How to Integrate UX and Agile


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  • UX as a term is used two ways: To refer to customer interaction with your products and to refer to a formalized field of design.
    The experience a customer has when they interact with your product and product ecosystem.
    A specialized field of design that uses cognitive psychology in combination with engineering principles to design products with a high degree of usability
    “(Usability is…) 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
    2013 74% (Planbox)
    2010 35% (Forrester)
    2008 ~20% (Gartner)
  • Why do our businesses need us to create and drive UX strategy?
    Because we are now in the “Experience Economy”
    The reason UX is important now is because we are in the “Era of Experience”
    Draw experience boolean flower on whitboard…in software all value flows through a user experience
  • To users, the user interface is the product.
    In a software product, all the value of our core competencies: Intelligence, Connectivity, Workflow, and all our other expertise flows through a user interface
    “You’re in the user experience business: all the value flows through a user interface.” Jakob Nielsen, PhD
  • Business measures comparing companies that provide a “good” versus “bad” user experience…
    September 4, 2009
    Best Practices In User Experience (UX) Design
    Design Compelling User Experiences To Wow Your Customers
    by Mike Gualtieri
    with Harley Manning, Mike Gilpin, John R. Rymer, David D’Silva, and Wallis Yu
    for Application Development & Program Management Professionals
    More customers will be willing to purchase.
    On average, companies that provide a superior experience have 14.4% more customers who are willing to consider them for another purchase than companies in the same industry that offer a poor customer experience.
    More customers will resist doing business with competitors.
    Compared with companies that offer a poor experience, companies that offer the best experience in their industries have 15.8% fewer customers who are likely to consider doing business with a competitor.
    More customers will recommend you.
    Companies with the highest experience scores have 16.6% more customers who are likely to recommend their products or services compared with their lowest-scoring competitors.
    The Scrum framework in 30 seconds
    A product owner creates a prioritized wish list called a product backlog.
    During sprint planning, the team pulls a small chunk from the top of that wish list, a sprint backlog, and decides how to implement those pieces.
    The team has a certain amount of time — a sprint (usually two to four weeks) — to complete its work, but it meets each day to assess its progress (daily Scrum).
    Along the way, the ScrumMaster keeps the team focused on its goal.
    At the end of the sprint, the work should be potentially shippable: ready to hand to a customer, put on a store shelf, or show to a stakeholder.
    The sprint ends with a sprint review and retrospective.
    As the next sprint begins, the team chooses another chunk of the product backlog and begins working again.
  • Many UX teams have a standard process, but that process isn’t integrated with Scrum and software release plans. You need to proactively plan for each project HOW you are going to take UX practices into the process
  • Tools…deliverables…relates directly to process and roles on the team…ETVX…inputs/outputs (gozintas/gozoutas)
  • Elaborates and clarifies requirements
    Explores and tests solutions
    Informs estimates
    Provides for cross functional collaboration
  • Plan properly…A proper UX plan is not just about sprints…release level, includes Phase 0, includes usability engineering in addition to design, includes metrics, and is part of a roadmap…Phase 0 and release planning…UIA…iteration… Make a place for usability engineering and user research…put the U in user interface……metrics….Beyond phase 0….roadmap
  • With resources in place, release plans, metrics, and usability backlogs you can develop roadmaps and objectively measure and improve the product UX over time as you design and develop new features. This is the goal of strategic UX planning.
  • Keys
    Get a seat at the table
    Integrate design process into SDLC
    Ensure UX best practices and metrics are infused throughout all planning levels: roadmap, release, sprints.
    Secure UX resources/roles
    Agile values people over process.
    Get UX design and UI dev on to Scrum teams. They do “Sprint-level” work.
    Right level of support
    Strongly recommend UI dev and report to UX
    Release planning is the precondition for success.
    Roadmap is the key release planning artifact.
    Have high level UX activities in project release plan
    Create and maintain more detailed UX roadmap (1+ releases)
    Get UX research into Release plan
    Phase or Sprint 0. Align with Arch and Prod Mgt
    Tailor the process and plan to support UX design and UI dev (4 approaches or other)
    Force iteration. Companies get incremental but not iteration.
    Usability backlog
    Become an Agile expert, community of practice
    Garbage in, Garbage out….story writing…
    Align UX analysis with Agile Modeling
    Cross train
    Reuse (patterns standards, components)
    Consider SAFe
  • How to Integrate UX and Agile

    1. 1. How to Integrate UX and Agile Dean Barker Sr. Director, Optum Technology Engineering
    2. 2. Dean T. Barker Sr. Director of User Experience Optum Speaker Alfonso de la Nuez Co-Founder and Co-CEO UserZoom Moderator Speakers
    3. 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar 3
    4. 4. Meet UserZoom All-in-One Software Solution to Cost-effectively Measure the Digital Customer Experience and Conduct 4 Remote User Testing
    5. 5. Meet UserZoom • Increase conversion rates by conducting cost-effective UX research, remote usability testing and voice of the customer studies • Test any web-based products (live or prototype) and mobile apps, on a unified software platform. • Founded in 2007; launched SaaS platform in 2009 • Our mission: To go beyond the Lab! • International company: Silicon Valley, Spain, U.K., Germany • > 200 Enterprise customers, 50% of Fortune’s Most Admired Brands
    6. 6. Highlighted Customers
    7. 7. 7 1) Cost-effective • No moderation needed • Automated data analysis 2) Agile & Efficient • Build studies and gather feedback in days 3) Qual + Quant • Success rates, time on task, behavior, video, audio, heatmaps, verbatims, dendrograms, etc. 4) Easy Recruiting • Geographic representation • No travel needed 5) Feature Rich • More flexible, customizable, robust, versitile than others 6) Team & Service • Hands-on, highly experienced Customer Success Team Why is UserZoom So Unique?
    8. 8. Agenda 1. Introduction 2. Four approaches to UX design integration 3. Tailoring agile projects for UX research and design 4. Roadmapping for success
    9. 9. What is User Experience (UX)? Consumers Producers Productivity Satisfaction Efficient Development
    10. 10. What is Agile? Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan
    11. 11. Why Agile UX?
    12. 12. It’s an Agile World
    13. 13. It’s an Experience Economy Forrester Report October 2010 How To Prepare For The Era Of Experience
    14. 14. Software Value Flows Through UX Connectivity Intelligence Workflow User Experience Expertise
    15. 15. Customers Respond to Good UX • 14.4% more willing to purchase • 15.8% fewer will do business with competitors • 16.6% more will recommend you Forrester Report September 2009 Best Practices in User Experience (UX) Design
    16. 16. Scrum: An Agile Framework
    17. 17. Working in Development Cycles
    18. 18. All work is a process and all processes can be designed, measured, and improved. Phillip Crosby, Quality Management Guru Even the best professionals need a structured and disciplined environment in which to do cooperative work Watts Humphrey Managing the Software Process
    19. 19. Scrum Process Elements • Product owner • ScrumMaster • Team Three Roles Four Ceremonies Three Artifacts • Sprint planning • Daily scrum • Sprint reviews • Sprint retrospectives • Product backlog: • Sprint backlog • Product Increment
    20. 20. Resources and the UX Function • Allocation • Full time • Part Time • Expertise • Professionals • Cross-trained specialists w/other roles • None of the above
    21. 21. 10% of project budget on user research and usability evaluation Nielsen Norman Group Report Usability Return on Investment 4th Edition 1:4 Ratio Designers to Developers The User Experience Team Kit Paul Sherman, PhD. 2/22/2010 Rules of Thumb User Experience Work = Research & Design
    22. 22. UI Developers
    23. 23. Process Engineering Process Tailoring The “P” Word
    24. 24. UX Design Process Step One Step Two Step Three Analyze & Organize Create & Elaborate Review & Evaluate • Define, validate, and elaborate requirements and user tasks • Design the UI Architecture UI Analysis Document • Create preliminary screen designs • Review/user test screens • Iterate screen designs • Conduct additional evaluations/iterations as appropriate • Final review for consistency • Update UI Styleguides Navigation Model Wireframes HTML/CSS Styleguide
    25. 25. Prototypes? Wireframes? Code? Deliverables and Tools
    26. 26. UX Analysis and Agile Modeling
    27. 27. Make a Place for Design •Your resources, roles, and expertise will inform your viable processes •You have to make a place for design •Other factors with team, schedule, and project can impact approach •There are finite options… BUFD JIT Spikes Sprint Pairs
    28. 28. BUFD Big Upfront Design •Design resources operate in advance of development resources before a release •Requires Product Owner collaboration •Designs may be used for estimating •Works well with Kanban, Lean concepts
    29. 29. JIT Just In Time •Design done within a Sprint •Typically requires “Stubs” •Requires a lot of collaboration •Usually a fire drill •Necessarily parallel efforts and throw away •Easier to track in Scrum •Works well with mature standards and pattern libraries
    30. 30. Spikes Design Spikes
    31. 31. Sprint Pairs Sprint Pairs •Design works a Sprint ahead of development •Scope is traded off for time box •Requires lots of coordination •Sometimes described as “Scrumerfall” •Respects functional dependencies •Seems to have most traction in industry
    32. 32. Sprint Pairs Scrum Team Scrum Master Product Owner Developers, Designers, etc. R2S1 Plan R2 Stabilization Plan R2 R1S1 R1S2 R1S3 R1S4 R1S5 R1S6 R1S7 R1S8 Development Workstream UI Design Workstream
    33. 33. Critical path is handoff of primary designer deliverable to developer Case Study of Customer Input For a Successful Product Proceeding ADC '05 Proceedings of the Agile Development Conference Complex Choreography
    34. 34. Release Planning
    35. 35. UX Release Plans •Critical path is a “sprint-focused” UI design workplan •Add Phase 0 work as appropriate and feasible • Include iteration within release •Define UX metrics •Develop usability issues backlog
    36. 36. Put the “User” in Experience
    37. 37. Satisfaction Survey End Users, Supervisors/ Managers Provides SUS, NPS Self Reported Quantitative Heuristic Evaluation Expert Evaluation Identifies Usability Concerns Qualitative KLM Study Expert Evaluation Measures Clicks & Keystrokes Quantitative In-Depth Interviews Supervisors / Managers Validate Usability Concerns Self Reported Qualitative Diary Study (Retrospective) End Users Provide Insights Into Workflow Self Reported Qualitative & Quantitative Coding UT & Interview End Users Observe Usability problems Observed Qualitative & Quantitative Intake UT & Interview End Users Observe Usability problems Observed Qualitative & Quantitative Example Research Program
    38. 38. UX Metrics Programs • Task completion • Time on task • Errors per user task • Requests for help • Click count • SUS • Perceived ease • Satisfaction • Brand salience • % Users Impacted
    39. 39. Roadmaps
    40. 40. Release Roadmaps Architecture, POC R1 Arch & Research Alpha Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 POC Core Dev Beta Phase 0 Sprint 1, Day 1
    41. 41. Value Add UX Activities Architecture, POC Core Dev Alpha Beta R1 Arch & Research Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 POC Sprint-Driven UX Activities Formative/Summative U-Tests Remote U-Tests Iterations Styleguides Design integration Validation metrics Phase 0 UX Activities User research Baseline metrics Groom usability backlog Ideation Concept testing UI Architecture
    42. 42. UX Release Roadmaps Architecture, POC Core Dev Alpha Beta Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 POC UX Research UI Analysis and High Level Design Detailed UI Design, Refinement, and Validation POC Workshop Baseline KLM Visual Integration Field Research SUS Baseline Usability Task Analysis and Object Model Navigation Model and Page Templates Sprint 1 Pre-designs UI Design, Iteration, Refinement Cloud Integration UI Toolkit Integration Formative Usability Tests Summative Usability Tests R1 Arch & Research
    43. 43. Usability Backlogs •Usability defects (i.e. problems encountered by users) •Rated by severity •Analyzed by theme •Ranked for business value •Prioritized for remediation • per release
    44. 44. Evangelize UX Value $1 invested in UX returns $10 to $100 Gilb, Principles of Software Engineering Management A 5% improvement in usability increases revenues from 10-35% Netraker, e-commerce study Usability techniques helped cut development time by 33-50% Bosert, Quality Functional Deployment Usability methods raised user satisfaction ratings by 40% Gartner Group Report
    45. 45. Seven Keys to Success 1. Assign UX designers to Scrum teams 2. Assign UI developers to Scrum teams 3. Define a tailored process for UX 4. Include Sprint/Phase 0 UX research 5. Influence iteration 6. Create a UX metrics program 7. Manage a Usability defects backlog