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Agile Innovation
       by Hampus Jakobsson
   Co-Founder and VP BizDev, TAT
          PieP 2009-11-24
Something about TAT
• 150 people software & design company
  who license a UI-platform
• In Malmö, Gbg, Seoul, Chicago, SFO
• Working with S60, Samsung, Sony
  Ericsson, Motorola, Google, Orange,
  T-mobile, Telia Sonera, ...
• Shipped in 300+ million devices
Cheap and fast: Measure,
  improve, and iterate
Cheap and fast: Measure,
  improve, and iterate




                will it work?
Cheap and fast: Measure,
     improve, and iterate




will people like it?   will it work?
Cheap and fast: Measure,
     improve, and iterate
                 will we make money on it?




will people like it?                   will it work?
For how long has this
been a research subject?
For how long has this
been a research subject?




                >100 years
For how long has this
been a research subject?




 ~50 years      >100 years
For how long has this
been a research subject?
             ?




 ~50 years       >100 years
Agile sketching of
Consumer Experience




Foldout   Procam   Headtracking
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Iterating Consumer
     Experience
Measuring Consumer
    Experience
What about
  Business
Prototyping?
Talking to customers
   too early is vital
Quantitive feedback
Quantitive feedback
Quantitive feedback
Quantitive feedback
Qualitative feedback
Feedback




Product development
And there are many ways
And there are many ways
• Asking customers or partners...
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
• Setting up “fake” company within the
  company, to save face
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
• Setting up “fake” company within the
  company, to save face
• Buying AdWords and measure how
  many search on the problem
And there are many ways
• Asking customers or partners...
• Show prototypes on YouTube
• Setting up “fake” company within the
  company, to save face
• Buying AdWords and measure how
  many search on the problem
• And other ways I guess...
Summary
• We want test the technical, usability, and
  business of an idea with minimal investment.
• We must research and test agile business
  prototyping too and talk to customers too
  early!
Thanks!

hampus@tat.se
www.tat.se
youtube.com/TATMobileUI
twitter.com/TATMobileUI

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PIEp: Agile Innovation 2009.11.24