What is a Design Sprint?
A Design Sprint is a time-constrained, five-day process for answering critical business questions through design, prototyping, and testing ideas with customers. Created by Google Ventures, it’s a “greatest hits” of business strategy, innovation, behavior science, and design thinking packed into a battle-tested process.
Why Design Sprints Matter
- Speed: Solve big problems and test new ideas in just 5 days
- Risk Reduction: Test before building expensive products
- Alignment: Get entire team on same page quickly
- Customer Focus: Real user feedback drives decisions
- Innovation: Break out of endless debates and meetings
Core Principles
| Principle | Description |
|---|---|
| Time Boxing | Strict time limits force decisions and prevent overthinking |
| Together Alone | Individual work followed by group sharing maximizes creativity |
| Tangible Progress | Each day builds toward a testable prototype |
| Real User Testing | Actual customer feedback validates or invalidates assumptions |
| Decider Power | One person makes final decisions to avoid committee paralysis |
The 5-Day Sprint Process
Monday: Map & Target
Goal: Understand the problem and pick a target
Morning Activities
Sprint Questions (30 min)
- What questions do we want to answer in this sprint?
- Write long-term goal and sprint questions on whiteboard
Map Creation (60-90 min)
- Draw how customers discover and use your product
- Keep it simple: boxes, arrows, and words
- Focus on the customer journey
Afternoon Activities
Ask the Experts (60 min)
- Interview company experts (marketing, sales, support, etc.)
- Gather existing knowledge and insights
Target Selection (30 min)
- Choose specific customer and moment to focus on
- Circle target customer on the map
- Aim for end of the story (where most risk/opportunity exists)
Tuesday: Sketch Solutions
Goal: Generate solution ideas individually
Four-Step Sketching Process
- Notes (20 min) – Review existing ideas and inspiration
- Ideas (20 min) – Quick, rough doodles of possible solutions
- Crazy 8s (8 min) – Fold paper into 8 panels, sketch 8 variations in 8 minutes
- Solution Sketch (30-45 min) – Detailed 3-panel storyboard of best idea
Solution Sketch Format
- Panel 1: Setup/context
- Panel 2: Key interaction/solution
- Panel 3: Resolution/outcome
- Make it self-explanatory with titles and annotations
Wednesday: Decide & Storyboard
Goal: Choose best solution and create blueprint
Morning: Art Museum & Heat Map
Art Museum (30 min)
- Post all solution sketches on wall
- Silent observation and note-taking
Heat Map (15 min)
- Put dot stickers on interesting parts
- No talking, just voting
Afternoon: Storyboard Creation
Speed Critique (45 min)
- 3 minutes per sketch: present, clarify, vote
- Capture big ideas on whiteboard
Straw Poll (10 min)
- Each person votes for one solution
- Mark favorites with special stickers
Supervote (10 min)
- Decider makes final choice with special stickers
Storyboard (60-90 min)
- Create 15-frame storyboard
- Plan customer’s experience step by step
- Include opening scene and call-to-action
Thursday: Prototype
Goal: Build realistic facade of your solution
Prototyping Principles
- Fake it: Prototype only what customers will see
- Focus on critical path: Build just enough to test your hypothesis
- Goldilocks quality: Not too high, not too low – just convincing enough
Prototyping Tools by Type
| Type | Tools | Best For |
|---|---|---|
| Digital | Figma, Sketch, InVision, Marvel | Apps, websites, software |
| Physical | Cardboard, 3D printing, existing objects | Hardware, packaging |
| Service | Powerpoint, role-playing, existing locations | Services, experiences |
| Marketing | Landing pages, ads, email mockups | Messaging, positioning |
Team Roles
- Maker: Does most of the prototyping work
- Stitcher: Helps collect assets and content
- Writer: Creates realistic copy and content
- Asset Collector: Gathers images, icons, sample data
- Interviewer: Writes interview script for Friday
Friday: Test & Learn
Goal: Get feedback from real customers
Testing Schedule
- 5 Customer Interviews (60 min each)
- 30-min breaks between interviews
- Team observation via live stream or one-way mirror
Interview Structure (60 minutes)
- Friendly Welcome (5 min) – Put customer at ease
- Context Questions (5 min) – Learn about their background
- Introduce Prototype (5 min) – Show them what to expect
- Tasks & Reactions (35 min) – Watch them use prototype
- Quick Debrief (5 min) – Ask follow-up questions
Taking Notes
- Capture exact quotes – Use customer’s own words
- Note emotions – Frustration, delight, confusion
- Mark patterns – Things that come up repeatedly
- Flag surprises – Unexpected behaviors or feedback
Key Techniques & Methods
Facilitation Techniques
| Technique | When to Use | How It Works |
|---|---|---|
| Time Boxing | All activities | Set strict time limits, use visible timer |
| Together Alone | Idea generation | Work individually first, then share |
| How Might We | Problem framing | Turn problems into opportunities |
| Dot Voting | Decision making | Quick, democratic way to surface preferences |
| Note & Vote | Discussions | Write ideas on sticky notes, then vote |
Problem Definition Tools
- Lightning Demos: Look at how other companies solve similar problems
- Sprint Questions: Frame the key questions you need to answer
- Long-term Goal: Define what success looks like in 6 months to 2 years
Ideation Methods
- Crazy 8s: Rapid sketching to generate many variations
- Solution Sketching: Detailed storyboard format
- Four-Step Sketching: Structured approach to developing ideas
Common Challenges & Solutions
| Challenge | Solution |
|---|---|
| Too many ideas | Use dot voting and supervote to narrow down quickly |
| Analysis paralysis | Stick to time boxes, remember “good enough” is perfect |
| Remote team coordination | Use digital whiteboarding tools, clear video calls |
| Stakeholder resistance | Involve skeptics in the process, show not tell |
| Prototype too complex | Focus only on testing core assumption |
| Recruiting test users | Use recruiting services, existing customer base, or guerrilla testing |
| Inconclusive results | Look for patterns across interviews, small sample is normal |
| Technical constraints | Address in prototype planning, fake technical solutions |
Best Practices & Pro Tips
Before the Sprint
- Get the right people: Include decider, finance expert, marketing expert, customer expert, tech/logistics expert, and design expert
- Clear calendars: Block all 5 days completely
- Set expectations: Everyone knows the commitment and process
- Prepare materials: Sticky notes, markers, timer, wall space
During the Sprint
- Start on time: Respect the schedule and process
- No devices: Keep phones and laptops closed during activities
- Document everything: Take photos of whiteboards and sketches
- Stay customer-focused: Always come back to user needs
- Embrace constraints: Time limits force better decisions
Facilitation Tips
- Energy management: Keep energy high with breaks and variety
- Quiet voices: Make sure everyone participates
- Parking lot: Capture off-topic ideas for later
- Visible progress: Show how each activity builds toward Friday
- Stay neutral: Facilitator doesn’t advocate for solutions
After the Sprint
- Share results immediately: Send summary within 24 hours
- Plan next steps: What will you build, test, or learn next?
- Document learnings: What worked, what didn’t, what surprised you
- Schedule follow-up: When will team reconvene to discuss progress
Sprint Variations
Shorter Formats
- Design Sprint 2.0 (4 days): Combine Monday/Tuesday activities
- Lightning Sprints (1-2 days): Focus on specific feature or question
- Remote Sprints: Distributed team using digital tools
Specialized Sprints
- Service Design Sprints: Focus on service experiences
- Marketing Sprints: Test messaging and positioning
- Research Sprints: Deep dive into user understanding
Essential Tools & Materials
Physical Supplies
- Large whiteboard or wall space
- Sticky notes (multiple colors)
- Sharpie markers (black, red, blue)
- Dot stickers for voting
- Timer (visible to all)
- Flip chart paper
Digital Tools
- Whiteboarding: Miro, Mural, Figma
- Prototyping: Figma, Sketch, InVision, Marvel
- User Testing: UserTesting.com, Lookback.io
- Documentation: Google Docs, Notion
- Video Calls: Zoom, Google Meet (for remote sprints)
Resources for Further Learning
Essential Reading
- “Sprint” by Jake Knapp – The original Design Sprint book
- “Design Sprint” by Richard Banfield – Practical implementation guide
- Google Ventures Sprint Toolkit – Free online resources
Online Resources
- AJ&Smart YouTube Channel – Design Sprint tutorials and tips
- The Sprint Book Website – Templates and additional resources
- Design Sprint Academy – Certification and training programs
Communities
- Design Sprint Community – Global network of practitioners
- LinkedIn Design Sprint Groups – Professional networking
- Local Meetups – In-person learning and networking
Training Options
- Google Design Sprint Certification
- AJ&Smart Design Sprint Masterclass
- Corporate workshops – Bring training to your team
Quick Reference Checklist
Pre-Sprint Setup
- [ ] Assemble right team (5-7 people)
- [ ] Book meeting room for full week
- [ ] Clear everyone’s calendars
- [ ] Gather supplies and materials
- [ ] Define sprint challenge
- [ ] Schedule user interviews for Friday
Daily Goals
- [ ] Monday: Map problem and choose target
- [ ] Tuesday: Generate solution ideas
- [ ] Wednesday: Decide on best solution
- [ ] Thursday: Build realistic prototype
- [ ] Friday: Test with real users
Success Metrics
- Clear answers to sprint questions
- Validated or invalidated key assumptions
- Prototype that effectively tests hypothesis
- 5 user interviews completed
- Next steps defined and agreed upon
Remember: The goal isn’t to build the perfect solution, but to learn fast and make better decisions. Embrace the messiness and trust the process.