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Blog from July, 2023

Creative Sprinting

Creative Sprinting

Relay race sprinter passing the batonReading Time 6 mins

The dictionary definition of sprint is "to race or move at full speed, especially for a short distance, as in running, rowing, etc." Agile methodologies use this term frequently, but organizations such as Scaled Agile Inc. instead use the more generic term iteration to refer to "a standard, fixed-duration timebox during which Agile Teams and ARTs individually and collectively deliver incremental customer value while working towards the PI objectives." The term "sprint" may imply a sense of urgency that can cause anxiety or stifle divergent thinking because the goal of each timebox is not to increase understanding but to instead move the needle by delivering increasing "customer value" through working software. This same term also implies a solo, rather than collaborative, endeavor. I rather use the metaphor of the relay race because the work product (baton) is passed between team members. Not everyone is moving at full speed, only the person with the baton. So, if every iteration is more like a relay race, what are some creative ways we may utilize our time in an iteration? I offer a few ideas that I wish we had time to teach in the joint course both LACE and HCD Centers of Excellence offer, entitled UX & Agile for Software Development.

SPRINT 0

A "sprint 0" is used as a way to help teams organize themselves and set themselves up for success before a project's development begins. This takes team members out of their typical roles and gives them an opportunity to conduct one or many activities, including:

  • Reframe the problem: Product Managers are charged with identifying feature level work items and prioritizing this work before the Program Increment (PI) begins. But what if they have only communicated the work to be done rather than the problem to solve or the goals of the PI? Product teams may use Jeff Gothelf's Lean Canvas and perform activities appropriate in HCD's defined Initiate Phase to really gain alignment by answering the why.
  • Implement improvements: Good product teams hold iteration reviews and inspect and adapt (I&R) ceremonies as a way to continually learn and improve as a team. Other team building activities, including creating or updating working agreements can improve team culture and productivity.
  • Design Sprint or Code Jam: During a sprint 0, full teams can innovate by being presented with a challenge, which may even give the team a head start on a PI's planned work. This can manifest itself either as a time to create multiple design ideas for feedback or workable software.

Since a "sprint 0" is technically not a development sprint, it may be structured in a variety of ways, including:

  • At the beginning of a PI: Some teams might build a no-code iteration to focus on aligning as a team and determining the research and design needs prior to beginning development.
  • At the End of a PI (see graphic): Some teams might take a 2 week I&P iteration (as seen in the above graphic), usually the last iteration of a PI, and use one week for PI planning and another week to focus on innovation. This sprint 0 can help teams hit the ground running when they begin the next PI.
  • Outside of a PI: Without disturbing the normal cadence of a Program Increment, leadership may decide to host a sprint 0 at regular intervals, such as quarterly, semi-annually, or annually, as a way to align the team and refocus on priorities.

DESIGN SPRINT

5 day design sprint graphic showing activities that can be done in a work week to execute a design sprint.The Design Sprint, attracting attention in Jake Knapp's Sprint: How to solve big problems and test new ideas in just 5 days, argues that teams can be very effective if they spend one week before development creating a highly collaborative atmosphere by solving a real-world problem broken down into the 5 day work week:

        • Monday - Map and choose a target
        • Tuesday - Sketch competing solutions
        • Wednesday - Decide on the best
        • Thursday - Build a realistic prototype
        • Friday - Test with target customers



LEAN UX RYTHMS IN EVERY SPRINT

Lean UX Rythms in every sprint graphic shows how recurring ideation and user testing could happen each sprint.The previous ideas tried to carve out one moment in a development lifecycle (i.e., Program Increment), when design thinking could be applied to better understand a product's consumers, create a workable solution, and gain user feedback, which would help the product team learn from the experience and improve their future delivery. The problem with these solutions is that while they may be good temporary moments that might help product teams improve upon the way they predict what work to tackle, collaborate on getting their work done, and learn from this one a PI activity, true prediction, collaboration and learning must be applied continuously throughout a Program Increment. Jeff Gothelf, in his book, Lean UX: Designing great products with agile teams, argues that there are other ceremonies we may add to sprints to aid and mature a team's capacity to predict, collaborate, and learn. Some examples include (also, see graphic):

  • Ideation/Sketching: Before iteration planning, include an opportunity to ideate and sketch solutions, which may impact development in the current or a future iteration.
  • User Testing: Include regular user testing, where all members of a team are required to observe users at least 2 hours every 6 weeks.

BUFFERED SPRINTS

In contrast to baking in these rythms within a sprint, another approach is to pull them out of a sprint by creating a gap of 1-3 days between sprints where ideation, planning, and user feedback sessions take place without impacting team members' commitment to their craft. For example, if engineers on a team have committed to coding a feature in two weeks, only to be strongly "encouraged" to collaborate with usability researchers or observe a user test, chances are they may be disincentivized. They may reason they are getting paid to code, not to participate in activities that are not part of their job description. On the other hand, if there is a formal 1-3 day gap between sprints where an engineer is instead required to participate in ideation, planning and user feedback sessions, then the incentive is there.

CONCLUSION

Whether it feels like a sprint or a marathon, product teams run a relay race, where the baton is really the incremental work products that lead to working software. Mature teams know how to accurately predict their work, efficiently collaborate by fostering a culture of shared responsibility, and learn and improve team efficiencies after each iteration. This is accomplished by respecting the roles and capabilities of each member of the team and finding creative ways to mature your team's working relationship and product outputs throughout a product's design and development lifecycle. If you want to learn more about effective ways to integrate research and design into agile cadences, check out the CCSQ Center of Excellence training offerings or reach out to us for a consult.



A head shot of Rob Fay

ROB FAY
Rob currently leads the CCSQ Human-Centered Design Center of Excellence (HCD CoE). The HCD CoE is an organization that impacts the way the CCSQ delivers policy, products and services to its customers. Through the provision of education, support and resources, he promotes the continued implementation and usage of HCD best practices and seeks to fulfill the charge of OMB Circular A-11 Section 280 (i.e., “Managing Customer Experience and Service Delivery”). For over 20 years Rob has focused on making products and services delightful and easy to use by leading research and design initiatives at government agencies like CMS, NIH, and USPTO and commercial organizations including Blackboard and Allegis Group. Rob holds a Master of Information Management and a Master of Science in Marriage & Family Therapy from the University of Maryland, College Park.



What is an Empathy Map to a Persona? 

Reading Time 4 mins

When creating new services or products you can ensure you genuinely meet the end-user's needs with Personas, but another informative method is Empathy Maps that can build into personas. Personas help you create detailed profiles of your target users, giving you a deeper understanding of who they are, their goals, and what motivates them. On the other hand, empathy maps dive into the specific experiences and emotions of individual users, helping you empathize with their joys, frustrations, and needs. By using these methods, you can go beyond assumptions and truly connect with your users, ensuring that your designs and services are user-centered and deliver meaningful experiences that delight users and customers. In both cases they externalize knowledge about users in order to 1) create a shared understanding of user needs, and 2) aid in business decision making. 

The key differences between empathy mapping and personas lie in their focus and level of detail. Here are the explicit differences: 

  • Focus: Empathy mapping focuses on understanding the emotions, thoughts, behaviors, and needs of a non-identified individual user during a specific experience or journey. It delves into the user's perspective and aims to uncover deeper insights into their emotional motivations and pain points. Personas, on the other hand, is a fictional characterization of many users that can represent multiple broad user groups and provide a holistic view of their story, specific characteristics, frustrations, goals, behaviors, and needs. 
  • Level of Detail: Empathy maps capture specific details and nuances of an individual user's experience, often in a visual format. They highlight specific observations, quotes, and key moments to deepen empathy and understanding. Personas, in contrast, provide a visual representation of user segments. They aggregate data and insights from many users to create a categorized composite profile that helps guide business decision-making and design efforts.  

The process of using these methods typically involves a collaborative visualization following these outlined steps. 

Empathy Mapping:  Personas:   
  • Identify the target user or customer for whom you want to develop empathy.  
  • Gather data and insights through user research, interviews, observations, or customer feedback.  
  • Create an empathy map framework with sections for thoughts, feelings, behaviors, and needs. 
  • Fill in the empathy map by synthesizing the collected information and capturing key insights. 
  • Analyze the empathy map to uncover patterns, pain points, and areas for improvement.  
  • Use the empathy map to inform decision-making, design solutions, or refine user experiences. 
  • Identify the target user segments or customer groups based on demographic, psychographic, or behavioral characteristics.  
  • Conduct research to gather data on each segment, including user interviews, surveys, contextual inquiry, usability research, or analytics.  
  • Analyze and synthesize the data to identify common traits, needs, behaviors, and goals within each segment.  
  • Create personas that embody the key characteristics and represent each target segment.  
  • Give each persona a name, background information, and a detailed profile that reflects their attributes and motivations.  
  • Utilize personas as reference points when making decisions, designing solutions, or developing business strategies that cater to the specific needs of each segment. 
  • Used as a collaborative working document that can be iterated through continuous improvement. 

By understanding these differences and following the respective processes, teams can gain valuable insights and create user-centered solutions that meet the needs of individual users and broader user segments alike. 

Resources: 

Interaction Design Foundation: https://public-media.interaction-design.org/pdf/Empathy-Map.pdf 

Nielsen Norman Group: https://www.nngroup.com/articles/empathy-mapping/ 

 HCD Methods- Empathy Maps: Empathy Maps

HCD Methods-Personas: Personas



A head shot of Howard Montgomery

HOWARD MONTGOMERY

Howard is a practicing agnostic Human-Centered Design Thinking expert who thrives across the consumer experience continuum of products, services, digital, brand, strategy, and environments. He has led, collaborated and consulted with multiple Fortune 100 companies: Ford Motor, Unilever, BMW, The Home Depot, Steelcase, P&G and LG Electronics across diverse business sectors; building products, automotive, consumer, food and healthcare. He holds 48 International Patents and has been the recipient of over 25 international awards including IDEA Awards, iF Award and Good Design Award, and multiple publications of his work. He has taught at several schools in the USA and UK. He holds a bachelor’s degree with honors from Kingston University, London, UK and master’s degree from Cranbrook Academy of Art, Bloomfield Hills, USA, both in Design.


Personas, Customer Segmentation and Target Groups – How do they work together?

Reading Time 6 min

This is a short and insightful article about what are the differences between Personas, Customer Segmentation and Target Groups, and how these three tasks work together. 

Most of us know and use personas, a fictional representation or archetype of a specific user. It is created to help development teams understand and empathize with the needs, behaviors, motivations, and goals of their users.

Personas are typically based on research data and observations of real users, providing a way to humanize and visualize the intended audience. By using personas, design teams can make more informed decisions during the design process, ensuring that their products or services effectively address the needs and preferences of the users. 


Customer SegmentationExample: To help explain here’s an example of customer segmentation for a fitness apparel company: By segmenting the customer market, the fitness apparel company can develop specific product offerings, dedicated services and create communications that resonate with each specific segment's unique needs and preferences.
Customer segmentation is the process of dividing a larger market or customers into distinct groups or segments based on specific characteristics, behaviors, or demographics. The goal of customer segmentation is to identify and understand different subgroups within a market that share similar needs, preferences, or behaviors. By segmenting customers, teams can tailor their strategies, products, and services to effectively meet the unique needs of each segment. Customer segmentation allows teams and leaders to target their resources more efficiently, improve customer satisfaction, and drive better marketing outcomes by delivering more relevant and personalized experiences to different customer groups. 

Segment 1: Fitness Enthusiasts 

  • Characteristics: Regular gym-goers, dedicated to fitness and exercise. 
  • Needs: High-performance workout apparel, breathable fabrics, sweat-wicking materials. 
  • Targeted Messaging: Emphasize advanced features, durability, and performance benefits. 

Segment 2: Yoga and Pilates Practitioners 

  • Characteristics: Individuals who prioritize mind-body wellness and practice yoga or Pilates. 
  • Needs: Comfortable and flexible clothing that allows freedom of movement. 
  • Targeted Messaging: Highlight soft fabrics, stretchability, and designs suitable for yoga and Pilates. 

Segment 3: Outdoor Adventurers 

  • Characteristics: Nature enthusiasts, hikers, and outdoor sports enthusiasts. 
  • Needs: Durable and weather-resistant apparel, versatility for various outdoor activities. 
  • Targeted Messaging: Emphasize durability, waterproofing, and functionality for outdoor adventures. 

Segment 4: Beginner Fitness Participants 

  • Characteristics: Individuals new to fitness, starting their fitness journey. 
  • Needs: Comfortable and non-intimidating workout apparel. 
  • Targeted Messaging: Focus on ease of use, beginner-friendly designs, and support for newcomers. 
Target GroupExample: By targeting this specific group, the fitness apparel company can develop products and services that cater to the preferences and needs of active women in their 20s-30s. This may involve creating stylish and versatile clothing lines, leveraging social media and influencer collaborations for promotion, and emphasizing the combination of fashion and functionality in their product messaging. 
A target group, also known as a target audience or target market, refers to a specific segment of consumers or individuals that a team or organization aims to reach and engage with through its products and services. The target group is identified based on various factors such as demographics (age, gender, income, location), psychographics (lifestyle, values, interests, stages of life), behavior (purchasing habits, usage patterns, need drivers), or other relevant characteristics. The target group represents the primary recipients or potential customers who are most likely to have a need or interest in what the business offers. By defining a target group, teams and leaders can focus their business strategies, messaging, and product development efforts to effectively cater to the needs and preferences of this specific audience. 

Target Group: Active Women in their 20s-30s 

  • Characteristics: Women aged 20 to 39 who lead an active lifestyle and participate in various fitness activities. 
  • Demographics: They may be working professionals, students, or stay-at-home moms. 
  • Needs: Stylish and functional workout clothing that offers comfort, flexibility, and support during their fitness routines. 
  • Preferences: They value trendy designs, vibrant colors, and clothing that can transition seamlessly from the gym to daily activities. 
  • Channels: They are active on social media platforms, follow fitness influencers, and seek recommendations from peers. 
  • Behavior: They engage in a mix of activities such as gym workouts, yoga, running, and group fitness classes. 

How do these three methods work together?

This is a five-point roadmap for how to consider aligning and how to interplay personas, customer segmentations, and target groups in an integrated effort. 

  • Develop Customer Segmentation: Start by identifying and segmenting your customer base based on relevant criteria such as demographics, psychographics, behavior, or other key factors. This will help you understand the different groups of customers you are targeting and their specific needs. 
  • Create Personas: Use the insights from customer segmentation to create detailed differentiated personas that represent each identified customer segment. Personas are fictional characters that embody the characteristics, goals, and behaviors of the target customers within each segment. Personas provide a humanized understanding of your customers, and their pain points and help guide decision-making throughout the design and development process. 
  • Align Target Groups: Map each persona to the respective customer segment it represents. This ensures that the personas accurately reflect the characteristics and needs of the target groups. By aligning personas with the target groups, you ensure that the personas are relevant and representative of the customers you are trying to reach. 
  • Integrate Efforts: Use personas and customer segmentations to guide various projects and activities. This includes UX development, customer experience design, and communication strategies. Consider the unique needs, preferences, and behaviors of each persona and target group when making decisions and designing experiences. 
  • Continuous Feedback and Iteration: Regularly update and refine your personas and customer segmentations based on new insights, market trends, and customer feedback. Ensure that the personas and target groups remain aligned and reflect the evolving characteristics of your customer base. 

By harmonizing the use of personas, customer segmentations, and target groups, you can create a more unified and customer-centric approach throughout your project and programs. This integration enables more targeted and personalized strategies, leading to better customer understanding, improved products/services, and more effective marketing efforts. 



A head shot of Howard Montgomery

HOWARD MONTGOMERY

Howard is a practicing agnostic Human-Centered Design Thinking expert who thrives across the consumer experience continuum of products, services, digital, brand, strategy, and environments. He has led, collaborated and consulted with multiple Fortune 100 companies: Ford Motor, Unilever, BMW, The Home Depot, Steelcase, P&G and LG Electronics across diverse business sectors; building products, automotive, consumer, food and healthcare. He holds 48 International Patents and has been the recipient of over 25 international awards including IDEA Awards, iF Award and Good Design Award, and multiple publications of his work. He has taught at several schools in the USA and UK. He holds a bachelor’s degree with honors from Kingston University, London, UK and master’s degree from Cranbrook Academy of Art, Bloomfield Hills, USA, both in Design.