Mit Service Design zur Produktvision (Slides are mainly English)

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How does service design help agile teams to develop a product vision? Learn more about way of working of service designers. …

How does service design help agile teams to develop a product vision? Learn more about way of working of service designers.

Presentation was held via ALE Hangout and during World Usability Day 2013 in Hamburg. Slides revised.

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  • 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
  • 3. © JensOttoLange.de 3
  • 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
  • 5. Agile © JensOttoLange.de 5
  • 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
  • 7. Agile software ! development with! Scrum! © JensOttoLange.de 7
  • 8. Whirls instead of waterfalls the big jump step by step © JensOttoLange.de 8
  • 9. Empiric process control Risk reduction © JensOttoLange.de 9
  • 10. Scrum Scrum © JensOttoLange.de 10
  • 11. Scrum Product Delivery Dev Team Requirements Product Owner Process Scrum Master © JensOttoLange.de 11
  • 12. Scrum ? © JensOttoLange.de 12
  • 13. Lean Start-up The Product Vision …! What and Why? Credits: Stefan Haas, PoDoJo.com © JensOttoLange.de 13
  • 14. WHY HOW The why drives strategy! Golden Circle WHAT Golden Circle by © JensOttoLange.de Simon Sinek 14
  • 15. Service Design © JensOttoLange.de 15
  • 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
  • 19. Service Design is driven by mobile. © JensOttoLange.de 19
  • 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
  • 21. Photo: flickr/clasesdeperiodismo - Ester Vargas design ! challenge always on, all in one! anywhere, anytime digital self services © JensOttoLange.de 21
  • 22. Tesco Südkorea QR-Shopping Photo: Gatwick Airport © JensOttoLange.de 22
  • 23. Car2Go © JensOttoLange.de 23
  • 24. Product! Service! Mind Set Mind Set static! time-based! tangible! intangible! functions! interactions! object focus user focus © JensOttoLange.de 24
  • 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
  • 27. Service design explores the customer’s journey. © JensOttoLange.de 27
  • 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
  • 30. It’s easier to register on a big screen … © JensOttoLange.de 30
  • 31. Where to go?
 Maybe „services“ … © JensOttoLange.de 31
  • 32. © JensOttoLange.de 32
  • 33. © JensOttoLange.de 33
  • 34. How much? © JensOttoLange.de 34
  • 35. Yes, Bahncard!! Complicated! © JensOttoLange.de 35
  • 36. Not that easy … © JensOttoLange.de 36
  • 37. 123456709 876543T_S9 © JensOttoLange.de 37
  • 38. Arrived in Berlin … Where to go? © JensOttoLange.de 38
  • 39. :-) © JensOttoLange.de 39
  • 40. © JensOttoLange.de 40
  • 41. ? © JensOttoLange.de 41
  • 42. © JensOttoLange.de 42
  • 43. ? © JensOttoLange.de 43
  • 44. Bahncard?! EC Card? © JensOttoLange.de 44
  • 45. Number out dated © JensOttoLange.de 45
  • 46. I call via app … © JensOttoLange.de 46
  • 47. © JensOttoLange.de 47
  • 48. Ok, let’s go! © JensOttoLange.de 48
  • 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
  • 52. Product vision! for a digital service © JensOttoLange.de 52
  • 53. Service Design Thinking Empathize Theme The customer 
 is your hero © JensOttoLange.de Problem Co-Create Prototype Integrate siloed
 perspectives Iterate Concept Optimize with real feedback 53
  • 54. Interview, observe, explore users © JensOttoLange.de 54
  • 55. Create a persona (sample) © JensOttoLange.de 55
  • 56. Frame problem © JensOttoLange.de 56
  • 57. Collaborate to co-create ideas © JensOttoLange.de 57
  • 58. Co-creation builds divers teams silos team Theme Problem Theme Problem Prototype Concept Problem Theme © JensOttoLange.de 58
  • 59. Develop a story as a prototype … © JensOttoLange.de 59
  • 60. Tell to test, listen to feedback © JensOttoLange.de 60
  • 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
  • 62. Derive Elevator Pitch © JensOttoLange.de 62
  • 63. Redefine the customer journey © JensOttoLange.de 63
  • 64. Map out blueprint © JensOttoLange.de Quelle: Service Design Berlin 64
  • 65. © JensOttoLange.de Prototype interactions
  • 66. Cut story into scrum user stories © JensOttoLange.de 66
  • 67. independent Scrum User Story! As a < role > („who“) 
 I want < an action > („what“), so that < value < („why“)! small © JensOttoLange.de 67
  • 68. Agile teams © JensOttoLange.de 68
  • 69. Requirements Product Owner Scrum balance of power Product Delivery Dev Team © JensOttoLange.de Process Scrum Master 69
  • 70. Designers work on the big picture Devs work on digits © JensOttoLange.de 70
  • 71. Development: slice by slice Design: from rough to fine © JensOttoLange.de 71
  • 72. Designers work with Product Owner Requirements Delivery Product Team Dev Team Product backlog Sprint backlog Sprint Planning Designer Customer © JensOttoLange.de 72
  • 73. Asynchronous rhythm works best Designer Developer © JensOttoLange.de Review Support Design Research Sprint 73
  • 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
  • 77. Designers and developers should work on mutual understanding. © JensOttoLange.de 77
  • 78. How to ! collaborate? Session results bar camp „scrum for designers“ 
 at Service Experience Camp Berlin Sept. 2013 © JensOttoLange.de 78
  • 79. WHY HOW WHAT Golden Circle by © JensOttoLange.de Simon Sinek Designers ! help 
 Product ! Owners 
 defining ! the „why“ 
 & „what“ 79
  • 80. Service Design + Agile ! Agile Design © JensOttoLange.de 80
  • 81. About Service Design … Hamburg Meet-up Service Design 4. December Hamburg Jam Weekend 22. - 24. November Roomsponsor © JensOttoLange.de 81
  • 82. Design Coach! Digital Innovation Facilitor! ! Workshops! Training! Projects! ! @jensottolange! www.jensottolange.de 82