONA: BAD
Women
Age 28-45
Has kids
Socialize with other moms
Online with Facebook
86% said theyd like to be more
organized
70% said theyd use an application
that organizes them
2015 COWAN+
PERSONA: BAD
This is a huge populationnot exact
Women
Age 28-45
Has kids
Bullet points are almost never

vivid or detailed
Socialize with other moms

Online with Facebook
These responses are fake actionablesurvey responses like this are
unreliable
86% said theyd like to be more

organized
70% said theyd use an application
that organizes them
Stock photo- not real

2015 COWAN+
THE ART OF CUSTOMER DISCOVERY
2015 COWAN+
PERSONA: BETTER
Mary the Mom

Mary is a mom by choice. She had a successful career in
accounting, but welcomed the opportunity to be a stay at home
mom. She loves it. But its not like having kids purged her
creative, social instincts. She wants to connect, she wants to
learn, she wants to interact. Being a mom is a job and she wants
to do it well. That means corresponding with other moms on
child education and keeping track of what works. She posts to
Facebook at least twice a week and responds to other moms
items more often than that.
She has a few blogs and publications she reads regularly
2015 COWAN+
PERSONA: BETTER
the use of a first name helps w/
vividness (a little)
these full sentences look like a good

start towards something vivid and
detailed
this is a real photo of a relevant

person taken with an iPhone in the
real world
Mary the Mom

Mary is a mom by choice. She had a successful career in
accounting, but welcomed the opportunity to be a stay at home
mom. She loves it. But its not like having kids purged her
creative, social instincts. She wants to connect, she wants to
learn, she wants to interact. Being a mom is a job and she wants
to do it well. That means corresponding with other moms on
child education and keeping track of what works. She posts to
Facebook at least twice a week and responds to other moms
items more often than that.
She has a few blogs and publications she reads regularly
2015 COWAN+
Vivid
Actionable
Real
Identifiable
Exact
Detailed
2015 COWAN+
EXERCISE- PERSONA CREATION

List at least 3 personas
Mary the Working Mom
Susan the Stay-at-Home Mom
Douglas the Dad
Nathan the Nanny
Ivan the Infant
use 1 index card/

persona
(4 min)
2015 COWAN+
A LITTLE GAME FOR BETTER PERSONA DISCOVERY
Day in the Life

We look at a few photos for a given persona (not a full picture, just snippets)
You make some guesses about them
There are no right answers BUT
There is a right process: observe and infer
OBJECTIVE:
Get a feel for whats real; start to create something vivid
2015 COWAN+
OUR CAST
Sally the
Single Mom
2015 COWAN+
WAKE UP!
2015 COWAN+
WAKE UP!
2015 COWAN+
GEARING UP FOR THE DAY
2015 COWAN+
AT WORK
2015 COWAN+
AFTER WORK
2015 COWAN+
PRE-BED
2015 COWAN+
BED
2015 COWAN+
GEAR
2015 COWAN+
IF I HAD 3 EXTRA HOURS
2015 COWAN+
ABOUT SALLY THE SINGLE MOM

Whats her favorite kind of music?
Where did she buy her last pair of shoes?
What movie did she last see?
What did she drink with dinner last night?
If she had a dog, what kind?
Whats her favorite magazine?
bit.ly/daynthelife
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
PERSONAS- THINK SEE FEEL DO
2015 COWAN+
PERSONAS- THINKS?
Thinks: (The cognitive part. Often: the tension between how theyd ideally like things to be and how they are now.)
Sees
Feels
Does
2015 COWAN+
EXAMPLE- ENABLE QUIZ & HELEN THE HR MANAGER
2015 COWAN+

Example: Helen the HR Manager
Thinks: Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is
something theyve identified that they want to do better, but the functional managers arent engaged enough to get the whole
thing started.
Sees
Feels
Does
2015 COWAN+
EXERCISE- DISCOVERING WHAT THEY THINK

Question Form
Examples Questions (Enable Quiz)
Tell me about [yourself in the role of the persona]?
- Tell
Tell me about [your area of interest]?
- Do
Tell me your thoughts about [area]?
me about being an HR manager?

- What do you most, least like about the job?
- What are the hardest, easiest parts of the job?
- Ive heard [x]- does that apply to you?
you do screen new candidates? If not, who?
- Can you tell me about the last time? What was the trigger?
- Who else was involved? What was it like?
- How should it ideally be done?
- How is it actually done? Why?
Draft discovery questions

in the areas above
(If complete, converge
with your group)
(7 min)
2015 COWAN+

Draft the Think portion for your top persona (If done, converge with your group.)
something theyve identified that they want to do better, but the functional managers arent engaged enough to get the whole
thing started.
Sees
Feels
Does
(4 min)
2015 COWAN+
CAN YOUR PERSONA DO THIS?

Capture
Attention
via Google
AdWord
Secure the
infamous
click through
Engage Interest,
Desire on
landing page
Action,
onboarding,
retention
()
2015 COWAN+
CREATING AN ADWORD AD
2015 COWAN+
EXERCISE: CREATE AN ADWORD AD: THINK ANGLE

Create at least one Google AdWords ad on the paper template- specifically
using the think angle on your persona
1. Select keywords (put in Notes section)

2. Draft ad copy
How does the draft follow from your personas?
Are you speaking in the language your customers use?
Are you connecting with the THINK in your Think-See-Feel-Do?
(NO RULE AGAINST UPDATING YOUR PERSONA WHILE YOU DO THIS!)
2015 COWAN+
PERSONAS- SEES?
Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.)
Feels
Does
2015 COWAN+

something theyve identified that they want to do better, but the functional managers arent engaged enough to get the whole thing
started.
Sees: Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that
online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, theres a number of high
quality options online, many of them free. They just need a way to help employees organize select into these courses.
Feels
Does
2015 COWAN+
EXERCISE- DISCOVERING WHAT THEY SEE

Question Form
- Tell
- Do
What do you see in [area]?

- What are the hardest, easiest parts of the job?
you do screen new candidates? If not, who?
Where do you learn whats new? What others do?
Who do you think is doing it right?
How did you make your last decision?

in the areas above
with your group)
(4 min)
2015 COWAN+

Draft the See portion for your top persona. (If done, converge with your group.)
started.
Feels
Does
2015 COWAN+
EXERCISE: CREATE AN ADWORD AD: SEE ANGLE

using the see angle on your persona

2. Draft ad copy
Are you connecting with the SEE in your Think-See-Feel-Do?
2015 COWAN+
PERSONAS- FEELS?
Feel: (The emotional driver. What are the predominant emotions around the relevant activity? What is the emotional outcome of
the actions they take around the activity?)
Does
2015 COWAN+

started.
Feels: Helen feels like crap whenever they have to let someone go. She hates it. The employee hates it. The manager hates it. Its
incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in
functional skills evaluation and improvement. Shes love to have a success story to talk about. Most HR departments dont do a
whole lot in this area.
Does
2015 COWAN+
EXERCISE- DISCOVERING WHAT THEY FEEL

Question Form
- Tell
- Do
How do you feel about [area]?

the
of the
job?feel area
- What are the hardest, easiest partsfor
you do screen new candidates?with
If not, who?
your group)
min)
it like?
- Who else was involved? What was (4
Tell me about the last time?
What motivates you? What parts of it are most rewarding? Why?
What would it be like in your perfect world?
2015 COWAN+

Draft the Feel portion for your top persona. (If done, converge with your group.)
started.
incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in
functional skills evaluation and improvement. Shes love to have a success story to talk about. Most HR departments dont do a
whole lot in this area.
Does
2015 COWAN+
EXERCISE: CREATE AN ADWORD AD: FEEL ANGLE

using the feel angle on your persona

2. Draft ad copy
Are you connecting with the FEEL in your Think-See-Feel-Do?
2015 COWAN+
PERSONAS- FEELS?
Feel: (The emotional driver. What are the predominant emotions around the relevant activity? What is the emotional outcome of the
actions they take around the activity?)
Do: The actuals. As applicable: What triggers? How often? For how long? How much money?
2015 COWAN+

started.
incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in functional
skills evaluation and improvement. Shes love to have a success story to talk about. Most HR departments dont do a whole lot in
this area.
Does: Helens relatively responsive to new ideas, particularly if someone knowledgeable is willing to come in and talk about it. If
she likes it, shell bring it to the functional managers, who are usually the ultimate decision makers since without their support
she cant get the system online and working. Post-sale, Helen will help keep the program organized, moving, and otherwise on
the functional managers radar. All this is predicated on Helen being equipped with the right messages, facts, and best practices
to make the purchase and use of Enable Quiz effective.
2015 COWAN+
EXERCISE- DISCOVERING WHAT THEY DO

Question Form
- Tell
- Do
How do you feel about [area]?
What do you do in [area]?

the
of the
job?do area
- What are the hardest, easiest partsfor
you do screen new candidates?with
If not, who?
your group)
(4 min)

Tell me about the last time?
What motivates you? What parts of it are most rewarding? Why?
What would it be like in your perfect world?
How many new openings/quarter?
How many interviews/position?
2015 COWAN+

Draft the Do portion for your top persona. (If done, converge with your group.)
started.
incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in functional
skills evaluation and improvement. Shes love to have a success story to talk about. Most HR departments dont do a whole lot in
this area.
Does: Helens relatively responsive to new ideas, particularly if someone knowledgeable is willing to come in and talk about it. If
she likes it, shell bring it to the functional managers, who are usually the ultimate decision makers since without their support
she cant get the system online and working. Post-sale, Helen will help keep the program organized, moving, and otherwise on
the functional managers radar. All this is predicated on Helen being equipped with the right messages, facts, and best practices
to make the purchase and use of Enable Quiz effective.
2015 COWAN+
EXERCISE: CREATE AN ADWORD AD: DO ANGLE

using the do angle on your persona

2. Draft ad copy
Are you connecting with the DO in your Think-See-Feel-Do?
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
AT
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
2015 COWAN+

PROBLEM SCENARIO
2015 COWAN+

PROBLEM SCENARIO
What job(s) are you doing for the
customer?
What existing need or behavior
are you fulfilling?
2015 COWAN+

PROBLEM SCENARIO
ALTERNATIVE(S)
2015 COWAN+

PROBLEM SCENARIO
ALTERNATIVE(S)
If they currently use

spreadsheets, watch them use it
and get a copy of it.
If they currently put notes on the family
fridge, ask about it, photograph it.
2015 COWAN+

Hiring technical talent is difficult.
(Too Broad, Abstract)
Screening technical talent is difficult.

(Probably About Right)
Its hard for the HR manager to send good notes on

candidates to the functional manager.
(Too Detailed, A Feature vs. a Product/Venture)
2015 COWAN+

PROBLEM SCENARIO
ALTERNATIVE(S)
2015 COWAN+
X
?
PROBLEM SCENARIO
ALTERNATIVE(S)
Brainstorm Problem Scenario

+Alternative Pairs.
Problem: Helen doesn't have a software
engineering background, so it's hard for her to
screen engineering candidates. She ends up
sending the functional manager too many
unqualified candidates. .
Alternative: She calls references and mostly ends
up taking their word for it.
(4 min)
2015 COWAN+
EXERCISE: CREATE AN ADWORD AD: PROBLEM SCENARIOS

using the your top problem scenarios (and alternatives as you see fit)

2. Draft ad copy
How does the draft follow from your problem scenarios?
(NO RULE AGAINST UPDATING YOUR PROBLEM SCENARIOS WHILE YOU DO THIS!)
2015 COWAN+

PROBLEM SCENARIO
ALTERNATIVE(S)
YOUR VALUE PROPOSITIONS
!
2015 COWAN+

PROBLEM SCENARIO
ALTERNATIVE(S)
YOUR VALUE PROPOSITIONS

Are they better enough than the
alternative(s)?
!
2015 COWAN+
X
?
!
PROBLEM SCENARIO
ALTERNATIVE(S)
Brainstorm Problem Scenario

+Alternative Pairs.
(If done, converge with your
group.)
Problem: Helen doesn't have a software
engineering background, so it's hard for her to
screen engineering candidates. She ends up
sending the functional manager too many
unqualified candidates. .
Alternative: She calls references and mostly ends
up taking their word for it.
YOUR VALUE
PROPOSITIONS
Value Proposition: New ability for meaningful

screening of technical candidates, increasing % of
successful hires and lowering Frank the Functional
Manager's workload on recruiting.
(4 min)
2015 COWAN+
EXERCISE: CREATE AN ADWORD AD: VALUE PROPOSITIONS

using the your top value propositions

2. Draft ad copy
How does the draft follow from your value propositions?
(NO RULE AGAINST UPDATING YOUR PROBLEM SCENARIOS WHILE YOU DO THIS!)
2015 COWAN+
AND NOW THE PRODUCT HYPOTHESIS

A certain PERSONA exists
and they have a certain
PROBLEMS(S)
where theyre currently using certain

ALTERNATIVE(S)
and I have a VALUE PROPOSITION

thats better enough than the alternatives
to cause the persona to act (purchase,
use, etc.).
!
2015 COWAN+

CUSTOMER
DISCOVERY &
EXPERIMENTS
Was the implemented

proposition?
S HO
IF
AT
WH

/user react?
PRODUCT &
PROMOTION
Did the
implementation
deliver on
the story?
VALUE
PROPOSITIONS &
ASSUMPTIONS
AL
E?
USER STORIES
& PROTOTYPES
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
PROBLEM
SCENARIOS &
ALTERNATIVES
AT
SC
PIVOT?
Is the problem
relevant? Is the
proposition better
vs alternatives?
2015 COWAN+
RECORDING ON THE BUSINESS MODEL CANVAS

Who are they?
Why do they buy?
Value
Propositions
Customer
Segments
Broad Selection
Do-it-yourselfers
Competitive Prices
Casual Shoppers
Convenience
Contractors
Example: Home Depot

2015 COWAN+
RECORDING ON THE BUSINESS MODEL CANVAS

Partner_1
(Key
Partner_2
Partners)
Partner_3
Activity_1
(Key
Activity_2
Activities)
Activity_3
Proposition_1
(Value
Proposition_2
Propositions)
Proposition_3
Relationship_1
(Customer
Relationship_2
Relationships)
Relationship_3
Segment_1
(Customer
Segment_2
Segments)
Segment_3
1.
Resource_1
(Key
Resource_2
Resources)
Resource_3
Channel_1
(Channels)
Channel_2
Channel_3
(Cost Cost_1
Structure)
Cost_2
Revenue_1
(Revenue
Streams)
Revenue_2
Cost_3
Revenue_3
The templates
templates here
here are
are made
made available
available on
The
on the
the same
same CC
CC license
license terms
terms as
as the
the original
original canvas.
canvas.
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
This work is licensed under the CreativeorCommons
Attribution-Share
Alike 3.0
Unported
To view
copy
of this license,
visit94105,
http:// USA.
creativecommons.org/licenses/by-sa/3.0/
send a letter
to Creative Commons,
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Second License.
Street, Suite
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creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
2.
3.
List Prioritized Customer

Segments/Personas
List Prioritized Value
Propositions
Note Linkages
(if applicable)
(5 min)
2015 COWAN+
HYPOTHESIS-DRIVEN INNOVATION VIA LEAN STARTUP

Do I have real evidence from my buyer that
this is compelling?
01 IDEA!
What is our value hypothesis and what are

its key assumptions?
02 HYPOTHESIS
How do I definitely prove or disprove the

assumptions with a minimum of time and
effort?
Am I reacting or am I focused on
validating my pivotal assumptions?
6.a YES
results
disprove
hypothesis
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
Pivot or persevere?
05 REVISE?
source: adapted from The Lean Startup
6.b NO
we appear to
have a valid
hypothesis
VALUE
HYPOTHESIS
2015 COWAN+
HYPOTHESIS-DRIVEN INNOVATION VIA LEAN STARTUP

01 IDEA!
What is our value hypothesis and what are

its key assumptions?
02 HYPOTHESIS
6.a YES
results
disprove
hypothesis
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
05 REVISE?
6.b NO
we appear to
have a valid
hypothesis
VALUE
HYPOTHESIS
2015 COWAN+
EXAMPLE: ENABLE QUIZ

Persona(s)
Helen the HR Manager- responsible for sourcing and screening job candidates
Frank the Functional Manager- hiring manager responsible for acquiring and managing talent
Problem
Scenario
Helen: hard to screen for technical skills

Frank: never has enough time for recruiting and doesnt want to be a jerk during interviews
Alternatives
Helen: call references, take their word for it (on skills)

Frank: ask a few probing questions
Value Prop.
A lightweight quizzing app that has Helen can use to do quick, effective screening.
What is the core value hypothesis?
2015 COWAN+

Core Value Hypothesis
If Enable Quiz offers companies that hire
engineers lightweight technical quizzes that
screen job candidates for engineering positions,
then these companies would trial, use, adopt, and
pay for such a service.
2015 COWAN+

As a group, draft your
core value hypothesis
As a group, converge
your product hypothesis
If Enable Quiz offers companies that hire

engineers lightweight technical quizzes that
screen job candidates for engineering positions,
then these companies would trial, use, adopt, and
pay for such a service.
(5 min)
2015 COWAN+
UNBUNDLING THE VALUE HYPOTHESIS INTO ASSUMPTIONS

If we [do something] for [persona], they will [respond in a certain way]
Example Assumptions (Enable Quiz)
If we get HR managers to a landing page with a demo, 10% will sign up for
our email product announcements.
If we create position-specific quizzes for HR managers, theyll use them
~100% of the time and, after two positions, be willing to pay.
If we offer the service at [x] price with [y] supplemental assistance,
companies that hire a lot of engineers will pay [z].
2015 COWAN+
TESTING YOUR ASSUMPTIONS VIA AN MVP
Minimum
V
P
What is the fastest, cheapest

way to validate or invalidate
this option so we give
ourselves more options on
future success?
2015 COWAN+
M
Viable
P
Will it give us a definitive

result? What are the
actionable metrics?
2015 COWAN+
M
V
Product
Does it really require actual

product? Can we use
alternative brands, channels?
2015 COWAN+
Minimum
Viable
Product
is not necessarily actual software/product (see

concierge MVP)
is a first and foremost learning vehicle
vs. a project plan
vs. a product development project
(OK to do those things but always subordinate
them to the learning mission)
2015 COWAN+

MVP Archetype
Wizard of Oz
Concierge
Sales
Notes
Show or fake the customer experience
Hand create the user experience
See if you can sell some.
2015 COWAN+

MVP Archetype
Wizard of Oz
Concierge
Sales

2015 COWAN+
CASE STUDY: DROPBOX

OPPORTUNITY
Underlying demand and supporting
infrastructure ready for a great file sharing app.
CHALLENGE
Building a great cross-platform app. required
VC funding. VCs saw a space with lots of
existing competitors struggling to get traction.
2015 COWAN+
CASE STUDY: DROPBOX

Persona
Tom the Techie- early adopter who works on projects that require swapping a lot of files between a shifting
network of collaborators.
Problem
Scenario
Its difficult to share files between a network of collaborators, particularly if theyre: big or numerous or change a
lot.
Alternatives
Many existing products, but none of them super compelling and widely adopted.
Also, custom setups which work but are cumbersome to set up and maintain.
Value
Hypothesis
If Dropbox created a file sharing service that truly felt transparent to the user across all major platforms- OSX, iOS,
Windows, etc., then a mass market of users would prefer it over the alternatives, subscribe to it and use it over
time.
What Minimum Viable Product (MVP)?

That you can bootstrap?
That doesnt require software at all?
2015 COWAN+
THE WIZARD OF OZ MVP

Created a synthetic web demo tailored
for early market (techies), promoted it,
and measured email sign-ups.
Result: Excellent traction and
conversion to sign-ups.
Strong validation signal.
2015 COWAN+

OPPORTUNITY
Hiring quality technical talent is critical for
many companies, but screening for skill sets is
time consuming and awkward.
CHALLENGE
The founding team wants to bootstrap without
external funding so they need to focus on a
specific technical domain, one that will get
them strong early traction.
2015 COWAN+

Persona(s)
Helen the HR Manager- responsible for sourcing and screening job candidates
Frank the Functional Manager- hiring manager responsible for acquiring and managing talent
Problem
Scenario
Helen: hard to screen for technical skills

Frank: never has enough time for recruiting and doesnt want to be a jerk during interviews
Alternatives
Helen: call references, take their word for it (on skills)

Frank: ask a few probing questions
Value
Hypothesis
If Enable Quiz offers companies that hire engineers lightweight technical quizzes that screen job candidates for
engineering positions, then these companies would trial, use, adopt, and pay for such a service.

2015 COWAN+
THE CONCIERGE MVP

Work with a set of HR managers to produce
position-specific quizzes by hand on paper (or
Google Forms, etc.).
Metrics:
Do the HR managers use them? How often?
Do they want one for their next open position?
Do the functional managers care?
2015 COWAN+

A QUESTION?
There are dozens of technical/engineer topics
Enable Quiz could offer. How can they assess
which topics are most marketable?
2015 COWAN+
THE GOOGLE ADWORDS MVP

Pair their qualitative research with topics trending
online and then run a series of Google AdWords
campaigns with different topics.
Metrics:
Which topics have the highest click-through rate (CTR)?
Which then convert to sign-ups to newsletters, etc.?
2015 COWAN+
CASE STUDY: LEONID SYSTEMS

OPPORTUNITY
(2007) Major disruption and new product
opportunities among telecom providers with
introduction of voice-over-IP and cloud
communications.
IT systems need to be rethought.
CHALLENGE
As a one-person startup, Leonid had actionable
ideas but not enough resources to execute an
end-to-end solution.
2015 COWAN+

Persona(s)
Chris the CTO- has funding and mandate to transition the business towards hosted services; many bases to cover
Problem
Scenario
IT is the most expensive, most risky area when making changes to the business.
Alternatives
1) Place large, risky bets on major new system upgrades. 2) Make small incremental updates (but risk not keeping
pace).
Value
Hypothesis
Leonid will offer modular, integration-friendly applications in two critical areas: 1) services provisioning and 2) end
user self-service portals.

2015 COWAN+

CONSULTING
PRODUCTIZED
CONSULTING
Started with consulting as a concierge vehicle

to create tactical solutions, focus problem
scenarios, evolving to full-fledged product.
Result: Steady step-wise growth with
consistently better understanding of key
customer problem scenarios.
PRODUCTS
2015 COWAN+
CASE STUDY: ZAPPOS

OPPORTUNITY
(1999) An observed problem scenario around
the difficulty of finding the right shoe at local
retail and a giant (but nascent) market in online
retail.
CHALLENGE
Consumers still in the early stages of adopting
and habituating to online retail. Founder (Nick
Swinmurn) wanted to bootstrap.
2015 COWAN+
CASE STUDY: ZAPPOS

Persona(s)
Sam the shoe-hound- knows what he wants but not where to get it.
Problem
Scenario
Sam is unable to find the shoe he wants at local retailers, wasting time and getting frustrated.
Alternatives
Possibly mail order or wait until hes in a bigger market to go to the store.
Value
Hypothesis
Make the shoe Sam wants accessible online and make sure he has a great experience so hell come back and not
have to think about where to find the shoe he wants anymore.

2015 COWAN+
CASE STUDY: ZAPPOS

Photographed shoes and put them online to
observe whether anyone bought them.
Result:
It worked and the rest is history.
2015 COWAN+
CASE STUDY: SPRIG

Startup looking for early traction for investors:
Whole Foods (deli) meets Uber.
OPPORTUNITY
Large opportunity to re-segment and disrupt
food prep. and delivery business. Desire to
move fast and learn fast.
CHALLENGE
Some existing competitors and slow
fundraising process. Food prep. and delivery
requires infrastructure.
source: as told to Lean Startup Circle, SF (Jan 2014)
2015 COWAN+
CASE STUDY: SPRIG

Persona(s)
Paula the Professional- health conscious, short on time, moderate to high income, already uses similar services
like Uber.
Problem
Scenario
Alternatives
I want to have a nice, healthy dinner with no hassle and at a price I can afford (like $12).
Value
Hypothesis
Going to the store or an expensive, take-out, or a slow delivery service (>20 minutes).
If Sprig offers Paula a healthy meal like you would order a cab (on Uber), then she would use and reuse the service.
* This is me interpolating/guessing on an item; not part of the Sprig teams explanation.

2015 COWAN+
THE CONCIERGE MVP

Created a synthetic web demo tailored for early
market (techies), promoted it, and measured email
sign-ups.
Result: Excellent traction and conversion to sign-ups.

Strong validation signal.
2015 COWAN+
CASE STUDY: PAUL HOWE & ASSOCIATES

OPPORTUNITY
Funded startup team rapidly iterating through
B2C concepts with lightweight
experimentation.
One idea: Some people would like to know how
much their stuff is worth.
CHALLENGE
Iterate to a successful concept while the time
and money permits.
2015 COWAN+

Persona
Problem
Scenario
Alternatives
I have a lot of stuff around that I might want to sell and/or Im just generally curious about how much its worth, how
much Ive spent.*
Going through credit card statements or receipts.
Value
Hypothesis
If Paul Howe & Co. offered a service where you could quickly, automatically know how much your stuff is worth,
users would engage with such a service in large numbers.*
* This is me interpolating/guessing on an item; not part of the Sprig teams explanation.

2015 COWAN+

Get a few sign-ups with access to email and bank
account info. Review by hand on a concierge basis
and compile a statement for them. Do they care?
Result: They dont care. Time to move on to the
next concept.
2015 COWAN+
CASE STUDY: STEALTH PHOTO-SOCIAL STARTUP

OPPORTUNITY
Lots of exciting things happening in the photosocial space.
CHALLENGE
The team had several ideas but few resources.
2015 COWAN+

Persona
Existing poster of photos. Personas: Martha the Mom, Pat the Party Planner, Teresa the Teen Social Butterfly
Problem
Scenario
[I want to do something interesting with my photos so that my social graph rewards me with interest and acclaim]
Alternatives
Manually enhance photos, use alternative enhancers/amplifiers like Instagram
Value
Hypothesis
If we offers Facebook users a way to [do something novel] with their photos, they will try the service and convert to
a paid version of the app.

2015 COWAN+

What MVP?
That you can
bootstrap?
That doesnt require
software at all?
ASSUMPTION
If the user shares a photo
with this treatment, the
users social network will
like and share the apps
output
2015 COWAN+
MVP
Create the target output
by hand (concierge style)
Does anyone care?
ASSUMPTION
If the user shares a photo
with this treatment, the
users social network will
like and share the apps
output
2015 COWAN+
ABOUT SOFTWARE, TESTING MOTIVATION, AND MVPS

You have to put the magic in the software.
(Not the other way around)
Concierge and other non-software MVPs
can be pretty magical.
Find 100 people that are really into it and
you can probably grow.
2015 COWAN+

MVP Archetype
Wizard of Oz
Concierge
Sales

Individually, begin decomposing your core value

hypothesis into testable assumptions
Pair them with ideas for experimentation (including
MVPs if applicable)
2015 COWAN+
FINI
Hypothesize
Learn
Experiment
Check out
Venture Design
bit.ly/vdesign
Use the Coursera Class:

Agile Development
bit.ly/hiagile
Twitter
@cowanSF
Get in touch!
acowan@alexandercowan.com
2015 COWAN+

Startup Leadership Program Product Design

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Startup Leadership Program Product Design

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PRODUCT DESIGN

STARTUP LEADERSHIP PROGRAM

THE VENTURE DESIGN PROCESS

Was the implemented

How did the customer

CREATING SUCCESSFUL PRODUCTS

THE VENTURE DESIGN PROCESS

Was the implemented

How did the customer

AGILE: BLOCKBUSTER EVENT OF 2001

THE MANIFESTO WAS SIMPLE

AGILE: THE GOOD STUFF

1: THE USER STORY

THE IMPORTANCE OF FORM & NOTATION

(THE WHOLE) AGILE USER STORY

Who is this user?

EXAMPLE: AGILE USER STORIES AT ENABLE QUIZ

THE EPIC: NOT QUITE AS BIG AS IT SOUNDS

Epic sounds big.

EXAMPLE: AGILE EPIC STORIES AT ENABLE QUIZ

EXAMPLE: AGILE EPIC STORIES AT ENABLE QUIZ

WALKING THROUGH AN EPIC

USING THE STORYBOARDING SQUARES

Optional notes here to

SKETCHING YOUR NARRATIVE

WALKING THROUGH AN EPIC

EXERCISE: STORYBOARDING THE BEFORE SCENARIO

EXERCISE: STORYBOARDING THE BEFORE SCENARIO

Stories are not

EXERCISE: STORYBOARDING THE BEFORE SCENARIO

EXERCISE: STORYBOARDING THE BEFORE SCENARIO

How hard is this vs.

EXERCISE: STORYBOARDING THE BEFORE SCENARIO

EXERCISE: STORYBOARDING THE BEFORE SCENARIO

How will you know

EXAMPLE: AGILE USER STORIES

AGILE: YOULL KNOW ITS WORKING IF

THE VENTURE DESIGN PROCESS

Was the implemented

How did the customer

THE PRACTICE OF DESIGN THINKING

Doing precisely what

Assuming you know whats

THE PRACTICE OF DESIGN THINKING

Finding the Right

Value Hypothesis &

source: adapted from The Design of Everyday Things

THE PRACTICE OF DESIGN THINKING- WHY IS IT HARD?

THE PRACTICE OF DESIGN THINKING- FOUNDATIONS

THE PRACTICE OF DESIGN THINKING- FOUNDATIONS

THE PRACTICE OF DESIGN THINKING- FOUNDATIONS

THE PRACTICE OF DESIGN THINKING- FOUNDATIONS

A Better Mouse Trap

Powered by Better Bait

THE VENTURE DESIGN PROCESS- PERSONAS

DESIGN THINKING: EMPATHY & PERSONAS

DESIGN THINKING: EMPATHY & PERSONAS

Bullet points are almost never

Socialize with other moms

86% said theyd like to be more

Stock photo- not real

THE ART OF CUSTOMER DISCOVERY

Mary the Mom

these full sentences look like a good

this is a real photo of a relevant

Mary the Mom

EXERCISE- PERSONA CREATION