AgileLIVE Webinar: Adding UX Value to Agile Development

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AgileLIVE Webinar: Adding UX Value to Agile Development

  1. 1. Adding UX Value to Agile Development: Creating Applications Customers Love Jeffrey Hammond Vice President, Principal Analyst Forrester Research, Inc. David Clark Vice President, Design Director TandemSeven Ian Buchanan Product Manager VersionOne
  2. 2. Making Leaders Successful Every Day
  3. 3. Adding UX Value to Agile Development Creating Applications Customers Love Jeffrey Hammond, VP, Principal Analyst @jhammond November 19, 2013
  4. 4. Empowered customers have given rise to a new era 1900–1960 Sources of Competitive Advantage: 1960–1990 1990–2010 2010+ Age of Manufacturing Age of Distribution Age of Information Age of the Customer © 2012 Forrester Research, Inc. Reproduction Prohibited
  5. 5. “All of the technology required to transform industries through software finally works.” — Marc Andreessen “Why Software Is Eating The World” Image source: Andreessen Horowitz (http://a16z.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. Hospitality Then 2000s Now 800-325-3535 Image source: HotelChatter (http://www.hotelchatter.com/), Expedia (http://www.expedia.com/), TripAdvisor (http://www.tripadvisor.com/), and Airbnb (https://www.airbnb.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. Payments Before 2000s Now Image source: Fotosearch (http://www.fotosearch.com/), Frame’s Pest Control (http://www.framespestcontrol.com/), and SMK Seri Payong (http://www.seripayong.net/) © 2013 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. Consumer expectations always shift Satisfied Delight Not Implemented Implemented Basic Source: Kano Model © 2013 Forrester Research, Inc. Reproduction Prohibited Dissatisfied 8
  9. 9. What defined consumer delight in 1852? Satisfied 1852 Delight Not Implemented Source: Kano Model © 2013 Forrester Research, Inc. Reproduction Prohibited Implemented Dissatisfied 9
  10. 10. What defined consumer delight in 1972? Satisfied Delight Not Implemented Implemented Basic Source: Kano Model © 2013 Forrester Research, Inc. Reproduction Prohibited Dissatisfied 10
  11. 11. What defined consumer delight in 1999? Satisfied Delight Not Implemented Implemented Basic Source: Kano Model © 2013 Forrester Research, Inc. Reproduction Prohibited Dissatisfied 11
  12. 12. What defined consumer delight in 2009? Satisfied Delight Not Implemented Implemented Basic Source: Kano Model © 2013 Forrester Research, Inc. Reproduction Prohibited Dissatisfied 12
  13. 13. Mobile is shifting customer expectations … Satisfied Delight Not Implemented Implemented Basic Source: Kano Model © 2013 Forrester Research, Inc. Reproduction Prohibited Dissatisfied 13
  14. 14. … and accelerating the speed of the shift Satisfied Delight Not Implemented Implemented Basic Source: Kano Model © 2013 Forrester Research, Inc. Reproduction Prohibited Dissatisfied 14
  15. 15. Customers demand modern applications
  16. 16. Building modern applications Are you Agile enough? Do you collect (and incorporate) rapid feedback? Can you design useful, usable, desirable experiences? Do your cloud, big data, and mobile strategies work together? Can you build high quality, multichannel, 5 star apps? Source: Flickr (http://www.flickr.com/photos/kaz25/2444344463/sizes/o/in/photostream//)
  17. 17. A delivery process for speed © 2013 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Adapt Agile with the POST technique P O S T People Use Personas to profile your target audience. Objectives Decide on the needs of your personas and your business goals. Strategy Determine your approach to meet your objectives. Technology Choose the technologies that will enable you to implement your strategy.
  19. 19. Personas Jeremiah is 52 years old and has a lot of experience as a sales representative working for ACME. His typical day is spent on the road visiting different clients. He knows a lot about ACME’s products and is glad to share this information with everybody he meet in his visits. As he is always on the road he needs to be very organized with his schedule and is time sensitive when he is headed to a specific client visit. Not just because being punctual is a virtue, but he wants to accomplish all sales goals for the month and wants to get home to enjoy the end of his day with his family. Jeremiah spends most of the time online through his 3G phone or his iPad and notebook with a hotspot, but sometimes inside client buildings the signal is very low or even non-existent. Jeremiah is as much a brand advocate for ACME as an order taker. ACME sales management expects him to talk about products, answer questions, offer information on new products and to be very proactive in his client visits. © 2012 Forrester Research, Inc. Reproduction Prohibited
  20. 20. Identify customer and stages of journey Journey maps Persona: James Awareness Consideration Research Purchase Engagement Wow Enjoyable 2 7 3 6 Describe each step in the journey, the customer’s needs and perceptions 8 Functional 1 11 5 4 10 Indicate significant steps Neutral Missed It Frustrating © 2012 Forrester Research, Inc. Reproduction Prohibited 9 Indicate primary (and secondary ) devices for each step
  21. 21. Wireframes iPad 9:24 PM HOME MENU Add New Product lorem ipsum 02387209847 9832472084 5 1-DAY Demo Meeting Rx -0.50 6P -0.50 Name / Comment 5 1-DAY Rx -0.50 6P -0.50 Name / Comment 5 1-DAY Demo Meeting Rx -0.50 6P -0.50 Name / Comment 5 1-DAY Rx -0.50 6P -0.50 Name / Comment Clear All iPad 9:24 PM CANCEL Won't scan? Enter the code below 25000274589 1 5 6 7 8 9 0 © 2012 Forrester Research, Inc. Reproduction Prohibited 3 4 Light 2 C DONE Submit Order
  22. 22. Kanban boards © 2012 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Prioritize gathering customer feedback › Collect feedback early and often › Use visual prototypes to gather “broad brush” feedback › › › › › Assign someone to listen to public feedback Analyze feedback for recurring patterns of failure and opportunity Proactively reach out to unhappy users Build analytics into your applications Create a regimen of A/B testing
  24. 24. Summary – Pulling it all together › › Increasing velocity is a huge challenge, but business conditions demand that you deliver Agile is a start, but it’s not sufficient – you must extend and modify it to quickly capture customer needs › Use the POST technique – Personas, journey maps, and wireframes will help you get started › › › Connect objectives to user stories and backlog Use Kanban to drive small batch work and increase velocity Measure results, and feed them back into what you know about your personas
  25. 25. An app delivery process for speed © 2013 Forrester Research, Inc. Reproduction Prohibited 25

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