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Product Inception: aplicando Design Thinking em um framework Agile

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Product Inception: aplicando Design Thinking em um framework Agile

  1. 1. P r o d u c t I n c e p t i o n : A p l i c a n d o D e s i g n T h i n k i n g e m u m f r a m e w o r k A g i l e
  2. 2. Q U E M S O M O S ? N a t a l í G a r c i a A n d r é s A m o e d o D e s i g n e r h á m a i s d e 1 0 a n o s , a p a i x o n a d a p o r i n o v a ç ã o e c o l a b o r a ç ã o ! ! B a i a n o r a d i c a d o e m S ã o P a u l o . A p a i x o n a d o p o r e c o n o m i a , d e s i g n e c u r i o s o p o r n a t u r e z a .   2
  3. 3. O N D E E S T A M O S A P L I C A N D O ? B r a s i l S e g u r o e B a n c o P e r u B a n c o C o l ô m b i a T e l e c o m S O M O S 1 2 D E S I G N E R S N O B R A S I L + 4 D E S I G N E R S E M L A T A M + 8 0 D E S I G N E R S N A E U R O PA e v e r i s 3
  4. 4. O Q U E É 
 P R O D U C T I N C E P T I O N ? •SE APOIA NO INCEPTION E CULTURA ÁGIL •INTRODUZ MINDSET E CULTURA DO DESIGN THINKING •APLICA PESQUISA E CO-CRIAÇÃO •VALORIZA O FOCO NO CLIENTE •PROMOVE COLABORAÇÃO •ARTEFATOS E VOCABULÁRIO COMUNS A TODOS 4
  5. 5. 5 F E R R A M E N T A S P R O C E S S O S C E R I M Ô N I A S V A L O R E S P R I N C Í P I O S F I L O S O F I A 
 C R E N Ç A S M I N D S E T O U F E R R A M E N T A ?
  6. 6. 6 PRATICAM DESIGN CENTRADO NAS PESSOAS PRATICAM AGILE C A D A C A S O É U M C A S O
  7. 7. 7 Não é possível (ou eficiente) introduzir novas práticas e culturas em uma organização sem o entendimento da organização e 
 a promoção de uma transformação.
  8. 8. 8 A R T E F A T O S V A L O R E S P R E S S U P O S T O S o c e r t o e o e r r a d o f u n c i o n a X n ã o f u n c i o n a c r e n ç a s e s t a b e l e c i d a s i n c o n s c i e n t e c o s t u m e s v e s t i m e n t a s l i n g u a g e m r i t u a i s p r o d u t o s v i s í v e i s e s t r a t é g i a s C U L T U R A O R G A N I Z A C I O N A L 8
  9. 9. 9 Quando estratégia e cultura colidem, a cultura vence. 9
  10. 10. 10 C A D A C A S O É U M C A S O SISTEMAS LEGADOS
  11. 11. 1111 O B S T Á C U L O S P E S S O A S C E N T R A L I Z A D O R A S F A L T A D E V I S Ã O D A S O L U Ç Ã O F A L T A D E C O L A B O R A Ç Ã O B A I X O S E N T I M E N T O D E O W N E R S H I P T E M P O I N S U F I C I E N T E P A R A D E S I G N E P E S Q U I S A P E S S O A S E P E N S A M E N T O S R E S I S T E N T E S À M U D A N Ç A M I N D S E T L I N E A R E H I E R A R Q U I C OB A I X A M A T U R I D A D E N A S N O V A S M E T O D O L O G I A S
  12. 12. O Q U E A C A B A A C O N T E C E N D O ? B O A S I D E I A S Q U E S Ã O E N G A V E T A D A S I D E I A S D E B A I X O V A L O R S Ã O D E S E N V O L V I D A S 12
  13. 13. MVVP MINIMUM VALUABLE & 
 VIABLE PRODUCT. AGILE MVP!!! PRODUTO MÍNIMO VIÁVEL É INÚTIL SE NÃO É DE VALOR. DESIGN THINKING AGILE MÍNIMO PRODUTO DE VALOR É INÚTIL SE NÃO É VIÁVEL. 13
  14. 14. 14 N Ã O S E A P R O V E I T A O P O T E N C I A L C R I A T I V O D O S P R O F I S S I O N A I S “ O p a p e l d o l í d e r c r i a t i v o n ã o é t e r t o d a s a s i d e i a s m a s c r i a r u m a c u l t u r a o n d e t o d o s p o s s a m t e r i d e i a s e s e s e n t i r v a l o r i z a d o s ” - S I R K E N R O B I N S O N O Q U E A C A B A A C O N T E C E N D O ?
  15. 15. 15 C O M O O 
 D E S I G N T H I N K I N G E O A G I L E P O D E M S E C O M P L E M E N T A R ?
  16. 16. 16 VA L O R E S 
 C O M P A R T I L H A D O S • CRIAÇÃO DE VALOR PARA O CLIENTE • COLABORAÇÃO • EXPERIMENTAÇÃO • ITERAÇÃO, ITERAÇÃO, ITERAÇÃO • TÉCNICAS PARA VISUALIZAÇÃO
  17. 17. 17 O Q U E O D E S I G N T H I N K I N G P O D E E N S I N A R PA R A O A G I L E ? • EMPATIA • PESQUISA COM CLIENTE • COLABORAÇÃO • ENVOLVIMENTO DOS TOMADORES DE DECISÃO • PENSAMENTO HOLÍSTICO
  18. 18. 18 O Q U E O A G I L E P O D E E N S I N A R PA R A O D E S I G N T H I N K I N G ? • ADAPTAÇÃO E MUDANÇA CONTÍNUA • EVENTOS E FERRAMENTAS DE MENSURAÇÃO • "FEITO É MELHOR QUE PERFEITO” • “NEVER DONE” • TIME-BOXING / EVENTOS CONECTADOS AO PROCESSO
  19. 19. P R O D U C T I N C E P T I O N 19
  20. 20. Q U A N D O ? C A S C ATA R e q u i s i t o s U I D e s e n v o l v i m e n t o T e s t e s I m p l e m e n t a ç ã o A G I L E R e q u i s i t o s U I / U X D e s e n v o l v i m e n t o T e s t e s I m p l e m e n t a ç ã o R e q u i s i t o s U I / U X D e s e n v o l v i m e n t o T e s t e s I m p l e m e n t a ç ã o PRODUCT INCEPTION R E S U L T A D O S C U M U L A T I V O S R E S U L T A D O S Ó N O F I N A L PRODUCT INCEPTION PRODUCT INCEPTION V s . 20
  21. 21. Pesquisa Ágil ANTES DE COMEÇAR SPRINT 0 SPRINT 1 SPRINT 2 SPRINT 3 UX & DESIGN THINKING PRODUCT INCEPTION Product Backlog Design + Teste DEV Design + Teste DEV Design + Teste DEV Design QA Design QA Teste após release Backlog
 de pesquisa 21
  22. 22. 22 “O que uma abordagem iterativa nos oferece é que obtemos validação ao longo da caminho ... porque estamos ouvindo as pessoas para quem realmente estamos projetando.” – Gaby Brink. Founder, Tomorrow Partners.
  23. 23. 23 C O - O W N E R S H I P PA R A C R I A Ç Ã O “Advogados" do usuário Prioridades para o negócio Possibilidades da tecnologia Objetivos da companhia DE PAPÉIS / CARGOS PARA OBSERVAÇÃO DE NECESSIDADES F O R M A L I Z A Ç Ã O D E M O M E N T O S D E D I C A D O S À C O N T R I B U I Ç Ã O C R I A T I V A E C O L A B O R A T I V A
  24. 24. O Q U E P R E C I S A M O S S A B E R ? P A R A Q U E M ? O Q U Ê ? C O M O ? 24
  25. 25. P e r f i l d o C l i e n t e ( VA L U E P R O P O S I T I O N D E S I G N ) M a p a d e e m p a t i a P e r s o n a s A R T E F AT O S / / P A R A Q U E M ? 25
  26. 26. P r o p o s t a 
 d e V a l o r ( VA L U E P R O P O S I T I O N D E S I G N ) DESCRIPCIÓN DEL PRODUCTO ¿A quién es el producto? ¿Lo que se necesita y desea el cliente? ¿Cuál es el producto? ¿Qué haces? Cliente Necesidad / Problema / Objetivo Producto Valor para el cliente ¿Cuáles son los principales beneficios para el cliente? Competidores ¿Contra la que competimos? Hay referencias? Diferenciadores ¿Puntos de diferenciación frente a los principales competidores? Frase de resumen de propuesta de valor V i s ã o d e P r o d u t o A R T E F AT O S / / O Q U Ê ? 26
  27. 27. J o r n a d a 
 d o C l i e n t e P r o t o t y p i n g 
 S k e t c h K N O W U S E E N G A G E A R T E F AT O S / / O Q U Ê ? S t o r y m a p p i n g 27
  28. 28. B a c k l o g 
 p r i o r i z a d o H i s t ó r i a s 
 d e u s u á r i o ESTÓRIA: Ver mis beneficios categorizados QUIÉN? Yo como Staff (Cesar), líder (Renata) y Executivo (Carlos) QUÉ? Quiero ver lo que son mis beneficios (por ejemplo, plan de salud, VR, VT, licencias, alquileres, asistencia en la guardería y cursos, idiomas, asociaciones con otras empresas, descuentos, etc.) POR QUÉ? Para facilitar el conocimiento de todos los beneficios y ventajas que me ofrece everis y poder disfrutar de ellos mejor. M a t r i z e s d e p r i o r i z a ç ã o 
 ( E A N Á L I S E D E R I S C O S 
 E D E P E N D Ê N C I A S ) A R T E F AT O S / / C O M O ? 28
  29. 29. I T E R A Ç Ã O & I N T E G R A Ç Ã O D E S I G N T H I N K I N G C O M A G I L E P e r f i l d o C l i e n t e P r o p o s t a d e V a l o r P r i o r i z a ç ã o B a c k l o g Va l o r x I m p a c t o V i a b i l i d a d e x R i s c o P R O D U T O / S E R V I Ç O A P R E N D E R + G R O O M I N G+ N O V O S P R O D U C T I N C E P T I O N S L E A N 
 & S C R U M M E D I R C O N S T R U I R + F E E D B A C K D O C L I E N T E + I N F O M E R C A D O E C O M P A N H I A 29
  30. 30. P R O D U C T I N C E P T I O N e v e r i s y o u | 5 D I A S , 2 0 H O R A S Resultado da pesquisa e desafios HMW Mapa Proposta de Valor - Ideação Visão do Produto - MVP e H.U. Jornada do cliente e Prototyping Storymapping
 e priorização 30
  31. 31. G R O O M I N G e v e r i s y o u | 5 D I A S , 2 0 H O R A S Detalhes técnicos das primeiras sprints Mapa da aplicação + KPIs para Analytics Conceito 
 Visual UX/UI das primeiras histórias do usuário Detalles funcionales y técnicos de las estorias de usuario de los primeros sprints. UX / UI para las primeras historias del usuario / sprints Mapa de aplicación + KPIs Analytics 22 31
  32. 32. D E S I G N T H I N K I N G R E C O R R E N T E PRODUCT INCEPTION PRODUCT INCEPTION PRODUCT INCEPTION E V O L U Ç Ã O D E V I S Ã O E R O A D M A P 32
  33. 33. 33 Q U A L É A N O S S A P R O P O S I Ç Ã O ? • AUMENTO DE QUALIDADE • ENXUGAMENTO DE PROCESSOS • PROMOVER COLABORAÇÃO 
 PARA DESIGN E PLANEJAMENTO • ACELERAR TIME-TO-MARKET • AUMENTO DE FLEXIBILIDADE • VISÃO DO TODO/ESTRATÉGIA C U R T O P R A Z O
  34. 34. 34 Q U A L É A N O S S A P R O P O S I Ç Ã O ? • TRANSFORMAÇÃO DE CULTURA • ENTREGA CONTÍNUA DE VALOR
 PARA CLIENTE E COMPANHIA • COLABORAÇÃO EXTREMA • APROVEITAR AS CARACTERÍSTICAS
 SINGULARES DA COMPANHIA M É D I O / L O N G O P R A Z O
  35. 35. 35 N O S S O P A P E L TANGIBILIZAR CENÁRIOS E NECESSIDADES
 DO CLIENTE
  36. 36. 36 N O S S O P A P E L APOIAR CONTÍNUO DESENVOLVIMENTO DA
 PROPOSTA DE VALOR
  37. 37. 37 N O S S O P A P E L DESIGN THINKING SEMPRE QUE
 POSSÍVEL
  38. 38. 38 N O S S O P A P E L PROMOVER EMPATIA 
 CLIENTES E COLABORADORES
  39. 39. P E R G U N T A S ? 39
  40. 40. O B R I G A D O ! n a t a l i . a b r e u . g a r c i a @ e v e r i s . c o m a n d r e s . a m o e d o . j u s t o @ e v e r i s . c o m b i t . l y / P r o d u c t I n c e p t i o n

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