vService Design & Agile are engaged! Harald Lamberts

@haraldlamberts @essense

as User Researcher

M U LT I - D I S C I P L I N A R Y T E A M S

DEVELOPERDESIGNER PRODUCT MANAGER

“A DESIGNER WHO AVOIDS COLL ABORATION

IS AN ARTIST”

as Design Manager

OMNI-CHANNEL

CUSTOMER LIFECYCLE

SUPPORT

ONLINE

MOBILE

RETAIL

“A BEAUTIFUL DESIGN WITH A POOR HOLISTIC EXPERIENCE

IS A DISSERVICE”

COLL ABORATION HOLISTIC

AGILE SERVICE DESIGN

VS

WATERFALL AGILE

DESIGN RESEARCH DESIGN

DEV TEST

RESEARCH

DEV

TEST

cyclical —> ongoing design involvement

W H AT C H A N G E D ?

O N G O I N G D E S I G N I N V O LV E M E N T I S O P P O R T U N I T Y F O R

HOLISTIC EXPERIENCE PERSPECTIVE IN AGILE

1

C U S T O M E R J O U R N E Y M A P

C U S T O M E R VA L U E ‘ S C E N A R I O S ’

“ A S A C U S T O M E R I C A N N O W D O … X ”

STRATEGIC OBJECTIVES

CUSTOMER VALUE SCENARIOS

AGILE USER STORIES

METRICS &

USER FEEDBACKMVP / Sprint

S C E N A R I O D R I V E N P L A N N I N G

“ A F T E R T H I S S P R I N T U S E R S C A N D O … X Y Z ”

“A VIABLE SERVICE IS USELESS IF IT IS NOT VALUABLE”

L E A N S TA R T U P

START SMALL, THEN LEARN

NOT… L AUNCH EARLY, THEN FIX

S C E N A R I O D R I V E N D E V E L O P M E N T

C A M PA I G N A L I G N M E N T

MARKETING

DEVELOPMENT

DESIGN

Customer can now do ….X

S C E N A R I O

CUSTOMER PROMISE ROADMAP

SPRINT PL ANNING RELEASE NOTES

USE VALUE SCENARIOS FOR SPRINT PL ANNING &

MARKETING ALIGNMENT C U S T O M E R V A L U E F O C U S

2

CONTINUOUS DEVELOPMENT

OPTIMISATION

OPTIMISATION

HOLISTIC CX

UI DESIGN

MVPUI OPTIMISATION

P O S T M V P R I S K F O R O P T I M I S AT I O N F O C U S

CONTINUOUS DEVELOPMENT

OPTIMISATION

HOLISTIC CX

UI DESIGN

Co-Creation

Emerging Needs Feedback

Analytics A/B Testing Support

UI OPTIMISATION

SPRINT RELEASE

E N S U R E D U A L F O C U S

ENSURE USER INVOLVEMENT FOR UI OPTIMISATION & HOLISTIC EXPERIENCE

M E A S U R E & I M P R O V E E M E R G I N G N E E D S

3

LIVEAGILE

BACKLOG

SERVICE DESIGN

F R O M S D U P - F R O N T

SERVICE DESIGN

UXBACKLOG

UXBACKLOG

UXBACKLOG

T O S D I N PA R A L L E L

BACKLOG BACKLOG BACKLOG

EXPERIENCE DESIGN

XD XDXD

EXPERIENCE STRATEGY

APPLY ‘SERVICE DESIGN’ WITHIN AGILE TEAM

C O M B I N E E X P E R I E N C E S T R A T E G Y & E X P E R I E N C E D E S I G N

4

TAKEAWAYS 1/ CYCLICAL WORKING IS AN OPPORTUNIT Y FOR

ONGOING HOLISTIC EXPERIENCE PERSPECTIVE IN AGILE

2/ USE CUSTOMER VALUE SCENARIOS FOR SPRINT PL ANNING & MARKETING ALIGNMENT

3/ ENSURE ONGOING USER INVOLVEMENT FOR UI OPTIMISATION & HOLISTIC CX

4/ APPLY ‘SERVICE DESIGN’ WITHIN AGILE TEAM

SERVICE DESIGN

XS XD

E X P E R I E N C E S T R AT E G Y

E X P E R I E N C E D E S I G N

We design relevant digital services using a holistic customer experience approach.

Harald Lamberts Founder & Owner

Essense

Harald Lamberts

www.essense.eu @haraldlamberts @essense