The document provides an overview of experience design principles from ThoughtWorks consultants Marc McNeill and Lindsay Ratcliffe. It discusses the problems that can arise when focusing solely on agile development or UX work, and presents a solution framework called Agile Experience Design (AXD) that brings together business, creative, technology, and UX teams. AXD's process includes envisioning, evolving, delivering, showcasing, testing and learning, and improving. The document concludes with advice on applying AXD through research, design, specification, testing, collaboration, managing expectations, and continuous delivery.

1. Experience Design
Quarterly Briefing
Don’t Just Deliver: Delight!
#twxd

3. About Marc! UX 19 Years
! PhD. Human Factors
! TW 6 years
! Multi-platform
! Multi-skilled
! Financial Services, Retail,
Media etc

4. About Linz ! UX 15 Years
! TW 4 years
! Multi-platform
! Multi-skilled
! Telecom, TVDigital,
Financial services etc

5. ! The Problem Space
! A Solution Framework
! Actionable Advice – how you do it
What we’re talking about

6. A quick plotted history…
£££

7. Business
Business
folks
The Problem Space
IT
IT folks

8. Business
£££

9. IT
£££

10. IT Business
!
Customer

11. IT
!
“I want it
faster and
cheaper”
“I want it to
be easier”

12. IT Business
Agile
UX

13. Agile

14. Stories
Agile

15. Backlog
Backlog
2-4 weeks
2-4 weeks
24 hrs
24 hrs
Stories
Backlog
Deliverables
Agile

16. Backlog
Backlog
2-4 weeks
2-4 weeks
24 hrs
24 hrs
Stories
Backlog
Deliverables
Agile

17. Viable ideas implemented quickly,
that are feasible but not
necessarily desirable
Agile – not so good

18. UX

19. UX

20. UX

21. UX

22. Build
Test
?!!
UX

23. Build
Test
?!!
UX

24. Big ideas that may
not be feasible,
done slowly…
UX – what’s not so good

25. IT Business
Agile
UX
!

26. A solution framework

27. IT Business
AXD

28. Envision
Evolve Deliver
Showcase
Test & Learn
Improve

29. Envision
Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/

30. Envision

31. Envision

32. Deliver
Backlog
Backlog
2-4 weeks
2-4 weeks
24 hrs
24 hrs

33. Deliver
Backlog
Backlog
2-4 weeks
2-4 weeks
24 hrs
24 hrs

34. Deliver

35. http://www.artinthepicture.com/blog/?p=109
http://www.bloglifetime.com/images/blogs/11-2007/different-versions-of-the-mona-lisa.jpg
25% 25% 25% 25%
Evolve

36. So how do we do it

37. Envision
Evolve Deliver
Showcase
Test & Learn
Improve

38. your colleagues are a rich source of inspiration
Looking in…

39. other departments may already have research
Looking in…

40. Watching customers can be a revelation!
Looking outside

41. Your competitors can provide stimulus too
Looking outside

42. The wall is the new desk Dave Gray

43. segments actors
Darren(Is a customer whose life is
touched by the product we
are building)
(not these)

44. Do ‘Design Thinking’
Looking in
Looking out
colleagues customers
Lot of
design ideas

45. Collaborative design thinking

46. Rapid prototyping

47. (2 weeks)

48. Big up
front
Design

49. “Rent a warehouse and build a prototype
of a store… go build 20 of them,
then discover it didn't work…”
Sources: Steve Jobs in Fortune Magazine March 8 2007 Verdict Global Retail Freview Aug 2010
Apple Store is the most profitable shop in London

50. 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

51. Design

52. Envision
Evolve Deliver
Showcase
Test & Learn
Improve

53. Business Creative Tech UX
Collaboration culture
Co-located*
*Yes, offshore is possible

54. “I’m glad we’re all agreed then.”
“I’m glad we’re all agreed then.”
“Ah...”
“Ah...”

55. Business Creative Tech UX
Working Together

56. Personas Content Navigation Interaction
Information architecture
Wire
frames
Creative concept
Mood boards Creative flats Collateral Styleguide
Stories
Testing
spikes
Look &
feel

57. Information architecture
Wire
frames
Creative concept
Stories
Testing
spikes
Look &
feel

58. Release
Inception Iteration 1 Iteration 2 Iteration 3 Iteration n
Dev Dev Dev Dev
Envisioning BA&UX BA&UX BA&UX Envision
Creative, UX spikes, UI dev, User testing

59. Source: The Standish Group
Feature usage in deployed apps
Never 45%
Rarely 19%
Sometimes 16%
Often 13%
Always 7%

60. ✗ 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

61. Focus on the
minimum viable product
“Here’s a tip, pack it and halve it”
Lonely Planet
^
delightful

62. Experiences
Not a
product
backlog

63. Envision
Evolve Deliver
Showcase
Test & Learn
Improve

64. Customer
Design evaluationUsability testing

65. Continuous design
Continuous delivery

66. Actionable advice
(how you can do it too)
Research…
Design…

67. Specification…
Stories…
Testing…
Build…

68. Governance…
Teamwork…
Manage
Expectations…

70. 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

71. Marc McNeill
mmcneill@thoughtworks.com
dancingmango.com/blog
Twitter: dancingmango
Lindsay Ratcliffe
lratcliffe@thoughtworks.com
guigrrrl.blogspot.com
Twitter: guigrrrl