AOTB16: UX & A3 Thinking

UX and A3 ThinkingUser First Problem Exploration

Cat Swetel & Mike Caponero // #AgileOTB @catswetel @mikeydoubletap

● Create and understand an empathy map ● Use an empathy map to create an effective

experiment ● Learn how to use an A3 for experimentation

Agenda


● Divergence and convergence○ Silent, individual brainstorming (divergence)○ Followed by affinity mapping and silent voting

(convergence)

● Timebox all the things

Format


Post-it Protocol


Gotta Catch ‘em All?


“[Pokemon Go] is the most horribly designed app I’ve ever been obsessed with”

-- Sarah Jeong, NY Times

Pokémon Go tops Twitter’s daily users, sees more engagement than Facebook

-- TechCrunch

Pokémon Go (stylized as Pokémon GO) is a free-to-play location-based augmented reality mobile game developed by Niantic for iOS and Android devices. It was released in most regions of the world in July 2016.

--Wikipedia

Context: What is Pokémon Go?


Customer experience: the sum of all interactions a customer has with an organization or brand.

User experience: the sum of all interactions a customer has with a product.

Our assumptions: ● UX is a subset of CX● CX is more relevant to the example today (Pokemon Go)

Context: UX vs. CX


Customer Groups


Who is the Customer?Who is experiencing these things?

Determining the Customer


Customers

Property Owners Parents Business

OwnersJaded

Customer

“So, all these people pulling

up at all hours? We don’t know them… and we can’t stop it.”

Boon Sheridan

“How Pokemon Go sparked

'miracle' transformation

in boy with autism”

Today

“We are enjoying what [Pokémon Go] is doing for our

business...”Steve Easterbrook, CEO, McDonalds

“Lots and lots of players are beginning to

realize that the game is just

plain boring.”Bloomberg

https://twitter.com/boonerang/status/751849519407595520

http://www.today.com/parents/how-pokemon-go-sparked-miracle-transformation-boy-autism-t100928

https://www.marketingweek.com/2016/07/26/mcdonalds-on-pokemon-go-we-are-enjoying-what-it-is-doing-for-our-business/

https://www.marketingweek.com/2016/07/26/mcdonalds-on-pokemon-go-we-are-enjoying-what-it-is-doing-for-our-business/

http://www.bloomberg.com/news/articles/2016-08-22/these-charts-show-that-pokemon-go-is-already-in-decline

Pick a group to work in based on the customer that you feel is most interesting

Customer Groups


Empathy Mapping


Empathy Mapping

Empathy Mapping is a simple activity that you can facilitate with anyone responsible for delivering products and services to build empathy for your end users.

Empathy Maps allow everyone on the team to create a shared understanding of who they think the customer is, and see problems from the customer’s perspective.

Empathy Maps can act as a decision filter. WWCD?


Drawing the Map

Identify the BEST visual artist from each team.

Grab a Sharpie and a large Post-It.

Drawing the Map


Draw the Map

2 minutes


As a team,

Give your customer a real name (e.g. Cindy)

Now, put yourself in the customer’s shoes and think about the following things from their perspective...

Empathy Mapping Steps


Silent Brainstorm:Individually, and SILENTLY write as

many post-its for each section of the map.

5 minutes

Empathy Mapping Exercise


What preoccupies her? What are her day dreams?

What are her influencers saying?

What is she surprised to hear?

What does she notice in her environment?

What is she accustomed to seeing?

What does she put out there for the world to see?

Fears, obstacles, frustrations How does she define and measure success?

Individually,

● Observe your completed empathy map.

● Are there themes? ● If so, what is the most

interesting theme?

2 minutes

Discuss and Choose


Individually and silently,

● On an index card, write a Problem Statement based on the stickies/topics/theme you selected.

● Make sure to be explicit about:○ Who (is the customer)○ What (is the problem) ○ Why (is the problem worth

solving)○ Where/When (does problem

occur)

A problem statement *cannot* include a solution in it. Example: “I don’t have a glass of water,” is not a problem statement. “I am dehydrated.” *is* a problem.

2 minutes

State the Problem

As a team,

● Each person readout your problem statement

● Pick one or combine multiple into one

A problem statement *cannot* include a solution in it. Example: “I don’t have a glass of water,” is not a problem statement. “I am dehydrated.” *is* a problem.

3 minutes

State the Problem

PDSA & A3 Problem Solving Approach


The process & thinking behind the tool:• Engages the organization, creating alignment

around what problems to solve• Provides an adaptable framework that leads to

a structured (scientific) and disciplined approach for effective problem solving

• A communication tool for workers to report problems and suggestions for improvement to managers- Limited space == respect for stakeholders- Also forces conversations

What is A3?


Created by Edwards Deming, based on work with Walter Shewhart at Bell Labs.The Shewhart cycle has the following steps:

1. Plan: Identify what can be improved and what change is needed

2. Do: Implement the design change

3. Study: Measure and analyse the process or outcome

4. Act: If the results are not as hoped for

Origins of PDSA


Scientific Method Problem Solving (PDSA/A3 Thinking)

Kaizen

Make Observations Define Problem Clarify Goal

Gather Information Analyze Root Causes Map the value stream

Form Hypothesis Design Countermeasures Identify waste

Perform Experiment Perform Experiment Design Action Plan

Analyze Results Check Results Implement Action Plan

Summarize Conclusions

Standardize and Scale Evaluate Results

It’s the mindset pattern that matters most

An A3 Template

PDSA in the A3

A3 Activity

Each table should have A3 templates available

We will now work step by step to fill out the left side of A3 for each Customer group

A3 Template


This is the context and customer from your Problem Statement.

Describe the background and provide as much information so that a mentor / coach / manager can can better understand.

Background


WHERE/

WHEN WHO

This is the problem / situation as well as the value of solving the problem.

This can include a diagram of the current situation, where* and when it happens, and why it’s important to solving the problem.

Current Situation


*You must go to the gemba (where the problem actually is).

WhatWHY

As a Team,

Your Problem Statement covers both the Background and Current Situation.

Place it on the A3.

WHERE/

WHEN WHO

Background & Current Situation

1 minute


WhatWHY

Problem

Statement

This is any data that supports the current condition. It also includes any analysis of the problem, data that supports the impact the problem is having on the organization.

This will also include root cause analysis e.g. 5 Whys or Fishbone. The A3 author must be able to prove that the cause of the problem – is, in fact, the problem.

Analysis


As a team,

What data do you currently have to support the current situation?

Place any stickies that work to support the current state and place them into the Analysis box.

Analysis

1 minute


This is what you believe will happen if you fix the problem or find a countermeasure for the problem.

This is an inference based on the cause of the problem (Analysis) and MUST be falsifiable.

Hypothesis

We believe that doing: [ action / countermeasure ]For [ these people / this process ]

Will achieve [ this measurable outcome ]

And when it fails/succeeds, we will [amplification plan / recovery strategy].

Individually (on an index card),

Write a hypothesis statement using the template below.

2 minutes

Hypothesis Statement

As a team,

Readout your Hypothesis Statements

Pick one or combine multiples into one and place onto the Hypothesis Box

3 minutes

Hypothesis Statement

Experiment

Cat Swetel & Mike Caponero // #Agile2016@catswetel @mikeydoubletap

This is where you would write an action plan for the experiment.

What specific actions are going to be taken?

Who is responsible for what action(s)?

When will the actions be taken?

Measurement

Cat Swetel & Mike Caponero // #Agile2016@catswetel @mikeydoubletap

How will you measure the experiment?

How might you know the experiment validated or invalidated your hypothesis?

This is what actually happened to the system after the experiment.

You want to compare this back against the hypothesis.

The delta between what you guessed and what actually happened is the learning.

40

Outcome

This is what will happen based on whether the experiment succeeds or fails. This closes the PDSA cycle.

If the experiment works, how will we scale it?

If it fails, what’s the next experiment we can try?

41

Next Steps

Review


• Empathy mapping is a team activity used to build shared context and filter decisions/solutions

• Empathy maps can inform the A3 process and help to design effective experiments aligned with organizational priorities

• The A3 template and process help us identify and share high information value events (experiments)

Summary


Suplementary Slides


Expanded Empathy Mapping Directions


Silent Brainstorm:● What does she see in the

environment?● What does she see her friends

doing?● What offers does she see in the

market?● Who does she regularly see?

2 minutes

What does she SEE?


Affinity Mapping:Cluster like stickies by themeCircle and name clusters

3 minutes

What does she SEE?



5 minutes

Empathy Mapping Exercise


Silent Brainstorm:● What does she hear her friends

saying?● What does she hear her boss

saying?● Who influences her? What are

they saying?● What ideas, information and

opinions does she her from family, friends?

2 minutes

What does she HEAR?


minutes


3 minutes

What does she HEAR?


Silent Brainstorm:● What attitude does she display in

public?● What does she say to friends?● How does she treat others?● What activities does she

undertake?● What would they say publicly

about your product/brand/organization?

2 minutes

What does she SAY and DO?



3 minutes

What does she SAY and DO?


Silent Brainstorm:● What really counts?● What are her preoccupations?● What does she worry about?● What are her aspirations?

2 minutes

What does she THINK and FEEL?



3 minutes

What does she THINK and FEEL?


Silent Brainstorm:● What are her fears?● What are her obstacles?● What is she frustrated about?

2 minutes

PAINS?



3 minutes

PAINS?


Silent Brainstorm:● What does she say she wants?● How does she measure success?● How does she currently achieve

success?

2 minutes

GAINS?



3 minutes

GAINS?


“So, all these people pulling up at all hours? We

don’t know them… and we can’t stop

it.”-- Boon Sheridan

Customers: Property Owners


“How Pokemon Go sparked 'miracle' transformation in boy with autism”

Customers: Parents

Customers: Business Owners

Photo courtesy of Alexandra Dearing Shute


Customers: Public Safety Officials

A3 Reference Slides


● The ‘Bible’ of A3 Thinking● Written by John Shook at

MIT’s Lean Enterprise Institute

● First book to bring A3 thinking to the West

● Derived from 20 years working at Toyota.

Managing to Learn


Technology

AOTB16: UX & A3 Thinking