Design Thinking & Agile Innovation
Workshop Josef Scherer KEGON AG

There is nothing so useless
as doing efficiently that which should not be done at all. Peter F. Drucker

KEGON AG 2014 Think It:
Agile Innovation @ Spotify

Design Thinking Lean Startup Customer
Development Paper Prototype MVP

Design Thinking

KEGON AG 2014 Spaces of
Innovation Hildebrand e.a. 2013

KEGON AG 2014 Basic Elements
Hildebrand e.a. 2013

KEGON AG 2014 Practice: Form
interdisciplinary DT Teams of 4 Facilitator/Coach Marketing/PO/Business UX, Designer Developer not from the same company Male & female in each team

KEGON AG 2014 Practice: Pitch
 Half baked Brainstorm some problems with electric cars/visiting conferences Combine 2 interesting problems …  Pitch your own product idea (1 Minute) What is the problem that your product is solving? (10-20 Seconds) How does the product solve the problem? (10-20 seconds) Why would a customer prefer your solution to a common existing alternative? (10-20 seconds) Finally, make up a name for your product. (5 Seconds) http://glasgow.startupweekend.org/2012/05/21/pitching-advice-for-friday/

KEGON AG 2014 Iterative Design
Thinking Process Hildebrand e.a. 2013 Understand Observations Define Ideate PrototypES TestS

Blank: Customer Development

KEGON AG 2014 Customer Development
(Blank) Customer Development Customer Development was first describes by Steve Blank as a four step process: Customer Discovery Goal: Problem/Solution Fit (Do I have a problem worth solving?) Document the initial Business Plan (aka Plan A) in a one page Business Model Canvas and run experiments to test problem and solution in front of potential customers (aka prospects). Build a low fidelity MVP (mock up or rapid prototype) and “demo” it to early adopters, who are already aware of the problem and are actively searching for a solution. Customer Validation Goal: Product/Market Fit (Have I build something people need and pay for?) Build a MVP to test key features and try to sell it, thereby turning prospects into customers. Measure acquisition, retention and growth rate of customers to verify that your business model is repeatable Product- Market Fit Have I build something people want and buy? Problem- Solution Fit Do I have a problem worth solving? Sustainable Growth How can I accelerate growth?

KEGON AG 2014 Customer Discovery
Process MBA295-F Customer Development in the High-Tech Enterprise Spring 2009 Customer Discovery Customer Discovery Phase 1 Author Hypothesis Phase 2 Test Problem Hypothesis Phase 4 Verify, I terate & Expand Phase 3 Test Product Hypothesis To Validation https://steveblank.files.wordpress.com/2014/06/what-is-customer-discovery.m4v

KEGON AG 2014 Christensen: Jobs
to be Done https://www.youtube.com/watch?v=s9nbTB33hbg

KEGON AG 2014 Value Proposition
Canvas Problem-Solution Fit Do I have a problem worth solving? http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand- new-value-proposition-designer.html

KEGON AG 2014 Osterwalder: Mapping
Customer Pains to Value Proposition https://www.youtube.com/watch?v=xTtvwAmjais

KEGON AG 2014 Test Value
Proposition Canvas http://businessmodelalchemist.com/blog/2012/09/test-your-value-proposition-supercharge-lean- startup-and-custdev-principles.html

KEGON AG 2014 Javelin Experiment
Board https://www.youtube.com/watch?v=F-5Iyj9A1MU

KEGON AG 2014 Practice: Test
Customer Problem Assumptions In your product groups: Prioritize assumptions by risk of failure (top 3) How do you test them? 5 minutes

2. Eric Ries: Lean Startup

KEGON AG 2014 Lean Startup
A Startup is an organization designed to create new products and services under conditions of extreme uncertainty. Validated Learning They exist to learn how to build a sustainable business. This learning can be validated scientifically, by running experiments that allow us to test each element of our business model. Build-Measure-Learn The fundamental activity of a startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere, where a pivot is defined as a major change in the company’s business model.

KEGON AG 2014 Build-Measure-Learn 1.
What do I want to learn? 3. What do I need to build for that? 2. How can I prove that?

KEGON AG 2014 Practice: Brainstorm
Solution http://www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf

Paper Prototype MVP

KEGON AG 2014 Test with
Prototype/MVP

KEGON AG 2014 Practice: Test
Solution Assumptions In your product groups: Prioritize assumptions by risk of failure How can you test the riskiest one? What do you need to build for that? 5 minutes

KEGON AG 2014 Practice: Crazy
Eight (8 x 40 sec.) https://www.gv.com/lib/the-product-design-sprint-divergeday2