The Google Design Sprint Process Overview

operates in a 5 phase process. Each phase takes approximately 1 day to perform (8 hours) and all 5 phases take approximately 40 hours to execute in full.

Like all good design processes – there is room for iteration. In fact, you are strongly encouraged to make revisions based on your first sprint and then re-iterate the last two phases (at a minimum). However, if you find your idea isn’t gaining the traction that you expected; you can also move further back and re-iterate from there.

The 5 phases of Google’s Design Sprint:

Unpack

Sketch

Decide

Prototype

Test

Unpack. Sketch. Decide. Prototype. Test. The 5 phases of Google’s Design Sprint.

Let’s take a look at each stage:

Unpack

Google’s Sprint process is designed to be run by teams rather than individuals. That means getting everyone together and ensuring that they’re all aiming in the same direction.

The ideal team will include representatives from all relevant functions and at all levels within the organization such as sponsors, senior managers, marketers, designers, developers, customer service, sales, user support, etc.

In the unpack phase, you bring everyone together and “unpack” all the knowledge of the problem within the team. It can be helpful to use an external facilitator for these meetings – they can then ask the questions necessary to help people focus and ensure that understanding is complete without anyone in the team having to lose face to do so.

You may want to include the following in your unpack event:

A presentation by the senior management representative outlining why the opportunity presented is important to the business

Competitive Reviews

Demonstrations of the problem and any bits of the solution that may already be available

A detailed walkthrough of the proposed solution

User personas

Analytical data available

The metrics of success (these should be useful business metrics and not metrics pulled out of the air)

It is important to involve the whole team in the unpack event. Do not let an individual or group dominate proceedings. The idea is to ensure everyone is on the same page and you can only ensure this if everyone is heard from.

Sketch

Once everyone is on the same page, it’s time to split the team up and get them to start working on solutions.

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