Design Leadership

Why executives should care about design sprints

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If you’re like most business executives in larger companies, you probably keep an eye on the startups in your industry that continually disrupt and threaten your vantage point.

You watch as they routinely launch newer, better solutions to problems your customers are shouting for. And while your company spends months analyzing and obtaining group consensus, your startup incumbents are designing, prototyping, validating, and launching in days.

You can be just as savvy.

Images courtesy New Haircut.

Images courtesy New Haircut.

One of the most popular weapons these startups are now wielding is a process developed by Google Ventures called design sprints—a framework designed to help your company discover viable, customer-validated solutions to your biggest business challenges, while also shrinking product development timelines from many months to 5 days. Plus, design sprints provide the tools to bring stakeholders together from across all business and technology departments, while checking ego at the door.

“Design sprints provide the best chance for launching viable customer solutions.”

At New Haircut, we’ve conducted design sprints for the better part of a year, on our own ideas as well as for the companies that hire us to design and develop their digital solutions. What we’ve found in working with companies like Coach, J&J, and XO Group is that their sales and marketing leads are rarely part of the intimate design processes. At most, they’ll summarize ideas in some emails and meetings, hand it off to the technology team to build, and then wait until they’re asked for feedback, months later.

But as we’ve introduced design sprints into these organizations, business leaders are joining the conversation and contributing to the solutions their customers actually want.

The big wins for business executives is that design sprints:

  • Solve even the most complex business challenges
  • Foster efficient collaboration across business units
  • Provide the best chance for launching viable customer solutions
  • Significantly condense project budgets and timelines

Let’s dig into each of these with the goal of helping you realizing the power of design sprints to achieve your business goals.

Solve big problems

Your company’s biggest problems tend to be the ones that take the longest to resolve. Cross-functional teams need to get buy-in, ideas get passed back and forth over emails, and resolution generally tends to isolate one or more of the teams that didn’t agree with the solution.

nh-2

Instead, on day one of your design sprint, all of the stakeholders will paint a picture of what they’re hoping to achieve and what success looks like to them, as well as failure—you define your sprint goal. The very next step is to list out all of the problems and pitfalls that would threaten your goal. This step allows everyone in the room to proactively keep the doubts and risks in front of them throughout the sprint week.

And if at the end of the sprint those questions have all been affirmed, you’ll have validation from real customers that your solution is viable. More good news: This was all accomplished in 5 days.

Fostering efficient collaboration

We’ve all tried brainstorming meetings. They don’t work because they’re typically dominated by those with the biggest titles, egos, and charm. What ensues is lots of head-nodding by everyone else in the room. Meanwhile, the best ideas are often conceived by the more creative, yet quieter types.

Design sprints give you the power of a diverse group of backgrounds and skills, while allowing individual ideas to flourish. And because sprints are tightly controlled by role, sequence, and time, there won’t be any opportunity for entitlement or tangents to sideline your progress.

“Design sprints significantly condense project budgets and timelines.”
Read more about design sprints:

Read more about design sprints: How to assemble your design sprint team

Your teams will learn to work through failure rather than accept it, or worse, blame the “other” department. With a design sprint, you’re all in the room together while ideas are evolving into real, practical solutions.

Customer-centric solutions

How many times has your company spent a tremendous amount of time and energy to launch a new customer offering that falls flat? It’s simply not good enough to wait weeks or months to get solutions into your customer’s hands.

Image: New Haircut.

Image: New Haircut.

For example, we’re working with a healthcare company called Zubia that spent over a year building a web platform they suspected their market needed based on their personal struggles. Unfortunately, their investors and customers completely rejected it.

Low on cash and time, but clinging to the belief that there was still merit in the problems Zubia was trying to solve, we helped them run a design sprint. Getting it wrong again was not an option. But as we’ve experienced time and again, within one week of running a sprint, we’d validated a new mobile solution. Twelve weeks later, we’ve launched this solution to market and it’s quickly becoming a major success story.

Zubia’s design sprint not only saved them time and money, but incorporated vital input from their customers from day one.

Reduce budgets and timelines

We all want things built cheaper, faster, better. Typically though, cheaper and faster means quality suffers. Sprints, however, give us the tools to accomplish all 3.

For example, Mentorina is an education company that had invested 6 figures in an idea to empower teachers in classrooms with adaptive learning tools. But after 18 months of development, all they had to show for it was another learning management system. Like Zubia, they got lost in the weeds of building features they were comfortable with, rather than incorporating critical customer insights and prioritizing the core value prop of their solutions.

nh-4

After a week together, we had not only realigned the Mentorina stakeholders, but delivered a plan of action to launch their platform in a fraction of the time and money they had previously wasted.

Wrapping up

Building great ideas into elegant, thoughtful, engaging solutions is hard. Even harder when you and your customers aren’t included in the creation of those solutions. Design sprints now give you the ability to have a seat at the design table. And with faster, better solutions that your customers are using and promoting, the better the overall health of your business.

And the better the odds you can keep your competition at bay.

Have more questions about how New Haircut’s design sprints can help to align teams, create solutions your customers want, and drive better business results in your organization? Get in touch with us: start@newhaircut.com.

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Author

Jay Melone
Jay Melone is the Strategy Partner at New Haircut, a software design firm. They combine design thinking, design sprints, and full-stack software development to offer digital innovation-as-a-service to their client companies. They offer Duco to teams looking to prepare for their own upcoming sprints. Watch his DesignTalks on how to prepare for your first sprint and get executives on board with sprints.

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