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Agile and Design: 
creating and implementing 
products (in Italy) is possible 
by Manuel Spezzani and Ilaria Mauric 
! 
Be!er So"ware 
Firenze, October 13, 2014
Ilaria Mauric 
Partner and Head of Design 
GNV&Partners 
@ilariamauric
  
it.linkedin.com/in/ilariamauric/ 
Manuel Spezzani 
Technical lead 
Iconsulting 
@manuelspezzani
  
it.linkedin.com/in/manuelspezzani/it 
illustration
 by
 Mabel
 Morri
Can we make 
a product?
Can we make 
a saleable 
and sustainable 
product?
The product lifecycle 
represents the amount of revenue 
a product generates over time, 
from its inception 
to the point where it is discontinued 
development introduction 
growth 
maturity 
decline 
Source: h!p://smallbusiness.chron.com/difference-between-product-lifecycle-project-lifecycle-20432.html
The product lifecycle 
represents the amount of revenue 
a product generates over time, 
from its inception 
to the point where it is discontinued 
development 
introduction 
The project lifecycle 
measures the work that goes into a project 
from beginning to end 
growth 
maturity 
decline 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
Source: h!p://smallbusiness.chron.com/difference-between-product-lifecycle-project-lifecycle-20432.html
represents the amount of revenue 
a product generates over time, 
from its inception 
to the point where it is discontinued 
development 
introduction 
measures the work that goes into a project 
from beginning to end 
growth 
maturity 
decline 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
The product lifecycle The project lifecycle
Projects, 
not products.
Product. 
For a complex 
domain.
Company Internal 
: Team 
= 
Venture 
Capitalist : Startup
Commitment 
development introduction 
growth 
maturity 
decline 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
Shipping the first Minimum Viable Product (MVP)
growth 
maturity 
decline 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure 
Commitment 
Shipping the first Minimum Viable Product (MVP) 
If MVP will succeed, our VC (= the Company) 
will provide extra budget for phase 2 
development introduction 
initiation 
planning 
execution 
closure 
initiation 
planning 
execution 
closure
Commitment 
Shipping the first Minimum Viable Product (MVP) 
• self-organized team 
• limited budget 
• deadline and clear goals
Some rough numbers 
Time min max 
First dev spike October - November 2013 month(s) - 1 
Project timeframe November 2013 - October 2014 month(s) - 12 
Total month(s) - 13 
Team pre-tax 
Manager 1, no full-time = 1 month € 5.000 7.000 
Developers 2 full-time x 10 month + 1 full-time x 3 months € 70.000 80.000 
Communication 1 full-time x 4 months € 12.000 14.000 
Total (range) € 87.000 101.000 
Extras VAT excluded 
Development tools € 3.500 4.500 
Dev consultancy € 5.000 7.000 
Product UX Design € 15.000 18.000 
Brand/Copy/Website € 6.000 8.000 
Totals (range € 29.500 37.500 
Total (range) € 117.500 138.500
Kick-off
Methodology 
Scrum 
• welcome changing requirements 
• deliver working soware frequently 
• business people and developers must 
work together daily 
• working soware is the primary 
measure of progress 
Source: h!p://agilemanifesto.org/principles.html
Dev toolbox 
! 
… for sharing roadmap and project progress 
• Post-it (sprint planning) 
• Trello (roadmap) 
• YouTrack (issue tracker) 
• Automatic release notes email 
! 
… for app releases 
• Jenkins / NuGet / MsBuild (continuous integration) 
• NUnit / Mocha / Selenium (automatic tests) 
• Wix / WebDeploy / custom code (packaging and auto-update) 
! 
… for auditing and monitoring app status and crashes 
• log4net / NBug 
• GrayLog2 / Google Analytics
Dev principles 
! 
1. Product and Users 
2.Automate everything 
3.Users Feedback, 
even if they are 
not Customers
Design
designer 
dev
sbasksai gash 
jbasjvabs 
manvs bamsv 
amsvamsvam bvamsv 
amsvmasv 
basgakusga …
that being said, 
we have this 
timeframe 
and this budget. 
what can you do 
for us?
uhm…
As to methods 
there may be a million 
and then some, 
but principles are few. 
! 
The man who grasps principles 
can successfully select 
his own methods. 
The man who tries methods, 
ignoring principles, 
is sure to have trouble. 
Ralph Waldo Emerson, american philosopher, author and essayst, 1803 - 1882
Commitment 
Shipping the first Minimum Viable Product (MVP) 
development 
initiation 
planning 
execution 
closure 
Design principles 
1. Verify assumptions 
2. Foster understanding, feedbacks 
and learning 
3. Welcome changing requirements 
4. MVP designed to collect 
strategic data to simplify 
decisions on further steps
Commitment 
Shipping the first Minimum Viable Product (MVP) 
development 
initiation 
planning 
execution 
closure 
Design sprint 
1. Analysis and 
user interviews/tests 
2. Sketch and 
user interviews/tests 
3. Demo on Invision 
4. Prototype and 
user interviews/tests 
5. Fix and fine tuning
Commitment 
Shipping the first Minimum Viable Product (MVP) 
Design sprint 
1. Analysis and 
user interviews/tests 
2. Sketch and 
user interviews/tests 
3. Demo on Invision 
4. Prototype and 
user interviews/tests 
5. Fix and fine tuning 
development 
initiation 
planning 
execution 
closure
assumptions product real world 
Fonte: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
assumptions product real world
Junior design process 
Source: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
Junior design process 
Assumptions 
designers developers managers users 
Source: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
uhm…
How many people to interview? Interaction Design course by Cooper, 2012
Lightweight research tips - Interaction Design course by Cooper, 2012
The Storygraph, , by Raffaele Boiano, 2013
Why you only need to test 5 users - Jakob Nielsen, Nielsen Norman Group, March 19, 2000
Commitment 
Shipping the first Minimum Viable Product (MVP) 
development 
initiation 
planning 
execution 
closure 
Design roadmap 
• 5 iterations of variable duration 
(2 / 4 weeks) 
• User tests along the whole 
process (constraint) 
• UX, UI and Visual Design 
• Frontend consultancy
Design toolbox 
… for communicating 
• Invision 
• Trello 
• Mail, Skype, Hangout 
• Live meetings for instant feedbacks 
• Calendar 
! 
… for defining the project 
• Project canvas 
! 
… for discovering 
and verifying 
• User tests with paper prototypes made 
during the sessions 
• Quicktime for audio recording 
• Silverback for video recording and 
screencasts 
… for interface and visual 
designing 
• Paper, pencil, rubber, scanner 
• Omnigraffle 
• Photoshop 
• Invision 
• Acrobat 
• Low / medium / high - fi prototypes 
! 
… for guiding and describing 
choices 
• Journey Maps 
• (Lean) Personas and interviews recaps 
• “Feature thermometer” based on Personas
Commitment 
Shipping the first Minimum Viable Product (MVP) 
development 
initiation 
planning 
execution 
closure 
Design sprint 
1. Analysis and 
user interviews/tests 
2. Sketch and user interviews/tests 
3. Demo on Invision 
4. Prototype and 
user interviews/tests 
5. Fix and fine tuning
prototype 
user 
real 
interviews 
and low-fi 
tests 
learning 
paper 
prototypes 
user tests 
learning 
invision 
prototype 
user tests 
learning 
MVP 
project canvas
Senior design process 
Source: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
users 
managers 
developers 
designers 
stakeholders 
etc. etc.
user card 
main insights 
from user 
interviews
≠ 
user card personas card
journey map 
before 
journey map 
a#er
Design + Dev
Commitment 
Shipping the first Minimum Viable Product (MVP) 
development 
initiation 
planning 
execution 
closure 
During each iteration 
• bug checks 
highest priority (the product is already 
in use by internal colleagues) 
• at the end of each design sprint, 
internal meeting for sharing 
outcomes and take the pulse 
of the situation 
• very rapid fixes on the prototype 
close and during user interviews 
and tests
Commitment 
Shipping the first Minimum Viable Product (MVP) 
development 
initiation 
planning 
execution 
closure 
If the design deliverable 
is implementable 
• user stories, estimate, priority 
most complex / undefined first 
• contingent tech spike 
to discover complex / undefined 
user stories 
• implementation
Commitment 
Shipping the first Minimum Viable Product (MVP) 
development 
initiation 
planning 
execution 
closure 
If the design deliverable 
is not implementable 
• internal short discussion 
(+contingent extra tech spike) 
to identify complexities 
and issues as soon as possible 
• devs + designers small talk 
to identify low impact 
solutions

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Agile and Design: creating and implementing products (in Italy) is possible

  • 1. Agile and Design: creating and implementing products (in Italy) is possible by Manuel Spezzani and Ilaria Mauric ! Be!er So"ware Firenze, October 13, 2014
  • 2. Ilaria Mauric Partner and Head of Design GNV&Partners @ilariamauric
  • 3.   it.linkedin.com/in/ilariamauric/ Manuel Spezzani Technical lead Iconsulting @manuelspezzani
  • 8. Can we make a product?
  • 9. Can we make a saleable and sustainable product?
  • 10. The product lifecycle represents the amount of revenue a product generates over time, from its inception to the point where it is discontinued development introduction growth maturity decline Source: h!p://smallbusiness.chron.com/difference-between-product-lifecycle-project-lifecycle-20432.html
  • 11. The product lifecycle represents the amount of revenue a product generates over time, from its inception to the point where it is discontinued development introduction The project lifecycle measures the work that goes into a project from beginning to end growth maturity decline initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure Source: h!p://smallbusiness.chron.com/difference-between-product-lifecycle-project-lifecycle-20432.html
  • 12. represents the amount of revenue a product generates over time, from its inception to the point where it is discontinued development introduction measures the work that goes into a project from beginning to end growth maturity decline initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure The product lifecycle The project lifecycle
  • 14. Product. For a complex domain.
  • 15. Company Internal : Team = Venture Capitalist : Startup
  • 16. Commitment development introduction growth maturity decline initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure Shipping the first Minimum Viable Product (MVP)
  • 17. growth maturity decline initiation planning execution closure initiation planning execution closure initiation planning execution closure Commitment Shipping the first Minimum Viable Product (MVP) If MVP will succeed, our VC (= the Company) will provide extra budget for phase 2 development introduction initiation planning execution closure initiation planning execution closure
  • 18. Commitment Shipping the first Minimum Viable Product (MVP) • self-organized team • limited budget • deadline and clear goals
  • 19. Some rough numbers Time min max First dev spike October - November 2013 month(s) - 1 Project timeframe November 2013 - October 2014 month(s) - 12 Total month(s) - 13 Team pre-tax Manager 1, no full-time = 1 month € 5.000 7.000 Developers 2 full-time x 10 month + 1 full-time x 3 months € 70.000 80.000 Communication 1 full-time x 4 months € 12.000 14.000 Total (range) € 87.000 101.000 Extras VAT excluded Development tools € 3.500 4.500 Dev consultancy € 5.000 7.000 Product UX Design € 15.000 18.000 Brand/Copy/Website € 6.000 8.000 Totals (range € 29.500 37.500 Total (range) € 117.500 138.500
  • 21. Methodology Scrum • welcome changing requirements • deliver working soware frequently • business people and developers must work together daily • working soware is the primary measure of progress Source: h!p://agilemanifesto.org/principles.html
  • 22. Dev toolbox ! … for sharing roadmap and project progress • Post-it (sprint planning) • Trello (roadmap) • YouTrack (issue tracker) • Automatic release notes email ! … for app releases • Jenkins / NuGet / MsBuild (continuous integration) • NUnit / Mocha / Selenium (automatic tests) • Wix / WebDeploy / custom code (packaging and auto-update) ! … for auditing and monitoring app status and crashes • log4net / NBug • GrayLog2 / Google Analytics
  • 23. Dev principles ! 1. Product and Users 2.Automate everything 3.Users Feedback, even if they are not Customers
  • 25.
  • 27. sbasksai gash jbasjvabs manvs bamsv amsvamsvam bvamsv amsvmasv basgakusga …
  • 28. that being said, we have this timeframe and this budget. what can you do for us?
  • 30. As to methods there may be a million and then some, but principles are few. ! The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble. Ralph Waldo Emerson, american philosopher, author and essayst, 1803 - 1882
  • 31. Commitment Shipping the first Minimum Viable Product (MVP) development initiation planning execution closure Design principles 1. Verify assumptions 2. Foster understanding, feedbacks and learning 3. Welcome changing requirements 4. MVP designed to collect strategic data to simplify decisions on further steps
  • 32. Commitment Shipping the first Minimum Viable Product (MVP) development initiation planning execution closure Design sprint 1. Analysis and user interviews/tests 2. Sketch and user interviews/tests 3. Demo on Invision 4. Prototype and user interviews/tests 5. Fix and fine tuning
  • 33. Commitment Shipping the first Minimum Viable Product (MVP) Design sprint 1. Analysis and user interviews/tests 2. Sketch and user interviews/tests 3. Demo on Invision 4. Prototype and user interviews/tests 5. Fix and fine tuning development initiation planning execution closure
  • 34. assumptions product real world Fonte: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
  • 36. Junior design process Source: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
  • 37. Junior design process Assumptions designers developers managers users Source: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
  • 39. How many people to interview? Interaction Design course by Cooper, 2012
  • 40. Lightweight research tips - Interaction Design course by Cooper, 2012
  • 41. The Storygraph, , by Raffaele Boiano, 2013
  • 42. Why you only need to test 5 users - Jakob Nielsen, Nielsen Norman Group, March 19, 2000
  • 43. Commitment Shipping the first Minimum Viable Product (MVP) development initiation planning execution closure Design roadmap • 5 iterations of variable duration (2 / 4 weeks) • User tests along the whole process (constraint) • UX, UI and Visual Design • Frontend consultancy
  • 44. Design toolbox … for communicating • Invision • Trello • Mail, Skype, Hangout • Live meetings for instant feedbacks • Calendar ! … for defining the project • Project canvas ! … for discovering and verifying • User tests with paper prototypes made during the sessions • Quicktime for audio recording • Silverback for video recording and screencasts … for interface and visual designing • Paper, pencil, rubber, scanner • Omnigraffle • Photoshop • Invision • Acrobat • Low / medium / high - fi prototypes ! … for guiding and describing choices • Journey Maps • (Lean) Personas and interviews recaps • “Feature thermometer” based on Personas
  • 45. Commitment Shipping the first Minimum Viable Product (MVP) development initiation planning execution closure Design sprint 1. Analysis and user interviews/tests 2. Sketch and user interviews/tests 3. Demo on Invision 4. Prototype and user interviews/tests 5. Fix and fine tuning
  • 46. prototype user real interviews and low-fi tests learning paper prototypes user tests learning invision prototype user tests learning MVP project canvas
  • 47.
  • 48. Senior design process Source: h!ps://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-#e483d3b51e
  • 49. users managers developers designers stakeholders etc. etc.
  • 50.
  • 51. user card main insights from user interviews
  • 52. ≠ user card personas card
  • 53. journey map before journey map a#er
  • 55. Commitment Shipping the first Minimum Viable Product (MVP) development initiation planning execution closure During each iteration • bug checks highest priority (the product is already in use by internal colleagues) • at the end of each design sprint, internal meeting for sharing outcomes and take the pulse of the situation • very rapid fixes on the prototype close and during user interviews and tests
  • 56. Commitment Shipping the first Minimum Viable Product (MVP) development initiation planning execution closure If the design deliverable is implementable • user stories, estimate, priority most complex / undefined first • contingent tech spike to discover complex / undefined user stories • implementation
  • 57. Commitment Shipping the first Minimum Viable Product (MVP) development initiation planning execution closure If the design deliverable is not implementable • internal short discussion (+contingent extra tech spike) to identify complexities and issues as soon as possible • devs + designers small talk to identify low impact solutions
  • 58. development introduction growth maturity decline initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure initiation planning execution closure Where we are at • 2 products (suite) • acquisition of the first Customers • first webinar; first smacks • we iterate • proposal of our suite to VC’s loyal Customers; more smacks • AdWords America and India e we are pushing ahead….
  • 60. don’t stop at “the tool is meant to do this”. ! during each iteration, it is mandatory to raise up our head and think: “given this timeframe and this budget, what is the most valuable activity i can do next?” and to act accordingly.
  • 61. you don’t need to move to the silicon valley to work on a startup using agile dev methoDoLogies and lean design processes!
  • 62. questions? Thank you! Be!er Soware • Firenze, October 13, 2014 @manuelspezzani,