Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
2015 COWAN+
alternatives
Personas
Problems
Alternatives
Experiments on Motivation
User Stories
Field
Discovery
Prototypes
Software
divergence
convergence
divergence
time
convergence
2015 COWAN+
S HO
IF
AT
WH
CUSTOMER
DISCOVERY &
EXPERIMENTS
PRODUCT &
PROMOTION
VALUE
PROPOSITIONS &
ASSUMPTIONS
WH
PERSONAS
WHO?
AT
SC
PIVOT?
AL
E?
USER STORIES
& PROTOTYPES
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
Agenda
Deliverables
Crash
Course
Positioning
Statement
& Sketches
Personas
Problems
Propositions
Experiments
Expansion
Peer Review
Instructor
Review
User Stories
Patterns
Mockups
User Tests
2015 COWAN+
DAY 1
PART 1
Workshop Session
PART 2
Working Session: Homework
Asynch Peer + Instructor Review
Office Hours
2015 COWAN+
DAY 2
PART 1
2015 COWAN+
DAY 3
PART 1
Workshop Session
PART 2
Working Session: Homework
Asynch Peer + Instructor Review
Office Hours
2015 COWAN+
S HO
IF
AT
WH
CUSTOMER
DISCOVERY &
EXPERIMENTS
PRODUCT &
PROMOTION
VALUE
PROPOSITIONS &
ASSUMPTIONS
WH
PERSONAS
WHO?
AT
SC
PIVOT?
AL
E?
USER STORIES
& PROTOTYPES
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
Empathy
Creativity
2015 COWAN+
2015 COWAN+
Entry
Urinate as they go
Edges preferred
Speedy
PB > cheese
Empathy
2015 COWAN+
UV Validation
Relevant Placement
Creativity
2015 COWAN+
HOW TO DO THIS?
PERSONA
QUESTION
PERSONA
ANSWER
Y
N
NEW
PERSONA?
DRAFT
INTERVIEW
GUIDE
INTERVIEW
02
03
05
DRAFT DAY
IN THE LIFE
QUESTIONS
DRAFT
PERSONA
01
INVEST
DAY IN THE
LIFE?
REVISE
07
ACQUIRE
PHOTOS
04
TEST
06
WORKING?
09
10
2015 COWAN+
(4 min)
2015 COWAN+
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
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Sees
Feels
Does
2015 COWAN+
- Tell
- Do
Sees
Feels
Does
(4 min)
2015 COWAN+
PERSONAS- SEES?
Thinks: (The cognitive part. Often: the tension between how theyd ideally like things to be and how they are now.)
Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.)
Feels
Does
2015 COWAN+
Feels
Does
2015 COWAN+
- Tell
- Do
2015 COWAN+
Feels
Does
2015 COWAN+
2015 COWAN+
PERSONAS- FEELS?
Thinks: (The cognitive part. Often: the tension between how theyd ideally like things to be and how they are now.)
Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.)
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+
Does
2015 COWAN+
- Tell
- Do
2015 COWAN+
Does
2015 COWAN+
2015 COWAN+
PERSONAS- FEELS?
Thinks: (The cognitive part. Often: the tension between how theyd ideally like things to be and how they are now.)
Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.)
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+
2015 COWAN+
- Tell
- Do
2015 COWAN+
2015 COWAN+
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
2015 COWAN+
2015 COWAN+
2015 COWAN+
ALTERNATIVE(S)
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ALTERNATIVE(S)
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ALTERNATIVE(S)
2015 COWAN+
X
?
PROBLEM SCENARIO
ALTERNATIVE(S)
2015 COWAN+
Secure the
infamous
click through
Engage Interest,
Desire on
landing page
Action,
onboarding,
retention
()
2015 COWAN+
CREATING AN ADWORD AD
2015 COWAN+
(10 min)
2015 COWAN+
ALTERNATIVE(S)
!
2015 COWAN+
ALTERNATIVE(S)
!
2015 COWAN+
X
?
!
PROBLEM SCENARIO
EXAMPLE: ENABLE QUIZ
ALTERNATIVE(S)
YOUR VALUE
PROPOSITIONS
2015 COWAN+
(5 min)
2015 COWAN+
!
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FINDING SUBJECTS
2015 COWAN+
Subjects
you contact
Subjects
that respond
2015 COWAN+
APPROACHING SUBJECTS
2015 COWAN+
CHOICE OF VENUE
In-Person
In Situ
In-Person
Ex Situ
Video Call
Voice Call
2015 COWAN+
TODAY: STORYBOARDS!
2015 COWAN+
STORYBOARDING: EXAMPLE
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STORYBOARDING: EXAMPLE
2015 COWAN+
What?
Why?
When?
PROBLEM
SCENARIOS
ALTERNATIVE(S)
- Call references
- Take their word for it
VALUE
PROPOSITIONS
ACTION
How is the alternative executed?
REWARD
How is the persona gratified?
2015 COWAN+
ACTION
REWARD
2015 COWAN+
ACTION
REWARD
better outcomes
2015 COWAN+
AFTER
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AFTER
(10 min)
2015 COWAN+
As Presenter
1) Who is/are the persona(s)? What do they
care about?
2) Trigger, action, reward (before? after?) ?
3) Why the alternative?
4) Whats compelling about the value prop.?
As Audience
- Focus on the process; avoid editorial
- Ask a lot of questions
- Think about it like an investor
(5 min/each)
2015 COWAN+
AIDAOR
Attention
Interest
Desire
Action
Onboarding
Retention
(5 min/each)
2015 COWAN+
AIDAOR
Attention
Interest
Desire
Action
Onboarding
Retention
What is it that
engages them with
your proposition?
How will you
connect?
(5 min/each)
2015 COWAN+
AIDAOR
Attention
Interest
Desire
Action
Onboarding
Retention
(5 min/each)
2015 COWAN+
AIDAOR
Attention
Interest
Desire
Action
Onboarding
Retention
What is absolute
minimum set of
actions required by
the customer to
have you deliver on
their problem?
(5 min/each)
2015 COWAN+
AIDAOR
Attention
Interest
Desire
Action
Onboarding
Retention
How do they
become a regular,
habitual user? How
will you know if
thats happening?
(5 min/each)
2015 COWAN+
AIDAOR
Attention
Interest
Desire
Action
Onboarding
Retention
What?
Why?
When?
STORYBOARDING AIDA(OR)
2015 COWAN+
STORYBOARDING AIDA(OR)
Using the squares,
create a 6-panel
AIDA(OR)
storyboard
(10 min)
2015 COWAN+
2015 COWAN+
ALEX COWAN
alexandercowan.com
@cowanSF
source: nirandfar.com
2015 COWAN+
(internal)
source: nirandfar.com
(external)
2015 COWAN+
source: nirandfar.com
2015 COWAN+
source: nirandfar.com
2015 COWAN+
source: nirandfar.com
2015 COWAN+
What?
Why?
When?
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?
Storyboard a key
user habit using the
Hook Framework
source: nirandfar.com
(10 min)
2015 COWAN+
FRAMEWORKS
WILL HELP
FRAMEWORKS!
3 == MAGIC
DOC TABLES
3 IS A MAGIC NUMBER
Warm up (at least) in series of
three panels (a triptych).
AVOID DUCKS
DUCKS
STORYBOARDING IN DOCS
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.
2015 COWAN+
FRAMEWORKS
WILL HELP
FRAMEWORKS!
3 == MAGIC
DOC TABLES
AVOID DUCKS
DUCKS
PRES BUILDS
3 IS A MAGIC NUMBER
Warm up (at least) in series of
three panels (a triptych).
BUILDS HELP
PRESENTATIONS WITH
PACE
And will help your audience stay
with you.
2015 COWAN+
STORYBOARDTHAT.COM
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
VALUE
PROPOSITIONS &
ASSUMPTIONS
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
AT
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
2015 COWAN+
PERSONA HYPOTHESIS
VALUE HYPOTHESIS
PROBLEM HYPOTHESIS
USABILITY HYPOTHESIS
2015 COWAN+
01 IDEA!
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+
M
V
P
source: adapted from The Lean Startup
2015 COWAN+
Minimum
V
P
source: adapted from The Lean Startup
2015 COWAN+
M
Viable
P
source: adapted from The Lean Startup
2015 COWAN+
M
V
Product
2015 COWAN+
Minimum
Viable
Product
2015 COWAN+
Notes
Show or fake the customer experience
Hand create the user experience
See if you can sell some.
2015 COWAN+
2015 COWAN+
2015 COWAN+
2015 COWAN+
Notes
How?
Well start with custom-built quizzes on Google Forms to assess the basic value of
the product to the HR manager.
2: If the HR managers use the quiz, theyll send through <1/2 the candidates. Metric:
% candidates screened for the functional manager (baseline vs. with the quiz)
3: If we offer the service at [x] price, companies that hire a lot of engineers will pay
[z]. Metric: % subjects paying $100 for a custom-created quiz (after 2 quizzes)
see bit.ly/exp-test
see bit.ly/exp-test
see bit.ly/exp-test
2015 COWAN+
Notes
If Enable Quiz offers its quizzing solution in the area of [x], customers will subscribe.
How?
see bit.ly/exp-test
see bit.ly/exp-test
see bit.ly/exp-test
2015 COWAN+
2015 COWAN+
FINI
Homework + slides
bit.ly/gotoilab
Venture Design
bit.ly/vdesign
Coursera Class:
Agile Development
bit.ly/hiagile
@cowanSF
Get in touch!
acowan@alexandercowan.com
2015 COWAN+