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How Design Thinking, Lean, and Agile Work Together

Jonny Schneider
October 18, 2019

How Design Thinking, Lean, and Agile Work Together

Presented at Mind The Product, London 2019. Jonny Schneider gives the cliff notes on design thinking, lean, and agile, and explores how product teams can bring these mindsets together for better product development.

Jonny Schneider

October 18, 2019
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  1. HOW
    DESIGN THINKING,
    LEAN, AND
    AGILE WORK TOGETHER
    @Jonnyschneider
    LONDON 2019

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  2. The problem with the hexagons is that they’ve
    created THE design process, and that sounds grand
    and all encompassing, but in reality they are just a
    suggestion for how to get started.
    —Carissa Carter
    @snowflyzone

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  3. navigate
    ambiguity
    empathetic
    learning
    synthesise
    information
    fast
    experimentation
    concrete
    and abstract
    learn from
    others
    craft things
    intentionally
    communicate
    deliberately
    Design is an ability.
    Process only helps
    with getting started.

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  4. Manage flow to
    optimise value
    Quality is a outcome,
    not an activity
    Empower people.
    Happier. Better outcomes.
    Outcomes over
    outputs
    Learning and adapting over
    analysis and prediction
    Lean optimises systems of work

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  5. Manage flow to
    optimise value
    Quality is a outcome,
    not an activity
    Empower people.
    Happier. Better outcomes.
    Outcomes over
    outputs
    Learning and adapting over
    analysis and prediction
    Lean optimises systems of work

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  6. Individuals and interactions
    over processes and tools
    Working software over
    comprehensive documentation
    Customer collaboration
    over contract negotiation
    Responding to change over
    following a plan
    Agile optimises software delivery

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  7. Individuals and interactions
    over processes and tools
    Working software over
    comprehensive documentation
    Customer collaboration
    over contract negotiation
    Responding to change over
    following a plan
    Agile optimises software delivery

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  8. AGILE
    Build the
    thing right
    +
    DESIGN
    THINKING
    Explore the
    problem
    LEAN
    Build the
    right things
    +
    @jonnyschneider

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  9. ADAPT TO
    CHANGE
    EVOLUTIONARY
    DESIGN
    ACT TO
    LEARN
    VALUE-BASED
    PORTFOLIO
    MANAGEMENT
    SET
    A COURSE
    DEFINE
    ACTIONABLE
    STRATEGY
    ALIGN TO
    PURPOSE
    IDEATE
    POSSIBLE
    SOLUTIONS
    EXPLORE
    PROBLEMS &
    OPPORTUNITIES
    Lean mindset
    Design thinking
    mindset
    Agile mindset
    @jonnyschneider

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  10. 1
    Continuous learning
    is the new competitive advantage.

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  11. Cost of creating software
    Reduced over time
    Complexity/uncertainty
    has increased over time
    THEN NOW
    TIME

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  12. @Jeffpatton

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  13. @Lissijean, inspired by @realmikerother

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  14. Aspirational Narrative
    Product Hypotheses
    Design Experiments
    User Story Map
    Data/feedback

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  15. 2
    Design the right experiments,
    to learn the right things.

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  16. evolved version of hypothesis template
    30
    AWARE, INFORMED AND ON-BOARDED
    We believe that
    Better informing travellers about Tax Free Refund steps and
    process
    !
    Will result in
    an increase in repeated usage of the Global Blue app
    We will know we’ve succeed when
    IN PROTOTYPE REAL
    Number of ‘active/engaged’
    users increases by
    Accuracy of submitted forms
    increases by
    PLAN
    Acquisition
    6% 30%

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  17. @davidjbland Inspired by Ash Maurya, Dave McClure and Brant Cooper

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  18. demand
    solution
    problem
    bit.ly/goodreads-udtla
    @jonnyschneider

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  19. working
    prototype
    concierge
    concept
    prototype
    hi-fi
    prototype
    Wizard of Oz
    prototype
    Pre-orders
    facade
    ads
    trend
    analysis
    demand study
    value stream
    mapping
    in-situ
    consumer study
    design probe
    qualitative
    interviews
    survey
    HIGH COST LOW COST
    HIGH CONFIDENCE
    $$$
    LOW CONFIDENCE
    $
    TEST A SOLUTION
    VALIDATE A PROBLEM
    GAUGE CUSTOMER DEMAND
    @jonnyschneider

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  20. Jonny Schneider
    Understanding
    Design Thinking,
    Lean, and Agile

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  21. 3
    Measure only things that contribute to decisions.

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  22. MEASUREMENT COMMENT
    Customers will be delighted Too vague
    Net Promoter Score (NPS) will increase
    Subject to external factors, hard to
    attribute to a specific initiative
    6 customer features completed Measures output, not outcome
    Conversion from results page to product detail page
    increases by 3% month-on-month
    Good!
    Basket-size for returning customers increases
    on average from quarter-to-quarter
    Good!
    Average time-on-site per item purchase
    reduced by 6% quarter-to-quarter
    Good!
    GOAL→ Customers can easily find what they are looking for.

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  23. Vision
    GOAL
    Initiative Initiative Initiative
    GOAL GOAL GOAL
    Metric Metric Metric Metric
    Metric Metric Metric
    Purpose

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  24. {Increase/improve/decrease/eliminate}
    the
    {description of measure}
    Success is when we move from…
    {current level of performance} to
    {desired level of performance} by
    {date}
    Goal
    Measure
    A starter template

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  25. Example
    Increase the on-time delivery rate
    from 82% to 95% by Nov 2019

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  26. 4
    Solve for next order problems

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  27. © 2001 Thomas Höpker

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  28. ADAPT TO
    CHANGE
    EVOLUTIONARY
    DESIGN
    ACT TO
    LEARN
    VALUE-BASED
    PORTFOLIO
    MANAGEMENT
    SET
    A COURSE
    DEFINE
    ACTIONABLE
    STRATEGY
    ALIGN TO
    PURPOSE
    IDEATE
    POSSIBLE
    SOLUTIONS
    EXPLORE
    PROBLEMS &
    OPPORTUNITIES
    Lean mindset
    Design thinking
    mindset
    Agile mindset
    @jonnyschneider

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  29. EXEMPLAR
    TEAM
    SPLIT
    EVOLVE

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  30. 2
    Design the right
    experiments,
    to learn the right things.
    ‣ Define your beliefs and
    assumptions
    ‣ Decide the most important thing
    to learn
    ‣ Design experiments that can
    deliver the right learning
    ‣ Be stubborn on the vision,
    but flexible on the details.
    ‣ Create the conditions for teams to
    learn their way forward.
    ‣ Focus on confidence, not certainty.
    1
    Continuous learning
    is the new
    competitive advantage.

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  31. 4
    Solve next-order
    problems
    ‣ Zoom out
    ‣ Work together at the intersections
    ‣ Try new ways of doing
    ‣ Adopt the things that work
    ‣ Learn from the things that don’t
    ‣ Can it be measured?
    ‣ Does it inform a decision?
    ‣ Do y’know when you’re done?
    ‣ Is it aligned to your goals?
    3
    Measure things that
    matter

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  32. Thank you
    ‣ Dual Track Development, Jeff Patton,
    bit.ly/patton-dual-track
    ‣ Understanding Design Thinking, Lean, and Agile, Jonny Schneider
    bit.ly/goodreads-udtla
    ‣ The Problem with THE design process, Carissa Carter,
    bit.ly/carter-stop-process
    ‣ Escaping the Build Trap, Melissa Perri,
    bit.ly/goodreads-ETBT
    ‣ Testing business ideas (forthcoming), D. Bland and A. Osterwalder,
    http://bit.ly/testing-business-ideas
    [email protected]
    twitter @jonnyschneider
    Jonny Schneider
    Understanding
    Design Thinking,
    Lean, and Agile
    jonnyschneider.com/newsletter
    jonnyschneider.com/free-book

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