agile experience design

Agile experience designMarc McNeill@dancingmango

Fail

Agile and user experience design

Discover & Envision

Integrated Design & Delivery

Continuous Improvement

0102030405

You WillFail

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01

Vs

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

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]

Keep in touch

Marc McNeillmarc.mcneill@forward.co.uk

dancingmango www.dancingmango.com