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Design meets Agile What is Service Design Thinking? And how does it relate to the agile world? Jens Otto Lange Mix IT 2014 Lyon, 30.4.2014
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Design meets Agile!What is Service Design Thinking? And how does it relate to the agile world?!!Jens Otto Lange!Mix IT 2014!Lyon, 30.4.2014
Design Coach!Digital Innovation Facilitor!Workshops - Training - Projects
Linkedin me!Xing me!@jensottolange!www.jensottolange.de
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Digital Innovation FacilitatorDesigning the process of design
© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de 4
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mobile
mobile home
home always on, all in one!anywhere, anytime
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always on, all in one!anywhere, anytime
digital self services
desi
gn !
chal
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Our highest priority is to satisfy the customer!through early and continuous delivery of valuable software!Agile Manifesto
http://agilemanifesto.org/principles.html
© JensOttoLange.de 8
Value doesn’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
© JensOttoLange.de 9Photo: flickr/clasesdeperiodismo - Ester Vargas
User needs first
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Designer = user’s voice
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Technology
User
Business
DesignProduct
© JensOttoLange.de 15http://www.fotosimagenes.org/erwin-komenda
Erwin Komenda!Product Designer
of VW Beetle and Porsche!an engineer
© JensOttoLange.de
First concept sketch of beetle
16Quelle: http://www.komenda.at/bp/kaefer1936.gif
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http://bauhaus-online.de/atlas/personen/herbert-bayer
Foto: Bauhaus-Archiv Berlin
Source: http://zk-images.com/Jan13/HerbertBayer.jpg
Herbert Bayer!GraphicDesigner for Dorlandad agency!Bauhaus artist
© JensOttoLange.de 18Spec
imen
of t
he ty
pefa
ce A
rchi
type
bay
er. J
im H
ood
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© JensOttoLange.de 19http://en.wikipedia.org/wiki/File:Jesse-James-Garrett_Web2.0-Kongress_2007.jpg
Jesse James Garrett!UX designer at Adaptive Path
© JensOttoLange.de
Elements of User Experience
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Surface GraphicsImages
SkeletonPrototypes!Wireframes
Scope!Requirements!Specifications
Strategy!User needs!Business goals
Structure SitemapsInteractions
Visual: Jesse James Garrett, The Elements of User Experience, second edition 2011
© 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
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Functional role emerges
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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
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Functional role emerges
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Copywriting!Content Design
Interaction Design
Visual Design
UserResearch
Credits: Daniel Neubürger, Usability Day 2013 http://www.produktbezogen.de/wie-man-den-richtigen-ux-designer-findet-ein-3-schritte-guide/
today
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„Customer experience …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-servicesFoto: http://commons.wikimedia.org/wiki/File:Jeff_Bezos_2005.jpg
Jeff Bezos!CEO of Amazon
© 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 journeyHow customers perceive their interactions with your company.UX
SD
CX
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Car2Go
Grafik: Service Design Berlin
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http://www-edc.eng.cam.ac.uk/tools/http://designingwithpeople.rca.ac.uk/methods/persona
Example !Persona
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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
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is benchmark for our ideas
Persona
Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“Credits Darstellung: Thomas Stegmann, storythinkers
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eases communication among stakeholders
Persona
Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“Credits Darstellung: Thomas Stegmann, storythinkers
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is the hero of our innovation story
Persona
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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
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A friend already uses Call-A-Bike …
It’s a service of Deutsche Bahn …
I learned they have a mobile app …
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It’s easier to register on a big screen …
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Where to go?Maybe „services“ …
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How much?
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Yes, Bahncard!"Complicated!
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Not that easy …
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123456709876543T_S9
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Arrived in Berlin …
Where to go?
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Bahncard?"EC Card?
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Number out dated
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I call via app …
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Ok, let’s go!
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The story of the customer journey …
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Provider
known!app?
how? register? pricing? where? how? aha!call! ok!
Customer
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… with all its obstacles…
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Provider
known!app?
how? register? pricing? where? how? aha!call! ok!
Customer
© JensOttoLange.de
known!app?
how? register? pricing? where? how? aha!call! ok!
© JensOttoLange.de
… is a story of interactions that …
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Provider
Customer
ResolutionJourneySetting
Line of Interaction
© JensOttoLange.de
known!app?
how? register? pricing? where? how? aha!call! ok!
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… spans time and multiple touchpoints …
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Touchpoints
afterduringpre
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known!app?
how? register? pricing? where? how? aha!call! ok!
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… supported by corporate functions
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Brand: frontstage staff & frontend systems
Operations: backstage staff & backend systems
afterduringpre
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Horizontal flow vs. vertical silos
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Marketing ProductsSales / POS Service Social Media
Software Development
Human Resources
Finance
Perceive Select Buy Get Help Recommend
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Collaborate to ease the flow
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Marketing ProductsSales / POS Service Social Media
Human Resources
Finance
Software Development
Perceive Select Buy Get Help Recommend
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Customer Journey and Persona are the core artefacts of Service Design
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Technology
User
Business
DesignProduct
What?
Why?
How?
desirable
viable
feasible
Design Thinking
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Open work spaces
Foto: Jens Otto Lange, Betahaus Berlin
© JensOttoLange.de© JensOttoLange.de
Design Thinking process
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Visual: Process of D-School Potsdam
Problem space Solution space
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Design Thinking is a method and a mind set to innovate
© JensOttoLange.de
known!app? where? aha! ok!
© JensOttoLange.de
Brand: frontstage staff & frontend systems
Operations: backstage staff & backend systems
afterduringpre
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how? register? pricing? how? call!
Focus on broken experiences
© JensOttoLange.de 68
Design research tools
Designer at LeGrand http://www.youtube.com/watch?v=pDOBLJkOZ6Y
MAKESAY
DO
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Co-create ideas
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Co-creation is team building
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Theme
Theme
Theme
Silos Team
SolutionProblem
© JensOttoLange.de 76© JensOttoLange.de
Paper Prototyping first!
© JensOttoLange.de 77
Collect lots of ideas
http://www.gv.com/lib/the-product-design-sprint-divergeday2
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Bodystorm interactions
Source: 2. Creativity Jam Hamburg
© JensOttoLange.de© JensOttoLange.de
Elevator Pitch as a product vision
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For < user >, who < need >, < name > is a < category >, that < main benefit >.!!
Other than < main alternative >!we < Unique selling proposition >.
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Format nach Geoffrey Moore „Crossing the Chasm“
© JensOttoLange.de© JensOttoLange.de
Think and make iterations
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Jeff patton Building Better Products Using User Story Mapping
Idea … from rough to fine
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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
© JensOttoLange.de
Keynote & Powerpoint
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© JensOttoLange.de
Wireframe
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Simple Moqups-Wireframe (online only)
source: Jens Otto Lange, Projektbeispiel für Verlagssite
Magazintitel
© JensOttoLange.de© JensOttoLange.de
Whirls instead of waterfalls
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the big jump
step by step
© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de
Fuzzy goals
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digital!Product
new = unknown!intuitive!empiric!open-ended G
oal corridor
© JensOttoLange.de
Cone of Uncertainty
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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
Varia
nce
of e
stim
atio
nG
oal corridor
digital Product
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http://en.wikipedia.org/wiki/Cone_of_Uncertainty
4 x
2 x
1/2 x
1/4 x
Design to define Requirements with Design Thinking
Agile to refine Development with Scrum
digital Product
Varia
nce
of e
stim
atio
n
final!requirements!
Concept draft
shared vision
Release
Project length
Goal corridor
High risk zone
© JensOttoLange.de
Contruct user story map
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• 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“Fu
nktio
ns
© JensOttoLange.de
Prioritize user stories
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• 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
Func
tionsvertical = „or“ -
optio
nal +
1. Release Minimal Viable Product
2. Release
3. Release
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Innovation Story Customer JourneyDesign 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
© JensOttoLange.de
Designers work with product owners
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Product backlog
Sprint backlog
Sprint Planning
Why & What?Requirements: Product Team
How?Delivery: Dev Team
CustomerDesigner
© JensOttoLange.de
Product team 2 sprints in advance
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Sprint
Product Team Discovery
Support DesignReview
SprintSprint
Dual-Track Scrum
Research
http://www.svpg.com/dual-track-scrum/
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Innovation Track
Development Track
Developer Delivery
Sprint
Marty Cagan - Silicon Valley Product Group
Design Coach!Digital Innovation Facilitor!Workshops - Training - Projects
Linkedin me!Xing me!@jensottolange!www.jensottolange.de
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Digital Innovation Facilitator!
