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Skinning your users: Building better products by humanizing Agile user stories
 

Skinning your users: Building better products by humanizing Agile user stories

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Agile user stories attempt to cast product requirements in terms of value delivered to the user, but they often fall short of understanding who the user really is. This presentation demonstrates how ...

Agile user stories attempt to cast product requirements in terms of value delivered to the user, but they often fall short of understanding who the user really is. This presentation demonstrates how to use personas to make Agile user stories more effective by grounding them in solid user research.

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    Skinning your users: Building better products by humanizing Agile user stories Skinning your users: Building better products by humanizing Agile user stories Presentation Transcript

    • Building  be1er  products  by   humanizing  Agile  user  stories   Will  Sansbury   Interac=on  designer   @willsansbury  
    • Drop the torches and pitchforks! Skinning I’m talking about putting skin on. your users Moving from this… …to this @willsansbury  
    • Skinning Fair warning your users If you think “scrum” is:   Something you scrub off your tub   Easily cleared up with a round of antibiotics   Usually encountered on the rugby pitch   That weird thing the developers do … then this isn’t the right session for you. arn more? Want to le ike Cohn Go og le “M goat.” mo untain pro mise. It’s SFW—I @willsansbury  
    • Skinning User stories your users As a user, I want to be able to save phone numbers of my family and friends so that I don’t have to remember them to make a call. @willsansbury  
    • Skinning User stories your users The actor is the person As a user, I want to be or class of people able to save phone who benefit from numbers of my family the requirement being satisfied and friends so that I don’t have to remember them to make a call. @willsansbury  
    • Skinning User stories your users As a user, I want to be The action is able to save phone what the actor wants or needs numbers of my family to be able and friends so that I to do don’t have to remember them to make a call. @willsansbury  
    • Skinning User stories your users As a user, I want to be able to save phone numbers of my family and friends so that I The value is don’t have to remember what the actor gains, in real-world terms, them to make a call. if the requirement is satisfied @willsansbury  
    • Skinning Easy, right? your users @willsansbury  
    • Skinning Easy, right? your users But which design is the most successful? @willsansbury  
    • User is a nice enough guy, Skinning but he’s a little one-dimensional. your users User is too easy to satisfy. @willsansbury  
    • Skinning Your real users are live in 3D. your users @willsansbury  
    • Skinning Your real users are live in 3D. your users But you can’t really design for all of them, can you? @willsansbury  
    • Skinning your users Honestly, no. But you can do better. A whole lot better. @willsansbury  
    • Your users have more in Skinning common than your product. your users @willsansbury  
    • Your users have more in Skinning common than your product. your users rly Elde Music lo vers Heavy Unicorn! email users @willsansbury  
    • Personas make the Skinning commonalities apparent. your users   “[A persona is] a precise descriptive model of the user, what he wishes to accomplish, and why.” Cooper & Reimann, About Face 2.0   “Personas are typically amalgams of multiple people who share similar goals, motivations, and behaviors. The difference between each persona must be based on these deep characteristics: what people do (actions or projected actions) and why they do them (goals and motivations).” Saffer, Designing for Interactions yone? 0 1, an p hy 1 ic for ms, Ph iloso n Plato sers T hink o ur u rs. r y but fo d of chai ins tea @willsansbury  
    • Right now, Skinning your users you’re thinking, “Dude. We’re Agile. That sounds like Big Design Up Front.” @willsansbury  
    • Developing personas Skinning can take some time. your users @willsansbury  
    • Skinning That’s why we go guerilla. your users @willsansbury  
    • Skinning your users Don’t worry yourself with perfection. You’re seeking actionable insights, not publishable data. f like ind o It’s k s and hors eshoe des. ena ha nd gr @willsansbury  
    • But remember, persona non data Skinning is persona non grata. your users @willsansbury  
    • To see patterns in users, Skinning you have to see users. your users @willsansbury  
    • To see patterns in users, Skinning you have to see users. your users Forget everything you think you know. Open your eyes and observe. @willsansbury  
    • Spend significant time Skinning with your users in their world. your users @willsansbury  
    • Spend significant time Skinning with your users in their world. your users Watch. Listen. Learn. @willsansbury  
    • But before you go, Skinning do your homework. your users   Prepare a list of topics you want to learn about   Practice phrasing questions in a way that doesn’t suggest an answer   When in doubt, fall back on open-ended questions or requests   Please explain to me what you’re doing right now.   Why do you prefer to do it that way?   Tell me more about… @willsansbury  
    • Skinning Record everything. your users Pocket-sized notebook Small, versatile camera @willsansbury  
    • Analyze each session before Skinning your memories get distorted. your users @willsansbury  
    • Skinning Keep listening. your users @willsansbury  
    • Skinning Keep listening. your users When you’re no longer hearing surprises, you’ve done enough research. Plan for twenty interviews, but be flexible. @willsansbury  
    • Skinning Look for patterns in your data. your users Name   Martha   Jack     Emily   Sarah   Arnold   Age   79  years  old   24  years  old   17  years  old   45  years  old   85  years  old   "I  hate  this  thing.   "I  can't  live  without   "My  phone  is  my   "My  phone  makes   "I  don't  know  how   Quote   My  daughter   my  iPhone."   whole  life."   me  feel  secure."   to  use  it!"   bought  it  for  me."   A,tude  toward   Intense  dislike   Intensely  likes   Intensely  likes   Likes   Dislikes   cell  phones   Frequency  of   20-­‐30  per  day   50-­‐75  per  day   5-­‐10  per  day   Once  per  day   Once  per  week   making  calls   Frequency  of     Never   100-­‐150  per  day   200-­‐300  per  day   >  5  per  day   Never   sending  texts   @willsansbury  
    • Weave the common Skinning threads together. your users Elizabeth Barrister 82 years old s a stay-at- Elizabeth spent her adult life a w, she is proud home mother and wife. No ma.” of being a “grr-grand ng the Great Hav ing come of age duri urceful and Depress ion, Elizabeth is reso om any hone spunky. Sh e doesn’t shy away fr Why she got a cell p t afraid to try to Safety while travelin g cha llenges, and she’s no not as learn new things—though she’s ll phone How she uses her ce quick a study as she once was. ntacts Ca lling a select set of co @willsansbury   (friends and family)
    • Skinning You’re not Robin Hood. your users @willsansbury  
    • Skinning You’re not Robin Hood. your users You have a limited number of arrows. How many targets will you aim for? a lot umb er is ig ht The n an yo u m e th fiv lower Three to . think rks well. wo @willsansbury  
    • Need more than 5 or 6? Skinning You have a bigger problem. your users Personas are not things you make. Personas are discovered. We typically find that a product will have an informative suite of five or six personas, and we’ll design for one or two. If you find there are more than that, it means that you T h is co ul yo u d don't have an appropriate focus for your product, which is have mean mar m a very useful thing to learn. pro d keta ore uct ble than i deas Paraphrased from Alan Cooper in the UXpod Podcast, December 2006 orig yo u in http://www.infodesign.com.au/uxpod/alancooper tho u ally g ht! @willsansbury  
    • You have your personas. Skinning Now tell their stories. your users   Print large-scale posters of the personas and post them in the team area   Speak of personas as often as possible; always steer requirements and design discussions back to your personas   When you overhear your team members arguing about what one of the personas would prefer, skip out early and celebrate with a margarita @willsansbury  
    • Skinning Kill User. your users As a user, Elizabeth, I want to be able to save phone numbers of my family and friends so that I don’t have to remember them to make a call. @willsansbury  
    • With a clear idea of who you’re satisfying, the questions of what Skinning and how take on new meaning. your users The Jitterbug moves phonebook maintenance to a website, where Elizabeth’s accessibility needs are easily met. @willsansbury  
    • The difference between User and Elizabeth Skinning is too important to ignore. your users @willsansbury  
    • DANGER ZONE #1 We have a customer on the team, Skinning so we don’t need personas. Right? your users r Yo u mer o cus t @willsansbury  
    • DANGER ZONE #2 Our marketing already put Skinning together some personas. your users   Personas capture information about behaviors and motivations   Marketing is concerned with the behaviors and motivations of about buyers, not users   Optimizing design for the buyer results in short-term sales, but long-term dissatisfaction BUY ER ≠ US ER @willsansbury  
    • By casting personas Skinning your users as the actors in user stories, Agile product owners can better express requirements, better prioritize backlogs, and better evaluate design approaches. And , ultimately, build better pro ducts. @willsansbury  
    • Skinning Thank you! Any questions? your users Will Sansbury Interaction designer willsansbury.com w@willsansbury.com @willsansbury @willsansbury  
    • Skinning Photo credits your users Thanks to the following Flickr users for releasing some of the photos used in this presentation under a Creative Commons Attribution 2.0 Generic license.   beggs   Paul Watson   Aresjoberg   Creative Tools   William Hook   Galapagos   Johan Larsson   Editor B   Ckaroly   TheMarque   US Army Africa @willsansbury