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User-Centered Design at The Economist

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insights and practical steps to improve UX contribution in Agile environment based on my experience of implementing User-Centered Design for The Economist mobile team.

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User-Centered Design at The Economist

  1. 1. @dsetia_1 User-Centered Design at The Economist Danny Setiawan Lead UX for Mobile, The Economist 06.08.2016
  2. 2. @dsetia_1 Objective Share insights and practical steps to improve UX contribution in Agile based on my experience of implementing User-Centered Design for The Economist mobile team.
  3. 3. @dsetia_1 Agenda • Intro • UX activities • At The Economist • What does that look like? • Integration UX into Agile workflow • Going Lean • Usability Testing Driven Development • Questions?
  4. 4. @dsetia_1 3 types of UX activity
  5. 5. @dsetia_1 Operational • Goal: Flow (unblocking dev) • Activity: Reacting to issues raised by developers during sprint • UX role: Produce deliverables so dev team can complete stories • Measure: Team’s velocity
  6. 6. @dsetia_1 Development Task 1 Task 2 Task 3 Task 4 … DoneBacklog UX resource
  7. 7. @dsetia_1 Development Task 1 Task 2 Task 3 Task 4 … DoneBacklog UX!? UX resource
  8. 8. @dsetia_1 Development Task 1 Task 2 Task 3 Task 4 … DoneBacklog UX!? UX!?
  9. 9. @dsetia_1 Development Task 1 Task 2 Task 3 Task 4 … DoneBacklog UX!?
  10. 10. @dsetia_1 Development Task 1 Task 2 Task 3 Task 4 … DoneBacklog UX!? UX!?
  11. 11. @dsetia_1 Development Task 1 Task 2 Task 3 Task 4 … DoneBacklog UX!?
  12. 12. @dsetia_1 Development Task 1 Task 2 Task 3 Task 4 … DoneBacklog
  13. 13. @dsetia_1 Tactical • Goals: Flow (smooth implementation), value (what’s important for customers) • Activity: Preparing everything that’s required to implement stories for upcoming sprint (prioritize use cases, test solutions) • UX role: Contribute to story definition, prioritization and produce deliverables addressing potential blockers • Measure: Team’s velocity, customer satisfaction
  14. 14. @dsetia_1 Development Task 1 Task 2 … DoneBacklog UX resource Task 3 Task 4
  15. 15. @dsetia_1 Development Task 1 Task 2 … DoneBacklog UX resource Elaboration Ideate Prototype Test Prep for dev
  16. 16. @dsetia_1 Development Task 1 Task 2 … DoneBacklog Elaboration Ideate Prototype Test Prep for dev
  17. 17. @dsetia_1 Development Task 1 Task 2 … DoneBacklog Elaboration Ideate Prototype Test Prep for dev
  18. 18. @dsetia_1 Development Task 1 Task 2 … DoneBacklog Elaboration Ideate Prototype Test Prep for dev
  19. 19. @dsetia_1 Development Task 1 Task 2 … DoneBacklog Elaboration Ideate Prototype Test Prep for dev
  20. 20. @dsetia_1 Development Task 1 Task 2 … DoneBacklog Elaboration Ideate Prototype Test Prep for dev
  21. 21. @dsetia_1 Development Task 1 Task 2 … DoneBacklog Elaboration Ideate Prototype Test Prep for dev
  22. 22. @dsetia_1 Development Task 1 Task 2 … DoneBacklogIdeate Prototype Test Elaboration Prep for dev
  23. 23. @dsetia_1 Strategic • Goals: Growth (customer segment and problem to solve) • Activity: Research to identify and validate opportunities • UX role: Facilitate discovery phase, ideate and test solution • Measure: Acquisition metrics
  24. 24. @dsetia_1 Development Task 1 Task 2 … DoneBacklogIdeate Prototype Test Prep for dev Elaboration
  25. 25. @dsetia_1 Development … DoneBacklog Elaboration Ideate + test solution Discovery Identify + validate new opportunities User Research Stakeholders’ Input
  26. 26. @dsetia_1 At The Economist
  27. 27. @dsetia_1 Operational Tactical Strategic Mar 2015 Activities breakdown Economist Mobile UX Team
  28. 28. @dsetia_1 Operational Tactical Strategic Mar 2016 Activities breakdown Economist Mobile UX Team
  29. 29. @dsetia_1 How ? Change of Culture
  30. 30. @dsetia_1 “ Culture set of beliefs, values, and behaviors, including their embodiment in artifacts; that are shared by a group of people WORKING DEFINITION
  31. 31. @dsetia_1 Culture • Belief: How we believe things work (world view) • Value: What we consider important (prioritize) • Behavior: What we do to get the value based on the world view we subscribe to • Artifacts: Manifestation of our behavior
  32. 32. @dsetia_1 Example • Belief: User testing is a waste of time • Value: Efficiency • Behavior: Not supporting user testing initiative • Artifacts: Email, verbal communication
  33. 33. @dsetia_1 Practical Tips • Start Small • Small team, small cost, small time, small risk • Build momentum : Many small wins > One big win • Don’t dictate, motivate • Provide real value (that can be felt) • Help others succeed • Don’t bulls#*t • It’s ok to say “I don’t know the answer (but I can help you find out)” • Drop the buzzwords • Lead with a story (meaning & purpose) • Co-create • Be transparent about your method • Include others in your process • Let others contribute
  34. 34. @dsetia_1 How we started… • Start with unblocking dev to earn trust • Facilitate small ideation sessions that involves the team (proto-persona, sketching exercise , etc.) • Visualize process, highlighting contribution UX can make • Support Product Owner and Scrum Master in product roadmap creation
  35. 35. @dsetia_1 What does that look like?
  36. 36. Integrating UX into Agile workflow
  37. 37. Team’s activities
  38. 38. Android JIRA workflow
  39. 39. Going Lean
  40. 40. Lean Startup Method
  41. 41. Hypotheses to Validate Persona Problem Solution Usability Growth
  42. 42. Team’s activities
  43. 43. Team’s activities
  44. 44. Team’s activities
  45. 45. Team’s activities 3 months 6 months
  46. 46. Sample Artifacts Proto-personas created by our mobile team Storyboard of a morning commute scenario
  47. 47. Sample Artifacts User interview using Google Hangout Our Product Manager collecting anecdotal feedback at a local coffee shop
  48. 48. Sample Artifacts sketches created in 6-8-5 exercise Team + stakeholders sketching together
  49. 49. Sample Artifacts screen storyboard with notes from critique Quick InVision prototype to test swipe visual cue
  50. 50. Sample Artifacts In-person moderated usability test in session Usability test observation room
  51. 51. Usability Test Driven Development
  52. 52. Usability Testing: DE Tasks Task 1 - Authentication Task 2 - Selecting + Downloading Issue Task 3 - Discovering Content Task 4 - Reading Settings Task 5 - Review Bookmarks Task 6 - Listening Task 7 - Creating Playlist Task 8 - Subscribing Task 9 - Adjust Settings Task 10 - Others
  53. 53. Validating with Users 100% 80% 60% 40% 20% 0% Mitigating risks and identifying gaps throughout the production process. Risk Level:
  54. 54. @dsetia_1 Questions? twitter: @dsetia_1 site: www.dsetia.com

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