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GETTING FEEDBACK REALLY FAST WITH DESIGN THINKING AND
AGILE SOFTWARE ENGINEERING
Dr. Tobias Hildenbrand & Christian Suessenbach, SAP AG Entwicklertag Karlsruhe, 22 May 2014
© SAP 2014 | 2
“Ich wollte Mitarbeiter so motivieren, dass sie mehr leisten
als der Durchschnitt. Freie Entfaltung und Kreativität, ohne
bürokratische Zwänge und Regeln. Dazu passt auch keine
Stempeluhr, die mir immer zuwider war.”
Dietmar Hopp (one of the founders of SAP)
© SAP 2014 | 3 40 YEARS OF SAP, ALMOST 40 YEARS OF WATERFALL
Source: SAP
© SAP 2014 | 4
WHAT DOES SAP DO?
© SAP 2014 | 5 …A LOT MORE THAN 40 YEARS AGO WHEN WE STARTED
Cloud
HANA
Mobile
70k
Analytics
Applications
© SAP 2014 | 6
HOW TO BUILD RIGHT THINGS RIGHT AGAIN?
© SAP 2014 | 7 “CUSTOMER-CENTERED PRODUCT INNOVATION”
“Back to the Roots”
© SAP 2014 | 8 WHAT IS PRODUCT INNOVATION?
i.e. addressing end user needs and wanted by customers
i.e. there is a market that justifies the corporate investment
Desirability Feasibility
Viability
i.e. being able to build a product with existing technologies and deliver it in time
© SAP 2014 | 9 WHAT DOES CUSTOMER-CENTERED MEAN?
Co-Innovate continuously with Customers & End Users
Learn about Customer Problems & User Needs
Design, Develop and Test continuously
Validate Sprint Results regularly
© SAP 2014 | 10
WHAT IS IN IT FOR SAP DEVELOPMENT?
© SAP 2014 | 11 INCREASED LIKELIHOOD OF PRODUCT SUCCESS
Agile Engineering
Design Thinking Co-Innovation
Diverse Teams
Business Model Development
Desirable
Feasible
Viable
© SAP 2014 | 12 DON’T ASSUME YOU KNOW THE FINAL SOLUTION YET
Create Choices
Make Choices
We don‘t know… yet!
Iterate
cp. Tim Brown (2009) and Ozgur Eris (2004)
Innovate
© SAP 2014 | 13 DESIGN THINKING & AGILE DEVELOPMENT SHARE VALUES
Short Iterations Incremental Delivery
Small Cross-Functional Teams
Focus on Customer Value
Fast Feedback
Continuous Improvement
© SAP 2014 | 14
WHERE ARE WE TODAY?
© SAP 2014 | 15 SCRUM REDUCES PRODUCT RISKS DRAMATICALLY
Conduct regular Retrospectives
Split organization into teams
Split work
Split time
Deliver more frequently
Risk Risk
© SAP 2014 | 16 WHERE DOES THE PRODUCT VISION COME FROM?
?
© SAP 2014 | 17
‘‘A DEVELOPER NEEDS TO BE CURIOUS AND ALSO DEVELOP EMPATHY FOR END USERS“
Source: interview with SAP co-founder Hasso Plattner (2012)
© 2012 SAP AG. All rights reserved. 18 © SAP 2014 | 18 DESIGN THINKING TO DEVELOP EMPATHY & IDEAS
© SAP 2014 | 19
BUT ARE WE ABLE TO LEARN FAST ENOUGH?
© SAP 2014 | 20
RESEARCH QUESTION 1: ARE AGILE SOFTWARE
ENGINEERING PRACTICES AN ENABLER FOR DT?
© SAP 2014 | 21
RESEARCH QUESTION 2: WHAT IS THE IMPACT OF DT ON TEAM PERFORMANCE IN AN AGILE ENVIRONMENT?
© 2012 SAP AG. All rights reserved. 22 © SAP 2014 | 22 WHERE IS THE ISSUE?
How the customer
explained it
How the lead
understood it
How the team
developed it What the customer
really needed
Problem finding
Doing the right thing
Problem solving
Doing the thing right
How the team
understood it How the team
developed it
How the customer
explained it What the
customer needed
© 2012 SAP AG. All rights reserved. 23 © SAP 2014 | 23
How does team creativity affect team performance?
How does team agility complement team creativity?
HOW TO APPROACH THE RESEARCH PROBLEM?
© 2012 SAP AG. All rights reserved. 24 © SAP 2014 | 24 CASE STUDY-BASED APPROACH
Design Thinking
Experience & Usage
Agile Software Engineering
Experience & Usage
SM DEV PO
PO: Product Owner
SM: Scrum Master
DEV: Developer
SM DEV PO
SM DEV PO SM DEV PO
SM DEV PO
SM DEV PO
© 2012 SAP AG. All rights reserved. 25 © SAP 2014 | 25 DATA COLLECTION AND ANALYSIS
Observations & Interviews
Qualitative Content Analysis
© 2012 SAP AG. All rights reserved. 26 © SAP 2014 | 26 RESEARCH MODEL
Team Creativity Team Performance Team Mental Models
Team Agility
Useful and novel
Outcome
+
Creative Process
Effectiveness
+
Efficiency
Iterative
+
Collaborative
Similar and accurate
common understanding
about team and task
© SAP 2014 | 27
WHAT ARE THE RESEARCH FINDINGS SO FAR?
© 2012 SAP AG. All rights reserved. 28 © SAP 2014 | 28 RESEARCH MODEL WITH EXAMPLES
Team Creativity
Team Agility
Knowledge about
Product vision
Customer / User
Process
Useful Protoyping
Personas
Post It‘s
...
Product Quality
Satisfaction
Time / Budget
Rapid Cycles
Pair Programming
SCRUM Reviews
...
Feedback Team Performance Team Mental Models
© 2012 SAP AG. All rights reserved. 29 © SAP 2014 | 29 ARTIFACTS SUPPORTING TEAM MENTAL MODEL
Personas
User Story Maps
Product Vision
Prototypes
© 2012 SAP AG. All rights reserved. 30 © SAP 2014 | 30 GETTING FAST FEEDBACK
DEV PO
User Customer
DEV Manager
User Customer
DEV Manager
User Customer
DEV PO
User Customer
Design Thinking
Experience & Usage
Agile Software Engineering
Experience & Usage
© 2012 SAP AG. All rights reserved. 31 © SAP 2014 | 31 PRELIMINARY INSIGHTS FROM DATA ANALYSIS
„Weg von Codierknechten hin zu agilen und kreativen Entwicklern. Die Entwickler sollten so etwas wie Mini-POs werden.“
„Papierprototypen erstellt und einen Feedbackloop intern und extern, aber auch um dem Kunden frühzeitig Feedback zu geben“
Scrum Master
Product Owner
© 2012 SAP AG. All rights reserved. 32 © SAP 2014 | 32 PRELIMINARY INSIGHTS FROM ANALYSIS
„Ich habe am Ende des Sprints keine Bauchschmerzen mehr, ob das, was ich entwickelt habe, das ist, was der Kunde will und ob es rund läuft und tut was spezifiziert wurde“
„ASSUME makes an ASS out of U and ME“
„Nur weil wir glauben, dass das Produkt schön ist, heißt das noch lange nicht, dass wir es wissen“
Developer
Developer
© 2012 SAP AG. All rights reserved. 33 © SAP 2014 | 33
(1) Quality is the key – Know how to make your life easier
(2) Getting feedback is difficult – Know how to get it fast
(3) DT and ASE require time – Know how it improves the product
SUMMARY OF CURRENT RESEARCH FINDINGS
© SAP 2014 | 34
SO, CAN AGILE SOFTWARE ENGINEERING BE AN
ACCELERATOR FOR DT?
© 2012 SAP AG. All rights reserved. 35 © SAP 2014 | 35 AGILE AS ENABLER FOR DESIGN THINKING
Agility through Scrum and
Agile Software Engineering
Creativity through Design Thinking
Common Understanding