Transcription
How to Apply Design Thinkingto Product and ServiceInnovation Scaled Agile, Inc.1
Joe ValloneSPCT, SAFe FellowScaled Agile, Inc.ScaledAgile,Agile,Inc.Inc. Scaled2
The Seven Core Competencies of Business Agility Scaled Agile, Inc.3
What is Design Thinking?Design Thinking is an iterative Solution development process thatpromotes a holistic approach to delighting stakeholders. Scaled Agile, Inc.4
People desire itREALRWW MIT Model:Does this solve areal problem?Real – Win – Worth ItWINWORTH ITCan we compete?Does thetechnology exist?Is it worth ourinvestment of time,money and people?Technically feasible Scaled Agile, Inc.Business “Viable”5
RWW is congruent with SAFeRealWinWorth-It Scaled Agile, Inc.6
Applying design thinking to service cyclesProduct Development Value Stream:Services Development Value Stream:ServiceDecomposition Scaled Agile, Inc.7
Typical customer experience value streamDesireShopScaledAgile,Agile,Inc.Inc. ScaledPurchaseConsumeReflect8
Use journeymaps todesign theend-to-endCustomerexperience Scaled Agile, Inc.9
Go See (i.e. Observation)Validate customerpersonas Scaled Agile, Inc.Find latentproblemsAdditionalinnovation ideas10
Discovery of latent problems Observation can be used toconfirm personas and customerjourney maps Uncovers latent problems thatcustomers themselves areunaware of Scaled Agile, Inc.11
Innovation:Decomposing movietheater customerservice cycleWord of ingPurchase Ticket(s)Enjoy FilmPurchase Food Scaled Agile, Inc.12
Innovation:Decomposing movietheater customerservice cycle Innovation, not invention Choose a step in the customer experience cycle Propose innovations that add valueWord of ingPurchase Ticket(s)Enjoy FilmPurchase Food Scaled Agile, Inc.13
Innovation:Decomposing movietheater customerservice cycle AwarenessAdvertise Scaled Agile, Inc.14
Driving Innovation: Promotion on mobile devices Movie previews pushed to theirmobile device Show available dates and push acalendar for when and where themovie is being shown Screen Saver, ring tones, mobilegame related to the movie Scaled Agile, Inc.15
Product-service systemsBundling products andservices togetherExample: Buy an iPhoneGet Apple TV Scaled Agile, Inc.Transformingproducts to a serviceExample: Using a file hostingservice such as instead forpurchasing a storage deviceDesigning a servicelike a productExample: Creating pizzas is likedesigning a platform productwhich allows pizza restaurants tocreate huge product variety withminimum complexity16
Summary Real-Win-Worth-It is congruent withSAFe teaching of Design Thinking Design thinking and innovationapplies to services as well asproducts Go see is critical to Design Thinking Evolution of products and services Even the best struggle with servicedesign (MobileMe)ScaledAgile,Agile,Inc.Inc. Scaled17
Join me at theMeet the SpeakerSession!Please refer to the agenda for scheduled timesScaledAgile,Agile,Inc.Inc. Scaled18
Participate in polling,post comments, andrate sessions Scaled Agile, Inc.1Polling2Comment3Thumbs up or down19
Thank you!ScaledAgile,Agile,Inc.Inc. Scaled20
Design Thinking is an iterative Solution development process that
