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"First Build the Right Thing"
@ Mobile Monday Estonia "Mobile Development requires Agile approach?", Tallinn 06.06.11
lsoftware development e a n Build the Right Thing There is nothing so useless as doing efficiently that which should not be done at all. – Peter Durckermary@poppendieck.com Mary Poppendieck www.poppendieck.com
Disruptive Technologies Computers Mobile Phones Open Source Voice Over IPDoes Not Make Sense in Existing Markets Doesn’t Meet Current Customer Needs But is: Smaller Uses Less Power Cheaper Easier to MaintainNeeds a Market Outside the Mainstream Grows Strong “The fact is that because of the Takes Over Mainstream Markets cloud, today a young upstart can l e a n take market share without an Innovators’ Dilemma, by Clayton M. Christensen, 2000. incumbent having time to react.” – Werner Vogles, Amazon.com2 December, Copyrignt©2002 Poppendieck.LLC
Customer Discovery Most product failures are caused by a lack of Customers.Do a Job Better: What job do customers want to do? How is your approach an improvement?Create a Business Hypothesis: What is the improvement worth to customers?Test the Hypothesis Early and Often:3 Fail Fast to Learn Fast June 11 Copyright©2010 Poppendieck.LLC l e a n
Observe the Job What annoys people when doing the job? What causes stress – even unnoticed? When do things go exceptionally well? What should be: Minimized? Increased?4 June 11 Copyright©2010 Poppendieck.LLC l e a n Don Chadwick & Bill Stumpf Herman Miller 1994
Think Like a CustomerBrilliant Systems are the result of a matching ofmental models between those developing a systemand those who will be using the system.“Don’t to what customerssay they want, understandtheir problems and solvethem.” – Per Haug Kogstad, founder, Tandberg (now Cisco)5 June 11 Copyright©2010 Poppendieck.LLC l e a n
Case StudiesGE Healthcare“We realized that the biggestimpediment was that we wereselling what we were making[rather than] making what thecustomers here needed.”* The MAC-i: EKG’s for Rs 9 “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 andThe Vscan: $8000 Ultrasound unit other factors and we then price, design and manufacturethe size of a mobile phone. Basedon designs originating in China, itwill revolutionize global healthcare.6 June 11 Copyright©2010 Poppendieck.LLC l e a n the products accordingly”** **Ashish Shah, general manager, global technology, GE Healthcare *V. Raja, president and CEO of GE Healthcare-South Asia.
What Customers ValueConsider the IBM PCjr.One day after it was announced in 1984, newspapers called it a failure. They were right.Why didn’t IBM know those criteria ahead of time?Consider the LexusThe first year it ranked first in every criteria “Car and Driver” used to rank luxury cars.This was precisely the design criteria set by the chief7 engineer: rank top in every rated category. June 11 Copyright©2010 Poppendieck.LLC l e a n
Determining the Best Opportunities Satisfaction8 June 11 Importance Copyright©2010 Poppendieck.LLC l e a n
Design Dieter Rams: Ten Principles of Good Design Good design: 1. Is innovative 2. Makes a product useful Dieter Rams – Braun 3. Is aesthetic 1958 4. Makes a product understandable 5. Is unobtrusive 6. Is honest 7. Is long-lasting 8. Is thorough down to the last detail 9. Is environmentally friendly9 Jonathan Ive – Apple 2001 June 11 Copyright©2011 Poppendieck.LLC l e a n 10. Is as little design as possible
From Complexity to Clarity10 June 11 Copyright©2011 Poppendieck.LLC l e a n Simulates the Flying Experience – Not the Buying Experience
lsoftware development e a n Thank You! More Information: firstname.lastname@example.org Mary Poppendieck www.poppendieck.com