1. UMSI 363 Nancy A. Benovich Gilby
Busting Myths and Pursuing Information Innovations with Mobile Apps in SWIFT
Week 9
Nancy A. Benovich Gilby
Ehrenberg Director of Entrepreneurship
Clinical Associate Professor 
University of Michigan School of Information

2. Today Competition: Part 2: Making Sense of your interview data
Your Project has gone through 4 weeks:
You should have 18 interviews and quotes to build your KJ affinity diagram. A draft competition matrix, wireframe, a start on your project app code.
Share out: your WHAT KJ Question, and where you are on your KJ
Prepare for another round of target user/customer feedback on your KJ, wireframe, competition Matrix to 6 target users for feedback. Record looking for the most insightful ONE quote (did you get a 10 out of 10 on the urgency scale?)
Start/continue prototyping your application, using your wireframe and the MyBanks code as scaffolding.

3. 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, competition matrix test with users, for feedback
Draft pitch, MVP prototype 1, Business Model Canvas,
All teams pitch and review, MVP prototype 2
Pitch and demo to VCs, Executives, Entrepreneurs

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

5. Prepare for Share Out: KJ and Code
Remind everyone”
State your target user,
top 3 problems,
value hypothesis
Each team will huddle for 15 minutes to review, write down their KJ WHAT statement, where they are with their code
STANDUP: Tell me, show your scrum board
What you did the week before to get the interviews, competition, wireframe done (if you weren’t in class last Friday)
What you will do this week,
What obstacles you have

6. Share Out target user description what is their urgent top 3 problems?
What is your value hypothesis?
Say your KJ WHAT Question, show where you are with your KJ Diagram
Group discussion

7. Competition
Vic
Why doing your research on competition is SO important - building another mousetrap is a complete waste of yours and everyone's time
Advice from your startup experience on competition
Advice from your Michigan Angels investing experience on how you evaluate startups against their competition
Laura or Corey - available resources for scoping competition and sizing your market
VIC
Share this week's myth from the slides, use as a discussion ice breaker after lecture (MYTH: Of course my idea is unique )

8. MYTH: Of course my idea is unique

9. FINISH YOUR KJ AFFINITY DIAGRAM

10. Sample Wildfire KJ Diagram

11. Sample Wildfire KJ Diagram: top 1 sections

12. Sample Wildfire KJ Diagram: top 3rd

13. KJ How To 1: Have one quote per black level post-it
written in black, all caps, initals of speaker right hand corner JL-1 (for Joyce Lee quote #1)
Make sure you have quotes from at least 7 target users, 6 of which you will use to review the KJ, wireframe, competition matrix with.
Red level post-its should
be just a small step up in abstraction but should not be blackpostit1 AND blackpostit2 AND blackpostit3.
Red, blue and green only have at most 3 post-it/post-it groups of (Red or blue)
All teams must get to blue level
Extra credit for a team if they get one section to Green level
When you’ve abstracted your post-it’s as far as you can go, you finish putting putting the diagram on the paper MINUS the final ANSWER to the what question and the top 3 votes (see next slide)

14. KJ How To 2:
Make the diagram like the coloring on the example Wildfire diagram.
Add the FLOW arrows from your top most sections
-> this leads to this
<-> these both affect each other
|-| these are counter to each other
Each person gets 3 votes of 3,2,1 points. You vote on the red level of what most strongly answers your KJ WHAT question.
Color (like the wildfire example) your top mosts points ( 1. RED X marks, 2. Blue \ marks, 3 green dots)
Abstracting from your Red, Blue, Green red-level labels, write your final statement in RED in the upper right of the KJ diagram in all caps (yes the wildfire one is wrong)
When the diagram is done, date and each of you sign the diagram in black at the bottom right THEN your teams all swing their arms in a circle while saying Yooooo then both clap and say ONE (yes goofy but it’s part of the ritual so give it a try).

15. How to Present a KJ Diagram (for customer feedback)
Put the KJ diagram on the wall. Explain to the customer that this is an affinity diagram made from the most urgent, direct quotes your team heard from conversations with a group of target users.
Point to and read the Black “What” statement in the upper left of the KJ Diagram
What we heard from target users was …. Point to and read summary statement in Red on the upper right
The details backing this are…. Walk through and point to the flow, starting with the left-top most Blue level statement, point to the next blue level use language:
<blue 1 statement> “leads to” -> <blue 2 statement>
<blue 1 statement> and <blue 2 statement> “mutually affect each other” <->
<blue 1 statement> |-| “is in contrast to” <blue 2 statement>
The top priorities are:
Point to and read the top priority Red XX, Red level statement, repeat with Blue \\\ 2nd priority Red level statement then Green … 3rd priority Red level statement
These priorities support, point to and read the upper left Red summary statement.
Point out direct quotes from the customer you are presenting to.
Ask them “did we hear you correctly? Is there anything we are missing?”
Thank the customer

16. KJ Diagram

17. Background on KJ

18. 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

19. 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

20. 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

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

22. KJ Process
Write your KJ QUESTION: What did <target users> say was urgently needed to best deliver <value hypothesis>
Multi-pick to get to 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

23. Assignments #21 Do the KJ exercise to build an Affinity Diagram
#22 Each team member presents KJ, wireframe, competition Matrix to 6 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 (any others should be in your backlog for MVP #2)
Work on your prototype code