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Corporate Serious Games Are Changing The Rules Of Product Development<br />Tom Grant, Ph. D.Senior Analyst, Forrester Rese...
Agenda<br />
Agenda<br />
What software development can tell us about product development<br />Software development is innovation with most of the p...
Dad, why do people hate your software?<br />
Complexity is one big problem<br />
Some hot topics in software development<br />Agile<br />Iterative, adaptive development<br />Lean<br /> Pull model, emphas...
Software companies don’t handle complexity well<br />The Chevrolet Volt<br />Brand new automobile technologyMillions of li...
Complexity divides technology producers & consumers <br />Base: 105 professionals directly involved with the development o...
To get out of this jungle of complexity, you’ll need more than just a bigger machete or a larger expedition.<br />
Lack of customer insight is another problem<br />
Ever pay $100K for something you didn’t use?<br />
Developers build software for people unlike them<br />
We don’t question our assumptions about customers<br />
“Team dynamics” are the third problem<br />Compartmentalization<br />Overbearingpersonalities<br />Poor morale<br />
TIME TOCHANGETHERULES<br />
What sort of serious games?<br />Structured, game-like activities with collective outcomes<br />
Different needs, different games<br />Source: April 29, 2011, “App Dev Teams: Consider Playing Around With Serious Games” ...
Teams often use serious gaming regularly for:<br />Ideation<br />Requirements collection<br />Requirements validation<br /...
Where serious games figure into development<br />Generate new insights into what customers really value<br />Change team d...
EXAMPLE: Product box<br />
EXAMPLE: Buy a feature<br />COST<br />FEATURE<br />SPENT<br />-<br />Android app for activity management<br />$5,000<br />...
EXAMPLE: Prune the product tree<br />Sales MGR<br />Sales Rep<br />Emailactivity<br />Report API<br />Mobilesupport<br />P...
Serious games are useful in many contexts<br />
Agenda<br />
Why do serious games work?<br />Structured<br />Rules, but often no winners<br />Purposeful<br />Definite outcome<br />Tim...
Why do serious games work?<br />IF      figure out puzzle THEN      release pleasure-     creating chemicals      (opioids...
Reducing complexity<br />Rewriting a decade-old system from scratch<br />Needed to economize on features included in the f...
Improving customer insights<br />Looking for fresh ideas for support projects<br />Have to overcome geographic and organiz...
Challenging team dynamics<br />At end of sprint (development cycle), use a serious game to ask what they could do differen...
Agenda<br />
Your next move with serious games<br />START WITH THE IMMEDIATE<br />Pick the game that addresses your issue.<br />Prepare...
Be very specific about the problem you’re addressing<br />Complexity<br />Customer insight<br />Team dynamics<br />Pick on...
Pick the right game<br />
Build serious game into regular processes<br />
Thank you<br />Tom Grant<br />+1.650.581.3846<br />tgrant@forrester.com<br />http://blogs.forrester.com/tom_grant<br />@To...
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Corporate Serious Games Are Changing The Rules Of Product Development

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For software developers, serious games provide new ways to gain insights into customers and make smarter decisions faster. In many respects, serious games complement Agile, Lean, and other process improvements. While serious games have general application in innovation, we are using software development as a starting point for understanding their potential.

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Corporate Serious Games Are Changing The Rules Of Product Development

  1. 1. Corporate Serious Games Are Changing The Rules Of Product Development<br />Tom Grant, Ph. D.Senior Analyst, Forrester Research<br />
  2. 2. Agenda<br />
  3. 3. Agenda<br />
  4. 4. What software development can tell us about product development<br />Software development is innovation with most of the pesky physical laws removed.<br />
  5. 5. Dad, why do people hate your software?<br />
  6. 6. Complexity is one big problem<br />
  7. 7. Some hot topics in software development<br />Agile<br />Iterative, adaptive development<br />Lean<br /> Pull model, emphasis on flow<br />Requirements<br />Improve the lexicon of development<br />User experience (UX)<br />Connecting code to humans<br />DevOps<br />Code developed is not code deployed<br />Technical debt<br />Sloppy code accumulates, slows innovation<br />Social media<br />Conversations go both ways<br />Cloud<br />More direct relationship, utility model<br />Embedded software<br />Creating hybrid hardware/software products<br />All of these reflect, in different ways, the problems dealing with complexity.<br />
  8. 8. Software companies don’t handle complexity well<br />The Chevrolet Volt<br />Brand new automobile technologyMillions of lines of code<br />Time to develop: 3 years<br />Oracle Database<br />Mature technologyMillions of lines of code<br />Time between versions 8 and 9: 4 years<br />Windows OS<br />Mature technologyMillions of lines of code<br />Time between XP and Vista: 5 years<br />
  9. 9. Complexity divides technology producers & consumers <br />Base: 105 professionals directly involved with the development or support of software applications<br />Source: Q1 2011 Global Application Development & Delivery Organization Structure Online Survey<br />
  10. 10. To get out of this jungle of complexity, you’ll need more than just a bigger machete or a larger expedition.<br />
  11. 11. Lack of customer insight is another problem<br />
  12. 12. Ever pay $100K for something you didn’t use?<br />
  13. 13. Developers build software for people unlike them<br />
  14. 14. We don’t question our assumptions about customers<br />
  15. 15. “Team dynamics” are the third problem<br />Compartmentalization<br />Overbearingpersonalities<br />Poor morale<br />
  16. 16. TIME TOCHANGETHERULES<br />
  17. 17. What sort of serious games?<br />Structured, game-like activities with collective outcomes<br />
  18. 18. Different needs, different games<br />Source: April 29, 2011, “App Dev Teams: Consider Playing Around With Serious Games” Forrester report<br />
  19. 19. Teams often use serious gaming regularly for:<br />Ideation<br />Requirements collection<br />Requirements validation<br />Rapid decision-making<br />Strategic-level decisions (portfolio, road map, etc.) <br />Retrospection<br />
  20. 20. Where serious games figure into development<br />Generate new insights into what customers really value<br />Change team dynamics and challenge operating assumptions<br />CONCEIVE<br />TEST<br />BUILD<br />DELIVER<br />ADOPT<br />ASSESS<br />Reduce complexity throughout the innovation process<br />
  21. 21. EXAMPLE: Product box<br />
  22. 22. EXAMPLE: Buy a feature<br />COST<br />FEATURE<br />SPENT<br />-<br />Android app for activity management<br />$5,000<br />$500<br />Custom pipeline stages<br />$2,000<br />-<br />More complex lead-scoring options<br />$3,500<br />$300<br />More canned reports<br />$1,500<br />$2,000<br />Define and manage teams<br />$4,750<br />$2,500<br />Easy clean-up of bad or duplicate data<br />$2,500<br />-<br />Activity entry via email<br />$3,250<br />-<br />Associate teams with prospects<br />$1,250<br />
  23. 23. EXAMPLE: Prune the product tree<br />Sales MGR<br />Sales Rep<br />Emailactivity<br />Report API<br />Mobilesupport<br />Pipelinemgt<br />Teams<br />Opportunitystates<br />
  24. 24. Serious games are useful in many contexts<br />
  25. 25. Agenda<br />
  26. 26. Why do serious games work?<br />Structured<br />Rules, but often no winners<br />Purposeful<br />Definite outcome<br />Time-bound<br />By definition, a time-boxed exercise<br />Participatory<br />Success depends on everyone participating.<br />Egalitarian<br />Everyone has an equal opportunity to participate.<br />All of which can simplify decision-making and generate new insights.<br />
  27. 27. Why do serious games work?<br />IF figure out puzzle THEN release pleasure- creating chemicals (opioids)<br />Our brains are wired for intrinsic motivation.<br />
  28. 28. Reducing complexity<br />Rewriting a decade-old system from scratch<br />Needed to economize on features included in the first version<br />Used a Product Box game to ask stakeholders what was most important<br />Some surprises in the results<br />Communicated the results throughout the company<br />OUR PRODUCT<br />Now with more stuff!<br />
  29. 29. Improving customer insights<br />Looking for fresh ideas for support projects<br />Have to overcome geographic and organizational boundaries to find them<br />Ran “Buy A Feature” online <br />Allowed broad participation<br />Recorded conversations<br />Had high engagement, including after work<br />Gave workers outside HQ a sense of real participation<br />
  30. 30. Challenging team dynamics<br />At end of sprint (development cycle), use a serious game to ask what they could do differently the next time<br />EX: Prune the product tree<br />Off-cycle, use serious games to generate ideas<br />Collaborate with Bangalore team<br />Why do serious games work?<br />“Ask powerful questions”<br />Collaborate over distances<br />Collaborate across group boundaries<br />
  31. 31. Agenda<br />
  32. 32. Your next move with serious games<br />START WITH THE IMMEDIATE<br />Pick the game that addresses your issue.<br />Prepare, prepare, prepare.<br />Make sure you have enough resources for the exercise.<br />Record the exercise.<br />Socialize the results.<br />Plan for the next game.<br />THEN MAKE SERIOUS GAMES AN ONGOING ACTIVITY<br />Requirements<br />Planning<br />Retrospection<br />Ad hoc decision-making<br />Rules that apply to any context, not just software development.<br />
  33. 33. Be very specific about the problem you’re addressing<br />Complexity<br />Customer insight<br />Team dynamics<br />Pick one. Just one.<br />
  34. 34. Pick the right game<br />
  35. 35. Build serious game into regular processes<br />
  36. 36. Thank you<br />Tom Grant<br />+1.650.581.3846<br />tgrant@forrester.com<br />http://blogs.forrester.com/tom_grant<br />@TomGrantForr<br />www.forrester.com<br />

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