WORKBOOK

EDENRED TALENT WEEK

PRODUCT DESIGN SPRINT
2017
 AGENDA
Day 1 - Monday, April 10th

15 : 30 OPENING REMARKS AND AGENDA REVIEW

Talk

15 : 50 IDEATION
Activity

17 : 00 PITCH PREP
Activity

17 : 15 PITCHFIRE
Presentation

Day 2 - Tuesday, April 11th

11 : 15 AGENDA OVERVIEW + MORNING ANNOUNCMENTS +

MVPS

11 : 30 MARSHMALLOW CHALLENGE
Activity

12 : 00 AGILE PROJECT MANAGEMENT AT FIVE BY FIVE

Lessons from the frontline of an "agile" business

14 : 00 PERSONAS
Talk

CREATING PERSONAS AND SEGMENT STORMING

(S.C.A.L.E.)
Activity

15 : 00 INTRO TO USER RESEARCH

Talk

CUSTOMER INTERVIEW REQUESTS & CRAFTING

INTERVIEW SCRIPTS
Activity

15 : 45 CONDUCTING CUSTOMER INTERVIEWS & RESEARCH

Field work

18 : 00 PRESENTATION OF POST-DISCOVERY FINDINGS &

OPEN FEEDBACK SESSION
Day 3 - Wednesday, April 12th

09 : 00 AGENDA OVERVIEW + MORNING ANNOUNCMENTS

09 : 05 RAPID COMPETITIVE ANALYSIS

Instructions

09 : 30 QUICK BENCHMARKING
Activity

10 : 45 AMA (ASK ME ANYTHING) UX DESIGNER

On-stage interview

11 : 20 INTRODUCTION TO MAPPING THE EXPERIENCE

Talk

EXPERIENCE MAPPING
Activity

12 : 30 MENTORSHIP LUNCH WITH STARTUPS

Day 4 - Thursday, April 13th

09 : 00 AGENDA OVERVIEW + MORNING ANNOUNCEMENT

09 : 05 INTRODUCTION TO RAPID PROTOTYPING

Talk

WIREFRAMES AND PROTOTYPING

Activity

11 : 15 BRINGING YOUR PROTOTYPE TO LIFE

Talk

CREATING INTERACTIVE MOCKUPS

Activity

14 :00 10 BUSINESS MODELS CREATED BY DATA

Talk + activity

15 :00 PITCHING LIKE A BOSS

Talk
15 : 20 TEAMS BREAK OUT INTO TRACKS

TRACK ONE - PITCH

INTENSIVE 1-1 PITCH TRAINING

REHEARSAL SESSIONS

TRACK TWO - UX

USER TESTING

INTEGRATING USER FEEDBACK

TIME TO WORK ON FINAL DEMO

17 : 45 END-OF-DAY STAND-UP

Day 5 - Friday, April 14th

09 : 00 FINAL PITCH PREP

10 : 00 OPENING REMARKS
Introduction to the jury, overview of the week

10 : 10 FINAL PITCHES

10 : 50 JURY DELIBERATION

10 : 55 JURY ANNOUNCMENT

11 : 10 CLOSING REMARKS (10 MIN)

6
FOREWORD
Dear All,

On behalf of the Group Executive Committee, I would like

to warmly welcome you to Edenred's 2017 Talent Week!

During the week, you will experience a Product

Design Sprint with this workbook serving as your guide
throughout the whole process.

Your challenge: in four days, come up with a product that

you will present on Friday to a jury of Group Executive
Committee members and an external investor.

I hope you all enjoy the sprint and impress the jury!

Best regards,

Jeanne Renard
Executive VP,
Human Resources and Corporate Social Responsibility
 TABLE OF
CONTENTS

Agenda of the week

07 Foreword

08 Table of contents

10 How to use this workbook

12 Meet your facilitators

17 DISCOVER
19 Ideation
20 Pitchfire
22 Personas
26 User research

33 DESIGN
36 Experience map
38 Rapid competitive analysis
40 Prototyping
44 TRACK ONE: PITCH
Pitch prep and tips

51 TRACK TWO: UX
User testing

60 House rules

63 Glossary
THE 2017 PRODUCT
DESIGN SPRINT
WORKBOOK

THE PRODUCT DESIGN SPRINT IS EXACTLY WHAT

IT SOUNDS LIKE: A WORK SPRINT WHERE, USING
REAL-WORLD CONSUMER FEEDBACK, SMALL TEAMS
BUILD PROTOTYPES FOR PRODUCTS THAT PEOPLE
ACTUALLY WANT.

Most design sprints last several weeks, but this workshop

has been compressed so that you hit ground running and
start building solutions. You will be exposed to user-
centered design, rapid-prototyping, agile methodologies,
and idea pitching.

This workbook will be your guide for the challenges ahead.

It is made up of four parts:

DISCOVER
DESIGN
PITCH (Track One only)
UX (Track Two only)

10
You will find a glossary at the end.

We hope you have as much fun using this workbook as

we had creating it.

And of course, if you have any questions, feel free to ask

us during the week!
MEET THE FACILITATORS

KAT BORLONGAN
Co-founder, Five by Five

Kat is an open innovation advocate that got her unlikely

start working with Reporters sans frontires and the
United Nations. In 2013, she co-founded Five by Five, a
Paris-based taskforce for innovation champions within
complex organizations. Today, Five by Fives portfolio in-
cludes blue chip clients such as the World Bank, SNCF
and Lufthansa. She has served as an advisor to the French
government on open data. Manila-born, she also led the
Office of the President of the Philippines volunteer tech
team during Typhoon Yolanda. She is a frequent speaker
at conferences ranging from SXSW to the OECD because
of her data-driven approaches to open innovation.

As a merit scholar of the French Ministry of Foreign Af-

fairs, Kat completed her undergraduate degree in Politi-
cal Science at Sciences Po Bordeaux and holds a Masters
degree in Communication Studies from McGill University.

12
ED GOMAA
Program Director, Five by Five

Ed is a program director with 8 years' experience deli-

vering strategic communications consulting, products
and apps to top international companies including
Engie, Orange, Air France and BNP Paribas. Whether its
redesigning web-based applications for an energy giant
or finding new ways to help marketing personnel better
manage incoming client requests, Ed believes that putting
real people at the center of the design process is a key
success factor for any project.

Ed holds a Master's degree in Global Security from

University of Bordeaux and a Bachelor's in International
Relations from James Madison University in the U.S.
PATRICK PERLMUTTER
Founder & CEO, Metriq.io, Director of UX Coop,
Former Entrepreneur-in-Residence, Five by Five
Former Head of Product, Infinit
Former Entrepreneur-in-Residence, NUMA

Patrick Perlmutter is one of the rare MBA graduates from

HEC to become a UX designer. This powerful combina-
tion has led him to focusing heavily on data analytics ap-
plied to user experience, product innovation and entre-
preneurship.

His latest company leverages the power of chatbots to

boost collaboration and knowledge management in-
side companies. He was one of NUMAs first entrepre-
neurs-in-residence, the first hire at Infinit (recently ac-
quired by Docker) and an entrepreneur-in-residence at
Five by Five.

14
EUGENA OSSI
Program Manager, Five by Five

A design zealot, Eugena's background is in interative de-

sign, with a focus on data-driven visual experiences on the
web or in situ. In the past, she has collaborated with the
Fondation Galeries Lafayette, Muse des Arts Decoratifs
and Sciences Po Mdialab to create innovative solutions
centered around users' interests. She is every bit the tech-
nologist and has used Augmented Realty, Arduino, Unity
3D, programming languages and Marvel for prototyping.

As a program manager at Five by Five, she applies her

knowledge and experience to innovate through design.

Eugena graduated from Parsons with a Master's in Design

and Technology. She holds a Bachelor's in International
Relations and Spanish from Boston University.
MICHAEL RICKWOOD
Chief coaching officer, Ideas on Stage

Michael Rickwood is a classically trained English actor

and speaking coach. Before joining Ideas on Stage, Mi-
chael spent many years creating and delivering original
presentation training courses for some of Frances big-
gest companies. Today, apart from training and coaching
executives at Business France, Microsoft Accelerator and
France Digitale, Michael coaches speakers at hugely suc-
cessful TEDx and WikiStage conferences where he conti-
nues to develop a unique brand of highly creative, memo-
rable and entertaining presentations.

In addition, Michael also teaches presentation skills at

Celsa-Sorbonne, IPAG and INSEEC, both in English and
in French.

16
 DISCOVER

DISCOVER
DISCOVER

WELCOME TO THE NEXT FIVE

DAYS OF YOUR LIFE! THIS
WORKBOOK WILL SERVE AS
A RESOURCE THROUGHOUT
THE DIFFERENT ACTIVITES
YOU AND YOUR TEAM WILL
UNDERTAKE.

BY THE END, YOU'LL HAVE

A BETTER UNDERSTANDING
OF YOUR USERS ALONG
WITH NEW METHODS FOR
TACKLING THEIR PAINT
POINTS AND PRODUCING
CREATIVE SOLUTIONS.
Your facilitators will walk you through the theme
selection and team formation. But if you are especially
curious, read ahead for a hint of what is about to come.

PART 1: IDEATION,
CONVERGENCE,
DIVERGENCE

Problem discovery is the first step in conceiving a product

or service that will create value. It helps identify unresol-
ved issues that your users face and gives you something
concrete to address.

Step 1: After selecting your theme (this process will be

unveiled in-person by facilitators), you and your team will
form as many ideas as you possibly can. Everything is fair
game, so keep an open mind and write everything down
on Post-its.

Step 2: Take a look at your team's Post-its. Start grouping

ideas and visualizing the most commonly identified issues
and opportunities surrounding your theme.

Step 3: Frame and select your idea groupings you created

in the last step. Score them according to value and fea-
sibilty. The highest scoring grouping (or solution) will be
your team's mission for the rest of the week.

19
 PART 2: OPENING
PITCH PREP (PITCHFIRE)
Your team will have 1 minute to create opening pitches.
Select 1 teammate to pitch on behalf of the team. See
below for a template.

Introduction (10 seconds) : What is your theme?

Problem and segment definition (20 seconds):

What problem are you solving? Whose problem is it?

20
 PART 3:
PERSONAS

Personas are realistic representations of your key au-

dience segment. They summarize your users needs and
behaviors and play a large role in creating an accurate ex-
perience map and user journey.

In this step, you will create your persona and persona

board (a physical board with a photo of your target user
and their characteristics). The persona board will help the
design team focus on what is important to your customers.

You can also apply the S.C.A.L.E. model if you need help
prioritizing your personas.

S.C.A.L.E

Building a solution for multiple segments is tempting, but

often ends with a mediocre product. Focusing on building
an awesome solution for one segment (and diversifying
later) is a better strategy.

If you have more than one segment for the product

design sprint, use the board on page 27 to S.C.A.L.E. your
segments. This will help you figure out which segment to
start with.

Facilitators will be passing out board templates. Ask for as

many as you need.

22
 23
Examples of personas from Edenred Belgium
 Template for persona boards

24
 S C A L E

The # of How much If the product How much How much

people in of the thing was ready, do you want data do you
Description this segment you need do how quickly to serve this have they
they have? could you get group in the are trying
currency? next 5 years? to solve this
problem?

3 - Large 3 - A lot 3 - Days 3 - A lot 3 - A lot

Segments 2 - Mecium 2 - Some 2 - Weeks 2 - A little 2 - Some Total
1 - Small 1 - Little 1 - Months 1 - Not at all 1 - None

Concept by: Justin Wilcox, 2015

 PART 4:
USER RESEARCH

Customer interviews are an important tool in helping you

understand your customers needs and build empathy
with them.

In this part, you will find examples and templates to help

you in requesting, crafting and conducting customer
interviews.

REQUESTING A CUSTOMER INTERVIEW

Step 1: Always keep your persona in mind when choosing
customer interview subjects.

Step 2: Keep your request short! You don't want them to

feel like their time has been wasted.

Step 3: Keep it personal. If you are able to, go beyond a

friendy tone and incorporate something unique about the
person in the email (i.e. why you want their insight or how
you came to hear about them).

The more human your email is, the more likely someone will
respond and feel comfortable giving you their feedback.

Step 4: Keep it valuable. Make it clear that you are

competent and earnest. If they see that speaking to you
may help solve or assuage their problems, they are likely to
be more open to spending time with you.

TIP:

Check out the example on the next page (p. 27) for
ideas on how to formulate the request.

26
Subject: Seeking product advice from top food entrepreneur

Hi Alexis,

I read your post on Medium on the challenges of opening

a restaurant in Paris as a young, foreign entrepreneur
- it was really inspiring. Youve got me thinking about
entrepreneurship in the food space!

I have a startup working on a wait list and seating tool

for casual dining restaurants. The premise is simple:
eliminate the need for expensive pagers, and instead use
NoWait Host to handle your reservations, wait list, and
eventual seating by sending updates and alerts to waiting
guest via their iPhone or Android phones.

Im not looking to sell anything, but since you have so

much expertise with the restaurant industry Id love to
get your advice on our product so we dont build the
wrong thing.

If youre available, Id love to chat today for 20 minutes.

Thanks in advance for your help,

Marie-Alix

Cold Email Sample

 CRAFTING CUSTOMER INTERVIEW SCRIPTS

Engendering a frank and open conversation with a

customer can be difficult. Below are some steps you can
take to make your customers feel at ease.

Step 1: Use warm-up questions

A little bit of small talk helps everyone (including you) feel
more comfortable. Some examples:

Did you catch the France-Canada rugby game last

night?
How has your week been going so far?

Try to ask something you can genuinely show some interest

in. Don't ask something you do not feel comfortable talking
about-- it'll come off as insincere and be
counterproductive.

Step 2: Be prepared
Questions will vary based on your product and what you'd
like to know. It's important to have your questions and
themes you are listening for prepared ahead of the
interview; it will allow you to remain focused and lead the
interview in the right direction through follow-up
questions. Example:

Ask: When was the last time you tried to solve x

problem?
Listen for: Have they tried to solve it in the last
12 months? If they haven't, maybe it's not an impor-
tant challenge-- guide them to speak about a more
frequently encountered challenge.

Remember to also bring different iterations of your most

important questions. It's possible that a user might not fully
understand a question right away because of how it has
been phrased.

28
 CUSTOMER INTERVIEW SCRIPT (TEMPLATE)

Interviewer

Customer

Date

Warm up questions:
Make a little small talk, itll help make everyone (including you)
more comfortable.

I heard the weather there is (Google the weather in their loca-

tion - insert here). Hows that been?
Did you catch the (insert sports team in their location) game?
Hows your week been so far?

ASK FOR LISTEN FOR

Template - your facilitators will provide you with worksheets

 Step 3: Remember to empathize
Ive experienced exactly the same problems myself
Youre not alone there. Ive talked to several other
people who have said the same thing
That makes sense
I can see why thatd be hard

TIPS FROM OUR FRIENDS AT IDEO

AND STANFORD UNIVERSITY:

The best interviews are often conducted in small

groups (2 to 3) with clearly defined roles (note taker,
interviewer, photographer) to keep the interview
feeling personal and intimate.

Its better to interview people in their natural envi-

ronment so you can get a genuine feel for how they
act in their daily life.

Try to build a relationship with your interviewee

by starting with general questions and then working
up to more precise business-related questions.

When taking notes, its important to write down

exactly what the person is saying and not just the
main idea as you perceive it.

That way, when you reread your notes later on, you
have the opportunity to dig deeper and cultivate in-
sights that might not have initially struck you.

Pay attention to nonverbal cues. Sometimes the

most interesting details dont come from what the
user is saying but how he is saying it or how he is
acting. Make sure you take into account your user
body language and the context (whos around, what
theyre doing, etc.)

Ask why. Dont be afraid of looking stupid. Fol-

30
 lowing up on seemingly straightforward answers
can help you get the full story - maybe revealing the
users hidden motivations and underlying beliefs.

Listen, and dont be afraid of silence. Dont try to

fill in the spaces. Leave the interviewee time to say
everything they have to say.

Never ask how things are usually done. Ask ins-

tead about a specific occurrence (tell me the last
time you) in order to encourage stories and avoid
abstract or general answers. This is a great way to
get insights on your users worldview.

Look for inconsistencies. A persons actions may

be telling you a different story than their words
so be on the lookout. It may just lead you to some
eye-opening ideas.

Maximize your chances of getting insight: ask neu-

tral questions, dont suggest answers to your ques-
tions, and avoid yes/no questions.

 SUMMARY OF POST-DISCOVERY FINDINGS

Share your insights from your customer interviews. See

the template below as reference.

Our early adopters are

!
(description of segment)
We have conducted interviews
(number)
with them and % are actively trying to
but
(goal)
.
(obstacle)
Here are our top insights:
.

32
DESIGN
DESIGN

YOU'LL NOW BE ASKED TO

DESIGN
TRANSFORM YOUR KEY
FINDINGS INTO EXPERIENCE
MAPS AND POSSIBLE
SOLUTIONS.

THIS SECTION WILL LAY

THE FOUNDATIONS FOR
TRANSLATING YOUR
BUSINESS IDEA INTO A
FUNCTIONAL
PROTOTYPE.
 PART 5:
EXPERIENCE MAP

PHASE 1 PHASE 2 ....

USER FLOW

THINKING

FEELING

DOING

RECOMMENDATIONS

A user experience map is a visual play-by-play of the steps

a user (as defined in the persona board) takes when inte-
racting with a product or service. It covers the sequence
of events and actions, as well as the range of emotions
and thoughts that a user experiences while using a service
or product to achieve a goal.

36
ANATOMY OF AN EXPERIENCE MAP

Experience stages
Detailed step-by-step interactions between your user and
product. Each stage is a step (the stages listed here are
just an example. Your stages will likely be different).

Doing
What the user is physically doing during a particular phase.

Thinking
What the user is thinking during this phase.

Feeling
User emotions, thoughts, feelings and reactions during
experience.

On a subjective timeline, you will sequence the different

events experienced by the user and describe them.
By doing this, you can get a sense of all the issues that you
need to face as a product developer in one go.
 PART 6:
RAPID COMPETITIVE
ANALYSIS
Rapid competitive analysis is a method that helps you
visualize and compare your competitors strengths and
weaknesses alongside your product. Learn from your
competitors mistakes and improve on their strengths to
try to create the best user experience possible.

Step 1: Scour the internet for information on your com-

petitors. Create a traditional benchmark list where you
compare competitors against a composite list of features
provided by all products on the market.

Step 2: Visualize your research. The model below diffe-

rentiates your competitors by segments and allows you
the freedom to name the axes as best fits your product's
needs. For example: Axis 1 could represent competitors,
while Axis 2 represents value propositions or features.

you

competitor
competitor

AXIS 1

competitor
competitor
competitor

competitor

AXIS 2
 39
Use this blank space here to sketch your analysis.
 PART 7:
PROTOTYPING

WIREFRAMING
Wireframes offer you the ability to design a product with
minimal time invested and little expertise in
technical design tools. It also allows designers to foresee
and troubleshoot potential interaction issues between
the user and the product.

You and your team will only design the most necessary
parts of your product which will serve as the basis for the
demo that accompanies your teams pitch.

The idea is to focus on key item positioning (and not every

single detail) to advance along your user story and expe-
rience map.

Use the templates provided to develop your initial wire-

frames based on the stages from your experience map.

MOCK-UPS
Once youve completed all of your wireframes and youre
sure they accurately depict the simplest structure for your
product, you can move on to creating mockups using Key-
notopia (see p. 42). Mockups are the final versions of your
product before it is pushed into development. They repre-
sent rough screenshots of the final product.

Youll be directly exporting your Keynotopia mock-ups to

Marvel. Marvel is an online software tool that lets you set
up your product to replicate your expected user journey
so you can easily test and demo your work.

Refer to the index (p. 42) for more information on Marvel.

40
 Example of a wireframe for a web application you could
create in Keynotopia.

Your wireframes will vary based on your product, but

the concept is the same: wireframes are stripped-down
versions of your product that push forth core functionalities
and features. Wireframes are similar to storyboards in film
production.

Mock-ups are slightly enhanced iterations of wireframes

and often incorporate interactivity at later stages. In this
example, you could upload the image of this wireframe into
Marvel to add interactivity.
 INDEX: PROTOTYPING TOOLS
Below is a shortlist of tools that you might find useful as
your prototype and test your ideas.

Keynotopia (http://bit.ly/2nSjMyX)
Best for: Web apps, Mobile apps
Requisites: Familiarity with Keynote or PowerPoint
This is a collection of modifiable Keynote and PowerPoint
templates. Each template comes with buttons, browser
screens, Android and iPhone components that are easy to
manipulate as you create your product's wireframe.

You can access Keynotopia templates through the link

above or via USBs that will be distributed to each team.

Marvel (marvelapp.com)
Best for: Testing or presenting web apps, mobile apps
Requisites: None, but there is a slight learning curve; faci-
litators will be around to help your team out
Marvel lets you add hotspots and transitions to your
uploaded images so that you or your user can navigate
through your prototype as if it were an actual live app. It
turns your images into a clickable demo of your prototype.

We have created a Marvel account for the Product Design

Sprint. There are separate folders in this account, each la-
beled with your teams name. Click on your teams folder
and begin uploading.

login: hello@fivebyfive.io
password: pds2017

42
Pinterest (pinterest.com)
Best for: Ideation, creating a shareable inspiration board
Requisites: None
Pinterest is a repository of images that range from home
goods to scientific diagrams. It allows you to pin (save)
any image and upload them to a board. Images to boards
can be pinned by one person or multiple people to create
a collective inspiration board.

Powtoon (powtoon.com)
Best for: Presentations
Requisites: None
This website lets you created animated presentations that
are easy-to-use and captivating.
 PITCH

ITS HARD TO IMPLEMENT

SOMETHING YOU CANT EVEN
TALK ABOUT.

THIS SECTION GOES OVER YOUR

PITCH-- WHAT TO COVER AND
HOW TO DO IT EFFECTIVELY.

THIS SECTION IS ONLY FOR

TEAM MEMBERS WORKING ON
THE PITCH (TRACK ONE).

IF YOU ARE WORKING ON UX

(TRACK TWO), FLIP AHEAD TO
PAGE 51.

44
 PITCH
PITCH - TRACK 1: BUSINESS
 PITCHING
LIKE A BOSS

The session will include a 20-minute How to pitch talk

followed by individual coaching sessions per group in
order to build compelling four-minute pitches using the
S.P.A.R.K method.

Every good pitch is structured to build interest in the to-

pic while focusing on delivering concise and relevant in-
formation. Since you have to limit your entire pitch to four
minutes, here are the key elements:

1: Introduction Who are you?

Each member of your audience will want to know who
is speaking to them. Introduce the name of your team, a
1-sentence description, and the members of your team in
under 20 seconds.

2: Target segment Whose problem are you solving?

Use your teams persona as a starting point and focus on a
target market based on potential early adopters: Who will
have the most to lose by not dealing with these issues?
If your product were ready tomorrow, who would be the
first to use it?

As you answer these questions, consider factors like age,

buying power, geographical location, marital status, etc.

3: Problem What problem are you solving?

4: Solution What is your product?

5: Competitive advantage Why would someone use

your product over a comparable one?

46
 Hello, we are (team name) ,
(one-liner) .

Our team includes (team members)

.

Were here today because of (segment) .

(segment) would like to (segments goal) ,
but (obstacle) .

We feel we have cracked this problem.

We have developed a (product type)
that (key value proposition / core benefits) .

We believe this situation can apply to

(market size estimate) .

What makes us better/different?

Thats easy (insights from rapid competitive analysis) .

Now onto the demo!

Template - your facilitators will provide you with worksheets

 Our friends at Ideas on Stage bring you the S.P.A.R.K. (Se-
renity, Presence, Authenticity, Reach, Kudos) checklist to
help you maximize your on-stage impact. Our facilitator
will walk you through the process.

S.P.A.R.K stands for:

Serenity
Most of us have a tendency to get anxious in front of au-
diences. Dont worry, its completely normal! Whats im-
portant is to maintain your composure to bring down your
level of stress. Our stress is largely due to a lack of confi-
dence in what we intend to say and the message we ex-
pect to receive. To overcome this, review the main points
youre looking to get across to your audience and what
about the product youre trying to sell. With proper plan-
ning, rehearsal and warm-up techniques, youll be able to
master your stress and keep cool when pitching.

Presence
As a speaker, its important to let your audience know
that you are in command of the room. Garnering your au-
diences attention is a main goal of pitching effectively. Be
aware of your audiences mood and response.

Dont stand still, move around and use hand gestures to em-
phasize specific points.

Use eye contact with particular audience members as you

scan the room.

Dont focus on one area of the audience, spread your focus

around.

Its ok to have cue cards, but they should provide just that a
cue - use keywords only and fill them in with your own words
to create a more.

48
 Authenticity
We often make a conscious investment in appearing natu-
ral when appearing in front of an audience. Attempting to
be authentic can throw you off-topic or off-message, and
can result in the opposite of the desired reaction.

The drivers of authenticity are rooted in passion for a to-

pic, a desire to engaging your audience and a thorough
knowledge of our subject matter. With a clear understan-
ding of your own motivations, you can move forward in
crafting a clear and truly authentic message.

Reach
Its important to recognize that pitching isnt just about
crafting your message and getting on stage. The art of the
pitch is fundamentally rooted in its delivery. You can en-
gage your audience, and still remain unconvincing. Your
pitch may have structure, but youll want your audience
to come away from it with a clear understanding of your
main concepts and most important points.

Kudos
A reference to the ancient Greek word for praise, ku-
dos is the expression of affirmation by your audience. A
successful pitch convinces the audience to identify with
your product and ideas because they appreciate the way
by which youve approached it.

Gain respect and affirmation from your audience ulti-

mately comes down to appearing credible. A solid pitch
brings together how you say what you say with the visual
way you present yourself.
UX
TEST
TEST

NOW THAT YOUVE GOT YOUR

PROTOTYPE, IT NEEDS TO
BE TESTED. TESTING WITH
CUSTOMERS IS ONE OF THE
BEST WAYS TO IMPROVE THE
USER EXPERIENCE OF YOUR
SOLUTION.

IN THIS WORKSHOP, YOU WILL

BE RUNNING AT LEAST THREE
USER TESTS.
PART 1: BEFORE
THE TEST

Step 1: Facilitators will prove you with three different

templates for user testing:

TEST INFORMATION (blue)

TEST SCRIPT (green)
TEST RESULTS (red)

Step 2: Identify at least three scenarios that you want to

test. For example: I want to know how a user will use
my prototype and will ask them to give me a step-by-step
breakdown of their thinking process.

Step 3: Fill out the Test information template (blue)

for each scenario. In this template, there is also a place
for participant profile. Complete this section based on
whom you want to test for the scenario you have chosen.

Step 4: Next, take a look at the Test script template

(green). Based on what you wrote in Test information
(blue), phrase this information into questions you could
ask a user. Write these into the space provided in your
Test script template.

Step 5: Now that you have your scenarios and questions,

you need to designate roles for conducting user testing.
Roles need to be delegated amongst your team. See
below:

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 The Moderator
name

Welcomes the test participant

Explains the test with the preamble*
Asks the questions
Observes and takes notes (when possible)
Concludes the test and thanks the participant

* The preamble is standardized text you say to each

test participant that explains your project.

The Note-Taker
name

Says nothing
Observes
Takes notes of the test participants actions
when interacting with the prototype
Takes notes of participants responses to the
moderators questions

The Observer
name

Says nothing
Observes
Checks if the moderator is asking leading ques-
tions or helping the participant

Important: Both the Moderator AND the Note-ta-

ker must have a copy of the Test Script.

Step 6: Ready, set, go! Start looking for your first

user to test. Be sure to fill out your Test Informa-
tion (blue) template from the earlier steps with your
users information.

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TEST
INFORMATION
SCENARII OR AREAS UNDER TEST

PARTICIPANT PROFILE

Number:

Name:

Job title:

Location:

Template - your facilitators will provide you with worksheets

Notes:

PREAMBLE
This is a user test - We'll give you several tasks to com-
plete and observe what you do
We're not testing you or your computer skills - you are
helping us to test the prototype
We will add your findings to the others we have -
if a majority of people have the same problems we know
we might have to fix it
There are tasks to complete which should take minutes
Test constraints1:
Test context2:

1 The test participant should be told of any constraints of the test

system that might affect their reactions.
eg - this is a prototype, not the real system, so only some links work or you
are logged in as X, so you will only have access to y screens)

2 Set the state of mind of the participant, including prior knowledge,

the scenario, or role they might be playing in the test
 PART 2: DURING
THE TEST

Keep the following in mind as you conduct your tests.

TIPS:

Only the Moderator asks questions, but both the

Moderator and the Note-taker observe what test
participants do and take notes.

Pay attention to facial expressions, noises and

other behaviors test partipants make, on top of how
they interact with your prototype.

Do not help or influence them in any way.

Note the path people take when attempting each

task.

If a test participant cannot complete a task, seems

frustrated or confused, ask them what they are
thinking, take notes and move onto the next task.

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TEST SCRIPT

TASK N

QUESTION RESULTS

Finished task

Hesitation

Confusion

Finished with help

Template - your facilitators will provide you with worksheets

Did not finish task

NOTES
 PART 3: AFTER
THE TEST

Step 7: After each test, both the Moderator and the

Note-taker go back through the tasks and confirm that
they both observed the same things

Step 8: After each test, the Observer gives the Moderator

feedback on their techniques and notes.

Step 9: After all tests have been completed, add the scores
for everyone in the Test Results template (red) and note
any common observations between test participants.

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 TEST RESULTS

TASK N

QUESTION P1 P2 P3 P4 P5 Majority Outcome

Finished task

Hesitation

Confusion

Finished with help

Template - your facilitators will provide you with worksheets

Did not finish task

NOTES
 FEEDBACK
HOUSE RULES
Because everyone at the Product Design Sprint is a
partner, not a critic. And were here to help.

TIPS:

Be specific.
Stay away from both cheerleader platitudes and am-
biguous criticism. They are too open to interpreta-
tion.
Dont: Great job!
Do: The style in which you delivered your pitch
really grabbed our attention. Great showmanship!

Focus on the action, not the actor.

Theres no clear advantage in making things too per-
sonal. When giving feedback, focus on changing the
other person's results rather than the other person's
qualities.
Dont: You were poor at analyzing your compe-
tition
Do: The competition analysis could have been
done better

Dont stockpile criticism.

Feedback can be challenging to give, which is why
we tend to procrastinate. If you noticed something
worth mentioning Product Design Sprint, dont wait
until the final feedback round to bring it up.
Dont: "Well, since this jury member is talking
about this mistakes, I've been uncomfortable with
how youve been carrying out customer research
from the beginning of the project
Do: "While it's fresh in our minds, let's talk about
how we might make your presentation stronger."
Skip futile feedback.
Avoid judging aspects that the person has no control
over.
Dont: Stop stuttering when you pitch!
You should have consulted at least 20 restaurant
owners.

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 Ask questions they should be able to answer.
The Product Design Sprint can only take teams so
far. Choose questions that fit the
scope of their project.
Donts:
Do you have any regulatory or product liability
risks?
What is the cost of a customer acquisition?
What percentage of the market do you plan to
get over what period of time?
What is the companys social media strategy?
What is the likely exit IPO or M&A and
when do you see it happening?
Dos:
In one sentence, what does your product do?
There are 20+ players in this crowded space.
How are you different?
What gap are you filling in the market today?
What is your understanding of the consumers
decision process?
What key additions to the team are needed in
the short term?

62
GLOSSARY
 Early adopters
An early adopter is an early customer/user of a given
company, product, or technology.

Experience map
An experience map is a visual representation of the phy-
sical steps and emotional states (needs, wants, expecta-
tions) a user goes through while using a product or service
in order to achieve a goal.

High-fidelity prototype
High-fidelity (hi-fi) prototypes are an advanced repre-
sentation of design concepts, resulting in partial to com-
plete functionality. Requiring money, time and expertise,
high-fidelity prototypes allow true user interaction with
the system and are mainly used at the end of the design
process to refine the features and interface.

Low-fidelity prototype
Low-fidelity (lo-fi) prototyping is a quick and easy trans-
lation of high-level design concepts into tangible and
testable artifacts. Generally low-tech and low-cost, it fre-
quently consists in a mixture of paper, cardboard, post-it
notes, acetone sheets etc. and requires no coding skills
to be created.2

Marvel
Marvel is a software that a turn sketches, images and
mockups into realistic mobile and web prototypes.

Mockup
A mockup, or mock-up, is a scaled or full-size model of a
design or device, used for teaching, demonstration, de-
sign evaluation, promotion, and other purposes.

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 Persona
Personas are a way of describing potential user groups and
stakeholders. They are archetypes of your key audience. Per-
sonas are used as a means of categorizing and understanding
the types of people whom a design might ultimately affect.

Touchpoint
A point of interaction between a person and any agent or
artifact of an organization. These interactions take place
at a certain point in time, in a certain context, and with
the intention of meeting a specific customer need.3

User experience
User experience (UX) is the process of making a product
such as a website or mobile app easy to use, visually plea-
sing, and emotionally positive while striking the right
balance between user needs and business goals.

You can work towards a good UX by combining 3 essen-

tial elements: designing in cycles, collaborating across
disciplines, and including your users through research or
testing.

INVOLVE DESIGN IN
USERS CYCLES
UX

WORK
TOGETHER

Diagram of UX with three circles (The UX process).

 UNDERSTAND EVALUATE

PROTOTYPE

Diagram of iterative design.

Value Proposition:
A value proposition is a simple and compelling statement
about a set of clear and quantifiable experiences and be-
nefits of a product and/or service for a customer within a
defined target market. The value proposition is focused
on addressing functional and emotional needs in a way
that is clearly differentiated from the competition, and
sustainable through innovation and brand DNA.

Wireframe:
A wireframe is a visual representation of the skeletal
framework of a website or an app.

66