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A Real Case Study in the Hospitality Industry Preta - Design Sprint Methodology A real case study in the Hospitality Industry By Michelle Catta We are a Hospitality Education Network . We empower our students to develop their technical skills & theoretical knowledge through our renowned campuses across the world. We provide internationally recognized certifications for student accomplishments. What is a Design Sprint? AGENDA How does it work? Framework to support divergent and convergent thinking Set the Stage 6 Critical Roles for any Design Sprint Team Let's Go for it! Head of design (CDO) at Innex. Researcher of innovation and collective intelligence and guest professor in the master MBDesign at UPC School (Universitat Politècnica de Catalunya) What is a Design Sprint? A design sprint is a framework for answering critical business questions through design, prototyping, and testing ideas with users. A BRIEF HISTORY OF THE DESIGN SPRINT How does it work? FRAMEWORK TO SUPPORT DIVERGENT AND CONVERGENT THINKING 1 2 3 4 5 UNDERSTAND SKETCH DECIDE PROTOTYPE TEST WHO IS IT FOR? In short, Design Sprint process is for everyone, including those of you in the hospitality sector. It's a versatile tool that can be used in almost every industry. It is an excellent way to stop the old defaults and replace them with a smarter, more respectful, and more effective way of solving problems that brings out the best contributions of everyone on the team—including the decision-maker—and helps you spend your time on work that really matters. Set the Stage 1 2 3 4 5 Pick a Facilitator. They will Get a Decider (or two). Choose a big challenge. Recruit a sprint team. manage time, conversations, Without a Decider, Use sprints when the Seven people or fewer. and the overall sprint Block five days decisions won’t stick. If stakes are high, when Get diverse skills process. Look for someone from your your Decider can’t join the there’s not enough time, along with the people who’s confident leading a calendar. Reserve entire sprint, have them or when you’re just plain who work on the project meeting and synthesizing this time for your appoint a delegate stuck. day-to-day discussions on the fly. It sprint who can. might be you! 6 Critical Roles for any Design Sprint Team Decider / Sprint Master The Facilitator The Customer Expert The Design Expert The Engineer / Tech Marketing Expert Logistics Expert The Decider is the This person will also This person should have This person serves Having a great marketing informal leader of the serve as the past customer service several critical roles. In While some teams don’t person on your design sprint team. Maybe a organizational force experience and the skills addition to making things have an engineer among sprint team is essential, lead engineer or even a needed to keep needed to converse look appealing, they are them, there are many They are the ones that sales executive. It everything running easily with your client also handy for helping good reasons to hire understand the market and doesn’t matter where this smoothly during an base. Bonus points if this the team visualize an one. To start, engineers how to reach your public. person comes from as intense, five-day sprint. person has marketing idea, make abstract are valuable for testing They will help you much as it does that they experience. thoughts a reality, and the prototypes you structure your have real-world stay grounded regarding develop. communication strategy. experience with the what is possible and problem you’re seeking what’s not. to resolve. let's dive in DESIGN SPRINT METHODOLOGY DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 UNDERSTAND DIVERGE DECIDE PROTOTYPE TEST Who are the users? Envision Choose the Build something Show the What are their needs? Develop lots of best Idea quick to show prototype to real What is the context? solutions Storyboard the users users Competitors review Ideate the idea Focus on Learn what Formulate strategy usability doesn't work Day 1 The challenge. Definition of the UNDERSTAND 01 challenge and the main goals of the sprint week “Why are we doing this project? Where do we want to be in six months, a year or even five years from now?” Empathy mapping. The Empathy map 02 is a visual way to better understand your users and prioritise their needs 03 Customer Journey. The Customer Journey map helps to visualise a customer’s end to end experience with your product or service. Remix and improve with Lightning Demos Day 2 Lightning demos encourage your team to research competitors and find examples of existing products that could serve as inspiration for your solution. Each person should give a 3 minute DIVERGE demo of their findings. Notes. Start with twenty Crazy 8s. Take your strongest Solution sketch. Draw a Ideas. Spend another twenty minutes to take notes of the solution and sketch out eight detailed end to end solution minutes drawing out rough goal, opportunities and different variations of it in eight for the problem in the next ideas to form your thoughts. inspiration you’ve collected minutes, known as the ‘Crazy 8s’ thirty minutes or more. 20 min. earlier on. 20 min. exercise. 8 min 30 min. Day 3 Decide on the best solution to prototype The process towards reaching consensus on the best DECIDE solution can be carried out in five steps: Art museum. Put all the sketches on a Heat map. Each team member is Supervote. The decider makes wall to create an art gallery. Ideally, given three dot stickers to assign to the final call with three votes the sketches should be anonymous, the sketches or parts of the sketches (three dot stickers). so the facilitator should assist with that they find interesting. This is to be hanging them up. done in silence. On a whiteboard, draw 1 Create a Storyboard five to seven frames (and up to no more than fifteen) to start the storyboard. Add your Add your question here question here The first frame should 2 contain the opening scene to provide context and familiarity to your users just before they interact with your product. Add your Add your question here question here For example, it could be a 3 simple web search, a store shelf, app store or social media site. Day 4 PROTOTYPE Makers. Usually at least 2 designers 01 or engineers responsible for creating the individual components of the Once you’ve drawn out the storyboard, prototype. devote the entire day to building the prototype. The secret to building a S M A R T A P P 02 Stitcher. Either a designer or engineer prototype is to fake it. should be collecting the components from the Makers and combining them into a seamless fashion. Writer. Usually the product manager 03 should be writing realistic text to ensure that the language makes sense to the user. Asset Collector. They are responsible 04 for scouring the web and image libraries to provide photos, icons or relevant content to assist the Makers. Day 5 TEST / USER Learning from feedback Ideally, you should watch the recordings together as a group. Draw a table on a whiteboard divided up into five columns for the five customers and rows for each area or task of the prototype they addressed. KEY TAKEAWAYS The user is king. The entire design Manages your stakeholder Learn fast, fail fast. The sprint helps sprint process is user-centred. It expectations. There is clear visibility to obtain a clear vision of the goals builds products and services based and alignment from everyone on Day 1. upfront. It forces you to make on a solid understanding of the Getting your stakeholders’ buy-in early critical decisions and solve complex user’s wants and needs and asks for on and throughout the sprint problems fast. This means that you feedback and validation directly discussions builds trust and respect and your team can save months of from them towards the end of the between all parties. design, engineering and sprint. development costs. The bonus? You’ll be able to get your product to Considers all perspectives. Design It’s efficient and effective. A sprint cuts market faster because you Sprints gather all important people out all inefficiencies and ineffective focussed on the right thing. in one place. This means that there’s discussions. No more dreadful back-to- less of a bureaucracy and siloed back meetings that take up your entire structure in the organisation day leaving you with little time to get because the process facilitates anything done. A five day sprint forces cross-team collaboration. you and your team to focus and work towards something realistic by the end of the week. BARCELONA MBA IN HOSPITALITY MBA MANAGEMENT Campus & Online Our MBA in Hospitality Management Offers the necessary competencies and skills to begin a career in the hospitality and tourism industry. We aim to provide our students with a broad understanding of the management and operational aspects of today’s fast-paced industry. As a student of our MBA in Hospitality ManagementMBA degree, you will be able to complete your studies and work at the same time with a 100% guarantee of a position in one our partner properties More info Barcelona HOSPITALITY ACADEMY 100% GUARANTEE OF FULLY ACCREDITED EXTEND YOUR STAY IN GREAT COMMUNITY FLEXIBLE LEARNING A PAID PLACEMENT OPTIONS MBA CERTIFIED SPAIN IN A LUXURY HOTEL Through Barcelona Hospitality Turn your educational Once admitted into Barcelona We guarantee that you will have With our programs, you are able Academy, you will be able to get experience into an enriching Hospitality Academy, you will a paid work placement in one of to study and work at the same an accredited degree to the career within Spain by choosing gain access to one of the largest our partner properties in the time.
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