Mit Service Design zur Produktvision!
Service Design in agilen Software-Entwicklungsprozessen!
!

Jens Otto Lange @ World ...
Jens Otto Lange!
Digital Innovation Facilitator, Design Coach!

Workshops, Training, Projects!
!



!

Design!
Design Thin...
© JensOttoLange.de

3
high risk

phase

4x

Cone of uncertainty

2x
Precision !
of resources !
estimate

1/2 x
time to launch

1/4 x
Initial

Co...
Agile
© JensOttoLange.de

5
Our highest priority is to
satisfy the customer!
through early and
continuous delivery of
valuable software!
http://agilem...
Agile software !
development with!

Scrum!
© JensOttoLange.de

7
Whirls instead of waterfalls

the big jump
step by step
© JensOttoLange.de

8
Empiric process control

Risk reduction

© JensOttoLange.de

9
Scrum
Scrum

© JensOttoLange.de

10
Scrum

Product Delivery
Dev Team

Requirements
Product Owner

Process
Scrum Master
© JensOttoLange.de

11
Scrum

?
© JensOttoLange.de

12
Lean Start-up

The Product Vision …!

What and Why?
Credits: Stefan Haas, PoDoJo.com
© JensOttoLange.de

13
WHY

HOW

The why
drives
strategy!
Golden Circle

WHAT

Golden Circle by
© JensOttoLange.de Simon Sinek

14
Service
Design
© JensOttoLange.de

15
Service Design is all
about making the
service you deliver
useful, usable, efficient,
effective and desirable!
UK Design Co...
10er

Service Designer
3 D + time + location Design Thinking

Services

90er

User Experience Designer

70er

Communicatio...
Service Design!
design and implementation 

across entire customer journey

Customer Experience!
design, implementation,

...
Service Design is
driven by mobile.

© JensOttoLange.de

19
Photo: flickr/clasesdeperiodismo - Ester Vargas

Photo: flickr/Jens Gyldenkærne Clausen

mobile

http://commons.wikimedia.or...
Photo: flickr/clasesdeperiodismo - Ester Vargas

design !
challenge

always on, all in one!
anywhere, anytime

digital self...
Tesco Südkorea QR-Shopping

Photo: Gatwick Airport
© JensOttoLange.de

22
Car2Go

© JensOttoLange.de

23
Product!

Service!

Mind Set

Mind Set

static! time-based!
tangible! intangible!
functions! interactions!
object focus us...
Service, product, who cares?
Past
Product

Service

Present
Product

Service

Future
Product Service System!
(Eco System)
...
Service Design includes
the design of interactions
that span time and
multiple touchpoints.!
Kerry Bodine, VP Forrester Re...
Service design
explores the
customer’s journey.

© JensOttoLange.de

27
Persona
wants …!
!

short business trip to Berlin.!
cycle from main station 

to customer’s office.
Who?


because ….!
!

J...
A friend already
uses Call-A-Bike …
It’s a service of
Deutsche Bahn …
I learned they have
a mobile app …

© JensOttoLange....
It’s easier to
register on a
big screen …

© JensOttoLange.de

30
Where to go?

Maybe
„services“ …

© JensOttoLange.de

31
© JensOttoLange.de

32
© JensOttoLange.de

33
How much?

© JensOttoLange.de

34
Yes,
Bahncard!!
Complicated!

© JensOttoLange.de

35
Not that
easy …

© JensOttoLange.de

36
123456709
876543T_S9

© JensOttoLange.de

37
Arrived in Berlin …

Where
to go?
© JensOttoLange.de

38
:-)

© JensOttoLange.de

39
© JensOttoLange.de

40
?
© JensOttoLange.de

41
© JensOttoLange.de

42
?
© JensOttoLange.de

43
Bahncard?!
EC Card?

© JensOttoLange.de

44
Number
out dated

© JensOttoLange.de

45
I call via
app …

© JensOttoLange.de

46
© JensOttoLange.de

47
Ok, let’s
go!

© JensOttoLange.de

48
The customer’s journey …
known!
app?

how?

register?

pricing?

where?

how?

call!

aha!

ok!

Customer
Setting

Journey...
… across all touch points …
pre

during

after

Touchpoints

© JensOttoLange.de

50
… guides the service blueprint
pre

Marketing, Sales

during

after

Service

Support

Brand: frontstage staff & frontend ...
Product vision!
for a digital
service
© JensOttoLange.de

52
Service Design Thinking

Empathize

Theme

The customer 

is your hero

© JensOttoLange.de

Problem

Co-Create Prototype

...
Interview, observe, explore users

© JensOttoLange.de

54
Create a persona (sample)

© JensOttoLange.de

55
Frame problem

© JensOttoLange.de

56
Collaborate to co-create ideas

© JensOttoLange.de

57
Co-creation builds divers teams
silos

team

Theme
Problem
Theme

Problem

Prototype

Concept

Problem

Theme

© JensOttoL...
Develop a story as a prototype …

© JensOttoLange.de

59
Tell to test, listen to feedback

© JensOttoLange.de

60
Derive Elevator Pitch!
!

Für < Persona >, 

der/die < Bedürfnis >, 

ist < Name > ein/e < Kategorie >, 

der/die < Hauptn...
Derive Elevator Pitch

© JensOttoLange.de

62
Redefine the customer journey

© JensOttoLange.de

63
Map out blueprint

© JensOttoLange.de

Quelle: Service Design Berlin

64
© JensOttoLange.de

Prototype interactions
Cut story into scrum user stories

© JensOttoLange.de

66
independent

Scrum User Story!
As a < role > („who“) 

I want < an action > („what“),
so that < value < („why“)!
small
© J...
Agile
teams
© JensOttoLange.de

68
Requirements
Product Owner

Scrum
balance
of power
Product Delivery
Dev Team
© JensOttoLange.de

Process
Scrum Master
69
Designers work on the big picture

Devs work on digits

© JensOttoLange.de

70
Development: slice by slice

Design: from rough to fine

© JensOttoLange.de

71
Designers work with Product Owner
Requirements

Delivery

Product Team

Dev Team

Product
backlog

Sprint
backlog

Sprint
...
Asynchronous rhythm works best

Designer

Developer

© JensOttoLange.de

Review

Support

Design

Research

Sprint

73
Design to define, agile to refine

Graphic: Steve Blank, Bob Dorf, The Startup Owner’s Manual

© JensOttoLange.de

74
Designers about developers
Gains!
• logical thinking!
• known work load!
• makers!
• down to earth

Pains!
• Level of deta...
Developers about designers
Gains!
• visualize quickly!
• prepare my work!
• involve me earlier!
• some tech background!

P...
Designers and
developers should
work on mutual
understanding.
© JensOttoLange.de

77
How to !
collaborate?

Session results bar camp „scrum for designers“ 

at Service Experience Camp Berlin Sept. 2013

© Je...
WHY

HOW
WHAT

Golden Circle by
© JensOttoLange.de Simon Sinek

Designers !
help 

Product !
Owners 

defining !
the „why“ ...
Service Design + Agile !

Agile Design

© JensOttoLange.de

80
About Service Design …
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
82
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Mit Service Design zur Produktvision (Slides are mainly English)

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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.

Veröffentlicht in: Design, Technologie, Business
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Mit Service Design zur Produktvision (Slides are mainly English)

  1. 1. Mit Service Design zur Produktvision! Service Design in agilen Software-Entwicklungsprozessen! ! Jens Otto Lange @ World Usability Day Hamburg! Hamburg 13. November 2013
  2. 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 2
  3. 3. © JensOttoLange.de 3
  4. 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 4
  5. 5. Agile © JensOttoLange.de 5
  6. 6. Our highest priority is to satisfy the customer! through early and continuous delivery of valuable software! http://agilemanifesto.org/principles.html! © JensOttoLange.de 6
  7. 7. Agile software ! development with! Scrum! © JensOttoLange.de 7
  8. 8. Whirls instead of waterfalls the big jump step by step © JensOttoLange.de 8
  9. 9. Empiric process control Risk reduction © JensOttoLange.de 9
  10. 10. Scrum Scrum © JensOttoLange.de 10
  11. 11. Scrum Product Delivery Dev Team Requirements Product Owner Process Scrum Master © JensOttoLange.de 11
  12. 12. Scrum ? © JensOttoLange.de 12
  13. 13. Lean Start-up The Product Vision …! What and Why? Credits: Stefan Haas, PoDoJo.com © JensOttoLange.de 13
  14. 14. WHY HOW The why drives strategy! Golden Circle WHAT Golden Circle by © JensOttoLange.de Simon Sinek 14
  15. 15. Service Design © JensOttoLange.de 15
  16. 16. Service Design is all about making the service you deliver useful, usable, efficient, effective and desirable! UK Design Council, 2010 © JensOttoLange.de 16
  17. 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 17
  18. 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 18
  19. 19. Service Design is driven by mobile. © JensOttoLange.de 19
  20. 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 20
  21. 21. Photo: flickr/clasesdeperiodismo - Ester Vargas design ! challenge always on, all in one! anywhere, anytime digital self services © JensOttoLange.de 21
  22. 22. Tesco Südkorea QR-Shopping Photo: Gatwick Airport © JensOttoLange.de 22
  23. 23. Car2Go © JensOttoLange.de 23
  24. 24. Product! Service! Mind Set Mind Set static! time-based! tangible! intangible! functions! interactions! object focus user focus © JensOttoLange.de 24
  25. 25. Service, product, who cares? Past Product Service Present Product Service Future Product Service System! (Eco System) Car © JensOttoLange.de Hairdresser iPod Car Sharing Apple Credits: Spath / Ganz 25
  26. 26. Service Design includes the design of interactions that span time and multiple touchpoints.! Kerry Bodine, VP Forrester Research, Principal Analyst © JensOttoLange.de 26
  27. 27. Service design explores the customer’s journey. © JensOttoLange.de 27
  28. 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 28
  29. 29. A friend already uses Call-A-Bike … It’s a service of Deutsche Bahn … I learned they have a mobile app … © JensOttoLange.de 29
  30. 30. It’s easier to register on a big screen … © JensOttoLange.de 30
  31. 31. Where to go?
 Maybe „services“ … © JensOttoLange.de 31
  32. 32. © JensOttoLange.de 32
  33. 33. © JensOttoLange.de 33
  34. 34. How much? © JensOttoLange.de 34
  35. 35. Yes, Bahncard!! Complicated! © JensOttoLange.de 35
  36. 36. Not that easy … © JensOttoLange.de 36
  37. 37. 123456709 876543T_S9 © JensOttoLange.de 37
  38. 38. Arrived in Berlin … Where to go? © JensOttoLange.de 38
  39. 39. :-) © JensOttoLange.de 39
  40. 40. © JensOttoLange.de 40
  41. 41. ? © JensOttoLange.de 41
  42. 42. © JensOttoLange.de 42
  43. 43. ? © JensOttoLange.de 43
  44. 44. Bahncard?! EC Card? © JensOttoLange.de 44
  45. 45. Number out dated © JensOttoLange.de 45
  46. 46. I call via app … © JensOttoLange.de 46
  47. 47. © JensOttoLange.de 47
  48. 48. Ok, let’s go! © JensOttoLange.de 48
  49. 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 49
  50. 50. … across all touch points … pre during after Touchpoints © JensOttoLange.de 50
  51. 51. … guides the service blueprint pre Marketing, Sales during after Service Support Brand: frontstage staff & frontend systems Operations: backstage staff & backend systems © JensOttoLange.de 51
  52. 52. Product vision! for a digital service © JensOttoLange.de 52
  53. 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 53
  54. 54. Interview, observe, explore users © JensOttoLange.de 54
  55. 55. Create a persona (sample) © JensOttoLange.de 55
  56. 56. Frame problem © JensOttoLange.de 56
  57. 57. Collaborate to co-create ideas © JensOttoLange.de 57
  58. 58. Co-creation builds divers teams silos team Theme Problem Theme Problem Prototype Concept Problem Theme © JensOttoLange.de 58
  59. 59. Develop a story as a prototype … © JensOttoLange.de 59
  60. 60. Tell to test, listen to feedback © JensOttoLange.de 60
  61. 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 61
  62. 62. Derive Elevator Pitch © JensOttoLange.de 62
  63. 63. Redefine the customer journey © JensOttoLange.de 63
  64. 64. Map out blueprint © JensOttoLange.de Quelle: Service Design Berlin 64
  65. 65. © JensOttoLange.de Prototype interactions
  66. 66. Cut story into scrum user stories © JensOttoLange.de 66
  67. 67. independent Scrum User Story! As a < role > („who“) 
 I want < an action > („what“), so that < value < („why“)! small © JensOttoLange.de 67
  68. 68. Agile teams © JensOttoLange.de 68
  69. 69. Requirements Product Owner Scrum balance of power Product Delivery Dev Team © JensOttoLange.de Process Scrum Master 69
  70. 70. Designers work on the big picture Devs work on digits © JensOttoLange.de 70
  71. 71. Development: slice by slice Design: from rough to fine © JensOttoLange.de 71
  72. 72. Designers work with Product Owner Requirements Delivery Product Team Dev Team Product backlog Sprint backlog Sprint Planning Designer Customer © JensOttoLange.de 72
  73. 73. Asynchronous rhythm works best Designer Developer © JensOttoLange.de Review Support Design Research Sprint 73
  74. 74. Design to define, agile to refine Graphic: Steve Blank, Bob Dorf, The Startup Owner’s Manual © JensOttoLange.de 74
  75. 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 © JensOttoLange.de 75
  76. 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 76
  77. 77. Designers and developers should work on mutual understanding. © JensOttoLange.de 77
  78. 78. How to ! collaborate? Session results bar camp „scrum for designers“ 
 at Service Experience Camp Berlin Sept. 2013 © JensOttoLange.de 78
  79. 79. WHY HOW WHAT Golden Circle by © JensOttoLange.de Simon Sinek Designers ! help 
 Product ! Owners 
 defining ! the „why“ 
 & „what“ 79
  80. 80. Service Design + Agile ! Agile Design © JensOttoLange.de 80
  81. 81. About Service Design … Hamburg Meet-up Service Design 4. December Hamburg Jam Weekend 22. - 24. November Roomsponsor © JensOttoLange.de 81
  82. 82. Design Coach! Digital Innovation Facilitor! ! Workshops! Training! Projects! ! @jensottolange! www.jensottolange.de 82

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