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A R I TA N N I N E N
TA M P E R E G O E S A G I L E 2 0 1 3

DESIGN UP FRONT
IS BACK!
DESIGN / DEVELOPMENT

great solution!
unvalidated
design ideas

pain!
learning

job-to-be-done
patterns
concept
implementa...
investment
risk
waiting
TEST WITH USERS AS
SOON AS POSSIBLE!

pain
MOBILE
A P P L I C AT I O N
L O W - F I PA P E R
PROTOTYPE

Image: flickr / Samuel Mann
A P P L I C AT I O N
SIMULATION WITH
D E TA I L E D PA P E R
PROTOTYPE
Design & image: Eero Anttila, Johannes Koski, Karri...
A P P L I C AT I O N
FINAL PRODUCT

Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso
FUTURE
LIBRARY
SERVICE
DRAMA, LOW-FI PHYSICAL
PROTOTYPE, WIZARD OF
OZ
Concept, picture & video: Pirjo Kivistö, Marika Latv...
TA L K I N G
SPORTS
W AT C H
WIZARD OF OZ

Concept and pictures: Juho Vesanto, Marjo Karjalainen,
Sami Virtanen, Irina Yli...
CASE
MANAGEMENT
SYSTEM AND
PROCESS
DESIGN GAME

Image: Ari Tanninen, Gosei Oy
CONSUMER
SERVICE WITH
WEB
TOUCHPOINTS
SERVICE BLUEPRINT

Image: Gosei Oy
CONSUMER
SERVICE WITH
WEB
TOUCHPOINTS
DRAMA

Image: Gosei Oy
H O S P I TA L
1:1 PROTOTYPE OF
ENVIRONMENT

Juha Kronqvist, Heini Erving, Teemu Leinonen (2013):
Cardboard hospital: Prot...
Design thinking
User-centered design

Participatory design

Service design

Co-creation

Co-design
Personas

Mock-ups

Ser...
A D V A N TA G E S
• Fast feedback
!
• Validated design ideas
!
• Cheap
!
• !Stakeholder buy-in &

commitment

• Evangelis...
Working software is an expensive way of
getting user feedback when compared
with role-play or design prototypes.
Ari Tanninen
!

Product development consultant
15 years software product development
BEng, finishing MBA
!

ari.tanninen@g...
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Design up front is back!

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Slides for my 15 minute presentation at Tampere Goes Agile 2013. Abstract:

Working software is an expensive way of getting user feedback when compared with role-play or design prototypes.

I will present practical examples from the domain of participatory and user-centered design in the context of product and service development. These include various kinds of prototypes, role-play, design games, and simulations.

The advantages of these methods include super-fast iterations, committed stakeholders, and ultimately better systems and cheaper IT acquisitions.

Published in: Design, Business, Technology
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  • Nice brief. The notion of 'capabilities upfront' would be how we'd speak of this. The other notion of 'emergent' anything in the absence of not knowing what 'done' looks like seems to me to be a formula for spending money by wandering around looking for the solution.
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Transcript of "Design up front is back!"

  1. 1. A R I TA N N I N E N TA M P E R E G O E S A G I L E 2 0 1 3 DESIGN UP FRONT IS BACK!
  2. 2. DESIGN / DEVELOPMENT great solution! unvalidated design ideas pain! learning job-to-be-done patterns concept implementation moment of truth ! Ryan Singer, 37signals WAIT TIME BUILDS SPECULATION INVENTORY
  3. 3. investment risk waiting TEST WITH USERS AS SOON AS POSSIBLE! pain
  4. 4. MOBILE A P P L I C AT I O N L O W - F I PA P E R PROTOTYPE Image: flickr / Samuel Mann
  5. 5. A P P L I C AT I O N SIMULATION WITH D E TA I L E D PA P E R PROTOTYPE Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso
  6. 6. A P P L I C AT I O N FINAL PRODUCT Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso
  7. 7. FUTURE LIBRARY SERVICE DRAMA, LOW-FI PHYSICAL PROTOTYPE, WIZARD OF OZ Concept, picture & video: Pirjo Kivistö, Marika Latvala, Mia Rahkonen, Terhi Kärpänen, Mikko Tenni / Laurea University of Applied Sciences
  8. 8. TA L K I N G SPORTS W AT C H WIZARD OF OZ Concept and pictures: Juho Vesanto, Marjo Karjalainen, Sami Virtanen, Irina Ylikylä, Riikka Heloma / Laurea University of Applied Sciences User Prototype
  9. 9. CASE MANAGEMENT SYSTEM AND PROCESS DESIGN GAME Image: Ari Tanninen, Gosei Oy
  10. 10. CONSUMER SERVICE WITH WEB TOUCHPOINTS SERVICE BLUEPRINT Image: Gosei Oy
  11. 11. CONSUMER SERVICE WITH WEB TOUCHPOINTS DRAMA Image: Gosei Oy
  12. 12. H O S P I TA L 1:1 PROTOTYPE OF ENVIRONMENT Juha Kronqvist, Heini Erving, Teemu Leinonen (2013): Cardboard hospital: Prototyping patient-centric environments and services. Nordes 2013. ! http://vimeo.com/46812965 ! http://www.slideshare.net/juhak/cardboard-hospitalprototyping-hospital-env ! http://designforhealthcare.blogspot.fi/p/spring-2012cardboard-hospital.html
  13. 13. Design thinking User-centered design Participatory design Service design Co-creation Co-design Personas Mock-ups Service blueprints Prototyping Moodboards Ethnography Video Informance Wizard of Oz Scenarios Design games Customer journey Drama Role-play Experience prototype Bodystorming
  14. 14. A D V A N TA G E S • Fast feedback ! • Validated design ideas ! • Cheap ! • !Stakeholder buy-in & commitment • Evangelisation • Foster innovation & creativity • Access tacit and latent knowledge ! • Increased • User empowerment ! communication bandwidth • Empathy
  15. 15. Working software is an expensive way of getting user feedback when compared with role-play or design prototypes.
  16. 16. Ari Tanninen ! Product development consultant 15 years software product development BEng, finishing MBA ! ari.tanninen@gosei.fi @aritanninen
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