Case Study - Real Digital
How a 8 days design sprint helped the product team to set up an elaborated relaunch of the product detail page, from deep problem understanding until prepared user stories
When successful startups scale, it's time for an evolution.
The speed and agility of small tech teams are incredible - yet the »better done than perfect mentality« has taken its toll. It was about time to clean up the code, design, processes and to sharpen the goals.
An important step of that journey was the relaunch of the product detail page from scratch. Not only is it the most viewed page for this well-known European marketplace -we also wanted to set new standards in the way customer facing product teams work in this company.
An 8 days design sprint was conducted, - in this time the whole product team elaborated the relaunch, from deep problem understanding until prepared user stories. Developed by Google, a Design Sprint is a framework for solving problems and generating reasonable concepts (www.thesprintbook.com/). Often it compresses the work of months within days.
DAY 1 -
GET STARTED
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The whole product team and key stakeholders kick of the design sprint
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Align on vision, goals and scope together
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Collect open questions and whom it needs to answer them
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Facilitate a large benchmark research to open up your mind
DAY 2
CUSTOMER RESEARCH
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User interviews about live website
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User interviews about competitor websites
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Gather user needs and wishes
DAY 3
DATA DAY
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Collect all available quantitative data about the page usage
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Find patterns that provide information about the future concept
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Define Proto-Personas to sympathise with main target group
DAY 4-5
COLLECT BUSINESS REQUIREMENTS
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Get an aligned understanding of all requirements from the business perspective such as product data, logistics, marketing, finance, legal, customer service
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Understand the technical and organizational concept of the page
DAY 6
SYNTHESIS
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Sort business and user requirements
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Use data to prioritize your findings - especially to eliminate content
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Report your progress daily to all stakeholders (f.e. in a Slack-Channel)
DAY 7
CRAFT IDEAS
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After gaining a deep understanding of the context of the page, the whole product team goes into ideation mode
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Develop technical framework and feasibility in parallel
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Align with key stakeholders within short feedback loops
DAY 8
TEST CONCEPTS
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Test your prototype with real users
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Adapt your concept after every test
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Finalize your prototype
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Slice your first User Stories
This Design Spring is a successful example of how to build and improve features.
The new pages had an 4% increase in conversion rate and a 40% decrease of loading time.
But above all, it is a cultural shift in the way we collaborate with each other.
It is important for the team and all stakeholders to have common goals, a deep problem understanding and an open and experimental solution space. This sets the road to a continuous and fast implementation.
If the members of your product team become experts of their product, their responsibility, productivity and creativity will increase enormous.
Sophie Zaubitzer
It is kind of fun to do the impossible.
Rainer Collet
A product doesn't get better by adding stuff.
It's perfect if you can't remove.