5. Copyright 2014 Cowan Publishing
PRODUCT IDEAS? (製品のアイデア?)
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
Do you have a product idea you
can use?
ワークショップで使用すること製
品のアイデアを持っていますか?
7. Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
Product &
Promotion
User Stories &
Test Cases
Business Model
Canvas
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
VENTURE DESIGN (ベンチャーデザイン)
8. Copyright 2014 Cowan Publishing
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
THE FULL STACK PRODUCT PERSON
Specialties
DESIGN&UX
UNIXSYSADMIN
RUBY
PYTON
JAVA
PHP
...
ENTERPRISESALES
...
SEO
ANALYTICS
...
...
...
Foundation
Skills LEAN
デザイン思考
CUSTOMER!
DEV.
AGILE
Technical
Literacy
アーキテクチャの
基礎!
App. & Platform
Integration
役割と!
システムズ!
技術チームでの
ソフトウェアの!
基礎!
Model-View-
Controller
DESIGN!
THINKING
顧客の開発 アジャイル看板
9. Copyright 2014 Cowan Publishing
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
THE FULL STACK PRODUCT PERSON
Specialties
DESIGN&UX
UNIXSYSADMIN
RUBY
PYTON
JAVA
PHP
...
ENTERPRISESALES
...
SEO
ANALYTICS
...
...
...
Foundation
Skills LEAN
デザイン思考
CUSTOMER!
DEV.
AGILE
Technical
Literacy
ARCHITECTURE
FUNDAMENTALS!
App. & Platform
Integration
ROLES &
SYSTEMS!
In a Technical
Team
SOFTWARE
FUNDAMENTALS!
Model-View-
Controller
DESIGN!
THINKING
顧客の開発 アジャイル看板
10. Copyright 2014 Cowan Publishing
DESIGN THINKING (デザイン思考)
Design Thinking!
(デザイン思考)
Now (今)
Survival !
(生存)
Then (後)
15. Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
デザイン思考- PERSONAS
Personas Problem Scenarios
Alternatives
Your Value Propositions
16. Copyright 2014 Cowan Publishing
デザイン思考- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
17. Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
18. Copyright 2014 Cowan Publishing
NOT A GOOD PERSONA
• Women!
• Age 28-45!
• Has kids!
• Socialize with other mom’s!
• Online with Facebook!
• 86% said they’d like to be more
organized!
• 70% said they’d use an
application that organizes them
19. Copyright 2014 Cowan Publishing
• Women!
• Age 28-45!
• Has kids!
• Socialize with other mom’s!
• Online with Facebook!
• 86% said they’d like to be more
organized!
• 70% said they’d use an
application that organizes them
NOT A GOOD PERSONA
Bullet points are almost
never vivid or detailed
Stock photo- not real
This is a huge
population- not exact
These responses are ‘fake
actionable’- survey responses
like this are unreliable
21. Copyright 2014 Cowan Publishing
A BETTER PERSONA
Mary is a mom by choice. She had a successful career in accounting,
but welcomed the opportunity to be a stay at home mom. She loves it.
But it’s not like having kids purged her creative, social instincts. She
wants to connect, she wants to learn, she wants to interact. Being a
mom is a job and she wants to do it well. That means corresponding
with other mom’s on child education and keeping track of what works.
She posts to Facebook at least twice a week and responds to other
moms’ items more often than that. !
She has a few blogs and publications she reads regularly…
Mary the Mom
22. Copyright 2014 Cowan Publishing
A BETTER PERSONA
the use of a first name helps
w/ vividness (a little)
these full sentences look like a
good start towards something
vivid and detailed
this is a real photo of a
relevant person taken with an
iPhone in the real world
Mary is a mom by choice. She had a successful career in accounting,
but welcomed the opportunity to be a stay at home mom. She loves it.
But it’s not like having kids purged her creative, social instincts. She
wants to connect, she wants to learn, she wants to interact. Being a
mom is a job and she wants to do it well. That means corresponding
with other mom’s on child education and keeping track of what works.
She posts to Facebook at least twice a week and responds to other
moms’ items more often than that. !
She has a few blogs and publications she reads regularly…
Mary the Mom
23. Copyright 2014 Cowan Publishing
EXERCISE(鍛え)- PERSONA CREATION
Mary the Working Mom
Susan the Stay-at-Home Mom
Douglas the Dad
Nathan the Nanny
Ivan the Infant
…
List at least 3 personas!
少なくとも3ペルソナを一覧表示します
use 1 index card/
persona!
使用1インデックス
カード/ペルソナ
(4 min)
24. Copyright 2014 Cowan Publishing
EXERCISE(鍛え)- PERSONA CREATION
Mary the Working Mom (B, U)
Susan the Stay-at-Home Mom (B, U)
Douglas the Dad (U)
Nathan the Nanny (U)
Ivan the Infant (U)
…
Which are buyers? Users? Both? !
Note with a ‘B’ and/or a ‘U’ on the Index Card
(1 min)
バイヤーはどのですか?
ユーザー?両方? !
「B」、および/またはイ
ンデックスカードの「U」
に注意してください
25. Copyright 2014 Cowan Publishing
EXERCISE(鍛え)- PERSONA CREATION
(3 min)
Can you think of 5 real examples for each?!
Use the back of your index cards
あなたがそれぞれに5実例を考
えることができますか? !
あなたのインデックスカード
の裏側を使う
26. Copyright 2014 Cowan Publishing
EXERCISE(鍛え)- PERSONA CREATION
Which have the most compelling need, desire? !
If you could only pitch 1 persona type, which? Sort top to bottom
(1 min)
最も魅力的なニーズを持っている欲望? !
あなただけのその1ペルソナタイプを、ピッチができれば?に並べ上か
27. Copyright 2014 Cowan Publishing
A LITTLE GAME FOR BETTER PERSONA DISCOVERY
Day in the Life
we look at a few photos for a given persona
you make some guesses about them
there are no right answers BUT!
there is a right process: observe and
infer
OBJECTIVE: get a feel for
what’s real; start to create
(not a full picture, just snippets)
私たちの一日
私たちは、与えられたペルソナ
のためにいくつかの写真を見て
あなたはそれらについていく
つかの推測をする
そこには正しい答えはありま
せんが、 !
観察し、推測:右のプロセス
があります
目的:本当何の感触を得る。鮮や
かな何かを作成するために開始
38. Copyright 2014 Cowan Publishing
ABOUT SALLY THE SINGLE MOM…
What’s her favorite kind of music?!
Band/composer?!
(音楽の彼女のお気に入りのようなものは何です
か?)!
Where did she buy their last pair of shoes?!
どこで彼女は靴の彼らの最後のペアを購入しま
したか?!
What movie did she last see?!
彼女が最後にどのような映画を見たのですか?!
What did she drink with dinner last night?!
If she had a dog, what kind?!
39. Copyright 2014 Cowan Publishing
ABOUT SALLY THE SINGLE MOM…
What did she drink with dinner last night?!
彼女は最後の夜のディナーで何を飲むのですか?!
If she had a dog, what kind?!
彼女は犬を持っていた場合、どのような?!
What’s her favorite magazine?!
彼女のお気に入りの雑誌は何ですか?
40. Copyright 2014 Cowan Publishing
デザイン思考- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
PROBLEM SCENARIO!
問題のシナリオ X
41. Copyright 2014 Cowan Publishing
デザイン思考- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
X
What job(s) are you doing for the
customer?
What existing need or behavior
are you fulfilling?
PROBLEM SCENARIO!
問題のシナリオ
42. Copyright 2014 Cowan Publishing
デザイン思考- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
ALTERNATIVE(S)!
代替案 ?
XPROBLEM SCENARIO!
問題のシナリオ
43. Copyright 2014 Cowan Publishing
デザイン思考- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
?
X
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.
PROBLEM SCENARIO!
問題のシナリオ
ALTERNATIVE(S)!
代替案
44. Copyright 2014 Cowan Publishing
デザイン思考- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
YOUR VALUE PROPOSITIONS!
あなたの価値提案 !
?
XPROBLEM SCENARIO!
問題のシナリオ
ALTERNATIVE(S)!
代替案
45. Copyright 2014 Cowan Publishing
デザイン思考- PERSONAS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
!
?
X
Are they better enough than the
alternative(s)?
PROBLEM SCENARIO!
問題のシナリオ
ALTERNATIVE(S)!
代替案
YOUR VALUE PROPOSITIONS!
あなたの価値提案
46. Copyright 2014 Cowan Publishing
EXERCISE(鍛え)- VALUE PROPOSITIONS (価値提案)
Brainstorm Problem Scenario-
Alternative-Value Proposition
Trios. !
ブレーンストーミング問題シナ
リオ - 代替価値提案トリオ。
!
?
X
Problem: Mary would like to be more
structured and consistent in her use of
allowances to teach the link between work
and financial rewards.
Alternative: Track the completion of chores,
homework, etc. manually using paper, boards,
notes on her phone.
Value Proposition: Use our app to easily and
consistently implement best practices tailored
to your situation.
(7 min.)
PROBLEM SCENARIO!
問題のシナリオ
ALTERNATIVE(S)!
代替案
YOUR VALUE
PROPOSITIONS!
あなたの価値提案
47. Copyright 2014 Cowan Publishing
EXERCISE (鍛え)- VALUE PROPOSITIONS 価値提案
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
Prioritize your value propositions- if you could only pitch one,
which? After that? Etc.!
ピッチのみ1、そのあなたの価値、あなたは可能性命題-IF優先順位を
つける?その後?その他
(2 min.)
48. Copyright 2014 Cowan Publishing
THE BUSINESS MODEL 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://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.
(Cost Structure)
(Key
Partners)
(Key
Activities)
(Key
Resources)
(Revenue Streams)
(Customer
Relationships)
(Channels)
(Value
Propositions)
(Customer
Segments)
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
価値提案 ペルソナ
顧客層
49. Copyright 2014 Cowan Publishing
SEGMENT TO VALUE PROPOSITION MAPPING
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.
Cost_1
Cost_2
Cost_3
Partner_1
Partner_2
Partner_3
Activity_1
Activity_2
Activity_3
Resource_1
Resource_2
Resource_3
Revenue_1
Revenue_2
Revenue_3
Relationship_1
Relationship_2
Relationship_3
Channel_1
Channel_2
Channel_3
Proposition_1
Proposition_2
Proposition_3
Segment_1
Segment_2
Segment_3
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
価値提案 ペルソナ
顧客層
50. Copyright 2014 Cowan Publishing
THE INDEPENDENT VARIABLE (独立変数)
Value
Propositions
Customer
Segments
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.
(Cost Structure)
(Key
Partners)
(Key
Activities)
(Key
Resources)
(Revenue Streams)
(Customer
Relationships)
(Channels)
(Value
Propositions)
(Customer
Segments)
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
価値提案 ペルソナ/顧客層
51. Copyright 2014 Cowan Publishing
EXERCISE(鍛え)- PERSONAS, VALUE PROP’S
1. List your prioritized personas
(Customer Segments block)
and Value Propositions!
2. Map your personas to your
Value Propositions !
(3 min)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.
Activity_1
Activity_2
Activity_3
Proposition_1
Proposition_2
Proposition_3
Persona_1
Persona_2
Persona_3
1。あなたの優先順位のPersonas
(顧客セグメントブロック)と価
値提案をリスト !
2。あなたの価値提案にあなたの
Personas地図 !
(3分)
52. Copyright 2014 Cowan Publishing
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
X
!
?
DISCOVERY & LEARNING: PROBLEM SCENARIOS
YOUR VALUE PROPOSITIONS!
あなたの価値提案
PROBLEM SCENARIO!
問題のシナリオ
ALTERNATIVE(S)!
代替案
53. Copyright 2014 Cowan Publishing
… and they have a certain
PROBLEMS(S) …
… where they’re currently using
certain ALTERNATIVE(S) …
… and I have a VALUE
PROPOSITION that’s better enough
than the alternatives to cause the
persona to act (purchase, use, etc.).
A certain PERSONA exists…
AND NOW THE PRODUCT HYPOTHESIS
!
?
X
54. Copyright 2014 Cowan Publishing
EXERCISE(鍛え): YOUR VENTURE HYPOTHESIS
… and they have a certain
PROBLEMS(S) …
… where they’re currently using
certain ALTERNATIVE(S) …
… and I have a VALUE
PROPOSITION that’s better
enough than the alternatives to
cause the persona to act
(purchase, use, etc.).
A certain PERSONA exists…
‘HR and functional managers are in charge of
technical hires !
and they struggle to effectively screen for
technical skill sets, making the hiring process
slower and more labor intensive and
producing worse outcomes than they should
reasonably expect. !
!
Currently they implement a patchwork of
calling references and asking a few probing
questions. !
!
By offering an easy, affordable, lightweight
technical quizzing solution, Enable Quiz can
acquire and retain these customer personas,
delivering material value.’ (4 min.)
Enable Quiz example:
55. Copyright 2014 Cowan Publishing
(鍛え)PEER PRESENTATIONS PREP!
For [target customer] who [statement of the need
or opportunity], the [product name] is a [product
category] that [statement of key benefit/key
reason to buy]. unlike [primary alternative], our
product [statement of primary differentiation].!
のための[必要性や機会のステートメントが]、[製品
名]は、[重要な利点の声明/主な理由で購入する]とい
う[製品分類]で[ターゲット顧客]。 [原発代替]とは異
なり、私たちの製品[次微分計算書]。 (5 min.)
56. Copyright 2014 Cowan Publishing
As
Presenter
As
Audience
1) What is this? (Use positioning
statement)!
2) Who is the persona? What kind of shoes
do they wear?!
3) What problem scenario(s) are you
looking at? What alternatives does the
persona use now?!
4) What’s your value proposition?!
5) What do you need to learn more about?
- Focus on the process; avoid editorial!
- Ask a lot of questions!
- Think about it like an investor
EXERCISE: PEER PRESENTATION
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
(5 min./ each)
57. Copyright 2014 Cowan Publishing
STORYBOARDING: ORIGINS
copyright Fred Moore & Disney Pictures
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
60. Copyright 2014 Cowan PublishingCopyright 2014 Cowan Publishing
ENABLE QUIZ: EXAMPLE PROBLEM SCENARIOS
X
Helen the HR Manager
“It’s hard for me to screen on
technical skill sets and I end up
sending Frank unqualified
recruits.”
Frank the Functional Manager
“I have limited time and I don’t
want to be a jerk. It’s hard to
screen for all the relevant
technical skill sets.”
PERSONA
PROBLEM
SCENARIO
- Call references!
- Take their word for it
- A few probing questions!
- Take their word for it?ALTERNATIVE(S)
!VALUE
PROPOSITIONS
New ability for meaningful
screening of technical
candidates, increasing % of
successful hires and lowering
Frank’s workload on recruiting.
Less time doing interviews, and
better hires sooner.
61. Copyright 2014 Cowan Publishing
STORYBOARDING A PROBLEM SCENARIO
AFTER
BEFORE
BEFORE
(using the
Alternative)
AFTER
(with the Value
Proposition)
62. Copyright 2014 Cowan Publishing
EXERCISE: BEFORE AND AFTER BOARDS
Using the squares, create a before and then after
storyboard- 3 panels each
BEFORE
(using the
Alternative)
AFTER
(with the Value
Proposition) (10 min.)
63. Copyright 2014 Cowan Publishing
EXERCISE- PERSONA CREATION
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
Pick your top persona. Describe then. Then do Think, See, Feel Do
MARY THE WORKING MOM
About: Mary is works two jobs- job #1 is being a mom and job #2 is
running a corporate accounting department. She doesn’t …
Thinks: Learning the value of work and a dollar is important …
Sees: That a lot of kids in her peer group very indulged …
Feels: She wants her kids to have everything but worries that if she
doesn’t instill a good work ethic they’ll struggle later …
Does: She sets boundaries around use of media and games. As they
get older, she wants to set up a rotation for household chores …
Tell a story here!
ここで話をする
Operationalize
your person here!
ここにあなたの人
を運用可能 (5 min)
あなたのトップペルソナを選択してください。その後、説明してくだ
さい。そして、感じていますか、参照してください、と思いますか
64. Copyright 2014 Cowan Publishing
デザイン思考- PERSONASを連
Foundation in
Design Thinking
Personas Problem Scenarios
Alternatives
Your Value Propositions
SELLING
STUFF
Who’s buying?!
!
Where?!
!
Why?
Who are we
selling to?!
!
Where do we
reach them?!
!
With what
proposition?
MAKING
STUFF What does the
user actually do?
What does the
user (most) want?
65. Copyright 2014 Cowan Publishing
PERSONAS- DISCOVERY & VALIDATION
MVP
Tell me about yourself.!
What do you do? How often?!
How does it make you feel?
Interviews
AdWords, etc. + Landing
Page Tests
Real-Time Analytics
& Recording
Minimum Viable
Product
What language, propositions resonate? !
What is the customer prepared to do?
What do users actually do?
Do customers like it? Buy it? Use it?
Tell others about it?
66. Copyright 2014 Cowan Publishing
LEAN & THE SCIENTIFIC METHOD
Do I have real evidence from my buyer
that this is compelling?
6.a YES
results
disprove
hypothesis
01 IDEA!
02 HYPOTHESIS
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
05 REVISE?
6.b NO
we appear to
have a valid
hypothesis
What are the key assumptions required
to make this business work? 6.a YES
results
disprove
hypothesis
01 IDEA!
02 HYPOTHESIS
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
05 REVISE?
6.b NO
we appear to
have a valid
hypothesis
How do I definitely prove or disprove the
assumptions with a minimum of time
and effort?
6.a YES
results
disprove
hypothesis
01 IDEA!
02 HYPOTHESIS
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
05 REVISE?
6.b NO
we appear to
have a valid
hypothesis
6.a YES
results
disprove
hypothesis
01 IDEA!
02 HYPOTHESIS
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
05 REVISE?
6.b NO
we appear to
have a valid
hypothesis
Am I reacting or am I focused on
validating my pivotal assumptions?
‘Pivot or persevere?’
67. Copyright 2014 Cowan Publishing
PRIORITIZING AND FOCUSING
Priority Key Assumption Needs Proving? Experimentation
1
[A key assumption about the
business]
[Whether it needs
proving!
[Experiment to !
prove or disprove]
1
Hiring managers would
prefer a lightweight quiz app
over calling references and
ad hoc probing.
Yes
* Customer interviews on problem
scenario!
* Value testing through ‘minimum
viable product’
2
Managers want to be able to
add their questions as well
Yes
* Show prototypes with choices
* Test in beta
2 Parents have smart phones No n/a
Focus on strategic,
pivotal assumptions
68. Copyright 2014 Cowan Publishing
4 TYPES OF LEAN HYPOTHESES
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
PERSONA
HYPOTHESIS!
ペルソナ仮説
PROBLEM
HYPOTHESIS!
問題仮説
VALUE
HYPOTHESIS!
VALUE仮説
CUSTOMER CREATION
HYPOTHESIS!
顧客CREATION仮説
69. Copyright 2014 Cowan Publishing
PERSONA HYPOTHESIS (ペルソナ仮説)
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
Does this person exist? !
Can you identify them?!
Do you understand them really well?!
What do they think-see-feel-do in your area?!
!
この人は存在するか? !
あなたがそれらを識別することはできますか? !
あなたは本当にそれらをよく理解していますか?を !
彼らは何をすべきか、お住まいの地域で考える -
フィール-DOか?
70. Copyright 2014 Cowan Publishing
PROBLEM HYPOTHESIS (問題仮説)
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
Have you identified a discrete problem/need?!
How important is it to the target persona(s)?!
What alternatives do they use today? How?!
!
あなたは、離散問題/ニーズを特定したことがあります
か? !
それは、ターゲットのペルソナ(複数可)にどのくら
い重要ですか? !
彼らは今日は何の選択肢使うのですか?どうやって?
71. Copyright 2014 Cowan Publishing
VALUE HYPOTHESIS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
How much better than the best alternative is your
product? !
How obvious is that to the customer?!
!
お使いの製品がどれだけ最善の代替案よりも優れて
いる? !
それが顧客にどのように明らかである?
72. Copyright 2014 Cowan Publishing
CUSTOMER CREATION HYPOTHESIS
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
How will you get the customer’s: attention, interest,
desire, action, onboarding, retention?!
How will you know if it’s working?!
!
注意、興味、欲求、行動、オンボーディング、保持
:どのようにして、顧客のを得るのだろうか? !
それが働いている場合はどのように知っているのだ
ろうか?
73. Copyright 2014 Cowan Publishing
ALEX COWAN!
AlexanderCowan.com!
@cowanSF
THE FULL STACK PRODUCT PERSON
Specialties
DESIGN&UX
UNIXSYSADMIN
RUBY
PYTON
JAVA
PHP
...
ENTERPRISESALES
...
SEO
ANALYTICS
...
...
...
Foundation
Skills LEAN
デザイン思考
CUSTOMER!
DEV.
AGILE
Technical
Literacy
アーキテクチャの
基礎!
App. & Platform
Integration
役割と!
システムズ!
技術チームでの
ソフトウェアの!
基礎!
Model-View-
Controller
DESIGN!
THINKING
顧客の開発 アジャイル看板
74. Copyright 2014 Cowan Publishing
X
PROBLEM!
SCENARIOS &
ALTERNATIVES
問題のシナリオ
&
代替案
What?!
何が?
PRODUCT &
PROMOTION
/
CUSTOMER
DISCOVERY &
EXPERIMENTS!
顧客発見 & 実験
Tell me…?!
教えてください?
BY THE NUMBERS
PERSONAS!
ペルソナ
Who?!
誰?
USER
STORIES &
PROTOTYPES
How?!
方法?
Scale?!
拡大する?
Pivot?
VALUE
PROPOSITIONS
& ASSUMPTIONS!
価値提案 & 仮説
What if?!
どのような場
合?
!
75. Copyright 2014 Cowan Publishing
BY THE NUMBERS (IN REVERSE)
!
PRODUCT &
PROMOTION
/
CUSTOMER
DISCOVERY &
EXPERIMENTS!
顧客発見 & 実験
How did the
customer/user
react?
VALUE
PROPOSITIONS
& ASSUMPTIONS!
価値提案 & 仮説
!
Was the
implemented
story relevant to
the proposition?
X
PROBLEM!
SCENARIOS &
ALTERNATIVES
問題のシナリオ
&
代替案
Is problem
relevant? Is the
proposition
better vs.
alternatives?
PERSONAS!
ペルソナ
Do we
understand this
person? What
makes them
tick?
USER
STORIES &
PROTOTYPES
Did the implementation
deliver on the story?