Solving The Right Problem (UVA Ilab)

1 DAY INTENSIVE AT DARDEN ILAB
SOLVING THE RIGHT PROBLEM
Alex Cowan
2015 COWAN+
THE PRACTICE OF DESIGN THINKING
Finding the Right Finding the Right
PROBLEM SOLUTION
Value Propositions &

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

time
ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+
THE VENTURE DESIGN PROCESS
CUSTOMER
DISCOVERY &
EXPERIMENTS
?

E
M
WH
W
AT
S HO
PRODUCT &
IF
PROMOTION
?
VALUE
PROPOSITIONS &
USER STORIES
ASSUMPTIONS
& PROTOTYPES
E?
AL
PIVOT?
SC
?
AT
WH
PROBLEM
PERSONAS WHO? SCENARIOS &
ALTERNATIVES

CUSTOMER
DISCOVERY &
EXPERIMENTS
?

E
M
WH
W
AT
S HO
PRODUCT &
IF
PROMOTION
?
VALUE
PROPOSITIONS &
USER STORIES
ASSUMPTIONS
& PROTOTYPES
E?
AL
PIVOT?
SC
?
AT
WH
PROBLEM
ALTERNATIVES

Do we understand
this person? What
makes them tick?
PROBLEM
ALTERNATIVES

THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
Empathy Creativity

1 Entry
2 Urinate as they go
3 Edges preferred
4 Speedy
5 PB > cheese
Empathy
Check & Repair 1
UV Validation 2
Relevant Placement 3
A Better Mouse Trap 4
Powered by Better Bait 5
Creativity
DESIGN THINKING: EMPATHY & PERSONAS
ALEX COWAN
alexandercowan.com
bit.ly/2persona @cowanSF

DESIGN THINKING: EMPATHY & PERSONAS
ALEX COWAN
alexandercowan.com
bit.ly/2persona @cowanSF

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

PERSONA: BAD
This is a huge population- Women
not exact
Age 28-45 Bullet points are almost never
Has kids vivid or detailed
Socialize with other moms

Online with Facebook
86% said theyd like to be more
These responses are fake actionable- organized
survey responses like this are
unreliable 70% said theyd use an application
that organizes them
Stock photo- not real
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

PERSONA: BETTER
the use of a first name helps w/
vividness (a little)
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
these full sentences look like a good mom. She loves it. But its not like having kids purged her
start towards something vivid and creative, social instincts. She wants to connect, she wants to
detailed 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.
this is a real photo of a relevant
She has a few blogs and publications she reads regularly
person taken with an iPhone in the
real world
HOW TO DO THIS?
PERSONA PERSONA
QUESTION ANSWER
Y
N N
NEW DRAFT DRAFT

Y INTERVIEW INTERVIEW REVISE TEST WORKING?
PERSONA? PERSONA
GUIDE
02 03 05 07 09
01 10
INVEST DRAFT DAY ACQUIRE EDIT & SCRUB

DAY IN THE Y IN THE LIFE PHOTOS PER RESEARCH
LIFE? QUESTIONS PROTOCOL
04 06 08

WHO MIGHT THEY BE?
List at least 3 personas
Mary the Working Mom USE 1 INDEX CARD/

PERSONA
Douglas the Dad
Nathan the Nanny
Ivan the Infant
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

OUR CAST
Sally the
Single Mom

WAKE UP!

WAKE UP!

GEARING UP FOR THE DAY

AT WORK

AFTER WORK

PRE-BED

BED

GEAR

IF I HAD 3 EXTRA HOURS

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?
ALEX COWAN
alexandercowan.com
bit.ly/daynthelife @cowanSF

PERSONAS- THINK SEE FEEL DO

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

EXAMPLE- ENABLE QUIZ & HELEN THE HR MANAGER

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

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)
EXERCISE- DISCOVERING WHAT THEY THINK
Question Form Examples Questions (Enable Quiz)
Tell me about [yourself in the role of the persona]? - Tell 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?
Tell me about [your area of interest]? - Do 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?
Tell me your thoughts about [area]? - How should it ideally be done?
- How is it actually done? Why?
Thinks: Helen thinks the hiring process should be so much better- Draft discovery questions
more systematic, fewer bad hires. Professional development is in the areas above
something theyve identified that they want to do better, but the
functional managers arent engaged enough to get the whole thing (If complete, converge
started. with your group)
(7 min)

PERSONAS- SEES?
Sees: (The interactions that shape their Thinking- media, peers, education, training, casual observation.)
Feels
Does

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

Draft the See portion for your top persona. (If done, converge with your group.)
started.
Feels
Does

EXERCISE- DISCOVERING WHAT THEY SEE
Where do you learn whats new? What others do?

What do you see in [area]? Who do you think is doing it right?
How did you make your last decision?

CAN YOUR PERSONA DO THIS?
Capture Secure the Engage Interest, Action,

Attention infamous Desire on onboarding,
via Google click through landing page retention
AdWord
()
CREATING AN ADWORD AD

EXERCISE: CREATE AN ADWORD AD: THINK ANGLE
Create at least one Google AdWords ad on the paper template- specifically
using the your top problem scenarios (and alternatives as you see fit)
1. Select keywords (put in Notes section)

2. Draft ad copy
How does the draft follow from the think statement on your persona?
Are you speaking in the language your customers use?
(NO RULE AGAINST UPDATING YOUR PERSONA WHILE YOU DO THIS!)

PERSONAS- FEELS?
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

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

EXERCISE- DISCOVERING WHAT THEY FEEL

Tell me about the last time?
How do you feel about [area]? What motivates you? What parts of it are most rewarding? Why?
What would it be like in your perfect world?

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

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.

EXERCISE- DISCOVERING WHAT THEY DO

Tell me about the last time?
How do you feel about [area]? 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?

What do you do in [area]?
How many interviews/position?

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.

Do we understand
this person? What
makes them tick?
PROBLEM
ALTERNATIVES

PERSONAS & PROBLEM SCENARIOS

PROBLEM SCENARIO
X

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

PROBLEM SCENARIO
X
ALTERNATIVE(S)
?

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

X (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)

PROBLEM SCENARIO
X
ALTERNATIVE(S)
?

X PROBLEM SCENARIO 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
? ALTERNATIVE(S) sending the functional manager too many

unqualified candidates. .
Alternative: She calls references and mostly ends

up taking their word for it.

EXERCISE: CREATE AN ADWORD AD: PROBLEM SCENARIOS
using the your top problem scenarios (and alternatives as you see fit)
1. Draft Problem Scenario + Alternative Pairs
2. Select keywords (put in Notes section) Problem: Helen doesn't have a software
3. Draft ad copy sending the functional manager too many
unqualified candidates. .

How does the draft follow from your problem scenarios?

(Feel free to iterate on each as you go) (10 min)
PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS
!
PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS
Are they better enough than the !
alternative(s)?
X PROBLEM SCENARIO
EXAMPLE: ENABLE QUIZ
Problem: Helen doesn't have a software
sending the functional manager too many
? ALTERNATIVE(S) unqualified candidates. .

Value Proposition: New ability for meaningful
screening of technical candidates, increasing % of
YOUR VALUE successful hires and lowering Frank the Functional
! PROPOSITIONS
Manager's workload on recruiting.

EXERCISE: CREATE AN ADWORD AD: VALUE PROPOSITION
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 problem scenarios?
Are you connecting with the problem scenarios you identified?
(5 min)
AND NOW THE PRODUCT HYPOTHESIS
A certain PERSONA exists
and they have a certain
PROBLEMS(S) X
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.).
!
FINDING SUBJECTS
Source: | alexandercowan.com
West Midlands
ALEX COWAN | @Commons
Police via Wikimedia cowanSF 2015 COWAN+
THE SUBJECT ACQUISITION FUNNEL
Subjects that
show up
Subjects Subjects
you contact that respond
APPROACHING SUBJECTS

CHOICE OF VENUE
In-Person In-Person Video Call Voice Call

In Situ Ex Situ

THE BEFORE & AFTER STORYBOARD
What? A comparison of the customers life with

and without your proposition.
Why? To make sure you really get it; or, at least,

that you are pushing yourself to get it.
When? When you want to make sure you have a

actionable understanding of the problem
youre going to solve.
ENABLE QUIZ: PROBLEM SCENARIOS
PERSONA Helen the HR Manager Frank the Functional Manager
Its hard for me to screen on I have limited time and I dont want to be a
PROBLEM technical skill sets and I end up jerk. Its hard to screen for all the relevant
SCENARIOS sending Frank unqualified recruits. technical skill sets.
- Call references - A few probing questions

ALTERNATIVE(S) - Take their word for it - Take their word for it
New ability for meaningful screening

VALUE of technical candidates, increasing % Less time doing interviews, and better hires
PROPOSITIONS of successful hires and lowering sooner.
Franks workload on recruiting.

SKETCHING YOUR NARRATIVE
TRIGGER ACTION REWARD
How does the problem scenario
How is the alternative executed? How is the persona gratified?
initiate?
source: adapted from Nir Eyals Hook Framework 2015 COWAN+

SKETCHING YOUR NARRATIVE- BEFORE SCENARIO
The company creates a new
Frank writes a job description.
position that needs filling.
Helen sources candidates.
Helen screens candidates and

a lot of candidates to screen
sends them to Frank.
Frank interviews candidates. a lot of candidates to interview
Frank & Helen make a final

candidate selection. The too many (mutually) bad outcomes
candidates starts.
STORYBOARDING THE BEFORE SCENARIO
BEFORE

SKETCHING YOUR NARRATIVE- AFTER SCENARIO
The company creates a new
Frank writes a job description.
position that needs filling.
Helen & Frank create a quiz for the
position.
Helen sources candidates.
Helen screens candidates and fewer candidates to screen;

sends them to Frank. simpler, better screening
Frank interviews candidates. fewer candidates to interview
Frank & Helen decide & the

better outcomes
candidate starts.
STORYBOARDING THE BEFORE SCENARIO
BEFORE
AFTER

EXERCISE: STORYBOARDING THE BEFORE SCENARIO
BEFORE
Using the squares,
create a before and
then after
storyboard- 3
panels each
AFTER
(10 min)
WORKING YOUR HYPOTHESES
PERSONA HYPOTHESIS CUSTOMER CREATION HYPOTHESIS
VALUE HYPOTHESIS
PROBLEM HYPOTHESIS USABILITY HYPOTHESIS

FINI
Slides bit.ly/hiilab2017
Venture Design bit.ly/vdesign
Coursera Specialization: bit.ly/hiagile

Agile Development
Coursera Course: bit.ly/digi-prod

Product Management
@cowanSF
Get in touch! cowana@darden.virginia.edu
2015 COWAN+

Solving The Right Problem (UVA Ilab)

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1 DAY INTENSIVE AT DARDEN ILAB

SOLVING THE RIGHT PROBLEM

Value Propositions &

divergence convergence divergence convergence

source: adapted from The Design of Everyday Things

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

A Better Mouse Trap 4

Powered by Better Bait 5

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

Socialize with other moms

Mary the Mom

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

NEW DRAFT DRAFT

INVEST DRAFT DAY ACQUIRE EDIT & SCRUB

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

Mary the Working Mom USE 1 INDEX CARD/

Nathan the Nanny

Ivan the Infant

Day in the Life

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

Where do you learn whats new? What others do?

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

Capture Secure the Engage Interest, Action,

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

1. Select keywords (put in Notes section)

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

Where do you learn whats new? What others do?

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

Where do you learn whats new? What others do?

How many new openings/quarter?

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+

ALEX COWAN | alexandercowan.com | @cowanSF 2015 COWAN+