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8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
SOFTWARE DESIGN: SESSION 1SETTING SAIL- FOCUSEDEXPLORATION
Alex Cowan
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
ABOUT ME
Entrepreneur (5x)Intrapreneur (1x)
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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alexandercowan.com
ABOUT ME
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE PROBLEM
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
BUILDING A SOFTWARE PRODUCT/VENTURE GETTING CHEAPER
Source: CB Insi hts
$5,000,000
$500,000 $50,000 $5,000
2011200920052000
Open source and
horizontal scalingCloud and AWS
COST TO LAUNCH A TECH STARTUP
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
BUT ITS TOUGHER THAN EVER TO CREATE VALUE
Sources: see bit.l /sw-class
64% of Features Rarely or Never Used
50-70% of IT Projects Fail90% of New Products Fail
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
YOUR HAPPY PLACE
(you)
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
IS IT THE IDEA?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
IS IT BEING TECH/CODE SAVVY?
(this is not real)
(coding experience helps,but not like this)
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE ANSWER IS GRINDING IT OUT. HOW TO?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
A SOLUTION (?)
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE VENTURE DESIGN PROCESS
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE VENTURE DESIGN PROCESS
OPTIONSCOST
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
VETTED
VENTURE
IDEA
SOFTWARE
DESIGN
SOFTWARE DESIGN CLASS
Interview GuideCustomer InterviewsPersonas
Problem Scenarios
EMPATHIZE
Proposition DesignAssumptionsMotivation Tests
TEST VALUE
User StoriesComparables/
Patterns
PrototypesUsability Tests
BUILD
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE VENTURE DESIGN PROCESS: EMPATHIZE
Who is this
person?
What makes
them tick?
What job, habit
that they have
are we servicing?
Sessions 1-3ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE VENTURE DESIGN PROCESS: TEST VALUE
How do we test
the proposition?Is our proposition
better than their
alternative?
Sessions 4+5ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE VENTURE DESIGN PROCESS: BUILD
How do we think
through and test
the usability of
our solution?
Sessions 6-14
How do we discuss
and evaluate
implementation
options?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
SOFTWARE DESIGN CLASS: EXAMPLE CONCEPT
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
SOFTWARE DEVELOPMENT CLASS: EXAMPLE
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
HOW WILL WE WORK TOGETHER?
time
alternatives
divergence convergence
source: adapted from The Design of Everyday Things
generate
divergent ideas
(by working
individually)
converge the best
of what youve
created (as a
group)
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
HOW WILL WE WORK TOGETHER?
ref.alexandercowan.com/pdesignALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
HOW WILL WE WORK TOGETHER?INDEPENDENTASSIGNMENT
Eve (team A) completes herassignment and sends it to Kris
for peer review. Also to the
instructor.
Kris (team B) does the same.
Eve (team A) sends Kris (team B)
feedback on his assignment from
Class 1.
Kris (team B) does the same.
Team A consolidates thework from Class 1.
Team B does the same.
Eve
Kris
PEERREVIEW
CONVERGEDASSIGNMENT
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
HOW WILL WE WORK TOGETHER?
Diverge
Eve has her own version of theGoogle Doc template.
Converge
by Eve
Team has a shared groupversion of the Google Doc
template
byTeam A
teamconvergence
activity
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
HOW WILL WE WORK TOGETHER?
Diverge
Eve has her own
version of the GoogleDoc template.
Converge
Naming
by Eve
Team has a shared groupversion of the Google Doc
template
byTeam A
[Team Name]-[Eves Initials] [Team Name]-GROUP
Sharing(on G.Docs)
Instructor, Team, PeerReviewer
Instructor, Team, PeerReviewers (all)
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
HOW WILL WE WORK TOGETHER?
Peer Review
Eve has her own peer
review Doc.
Naming
Eve forDiego
[Eves Initials]-for-[Diegos Initials](Diegos Team Name)
Sharing(on G.Docs)
Instructor, Team, Peer
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
GRADING
Attendance, Participation, & Peer Reviews: 30%
Completion of Individual Assignments: 30%
Venture Design- Team Project: 30%
Venture Design- Team Portfolio Submission: 10%
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
COMMON QUESTIONS
Will we learnhow to build (orbuild) software?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
COMMON QUESTIONS
Is this thesame as thedesign thinkingclass?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
COMMON QUESTIONS
Why cant wejust work as agroup all the
time? Divideand conquer?
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
COMMON QUESTIONS
Do companiesreally do thisstuff?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
COMMON QUESTIONS
What if I wantto keep goingon the projectand theframework?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
PROJECT PRESENTATIONS
For [target customer] who [statement of the need or opportunity], the [productname] is a [product category] that [statement of key benefit/key reason to buy].Unlike [primary alternative], our product [statement of primary differentiation].
EXAMPLEFor [hiring managers] who [need to evaluate technical talent], [Enable Quiz] is a[talent assessment system] that [allows for quick and easy assessment of topicalunderstanding in key engineering topics]. Unlike [formal certifications or ad hocquestions], our product [allows for lightweight but consistent assessments of
technical talent].
+ What is the core problem area?
ALEX COWAN | alexandercowan.com | @cowanSF
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
THE VENTURE DESIGN PROCESS
SCALE?
PIVOT?
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Do we understandthis person? Whatmakes them tick?
Did theimplementationdeliver onthe story?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
WHO?PERSONAS
WHAT?
PROBLEM
SCENARIOS &
ALTERNATIVES
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
Do we understandthis person? Whatmakes them tick?
WHO?PERSONAS
WHAT?
PROBLEM
SCENARIOS &
ALTERNATIVES
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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DESIGN THINKING: EMPATHY & PERSONAS
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
DESIGN THINKING: EMPATHY & PERSONAS
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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WHO MIGHT THEY BE?
Mary the Working Mom
List at least 3 personas
USE 1 INDEX CARD/
PERSONADouglas the Dad
Nathan the Nanny
Ivan the Infant
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
HOW WILL YOU KNOW? USING SCREENERS
Enable QuizLooking for an HR manager whos involvedin recruiting
How positions have you recruited for in the
last three months?
HVAC in a HurryLooking for HVAC (heating/air cooling)
technicians that work in the field
How many HVA repairs did you make lastweek?
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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PERSONAS & PROBLEM SCENARIOS
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PERSONAS & PROBLEM SCENARIOS
ThinksThe cognitive part. Often: tension betweenhow theyd ideally like things to be and how
they are now.
[Persona] thinks [things should be different
in a certain way].
Helen thinks the hiring process should be somuch better- more systematic, fewer badhires.
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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PERSONAS & PROBLEM SCENARIOS
SeesThe interactions that shape their Thinking-media, peers, education, training, casualobservation.
[In certain situation], [person] sees [key
observation of importance]. [Repeat, etc.]
Helen is at the tail end of every bad hire andsees the damage it does to the employeeand company, alike.
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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PERSONAS & PROBLEM SCENARIOS
FeelsThe emotional driver. What emotions around
the relevant activity? What triggeremotions? Results?
When [some event], persona feels [emotion].
Its [cause] that make them feel this way.
Helen feels like crap whenever they have tolet someone go. She hates it. The employeehates it. The manager hates it. Its incredibly
destructive and de-motivating for everyoneinvolved.
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
DoesThe actuals. What triggers? How often? Forhow long? How much money?
[Persona] [does activity] [x] times per[period]. Persona spends [$z] on [area] per
[period].
Helen is responsible for recruiting 6-12 newpositions per year, screening 25-50candidates for each position.
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PERSONAS & PROBLEM SCENARIOS
XPROBLEM SCENARIO
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PERSONAS & PROBLEM SCENARIOS
XWhat job(s) are you doing for thecustomer?
What existing need or behavior
are you fulfilling?
PROBLEM SCENARIO
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2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
X
?
PROBLEM SCENARIO
ALTERNATIVE(S)
8/10/2019 Software Design Class (Session 1): Setting Sail- Understanding the Methods
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PERSONAS & PROBLEM SCENARIOS
X
?If they currently use
spreadsheets, watch them use it
and get a copy of it.If they currently put notes on the familyfridge, ask about it, photograph it.
PROBLEM SCENARIO
ALTERNATIVE(S)
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PERSONAS & PROBLEM SCENARIOS
XPROBLEM SCENARIO
?ALTERNATIVE(S)
YOUR VALUE PROPOSITIONS!Are they better enough than the
alternative(s)?
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ASSIGNMENT 1
1. Do/Individual: Draft Project Personas (20-40 min.)2. Problem Scenarios, and Alternatives (1020 min).3. Do/Individual: Draft Customer/User Discovery Questions (20-40 min.)
Reminder: Start setting up customer interviews
