Book description
Blend the art of innovation with the rigor of engineering
Great technology alone is rarely sufficient to ensure a product’s success. Scenario-Focused Engineering is a customer-centric, iterative approach used to design and deliver the seamless experiences and emotional engagement customers demand in new products. In this book, you’ll discover the proven practices and lessons learned from real-world implementations of this approach, including why delight matters, what it means to be customer-focused, and how to iterate effectively using the Fast Feedback Cycle.
In an engineering environment traditionally rooted in strong analytics, the ideas and practices for Scenario-Focused Engineering may seem counter-intuitive. Learn how to change your team’s mindset from deciding what a product, service, or device will do and solving technical problems to discovering and building what customers actually want.
Improve the methods and mindsets you use to:
Select a target customer to maximize carryover
Discover your customer’s unarticulated needs
Use storytelling to align your team and partners
Mitigate tunnel vision to generate more innovative ideas
Use experimentation to fail fast and learn
Solicit early and ongoing feedback
Iterate using a funnel-shaped approach
Manage your projects around end-to-end experiences
Build a team culture that puts the customer first
Table of contents
- Title Page
- Copyright Page
- Praise for Scenario-Focused Engineering
- Contents at a glance
- Contents
- Foreword
- Introduction
- Part I: Overview
-
Part II: The Fast Feedback Cycle
- Chapter 4. Identifying your target customer
- Chapter 5. Observing customers: Building empathy
- Chapter 6. Framing the problem
- Chapter 7. Brainstorming alternatives
- Chapter 8. Building prototypes and coding
-
Chapter 9. Observing customers: Getting feedback
- Why get feedback?
-
User testing comes in many flavors
- Testing whether you fully understand the customer need
- Testing whether you’ve got the right solution
- Testing whether your solution works well
- Fine-tuning the details of your solution
- Testing real-world usage over time
- Formal versus informal testing approaches
- Testing for improvement versus confirmation
- The Zen of giving and receiving feedback
-
Observe stage (feedback): Key tools and techniques
- Scenario interview
- Lean Startup “fake homepage” approach
- Concept testing and focus groups
- Surveys and questionnaires
- Cognitive walk-through
- Heuristic evaluation
- Wizard of Oz test
- Informal testing and observation
- Usability testing
- Eye tracking
- Card sorting
- A/B testing
- Big data, usage telemetry, and continuous feedback
- Deep dive: Usability testing
- Getting feedback: How do you know when you are done?
- Chapter 10. The importance of iteration
-
Part III: The day after
-
Chapter 11. The way you work
- Shift from doing many things to focusing on a few
- Shift from milestones to sprints
- Shift from work-item lists to scenario hierarchies
- Shift from ad hoc user testing to regular customer touch points
- Shift from bug counts to experience metrics
- Shift from building components to building experience slices
- Shift from upfront specs to alternatives, prototypes, and documentation
- Shift from component reviews to experience reviews
- Shift from individual focus to team focus
- What doesn’t change?
- Chapter 12. Lessons learned
-
Chapter 11. The way you work
-
Appendix A. SFE capabilities roadmap
- Define direction: Drive customer excellence from the top
- Define direction: Choose target customers strategically
- Customer focus: Extract deep insights from diverse data
- Customer focus: Continuous learning with customer feedback
- Customer focus: Cultivate a long-term customer relationship
- Complete experiences: Define complete experiences
- Complete experiences: Deliver complete experiences
- Complete experiences: Track and react to specific metrics
- Iterative habits: Envision multiple experiences
- Iterative habits: Learn fast through deliberate experimentation
- Appendix B. The Fast Feedback Cycle
- Appendix C. Further reading
- Appendix D. Selected case studies
- Appendix E. Desirability Toolkit
- Index
- Code Snippets
Product information
- Title: Scenario-Focused Engineering: A toolbox for innovation and customer-centricity
- Author(s):
- Release date: December 2014
- Publisher(s): Microsoft Press
- ISBN: 9780133967241
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