1. Hypothesis

The difference the team thinks the project will make for it's customers. We think that ... will have the following effect ..

Airline example: "We believe that a low cost air travel product will meet customers travel needs and increase revenue for our airline".

⏱ 10min

2. Problem

What triggered the hypothesis? Clearly list challenges, issues and root causes.

Airline example: "Many travellers are preferring train travel over plane due to costs".

⏱ 10min

7. Ideas

What could solve the customer personas' problems and meet stakeholders' requirements?

Airline example: "Refurbished airplanes with no check-in baggage and no food/drinks served".

⏱ 10min

6. Value

What is the likely user benefit and business benefit:

  • expected user gains
  • $ business benefits
  • technical benefits

Only list what can be measured and rank them as a team in terms of perceived customer value.

Airline example: "Air travel speed (not service) at the price of train tickets."

⏱ 10min

4. Stakeholders

Who supports this effort? Who could potentially block this project? Who also has requirements?

Airline example: "CEO, pilots, travel agents, air regulators".

⏱ 10min

3. Customer personas

Who has this problem? What motivates them? What are they trying to accomplish?

Airline example: "John is a university student who wants to travel during semester vacation without spending a fortune".

⏱ 10min

8. Minimum viable experience

The smallest, easiest, fastest-to-make version of your idea that can reliably prove the hypothesis.

Airline example: "Serving one popular tourist destination during university vacation."

⏱ 5min

5. Team

What experience and skills are required to set up this experience for success?

Airline example: "marketing manager, operations lead, finance, IT dev team"

⏱ 10min

10. End to end demo

Tell an end to end story from the point of view of the customer that focuses on the problems solved, the solution applied and value achieved. List key scenarios as role play, sketches or lo-fi (wireframes) that later could be worked into hi-fi (pixel perfect) mockup journeys.

End to end previews of the user experience will give the entire team a desired end goal to work towards.

Airline example: "Screen journey of booking a low cost flight; end to end experience from check-in to disembarking; complaint hotline process and experience, etc."

⏱ 5min

9. Metrics

Define success metrics directly related to the desired values for this experience that will be used to prove or disprove the hypothesis.

Metrics are often overlooked or not executed. Determine early when, how and by who they will be measured.

Also, you want to have metrics not only for the ultimate value but also for milestones along the way that can provide early success or warning indicators.

Airline example: "The low-cost air travel offering website will trigger at least 10,000 leads and 1,500 bookings within the first month".

⏱ 10min