This document summarizes a presentation on using design thinking in an agile world. The presentation covers how design thinking, lean UX, and agile working can be better integrated. It discusses divergent and convergent thinking techniques. An example value chain analysis workshop is presented for mapping the ecosystem around a video doorbell product. The workshop demonstrates identifying key players, mapping value flows, and assessing risks in bringing an innovation to market. The presentation emphasizes taking an ecosystem view rather than just focusing on the immediate environment when developing products and business models.

1. G r o w t h H a c k i n g S u m m i t 2 0 1 6
DESIGN THINKING IN
AN AGILE WORLD

2. Siân Rees
About me…
Sprint
Planning
• Born in Seattle Washington,
living Belgium 10 years
• Product Manager with over 15
years experience in product
development and design
• Worked on a number of
products in the past including
Barco Clickshare and currently
Teamleader

3. Sprint
Planning

4. DESIGN THINKING IN AN AGILE WORLD
Agenda
Sprint
Planning
• Design thinking, Lean UX and Agile working
• Divergent & Convergent thinking
• Value chain / blueprint analysis
• Workshop example
• Summary & Questions

5. DESIGN THINK, UX & AGILE
Better Together
Sprint
Planning
DESIGN THINKING
Discovers needs
LEAN UX
Discovers a problem
AGILE
Discovers a solution
• Research and observe
• Prioritize insights
• Brainstorming
• Know business goals
and strategies
• Have a system to
measure success
• Take incremental
steps
• Iterate
• Collaborate
• Test early & often

6. Sprint
Planning
DaveLandis

7. MANAGING IDEAS
Divergent & Convergent Thinking
Sprint
Planning

8. DIVERGE
Create choices
Original
Insight

9. Design Thinking
Divergence
• Defining a clear
need
• Research
• Observation
• Gain insights
• Brain storming
• Brainstorming
• Story mapping

10. CONVERGE
Make choices
Product

11. BACKLOG PRIORITIZATION
Convergence
• Does it fit the vision?
• Will it grow the
business?
• Will it increase
engagement?
• Will it matter in 5 years?
• Will it improve,
complement or innovate
on the existing
workflow?
• Will everyone benefit –
or just a few?
• Are the rewards greater
than the effort?
• Can we do it well?
• Can we support and
afford it?
• Can we scope it well?
• Is it the highest priority?
• Is it ready for
development?
• Is there capacity?

12. DESIGNING FOR
GROWTH

13. VALUE CHAIN ANALYSIS
Identify your place in the Ecosystem
Sprint
Planning

14. VALUE CHAIN ANALYSIS
What you can learn
Sprint
Planning
• Added value
• Complementary assets
• Competitive position
• Opportunities
• Challenges
• Dependencies and consequences
of your business model
Identify your position
weight and power.

15. SONY Reader
Value Blueprint Examples
Ron Adner, The Wide Lens 2012

16. AMAZON’S KINDLE
Value Blueprint Examples
Sprint
Planning
Ron Adner, The Wide Lens 2012

17. VALUE BLUEPRINT
WORKSHOP

18. VIDEO DOORBELL
Identify your product / project
Sprint
Planning
• Connects to your mobile phone
• Camera
• Microphone
• Speaker
• Battery or power connection
• Affordable: MSRP under $200

19. IDENTIFY THE PLAYERS
Who’s in the ecosystem?
Sprint
Planning
1. Identify your end customer – who ultimately needs to adopt
your innovation to be successful?
2. Identify your suppliers – what do you need to deliver?
3. Identify your intermediaries – who stands between you and
the end customer?
4. Identify your complementors – Does anything else need to
happen before this intermediary can adopt the offer and
move it forward?
Ron Adner, The Wide Lens 2012

20. PLAYERS
Example
Sprint
Planning
CUSTOMERS SUPPLIERS INTERMEDIARIES COMPLEMENTARS
• Home owners
• Businesses
• Renters
• OEMS
• Camera
makers
• Battery
makers
• Store retailers
• Online
retailers
• Channels
• Mobiles
• 4G network

21. MAP THE VALUE CHAIN
How does the product interact with players
Sprint
Planning
Ron Adner, The Wide Lens 2012

22. IDENTIFY THE RISKS IN THE ECOSYSTEM
Three risks of innovation
Sprint
Planning
• Execution Risk – can you bring your innovation to the right
specifications in the required time?
• Co-innovation risk – how much of your success depends on
other innovations?
• Adoption risk – the extent to which your partners will need
to adopt your innovation before end consumers have a
chance to assess its value?
Ron Adner, The Wide Lens 2012

23. Sprint
Planning
“Choosing to focus on the ecosystem, rather than
simply on the immediate environment, changes
everything – from how you prioritize opportunities and
threats, to how you think about market timing and
positioning, to how you define and measure success.”
- Ron Adner, The Wide Lens 2012

24. ECOSYSTEM FOCUS
Designing for Growth
Sprint
Planning
• Map your ecosytem early and often
• Define measurements to test your hypothesis
• Uncover hidden traps & opportunities
• Learn, update and adapt
• Communicate with partners, players and customers
• Simplify and focus on your strengths

25. Your Text Here Sprint
Planning

26. Your Text Here Sprint
Planning

27. Your Text Here Sprint
Planning

28. QUESTIONS

29. FURTHER READING
• The Wide Lens – Ron Adner
• Change by Design – Tim Brown
• The Lean StartUp – Eric Ries
• The Smart Entreprenuer –
B. Clarysse & Sabrina Kiefer