danny bluestone - agile ux – a digital agency’s view’
DESCRIPTION
Digital producers often face the dilemma on whether to take a more agile approach (which can be more technically driven) or take a waterfall approach seeing development as a ‘bolt-on’. Cyber-Duck is a Hertfordshire based digital agency specialising in UX, Agile development and Marketing that produces user centric web portals and applications such as The EU & Me, The Knowledge Online, RetireEasy and NordicBet. In this talk, Cyber-Duck will reveal how it combines UCD and Scrum to deliver a technically phased approach whilst keeping the end user, marketing and business objectives at the forefront of the process via stakeholder interviews, user input and testing.TRANSCRIPT
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Danny Bluestone / Cyber-Duck Ltd
This document and it’s content is Copyright © 2012 Danny Bluestone and UCD UK Limited.
AGILE & LEAN UX
Abstract: Digital producers often face the dilemma on whether to take a more agile approach or take a waterfall approach seeing development as a ‘bolt-on’. This presentation explores some concepts from Scrum and Lean and how they work with UCD.
Twitter: @danny_bluestone@Cyberduck_uk
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About the presentation
• Why care? Agile and Lean adoption is on the rise• UCD works hand in hand with Agile.
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AGILE
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What is agile
Agile has been hyped as the next major breakthrough in product development.
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Why use Agile? Technology
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Why use Agile? Uncertainty
*Source: Agile Experience Design: A Digital Designer's Guide to Agile, Lean, and Continuous
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Why use Agile? It works in other industries
• Dozens of designs submitted, only 2 considered and then iterated
• Toyota worked on 80 different engines variations
• Tested 20 different suspensions at the same time
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SCRUM
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Scrum (Agile Manifesto) principles
Individuals and interactions
Working software
Customer collaboration
Responding to change
over processes and tools
over comprehensive documentation
over contract negotiation
over following a plan
Source: epod.usra.edu
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So what is Scrum?
• User stories replace extensive requirements.• It welcomes change.• Use it in full or partially.• The concept of ‘done’ is redefined.
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The Scrum framework
Source: www.mitchlacey.com
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Scrum tip 01 – Planning
• Keep proposals as outlines.• Do ‘Just enough and no more’ – think in days not months.• Use ‘How Might We’ (HMW) sketches for ideas (and iterate).• A point system and velocity gauge the difficulty of tasks.
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Scrum tip 01 - Planning > The one page business plan
KEY PARTNERS
Suppliers,technologiesare partners.
KEY ACTIVITIES
Things we needto do to makeour planhappen.
VALUEPROPOSITION
The problemswe are solving,and the USP.
CLIENTS
How we willinteract withcustomers andmaintain therelationship.
SEGMENTS
The differentcustomer profiles.
CHANNELS
How we will findthe clients.
RESOURCES
Who we needto make thishappen.
COST STRUCTURE
What sort of budgets do we need?
MONETISATION
What customers will pay now and in the future
Source: www.businessmodelgeneration.com
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Scrum tip 02 – The team
UX Producer
Front-End Developer
Product Owner
Back-End Developer
Scrum Master
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Scrum tip 03 - Sprints
• At the heart of Scrum are time boxed sprints.• Sprints are potentially shippable products.• Sprints take 2-4 weeks to complete.
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Scrum tip 04 - The board
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Scrum tip 05 - Meetings
• Weekly kick-off meetings.• Daily stand-up meetings / Daily workshops.• Customer interaction meetings (weekly).• End of week showcase meeting.
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LEAN
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The lean startup
Most startups fail. But many of those failures are preventable.
The Lean Startup is a new approach being adopted across the globe, changing the way companies are built and new products are launched.
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What is lean?
• Management philosophy with roots in Toyota production.• Heavily relies on evolving strategies (pivots).• Encourages the use of automation to remove errors.
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Why use Lean?
• Based on the ‘Build’, ‘Measure’ and ‘Learn’ cycle (experiments) • Heavily geared towards MVP.• Small teams, independent working within an ‘innovation sandbox’.• All decision making is based on actionable analytics. • Ultimately, it eliminates waste.
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Lean tip 01 - MVP
Go to market with the minimum amount of features.
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Lean tips 02 – Innovation Accounting
• Analytics have to be actionable, accessible and auditable• Use split testing to test your hypothesis • Use Cohort based metrics for validated learning
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Lean tips 03 – Innovation Accounting
Signed-up900 (100%)
Signed-up900 (100%)
Signed-up750 (830%)
Signed-up750 (830%)
Completed a task380 (42%)
Completed a task380 (42%)
Purchased95 (11%)
Purchased95 (11%)
Week 1 Cohort
Signed-up1000 (100%)
Signed-up1000 (100%)
Signed-up800 (80%)
Signed-up800 (80%)
Completed a task500 (50%)
Completed a task500 (50%)
Purchased100 (10%)
Purchased100 (10%)
Week 2 Cohort
Signed-up1100 (100%)
Signed-up1100 (100%)
Signed-up900 (81%)
Signed-up900 (81%)
Completed a task650 (60%)
Completed a task650 (60%)
Purchased180 (16%)
Purchased180 (16%)
Week 3 Cohort
Signed-up1200 (100%)
Signed-up1200 (100%)
Signed-up950 (80%)
Signed-up950 (80%)
Completed a task350 (30%)
Completed a task350 (30%)
Purchased0 (0%)
Purchased0 (0%)
Week 4 Cohort
* Credits from this example belong to: http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/
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Lean tips 03 – Innovation Accounting
Lazy registration (via split testing) had no effect on sign-ups.
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Lean tips 04 – The Kanban board
BACKLOG IN PROGRESS BUILT VALIDATED
HI
GBC
ADE
F
• B and C are built but cannot be moved until A,D,E are validated• Until then, H and I are on pause
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Lean tips 05 – Small batches work faster
• Restructure processes and machines allowed faster and more flexible manufacturing (Toyota).
• Quality issues identified faster in small batches.• Toyota designers and engineers travel with customers in new cars.• Andon cord allows workers to stop the production line.
“Stop production so production doesn’t have to stop”
Toyota
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Lean tips 06 – Pivot or preserve
A pivot tests a new hypothesis about a product or business model.
•Customer need pivot – Business model is flipped•Technology pivot – More common in established businesses.•Zoom in pivot – Move away from broad functionality to a narrow one•Zoom out pivot – Opposite above, need more features•Customer Segment pivot – Different customer than anticipated•Platform pivot – Change from application to platform or vice versa
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SUMMING UP…
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Problems with Agile
• Design is often a ‘bolt-on’.• It very rarely involves marketing.• Perceived as having a long learning curve.
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Summary
• User Centred Design (or UXD) is a critical component of agile/lean.• Scrum is more iterative, lean is more experimental/pivotal. • Some can fail with lean products (iOS6 maps, Google Buzz) but
failure is an opportunity for future success.• Technology influences design (think of AJAX).• Go entirely agile or pick agile elements that suit your project.
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Thank you!
@danny_bluestone@Cyberduck_uk