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DesignThinking
inanAgileProcess
Why, how, what’s the impact on business
IlariaMauric
Head of Design @gnvpartners
@ilariamauric
AgileBusinessDay
September 17th 2016, Venice (Italy)
user
desirability
business
viability
technological
feasability
Source: “Change by design”, Tim Brown
Design Thinking
human centered • collaborative and participative • long-term perspective • driven by experimentation
Think Do
Source: “Change by design”, Tim Brown
Diverge
Create choices
Creation
Converge
Make choices
Execution
Source: “Change by design”, Tim Brown
Inspiration Ideation Implementation
Think
Create choices
Do
Make choices
human centered • collaborative and participative • long-term perspective • driven by experimentation
Designers?
Target
assunzioni e schemi
Persone
aspettative e pattern
FRAMING RESEARCH CODESIGN
PROTOTYPE
or MVP
TEST
Diverge Converge
1
Implementation
FRAMING RESEARCH CODESIGN
PROTOTYPE
or MVP
TEST
Diverge Converge
How?
Who?
What?
Why?
When?
Where?
Is 󰈊e 󰈡󰈹 s󰈊󰇵

al󰈡󰈝󰇵?
Ur󰈇e󰈞t?
Im󰈥o󰈹t󰈀󰈝󰉄?
Can 󰈊󰈩 󰈢󰈹 s󰈊e 󰈛󰈀k󰇵 i󰉃
󰈀󰈘󰈢ne?
Hur󰈸󰉙?
Is i󰉃 󰇸󰈡m󰈥󰈘󰈏ca󰉃󰈩󰇶?
Is i󰉃 󰈩󰇸󰈢no󰈚󰈎󰇸󰇽l󰈗󰉙

c󰈊a󰈘l󰈩󰈝󰈈󰈏n󰈇?
How 󰇷󰈡󰇵󰈼 he 󰈡󰈸 󰈼h󰇵

re󰈗󰈀󰉄󰇵s 󰉒i󰉄h
󰉃󰈩󰇸h󰈝󰈢󰈘og󰉘?
Has 󰈊󰈩 󰈢󰈹 s󰈊e 󰇶󰈡n󰇵

t󰈊i󰈼 b󰈩󰇾󰈢󰈹e?
Is 󰈊e 󰈡󰈹 s󰈊󰇵 u󰈼󰈩d

to 󰇷󰈡 󰈏󰉄 so󰈚󰈩󰈋󰈢w?
Pro󰉉󰇷?
Is i󰉃 󰇸󰈡nfi󰇷󰇵󰈞ti󰈀󰈗?
Is i󰉃 󰈎󰈛p󰈢󰈗i󰉄󰈩?
Is i󰉃 󰈹󰈩c󰉊󰈸󰈼iv󰈩?
Do󰈩s 󰈏󰉃 i󰈛p󰈗󰉙

pe󰈸󰈼󰈡n󰇽󰈗 o󰈹 󰈩t󰈊󰈏󰇸al
󰉏󰈀󰈘󰉊es?
Existing
offerings
Existing
users
Source: “Change by design”, Tim Brown
New
offerings
New
users
Manage
incremental
Adapt
evolutionary
Extend
evolutionary
Create
revolutionary
Inspiration Ideation Implementation
Think
Create choices
Do
Make choices
human centered • collaborative and participative • long-term perspective • driven by experimentation
(Agile) implementation is often
obsessed by delivery.
In Design,
iterate means learn from people
until they adopt the system in their lives.
1
lesson learned
2
Ideation + Implementation
FRAMING RESEARCH CODESIGN
PROTOTYPE
or MVP
TEST
Diverge Converge
Prototype Product
Think Do
rough
quick and dirty
delightful
Inspiration Ideation Implementation
Think
Create choices
Do
Make choices
human centered • collaborative and participative • long-term perspective • driven by experimentation
Prototypes are not MVPs.
Know the right thing to build
before building the thing right.
2
lesson learned
3
Inspiration + Ideation + Implementation
FRAMING RESEARCH CODESIGN
PROTOTYPE
or MVP
TEST
Diverge Converge
Briefs

for problems
Briefs

for solutions
Prototype Product
Think Do
Inspiration Ideation Implementation
Think
Create choices
Do
Make choices
human centered • collaborative and participative • long-term perspective • driven by experimentation
Technology is not necessarily
the answer.
Innovation cannot happen
until and unless there is an equal input
from Business Thinking.
3
lesson learned
Thankyou:)
gnvpartners.com
@gnvpartners
1
In Design, iterate means learn from people
until they adopt the system in their lives.
2 Know the right thing to build before building the thing right.
3
Innovation cannot happen until and unless there is 

an equal input from Business Thinking.
AgileBusinessDay, September 17th 2016, Venice (Italy)

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