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GETTING FEEDBACK REALLY FAST WITH DESIGN THINKING AND

AGILE SOFTWARE ENGINEERING

Dr. Tobias Hildenbrand & Christian Suessenbach, SAP AG Entwicklertag Karlsruhe, 22 May 2014

© SAP 2014 | 2

“Ich wollte Mitarbeiter so motivieren, dass sie mehr leisten

als der Durchschnitt. Freie Entfaltung und Kreativität, ohne

bürokratische Zwänge und Regeln. Dazu passt auch keine

Stempeluhr, die mir immer zuwider war.”

Dietmar Hopp (one of the founders of SAP)

© SAP 2014 | 3 40 YEARS OF SAP, ALMOST 40 YEARS OF WATERFALL

Source: SAP

© SAP 2014 | 4

WHAT DOES SAP DO?

© SAP 2014 | 5 …A LOT MORE THAN 40 YEARS AGO WHEN WE STARTED

Cloud

HANA

Mobile

70k

Analytics

Applications

© SAP 2014 | 6

HOW TO BUILD RIGHT THINGS RIGHT AGAIN?

© SAP 2014 | 7 “CUSTOMER-CENTERED PRODUCT INNOVATION”

“Back to the Roots”

© SAP 2014 | 8 WHAT IS PRODUCT INNOVATION?

i.e. addressing end user needs and wanted by customers

i.e. there is a market that justifies the corporate investment

Desirability Feasibility

Viability

i.e. being able to build a product with existing technologies and deliver it in time

© SAP 2014 | 9 WHAT DOES CUSTOMER-CENTERED MEAN?

Co-Innovate continuously with Customers & End Users

Learn about Customer Problems & User Needs

Design, Develop and Test continuously

Validate Sprint Results regularly

© SAP 2014 | 10

WHAT IS IN IT FOR SAP DEVELOPMENT?

© SAP 2014 | 11 INCREASED LIKELIHOOD OF PRODUCT SUCCESS

Agile Engineering

Design Thinking Co-Innovation

Diverse Teams

Business Model Development

Desirable

Feasible

Viable

© SAP 2014 | 12 DON’T ASSUME YOU KNOW THE FINAL SOLUTION YET

Create Choices

Make Choices

We don‘t know… yet!

Iterate

cp. Tim Brown (2009) and Ozgur Eris (2004)

Innovate

© SAP 2014 | 13 DESIGN THINKING & AGILE DEVELOPMENT SHARE VALUES

Short Iterations Incremental Delivery

Small Cross-Functional Teams

Focus on Customer Value

Fast Feedback

Continuous Improvement

© SAP 2014 | 14

WHERE ARE WE TODAY?

© SAP 2014 | 15 SCRUM REDUCES PRODUCT RISKS DRAMATICALLY

Conduct regular Retrospectives

Split organization into teams

Split work

Split time

Deliver more frequently

Risk Risk

© SAP 2014 | 16 WHERE DOES THE PRODUCT VISION COME FROM?

?

© SAP 2014 | 17

‘‘A DEVELOPER NEEDS TO BE CURIOUS AND ALSO DEVELOP EMPATHY FOR END USERS“

Source: interview with SAP co-founder Hasso Plattner (2012)

© 2012 SAP AG. All rights reserved. 18 © SAP 2014 | 18 DESIGN THINKING TO DEVELOP EMPATHY & IDEAS

© SAP 2014 | 19

BUT ARE WE ABLE TO LEARN FAST ENOUGH?

© SAP 2014 | 20

RESEARCH QUESTION 1: ARE AGILE SOFTWARE

ENGINEERING PRACTICES AN ENABLER FOR DT?

© SAP 2014 | 21

RESEARCH QUESTION 2: WHAT IS THE IMPACT OF DT ON TEAM PERFORMANCE IN AN AGILE ENVIRONMENT?

© 2012 SAP AG. All rights reserved. 22 © SAP 2014 | 22 WHERE IS THE ISSUE?

How the customer

explained it

How the lead

understood it

How the team

developed it What the customer

really needed

Problem finding

Doing the right thing

Problem solving

Doing the thing right

How the team

understood it How the team

developed it

How the customer

explained it What the

customer needed

© 2012 SAP AG. All rights reserved. 23 © SAP 2014 | 23

How does team creativity affect team performance?

How does team agility complement team creativity?

HOW TO APPROACH THE RESEARCH PROBLEM?

© 2012 SAP AG. All rights reserved. 24 © SAP 2014 | 24 CASE STUDY-BASED APPROACH

Design Thinking

Experience & Usage

Agile Software Engineering

Experience & Usage

SM DEV PO

PO: Product Owner

SM: Scrum Master

DEV: Developer

SM DEV PO

SM DEV PO SM DEV PO

SM DEV PO

SM DEV PO

© 2012 SAP AG. All rights reserved. 25 © SAP 2014 | 25 DATA COLLECTION AND ANALYSIS

Observations & Interviews

Qualitative Content Analysis

© 2012 SAP AG. All rights reserved. 26 © SAP 2014 | 26 RESEARCH MODEL

Team Creativity Team Performance Team Mental Models

Team Agility

Useful and novel

Outcome

+

Creative Process

Effectiveness

+

Efficiency

Iterative

+

Collaborative

Similar and accurate

common understanding

about team and task

© SAP 2014 | 27

WHAT ARE THE RESEARCH FINDINGS SO FAR?

© 2012 SAP AG. All rights reserved. 28 © SAP 2014 | 28 RESEARCH MODEL WITH EXAMPLES

Team Creativity

Team Agility

Knowledge about

Product vision

Customer / User

Process

Useful Protoyping

Personas

Post It‘s

...

Product Quality

Satisfaction

Time / Budget

Rapid Cycles

Pair Programming

SCRUM Reviews

...

Feedback Team Performance Team Mental Models

© 2012 SAP AG. All rights reserved. 29 © SAP 2014 | 29 ARTIFACTS SUPPORTING TEAM MENTAL MODEL

Personas

User Story Maps

Product Vision

Prototypes

© 2012 SAP AG. All rights reserved. 30 © SAP 2014 | 30 GETTING FAST FEEDBACK

DEV PO

User Customer

DEV Manager

User Customer

DEV Manager

User Customer

DEV PO

User Customer

Design Thinking

Experience & Usage

Agile Software Engineering

Experience & Usage

© 2012 SAP AG. All rights reserved. 31 © SAP 2014 | 31 PRELIMINARY INSIGHTS FROM DATA ANALYSIS

„Weg von Codierknechten hin zu agilen und kreativen Entwicklern. Die Entwickler sollten so etwas wie Mini-POs werden.“

„Papierprototypen erstellt und einen Feedbackloop intern und extern, aber auch um dem Kunden frühzeitig Feedback zu geben“

Scrum Master

Product Owner

© 2012 SAP AG. All rights reserved. 32 © SAP 2014 | 32 PRELIMINARY INSIGHTS FROM ANALYSIS

„Ich habe am Ende des Sprints keine Bauchschmerzen mehr, ob das, was ich entwickelt habe, das ist, was der Kunde will und ob es rund läuft und tut was spezifiziert wurde“

„ASSUME makes an ASS out of U and ME“

„Nur weil wir glauben, dass das Produkt schön ist, heißt das noch lange nicht, dass wir es wissen“

Developer

Developer

© 2012 SAP AG. All rights reserved. 33 © SAP 2014 | 33

(1) Quality is the key – Know how to make your life easier

(2) Getting feedback is difficult – Know how to get it fast

(3) DT and ASE require time – Know how it improves the product

SUMMARY OF CURRENT RESEARCH FINDINGS

© SAP 2014 | 34

SO, CAN AGILE SOFTWARE ENGINEERING BE AN

ACCELERATOR FOR DT?

© 2012 SAP AG. All rights reserved. 35 © SAP 2014 | 35 AGILE AS ENABLER FOR DESIGN THINKING

Agility through Scrum and

Agile Software Engineering

Creativity through Design Thinking

Common Understanding

Thank You

christian.suessenbach@sap.com

tobias.hildenbrand@sap.com