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Software Design: Intro Session

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This is the intro. material for the class, which I currently teach at UVA Darden. For more, see bit.ly/sw-class.

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Software Design: Intro Session

  1. 1. © 2015 COWAN+ SOFTWARE DESIGN: SESSION 1 SETTING SAIL- UNDERSTANDING THE METHODS Alex Cowan
  2. 2. © 2015 COWAN+ ABOUT ME Entrepreneur (5x) Intrapreneur (1x)
  3. 3. © 2015 COWAN+ THE VENTURE DESIGN PROCESS SCALE? PIVOT? PRODUCT & PROMOTION USER STORIES & PROTOTYPES CUSTOMER DISCOVERY & EXPERIMENTS VALUE PROPOSITIONS & ASSUMPTIONS SHOW M E … ? WHATIF? Is the problem relevant? Is the proposition better vs alternatives? Do we understand this person? What makes them tick? Did the implementation deliver on the story? Was the implemented story relevant to the proposition? How did the customer /user react? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  4. 4. © 2015 COWAN+ www.alexandercowan.com ABOUT ME
  5. 5. © 2015 COWAN+ ALEX COWAN alexandercowan.com @cowanSF SETTING SAIL: 6 QUESTIONS 1. Why would this class be important to you? 2. How will you be improved at the end of this class? 3. What methods will we use? 4. How will we work together? 5. What work will we do? 6. What about grading?
  6. 6. © 2015 COWAN+ ALEX COWAN alexandercowan.com @cowanSF 1. WHY WOULD THIS CLASS BE IMPORTANT TO YOU? Scale Friendly Innovation Friendly $ !? ? ! ? ? ?
  7. 7. © 2015 COWAN+ 1. WHY WOULD THIS CLASS BE IMPORTANT TO YOU? $ !? ? ! ? ? ? #1: Start with the individual #2: Anchor to problems, 
 not solutions #3: Become a better storyteller #7: Learn first, scale second #8: Find yourself, 
 then create new identities #4: Circulate ideas #5: Test early, test often #6: Let ideas die 
 with dignity
  8. 8. © 2015 COWAN+Hacker, etc: The ‘H2D’ pattern from David McClure of 500Startups 2. HOW WILL YOU BE IMPROVED AT THE END OF CLASS? BETTER IDEAS, SOONER You’ll improve your ability to generate and test high-quality ideas, both strategic and tactical. HUSTLER BETTER COLLABORATOR You’ll learn to supply better inputs and more innovation-friendly project framing. You’ll drive better discussions. HACKER BETTER PRACTICE & INTERFACE You’ll learn foundation product design skills and be able to engage on problems with the practice of design. DESIGNER
  9. 9. © 2015 COWAN+ 3. WHAT METHODS WILL WE USE? SCALE? PIVOT? PRODUCT & PROMOTION USER STORIES & PROTOTYPES CUSTOMER DISCOVERY & EXPERIMENTS VALUE PROPOSITIONS & ASSUMPTIONS SHOW M E … ? WHATIF? Is the problem relevant? Is the proposition better vs alternatives? Do we understand this person? What makes them tick? Did the implementation deliver on the story? Was the implemented story relevant to the proposition? How did the customer /user react? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  10. 10. © 2015 COWAN+ TERMS Design Thinking Design Research Needfinding Product Design Industrial Design Human-Centered Design PEOPLE Donald Norman David Kelley+IDEO Jeanne Liedtka Studs Terkel BOOKS The Design of Everyday Things 10 Faces of Innovation The Designing for Growth Field BookVALUE PROPOSITIONS & ASSUMPTIONS Do we understand this person? What makes them tick? WHO?PERSONAS PROBLEM SCENARIOS & ALTERNATIVES 3. WHAT METHODS WILL WE USE?
  11. 11. © 2015 COWAN+ 3. WHAT METHODS WILL WE USE? TERMS Lean Startup Customer Development Effectuation Growth Hacking PEOPLE Eric Ries Steve Blank Saras Saravathy Sean Ellis Andrew Chen BOOKS The Lean Startup Four Steps to the Epiphany Effectual Entrepreneurship CUSTOMER DISCOVERY & EXPERIMENTS VALUE PROPOSITIONS & ASSUMPTIONS WHATIF? Was the implemented story relevant to the proposition?
  12. 12. © 2015 COWAN+ 3. WHAT METHODS WILL WE USE? TERMS Agile Pair or Extreme Programming (XP) Test-Driven Development PEOPLE Kent Beck Martin Fowler (Agile Manifesto Crew) + many others BOOKS (agile manifesto) (various) USER STORIES & PROTOTYPES SHOW M E … ? How did the customer /user react?
  13. 13. © 2015 COWAN+ 3. WHAT METHODS WILL WE USE? TERMS User Experience (UX) User Interface (UI) Responsive Design PEOPLE Donald Norman + many others BOOKS (various) PIVOT? PRODUCT & PROMOTION USER STORIES & PROTOTYPES CUSTOMER DISCOVERY & EXPERIMENTS VALUE PROPOSITIONS & ASSUMPTIONS SHOW M E … ? WHATIF? Do we understand this person? What makes them tick? Did the implementation deliver on the story? Was the implemented story relevant to the proposition? How did the customer /user react? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  14. 14. © 2015 COWAN+ 3. WHAT METHODS WILL WE USE? SCALE? PIVOT? PRODUCT & PROMOTION USER STORIES & PROTOTYPES CUSTOMER DISCOVERY & EXPERIMENTS VALUE PROPOSITIONS & ASSUMPTIONS SHOW M E … ? WHATIF? Is the problem relevant? Is the proposition better vs alternatives? Do we understand this person? What makes them tick? Did the implementation deliver on the story? Was the implemented story relevant to the proposition? How did the customer /user react? WHO?PERSONAS WHAT? PROBLEM SCENARIOS & ALTERNATIVES
  15. 15. © 2015 COWAN+ 4. 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 you’ve created (as a group)
  16. 16. © 2015 COWAN+ 4. HOW WILL WE WORK TOGETHER? Finding the Right PROBLEM Finding the Right SOLUTION time alternatives divergence convergence divergence convergence source: adapted from ‘The Design of Everyday Things’
  17. 17. © 2015 COWAN+ 4. HOW WILL WE WORK TOGETHER? CLASS 1 Eve (team A) completes her assignment and sends it to Kris for peer review. Also to the instructor. Kris (team B) does the same. CLASS 2 Eve (team A) sends Kris (team B) feedback on his assignment from Class 1. Kris (team B) does the same. CLASS 2+ Team A consolidates the work from Class 1. Team B does the same. Eve Kris
  18. 18. © 2015 COWAN+ 4. HOW WILL WE WORK TOGETHER? Diverge Eve has her own version of the Google Doc template. Converge Eve by Eve Team has a shared group version of the Google Doc template by Team A team convergence activity
  19. 19. © 2015 COWAN+ 4. HOW WILL WE WORK TOGETHER? Diverge Eve has her own version of the Google Doc template. Converge Naming by Eve Team has a shared group version of the Google Doc template by Team A [Team Name]-[Eve’s Initials] [Team Name]-GROUP Sharing 
 (on G.Doc’s) Instructor, Team, Peer Reviewer Instructor, Team, Peer Reviewers (all)
  20. 20. © 2015 COWAN+ 5. WHAT WORK WILL WE DO? Finding the Right PROBLEM Finding the Right SOLUTION time alternatives divergence convergence divergence convergence source: adapted from ‘The Design of Everyday Things’ User Stories Personas Problems Alternatives Field Discovery Value Hypothesis & Assumptions Product Hypothesis Software Prototypes Experiments on Motivation
  21. 21. © 2015 COWAN+ 6. WHAT ABOUT GRADING? Attendance, Participation, & Peer Reviews: 30% Completion of Individual Assignments: 20% Venture Design- Team Project: 50%
  22. 22. © 2015 COWAN+ ALEX COWAN alexandercowan.com @cowanSF SETTING SAIL: 6 QUESTIONS 1. Why would this class be important to you? 2. How will you be improved at the end of this class? 3. What methods will we use? 4. How will we work together? 5. What work will we do? 6. What about grading?
  23. 23. © 2015 COWAN+ ASSIGNMENTS 1. Do/Individual: Draft Project Personas, Problem Scenarios, and Alternatives (30-60 min). 2. Do/Individual: Draft Customer/User Discovery Questions (20-40 min.)
  24. 24. © 2015 COWAN+ bit.ly/vdesignCheck out 
 Venture Design ExperimentLearn Hypothesize @cowanSFTwitter acowan@alexandercowan.comGet in touch! Use Customer Discovery Handbook bit.ly/cdhandbook bit.ly/sw-classView this deck FINI

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