En rask innføring i Google Ventures Design Sprint

Digital Markedsføring

I dagens forelesning i digital markedsføring hadde vi besøk av Hanne Birgitte Arntsen fra Inevo. Hun ga oss en innføring i Design Sprint, utviklet av Google Ventures. Design Sprint er en femdagers prosess som skal besvare kritiske forretningsspørsmål ved hjelp av design, prototyping og testing av ideer med kunder.

En typisk innovasjonsprosess vs. design sprint

En typisk innovasjonsprosess tar utgangspunkt i fire steg – idé, utvikling, lansering og læring. Design sprint gir de som jobber med det en snarvei til læring utenom utvikling og lansering. Det kan illustreres slik:

En tradisjonell innovasjonsprosess krever ofte enorme ressurser –  både tid, penger og personer. De fleste prosjekter strander i mangel av eierskap, tid, evnen til å fatte beslutninger raskt nok og gjennomføring. Design Sprint tar for seg rommet mellom idé og læring, og i løpet av fem dager kan man spole frem i tid og se en idé som ferdig produkt og hvilke kundereaksjoner dette produktet skaper – før man foretar dyre investeringer og forpliktelser.

Som nevnt er design sprint en femdagers prosess fra mandag til fredag. Den starter mandag klokken 10.00 og avsluttes 17.00 hver dag.

Suksesskriterier for Design Sprint

Det er mange fordeler ved en design sprint, men for å lykkes best mulig er det visse suksesskriterier som bør være oppfylt. Arntsen påpekte følgende kriterier:

  • Sammensetning av team – riktig folk med ulike ferdigheter
  • At alle er fullt og helt tilstede hele uken – ikke flyr inn og ut av møter, bruker mobilen etc.
  • At fasilitator visualiserer, spør spørsmål og holder tiden – bruk gjerne en klokke med alarm

Mandag – skissere kundereisen

På mandag starter man med å stille seg noen grunnleggende spørsmål. Ifølge Arntsen er det personen som har rollen som fasilitator som skal stille de riktige spørsmålene. I forelesningen besvarte vi spørsmålene hvorfor gjør vi dette, hva er drømmescenarioet om seks uker (eller 1 år, 5 år osv.) og hva kan gå galt? Man setter seg også et hovedmål med prosessen. Dette hovedmålet kan være å ha fornøyde kunder som handler igjen og som bidrar med positiv vareprat.

For å skissere kundereisen tar man utgangspunkt i hovedmålet, eksempelvis “en kunde som ble lengre”, og starter med slutten. Det høres kanskje bakvendt ut, men det er enklere å skissere reisen på vei mot målet hvis man vet hvor reisen skal ende.

En skisse av en kundereise kan se slik ut:

Tirsdag – tegne løsninger og skissere ideer

På tirsdag skisserer man ideene man har. Her kan man starte med såkalte “lightning demos” hvor man ser på hvordan andre har løst tilsvarende problemer. Arntsen presenterte sitatet “good artists copy, great artists steal” for oss. Sitatet ble i sin tid presentert av Picasso og senere brukt av Steve Jobs. Det kan altså være hensiktsmessig å se på både konkurrenter og ikke-konkurrenter, når man skal tegne løsninger og skissere ideer.

Alle som er med i teamet under en design sprint skisserer sine forslag til ideer og løsninger. Disse presenteres på dag tre.

“Good artists copy, great artists steal”

Onsdag – beslutningstaking

Dag tre av en design sprint starter gjerne med det Arntsen kalte et “kunstmuseum”. Her presenteres alle ideene som ble skissert dagen før for medlemmene av teamet. Skissene er anonyme slik at man skal unngå gruppetenkning. Ofte er det slik at de beste “selgerne” ikke nødvendigvis har de beste ideene, og omvendt. Med et “kunstmuseum” presenteres ideene på samme måte, slik at teamet kan bli enige om hvilken idé de synes er best uten å bli påvirket av en persons evne til å presentere eller selge.

Videre foretar de en avstemming på hvilken idé de synes er best og som de mener best kan løse problemet de står ovenfor.

Avslutningsvis denne dagen lager teamet et storyboard. Dette er en sekvensiell visualisering av ideen – nesten som en tegneserie.

Torsdag – prototyping

Denne dagen handler det om å bruke folkene riktig. Alle i teamet får utdelt ulike roller, gjerne basert på de ferdigheter og kunnskaper de innehar. Arntsen presenterte et case hun selv har vært med å jobbet på, hvor teamet skulle utvikle en app. Hun understreket at de på dag fire (torsdag) foretok en rollefordeling ved at noen hadde ansvaret med teksten i appen, noen tok seg av bildemateriell, noen gjorde klar intervjuguiden som skal benyttes i brukertestene på dag fem og noen hadde rollen som skulle sy alt dette sammen.

Så utvikler man en prototype av det produktet eller den tjenesten man har blitt enige om dagen før, slik at man kan teste denne på dag fem. Arntsen tipset oss om prototyping ved hjelp av Apples tjeneste Keynote, hvor man kan lage prototyper av nesten hva som helst.

Her får du tips til hvordan lage en prototype med Keynote. 

Fredag – brukertesting

På den femte og siste dagen av en design sprint skal man teste produktet eller tjenesten man har utviklet på faktiske brukere. I caset Arntsen presenterte hadde de et intervjurom hvor en i teamet intervjuet brukere, og et annet rom hvor resten av teamet satt og kunne se hele intervjuet. De intervjuet fem ulike brukere, og etter disse intervjuene så man generelle brukeratferdsmønstre. Disse mønsterene gir verdifull innsikt i hvordan brukere faktisk vil bruke produktet eller tjenesten du er i ferd med å utvikle, samt viktige tilbakemeldinger som man kan ta med i videre arbeid.

Vår foreleser Karl Philip Lund understreket også viktigheten av å ha en prototype av så god kvalitet at brukerne som tester den ikke vet at det er en prototype, men tror at den er ekte.

Hvorfor skal man gjennomføre en design sprint?

Det er mange fordeler ved å “sprinte”. Blant annet er det kostnadseffektivt, tidsbesparende og motiverende. Man får også god kondis, da det er krevende å sitte så tett i et rom i en hel uke. Andre positive aspekter ved en design sprint er at det er fremtidsrettet og tar opp de store spørsmålene.

I hvilke situasjoner fungerer en design sprint?

En design sprint fungerer godt i situasjoner hvor man har dårlig tid og høyt press, ved stor usikkerhet, når man vil unngå gruppetenkning og når man har flere ideer og vil sikre riktig prioritering. I følge Karl Philip Lund leverer man også de beste resultatene når man jobber under press, så det lønner seg å ha en deadline slik man har med fredagen i en design sprint.

 

Kilder

Hanne Birgitte Arntsen, forelesning i Digital Markedsføring 12.mars 2018

Karl Philip Lund, forelesning i Digital Markedsføring 12.mars 2018

http://www.gv.com/sprint/

https://library.gv.com/the-product-design-sprint-understand-day-1-e164f76e69cf

https://www.cnet.com/news/what-steve-jobs-really-meant-when-he-said-good-artists-copy-great-artists-steal/

 

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