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A R I TA N N I N E N
AGILE SATURDAY X

DESIGN UP FRONT
v2
IS BACK!
AKA.
FUNCTION OF DESIGN IN NEW
PRODUCT BUSINESS DEVELOPMENT
NEW PROD/BIZ DEVELOPMENT

Customer
Plug

The world
Hole
Design up-front
Idea
Find customer
candidates

Build indepth customer
understanding

Capture
problems

Validate

CustomerP...
• Environment
• Persons
• Jobs
• Workflows

Build indepth customer
understanding

Capture
problems

Validate

• Remember
•...
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
DESIGN TOOL EXAMPLES
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
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...
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...
To gain customer and user
understanding, try design tools
(rather than working software).
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! v2

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Slides for my presentation at Agile Saturday X in Tallinn, Estonia on Feb 15th 2014.

Abstract:
To gain customer and user understanding, try design tools (rather than working software).

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.

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Transcript of "Design up front is back! v2"

  1. 1. A R I TA N N I N E N AGILE SATURDAY X DESIGN UP FRONT v2 IS BACK!
  2. 2. AKA. FUNCTION OF DESIGN IN NEW PRODUCT BUSINESS DEVELOPMENT
  3. 3. NEW PROD/BIZ DEVELOPMENT Customer Plug The world Hole
  4. 4. Design up-front Idea Find customer candidates Build indepth customer understanding Capture problems Validate CustomerProblem fit Problemsolution fit Productmarket fit Scaling Choose problem Develop business model Develop everything Design solution concept Create new customers Build company Validate Refine product Design & build MVP Sell Validate Model of new biz dev by Marko Taipale and Ari Tanninen
  5. 5. • Environment • Persons • Jobs • Workflows Build indepth customer understanding Capture problems Validate • Remember • Understand • Communicate to your org • Emotions, desires Design solution concept • Create ideas • Test them Validate Design & build MVP • Capture them • Communicating to customer & to your organization
  6. 6. 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
  7. 7. investment risk waiting TEST WITH USERS AS SOON AS POSSIBLE! pain
  8. 8. DESIGN TOOL EXAMPLES
  9. 9. 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
  10. 10. CASE MANAGEMENT SYSTEM AND PROCESS DESIGN GAME Image: Ari Tanninen, Gosei Oy
  11. 11. 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
  12. 12. 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
  13. 13. A P P L I C AT I O N FINAL PRODUCT Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso
  14. 14. 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
  15. 15. CONSUMER SERVICE WITH WEB TOUCHPOINTS SERVICE BLUEPRINT Image: Gosei Oy
  16. 16. CONSUMER SERVICE WITH WEB TOUCHPOINTS DRAMA Image: Gosei Oy
  17. 17. 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
  18. 18. 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
  19. 19. To gain customer and user understanding, try design tools (rather than working software).
  20. 20. Ari Tanninen ! Product development consultant 15 years software product development BEng, finishing MBA ! ari.tanninen@gosei.fi @aritanninen
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