Conceptualization in Software Development

KISKO LABS OY | PRESENTATION 1

Conceptualization inSoftware Development

Lauri Jutila, Kisko Labs Oy, 6.9.2011

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L A B S

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Conceptualization

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A concept (substantive term: conception) is a cognitive unit of meaning — an abstract idea or a mental symbol sometimes defined as a "unit of knowledge," built from other units which act as a concept's characteristics.

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conceptualize - To form a concept or concepts of, and especially to interpret in a conceptual way

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We Live InA Creative Society

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Age of AgricultureIndustrial Age

Age of Information IntensificationAge of Creation Intensification

Murikami Teriyuasu, Nomura Research Institute

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Agriculture Age (farmers)

Industrial Age (factory workers)

Information Age (knowledge workers)

Conceptual Age(creators & emphatizers)

Daniel Pink, A Whole New Mind

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“Get into the ‘Dream Business’... the ‘Incredible Imaginings’

Business.”Tom Peters

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Technology

Business Design

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Future of Software Development

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Software is no longerplanned and built. Software is

envisioned and evolved.

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Projects start with a vision followed shortly by the first iteration, not with architecture, plans and specifications.

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The product, the architecture, the plans and the specifications evolve as the team adapts to a ever-unfolding reality of the market and the technology

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The Power of Prototypes

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“Not all Hollywood movies are hits, but very few are bombs. They’re usually saved from that ignominious fate by the use of prototypes - scripts and storyboards. The script is the prototype for the story, and the storyboard is the prototype for production.”

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“Any major problems with the movie can be corrected at the prototype stage, long before much money is spent. ... What makes prototypes so powerful, ... is that they provide a ‘near life’ experience for the collaborators. Everyone on the team ... can immediately see whether the concept will work in the real world.”

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“Prototypes can also cut through the ‘red tape’. Instead of starting with a list of features and working toward a concept, team members can go straight to a concept, then add whatever features are needed to support it. And if the concept looks like a loser? Hey -- it’s just a concept -- start over with a new one.”

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Marty Neumeier, Brand Gap

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Photo by Ryan Wang

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“We made mistakes, of course. Most of them were omissions we didn’t think of when we initially wrote the software. We fixed them by doing it over and over, again and again.”

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“We do the same today. While our competitors are still sucking their thumbs trying to make the design perfect, we’re already on prototype version #5”

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“By the time our rivals are ready with screws and wires, we’re on version #10. It gets back to planning versus acting: We act from day one; others plan how to plan — for months.”

Bloomberg on Bloomberg

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“The best way to have good ideas is to have lots of ideas.”

Linus Pauling

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Photo by Photomatt28

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The way to make a better aircraft wasn’t to sit around perfecting a design, it was to get something up in the air and see what happens, then try to fix whatever goes wrong.

Eric Abrahamson & David Freedman, Chapter 8, “Messy Leadership,” from A Perfect Mess: The Hidden Benefits of Disorder

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Lessons from Taiichi Ohno

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現地現物(Genchi Gembutsu)

“Go and see for yourself” or “go and see”

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Fingerspitzengefuhl

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改善(kaizen)

“Improvement”

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自働化(jidoka)

ji = "auto”, do = “motion”, ka = “-ation”

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Experience Economy

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Experiences are as distinct from services as services are

from goods.Joe Pine & Jim Gilmore

The Experience Economy: Work Is Theatre & Every Business a Stage

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ScintillatingEXPERIENCES

ServicesGoods

Raw Materials

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CUSTOMER SUCCESSScintillating EXPERIENCES

ServicesGoods

Raw Materials

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“ ‘Results’ are measured by the success of all those who have

purchased your product or service”

Jan Gunnarsson & Olle Blohm, The Welcoming Leader

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Designful Software

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HYPOTHESIS:

DESIGN is theprincipal difference

between love and hate!Tom Peters

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“At Sony we assume that all products of our competitors have basically the same technology, price, performance and features.

Design is the only thing that differentiates one product from another in the marketplace.”

Norio Ohga

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“To grow, companies need to break out of a vicious cycle of competitive benchmarking and

imitation.”— W. Chan Kim & Renée Mauborgne, “Think for Yourself —

Stop Copying a Rival,” Financial Times

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“You can’t be a serious innovator unless and until you are ready,

willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”

Michael Schrage, Serious Play

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