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Il punto esatto dove si incontrano
Design Thinking - Lean Startup – Agile
(A personal Journey)
EMILIANO SOLDI
#AVMI
@AgileTriathlete
I GAVE A DEEPER LOOK INTO IT
Well, it was not that simple to
create a clearer picture to me
“Executing an idea which addresses a
specific challenge and achieves value
for both the customer and company”
INNOVATION
IdeatoValueCommunity
.Design Thinking
.Lean Startup
.Scrum
“Translating observation into insights, and insights into products
and services, which will improve our lives“
The Mission of Design Thinking - Tim Brown, CEO of IDEO
“A new way of looking at the development
of innovative new products, based on fast
iteration, customer insight, a huge vision,
great ambition. All at the same time.”
Eric Ries, The Lean Startup
“Help People to address complex
adaptive problems, while productively
and creatively delivering products of
the highest possible value”
Scrum Framework - Ken Schwaber & Jeff Sutherland
OK, LET’S DO SOME ORDER
WHAT DO THEY HAVE IN COMMON?
PEOPLE CENTRIC
USER AND CUSTOMER CONTINUOUS ENGAGEMENT
Leveraging on members’ differences, such as
nationality, profession, cultural background, age,
education, seniority, approaches, expertise, by
exploring problems through different "lenses"
DIVERSITY
ITERATIVE
Creation of tangible
and concrete output
at each iteration
EMPATHY
Peculiar ability of human beings to deeply understand others by
seeing, feeling and experiencing things, the way they do it
HOW CAN THEY BE INTEGRATED,
LEVERAGING ON EACH OTHERS’ POTENTIAL?
DESIGN THINKING
TimBrown,CEOofIDEO
“Design thinking is a human-centered approach
to innovation that draws from the designer's
toolkit to integrate the needs of people, the
possibilities of technology, and the
requirements for business success”
Discover Define Develop Deliver
Gathering
Insights
Focus on
problematic
area
Idea Prototypes
realization to explore
possible solution
Selection and
delivery of the
best solution
Problem Problem
Definition
Solution
Design Council
THE DOUBLE DIAMOND MODEL
EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
Deeply understand
the people for whom
you are designing for
Circumscribe the
problem based on
emerging intuitions
Brainstorming on ideas
and possible solutions
Create a tangile
representation of the
possibile solutions
Come back to the people
you are designing for, to
show prorotypes, test
ideas and gather
feedback
DESIGN THINKING CYCLE
Stanford d.school
EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
Learn from prototypes
and stimulate new ideas
Learn from users through testing
Tests can help produce new ideas
Tests provide insights that could
help to redefine the problem
Steps must be thought as non-sequential.
They often occur in parallel, iteratively.
Stanford d.school
DESIGN THINKING CYCLE
“Prototypes slow us down to speed
us up. By taking the time to
prototype our ideas we avoid
costly mistakes, such as becoming
too complex too early & sticking
with a weak idea for too long”
TimBrown,CEOofIDEO
 Teams mostly handle qualitative data
 Members work together closely, intensely in one
team space
 Members work without separating for individual
work tasks
DESIGN THINKING – TEAM WORK
LEAN STARTUP APPROACH
BUILD PRODUCTS PEOPLE REALLY WANT.
QUICKLY, CHEAPLY, LEAN.
Lean Startup is built on the scientific
method and the idea of testing
assumptions through experiments.
A strict approach to generate
learning on a particular domain,
when there are many white spots
and a high level of uncertainty.
SCIENTIFIC METHOD
Transform Learning
and Knowledge into Ideas
Quickly Build and Ship
small set of product
Features
Strict Measurement
to lead Learning
Pivot / Persevere
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
LEAN STARTUP CYCLE
“Ask most entrepreneurs
who have decided to pivot
and they will tell you that
they wish they had made the
decision sooner”
Eric Ries
“A MVP is the minimum set of
features necessary to engage
early adopters and start the
learning-feedback loop”
A MVP is a prototype at its heart but ahead
in the product development process.
An MVP will be created once you already tested
out core hypotheses, through prototyping.
Wikipedia
MVP - MINUMUM VIABLE PRODUCT
 Teams transform their market insights,
assumptions and goals, in metrics
 Members prioritizes business hypotheses and
potential testing scenarios
 Those hypotheses ofte can be tested independently
by team members
 Test results evaluation asks the team to meet again
in person and discuss how to proceed futher
LEAN STARTUP – TEAM WORK
MODELS INTEGRATION
Prototypes MVPs
problem-solution-fit product-market-fitproblem statement possible solutions
Users
Engagement
Observations
Empathy
Ideation
Workshops
Market
Analysis
Pivot
Persevere
MVP
Creation
Problem
SCRUM
Product
Backlog
Sprint
Backlog
Potentially
Shippable
Product
(PSI)
Daily
Scrum
Sprint
Execution
Sprint
Review
Sprint
Retrospective Sprint
Iteration
(2-4 weeks)
SCRUM CYCLE
Product Owner
Scrum Master
Development Team
Sprint
Planning
Research and identify viable markets, technologies, and product capabilities
Develop products and enhancements
Release products and enhancements frequently
Sustain and renew products
 Teams work on stories and tasks and results
become as concrete as possible, ending up in
product features
 Members develop parts of solutions as
individuals, in pairs or in smaller groups
 Level of interaction between members is lower
than in design thinking.
SCRUM – TEAM WORK
MODELS INTEGRATION
Problem
Users
Engagement
Observations
Empathy
Ideation
Workshops
Prototypes
Market
Analysis
MVPs
Pivot
Persevere
problem-solution-fit product-market-fitproblem statement possible solutions
MVP
Creation
PSI
Biz. Value driven Increment. dev.
Product
Backlog
Mngm.
Inspect
Adapt
Adaptive
Dev.
Focus
on Learning
Focus
on Dev
Creativity
Driven
Value
Driven
Data
Driven
Prototypes
MVPs
DESIGN THINKING
Empathize with people, define and
Ideate new possible solutions to find a
good problem-solution-fit.
LEAN STARTUP
Select small sets of features (MVP) for solving
the core problem; then execute full build-
measure-learn cycles and pivot or persevere
until a good product-market-fit is found.
SCRUM
Build and deliver the product incrementally, by
actively managing the risks inherent in new
product development.
Product
MODELS MATRIX
Relentlessly rely on
principles while
adapting practices
Always trust the
process: never stop to
trust the people
Diverge and
converge
continuously to
increase creativiry &
productivty
Rotate in pairs or
subgroups, for fast
knowledge
dissemination and
parallelization
Empathy is key to
develop team trust
and engagement
Clear straightforward
story to tell, to test
prototypes and
gather good feedback
LESSONS LEARNED
EMILIANO SOLDI
#AVMI
@AgileTriathlete
https://www.linkedin.com/in/emilianosoldi/

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The exact point where Design Thinking, Lean Startup, Agile meet together

  • 1. Il punto esatto dove si incontrano Design Thinking - Lean Startup – Agile (A personal Journey) EMILIANO SOLDI #AVMI @AgileTriathlete
  • 2. I GAVE A DEEPER LOOK INTO IT
  • 3. Well, it was not that simple to create a clearer picture to me
  • 4.
  • 5. “Executing an idea which addresses a specific challenge and achieves value for both the customer and company” INNOVATION IdeatoValueCommunity
  • 7. “Translating observation into insights, and insights into products and services, which will improve our lives“ The Mission of Design Thinking - Tim Brown, CEO of IDEO
  • 8. “A new way of looking at the development of innovative new products, based on fast iteration, customer insight, a huge vision, great ambition. All at the same time.” Eric Ries, The Lean Startup
  • 9. “Help People to address complex adaptive problems, while productively and creatively delivering products of the highest possible value” Scrum Framework - Ken Schwaber & Jeff Sutherland
  • 10. OK, LET’S DO SOME ORDER
  • 11. WHAT DO THEY HAVE IN COMMON?
  • 13. USER AND CUSTOMER CONTINUOUS ENGAGEMENT
  • 14. Leveraging on members’ differences, such as nationality, profession, cultural background, age, education, seniority, approaches, expertise, by exploring problems through different "lenses" DIVERSITY
  • 16. Creation of tangible and concrete output at each iteration
  • 17. EMPATHY Peculiar ability of human beings to deeply understand others by seeing, feeling and experiencing things, the way they do it
  • 18. HOW CAN THEY BE INTEGRATED, LEVERAGING ON EACH OTHERS’ POTENTIAL?
  • 20. TimBrown,CEOofIDEO “Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success”
  • 21. Discover Define Develop Deliver Gathering Insights Focus on problematic area Idea Prototypes realization to explore possible solution Selection and delivery of the best solution Problem Problem Definition Solution Design Council THE DOUBLE DIAMOND MODEL
  • 22. EMPATHIZE DEFINE IDEATE PROTOTYPE TEST Deeply understand the people for whom you are designing for Circumscribe the problem based on emerging intuitions Brainstorming on ideas and possible solutions Create a tangile representation of the possibile solutions Come back to the people you are designing for, to show prorotypes, test ideas and gather feedback DESIGN THINKING CYCLE Stanford d.school
  • 23. EMPATHIZE DEFINE IDEATE PROTOTYPE TEST Learn from prototypes and stimulate new ideas Learn from users through testing Tests can help produce new ideas Tests provide insights that could help to redefine the problem Steps must be thought as non-sequential. They often occur in parallel, iteratively. Stanford d.school DESIGN THINKING CYCLE
  • 24. “Prototypes slow us down to speed us up. By taking the time to prototype our ideas we avoid costly mistakes, such as becoming too complex too early & sticking with a weak idea for too long” TimBrown,CEOofIDEO
  • 25.  Teams mostly handle qualitative data  Members work together closely, intensely in one team space  Members work without separating for individual work tasks DESIGN THINKING – TEAM WORK
  • 27. BUILD PRODUCTS PEOPLE REALLY WANT. QUICKLY, CHEAPLY, LEAN.
  • 28. Lean Startup is built on the scientific method and the idea of testing assumptions through experiments. A strict approach to generate learning on a particular domain, when there are many white spots and a high level of uncertainty. SCIENTIFIC METHOD
  • 29. Transform Learning and Knowledge into Ideas Quickly Build and Ship small set of product Features Strict Measurement to lead Learning Pivot / Persevere IDEAS BUILD PRODUCT MEASURE DATA LEARN LEAN STARTUP CYCLE
  • 30. “Ask most entrepreneurs who have decided to pivot and they will tell you that they wish they had made the decision sooner” Eric Ries
  • 31. “A MVP is the minimum set of features necessary to engage early adopters and start the learning-feedback loop” A MVP is a prototype at its heart but ahead in the product development process. An MVP will be created once you already tested out core hypotheses, through prototyping. Wikipedia MVP - MINUMUM VIABLE PRODUCT
  • 32.  Teams transform their market insights, assumptions and goals, in metrics  Members prioritizes business hypotheses and potential testing scenarios  Those hypotheses ofte can be tested independently by team members  Test results evaluation asks the team to meet again in person and discuss how to proceed futher LEAN STARTUP – TEAM WORK
  • 33. MODELS INTEGRATION Prototypes MVPs problem-solution-fit product-market-fitproblem statement possible solutions Users Engagement Observations Empathy Ideation Workshops Market Analysis Pivot Persevere MVP Creation Problem
  • 34. SCRUM
  • 35. Product Backlog Sprint Backlog Potentially Shippable Product (PSI) Daily Scrum Sprint Execution Sprint Review Sprint Retrospective Sprint Iteration (2-4 weeks) SCRUM CYCLE Product Owner Scrum Master Development Team Sprint Planning Research and identify viable markets, technologies, and product capabilities Develop products and enhancements Release products and enhancements frequently Sustain and renew products
  • 36.  Teams work on stories and tasks and results become as concrete as possible, ending up in product features  Members develop parts of solutions as individuals, in pairs or in smaller groups  Level of interaction between members is lower than in design thinking. SCRUM – TEAM WORK
  • 37. MODELS INTEGRATION Problem Users Engagement Observations Empathy Ideation Workshops Prototypes Market Analysis MVPs Pivot Persevere problem-solution-fit product-market-fitproblem statement possible solutions MVP Creation PSI Biz. Value driven Increment. dev. Product Backlog Mngm. Inspect Adapt Adaptive Dev.
  • 38. Focus on Learning Focus on Dev Creativity Driven Value Driven Data Driven Prototypes MVPs DESIGN THINKING Empathize with people, define and Ideate new possible solutions to find a good problem-solution-fit. LEAN STARTUP Select small sets of features (MVP) for solving the core problem; then execute full build- measure-learn cycles and pivot or persevere until a good product-market-fit is found. SCRUM Build and deliver the product incrementally, by actively managing the risks inherent in new product development. Product MODELS MATRIX
  • 39. Relentlessly rely on principles while adapting practices Always trust the process: never stop to trust the people Diverge and converge continuously to increase creativiry & productivty Rotate in pairs or subgroups, for fast knowledge dissemination and parallelization Empathy is key to develop team trust and engagement Clear straightforward story to tell, to test prototypes and gather good feedback LESSONS LEARNED