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Agile innovation Workshop Scrum Day 2013

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Agile Innovation, Customer Development, Innovation Games und Design Thinking

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Agile innovation Workshop Scrum Day 2013

  1. 1. Agile Innovation Workshop! Josef Scherer, Nils Bernert Scrum Day. Berlin, 11.06.2013
  2. 2. Ò  Design Thinking Ò  Lean Startup Ò  Customer Development Ò  Lean Canvas Ò  Paper Prototype MVP
  3. 3. 1.  Design Thinking
  4. 4. technischer Machbarkeit (»feasibility«) und ökonomischer Lebensfähigkeit (»viability« [5]). Mit einer guten Abschätzung und Validierung dieser drei Dimensionen Spaces of Innovation! minimiert sich das Risiko für die Implementierung der endgültigen Lösung (siehe Abbildung 7). Abb. 7: Innovationsräume und Ziele [5] Hildebrand e.a. 2013! Die Gestaltung und Entwicklung von betrieblichen Informationssystemen ist ein sehr komplexes Problemfeld. Daher führt der deduktiv-
  5. 5. Ideation«, d. h. der Ideenfindung im Lösungsraum, hin zur Implementierung und Kommerzialisierung am Markt (vgl. [5]). Scrum eigne ich hier sowohl als Prozess-Framework für Inspiration und Ideation al Design Thinking Process! uch für die Implementierung der Software (vgl. Fallstudie bei [10]). Abb. 10: Design-Thinking-Ansatz Hildebrand e.a. 2013!
  6. 6. Practice Understanding: Empathy Map!
  7. 7. 2.  Eric Ries: Lean Startup
  8. 8. Lean Startup! Ò  A Startup is an organization designed to create new products and services under conditions of extreme uncertainty. Ò  Validated Learning They exist to learn how to build a sustainable business. This learning can be validated scientifically, by running experiments that allow us to test each element of our business model. Ò  Build-Measure-Learn The fundamental activity of a startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere, where a pivot is defined as a major change in the company’s business model.
  9. 9. Build-Measure-Learn! 1. What do I want to learn? 3. What do I need to build for that? 2. How can I prove that?
  10. 10. Practice: Assumptions to Test! In your product groups: Ò  Brainstorm at least 5 assumptions that need to be tested. Ò  Prioritize these assumptions by risk of failure. 5 minutes
  11. 11. 3.  Blank: Customer Development
  12. 12. Customer Development (Blank)! Customer Development Customer Development was first describes by Steve Blank as a four step process: Customer ProblemDiscovery ProductSustainable Solution Fit Market Fit Growth Goal: Problem/Solution Fit (Do I have a problem worth solving?) Do I have a Have I build How can I Documentproblem worth Plan (aka Plan A) in a one page accelerate growth? run the initial Business something people Business Model Canvas and experiments to test problem and solutionwant? of potential customers (aka prospects). Build a low in front solving? fidelity MVP (mock up or rapid prototype) and “demo” it to early adopters, who are already aware of the problem and are actively searching for a solution. Customer Validation Goal: Product/Market Fit (Have I build something people need and pay for?) Build a MVP to test key features and try to sell it, thereby turning prospects into customers. Measure acquisition, retention and growth rate of customers to verify that your business model is repeatable and scalable. Otherwise pivot, which means changing one or more parts of your business model (aka
  13. 13. Customer Discovery Customer Discovery Process! Customer Discovery Phase 3 Test Product Hypothesis Phase 4 Verify, Iterate & Expand To Validation Phase 2 Test Problem Hypothesis MBA295-F Phase 1 Author Hypothesis Customer Development in the High-Tech Enterprise Spring 2009
  14. 14. 4.  Lean Canvas
  15. 15. Lean Canvas! Top 3 problems Existing Alternatives How are these problems solved today? Top 3 features Compelling message why you‘re different and worth buying Target customers and users High-Level Concept e.g. YouTube = Flickr for videos Early Adopters
  16. 16. Practice: Lean Canvas! In your product groups fill out: 1.  2.  3.  4.  5.  6.  7.  Top 3 problems Existing Alternatives Customer Segments Early Adopters Unique Value Proposition High-level concept Top 3 Features 15 minutes (as much as possible)
  17. 17. Practice: Pitch! Pitch your own product idea (1 Minute) •  What is the problem that your product is solving? (10-20 Seconds) •  How does the product solve the problem? (10-20 seconds) •  Why would a customer prefer your solution to a common existing alternative? (10-20 seconds) •  Finally, make up a name for your product. (5 Seconds) http://glasgow.startupweekend.org/2012/05/21/pitching-advice-for-friday/
  18. 18. 5.  Paper Prototype MVP
  19. 19. Build-Measure-Learn! 1. What do I want to learn? 3. What do I need to build for that? 2. How can I prove that?
  20. 20. Practice: Test your Assumptions! Ò  What is your Unique Value Proposition? Ò  How can you (in-)validate it? e.g. mobile landing page Ò  What Minimum Viable Product do you need to build for that? Ò  Design an iPhone paper prototype 20 minutes
  21. 21. Backup! Stories for eMobility Personas