Early Prototyping for Organisational Learning in Uncertain Environments

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1 XXVI ISPIM Conference - Budapest - 16 June 2015 Early Prototyping for Organisational Learning in Uncertain Environments Florian Redeker - orderbird AG Steven Schepurek - Detecon International GmbH Dr. Julius Golovatchev - Detecon International GmbH Dr. Anja Schön - Detecon International GmbH We make ICT strategies work

2 Why Early Prototyping? A rising relevance in leading companies as well as a research gap in academia led to the research on early prototyping. Fragmented findings in academia Early Prototyping Rising relevance In leading companies? How can insights from organisational learning, business experiments and design research on early prototypes be combined to a framework for the management of early prototyping in complex and fast changing business environments? Detecon 2

3 What is Early Prototyping? Early prototyping is based on vivid representations of ideas and concepts and spurs an iterative learning process in early phases of new product development. Early Prototyping is What do we mean by Early Prototyping? focused on designing preliminary, vivid representations of ideas and concepts. used in early phases of new product development. based on iterations. Early Prototyping is used to communicate ideas and concepts easily. sharpen the problem understanding. enhance first ideas. explore new opportunities. learn! 3 Detecon

4 Research Design The research design integrated recent literature research, expert interviews as well as an evaluation phase. Research Method Literature Research Problem-focused Expert-Interviews Evaluation based on first Framework Drafts Interim Commonalities & Differences Benefits Practical Challenges Feedback Final Outcome Comprehensive Early Prototyping Framework t 4 Detecon

5 Expert Interviews Nine expert interviews have been conducted to get a comprehensive problem-centric view on the management of early prototyping from a practitioner s perspective. Innovation Management Innovation Management VW New Mobility Services Corporate Technology China Industry Drive Technology Deutsche Bahn Systel Telekom Innovation Laboratories Zentrum Mehrwertdienste Virtual Product Creation 5 Detecon

6 Early Prototyping Framework Based on experts feedback and a broad literature research the following framework for the management of early prototyping has been designed. Opportunity Uncertainty Rework Archive Show & Discuss! Prototype! Experiment! Execution Define Goal & Fidelity Fix Experimentation Build! Test! Assess

7 Early Prototyping Framework Step 1) Uncertainty Opportunity Uncertainty Interviewee G: If you have uncertainties and if you have changing requirements than you should do early prototyping. Archive Show & Discuss! Rework Interviewee A: [ ] And so the management doesn't know what the customer wants and so doesn't the team. Prototype! Experiment! Execution Define Goal & Fidelity Fix Experimentation Build! Test! Assess

8 Early Prototyping Framework Step 2) Prototype! Opportunity Uncertainty Archive Interviewee Show D: & Discuss! Rework Ask: Is it the right size, the right space, the right whatever? And then do more and more high fidelity prototypes with every step. Execution Interviewee G: [ ] it is very key to hold back the teams not to start with technical stuff too early. So you have to encourage them to be brave enough to do not something perfect [ ] Build! Define Goal & Fidelity Prototype! Experiment! Test! Fix Experimentation Assess

9 Early Prototyping Framework Step 3) Show & Discuss! Archive Opportunity Show & Discuss! Rework Uncertainty Interviewee E: [ ] we prevent the not-invented-here-syndrome by integrate stakeholders in those demonstrations. Interviewee D: [ ] you can already integrate actually early opinions and early needs. So that they [the stakeholder] feel but also actually are respected with their requirements. Prototype! Experiment! Execution Build! Define Goal & Fidelity Test! Fix Experimentation Assess

10 Early Prototyping Framework Step 4) Experiment! Opportunity Uncertainty Archive Interviewee Show E: & Discuss! Rework [ ] Real experimenting, quick and dirty trials. And no outsourcing for lot of internal value creation! Execution Interviewee F: [ ] then we have a really working prototype. Then you get the feedback if this works or not. This is very, very helpful! Build! Define Goal & Fidelity Prototype! Experiment! Test! Fix Experimentation Assess

11 Contact Thank you! We are looking forward to your feedback! Florian Redeker orderbird AG Ritterstraße Berlin, Germany Mobile: Steven Schepurek Detecon International GmbH Sternengasse Köln Germany Phone: Mobile: Dr. Julius Golovatchev Detecon International GmbH Dr. Anja Schön Detecon International GmbH 11 Detecon