Know thy user- Design thinking in Agile | Kedar Vaidya | Pune Agile Unconference 2017 | Scale Up Consultants
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The document discusses how design thinking and agile development can be combined to build the right product in the right way. It describes the design thinking process of empathizing with users to understand needs, defining problems, ideating solutions, prototyping, and testing. Combining this with agile allows teams to iteratively deliver innovative solutions that solve complex problems from the user's perspective. Design thinking helps discover the right problems to solve while agile helps build the solutions efficiently.
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Know thy user- Design thinking in Agile | Kedar Vaidya | Pune Agile Unconference 2017 | Scale Up Consultants
- 2. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com This presentation was originally used for the talk “Know Thy User” at the Pune Agile UnConference – Pune (Aug 20, 2017).
- 3. the purpose, planning and intent behind an action, fact, or material object. Design is
- 4. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com Design a vase uSketch on your own u1 minute
- 5. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com User needs a way to enjoy flowers at his house uSketch on your own u1 minute
- 6. John Doe is a painter and lives alone in his studio. He believes that art lies in simplicity. John is looking for a way to decorate his place with flowers. He has visitors over the weekend and feels they should be impressed by his interior. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 7. Human - Centered Outcomes Empathy for the people you serve!
- 8. DESIGN-DRIVEN COMPANIES OUTPERFORM S&P BY 228% OVER TEN YEARS Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com http://www.dmi.org/resource/resmgr/Design_Value_Index/Design_Value_Index.jpg
- 9. DESIGN THINKING Process Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com EMPATHIZE DEFINE IDEATE PROTOTYPE TEST Learn what matters by observing and interviewing the person/s Synthesize the learning into insights to address Brainstorm to create as many creative solutions as possible Get your idea into reality to prove real world value to the need Measure the results and move to build or re-define from learnings What matters? What are the needs? Explore the Impossible. How will It work? What worked? What didn’t?
- 10. Some of the techniques employed u Empathy Maps u Customer Journey mapping u User Needs statements u Brainstorming for Ideation u Prioritization uFeasibility Analysis u Prototyping & Storyboarding u Roadmaps u ……. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 11. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com Artefacts help you think…
- 12. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com Solving complex problems requires us to work together across differences.
- 13. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 14. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 15. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 16. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 17. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com https://www.slideshare.net /wajansen/design-thinking- and-agile-development
- 18. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com Design Thinking and Agile Build the right product § Discover the underlying need § Define the right problem Build product the right way §Design for the best idea §Deliver the solution
- 19. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
- 20. Take away u Solving complex problems requires newer solutions … and ‘Everybody’ u Design thinking - ‘Human’ centric approach to discover the ‘What’ (need) and ‘why’ (pain points) from User’s perspective u Helps teams find problems worth solving and create innovative solutions u Agile helps solve the ‘How’ (solution) part with iterative short deliveries u Helps teams build innovative solutions efficiently Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 21. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com “The BEST way to PREDICT the FUTURE is to DESIGN it.” - Buckminster Fuller
- 22. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com Kedar Vaidya u kedar.vaidya@hotmail.com u @kedarvaidya30
- 23. References u IBM Design thinking www.ibm.com/design u https://www.artefactgroup.com/articles/post-agile-a-design-thinking-approach-to-software-development/ u http://csharpcorner.mindcrackerinc.netdna-cdn.com/UploadFile/BlogImages/11292015063901AM/SystemsPlus-Scrum-Image-.jpg u http://www.dmi.org/blogpost/1093220/182956/Design-Driven-Companies-Outperform-S-P-by-228-Over-Ten-Years--The-DMI-Design- Value-Index u https://www.slideshare.net/Managewell/design-thinking-and-agile u https://www.slideshare.net/wajansen/design-thinking-and-agile-development u http://www.solutionsiq.com/wp-content/uploads/2016/08/Design-Thinking-Venn-Diagram-935x1024.png Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com
- 24. Pune Agile Unconference 2017 www.TheAgileProfessionals.com © 2014-17, Scale Up Pvt. Ltd. All Rights Reserved. www.ScaleUpConsultants.com Please reach out to us on: Contact@ScaleUpConsultants.com www.ScaleUpConsultants.com https://www.linkedin.com/company/scale-up https://twitter.com/ScaleUpPune https://www.facebook.com/ScaleUpConsultants https://plus.google.com/117837859519308773805/posts https://www.youtube.com/channel/UCoCca2D-Wyof3fbS6vIdjRg/playlists
Hinweis der Redaktion
- Good morning, welcome to the session. There is a double responsibility for a session slot like this. Its morning, earlier speaker has already raised the bar and you are setting expectations for the rest of the day.
- Psst, Please note this, it will be a quiz question later today It’s a definition for all it’s worth. Before we begin, Lets make sure we all understand what we mean when we say Design. Design is Marrying meaning to the function Clearly state your intent in terms of user value. Imagine a worst experience you ever had that you paid for? Was that necessarily a product? It could have been a service, information or an action.. Let’s try our hand at it.
- Everybody Shout ‘Vase’ at the count of 3.. Ok, relax, that shouting had nothing to do with Design thinking!
- Lets look at it the ‘user story’ way
- Lets look at this for a moment. What do we see here? Do you know more about the user now? Is this your target user? Can you design something better now? Or something that the user will probably accept that your earlier design. This is called user profiling. You have user and environment profile here. So what is design thinking then..
- Design thinking is an human centered approach to solving complex problems. And Human centered outcomes require Empathy for the people you serve. But we’re not just interested in any outcome. We want outcomes that help people. This requires us to understand the perspectives of the people whose future we are helping to shape. A focus on user outcomes Before you commit to using Design Thinking, consider what your team values. Not every organization values user experience. But in today’s market, our users and clients increasingly demand better user experiences, delivered faster. And in IBM SVP Bridget Van Kralingen’s words, “The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.” This is why when you use Design Thinking, your users are your north star. Align around their needs and measure success on the value we bring to them. Involve them in the work. And what results does it provide …
- The most innovative companies in the world* share one thing in common. They use design as an integrative resource to innovate more efficiently and successfully. Yet many businesses don’t make it a priority to invest in design - often because the value of design is hard to measure and define as a business strategy. The basic premise is that using design methods to understand customer needs better as well as to reframe complex problems is leading to insights that constitute strategic competitive advantages. Further, utilizing top design talent to translate insights and new strategies into tangible solutions in hardware, software and service interactions helps companies grow faster through differentiation and better customer experiences.
- Process as defined by Stanford and IDEO
- Empathy Maps – Core of them all Contextual Enquiry Interviews Empathy Map: Develop a deep understanding of the challenge AS-IS Map: Clearly articulate the problem you want to solve Ideation: Brainstorm potential solutions. Select and develop your solution Yes! and… Problem Statement: Understand and review the needs of the user. Go back to Ideation, if needed. Prioritization: Core value for the user and feasibility/viability for Us. Storyboarding: Design a quick virtual prototype to test (all or) part of your solution Gather Feedback: from all stakeholders to improve next iteration.
- They don’t do the thinking for you. Instead, they help us answer a simple set of questions.
- Understand people’s needs. Form intent. Deliver outcomes at speed and scale. This requires a shift in mindset. It requires empathy not only with your users, but with each other. It requires trust and respect amongst the whole team. It requires you to put the needs of the team above your own. Multidisciplinary teams To move quickly, you need a team that can share an insight or idea, then quickly reject or commit to it. They need to be able to collaborate in real time, not as a link in a chain of sequential interactions. Everybody knows something about the user.
- Multidiscipline starts with…
- Here: Experience Innovation PO/BA- valuable Dev/qa – feasible Uxdesign – desirable/usable
- There is nothing so useless as doing efficiently that which should not be done at all. – Peter Drucker
- Agile expects the well groomed backlogs. While grooming brings clarity, it is still internal and assumes PO to bring VoC to the table. Does VoC mean actual need of customer? It is still an interpretation.. Who feeds the items into backlogs? How are they validated? Does well-groomed backlog mean customer validated backlog?
- This is called double diamond, left is Need vs right is solution. The customer decision process begins with need identification. Whether we act to resolve a particular problem depends upon two factors: the magnitude of the discrepancy between what we have and what we need, and the importance of the problem. How do these align? Discovery track : Generate validated product backlog items Who are our users? What are their needs? What else is out there? What’s their feedback? Delivery track : Generate releasable software. What’s possible? What’s our concept? What’s our story? How do we deliver?
- Now this is one iteration of the solutioning. Discovery track and delivery track run just in parallel over the iterations. Design sprints should run just in time to feed the agile release planning. Say 2 sprints before. This goes on iterating till we find new arket problem to solve.
- Alberto Brea: Amazon did not kill the retail industry. They did it to themselves with bad customer service. Netflix did not kill Blockbuster. They did it to themselves with ridiculous late fees. Uber did not kill the taxi business. They did it to themselves with limited the number of taxis and fare control. Apple did not kill the music industry. They did it to themselves by forcing people to buy full-length albums. Airbnb did not kill the hotel industry. They did it to themselves with limited availability and pricing options. Technology by itself is not the real disruptor. Being non-customer centric is the biggest threat to any business.
- If time permits