Overview of dual track agile design methodology and how to incorporate qualitative and quatitative data into an iterative design process.

1. D U A L T R A C K A G I L E
&
D ATA D R I V E N D E S I G N
START UP PRINCIPLES FOR R AP ID I TE RAT ION

2. Test. Measure. Learn.
By separating Discovery and Delivery tracks, Product Design teams can
learn quickly and determine the best way to improve core metrics without
waiting for software to be fully built and deployed.
Learning is critical to improving product quality and value for users.
The shorter the learning cycle, the faster teams can improve.
Failure is ok, in fact its critical but its also important to limit the blast radius.

3. Shortening the Learning Cycle
DISCOVERY TRACK DELIVERY TRACK
Delivers discreet feature sets into environments setup
for additional learning (A/B). Builds production code
and provides feasibility input to design specifications.
Focus is on understanding and questioning product
requirements. Observing user behavior and testing
core concepts in rapid iteration.
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4. Dual Track Illustrated “The Discovery track is all about quickly generating validated product backlog
items, and the Delivery track is all about generating releasable software.”
- Marty Cagan

5. The Discovery Team works ahead of Delivery to create a design
backlog that is proven to be both Valuable and Desirable for users
through research and user testing.
This team consists of:
Discovery Team
Product Manager
User Experience Designer (UX Lead)
Engineer (Dev Lead)
VIABLE
The Product Manager is responsible to
ensure the product is viable -
Do users want this? Will they pay for it?
DESIRABLE
The Designer is in charge of making
sure the product is desirable and
effectively solves an observable
problem.
FEASIBLE
The Engineer is on-hand to make sure
the designs are feasible within the
technical constraints of the program and
can be delivered on time.

6. USER RESEARCH EXPERIENCE MAPPING PERSONAS RAPID PROTOTYPING
Discovery Phase
“Discovery, by definition means you don’t know the answer
when you start.” – Ed Catmull, Pixar

8. Move from creating deliverables based on requirements to outcomes
based on change.
Lean UX
Individuals and interaction over process
and tools.
Working software over comprehensive
documentation.
Collaboration is essential.Continuous Discovery
True User Centered Design
Permission to Fail
Keep it Small
Focus on Data and Metrics (Qual & Quant)
Responding to change rather than
following a plan.
Test. Measure. Learn.

9. USE
DASHBOARDS
Data is only useful when
you review it. Daily
reviews of dashboards
help teams see the
immediate impact of
change.
QUALITATIVE AND
QUANTITATIVE
Numbers are great but
sometimes only tell part of
the story. You have to talk
to users to get the full
picture.
OBJECTIVES AND
KEY RESULTS
To improve KPI’s, a team
must know the top-line
objective and should then
establish metrics to monitor.
Data Driven Design
Teams that are committed to Lean UX rely on data and metrics to quickly
evaluate the impact of changes to the design. It is imperative to always look
establish validation criteria before exposing users to new features and to
measure the impact of that feature against the team’s objective.
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10. A System Usability Scale provides a consistent measurement of
user perception of software usability and integration.
Usability Metrics
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702 RESPONDENTS
100
90
80
70
0
FEB ‘16 MAR ‘16 AUG ‘16 JAN ‘17 APR ‘17 AUG ‘17
SERIOUS USABILITY ISSUES
67
93
83
79
73
70
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11. “Without data you are just another person with an opinion.” – W. Edwards Demming
Data and User Interactions Impact Design

12. SURVEYS
Email/Electronic surveys are a
cheap and effective way of
measuring sentiment and
gaining qualitative feedback.
USER TESTING
Putting a UI mockup or
prototype in front of a user is
the easiest way to get
immediate feedback.
A/B TESTING
Effectiveness of UI elements can
be measured in a competitive
manner - what performs best or
drives the most clicks?
SITE ANALYTICS
All UI interactions should have
data “hooks” and critical ones
that impact Key Results should
be tracked on a dashboard.
CONSUMER RESEARCH
Focus groups and traditional
consumer research can
provide big picture trend data.
SUPPORT
Customer or Technical Support
shows what users are
struggling with or areas of the
application that need work.
Sources of User Data
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13. D E S I G N S P R I N TTESTING IDEAS AND SOLVING THE BIG PROBLEMS

14. What is a Design Sprint?
A design sprint is a five-phase framework that helps answer critical business
questions through rapid prototyping and user testing. Sprints let your team
reach clearly defined goals and deliverables and gain key learnings, quickly.
The process helps spark innovation, encourage user-centered thinking, align
your team under a shared vision, and get you to product launch faster.

15. While a Design Sprint requires focus and commitment from a team, it
can provide validated direction and reliable input from customers or
users. It should be considered as part of a Product Team’s journey
towards accomplishing its objective rather than a “tax” on productivity.
When to do a Sprint?
Answers big questions, provides clarity to the whole team at once
Tests concepts with real users, validates or invalidates assumptions
Brings teams together to collaborate in a facilitated, user-centric methodology
NEW OPPORTUNITY
When a Product Team achieves a previous
objective or a new opportunity arises and
can benefit from the focus a Design Sprint
NEW TEAM
When a team is formed and needs to
validated a goal and direction for future
product development
GRIDLOCKED TEAM
Sometimes a team can’t get past a current
roadblock and needs to chart a new
course
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16. MAP
Study the experience, ask the
experts, select a target
SKETCH
Put ideas on paper, mix and
improve
DECIDE
Storyboard concepts, discuss,
vote on a winner
PROTOTYPE
Build something you can test
with
TEST
Put the prototype in front of
users, listen and learn
INTERPRET
Did you clarify the goal and
answer any big questions?
What do we do in a Design Sprint?
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17. A Design Sprint is setup as a framework that supports both divergent thinking (free-form creative brainstorming) and convergent thinking
(linear, logical thinking). It is primarily for a small team who is focused on a specific problem or goal. The end result of a successful Design
Sprint is a clear directional indication and validated (or invalidated) concept that can serve as a launching point for a new product, feature or
service.
How is this different than what we normally do?
The main difference between a design sprint and our normal product development cycle is that everyone on the team participates evenly in all
aspects of the process and collaborates in a design centric approach.
UNDERSTAND SKETCH DECIDE PROTOTYPE
Phases and Methods
VALIDATE
1 ! 2 " ○

18. Phase 1 - Defining the Goal
Design Sprint
Establish goal
• Set long term goal - Why are we doing this?
• Where do we want to be in 6 months/1 year?
• Should reflect team’s principles and aspirations
Sprint questions
• What questions do we want to answer in this sprint?
• To meet our long term goal, what has to be true?
• Imagine a future where this project fails, what might have
caused this?
1

19. Make a map
• Show user’s moving through experience
• User map to narrow challenge to a specific target
• On the left - show users/actors
• On the right - end states
• Should include all major steps
• Tells a story with beginning, middle and end
Interview the experts
• Can be from the team or from outside it
• Everyone takes notes individually
• Use “How Might We” format
• Organize and consolidate notes
Phase 1 - Choosing the Target
Design Sprint
Choose the Target
3

20. Phase 2 - Draw Conclusions
Design Sprint
Lightning demos
• Everyone makes a list of products or
services to review for inspiration
• 3 minute demos of each
• Capture ideas as you go - sketch
“what you saw”
Sketch
• Sketch solution - best idea
• 3 panel storyboards
• Guidelines:
• Should be self explanatory
• Anonymous
• Ugly is ok
• Words matter
• Give it a catch title
Boot up
• Each team member works individually
• Boot-up process:
• Gather notes
• Jot down rough ideas
• Crazy 8’s
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21. Phase 3 - Decision Day
Design Sprint
Review process
• Hang up sketches in a “Gallery”
• Heat mapping - dots indicate areas of
interest across all concepts
• Quick discussion of highlights for
each solution
• Straw poll - each person votes with a
dot
• Supervote - Decider places final vote
Storyboards
• Illustrate each element in the
prototype to show how it will work
• Grid out interactions, elements and
experiences
○
Select the Concept Time to build
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22. Phase 4 - Fake it
Phase 5 - Test and Interpret
Design Sprint
Prototype for testing
• Prototype can be anything
• Can be working code or mockups
• Should be disposable, nothing sacred
• Build enough to learn, no more
• Must be realistic
Interview and learn
• Talk to users
• Gather feedback
• Test against initial questions
• Look for patterns
• Debrief and learn as a team
4
Test with users
Interpret results
)

23. At the end of the sprint its important to understand what to do with
what you learned. Usually there is a clear path forward but its
important to take a few key constituencies into account as well as
figuring out next steps as a team.
Validation &
Interpretation Methods
USER TESTING
The main focus of the 5th phase
is testing with users and getting
real-time feedback on design and
direction
STAKEHOLDER REVIEW
Getting feedback from
leadership can be critical, even
early on in the sprint process
TECHNICAL REVIEW
If you don’t have a developer on
the team (which you should) or if
you need additional validation
from an engineer make sure you
bring them into the process.
RECAP AND NEXT STEPS
Sit down as a team and discuss
how to proceed. Typically
technology spikes and additional
design experiments will be clear.

24. A design sprint is a five-phase framework that helps answer critical
business questions through rapid prototyping and user testing.
Sprints let your team reach clearly defined goals and deliverables
and gain key learnings, quickly. The process helps spark innovation,
encourage user-centered thinking, align your team under a shared
vision, and get you to product launch faster.
Resources
https://designsprintkit.withgoogle.com/
HOW MIGHT WE
take the insights and pain points and
reframe them as opportunities
JOURNEY MAPPING
Dive deep into the user’s experience
STORYBOARD
Define step by step what you will build
Sprint Book on Amazon