1. 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

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

3. Today Making Sense of your interview data
Your Project has gone through 3 weeks:
You should have 18 interviews and 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.

4. 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

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

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

7. 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

8. 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

9. What ARE we doing?

10. Minimal Viable Product

11. 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

12. 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

13. 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

14. KJ Diagram

15. Simple Example

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

17. 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

18. 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