corporate serious games are changing the rules of product development
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© 2011 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited
Corporate Serious Games Are Changing The Rules Of Product Development
Tom Grant, Ph. D.Senior Analyst, Forrester Research
© 2011 Forrester Research, Inc. Reproduction Prohibited2
Agenda
When software companies can’t innovate
Serious games and software development
Getting started with serious games
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Agenda
When software companies can’t innovate
Serious games and software development
Getting started with serious games
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What software development can tell us about product development
Software development is innovation with most of the pesky physical laws removed.
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Dad, why do people hate your
software?
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Complexity is one big problem
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Some hot topics in software development
Agile Iterative, adaptive development
Lean Pull model, emphasis on flow
Requirements Improve the lexicon of development
User experience (UX) Connecting code to humans
DevOps Code developed is not code deployed
Technical debt Sloppy code accumulates, slows innovation
Social media Conversations go both ways
Cloud More direct relationship, utility model
All of these reflect, in different ways, the problems dealing with complexity.
Embedded software Creating hybrid hardware/software products
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Software companies don’t handle complexity well
The Chevrolet Volt
Brand new automobile technologyMillions of lines of code
Time to develop: 3 years
Oracle Database
Mature technologyMillions of lines of code
Time between versions 8 and 9: 4 years
Windows OS
Mature technologyMillions of lines of code
Time between XP and Vista: 5 years
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None of the above
Other
Introduction of cross-functional teams
Separation of application development from maintenance and support
More training and support
Leveraging external resources more effectively
Improved integration between software development tools
Better defined responsibilities between functions
Improvement of project/program management practices
Improved collaboration tools
Better understanding of the entire work portfolio
Introduction of Agile processes
Improvement of development practices
Improvement of quality assurance practices
Better measurement and reporting
Better relationship between IT and the business
Improvement of requirements practices
1.9%
4.8%
22.9%
23.8%
24.8%
25.7%
29.5%
31.4%
34.3%
34.3%
35.2%
41.0%
41.0%
41.9%
44.8%
46.7%
65.7%
Which of the following would improve your application development and support organization? (Select all that apply)
Base: 105 professionals directly involved with the development or support of software applications
Source: Q1 2011 Global Application Development & Delivery Organization Structure Online Survey
Complexity divides technology producers & consumers
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To get out of this jungle of complexity, you’ll need more than just a bigger machete or a larger expedition.
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Lack of customer insight is another problem
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Ever pay $100K for something you didn’t use?
•32% succeeded.•44% were challenged.•24% failed.Standish Group
CHAOS Summary 2009 report
•Iterative: 71% succeeded.•Agile: 70% succeeded.•Traditional: 66% succeeded.•Ad hoc: 62% succeeded.
Dr. Dobb’s Project Success Survey
•Nearly one-half of the respondents experienced a project failure the year before.
•86% reported losses of as much as 25% of targeted benefits across the portfolio.KPMG Global IT
Project Management Survey 2005
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Developers build software for people unlike them
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We don’t question our assumptions about customers
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“Team dynamics” are the third problem
OVERBEARINGPERSONALITIES
Compartmentalization
Poor morale
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TIME TOCHANGE
THERULES
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What sort of serious games?
Structured, game-like activities with collective outcomes
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Different needs, different games
Source: April 29, 2011, “App Dev Teams: Consider Playing Around With Serious Games” Forrester report
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Teams often use serious gaming regularly for:
Ideation
Requirements collection
Requirements validation
Rapid decision-making
Strategic-level decisions (portfolio, road map, etc.)
Retrospection
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Where serious games figure into development
CONCEIVE TEST BUILD DELIVER ADOPT ASSESS
Generate new insights into what customers really value
Change team dynamics and challenge operating
assumptions
Reduce complexity throughout the innovation process
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EXAMPLE: Product box
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EXAMPLE: Buy a feature
Android app for activity management
Custom pipeline stages
More complex lead-scoring options
More canned reports
Define and manage teams
Easy clean-up of bad or duplicate data
Activity entry via email
Associate teams with prospects
$5,000
$2,000
$3,500
$1,500
$4,750
$2,500
$3,250
$1,250
FEATURE COST-
$500
-
$300
$2,000
$2,500
-
-
SPENT
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EXAMPLE: Prune the product tree
SALES REP
SALES MGR Report API
TeamsPipeline
mgt Opportunitystates
Emailactivity
Mobilesupport
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Serious games are useful in many contexts
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Agenda
When software companies can’t innovate
Serious games and software development
Getting started with serious games
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Why do serious games work?
Structured– Rules, but often no winners
Purposeful– Definite outcome
Time-bound– By definition, a time-boxed
exercise
Participatory– Success depends on everyone
participating.
Egalitarian– Everyone has an equal
opportunity to participate.
All of which can simplify decision-making and generate new insights.
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Why do serious games work?
Our brains are wired for intrinsic motivation.
IF figure out puzzle THEN release pleasure- creating chemicals
(opioids)
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Reducing complexity
OUR PRODUCT
Now with
more stuff!
Rewriting a decade-old system from scratch
Needed to economize on features included in the first version
Used a Product Box game to ask stakeholders what was most important
Some surprises in the results
Communicated the results throughout the company
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Improving customer insights
Looking for fresh ideas for support projects– Have to overcome geographic and organizational
boundaries to find them
Ran “Buy A Feature” online – Allowed broad participation
– Recorded conversations
– Had high engagement, including after work
– Gave workers outside HQ a sense of real participation
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Challenging team dynamics
At end of sprint (development cycle), use a serious game to ask what they could do differently the next time
– EX: Prune the product tree
Off-cycle, use serious games to generate ideas– Collaborate with Bangalore team
Why do serious games work?– “Ask powerful questions”
– Collaborate over distances
– Collaborate across group boundaries
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Agenda
When software companies can’t innovate
Serious games and software development
Getting started with serious games
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Your next move with serious games
START WITH THE IMMEDIATE– Pick the game that addresses your issue.
– Prepare, prepare, prepare.
– Make sure you have enough resources for the exercise.
– Record the exercise.
– Socialize the results.
– Plan for the next game.
THEN MAKE SERIOUS GAMES AN ONGOING ACTIVITY
– Requirements
– Planning
– Retrospection
– Ad hoc decision-making
Rules that apply to any context, not just software development.
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Be very specific about the problem you’re addressing
ComplexityCustomer insight
Team dynamics
Pick one. Just one.
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Pick the right game
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Build serious game into regular processes
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Tom Grant+1.650.581.3846tgrant@forrester.comhttp://blogs.forrester.com/tom_grant@TomGrantForr
www.forrester.com
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