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6/21/18
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Design Thinking in Agile Product DevelopmentHouston ALN – June 2018, Scott Frost, presenter
It’s about BEING Truly Human.
Copyright © 2018 Accenture. All rights reserved. 2
Warm up:What’s your superpower?
Draw and explain your superpower –share with the people around you!
3minutes
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C o p y r ig h t © 2 0 1 8 A c c e n tu r e . A l l r ig h t s r e s e r v e d . 4
• Design Thinking means thinking from a design perspective. It is an engaging approach to problem seeking and problem solving, relying heavily on empathy, collaboration and experimentation to create innovative solutions that people love.
PEOPLE’SNEEDS
BUSINESS & OPERATING
NEEDSTECHNICAL / PLATFORM
POSSIBILITIES
DESIGN THINKING IS A NEW WAY FOR BUSINESSESTO DESIGN FOR CHANGE.
INTRODUCING DESIGN THINKING
DEFINITION
HUM AN-CENTERED
FUN ANDPLAYFUL
COLLABO-RATIVE
PROTOTYPEDRIVEN
ITERATIVE
A NEW (YET, FAMILIAR) MINDSETINTRODUCING DESIGN THINKING
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Starts with Empathy. Learn about people and the context of the problem.
Iterative ideation —prototyping cycles.
Test ideas andprototypes with actual users.
Deploy the chosen solution and refine it.
Synthesize learnings from discovery and point of view.
A NEW PROCESSINTRODUCING DESIGN THINKING
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EMPATHIZE
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KEY BENEFITSDRIVE BREAKTHROUGH THINKING
SOLVETHE RIGHT PROBLEMS
ALIGNAND TAKE ACTION
We can drive breakthrough thinking by having the freedom and the structure to identify challenges, develop concepts, test and implement refined solutions.
Solving the right problems means you develop systems and structures that people love, drive business performance and leverage leading technology.
Design Thinking leads to faster time to market, quicker decisions, lower project costs and lessre-work.
HOW DESIGN THINKING CAN HELP US GROW
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OTHER BENEFITSSTRENGHEN RELATIONSHIPS WITH customerS
MAKE THE INVISIBLEVISIBLE
The Design Thinking process is based on collaboration and brings teams through intense but rewarding experiences that build trust and rapport.
Because the Design Thinking process creates tangible outputs, customers get the opportunity to share artefacts and communicate their work better.
HOW DESIGN THINKING CAN HELP US GROW
SHOWHOW TO INNOVATE
By demonstrating how Design Thinking works, we help bring innovation to the organization and discover more opportunities.
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DIRECT COMPETITORS EXPERIENTIAL COMPETITORS PERCEPTUAL COMPETITORSProducts or services that directly compete with yours
Experiences that set expectations across industries
Companies that change customer expectations
WHY IS IT NEEDED?
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People’s Expectations Are Transcending Traditional Boundaries
HOW DESIGN THINKING CAN HELP US GROW
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FROM A LEGACY APPROACH TO DESIGN THINKING APPROACH
Legacy Approach
People and Experience Centric
Iterative and Agile
Prototype drive requirements
Collaborative cross functional teams
working with client
Feels like (serious) play
Design Thinking
Business and Tech centric
Waterfall
Requirements drive prototype
Individual work for the client
Feels like work
HOW DESIGN THINKING CAN HELP US TRANSFORM
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WHERE IT FITSHOW DESIGN-THINKING CAPABILITIES ARE INTEGRATED INTO OUR JOURNEY
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DESIGNTHINKING LEAN AGILE DEVOPS+ ++
build theright thing
Build the thing right
Automate everything
explore the problem
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INNOVATION SPECTRUM
FIND NEWWAYS
TOGAIN
INSIGHTS
WHERE DESIGN THINKING FITS
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1 5G e e rt C la e s ’ B lo g P o s t, O c to b e r 2 0 1 7 . h t tp s :/ /b lo g .u s e jo u rn a l.c o m /w h e n -w h ic h -d e s ig n -th in k in g - le a n -d e s ig n -s p r in t-a g ile -a 4 6 1 4 fa 7 7 8 b 9
INNOVATION SPECTRUM
USE LEANPRACTICES
TOEVOLVE
PRODUCTS
WHERE DESIGN THINKING FITS
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INNOVATION SPECTRUMWHERE DESIGN THINKING FITS
WHAT IS
A DESIGN
SPRINT?
Brainstorming
Empathy Map
NeedfindingPaper
prototyping
I like, I
wish,
what if
F o r D T , N O T W A T E R F A L L IN G S P R IN T s
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1 7G e e rt C la e s ’ B lo g P o s t, O c to b e r 2 0 1 7 . h t tp s :/ /b lo g .u s e jo u rn a l.c o m /w h e n -w h ic h -d e s ig n -th in k in g - le a n -d e s ig n -s p r in t-a g ile -a 4 6 1 4 fa 7 7 8 b 9
INNOVATION SPECTRUMWHERE DESIGN THINKING FITS
USE AGILEPRACTICE
TORELEASE
VALUE
DESIGN STRATEGY PRODUCT CREATION
DELIVERB u ild , te s t,
a n d le a rn
DEVELOPC re a te a n d
re f in e c o n c e p ts
DEFINEF o rm th e
fra m e w o rka n d s tra te g y
DISCOVERF ra m e th e
c h a lle n g e a n du n d e rs ta n d n e e d s
A G IL E
CHALLENGE SOLUTIONVISION
A G IL E
ABSTRACT CONCRETE
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STRATEGY & INNOVATION
SUSTAINABILITY& EVOLUTION
EXECUTION& DELIVERY
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WHAT IT LOOKS LIKETHE CAPABILITIES NEEDED FOR DESIGN THINKING
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To truly embrace Design Thinking, YOU will need to leverage new skills, competencies. This is not as
simple as new roles or methods— it means specialized capabilities embedded into the product
organization.
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Understanding the challenge & generating ideas
Consolidation and refinement of solutions
Breaking down into feature and evaluation
Creating epics and high level delivery roadmap
Adding work effort into the team backlog
WORKSHOP EXAMPLEWHAT DESIGN THINKING LOOKS LIKE
DESIGN THINKING AND AGILE COMBINED ALLOW TEAMS TO IMPROVE, MEASURE AND FORECAST PERFORMANCE AND QUALITY BETTER.
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JOURNEY MAPPINGWHAT DESIGN THINKING LOOKS LIKE
1. Use individual working time to ideate and map your customer journey.
2. Think about consuming the service step-by-step.
3. Prompt your thoughts with questions like "What happens next?" Remember that you want to understand the experience, so you may need to keep probing with “How does that feel?”
4. Keep a running, written log with post-its and markers.
5. Focus on documenting the desired, future state employee experience.
6. Leverage the ideas from a “How Might We” exercise in your journey.
OUTCOME:A detailed look at all the steps and touch points that are part of an experience, to be used as a blueprint for future decisions.
INTENTIONALLY DESIGN KEY MOMENTS THAT MATTER
QUESTIONS THAT HELP:• Howmightwe create business outcomes
through an experience lens?
• Howmightwe tap into emotions and feelings in a positive way with the story and experience we create?
• Howmightwedemonstrate our understanding of our core values?
• Howmightwepositively surprise our customer?
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MAKING IT REALEVOLVING OUR DESIGN THINKING CAPABILITIES
Design Thinking is a competency that cannot simply be ‘turned on’. We need to build new competencies
and integrate seamlessly into existing programs while minimizing impact on timelines and budgets.
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QUESTIONS?INTRODUCING DESIGN THINKING
Standford Design School Bootcamp Material - https://dschool.stanford.edu/resources/the-bootcamp-bootlegSuggested Videos: Empathy – https://www.youtube.com/watch?v=vzvYm2DNzS0Marshmallow Design Challenge -- https://www.youtube.com/watch?v=H0_yKBitO8M&t=5s
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THANK YOU
C o p y r ig h t © 2 0 1 8 A c c e n tu re A ll r ig h ts re s e rv e d .
For additional information
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