design up front is back! v2
DESCRIPTION
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.TRANSCRIPT
D E S I G N U P F R O N T I S B A C K !
A R I TA N N I N E N A G I L E S A T U R D A Y X
v2
A K A . F U N C T I O N O F D E S I G N I N N E W P R O D U C T B U S I N E S S D E V E L O P M E N T
N E W P R O D / B I Z D E V E L O P M E N T
The world
Hole
Plug
Customer
Idea
Customer-Problem fit
Problem-solution fit
Product-market fit
Scaling
Find customer candidates
Build in-depth customer understanding
Capture problems Validate
Choose problem
Design solution concept Validate Design &
build MVP Sell
Create new customers Refine
productDevelop
business model Validate
Develop everything Build company Model of new biz dev by Marko
Taipale and Ari Tanninen
Design up-front
Build in-depth customer understanding
Capture problems Validate
Design solution concept Validate Design &
build MVP
• Environment • Persons • Jobs • Workflows • Emotions, desires
• Remember • Understand • Communicate to your org
• Create ideas • Test them • Capture them • Communicating to customer & to your organization
D E S I G N / D E V E L O P M E N T
job-to-be-done patterns concept implementation moment of truth !Ryan Singer, 37signals
unvalidated design ideas
W A I T T I M E B U I L D S S P E C U L A T I O N I N V E N T O R Y
learning
great solution!
pain!
investment
risk
waitingpain
T E S T W I T H U S E R S A S S O O N A S P O S S I B L E !
D E S I G N T O O L E X A M P L E S
TA L K I N G S P O R T S W AT C HW I Z A R D O F O Z
Concept and pictures: Juho Vesanto, Marjo Karjalainen, Sami Virtanen, Irina Ylikylä, Riikka Heloma / Laurea University of Applied Sciences
PrototypeUser
C A S E M A N A G E M E N T S Y S T E M A N D P R O C E S SD E S I G N G A M E
Image: Ari Tanninen, Gosei Oy
M O B I L E A P P L I C AT I O NL O W - F I PA P E R P R O T O T Y P E
Image: flickr / Samuel Mann
A P P L I C AT I O NS I M U L A T I O N W I T H D E TA I L E D PA P E R P R O T O T Y P E
Design & image: Eero Anttila, Johannes Koski, Karri-Pekka Laakso
A P P L I C AT I O NF I N A L P R O D U C T
Design & image: Eero Anttila, Johannes Koski, Karri-Pekka Laakso
F U T U R E L I B R A R Y S E R V I C ED R A M A , L O W - F I P H Y S I C A L P R O T O T Y P E , W I Z A R D O F O Z
Concept, picture & video: Pirjo Kivistö, Marika Latvala, Mia Rahkonen, Terhi Kärpänen, Mikko Tenni / Laurea University of Applied Sciences
C O N S U M E R S E R V I C E W I T H W E B T O U C H P O I N T SS E R V I C E B L U E P R I N T
Image: Gosei Oy
C O N S U M E R S E R V I C E W I T H W E B T O U C H P O I N T SD R A M A
Image: Gosei Oy
H O S P I TA L1 : 1 P R O T O T Y P E O F E N V I R O N M E N T
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-hospital-prototyping-hospital-env !http://designforhealthcare.blogspot.fi/p/spring-2012-cardboard-hospital.html
Service designUser-centered design
Participatory design
Co-design
Design thinking
Co-creation
Prototyping
Personas
Scenarios
Wizard of Oz
DramaRole-play
Informance
Ethnography Bodystorming
Experience prototype
Mock-ups
Video
Moodboards
Customer journey
Service blueprints
Design games
To gain customer and user understanding, try design tools (rather than working software).
Ari Tanninen !
Product development consultant 15 years software product development BEng, finishing MBA !
[email protected] @aritanninen