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Selling UX to Coders


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Presentation about selling UX to coders at NordiCHI2014

Maarit Laanti 28.10.2014

NordiCHI2014 is the 8th Nordic Conference on Human-Computer Interaction

Maarit Laanti

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Selling UX to Coders

  1. 1. Selling User Experience to Coders" Maarit Laanti! 28-Oct-2014!
  2. 2. Maarit Laanti" • 20 years in various product development roles at Nokia,6 years in agile & lean transformation / organizational development! – Product development for various products and platforms! – Coached and trained hundreds of practitioners in agile methods deployment! • Scaled Agile Framework (SAFe) Program Consultant at Nitor Delta! • PhD — “Agile Methods in Large-Scale Software Development Organizations – Applicability and Model for Adoption” (2013)! • Keynote speaker at XP2014 / Rome! • Author or editor of agile and lean textbooks: ! – 376 vuotta ketteriä kokemuksia / Sytyke (2013)! – LESS!, Essays on Business Transformation (2012)! – Ohjelmistoliiketoiminta (2003)!
  3. 3. My claims in this presentation" 1. Here is a built-in-tension between UX design and development! 2. Agile forgot UX from the start! 3. Agile (re)discovered UX (Apple proved you can sell designed products with higher price)! 4. There are (proven) ways to do better! 5. Collective embarrassment is the best tool available!
  4. 4. ”Let’s ADD Sprint #13 for it!”
  5. 5. Complex UI – simple code – simple UI complex code?"
  6. 6. Design is an iterative process" • Great UX is created with itera/ons! • Do we also need a Steve Jobs to say no?
  7. 7. Agile development?" Agile means you just have a bunch of coders and the customer si7ng in middle of them
  8. 8. Give me your UI spec and we will implem ent it
  9. 9. USABLE, not (just) working!
  10. 10. This is how we sell agile VersionOne study 2008 Improved Significantly Improved Enhanced ability to manage changing priorities 41% 51% Improved project visibility 42% 41% Improved alignment of IT 39% 27% and business goals Reduced project risk 48% 17%
  11. 11. Agile delivers projects on time and budget The value of incremental delivery" ROI of " traditional project" Brake-even" ROI of " agile project" Benefits:! • Faster feedback enables faster learning – enabling right focus / right change of focus! • Smaller increments lessens project complexity! • Earlier brake-even point / ROI! • Partial deliveries equal to smaller risks – fail safely; execute gloriously! With Minimum Marketable Release approach we can gain faster time-to-market and time-to-profit! Single release approach means slower time-to-market and time-to- profit!
  12. 12. Boss’s Wife This /me we do the UX properly… We test every itera/on with real users! The current tests shows that our customer segment is going to love this product! I gave the proto to my wife, but she did not like it. I’d say we cancel this product.
  13. 13. Project on time and budget can be an epic failure!" NPS -­‐20
  14. 14. Measuring the customer value" Lean metrics for services" • Utilization rate! • How fast the service is! • How accurate the service is! • How many errors does take place when delivering the service! Customer satisfaction" • Would you recommend this service to your friends? (Net Promoter Score, NPS)!
  15. 15. Why this is important? Be the top dog!"
  16. 16. With the lean startup we are getting there…."
  17. 17. Back to the roots of agile. Cockburn: Software Development is a Co-operative Game" Co-creation. Groups are faster solving problems than individuals. Let the software evolve together, as the sum of the whole is more than its parts.! ! Co-­‐ evolu/on UX Arch Feedback Synergis/c view
  18. 18. An extended team – same team or different team?" Same team" • UX design and developers need to talk with each other – UX designers need to see how the designs can be implemented; development needs to get latest design & sketches! • Co-evolution leads to best results. More than a school bus length and it does not matter if you are on the same building or not! Different team" • UX design / development is essentially a different kind of discipline; needs to have its own iterations ! • Need to develop UX design skills! • Common look and feel! • UX Definition of done?! • Common style guide and component library! • Usability tests are not on a team level in any bigger organization!
  19. 19. How IUX designers and developers are seeing each other…" UX Designer" Developer"
  20. 20. …as extremes…." Hippie" Code troll"
  21. 21. ....but in reality we are all artists, and we should treat ach other as artists!" Computer-assisted graphical designer" Computer scientist"
  22. 22. A joined kanban-wall" • Same team or two teams sitting next to each other! • A joined wall where both iterations are made visible ! • A visual management tool for both! Concepting! Design! Delivery! Ideas UX-design Validation Coding Delivery
  23. 23. What needs to be measured? NPS?" • Compare the current version the current demo with competitor version / demo! • For each Feature, define the ambition level for this iteration! – Minimum! – Median! – Maximum! • What are the basics that always needs to be there?! • What are ways to differentiate from competitors?! • What is the customer segment? Friendly users / focus group?!
  24. 24. Why it is hard to be one team Disney’s creative process" • “Get me something to implement” – mentality! • “What is the difference between these two colors?” ! • “Can’t we just add another button?”"
  25. 25. The power of collective embarrassment" Rules of the game:" - Force to see misuse cases à real, frank and honest feedback! - No blame game" - Trust that everyone wants to do their best!
  26. 26. Why it is hard to be one team – the critique" Thou shall not cri/que an un-­‐finished work Candor could not be more crucial to our crea/ve process. Why? Because early on, all of our movies suck. Crea/vity has to start somewhere, and we are true believers in the power of bracing, candid feedback and the itera/ve process-­‐-­‐reworking, reworking, and reworking again, un/l a flawed story finds its through line or a hollow character finds its soul.
  27. 27. Lean startups vs. set-based design?" Point-based! Set-based! Pick one Pick many Make it work Pick many again Choose the best
  28. 28. Set-based design with focus groups" Set-­‐based design itera/ons combined with set-­‐ based design and friendly focus groups Case F-­‐secure Lokki
  29. 29. Thanks!" A nerd on the journey to find her inner ar0st J