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How Lean, UCD and Agile can propel designers into the future

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In this talk, Danny demonstrates why the future is already here and how it poses challenges to todays agencies, CMOs and designers. The internet permeates everything from websites, wearables, ‘nearables’ (low powered IoT devices that connect with our online world) and apps. Users are accustomed to getting ‘pulled’ to different destinations (such as apps or websites) but more and more forwarding thinking brands are ‘pushing’ relevant content and alerts to either the OS level of devices or other app like aggregators, allowing the user to interact with both features and content without leaving notification centres or dashboards. Due to this, the Web is becoming a habitat where users will spend less time downloading, opening and engaging with apps. As such, it’s important that designers move towards dreaming of a world that is both ‘pulling’ users towards personalised experiences within apps and websites and also ‘pushing’ highly relevant data to users to enhance the experience. In order to facilitate this, agencies, marketers and designers need to be designing holistic systems (over-arching engagement platforms to facilitate cross-channel interactions) and not only destinations (a singular native app or website). The slides expand on what sort of approach we can use to aid our strategy, design, development and project management methodologies by exploring frameworks such as User Centred Design (UCD), Lean and Agile.

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How Lean, UCD and Agile can propel designers into the future

  1. 1. How Lean, UCD and Agile can propel designers into the future Danny Bluestone - May 2015
  2. 2. • Introduction - Ten years of Cyber-Duck • Now is the future - get ready • Best practice - What makes a great experience • Our approach - Applying UCD, Lean and Agile • Conclusion TODAY…
  3. 3. Ten years of Cyber-Duck 1. Introduction
  4. 4. Hi. I am Danny, this is 2005.
 1. Should I really be here and whats my purpose? 2. Where do I find clients that suit my style? 3. How can processes help me and where do I start? THE DESIGNER
  5. 5. Inventive. Constrained. Channel specific. THE PROJECT - 2005
  6. 6. Hi. Its still 2005. I want to do the following:
 1. Educate family about booking flights online 2. Chat by email, MSN and on dating websites 3. I want more frequent access to broadband THE USER
  7. 7. Hi. Danny here again. This is 2015.
 1. My purpose is clear but how do I get my team to buy into it? 2. Where do I find more clients and how do I maintain the same quality? 3. How can my processes continue to evolve to deliver the above? THE DESIGNER
  8. 8. Innovative. Responsive. Cross-channel. THE PROJECT - 2015
  9. 9. Hi. Its 2015. Now, I want to do the following:
 1. Engage with my network across my devices 2. Develop my business and knowledge online 3. Access and create media everywhere THE USER
  10. 10. Now is the future 2. Get ready…
  11. 11. Today, we are seeing the proliferation of computing devices, wearables and ‘nearable’ IoT connected objects.
  12. 12. THE INTERNET IS STARTING TO PERMEATE EVERYTHING.
  13. 13. Its not only technology that is changing. Users are also changing and becoming ever more complex. Its Roz again..… This is I want to:
 1. On Twitter, I want as many retweets as possible 2. I want to get loads of ‘likes’ on Facebook 3. Register to different services using single sign-on 4. I want to see content that is relevant to me
  14. 14. Today we should not be designing single destinations. 
 We need to be designing systems Image: https://blog.intercom.io/design-futures-1-creating-systems-not-products/ and http://ryanspoon.com/2010/01/19/facebooks-share-via-functionality-in-the-wild/
  15. 15. Today, designers need to create atomic units of engagement
  16. 16. The current Web is "pull-based," meaning we visit websites or download apps. The future of the Web is "push-based," meaning the Web will be coming to us
  17. 17. DESIGN SYSTEMS BEFORE APPS AND WEBSITES. 
 THIS MAKES SENSE FROM A USER PERSPECTIVE.
  18. 18. –Dries Buytaert, Drupal Founder The Web will go through a massive re-architecture and re- platforming in the next decade. Image: http://www.inc.com/magazine/201209/eric-markowitz/how-i-did-it-inc-500-dries-buytaert-of-acquia.html
  19. 19. What makes a great user experience 3. Best practice
  20. 20. Credit: http://www.juniqe.com/print-unframed-din-landscape-107367.html?___store=en Image :http://www.hartwigsalzer.com/works/page-work-GoodCheapFast
  21. 21. MAKE IT INNOVATIVE • Offer a new type of value to the user • Tap into a new work-force • True disruption, turns into a habit Image http://www.standard.co.uk/news/transport/mayor-is-warned-ban-uber-or-you-will-kill-londons-black-cab-trade-10269496.html
  22. 22. MAKE IT SHARABLE AND DISTRIBUTABLE
  23. 23. MAKE IT ADDICTIVE Levels of dopamine increase when 
 the perception of our own status rises
  24. 24. The hook model
  25. 25. user enters credit card upfront and provides ratings knowing that a car is on the way and where it is Order the car, spread product offering virally Reduce variability and better pricing for user Image from: http://genius.com/Nir-eyal-hooked-how-to-build-habit-forming-products-annotated
  26. 26. Applying UCD, lean and agile 4. Our approach
  27. 27. UCD
 TACTICS LEAN
 AGENCY AGILE DELIVERY
  28. 28. OUR LEAN VALUES MAKE DECISIONS SLOWLY BUT ACT FAST ‘NEMEWASHI’ LEARN THROUGH SELF-REFLECTION ‘HANSEI’, IMPROVE WITH ‘KAIZEN’ RESPECT SUPPLIERS, ASSOCIATES AND PARTNERS DIVERSIFY AND INVEST IN TEAM WORK AND OUR PEOPLE WE PREFER TO GROW LEADERS FROM WITHIN STANDARDISE AND OPEN SOURCE OUR TECHNOLOGY EFFECTIVE COMMUNICATION ‘OBEYA’ AND DESIGN LANGUAGES GET QUALITY RIGHT FIRST TIME ROUND ‘JIDOKA’ LEVEL OUT THE WORKLOAD ‘HEIJUNKA’ REDUCE WASTE ‘MURA’ AND ‘MUDA’ IN ALL SHAPES AND FORMS THE RIGHT PROCESSES WILL YIELD THE RIGHT RESULTS OUR DECISIONS ARE BASED ON OUR LONG TERM PHILOSOPHY
  29. 29. HYPOTHESIS LEAN VALUES TEST & VALIDATE IMPROVE DESIGN & BUILD MEASURE LEAN AGENCY 1 2 3 4 56
  30. 30. LEAN QUALITY MANAGEMENT 1 2 3 MANAGEMENT
 REVIEWS QUALITY OBJECTIVES RETRIEVABLE RECORDS 4 NON CONFORMITIES 5 CORRECTIVE
 ACTIONS 5 RISK REGISTER 6 CONTINUAL
 IMPROVEMENT 6 INFRASTRUCTURE 7 HUMAN RESOURCES
  31. 31. Interaction design / ethnography Stakeholder interviews Persona research (1st usability testing) UCD IA and content strategy mapping Prototyping
 (2nd usability testing) Final user
 acceptance testing Art direction and branding Functional specification 1 2 3 4 5 6 7 8
  32. 32. SPRINT 01 Release research, brand, and architecture SPRINT 02 Wireframes Search, social, emails, register SPRINT 03 Login, import, browse, auto suggest SPRINT 04 Release indexing and final UAT fixes PLANNING PLANNING PLANNING PLANNING SCRUM SPRINT 01
  33. 33. Summarising it all up… 5. Conclusion
  34. 34. • Design systems first, destinations second. • Today’s users demand personalisation, reward systems and many options so use the hook model to deliver innovative products. • An emphasis on innovation and the right processes can help to ‘dream up’ the ‘push and pull’ experiences of tomorrow. TAKE OUTS
  35. 35. Thank you @danny_bluestone @cyberduck_uk
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