Agile Innovation
       by Hampus Jakobsson
   Co-Founder and VP BizDev, TAT
          PieP 2009-11-24
Something about TAT
• 150 people software & design company
  who license a UI-platform
• In Malmö, Gbg, Seoul, Chicago, SF...
Cheap and fast: Measure,
  improve, and iterate
Cheap and fast: Measure,
  improve, and iterate




                will it work?
Cheap and fast: Measure,
     improve, and iterate




will people like it?   will it work?
Cheap and fast: Measure,
     improve, and iterate
                 will we make money on it?




will people like it?    ...
For how long has this
been a research subject?
For how long has this
been a research subject?




                >100 years
For how long has this
been a research subject?




 ~50 years      >100 years
For how long has this
been a research subject?
             ?




 ~50 years       >100 years
Agile sketching of
Consumer Experience




Foldout   Procam   Headtracking
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Measuring Consumer
    Experience
What about
  Business
Prototyping?
Talking to customers
   too early is vital
Quantitive feedback
Quantitive feedback
Quantitive feedback
Quantitive feedback
Qualitative feedback
Feedback




Product development
And there are many ways
And there are many ways
• Asking customers or partners...
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
• Setting up “fake” company within ...
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
• Setting up “fake” company within ...
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
• Setting up “fake” company within ...
Summary
• We want test the technical, usability, and
  business of an idea with minimal investment.
• We must research and...
Thanks!

hampus@tat.se
www.tat.se
youtube.com/TATMobileUI
twitter.com/TATMobileUI
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PIEp: Agile Innovation 2009.11.24

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Presentation held at PIEp about Innovation and the importance of getting customer feedback & needs early (REALLY EARLY!) in the development process: Sell the skin, then find the bear to shoot!

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PIEp: Agile Innovation 2009.11.24

  1. 1. Agile Innovation by Hampus Jakobsson Co-Founder and VP BizDev, TAT PieP 2009-11-24
  2. 2. Something about TAT • 150 people software & design company who license a UI-platform • In Malmö, Gbg, Seoul, Chicago, SFO • Working with S60, Samsung, Sony Ericsson, Motorola, Google, Orange, T-mobile, Telia Sonera, ... • Shipped in 300+ million devices
  3. 3. Cheap and fast: Measure, improve, and iterate
  4. 4. Cheap and fast: Measure, improve, and iterate will it work?
  5. 5. Cheap and fast: Measure, improve, and iterate will people like it? will it work?
  6. 6. Cheap and fast: Measure, improve, and iterate will we make money on it? will people like it? will it work?
  7. 7. For how long has this been a research subject?
  8. 8. For how long has this been a research subject? >100 years
  9. 9. For how long has this been a research subject? ~50 years >100 years
  10. 10. For how long has this been a research subject? ? ~50 years >100 years
  11. 11. Agile sketching of Consumer Experience Foldout Procam Headtracking
  12. 12. Iterating Consumer Experience
  13. 13. Iterating Consumer Experience
  14. 14. Iterating Consumer Experience
  15. 15. Iterating Consumer Experience
  16. 16. Iterating Consumer Experience
  17. 17. Iterating Consumer Experience
  18. 18. Measuring Consumer Experience
  19. 19. What about Business Prototyping?
  20. 20. Talking to customers too early is vital
  21. 21. Quantitive feedback
  22. 22. Quantitive feedback
  23. 23. Quantitive feedback
  24. 24. Quantitive feedback
  25. 25. Qualitative feedback Feedback Product development
  26. 26. And there are many ways
  27. 27. And there are many ways • Asking customers or partners...
  28. 28. And there are many ways • Asking customers or partners... • Show prototypes on YouTube
  29. 29. And there are many ways • Asking customers or partners... • Show prototypes on YouTube • Setting up “fake” company within the company, to save face
  30. 30. And there are many ways • Asking customers or partners... • Show prototypes on YouTube • Setting up “fake” company within the company, to save face • Buying AdWords and measure how many search on the problem
  31. 31. And there are many ways • Asking customers or partners... • Show prototypes on YouTube • Setting up “fake” company within the company, to save face • Buying AdWords and measure how many search on the problem • And other ways I guess...
  32. 32. Summary • We want test the technical, usability, and business of an idea with minimal investment. • We must research and test agile business prototyping too and talk to customers too early!
  33. 33. Thanks! hampus@tat.se www.tat.se youtube.com/TATMobileUI twitter.com/TATMobileUI

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