agile experience design
DESCRIPTION
Slides from the presentation I gave on Agile Experience Design. Look at the first slide. Someone delivered that. Someone signed it off. Someone had to use it. And they cried. It needn't be like that. This is how to make delightfully designed software faster. Test, learn, fail fast, succeed at speed.TRANSCRIPT
Agile experience designMarc McNeill@dancingmango
Fail
Agile and user experience design
Discover & Envision
Integrated Design & Delivery
Continuous Improvement
0102030405
You WillFail
Image source:
01
Vs
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If failure is defined as declaring a projection and then falling short of meeting it, then the
failure rate is a whopping 90 to 95 percent.
Shikhar Ghosh Harvard Business School
Never 45%
Rarely 19%
Sometimes16%
Often 13%
Always 7%
Source: The Standish Group
Feature usage in deployed applications
How quickly can you fail?How cheaply can you fail?
✗Card slot✗3g✗Bluetooth✗Infrared✗Decent camera✗Secondary camera✗Camera flash✗MMS✗Radio
✗Video✗Video calling✗TV out✗Music ring tones✗Voice dialing✗Voice commands✗GPS✗JAVA✗Push to talk
Minimum doesn’t mean crap
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$Source: Genesys: 9000 consumers surveyed (500 per country)
Enterprises across 16 countries lose an estimated
USD$338.5 billion each
year
due to defections and abandoned purchases
as a direct result of a poor customer experience.
“Rent a warehouse and build a prototype
of a store… go build 20 of them, then discover it didn't work…”
Sources: Steve Jobs in Fortune Magazine March 8 2007 Verdict Global Retail Freview Aug 2010
Apple Store is the most profitable shop in London
Agile and user centred design
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Exp
ert
min
dset
Participatory m
indset
Design led
Research & development led
Code what is right
The cone of uncertainty
Agile
Agile
Agile
Agile
AXD
Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/
AXD
AXD
AXD
AXD
AXD
Deliver
http://www.artinthepicture.com/blog/?p=109http://www.bloglifetime.com/images/blogs/11-2007/different-versions-of-the-mona-lisa.jpg
25% 25% 25% 25%
Evolve
Discover &Envision
Image source:Image source: coloribus.com/harvey nichols ad campaign
03
Being obsessive about the customer
Image source: hipstercred.wordpress.com
People are different Buying a mobile phone
What’s the spec?
Teach me about it
Help me to decide
Who is most profitable?
http://www.flickr.com/photos/40434084@N06/6734516407/
Image source: hipstercred.wordpress.com
Be a method actor
Feel the problemEmotions, needs, wants desires, trigger
Empathy map
http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
Image sourcehttp://www.flickr.com/photos/mybloodyself/435953128
Develop hypotheses
Image source: cityweekend.com.cn
Look outside
Observe customers ‘in the wild’
Image source: cityweekend.com.cn
Digital ethnography
Image source: cityweekend.com.cn
Seek problems
Ask questions, disprove hypotheses
http://www.flickr.com/photos/9576621@N06/2930434641
Image source: cityweekend.com.cn
Think customer journeys
Image source: http://www.flickr.com/photos/31070478@N04/3216264101
Look for moments of opportunity
How might we?
“The wall is the new desk”Dave Gray
It’s a collaborative effort
It’s a collaborative effort
Collaborative sketching
Bringing ideas to life
Rapid iterations
Emergent, tangible product ideas
Testing rough prototypes
Prototypes & 3-see Thursday
Design from the startThe time travelling designer
http://www.flickr.com/photos/joeyparsons/3240169886/
Minimal Viable Product“Here’s a tip, pack it and halve it” – Lonely Planet
(Prioritisation can be fun)
IntegratedDesign &Delivery
04
At Sony we assume that all products of our competitors have basically the same technology, price, performance and features.
Design is the only thing that differentiates one product from another in the marketplace.
Norio OhgaFormer Chairman and CEO, Sony
“a focus on improving usability for the customer…. has been reflected in improved provider conversion in the period, increasing revenues and RPV”
Goal driven developmentOtherwise known as preventing features trumping
experience
Locate stockist
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See all dealsFind a local
dealSee deal details
Sign-up for account
Buy the product
Be reminded of deals
Upload a deal
Get reports
Image source: cityweekend.com.cn
Seeking excellence not trail-blaze
PairIn process
Release early and often
It’s a Team effort
T
T
TT
T TTT
ContinuousImprovement
Image source: coloribus.com/harvey nichols ad campaign
04
Image source: modified: studiolineal.com
Continuous testing
Continuous optimisation
Split testing
Crazy egg
Imgsrc:adrants.com
InSummary
By stealth
Step into their shoes
Whole team
test early & often
Be desirable [customer design led]
Think big! [start with a vision]
Start small! [Minimal viable product]
Fail fast! [Test and learn]
Grow success [Continuous design &
deliver]
