agilising product design (it's not about the process, it's about people)

AGILISING PRODUCT DESIGN it's not about the process, it's about people.

ROB ENSLIN / 23 AUGUST 2016 THOUGHTWORKS @ROBENSLIN #AGILEAFRICA

HELLO, I’M A DIGITAL UX DESIGNER.

HELLO, I’M A DIGITAL EXPERIENCE DESIGNER.

HELLO, I’M A DIGITAL PRODUCT DESIGNER.

? WHAT DOES THAT MEAN?

MY JOB IS TO MAKE

TECHNOLOGY EASY TO USE.

THE GOAL HERE IS TO...

DELIVER HIGH-VALUE PRODUCTS

QUICKLY AND OFTEN

FUNDAMENTAL PRINCIPLE

1 SHORT FEEDBACK

LOOPS

FUNDAMENTAL PRINCIPLE

INSPECTION AND ADAPTATION

2

FUNDAMENTAL PRINCIPLE

COLLABORATION AND TEAMWORK

3

! But, this is not what I want to talk about today...

PEOPLE ARE KEY TO THE SOLUTION

NOT LIKE THIS...

IT’S LIKE THIS!

WE BUILD DIGITAL PRODUCTS FOR PEOPLE, TO SOLVE PROBLEMS

SOLVING PEOPLE PROBLEMS MEANS SPENDING TIME WITH PEOPLE

YOU CAN HAVE THE BEST TECHNOLOGY IN THE WORLD. BUT, IF YOUR PRODUCT DOESN’T RESONATE WITH USERS, YOU’VE FAILED.”

“

U C D USER CENTRED DESIGN

T D D TEST DRIVEN DESIGN

TRADITIONALLY, CUSTOMER FEEDBACK HAPPENS LATE IN THE PROCESS

DELIVERY PROCESS Concept Envisioning Milestone 1 Milestone 2 Release ... ...

CUSTOMER ENGAGEMENT

USING AGILE HELPS US ENGAGE WITH CUSTOMERS EARLY AND OFTEN

DELIVERY PROCESS

CUSTOMER ENGAGEMENT

Concept Envisioning Iteration 0 Iteration 1 Release ... ...

DESIGNING WITH CUSTOMERS

WE WANTED TO MAKE SURE WE WERE GETTING CUSTOMER FEEDBACK AS WE WORKED SO THAT WE WERE NEVER WORKING ON ANYTHING THAT WASN’T VALUED BY THE CUSTOMER

“

” NORDSTROM INNOVATION LAB

TECHNOLOGY What’s appropriate

or possible?

CUSTOMERS Do customers

want it?

BUSINESS Does it make

business sense?

EVERY PERSON IS A STAKEHOLDER

FEASIBLE VIABLE USABLE / DESIREABLE

AGILE = CONTINUOUS DESIGN

TECHNOLOGY CUSTOMERS BUSINESS

? So, how do we do this?

1 RIGHT PEOPLE

RIGHT TIME

2 COLLABORATION IS

CRITICAL

3 CONTINUOUS DISCOVERY /

TESTING

4 CUSTOMER

THEMES

5 FEATURES / SCOPE SUPPORT THEMES

6 EARLY & OFTEN

TO LEARN

7 CONTINUOUS PLANNNING

8 DATA / CUSTOMER

BEHAVIOUR

9 METRICS / SERVING

CUSTOMERS

10 DESIGN IS

NEVER DONE

HERE! HERE!

DESIGN SPRINTS

DESIGN SPRINT

i0 i1 i2 i3

INCE

PTIO

N

i4 i5

HYPOTHESES

DESIGN SPRINT

DESIGN SPRINT

DESIGN SPRINT

DESIGN SPRINT

RESEARCH / DESIGN / TEST RESEARCH / DESIGN / TEST RESEARCH / DESIGN / TEST

#1 DEMO / TEST

#2 DEMO / TEST

DESIGN SPRINT

THE RIGHT TOOL FOR THE RIGHT JOB

DESIGN THINKING LEAN AGILE

Explore problem/solution Build the right things Build the thing right

DIGITAL PRODUCT DESIGN

THANK YOU. THOUGHTWORKS @ROBENSLIN