Download as PDF, PPTX
Uploaded byJens Otto Lange
design-meets-agile-mixit14
The document discusses the integration of service design thinking with agile methodologies, emphasizing the importance of user experience and customer satisfaction through digital innovation. It outlines various design processes and the role of personas in understanding user needs throughout the customer journey. Furthermore, it explores collaboration among cross-functional teams to enhance the design and development of digital products.
![Are You Running a 'Don't Contact' Center? [Slideshow]](https://cdn.slidesharecdn.com/ss_thumbnails/areyourunningadontcontactcenter-130814081755-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
![Have Benjamin Franklin Manage Your Customer Support [Slideshow]](https://cdn.slidesharecdn.com/ss_thumbnails/benjaminfranklineffect-130528081523-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
design-meets-agile-mixit14
- 1. Design meets Agile! Whatis 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 InnovationFacilitor! Workshops - Training - Projects Linkedin me! Xing me! @jensottolange! www.jensottolange.de 2 Digital Innovation Facilitator Designing the process of design
- 3.
- 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.
- 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 Ourhighest 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 Valuedoesn’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
- 10.
- 11. © JensOttoLange.de Mind thegap 11 Technology Business Product
- 12.
- 13. © JensOttoLange.de Designer = user’s voice 13 Technology User Business Design Product
- 14.
- 15. © JensOttoLange.de 15http://www.fotosimagenes.org/erwin-komenda ErwinKomenda! Product Designer of VW Beetle and Porsche! an engineer
- 16. © JensOttoLange.de First conceptsketch of beetle 16Quelle: http://www.komenda.at/bp/kaefer1936.gif
- 17. © JensOttoLange.de 17 e/atlas/personen/herbert-bayer s-ArchivBerlin Source: http://zk-images.com/Jan13/HerbertBayer.jpg Herbert Bayer! Graphic Designer for Dorland ad agency! Bauhaus artist
- 18.
- 19. © JensOttoLange.de 19http://en.wikipedia.org/wiki/File:Jesse-James-Garrett_Web2.0-Kongress_2007.jpg JesseJames Garrett! UX designer at Adaptive Path
- 20. © JensOttoLange.de Elements ofUser 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
- 22. © JensOttoLange.de Functional roleemerges 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
- 23. © JensOttoLange.de Functional roleemerges 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
- 24. © JensOttoLange.de 24 Whatis Service Design?
- 25. © JensOttoLange.de 25 „Customerexperience … 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
- 27. © JensOttoLange.de© JensOttoLange.de27 Car2Go Grafik: Service Design Berlin
- 28. © JensOttoLange.de© JensOttoLange.de2828 http://www-edc.eng.cam.ac.uk/tools/ http://designingwithpeople.rca.ac.uk/methods/persona Example ! Persona
- 29. © JensOttoLange.de© JensOttoLange.de29 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.de30 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.de31 eases communication among stakeholders Persona Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“ Credits Darstellung: Thomas Stegmann, storythinkers
- 32. © JensOttoLange.de© JensOttoLange.de32 is the hero of our innovation story Persona
- 33. © JensOttoLange.de© JensOttoLange.de33 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.de34 A friend already uses Call-A-Bike … It’s a service of Deutsche Bahn … I learned they have a mobile app …
- 35. © JensOttoLange.de© JensOttoLange.de35 It’s easier to register on a big screen …
- 36. © JensOttoLange.de© JensOttoLange.de36 Where to go? Maybe „services“ …
- 37.
- 38.
- 39. © JensOttoLange.de© JensOttoLange.de39 How much?
- 40. © JensOttoLange.de© JensOttoLange.de40 Yes, Bahncard!" Complicated!
- 41. © JensOttoLange.de© JensOttoLange.de41 Not that easy …
- 42. © JensOttoLange.de© JensOttoLange.de42 123456709 876543T_S9
- 43. © JensOttoLange.de© JensOttoLange.de43 Arrived in Berlin … Where to go?
- 44.
- 45.
- 46.
- 47.
- 48.
- 49. © JensOttoLange.de© JensOttoLange.de49 Bahncard?" EC Card?
- 50. © JensOttoLange.de© JensOttoLange.de50 Number out dated
- 51. © JensOttoLange.de© JensOttoLange.de51 I call via app …
- 52.
- 53. © JensOttoLange.de© JensOttoLange.de53 Ok, let’s go!
- 54. © JensOttoLange.de© JensOttoLange.de Thestory 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
- 56. © JensOttoLange.de 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
- 57. © JensOttoLange.de known! app? how? register? pricing? where?how? aha!call! ok! © JensOttoLange.de … spans time and multiple touchpoints … 57 Touchpoints afterduringpre
- 58. © JensOttoLange.de 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
- 59. © JensOttoLange.de© JensOttoLange.de Horizontalflow 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 Collaborateto ease the flow 60 Marketing ProductsSales / POS Service Social Media Human Resources Finance Software Development Perceive Select Buy Get Help Recommend
- 61. © JensOttoLange.de 61 Customer Journeyand Persona are the core artefacts of Service Design
- 62.
- 63. © JensOttoLange.de 63 Cross-functionalteams to co-create
- 64. © JensOttoLange.de© JensOttoLange.de64 Open work spaces Foto: Jens Otto Lange, Betahaus Berlin
- 65. © JensOttoLange.de© JensOttoLange.de DesignThinking process 65 Visual: Process of D-School Potsdam Problem space Solution space
- 66. © JensOttoLange.de 66 DesignThinking is a method and a mind set to innovate
- 67. © JensOttoLange.de 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
- 68. © JensOttoLange.de 68 Designresearch tools Designer at LeGrand http://www.youtube.com/watch?v=pDOBLJkOZ6Y MAKESAY DO
- 69. © JensOttoLange.de 69 Createa persona (sample)
- 70. © JensOttoLange.de 70 Pointof View: Frame the problem
- 71. © JensOttoLange.de© JensOttoLange.de7171 Co-create ideas
- 72. © JensOttoLange.de© JensOttoLange.de Co-creationis team building 7272 Theme Theme Theme Silos Team SolutionProblem
- 73. © JensOttoLange.de 73 Storytelling as a Prototype …
- 74. © JensOttoLange.de 74 Assignideas to story
- 75. © JensOttoLange.de 75 Tellto test, listen to feedback
- 76. © JensOttoLange.de 76©JensOttoLange.de Paper Prototyping first!
- 77. © JensOttoLange.de 77 Collectlots of ideas http://www.gv.com/lib/the-product-design-sprint-divergeday2
- 78. © JensOttoLange.de 78 Bodystorminteractions Source: 2. Creativity Jam Hamburg
- 79. © JensOttoLange.de 79 Workout critical interactions
- 80.
- 81. © JensOttoLange.de 81 Testwith paper prototypes
- 82. © JensOttoLange.de© JensOttoLange.de ElevatorPitch 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 Thinkand make iterations 83 Jeff patton Building Better Products Using User Story Mapping Idea … from rough to fine
- 84. © JensOttoLange.de 84 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
- 85. © JensOttoLange.de Keynote &Powerpoint 85
- 86. © JensOttoLange.de Wireframe 86 Simple Moqups-Wireframe(online only) source: Jens Otto Lange, Projektbeispiel für Verlagssite Magazintitel
- 87. © JensOttoLange.de 87 Interfacesto development
- 88. © JensOttoLange.de© JensOttoLange.de Whirlsinstead of waterfalls 88 the big jump step by step
- 89. © JensOttoLange.de 89 Empiricprocess control Risk reduction
- 90. © JensOttoLange.de© JensOttoLange.de©JensOttoLange.de Fuzzy goals 90 digital! Product new = unknown! intuitive! empiric! open-ended Goalcorridor
- 91. © JensOttoLange.de Cone ofUncertainty 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
- 92. © JensOttoLange.de 9292 http://en.wikipedia.org/wiki/Cone_of_Uncertainty 4x 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
- 93. © JensOttoLange.de 93 UserStory Mapping
- 94. © JensOttoLange.de Contruct userstory 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 userstories 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
- 96. © JensOttoLange.de 96 InnovationStory 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
- 97. © JensOttoLange.de Designers workwith product owners 97 Product backlog Sprint backlog Sprint Planning Why & What? Requirements: Product Team How? Delivery: Dev Team Customer Designer
- 98. © JensOttoLange.de Product team2 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
- 99. © JensOttoLange.de 99 Designto define! Agile to refine
- 100. Design Coach! Digital InnovationFacilitor! Workshops - Training - Projects Linkedin me! Xing me! @jensottolange! www.jensottolange.de 100 Digital Innovation Facilitator!