What is a Design Sprint? Why should every New Project begin with one

Simon Tratnik
  • 8
    min read
  • Simon Tratnik
    May 11, 2023

Traditional project management? It's a grind.

Lengthy timelines, misaligned stakeholders, and an endless cycle of meetings that don't seem to lead anywhere. You've seen the chaos that ensues when everyone has an opinion, but no one has a clear path forward. It's frustrating, isn't it?

When the dust settles, you're often left with more questions than answers. Is there a market for your product? Can your product solve real problems? And if so, where do you start?

Each question begets more questions, each answer unveils new challenges. But what if there was a better way? A way that didn't involve months of back-and-forth, hours of unproductive meetings, and the looming fear of launching a product that hasn't even been tested with the end user?

Welcome to the world of Design Sprints. The superhero your project deserves and definitely the one it needs right now.

But let's not get ahead of ourselves. We're going to take this step-by-step, just like a Design Sprint. You'll learn about the concept, the process, and the immense benefits it brings to your projects.

And believe me, once you try it, there's no turning back.

A collaborative group of professionals launching a project using a Design Sprint, embodying a structured, user-centered process that combines creativity and innovation to rapidly prototype and test potential solutions.

What is a Design Sprint and Why You Need It?

Design Sprint is a step-by-step one-week process going from a big challenge to having a high-fidelity prototype or a testable product at the end of the week.

Think of it as a time-travel device for your project—a quick jump into the future. Developed at Google, the Design Sprint combines business strategy, innovation, behaviour science, design thinking, and more into a rapid, user-testing process.

Why do you need it? Let's break it down.

  • Quick Insights: Traditional development is a long road. Design Sprint is fast and focused, giving you insights in weeks, instead of months.
  • Momentum: Design Sprint generates excitement and progress. It rallies the team around a shared vision, carrying motivation into development.
  • A Sneak Peek into the Future: With Design Sprint, you create a high-fidelity prototype, not just a sketch. This realistic representation is tested with real users, offering immediate feedback.
  • Risk Reduction: New products come with risks. Design Sprint condenses months of work into one week, identifying problems early. It allows for testing large investments in a low-risk environment, ensuring time and resources are well-invested.
  • Alignment: Design Sprint is collaborative, bringing together diverse perspectives for creativity and alignment, making sure everyone is moving in the same direction.

In a nutshell, a Design Sprint is your ticket to fast, focused, and user-centered product development. It's a proven approach to problem-solving and innovation—one that puts the user at the heart of your project and sets you up for success.

Now let's look who should be in the Design Sprint team.

Who Makes Up a Design Sprint Team?

A Design Sprint is not a one-person show—it’s a group effort. But who exactly should be part of this team? Here's a quick rundown of the essential roles.


Every team needs a decision-maker, someone who has the final say when there's a deadlock. The Decider is typically someone from leadership, or with a comprehensive understanding of the project's goals and constraints.


Think of the Facilitator as the team's guide. They ensure the process runs smoothly, keeps everyone on track, and fosters a productive environment. They don't contribute solutions; instead, they focus on the process. A skilled facilitator is key to a successful Design Sprint.


This person brings the design perspective to the table. They're experienced in creating user interfaces and can quickly turn ideas into tangible prototypes. They help the team visualize solutions and understand the design constraints.


Product Manager

The Product Manager understands the business goals and user needs. They bridge the gap between the user's desires, business objectives, and technical feasibility. Their input ensures the team builds a product that's not only desirable but also viable.


The Engineer provides the technical viewpoint. They can assess the feasibility of ideas and provide insights on implementation. Their input is crucial to ensure the team doesn't design something that can't be built.

User Advocate

This role is all about understanding the end-user. They could be a marketer, a user researcher, or a customer representative. Their knowledge helps the team empathize with the users and design a solution that truly fits their needs.

Subject Matter Expert (SME)

SMEs bring deep domain knowledge to the table. They help the team understand specific user needs, industry constraints, and any relevant regulations. Their input is essential in ensuring the proposed solution is grounded in reality.

A well-rounded Design Sprint team represents a mix of skills and perspectives. Each person plays a unique part, and together they turn an abstract problem into a concrete solution. It's teamwork at its best.

A dynamic image depicting a diverse group of professionals engaged in a design sprint process during a project kickoff. They are gathered around a table filled with various sticky notes and concept sketches. The atmosphere is collaborative yet focused, embodying the unique blend of individual and group work. The team members are actively discussing ideas, highlighting the action-oriented nature of the design sprint. Some individuals are seen working independently, showcasing the incorporation of solo work periods in the sprint process. This image reflects the innovative, customer-centric, and rapid idea validation principles inherent in design sprints.

The Unique Advantages of Design Sprints

Design Sprints offer several unique advantages that set them apart from traditional product development methodologies. Here's how:

  1. Integrates Individual and Group Work: Design Sprints blend the best of individual and group work. Each day begins with a collaborative session, generating a shared understanding and establishing clear goals. But it also includes solo work periods, allowing everyone to focus and contribute their ideas without groupthink or distractions.
  2. Encourages Action over Discussion: The sprint process is highly action-oriented. Instead of getting stuck in endless debates, you'll quickly transition from brainstorming to deciding, and from abstract ideas to a concrete prototype. This focus on doing accelerates progress and fosters a culture of innovation.
  3. Prioritizes Customer Engagement: Design Sprints place the customer at the heart of the process. You'll engage with real users during the testing phase, gaining valuable feedback on your prototype. This early customer engagement supports data-driven decisions and helps align your product with genuine user needs.
  4. Fosters Rapid Idea Validation: Design Sprints are all about speed. In just five days, you'll move from a problem to a tested solution. This compressed timeline allows for rapid idea validation, helping you avoid costly missteps and get your product to market faster.
  5. Promotes a 'Starting Is More Important Than Being Right' Mindset: Design Sprints celebrate the iterative nature of design. They encourage you to start, even if you're not sure you're right. It's about learning through doing, embracing mistakes as opportunities for growth, and continually refining your ideas based on real-world feedback.
  6. Provides Tangible Outcomes: At the end of a Design Sprint, you'll have a high-fidelity prototype and real user feedback—not just a report or a presentation. This tangible outcome brings your ideas to life, aids in stakeholder communication, and serves as a powerful tool for future product development efforts.

Now let's go through the Design Sprint process and break it down...


A Step-by-Step Guide to the Design Sprint Process

The Design Sprint process unfolds over five days, each with its own focus and set of activities. Here's how it goes:

The image visually represents the 5-day design sprint process, a strategic start to every project that focuses on rapid idea development and user testing. It shows a multi-disciplinary team working in a focused, collaborative effort, iterating through stages of mapping, sketching, deciding, prototyping, and validating ideas. Emphasized in the image is how this process offers organizations an efficient, outcome-oriented approach to tackling complex problems and fostering innovation.


The first day is about gaining a shared understanding of the problem. As a team, you'll map out the challenge, identify your long-term goal, and ask questions to understand your users better. You'll also list out key stakeholders and their potential influence on the product. By the end of day one, you'll have a map detailing the journey your users take when interacting with your product.


On the second day, you'll transition from understanding to ideation. Everyone will work individually to sketch out potential solutions. You'll start with quick, rough ideas, gradually refining and expanding them into more detailed solution sketches. The focus here is on quantity—generating as many ideas as possible.

On Wednesday it's time to make a decision and vote on solution concepts. Image source: Bothrs.

Day three is decision day. You'll review and critique all the solution sketches, discussing their merits and potential challenges. Then, you'll vote on the ideas that seem most promising. The winning concepts will be storyboarded, creating a step-by-step plan for your prototype.


On the fourth day, it's time to bring your storyboard to life in the form of a high-fidelity prototype. This isn't a fully functional product—it's a realistic facade that gives users the impression of a complete product. You'll work collaboratively, using tools like Sketch, Figma, or InVision to create your prototype.


The final day of the sprint is all about user testing. You'll invite real users to interact with your prototype and observe their reactions. Their feedback will provide valuable insights about what works and what doesn't, helping you identify areas for improvement. By the end of the day, you'll have a clear sense of your prototype's strengths and weaknesses, and a roadmap for the next steps in your product development journey.


The Tangible and Intangible Outcomes of Design Sprints

Design Sprints provide a range of outcomes and benefits that can be classified as tangible and intangible. Let's explore both.

A Product Designer presenting a high-fidelity prototype, created in the Figma design app, that emulates the functionality of the real product. This prototype is set for testing with real users, showcasing the rapid, user-centered development process of a Design Sprint.

Tangible Outcomes:
  1. High-Fidelity Prototype: One of the most tangible outcomes of a Design Sprint is a high-fidelity prototype. This prototype closely resembles the final product and is interactive, allowing for thorough testing and feedback. It brings an idea to life, providing a realistic representation of how the final product will look and feel.
  2. Validated Learning: Design Sprints allow for rapid learning by testing your ideas with real users. This provides valuable insights and data to guide your decisions, reducing the risk of investing time and resources into ideas that won't work.
  3. Risk Mitigation: By testing and validating ideas early in the product development process, Design Sprints significantly reduce the risk of costly mistakes and rework later on.
Intangible Outcomes:
  1. Team Alignment: Design Sprints bring together cross-functional teams and stakeholders, fostering collaboration and shared understanding. They align everyone on the same goal, improving communication and reducing misunderstandings.
  2. Innovation and Creativity: The structured yet flexible nature of Design Sprints encourages innovation and creativity. It provides a safe space for the team to explore radical ideas, leading to unique and potentially game-changing solutions.
  3. Momentum and Excitement: A Design Sprint creates a sense of urgency and excitement within the team. It generates momentum that can carry forward into the subsequent phases of product development.
  4. Customer-Centric Mindset: By involving user testing and feedback, Design Sprints instill a customer-centric mindset in the team. This approach ensures that the product remains focused on meeting user needs and providing value.
  5. Culture of Learning: Finally, Design Sprints promote a culture of learning and improvement. They emphasize the importance of testing, learning, iterating, and improving—principles that can be applied to all areas of your business.

In a nutshell, Design Sprints offer a host of benefits that extend far beyond the tangible. They foster a culture of collaboration, innovation, and user-centric design, setting your team up for long-term success.

When you start your new project with a Design Sprint, you're not just shaping a product—you're shaping your team and your future.

A Design Sprint Facilitator skillfully navigating and overcoming challenges during the process, embodying the essential role of guidance and coordination in fostering a productive, solution-focused environment.


Design Sprints are a powerful tool to fast-track innovation, reduce risks, and create products that truly resonate with users. Starting your project with a Design Sprint isn't just a good idea—it's a strategic move that can transform your product development process.

Remember, the goal of a Design Sprint isn't to arrive at a polished, market-ready product in five days. It's about learning fast, identifying potential roadblocks early, and making data-driven decisions. And most importantly, it's about developing a user-centric mindset that will guide you throughout your product development journey.

Embracing Design Sprints can feel like a leap of faith, especially if you're used to traditional project management. But once you experience the speed, the insights, and the alignment it brings, you'll wonder how you ever managed without it.

For a wealth of articles, case studies, and insights on Design Sprints and product strategy, visit our Knowledge Hub.

Remember, learning never stops. Stay curious, stay open, and embrace the journey.

And if you ever need help, our team at Human1st is here to guide you through your Design Sprint journey. We've helped numerous enterprises navigate the process and achieve remarkable outcomes.

Let's start your next project on the right foot—with a Design Sprint.

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