Design Thinking

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Design Thinking

  1. 1. lsoftware development e a n Design Thinking First of All – Design the Right Thingmary@poppendieck.com Mary Poppendieck www.poppendieck.com
  2. 2. The Design Problem The Design of Design Understand the problem “Deciding what to design is the hardest part of the design task. … A small team is much better [at this] than an individual.”Iterate Design a solution “Design isn‟t just to satisfy requirements, but also to uncover Iterate requirements. … Design isn‟t simply selecting from alternatives, but also realizing their existence.” Implement the design “One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, 2 November 11 Copyright©2011 Poppendieck.LLC l e a n costly, or embarrassing miscommunication abound.”
  3. 3. The Single Owner Problem The Design of Design Understand the problem “Deciding what to design is the hardest part of the design task. … A small team is much better [at this] than an individual.”Iterate Design a solution “Design isn‟t just to satisfy requirements, but also to uncover Iterate requirements. … Design isn‟t simply selecting from alternatives, but also realizing their existence.” Implement the design “One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, 3 November 11 Copyright©2011 Poppendieck.LLC l e a n costly, or embarrassing miscommunication abound.”
  4. 4. What is Design Thinking? Diverse Design Team Framing  Observe the Situation  Conceptualize the ProblemReframe* Ideation  Obtain Customer Insights Iterate  Visualize/Prototype Ideas Experimentation  Try Tentative Solutions*Pivot 4  Refine Mental Models November 11 Copyright©2011 Poppendieck.LLC l e a n
  5. 5. Design ThinkingHow Might We Improve the Shopping Experience? Multiple Perspectives Time Constraints Go and See Brainstorm Prototypes Convergence Build to Learn Critical Evaluation5 November 11 Copyright©2011 Poppendieck.LLC l e a n
  6. 6. The Imagination Problem The Design of Design Understand the problem “Deciding what to design is the hardest part of the design task. … A small team is much better [at this] than an individual.”Iterate Design a solution “Design isn‟t just to satisfy requirements, but also to uncover Iterate requirements. … Design isn‟t simply selecting from alternatives, but also realizing their existence.” Implement the design “One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, 6 November 11 Copyright©2011 Poppendieck.LLC l e a n costly, or embarrassing miscommunication abound.”
  7. 7. Design the Experience7 November 11 Copyright©2011 Poppendieck.LLC l e a n Simulates the Flying Experience – Not the Buying Experience
  8. 8. Disruptive Design GE Healthcare “Our engineering and marketing teams now interact closely with the customers here [in India] to understand Kjell Kristoffersen Chief Engineer their requirements. We look at their work flow, their environmental limitations, their profitability issues and other factors and we then price, design and manufacture the products accordingly”** **Ashish Shah, General Manager, GE Healthcare Technology - India The Vscan: $8000 Ultrasound unit the size of a mobile phone. Based on designs originating in China, it is revolutionizing global healthcare.“We realized that the biggestimpediment was that we wereselling what we were making[rather than] making what thecustomers here needed.”**V. Raja, president and CEO of GE Healthcare-South Asia.8 November 11 Copyrignt©2011 Poppendieck.LLC l e a n The MAC-i: ~$500 – EKG’s for Rs 9
  9. 9. The Divorce Problem The Design of Design Understand the problem “Deciding what to design is the hardest part of the design task. … A small team is much better [at this] than an individual.”Iterate Design a solution “Design isn‟t just to satisfy requirements, but also to uncover Iterate requirements. … Design isn‟t simply selecting from alternatives, but also realizing their existence.” Implement the design “One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, 9 November 11 Copyright©2011 Poppendieck.LLC l e a n costly, or embarrassing miscommunication abound.”
  10. 10. Don‟t Divorce Design From ImplementationDomain Experience Concurrent EngineeringDesigners and implementers Implementerswork at the job they are intimatelyare automating. involved in the(Canadian Air Traffic design process.Control System.)Cross-Functional Teams Incremental DevelopmentThe team includes and Iterative Deliverypeople from every Build a minimum-functionfunction necessaryfor success, and has version that works anddirect contact with give it to users. Getusers from the onset.10 November 11 Copyright©2011 Poppendieck.LLC l e a n feedback. Repeat. See Fred Brooks: The Design of Design
  11. 11. Systems Engineering Decades of successful software development without detailed requirements, a backlog of stories, or long list of features and functions.Control projects with the critical-few results that define value. People do not do development projects to get function, features and stories. Most of our so-called functional requirements are not actually requirements. They are designs to meet unarticulated, higher-level, critical requirements.Give developers the freedom to discover how to deliver those results. The worst scenario I can imagine is when we allow real customers, users, and our own salespeople to dictate „functions and features‟ to the developers, carefully disguised as „customer requirements‟. Maybe conveyed by our product owners. If you go slightly below the surface of these false „requirements‟ you will find that they are not really requirements. They are really bad amateur design for the „real‟ requirements. Let developers engineer technical solutions to meet the quantified requirements. This gets the right job (design) done by the right people (developers) towards11 November 11 Copyright©2011 Poppendieck.LLC l e a n the right requirements (higher level views of the qualities of the application). From: Value-Driven Development Principles and Values by Tom Gilb, –Agile Record, July 2010
  12. 12. The Linear Thinking Problem The Design of Design Understand the problem “Deciding what to design is the hardest part of the design task. … A small team is much better [at this] than an individual.”Iterate Design a solution “Design isn‟t just to satisfy requirements, but also to uncover Iterate requirements. … Design isn‟t simply selecting from alternatives, but also realizing their existence.” Implement the design “One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, 12 November 11 Copyright©2011 Poppendieck.LLC l e a n costly, or embarrassing miscommunication abound.”
  13. 13. The Fastest Learner Wins Model Build Learn Measure13 November 11 Copyright©2011 Poppendieck.LLC l e a n
  14. 14. The Lean StartupAgile Vs. Lean StartupAdapted from similarchart posted by Joshua Agile Lean StartupKerievsky, IndustrialLogic Blog† August, 2011 Product Roadmap Business Model Canvas Product Vision Product Market Fit Release Plan Minimal Viable Product Iteration Build-Measure-Learn Loop Iteration Review Persevere or Pivot Backlog “To Learn” List User Story Hypothesis Continuous Integration Continuous Deployment Definition of Done Validated Learning†https://elearning.industrial Acceptance Test Split Testlogic.com/gh/submit?Action=PageAction&album=blog200 Customer Feedback Cohort-based Metrics9&path=blog2009/2011/agileVsLeanStartup&devLangua On-Site Customer “Get Out Of The Building” l e a nge=Java Product Owner Entrepreneur 14 November 11 Copyright©2011 Poppendieck.LLC
  15. 15. lsoftware development e a n Thank You! More Information: www.poppendieck.commary@poppendieck.com Mary Poppendieck www.poppendieck.com

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