Three fascinating disciplines. Three approaches that help to create innovative products and services. But where does one start and the other ends? How to maximize the potential of the three methodologies? How to synchronize them avoiding overlaps or waste? In this speech I will talk about how I use the three approaches to cover the whole life cycle inherent in the creation of innovative products: from the ideation, to the release in production in incremental MVP.

1. Il punto esatto dove si incontrano
Design Thinking - Lean Startup – Agile
(A personal Journey)
EMILIANO SOLDI
#AVMI
@AgileTriathlete

2. I GAVE A DEEPER LOOK INTO IT

3. Well, it was not that simple to
create a clearer picture to me

5. “Executing an idea which addresses a
specific challenge and achieves value
for both the customer and company”
INNOVATION
IdeatoValueCommunity

6. .Design Thinking
.Lean Startup
.Scrum

7. “Translating observation into insights, and insights into products
and services, which will improve our lives“
The Mission of Design Thinking - Tim Brown, CEO of IDEO

8. “A new way of looking at the development
of innovative new products, based on fast
iteration, customer insight, a huge vision,
great ambition. All at the same time.”
Eric Ries, The Lean Startup

9. “Help People to address complex
adaptive problems, while productively
and creatively delivering products of
the highest possible value”
Scrum Framework - Ken Schwaber & Jeff Sutherland

10. OK, LET’S DO SOME ORDER

11. WHAT DO THEY HAVE IN COMMON?

12. PEOPLE CENTRIC

13. USER AND CUSTOMER CONTINUOUS ENGAGEMENT

14. Leveraging on members’ differences, such as
nationality, profession, cultural background, age,
education, seniority, approaches, expertise, by
exploring problems through different "lenses"
DIVERSITY

15. ITERATIVE

16. Creation of tangible
and concrete output
at each iteration

17. EMPATHY
Peculiar ability of human beings to deeply understand others by
seeing, feeling and experiencing things, the way they do it

18. HOW CAN THEY BE INTEGRATED,
LEVERAGING ON EACH OTHERS’ POTENTIAL?

19. DESIGN THINKING

20. TimBrown,CEOofIDEO
“Design thinking is a human-centered approach
to innovation that draws from the designer's
toolkit to integrate the needs of people, the
possibilities of technology, and the
requirements for business success”

21. Discover Define Develop Deliver
Gathering
Insights
Focus on
problematic
area
Idea Prototypes
realization to explore
possible solution
Selection and
delivery of the
best solution
Problem Problem
Definition
Solution
Design Council
THE DOUBLE DIAMOND MODEL

22. EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
Deeply understand
the people for whom
you are designing for
Circumscribe the
problem based on
emerging intuitions
Brainstorming on ideas
and possible solutions
Create a tangile
representation of the
possibile solutions
Come back to the people
you are designing for, to
show prorotypes, test
ideas and gather
feedback
DESIGN THINKING CYCLE
Stanford d.school

23. EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
Learn from prototypes
and stimulate new ideas
Learn from users through testing
Tests can help produce new ideas
Tests provide insights that could
help to redefine the problem
Steps must be thought as non-sequential.
They often occur in parallel, iteratively.
Stanford d.school
DESIGN THINKING CYCLE

24. “Prototypes slow us down to speed
us up. By taking the time to
prototype our ideas we avoid
costly mistakes, such as becoming
too complex too early & sticking
with a weak idea for too long”
TimBrown,CEOofIDEO

25.  Teams mostly handle qualitative data
 Members work together closely, intensely in one
team space
 Members work without separating for individual
work tasks
DESIGN THINKING – TEAM WORK

26. LEAN STARTUP APPROACH

27. BUILD PRODUCTS PEOPLE REALLY WANT.
QUICKLY, CHEAPLY, LEAN.

28. Lean Startup is built on the scientific
method and the idea of testing
assumptions through experiments.
A strict approach to generate
learning on a particular domain,
when there are many white spots
and a high level of uncertainty.
SCIENTIFIC METHOD

29. Transform Learning
and Knowledge into Ideas
Quickly Build and Ship
small set of product
Features
Strict Measurement
to lead Learning
Pivot / Persevere
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
LEAN STARTUP CYCLE

30. “Ask most entrepreneurs
who have decided to pivot
and they will tell you that
they wish they had made the
decision sooner”
Eric Ries

31. “A MVP is the minimum set of
features necessary to engage
early adopters and start the
learning-feedback loop”
A MVP is a prototype at its heart but ahead
in the product development process.
An MVP will be created once you already tested
out core hypotheses, through prototyping.
Wikipedia
MVP - MINUMUM VIABLE PRODUCT

32.  Teams transform their market insights,
assumptions and goals, in metrics
 Members prioritizes business hypotheses and
potential testing scenarios
 Those hypotheses ofte can be tested independently
by team members
 Test results evaluation asks the team to meet again
in person and discuss how to proceed futher
LEAN STARTUP – TEAM WORK

33. MODELS INTEGRATION
Prototypes MVPs
problem-solution-fit product-market-fitproblem statement possible solutions
Users
Engagement
Observations
Empathy
Ideation
Workshops
Market
Analysis
Pivot
Persevere
MVP
Creation
Problem

34. SCRUM

35. Product
Backlog
Sprint
Backlog
Potentially
Shippable
Product
(PSI)
Daily
Scrum
Sprint
Execution
Sprint
Review
Sprint
Retrospective Sprint
Iteration
(2-4 weeks)
SCRUM CYCLE
Product Owner
Scrum Master
Development Team
Sprint
Planning
Research and identify viable markets, technologies, and product capabilities
Develop products and enhancements
Release products and enhancements frequently
Sustain and renew products

36.  Teams work on stories and tasks and results
become as concrete as possible, ending up in
product features
 Members develop parts of solutions as
individuals, in pairs or in smaller groups
 Level of interaction between members is lower
than in design thinking.
SCRUM – TEAM WORK

37. MODELS INTEGRATION
Problem
Users
Engagement
Observations
Empathy
Ideation
Workshops
Prototypes
Market
Analysis
MVPs
Pivot
Persevere
problem-solution-fit product-market-fitproblem statement possible solutions
MVP
Creation
PSI
Biz. Value driven Increment. dev.
Product
Backlog
Mngm.
Inspect
Adapt
Adaptive
Dev.

38. Focus
on Learning
Focus
on Dev
Creativity
Driven
Value
Driven
Data
Driven
Prototypes
MVPs
DESIGN THINKING
Empathize with people, define and
Ideate new possible solutions to find a
good problem-solution-fit.
LEAN STARTUP
Select small sets of features (MVP) for solving
the core problem; then execute full build-
measure-learn cycles and pivot or persevere
until a good product-market-fit is found.
SCRUM
Build and deliver the product incrementally, by
actively managing the risks inherent in new
product development.
Product
MODELS MATRIX

39. Relentlessly rely on
principles while
adapting practices
Always trust the
process: never stop to
trust the people
Diverge and
converge
continuously to
increase creativiry &
productivty
Rotate in pairs or
subgroups, for fast
knowledge
dissemination and
parallelization
Empathy is key to
develop team trust
and engagement
Clear straightforward
story to tell, to test
prototypes and
gather good feedback
LESSONS LEARNED

40. EMILIANO SOLDI
#AVMI
@AgileTriathlete
https://www.linkedin.com/in/emilianosoldi/