This document discusses user experience (UX), agile product management, and delivering software that meets user needs. It advocates for an iterative development process that incorporates UX research and testing. Product managers are advised to work closely with UX designers to validate assumptions through usability testing, measure outcomes, and prioritize addressing UX issues. An agile, lean approach that rapidly builds and learns from user feedback is presented as the best way to deliver innovative products that customers want and provide a competitive advantage.
8. INTHEBEGINNINGSOFTWAREWASNOTGOOD
80% of changes made to a project after
launch are because of “unmet or
unforeseen user requirements”.
Claire Karat,
Software Engineering in Dollars and Cents (1993)
63% of software projects exceed theirbudgets. The top reasons: requests forchanges by users, overlooked tasks, users’ lackof understanding of their own requirements.
James Martin and Carma McClure,Software maintenance, the Problem and its Solution, Prentice Hall
12. THEDIGITALTIMELAPSE
The evolution of a software product follow patterns that we do see in
architecture and business and evolution. But happening so much more
quickly…
• A race.
• With a moving finish line.
• Keep improving to stay ahead - and survive.
Mastering this is a key competitive edge.
13. AGILE
• Design and build stuff quickly.
• Let people use it for real.
• Extend and change it as you learn what works.
20. THEPRODUCTMANAGER
• Managing business stakeholders
• “Look and feel” of the product
• Adding features and keeping the
backlog up to date
• Marketing
• Business case
AKA “Digital proposition manager”
27. THEPRODUCTMANAGERAKA “Digital proposition manager”
Measurement - Gathering
and analysing the product
outcomes to prove it’s
delivering customer value.
+
Research - understanding
what users are doing with
the software, and what
they need.
+
32. STAGESFORGOODPRODUCTMANAGEMENT
Ship #1Discover Extend and optimise
Clarify customer,
needs and behaviours,
technical solutions,
business viability.
Release a small
but valuable
product.
Build and learn
towards a great
product.
36. •• Use UCD tools to discover product market fit
• • Define assumptions and hypotheses
••• Participate in all the ceremonies
• • Include UX in the definition of done
••• Log and prioritise UX debt
•• Integrate user research
•• • Use analytics to (dis)prove hypotheses
UXINALEANPRODUCTMANAGEMENTPROCESS
Learn
Design
Plan
Build
41. Use social proof
stats and stories to
drive action
Make calculator
easier to
understand
Add a video
More
customers
choose to invest
with us
More customers
complete
purchase
Customers
choose to invest
more
Customers
disinvest less
First time
investors
R100m
of customer money
invested
42. TURNREQUIREMENTSINTOHYPOTHESES
ABOUTOUTCOMES
We believe that
building this feature
for these people
will achieve this outcome.
We will know this is true when we see
this quantitative measure
AND this qualitative response.
••
We believe that
building A SOCIAL PROOF PANEL
for NEW, inexperienced investors
will achieve An increase in customer
acquisition from the landing pages.
We will know this is true when we see A 20%
increase in people starting and finishing
signup AND All users show a neutral or
positive response in user testing.
>60%FAIL
43. UXDESIGNERS:FULLPARTICIPATION
Design and analysis
Implement
Evaluate
Implement
Design and analysis Design and analysis
Implement
Evaluate Evaluate
• Refinement: Interface
design and hypothesis
creation for upcoming
stories.
• Sprint Planning: The
interface is put along side the
user stories as they go onto
the sprint backlog.
• Evaluation: Evaluation
workshops and user
testing observation
• Sprint review: Review what
was built and discuss latest
analytics and hypotheses.
• Retrospective: Discuss
how to optimise the
design process, not just
the dev process.
•••
44. UXCRITERIAINTHEDEFINITIONOFDONE
Definition of done (universal)
• the code is well-written.
• the code is checked in.
• the code comes with automated tests at all
appropriate levels.
• the code has been reviewed.
• appropriate documentation has been
completed.
Acceptance criteria (per story)
• user is logged in only when proper
credentials are provided
• a "remember me" option is available
• user can request a password reminder
• user is locked out after three failed
attempts
Interface conforms to:
• the product’s design principles
• the style guide
• your selected UX heuristics (Norman,
Cooper, Deloitte Digital… )
Interface conforms to the wireframe
and UI notes.
+ +
••
45. LOGANDPRIORITISEUXDEBT
Unintentional debt
“We didn’t know people did that/
wanted that/needed that.
Intentional debt
“People can live with it. Let’s spend
the time on this other new
feature.”
Consequences
Designers have to work harder
to make the system intelligible.
Users see increasing
complexity or diminishing
utility.
•••
47. DOUSABILITYTESTSINEVERYSPRINT
Just tell the recruiter to
“bring us 5 users every second Thursday.”
Evaluate
Implement
Design and analysis Design and analysis Desi
Implement
Evaluate Evaluate
Design and analysis
Implement
••