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How to integrate UX in your Product sprints (Agiles 2016)

How to integrate UX in your Product sprints (Agiles 2016)

https://www.youtube.com/watch?v=qEzx9vJ5ULc

A lo largo de los últimos años he tenido la suerte de trabajar con muchos equipos de producto, la mayor parte de ellos utilizando Scrum, en entornos muy diferentes pero todos ellos con un denominador común: tu producto ya no solo tiene que ser bueno, además tiene que ser bonito, amigable y sencillo de utilizar.

Para ello, es vital tener expertos en UX que sean capaces de moldear la parte mas tangible de tus funcionalidades para hacerlas sencillas y accesibles a nuestros usuarios. Todo ello sin perder de vista el full-responsive, mobile-first, la ohmicanalidad, material-design y todas las modas y nuevos conceptos que aparecen cada día en el mundo del diseño y la usabilidad.

Pero... ¿como integramos el trabajo de nuestros UX con el desarrollo de Producto? ¿podemos considerar un mock-up como entregable en un sprint? ¿somos todos parte de un mismo equipo de desarrollo? Mil dudas pueden asaltarnos y, por si fuera poco, el mundo de User eXperience experimenta ahora mismo una explosión de nuevos conceptos y herramientas que hacen aún mas complicado organizar nuestro trabajo de la forma más eficaz posible.

El objetivo de la charla es compartir las vivencias en diferentes organizaciones, tanto a nivel de equipo como en contextos Enterprise, explicando las diferentes opciones por las que hemos optado para integrar UX en nuestros equipos de producto, e identificando las ventajas e inconvenientes que nos hemos ido encontrando por nuestro camino.


Unai Roldán
José Sandoval
UST Global

How to integrate UX in your Product sprints (Agiles 2016)

  1. 1. Agile Practice How to integrate UX in your Product sprints José Sandoval y Unai Roldán Agile Coaches @jlsandovaln jlsandovaln@gmail.com @unairoldan unai.roldan@gmail.com
  2. 2. … Saket Bivalkar Guillermo Pérez Chema García Juanma Gómez Joao Barreiro Unai Roldán Maica Trinidad Jose María Blázquez Daniel Rodríguez Jordi Falguera Richard Trelleria Marc Florit José Sandoval Johnny Ordoñez ··· 2016 UST Global Inc. © Confidential and proprietary. Speakers José Lubin Sandoval Noreña Agile Coach @unairoldan linkedin.com/in/unairoldan unai.roldan@gmail.com Unai Roldán Arellano Agile Coach @jlsandovaln linkedin.com/in/jlsandovaln jlsandovaln@gmail.com Agile trainer and Coach with a proven success achieving collaboration and effective teamwork goals in business, software and regular environments. (If your read this, reclaim a coffee) Enterprise Agile Coach passionate by new technologies and Agile Mgmt. LEAN & Management 3.0 believer and kaizen enthusiast to focus the organizations to an high level of efficiency.
  3. 3. 2016 UST Global Inc. © Confidential and proprietary. …and we perform Agile transformations Speakers 3
  4. 4. 2016 UST Global Inc. © Confidential and proprietary. User eXperience 4
  5. 5. 2016 UST Global Inc. © Confidential and proprietary. User eXperience 5
  6. 6. 2016 UST Global Inc. © Confidential and proprietary. User eXperience 6
  7. 7. 2016 UST Global Inc. © Confidential and proprietary. User eXperience 7
  8. 8. 2016 UST Global Inc. © Confidential and proprietary. User eXperience 8
  9. 9. 2016 UST Global Inc. © Confidential and proprietary. User eXperience 9
  10. 10. 2016 UST Global Inc. © Confidential and proprietary. What is User eXperience? User eXperience 10 So..
  11. 11. 2016 UST Global Inc. © Confidential and proprietary. Top companies Strategy statement User eXperience 11 But.. Who cares about UX? Brand leadership and customer experience http://www.latamairlinesgroup.net/phoenix.zhtml?c=81136&p=irol-strategy Google’s mission is to organize the world’s information and make it universally accessible and useful https://www.google.com/about/company/ Our vision is to be earth's most customer-centric company https://www.amazon.jobs/en/principles
  12. 12. 2016 UST Global Inc. © Confidential and proprietary. How to integrate UX in your Product sprints 12
  13. 13. 2016 UST Global Inc. © Confidential and proprietary. Team without UX UX | Team level 13 Disclaimer! Developers UXers PO Iteration
  14. 14. 2016 UST Global Inc. © Confidential and proprietary. Team level 14
  15. 15. 2016 UST Global Inc. © Confidential and proprietary. UX as a External Service UX | Team level 15 Simple and direct UX far from Product Big UX design upfront UX as a UI centered role
  16. 16. 2016 UST Global Inc. © Confidential and proprietary. UX | Team level 16
  17. 17. 2016 UST Global Inc. © Confidential and proprietary. Integrated team UX | Team level 17 Simple and direct Mini-Waterfall in a Sprint UX as a UI centered role Not scalable
  18. 18. 2016 UST Global Inc. © Confidential and proprietary. Synchronized sprints UX | Team level 18 Simple and direct Sprint UX design upfront UX as a UI centered role Semi-scalable
  19. 19. 2016 UST Global Inc. © Confidential and proprietary. UX | Team level 19 Definition of Ready waterfalling
  20. 20. 2016 UST Global Inc. © Confidential and proprietary. UX | Team level 20 Impact Investment Viability How easy is? How powerful is? How much manna I need for?
  21. 21. 2016 UST Global Inc. © Confidential and proprietary. UX | Team level 21 Impact Investment Viability Synchronized Sprints Integrated Team UX as a Service 5 5 4 4 1 2 1 2 2
  22. 22. 2016 UST Global Inc. © Confidential and proprietary. I have read UX for Dummies UX | Team level 22 current status UX as UI centered role Build Products based on stakeholders needs, not customer needs
  23. 23. 2016 UST Global Inc. © Confidential and proprietary. UX | Team level 23 Easy to validate hypothesis DoR waterfalling UX integrated with Business Scalable UX as a Business centered role
  24. 24. 2016 UST Global Inc. © Confidential and proprietary. UX as a Business centered role UX | Team level 24 Easy to validate hypothesis DoR waterfalling UX integrated with Business Scalable PO with UX skills!
  25. 25. 2016 UST Global Inc. © Confidential and proprietary. UX | Team level 25 PO with UX skills! UX as a Business centered role
  26. 26. 2016 UST Global Inc. © Confidential and proprietary. UX Cadre UX | Team level 26 Easy to validate hypothesis Minimize Bus factor Without silos Scalable UX Cadre =
  27. 27. 2016 UST Global Inc. © Confidential and proprietary. UX | Team level 27 Impact Investment Viability UX Cadre UX as Product Owner UX as a Business Analyst 5 1 2.5 3 4 5 4.5 54
  28. 28. 2016 UST Global Inc. © Confidential and proprietary. Hey! Now dare to Understand your Customers! UX | Team level 28 current status UX as Business role Build Products based on customer needs, not stakeholders needs
  29. 29. 2016 UST Global Inc. © Confidential and proprietary. Enterprise level 29
  30. 30. 2016 UST Global Inc. © Confidential and proprietary. Independent UX UX | Enterprise level 30 Easy to validate hypothesis Lack of transversal Vision High effort need it to sync. Coordination problems Not scalable
  31. 31. 2016 UST Global Inc. © Confidential and proprietary. UX as a Support area UX | Enterprise level 31 Difficult experimentation Favorable for Unique Exp. Generate silos Waterfall sprints UX bottle neck
  32. 32. 2016 UST Global Inc. © Confidential and proprietary. UX and a Support area UX | Enterprise level 32 Easy to validate hypothesis Favorable for Unique Exp. UX as a Biz. centered role Coordination with Uxers Only med-large organization
  33. 33. 2016 UST Global Inc. © Confidential and proprietary. UX Strategy, Support and Team UX | Enterprise level 33 UX as Business strategist Favorable for Unique Exp. Portfolios coordination Independency of the teams Only for huge organization
  34. 34. 2016 UST Global Inc. © Confidential and proprietary. UX | Enterprise level 34 UX Strategy, Support and Team UX and a Support area UX as a Support area 4 3 3 2 3.5 4.5 4.5 4.52 Independent UX 4 3 2
  35. 35. 2016 UST Global Inc. © Confidential and proprietary. Hey dude! This has turned a bit UX | Team level 35 current status User Experience as part of business strategy Coordination to build Products with a Unique Experience Complex
  36. 36. 2016 UST Global Inc. © Confidential and proprietary. Different roles for different perspectives User eXperience 36 Why to grow-up?
  37. 37. 2016 UST Global Inc. © Confidential and proprietary. Individuals and interactions over processes and tools User eXperience 37 Remember folks
  38. 38. 2016 UST Global Inc. © Confidential and proprietary. 5 important topics about UX in your Business Strategy 38
  39. 39. 2016 UST Global Inc. © Confidential and proprietary. UX Tools no-standardization UX Strategy 39 Invision … A/B Testing Journey Map Kano ModelAxure
  40. 40. 2016 UST Global Inc. © Confidential and proprietary. Business occurs in a complex world UX Strategy 40 Legal issues Cultural issues Geographical issues
  41. 41. 2016 UST Global Inc. © Confidential and proprietary. Take an economic View UX Strategy 41 Segment % Customers % Revenue Millennial 15% 5% Family 27% 23% Retirees 21% 15% Executives 2% 41% … … … • Conversion rate • Conversion cost • Growing rate • …
  42. 42. 2016 UST Global Inc. © Confidential and proprietary. Omni-channel vs Channels UX Strategy 42
  43. 43. 2016 UST Global Inc. © Confidential and proprietary. UX Metrics UX Strategy 43 Leak points Conversion Funnel Behavior Flow
  44. 44. 2016 UST Global Inc. © Confidential and proprietary. Questions time 44 UX as Business role not UI centered Build for Customers instead for Stakeholders Grow carefully! if necessary @ jlsandovaln jlsandovaln @unairoldan unai.roldan
  45. 45. 45 The End Thank you @ jlsandovaln jlsandovaln @unairoldan unai.roldan

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How to integrate UX in your Product sprints (Agiles 2016) https://www.youtube.com/watch?v=qEzx9vJ5ULc A lo largo de los últimos años he tenido la suerte de trabajar con muchos equipos de producto, la mayor parte de ellos utilizando Scrum, en entornos muy diferentes pero todos ellos con un denominador común: tu producto ya no solo tiene que ser bueno, además tiene que ser bonito, amigable y sencillo de utilizar. Para ello, es vital tener expertos en UX que sean capaces de moldear la parte mas tangible de tus funcionalidades para hacerlas sencillas y accesibles a nuestros usuarios. Todo ello sin perder de vista el full-responsive, mobile-first, la ohmicanalidad, material-design y todas las modas y nuevos conceptos que aparecen cada día en el mundo del diseño y la usabilidad. Pero... ¿como integramos el trabajo de nuestros UX con el desarrollo de Producto? ¿podemos considerar un mock-up como entregable en un sprint? ¿somos todos parte de un mismo equipo de desarrollo? Mil dudas pueden asaltarnos y, por si fuera poco, el mundo de User eXperience experimenta ahora mismo una explosión de nuevos conceptos y herramientas que hacen aún mas complicado organizar nuestro trabajo de la forma más eficaz posible. El objetivo de la charla es compartir las vivencias en diferentes organizaciones, tanto a nivel de equipo como en contextos Enterprise, explicando las diferentes opciones por las que hemos optado para integrar UX en nuestros equipos de producto, e identificando las ventajas e inconvenientes que nos hemos ido encontrando por nuestro camino. Unai Roldán José Sandoval UST Global

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