Design up front is back! v2
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Slides for my presentation at Agile Saturday X in Tallinn, Estonia on Feb 15th 2014. Abstract: To gain customer and user understanding, try design tools (rather than working software). I will present practical examples from the domain of participatory and user-centered design in the context of product and service development. These include various kinds of prototypes, role-play, design games, and simulations. The advantages of these methods include super-fast iterations, committed stakeholders, and ultimately better systems and cheaper IT acquisitions.
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Design up front is back! v2
- 1. A R I TA N N I N E N AGILE SATURDAY X DESIGN UP FRONT v2 IS BACK!
- 2. AKA. FUNCTION OF DESIGN IN NEW PRODUCT BUSINESS DEVELOPMENT
- 3. NEW PROD/BIZ DEVELOPMENT Customer Plug The world Hole
- 4. Design up-front Idea Find customer candidates Build indepth customer understanding Capture problems Validate CustomerProblem fit Problemsolution fit Productmarket fit Scaling Choose problem Develop business model Develop everything Design solution concept Create new customers Build company Validate Refine product Design & build MVP Sell Validate Model of new biz dev by Marko Taipale and Ari Tanninen
- 5. • Environment • Persons • Jobs • Workflows Build indepth customer understanding Capture problems Validate • Remember • Understand • Communicate to your org • Emotions, desires Design solution concept • Create ideas • Test them Validate Design & build MVP • Capture them • Communicating to customer & to your organization
- 6. DESIGN / DEVELOPMENT great solution! unvalidated design ideas pain! learning job-to-be-done patterns concept implementation moment of truth ! Ryan Singer, 37signals WAIT TIME BUILDS SPECULATION INVENTORY
- 7. investment risk waiting TEST WITH USERS AS SOON AS POSSIBLE! pain
- 9. TA L K I N G SPORTS W AT C H WIZARD OF OZ Concept and pictures: Juho Vesanto, Marjo Karjalainen, Sami Virtanen, Irina Ylikylä, Riikka Heloma / Laurea University of Applied Sciences User Prototype
- 10. CASE MANAGEMENT SYSTEM AND PROCESS DESIGN GAME Image: Ari Tanninen, Gosei Oy
- 11. MOBILE A P P L I C AT I O N L O W - F I PA P E R PROTOTYPE Image: flickr / Samuel Mann
- 12. A P P L I C AT I O N SIMULATION WITH D E TA I L E D PA P E R PROTOTYPE Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso
- 13. A P P L I C AT I O N FINAL PRODUCT Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso
- 14. FUTURE LIBRARY SERVICE DRAMA, LOW-FI PHYSICAL PROTOTYPE, WIZARD OF OZ Concept, picture & video: Pirjo Kivistö, Marika Latvala, Mia Rahkonen, Terhi Kärpänen, Mikko Tenni / Laurea University of Applied Sciences
- 17. H O S P I TA L 1:1 PROTOTYPE OF ENVIRONMENT Juha Kronqvist, Heini Erving, Teemu Leinonen (2013): Cardboard hospital: Prototyping patient-centric environments and services. Nordes 2013. ! http://vimeo.com/46812965 ! http://www.slideshare.net/juhak/cardboard-hospitalprototyping-hospital-env ! http://designforhealthcare.blogspot.fi/p/spring-2012cardboard-hospital.html
- 18. Design thinking User-centered design Participatory design Service design Co-creation Co-design Personas Mock-ups Service blueprints Prototyping Moodboards Ethnography Video Informance Wizard of Oz Scenarios Design games Customer journey Drama Role-play Experience prototype Bodystorming
- 19. To gain customer and user understanding, try design tools (rather than working software).
- 20. Ari Tanninen ! Product development consultant 15 years software product development BEng, finishing MBA ! ari.tanninen@gosei.fi @aritanninen