More Related Content Similar to Mit Service Design zur Produktvision (Slides are mainly English) (20) Mit Service Design zur Produktvision (Slides are mainly English)1. Mit Service Design zur Produktvision!
Service Design in agilen Software-Entwicklungsprozessen!
!
Jens Otto Lange @ World Usability Day Hamburg!
Hamburg 13. November 2013
2. Jens Otto Lange!
Digital Innovation Facilitator, Design Coach!
Workshops, Training, Projects!
!
!
Design!
Design Thinking!
Service Design!
Brand Design!
Industrial Designer!
Marketing!
Kommunikation!
Diplom-Kommunikationswirt
!
Internet
© JensOttoLange.de
2
4. high risk
phase
4x
Cone of uncertainty
2x
Precision !
of resources !
estimate
1/2 x
time to launch
1/4 x
Initial
Concept
© JensOttoLange.de
Approved
vision
Requirements!
complete
Release!
Readiness
http://en.wikipedia.org/wiki/Cone_of_Uncertainty
4
6. Our highest priority is to
satisfy the customer!
through early and
continuous delivery of
valuable software!
http://agilemanifesto.org/principles.html!
© JensOttoLange.de
6
16. Service Design is all
about making the
service you deliver
useful, usable, efficient,
effective and desirable!
UK Design Council, 2010
© JensOttoLange.de
16
17. 10er
Service Designer
3 D + time + location Design Thinking
Services
90er
User Experience Designer
70er
Communication Designer
50er
Industrial Designer
Screens
Brands & Media
Hardware
© JensOttoLange.de
2/3 D + time Interaction Design
2 D Visual Design
3 D Product Design
17
18. Service Design!
design and implementation
across entire customer journey
Customer Experience!
design, implementation,
and management
across entire
customer journey
User Experience!
design and development
of digital interactions
„How customers
perceive their
interactions with
your company.“!
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
© JensOttoLange.de
18
20. Photo: flickr/clasesdeperiodismo - Ester Vargas
Photo: flickr/Jens Gyldenkærne Clausen
mobile
http://commons.wikimedia.org/wiki/File:Max_Sch
%C3%BCler_Junge_Frau_am_Telefon.jpg
home
© JensOttoLange.de
always on, all in one!
anywhere, anytime
http://en.wikipedia.org/wiki/File:Cpc464.computer.
750pix.jpg
http://en.wikipedia.org/wiki/
File:Jimmy_Wales_accessing_Wikipedia.jpg
mobile home
20
25. Service, product, who cares?
Past
Product
Service
Present
Product
Service
Future
Product Service System!
(Eco System)
Car
© JensOttoLange.de
Hairdresser
iPod
Car Sharing
Apple
Credits: Spath / Ganz
25
26. Service Design includes
the design of interactions
that span time and
multiple touchpoints.!
Kerry Bodine, VP Forrester Research,
Principal Analyst
© JensOttoLange.de
26
28. Persona
wants …!
!
short business trip to Berlin.!
cycle from main station
to customer’s office.
Who?
because ….!
!
Jens, Hamburg!
Design Coach!
Frequent cyclist
© JensOttoLange.de
fastest connection!
sunny day
28
29. A friend already
uses Call-A-Bike …
It’s a service of
Deutsche Bahn …
I learned they have
a mobile app …
© JensOttoLange.de
29
49. The customer’s journey …
known!
app?
how?
register?
pricing?
where?
how?
call!
aha!
ok!
Customer
Setting
Journey
Resolution
Line of Interaction
Provider
© JensOttoLange.de
49
50. … across all touch points …
pre
during
after
Touchpoints
© JensOttoLange.de
50
51. … guides the service blueprint
pre
Marketing, Sales
during
after
Service
Support
Brand: frontstage staff & frontend systems
Operations: backstage staff & backend systems
© JensOttoLange.de
51
58. Co-creation builds divers teams
silos
team
Theme
Problem
Theme
Problem
Prototype
Concept
Problem
Theme
© JensOttoLange.de
58
61. Derive Elevator Pitch!
!
Für < Persona >,
der/die < Bedürfnis >,
ist < Name > ein/e < Kategorie >,
der/die < Hauptnutzen >.!
!
Anders als < Wettbewerber >!
bieten wir < Alleinstellungsmerkmal >
© JensOttoLange.de
Quelle: Geoffrey Moore, Crossing the Chasm
61
72. Designers work with Product Owner
Requirements
Delivery
Product Team
Dev Team
Product
backlog
Sprint
backlog
Sprint
Planning
Designer
Customer
© JensOttoLange.de
72
74. Design to define, agile to refine
Graphic: Steve Blank, Bob Dorf, The Startup Owner’s Manual
© JensOttoLange.de
74
75. Designers about developers
Gains!
• logical thinking!
• known work load!
• makers!
• down to earth
Pains!
• Level of detail!
• to long to execute!
• do not commit!
• „It’s not possible“
Session results bar camp „scrum for designers“
at Service Experience Camp Berlin Sept. 2013
© JensOttoLange.de
75
76. Developers about designers
Gains!
• visualize quickly!
• prepare my work!
• involve me earlier!
• some tech background!
Pains!
• pixel counter!
• minor change = lot of work!
• asks for details, icons!
• please understand my tools!
Session results bar camp „scrum for designers“
at Service Experience Camp Berlin Sept. 2013
© JensOttoLange.de
76
81. About Service Design …
Hamburg
Meet-up Service Design
4. December
Hamburg
Jam Weekend
22. - 24. November
Roomsponsor
© JensOttoLange.de
81