Agile Indonesia 2017 : Agile & User Experience for Engineers

Agile &  
User Experience
for Engineers
Agile Indonesia 2017
Michael Ong 
Product Team Coach @ The Collab Folks

Good Aﬅernoon !
Who? What? How? Why?

ABOUT THIS TALK
Agile & UX for Engineers
‣ Real Life experience on how Agile & UX are relevant to software
development, How to Integrate Them
‣ Challenges in practicing Agile & UX in Organisations

Site maps
Wireframes
Card sorting
Usability testing
Contextual
inquiry
Personas
Scenarios
Prototyping
Heuristic
evaluations
Mental models
Affinity
diagramming
Concept maps
A/B testing
Flow diagrams
Taxonomies
Storyboards
User interviews
AGENDA
What we will
not be able to
cover today
How to be a User
Experience
Designer!

MICHAEL ONG | @michaelon9 | michael@thecollabfolks.com
tech ~ agile ~ ux ~ product ~ team coach ~ cyclist
‣ before 1999 : programming in 6
languages
‣ web design / development
‣ research & development
‣ network engineer
‣ full-stack development + sales
‣ programming in +15 languages
‣ business process consulting
‣ internet spaceships
‣ portal development
‣ Community Builder :  
UXSG.org , Agile Singapore, Product Groups
‣ scrum master
‣ mobile & ux lead
‣ product manager
‣ coo a.k.a even more work including
customer success, operations,
logistics & finance
‣ more internet spaceships
‣ cycling + startup
‣ coach for agile, ux & product teams

‣ Société Générale
‣ NEC Solutions
‣ K.C. Dat
‣ Nippon Express
‣ Air Asia
‣ Singapore Zoo
‣ Jurong Birdpark
‣ Changi Airport Group
‣ M1
‣ Referral Candy
‣ That Green Space
‣ Arcstone
‣ KMK Online
‣ Bukalapak
‣ Foolproof
‣ SPH
‣ Jurnal
‣ BTPN / Jenius
‣ Mapletree
‣ VISA
‣ Robert BOSCH
‣ SPH, ST701
‣ iProperty Group
‣ bellabox Australia &
Singapore
‣ Bicycl.asia
at The Collab Folks …
‣ Lippo Group
‣ EMC
‣ DBS
‣ AXA
‣ GroupM
‣ ASM
‣ Canberra DHS
MICHAEL ONG | @michaelon9 | michael@thecollabfolks.com
i’ve worked with …

The Collab Folks Approach
Leadership Coaching
Connect external
Talent / Skills
EXPLORE
COLLAB
EVALUATE
the learning
organisation
Product Team
Coaching
Talent / Skills Identification
Discover &
Learn
Agile Mindset
Product
Management
User
Experience Design
Software
Engineering
Customised
Learning

Learning Organisations
The Fifth Discipline : The Art and Practice of the learning Organisation
‣ Systems Thinking
‣ Personal Mastery
‣ Mental Models
‣ Building Shared Vision
‣ Team Learning
Supported by
‣ Open Space Technology
5 component technologies

ZA
NOTABLE COLLABORATIONS
Partners

Who’s here today?
Let’s Warm Up
‣ Are you a
‣ Product Manager
‣ Designer
‣ User Researcher ?
‣ Developer / Engineer
‣ QA ?
‣ Business Development ?
‣ Marketing ?
5
minutes
‣ Which Industries do you work in ?

What Challenges / Questions are you thinking about ?
Let’s Deﬁne Today
‣ List down 1 to 3 Learning Goals you Have
‣ What questions do you have?
‣ What challenges do you face ?
5
minutes

Let’s get going !

Journey towards
User Experience Work 
& Challenges of
Applying UX Processes

SHU - HA - RI
Shu - Ha - Ri is a way of thinking
about how you learn a technique
The name comes from Japanese martial
arts (particularly Aikido), and  
Alistair Cockburn introduced it as a way of
thinking about learning techniques and
methodologies for software development.
http://martinfowler.com/bliki/ShuHaRi.html

SHU - HA - RI
Shu: In the beginning stage ...
Ha: At this point the student begins to
branch out ...
Ri: Now the student isn't learning from
other people, but from his own practice.

SHU - IN THE BEGINNING STAGE
1999 - 2008

MICHAEL’S FIRST BUSINESS
FAILING … QUICKLY

THE PROJECT THAT HELP MICHAEL UNDERSTAND THE IMPORTANCE OF RESEARCH
‣ Cleaning inspection system
‣ designed, developed end-to-end by Michael
‣ on-site visits to observe user behaviour
‣ support & maintenance to adjust the product according to
feedback
‣ Provide Compliance requirements to ISO standards for
building inspection
‣ Customers
‣ Changi Airpot Terminal 1 & 2
‣ Paragon
‣ Esplanade, etc
Most importantly, paid for my year off in Internet Spaceships

THE GAME THAT HELPED UNDERSTAND MULTI-ROLES
‣ EVE Online is a persistent world
massively multiplayer online role-playing
game (MMORPG) developed and
published by CCP Games.
‣ Players of Eve Online can participate in a
number of in-game professions and
activities, including mining, piracy,
manufacturing, trading, exploration, and
combat (both player versus environment
and player versus player).
https://en.wikipedia.org/wiki/Eve_Online

Projects Delivered : 85
Cycling done : not much
How did I feel ?

HA - AT THIS POINT THE STUDENT BEGINS TO BRANCH OUT
2008 to 2015

BUSINESS #3
FAILING … AGAIN !

STORY #1
‣ iProperty Group (Real Estate Portal)
‣ >10 years old (there for 3.5)
‣ 100+ to 300+ staff
‣ 4 main countries (MY, SG, ID, HK)
‣ connects real estate agents / agencies / developers
‣ to a few million property buyers & sellers
‣ 2015 : iProperty sold to News Corp (REA Group) for A$751 million

VENTURING INTO USER EXPERIENCE INDUSTRY
Aﬅer Agile adoption at
iProperty, CEO asked
how we can be
“mobile ﬁrst”.

‣ 6 months
‣ 4 countries
‣ 120+ team members
‣ focused on “user experience” as a topic
‣ to identify where,how and who we would
start with
‣ “in-house” approach with mobile team
with its own budget acting like a vendor
co-located within the company
4 WORKSHOPS

‣ mobile roadmap
‣ design strategy
‣ personas & scenarios
‣ information architecture
‣ task flows
‣ prototyping & testing
‣ development
‣ marketing launch & measuring
THE PROCESS

‣ Train the trainer
‣ I was trained at Republic Polytechnic during first workshop and with
their assistance proceeded to carry out the rest of workshops to 120+
people
‣ Identify your successors and provide mentorship / training asap!
‣ Team leads took over Scrum teams after 1st year when I move to
Product Owner position in new team
‣ New team Lead took over team when I moved on
‣ Individuals in our teams have mostly moved to team lead positions at 4
years after we introduced Agile/Scrum techniques
KEY LEARNINGS

‣ Communicate early and often
‣ Work with Marketing early to identify launch plans / bottlenecks
‣ Work with Customer Service / Sales early to train on product
‣ You can be Agile in a Enterprise, act like a Startup
‣ Understand your budget, control it
‣ Deliver results fast and measure
‣ After Mobile team rolled out apps for iPad, Windows, iPhone, Android across 3
countries in 9 month period, Mobile API is now used by Desktop sites
‣ Keep your team small (we had 5)
‣ Product Owner, UX/UI Designer, Back-end Dev, 2 Mobile Devs
‣ 6 apps in 9 months across 3 countries we operated in
KEY LEARNINGS

STORY #2
‣ bellabox (Beauty Discovery Service)
‣ >3 years old (there for 2)
‣ 20 to 35 staff
‣ 2 countries
‣ connects 700+ brands
‣ to a 100k+ audience
‣ 45k paying customers
‣ 2014: Bellabox sold to Fairfax (Allure Media) for $6 million

‣ 15 days
‣ 2 countries
‣ 20+ team members
‣ focused on “user experience” as a topic
‣ to identify where,how and who we would
start with
‣ hybrid approach with design, development
‣ PO co-located at their office 80-90% of time
2 WORKSHOPS

‣ design strategy
‣ product requirements and analysis
‣ product roadmap
‣ information architecture
‣ task flows
‣ prototyping & testing
‣ development
‣ marketing launch & measuring
THE HIGH LEVEL PROCESS

DESIGN & BUILD STRATEGY - designed by the team based on team strengths

EVERYONE (INCLUDING ENGINEERS) LEARNING DESIGN

Legacy Systems
The Problem isn’t Legacy Systems
It’s Legacy People and Legacy Customers / Users
Legacy People RESIST Change
Legacy Customers / Users DON’T CARE
http://theﬁnanser.com/2016/07/legacy-people-use-legacy-systems.html/
https://gojko.net/2009/06/19/eric-evans-why-do-efforts-to-replace-legacy-systems-fail/

HOW TO FAIL
PHASED Approach
typical 3 phase approach
1) design and
implementing the basics
2) completing the features
of old system
3) implement some new
and exciting features
business get
tired of waiting

HOW TO FAIL
PIECE BY PIECE
Refactor legacy system
piece by piece, extracting
parts and cleaning them
up
UPHILL battle due to
friction between new and
old and more people
getting added to new
designs
business get
tired of waiting

‣ Business as usual while over-hauling a business is incredibly tough
work
‣ We have had key project team members leave due to the hectic nature
of running a business and creating a new platform
‣ Maintain focus on customer needs
‣ Don’t be distracted by growth. You are at critical juncture where lack
of focus can delay project plans significantly
KEY LEARNINGS

‣ Hybrid model kinda works
‣ Lean In-house dev team
‣ Combined with Heavy out-sourced Design & Dev team
‣ Looking back, we would move towards in-house sooner rather than
later after majority of work is completed BUT hiring is tough (for
everyone)
‣ Learn from Enterprise
‣ Be great at documentation, process design
‣ Identify bottlenecks early and work on removing obstacles
KEY LEARNINGS

TAKES COMMITMENT TO BUILD COMMUNITIES

Companies I’ve helped : 6
People I trained : 200+
People I coached / mentored : 20+
People we helped get involved in community : A few
thousand
Cycling done : > 10,000km and quite a few countries!
How did I feel ?

RI - NOW THE STUDENT ISN’T LEARNING FROM OTHER PEOPLE, BUT FROM HIS OWN PRACTICE
2015 to PRESENT
#ProductBeer

STORY #3
‣ KMK Online
‣ Digital Arm of Emtek Group (Operates SCTV, Indosiar & O-Channel)
‣ Owns and Operates
‣ Blackberry Messenger (BBM)
‣ liputan6.com (news portal)
‣ vidio.com (video portal)
‣ bintang.com (entertainment portal)
‣ bola.com (sports portal)
‣ karir.com (job portal)
‣ +++ many others
‣ 250M+ monthly visits
‣ 70M+ monthly unique users

‣ 1 day + 15 days + follow up
practice
‣ Jakarta
‣ All KMK Teams + vidio.com for
Design sprint
‣ focused on “user experience” as
a topic
‣ to identify where, how and who
we would start with
1 WORKSHOP + 3 WEEK DESIGN SPRINT

‣ Business as usual while training is tough work
‣ We used a pair coaching approach for observations and pairing with
teams on-site
‣ Maintain focus on user needs
‣ The Vidio team had many priorities and needed a crystal clear
strategic focus to enable them to prioritise via user research
‣ Train the trainers
‣ After the training, the team worked with other product teams to start
design sprints and eventually hired internal User Researchers
KEY LEARNINGS

STORY #4
‣ Singapore Press Holdings : Digital Division
‣ Digital Arm of SPH
‣ Owns and Operates
‣ AsiaOne
‣ STJobs
‣ FastJobs
‣ +++ many others

‣ Over 4 months
‣ Singapore
‣ AsiaOne, STJobs, Fastjobs
for Product & UX
Program
‣ focused on “user
experience” as a topic
‣ to identify where, how and
who we would start with
9 WORKSHOPS

‣ Business as usual while training is tough work
‣ We used 3 coach approach for observations and pairing with teams on-
site for UX office hours
‣ Maintain focus on user needs
‣ Each team were at different product maturity and had to identify
clearly their user needs via research
‣ Fundamental research techniques helped to open their minds towards
answering “What do our users need” instead of “What we can develop
for users”
KEY LEARNINGS

MORE COMMUNITIES
UX 
SG/MY/ID/HK/PH
Business
Agility
Agile
SG/MY/ID
#ProductBeer SG/KL/ID/SF
PM Huddle KL
Product Tank SG
Product Camp SG

Companies we’ve help : 20
People we trained : lost count!
People we coach / mentor : 30+
People we helped get involved in communities :
A few more thousand
Communities we get involved in : 3 x 4 countries
Cycling planned : 3 months Trans America in 2018
How do I feel ?

THINKING ABOUT THE SYSTEMS WE ARE A PART OF …
• SHU
• SILO in Tech with no understand
about the wider business
operations hurt the successful roll
out of products my teams worked
on
• SPEAKING with Customers /
Stakeholders early
• TAKE TIME OFF and learn
something different
• HA
• BRIDGE people as soon as
possible
• not only UX , Tech, Prod but all
the various teams in a
company
• Speaking with the people who
create the products and
influencing CULTURE CHANGE
takes time
• the right COMMUNITIES are
important for personal and
professional growth
• RI
• DON’T BE AFRAID TO FAIL
• 105 clients later, I’m still
learning something new from
each client and applying this
into each new coaching with
product teams and my latest
business
• FIND LIKE MINDED partners
• I keep in touch with all ex-team
members and see where they
are in life, and check in about
their work

Trends in UX

ENGINEERING
Engineering is traditionally
about FEATURE DELIVERY
not about learning about the user/
MOST organisations have a culture of DELIVERY.

Designing Products
Today
Physical +
Digital
we design for
Tomorrow
we design for
Connected
Experience!
Yesterday
Desktop
Mobile
we design for
Physical
increasing need for systems thinking

Melissa Perri :
Do you agree?
“Product Management with no User Experience Design
creates functional products that don’t make users excited.
 
User Experience Design with no Product Management
produces delightful products that don’t become businesses.”
Source : Melissa Perry on Changing the Conversation about Product Management vs. UX http://melissaperri.com/2016/01/17/pmvsux/#.VrDr4jZ96L7

PUTTING IT TOGETHER USING DESIGN SPRINTS
https://jthoyer.wordpress.com/2015/09/30/google-io-2014-the-design-sprint-from-google-ventures-to-google/

WE WANT
GREAT EXPERIENCES
More or less features doesn’t matter.
Engineering often sees PROTOTYPING as outside of
engineering
MAKE PROTOTYPING a first class member of your
tech stack to cultivate a culture of LEARNING

Jeneanne Rae
Do you agree?
“Integrating Design into your company involves more than
just hiring superstar designers. It takes a long-term
commitment and developing a culture that brings
everyone up to speed”
Source : Jeneanna Rae on 6 Keys for Turning Your Company into a Design Powerhouse http://www.fastcodesign.com/1669433/6-keys-for-turning-your-company-into-a-design-powerhouse?

ROI of Design-centric ﬁrms
Creating
sustainable
competitive
advantage
through
design is not
a quick or
easy task.
Source : DMI Design Value Index (Source: Design Management Institute) http://designforeurope.eu/news-opinion/value-design-business

Design Maturity Ladder
Source : The Design Maturity Ladder (Source: Danish Design Centre) http://designforeurope.eu/news-opinion/value-design-business

Developing a UX Strategy Blueprint
Credit : https://www.uie.com/articles/ux_strategy_blueprint/
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements

What are the common objections?
Do you face objections in introducing User Experience?
When introducing User Experience topics to
your organisation, what questions do you face?
10
minutes

but Change is _HARD_, what if …
Sounds worrying ?
‣ Talking to Customers Isn’t a Part of an Organization’s Culture
‣ Leadership Doesn’t Have a Clear Vision
‣ Leadership and the Design Team Don’t Share the Same Vision
‣ The Design Team Hasn’t Laid a Sound Foundation by Establishing a
Design Process
‣ The Designers on a Team Aren’t on the Same Page
‣ An Organization Doesn’t Allocate Its Resources Properly
‣ An Organization Encourages Feature Creep
‣ There’s No Effort Dedicated to Fit and Finish
Source : http://www.uxmatters.com/mt/archives/2012/04/organizational-challenges-for-ux-professionals.php

Design Freedom vs Cost of Change
Design Freedom vs Cost Of Change
Credit :Adaptive Path

As a team member, you are in
the position to
Take charge
‣ Listen up!
‣ Be the voice of honesty and
open-mindedness
‣ Get practical and collaborative
‣ Make it good enough, but no
better
Source : http://uxmastery.com/how-to-apply-ux-in-an-organisation-new-to-user-centred-design/ Image Credit: Michael Ong

Who are your
customers?
Understand Your Environment
Can you develop
personas to determine
Demographics
Behaviours
Needs & Goals

Who are your
stakeholders?
Understand Your Environment
designers
developers
qa
marketing
sales
operations
customers service
finance Image Credit: Michael Ong

Where are the
problem areas?
Understand Organisational Key Concerns
Communication ?
IT Responsiveness?
Bad Customer Service?
Image Credit: Michael Ong

Agile?
How are you delivering projects?
it is also helpful to
identify what type
of project delivery
method you are
using in your team
perhaps you are in
transition and it is
helpful to know the
contraints and
paths towards each
state (whether it
will succeed or fail)

Put it together
Goals , Vision, Strategy
‣ Run workshops to educate
basics of User Experience
‣ Hire dedicated UX team
members or go at it yourself
‣ Measure
‣ Present
‣ Repeat

Deﬁne your own Product Design Process with your team
Image Credit: Michael Ong

Setup the product roadmap and focus on delivery
S P R I N T
( 2 W E E K S )
1
1 1 T H N O V
2 0 1 3
2
2 5 T H N O V
2 0 1 3
3
9 T H D E C 2 0 1 3
4
2 3 R D D E C 2 0 1 3  
 
X M A S /  
N E W Y E A R
5
6 T H J A N 2 0 1 4
6
2 0 T H J A N 2 0 1 4
D R A F T
7
3 R D F E B 2 0 1 4
D R A F T
8
1 7 T H F E B 2 0 1 4
D R A F T
9
3 R D M A R 2 0 1 4  
 
B E TA O P T I N
D R A F T
1 0
1 7 T H M A R
2 0 1 4
D R A F T
1 1
3 1 S T M A R 2 0 1 4  
 
D R A F T
P R O D U C T
D E S I G N  
M I K E ,
C H A R M A I N E ,
S H E L D O N  
Z AV I E R
M I C H A E L
R E S E A R C H
A N A LY S I S  
 
E P I C P L A N N I N G
R E S E A R C H  
A N A LY S I S  
 
S T O RY P R I O R I T I S AT I O N
I N F O R M AT I O N
A R C H I T E C T U R E
 
TA S K F L O W S
TA S K F L O W S
P R O T O T Y P E S
TA S K F L O W S  
 
W I R E F R A M E S  
 
V I S U A L D E S I G N
 
 
F R O N T- E N D
 
V I S U A L D E S I G N  
 
F R O N T- E N D
T E S T I N G  
 
F R O N T- E N D Q A
V 2 . 1 D E S I G N   V 2 . 1 D E S I G N
T E C H
A LV I N , A L E X  
RYA N , A L I F  
M I C H A E L
I N I T I A L S Y S T E M A N A LY S I S A R C H I T E C T U R E
M I G R AT I O N
PAY M E N T 1 . 5
O R D E R 1 . 5
M I G R AT I O N
PAY M E N T 1 . 5
O R D E R 1 . 5
M I G R AT I O N
PAY M E N T 1 . 5
O R D E R 1 . 5  
 
F E E D B A C K 1 . 5  
M O B I L E M A I L S 1 . 5
M I G R AT I O N P L A N N I N G  
 
I N V E N T O RY S U B S C R I P T I O N
S T O R E
B R A N D M A N A G E M E N T  
 
O R D E R S  
A L L O C AT I O N  
 
M U LT I - C O U N T RY
PAY M E N T 2 . 0  
M I G R AT I O N
S H I P P I N G  
P R O F I L E S  
 
P R O M O T I O N S
F E E D B A C K 2 . 0  
C S 2 . 0  
 
A R T I C L E S  
 
R E WA R D S
N O T I F I C AT I O N S  
 
A N A LY S I S
R E P O R T I N G  
 
T E S T I N G , I T E R AT I N G
T E S T I N G , I T E R AT I N G  
 
 
PA R C E L T R A C K I N G  
 
D A S H B O A R D S
T E S T I N G , I T E R AT I N G
O P E R AT I O N S
 
E M I LY, S A R A H ,
J A S M I N E ,
AT I Q A H , K AY L A
A L E X A N D R E ,
M A R I O N ,
E M I LY V.
A L E X , M I C H A E L
A L L O C AT I O N 1 . 5  
A U S T R A L I A W O M E N  
 
PAY M E N T 1 . 5  
A U S T R A L I A  
W O M E N
A L L O C AT I O N 1 . 5  
 
PAY M E N T 1 . 5  
W O M E N
A L L O C AT I O N 1 . 5  
 
PAY M E N T 1 . 5  
W O M E N
PAY M E N T 1 . 5  
W O M E N  
 
F E E D B A C K 1 . 5  
D E C B O X
S I N G A P O R E
A L L O C AT I O N 1 . 5  
 
PAY M E N T 1 . 5  
W O M E N  
 
C U S T O M E R S E R V I C E 1 . 5 -
I N T E R C O M . I O S I N G A P O R E  
 
A L L O C AT I O N 1 . 5  
 
PAY M E N T 1 . 5  
W O M E N  
 
F E E D B A C K 1 . 5  
J A N B O X
S I N G A P O R E  
A U S T R A L I A
A N A LY T I C S 1 . 5
A L L O C AT I O N 1 . 5  
A U S T R A L I A W O M E N
PAY M E N T 1 . 5  
W O M E N
A L L O C AT I O N 1 . 5  
A U S T R A L I A W O M E N
PAY M E N T 1 . 5  
W O M E N
 
F E E D B A C K 1 . 5  
F E B B O X
C U S T O M E R S E R V I C E 2 . 0  
I N T E R C O M . I O  
A U S T R A L I A
A L L O C AT I O N 2 . 0  
W O M E N  
 
PAY M E N T 2 . 0  
A L L
A L L O C AT I O N 2 . 0  
W O M E N  
 
PAY M E N T 2 . 0  
A L L  
 
F E E D B A C K 2 . 0  
M A R B O X
A U S T R A L I A
A L L O C AT I O N 2 . 0  
W O M E N  
 
PAY M E N T 2 . 0  
A L L
M A R K E T I N G  
E M I LY, S A R A H ,
S T E P H A N I E ,
B I Y I N G , L A U R E N ,
B E C K S
A L B E R T
G O T O M A R K E T P L A N N I N G  
 
M I G R AT E A C Q U I S I T I O N
T R A C K I N G -
G O O G L E TA G M A N A G E R
 
 
M I G R AT E A C Q U I S I T I O N
T R A C K I N G -
G O O G L E TA G M A N A G E R
A L P H A S I T E S N E A K P E A K B E TA O P T I N  
- V O L U N T E E R
- I N V I T E S
L I V E I N V I T E S

Almost done !

What we covered today
Real Life experience on how Agile & UX are relevant to software
development, How to Integrate Them
Challenges in practicing Agile & UX in Organisations

Tools you can use
‣ Primarily use Google Docs
‣ Draw is great for task flow diagrams
‣ I favor BPMN
‣ We also use diagramming tools like Cacoo
‣ For prototyping
‣ Paper, Sketch, Mockflow, Balsamiq, Mockflow, Fireworks, Photoshop works depending on
your team
‣ For sharing visual designs and collaboration
‣ Google Draw, Invision
‣ For usability testing
‣ Silverback or Morae
‣ For Mobile Usability testing, setting up a rig for camera is quite easy.

What will you do with the takeaways today?
Follow-up
‣ On a Post-It
‣ Write down your Name, Title,
Company and E-mail / Phone
‣ State one takeaway you believe
you can use in the next 30 days
‣ We will check-in with you 30 days
from now on your progress

Retrospective
We ask for feedback all the time!
‣ What did you like about the session?
‣ What did you not enjoy?
‣ How could we improve ?
MICHAEL | @thecollabfolks | hello@thecollabfolks.com
More questions? contact me via e-mail or setup a time to chat.

Q&A
MICHAEL | @thecollabfolks | hello@thecollabfolks.com
More questions? contact us via e-mail or setup a time to chat.

Thank You
& enjoy the weekend!

Agile Indonesia 2017 : Agile & User Experience for Engineers

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