How does service design help agile teams to develop a product vision? Learn more about way of working of service designers. Presentation was held via ALE Hangout and during World Usability Day 2013 in Hamburg. Slides revised.

1. Mit Service Design zur Produktvision!
Service Design in agilen Software-Entwicklungsprozessen!
!
Jens Otto Lange @ World Usability Day Hamburg!
Hamburg 13. November 2013

2. 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
© JensOttoLange.de
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3. © JensOttoLange.de
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4. high risk
phase
4x
Cone of uncertainty
2x
Precision !
of resources !
estimate
1/2 x
time to launch
1/4 x
Initial
Concept
© JensOttoLange.de
Approved
vision
Requirements!
complete
Release!
Readiness
http://en.wikipedia.org/wiki/Cone_of_Uncertainty
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5. Agile
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6. Our highest priority is to
satisfy the customer!
through early and
continuous delivery of
valuable software!
http://agilemanifesto.org/principles.html!
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7. Agile software !
development with!
Scrum!
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8. Whirls instead of waterfalls
the big jump
step by step
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9. Empiric process control
Risk reduction
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10. Scrum
Scrum
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11. Scrum
Product Delivery
Dev Team
Requirements
Product Owner
Process
Scrum Master
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12. Scrum
?
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13. Lean Start-up
The Product Vision …!
What and Why?
Credits: Stefan Haas, PoDoJo.com
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14. WHY
HOW
The why
drives
strategy!
Golden Circle
WHAT
Golden Circle by
© JensOttoLange.de Simon Sinek
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15. Service
Design
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16. Service Design is all
about making the
service you deliver
useful, usable, efficient,
effective and desirable!
UK Design Council, 2010
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17. 10er
Service Designer
3 D + time + location Design Thinking
Services
90er
User Experience Designer
70er
Communication Designer
50er
Industrial Designer
Screens
Brands & Media
Hardware
© JensOttoLange.de
2/3 D + time Interaction Design
2 D Visual Design
3 D Product Design
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18. Service Design!
design and implementation
across entire customer journey
Customer Experience!
design, implementation,
and management
across entire
customer journey
User Experience!
design and development
of digital interactions
„How customers
perceive their
interactions with
your company.“!
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
© JensOttoLange.de
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19. Service Design is
driven by mobile.
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20. Photo: flickr/clasesdeperiodismo - Ester Vargas
Photo: flickr/Jens Gyldenkærne Clausen
mobile
http://commons.wikimedia.org/wiki/File:Max_Sch
%C3%BCler_Junge_Frau_am_Telefon.jpg
home
© JensOttoLange.de
always on, all in one!
anywhere, anytime
http://en.wikipedia.org/wiki/File:Cpc464.computer.
750pix.jpg
http://en.wikipedia.org/wiki/
File:Jimmy_Wales_accessing_Wikipedia.jpg
mobile home
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21. Photo: flickr/clasesdeperiodismo - Ester Vargas
design !
challenge
always on, all in one!
anywhere, anytime
digital self services
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22. Tesco Südkorea QR-Shopping
Photo: Gatwick Airport
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23. Car2Go
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24. Product!
Service!
Mind Set
Mind Set
static! time-based!
tangible! intangible!
functions! interactions!
object focus user focus
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25. Service, product, who cares?
Past
Product
Service
Present
Product
Service
Future
Product Service System!
(Eco System)
Car
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Hairdresser
iPod
Car Sharing
Apple
Credits: Spath / Ganz
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26. Service Design includes
the design of interactions
that span time and
multiple touchpoints.!
Kerry Bodine, VP Forrester Research,
Principal Analyst
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27. Service design
explores the
customer’s journey.
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28. Persona
wants …!
!
short business trip to Berlin.!
cycle from main station
to customer’s office.
Who?
because ….!
!
Jens, Hamburg!
Design Coach!
Frequent cyclist
© JensOttoLange.de
fastest connection!
sunny day
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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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30. It’s easier to
register on a
big screen …
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31. Where to go?
Maybe
„services“ …
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34. How much?
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35. Yes,
Bahncard!!
Complicated!
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36. Not that
easy …
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37. 123456709
876543T_S9
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38. Arrived in Berlin …
Where
to go?
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39. :-)
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41. ?
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43. ?
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44. Bahncard?!
EC Card?
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45. Number
out dated
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46. I call via
app …
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48. Ok, let’s
go!
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49. The customer’s journey …
known!
app?
how?
register?
pricing?
where?
how?
call!
aha!
ok!
Customer
Setting
Journey
Resolution
Line of Interaction
Provider
© JensOttoLange.de
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50. … across all touch points …
pre
during
after
Touchpoints
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51. … guides the service blueprint
pre
Marketing, Sales
during
after
Service
Support
Brand: frontstage staff & frontend systems
Operations: backstage staff & backend systems
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52. Product vision!
for a digital
service
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53. Service Design Thinking
Empathize
Theme
The customer
is your hero
© JensOttoLange.de
Problem
Co-Create Prototype
Integrate siloed
perspectives
Iterate
Concept
Optimize with
real feedback
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54. Interview, observe, explore users
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55. Create a persona (sample)
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56. Frame problem
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57. Collaborate to co-create ideas
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58. Co-creation builds divers teams
silos
team
Theme
Problem
Theme
Problem
Prototype
Concept
Problem
Theme
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59. Develop a story as a prototype …
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60. Tell to test, listen to feedback
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61. Derive Elevator Pitch!
!
Für < Persona >,
der/die < Bedürfnis >,
ist < Name > ein/e < Kategorie >,
der/die < Hauptnutzen >.!
!
Anders als < Wettbewerber >!
bieten wir < Alleinstellungsmerkmal >
© JensOttoLange.de
Quelle: Geoffrey Moore, Crossing the Chasm
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62. Derive Elevator Pitch
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63. Redefine the customer journey
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64. Map out blueprint
© JensOttoLange.de
Quelle: Service Design Berlin
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65. © JensOttoLange.de
Prototype interactions

66. Cut story into scrum user stories
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67. independent
Scrum User Story!
As a < role > („who“)
I want < an action > („what“),
so that < value < („why“)!
small
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68. Agile
teams
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69. Requirements
Product Owner
Scrum
balance
of power
Product Delivery
Dev Team
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Process
Scrum Master
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70. Designers work on the big picture
Devs work on digits
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71. Development: slice by slice
Design: from rough to fine
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72. Designers work with Product Owner
Requirements
Delivery
Product Team
Dev Team
Product
backlog
Sprint
backlog
Sprint
Planning
Designer
Customer
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73. Asynchronous rhythm works best
Designer
Developer
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Review
Support
Design
Research
Sprint
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74. Design to define, agile to refine
Graphic: Steve Blank, Bob Dorf, The Startup Owner’s Manual
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75. Designers about developers
Gains!
• logical thinking!
• known work load!
• makers!
• down to earth
Pains!
• Level of detail!
• to long to execute!
• do not commit!
• „It’s not possible“
Session results bar camp „scrum for designers“
at Service Experience Camp Berlin Sept. 2013
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76. Developers about designers
Gains!
• visualize quickly!
• prepare my work!
• involve me earlier!
• some tech background!
Pains!
• pixel counter!
• minor change = lot of work!
• asks for details, icons!
• please understand my tools!
Session results bar camp „scrum for designers“
at Service Experience Camp Berlin Sept. 2013
© JensOttoLange.de
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77. Designers and
developers should
work on mutual
understanding.
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78. How to !
collaborate?
Session results bar camp „scrum for designers“
at Service Experience Camp Berlin Sept. 2013
© JensOttoLange.de
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79. WHY
HOW
WHAT
Golden Circle by
© JensOttoLange.de Simon Sinek
Designers !
help
Product !
Owners
defining !
the „why“
& „what“
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80. Service Design + Agile !
Agile Design
© JensOttoLange.de
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81. About Service Design …
Hamburg
Meet-up Service Design
4. December
Hamburg
Jam Weekend
22. - 24. November
Roomsponsor
© JensOttoLange.de
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82. Design Coach!
Digital Innovation Facilitor!
!
Workshops!
Training!
Projects!
!
@jensottolange!
www.jensottolange.de
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