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Value driven design / Iwan Cuijpers
This document discusses value driven design, which involves starting with user, producer, and business values to determine what product or service to build. It defines different levels of value from user to business and explains how to operationalize values through facets and themes. Themes represent non-functional requirements like usability, security, and performance that contribute to values. Quality is determined by non-functionals. The process then involves tracking non-functionals through themes and promoting some to user values if essential. Stories are developed to fulfill values via functional requirements. This ensures building the right product to satisfy the identified values.
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Value driven design / Iwan Cuijpers
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- 3. 3 Why do we Produce Buy Use aproduct or service?
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- 5. Product eg. Coca Cola Zero User Values eg.Jane Doe Producer Values eg. Coca Cola B2C Business Values eg. Keen Product eg. Powerpoint User Values eg. Jane Doe Producer Values eg. Microsoft Business Values eg. Deutsche Bank Product eg. Credit card system User Values eg. Jane Doe Producer Values eg. Deutsche Bank B2B Producer = Business Levels of value
- 6. Producer Values Business owner businessstrategy 6
- 7. Business Values Target group: Value: Period: Reference: Target: Deadline: Example:“Street view for business” 7 for whom is it valuable? Why would they buy this product? Qualifier (per year, per month, etc.) Baseline or reference (eg. IST, competitor) SOLL By when
- 8. User Values Target group: Value: Reference: Target: Currentuser rating: Target user rating: Example: “Street view for business” 8 for whom is it valuable? Why would they use this product? Baseline or reference (eg. IST) SOLL Measuring subjective value
- 9. “Intangible” values Operationalise intangiblesby using one or more facets Facets of user values are almost always domain specific Facets of subjective values are always assumptions Assumptions need to be validated with users 9
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- 11. Quality The level ofquality describes how good a product is It determines the “finish” of a product It is determined by so-called “non-functionals” What’s that? Things like accessibility, usability, security, performance, responsiveness, tolerance for user errors, “learnability”, privacy, etc 11
- 12. Tracking non-functionals A non-functionalis set in a Theme Each Theme is measurable and has its own scale of quality A Theme should contribute to a (business or user) value A Theme can apply to one, more or all of a product’s functionals 12
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- 14. Accessibility scale 14 WCAG Level A WCAG LevelAA WCAG Level AAA Non-issue
- 15. Promotion of anon-functional Sometimes, a non-functional, or theme, is essential to why a user would use a product. In that case, a non-functional is promoted to a user value. 15
- 16. Inclusive 16 Do users usethis product, because it is “inclusive”? “Inclusive” is a user value “Inclusive” is a non- functional requirement Yes No
- 17. as a uservalue Inclusive as a non-functional requirement
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- 19. Business Values eg. Keen Product eg. Powerpoint User Values eg.Jane Doe Producer Values eg. Microsoft Business stories User stories (market) strategy B2B
- 20. Stories Business story As a<stakeholder>, I want <requirement>, because <business value> User story As a <user>, I want <functional>, because <user value> Architecture story We need to <develop or change> <item> in order to achieve <value, theme or story> 20
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- 22. 2e Korte Baanstraat7 3581 BZ Utrecht keendesign.nl contact@keendesign.nl + 31 (0) 30 214 8024 Utrecht Frankfurt Thanks! Iwan Cuijpers iwan.cuijpers@keendesign.nl