William Hudson Econsultancy Agile User centred design


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William Hudson of Econsultancy discussess User centred design and Agile methods at the Valtech Agile Edge March 2010.

How companies are seeing the value of incorporating user-centred design into Agile processes. Looking at challenges raised by the lightweight design approaches encouraged by Agile and how they are being addressed by companies like Microsoft.

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William Hudson Econsultancy Agile User centred design

  1. 1. User-Centred Design in Agile Development Addressing user experience 2 March 2010 William Hudson Principal Consultant Syntagm Ltd william.hudson@syntagm.co.uk
  2. 2. The case for user-centred design Usability and customer satisfaction are not directly related, but better usability means: Less frustration Improved user experience Fewer support calls Lower development costs Fewer legal concerns (Disability Discrimination Act) Bridging the mass-market chasm... | 2 February 2010
  3. 3. The case for user-centred design The technology chasm Innovators Early Early Late Laggards Adopters Majority Majority (Adapted from Geoffrey Moore’s Crossing the Chasm) | 3 February 2010
  4. 4. Key features of user-centred design Direct engagement with users – observation, research and evaluation Investigation and understanding of contexts of use, for example Point of sale system for a pub versus a supermarket Returns system for a dusty, noisy warehouse rather than a clean and comfortable office Main focus of UCD is suitability of solution for real users | 4 February 2010
  5. 5. Key features of Agile Small teams Close quarters Low process overheads Focus on team motivation and working code There are some side-effects though... | 5 February 2010
  6. 6. An Agile side-effect Stamina of Navigation skills a camel Dexterity of of a bat a monkey Memory of an elephant Visual acuity of an eagle Copyright © Syntagm Ltd – www.syntagm.co.uk The Perfect User | 6 February 2010
  7. 7. The Agile team ? Users Customer / Owner / User Rep | 7 February 2010
  8. 8. The Agile-to-user relationship Two main problems: 1) No one person can represent or fully understand the needs of users in isolation Consider this actual user quotation: “What do you want to talk about, what we really do or what we’re supposed to do?” 2) Developers find it hard to appreciate – and sometimes to understand – user-related issues such as usability | 8 February 2010
  9. 9. Empathizing- Systemizing theory | 9 February 2010
  10. 10. Empathizers
  11. 11. Systemizers
  12. 12. Please select 1 bag at a time
  13. 13. Technologists have strong systemizing but reduced empathizing skills | 13 February 2010
  14. 14. RTFM | 14 February 2010
  15. 15. Empathetic design | 15 February 2010
  16. 16. Promoting empathy To produce usable systems reliably, Agile teams need to understand (and empathize with) users Site visits Personas Research-based user stories Videos of user research and usability tests These activities also help address compliance with human-centred design standards (ISO 13407, for example) | 16 February 2010
  17. 17. ISO standard for human-centred design Identify need for Site visits human-centred design Understand and Personas specify context of use System satisfies Specify the user and Evaluate designs organizational specified against requirements requirements requirements Produce design Usability User solutions tests stories (ISO 13407) | 17 February 2010
  18. 18. The Agile team Users UCD Practitioner | 18 February 2010
  19. 19. Personas are a key focal point People are much more positive towards individuals than groups Personas are fictitious (but credible) individuals who represent the main users of a solution Must be developed and agreed by the team – you cannot promote empathy by forcing solutions on key players Personas form the basis of all discussions about features and user stories | 19 February 2010
  20. 20. Personas Jane Soames is a 28-year-old London graphics designer who has moved into special effects. Her experience with graphics packages has helped her a lot with the 2-D modeling but she still struggles a bit with 3-D. Her current job role has her moving between 2-D and 3-D work, so having a lot of similarities between the two kinds of software makes her life a lot simpler. … | 20 February 2010
  21. 21. Persona-weighted feature matrix (John Pruitt and Tamara Adlin – The Persona Lifecycle) | 21 February 2010
  22. 22. Changing the role of UCD practitioners V Present (involved) Advisory Some user research Usability testing Team not engaged in UCD | 22 February 2010
  23. 23. Changing the role of UCD practitioners S Future (committed) Engage team with users User research (with team observers) Usability testing (team observers or video raves) Responsible for user stories, sketches and prototypes | 23 February 2010
  24. 24. Personas and beyond | 24 February 2010
  25. 25. Thanks for your time Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 80,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. Join Econsultancy today at http://econsultancy.com. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009. | 25 February 2010