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  • 8/13/2019 Balancing UX Strategy With Lean and Agile _ Roles in UX Strategy _ UX Versus CX Strategy __ UXmatters

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    23/07/13 Balancing UX Strategy with Lean and Agile | Roles in UX Strategy | UX Versus CX Strategy :: UXmatters

    www.uxmatters.com/mt/archives/2013/07/balancing-ux-strategy-with-lean-and-agile-roles-in-ux-strategy-ux-versus-cx-strategy.php

    Send your questions

    toAsk UXmattersand

    get answers from some

    of the top professionals

    in UX.

    No matter what design

    or development process

    your team chooses to

    employ, UX strategy

    Balancing UX Strategy with Leanand Agile | Roles in UX Strategy |UX Versus CX StrategyBy Janet M. Six

    Published: July 22, 2013

    In this edition ofAsk UXmatters, our experts discuss

    balancing UX strategy with lean UX and agile

    development, describe roles in UX strategy, and

    compare user experience strategy with customer

    experience strategy.

    Every month inAsk UXmatters, our panel of UX experts

    answers our readers questions about a variety of user

    experience matters. To get answers to your ownquestions about UX strategy, design, user research, or

    any other topic of interest to UX professionals in an upcoming edition

    ofAsk UXmatters, please send your questions

    to:ask.uxmatters@uxmatters.com.

    The following experts have contributed answers to this edition ofAsk

    UXmatters:

    Leo FrishbergProduct Design Manager at Intel Corporation

    Pabini Gabriel-PetitSenior Director, User Experience and Design at

    Apttus; Publisher and Editor in Chief, UXmatters; Founding Director ofInteraction Design Association (IxDA);UXmatterscolumnist

    Adrian HowardGeneralizing Specialist in Agile/UX

    Yury VetrovHead of UX at Mail.Ru

    Balancing UX Strategy with Lean andAgile

    Q:How do you balance the need for a user experience strategy with leanUX and agile development?from a UXmattersreader

    No matter what design or development process your

    team chooses to employ, UX strategy plays an integral

    role, especially when user experience is critical to a

    products success, responds Pabini. Whether youre

    doing lean UX or agile development, you need to

    establish a vision for a product user experience. UX

    strategy is inherent in lean UX.

    http://www.uxmatters.com/authors/archives/2006/03/janet_m_six.phpmailto:ask.uxmatters@uxmatters.comhttp://www.uxmatters.com/authors/archives/2006/03/janet_m_six.phpmailto:ask.uxmatters@uxmatters.com
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    23/07/13 Balancing UX Strategy with Lean and Agile | Roles in UX Strategy | UX Versus CX Strategy :: UXmatters

    www.uxmatters.com/mt/archives/2013/07/balancing-ux-strategy-with-lean-and-agile-roles-in-ux-strategy-ux-versus-cx-strategy.php

    plays an integral role,

    especially when user

    experience is critical to

    a products success.

    Pabini Gabriel-Petit

    Agile and lean are

    valuable tools that helpyou to determine

    whether your strategy is

    actually workingand

    pointers on how to

    correct it if it isnt.

    Adrian Howard

    We can view user

    experience not as a

    specified step-by-step

    process, but as a set of

    The first step in a lean process is stating a

    hypothesisor dec laring your assumptions.

    The second step is creating a minimum viable

    product (MVP), so you can test your hypothesis.

    The third step is conducting an experiment to

    either validate or disprove your hypothesis.

    The fourth step is obtaining feedback from users

    through UX research.

    Then, you either iterate on these steps orpivotthat is, start all over again with a new hypothesis.

    All of this occurs in service of defining and continually refining your

    vision, or UX strategy.

    By asking for balance, the question implies that there is a tension

    between UX strategy and agile or lean UX approaches, observes Adrian.

    Its an implication that I reject.

    For example, lean UX approaches are effec tive in

    helping to define an organizations UX strategy. The

    focus on validating the results of research and design

    helps to convince the business of the value of UX

    practicesand by forcing value to be made explicit,

    aligns everybody on the same value.

    Agile and lean do notnegate the need for

    strategy. Neither are they opposed to it. What they do

    give you are valuable tools that help you to determine

    whether your strategy is actually workingand

    pointers on how to c orrect it if it isnt.

    For more on agile UX, see these editions ofAsk

    UXmatters: Agile User Experience Design, which

    includes a discussion on the need for a clear product

    vision, and Integrating UX into Agile Development.

    Take a Flexible Approach to Keep Your UXStrategy RelevantOur companys key products are on the Web, and agile development is a

    great fit great for our organization, answers Yury. The UX team has

    adopted agile. Were doing weekly sprints and using agile methods of

    planning and execution. We strongly believe that the best specification of

    a product is the shipped product itself. So were trying to cut as manydeliverables and process steps as possible, while still delivering clear

    requirements to our developers and great user experiences to our users.

    I like the ideas in When to Apply UX Effort in

    Agile, by nForms Andrew Wright. We can view user

    experience not as a specified step-by-step process,

    but as a set of services that we can deliver to our

    product team.

    If we see the role of User Experience in the

    product development process not as a rigid production

    http://nform.com/blog/2013/02/when-to-apply-ux-effort-in-agi-1http://nform.com/blog/2013/02/when-to-apply-ux-effort-in-agi-1http://www.uxmatters.com/mt/archives/2011/04/integrating-ux-into-agile-development.phphttp://www.uxmatters.com/mt/archives/2013/07/mt/archives/2012/04/agile-user-experience-design.php
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    23/07/13 Balancing UX Strategy with Lean and Agile | Roles in UX Strategy | UX Versus CX Strategy :: UXmatters

    www.uxmatters.com/mt/archives/2013/07/balancing-ux-strategy-with-lean-and-agile-roles-in-ux-strategy-ux-versus-cx-strategy.php

    services that we can

    deliver to our product

    team.Yury Vetrov

    We assign our most

    experienced individualsto strategy discussions.

    They can speak the

    language of business as

    well as design.Leo

    Frishberg

    Defining a productvision and defining a UX

    strategy are closely

    related activities. Both

    should be a

    collaborative, team

    effort.Pabini Gabriel-

    Petit

    line, but as a set of tools that we can apply during a

    products development lifecycle, we can be really

    flexibleand truly agile. You can add value to the

    product at any time, whether youre adding a big

    feature, making routine changes to polish a user

    interface, or building something new from scratch.

    What helps you to conduct a successful UX strategy?

    Always staying relevant to current business problems and goals.

    Roles in UX Strategy

    Q:What roles are involved in user experience strategy in your

    organization?from a UXmattersreader

    We assign our most experienced individuals to

    strategy discussions, replies Leo. They are

    experienced not only in design and user engagement,

    but in business and technology as well. Meaning thatour strategists are broken-comb peoplenot just T-

    shaped or pi-shaped people. They are folks who have

    experience in a variety of contexts, who can speak the

    language of business as well as design.

    The Power of Collaborative TeamsDefining a product vision and defining a UX strategy

    are closely related activities. Both should be a

    collaborative, team effort, advises Pabini. Ideally,

    collaborative envisioning should involve key

    stakeholders, all members of a product team, and in

    some cases, customers whose needs are driving the

    vision. While a Product Owner or Product Manager

    owns the final decisions regarding product strategy,

    through the creative foment of collaboration, a team is

    more likely to innovative and can coalesce around a

    viable vision more quickly. In the same way, while a UX

    Strategist or UX Lead owns decision-making regarding

    UX strategy, taking a collaborative approach to

    ideation ensures both that there is a wealth of ideas

    on which to draw and that the UX strategy is feasible.

    For more about the power of collaborative teams, I

    invite you to read my UXmatters article Sharing

    Ownership of UX, as well as the edition ofAsk UXmatters on Teamwork

    and Collaboration Across Departments, both of which provide helpful

    advice on working collaboratively with multidisciplinary teams.

    In our company, strategic decisions about specific products and the

    whole product portfolio come from top management and product

    managers, says Yury. Theyre carefully monitoring the marketplace and

    seeking new business possibilities, new ways to grow our user base, and

    new growth areas for our current businesses. They find the right audience

    http://www.uxmatters.com/mt/archives/2011/05/teamwork-and-collaboration-across-departments.phphttp://www.uxmatters.com/mt/archives/2007/05/sharing-ownership-of-ux.php
  • 8/13/2019 Balancing UX Stra