A Common Framework
Ever since the first MoDAL get-together last year we’ve been exploring different models for integrated approaches. The diagram here has been created in the knowledge that it’s near impossible to present the flow of all projects as the same, linear process. In reality a project may start anywhere (e.g. user observation, founder ideas, team capability, etc.) and so a first step in visualising something is to allow for the full range of project entry points.
This model presents Service Design, Agile Methodology and Lean Startup as three, connecting circles. At the outer points we find the more individual concepts of each discipline, while towards the centre are the most commonly shared concepts and approaches (in this case those around prototypes and working products/services).
Depending on the scale and scope of the project (and the knowledge/composition of the project team), a project may either follow a single discipline’s circle or hop around multiple circles, moving from one to the other at the intersection points on the triangle. For example, earlier stage Lean Startup might focus on simple, hypothesis-driven experiments whereas scaling in the later stages might require more investment in team and technical capability.
- Need Alignment (Service Design/Lean Startup intersection) represents the intersection of co-created value and core business model. This might also relate to the Value Proposition/Customer Segments part of the Business Model Canvas).
- Asset Alignment (Lean Startup/Agile Methodology intersection) represents hypothesis-driven prototypes or MVPs. In other words, what can realistically be created from hypotheses, given the technical and team capability.
- Feature Alignment (Agile Methodology/Service Design intersection) is concerned with the depth and feature set; what should be developed, within the constraints of capability, to meet the requirements of value co-creation.