1. A R I TA N N I N E N
TA M P E R E G O E S A G I L E 2 0 1 3
DESIGN UP FRONT
IS BACK!

2. DESIGN / DEVELOPMENT
great solution!
unvalidated
design ideas
pain!
learning
job-to-be-done
patterns
concept
implementation
moment of truth
!
Ryan Singer, 37signals
WAIT TIME BUILDS
SPECULATION
INVENTORY

3. investment
risk
waiting
TEST WITH USERS AS
SOON AS POSSIBLE!
pain

4. MOBILE
A P P L I C AT I O N
L O W - F I PA P E R
PROTOTYPE
Image: flickr / Samuel Mann

5. A P P L I C AT I O N
SIMULATION WITH
D E TA I L E D PA P E R
PROTOTYPE
Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso

6. A P P L I C AT I O N
FINAL PRODUCT
Design & image: Eero Anttila, Johannes Koski, KarriPekka Laakso

7. FUTURE
LIBRARY
SERVICE
DRAMA, LOW-FI PHYSICAL
PROTOTYPE, WIZARD OF
OZ
Concept, picture & video: Pirjo Kivistö, Marika Latvala,
Mia Rahkonen, Terhi Kärpänen, Mikko Tenni / Laurea
University of Applied Sciences

8. TA L K I N G
SPORTS
W AT C H
WIZARD OF OZ
Concept and pictures: Juho Vesanto, Marjo Karjalainen,
Sami Virtanen, Irina Ylikylä, Riikka Heloma / Laurea
University of Applied Sciences
User
Prototype

9. CASE
MANAGEMENT
SYSTEM AND
PROCESS
DESIGN GAME
Image: Ari Tanninen, Gosei Oy

10. CONSUMER
SERVICE WITH
WEB
TOUCHPOINTS
SERVICE BLUEPRINT
Image: Gosei Oy

11. CONSUMER
SERVICE WITH
WEB
TOUCHPOINTS
DRAMA
Image: Gosei Oy

12. H O S P I TA L
1:1 PROTOTYPE OF
ENVIRONMENT
Juha Kronqvist, Heini Erving, Teemu Leinonen (2013):
Cardboard hospital: Prototyping patient-centric
environments and services. Nordes 2013.
!
http://vimeo.com/46812965
!
http://www.slideshare.net/juhak/cardboard-hospitalprototyping-hospital-env
!
http://designforhealthcare.blogspot.fi/p/spring-2012cardboard-hospital.html

13. Design thinking
User-centered design
Participatory design
Service design
Co-creation
Co-design
Personas
Mock-ups
Service blueprints
Prototyping
Moodboards
Ethnography
Video
Informance
Wizard of Oz
Scenarios
Design games
Customer journey
Drama
Role-play
Experience prototype
Bodystorming

14. A D V A N TA G E S
• Fast feedback
!
• Validated design ideas
!
• Cheap
!
• !Stakeholder buy-in &
commitment
• Evangelisation
• Foster innovation &
creativity
• Access tacit and latent
knowledge
!
• Increased
• User empowerment
!
communication
bandwidth
• Empathy

15. Working software is an expensive way of
getting user feedback when compared
with role-play or design prototypes.

16. Ari Tanninen
!
Product development consultant
15 years software product development
BEng, finishing MBA
!
ari.tanninen@gosei.fi
@aritanninen