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vService Design & Agile are engaged!
Harald Lamberts
@haraldlamberts
@essense
as User Researcher
MULTI-DISCIPLINARY
TEAMS
DEVELOPERDESIGNER PRODUCT MANAGER
“A DESIGNER WHO
AVOIDS COLLABORATION
IS AN ARTIST”
as Design Manager
OMNI-CHANNEL
CUSTOMER LIFECYCLE
SUPPORT
ONLINE
MOBILE
RETAIL
“A BEAUTIFUL DESIGN WITH
A POOR HOLISTIC EXPERIENCE
IS A DISSERVICE”
COLLABORATION HOLISTIC
AGILE SERVICE DESIGN
VS
WATERFALL AGILE
DESIGN RESEARCH
DESIGN
DEV
TEST
RESEARCH
DEV
TEST
cyclical —> ongoing design involvement
WHAT CHANGED?
ONGOING DESIGN INVOLVEMENT IS OPPORTUNIT Y FOR
HOLISTIC EXPERIENCE
PERSPECTIVE IN AGILE
1
CUSTOMER JOURNEY MAP
CUSTOMER VALUE ‘SCENARIOS’
“AS A CUSTOMER
I CAN NOW DO …X”
STRATEGIC OBJECTIVES
CUSTOMER VALUE SCENARIOS
AGILE USER STORIES
METRICS &
USER FEEDBACK
MVP / Sprint
SCENARIO DRIVEN PL ANNING
“AFTER THIS SPRINT
USERS CAN DO…XYZ”
“A VIABLE SERVICE IS USELESS
IF IT IS NOT VALUABLE”
LEAN STARTUP
START SMALL, THEN LEARN
NOT… LAUNCH EARLY, THEN FIX
SCENARIO DRIVEN DEVELOPMENT
CAMPAIGN ALIGNMENT
MARKETING
DEVELOPMENT
DESIGN
Customer
can now
do ….X
SCENARIO
CUSTOMER PROMISE
ROADMAP
SPRINT PLANNING
RELEASE NOTES
USE VALUE SCENARIOS FOR
SPRINT PLANNING &

MARKETING ALIGNMENT
CUSTOMER VALUE FOCUS
2
CONTINUOUS
DEVELOPMENT
OPTIMISATION
OPTIMISATION
HOLISTIC CX
UI DESIGN
MVP
UI OPTIMISATION
POST MVP RISK FOR OPTIMISATION FOCUS
CONTINUOUS
DEVELOPMENT
OPTIMISATION
HOLISTIC CX
UI DESIGN
Co-
Creation
Emerging
Needs
Feedback
Analytics
A/B
Testing
Support
UI OPTIMISATION
SPRINT
RELEASE
ENSURE DUAL FOCUS
ENSURE USER INVOLVEMENT
FOR UI OPTIMISATION &
HOLISTIC EXPERIENCE
MEASURE & IMPROVE
EMERGING NEEDS
3
LIVEAGILE
BACKLOG
SERVICE DESIGN
FROM SD UP-FRONT
SERVICE DESIGN
UX
BACKLOG
UX
BACKLOG
UX
BACKLOG
TO SD IN PARALLEL
BACKLOG BACKLOG BACKLOG
EXPERIENCE DESIGN
XD XDXD
EXPERIENCE STRATEGY
APPLY ‘SERVICE DESIGN’
WITHIN AGILE TEAM
COMBINE
EXPERIENCE STRATEGY & EXPERIENCE DESIGN
4
TAKEAWAYS
1/ CYCLICAL WORKING IS AN OPPORTUNITY FOR
ONGOING HOLISTIC EXPERIENCE PERSPECTIVE IN AGILE
2/ USE CUSTOMER VALUE SCENARIOS FOR
SPRINT PLANNING & MARKETING ALIGNMENT
3/ ENSURE ONGOING USER INVOLVEMENT FOR 

UI OPTIMISATION & HOLISTIC CX
4/ APPLY ‘SERVICE DESIGN’ WITHIN AGILE TEAM
SERVICE DESIGN
XS XD
EXPERIENCE
STRATEGY
EXPERIENCE
DESIGN
We design relevant digital services
using a holistic customer experience approach.
Harald Lamberts
Founder & Owner
Essense
Harald Lamberts
www.essense.eu
@haraldlamberts
@essense

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