Presented by Massimo Terzo (Dainese) and Gianluca Galliano (Dainese) at Agile en Seine on september 20, 2023 Dainese was facing a big challenge: to develop the key product of their bike helmet range in a very short time, within a given budget and with the greatest value for the customer. They decided to be pioneers in the use of Agile for the development of physical products. During this talk we will go through the story of this product, providing a compelling example of what is the Agile approach outside the IT industry. This is a real story from the trenches, and we will explain the key factors to success as well as the shortcomings and the obstacles we had to overcome. This case study will highlight how an Agile approach can be beneficial in a complex environment like the one Dainese had to operate: – a new technology to master – a brand new plant to produce the product – a global supply chain to set up and to coordinate We will go demonstrate how the use of an Agile approach in the context of physical products can be beneficial to create value for the customer and for the business, specifically: – how to do the test and learn to validate or invalidate hypothesis on the product and on the business model – how to manage the risks – what it means an incremental and adaptive approach for hardware This talk wants to provide the audience with practical tips to use when implementing agile in the development of physical products.

1. 19 & 20 septembre 2023 - Paris, Niort
Agile for physical
products:
the case-study of Dainese
Massimo Terzo – Gianluca Galliano

2. PLATINUM SPONSOR
GOLD SPONSOR
SILVER SPONSOR
PARTENAIRE

3. The speakers
Gianluca Galliano
Helmets R&D Director
Massimo Terzo
Agile Coach

4. Agenda
1 Dainese, company presentation
2 The product and its context
3 The Agile approach
4 Continuous learning
5 Conclusions
6 Q & A

5. 1. Dainese, a market leader

6. Dainese: Technology, Innovation and Design
2022
Dainese
Acquires
Momodesign
licence

7. The Guardian Angel of the Champions

8. Comprehensive head-to-to product offering

9. AGV range helmet introduction

10. Motorbike helmet specification

11. Motorbike helmet specification
Multi density EPS
Visor
Sun
Visor
Shell
Component
s
Component
s

12. 2. The product and its context

13. The product: the AG770

14. Project AG770 – basic traits
• Composite fiber shell
• Integrated intercom
• High performance ventilation
• Aerodynamics
• Comfort enhanced
• Made internally by Dainese in Viet Nam
…to a better one!
From a good product…
• Weight 1400 gr
• Composite fiber shell
• Comfort
• Integrated sunvisor
• DD chin-strap

15. Project AG770: a complex environment
E2E process to manage
New plant in Viet Nam
Suppliers in Viet Nam to be scouted and validated
New homologation ECE2206
Technology not mastered

16. 3. The Agile approach

17. Functional organisation (Silos and Project Manager)
Team
Style
Team Mech
Design
Team Interiors Simulation &
Labs
Charles
Monozukuri
Purchasing Team
Product Manager
R & D

18. Agile organisation (cross-functional team)
Core
Team
Extended Team
Style
Mech Designers
Interiors
Simulation
Labs
PO’s
Purchasing
Monozukuri
Quality
SM

19. Dual Ownership
Business Product Owner
(PO)
• Is responsible for Return on
Investment
• Defines priorities for the
functional side
• Is the interface with
stakeholders
Technical Product Owner
(TPO)
• Ensures technical coherence
and integration
• Defines technical guidelines
• Takes technical decisions

20. Traditional approach (waterfall) to create a helmet
Shells
EPS Interiors
Components
Industrialisation
Testing & Homologation
Size S Size M Size L
Year 1 Year 2 Year 3
Tool supplier scouting & supply
SOP
• Traditional waterfal approach: one phase
triggers and feeds the following
• All sizes are delivered at the end of the
development process
• Manufacturing and Purchasing teams involved
at the end of the development process

21. Agile approach to create a helmet
Shells
Components
+ EPS
Interiors
Industrialisation
Testing &
Homologation
Size L Size M Size S
Year 1 Year 2
SOP
• Overlapping of phases
• «Incremental» releases of the
sizes
• Possibility to test earlier on the
road the helmet
• Start of Production date is
anticipated
• Manufacturing and Purchasing
teams involved since the
beginning
Tool supplier
scouting & supply

22. 4. Continuous learning

23. Agile approach to create a helmet
Option 1:
sharp edges
Option 2:
smooth edges
Hypothesis:
Are the current edges at
entrance of the chin vent
performant enough?

24. Nicola create the
detailed mechanical
design
Fast Learning cycles
Stylist Mechanical Draftsman Simulation Expert
Stefano prepares
different solutions for a
specific component
Elisabetta run the
simulation and compare
the results of the
different solutions

25. Use of Build – Measure – Learn cycle
Build
Measure
Learn

26. Fast Learning Cycles – Chin air vent
1. The team identify what element is critical to focus on
2. The stylist prepares the solution which is tranformed into a precise 3D design
3. The simulation expert completes the mechanical design and runs the
simulation
4. The whole team discuss the results and take decisions
5. The purpose is to indicate a direction for the product development: at early
stages a rough-cut indication is OK

27. Drawings and
simulation
For rough-cut ideas and
defining directions.
Low Res-Prototypes
3D printing with
components (like EPS
and Interiors) from
other helmets.
Advanced
Prototypes
Hi-Fi 3D printing of
shell, EPS and AG770
components. Parts
done manually
High-Res Prototypes
Shell and EPS from
the suppliers, some
components from 3D
printing. To use for
internal homologation.
Final prototype
The helmet is almost
equal to the one from
the production line. To
be used of homologation
Sequence of prototypes

28. Use of crown pad from
existing helmets for initial
tests
Paper prototype to test
assembly and fit
Handmade prototypes
Final prototype with
production materials and
tools
Type of
prototype
What to
test
Initial tests of the product Assembly and fit
Fit, feel & touch and
materials
Producibility, final look,
homologation
Accuracy of prototype
Low High
Fast Learning cycles for interiors

29. Story mapping for physical products
Releases
Each “slice” is a helmet
of a specific size and
market
Themes
The product has been
divided in different
themes, each
containing some
Backlog items

30. Product Roadmap
Stage and Gate +
Sprints
A mixed approach was
used

31. Transparency on decisions to be taken
Time is important!
Decisions must be
taken at the last
responsible moment,
when data are available
Decisions to be made
The list of the decisions
is updated at any time

32. 5. Conclusions

33. What works well
Higher ownership on the product: the whole team feel the ownership on the product which is no more a
business of the Project Leader alone
Continuous improvement on the way of working of the team
Fast decisions making: all the required competencies are around the table
Test and Learn: the team base their work on rapid tests and simulations to take decisions based on data

34. Areas of improvement
Fragmentation of the team: team members are not assigned 100% to the team and someone is heavily
involved in other projects
Co-location of the team: the team members do not share the same space and that can reduce the
effectiveness of the communication
Involvement of stakeholders: lack of attendance of some key roles at the sprint review
Sourcing: there are delays in scouting the right suppliers in Viet-Nam as the team is new

35. Thank you!

36. Votre feedback nous intéresse!
GIANLUCA GALLIANO
gianluca.galliano@dainese.com
terzo.massimo@gmail.com