Experience Design
Quarterly Briefing

Don’t Just Deliver: Delight!

#twxd
!
!
!
!
!
!

 
 
 
 
 
 

UX 19 Years
PhD. Human Factors
TW 6 years
Multi-platform
Multi-skilled
Financial Services, Retai...
About Linz

!
!
!
!
!

 
 
 
 
 

UX 15 Years
TW 4 years
Multi-platform
Multi-skilled
Telecom, TVDigital,
Financial servic...
What we’re talking about
!   The Problem Space
!   A Solution Framework
!   Actionable Advice – how you do it
A quick plotted history…

£££
The Problem Space

IT

ks
IT fol

Business

Business
folks
Business

£££
IT

£££
!
IT

Business
Customer
“I want it
faster and
cheaper”

IT

!
“I want it to
be easier”
Agile

IT

Business

UX
Agile
Agile

Stories
Agile

Backlog
24
hrs

Bac
klo
g

2-

4w
eek
s

Deliverables
Stories
Agile

Backlog
24
hrs

Bac
klo
g

2-

4w
eek
s

Deliverables
Stories
Agile – not so good

Viable ideas implemented quickly,
that are feasible but not
necessarily desirable
UX
UX
UX
UX
UX

?!!

Build

Test
UX

Build

?!!
Test
UX – what’s not so good

Big ideas that may
not be feasible,
done slowly…
Agile

!
IT

Business

UX
A solution framework
AXD
IT

Business
Envision
Showcase
Test & Learn
Improve

Evolve

Deliver
Envision

Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/
Envision
Envision
Deliver
24
hrs

Bac
klo

g

2-

4w
eek

s
Deliver
24
hrs

Bac
klo

g

2-

4w
eek

s
Deliver
Evolve

25%

25%

25%

25%

http://www.artinthepicture.com/blog/?p=109
http://www.bloglifetime.com/images/blogs/11-2007/di...
So how do we do it
Envision
Showcase
Test & Learn
Improve

Evolve

Deliver
Looking in…

your colleagues are a rich source of inspiration
Looking in…

other departments may already have research
Looking outside

Watching customers can be a revelation!
Looking outside

Your competitors can provide stimulus too
The wall is the new desk Dave Gray
Darren
(Is a customer whose life is
touched by the product we
are building)

(not these)

ments
seg

actors
colleagues
Looking in
Looking out

Lot of
design ideas
Do ‘Design Thinking’

customers
Collaborative design thinking
Rapid prototyping
(2 weeks)
Big up
front
Design
“Rent a warehouse and build a prototype
of a store… go build 20 of them,
then discover it didn't work…”
Apple Store is the...
At Sony we assume that all products of our
competitors have basically the same
technology, price, performance and features...
Design
Envision
Showcase
Test & Learn
Improve

Evolve

Deliver
Collaboration culture
Co-located*

Business

Creative

Tech

UX

*Yes, offshore is possible
“I’m glad we’re all agreed then.”

“Ah...”

“Ah...”

“I’m glad we’re all agreed then.”
Working Together

Business

Creative

Tech

UX
Personas

Content

Navigation

Interaction

Information architecture
Stories Wire
frames

Look &
feel

Testing
spikes

Cre...
Information architecture
Stories Wire
frames

Look &
feel

Testing
spikes

Creative concept
Release

Envisioning

Iteration 1

Iteration 2

Iteration 3

Dev

Inception

Dev

Dev

BA&UX

BA&UX

BA&UX

Iteration n

D...
Never 45%
Rarely 19%
Sometimes 16%
Often 13%
Always 7%

Feature usage in deployed apps
Source: The Standish Group
✗ Card slot
✗ 3g
✗ Bluetooth
✗ Infrared
✗ Decent camera
✗ Secondary camera
✗ Camera flash
✗ MMS
✗ Radio

✗ Video
✗ Video c...
Focus on the
delightful
minimum viable product
^
“Here’s a tip, pack it and halve it”
Lonely Planet
Experiences
Not a
product
backlog
Envision
Showcase
Test & Learn
Improve

Evolve

Deliver
Design evaluationUsability testing

Customer
Continuous design

Continuous delivery
Actionable advice
(how you can do it too)

Research…

Design…
Specification…

Stories…
Testing…
Build…
Teamwork…

Governance…

Manage
Expectations…
Key takeaways
!   Projects don’t start at Dev
!   Create a vision and use visual thinking
!   Do just enough & get rid of ...
Marc McNeill

Lindsay Ratcliffe

mmcneill@thoughtworks.com

lratcliffe@thoughtworks.com

dancingmango.com/blog

guigrrrl.b...
Don't Just Deliver, Delight!
Don't Just Deliver, Delight!
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ThoughtWorks Quarterly Briefing on Agile Experience Design

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Don't Just Deliver, Delight!

  1. 1. Experience Design Quarterly Briefing Don’t Just Deliver: Delight! #twxd
  2. 2. ! ! ! ! ! !             UX 19 Years PhD. Human Factors TW 6 years Multi-platform Multi-skilled Financial Services, Retail, Media etc About Marc
  3. 3. About Linz ! ! ! ! !           UX 15 Years TW 4 years Multi-platform Multi-skilled Telecom, TVDigital, Financial services etc
  4. 4. What we’re talking about !   The Problem Space !   A Solution Framework !   Actionable Advice – how you do it
  5. 5. A quick plotted history… £££
  6. 6. The Problem Space IT ks IT fol Business Business folks
  7. 7. Business £££
  8. 8. IT £££
  9. 9. ! IT Business Customer
  10. 10. “I want it faster and cheaper” IT ! “I want it to be easier”
  11. 11. Agile IT Business UX
  12. 12. Agile
  13. 13. Agile Stories
  14. 14. Agile Backlog 24 hrs Bac klo g 2- 4w eek s Deliverables Stories
  15. 15. Agile Backlog 24 hrs Bac klo g 2- 4w eek s Deliverables Stories
  16. 16. Agile – not so good Viable ideas implemented quickly, that are feasible but not necessarily desirable
  17. 17. UX
  18. 18. UX
  19. 19. UX
  20. 20. UX
  21. 21. UX ?!! Build Test
  22. 22. UX Build ?!! Test
  23. 23. UX – what’s not so good Big ideas that may not be feasible, done slowly…
  24. 24. Agile ! IT Business UX
  25. 25. A solution framework
  26. 26. AXD IT Business
  27. 27. Envision Showcase Test & Learn Improve Evolve Deliver
  28. 28. Envision Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/
  29. 29. Envision
  30. 30. Envision
  31. 31. Deliver 24 hrs Bac klo g 2- 4w eek s
  32. 32. Deliver 24 hrs Bac klo g 2- 4w eek s
  33. 33. Deliver
  34. 34. Evolve 25% 25% 25% 25% http://www.artinthepicture.com/blog/?p=109 http://www.bloglifetime.com/images/blogs/11-2007/different-versions-of-the-mona-lisa.jpg
  35. 35. So how do we do it
  36. 36. Envision Showcase Test & Learn Improve Evolve Deliver
  37. 37. Looking in… your colleagues are a rich source of inspiration
  38. 38. Looking in… other departments may already have research
  39. 39. Looking outside Watching customers can be a revelation!
  40. 40. Looking outside Your competitors can provide stimulus too
  41. 41. The wall is the new desk Dave Gray
  42. 42. Darren (Is a customer whose life is touched by the product we are building) (not these) ments seg actors
  43. 43. colleagues Looking in Looking out Lot of design ideas Do ‘Design Thinking’ customers
  44. 44. Collaborative design thinking
  45. 45. Rapid prototyping
  46. 46. (2 weeks)
  47. 47. Big up front Design
  48. 48. “Rent a warehouse and build a prototype of a store… go build 20 of them, then discover it didn't work…” Apple Store is the most profitable shop in London Sources: Steve Jobs in Fortune Magazine March 8 2007 Verdict Global Retail Freview Aug 2010
  49. 49. At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace. Norio Ohga Former Chairman and CEO, Sony
  50. 50. Design
  51. 51. Envision Showcase Test & Learn Improve Evolve Deliver
  52. 52. Collaboration culture Co-located* Business Creative Tech UX *Yes, offshore is possible
  53. 53. “I’m glad we’re all agreed then.” “Ah...” “Ah...” “I’m glad we’re all agreed then.”
  54. 54. Working Together Business Creative Tech UX
  55. 55. Personas Content Navigation Interaction Information architecture Stories Wire frames Look & feel Testing spikes Creative concept Mood boards Creative flats Collateral Styleguide
  56. 56. Information architecture Stories Wire frames Look & feel Testing spikes Creative concept
  57. 57. Release Envisioning Iteration 1 Iteration 2 Iteration 3 Dev Inception Dev Dev BA&UX BA&UX BA&UX Iteration n Dev Envision Creative, UX spikes, UI dev, User testing
  58. 58. Never 45% Rarely 19% Sometimes 16% Often 13% Always 7% Feature usage in deployed apps Source: The Standish Group
  59. 59. ✗ Card slot ✗ 3g ✗ Bluetooth ✗ Infrared ✗ Decent camera ✗ Secondary camera ✗ Camera flash ✗ MMS ✗ Radio ✗ Video ✗ Video calling ✗ TV out ✗ Music ring tones ✗ Voice dialing ✗ Voice commands ✗ GPS ✗ JAVA ✗ Push to talk
  60. 60. Focus on the delightful minimum viable product ^ “Here’s a tip, pack it and halve it” Lonely Planet
  61. 61. Experiences Not a product backlog
  62. 62. Envision Showcase Test & Learn Improve Evolve Deliver
  63. 63. Design evaluationUsability testing Customer
  64. 64. Continuous design Continuous delivery
  65. 65. Actionable advice (how you can do it too) Research… Design…
  66. 66. Specification… Stories… Testing… Build…
  67. 67. Teamwork… Governance… Manage Expectations…
  68. 68. Key takeaways !   Projects don’t start at Dev !   Create a vision and use visual thinking !   Do just enough & get rid of waste !   Collaborate, co-locate, communicate !   AXD It’s not easy but it’s worthwhile
  69. 69. Marc McNeill Lindsay Ratcliffe mmcneill@thoughtworks.com lratcliffe@thoughtworks.com dancingmango.com/blog guigrrrl.blogspot.com Twitter: dancingmango Twitter: guigrrrl

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