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Whitepaper
April 2017
Executive Summary
The proliferation of mobile devices and the need for presenting complex
information on a small screen have accentuated the importance of design
in every software application. Simply dumping what you have in your ERP
systems and databases with lousy user experiences have ended up with
apps that no one wants to use. New business models have been emerging
solely based on design.
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customers really wanted. Now, it is the IT teams turn to embrace design
thinking in their products and services to oer compelling user experience
and customer support. Poorly designed tools have resulted in lost
business. When needs are not met by your company, customers will ock
to your competitor.
As Apples CEO Tim Cook said, No one likes rotten milk. It has to be
fresh. You cannot wait years to deliver what your customers and users
want. It is the speed that gives a competitive edge.
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1. What is
Design Thinking?
Before learning about what design thinking is, let us understand the
complexities and challenges faced by businesses. Traditionally, enterprise
software products are built from a business analyst perspective,
engineering perspective, or enterprise software vendor perspective.
In sum, in the world of ERP Software, the user experience part is ignored
at the expense of functionality and features. As a result, multi-year,
Design thinking helps you seek a balance multi-million dollar ERP projects have not lived up to expectations. Though
between intuition and analytics, between these projects were successful in terms of features and functionality,
exploration and exploitation, between
reliability and validity, and between art and theyre a big failure in terms of user adoption and achieving an overall
science return on investment (ROI). It is assumed that the user needs to be trained
Roger Martin.
extensively and master the product. This assumption results in
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disconnected and disparate workows and poor user experience. Users
try to avoid the new software and nd workarounds with manual steps
leading to poor ROI on software investments.
Often times, design is not just about colors, look & feel. The design is not
just limited to websites, products, or fashion. Design extends to how a
customer experiences service or even how a government serves its
citizens. For IT Teams, design is about achieving the full potential of
software applications.
Design thinking helps you seek a balance between intuition and analytics,
between exploration and exploitation, between reliability and validity, and
between art and science Roger Martin.
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2. How does design
thinking work?
360
Scoping Synthesis Ideation Prototyping Validation Implementation
Research
Empathize:
Empathy for the end user is at the heart of design thinking. In this phase,
you observe user behavior and context, interact, and immerse yourself.
The primary goal of empathy is to empower the designer to understand
the people who you are designing the software for. In order to create
awesome end-user experiences for your applications, you need to
understand the experience of solving a business problem from a rst-hand
perspective. Whether its a sales representative engaging with a customer
or an executive trying to run the business while on the go, directly
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observing the user has no substitute. By observing rather than asking or
telling, you create a valuable opportunity to learn insights about the
users emotional and contextual needs. You learn what they think and feel.
By interacting with people, you can uncover insights that are hard to
notice otherwise. Usually, people cant express their needs eloquently and
do not even realize that they have a need. These surprising insights will be
the dierence between a solution people would love to use and a solution
to try and bypass at every opportunity they have.
Define:
The dene phase helps you identify the actual business problem. In the
world of IT, you dene the app or the software tool that must be built in
order to solve the business challenge discovered during the empathize
sessions. An unfortunate result of conrmation bias is solving a wrong
problem and providing a wrong solution. With design thinking, you can
avoid this trap by synthesizing the ndings from the empathy phase.
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include mobile apps or tools to develop. As it is not practical to develop all
the solutions right away, you can start with a solution that has the highest
ROI or business need.
Ideate:
In the ideate phase, you need to produce as many ideas as possible to
solve the business problem identied during the dene phase. This phase
is also the time to develop an architecture for the solutions. IT architecture
could involve buy vs build decision, platform to build upon decision, and
assessing the strengths and weaknesses of existing team. In this phase,
ideas should be as wide and as radical as possible. Every idea is worthy to
consider and its too early to dismiss any idea.
We ideate to look beyond what is obvious. Sometimes, you could ask your
users about ideas on how to solve problems. In Algarytms experience, this
has proven to be a powerful method. During our design sessions, power
users or hacker users (users who hack to get things done and do not wait
for corporate IT to give them a solution) who nd workaround apps and
tools to solve their business problem are the best bet to gather ideas.
Prototype:
Prototyping is converting ideas and thoughts from an abstract form to a
concrete form. For Enterprise IT, this could be a wireframe development
using tools such as Axure, iRise and Justinmind. Prototyping allows you to
test the ideas. One of the main goals of the prototype is to make it
interactive, elicit feedback, and quickly adapt the feedback. For example,
you could develop a prototype, simulate it to the end users and ask the
users to use the prototype as though it was a real solution. Though the
prototype would not look like a real solution with all the bells and whistles,
A picture is worth 1000 words. A Prototype is it would still reect the progress you made during the empathize, dene
worth a thousand ideas.
and ideate phases.
In this phase, you will learn how close the prototype is to the real solution.
Is the user experience close to what users expect? Does the prototype
have all the desired features and functionality? And, are all of the UI elds
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in right place? A major benet of prototyping and taking feedback is to
develop successful products with profound empathy for the users.
Developing wireframes for apps using tools such as Justinmind takes just a
few days and costs almost nothing. This way you can fail cheaply and
quickly and deploy lean methodologies in your organizations software
development.
Test:
Design A BRAIDED DESIGN MODEL
Frame
Strategy
Map business opportunity and strategy based on
market and organizational factors.
Technology Trendscape; identify user needs and
dene experience principles.
Identify technology developments; assess current
technology enviroment.
Cocreate
Reframe problem statements based on
customer feedback
Dene value proposition.
Conduct workshops with customers and experts
to cocreate optimal experience
Identify data and technology.
Prototype
Build rapid prototypes
Iterate design as required with customer feedback
Create technology-development (agile) plan
Build business case
Validate
Test usability
Assess technology, process, and organizational
needs for realization.
Validate with overall business strategy
Govern
Role model best-practice innovation process
tied to business strategy
Source: McKinsey Digital Labs. Build governance model for ongoing investment
and evolution.
Testing is the phase where you test the proposed solutions, continue to
gain feedback from users and rene the proposed solutions. Testing does
Prototype as if you know are right, but test as
if you know you are wrong D.School Design not need to be the nal phase. Design thinking is a non-linear
Thinking Philosophy. methodology and you can go back to any relevant phase to rene the
solution.
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3. How Businesses Benefit
from Design Thinking
"Chief Information Officer" to "Chief Innovation From startups such as Airbnb to large organizations such as Pepsi and
Officer".
IBM, all are leveraging design thinking to understand what their customers
truly care about, why they care, and how they want to experience a
product or service. Business benets are myriad from lowering risk in
projects to rethinking corporate strategy.
Design thinking bestows your organization to focus more on problem
nding and less on problem- solving leading to a bounty of innovative
ideas. Technology itself does not lead to the simple customer experience.
3.1 Simplification
In an ever growing complex technology landscape, simplicity is the need
of the hour. Clunky UI, complex instructions and too many clicks are no
longer tolerated by users. Great design reduces the friction between the
user and the application. The user interface becomes simple and beautiful.
By discovering peoples unmet needs through rapid prototypes, you can
oer solutions that are designed by end users. Straightforward and
aesthetically pleasing products are compelling to use and more relevant in
the mobile rst world. Simple solutions are easy to use and get the work
done. For example, a well-designed marketing landing page from your
company could be the dierentiating factor between your rm and the
competition. However, in Algarytms experience, weve found that some
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enterprise software developers do not even know who the end user is.
Desirability
What we are People
Innovation
traditionally been
Opportunity
good at
Feasibility Viability
Technology Business
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Innovation does not happen in isolation. It is universally known fact that
innovation needs dierent ideas from dierent areas of an organization.
When cross-disciplinary teams collaborate to solve a problem, they tackle
the problem from dierent perspectives leading to an innovative solution.
Simple and usable tools and applications improve your customers and
users experience in engaging with your organization. Whether it is
retrieving information for one of your products, placing an order, or
requesting support, true understanding of your customers and users
enables you to win hearts and wallets.
A $10.000 investment in our design index of diverse design-centric companies would have yielded returns 228% higher than the same investment in the
S&P over the same amount of time.
$45K
DMI DESIGN CENTRIC INDEX $39.922,89
$40K DESIGN CONSCIOUS
D.INDEX COMPANIES
APPLE
$35K COCA COLA
FORD
$30K
228%
HERMAN MILLER
IBM
$25K INTUIT
NEWELL RUBBERMAID
$20K NIKE
S&P INDEX PROCTER & GAMBLE
$15K STARBUCKS
STARWOOD
$10K STEELCASE
TARGET
$17.522,15
WALT DISNEY
$5K WHIRLPOOL
JUN 03
DEC 03
JUN 04
DEC 04
JUN 05
DEC 05
JUN 06
DEC 06
JUN 07
DEC 07
JUN 08
DEC 08
JUN 09
DEC 09
JUN 10
DEC 10
JUN 11
DEC 11
JUN 12
DEC 12
JUN 13
DEC 13
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The companies
comprising our
DESIGN INDEX COMPARED TO S&P INDEX
design index FULL PERIOD BULL MARKET BEAR MARKET CURRENT PERIOD
outperformed the (10/09/02 - (10/09/07 - (03/05/09 -
10/08/07) 03/05/09) PRESENT)
S&P over a 10-year
period encompassing Design-Centric index
a bull market
+299% +112% -28% +222%
(October 9, 2002 - ABSOLUTE
October 8, 2007), a PERFORMANCE S&P index
bear market (October
9, 2007 - March 5, +75% +67% -37% +99%
2009), and the
current period DESIGN-CENTRIC
(March 5, 2009 - INDEX
present). PERFORMANCE +224% +45% +9% +123%
RELATIVE TO S&P
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creating amazing experiences, Apple has created a cult-like fan following
for its design-oriented products.
Example:
A leading global mining companys customer support process was
inecient. Mineworkers call the call center, the call center contacts the
engineers and the engineers go to the mining site and x the issues. This
whole process was taking longer than a day and mines were losing $1M to
$2M worth of productivity while critical machinery was down.
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3.7 End to End Integration:
Hardware/Software/Service
integration
Customer experience involves hardware, software and service.
Approaching a problem from peoples needs rather than a solution will
help you oer a holistic solution that meets their complete needs.
Alternatively, a solution can be oered from just one perspective that is
truly not integrated. An incomplete solution that does not integrate the
entire workow of the end user will result in a solution that meets the
needs of the user in isolated parts and leave them to complete the
workow on their own. This is risky because some users are tech savvy
and some not. When you focus on experience, you will consider software,
hardware and service and ensure all parts are working together cohesively.
Mystery
It starts with a question, intuition, curiosity
Heuristic
Open-ended rule of thumb, incomplete but
helpful for organizing data
Algorithm
Full description of the observation,
predictive and rational
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According to Roger Martin of the Rotman School of Management at the
University of Toronto, businesses have to reconcile the two prevailing
modes of thought: Analytical Thinking and Intuitive Thinking. In his view,
design thinking is a discipline that balances analytical mastery and intuitive
originality. Design thinking is the form of thought that enables fast
movement along the knowledge funnel as shown above. Firms that master
design thinking gain an endless competitive advantage as they move
quickly from exploration to exploitation.
In the rst stage of the funnel above, you explore a mystery. This could
take any form: CFO brainstorming on how to realize a positive return on IT
investments, an IT manager struggling to improve user adoption of the
enterprise applications, or a Marketing executive wondering how the
rms e-commerce website could reduce abandoned shopping carts.
At the heart of design thinking is abductive Roger Martin says the answer is design thinking. As he adds, design
logic, which sits squarely between the past
data-driven world of analytical thinking and
thinking is a third form of thinking that combines intuitive thinking and
the knowing-without-reasoning world of analytical thinking. In his book, Roger Martin says, At the heart of design
intuitive thinking.
thinking is abductive logic, which sits squarely between the past
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data-driven world of analytical thinking and the
knowing-without-reasoning world of intuitive thinking. Design thinking
powers the directed movement of a business through the knowledge
funnel from mystery to heuristic to algorithm and then through utilization
of the resulting eciencies to tackle the next mystery and the next and
the next.
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3.9.3 Smoother change management
transition
For any product or service, adoption is the Holy Grail. After a project is
developed, change management is one of most signicant undertakings
for IT organizations. Eective change management is essential to
transition the stakeholders to new processes and tools. Yet, change is
profoundly hard. Large and transformative projects are very slow to gain
traction because new tools are harder to use, and no amount of training is
sucient to bring people up to speed. With simple to use products or
services that are designed as per the functional and emotional needs of
end users, you could smoothly manage the changes. When the customer
or user is involved from the beginning, he/she shapes the problem
denition, the design, and the destiny.
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3.11 Build high quality software and
eliminate technical debt
Sucient amount of messy code may bring whole engineering
department to a stand-still, Sven Johann & Eberhard Wol, INFOQ.
In our decade long careers, we have observed that it is very rare that a
development team has a deep understanding of the users true needs.
Many times, we developers do not know who the users are. Concepts
such as storyboards and personas are foreign, especially in ERP projects
that follow waterfall methodology. In this process, development teams
accumulate huge amounts of technical debt that cripples them later
during maintenance and scaling of the apps. The design thinking process
enables you to have a deep understanding of the user by leveraging
storyboards, personas and wireframes. When you rapidly iterate the
wireframes with the users, you are taking your understanding to a next
Sufficient amount of messy code may bring
whole engineering department to a stand-still,
level.
Sven Johann & Eberhard Wolff, INFOQ
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4. Case Studies
As the Airbnb team was trying to gure out what went wrong, they
discovered that all of the photos for their listings were low quality and
unattractive. There was a similar pattern across all rental property
postings. Potential renters were not booking the properties because they
were not sure what they are paying for from the poor quality photos.
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In an interview with Computer World, John Prusnick, Director of IT
Innovation and Strategy, explained how Hyatt Hotels outlined design
thinking that was embraced by the whole company to achieve its goals.
When they were pondering over how the guest experience could be
transformed, they set up eight lab hotels around the world. At Chicagos
Ohare Hyatt hotel, they equipped hotel agents with iPads to nish the
check-in and check-out process. This has improved the processes but was
not as transformational as Hyatt expected. Guests were congregating at
the front desk and queuing up to check-in. During the design thinking
process, Hyatt gured out that guests were actually waiting at the airport
to catch a shuttle bus. So, Hyatt moved its agents from the hotel to the
airports shuttle bus lines and processed the check-ins there. At rst,
customers thought this was unbelievable and wondered whether they
were some sort of VIPs. Guests were amazed and thrilled that they were
given the hotel keys right at the airport and could just walk in straight to
their rooms, upon hotel arrival.
To transform the guest experience further, Hyatt taught all its sta, from
CEO to cleaners, the process of empathizing with guests by learning how
to better communicate with them and what motivates them to fully
understand their expectations and complaints.
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simplicity and delighting users. It is about the absolute focus on the end
user.
We were not surprised when she echoed our views on traditional product
development: Usually, product organizations start with a problem and,
based on intuition about what the customers want, they race towards a
solution. One of the goals for Citrix was to ensure they were creating
delightful experience across all customer and end user touch points from
the use of their website to trying products, to using the products, and all
the way to customer support and contract renewal.
Mint is an online personal nancial management portal that helps its users
track their bank accounts, credit cards, investments and loans. Mint
connects to over 16,000 nancial institutions across US and Canada and
has over 17 million customers using its service. During its lifetime, Mint has
won numerous awards for its innovation and design. In 2009, the company
was acquired by Intuit.
Similar to Airbnb, Mint also faced an existential crisis in the beginning. But,
Mints travails were far more insurmountable. Unlike Airbnb, Mint was
asking for peoples personal bank accounts, usernames, and passwords.
This kind of nancial aggregation service from Mint was unprecedented.
Naturally, people were reluctant to give away their nancial account
information for an unknown start-up. For this same reason, many Venture
Capitalists in Silicon Valley had originally passed on the idea.
To overcome this challenge, Mints primary objective was to establish
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credibility with users through trustworthy visuals, copy writing, and
making people feel comfortable through the whole signup process.
Building trust was the name of the game.
Mints design job was not done yet. People could log in to Mint website to
give it a shot. But, the process of adding all the bank accounts at that time
was laborious and manual. It was clunky and confusing. This was a big
hurdle for the team. So, in a typical silicon valley fashion, the company
designed a way for all accounts to be synced in real-time and made the
whole process eortless by leveraging technology. This was a
transformational design decision and Mint prevailed.
While IBM was transitioning from old economies to the new digital
economy, the challenges it faced were signicant. However, this time
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design thinking was implemented, which helped them to expedite the
transition. IBMs CEO, Virginia Rometty, said in an interview with New York
Times that people always ask, is there a silver bullet? She went on to say,
The silver you might say is speed, this idea of speed. Ms. Rometty is
pulling other levers to accelerate the pace of change at IBM, but she
asserts, Design thinking is at the center.
IBM has used design thinking to spur innovation and has bet the ranch by
investing in training almost all of its employees on how to shed old ways of
product development and to embark on the new way of user-centric
thinking.
IBM has hired more than 1,000 professional designers and much of its
leadership is going through user-centric and customer centric thinking
training. Historically, for IBM design meant creating eye-catching
products, but the denition has broadened now. It means looking at
problems through the lens of users by showing empathy for them,
researching the customer needs with real people, and building rapid
prototypes. IBMs executives were the rst to get trained on design
thinking and, per The New York Times, the company has trained over
8000 employees so far.
As one example, IBM worked with GameStop, the worlds largest video
game retailer, to build a cloud-based customer service app for their
customers. The results were stunning. GameStop has now re-invented the
retail experience in their industry with cutting-edge technologies that
allow users to purchase and download games online with a rst-class user
experience. The project was delivered in a few months and GameStop
believes IBM has exceeded their expectations.
One of the biggest successes for IBMs design thinking journey is its cloud
application platform Bluemix, a PaaS which allows to DevOps to build, run,
deploy and manage applications on the cloud. This platform went from an
idea to several thousand developers in a year, which is something that
usually takes several years. IBM attributes this success to design thinking.
IBM made developers part of the entire journey of product development.
They built rapid prototypes, tested with users, and rened the platform.
IBM now has a long list of success stories and happy Bluemix customer
testimonials.
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Disasters:
Avon CRM implementation
Avon, the beauty company has taken a $125 million loss when it imple-
mented an ERP system for its salespeople who sell beauty products
door-to-door. The predominant reason the project was failed because the
software was too dicult for the salespeople to use. It was so frustrating
that salespeople would rather quit than use the software. Although the
software worked as designed from a functionality perspective, it lacked
the usability quotient and became totally disruptive to salespeoples daily
routines. Avon lost mobs of their sales representatives and the project was
a complete disaster. While it is easy to blame the ERP software, the blame
should actually go to the people who designed the project for ignoring
users and therefore not truly understanding their daily routines and needs.
The sorry tale of Avon illustrates the importance of design. If you make
your users jump through hoops with cumbersome software tools, it drains
their energy and motivation. This leads to complete loss of productivity
and loss of people, too!
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5. How to get started
with Design Thinking?
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Partner with Design Firms:
Reputable design rms work with organizations from all around the world
and, therefore, are exposed to a variety of dierent business challenges.
This kind of design expertise helps you hit the ground running on day one.
The frameworks and tools carried by an experienced design rm add
tremendous value.
For complex and high-stakes business challenges, design rms are
indispensable. Some of the downsides of working with pure design rms
for software projects, however, are that they are not familiar with systems
such as ERP, and they do not have a deep understanding of business
processes such as inventory management and logistics.
Its better to partner with consulting rms that provide comprehensive
services which include strategy, technology, user experience and design
thinking.
A few suggestions:
Monitor app stores for customer reviews.
Create dedicated websites where customers can submit ideas, discuss
features, and engage with customer support.
Reward those helping you nd bugs and submitting great ideas.
For internal apps, monitor portals such as Microsoft SharePoint and ask
your internal users to review the tools.
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Connect with your customers by actively seeking feedback from them
through reviews, feedback on your web site, forums, and personal visits.
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and companies do not know how they get disrupted, or from where they
gain new competition. Rapid testing of new ideas is critical for maintaining
a competitive edge.
One of the things that design thinking enables you is to do is fail quickly
and fast, and not to be fearful of it. The more experimentation you can do
the better -Melody Dunn, IBM Design Studio
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6. How to measure Design
Thinking ROI
Is your CFO asking you why you are spending so much money on
designing the software? If you cant quantify the benets and measure the
ROI, it is challenging to get a budget allocated to design and innovate.
One day, we all have to be accountable to the budgets we spend and
show a solid ROI. Measuring how design thinking impacts your
organization is vital to getting continued support. Although it is
challenging to measure a creative eort right after the implementation,
there are several direct and indirect ways that helps us understand
whether design thinking will yield any positive results. Anything that is not
tied to the bottom line is doomed.
New ideas: One low hanging fruit in measuring design thinking eorts is
the number of new ideas generated. While not every idea is useful and
ready for implementation, if your rm is attracting several dierent
creative ideas to solve a business problem, the sheer number of ideas
alone are a testament to the ourishing creativity in your organization.
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many customer support calls you receive because of the hard to use
software tools. One useful measure would be to compare the customer
support costs before design thinking concepts were applied and costs
after products were built using design thinking.
Employee engagement:
It is an IT development teams dream come true when all the users love to
use the applications and improve productivity. In fact, higher user
adoption is one of the major benets of embodying design thinking into
your software applications.
By measuring user adoption, you get an idea of design thinking impact.
Things to consider: How many users use the application? How many times
did they use a solution that was developed using design thinking vs
alternative solutions? Is the design thinking enabled solution their rst
choice?
Sales:
If you are oering an e-commerce solution to your customers, vendors, or
dealers, measuring the increased or decreased volume of sales orders
coming from the eCommerce site before and after the design is a good
measure to understand the ROI. If you are in the B2C market, you could
measure a number of clicks such as the time it takes to complete a
workow like as a sales order creation or returning an item. Telling your
CFO that sales has increased by 10% after the latest design is more
powerful than sayingusers love the e-commerce tool.
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Risk:
Many enterprises leverage waterfall project management methodology
and, more often than not, business requirements change long before the
end user uses the product. In the design thinking way of dening system
requirements, chances are high that we capture emotional and business
needs. As we have learned in the business benets section above, design
thinking reduces a projects risk signicantly and ensures the success of
large business transformation projects. By measuring how many times
requirements get changed, you can get an understanding of the +ve
(positive/negative) outcome of design thinking.
Conclusion
Software needs design thinking. In this digital age, many people think that
software can create miracles. But, the reality is that the magic only
happens when the right relevance and usability are factored into the
programming. Asking the right questions and solving the right problems is
at the core of design thinking and at the core of the eective software.
When design thinking is part of the discovery process as well as the
development process, user-experience is elevated as well as functionality.
These all translate into competitive advantages and increased revenue.
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About Algarytm
Testimonials/Case Studies
Are you ready to put design thinking to work in your business to create
more delightful user experiences, solve problems, increase ROI, and up
your digital game? email us at sales@algarytm.com so that we can share
some ideas on how these strategies can be implemented into your
business model to help you gain competitive advantage.
Visit us:
www.algarytm.com
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About the Author
Raj brings 11 years of experience in SAP, Oracle for industries ranging from
Wholesale, Retail to Manufacturing and Healthcare.
Raj has worked as a consultant, architect, developer for system integrators
such as IBM, Accenture, Capgemini, SAP, CSC. Raj has helped global
business transformation projects for Fortune 500 clients such as Wyeth
Pharmaceuticals, The Dow Chemical Company, Colgate Palmolive,
National Gypsum, Medtronic, The Patterson Companies, Harland Clarke.
Raj has an MBA from the University of Chicago Booth School of Business
and is certied in Design Thinking by IDEO.
References:
https://www.youtube.com/watch?v=zmmXZyge3SU
http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startu
p-to-billion-dollar-business/
http://firstround.com/review/Head-Designer-of-Mint-on-Why-Great-Design-isnt-about-Ma
king-Things-Pretty/
http://www.nytimes.com/2015/11/15/business/ibms-design-centered-strategy-to-set-free-
the-squares.html?emc=edit_tu_20151116&nl=bits&nlid=65983784&ref=img&_r=0
http://www.computerworld.com/article/2486278/it-management/how-to-balance-mainte
nance-and-it-innovation.html
http://andrewchen.co/product-design-debt-versus-technical-debt/
http://creativecommons.org/licenses/by-nc-sa/3.0/
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