UMSI 363 Nancy A. Benovich Gilby Busting Myths and Pursuing Information Innovations with Mobile Apps in SWIFT Week 8 Nancy A. Benovich Gilby Ehrenberg Director of Entrepreneurship Clinical Associate Professor  University of Michigan School of Information 650-539-8376 nabgilby@umich.edu

Readings From each of the readings share one meaningful quote, write it on the white board Business Model Generation Chpt 3

Today Making Sense of your interview data Your Project has gone through 3 weeks: You should have 18 interviews and 18-25+ quotes to build your KJ affinity diagram with Share out on top quote with target user, value hypothesis, review competition, show call out for top 3 problems in your wireframe Start/continue prototyping your application, using your wireframe and the MyBanks code as scaffolding.

Team Project Overview Project Week: Form your team, establish ground rules, Interviews round 1, build app scaffolding, interview 6 target users Review Customer Development Round 1 and Potentially Pivot, Competition, sketch/wireframe, interview 6 target users complete a full SWIFT/PARSE scaffolding to use in developing your apps MVP1 Review Customer Development Round 2, Pivot, Competition 2, sketch/wireframe,, interview final 6 target users (18 total) Review Customer Development Round 3, Build and test KJ Affinity Diagram, wireframe test with users Draft pitch, MVP prototype 1, Business Model Canvas, All teams pitch and review, MVP prototype 2 Pitch and demo to VCs, Executives, Entrepreneurs

MYTH #6 MYTH: The idea is more important than the execution

MYTH #7 MYTH: I am smart, I alone know what the customer wants and needs

Share Out: Customer Development Round 3 Each team will huddle for 15 minutes to identify one last quote from interviews to share with the group. State your target user, top 3 problems, value hypothesis. Play the quote? Does your quote hit a 10 on the urgency scale? STANDUP: Tell me, show me your scrum board What you did last week to get the interviews, competition, wireframe done What you will do this week, What obstacles you have

Share Out target user description what is their urgent top 3 problems? What is your value hypothesis? Play ONE quote that either strongly support or negates their value hypothesis Group discussion

What ARE we doing?

Minimal Viable Product

KJ Method (Jiro Kawakita) and Questioning Obtain a 360 degree perspective of the actual environment in which the product or service would be used. You explore through: Open-ended inquiry Process observation Participant observation Build a team united around what’s meaningful to the users from a variety of perspectives….. REMEMBER DIVERSITY IN TEAMS……THIS IS WHY IT IS VITAL FOR INNOVATION

KJ Method (Jiro Kawakita) and Questioning Build an Affinity Diagram = KJ Diagram A “tool”, at some of my companies we fondly referred to it a “the bull's-eye” structures detailed objective data into more general conclusions. Used for providing initial structure in problem exploration. Often structures answers to a “WHAT” question e.g. “What is the major problem users have right now with Obama Care” EXAMPLE: Wildfire

Affect and Report Language In DESIGN THINKING – trying to get to what is MEANINGFUL to the user…..emotion, pain or joy Field of semantics distinguishes between two kinds of language Affective and Report Affective language – emotional information = context = WHY Report language – logical information = facts = 5 W 1H = WHO WHAT WHEN WHERE HOW

KJ Diagram

Simple Example

Take the BEST Quotes which answer the KJ Question KJ QUESTION: What did <target users> say was urgently needed to best deliver <value hypothesis>

KJ Process Write your KJ QUESTION: What did <target users> say was urgently needed to best deliver <value hypothesis> Multi-pick to get to 18-25 most meaningful quotes Process Data: Group quotes around meaning, AT THE SAME LEVEL OF ABSTRACTION, no more than 3 quotes (leave lone wolves that are at a high level of abstraction, you may be able to group them next round) Write a meaningful header, capture the most important thought, clear language (avoid AND’s) Repeat (until no more grouping make sense) Layout the diagram on white roll paper, per the Wildfire example, using arrows, counter arrows Vote on top 3, lowest level groupings Write a summary statement

Assignments How to do a KJ Contextual Inquiry and Affinity Diagram #21 Do the KJ exercise to build an Affinity Diagram #22 Each team member presents KJ, wireframe, competition Matrix to 3 target users for feedback (add exercise, product score sheet) #23 Revise your target user, top 3 problems, value hypothesis, wireframe, competition matrix, based on feedback from #22 #24 Layout the user stories (using proper structure) that your team agrees need to be accomplished for your MVP #1 Work on your prototype code