What is Service Design Thinking? And how does it relate to the agile world? There is a lot buzz about service design and design thinking as means to innovate. But how do they relate to the methods and mind set of agile? What is the role of a designer in an agile organization? And how could she/he contribute to generate and increase customer value? In this presentation I gave on Mix-IT conference in Lyon in 2014, I will give a short overview about the history of design in business, explain the ideas of design thinking and service design and suggest how these disciplines could help your team to create products and services that create superior customer value.

1. Design meets Agile!
What is Service Design Thinking? And how does it relate to the agile world?!
!
Jens Otto Lange!
Mix IT 2014!
Lyon, 30.4.2014

2. Design Coach!
Digital Innovation Facilitor!
Workshops - Training - Projects
Linkedin me!
Xing me!
@jensottolange!
www.jensottolange.de
2
Digital Innovation Facilitator
Designing the process of design

3. © JensOttoLange.de 3
Why?

4. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 4
http://commons.wikimedia.org/wiki/File:Max_Sch
%C3%BCler_Junge_Frau_am_Telefon.jpg
http://en.wikipedia.org/wiki/File:Cpc464.computer.
750pix.jpg
Photo:flickr/clasesdeperiodismo-EsterVargas
http://en.wikipedia.org/wiki/
File:Jimmy_Wales_accessing_Wikipedia.jpg
Photo:flickr/JensGyldenkærneClausen
mobile
mobile home
home
always on, all in one!
anywhere, anytime

5. © JensOttoLange.de 5
Digital
Transformation!

6. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 6
Photo:flickr/clasesdeperiodismo-EsterVargas
always on, all in one!
anywhere, anytime
digital self services
design!
challenge

7. © JensOttoLange.de 7
Our highest priority is to
satisfy the customer!
through early and
continuous delivery of
valuable software!
Agile Manifesto
http://agilemanifesto.org/principles.html

8. © JensOttoLange.de 8
Value doesn’t usually
come from the delivery
of the software, but from
the use of the software!
Jeff Patton!
http://www.agileproductdesign.com/presentations/index.html
Jeff Patton: Personas, Profiles, Actors, & Roles: Modeling users to target successful product design

9. © JensOttoLange.de 9Photo: flickr/clasesdeperiodismo - Ester Vargas
User needs first

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Technology
Business
Product

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Mind the gap
11
Technology
Business
Product

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User focus
12
Technology
User
Business
User
Product

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Designer =
user’s voice
13
Technology
User
Business
Design
Product

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How?

15. © JensOttoLange.de 15http://www.fotosimagenes.org/erwin-komenda
Erwin Komenda!
Product Designer
of VW Beetle
and Porsche!
an engineer

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First concept sketch of beetle
16Quelle: http://www.komenda.at/bp/kaefer1936.gif

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e/atlas/personen/herbert-bayer
s-Archiv Berlin
Source: http://zk-images.com/Jan13/HerbertBayer.jpg
Herbert Bayer!
Graphic
Designer
for Dorland
ad agency!
Bauhaus artist

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SpecimenofthetypefaceArchitypebayer.JimHood
http://en.wikipedia.org/wiki/File:ABayer.pn

19. © JensOttoLange.de 19http://en.wikipedia.org/wiki/File:Jesse-James-Garrett_Web2.0-Kongress_2007.jpg
Jesse James Garrett!
UX designer
at Adaptive Path

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Elements of User Experience
20
Surface
Graphics
Images
Skeleton
Prototypes!
Wireframes
Scope!
Requirements!
Specifications
Strategy!
User needs!
Business goals
Structure
Sitemaps
Interactions
Visual: Jesse James Garrett, The Elements of User Experience, second edition 2011

21. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 21
90er
50er
10er
70er
Screens
Brands & Media
Hardware
Services
Communication Designer
Industrial Designer
User Experience Designer
Service Designer
3 D Product Design Stylist Formgestalter
2 D Visual Design Gebrauchsgrafiker
2/3 D + time Interaction Design
3 D + time + space Design Thinking

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Functional role emerges
22
Credits: Daniel Neubürger, Usability Day 2013
http://www.produktbezogen.de/wie-man-den-richtigen-ux-designer-findet-ein-3-schritte-guide/
Design!
One fits all!
Make it pretty!
What the hell ..
yesterday

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Functional role emerges
23
Copywriting!
Content Design
Interaction
Design
Visual
Design
User
Research
Credits: Daniel Neubürger, Usability Day 2013
http://www.produktbezogen.de/wie-man-den-richtigen-ux-designer-findet-ein-3-schritte-guide/
today

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What is
Service
Design?

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„Customer experience …
starts when you first
hear about Amazon from
a friend, and ends when
you get the package in
the mail and open it.“!
source: http://method.com/ideas/10x10/lets-get-physical-with-services
Foto: http://commons.wikimedia.org/wiki/File:Jeff_Bezos_2005.jpg
Jeff Bezos!
CEO of Amazon

26. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 26Source: Forrester Research, http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
User Experience!
design and development
of digital interactions
Service Design!
design and implementation
across entire customer journey
Customer
Experience!
design, implementation,
and management
across entire
customer journey
How customers
perceive their
interactions with
your company.
UX
SD
CX

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Car2Go
Grafik: Service Design Berlin

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http://www-edc.eng.cam.ac.uk/tools/
http://designingwithpeople.rca.ac.uk/methods/persona
Example !
Persona

29. © JensOttoLange.de© JensOttoLange.de 29
has the problem
for our solution
Persona
Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“
Credits Darstellung: Thomas Stegmann, storythinkers

30. © JensOttoLange.de© JensOttoLange.de 30
is benchmark
for our ideas
Persona
Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“
Credits Darstellung: Thomas Stegmann, storythinkers

31. © JensOttoLange.de© JensOttoLange.de 31
eases communication
among stakeholders
Persona
Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“
Credits Darstellung: Thomas Stegmann, storythinkers

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is the hero of our
innovation story
Persona

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Persona is the hero of the story
wants …!
!
short business trip to Berlin.!
cycle from main station
to customer’s office.
because ….!
!
fastest connection!
sunny day
Who?
Jens, Hamburg!
Design Coach!
Frequent cyclist

34. © JensOttoLange.de© JensOttoLange.de 34
A friend already
uses Call-A-Bike …
It’s a service of
Deutsche Bahn …
I learned they have
a mobile app …

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It’s easier to
register on a
big screen …

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Where to go?
Maybe
„services“ …

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How much?

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Yes,
Bahncard!"
Complicated!

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Not that
easy …

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123456709
876543T_S9

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Arrived in Berlin …
Where
to go?

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:-)

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?

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?

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Bahncard?"
EC Card?

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Number
out dated

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I call via
app …

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Ok, let’s
go!

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The story of the customer journey …
54
Provider
known!
app?
how?
register?
pricing? where? how? aha!call! ok!
Customer

55. © JensOttoLange.de© JensOttoLange.de
… with all its obstacles…
55
Provider
known!
app?
how?
register?
pricing? where? how? aha!call! ok!
Customer

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known!
app?
how?
register?
pricing? where? how? aha!call! ok!
© JensOttoLange.de
… is a story of interactions that …
56
Provider
Customer
ResolutionJourneySetting
Line of Interaction

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known!
app?
how?
register?
pricing? where? how? aha!call! ok!
© JensOttoLange.de
… spans time and multiple touchpoints …
57
Touchpoints
afterduringpre

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known!
app?
how?
register?
pricing? where? how? aha!call! ok!
© JensOttoLange.de
… supported by corporate functions
58
Brand: frontstage staff & frontend systems
Operations: backstage staff & backend systems
afterduringpre

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Horizontal flow vs. vertical silos
59
Marketing ProductsSales / POS Service Social Media
Software Development
Human Resources
Finance
Perceive Select Buy Get Help Recommend

60. © JensOttoLange.de© JensOttoLange.de
Collaborate to ease the flow
60
Marketing ProductsSales / POS Service Social Media
Human Resources
Finance
Software Development
Perceive Select Buy Get Help Recommend

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Customer
Journey and
Persona are the
core artefacts of
Service Design

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Technology
User
Business
Design
Product
What?
Why?
How?
desirable
viable
feasible
Design Thinking

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Cross-functional teams to co-create

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Open work spaces
Foto: Jens Otto Lange, Betahaus Berlin

65. © JensOttoLange.de© JensOttoLange.de
Design Thinking process
65
Visual: Process of D-School Potsdam
Problem space Solution space

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Design Thinking
is a method
and a mind set
to innovate

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known!
app? where? aha! ok!
© JensOttoLange.de
Brand: frontstage staff & frontend systems
Operations: backstage staff & backend systems
afterduringpre
67
how?
register?
pricing? how? call!
Focus on broken experiences

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Design research tools
Designer at LeGrand http://www.youtube.com/watch?v=pDOBLJkOZ6Y
MAKESAY
DO

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Create a persona (sample)

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Point of View: Frame the problem

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Co-create ideas

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Co-creation is team building
7272
Theme
Theme
Theme
Silos Team
SolutionProblem

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Story telling as a Prototype …

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Assign ideas to story

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Tell to test, listen to feedback

76. © JensOttoLange.de 76© JensOttoLange.de
Paper Prototyping first!

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Collect lots of ideas
http://www.gv.com/lib/the-product-design-sprint-divergeday2

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Bodystorm interactions
Source: 2. Creativity Jam Hamburg

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Work out critical interactions

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Discuss!
interaction
storyboards
80

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Test with paper prototypes

82. © JensOttoLange.de© JensOttoLange.de
Elevator Pitch as a product vision
82
For < user >,
who < need >,
< name > is a < category >,
that < main benefit >.!
!
Other than < main alternative >!
we < Unique selling proposition >.
82
Format nach Geoffrey Moore „Crossing the Chasm“

83. © JensOttoLange.de© JensOttoLange.de
Think and make iterations
83
Jeff patton Building Better Products Using User Story Mapping
Idea … from rough to fine

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Digitalize !
prototypes
source: Foto Jens Otto Lange, 3. Creativity Jam Hamburg!
Video zu Prototyp: https://www.youtube.com/watch?
v=ms51rAKmI_E&list=PLJUPJYghMbrTCDwAykaxvx8o7ZYSM4TdC
Pop App auf https://itunes.apple.com/de/app/pop-prototyping-on-paper/id555647796?mt=8

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Keynote & Powerpoint
85

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Wireframe
86
Simple Moqups-Wireframe (online only)
source: Jens Otto Lange, Projektbeispiel für Verlagssite
Magazintitel

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Interfaces to
development

88. © JensOttoLange.de© JensOttoLange.de
Whirls instead of waterfalls
88
the big jump
step by step

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Empiric process control
Risk reduction

90. © JensOttoLange.de© JensOttoLange.de© JensOttoLange.de
Fuzzy goals
90
digital!
Product
new = unknown!
intuitive!
empiric!
open-ended
Goalcorridor

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Cone of Uncertainty
9191
final!
requirements!
Concept
draft
http://en.wikipedia.org/wiki/Cone_of_Uncertainty
shared
vision
Release
Project length
4 x
2 x
1/2 x
1/4 x
High risk
zone
Varianceofestimation
Goalcorridor
digital
Product

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http://en.wikipedia.org/wiki/Cone_of_Uncertainty
4 x
2 x
1/2 x
1/4 x
Design to define
Requirements with Design Thinking
Agile to refine
Development with Scrum
digital
Product
Varianceofestimation
final!
requirements!
Concept
draft
shared
vision
Release
Project length
Goalcorridor
High risk zone

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User Story Mapping

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Contruct user story map
94
• Customer Journey: What wants the user do with the software? !
• Which functions offers the software to the user?!
• Successive (horizontal) or optional (vertical) interactions of user with software?
Jeff Patton: Building Better Products Using User Story Mapping
Customer
Journey
vertical=„or“
Funktions

95. © JensOttoLange.de
Prioritize user stories
95
• Which features are needed to build a minimal viable product !
• Priotitize to fullfill user needs and business value!
• Value is based on business goals
Jeff Patton: Building Better Products Using User Story Mapping
Customer
Journey
Functions
vertical=„or“
-optional+
1. Release
Minimal Viable Product
2. Release
3. Release

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Innovation Story
Customer Journey
Design Thinking
Digital
Interaction
Story
Screen Flow
UX Design
Scrum User Story
description of feature
Agile Development
Foto: http://commons.wikimedia.org/wiki/File:Russian-Matroshka_no_bg.jpg?uselang, erstellt von FangHong, bearbeitet von Gnomz007

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Designers work with product owners
97
Product
backlog
Sprint
backlog
Sprint
Planning
Why & What?
Requirements: Product Team
How?
Delivery: Dev Team
Customer
Designer

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Product team 2 sprints in advance
98
Sprint
Product Team
Discovery
Support DesignReview
SprintSprint
Dual-Track Scrum
Research
http://www.svpg.com/dual-track-scrum/
98
Innovation Track
Development Track
Developer
Delivery
print
Marty Cagan - Silicon Valley Product Group

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Design to define!
Agile to refine

100. Design Coach!
Digital Innovation Facilitor!
Workshops - Training - Projects
Linkedin me!
Xing me!
@jensottolange!
www.jensottolange.de
100
Digital Innovation Facilitator!