Professional Documents
Culture Documents
2015 COWAN+
ABOUT ME
Entrepreneur (5x)
Intrapreneur (1x)
2015 COWAN+
S HO
IF
AT
WH
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+
Innovation
Friendly
!?
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
S HO
IF
AT
WH
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+
ALEX COWAN
alexandercowan.com
@cowanSF
Paul Holloway via Wikimedia Commons
2015 COWAN+
THE AFTERPARTY
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
PROCESSES
TOOLS
COMPREHENSIVE
DOCUMENTATION
CUSTOMER
COLLABORATION
CONTRACT
NEGOTIATION
RESPONDING TO
CHANGE
FOLLOWING
A PLAN
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
2: NARRATIVE
COLLABORATION
3: SMALL BATCHES
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
2015 COWAN+
bit.ly/youagile
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
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+
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
(5 min)
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
(5 min)
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
bit.ly/dostory
2015 COWAN+
1 Panel
}
}
Storyboard
Area
Notes
Area
bit.ly/dostory
2015 COWAN+
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+
(8 min)
2015 COWAN+
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
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
2015 COWAN+
Testable
2015 COWAN+
Independent
Negotiable
Valuable
Estimable
Small
Testable
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+
2015 COWAN+
S HO
IF
AT
WH
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+
P
NA
alternatives
Personas
Problems
Alternatives
Experiments on Motivation
User Stories
Field
Discovery
Prototypes
Software
divergence
convergence
divergence
time
convergence
Then
Survival
Now
Design Thinking
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+
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
AT
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
bit.ly/2persona
ALEX COWAN
alexandercowan.com
@cowanSF
2015 COWAN+
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
2015 COWAN+
PERSONA: BETTER
2015 COWAN+
PERSONA: BETTER
the use of a first name helps w/
vividness (a little)
2015 COWAN+
Vivid
Actionable
Real
Identifiable
Exact
Detailed
2015 COWAN+
(4 min)
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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!
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2015 COWAN+
AT WORK
2015 COWAN+
AFTER WORK
2015 COWAN+
PRE-BED
2015 COWAN+
BED
2015 COWAN+
GEAR
2015 COWAN+
2015 COWAN+
bit.ly/daynthelife
ALEX COWAN
alexandercowan.com
@cowanSF
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
2015 COWAN+
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Sees
Feels
Does
2015 COWAN+
- Tell
- Do
Sees
Feels
Does
(4 min)
2015 COWAN+
Secure the
infamous
click through
Engage Interest,
Desire on
landing page
Action,
onboarding,
retention
()
2015 COWAN+
CREATING AN ADWORD AD
2015 COWAN+
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
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+
- Tell
- Do
(4 min)
2015 COWAN+
Do we understand
this person? What
makes them tick?
PERSONAS
WHO?
WH
AT
PROBLEM
SCENARIOS &
ALTERNATIVES
2015 COWAN+
2015 COWAN+
2015 COWAN+
2015 COWAN+
ALTERNATIVE(S)
2015 COWAN+
ALTERNATIVE(S)
2015 COWAN+
ALTERNATIVE(S)
2015 COWAN+
X
?
PROBLEM SCENARIO
ALTERNATIVE(S)
(4 min)
2015 COWAN+
2015 COWAN+
ALTERNATIVE(S)
!
2015 COWAN+
ALTERNATIVE(S)
!
2015 COWAN+
X
?
!
PROBLEM SCENARIO
ALTERNATIVE(S)
YOUR VALUE
PROPOSITIONS
(4 min)
2015 COWAN+
2015 COWAN+
!
2015 COWAN+
S HO
IF
AT
WH
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+
Customer
Segments
Broad Selection
Do-it-yourselfers
Competitive Prices
Casual Shoppers
Convenience
Contractors
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,
171
Second License.
Street, Suite
300, aSan
Francisco,
California,
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.
(5 min)
2015 COWAN+
01 IDEA!
02 HYPOTHESIS
6.a YES
results
disprove
hypothesis
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
Pivot or persevere?
05 REVISE?
6.b NO
we appear to
have a valid
hypothesis
VALUE
HYPOTHESIS
2015 COWAN+
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+
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
Alternatives
Value Prop.
A lightweight quizzing app that has Helen can use to do quick, effective screening.
2015 COWAN+
2015 COWAN+
(5 min)
2015 COWAN+
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+
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.
2015 COWAN+
2015 COWAN+
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
Alternatives
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+
2015 COWAN+
2015 COWAN+
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.
PRODUCTIZED
CONSULTING
PRODUCTS
2015 COWAN+
2015 COWAN+
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+
2015 COWAN+
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.
2015 COWAN+
2015 COWAN+
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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.*
2015 COWAN+
2015 COWAN+
2015 COWAN+
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
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+
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+
2015 COWAN+
FINI
Hypothesize
Learn
Experiment
Check out
Venture Design
bit.ly/vdesign
bit.ly/hiagile
@cowanSF
Get in touch!
acowan@alexandercowan.com
2015 COWAN+