Design Sprint: running fast doesn't mean getting everywhere

In the world of design, there is a concept that returns like a summer catchphrase: Design Sprint. It is often considered the panacea that solves all time, budget and product problems. It's a pity that, in reality, things are a little more complex than they seem.

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The Design Sprint is a method developed by Google Ventures to help teams solve complex challenges and test solutions quickly, usually in four to five days. It is a structured process, which alternates moments of analysis, ideation, prototyping and testing with real users. There are those who compare it to a “design marathon”, even if - in our experience - it looks more like a 4x100 relay race: everyone runs their own stretch, but the final success depends on everyone's sprint.

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When it makes sense to use it (and when it doesn't)

The Design Sprint is at its best in the initial phases of a project, when it is not yet clear what direction to take and it is necessary to reduce uncertainty. It's especially useful to:

• when starting a new product or service;
• when it is necessary to choose between several valid but not validated ideas;
• to unlock projects stuck in infinite loops of discussions;
• in contexts where decisions must be quick and shared by multiple stakeholders.

If, on the other hand, the project is already in full development, with closed specifications and a well-defined roadmap, a Design Sprint only risks wasting time and creating confusion. It's a compass, not a motor.

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It's not a magic formula... and not even a rigid one

The “classic” Design Sprint is divided into 5 phases:

1. ‍Understand — Align the team and define the challenge.
2. ‍Sketch — Generate possible ideas and solutions.
3. ‍Decide — Choose which direction to follow.
4. ‍Prototype — Create a quick and testable version.
5. ‍Test — Validate with real users and collect feedback.

But here's the thing: it's not a dogma. You can adapt the duration to your needs, mix the steps together, shorten or deepen the phases based on the project and the availability of the team. Sometimes a two-day mini-sprint is enough, other times it makes sense to dilute activities over several weeks. What matters is not to follow the manual to the letter, but to keep the spirit of the sprint: concentration, collaboration and decision-making speed.

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What Design Sprint isn't (and doesn't do)

• It is not a universal accelerator capable of bypassing resource limitations.
• It doesn't turn bad practices into immediate successes.
• It is not a substitute for months of research, preparation, team building and development.

To pass up the idea that a weekend is enough — however long the weekend may be — to create a “done and finished” product is wrong: it's a bit like believing that you can cook a Neapolitan pizza in five minutes in the microwave and expect it to come out with a crispy frame.

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What is it really for

Ok, it's not a magic formula and it doesn't replace months of work, but the Design Sprint does something useful all right. Here are his real strengths:

• Clarify the challenge — Before starting out, it is necessary to understand what is the problem to be solved. Spoiler: it's often not what you thought.
• Filter ideas — You don't need hundreds of slides, but a few good proposals to test immediately.
• Stimulate cross-team collaboration — Marketing, development, UX, strategy: all sitting around the same table, they often discover that up to that moment they were speaking different languages.
• Accelerate decisions — It is not a development sprint, but an orientation. In other words, it's about finding a shared direction, not about implementing it in 72 hours.

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5 myths to debunk about Design Sprint

1. “In five days you have a product ready” → No! You have a testable prototype and clear indications, not the final version of the product.
2. “It's a cheap method” → No! It requires time, people and preparation. It's not free and not even Light.
3. “It works anytime, anywhere” → No! If the issue is not well defined or the team is not involved, it will be a flop.
4. “You don't need experience to do it” → No! Without facilitation or adequate skills, it risks becoming a confusing workshop.
5. “Replaces user search” → No! It speeds up the decision, but it's not a substitute for an in-depth research process.

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In summary

The Design Sprint isn't magic: it's a powerful alignment and co-creation tool, useful for quickly testing concepts — not to replace a structured development process.

If used with awareness and expertise, it can really save time and resources by guiding the team. If approached with unrealistic expectations, it makes us run very fast... but in the wrong direction!

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