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ACPM 2018

FROM WILD IDEA TO WEARABLE

Alex Cowan

© 2018 COWAN+
ABOUT ME

Entrepreneur (5x)
Intrapreneur (1x)

© 2018 COWAN+
THE VENTURE DESIGN PROCESS
How did the customer CUSTOMER Was the implemented
/user react? DISCOVERY & story relevant to the
EXPERIMENTS proposition?
?

E
M

WH
W

AT
S HO
PRODUCT &

IF
PROMOTION

?
VALUE
Did the PROPOSITIONS &
USER STORIES implementation ASSUMPTIONS
& PROTOTYPES deliver on
the story?

E?
AL
P I V O T?

SC
Do we understand
this person? What ?
AT
makes them tick? WH
Is the problem
PROBLEM relevant? Is the
PERSONAS WHO? SCENARIOS & proposition better
ALTERNATIVES
vs alternatives?

© 2018 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS

Empathy Creativity
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THE PRACTICE OF DESIGN THINKING- FOUNDATIONS

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THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
1 Entry

2 Urinate as they go

3 Edges preferred

4 Speedy

5 PB > cheese

Empathy
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THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
Check & Repair 1

UV Validation 2

Relevant Placement 3

A Better Mouse Trap 4

Powered by Better Bait 5

Creativity
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THE PRACTICE OF DESIGN THINKING
Finding the Right Finding the Right
PROBLEM SOLUTION
alternatives

divergence convergence divergence convergence

time
source: adapted from ‘The Design of Everyday Things’ © 2018 COWAN+
PERSONAS & PROBLEM SCENARIOS

PROBLEM SCENARIO
X

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PERSONAS & PROBLEM SCENARIOS

PROBLEM SCENARIO
What job(s) are you doing for the X
customer?
What existing need or behavior
are you fulfilling?
+ How might you measure
successful outcomes?

© 2018 COWAN+
LAYERING PROBLEM SCENARIOS
‘Onboarding New Patients.’
(Big/Abstract)

‘Acquiring Patient History.’ [Mean Completeness]


X (Medium/Specific)

‘Requesting/Receiving records from [XYZ provider].’ 



[Labor rel. Completeness]
(Small/Tactical but Dependent)

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PERSONAS & PROBLEM SCENARIOS

PROBLEM SCENARIO
X
ALTERNATIVE(S)
?

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PERSONAS & PROBLEM SCENARIOS

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.

© 2018 COWAN+
PERSONAS & PROBLEM SCENARIOS: EXAMPLE

X PROBLEM SCENARIO Problem Scenario + Alternative Pairs


PROBLEM SCENARIO + ALTERNATIVE
METRICS
Triggering acquisition of Our office manager is able
patient records before first to filter for new patients

?
visit and checks that beginning
ALTERNATIVE(S) of each week by hand.
[portion of records
acquired pre-visit]
Identifying gaps in records The clinicians manually
when patient arrives for check the history and fill in
first visit gaps during the patient
visit.
[mean depth of gaps in
clinic]

© 2018 COWAN+
EXAMPLE TOPIC: PREVENTATIVE SCREENING

Age

Circumstances
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PERSONAS & PROBLEM SCENARIOS: EXAMPLE
PRACTICE WITH 

PREVENTATIVE SCREENING

X PROBLEM SCENARIO
Generate Problem Scenarios + Alternatives
PROBLEM SCENARIO + ALTERNATIVE
METRICS
Triggering acquisition of Our office manager is able
patient records before first to filter for new patients

?
visit and checks at the end of
ALTERNATIVE(S) each week by hand.
[portion of records
acquired pre-visit]
Filtering for gaps in …
records when patient
arrives for first visit

[mean depth of gaps in


clinic]

© 2018 COWAN+
PERSONAS & PROBLEM SCENARIOS: EXAMPLE
EXAMPLE

X PROBLEM SCENARIO Problem Scenario + Alternative Pairs


PROBLEM SCENARIO + ALTERNATIVE
METRICS
Notifying and reminding We try to set it up so the
about preventive primary care physicians

?
screening remind during checkup’s
ALTERNATIVE(S)
[reminders/patient/period]
[mean screening
completeness/patient]
Triggering changes in …
screening based on
changes in age

[mean delay in notification]

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THINKING THROUGH A PROBLEM SCENARIO- WHAT IS
Trigger Action Reward

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THINKING THROUGH A PROBLEM SCENARIO- WHAT IS
Trigger Action Reward

PRACTICE
Pick a problem scenario + alternative pair on preventative screening and storyboard them

© 2018 COWAN+
THINKING THROUGH A PROBLEM SCENARIO- WHAT IS
Trigger Action Reward

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PERSONAS & PROBLEM SCENARIOS

PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS
!
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PERSONAS & PROBLEM SCENARIOS

PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS
Are they better enough than the !
alternative(s)?
© 2018 COWAN+
PERSONAS & PROBLEM SCENARIOS
PRACTICE

X PROBLEM SCENARIO + Value Propositions


PROBLEM
SCENARIO + ALTERNATIVE
VALUE
PROPOSITION
METRICS
Notifying and We try to set it up If we send
reminding about so the primary patients

? ALTERNATIVE(S) preventative
screening
care physicians
remind during
checkup’s
reminders over
email and text,
we will increase
[reminders/ screening
patient/period] compliance.
[mean screening
YOUR VALUE completeness/

! PROPOSITIONS patient]

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NOW YOU HAVE A ‘PRODUCT HYPOTHESIS’
A certain PERSONA exists… Example:
‘Kelly the Patient is in our care…

… and they have a certain 
 and has the need for preventative screening that
changes over her lifetime.
PROBLEM(S)/JOB(S) …
Currently she reviews and plans her preventative
… where they’re currently using certain screening during office visits.
ALTERNATIVE(S) …

… and I have a VALUE PROPOSITION If we send her reminders over email and text, we
will increase screening compliance.
that’s better enough than the alternatives
to cause the persona to act (purchase,
use, etc.).
© 2018 COWAN+
THE PRACTICE OF DESIGN THINKING
Finding the Right Finding the Right
PROBLEM SOLUTION
alternatives

Product
Hypothesis

divergence convergence divergence convergence

time
source: adapted from ‘The Design of Everyday Things’ © 2018 COWAN+
HYPOTHESIS-DRIVEN INNOVATION
Do I have real evidence from my buyer that 01 IDEA!
this is compelling?

What is our ‘value hypothesis’ and what are 02 HYPOTHESIS


its key assumptions?
6.a YES
results
How do I definitely prove or disprove the disprove 03 EXPERIMENTAL DESIGN
assumptions with a minimum of time and hypothesis
effort?
Am I reacting or am I focused on 04 EXPERIMENTATION
validating my pivotal assumptions?
‘Pivot or persevere?’ 05 REVISE?

6.b NO
we appear to
have a valid
hypothesis
source: adapted from ‘The Lean Startup’ © 2018 COWAN+
WHAT ANGLE ARE WE WORKING?

Motivation

Action : )

Action Line

Inaction : (

Ability (Usability)

source: adapted from BJ Fogg’s Behavioral Model © 2018 COWAN+


HYPOTHESIS-DRIVEN INNOVATION VIA ‘LEAN STARTUP’
01 IDEA!

What is our ‘value hypothesis’ and what are 02 HYPOTHESIS


its key assumptions?
6.a YES
results
disprove 03 EXPERIMENTAL DESIGN
hypothesis

04in
If we [do something] for [persona], they will [respond EXPERIMENTATION
a certain way]

05 REVISE?

6.b NO
we appear to
have a valid
hypothesis
© 2018 COWAN+
TESTING YOUR ASSUMPTIONS VIA AN ‘MVP’


Minimum is not necessarily actual software/product


Viable is a first and foremost learning vehicle …
vs. a project plan


vs. a product development project
Product (OK to do those things but always subordinate
them to the learning mission)

source: adapted from ‘The Lean Startup’ © 2018 COWAN+


UNPACKING THE CORE HYPOTHESIS
If we [do something] for [persona], they will [respond in a certain way]
MVP Archetype Notes
Concierge Hand create the user experience- good for exploration and discovery.
Sales See if you can sell some- good for definitive results.
Wizard of Oz Show or fake the customer experience- good for usability and assisting
Sales.

© 2018 COWAN+
UNPACKING THE CORE HYPOTHESIS
If we send patients reminders over email and text, we will increase screening
compliance.
MVP Archetype Notes
Pick a small set of patients (at transitional period) and manually send
Concierge
target emails and/or texts + handle follow-up.
After check-up, hand patients a postcard with instructions on how to sign-
up for upcoming screening alerts. 

Sales
(Possibly pair with the above in small sample to avoid confusion and risk
that they think they’re getting notices that they’re not.)
Wizard of Oz Create a short demo video of how the services for the above.

© 2018 COWAN+
UNPACKING THE CORE HYPOTHESIS
If we send patients reminders over email and text, we will increase screening
compliance.
MVP Archetype Notes
Pick a small set of patients (at transitional period) and manually send
Concierge
target emails and/or texts + handle follow-up.
After check-up, hand patients a postcard with instructions on how to sign-
up for upcoming screening alerts. 

Sales
(Possibly pair with the above in small sample to avoid confusion and risk
that they think they’re getting notices that they’re not.)
Wizard of Oz Create a short demo video of how the services for the above.

PRACTICE
Pick a proposition and

1) create a working hypothesis

2) consider how you might test it with each MVP archetype
© 2018 COWAN+
FINI

Slides bit.ly/alex-acpm

Venture Design bit.ly/vdesign

Coursera Class: 

bit.ly/new-agile
Agile Development

cowana@darden.virginia.edu
Get in touch!
@cowanSF

© 2018 COWAN+