The document discusses combining design and development approaches to drive innovation and efficiency. It describes how Jochen Gürtler of SAP advocates bringing design and development teams together through practices like user research, storytelling, prototyping and developing a shared product vision. The document provides examples of how SAP has applied these practices in developing products like SAP Sail, an app for sailors.

1. Lean
Way
Forward:
Innova0on
&
Efficiency
Combine
design
and
development.
Or:
Doing
the
right
things.
And
doing
the
things
right.
Jochen
Gürtler,
TIP
Core
Innova-on
Manager
School
of
Design
Thinking,
Hasso-­‐Pla;ner-­‐Ins-tute
Potsdam
June
19th
2012
With
contribu,on
from
Mar,n
Fassunge,
Tobias
Hildenbrand
and
Boris
Bezirtzis

2. Exper0se
Master
in
Computer
Science
15
year
professional
soHware
development
in
different
roles
like
developer,
architect,
product
owner
and
manager
Cer-fied
Gestalt
prac--oner
&
Business
Coach
Design
Thinking
Coach
Interests
My
children,
my
family,
my
friends
Traveling
all
around
the
world
Jazz
and
playing
trumpet
Wri-ng
books
and
blogs
Cinema
and
movies
What
is
needed
for
change
and
growth?
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 2 ABOUT
ME.
TITLE STYLE
CLICK TO EDIT MASTER PEOPLE.
IDEAS.
RESULTS.
2

3. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 3
SAP
–
NEVER
HEART
ABOUT
THIS?
© SAP 20123 | 3

4. WHY LEAN ?
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 4 © SAP 2012 | 4
4

5. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 5
NO,
WE
DO
NOT
BUILD
CARS
© SAP 20125 | 5

6. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 6
ELEMINATE
WASTE
MAXIMZE
VALUE
FOR
YOUR
CUSTOMER
© SAP 20126 | 6

7. Analyze
Design
Code
Test
Fear of delivery
Year 1 Year 2 Year 3 Year 4
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 7 CONSEQUENCES
OF
WATERFALL
7

8. release planning
Chief Product
Area Product
teamproduct
team
backlog
release
backlog
sprint
Implementation backlog
teams
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 8 INTRODUCTION
OF
TEAM
BASED
ORGANIZATION
8

9. Split organization Split work
into teams
Split time
Deliver more
frequently Retrospectives
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 9 INTRODUCTION
OF
LARGE
SCALE
SCRUM
9

10. Improve ratio of
planning and Incorporate
execution early
feedbacks
Build quality
into products Train coaches
from the inside within the
out. organization
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 10 WHAT
WE
HAVE
LEARNED
10

11. Kaizen / Continuous Improvement
in large scale
Respect for People:
Lean Leadership Development
We learned to deliver reliably
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 11 WHAT
ELSE
DID
WE
DO?
11

12. © 2012 SAP 12 COMPLEMENTING
SCRUM
WITH
ENGINEERING
PRACTICES
© SAP 2012 | AG. All rights reserved. 12

13. WHY IS EFFICIENCY NOT ENOUGH ?
© 2012 SAP AG. All rights reserved. © SAP 201213 13
|

14. “There is surely nothing quite so useless, as
doing with great efficiency what should not be
done at all.” - Peter Drucker
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 14 GOAL
IS
NOT
TO
PRODUCE
MORE
STUFF
EFFICIENTLY
14

15. Exploration Exploitation
Search for new knowledge Maximization of payoff
from existing knowledge
Invention of business Administration of business
Intuitive thinking Analytical thinking
Validity Worship altar of reliability
© 2009, Roger Martin, The Design of Business
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 15 WHY
IS
INNOVATION
SO
DIFFICULT?
15

16. Understanding the needs
Viability
Feasibilit of the customer via
y multiple prototypes
Innovation
Desirability
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 16 APPLY
DESIGN
THINKING
16

17. Radical
Show don’t tell
collaboration
Focus on
user needs
Embrace
experimentation Doing than planning
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 17 HOW
DESIGN
THINKING
HELPS?
17

18. © 2012, Ash Maurya, Running Lean
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 18 YOUR
PRODUCT
IS
NOT
„THE
PRODUCT“
18

19. # of customers % of revenue
using a product coming from
that didn’t exist offerings that
3 years ago didn’t exist 3
years ago
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 19 MEASURE
WHAT
YOU
CAN
MEASURE
19

20. Innovation Goals Business
orientation
Time &
resources Metrics
Access to the customers and
technology
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 20 INNOVATION
CULTURE
20

21. Design + Development
Product
Vision backlog
t Ow ner
Produc
Story-
-mapping
backbone
Personas user stories Design and Development
profile Prototyping share the same values and
buglist
artifacts
artifacts are complementary
paper prototypes
Synthesis
story telling
Dev teams clustering
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 21 COMBINE
DESIGN
AND
DEVELOPMENT
21

22. DO YOU HAVE AN EXAMPLE?
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 22 © SAP 201222 22
|

23. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 23
SAP
SAILING
PROGRAM
TECHNOLOGY
SPONSORING
AT
IT
BEST
© SAP 201223 23
|

24. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 24
THE
TEAM
A
GOOD
MIX
IS
ALWAYS
BETTER
© SAP 201224| 24

25. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 25
ONE
TEAM
–
ONE
OFFICE
WHEN
WORK
BECOMES
FUN
© SAP 201225 25
|

26. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 26
USER
RESEARCH
UNDERSTAND
THE
NEEDS
OF
OUR
USERS
© SAP 201226 26
|

27. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 27
STORY
TELLING
TELL
ME
YOUR
STORIES
AND
I
WILL
UNDERSTAND
© SAP 201227 27
|

28. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 28
SYNTHESIS
WHAT
ARE
THE
REALLY
IMPORTANT
TOPICS?
© SAP 201228 28
|

29. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 29
2
PERSONAS
A
SAILOR
AND
HER
COACH
© SAP 201229 29
|

30. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 30
IDEATION
CREATE
MANY
IDEAS
TO
FIND
THE
RIGHT
ONES
© SAP 201230 30
|

31. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 31
PRODUCT
VISION
WRITE
IT
DOWN
TO
BECOME
CONCRETE
© SAP 201231 31
|

32. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 32
USER
STORY
MAP
PLAN
AND
STRUCTURE
YOUR
VISION
© SAP 201232 32
|

33. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 33
DEVELOPMENT
MODEL
LEAN.
LEANER.
TEAMIFIED
© SAP 201233 33
|

34. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 34
PROTOTYPING
MAKE
IT
REAL.
FAIL
EARLY.
GET
FEEDBACK
© SAP 201234| 34

35. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 35
SAP
SAIL
BETTER.
PUBLICLY
AVAILABLE
TODAY
© SAP 201235 35
|

36. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 36 SAP
SAIL
BETTER:
COMBINING
DESIGN
&
DEVELOPMENT
36

37. WHAT´S NEXT?
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 37 © SAP 201237 37
|

38. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 38 CLICK
TO
EDIT
MASTER
TITLE
STYLE
38

39. 2.
SCALING
Embed
Design
Thinking
in
the
development
processes
with
content
and
rollout
support
1.
SERVICES
Provide
SERVICES
suppor0ng
wave
2
&
3
Design
Thinking
3.
SPACES
projects
to
ensure
success
Make
flexible
SPACES
and
learn
for
SCALING
available
incl.
furniture
and
equipment
© SAP 2012 | AG. All rights reserved.
© 2012 SAP 39
DESIGN
THINKING
2012.
LEARN
AEDIT
MASTER
TDIMENSTIONS
CLICK
TO
ND
SCALE
IN
THREE
ITLE
STYLE
39

40. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 40
10
THINKS.
Why
not
starEng
today?
© SAP 201240 40
|

41. © SAP 2012 | AG. All rights reserved.
© 2012 SAP 41
WOULD
YOU
LIKE
TO
JOIN
THE
TRIP?
Contact
me
© SAP 201241 41
|

42. Thank
you.
Contact me:
Jochen
Gürtler
TIP
Core
Innova-on
Manager
SAP
AG
Dietmar-­‐Hopp-­‐Allee
16
69190
Walldorf
+49
6227
7
48272
/
+49
174
91
63
497

43. © 2012 SAP AG. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express Google App Engine, Google Apps, Google Checkout, Google Data API, Google Maps, Google Mobile Ads,
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Google Mail, Gmail, YouTube, Dalvik and Android are trademarks or registered trademarks of Google Inc.
Some software products marketed by SAP AG and its distributors contain proprietary software components of
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Microsoft, Windows, Excel, Outlook, PowerPoint, Silverlight, and Visual Studio are registered trademarks of Wi-Fi is a registered trademark of Wi-Fi Alliance.
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Bluetooth is a registered trademark of Bluetooth SIG Inc.
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Motorola is a registered trademark of Motorola Trademark Holdings LLC.
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IOS is a registered trademark of Cisco Systems Inc. The information in this document is proprietary to SAP. No part of this document may be reproduced, copied,
or transmitted in any form or for any purpose without the express prior written permission of SAP AG.
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trademarks of Research in Motion Limited.
© 2012 SAP AG. All rights reserved. 43

44. © 2012 SAP AG. Alle Rechte vorbehalten.
Weitergabe und Vervielfältigung dieser Publikation oder von Teilen daraus sind, zu welchem Zweck und in Google App Engine, Google Apps, Google Checkout, Google Data API, Google Maps, Google Mobile Ads,
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In dieser Publikation enthaltene Informationen können ohne vorherige Ankündigung geändert werden. Google Mail, Gmail, YouTube, Dalvik und Android sind Marken oder eingetragene Marken von Google Inc.
Die von SAP AG oder deren Vertriebsfirmen angebotenen Softwareprodukte können Softwarekomponenten INTERMEC ist eine eingetragene Marke der Intermec Technologies Corporation.
auch anderer Softwarehersteller enthalten.
Wi-Fi ist eine eingetragene Marke der Wi-Fi Alliance.
Microsoft, Windows, Excel, Outlook, und PowerPoint sind eingetragene Marken der Microsoft Corporation.
Bluetooth ist eine eingetragene Marke von Bluetooth SIG Inc.
IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, System z, System
Motorola ist eine eingetragene Marke von Motorola Trademark Holdings, LLC.
z10, z10, z/VM, z/OS, OS/390, zEnterprise, PowerVM, Power Architecture, Power Systems, POWER7,
POWER6+, POWER6, POWER, PowerHA, pureScale, PowerPC, BladeCenter, System Storage, Storwize, Computop ist eine eingetragene Marke der Computop Wirtschaftsinformatik GmbH.
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eingetragene Marken von Citrix Systems, Inc. Sybase Inc. Sybase ist ein Unternehmen der SAP AG.
HTML, XML, XHTML und W3C sind Marken oder eingetragene Marken des W3C®, World Wide Web Crossgate, m@gic EDDY, B2B 360°, B2B 360° Services sind eingetragene Marken der Crossgate AG in
Consortium, Massachusetts Institute of Technology. Deutschland und anderen Ländern. Crossgate ist ein Unternehmen der SAP AG.
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und Xcode sind Marken oder eingetragene Marken der Apple Inc. Text sind unverbindlich und dienen lediglich zu Informationszwecken. Produkte können länderspezifische
Unterschiede aufweisen.
IOS ist eine eingetragene Marke von Cisco Systems Inc.
Die in dieser Publikation enthaltene Information ist Eigentum der SAP. Weitergabe und Vervielfältigung dieser
RIM, BlackBerry, BBM, BlackBerry Curve, BlackBerry Bold, BlackBerry Pearl, BlackBerry Torch, BlackBerry
Publikation oder von Teilen daraus sind, zu welchem Zweck und in welcher Form auch immer, nur mit
Storm, BlackBerry Storm2, BlackBerry PlayBook und BlackBerry App World sind Marken oder eingetragene ausdrücklicher schriftlicher Genehmigung durch SAP AG gestattet.
Marken von Research in Motion Limited.
© 2012 SAP AG. All rights reserved. 44