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The Design Sprint was created by Jake Knapp at Google. It is built upon the idea that, in a maximum of one working week (it was originally 5 days, but nowadays the format is set at 4 days) you bring as many relevant disciplines together as you can in a pressure cooker work session. You start by identifying the customer’s problem and bringing clarity to the design sprint question. Then you brainstorm about possible solutions and test a prototype of the chosen solutions with real end users. The Design Sprint is a specific method of Design Thinking.
4-day Sprint
The Design Sprint aims to validate a solution to an issue as quickly as possible. In the 4-day Design Sprint, what needs to be done and when it is done is decided minute by minute. Every participant in the Design Sprint makes an active contribution so that all expertise is used optimally. Days 1 and 2 are spent exploring the problem and devising solutions. After 2 days, the concept is in the pipeline and on day 3 we work on a prototype. This prototype is validated with user tests on day 4.
2 days with stakeholders
In the beginning, when the Design Sprint was not so well known, we encountered some resistance from clients. Product owners and marketing managers struggled with the idea of asking all key stakeholders to block their calendars for a week. At iO we have already made accommodations for this. It is often enough to ask the stakeholders to attend for the first two days. We use the two days to ask all the big questions and to clarify the problem. Possible solutions are devised and the solution that offers the most development potential is selected. On days three and four, the design team and the client work to develop the prototype and test it with the intended target group. This requires minimal investment.
Everyone on the same level
We know from experience that the close cooperation that develops in a Design Sprint is beneficial to both our clients and our colleagues. You can work much more efficiently when everyone is on the same level. By bringing all stakeholders and departments together, from the beginning of the idea to the tested prototype, everyone feels responsible for the decisions that are made along the way and for the outcome of the process.
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Formulate a problem, not a solution
A suitable question for a Design Sprint identifies a problem, not a solution. If the client already has a specific solution in mind, it’s impossible for a Design Sprint to add any value. For example, the following issues are unsuitable because they already contain a suggested solution:
"We want an app that guides people on how to make healthy food choices."
"How can we give the exam waiting room a calming appearance?"
"Where can we apply conversational interface to our services?"
The trick is to find the question behind the question. During day 1 of the Design Sprint, you will start sharpening the focus of the sprint question. Make sure there is enough slack in the question for multiple possible answers. Below you will find some less leading, more suitable issues:
"How can we encourage the citizens of our municipality to eat healthier?"
"How can we make the experience of the driving test less stressful?"
"How can we reduce the number of customer service calls about the delivery of the package?"
Find the right level of abstraction
A perfect issue for a Design Sprint is not too broad and not too specific but inhabits the golden mean.
Too broad: "How can we reduce waiting times in our hospital?"
Too specific: "The timeline on the page about treatment X is not clear, how can we improve that?"
Golden mean: "The course of treatment X is unclear for our patients. How can we reassure new patients and make what awaits them easier to understand?"
If you make the scope of your question too broad, you will drown in the details of the issue and you will puzzle endlessly. The inclusion of too many variables creates a so-called wicked problem. When the scope is too narrow, the team lacks space for creative thought and the same arguments circulate: "Which text/color/order is the right one here?" This restricts the progress of the design sprint and fails to use the multidisciplinary insights of the team. The group then works together to improve a snapshot instead of coming up with a solution to the client problem. A sprint question with the right scope looks just a little wider than the problem itself and makes space for different solutions: "Our patients indicate that the procedure of the treatment is unclear."
Formulate a user problem, not a business problem
The formulation of the issue should identify a user problem, not a business problem:
Business problem: "There has been too little growth in recent months. How can we attract more customers?"
User problem: "Young people think too little about their financial future. How can we make our financial planner more relevant and attractive to 20 to 30-year-olds?"
If you start with a business problem or a KPI question, you will spend 4 days fruitlessly speculating about hypotheticals with your team ("Why could the conversion rate have dropped?") At this stage you are at risk of finding solutions for 'potential causes'. It’s more beneficial to try to find out what the client thinks the underlying reason for the business problem is and work out a solution for it.
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Whitepaper: Creating exceptional customer journeys with a Digital Experience Platform
In markets that are saturated with options and with customers that are overloaded with choices, it's an exceptional customer experience set will set you apart. A Digital Experience Platform can help you accomplish this - and we'll tell you how.Read moreWhite paper
Every experience matters: Unravel customer experiences with the Experience Model
Your brand has to compete with an unprecedented number of messages and stimuli for attention. To stand head and shoulders above the rest, it is essential to offer distinctive customer experiences. And that starts with a deep understanding of customer experiences.Read moreWhite paper
AI beyond technology, your AI guide to business value
AI is everywhere. The challenge is how to make it tangible. It is no longer just about the technology, but about the business value and integration into processes. In this white paper we take you through the developments that affect your business and revenue.Read moreWhite paper
16 tips to make your marketing and digitisation budget for 2025 smarter
The 2024 summer holidays are behind us and it's time for organisations to set their budgets for 2025. And that is often a more difficult task than we would like to admit. We wouldn't be iO if we hadn't come up with anything to help you with that tedious task... Get 16 tips to make your marketing and digitisation budget for 2025 smarterRead moreBlog
iO guides you through the metaverse
NFTs, blockchain, Web3, metaverse: it's easy to get lost when dealing with the latest technology trends. It seems like everyone is jumping on the boat of the metaverse — and those who stay behind seem to drown. But is that really the case? And how difficult is it to do anything in the metaverse? Fortunately, our experts know how to get things done.Read moreBlog
Do your followers know you? Keep it real on social media with User Generated Content
Social media is a high-velocity train that is met with an increasing number of obstacles. Although social media is finally included in the marketing basics, there’s no simple manual for companies. Still, not unlike a complete marketing strategy, a robust social media strategy offers your brand or organisation many opportunities.Read moreBlog
The most common pitfalls in digitisation and how to avoid them
In the beginning of this year, we launched the Opportunity report 2023. A collection of visions and insights from our experts to help you get the most out of the new year. On the 9th of March during the Opportunity online live event we brought these insights live to an interested audience to speak and discuss how to ‘Accelerate your business in 2023’. In this article, we’ll share the key takeaways of the presentation of Digital Strategist Tom van Mierlo with you.Read moreBlog
Data & Intelligence: removing emotion from the boardroom
Data has been vital for some time now in demonstrating whether a marketing and sales strategy is a hit or a miss. However, the discussion is still dominated by gut feeling when analysing why strategies fail and what needs to be radically changed. By removing emotion from the boardroom, we raise marketing and sales efficiency. In the past, marketing strategies were based on what had already happened. Today, we have a high degree of predictability. Digital marketing has never been so close to certainty.Read moreBlog
What's in a name: how to choose an iconic brand name
A strong brand identity begins with a strong brand name. So determining your brand’s name has a major impact on your success as a company. How then do you come up with a name that conveys your brand values and feels like a household name to consumers? Discover how our research and creation can help you anchor your new name in your customers' hearts.Read moreBlog
Public brands must invest in a buffer for their reputation
In episode 1 of the Public Brands series: Tom van Laarhoven (UWV) and Anke Heun (Belastingdienst) on brand thinking in the public sector.Read moreBlog
We don’t campaign with advertising, but with content
The Police and the CBS (Central Statistical Office). Two household names in the Netherlands. They’re established brands. How do you manage them? Mirjam Otten and Mike Ackermans on brand thinking in the public sector.Read moreBlog
Ter Apel is not a brand asset
The IND (Immigration and Naturalisation Service) and the Netherlands Enterprise Agency (RVO). Two public organisations that are also brands. One is known to the general public, the other to a specific group. How do you manage them from a brand and communication perspective?Read moreBlog
Your organisation’s reputation is determined by your behaviour
In episode 4 of the Public Brands series: Jantien Eising from RDW (National Road Administration) and Maureen Wiersma from the CJIB (Central Judicial Collection Agency) on brand- and reputation thinking in the public sector.Read moreBlog
Why graphs are great: the power of infographics
Will you publish a story online using only text? Good luck. Chances are your reader will tune out before it even gets interesting. Don’t beat yourself up, it’s not your fault. The online world is dominantly visual: images keep the scrolling audience captivated. The alphabet alone won't cut it: when presenting data you can’t do without infographics.Read moreBlog
Visual brand design: discover the recipe for a future-proof brand
Your brand identity is your brand's personality, what you stand for and what you want to achieve. It is what sets you apart from your competitors. Astrid Vanwolleghem, design director at iO Antwerp, developed a seven-step plan for designing its outward reflection: the visual brand identity. "Anyone familiar with that step-by-step plan will understand why strong branding does not happen overnight," says Astrid. Take a walk through the plan and, along the way, get rid of some preconceptions about creating your visual brand identity!Read moreBlog
How behavioural science can help marketers understand (and influence) their customers' behaviour
Humans are not as rational as we think. To protect our brain from structural overload, we make a large part of our daily decisions 'on autopilot'. And by a large part I mean: more than 95%. Believe me, no matter how blue (DISC personality type) you are, this applies to everyone.Read moreBlog
How a sophisticated content strategy can boost your business
Having a clear online content strategy is more important than ever before and that is no surprise. The pandemic accelerated the online presence of many brands and increased digital competition. Consumers love shopping online, and we are never far away from our smartphones — we use them to pay, to scan menus, and even to track our health.Read moreBlog
Opinion article: Will our marketing plans ever be free of the 'gamble'?
Summer is slowly changing into autumn, the annual cue for the opening of the "budget season." Time to fire up the roulette wheel; redistribute marketing investments on gut feel, driven by the resources provided by management. Or are you doing it differently this year?Read moreBlog
Digital transformation: 5 statements that point to potential problems
Digital transformation touches every aspect of a business: people, processes, infrastructure, and customer relationships. Most problems that arise during a transformation process often have their origins in one or more of these aspects. How can you be alert to this?Read moreBlog
2024: the next step for analytics and tracking in a 'privacy first' world
You may not have noticed, but a lot has changed in terms of analytics and tracking over the past five years. This is partly because we've already grown accustomed to many changes, and partly because their impact has come very gradually. Half a decade ago, no one knew of the existence of a cookie banner, a year later everyone thought they could never get used to it, and today we don't know any better. We've made serious strides in terms of data regulation, and perhaps the biggest steps are yet to come in 2024.Read moreBlog
2023: a year in an era of change
Does the name Leonhard Huizinga still ring a bell for anyone? Once a popular Dutch writer, now forgotten. He made his debut in 1936 with the book 'De Gestroomlijnde Wereld'. Already a wanderer at a young age, Huizinga's book opened an unknown world to many readers. An exotic world, which seemed to be getting smaller and smaller, because it was more accessible by car, train, boat, and airplane. Faster, more comfortable and with more and more streamlining — quite literally. Curious, boundless, full of wonder. Not realising, as early as 1936, that over that same world lay the shadows of tomorrow.Read moreBlog
Our customers don't have a choice, so we take that obligation seriously
In episode 6 of the Public Brands series: Inge Rohde from CBR and Leonie van der Mark from AVROTROS talk about brand and reputation thinking in the public sector. Read the interview here or listen to the podcast.Read moreBlog
The six digital and marketing trends for 2024
The rise of AI, shifts in the social media landscape, and the end of third-party data...2023 was, to say the least, a tumultuous year. But this year, marketers and their organizations are also facing significant challenges. Discover the six digital and marketing trends that will dominate 2024 and, most importantly, how you can successfully tackle them.Read moreBlog
Discover conversational AI search
Conversational search in the form of an AI chatbot lets your website visitors interact with your content, resulting in a better customer experience.Read moreBlog
Four steps toward a flawless customer experience: the Double Diamond model
Good customer experience – say, the positive feeling that occurs and sticks when people interact with your brand – starts with a strong strategy. It requires lots of guessing, thinking, and doubting. Not to mention: hours of deciding and designing how to make it happen. So, how do you develop a strategy tailored to your organisation and goals? At iO, we use the Double Diamond model. It’s our creative guide to thinking from a problem-solver perspective. From product design to UX and far beyond, the Double Diamond model helps solve complex issues efficiently. In this blog post, we shed some light on the model, its pillars, and its possibilities, so that you can start using it to create flawless customer experiences that stick.Read moreBlog
iOS 18 and RCS: a gamechanger for brands and marketers
With the recent launch of iOS 18, the messaging service Rich Communication Services, or RCS, is finally widely available. This can have a huge impact on how brands and marketers reach their customers. In this article, we dive deeper into the ins and outs of RCS and why at iO, we believe that it will provide better experiences.Read moreBlog
7 common misconceptions about branding
Branding: a crucial part of a successful brand, yet often confused with marketing. And advertising. And corporate identity, brand strategy, and positioning. There are many assumptions about branding that are not entirely – or even completely – accurate. So, let’s clear them up once and for all.Read moreBlog
The professional communication dilemma: To email or not during the festive season.
Email campaigns during December are always a challenge. The volume of email increases steadily every month of the year and reaches a peak during the festive season. For example, MailChimp, the leading email service (according to their 2023 annual report) sends no less than 21.3 billion emails in December. Do you want to know how to make sure your festive emails reach your target audiences?Read moreDossier
Dossier: Brands & society
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Dossier: Public Brands
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Dossier: B2B - Turning B2B challenges into solutions
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Dossier: Successful marketing budgets and plans
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24 insights for 2024
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Dossier: The Opportunity Report
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Infinite opportunities: Daan Simonis (Perfetti Van Melle)
Creativity isn't just useful for building a strong campaign — it's essential. Daan Simonis (Global Media & Digital Marketing Director at Perfetti Van Melle) explains why this is the case and how a creative idea has a strong impact, especially on paid media platforms.Read moreVideo
Infinite opportunities: Wies De Graeve (Amnesty International)
Amnesty International shines a light on issues that would otherwise remain in darkness. According to Wies De Graeve (Director Amnesty International) creativity is essential for this. It helps people see that there are solutions to the world's problems —and how they can help.Read moreVideo
AI - The future is not what it used to be
Do you remember when ... the invention of the computer caused a seismic shift in the job market? People unwilling to work with computers were quickly replaced by people who were; and today everyone carries a laptop. Today the same thing is happening with AI. In this webinar, Rodger Werkhoven will share his passion for Artificial Intelligence and introduce you to OpenAI as a love brand.Read moreVideo
The Canon of Flanders: from Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter.
From Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter: the Canon of Flanders is finally here. The much-discussed list resulted in a bulky book of more than 300 pages and includes an overview of the Flemish language, culture, and history from the end of the last ice age to today. But there is also an online version: www.canonvanvlaanderen.be . iO developed this on behalf of the Commission Canon of Flanders, which received a mandate from the Flemish Government, Department of Education & Training.Read moreVideo
Primagaz & iO: a shared journey of growth and success
Discover the fruitful collaboration between Primagaz and iO in this 'Walk and Talk' video. In this video, you'll get a behind-the-scenes look at the collaborative dynamics between Primagaz and iO. We discuss how we dealt with challenges, how we exploited opportunities and what strategies we developed. We'll take you through our shared journey of growth and success, where trust and a commitment to excellence are central. This Walk and Talk is more than just a conversation - it is a celebration of a collaboration that has stood the test of time. It is a story of mutual growth, of learning and evolving, and of creating value for both organizations.Read moreVideo
Challenger Stories: Brandt & Levie turns the meat industry on its head
For Brandt & Levie, responsible production is not an afterthought, but the core business. The Amsterdam sausage maker produces animal-friendly meat according to its own recipe — exclusively from well-kept pigs. An impactful story about sustainability in an industry that sometimes struggles to find it.Read moreVideo
Challenger Stories: Natuurhuisje protects local biodiversity
Natuurhuisje is not just a booking platform for holiday homes, it's a full-fledged climate company. Nature is at the heart of everything they do, and it's — in their own words — their responsibility to protect it. The booking platform is merely a means to that end. That's why Natuurhuisje donates part of its revenue back to local projects to improve biodiversity.Read moreCase
How to make propane irresistible with creative marketing?
Propane as an energy source was in need of recognition, by all who were living off-grid to be more precise. We managed it on behalf of gas specialist Primagaz, with creative 360° campaigns - both online and offline. Read the case study!Look at this client storyCase
How do you build a global B2B platform tailored to foodservice professionals?
How to build a multi-site, multi-language, global B2B platform for lead generation and online branding - iOLook at this client storyCase
How a down-to-earth audit paves the way to the ideal digital tools?
With an efficient platform audit, our experts helped Ebema make the most appropriate choices.Look at this client storyCase
How do you launch a new brand in the mobility industry?
iO and AutoRepairGroup ‘we restore everything, even your smile’ – partnering to build brand awareness in the mobility sector.Look at this client storyCase
How can a Flemish brand get a foothold in the Walloon market?
iO helps Torfs, the Flemish shoe giant, to position itself better in the Walloon market and as a fashion player. Read more about this case.Look at this client storyCase
how do you enhance the impact of the newsletter for a telecom giant?
Optimizing Content and Presentation: How iO Transformed Proximus' Newsletter Engagement. Read the case here.Look at this client storyCase
How to optimise and increase the conversion rate in specific target audience groups?
Maximizing ROI: iO's Approach to Boosting Conversion Rate in Beobank's Campaigns. Read the full story here.Look at this client storyCase
How to combine rebranding and site redesign for a better user experience?
Creating a Cohesive Platform: Assuralia's Rebranding and Site Redesign for Enhanced User Experience Read the story here.Look at this client storyCase
How to use social networks to modernise your digital communication?
Modernizing Automotive Digital Communications: Unleashing the Potential of Social Networks. Read the story here.Look at this client storyCase
How do you convert festival- goers into active members of your community?
From Festival Wristbands to Online Accounts: Converting Festival-Goers with Effective Paid Media. Read the story here.Look at this client storyCase
How do you strengthen your market position as a recruitment and staffing expert with a new brand?
YER is already big but aspired to double their presence in the world of recruitment and selection and secondment. iO helped them with creating a new brand, internal branding, external activation online and offline and bringing 3 websites into 1 site for all target groups.Look at this client storyCase
How to guarantee swift intervention for water and gas leaks through a centralized business app?
Discover how we customised a business app that semi-automatically schedules the most efficient solution and produces quick reporting.Look at this client storyCase
How do you launch a completely new brand for a global leader in marine recreation?
Read how we worked with Brunswick to create a full branding and international go-to-market strategy to launch their latest brand Navan.Look at this client storyCase
How can a network manager ensure we navigate the energy transition successfully?
Discover how awareness, behaviour change, and hyper-local personalization lead to cost efficiency and relevance at the right moment.Look at this client storyCase
How do you make customers salivate for your brand again?
Find out how we helped cheese brand CAMBOZOLA reactivate its existing customers and attract younger generations. Read the case.Look at this client storyCase
How has fresh branding contributed to a stronger position in the market?
For Prowise, an interactive display and educational software expert, iO designed a new WordPress website complemented by a new brand voice and copy.Look at this client storyCase
Finding and offering the right location to turn a special event into a favourite memory
Discover how iO made the websites and the personal admin portal of High Profile Locaties more manageable, findable and scalable. Read the case study.Look at this client storyCase
Repositioning a meat brand in full transition
Discover how iO helped Imperial transform into a future-proof food brandLook at this client storyCase
How to deliver a consistent brand experience across 35 countries
How do you develop a digital and internationally deployable retailer concept that takes your customer experience to the next level?Look at this client storyCase
How to catch the attention of students who swipe away every ad?
Discover how Avans University of Applied Sciences and iO attracted over 20,000 new student choosers with creative, data-driven campaigns. Learn strategies that hold Gen Z's attention and create strong brand connections. Get inspired and discover how to entice your target audience.Look at this client storyCase
Clear communication & vision for stakeholders
Communication, internal & external, is important for Brussels Airport. Read here how iO supports the airport in this.Look at this client storyCase
How do you optimise a colourful campaign with data?
Gaining insight into the customer journey in a data-driven way with journey miningLook at this client story
Conclusion
The Design Sprint is a great method, but it cannot always be applied successfully to all issues. To carry out a successful Design Sprint you need to start with a strong question that comes directly from the client’s experience of a real problem. It is essential that the initial question does not already contain the suggestion of a possible solution within it, and that the question is focused on the correct medium and scope. At iO we love helping you to work through the sprint process.
Case Jeroen Bosch Hospital
How do you improve the waiting experience at the Emergency Department?
Everyone that visits the Emergency Department (S EH) of a hospital in the Netherlands knows that the term emergency can be a fluid and relative concept. The average wait for a patient at the ED in the Netherlands is almost 3 hours. This causes a lot of frustration. For the sprint the Jeroen Bosch Hospital (JHA) in 's-Hertogenbosch asked the question: "How can we improve the waiting experience for the patient at the ED?
Of course, in a Design Sprint it’s crucial that you have the right people on board. During the JHA sprint, a mixed team of experts from the hospital (nursing, coordinators, and managers) worked with a strategist, a UX designer and a designer. This resulted in a lot of cross-pollination of ideas and insights from different perspectives. For example, it quickly became clear that the effects of any digital intervention are limited, and that it was the design and process of the ED that held the most potential for smart improvements. Impact in this sprint came from changing the arrangement of the waiting rooms and the décor in the treatment rooms. One of the important changes that were made was in reducing the amount of medical and technical terminology that is used in communication with the patient. The solutions that resulted from this combination of findings and expertise were realistic, practical, and often easy to apply.
In a design sprint, innovation and design processes that can sometimes take months because of reviews, consultations, and the availability of clients, are tested and delivered in the space of just one week. It only took four days to gain insight into the care process, to improve the waiting experience and to design and test the innovative solutions. From Post-it notes and sketches, to working prototypes on the smartphone, in the hand of the emergency room patient in less than a week.