Introduction

Sara Lerén
User Experience Specialist
sara.leren@combitech.se
Agile UX Sweden
@HeedTheNeed

2
Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile

...
Value Creation
How do you create value?
Where do great ideas come from?
The result of a great idea
Focusing on the needs
Value Creation
How do you create value?
Missed mark – Airport VIP lounges
Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile

...
Value Creation

“If I’d asked my customers what they wanted, they
would have said, ‘A faster horse!’”

Henry Ford
How do people express their needs?

Explicit needs
Visible needs
Latent needs
Gemba
Gemba, “the real place”
Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile

...
Gemba
2nd World War Airforce
Gemba
What is Human factors/Ergonomics?
Ergonomics (or human factors) is the
scientific discipline concerned
with the unde...
What is Usability?

1980s

“The extent to which a product can be used
by specified users to achieve specified
goals with e...
Gemba
What is the User Experience?

1990s

User Experience (UX) is about how a person feels about using a
system or device...
UX approaches
Traditional UX
• What are we making?

Agile UX
• How do we make it?

Lean UX
• Are we making the right thing...
Agile UX
Agile UX

~2010

• Update of Agile Software Methodology with UX design
methods
• All about collaboration, unify d...
2011
2011

Eric Ries’s feedback loop
~2012

Lean UX
•
•
•
•

Focus on validation, constant measurements
Build – measure – learn
Unites product development and ...
2013
Minimum Viable Product, “Cupcake approach”

Picture: www.crisp.se/konsulter/martin-christensen
…or maybe appearance does matter

Pictures: www.cakewrecks.com
Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile

...
Gemba
Do you have to choose?
Evaluate if
design fulfills
requirements

Understand and
specify the
system context

ISO 9241-210
Human-centered design
fo...
Pairing Product Owner with UX person
Team
collaboration
Project
success

Business
needs

PO
Product Owner is an overloaded...
Product Stewardship

PO

UX

Source: http://www.cooper.com/journal/2011/02/lean_ux_product_stewardship_an.html
UX in Scrum
Strategic with PO

UX

Hands-on in team

User research
UX vision
Design principles
Business Impact Maps

Sketc...
Gemba

Sprint 0 –
Communicating the vision – Why?
Business Impact Maps tell stories
Reading Words

Reading Sentences

Reading Stories
Source: Allen R. Braun, M.D,
National ...
Sprint demo –
Feedback from the users is essential!
Final sprint –
Have we satisfied the needs?
Have we created value?
Agile + Lean UX @ Nordstrom Innovation Lab

Video available at http://vimeo.com/51094771
The End

Thank you!
Want to get in touch?
sara.leren@combitech.se
Agile UX Sweden
@HeedTheNeed

38
UX in Agile - How to heed the need
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UX in Agile - How to heed the need

  1. 1. Introduction Sara Lerén User Experience Specialist sara.leren@combitech.se Agile UX Sweden @HeedTheNeed 2
  2. 2. Agenda UX in Agile – How to heed the need How is value created? How do people express their needs? UX so far UX in Agile 3
  3. 3. Value Creation How do you create value?
  4. 4. Where do great ideas come from?
  5. 5. The result of a great idea
  6. 6. Focusing on the needs
  7. 7. Value Creation How do you create value?
  8. 8. Missed mark – Airport VIP lounges
  9. 9. Agenda UX in Agile – How to heed the need How is value created? How do people express their needs? UX so far UX in Agile 10
  10. 10. Value Creation “If I’d asked my customers what they wanted, they would have said, ‘A faster horse!’” Henry Ford
  11. 11. How do people express their needs? Explicit needs Visible needs Latent needs
  12. 12. Gemba Gemba, “the real place”
  13. 13. Agenda UX in Agile – How to heed the need How is value created? How do people express their needs? UX so far UX in Agile 14
  14. 14. Gemba 2nd World War Airforce
  15. 15. Gemba What is Human factors/Ergonomics? Ergonomics (or human factors) is the scientific discipline concerned with the understanding of interactions among humans and other elements of a system, and the profession that applies theory, principles, data and methods to design in order to optimize human well-being and overall system performance. The International Ergonomics Association 1940s
  16. 16. What is Usability? 1980s “The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use." ISO 9241-11
  17. 17. Gemba What is the User Experience? 1990s User Experience (UX) is about how a person feels about using a system or device. The experience is subjective and dynamic. Useful Usable Desirable Valuable Findable Accessible Credible ”The User Experience Honeycomb” by Peter Morville
  18. 18. UX approaches Traditional UX • What are we making? Agile UX • How do we make it? Lean UX • Are we making the right thing?
  19. 19. Agile UX Agile UX ~2010 • Update of Agile Software Methodology with UX design methods • All about collaboration, unify developers and designers • Focus on light-weight methods • User stories as requirements, example: As John the groom I want the cake served at my wedding to be tasty So that our guests will be impressed
  20. 20. 2011
  21. 21. 2011 Eric Ries’s feedback loop
  22. 22. ~2012 Lean UX • • • • Focus on validation, constant measurements Build – measure – learn Unites product development and business User stories as hypotheses, example: We assume that As John the groom I want the cake served at my wedding to be tasty So that our guests will be happy We intend to prove this hypothesis by Showing that 7 out of 10 wedding guests will be happy when served a tasty cake
  23. 23. 2013
  24. 24. Minimum Viable Product, “Cupcake approach” Picture: www.crisp.se/konsulter/martin-christensen
  25. 25. …or maybe appearance does matter Pictures: www.cakewrecks.com
  26. 26. Agenda UX in Agile – How to heed the need How is value created? How do people express their needs? UX so far UX in Agile 27
  27. 27. Gemba Do you have to choose?
  28. 28. Evaluate if design fulfills requirements Understand and specify the system context ISO 9241-210 Human-centered design for interactive systems Produce design solutions Specify requirements
  29. 29. Pairing Product Owner with UX person Team collaboration Project success Business needs PO Product Owner is an overloaded role UX Strategic and hands-on UX are under-represented
  30. 30. Product Stewardship PO UX Source: http://www.cooper.com/journal/2011/02/lean_ux_product_stewardship_an.html
  31. 31. UX in Scrum Strategic with PO UX Hands-on in team User research UX vision Design principles Business Impact Maps Sketches Wireframes Prototypes Workshops Usability tests
  32. 32. Gemba Sprint 0 – Communicating the vision – Why?
  33. 33. Business Impact Maps tell stories Reading Words Reading Sentences Reading Stories Source: Allen R. Braun, M.D, National Institute on Deafness and Other Communication Disorders
  34. 34. Sprint demo – Feedback from the users is essential!
  35. 35. Final sprint – Have we satisfied the needs? Have we created value?
  36. 36. Agile + Lean UX @ Nordstrom Innovation Lab Video available at http://vimeo.com/51094771
  37. 37. The End Thank you! Want to get in touch? sara.leren@combitech.se Agile UX Sweden @HeedTheNeed 38
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