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Value driven design / Iwan Cuijpers

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This is Iwan Cuijpers’ presentation from Service Experience Camp 2018 on value driven design.

Published in: Design
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Value driven design / Iwan Cuijpers

  1. 1. Value Driven Design
  2. 2. 2
  3. 3. 3 Why do we Produce Buy Use a product or service?
  4. 4. Value Start with Why
  5. 5. Product eg. Coca Cola Zero User Values eg. Jane Doe Producer Values eg. Coca Cola B2C Business Values eg. Keen Product eg. Powerpoint User Values eg. Jane Doe Producer Values eg. Microsoft Business Values eg. Deutsche Bank Product eg. Credit card system User Values eg. Jane Doe Producer Values eg. Deutsche Bank B2B Producer = Business Levels of value
  6. 6. Producer Values Business owner business strategy 6
  7. 7. Business Values Target group: Value: Period: Reference: Target: Deadline: Example: “Street view for business” 7 for whom is it valuable? Why would they buy this product? Qualifier (per year, per month, etc.) Baseline or reference (eg. IST, competitor) SOLL By when
  8. 8. User Values Target group: Value: Reference: Target: Current user rating: Target user rating: Example: “Street view for business” 8 for whom is it valuable? Why would they use this product? Baseline or reference (eg. IST) SOLL Measuring subjective value
  9. 9. “Intangible” values Operationalise intangibles by using one or more facets Facets of user values are almost always domain specific Facets of subjective values are always assumptions Assumptions need to be validated with users 9
  10. 10. Quality 10 From Why to How
  11. 11. Quality The level of quality describes how good a product is It determines the “finish” of a product It is determined by so-called “non-functionals” What’s that? Things like accessibility, usability, security, performance, responsiveness, tolerance for user errors, “learnability”, privacy, etc 11
  12. 12. Tracking non-functionals A non-functional is set in a Theme Each Theme is measurable and has its own scale of quality A Theme should contribute to a (business or user) value A Theme can apply to one, more or all of a product’s functionals 12
  13. 13. Themes 13 Theme Epic Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Epic Epic Theme Epic Story Story Story Story Story Story Story Story Epic Epic Story Story Story Story Story Story Story Story Story Story Story Story Story
  14. 14. Accessibility scale 14 WCAG Level A WCAG Level AA WCAG Level AAA Non-issue
  15. 15. Promotion of a non-functional Sometimes, a non-functional, or theme, is essential to why a user would use a product. In that case, a non-functional is promoted to a user value. 15
  16. 16. Inclusive 16 Do users use this product, because it is “inclusive”? “Inclusive” is a user value “Inclusive” is a non- functional requirement Yes No
  17. 17. as a user value Inclusive as a non-functional requirement
  18. 18. Stories 18 From Why via How to What
  19. 19. Business Values eg. Keen Product eg. Powerpoint User Values eg. Jane Doe Producer Values eg. Microsoft Business stories User stories (market) strategy B2B
  20. 20. Stories Business story As a <stakeholder>, I want <requirement>, because <business value> User story As a <user>, I want <functional>, because <user value> Architecture story We need to <develop or change> <item> in order to achieve <value, theme or story> 20
  21. 21. 21 Values Value statements Features, Functionals Stories Quality, Non-functionals Themes
  22. 22. 2e Korte Baanstraat 7 3581 BZ Utrecht keendesign.nl contact@keendesign.nl + 31 (0) 30 214 8024 Utrecht Frankfurt Thanks! Iwan Cuijpers iwan.cuijpers@keendesign.nl

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