Closing the feedback loop
with a little help from your
friends



Agile 2009 Jackson Fox August 26, 2009
A few things before we start
1. Feel free to ask questions at any time
2. Can also send questions to @jacksonfox
3. Please...
A bit about myself...
NAME: Jackson Fox
JOB: UX Designer
COMPANY: Viget Labs


Agile 2009              3
e this q uestion
         Sinc         a lot...
          com   es up


                   vi·get
                        ...
Previously...
Comp Sci Major C
Academic B+
Web Developer A


Agile 2009         5
Previously...
Comp Sci Major HCI
Academic Cog Psych
Web Developer Interfaces
= User Experience

Agile 2009                ...
Product Team + Users = $


Agile 2009                   7
w do w  e make
             Ho
               this h appen?


  Product Team + Users = $
                           The $3...
Ethnography




Agile 2009 http://flic.kr/p/3gXSyw   9
Usability Lab




Agile 2009 http://flic.kr/p/Kic8T   10
Most of the time,
             we need to be creative

             What Would
             MacGyver Do?
             (wit...
Level of interaction with
             the customer

   1. Talking to customers
   2. Thinking like a customer
   3. Think...
Level of interaction with
             the customer

         Talking to customers
         Thinking like a customer
     ...
Is there
  We rarely have              step her  another
  the time                             e?


         Talking to c...
Everyone Else:
                      Doesn’t Do Usability
     UX Person:
    Does Usability




 Your organizat
         ...
Wh y not?     Everyone Else:
                             Doesn’t Do Usability
     UX Person:
    Does Usability




 You...
The big picture


As an agile team, how do you collaborate with
other groups in your organization in order to get
insight ...
Our Agenda
An example
Step-by-step
    Making the plan
    Finding our allies
    Doing the research
Making it a habit


A...
Our Agenda
An example
Step-by-step
    Making the plan
    Finding our allies
    Doing the research
Making it a habit


A...
Example:
             Choice Hotels EU

Agile 2009                      20
We had a simple plan
1. Build a prototype
2. Get feedback
3. Make awesome site




Agile 2009             21
Just a few small problems
➡   Je ne parle pas français
➡   Ich spreche keine deutsch
➡   No hablo español




Agile 2009  ...
Just a few small problems
➡   No money for travel
➡   Those pesky time zones
➡   Local customs




Agile 2009             ...
We got everyone involved
                     Training          Remote Testing




        Viget Team              Choice ...
The Results
 4 Teams (UK, FR, DE, Australia)
 4 Languages
50 Users
 2 Weeks


Agile 2009                         25
Benefits	
➡   Choice teams felt like we were really listening
➡   Helped Choice teams take an active role in the design pro...
Things this presentation
isn’t about:
Usability Testing

Agile 2009                 27
Thing this presentation
isn’t about:
Usability Testing
Voice of the Customer
Analytics
Agile 2009                28
Our Agenda
An example
Step-by-step
    Making the plan
    Finding our allies
    Doing the research
Making it a habit


A...
Making the plan...
What do we want to know?
How are we going to find out?

Agile 2009                     30
“Designch”          “User
               Resear              Researc
                                          h”
        ...
The Rumsfeld Scale
 Known Knowns
 Known Unknowns
 Unknown Unknowns
                                           need t o kno...
Good Research Questions
Are concrete, with clear answers
Don’t worry (yet) about how you’re going to answer them
Are drive...
Meet TuningFork.com
TuningFork.com is a specialized digital music store (not really), and
you are the product team. Turnin...
Task: Research Questions
Project Goal
Decrease support calls related to music downloads

Our Task
What are 5 research ques...
Pick the method that fits
the question, not the
question that fits the
method
Agile 2009                 36
Research Methods
Usability Testing            Contextual Interviews
Remote Usability Testing     Surveys
Guerilla Usabilit...
Task: Research Methods
Project Goal
Decrease support calls related to music downloads

Your Task
What research methods cou...
Finding our allies...
Who do we want to talk to?
Who can help us?

Agile 2009                   39
Is there a specific group of
customers we want to talk
to in order to answer our
questions?
Agile 2009                    40
Task: Which Users?
Project Goal
Decrease support calls related to music downloads

Our Task
What are 5 characteristics of ...
Identifying Allies
Access
Who is already in contact with users?
Who is already in contact with your users?

Mutual Interes...
Who are these people?


Agile 2009              43
Task: Which Allies?
Project Goal
Decrease support calls related to music downloads

Our Task
Within your groups, brainstor...
How Do We Collaborate?
➡   We’re looking for collaborators, not subject
➡   Split up the work (planning, recruiting, testi...
Doing the research...
Creating the infrastructure
Getting good results

Agile 2009                    46
Creating The Infrastructure
➡   Clearly define which users we want to talk to
➡   Identify and test out the tools
➡   Docu...
Getting Good Results
➡   No, seriously, practice
➡   Identify the information you want to collect
➡   Decide if you’re goi...
Our Agenda
An example
Step-by-step
    Making the plan
    Finding our allies
    Doing the research
Making it a habit


A...
Agile workflow
➡   Focus on information needs 1-2 weeks or iterations ahead
➡   Identify information needs in user stories
...
Building a customer-centric
organization


Agile 2009                    51
Vision
             Feedback
             Culture
                Jared Spool
              IA Summit 2008




Agile 2009 ...
Feedback
In the last six weeks, have you
spent more than two hours
watching someone use yours or a
competitors design?


A...
Our Results
➡   Teams felt like partners in the design process
➡   Teams felt ownership of the user experience
➡   Resolve...
Keeping the channel open
➡   It’s easier to get feedback through open channels than it is to work
    from a cold start ev...
Recap


Agile 2009   56
Stop, Collaborate, Listen
➡   There are times when we don’t have the time or the opportunity to
    do the research we nee...
Good
➡   Can provide insight and feedback in circumstances where it
    otherwise wouldn’t have been possible
➡   Exposes ...
Bad/Ugly
➡   May require a good deal of effort and political will to find allies
➡   Never as good as being there in perso...
Questions?
Agile 2009                60
The End
             You’ve Been Awesome
             http://spkr8.com/talks/1389




Agile 2009                          ...
Get in touch!
NAME: Jackson Fox
EMAIL: jacksonfox@gmail.com
TWITTER: @jacksonfox



Agile 2009                    62
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Closing the feedback loop with a little help from your friends

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Integrating customer feedback into an agile process is a challenge. Iterations are short, and finding time for research, design & development means making sacrifices. In this session we’ll talk about finding organizational allies who can become collaborators in customer feedback tasks, getting effective & timely results, & potential pitfalls. Enlisting your organization in these efforts builds a customer-centric culture and provides the team with critical input. Examples will be drawn from our experience at Viget Labs re-designing the international web presence of a global hotel chain.

Published in: Design, Education, Technology

Closing the feedback loop with a little help from your friends

  1. 1. Closing the feedback loop with a little help from your friends Agile 2009 Jackson Fox August 26, 2009
  2. 2. A few things before we start 1. Feel free to ask questions at any time 2. Can also send questions to @jacksonfox 3. Please tag any posts #feedbackloop Agile 2009 2
  3. 3. A bit about myself... NAME: Jackson Fox JOB: UX Designer COMPANY: Viget Labs Agile 2009 3
  4. 4. e this q uestion Sinc a lot... com es up vi·get e Agile 2009 4
  5. 5. Previously... Comp Sci Major C Academic B+ Web Developer A Agile 2009 5
  6. 6. Previously... Comp Sci Major HCI Academic Cog Psych Web Developer Interfaces = User Experience Agile 2009 6
  7. 7. Product Team + Users = $ Agile 2009 7
  8. 8. w do w e make Ho this h appen? Product Team + Users = $ The $300 mil button Agile 2009 8
  9. 9. Ethnography Agile 2009 http://flic.kr/p/3gXSyw 9
  10. 10. Usability Lab Agile 2009 http://flic.kr/p/Kic8T 10
  11. 11. Most of the time, we need to be creative What Would MacGyver Do? (with apologies to m. jackson wilkinson) Agile 2009 11
  12. 12. Level of interaction with the customer 1. Talking to customers 2. Thinking like a customer 3. Thinking like yourself Agile 2009 12
  13. 13. Level of interaction with the customer Talking to customers Thinking like a customer Thinking like yourself Increasing quality of feedback & insight Agile 2009 13
  14. 14. Is there We rarely have step her another the time e? Talking to customers Thinking like a customer Thinking like yourself d too much W e spen time here Agile 2009 14
  15. 15. Everyone Else: Doesn’t Do Usability UX Person: Does Usability Your organizat ion Agile 2009 15
  16. 16. Wh y not? Everyone Else: Doesn’t Do Usability UX Person: Does Usability Your organizat ion Agile 2009 16
  17. 17. The big picture As an agile team, how do you collaborate with other groups in your organization in order to get insight into customer needs and get timely customer feedback on your work? Agile 2009 17
  18. 18. Our Agenda An example Step-by-step Making the plan Finding our allies Doing the research Making it a habit Agile 2009 18
  19. 19. Our Agenda An example Step-by-step Making the plan Finding our allies Doing the research Making it a habit Agile 2009 19
  20. 20. Example: Choice Hotels EU Agile 2009 20
  21. 21. We had a simple plan 1. Build a prototype 2. Get feedback 3. Make awesome site Agile 2009 21
  22. 22. Just a few small problems ➡ Je ne parle pas français ➡ Ich spreche keine deutsch ➡ No hablo español Agile 2009 22
  23. 23. Just a few small problems ➡ No money for travel ➡ Those pesky time zones ➡ Local customs Agile 2009 23
  24. 24. We got everyone involved Training Remote Testing Viget Team Choice Team Users Agile 2009 24
  25. 25. The Results 4 Teams (UK, FR, DE, Australia) 4 Languages 50 Users 2 Weeks Agile 2009 25
  26. 26. Benefits ➡ Choice teams felt like we were really listening ➡ Helped Choice teams take an active role in the design process ➡ Teams felt ownership of the design process ➡ Teams felt ownership of the user experience ➡ Helped resolve differences of opinion ➡ Gained skills for the future Agile 2009 26
  27. 27. Things this presentation isn’t about: Usability Testing Agile 2009 27
  28. 28. Thing this presentation isn’t about: Usability Testing Voice of the Customer Analytics Agile 2009 28
  29. 29. Our Agenda An example Step-by-step Making the plan Finding our allies Doing the research Making it a habit Agile 2009 29
  30. 30. Making the plan... What do we want to know? How are we going to find out? Agile 2009 30
  31. 31. “Designch” “User Resear Researc h” Empathy Context Insight Generate Two kinds of research tasks Evaluate Perform a Optimi zation nce Usability Agile 2009 31
  32. 32. The Rumsfeld Scale Known Knowns Known Unknowns Unknown Unknowns need t o know What do you goals? Where mplish your are peo t o acco problem ple havi s? ng Agile 2009 32
  33. 33. Good Research Questions Are concrete, with clear answers Don’t worry (yet) about how you’re going to answer them Are driven by near-term project needs (1-2 iterations ahead) Agile 2009 33
  34. 34. Meet TuningFork.com TuningFork.com is a specialized digital music store (not really), and you are the product team. TurningFork has been doing relatively well in their niche, but is facing increasing pressure from PolkaTunez.com. To fight back, TuningFork is planning to release a greatly improved shopping experience. In 12 weeks (6 iterations). Project Goal Decrease support calls related to purchasing and downloads Agile 2009 34
  35. 35. Task: Research Questions Project Goal Decrease support calls related to music downloads Our Task What are 5 research questions we should be asking? [5 min] Agile 2009 35
  36. 36. Pick the method that fits the question, not the question that fits the method Agile 2009 36
  37. 37. Research Methods Usability Testing Contextual Interviews Remote Usability Testing Surveys Guerilla Usability Testing A/B Testing 5-Second Tests Multivariate Testing Card Sorting Divide the Dollar Field Research These are all useful, but don’t get hung-up on them, try to be c reative in finding ways to approach your question Agile 2009 37
  38. 38. Task: Research Methods Project Goal Decrease support calls related to music downloads Your Task What research methods could we use to get answers to our research question? (Pick one question from our list.) [5 min] Agile 2009 38
  39. 39. Finding our allies... Who do we want to talk to? Who can help us? Agile 2009 39
  40. 40. Is there a specific group of customers we want to talk to in order to answer our questions? Agile 2009 40
  41. 41. Task: Which Users? Project Goal Decrease support calls related to music downloads Our Task What are 5 characteristics of the people we should be talking to? [5 min] Agile 2009 41
  42. 42. Identifying Allies Access Who is already in contact with users? Who is already in contact with your users? Mutual Interest Who would be interested in this information? Who else has a stake in your project goals? Strengths Who already has complementary skills? Agile 2009 42
  43. 43. Who are these people? Agile 2009 43
  44. 44. Task: Which Allies? Project Goal Decrease support calls related to music downloads Our Task Within your groups, brainstorm a list of roles/people within an organization that might serve as allies on our project. Think about groups with access, groups with mutual interest, groups with complementary strengths, and groups that might have all three. [5 min] Agile 2009 44
  45. 45. How Do We Collaborate? ➡ We’re looking for collaborators, not subject ➡ Split up the work (planning, recruiting, testing) ➡ Share your experience ➡ Review results as a team Agile 2009 45
  46. 46. Doing the research... Creating the infrastructure Getting good results Agile 2009 46
  47. 47. Creating The Infrastructure ➡ Clearly define which users we want to talk to ➡ Identify and test out the tools ➡ Document who is responsible for specific tasks ➡ Document the process ➡ Do a practice run Agile 2009 47
  48. 48. Getting Good Results ➡ No, seriously, practice ➡ Identify the information you want to collect ➡ Decide if you’re going to record sessions ➡ Create a form for collecting information Agile 2009 48
  49. 49. Our Agenda An example Step-by-step Making the plan Finding our allies Doing the research Making it a habit Agile 2009 49
  50. 50. Agile workflow ➡ Focus on information needs 1-2 weeks or iterations ahead ➡ Identify information needs in user stories ➡ Make it a habit Agile 2009 50
  51. 51. Building a customer-centric organization Agile 2009 51
  52. 52. Vision Feedback Culture Jared Spool IA Summit 2008 Agile 2009 52
  53. 53. Feedback In the last six weeks, have you spent more than two hours watching someone use yours or a competitors design? Agile 2009 53
  54. 54. Our Results ➡ Teams felt like partners in the design process ➡ Teams felt ownership of the user experience ➡ Resolved conflicts based on individual opinions and preconceived notions Agile 2009 54
  55. 55. Keeping the channel open ➡ It’s easier to get feedback through open channels than it is to work from a cold start every time ➡ You can get user feedback when you need it, not when it’s most convenient to get Agile 2009 55
  56. 56. Recap Agile 2009 56
  57. 57. Stop, Collaborate, Listen ➡ There are times when we don’t have the time or the opportunity to do the research we need to feed the design process ➡ There are other people in your organization who want to know the same things you do ➡ You can fill in knowledge gaps by collaborating ➡ Keep research efforts targeted, and focus on project goals ➡ The best results and efficiencies will come when you make this a regular part of your process Agile 2009 57
  58. 58. Good ➡ Can provide insight and feedback in circumstances where it otherwise wouldn’t have been possible ➡ Exposes more of the organization to the needs of your users ➡ Helps the rest of your team and your organization become part of the design process Agile 2009 58
  59. 59. Bad/Ugly ➡ May require a good deal of effort and political will to find allies ➡ Never as good as being there in person ➡ High up-front costs depending on methods and practice Agile 2009 59
  60. 60. Questions? Agile 2009 60
  61. 61. The End You’ve Been Awesome http://spkr8.com/talks/1389 Agile 2009 61
  62. 62. Get in touch! NAME: Jackson Fox EMAIL: jacksonfox@gmail.com TWITTER: @jacksonfox Agile 2009 62

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