Welcome back.

In this module you're going to learn how to run a problem scenario sprint.

You'll go out, you'll talk to real users, and you'll figure out what's

on their A-list, and how you're going to deliver something valuable to them.

We're going to roughly go through the process you see here.

We have some kind of question that a persona problem scenarios can answer.

And this may be a new persona, if this is your first run at the design sprint, or

it may be an existing persona.

So, we're going to do some drafting, figure out an interview guide, go out and

do interviews, possibly do some revision while we're doing that.

And then we're going to test our understanding by writing user stories,

driving to some ideas about working software that we could actually implement.

At the end, on day five, you'll figure out whether you think you're in good shape or

you have some more research to do.

And then, you'll have your answer one way or

the other about what your next steps are.

You can see a day in the life down here,

this is kind of an enhancement to the personas that you can optionally do and

there's tutorials in the lesson materials about that.

Now you may be thinking, I didn't learn how to go out and get subjects in college.

It wasn't my major or area of study, and I think part of the reason for that and

the reason why you may see this coming up here in the MOOC and

elsewhere, if your job has a focus on innovation.

The reason is, as we talked about in course one, the importance ascribed

to innovation as a core company activity and the progress of design and

design education and the availability of that content.

All those things, they're kind of playing catch up.

And so, if you feel like you're new to this, and it's kind of novel,

well that's okay.

There's lots of people out there learning the same things as they go along,

you'll be fine.

And this skill will help you a lot on your projects, and in your career in general.

Now you're going to need to learn who these personas are and

how to go get them to interview around this day 0 point, because you're

going to be out doing interviews with your team on days 2 through 4.

And you probably can't line the subjects up quick enough if you start

only identifying who they are and how you're going to get to them on day 1.

So, if this is your very first design sprint, you might be wondering well,

wasn't I supposed to figure them out here and then go find them and interview them?

And the answer is, you probably should either make a best guess about who they

are here and start trying to find them, to get them lined up for interviews here.

Or if you really feel like you need to work with your team on that to even have

an idea about who the persona is because this is a really greenfield project.

Then what you may want to do is take part of that session one and

kind of move it into a prior week to get warmed up on it.

And, so let's talk about how to go and actually get these subjects.

It's just kind of one of these things, you can hire an agency,

they're very expensive, though, and they may be getting you sort of

pseudo-professional subjects which aren't representative.

I hesitate to say there's no pretty way to do this, but it's scrappy.

You have to be scrappy, almost like a salesperson, at figuring out where you're

going to find these subjects and how you're going to get them.

And it's important to be willing to try multiple things and

to walk up to strangers and talk to them or send them emails.

So if you're familiar with the sales process or you've ever been around it,

you know that there is a funnel.

So maybe one way to look at this is I need to create a funnel of subjects that I hit

up to see if I can interview them.

And then, I've gotta figure out how I'm going to get enough of them to show up

where my team's going to be actively engaged interviewing subjects, so

let's talk about that.

The beginning of the funnel,

the subjects you contact is our widest part of our funnel of course.

Now let's say you go someplace where you're going to find subjects.

We'll talk about where that might be.

But let's say you can approach 12 people an hour.

Then that's your number here and then let's say that 30% of those respond.

They don't run away from you like you're a psychopath and they pass your screener.

And if you remember that's a factual question that makes sure that, even though

you've gotten past this awkward moment with them, that they're actually

a good subject for you to talk to, they're representative of your persona.

So let say that's 30%, okay, so

then that means if we talk to 12 people an hour that we're down to four people

here per hour that actually pass our screener and are willing to talk to us.

And then let's say not all those people are going to show up, that's the reality.

Let's say 50% of them show up.

So then that's two people per hour net that you're getting, and then that means

that you should probably plan on around 30 minutes of time per subject.

Now, this is going to vary enormously depending on who your subjects are,

where you go, but the reality is it does take quite a bit of time.

Now you'll be able to kind of tune your own funnel as you get a sense of how much

time it takes you to approach these people and get them.

But I would probably allocate something around roughly this amount of time for

getting each subject.

Now, let's sort of talk about what that's like, because the reality is,

it's the emotional part of talking to a stranger and getting them not to be

totally freaked out that's probably the hardest part of the early phase here.

So, we go up to somebody in a venue, on the street, the subway station, kids'

pick up, medical office, wherever it is that we're going to find these subjects,

and they think my God, why is this random person coming and talking to me?

And the next step I would recommend is to say hey,

I'm doing product research on something or other.

Now, that is not immediately going to make them your best friend,

but at least they'll understand that this person isn't trying to

do something crazy like recruit me for a cult.

And they're not trying to sell me something which I don't want,

they're doing research, so okay, maybe I'll talk to them.

Then you've gotta put your screener to them.

You've gotten past this awkward moment, but

you've gotta ask them in a natural way, hey we're doing this product research, and

we're looking for people that might be willing to talk to us.

Would you be able to answer this question, how many times last week did you chew gum,

or whatever it is?

And they may tell you to go fly a kite, and

that's going to happen and that part of this process kind of sucks honestly, but

you'll get used to it and it'll be fine.

And then finally you tell them, hey, could I email you or we'll set this up and

then we'll talk about that follow up in the next video.

And you will then hopefully have a large percentage of these people close and

sort of show up for you.

So in this video, we looked at the basics of going out, getting ready, and

approaching subjects.

And in the material that follows,

we'll sort of go down stream about how to get these people set up for

interviews that are valuable that your team can go talk to them.

Getting People to Interview

Running Product Design Sprints

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