how to integrate ux in your product sprints (codemotion 2016)
TRANSCRIPT
Agile Practice
How to integrate UX in
your Product sprintsUnai Roldán
Agile Coach
@unairoldan [email protected] unairoldan
…
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.
Speaker
Unai
Roldán ArellanoAgile Coach
Enterprise Agile Coach passionate by new technologies and Agile
management. LEAN & Management 3.0 believer and continuous
improvement enthusiast to focus the organizations to an high level of
efficiency.
I have been in the IT business for 10+ years where I have deep experience
leading enterprise software initiatives and software solutions for the
Education, Energy & Utilities, Transport and Banking industries. I have
participated in enterprise agile transformation engagements and I have 5+
years experience with Agile Methodologies like Scrum, Kanban, Extreme
Programming (XP), etc.
@unairoldan
linkedin.com/in/unairoldan
2016 UST Global Inc. © Confidential and proprietary.
…and we perform
Agile transformations
Speaker
3
2016 UST Global Inc. © Confidential and proprietary.
User eXperience
4
2016 UST Global Inc. © Confidential and proprietary.
User eXperience
5
2016 UST Global Inc. © Confidential and proprietary.
User eXperience
6
2016 UST Global Inc. © Confidential and proprietary.
User eXperience
7
2016 UST Global Inc. © Confidential and proprietary.
User eXperience
8
2016 UST Global Inc. © Confidential and proprietary.
What is User eXperience?
User eXperience
9
So..
2016 UST Global Inc. © Confidential and proprietary.
Top companies Strategy statement
User eXperience
10
But.. Who cares about UX?
Brand leadership and customer experiencehttp://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 usefulhttps://www.google.com/about/company/
Our vision is to be earth's most customer-centric companyhttps://www.amazon.jobs/en/principles
2016 UST Global Inc. © Confidential and proprietary.
How to
integrate UX in your
Product sprints
11
2016 UST Global Inc. © Confidential and proprietary.
Team without UX
UX | Team level
12
Disclaimer!
Developers
UXers
PO
Iteration
2016 UST Global Inc. © Confidential and proprietary.
Team level
13
2016 UST Global Inc. © Confidential and proprietary.
UX as a External Service
UX | Team level
14
Simple and direct
UX far from Product
Big UX design upfront
UX as a UI centered role
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
15
2016 UST Global Inc. © Confidential and proprietary.
Integrated team
UX | Team level
16
Simple and direct
Mini-Waterfall in a Sprint
UX as a UI centered role
Not scalable
2016 UST Global Inc. © Confidential and proprietary.
Synchronized sprints
UX | Team level
17
Simple and direct
Sprint UX design upfront
UX as a UI centered role
Semi-scalable
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
18
Definition of Ready waterfalling
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
19
Impact
Investment
Viability
How easy is?
How powerful is?
How much mannaI need for?
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
20
Impact
Investment
Viability
Synchronized
Sprints
Integrated
Team
UX as a
Service
5 5 4
4 1 2
1 2 2
2016 UST Global Inc. © Confidential and proprietary.
I have read
UX for
Dummies
UX | Team level
21
current status
UX as UI centered role
Build Products based on stakeholders needs, not customer needs
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
22
Easy to validate hypothesis
DoR waterfalling
UX integrated with Business
Scalable
UX as a Business centered role
2016 UST Global Inc. © Confidential and proprietary.
UX as a Business centered role
UX | Team level
23
Easy to validate hypothesis
DoR waterfalling
UX integrated with Business
Scalable
PO with UX skills!
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
24
PO with UX skills!
UX as a Business centered role
2016 UST Global Inc. © Confidential and proprietary.
UX Cadre
UX | Team level
25
Easy to validate hypothesis
Minimize Bus factor
Without silos
Scalable
UX Cadre =
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
26
Impact
Investment
Viability
UX CadreUX as
Product Owner
UX as a
Business Analyst
5 1 2.5
3 4 5
4.5 54
2016 UST Global Inc. © Confidential and proprietary.
Hey! Now dare to
Understand
your Customers!
UX | Team level
27
current status
UX as Business role
Build Products based on customer needs, not stakeholders needs
2016 UST Global Inc. © Confidential and proprietary.
Enterprise level
28
2016 UST Global Inc. © Confidential and proprietary.
Independent UX
UX | Enterprise level
29
Easy to validate hypothesis
Lack of transversal Vision
High effort need it to sync.
Coordination problems
Not scalable
2016 UST Global Inc. © Confidential and proprietary.
UX as a Support area
UX | Enterprise level
30
Difficult experimentation
Favorable for Unique Exp.
Generate silos
Waterfall sprints
UX bottle neck
2016 UST Global Inc. © Confidential and proprietary.
UX and a Support area
UX | Enterprise level
31
Easy to validate hypothesis
Favorable for Unique Exp.
UX as a Biz. centered role
Coordination with Uxers
Only med-large organization
2016 UST Global Inc. © Confidential and proprietary.
UX Strategy, Support and Team
UX | Enterprise level
32
UX as Business strategist
Favorable for Unique Exp.
Portfolios coordination
Independency of the teams
Only for huge organization
2016 UST Global Inc. © Confidential and proprietary.
UX | Enterprise level
33
UX Strategy,
Support and TeamUX 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
2016 UST Global Inc. © Confidential and proprietary.
Hey dude!
This has turned a bit
UX | Team level
34
current status
User Experience as part of business strategy
Coordination to build Products with a Unique Experience
Complex
2016 UST Global Inc. © Confidential and proprietary.
Different roles for
different perspectives
User eXperience
35
Why to grow-up?
2016 UST Global Inc. © Confidential and proprietary.
UX | Team level
36
Embracing Culture of Fail
2016 UST Global Inc. © Confidential and proprietary.
Individuals and interactions over processes and tools
User eXperience
37
Remember folks
2016 UST Global Inc. © Confidential and proprietary.
5 important topics
about UX in your
Business Strategy
38
2016 UST Global Inc. © Confidential and proprietary.
UX Tools no-standardization
UX Strategy
39
Invision
…
A/B Testing
Journey Map Kano ModelAxure
2016 UST Global Inc. © Confidential and proprietary.
Business occurs in a complex world
UX Strategy
40
Legal
issues
Cultural
issues
Geographical
issues
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
• …
2016 UST Global Inc. © Confidential and proprietary.
Omni-channel vs Channels
UX Strategy
42
2016 UST Global Inc. © Confidential and proprietary.
UX Metrics
UX Strategy
43
Leak pointsConversion
Funnel
Behavior
Flow
2016 UST Global Inc. © Confidential and proprietary.
Questions time
44
@unairoldan
linkedin.com/in/unairoldan
UX as Business role
not UI centered
Build for Customers
instead for Stakeholders
Grow carefully!
if necessary