Why service design is a perfect match with agile software development

1. Service Design goes Agile!
Why Service Design is a perfect match with
agile software development!
!!!!
Jens Otto Lange !
Berlin 13/14.9.2014

2. Jens Otto Lange
Digital Solutions
Design !
Thinker
© JensOttoLange.de 2

3. Why !
service design !
is a perfect match with
agile software
development.
© JensOttoLange.de 3

4. © JensOttoLange.de 4

5. Overview
© JensOttoLange.de
5
Software & service!
Service innovation!
Agile software development!
Organisational design maturity!
Five statements about service design

6. Software
© JensOttoLange.de 6

7. Birth of software industry
© JensOttoLange.de 7
picture: http://de.wikipedia.org/wiki/Gro%C3%9Frechner#mediaviewer/File:IBM_704_mainframe.gif

8. Software for consumers
© JensOttoLange.de 8
http://en.wikipedia.org/wiki/File:Cpc464.computer.750pix.jpg

9. Software on premises
© JensOttoLange.de
9

10. © JensOttoLange.de 10

11. Software
as a service
© JensOttoLange.de 11

12. © JensOttoLange.de 12

13. © JensOttoLange.de 13

14. Service
© JensOttoLange.de 14

15. Service
Customer
© JensOttoLange.de
15
Provider

16. Service
Customer
© JensOttoLange.de
16
Provider

17. Software
is a service!
!
intangible!
interactions
© JensOttoLange.de 17

18. A self service
©Ph Joteo:n flsicOkr/tctloasLeasdnegpeer.idodeismo - Ester Vargas 18

19. Self service is !
service
innovation
© JensOttoLange.de 19

20. High risk zone
Project length
final!
requirements!
Release
http://en.wikipedia.org/wiki/Cone_of_Uncertainty
4 x
2 x
1/2 x
1/4 x
Software
Variance of estimation
Concept
draft
shared
vision
© JensOttoLange.de 20

21. Agile software
development
to reduce risk!
!
empiric process control!
© JensOttoLange.de 21

22. Whirls instead of waterfalls
© JensOttoLange.de
22
the big jump
step by step

23. Customer focus
© JensOttoLange.de
http://pixabay.com/de/g%C3%A4nse-zugv%C3%B6gel-schwarm-formation-245636/ 23

24. Customer focus
© JensOttoLange.de
http://pixabay.com/de/g%C3%A4nse-zugv%C3%B6gel-schwarm-formation-245636/ 24

25. Vision needed
© JensOttoLange.de
25
Product
Backlog
Requirements
Product Owner
Sprint
Backlog
Daily
Scrum
Meeting
Sprint
2-4 Weeks
Prozess
Scrum Master
Vision
Development
Dev Team
User
Stories
Quelle: http://www.mountaingoatsoftware.com/agile/scrum/images/
„Product
Inkrement“

26. Organisational
design maturity
© JensOttoLange.de 26
Image: http://www.flickr.com/photos/docsearls/5500714140/sizes/l/

27. Marketing Sales Product
Software Development
© JensOttoLange.de 27
Image: http://www.flickr.com/photos/docsearls/5500714140/sizes/l/
Customer
Service

28. Marketing Sales Product Customer
Software Development
© JensOttoLange.de 28
Image: http://www.flickr.com/photos/docsearls/5500714140/sizes/l/
Service
Scrum
3 dev teams

29. And where !
is design?
© JensOttoLange.de 29

30. Pixels
© JensOttoLange.de 30

31. Marketing Sales Product Customer
Software Development
© JensOttoLange.de 31
Image: http://www.flickr.com/photos/docsearls/5500714140/sizes/l/
Service
Visual!
Design
One designer!
Deliverables!
E.g. graphics
Scrum
3 dev teams

32. Birth of UX
Grafik: Jesse James Garrett, The Elements of User Experience, second edition 2011
http://en.wikipedia.org/wiki/File:Jesse-James-Garrett_Web2.0-Kongress_2007.jpg Jesse James Garrett
© JensOttoLange.de 32

33. + wireframes
© JensOttoLange.de 33

34. + research
© JensOttoLange.de Photo: 1. Creativity Jam Hamburg, Jens Otto Lange
34

35. + personas
© JensOttoLange.de http://designingwithpeople.rca.ac.uk/methods/persona
35

36. Marketing Sales Product Customer
Software Development
© JensOttoLange.de 36
Image: http://www.flickr.com/photos/docsearls/5500714140/sizes/l/
Service
UX design
UX team!
Deliverables!
E.g. wireframes
Scrum
3 dev teams

37. Lean UX
37 Jeff Gothelf
© JensOttoLange.de

38. „Proto“ persona
© JensOttoLange.de 38

39. Co-creation
© JensOttoLange.de 39

40. Low fi prototypes
Source Foto Jens Otto Lange, 3. Creativity Jam Hamburg!
Video of prototype: https://www.youtube.com/watch?
v=ms51rAKmI_E&list=PLJUPJYghMbrTCDwAykaxvx8o7ZYSM4TdC
Pop App auf https://itunes.apple.com/de/app/pop-prototyping-on-paper/id555647796?mt=8
© JensOttoLange.de 40

41. Guerilla testing
© JensOttoLange.de 41

42. Marketing Sales Product Customer
Software Development
© JensOttoLange.de 42
Image: http://www.flickr.com/photos/docsearls/5500714140/sizes/l/
Service
Lean &
Agile UX
UX in dev team!
Co-creation!
E.g. paper prototypes
Scrum
3 dev teams

43. Service Blueprinting
© JensOttoLange.de 43

44. Marketing Sales Product Customer
Software Development
© JensOttoLange.de 44
Image: http://www.flickr.com/photos/docsearls/5500714140/sizes/l/
Service
Service
Design
Cross-functional!
Co-creation!
E.g. service blueprint
Scrum
3 dev teams

45. #1 !
Service design
thinking is driven by
the (mobile) Internet
© JensOttoLange.de 45

46. #2 !
Service design
thinking overcomes
silo thinking
© JensOttoLange.de 46

47. #3 !
UX design teams
are natural evangelists
for service design
thinking
© JensOttoLange.de 47

48. #4 !
Service design
in agile environments
is lean design
© JensOttoLange.de 48

49. #5 !
Service design
thinking helps to craft
and sustain a strong
vision for agile
software development
© JensOttoLange.de 49

50. That’s why !
service design !
is a perfect match with
agile software
development.
© JensOttoLange.de 50

51. Design to innovate
© JensOttoLange.de
51
Open Space!
Broad discovery !
External participants !
Hot topics!
20 to 100+ participants!
1 to 2 days
Sprint!
Solution iteration !
Conceptual design!
Tested prototypes !
5 to 10 participants!
3 to 5 days
Training!
Design Thinking!
Storythinking!
Innovation Excellence!
5 to 20 participants!
1 to 3 days
Workshop!
Solution scoping !
Project kick-off!
Rough prototypes!
8 to 20 participants!
1 to 2 days
User Safari!
Deep discovery!
Problem finding!
Customer insights!
5 to 20 participants!
1 to 2 days
What we offer

52. Innovation Facilitor & Design Coach!
Workshops - Sprints - Training!
!
Linkedin me!
Xing me!
@jensottolange!
www.jensottolange.de
52
Thx