The document outlines a workshop on design thinking and agile innovation conducted by Josef Scherer from Kegon AG, emphasizing the importance of efficiently addressing relevant problems rather than pursuing irrelevant tasks. It details the customer development process, iterative design thinking, and techniques like 'Lean Startup' and 'Jobs to Be Done', while advocating for collaborative team structures and effective pitch presentations. The session encourages hands-on practices, such as testing assumptions and developing prototypes, to refine product ideas and establish strong market fits.

1. Design Thinking & Agile
Innovation Workshop
Josef Scherer
KEGON AG

2. There is nothing so useless
as doing efficiently that
which should not be done at all.
Peter F. Drucker

3. KEGON AG 2014
Think It: Agile Innovation @ Spotify

4. Design Thinking
Lean Startup
Customer Development
Paper Prototype MVP

5. Design Thinking

6. KEGON AG 2014
Spaces of Innovation
Hildebrand e.a. 2013

7. KEGON AG 2014
Basic Elements
Hildebrand e.a. 2013

8. KEGON AG 2014
Practice: Form interdisciplinary DT Teams of 4
Facilitator/Coach
Marketing/PO/Business
UX, Designer
Developer
not from the same company
Male & female in each team

9. KEGON AG 2014
Practice: Pitch
 Half baked
Brainstorm some problems with electric cars/visiting conferences
Combine 2 interesting problems …
 Pitch your own product idea (1 Minute)
What is the problem that your product is solving? (10-20 Seconds)
How does the product solve the problem? (10-20 seconds)
Why would a customer prefer your solution to a common existing
alternative? (10-20 seconds)
Finally, make up a name for your product. (5 Seconds)
http://glasgow.startupweekend.org/2012/05/21/pitching-advice-for-friday/

10. KEGON AG 2014
Iterative Design Thinking Process
Hildebrand e.a. 2013
Understand
Observations
Define Ideate
PrototypES
TestS

11. Blank: Customer Development

12. KEGON AG 2014
Customer Development (Blank)
Customer Development
Customer Development was first describes by Steve Blank as a four step process:
Customer Discovery
Goal: Problem/Solution Fit (Do I have a problem worth solving?)
Document the initial Business Plan (aka Plan A) in a one page Business Model Canvas and run
experiments to test problem and solution in front of potential customers (aka prospects). Build a low
fidelity MVP (mock up or rapid prototype) and “demo” it to early adopters, who are already aware of
the problem and are actively searching for a solution.
Customer Validation
Goal: Product/Market Fit (Have I build something people need and pay for?)
Build a MVP to test key features and try to sell it, thereby turning prospects into customers. Measure
acquisition, retention and growth rate of customers to verify that your business model is repeatable
Product-
Market Fit
Have I build
something people
want and buy?
Problem-
Solution Fit
Do I have a problem
worth solving?
Sustainable
Growth
How can I accelerate
growth?

13. KEGON AG 2014
Customer Discovery Process
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
Customer Discovery
Customer
Discovery
Phase 1
Author
Hypothesis
Phase 2
Test
Problem
Hypothesis
Phase 4
Verify, I terate &
Expand
Phase 3
Test
Product
Hypothesis
To Validation
https://steveblank.files.wordpress.com/2014/06/what-is-customer-discovery.m4v

14. KEGON AG 2014
Christensen: Jobs to be Done
https://www.youtube.com/watch?v=s9nbTB33hbg

15. KEGON AG 2014
Value Proposition Canvas
Problem-Solution Fit
Do I have a problem worth solving?
http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-
new-value-proposition-designer.html

16. KEGON AG 2014
Osterwalder:
Mapping Customer Pains to Value Proposition
https://www.youtube.com/watch?v=xTtvwAmjais

17. KEGON AG 2014
Test Value Proposition Canvas
http://businessmodelalchemist.com/blog/2012/09/test-your-value-proposition-supercharge-lean-
startup-and-custdev-principles.html

18. KEGON AG 2014
Javelin Experiment Board
https://www.youtube.com/watch?v=F-5Iyj9A1MU

19. KEGON AG 2014
Practice: Test Customer Problem Assumptions
In your product groups:
Prioritize assumptions by risk of failure (top 3)
How do you test them?
5 minutes

20. 2. Eric Ries: Lean Startup

21. KEGON AG 2014
Lean Startup
A Startup is an organization designed to create new
products and services under conditions of extreme
uncertainty.
Validated Learning
They exist to learn how to build a sustainable business.
This learning can be validated scientifically, by running
experiments that allow us to test each element of our
business model.
Build-Measure-Learn
The fundamental activity of a startup is to turn ideas into
products, measure how customers respond, and then learn
whether to pivot or persevere, where a pivot is defined as a
major change in the company’s business model.

22. KEGON AG 2014
Build-Measure-Learn
1. What do I
want to learn?
3. What do I need
to build for that?
2. How can I
prove that?

23. KEGON AG 2014
Practice: Brainstorm Solution
http://www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf

24. Paper Prototype MVP

25. KEGON AG 2014
Test with Prototype/MVP

26. KEGON AG 2014
Practice: Test Solution Assumptions
In your product groups:
Prioritize assumptions by risk of failure
How can you test the riskiest one?
What do you need to build for that?
5 minutes

27. KEGON AG 2014
Practice: Crazy Eight (8 x 40 sec.)
https://www.gv.com/lib/the-product-design-sprint-divergeday2