Professional Documents
Culture Documents
SEEKING
VALIDITY:
A NEW MODEL FOR CONNECTING THE
STARTUP AND DESIGN COMMUNITIES.
BY: J. SPINKS
Contents
INTRODUCTION
Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
FRAMING
Title of Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Subject of Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Problem Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Target Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Purpose. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Scope. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Significance of Study. . . . . . . . . . . . . . . . . . . . . . . . . . .
6
6
6
6
7
7
7
POSITIONING
Market Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Project Positioning. . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Research Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Research Methodology . . . . . . . . . . . . . . . . . . . . . . . .
Research Questions. . . . . . . . . . . . . . . . . . . . . . . . . . .
Data Collection Methods. . . . . . . . . . . . . . . . . . . . . . .
Research Synthesis. . . . . . . . . . . . . . . . . . . . . . . . . . .
Research Findings at a Glance. . . . . . . . . . . . . . . . . . .
27
28
28
29
39
61
69
71
77
84
85
86
REFERENCES
Annotated Bibliography. . . . . . . . . . . . . . . . . . . . . . . 111
APPENDICES
118
119
121
122
124
126
128
138
140
146
148
149
150
ACKNOWLEDGMENTS
Dedication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . . . 153
INTRODUCTION
Abstract
A CASE STUDY OF STARTUP & DESIGN CULTURE
The purpose of this case study is to explore the values, beliefs and attitudes of the startup
and design communities to create a new model for interaction that supports connection,
collaboration and shared value creation.
Primary research, conducted in the Columbus, Ohio, area during January and February
2014, includes an online survey as well as open-ended and semistructured interviews with
representatives of each community. Secondary sources include peer-reviewed academic
papers and popular books relevant to establishing current theoretical and methodological
practice in startups and design.
Data analysis and synthesis of findings revealed areas of convergence and divergence in
values and practice related to the quality of, and approach to, work, the type of learning
sought from these activities, how each community relates to the management of capital,
costs and equity, insights into the beliefs and attitudes that motivate behavior and
opportunities for learning and collaboration.
This resulted in the exploration of an event concept designed to create a low-barrier-toentry experience for designers and entrepreneurs that would facilitate creation of shared
understanding between these communities, offer networking as a value add, and act as
a forum for advancing knowledge around the value of design and design thinking in early
stage startups.
From this, we conclude that there is potential to make meaning by engaging a young
generation of entrepreneurs and exposing them to the value of design and design thinking as
an innovative way to change the fundamental relationship between design and business in
the future.
It is recommended that both communities work collaboratively to create lean design practice
that supports validated learning, new shared-value models that create equity for designers
as integral to entrepreneurship, and methods for advancing and disseminating this learning
as a means of driving startup success by leveraging design as the competitive advantage.
FRAMING
Overview
TITLE OF PROJECT
SUBJECT OF STUDY
Seeking Validity: A new model for connecting the startup and design communities.
Groups like Startup Weekend facilitate multi-disciplinary collaboration, but many startups still fail. Could
engagement with the design community and design managers positively influence this trend?
PROBLEM STATEMENT
The idea for exploring this problem arose from personal experiencean inability to engage a group I
worked with at Startup Weekend to continue pursuing a promising project with an interested market.
While at SW, I witnessed a disproportionate number of tech and business people to designersa ratio
of approximately 3:1. Conversations revealed that the startup community may have a challenge engaging
designers, and virtually no one seemed to know what design thinking or design management is.
After thinking about this challenge, a connection was made to a recurring theme in design thinking and
business books: Everyone is saying design is the competitive advantage, but how are we moving this
theoretical advantage forward? In startup terms, we need to figure out how to ship.
As a culture, we idolize Apple as the paragon of design. Business leaders such as A.G. Lafley are
interviewed, studied and praised ad nauseamwere enamored with these outliers, but too many
business people simply dont understand design or design thinking. As a discipline, we simply dont have
the numbers to change this.1 We need an ally.
Therefore, the purpose of this study is to engage the startup community, contribute to mutual learning,
facilitate connection back to the design community and raise the profile of the design management
discipline as an essential partner in developing innovation. If the concept is successful, then there will
be greater collaboration between the design community, design managers and startups. There will also
be a broader understanding in the startup community of design thinking and how it can contribute to the
success of startups in the future.
1 See Chapter 5 of Martins The Design of Business (2009), showing that American schools produce about 1,000 MFAs versus 140,000 MBAs annually.
TARGET AUDIENCE
Four groups were identified as target audiences for this case study. These have been named Established
Entrepreneurs, Seasoned Creatives, Startup Leaders and Designers.
Established Entrepreneurs are successful leaders of several startups (founders or partners), viewed as
mentors, team builders and experts in lean startup practice. They understand the culture, how to connect
people and how to invest. A diverse set of experiences and backgrounds inform their approach.
Seasoned Creatives posses a deep understanding of agencies within the brand, strategy, advertising
or design space. They are viewed as mentors, team leaders and experts in design and strategy. They
understand design thinking, process and implementation in order to create competitive advantage.
Startup Leaders may have started and failed in one or a few startups. They are entrepreneurs, learning
how to assemble a team and manage a business. They may or may not be familiar with lean startup
practice. Focus is likely on a particular user or customer segment, product development and how to secure
investment. This group has a limited experience and is seeking growth through their approach.
Designers likely work in a studio or agency, carry titles like designer and art director, or may be a
freelancer. They understand design from a functional viewpoint, and have practical expertise and skills to
support the creative process. This group is developing, or has developed, specific expertise in a narrow
domain and has a background and eduction in design, which informs their approach.
Overview
PURPOSE (FOCUS)
The focus area is how the startup and design communities in central Ohio currently function in relation to
one another, and how through the process of research, analysis and synthesis, insights can be gained and
opportunities identified for creating a new model of interaction.
This study prepares me as a design manager for next steps by utilizing all of the skills developed across
the courses in the design management program and applying them in a real-world context. It has allowed
me to stretch my skills in planning research thus far and has facilitated network building within a new
community. I hope the result will be new expertise, and an opportunity for cross-disciplinary learning and
collaboration in the future.
SCOPE
The scope of the project is roughly defined as engagement with active members of the Columbus, Dayton
and Cleveland startup communities and the Columbus design community. The time frame for the project is
January 6 through March 13, 2014.
The startup community includes members of several startups, representatives of The Ohio State
Universitys Technology Commercialization and Knowledge Transfer Center, TECH Columbus and a
representative of the Columbus District SBA.
The design community includes members of the Columbus Society of Communicating Arts (CSCA), working
design professionals and members of The Ohio State Universitys Department of Design.
HUNT STATEMENT
I am going to research the startup and design communities so that I can learn how to create a new model
of collaboration.
POSITIONING
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Teachers
Students
Entrepreneurs
Collaborative environment
Multi-pronged approach combines design,
ideation and enterprise
Approach
Channel
Collaboration Opportunities
Creative education
Academic startup incubator
Academic design
Low-cost resource
Collaboration
Online presence
Physical space
Networking
Where do we overlap?
NOTES
10
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Artists
Craftsmen
Entrepreneurs
Approach
Channel
Collaboration Opportunities
Knowledge sharing
Facilitating collaboration
Providing retail space for artists and craftsmen
Online presence
Retail space
Work space
Membership
Classes
Where do we overlap?
NOTES
11
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Designers
Writers
Illustrators
Photographers
Art Directors
Creative Directors
Approach
Channel
Collaboration Opportunities
Online presence
Membership
Monthly events
Where do we overlap?
NOTES
12
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Entrepreneurs
Technologists
Consultants
Designers
Business sponsors
Approach
Channel
Collaboration Opportunities
Event attendance
Monthly, no-cost jelly days for co-working
Renting workshop space
Leasing office space
Where do we overlap?
NOTES
13
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Approach
Channel
Collaboration Opportunities
Online presence
Where do we overlap?
NOTES
14
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Approach
Channel
Collaboration Opportunities
Online presence
Membership
Where do we overlap?
NOTES
15
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Government employees
Economic development professionals
Business owners
Startup incubators
Investors
Technology developers
Approach
Channel
Collaboration Opportunities
Online presence
Government programs
Where do we overlap?
NOTES
16
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Researchers
Inventors
Startup community
Students
Faculty
Designers
Approach
Channel
Collaboration Opportunities
Wakeup Startup
Startup Weekend
Pitch opportunities
Growth space for design within the startup
community
Where do we overlap?
NOTES
17
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Designers
Writers
Illustrators
Photographers
Art Directors
Approach
Channel
Collaboration Opportunities
Online presence
Meeting with a recruiter or account rep
Where do we overlap?
NOTES
18
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Approach
Channel
Collaboration Opportunities
Online presence
Meeting with an SBA representative
Where do we overlap?
NOTES
19
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Innovators
Philanthropists
Technologists
Entrepreneurs
Journalists
Authors
Designers
Bloggers
Approach
Channel
Collaboration Opportunities
Invitation only
Online presence
Where do we overlap?
NOTES
20
Competitor/Collaborator Analysis
Objectives
Members
Lessons
Investors
Technologists
Subject matter experts
Strategists
Analysts
Entrepreneurs
Approach
Channel
Collaboration Opportunities
Online presence
Events
Pitching startup ideas
Where do we overlap?
NOTES
21
22
CCAD
COLUMBUS
MIND MARKET IDEA FOUNDRY
CSCA
DEC
YES
KEY
NO
SOMEWHAT
FUNDABLE
NBIA
OHIO DSA
OSU TCO
PORTFOLIO
CREATIVE
SBA
SPARK CAMP
TECH
COLUMBUS
a
a
a
a
a
a
a
a
a
a
a
a
a
a
a
a
DESIGN
a
a
a
a
DESIGN THINKING
IDEATION
INDUSTRIAL SPACE
NETWORKING EVENTS
OFFICE SPACE
a
a
a
a
a
a
PITCH PLATFORM
CAPITAL
a
a
WORKSHOPS
a
a
ADVISING/MENTORS
COLLABORATIVE SPACE
EDUCATION
Figure 1. Startup incubation capabilities matrix. Authors image, March 11, 2014.
23
LaunchHour is
designed to be
emulated. It is
intended to foster
collaboration, not
limit interaction.
ZAG Steps
SUMMARY
Throughout the ZAG process, steps were informed by the insight that there
is a need for an actionable way to begin to engage both the startup and
design communities that features a forum for efficiently extending the
conversation about the insights and opportunities revealed in this case
study.
In order to be effective and collaborative with efforts that currently exist
in the local startup community, it must address an unmet need: facilitating
connection where little or no opportunity currently exists.
It is believed that the experience should feature a low barrier to entry, as
evidenced by geographic accessibility and limited-time commitment, and
should maximize potential to benefit both communities. In short, answering
the old question, Whats in it for me? is essential.
Modeled after the idea of a design charette,1 this concept applies principles
of speed datingmultiple brief, structured points of contactwith a
streamlined Pecha Kucha style presentation designed to set the tone for
interaction.
16
HOW DO
YOU EXTEND
SUCCESS?
By consistently providing
opportunities for relevant
connection between
startups and design.
17
HOW DO YOU
PROTECT
YOUR
PORTFOLIO?
I am a design thinker
who is dedicated to
the pursuit of learning
in order to bridge
communities and create
greater collaboration.
1
WHO ARE
YOU?
A free learning,
collaboration and
networking opportunity.
60-minute, speed-dating
style exchanges between
communities.
3
WHATS YOUR
VISION?
14
WHAT DO
THEY
EXPERIENCE?
13
HOW DO
PEOPLE ENGAGE
WITH YOU?
Pitching in person
at startup and design
community events, via
social media, guest blog
series, event stickers.
2
WHAT DO
YOU DO?
15
HOW DO
YOU EARN THEIR
LOYALTY?
4
WHAT WAVE
ARE YOU
RIDING?
17-STEP PROCESS
12
HOW DO
YOU SPREAD
THE WORD?
10
WHAT DO
THEY
CALL YOU?
9
WHOS THE
ENEMY?
LaunchHour
Siloed, uncollaborative
experts who perpetuate
misconception.
8
WHO LOVES
YOU?
5
WHO SHARES
THE
BRANDSCAPE?
6
WHAT MAKES
YOU THE ONLY?
11
HOW DO
YOU EXPLAIN
YOURSELF?
We dissolve barriers
to connection between
communities of
entrepreneurs and
designers.
1 See Design Charette in Martin and Haningtons Universal Methods of Design (2012).
We act as an entry
point for greater
collaboration
between
entrepreneurs and
designers.
7
WHAT SHOULD
YOU ADD OR
SUBTRACT?
Entrepreneurs, designers,
developers and investors.
Figure 2. ZAG steps for startup & design collaborative. Authors image, March 11, 2014.
CSCA
PORTFOLIO
CREATIVE
IDEA
FOUNDRY
DESIGN
LOW
HIGH
OSU
SPARK
CAMP
TECH
COLUMBUS
FUNDABLE
DEC
OHIO
DSA
SBA
LOW
STARTUPS
NBIA
NOTES
24
25
ONLINESS STATEMENT
For entrepreneurs and designers who are seeking ways to collaborate in order to create
disruptive innovation, our events offer a new model for interaction designed to dissolve
barriers and facilitate connection.
This is the only collaborative project that creates a new model of interaction for
entrepreneurs and designers in the United States who seek disruptive innovation
in an era of siloed practice.
CHANGE/MANAGEMENT
27
Research Space
STARTUP PROCESS
CAPITAL
VALUES
SUCCESS FACTORS
ECOSYSTEM MAP
The ecosystem for this case study focuses on research into
two communities, Startup and Design. A key component
to understanding the mental models is secondary research
identified by concept and author. Primary research is focused
on exploring the beliefs, values and attitudes that a sample
population from these groups hold.
COLLABORATION
DESIGN PROCESS
STARTUPS
DESIGN
HUMAN
BEHAVIOR
COMMUNITY 2
HUMAN
BEHAVIOR
MENTAL
MODEL
HUMAN
BEHAVIOR
MENTAL
MODEL
MENTAL
MODEL
MENTAL
MODEL
BALANCED APPROACH:
ANALYTICAL & INTUITIVE
INTERACTION
COMMUNITY 1
COMMUNITY 2
FRAMEWORKS
BRAND/DIFFERENTIATION
HUMAN
BEHAVIOR
MENTAL
MODEL
ISOLATION
COMMUNITY 1
HUMAN CONNECTION
& INFLUENCE
MENTAL
MODEL
MENTAL MODELS
DETERMINATE/
INDETERMINATE
NATURE OF WORK
> Buchanan (1992)
MEANING MAKING
ITERATION
INTEGRATED THINKING
INNOVATION
28
Research Methodology
RESEARCH METHODOLOGY
The research methodology is a case study with lenses of ethnographic study and critical qualitative
research.
This mixed methodology is appropriate for several reasons. The case study is focused on the description
and analysis of two groups: entrepreneurs and designers. The case is bound by location and time and the
unit of analysis is the startup and design communities each of these groups work within locally. There is
an ethnographic lens in use as the study is focused on the beliefs, values and attitudes that these groups
possess about themselves and each other. The critical qualitative approach is derived from the intent
to examine and critique the social and cultural assumption of these two groups in order to understand
the way these factors structure and limit each groups way of thinking and being. The ultimate goal is to
empower change to the social context of collaboration for these groups.1
How could the startup and design communities interact to increase the value of design and design thinking
in business?
RESEARCH ACTIVITIES
> An online survey was conducted from January 23 at 9 pm EST through January 30 at 9 pm EST.
> Open-ended interviews were conducted with a representative of the startup and design communities.
> Semistructured interviews were conducted with 4 members of the startup community.
> Semistructured interviews were conducted with 3 members of the design community.
> S econdary research was conducted into 12 community organizations that represent or interact with
members of each community.
> An annotated bibliography was created for each of 37 secondary research sources.
1 See Chapter 1 of Merriams Qualitative Research in Practice (2002), describing Case Study, Ethnographic Study and Critical Qualitative Research.
29
SURVEY RESULTS
31
Figure 5. Question 1: Online consent form. Authors image, January 28, 2014.
NOTES
32
NOTES
33
NOTES
34
NOTES
35
NOTES
36
NOTES
37
SYNTHESIS
39
#2
#3
#4
#5
#6
#7
#8
#9
#10
#11
#12
#13
#14
#15
#16
#17
#18
#19
#20
#21
#22
#23
#24
#25
SELF-IDENTIFICATION
Question 2 provided respondents with the option to self-identify as a creative
person (designer, writer, researcher), entrepreneur (inventor, programmer,
investor) or some combination of related disciplines.
The eight possible answers were mapped onto an eight-pointed pattern and the
non-relevant points were removed to form an initial pattern for signifying type.
This simple visualization reveals similarities between respondents perceptions
of themselves.
KEY TAKEAWAYS
QUESTION
2. Im a:
(check all that apply)
O Designer
O Writer
O Researcher
O Inventor
O Entrepreneur
O Programmer
O Investor
O Other (Text Entry Box)
EIGHT-POINT PATTERN
DESIGNER
OTHER
WRITER
INVESTOR
RESEARCHER
PROGRAMMER
INVENTOR
ENTREPRENEUR
Figure 14. Synthesis of self-identification data. Authors image, March 11, 2014.
40
DESIGNER
BLENDED
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#11
#12
#13
#14
#15
#16
#17
#18
#19
#20
#21
#22
#23
#24
#25
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Figure 15. Synthesis to categorize respondent data. Authors image, March 11, 2014.
41
#2
#3
#4
#5
#6
#7
#8
#9
#10
#11
#12
#13
#14
#15
#16
#17
#18
#19
#20
#21
#22
#23
#24
#25
KEY TAKEAWAYS
QUESTION
EIGHT-POINT PATTERN
3. In my work I am motivated by
the opportunity to:
CREATE NEW
DESIGNER
LEARN
NEW SYSTEM
CREATE
VALUE
PROBLEM
SOLVE
MEET
EXPECTATIONS
COLLABORATE
RUN SYSTEM
BLENDED
Figure 16. Synthesis of opinions about work (quality) data. Authors image, March 11, 2014.
CHANGE
KEY TAKEAWAYS
EIGHT-POINT PATTERN
ALGORITHM
>W
hile generally all over the map, the chart does reveal that entrepreneurs
are less likely to be motivated by meeting expectations and are more oriented
toward validity and change.
> Designers show a stronger orientation to work change within a system and
less affinity toward validity.
VALIDITY
42
CREATE NEW
LEARN
NEW SYSTEM
CREATE
VALUE
PROBLEM
SOLVE
MEET
EXPECTATIONS
COLLABORATE
RUN SYSTEM
ENTREPRENEUR
DESIGNER
BLENDED
STABILITY
Figure 17. 2x2 Axis chart synthesis of opinions about work (quality) data. Authors image, March 11, 2014.
43
NEVER
ALMOST NEVER
SOMETIMES
ALMOST ALWAYS
ALWAYS
KEY TAKEAWAYS
> 4A: Both communities tended to agree that doing great work would lead to
opportunity.
> 4B: Both agreed that there were times when good is good enough, though this
question should likely have been structured to exclude the word Sometimes
as it was also one of the optional Likert scale responses.
> 4C: Entrepreneurs who follow Lean Startup methodology would likely have
seen the end goal as more important than the individual steps, yet they are
answered all along the continuum. Designers appear to be split here.
> 4 D: These responses generally follow what was expected, with entrepreneurs
answering in line with Startup MVP methodology and designers leaning
toward getting it right before its revealed. Note that no entrepreneurs or
blended respondents answered Almost Always or Always to this question.
ENTREPRENEUR
DESIGNER
BLENDED
Figure 18. Synthesis of opinions about work (quality) data by response. Authors image, March 11, 2014.
44
ALMOST NEVER
SOMETIMES
ALMOST ALWAYS
ALWAYS
KEY TAKEAWAYS
> 5A: Entrepreneurs in general tended to have a higher stated tolerance for
failure than designers.
> 5B: Designers appeared to believe more strongly that having stake in the
failure correlated to risk levels.
> 5C: This question acts as a gauge for how respondents perceive risk in
relation to a companys maturity level. This is relevant as disruptive innovation
generated by startups changes the context in which mature organizations
operate. Entrepreneurs tend to believe the statement in this question less
than designers.
> 5D: Both communities seemed to hold this as true in general, with a few
entrepreneurs exhibiting diverging attitudes.
> 5E: Most respondents from both communities seemed to think that
startups offered an opportunity to learn and grow that outweighed the
risks Sometimes, Almost Always or Always. This could indicate that both
communities place a value on growth and learning, but that some designers
may work in cultures that are failure- or risk-averse.
ENTREPRENEUR
DESIGNER
BLENDED
45
KEY TAKEAWAYS
> 6A: Some of the designers and entrepreneurs perceive this statement to be
true, though secondary research shows only about 6% of startups source
capital via venture funding.
> 6B: This question illustrates the core principle of validated learning. It was
assumed that most of the entrepreneurs would agree with this statement, but
they do not. Designers appear to be split on this belief.
> 6C: The key insight here may be that the respondents who represent a
blended identity think that sometimes entrepreneurs use vernacular.
> 6D: Responses here may indicate that entrepreneurs and blended identity
respondents dont value design for what the work is worth as strongly as
designers.
> 6E: Both communities responded across the continuum here, indicating
that this may not be an area where either community possesses a strong
understanding of the dynamics of the pitch process.
ENTREPRENEUR
DESIGNER
BLENDED
Respondent #12 did not answer questions 6A, 6B, 6C. Respondent #19 did not answer any questions in Section 6.
ALMOST NEVER
SOMETIMES
ALMOST ALWAYS
ALWAYS
46
KEY TAKEAWAYS
> 7A: In general it appears the responses here are mixed, though there is a
trend of designers believing that startups should wait to engage designers
and entrepreneurs believing that they shouldnt. This may indicate that
the startup community is more receptive to collaboration than the design
community.
> 7B: Responses to this question may indicate that there is an opportunity for
design to be more agile and effective.
> 7C: Again clustering of the blended identity respondents here may indicate
that those who have an understanding of both communities see areas where
vernacular could be a barrier.
> 7D: Both communities seem to believe design is relevant to early stage
startup work. This presents itself as an area of alignment and opportunity for
design.
> 7E: Designers seem to believe in the power of their work to sell a startups
ideas to investors, as do some of the entrepreneurs. Blended identity
respondents may have a better understanding of the pitch process here as
indicated by their moderate response.
ENTREPRENEUR
DESIGNER
BLENDED
ALMOST NEVER
SOMETIMES
ALMOST ALWAYS
ALWAYS
7E. Well-designed
presentations sell
a startups ideas to
investors
Figure 21. Synthesis of beliefs about design and designers by response. Authors image, March 11, 2014.
47
KEY TAKEAWAYS
ENTREPRENEUR
DESIGNER
B.
I want to use it
and create an
informed opinion
I can share with
my local network
INNOVATOR
EARLY ADOPTER
C.
I want to learn
more about it so
I can then put it
to effective use
EARLY MAJORITY
D.
I want to know
that it has worked
for others before
I make a change
E.
I want to
continue to use
what I know
works until the
innovation has
become the norm
LATE MAJORITY
LAGGARDS
BLENDED
Figure 22. Synthesis of innovation adopter categories data by response. Authors image, March 11, 2014.
INTERVIEW INSIGHTS
49
Carl L.
Dan R.
We have to find
a way to do lean
startup design.
Dan R.
Carl L.
Dan R.
Dan R.
Dan R.
Capital
Process
Quality
50
Carl C.
Dan R.
Startups eat
peoples passions
and dreams.
Dan R.
Startups are
about selling
a dream.
Carl L.
Carl L.
Pitching
Entrepreneurs on Startups
Entrepreneurs on Design
Its clear that passion and dreams are the lifeblood of startups. One
interviewee expressed that team members belief in the startup is
more critical than customers to early stage startups.
> Designers tend to be passionate people. Why are they not
connecting with startups?
> Entrepreneurs understand the power of harnessing ideas that
people believe in.
51
It is difficult to
monetize or put a value
on what great design
can do for a product.
Nand D.
Design becomes a
connective thread.
Nand D.
In startups there
are too many tough
decisions. You have to
have skin in the game.
Paul R.
Paul R.
Paul R.
Do enough to get
an MVP and get
product out. You
are not solving
anything with a
product drawing
on a desk.
Nand D.
Capital
Process
Quality
52
Paul R.
There is a clear
narrative delivered by
great design.
Nand D.
Design is valuable in
startups because we
allow thinking about
what if?
Paul R.
Pitching
Designers on Startups
Designers on Design
Designers see opportunity where others dont. The best designers are
curious and they can tell a great story.
> Designers innate abilities should expand possibilities for
collaboration not limit them. Balance is needed.
> Design tells a story. Startups need to tell their stories to attract
customers and capital.
54
Persona 1
PAIN POINTS
> Not being able to find a designer to work with
> Past reliability issues with designers
> Balancing work and personal projects
> Not having enough capital to break out on his own yet
TODD MARTIN
28 years old
Single
App developer
Avid gamer and techie
Makes 66k a year
Lives in a town home with a roommate
Plays kickball
Enjoys craft beer
Favorite blog is theverge.com
NARRATIVE
Todd is seeking the big opportunity to create a killer
app that will help him to sprint to the next level in his
career. Hes doing fine financially, but wants to break out
on his own and define his own path in the world of tech
with a business partner or a startup that is innovative.
He knows that the company he is working for is good,
but he wonders if they will be able to stay ahead of the
competition in the long runbecause as they grow
he sees more and more bureaucracy creeping into an
organization that was once pretty lean.
SATISFACTION POINTS
> Developing apps for himself based on perceived opportunity
> Thinking about really making a name for himself in startups
> Looking to make a difference for the good of his community
> Following tech as an avenue for innovation
NEEDS
> A more diverse network that is cross-disciplinary
> Support for and critique of ideas from a network
> Effective collaboration with a designer
> A way to visualize his ideas more effectively
> A deeper understanding of how design works
MOTIVATIONS
> The freedom to express himself through code, almost like art
> Seeing opportunities to change how people interact
> To be challenged in his work
55
Persona 2
ELLEN LAI
24 years old
Single
Recent graphic design grad
Aspiring foodie
Makes 34k a year
Lives in an apartment near campus
Follows the Buckeyes
Writes for a community newspaper
Favorite websites are Etsy and Pinterest
NARRATIVE
Ellen is social, connected to her community and is
actively pursuing many interests. She dreams of starting
her own Etsy store or having some kind of creative
business. Last spring she attended a Startup Weekend
and really enjoyed the experience, but wasnt sure how
she could really bring value to her team other than
designing a web page. Shes interested in social media
and technology, but has no developer or programming
skills.
PAIN POINTS
> Having a passion to create something new, but has limited connections
> Not finding an outlet for her creativity that is profitable
> Wanting to make more money so she can buy a condo
> Wanting to do more than production work at her job
SATISFACTION POINTS
> Expressing her creativity through cooking and writing
> Knowing whats happing in her community
> Staying connected with classmates who have not yet graduated
> Collaborating with people who have different backgrounds
NEEDS
> A stronger understanding of the value of design in a business context
> Exposure to more business models
> Experience as a graphic designer
> Opportunities to work on different types of design projects
MOTIVATIONS
> Being in the know on whats happening as social currency
> Getting to the next step in her career
> Working with bigger clients
> Collaborating with others on new projects
Figure 24. Silvia Pellegrino. Reprinted from flickr, K. Kesiak, 2011, Retrieved from http://bit.ly/1lBAqLk.
Creative Commons Attribution-NonCommercial 2.0 Generic by Kris Kesiak. Reprinted with permission.
56
Persona 3
GARY BARTLETT
41 years old
Married
Entrepreneur with a day job
Background in design and business
Makes 104k a year
Lives in the suburbs
Still jams with the band from college
Augmenting his kids education with arts
Favorite website is qz.com
NARRATIVE
Gary has a diverse background in both the business
and design worlds. He is a managing director for an
architectural firm and believes he can make a difference
in his community by changing the way houses are built
for low-income residents. His expertise makes him
uniquely qualified to effect change, but his ability to
sell his ideas without a support structure around him
is limited. Ideally he would merge his day job with his
entrepreneurial pursuits.
PAIN POINTS
> Managing his day job and his startup
> Trying to find a developer with design sense
> The grind of pitching for investment funds
SATISFACTION POINTS
> Being able to pursue his startup dreams while working a day job
> Having the support of his family as he goes for his dream
> Connecting with other entrepreneurs at networking events
> Building a better future for his children
NEEDS
> Streamlined process for developing ideas
> A partner with complementary skills and a divergent background
> Startup capital
> Doers to implement his thinking
MOTIVATIONS
> Making his community a better place for all
> Giving back by using his experience for good
> Seeing his vision for how design can create value realized
> Being an example for his children
Hearing about an
event from a person
with past experience,
even a stranger, helps
mitigate risk
28 years old
App developer
Makes 66k a year
SEE
SAY & DO
SOCIAL
MEDIA
No response from
the Twitterverse
Reticular activation
works to begin making
the unfamiliar seem
familiar and less risky
WEBSITE
OR BLOG HIT
GOOGLE
SEARCH
NEEDS
> A more diverse network that is cross-disciplinary
> Support for and critique of ideas from a network
> Effective collaboration with a designer
> A way to visualize his ideas more effectively
> A deeper understanding of how design works
MOTIVATIONS
> The freedom to express himself through code, almost like art
> Seeing opportunities to change how people interact
> To be challenged in his work
WORD-OFMOUTH
PARTNER EVENT
PROMOTION
TOUCHPOINTS
HIGH TOUCH
TODD MARTIN
BRANDED
STICKER
LOW TOUCH
57
UNAWARE
DAY 2
DAY 3
Figure 26. Journey map of Persona 1. Authors image, March 11, 2014.
24 years old
Recent graphic design grad
Makes 34k a year
SEE
SAY & DO
Attends a startup
meet up to try to make
new connections
SOCIAL
MEDIA
WEBSITE
OR BLOG HIT
GOOGLE
SEARCH
NEEDS
> A stronger understanding of the value of design in a business context
> Exposure to more business models
> Experience as a graphic designer
> Opportunities to work on different types of design projects
MOTIVATIONS
> Being in the know on whats happening as social currency
> Getting to the next step in her career
> Working with bigger clients
> Collaborating with others on new projects
WORD-OFMOUTH
PARTNER EVENT
PROMOTION
TOUCHPOINTS
HIGH TOUCH
ELLEN LAI
BRANDED
STICKER
LOW TOUCH
58
UNAWARE
DAY 2
DAY 3
Figure 27. Journey map of Persona 2. Authors image, March 11, 2014.
41 years old
Entrepreneur with day job
Makes 104k a year
> I need help
> Ive got to find a
developer
SOCIAL
MEDIA
WEBSITE
OR BLOG HIT
GOOGLE
SEARCH
NEEDS
> Streamlined process for developing ideas
> A partner with complementary skills and a divergent background
> Startup capital
> Doers to implement his thinking
MOTIVATIONS
> Making his community a better place for all
> Giving back by using his experience for good
> Seeing his vision for how design can create value realized
> Being an example for his children
WORD-OFMOUTH
PARTNER EVENT
PROMOTION
TOUCHPOINTS
HIGH TOUCH
GARY BARTLETT
BRANDED
STICKER
LOW TOUCH
59
UNAWARE
DAY 2
DAY 3
Figure 28. Journey map of Persona 3. Authors image, March 11, 2014.
61
Design becomes a
connective thread.
Design is valuable in
startups because we
allow thinking about
what if?
62
Were the
heroes!
Were the
stars!
SUMMARY
The relational visual map represents much of the data synthesis
to this point. Identification of how insights derived from research
inform opportunities will aid in the development of models of
belief for each community. This analysis will be used to create
prototypes to be tested with members of the startup and design
communities.
Me too!
BOOTSTRAP
INTRINSIC
MOTIVATION
ITERATION
INNOVATION
CHANGE
ORIENTED
PROBLEM
SOLVING
STARTUPS
EXPENSIVE
CLIENT-DRIVEN
DESIGN
We both need,
developers, capital
and mentors to
succeed in this space.
We should
explore lean
design.
Whats
that?
ENTREPRENEUR
DESIGNER
Figure 29. Relational visual map. Authors image, March 11, 2014.
DESIGN OPPORTUNITIES,
DESIGN CRITERIA & REFRAMING
64
HOW MIGHT WE . . .
OPPORTUNITIES
65
Startup Model
QUALITY
> The approach to quality is more flexible and
often the highest quality work is concentrated
on consumer touchpoints
COMMUNICATION CRITERIA
After completion of development, testing and validation of the prototypes,
models were created to highlight areas of alignment and divergence. These
models informed the creation of the following communication criteria:
> The final direction needs to communicate the areas in which startups and
design align or diverge, and how each community can work to create shared
understanding and meaning
> Opportunities for collaboration should be clearly present for both communities
> It should be acknowledged that each community will need to acculturate and
create conditions conducive to this objective
> Context should be clearly conveyed as early stage startups and design that
support the creation of a range of startup-related needs that extend beyond
visual touchpoints to include business model innovation, operationalization,
systems, process, planning, user experience, conceptualization and prototypes
> The creation of a method for creating shared vernacular or translation of
terminology between communities should be explored
> The presentation of data should be revised to reduce emphasis on research
outcomes and increase focus on relevant cultural issues, e.g. the concept of
good enough, ego and empathy balance, vulnerability in collaboration
APPROACH
EQUITY
QUALITY
APPROACH
EQUITY
VALIDITY
LEARNING
> Validated learning is the primary output
startups seek as a result of activity
LEARNING
CAPITAL
COST
CAPITAL
> Startups tend to function in lowinformation, high-risk situations where
capital is often a scarce resource
> Careful management of capital is an
essential tactic for any startup seeking to
extend its runway
Figure 30. Startup model with takeaways for designers. Authors image, March 11, 2014.
66
Design Model
QUALITY
> The level of quality in the work produced by
designers is crucial to determining the value
of the work
DESIGN CRITERIA
Design criteria support the goals of communication and collaboration between
the two communities.
> The design needs to render the information presented and the experience
offered accessible to both communities
> Visual language should support easy identification and recollection of
information that represents the beliefs, values and attitudes of each distinct
community
> Models should clearly visualize data in context for each community
> The relevance of data presented should be supported by clear connections
between research-driven insights and opportunities for change
> Visualizations should act as entry points for conversations around
collaboration, mutual understanding and shared meaning making
APPROACH
> Through iterative process quality is
increased incrementally and ultimately
prioritized as the end result of the
design process
QUALITY
EQUITY
> Designers tend to focus on short-term
project deliverables and less on building
equity unless they are partners in a
business
APPROACH
EQUITY
VALIDITY
LEARNING
> Validated learning is a component in
the iterative process of design, not the
primary deliverable
LEARNING
CAPITAL
COST
CAPITAL
> Capital is generally readily available or
easily generated by designers because
they are working in a discipline with
established economic value
COST
Figure 31. Design model with takeaways for entrepreneurs. Authors image, March 11, 2014.
67
Reframing
SUMMARY
Reframing the project to extend to exploration of how to create
conditions conducive to realizing the opportunities presented by
the process of research, analysis, synthesis and insight. This may
include deeper discovery of the issues surrounding perceptions
of the two communities and with a goal of increasing dialogue
before a model of collaboration can be effectively developed.
More input from the startup and investment communities may be
needed.
PROTOTYPE DEVELOPMENT
& TESTING
69
As a way to simply connect the two communities with a lowbarrier-to-entry event, speed-dating style meetups would allow a
wide audience to engage with minimal time commitment.
+5
-16
+3
-8
+8
-8
+6
+6
+8
-7
+11
+12
CHALLENGES FOR
COLLABORATION
in startup
and design
ST
MANAGING TIME
> Number of hours
> Number of designers
> Planning process
> Milestones
> Go/No Go decisions
1 See Chapter 1 of Stones Managing the Design Process: Implementing Design (2010),
showing constraints in project management.
SCOPE
TIM
DEFINING SCOPE
> Length of project
> Depth of project
> Number of touchpoints
> Features to be delivered
> Functionality
> Testing
> Potential for significant pivot
CO
71
CONTROLLING COSTS
> Bootstrapping
> Time commitment
> Number of designers
> Level of detail
> Quality expectations
> Form of payment
> Equipment needed
> Resources
Figure 32. Hypothetical startup and design collaboration issues. Authors image, March 11, 2014.
Triads: Time
QUALITY
RN
RN
TIME
in design
context
ST
ST
LEA
TIME
in startup
context
ING
QUALITY
CO
> Bootstrapping
> Cost control
> Burn rate
CO
ING
LEA
72
ENTREPRENEUR
DESIGNER
Figure 33. Quality, cost and learning in startup and design context. Authors image, March 11, 2014.
73
Process Lens
DESIGN PROCESS WITH STARTUP VIEW
TYPICAL PROJECT
ENTRY POINT FOR
DESIGNERS IN STARTUPS
> Concept and idea established
> Overall go/no go decision essentially made
TYPICAL PROJECT
ENTRY POINT FOR
DESIGNERS
> Research
> Analysis
> Synthesis
> Insights
GO/NO GO DECISIONS
> High-fidelity prototypes
> Insights and refinements
ENTREPRENEUR
1 See Chapter 1 of Sanders Convivial Toolbox: Generative Research for the Front End of
Design (2013), figure 1.4 showing the design development process.
DESIGNER
Figure 34. Design process with startup view. Authors image, March 11, 2014.
74
Continuums
DIVERGENCE CHARTING
Continuums are effective in estimating each communitys
relationship to different values, attitudes and beliefs. Here I
have added notes that place each of these concepts in context to
demonstrate where the two communities diverge in key areas of
cost management, expectations of quality, iterative process, and
attitude and approach.
COST MANAGEMENT
Extend runway
Slow burn rate
EXPECTATIONS OF QUALITY
Increased risk
of failure
LOW
COST
Validated learning
HIGH
COST
Struggle to survive
Less learning
HIGH
QUALITY
Not good work
Great work
FEW
ITERATIONS
Collaboration
MANY
ITERATIONS
Inaccurate
LOW
QUALITY
Profitable business
ITERATIVE PROCESS
Validity
Indecisive
EMPATHY
EGO
Co-design
ENTREPRENEUR
DESIGNER
Figure 35. Divergence charting of startup and design issues. Authors image, March 11, 2014.
1 See the Theory of Change model in Kolkos Wicked Problems: Problems Worth Solving
(2012).
HIGH-COLLABORATION
>M
ore validated learning
> F aster prototype cycles
> S lower burn rate enables
additional BML loops
LOW-COLLABORATION
HIGH-COLLABORATION
>D
esigner working in isolation
> L imited or little ability to conduct
deep research
>D
esigner works with a multidisciplinary team
> Areas of expertise represented
may include research, strategy,
and client collaboration
>M
ore opportunities
> C ost effective if scope and
budget are managed well
>G
rowing team members skills
>A
dditional perspectives
>G
rowth of team capabilities
> P otentially high margin
> L arger network, more
opportunity based in diverse
output
ACTIVITIES
LOW-COLLABORATION
OUTPUTS
DESIGN
SHORT-TERM OUTCOME
SUMMARY
LONG-TERM OUTCOME
75
Figure 36. Theory of change: Scenarios. Authors image, March 11, 2014.
PROTOTYPING
77
PERSUADE
PECHA
KUCHA
TWITTERFED GUEST
BLOG
CONNECT
STARTUPS
ACTIVATE
DESIGN
STARTUP
COMMUNITY
LAUNCHHOUR EVENTS
Engage potential community members in a
neutral setting with a platform that offers a
wide reach for entering into discussion about
the challenges surrounding collaboration
between startups and design.
78
SUMMARY
A Pecha Kucha style presentation will act as both a way to
introduce key insights and opportunities for the startup and
design communities, and as a platform for introducing the
concept of LaunchHour events.
Five slides showing key concept takeaways will be developed
to test the insights derived from research with each of the
communities and provide a means of feedback.
Aha!
INNOVATOR
EARLY ADOPTER
EARLY MAJORITY
ENTREPRENEUR
DESIGNER
LATE MAJORITY
54 Hours
LAGGARDS
BLENDED
Thats when I had the aha moment that design thinkers strive forwe have
So, I dive into the research and synthesis, and this was my first surprise.
a culture that applauds the rarefied company that makes design the competitive
I love Startup Weekend and I have nothing bad to say about it, but if youre not a
natural innovator, how likely would you be to make this sort of low-information,
attitudes, beliefs and values of the startup and design communities in order
Management.
values design?
PAGE 1
PAGE 2
PAGE 3
PAGE 4
In startup stage,
team matters more
than customers
belief is critical.
STARTUPS
DESIGN
HUMAN
BEHAVIOR
MENTAL
MODEL
MENTAL
MODEL
SHARED
MEANING
In other words, how can we lower the barrier to entry to get more designers
Lets rewind a bit. Heres a quote from an interview about how we might work
involved? And by lower the barrier to entry, I dont mean creating Startup
Afternoon. I mean how can we connect the two communities, create shared
meaning and increase engagement?
As a design thinker, I dont like that result. How can we change not likely into
Yes?
PAGE 5
PAGE 6
PAGE 7
PAGE 8
Figure 38. Pecha Kucha-Style Presentation Test Prototype. Authors image, March 11, 2014.
79
Design is valuable in
startups because we
allow thinking about
what if?
Validated learning
FEW
ITERATIONS
MANY
ITERATIONS
Inaccurate
Valid
Validated learning
LOW
QUALITY
Indecisive
L
STARTUPS
HIGH
QUALITY
Not good work
Extend runway
Slow burn rate
Increased risk
of failure
LOW
COST
Great work
HIGH
COST
Increased risk
of failure
Profitable business
DESIGN
Lets begin with approach. Design and lean startup methodology share a common
All this iteration costs time and time is related to money. How each community
These are Triadsa tool I created to visualize how a community assigns value
Understanding this relationship to quality is key because how and where time is
If designers can understand the context in which they are working and act more
Now, this is where we really diverge. One of the biggest constraints many startups
belief in the value of iterative process to produce valid results. Where they diverge
spends time and the value they are seeking as a return on that investment
like entrepreneurs in early stage startups, that creates greater opportunities for
face is capital. Where to get it, where to spend it, where to get more of it.
Most of you have heard you can get design good, fast or cheap; pick two.
This is my version, except here we have quality, cost and learning.
Startups are trying to convert time into learning and have a more flexible
relationship with quality. Design is all about converting time into quality and profit.
PAGE 9
PAGE 10
PAGE 11
Collaboration
EGO
Co-design
PAGE 12
EMPATHY
PAGE 13
PAGE 14
Design becomes a
connective thread.
Last continuum . . .
to lower the barriers to entry into the startup community for designers,
Its an attitude.
PAGE 15
PAGE 16
PAGE 17
PAGE 18
PAGE 19
Thanks.
PAGE 20
Figure 38. Pecha Kucha-Style Presentation Test Prototype. Authors image, March 11, 2014.
80
Facilitator
Entrepreneurs
Designers
Figure 39. LaunchHour events: Conversations designed for startups showing event facilitation setup. Authors image, March 11, 2014.
81
Stickers
SUMMARY
Stickers: they can be conversation starters, badges of honor and
visible identification of tribe status.
Every Launch Hour Series will have a unique sticker, designed by
a Launch Hour alumni that will be distributed to attendees of the
event.
As a simple, low-cost touchpoint stickers will act as a way to
involve participants in shaping the identity of the brand, build a
community around the events and as a form of advertising.
Figure 40. Decals. Reprinted from flickr, D. Tan, 2013, Retrieved from http://bit.ly/1i7AUI5.
Creative Commons Attribution-NonCommercial-NoDerivs 2.0 Generic by David Tan. Reprinted with permission.
82
LANDING PAGE
Figure 41. LaunchHour conversation: Blog wireframes. Authors image, March 11, 2014.
CONCEPT TESTING
84
FACILITATOR NOTES
ANALYSIS NOTES
Figure 42. Concept testing working wall. Authors image, March 11, 2014.
85
TAKEAWAYS
Recurring themes that emerged from the review of the prototypes included:
> It may be unclear in some touchpoints how startups and design are being defined
> Some of the models are too simple and some of the models are too complex
> Each community tended to focus on the areas of the prototypes that were relevant to its
into Innovation Adopter Categories and the relevance to the behavior of designers
> Color-coding may not be overt enough for viewers
> Some presentation elements may need alternate visual support (photos)
> Presentation may be too focused on research
> Some additional concepts to consider: good enough, ego, asking for help
discipline
> Consideration of the reviewers perspective during prototype testing and analysis is crucial
creating models that effectively visualize the data in context for each community
> Less focus on the visualization of research outcomes and greater focus on presentation of
change opportunities in both communities could make the presentation more accessible to
a wider audience
> Revised design criteria based on prototype testing should be used to guide model revision
86
KEY INSIGHTS
Concept testing supports that there is a need to lower the barriers to entry into the startup
community for designers, and that there is an opportunity for designers to adapt their
approach to work in order to create value. With both communities, these themes were
broadly defined as issues of quality, capital, attitude and approach. After further analysis,
two mental models have been created to illustrate where the communities align and diverge
in order to inform the creation of final design criteria.
> E ntrepreneurs generally value the work of designers and may have a better
understanding of the challenges to working together than designers do.
> Design
thinking should be wrestling with the concept of good enough. Issues of
approachability and affordability must be solved or opportunities to do great work may
be missed.
> B oth communities are motivated by meaning making.
> T here is a persistent perception that design is fee-for-service.
> S tartup Weekends are intense, three-day events. They work well for participants and
theres no need to try to reinvent or compete. However, this 54-hour time commitment
may be a barrier to entry and could be working against getting people behind ideas
long-term.
> B oth communities would benefit from thinking of design in broader terms, beyond
visual communication.
88
Final Prototype
SUMMARY
The final direction based on prototype testing of LaunchHour is to primarily create a meetup
venue for members of the startup and design communities, where multi-disciplinary
networking can begin. This goal will be supported by live presentations, social media
exchange and event facilitation. The organization itself is intended to function as a lean
startup so as to be a real-world demonstration of the application of learning from this case
study. Initial Minimum Viable Product touchpoints will include:
> A revised Pecha Kucha presentation designed to educate and incite conversation and
collaboration
> A detailed design for facilitation of LaunchHour events
> Brand identity and relevant touchpoints as presented in journey maps
> Creation of mid-fidelity wireframes for the LaunchHour blog
Each of these touchpoints should aid in advancing conversation about the issues of quality,
capital, attitude and approach in the two communities.
89
LaunchHour Identity
RATIONALE
LOGOTYPE
CLEARSPACE
SIGNATURE MARK
90
LaunchHour Typography
OFFLINE
STARTUP WITH
DESIGN
ONLINE
WEB HEADLINES: GOOGLE FONTS SOURCE SANS PRO LIGHT 300 & SEMI-BOLD 600
ALT HELVETICA & HELVETICA BOLD
91
EVENT MAPS
0/90/95/0
0/0/0/100
0/0/0/0
234/82/42
0/0/0
255/255/255
0/0/0/70
0/10/100/30
100/9/46/65
109/109/109
191/165/0
0/77/74
COLOR HIERARCHY
STAMEN MAPS
Toner style
Figure 44. Candid event photo. Reprinted from flickr, ttnk, 2012, Retrieved from http://bit.ly/1frZ0ZI.
Creative Commons Attribution-NonCommercial 2.0 Generic by ttnk. Reprinted with permission.
Figure 45. Stamen maps 10th & Peachtree St, Atlanta, GA. Reprinted from maps.stamen.com, 2014, Retrieved from http://maps.stamen.com/toner/#16/33.7830/-84.3836.
Creative Commons Attribution 3.0 Unported by Stamen Design. Reprinted with permission.
.
92
Aha!
00:20
In November
of 2013 I participated in Startup Weekend. Design as a discipline
Slide
1
VO: In
November
ofand
2013,
I participated
in Startup
Weekend.the
was under represented
so I decided
to take a deep
dive into researching
Design as a discipline was under-represented and so I decided
the early-stagethe
startup
and design
communities
toattitudes,
take a beliefs
deep and
divevalues
intoofresearching
attitudes,
beliefs
and
values of
the
early
stage
startup
and
design
communities
in order to create a new model of interaction as my final project
in order to create a new model of interaction as my final
for my M.A. in Design Management.
project for my M.A.
in Design Management.
EARLY ADOPTER
EARLY MAJORITY
LATE MAJORITY
DESIGNER
Thats when
Slide
2 I had the A-ha moment that designer strive forwe have a culture
Vthat
O: Thats
I had
thedesign
aha ismoment
that designer
strive
applauds when
companies
where
the competitive
advantage, think
Apple or
forwe have a culture that applauds companies where design
Herman
Miller, but advantagethink
whos working to changeApple
the culture
in businessMiller
now,
is the
competitive
or Herman
but whossoworking
to change
culture in business
now,
that the next
generationthe
of entrepreneurs
value design?
so that the next generation of entrepreneurs values design?
54 Hours?
LAGGARDS
ENTREPRENEUR
00:40
BLENDED
01:00
So,3I dive into the research and synthesis and this was my first surprise.
Slide
VO: So,
dive
the research
andentrepreneurs
synthesis,are
and
this was
LookingI at
this into
data visualization,
we see
generally
earlier
my first surprise. Looking at this data visualization, we see
designers. adopters than
entrepreneurs are innovation
generallyadopters
earlierthan
innovation
designers.
01:20
Has anyone experienced Startup Weekend?
Slide 4
VO: Has
anyone
experienced
StartupbadWeekend?
I love Startup Weekend
and I have nothing
to say about Iit,love
but ifStartup
youre a
Weekend and I have nothing bad to say about it, but if youre
and not
innovator, innovator,
how likely would
be to make
thisyou
sort of
adesigner
designer
anda natural
not a natural
howyoulikely
would
be to make
this sorthigh-risk
of low-information,
low-information,
decision to commithigh-risk
54 hours to decision
a startup? to
commit 54 hours to a startup?
Figure 46. LaunchHour Pecha Kucha-Style Presentation Storyboards. Authors image, March 11, 2014.
93
In startup stage,
team matters more
than customers
belief is critical.
DESIGNER
SHARED
MEANING
MENTAL
MODEL
MENTAL
MODEL
01:40
Slide
5 words, how can we lower the barrier to entry to get more designers
In other
VO: In
other words, how can we lower the barrier to entry to
involved? To do this I think we have to create shared meaning by beginning to
get more designers involved? To do this I think we have to
understand
we align
where we diverge
in a few crucial
areas:
create
sharedwhere
meaning
byand
beginning
to understand
where
we align
and
wherethewe
diverge
a few crucial
areas:
iterative
approach,
value
of time,in
expectations
of quality
and capital.
iterative approach, the value of time, expectations of quality
and capital.
Iterative Process
02:00
Slide 6
Because after all, we need each other.
VO: Because, after all, we need each other.
Startups
Slide
9 are trying to convert time spent in iterative process into validated
VO: Startups
trying
to convert
time
in iterative
learning. are
Design
is all about
converting
timespent
into quality
and profit.
process into validated learning. Design is all about converting
time into quality and profit.
In practical terms this means that startups tend to have
03:20
Understanding
Slide
10 this relationship to quality is key because how and where time is
VO: Understanding
this
relationship
quality for
is key
because
spent to create
quality
is an area ofto
opportunity
design.
how and where time is spent to create quality is an area of
opportunity for design. If designers can understand the context
inIf which
are working
and act
morethey
likeareentrepreneurs
designersthey
can understand
the context
in which
working and act more
in early stage startups, that creates greater opportunities for
like entrepreneurs in early stage startups, that creates greater opportunities for
collaboration
and, by extension design, as a discipline.
collaboration and by extension design as a discipline.
02:40
Validity 8
is important to both communities, but it plays a crucial role in the life of a
Slide
Vstartup.
O: Validity
is important to both communities, but it plays
How each community spends time in pursuit of validity and the value they
a crucial role in the life of a startup. How each community
are seeking
as a in
return
on thatofinvestment
more
aboutitwhere
they diverge.
spends
time
pursuit
validity tells
andusthe
value
is seeking
as a return on that investment tells us more about where it
diverges.
03:00
02:20
Slide
7 with approach. Design and lean startup methodology align around a
Lets begin
Vshared
O: Lets
begin with approach. Design and lean startup
belief in the value of iterative process to produce valid results. Where they
methodology align around a shared belief in the value of
diverge
is around
much iteration
is neededWhere
to establish
validity.
iterative
process
to how
produce
valid results.
they
diverge
is around how much iteration is needed to establish validity.
Design is valuable in
startups because we
allow thinking about
what if?
03:40
Slide
After all,11
creativity blossoms under constraints. And, one of the biggest constraints
Vmany
O: After
all, creativity blossoms under constraints. And, one
startups are navigating is capital. Where to get it, where to spend it, where
of the biggest constraints many startups are navigating is
get moretoofget
it. Soit,they
bootstrap
everything,
includingto
design.
capital.toWhere
where
to spend
it, where
get more
of it. So they bootstrap everything, including design.
04:00
Slide
So, with12
all of these divergent goals and values, what can each group do to create
VO: So,
with all of these divergent goals and values, what
shared meaning that enables collaboration in the startup space ? As a design
can each group do to create shared meaning that enables
manager I believe
often
looks a? lot
challenge.
Its an attitude.
collaboration
in opportunity
the startup
space
Aslikea adesign
manager,
I
believe opportunity often looks a lot like a challenge. Its an
attitude.
Figure 46. LaunchHour Pecha Kucha-Style Presentation Storyboards. Authors image, March 11, 2014.
94
04:20
SlideFrom
13 a design perspective, there is a need to become more versatile
VO: From
design
perspective,
there
is aandneed
to become
more
by pushingapast
the boundaries
of Creative
Suite
into other
existing tools
versatile by pushing past the boundaries of Creative Suite and
iteration.
into other existing tools that
thatspeed
speed
iteration.
04:40
In the online
Slide
14 development space Balsamic is a great example. Its essentially drag
VO: Inandthe
online
development
space,
Balsamic
is a great
drop
visual language
for creating
low-fidelity
wireframes.
Brilliant.
example. Its essentially drag and drop visual language for
creating low-fidelity wireframes. Brilliant.
Whats the customer journey map version of this?
05:00
Theres
Slide
15also a need for the discipline of design to grapple with the concept of
VO: Theres also a need forGood
the enough.
discipline of design to grapple
with the concept of Good enough. We need to balance our
ingrained need to always seek the highest quality, with an
understanding
that
startup
thesewith
We need to balance
ourwithin
ingrainedearly
need stage
to always
seek thecontext
highest quality
tendencies work against success. Good enough is a valid
an understanding that within early-stage startup context these tendencies work
design
decision in this context.
05:20
Slide From
16 a startup perspective, entrepreneurs need to understand that
Vpart
O: From
startup
perspective,
entrepreneurs
toinformation.
of what adrives
designers
in iterative process
is that they need
thrive on
understand that part of what drives designers in iterative
Information
to a designers.
Good designers consider context as
process
is thatis crucial
they thrive
on information.
a key element in their decision process.
05:40
So dont
Slide
17hold back. Share everything you know about the project. This type of
VO: So
dont hold
back.
Share
everything
youandknow
about
collaborative
approach
prevents
duplication
of effort
preserves
capital.
the project. This type of collaborative approach prevents
duplication of effort and preserves capital.
06:00
Startups18
also need to be more transparent about capitalization and more receptive
Slide
VtoO: Startups
also
needexchange
to be more
about
alternate forms
of value
with thetransparent
design community.
Some alternate
capitalization and more receptive to alternate forms of value
models
include
for equity,
royalty agreements
and licensing.
exchange
with
the work
design
community.
Some alternate
models
include work for equity, royalty agreements and licensing.
06:20
As a closing
Slide
19 thought, heres a quote from an interview about how we might work
VO: As a closingtogether
thought,
heres aand
quote
from an interview
as designers
entrepreneurs.
about how we might work together as designers and
entrepreneurs.
I think we can.
I think we can.
06:40
Slide
20now working on ways to lower the barriers to entry into the startup
So, Im
VO: So,
Im now working on ways to lower the barriers to entry
community for designers, create conversation around the issues identified here
into the startup community for designers, create conversation
engage
both communities
in co-design
solutions.
around theand
issues
identified
here and
engageof both
communities
in co-design of solutions. If anything youve heard resonated,
lets chat. If you heard something that didnt, lets chat. Thanks.
If anything youve heard resonated, lets chat.
95
Figure 47. LaunchHour Conversation: Mid-fidelity Blog Prototype. Authors image, March 11, 2014.
96
Facilitator
Entrepreneurs
Screen or TV
Designers
Figure 48. LaunchHour Events: Conversations Designed for Startups. Authors image, March 11, 2014.
97
KEY IDEA
LaunchHour is an hour-long, speed-dating style event designed to help participants connect and create
a shared understanding of how entrepreneurs and designers can collaborate. By briefly presenting four
key themes for discussion and then providing 50 minutes of time in which participants can make 5 new
network connections, were creating conditions for collaboration and change.
LaunchHour provides an opportunity for initial engagement between entrepreneurs and designers that
supports learning and features a minimal time commitment to create a low-barrier-to-entry event that
introduces entrepreneurs to designers, and designers to the startup community.
> Laptop
> Projector or TV
> Partner event slides
TIME
FACILITATORS INSTRUCTIONS
PARTICIPANT ACTIONS
10 minutes
Welcome participants, sign them in, instruct them to help themselves to lunch and find a seat.
2 minutes
3. Theme presentation
6 minutes
50 minutes
2 minutes
98
C
CAP
ITY KICKOFF
Figure 49. LaunchHour Stickers and Buttons. Authors image, March 11, 2014.
99
Figure 50. Business model canvas. Reprinted from Business Model Generation, 2014, Retrieved from http://www.businessmodelgeneration.com/canvas.
Creative Commons Attribution-ShareAlike 3.0 Unported by Business Model Foundry. Reprinted with permission.
.
100
Research-based insights revealed key areas of opportunity to create a low-barrier-toentry experience for designers and entrepreneurs that would facilitate creation of shared
understanding between these communities, offer networking as a value add, and act as a
forum for advancing knowledge around the value design and design thinking can bring in
early stage startups through conversation and collaboration.
The long-term vision of the project is to create a scalable movement that can be replicated
nationwide, feed into events like Startup Weekend, and that will ultimately make meaning
by engaging a young generation of entrepreneurs and exposing them to the value of design
and design thinking as an innovative way to change the fundamental relationship between
design and business in the future.
101
Startup Lead
An MBA graduate of The Ohio State Universitys Fisher College of Business, our startup lead
has worked as a concept director, social media strategist and a successful entrepreneur.
With deep expertise in consumer packaged goods, banking and social media spaces, she
brings a unique perspective to the business that is informed by more than 15 years of
experience. Her most recent startup effort is currently in beta testing with 1,000 users.
We have a passion for startups and design. The team brings deep, relevant subject
matter expertise backed by more than 30 years of real-world experience to the creation of
LaunchHour. Combined, we have created four successful startups and are currently involved
in two more.
Design Lead
Our design lead created his first startup in his late 20s and has worked as a designer,
creative director and entrepreneur. His brand-building experience spans the education,
financial, healthcare, insurance, professional sports and restaurant verticals. He is a
graduate of Savannah College of Art and Designs MA Design Management program and
runs a successful design thinking consultancy in Columbus, Ohio.
Facilitator
A self-professed startup junkie, our facilitator has attended or organized more than
20 Startup Weekend events, and has worked as a professional facilitator for 6 years.
Her previous experience as a founding member of a successful startup in the social
entrepreneurship space, and her experience as a user engagement manager, make her a
smart addition to the team. She is a graduate of Purdue Universitys Krannert School of
Management.
We are integrated with the local and national startup and design communities, consistently
demonstrate thought leadership as bloggers or guest bloggers, and have worked as
organizers of Startup Weekend.
We also believe in the principle of multi-disciplinary collaboration, and bring together a team
with a diverse background and a wide range of professional experiences that span multiple
industry verticals and markets.
In short, we are serial entrepreneurs. We understand the big picture challenges that startups
navigate, as well as the intricacies of running lean. And, we believe in the power of design
and design thinking to create competitive advantage.
102
VALUE PROPOSITION
For entrepreneurs and designers who are seeking ways to collaborate in order to create
disruptive innovation, our events offer a new model for interaction designed to dissolve
barriers and facilitate connection.
MISSION
Our mission is to create greater collaboration between entrepreneurs and designers by
facilitating connection, supporting learning, and continually adapting our approach to create
meaningful connections that result in the creation of competitive advantages in the startup
space.
VALUES
We believe in the power of design and design thinking to create competitive advantage.
We value multi-disciplinary collaboration, continual learning, lean practice, intuitive thinking
and logical action that supports the creation of shared meaning and value creation for our
communities.
We provide opportunities for the startup and design communities to connect, collaborate and
create shared value.
103
Figure 50. Business model canvas. Reprinted from Business Model Generation, 2014, Retrieved from http://www.businessmodelgeneration.com/canvas.
Creative Commons Attribution-ShareAlike 3.0 Unported by Business Model Foundry. Reprinted with permission.
.
104
COMPETITOR ANALYSIS
The local economy as it relates to startup activity is vibrant and growing. TechColumbus
offers access to multiple sources of venture capital, including the Technology Concept
Funda $1 million fund that is a joint venture of The Ohio State University and Ohio Third
Frontier. Fundable, an active business crowd-funding platform, is also based in Columbus.
Competitor analysis revealed a robust local startup and design community. While there are
areas of overlap in the strategic offerings of these organizations, no single entity is currently
doing what LaunchHour is proposing in the market. It is believed that rather than view
these entities as competitors, they should be viewed as potential collaborators. An in-depth
competitor analysis can be found on pages 1022 of the process book.
COMPETITIVE ADVANTAGES
By positioning LaunchHour as an organization intended to create a flow of potential new
participants from the design community into existing startup community events, LaunchHour
both targets white space within the existing market and creates the opportunity for strategic
alliances that support its partners core businesses.
105
Implementation: Roadmap
PROJECTS
MILESTONES
Financial Analysis
A detailed financial analysis that includes a break-even analysis, financial projections,
capital spending, operating costs and funding requirements must be created to support
pitching of the concept to strategic partners or investors.
> Creation of a presentation deck and supporting financial analysis to enable pitching of the
LaunchHour concept.
Brand Refinement
Continued refinement of the brand and its identity is recommended before consumer-facing
touchpoints can be used to promote the concept of LaunchHour.
Additional Pecha Kucha-style Presentation Testing and Refinement
Testing and refinement of the Pecha Kucha-style presentation should be conducted with a
wider user base to validate initial learning and inform refinement of the message. Separate,
audience-specific presentations may be needed to effectively communicate the idea of
LaunchHour in contexts appropriate to each community.
Pitch Creation
A pitch oriented toward strategic partners and investors should be created to support further
development of the concept.
> Creation of strategic alliances within the local startup and design communities to support
further development of LaunchHour.
> Identification of, and partnership with, a local organization to produce an inaugural
LaunchHour event.
> Presentation of the LaunchHour concept at local Pecha Kucha, Wakeup Startup or
Sundown Rundown events.
> Completion of four subsequent LaunchHour events that produce validated learning through
lean methodology to inform final concept prototype beta testing.
> Successfully pitch LaunchHour to an incubator or startup event organizer as a viable
extension of its core offering.
106
Limiting factors in the development of LaunchHour include the possibility that there is a
finite local market for events, and that the ability to scale up to other locations will depend
on the level of support and exposure partner organizations are willing to engage in.
A very real risk for LaunchHour is that it will be perceived by other organizations within
the startup and design space as a competitor. In order to counteract this possibility, key
stakeholders in the startup, design and venture capital space should be engaged to create
strategic alliances that will support the development of LaunchHour as a partner.
Another limiting factor could be that there is a market saturation for events oriented toward
startups and that LaunchHour would need to prove its value proposition before garnering the
community support that would lead to wider adoption and diffusion of the concept.
108
Conclusions
QUALITY
> The level of quality in the work produced
should be matched to the target audience,
learning outcomes sought and cost
considerations
APPROACH
> Iterative process should be designed
to serve the objectives of any project
in which entrepreneurs and designers
collaborate
QUALITY
EQUITY
> A shared vision for both short- and longterm objectives creates meaning and
context when managing quality
expectations and equity discussions
APPROACH
FINAL THOUGHTS
The genesis of this case study was curiosity about why there was not more
visible collaboration between designers and startups. By engaging both
communities in research an opportunity for mutual learning and connection was
created. One tangible initial outcome has been the creation of a connection
between the organizers of Startup Weekend and CSCA resulting in promotion of
Startup Weekend to CSCA members via event emails.
EQUITY
VALIDITY
LEARNING
> Understanding the context and outcomes
being sought is essential for creating
validated learning
LEARNING
CAPITAL
COST
CAPITAL
> Discussions about capital should be
transparent and frequent, to maintain
lines of communication between
entrepreneurs and designers
COST
Figure 51. Collaboration model for entrepreneurs and designers. Authors image, March 11, 2014.
109
Recommendations
SUMMARY
There is opportunity for design management as a discipline to create the conditions for
meaning making and innovation by engaging a young generation of entrepreneurs and
exposing them to the value of design and design thinking as the pathway to change the
fundamental relationship between design and business in the future.
It is recommended that both communities work collaboratively to create lean design practice
that supports validated learning, new shared-value models that create equity for designers
as integral to entrepreneurship, and methods for advancing and disseminating this learning
as a means of driving startup success by leveraging design as the competitive advantage.
Readers of this case study should:
> Use, or seek out designers who use, and understand the value of lean design tools, e.g.
Balsamiq Mockups, GraphicBurger.com
> Support the creation of Creative Commons material like the Business Model Canvas
> Consider startup opportunities to create resources that facilitate lean design i.e. drag and
drop visual language tools, rapid prototyping, improved online surveys
> Explore tools that facilitate collaboration at a distance, e.g. Mural.ly, Huddle.net
As a final recommendation, the ideas presented here should be shared. In lean startup
practice the minimum viable product is designed to aid startups in shipping quickly to
generate validated learning. LaunchHour should function as a lean startup. In doing so, it
has the opportunity to not only act as a forum for advancing knowledge around the value of
design and design thinking in early stage startups, but also as a real-world demonstration of
how collaboration between entrepreneurs and designers can create shared value.
REFERENCES
111
Annotated Bibliography
ALPHABETICAL WITH SUMMARIES
Bann, C. L. (2009). An innovative view of the entrepreneur
through exploration of the lived experience of the entrepreneur
in startup of the business. Journal of Business & Economic
Studies, 15 (2), 6282.
SUMMARY
112
Gladwells David & Goliath delves into the concept that what
we have traditionally thought of as advantages can, at times,
actually be disadvantages. He offers a variety of cases from
multiple cultural viewpoints to support his hypothesis.
Godin, S. (2007). The dip: A little book that teaches you when to
quit (and when to stick). New York, NY: Penguin Group.
SUMMARY
Godin, S. (2012). The icarus deception: How high will you fly?
New York, NY: Penguin Group
SUMMARY
Godin theorizes that we have been taught only part of the myth
of Icarus. That there is in fact a second part, rarely taught, in
which Daedalus also instructs Icarus not to fly too low as sea
spray may saturate his wings and cause him to crash. From this
worldview he builds a framework around every person being
an artist when they engage in the art of pursuing meaningful
work and genuine connection.
Greene, J. (2010). Design is how it works: How smart companies
turn products into icons. New York, NY: Portfolio Penguin.
SUMMARY
113
stage development, but that in the long run these firms may
be more successful due to the effects of having more diverse
development (skills) as a result of collaboration.
SUMMARY
Kawasaki, G. (2004). The art of the start: The time-tested, battlehardened guide for anyone starting anything. New York, NY:
Penguin Group.
SUMMARY
SUMMARY
114
SUMMARY
SUMMARY
115
SUMMARY
SUMMARY
SUMMARY
116
SUMMARY
SUMMARY
APPENDICES
118
119
Creative Brief
BACKGROUND (Overview & Summary)
PROBLEM
The idea for exploring this problem arose from personal experience
an inability to engage a group I worked with at Startup Weekend to
continue pursuing a promising project with an interested market.
While at SW, I witnessed a disproportionate number of tech
and business people to designersa ratio of approximately 3:1.
Conversations revealed that the startup community may have a
challenge engaging designers, and virtually no one seemed to know
what design thinking or design management is.
After thinking about this challenge, a connection was made to a
recurring theme in design thinking and business books: Everyone is
saying design is the competitive advantage, but how are we moving this
theoretical advantage forward? In startup terms, we need to figure out
how to ship.
As a culture, we idolize Apple as the paragon of design. Business leaders
such as A.G. Lafley are interviewed, studied and praised ad nauseam
were enamored with these outliers, but too many business people
simply dont understand design or design thinking. As a discipline, we
simply dont have the numbers to change this.1 We need an ally.
Therefore, the purpose of this study is to engage the startup community,
contribute to mutual learning, facilitate connection back to the design
community and raise the profile of the design management discipline
as an essential partner in developing innovation. If the concept is
successful, then there will be greater collaboration between the design
community, design managers and startups. There will also be a broader
understanding in the startup community of the discipline thinking and
how it can contribute to the success of startups in the future.
OPPORTUNITY
FOCUS
The focus area is how the startup and design communities in central
Ohio currently function in relation to one another, and how through RAS
process opportunities can be identified and a new model of interaction
could be established.
1 See Chapter 5 of Martins The Design of Business (2009), showing that American schools produce
about 1,000 MFAs versus 140,000 MBAs annually.
SCOPE
The scope of the project is roughly defined as engagement with active
members of the Columbus, Dayton and Cleveland startup communities
and the Columbus design community.
The startup community includes members of several startups,
representatives of The Ohio State Universitys Technology
Commercialization and Knowledge Transfer Center, TECH Columbus and
a representative of the Columbus District SBA.
The design community includes members of the Columbus Society of
Communicating Arts (CSCA), working design professionals and members
of The Ohio State Universitys Department of Design.
120
Creative Brief
KEY OBJECTIVES
> Research each group to establish existing models that inform behavior.
> Create a new model of collaboration based on insights gained through
analysis and synthesis of data that can be shared with each group.
> Stretch Goal: Create cross-pollination by encouraging each group to
attend the others existing events.
The following information will be considered in the design of this
ethnographic research:
Patterns
> Low representation of designers at startup-focused events like
Wakeup Startup and Startup Weekend.
> Low representation of entrepreneurs at design-focused events like
monthly Columbus Society of Communicating Arts meetings.
> Trend of designers to enter traditional work roles upon graduation in
the field of advertising, branding, or marketing in print or online space.
> Brightest and most entrepreneurial students leaving college before
graduation to pursue business.
Influences
> Growing popularity of Startup Weekend as measured by increased
attendance and frequency of events.
> Presence of an active startup community in region as evidenced by
growth of TECH Columbus, Ohio States TCO and CCADs Mind Market.
> Desire for open, collaborative sharing of new knowledgePecha
Kucha, TED, TEDx.
> Ohio State establishing a dormitory specifically designed to foster
collaboration among 40 entrepreneurial undergrads.
Deliverables
1/19/2014 Research & Synthesis
1/26/2014 Positioning, ZAG Process & Value Proposition
2/2/2014 Research & Synthesis
2/9/2014 Midterm Video and Concept Exploratory
2/16/2014 Concept Testing & Prototype Development
2/23/2014 Business Model Canvas SWOT
3/2/2014 Final Model
3/9/2014 Business Plan & Video
3/12/2014 Process Book & Grad Poster
Entrepreneur & Startup Community
> Dan Rockwell
> Doug Sapp
> Jordi Arimany
> Carl Lewis
> Derrick Brazeal
Creative & Design Community
> Paul Reeder
> Liz Sanders
> Fumi Ariga & Karl Hein
> Kristen Harris & Catherine Lang-Cline
> Nand Dussault
121
Target Audience
Group 1
Established Entrepreneurs
Group 2
Seasoned Creatives
Group 3
Startup Leaders
Group 4
Designers
Occupation or Industry:
Entrepreneurship, incubators, venture capital
Occupation or Industry:
Design, creative direction, strategy
Occupation or Industry:
Startup founders, partners, key staff
Occupation or Industry:
Designers, art directors, freelancers
Characteristics:
Successful leadership of several startups
(founders or partners), viewed as a mentor,
team builder and expert in lean startup practice.
Understands startup culture, how to connect
people and how to invest. This group has a
diverse set of experiences and backgrounds,
which inform their approach.
Characteristics:
Deep understanding of agencies within the
brand, strategy, advertising or design space.
Viewed as a mentor, team leader and expert in
design and strategy. Understands design thinking,
process and implementation in order to create
competitive advantage for clients. This group has
specific expertise and varied backgrounds, which
inform their approach.
Characteristics:
May have started and failed in one or a few
startups, viewed as an entrepreneur, may be
learning how to assemble a team and manage a
business for the first time. May be or may not be
familiar with lean startup practice. Focus is likely
on a particular user or customer segment, product
development and how to secure investment. This
group has a limited experience and is seeking
growth through their approach.
Characteristics:
Likely work in a design studio or agency, viewed
as a designer or art director, may be a freelancer.
Understands design from a functional viewpoint
and has practical expertise and skills to support
the creative process. This group is developing
or has developed specific expertise in a narrow
domain and has a background and eduction in
design, which informs their approach.
THINKING
DOING
Figure 53. Target Audience. Visualizing target audiences.
122
WHAT DO I
NEED TO KNOW?
WHY DO I NEED
TO KNOW THIS?
WHERE CAN I
FIND THE DATA?
WHAT TYPE OF
DATA COLLECTION?
WHO DO I CONTACT
FOR ACCESS?
WHEN DO I
NEED TO KNOW?
Whats possible?
Qualitative:
What are the beliefs,
values and attitudes that
inform each communitys
existing mental models?
> Gatekeepers
>M
embers of both
communities
> Gatekeepers
>M
embers of both
communities
ow are they
H
connected?
To understand each
communitys current
behavior
Qualitative:
Examples or stories of
interaction
> Gatekeepers
>M
embers of both
communities
> Gatekeepers
>M
embers of both
communities
Qualitative/Quantitative:
Ethnographic and
psychographic data that
can be triangulated with
aggregate trends
> Gatekeepers
>M
embers of both
communities
> Gatekeepers
> Members of both
communities
> Online community
Qualitative:
January 31, 2014
Quantitative:
January 27, 2014
Qualitative/Quantitative:
Ethnographic and
psychographic data that
can be triangulated with
aggregate trends
> Gatekeepers
>M
embers of both
communities
> Gatekeepers
> Members of both
communities
> Online community
Does an area of
common interest exist?
To identify an area of
overlap that could drive
interaction/collaboration
between communities
Qualitative/Quantitative:
Ethnographic and
psychographic data that
can be triangulated with
aggregate trends
>M
embers of both
communities
> Semistructured
Interviews
> Survey
>M
embers of both
communities
> Online community
Qualitative:
January 31, 2014
Quantitative:
January 27, 2014
123
WHAT DO I
NEED TO KNOW?
WHY DO I NEED
TO KNOW THIS?
WHERE CAN I
FIND THE DATA?
WHAT TYPE OF
DATA COLLECTION?
WHO DO I CONTACT
FOR ACCESS?
WHEN DO I
NEED TO KNOW?
> Semistructured
Interviews
> Survey
>M
embers of both
communities
> Online community
Qualitative:
January 31, 2014
To establish strength of
interest in an area of
potential overlap
Qualitative/Quantitative:
Ethnographic and
psychographic data that
can be triangulated with
aggregate trends
>M
embers of both
communities
To understand who
might be interested in
collaborating
Qualitative:
Social structure and norms
> Gatekeepers
> Open-ended
Interviews
> Survey
> Gatekeepers
>W
hat projects have
they funded?
>H
ow successful have
these efforts been?
Qualitative/Quantitative:
Who is involved and what
are they doing?
> Gatekeepers
> Open-ended
Interviews
> Gatekeepers
Qualitative/Quantitative:
Who is involved and what
are they doing?
> Gatekeepers
>M
embers of both
communities
> Gatekeepers
>M
embers of both
communities
To understand the
context in which the
startup community
operates
Quantitative:
> Performance metrics
> Historical data
> Trends
> Online
> SBA
> Kauffman
Foundation
Secondary Research
> Gatekeepers
> SBA Representative
> Kauffman Foundation
Quantitative:
January 27, 2014
124
Survey Questions
TARGET
QUESTIONS
The survey will be open to members of each of the target audience groups.
BACKGROUND
To understand the beliefs, values and attitudes of the startup and design communities, a single survey has
been designed to gather data that will be used to inform the creation of existing mental models and to
serve as a method of triangulation for the data gathered in open-ended and semistructured interviews.
VALIDATION
Establishing the mental model the respondents hold of themselves will be the key method of validating the
subsequent responses to the survey questions. Validation will be performed in Question 1. This data will
also be used to map respondents into the target categories.
SURVEY TOPICS
> Startups, Design, Design Thinking
> Iterative Process
> Relationship to Quality
> Risk Tolerance, Failure, Change
> Bright Spots: Areas of success
> Ambiguity: Areas of challenge
2. Im a:
(check all that apply)
O Designer
O Writer
O Researcher
O Inventor
O Entrepreneur
O Programmer
O Investor
O Other (Text Entry Box)
125
Survey Questions
4. Opinions About Work
Never | Almost Never | Sometimes | Almost Always | Always (Likert Scale)
> Doing great work leads to more work
> Sometimes good is good enough
> The end goal is more important than the steps along the way
> Its critically important to get it right before revealing it
5. Attitudes Toward Risk
Never | Almost Never | Sometimes | Almost Always | Always (Likert Scale)
> Id rather risk failure than not accomplish my goals
> Its not a risk unless you have skin in the game
> A companys reputation and number of years in business make it less
risky to work for
> The size of the risk is proportional to the size of the reward
> The opportunity to learn and grow far outweigh any risks when
working in a startup
126
Open-Ended Interviews
TARGET
INTERVIEW TOPICS
Gatekeepers are representative members of the startup and design communities. These are the
established entrepreneurs and seasoned creatives target groups.
BACKGROUND
It is important to quickly build trust and understanding with the gatekeepers that represent the startup and
design communities in order to facilitate greater access to their core audiences. Open-ended interviewing
techniques will be used with this audience to allow them greater freedom to elaborate and express their
opinions on the topics of focus for the study. This audience could be considered outliers in that they
represent the highest levels of achievement within their respective domains.
VALIDATION
Establish the background and experience level of the interviewee by reviewing resumes and by listening
for cues to the following information in the course of the interview:
> Higher eduction degrees earned, areas of focus, research
> Previous work experience, companies, network
> Locations, date and scope of work experience
> Industry segments and sectors worked in
127
QUESTIONS
These are the startup leaders and designers that represent the active doers within the target groups.
BACKGROUND
Semistructured interviews are an effective tool for consistently and efficiently guiding the conversation
with leaders in startup organizations and busy working professional designers.
VALIDATION
At the beginning of each interview, the interviewees will be asked specific questions about their
educational background and current occupation.
INTERVIEW TOPICS
> Startups, Design, Design Thinking
> Iterative Process
> Relationship to Quality
> Risk Tolerance, Failure, Change
> Bright Spots: Areas of success
> Ambiguity: Areas of challenge
128
Figure 54. Initial Business Model Canvas. Authors image, March 11, 2014.
129
SUMMARY
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
130
SUMMARY
The value proposition relies heavily on a perceived
barrier to entry for designers into the startup community
based on several factors uncovered in research.
Ultimately, the central idea that there is value in
connecting entrepreneurs with designers in a limitedtime commitment, collaborative environment would
need to be tested with a potential partner using MVP
practice.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
131
SWOT: Channels
BLOCK
> The proposed channels offer efficient and
effective reach matched to Customer Segments
>M
ultiple touchpoints offer diversified channels of
delivery matched to Channel Phases
SUMMARY
The chosen channels of delivery for early stage, realworld testing of concept are matched to the Customer
Segments and the desired Customer Relationship model
of Personal Assistance and Co-Creation. Upon gaining
validated learning these channels may need to be
reviewed to attain efficiency in order to scale up.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
132
SUMMARY
Customer Relationships are essential to the concept
as evidenced in the high-touch nature of many of the
interactions within the customer journey map. Further
establishing credibility and extending the growth of
relationships is critical to early stage success.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
133
SUMMARY
Essentially, LaunchHour is a startup organization.
As such, Revenue Stream data is based purely on
projection and judgment, and would need to be modeled
and tested using Lean Startup methodology to establish
relevance and validity.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
134
SUMMARY
In early stage work, the Key Resources are the
experience and expertise of the founder. Areas of
the business model that fall outside of this should be
examined for outsourcing. An example of this is venue
and catering services.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
135
SUMMARY
Key Activities in early stage work include establishing
content for the Pecha Kucha presentation, creating a
format and detailed design for activities, identifying
opportunities, building network contacts, scheduling
presentations, and creating the brand and its
touchpoints. These activities can all be performed inhouse. Once the concept is ready for testing, other key
activities can be outsourced.
WEAKNESSES
OPPORTUNITIES
THREATS
136
SUMMARY
Key Partners could provide access to Customer
Segments, venues and resources for shared value
creation. One potential partner could benefit from
content creation for an existing workshop series as well
as from activities complementary to their core business.
Others have natural channel access and facilities for
hosting events.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
137
SUMMARY
As with any startup venture, bootstrapping will be a key
success factor in order to control costs while seeking
validated learning from testing.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
138
Time
1:08-1:18 (10)
Problem Statement
Participants
12:50-1:00 (10)
1:00-1:02 (2)
1:18-1:28 (10)
1:28-1:38 (10)
To allow participants
to enter venue, get
lunch and find a seat
Materials
Catered lunch
Name tags
Set-up
Tables set up in
design charette style
To introduce the
discussion themes
for the hour
Set-up
Tables set up in
design charette style
To provide an
opportunity for
participants to meet
and network with the
next participant
Tables set up in
design charette style
To provide an
opportunity for
participants to meet
and network with the
next participant
Tables set up in
design charette style
To provide an
opportunity for
participants to meet
and network with the
next participant
Tables set up in
design charette style
To provide an
opportunity for
participants to meet
and network with the
next participant
Tables set up in
design charette style
5 tables
Chairs
1:38-1:48 (10)
1:02-1:08 (6)
Materials
Intent
To begin discussion
between participants
To introduce them to
others viewpoints
Intent
1:48-1:58 (10)
Laptop
Projector or TV
Ensure screen is
viewable for
participants
March 3, 2014
Page 1 of 3
March 3, 2014
Page 2 of 3
139
Time
1:58-2:00 (2)
Intent
Materials
Set-up
Laptop
Projector
Partner event
slides
March 3, 2014
Page 3 of 3
NOTES
140
NOTES
141
NOTES
142
NOTES
143
NOTES
144
NOTES
145
146
Consent Form
Informed Consent Form
_______________________________________
Research Participant Name
_______________________________________
Date
147
148
KEY TAKEAWAYS
NEVER
ALMOST NEVER
SOMETIMES
ALMOST ALWAYS
ALWAYS
Figure 60. Synthesis Test of Survey Question 4. Authors image, March 11, 2014.
149
KAWASAKI (2004)
> Startup mindset
> Meaning making
RIES (2011)
> New model, BML loop
> Rapid, iterative innovation
DIFFUSION OF
INNOVATIONS
MEETING CHALLENGE OF
DISRUPTIVE CHANGE
CORE IDEAS
PINK (2006)
> Rapid change
> Innovation requires new thinking
> Left Brain/Right Brain
Balance = Advantage
DESIGN OF BUSINESS
MARTIN (2009)
> Knowledge funnel: Mystery,
Heuristic, Algorithm
> Balanced thinking
> Abductive reasoning/logical leap
> Mastery
CHRISTENSEN/OVERDORF (2000)
> Immense resources, process and
values as limiting
> Values dictate cost-structure
> Susceptibility to market shifts/
innovation
WICKED PROBLEMS
BUCHANAN (1992)
> Determinate/Indeterminate
nature of work
> Design thinking
LATERAL THINKING
GODIN (2007)
> Strategic quitting
> Focused starting/best in world
> Space between start & mastery
DE BONO (1973)
> Learning to see the unseen
> Thinking differently than trained
INTENT
JOHANSSON (2006)
> Multi-disciplinary collaboration
> Fostering innovation
HEATH & HEATH (2010)
> Managing change
> Integrated analytical, emotional
and situational approach
TOOLS
OPPOSABLE MIND
MARTIN (2009)
> Models
> Stance: Tools, Experience,
Mastery
> Integrative/Design Thinking
> Methodology/Theory
GLADWELL (2013)
> The unseen advantage/limits
> New models are possible
THE DIP
METHODS
SWITCH
GODIN (2012)
> A changed world
> Connection
> Meaningful work
> Our mental model of the world
may not reflect new reality
ROGERS (2003)
> How innovation happens
UNSTUCK
ZAG
NEUMEIER (2007)
> Onliness, differentiation, white
space of brand as competitive
advantage = innovation
FOSTERING INNOVATION
& CREATIVITY IN TEAMS
BUSINESS MODEL
GENERATION
PRATHER (2009)
> Practical process for managing
innovation
> Agents of stability/change
VISUAL DISPLAY OF
QUANTITATIVE INFO
TUFTE (2001)
> Ethical, aesthetic and efficient
data display
STANDARDS
FRAMEWORKS
ESSENTIAL
ETHNOGRAPHIC METHODS
DESIGN RESEARCH
LAUREL (2003)
> The Fuzzy Front End
MANAGING DESIGN
PROCESS
JONES (2011)
> Concept through completion in
design process
THEORETICAL
THINKING
PRACTICAL
Figure 61. Literary Concept Map. Authors image, March 11, 2014.
150
List of Figures
Figure 1. Startup incubation capabilities matrix depicting competitor and
collaborator capabilities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Figure 11. Question 6: Beliefs about design and designers showing survey
respondents answers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Figure 30. Startup model visualizing values, beliefs and attitudes within the
startup community.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Figure 31. Design model visualizing values, beliefs and attitudes within the
design community. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Figure 33. Triad models of quality, cost and learning objectives in startup and
design context.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
Figure 34. Design process with startup view of data collection and iterative
process phases.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
Figure 35. Charting areas of divergence between startup and design culture
across continuums.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Figure 58. Working wall update 4 synthesis of survey data.. . . . . . . . . . . 143, 144
Figure 60. Synthesis test of survey question 4 visualizing respondent data
with multiple color codes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148
Figure 61. Literary concept map connections across literary sources. . . . . . . . 149
ACKNOWLEDGMENTS
152
Dedication
I dedicate this work to my girls. You are the central characters in the storyline
of all of my dreams and have graciously sacrificed many hours of family time
so I could pursue one part of that dream. It is my sincerest hope that the gift of
time you have given will be returned tenfold as a lifetime of experiences made
possible because your father and husband had the moxie to never settle.
153
Acknowledgments
A deep and heartfelt thanks to my mentor, David Brincks, for encouraging me
to pursue my degree and for spending endless hours listening, encouraging,
questioning, and providing the perspective and boundless wisdom I needed
as I endeavored to make meaningif we only knew then what we know
now. Im ready for the next chapter and I look forward to writing it with you.
To the members of the startup and design communities in Columbus that
were so receptive and supportive of this project, I extend my gratitude. You
know who you are. I look forward to collaborating with you in the future as
we work to make the vision presented here a reality.
To my classmates at SCAD, who have jokingly referred to me as their Most
Intimidating, Most Pedantic and Most Visible Classmate, this part may be
done, but know I am always here for you.