Slides for my presentation at Agile Saturday X in Tallinn, Estonia on Feb 15th 2014. Abstract: To gain customer and user understanding, try design tools (rather than working software). I will present practical examples from the domain of participatory and user-centered design in the context of product and service development. These include various kinds of prototypes, role-play, design games, and simulations. The advantages of these methods include super-fast iterations, committed stakeholders, and ultimately better systems and cheaper IT acquisitions.

1. A R I TA N N I N E N
AGILE SATURDAY X
DESIGN UP FRONT
v2
IS BACK!

2. AKA.
FUNCTION OF DESIGN IN NEW
PRODUCT BUSINESS DEVELOPMENT

3. NEW PROD/BIZ DEVELOPMENT
Customer
Plug
The world
Hole

4. Design up-front
Idea
Find customer
candidates
Build indepth customer
understanding
Capture
problems
Validate
CustomerProblem fit
Problemsolution fit
Productmarket fit
Scaling
Choose
problem
Develop
business model
Develop
everything
Design
solution concept
Create new
customers
Build company
Validate
Refine
product
Design &
build MVP
Sell
Validate
Model of new biz dev by Marko
Taipale and Ari Tanninen

5. • Environment
• Persons
• Jobs
• Workflows
Build indepth customer
understanding
Capture
problems
Validate
• Remember
• Understand
• Communicate to your org
• Emotions, desires
Design
solution concept
• Create ideas
• Test them
Validate
Design &
build MVP
• Capture them
• Communicating to customer & to your organization

6. 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

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

8. DESIGN TOOL EXAMPLES

9. 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

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

11. 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

12. 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

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

14. 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

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

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

17. 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

18. 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

19. To gain customer and user
understanding, try design tools
(rather than working software).

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