design thinking
DESCRIPTION
Slides from a talk by Mary PoppendieckTRANSCRIPT
l e a nsoftware development
www.poppendieck.comMary [email protected]@poppendieck.com
Design ThinkingFirst of All – Design the Right Thing
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC2
The Design of Design
Understand the problem“Deciding what to design is the hardest part of the design task. …A small team is much better [at this] than an individual.”
Design a solution“Design isn’t just to satisfy requirements, but also to uncover requirements. … Design isn’t simply selecting from alternatives, but also realizing their existence.”
Implement the design“One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, costly, or embarrassing miscommunication abound.”
The Design ProblemIt
era
te
Itera
te
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC3
The Design of Design
Understand the problem“Deciding what to design is the hardest part of the design task. …A small team is much better [at this] than an individual.”
Design a solution“Design isn’t just to satisfy requirements, but also to uncover requirements. … Design isn’t simply selecting from alternatives, but also realizing their existence.”
Implement the design“One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, costly, or embarrassing miscommunication abound.”
The Single Owner ProblemIt
era
te
Itera
te
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC4
What is Design Thinking?
Diverse Design TeamFramingObserve the SituationConceptualize the Problem
IdeationObtain Customer InsightsVisualize/Prototype Ideas
ExperimentationTry Tentative SolutionsRefine Mental Models
Refr
am
e*
Itera
te
*Pivot
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC5
Design Thinking
How Might We Improve the Shopping Experience?Multiple PerspectivesTime ConstraintsGo and See BrainstormPrototypesConvergenceBuild to LearnCritical Evaluation
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC6
The Design of Design
Understand the problem“Deciding what to design is the hardest part of the design task. …A small team is much better [at this] than an individual.”
Design a solution“Design isn’t just to satisfy requirements, but also to uncover requirements. … Design isn’t simply selecting from alternatives, but also realizing their existence.”
Implement the design“One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, costly, or embarrassing miscommunication abound.”
The Imagination ProblemIt
era
te
Itera
te
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC7
Design the Experience
Simulates the Flying Experience – Not the Buying Experience
l e a nApril 11, 2023 Copyrignt©2011 Poppendieck.LLC8
Disruptive Design
GE Healthcare “Our engineering and marketing teams now interact closely with the customers here [in India] to understand their requirements. We look at their work flow, their environmental limitations, their profitability issues and other factors and we then price, design and manufacture the products accordingly”**
**Ashish Shah, General Manager, GE Healthcare Technology - India
“We realized that the biggest impediment was that we were selling what we were making [rather than] making what the customers here needed.”**V. Raja, president and CEO of GE Healthcare-South Asia.
The Vscan: $8000 Ultrasound unit the size of a mobile phone. Based on designs originating in China, it is revolutionizing global healthcare.
The MAC-i: ~$500 – EKG’s for Rs 9
Kjell Kristoffersen
Chief Engineer
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC9
The Design of Design
Understand the problem“Deciding what to design is the hardest part of the design task. …A small team is much better [at this] than an individual.”
Design a solution“Design isn’t just to satisfy requirements, but also to uncover requirements. … Design isn’t simply selecting from alternatives, but also realizing their existence.”
Implement the design“One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, costly, or embarrassing miscommunication abound.”
The Divorce ProblemIt
era
te
Itera
te
l e a nApril 11, 202310 Copyright©2011 Poppendieck.LLC
Don’t Divorce Design From Implementation
Domain ExperienceDesigners and implementers
work at the job they are automating.(Canadian Air Traffic Control System.)
Concurrent EngineeringImplementers are intimately involved in the design process.
Incremental Development and Iterative DeliveryBuild a minimum-function version that works andgive it to users. Get feedback. Repeat.
Cross-Functional TeamsThe team includes people from every function necessary for success, and hasdirect contact with users from the onset.
See Fred Brooks: The Design of Design
l e a nApril 11, 202311 Copyright©2011 Poppendieck.LLC
Systems Engineering
Decades of successful software development without detailed requirements, a backlog of stories, or long list of features and functions.
Control projects with the critical-few results that define value.People do not do development projects to get function, features and stories. Most of our so-called functional requirements are not actually requirements. They are designs to meet unarticulated, higher-level, critical requirements.
Give developers the freedom to discover how to deliver those results. The worst scenario I can imagine is when we allow real customers, users, and our own salespeople to dictate ‘functions and features’ to the developers, carefully disguised as ‘customer requirements’. Maybe conveyed by our product owners. If you go slightly below the surface of these false ‘requirements’ you will find that they are not really requirements. They are really bad amateur design for the ‘real’ requirements.
Let developers engineer technical solutions to meet the quantified requirements. This gets the right job (design) done by the right people (developers) towards the right requirements (higher level views of the qualities of the application).
From: Value-Driven Development Principles and Values by Tom Gilb, –Agile Record, July 2010
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC12
The Design of Design
Understand the problem“Deciding what to design is the hardest part of the design task. …A small team is much better [at this] than an individual.”
Design a solution“Design isn’t just to satisfy requirements, but also to uncover requirements. … Design isn’t simply selecting from alternatives, but also realizing their existence.”
Implement the design“One of the most striking 20th century developments in the design disciplines is the progressive divorce of the designer from both the implementer and the user. … [As a result] instances of disastrous, costly, or embarrassing miscommunication abound.”
The Linear Thinking ProblemIt
era
te
Itera
te
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC13
The Fastest Learner Wins
Model Build
MeasureLearn
l e a nApril 11, 2023 Copyright©2011 Poppendieck.LLC14
The Lean Startup
†https://elearning.industriallogic.com/gh/submit?Action=PageAction&album=blog2009&path=blog2009/2011/agileVsLeanStartup&devLanguage=Java
Agile Vs. Lean Startup Adapted from similar chart posted by Joshua Kerievsky, Industrial Logic Blog† August, 2011
AgileProduct Roadmap
Product Vision
Release Plan
On-Site Customer
Product Owner
Backlog
User Story
Acceptance Test
Definition of Done
Iteration Review
Iteration
Continuous Integration
Customer Feedback
Lean StartupBusiness Model Canvas
Product Market Fit
Minimal Viable Product
“Get Out Of The Building”
Entrepreneur
“To Learn” List
Hypothesis
Split Test
Validated Learning
Persevere or Pivot
Build-Measure-Learn Loop
Continuous Deployment
Cohort-based Metrics
l e a nsoftware development
www.poppendieck.comMary [email protected]@poppendieck.com
Thank You!More Information: www.poppendieck.com