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design-meets-agile-mixit14

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What is Service Design Thinking? And how does it relate to the agile world?

There is a lot buzz about service design and design thinking as means to innovate. But how do they relate to the methods and mind set of agile? What is the role of a designer in an agile organization? And how could she/he contribute to generate and increase customer value? In this presentation I gave on Mix-IT conference in Lyon in 2014, I will give a short overview about the history of design in business, explain the ideas of design thinking and service design and suggest how these disciplines could help your team to create products and services that create superior customer value.

Published in: Software, Business, Technology

design-meets-agile-mixit14

  1. 1. Design meets Agile! What is Service Design Thinking? And how does it relate to the agile world?! ! Jens Otto Lange! Mix IT 2014! Lyon, 30.4.2014
  2. 2. Design Coach! Digital Innovation Facilitor! 
 Workshops - Training - Projects
 Linkedin me! Xing me! @jensottolange! www.jensottolange.de 2 Digital Innovation Facilitator
 Designing the process of design

  3. 3. © JensOttoLange.de 3 Why?
  4. 4. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 4 http://commons.wikimedia.org/wiki/File:Max_Sch %C3%BCler_Junge_Frau_am_Telefon.jpg http://en.wikipedia.org/wiki/File:Cpc464.computer. 750pix.jpg Photo:flickr/clasesdeperiodismo-EsterVargas http://en.wikipedia.org/wiki/ File:Jimmy_Wales_accessing_Wikipedia.jpg Photo:flickr/JensGyldenkærneClausen mobile mobile home home always on, all in one! anywhere, anytime
  5. 5. © JensOttoLange.de 5 Digital Transformation!
  6. 6. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 6 Photo:flickr/clasesdeperiodismo-EsterVargas always on, all in one! anywhere, anytime digital self services design! challenge
  7. 7. © JensOttoLange.de 7 Our highest priority is to satisfy the customer! through early and continuous delivery of valuable software! Agile Manifesto http://agilemanifesto.org/principles.html
  8. 8. © JensOttoLange.de 8 Value doesn’t usually come from the delivery of the software, but from the use of the software! Jeff Patton! http://www.agileproductdesign.com/presentations/index.html
 Jeff Patton: Personas, Profiles, Actors, & Roles: Modeling users to target successful product design
  9. 9. © JensOttoLange.de 9Photo: flickr/clasesdeperiodismo - Ester Vargas User needs first
  10. 10. © JensOttoLange.de 10 Technology Business Product
  11. 11. © JensOttoLange.de Mind the gap 11 Technology Business Product
  12. 12. © JensOttoLange.de User focus 12 Technology User Business User Product
  13. 13. © JensOttoLange.de Designer = 
 user’s voice 13 Technology User Business Design Product
  14. 14. © JensOttoLange.de 14 How?
  15. 15. © JensOttoLange.de 15http://www.fotosimagenes.org/erwin-komenda Erwin Komenda! Product Designer 
 of VW Beetle 
 and Porsche! an engineer
  16. 16. © JensOttoLange.de First concept sketch of beetle 16Quelle: http://www.komenda.at/bp/kaefer1936.gif
  17. 17. © JensOttoLange.de 17 e/atlas/personen/herbert-bayer s-Archiv Berlin Source: http://zk-images.com/Jan13/HerbertBayer.jpg Herbert Bayer! Graphic
 Designer
 for Dorland
 ad agency! Bauhaus artist
  18. 18. © JensOttoLange.de 18 SpecimenofthetypefaceArchitypebayer.JimHood
 http://en.wikipedia.org/wiki/File:ABayer.pn
  19. 19. © JensOttoLange.de 19http://en.wikipedia.org/wiki/File:Jesse-James-Garrett_Web2.0-Kongress_2007.jpg Jesse James Garrett! UX designer
 at Adaptive Path
  20. 20. © JensOttoLange.de Elements of User Experience 20 Surface
 Graphics
 Images Skeleton
 Prototypes! Wireframes Scope! Requirements! Specifications Strategy! User needs! Business goals Structure
 Sitemaps
 Interactions Visual: Jesse James Garrett, The Elements of User Experience, second edition 2011
  21. 21. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 21 90er 50er 10er 70er Screens Brands & Media Hardware Services Communication Designer Industrial Designer User Experience Designer Service Designer 3 D Product Design Stylist Formgestalter 2 D Visual Design Gebrauchsgrafiker 2/3 D + time Interaction Design 3 D + time + space Design Thinking
  22. 22. © JensOttoLange.de Functional role emerges 22 Credits: Daniel Neubürger, Usability Day 2013
 http://www.produktbezogen.de/wie-man-den-richtigen-ux-designer-findet-ein-3-schritte-guide/ Design! One fits all! Make it pretty! What the hell .. yesterday
  23. 23. © JensOttoLange.de Functional role emerges 23 Copywriting! Content Design Interaction Design Visual
 Design User
 Research Credits: Daniel Neubürger, Usability Day 2013
 http://www.produktbezogen.de/wie-man-den-richtigen-ux-designer-findet-ein-3-schritte-guide/ today
  24. 24. © JensOttoLange.de 24 What is Service Design?
  25. 25. © JensOttoLange.de 25 „Customer experience … starts when you first hear about Amazon from a friend, and ends when you get the package in the mail and open it.“! source: http://method.com/ideas/10x10/lets-get-physical-with-services
 Foto: http://commons.wikimedia.org/wiki/File:Jeff_Bezos_2005.jpg Jeff Bezos! CEO of Amazon
  26. 26. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 26Source: Forrester Research, http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux User Experience! design and development 
 of digital interactions Service Design! design and implementation 
 across entire customer journey Customer Experience! design, implementation,
 and management 
 across entire
 customer journey How customers perceive their interactions with your company. UX SD CX
  27. 27. © JensOttoLange.de© JensOttoLange.de 27 Car2Go Grafik: Service Design Berlin
  28. 28. © JensOttoLange.de© JensOttoLange.de 2828 http://www-edc.eng.cam.ac.uk/tools/ http://designingwithpeople.rca.ac.uk/methods/persona Example ! Persona
  29. 29. © JensOttoLange.de© JensOttoLange.de 29 has the problem 
 for our solution Persona Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“
 Credits Darstellung: Thomas Stegmann, storythinkers
  30. 30. © JensOttoLange.de© JensOttoLange.de 30 is benchmark 
 for our ideas Persona Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“
 Credits Darstellung: Thomas Stegmann, storythinkers
  31. 31. © JensOttoLange.de© JensOttoLange.de 31 eases communication among stakeholders Persona Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“
 Credits Darstellung: Thomas Stegmann, storythinkers
  32. 32. © JensOttoLange.de© JensOttoLange.de 32 is the hero of our innovation story Persona
  33. 33. © JensOttoLange.de© JensOttoLange.de 33 Persona is the hero of the story wants …! ! short business trip to Berlin.! cycle from main station 
 to customer’s office. because ….! ! fastest connection! sunny day Who?
 Jens, Hamburg! Design Coach! Frequent cyclist
  34. 34. © JensOttoLange.de© JensOttoLange.de 34 A friend already uses Call-A-Bike … It’s a service of Deutsche Bahn … I learned they have a mobile app …
  35. 35. © JensOttoLange.de© JensOttoLange.de 35 It’s easier to register on a big screen …
  36. 36. © JensOttoLange.de© JensOttoLange.de 36 Where to go?
 Maybe „services“ …
  37. 37. © JensOttoLange.de© JensOttoLange.de 37
  38. 38. © JensOttoLange.de© JensOttoLange.de 38
  39. 39. © JensOttoLange.de© JensOttoLange.de 39 How much?
  40. 40. © JensOttoLange.de© JensOttoLange.de 40 Yes, Bahncard!" Complicated!
  41. 41. © JensOttoLange.de© JensOttoLange.de 41 Not that easy …
  42. 42. © JensOttoLange.de© JensOttoLange.de 42 123456709 876543T_S9
  43. 43. © JensOttoLange.de© JensOttoLange.de 43 Arrived in Berlin … Where to go?
  44. 44. © JensOttoLange.de© JensOttoLange.de 44 :-)
  45. 45. © JensOttoLange.de© JensOttoLange.de 45
  46. 46. © JensOttoLange.de© JensOttoLange.de 46 ?
  47. 47. © JensOttoLange.de© JensOttoLange.de 47
  48. 48. © JensOttoLange.de© JensOttoLange.de 48 ?
  49. 49. © JensOttoLange.de© JensOttoLange.de 49 Bahncard?" EC Card?
  50. 50. © JensOttoLange.de© JensOttoLange.de 50 Number out dated
  51. 51. © JensOttoLange.de© JensOttoLange.de 51 I call via app …
  52. 52. © JensOttoLange.de© JensOttoLange.de 52
  53. 53. © JensOttoLange.de© JensOttoLange.de 53 Ok, let’s go!
  54. 54. © JensOttoLange.de© JensOttoLange.de The story of the customer journey … 54 Provider known! app? how?
 register?
 pricing? where? how? aha!call! ok! Customer
  55. 55. © JensOttoLange.de© JensOttoLange.de … with all its obstacles… 55 Provider known! app? how?
 register?
 pricing? where? how? aha!call! ok! Customer
  56. 56. © JensOttoLange.de known! app? how?
 register?
 pricing? where? how? aha!call! ok! © JensOttoLange.de … is a story of interactions that … 56 Provider Customer ResolutionJourneySetting Line of Interaction
  57. 57. © JensOttoLange.de known! app? how?
 register?
 pricing? where? how? aha!call! ok! © JensOttoLange.de … spans time and multiple touchpoints … 57 Touchpoints afterduringpre
  58. 58. © JensOttoLange.de known! app? how?
 register?
 pricing? where? how? aha!call! ok! © JensOttoLange.de … supported by corporate functions 58 Brand: frontstage staff & frontend systems Operations: backstage staff & backend systems afterduringpre
  59. 59. © JensOttoLange.de© JensOttoLange.de Horizontal flow vs. vertical silos 59 Marketing ProductsSales / POS Service Social Media Software Development Human Resources Finance Perceive Select Buy Get Help Recommend
  60. 60. © JensOttoLange.de© JensOttoLange.de Collaborate to ease the flow 60 Marketing ProductsSales / POS Service Social Media Human Resources Finance Software Development Perceive Select Buy Get Help Recommend
  61. 61. © JensOttoLange.de 61 Customer Journey and Persona are the core artefacts of Service Design
  62. 62. © JensOttoLange.de 62 Technology User Business Design Product What? Why? How? desirable viable feasible Design Thinking
  63. 63. © JensOttoLange.de 63 Cross-functional teams to co-create
  64. 64. © JensOttoLange.de© JensOttoLange.de 64 Open work spaces Foto: Jens Otto Lange, Betahaus Berlin
  65. 65. © JensOttoLange.de© JensOttoLange.de Design Thinking process 65 Visual: Process of D-School Potsdam Problem space Solution space
  66. 66. © JensOttoLange.de 66 Design Thinking is a method 
 and a mind set 
 to innovate
  67. 67. © JensOttoLange.de known! app? where? aha! ok! © JensOttoLange.de Brand: frontstage staff & frontend systems Operations: backstage staff & backend systems afterduringpre 67 how?
 register?
 pricing? how? call! Focus on broken experiences
  68. 68. © JensOttoLange.de 68 Design research tools Designer at LeGrand http://www.youtube.com/watch?v=pDOBLJkOZ6Y MAKESAY DO
  69. 69. © JensOttoLange.de 69 Create a persona (sample)
  70. 70. © JensOttoLange.de 70 Point of View: Frame the problem
  71. 71. © JensOttoLange.de© JensOttoLange.de 7171 Co-create ideas
  72. 72. © JensOttoLange.de© JensOttoLange.de Co-creation is team building 7272 Theme Theme Theme Silos Team SolutionProblem
  73. 73. © JensOttoLange.de 73 Story telling as a Prototype …
  74. 74. © JensOttoLange.de 74 Assign ideas to story
  75. 75. © JensOttoLange.de 75 Tell to test, listen to feedback
  76. 76. © JensOttoLange.de 76© JensOttoLange.de Paper Prototyping first!
  77. 77. © JensOttoLange.de 77 Collect lots of ideas http://www.gv.com/lib/the-product-design-sprint-divergeday2
  78. 78. © JensOttoLange.de 78 Bodystorm interactions Source: 2. Creativity Jam Hamburg
  79. 79. © JensOttoLange.de 79 Work out critical interactions
  80. 80. © JensOttoLange.de Discuss! interaction storyboards 80
  81. 81. © JensOttoLange.de 81 Test with paper prototypes
  82. 82. © JensOttoLange.de© JensOttoLange.de Elevator Pitch as a product vision 82 For < user >, 
 who < need >, 
 < name > is a < category >, 
 that < main benefit >.! ! Other than < main alternative >! we < Unique selling proposition >. 82 Format nach Geoffrey Moore „Crossing the Chasm“
  83. 83. © JensOttoLange.de© JensOttoLange.de Think and make iterations 83 Jeff patton Building Better Products Using User Story Mapping Idea … from rough to fine
  84. 84. © JensOttoLange.de 84 Digitalize ! prototypes source: Foto Jens Otto Lange, 3. Creativity Jam Hamburg! Video zu Prototyp: https://www.youtube.com/watch? v=ms51rAKmI_E&list=PLJUPJYghMbrTCDwAykaxvx8o7ZYSM4TdC
 Pop App auf https://itunes.apple.com/de/app/pop-prototyping-on-paper/id555647796?mt=8
  85. 85. © JensOttoLange.de Keynote & Powerpoint 85
  86. 86. © JensOttoLange.de Wireframe 86 Simple Moqups-Wireframe (online only) source: Jens Otto Lange, Projektbeispiel für Verlagssite Magazintitel
  87. 87. © JensOttoLange.de 87 Interfaces to development
  88. 88. © JensOttoLange.de© JensOttoLange.de Whirls instead of waterfalls 88 the big jump step by step
  89. 89. © JensOttoLange.de 89 Empiric process control Risk reduction
  90. 90. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de Fuzzy goals 90 digital! Product new = unknown! intuitive! empiric! open-ended Goalcorridor
  91. 91. © JensOttoLange.de Cone of Uncertainty 9191 final! requirements! Concept 
 draft http://en.wikipedia.org/wiki/Cone_of_Uncertainty shared
 vision Release Project length 4 x 2 x 1/2 x 1/4 x High risk zone Varianceofestimation Goalcorridor digital Product
  92. 92. © JensOttoLange.de 9292 http://en.wikipedia.org/wiki/Cone_of_Uncertainty 4 x 2 x 1/2 x 1/4 x Design to define
 Requirements with Design Thinking Agile to refine
 Development with Scrum digital 
 Product Varianceofestimation final! requirements! Concept 
 draft shared
 vision Release Project length Goalcorridor High risk zone
  93. 93. © JensOttoLange.de 93 User Story Mapping
  94. 94. © JensOttoLange.de Contruct user story map 94 • Customer Journey: What wants the user do with the software? ! • Which functions offers the software to the user?! • Successive (horizontal) or optional (vertical) interactions of user with software? Jeff Patton: Building Better Products Using User Story Mapping Customer
 Journey vertical=„or“ Funktions
  95. 95. © JensOttoLange.de Prioritize user stories 95 • Which features are needed to build a minimal viable product ! • Priotitize to fullfill user needs and business value! • Value is based on business goals Jeff Patton: Building Better Products Using User Story Mapping Customer
 Journey Functions vertical=„or“ -optional+ 1. Release
 Minimal Viable Product 2. Release 3. Release
  96. 96. © JensOttoLange.de 96 Innovation Story
 Customer Journey
 Design Thinking Digital Interaction Story
 Screen Flow
 UX Design Scrum User Story
 description of feature
 Agile Development Foto: http://commons.wikimedia.org/wiki/File:Russian-Matroshka_no_bg.jpg?uselang, erstellt von FangHong, bearbeitet von Gnomz007
  97. 97. © JensOttoLange.de Designers work with product owners 97 Product backlog Sprint backlog Sprint Planning Why & What?
 Requirements: Product Team How?
 Delivery: Dev Team Customer Designer
  98. 98. © JensOttoLange.de Product team 2 sprints in advance 98 Sprint Product Team
 Discovery Support DesignReview SprintSprint Dual-Track Scrum Research http://www.svpg.com/dual-track-scrum/ 98 Innovation Track Development Track Developer
 Delivery print Marty Cagan - Silicon Valley Product Group
  99. 99. © JensOttoLange.de 99 Design to define! Agile to refine
  100. 100. Design Coach! Digital Innovation Facilitor! 
 Workshops - Training - Projects
 Linkedin me! Xing me! @jensottolange! www.jensottolange.de 100 Digital Innovation Facilitator!

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