Makers 4 - Design Sprint Talk Deck

Usability Testing
Makers 4: Design Sprint
What is
Stampede Makers?
Bi-monthly design
meetup.
The events feature

accomplished
designers across
different specialties
and industries.
Like these guys

And this one:

But seriously… we want

to help people acquire
technical design skills
and provide insight into
design careers.
#1 Becoming a
Designer
Penang
#2 Design Tools & Dev Handovers

#3 Product Design
Usability Testing
Makers 4; Design Sprint
We help teams design

and build products and
services that people
want to use.
2006
The Netherlands
Ireland
The Netherlands
UK Germany
USA Spain
Turkey
United Arab Emirates

Cuba
Costa Rica Saudi Arabia
Malaysia
Singapore
2019 Australia
Our team is fully

remote.
One more thing.

I also live on an island.
14 years ago,
I started designing
UX
Creative Principal Designer
Lead
UI Designer
Web designer
Amateur design
tinkerer
My job as a designer nowadays
Hitting the sweet spot

Might look good but the
magnitude of effort is pure

nonsense
Might look good but

does not make
money so cannot pay
your salary how
Might be so
innovative but no one
wants to use it
10,000 ft
The Big Picture

Integrated view of the entire ecosystem and service offering
1,000 ft
Strategy
Requirements, briefs, planning, product roadmap, vision
100 ft
Structure
User flows, service blueprints, wireframes, wayfinding, navigation,
brand standards and guidelines, visual language
10 ft
Surface
Typography, colour, layout, interface design, spacing, animation,
motion
1 ft
Designing at all Levels of Scale

Designing at Scale from Organization Design for Design Org
1 2 3 4 5
Beginning Awareness Adopting Realising Exceptional
Timing of Initial UX Timing of Initial UX Timing of Initial UX Timing of Initial UX Timing of Initial UX
No UX After coding Mixed: after coding, Prior to coding As part of business

before coding and in and market
parallel with coding requirements
Availability of Resources Availability of Resources Availability of Resources Availability of Resources Availability of Resources
None Visual design Visual, interaction, Visual, interaction, Visual, interaction,

research, lower level research, upper level research, management
management management and executive
Leadership and Culture Leadership and Culture Leadership and Culture Leadership and Culture Leadership and Culture
None None No clear owner, shared Clear owner in upper Clear owner and well
amongst functions management understood and
represented at
executive levels
What is your organisation’s UX Maturity Stage?

Macadamian A UX Maturity Model for Introducing User Experience into the Corporate Culture
Solving problems at higher scale gets really complex
Missing North Star

Design & technical debt
Misaligned motivations
Fear of the unknown
Strategy—execution gap
Are we solving the right problem?
What if people don’t want to pay for this?
What if our competitor get there first?
What if we’re too early for the market?
Or too late?
What if we run out of runway?
What if we build it and they don’t come?
What if the idea’s great but we fail to execute?

What if we
got it wrong?
If only there was

a bulletproof way to
solve complex problems
How every complex problem-solving
feels like according to my brain
How might we ensure Coil Inlet
Temperature at PETRONAS refinery plant
remains at its optimum 275C at all times?
How do we convince an entire nation
infamous for reckless drivers and road rage
to start driving safer?
What to eat today?
“ Lurking beneath every

goal are dangerous
assumptions.
The longer those
assumptions remain
unexamined, the
greater the risk.”
— Jake Knapp, Google Ventures
The 1:10:100 Rule

1x
The cost of correcting a problem at definition
… at design 10x
...at development 100x

1x Cost of Prevention
10x Cost of Correction
100x Cost of Failure

Why
Design Sprint?
Jake Knapp John Zeratsky Braden Kowitz

Design Sprint is Design Thinking in just 5 days

How It Works
Design Answers critical business questions in

five days’ time through empathy,
Sprint ideation, prototyping and testing ideas
with real users.
It validates your problem-solving and
solution before you even build it.
How It Works
Design It is good for...
Sprint ● When kicking off a new and risky

feature or product
● When solving problems with an
existing product
Impact of Design Sprint IRL

● A Fortune 500 Company got a clear
answer to a difficult enterprise problem in a
How It Works
five-day Design Sprint. It would’ve otherwise
taken them over six months.
Design ● A telematics company increased user
Sprint acquisition and retention by several folds

after a three-day Design Sprint.
● It prevented a tech company from

continuing to transplant foreign solutions
that confused and alienated local
consumers. They started looking at
localisation instead.
How It Works
What
kinds of
problems?
From What kinds of problems can you solve with a Design Sprint? By Jill Starret
What’s the process like?

Surely it takes longer than 5 days!

Actually it doesn’t have to (thanks Pareto!)
Research Solutioning Test, Analyse,

Understanding the problem or
opportunity, its users and context.
Defining a desired goal and crafting
a solution and prototype based on Iterate
research. Typically tested in a Test the prototype with real users.
sprint. Outcomes analysis conducted to
Interviews
give recommendations and plan
Surveys & Solution Sketches iterations.
Questionnaires Storyboard
Ethnography Study Usability Testing
Wireframes
Observations Developer Handover
Prototypes
Golden Circle Analytics
User Flow
Business Model Canvas A/B Testing
Interaction Design
User Persona Heatmap
Empathy Map
Customer Journey
Journey Map
Research Solutioning Test, Analyse,

Understanding the problem or
opportunity, its users and context.
Defining a desired goal and crafting
a solution and prototype based on Iterate
research. Typically tested in a Test the prototype with real users.
sprint. Outcomes analysis conducted to
Interviews
give recommendations and plan
Surveys & Solution Sketches iterations.
Questionnaires Storyboard
Ethnography Study Usability Testing
Wireframes
Observations Developer Handover
Prototypes
Golden Circle Analytics
User Flow
Business Model Canvas A/B Testing
Interaction Design
User Persona Heatmap
Empathy Map
Customer Journey
Journey Map
Design Sprint
Imagine the gift of knowing

before committing to something
● You greatly increase the chances ● Limited time forces people to go for
of making something people want practical, do-able solution (🥰DEV)
● You immediately reduce doubt ● “Eh we’re in the same team rupanya!”
and uncertainty —unifying factor and clear sense of
accomplishment
● Low investment, high reward for
business
How to run a
Design Sprint
All of these methods have been adapted and tested by Stampede team, so help us, God
Just Enough Research
THE WEEK BEFORE

Get to know the user
Setting the right
conditions for Sprint Team
Assemble your Sprint team

success
Send welcome note
“Who is our user?”

“Everyone”
— Every single stakeholder at some point of their life. True story.
Job you love
User Persona
What do you
know about the
user?
User Persona
See the world

through your
user’s lens
But don’t stop at assumption. Validate!

UX Workshop
Assembling the Sprint Team
“Who should join?”

“Dev no need kot”
— Every single designer at some point of their life. Also true story.
SAD DEVELOPER
IZ SAD
Assembling the Sprint Team
“Dev, you want to join?”

“No”
— Every single developer when first asked to join.
Source: being married to one
Community Support
CEO (Decider)
Designer CTO
COO
Head of Product
“A great team is made up of people
who have the attitude that
it is better to learn something new
than to be right”
— Bill Buxton
Morning
Interview the Experts

MONDAY
Set long-term goal
Understanding Define Sprint question
The Problem Afternoon
Map the Problem

Identify opportunities
Target specific problem
Interviewing the Experts, setting long-term goal and defining sprint questions
● Start with the user’s first

Journey Map step or entry point into
your product experience
Step-by-step ● Add each step in the
playthrough of journey until the user’s
what the user goal has been reached
● Highlight pain points
experiences along the journey
● One journey map for one
user persona
“It’s easy. We just need to...”

“Wait, Macha”
— Don’t fall into the Solution trap
● Every step on the journey

Pain → Opportunity map has pain points
Pain is ● Every pain is an
everywhere. opportunity in disguise

Coming up with
And where there
●
opportunities is hard, but

is pain, there is there’s a shortcut
Opportunity. ● It’s easier to imagine pain

points instead. Let’s start
there.
v e t he
i m p ro c h
: a r
HMW nce of se
a
relev results?
PAIN: Tr
ial searc
is not re h result
levant
ents don’t
PAIN: Pati
kno w h ow to
term in e the best
d e
in tm ent time
appo
PAIN: Patient is
confused and
unsure of which
trial to take
PAIN: Tri
al search
result is
not relev
ant
lp patients
HMW: he
e best
choose th
p o intm e nt time?
ap
HMW: provide
information to help
patient make trial
decision?
HMW: im
prove th
relevanc e
e of searc
results? h
lp patients
HMW: he
e best
choose th
p o intm e nt time?
ap
HMW: provide
information to help
patient make trial
decision?
HMW: im
prove th
relevanc e
e of searc
results? h
lp patients
HMW: he
e best
choose th
p o intm e nt time?
ap
HMW: provide
information to help
patient make trial
decision
HMW: im
prove th
relevanc e
e of searc
results? h
Morning
Lightning Demo
TUESDAY
Divide or Swarm
Sketching
Solutions
Afternoon
4-Step Sketch
Recruit users for Friday
Lightning Demo Capturing ideas for Inspiration Wall
Sketching Solutions
Morning
Art gallery
WEDNESDAY Make heatmaps
Decide on a Supervote
solution Afternoon
Make storyboard
Art Museum
Supervote
Heatmap &
Make your
Storyboard
These will be a
sequence of screens
your users when
interacting with the
prototype
Storyboard: Simplified
Storyboard: The Whole Shebang
Morning
Choose the tools

THURSDAY Divide and conquer
Prototype the Prototype
solution Afternoon
Prototype
Write interview script
Do trial-run
Tools to fake it
Simple Does It Overachiever Designers
Powerpoint Keynote Sketch Invision Figma

Final Touches
Organise and
stitch your
prototype into
one coherent
flow
This is it, guys!

Morning
Setup the Interview Room

Setup Observation Room
THURSDAY
Setup video stream
Test the
prototype All Day
Interview 5 users
Take note
Seek patterns
Debrief
Usability testing
is magical and
infectious—
and cheap too!
Wait, just 5 users?!

Setting up the prototype

Interview Room Observation Room
Observation Room
Note-taking Setting up hardware and video stream

“Interview Room” “Observation Room”
Things I Know to be True

Watch his facial expression
Watch user’s actions
Things I Know to be True

Cluster
Things I Know your findings
to be True to discover patterns
Patterns emerging from Usability Testing

Debrief by asking “How did we do?”
💀 😅 💯
An efficient failure A flawed success An epic win!
The prototypes didn’t hit the mark, Some ideas met your user’s The concept met your user’s needs;
but you learned something (or needs, but not all of them. You they were able to complete tasks
many things) and saved your team learned something and can now easily and engaged with all the
four to six months of work building iterate and test again. features you mapped out. You are
the wrong product. You might ready to implement!
want to run a follow-up Sprint.
KEY TAKEAWAYS
● Problems evolve and get increasingly complex
● Problem-solving is riddled by uncertainty and risk
● Design sprint is a phenomenal bridge between

strategy and execution
● It validate risky ideas before they get built, giving

teams focus and confident execution
“ Courage is more
important than
confidence”
—Debbie Millman
Thank you! Shaza Hakim
@shazahakim
Stampede
@stampededesign
@stampedeteam
Stampede Makers
@stampedemakers

Makers 4 - Design Sprint Talk Deck

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Usability Testing

Makers 4: Design Sprint

The events feature

Like these guys

And this one:

But seriously… we want

#2 Design Tools & Dev Handovers

We help teams design

United Arab Emirates

Our team is fully

One more thing.

My job as a designer nowadays

Hitting the sweet spot

magnitude of effort is pure

Might look good but

The Big Picture

Designing at all Levels of Scale

Beginning Awareness Adopting Realising Exceptional

No UX After coding Mixed: after coding, Prior to coding As part of business

None Visual design Visual, interaction, Visual, interaction, Visual, interaction,

What is your organisation’s UX Maturity Stage?

Solving problems at higher scale gets really complex

Missing North Star

What if people don’t want to pay for this?

What if our competitor get there first?

What if we’re too early for the market?

What if we build it and they don’t come?

What if the idea’s great but we fail to execute?

If only there was

“ Lurking beneath every

The 1:10:100 Rule

...at development 100x

10x Cost of Correction

100x Cost of Failure

Jake Knapp John Zeratsky Braden Kowitz

Design Sprint is Design Thinking in just 5 days

Design Answers critical business questions in

Design It is good for...

Sprint ● When kicking off a new and risky

Impact of Design Sprint IRL

Sprint acquisition and retention by several folds

● It prevented a tech company from

What’s the process like?

Surely it takes longer than 5 days!

Research Solutioning Test, Analyse,

Research Solutioning Test, Analyse,

Imagine the gift of knowing

Just Enough Research

THE WEEK BEFORE

Assemble your Sprint team

“Who is our user?”

See the world

But don’t stop at assumption. Validate!

Assembling the Sprint Team

“Who should join?”

Assembling the Sprint Team

“Dev, you want to join?”

Interview the Experts

The Problem Afternoon

Map the Problem

● Start with the user’s first

“It’s easy. We just need to...”

● Every step on the journey