mit service design zur produktvision (slides are mainly english)
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Mit Service Design zur Produktvision!Service Design in agilen Software-Entwicklungsprozessen!!Jens Otto Lange @ World Usability Day Hamburg!Hamburg 13. November 2013
© JensOttoLange.de
Jens Otto Lange!Digital Innovation Facilitator, Design Coach!Workshops, Training, Projects!
!
!Design!Design Thinking!Service Design!Brand Design!Industrial Designer!
Marketing!Kommunikation!Diplom-Kommunikationswirt!
Internet
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© JensOttoLange.de �4
Cone of uncertainty
Requirements!complete
InitialConcept
http://en.wikipedia.org/wiki/Cone_of_Uncertainty
Approved vision
Release!Readiness
time to launch
Precision !of resources !estimate
4 x
2 x
1/2 x
1/4 x
high riskphase
© JensOttoLange.de �6
Our highest priority is to satisfy the customer!through early and continuous delivery of valuable software!http://agilemanifesto.org/principles.html!
© JensOttoLange.de
Whirls instead of waterfalls
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the big jump
step by step
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Product Delivery Dev Team
Process Scrum Master
Requirements Product Owner
Scrum
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Lean Start-up
Credits: Stefan Haas, PoDoJo.com
The Product Vision …!
What and Why?
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The why drives
strategy!Golden Circle
WHY
HOW
WHAT
Golden Circle by Simon Sinek
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Service Design is all about making the service you deliver useful, usable, efficient, effective and desirable!UK Design Council, 2010
© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de �17
90er
50er
10er
70er
Screens
Brands & Media
Hardware
Services
Communication Designer
Industrial Designer
User Experience Designer
Service Designer
3 D Product Design
2 D Visual Design
2/3 D + time Interaction Design
3 D + time + location Design Thinking
© JensOttoLange.de© JensOttoLange.de �18
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
User Experience!design and development
of digital interactions
Service Design!design and implementation
across entire customer journey
Customer Experience!design, implementation,and management across entire customer journey„How customers perceive their interactions with your company.“!
© JensOttoLange.de© JensOttoLange.de �19
Service Design is driven by mobile.
© JensOttoLange.de© JensOttoLange.de �20http
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http://en.wikipedia.org/wiki/File:Cpc464.computer.750pix.jpg
Phot
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http://en.wikipedia.org/wiki/File:Jimmy_Wales_accessing_Wikipedia.jpg
Phot
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mobile
mobile home
homealways on, all in one!anywhere, anytime
© JensOttoLange.de© JensOttoLange.de �21
Phot
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/cla
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always on, all in one!anywhere, anytime
digital self services
desi
gn !
chal
leng
e
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Tesco Südkorea QR-Shopping
Photo: Gatwick Airport
© JensOttoLange.de© JensOttoLange.de �23
Car2Go
© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de
time-based!intangible!interactions!user focus
static!tangible!
functions!object focus
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Product!
Mind Set
Service!
Mind Set
© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de
Service, product, who cares?
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Product Service Product Service Product Service System!
(Eco System)
Car Hairdresser Car SharingiPod Apple
Credits: Spath / Ganz
Past Present Future
© JensOttoLange.de �26
Service Design includes the design of interactions that span time and multiple touchpoints.!Kerry Bodine, VP Forrester Research, Principal Analyst
© JensOttoLange.de© JensOttoLange.de© JensOttoLange.de �27
Service design explores the customer’s journey.
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Persona
wants …!!short business trip to Berlin.!cycle from main station to customer’s office.
because ….!!fastest connection!sunny day
Who?
Jens, Hamburg!Design Coach!Frequent cyclist
© JensOttoLange.de© JensOttoLange.de �29
A friend already uses Call-A-Bike …
It’s a service of Deutsche Bahn …
I learned they have a mobile app …
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It’s easier to register on a big screen …
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Where to go?Maybe „services“ …
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How much?
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Yes, Bahncard!!Complicated!
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Not that easy …
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123456709876543T_S9
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Arrived in Berlin …
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Where to go?
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:-)
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Bahncard?!EC Card?
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Number out dated
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I call via app …
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Ok, let’s go!
© JensOttoLange.de© JensOttoLange.de
The customer’s journey …
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ResolutionJourneySetting
Provider
Customer
Line of Interaction
known!app?
how? register? pricing? where? how? aha!call! ok!
© JensOttoLange.de© JensOttoLange.de
… across all touch points …
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Touchpoints
afterduringpre
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… guides the service blueprint
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Brand: frontstage staff & frontend systems
Operations: backstage staff & backend systems
SupportServiceMarketing, Sales
afterduringpre
© JensOttoLange.de© JensOttoLange.de
Service Design Thinking
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Theme Problem Prototype ConceptCo-CreateEmpathize Iterate
The customer is your hero
Integrate siloedperspectives
Optimize with real feedback
© JensOttoLange.de© JensOttoLange.de �54
Interview, observe, explore users
© JensOttoLange.de
Co-creation builds divers teams
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Theme
Theme
Theme
Problem
silos team
ConceptProblem
Problem
Prototype
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Derive Elevator Pitch!!
Für < Persona >, der/die < Bedürfnis >, ist < Name > ein/e < Kategorie >, der/die < Hauptnutzen >.!!
Anders als < Wettbewerber >!bieten wir < Alleinstellungsmerkmal >
Quelle: Geoffrey Moore, Crossing the Chasm
© JensOttoLange.de �67
Scrum User Story!As a < role > („who“) I want < an action > („what“), so that < value < („why“)!
small
independent
© JensOttoLange.de �69
Requirements Product Owner
Process Scrum Master
Product Delivery Dev Team
Scrum balance of power
© JensOttoLange.de
Devs work on digits
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Designers work on the big picture
© JensOttoLange.de �71
Design: from rough to fine
Development: slice by slice
© JensOttoLange.de
Designers work with Product Owner
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Product backlog
Sprint backlog
Sprint Planning
Requirements Product Team
Delivery Dev Team
CustomerDesigner
© JensOttoLange.de
Asynchronous rhythm works best
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SprintDeveloper
Designer Support Design ResearchReview
© JensOttoLange.de
Design to define, agile to refine
�74Graphic: Steve Blank, Bob Dorf, The Startup Owner’s Manual
© JensOttoLange.de© JensOttoLange.de
Pains!• Level of detail!• to long to execute!• do not commit!• „It’s not possible“
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Designers about developers
Gains!• logical thinking!• known work load!• makers!• down to earth
Session results bar camp „scrum for designers“ at Service Experience Camp Berlin Sept. 2013
© JensOttoLange.de© JensOttoLange.de
Pains!• pixel counter!• minor change = lot of work!• asks for details, icons!• please understand my tools!
Gains!• visualize quickly!• prepare my work!• involve me earlier!• some tech background!
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Developers about designers
Session results bar camp „scrum for designers“ at Service Experience Camp Berlin Sept. 2013
© JensOttoLange.de© JensOttoLange.de �77
Designers and developers should work on mutual understanding.
© JensOttoLange.de© JensOttoLange.de
How to !collaborate?
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Session results bar camp „scrum for designers“ at Service Experience Camp Berlin Sept. 2013
© JensOttoLange.de �79
Designers !help Product !Owners defining !the „why“ & „what“
WHY
HOW
WHAT
Golden Circle by Simon Sinek
© JensOttoLange.de
About Service Design …
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Hamburg Meet-up Service Design 4. December
Hamburg Jam Weekend 22. - 24. November
Roomsponsor
Design Coach!Digital Innovation Facilitor!!
Workshops!Training!Projects!!
@jensottolange!www.jensottolange.de
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