"First Build the Right Thing" Mary Poppendieck http://www.poppendieck.com/ @ Mobile Monday Estonia "Mobile Development requires Agile approach?", Tallinn 06.06.11

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Build the Right Thing
There is nothing so useless as doing efficiently
that which should not be done at all. – Peter Durcker
mary@poppendieck.com Mary Poppendieck www.poppendieck.com

2. Disruptive Technologies
Computers Mobile Phones Open Source Voice Over IP
Does Not Make Sense in Existing Markets
 Doesn’t Meet Current Customer Needs
 But is:  Smaller  Uses Less Power
 Cheaper  Easier to Maintain
Needs a Market Outside the Mainstream
 Grows Strong
“The fact is that because of the
 Takes Over Mainstream Markets cloud, today a young upstart can
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take market share without an
Innovators’ Dilemma, by Clayton M. Christensen, 2000. incumbent having time to react.”
– Werner Vogles, Amazon.com
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3. Customer Discovery
Most product failures are caused by
a lack of Customers.
Do a Job Better:
What job do customers want to do?
How is your approach an improvement?
Create a Business Hypothesis:
 What is the improvement worth to customers?
Test the Hypothesis Early and Often:
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Fail Fast to Learn Fast
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4. Observe the Job
What annoys people when doing the job?
What causes stress – even unnoticed?
When do things go exceptionally well?
What should be: Minimized? Increased?
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Don Chadwick & Bill Stumpf
Herman Miller 1994

5. Think Like a Customer
Brilliant Systems are the result of a matching of
mental models between those developing a system
and those who will be using the system.
“Don’t to what customers
say they want, understand
their problems and solve
them.” – Per Haug Kogstad,
founder, Tandberg (now Cisco)
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6. Case Studies
GE Healthcare
“We realized that the biggest
impediment was that we were
selling what we were making
[rather than] making what the
customers here needed.”*
The MAC-i: EKG’s for Rs 9
“Our engineering and marketing teams now interact
closely with the customers here [in India] to understand
their requirements. We look at their work flow, their
environmental limitations, their profitability issues and
The Vscan: $8000 Ultrasound unit other factors and we then price, design and manufacture
the size of a mobile phone. Based
on designs originating in China, it
will revolutionize global healthcare.
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the products accordingly”** **Ashish Shah, general manager,
global technology, GE Healthcare
*V. Raja, president and CEO of GE Healthcare-South Asia.

7. What Customers Value
Consider the IBM PCjr.
One day after it was announced in 1984, newspapers
called it a failure. They were right.
Why didn’t IBM know those criteria ahead of time?
Consider the Lexus
The first year it ranked first in every criteria
“Car and Driver” used to rank luxury cars.
This was precisely the design criteria set by the chief
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engineer: rank top in every rated category.
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8. Determining the Best
Opportunities
Satisfaction
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Importance
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9. Design
Dieter Rams:
Ten Principles of Good Design
Good design:
1. Is innovative
2. Makes a product useful
Dieter Rams – Braun 3. Is aesthetic
1958
4. Makes a product understandable
5. Is unobtrusive
6. Is honest
7. Is long-lasting
8. Is thorough down to the last detail
9. Is environmentally friendly
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Jonathan Ive – Apple
2001
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10. Is as little design as possible

10. From Complexity to Clarity
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Simulates the Flying Experience – Not the Buying Experience

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Thank You!
More Information: www.poppendieck.com
mary@poppendieck.com Mary Poppendieck www.poppendieck.com