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Maarit Laanti
• 20 years in various product development roles at Nokia, 6 years in
agile & lean transformation / organizational development
– Product development for various products and platforms
– Coached and trained hundreds of practitioners
in agile methods deployment
• Scaled Agile Framework (SAFe) Program Consultant at Nitor Delta
• PhD — “Agile Methods in Large-Scale Software Development
Organizations – Applicability and Model for Adoption” (2013)
• Keynote speaker at XP2014 / Rome
My claims in this presentation
1. Here is a built-in-tension between UX design and development
2. Agile forgot UX from the start
3. Agile (re)discovered UX (Apple proved you can sell designed products with higher price)
4. There are (proven) ways to do better
5. Collective embarrassment is the best tool available
Design is an iterative process
• Great UX is created with iterations! • Do we also need a Steve Jobs to say no?
Agile development?
Agile means you just have a bunch of coders and the customer sitting in middle
of them
This is how we sell agile
VersionOne study 2008Improve
d
Significantly
Improved
Enhanced ability to
manage changing
priorities
41% 51%
Improved project visibility 42% 41%
Improved alignment of IT
and business goals39% 27%
Reduced project risk 48% 17%
Agile delivers projects on time and budget
The value of incremental delivery
ROI of
traditional
project
Brake-even
ROI of
agile project
Benefits:
• Faster feedback enables faster
learning – enabling right focus /
right change of focus
• Smaller increments lessens
project complexity
• Earlier brake-even point / ROI
• Partial deliveries equal to
smaller risks – fail safely;
execute gloriously
With Minimum Marketable Release
approach we can gain faster time-to-
market and time-to-profit
Single release approach means
slower time-to-market and time-
to-profit
Boss’s Wife
This time we do the UX properly…
We test every iteration with real users!
The current tests shows that our customer segment is going to love this product!
I gave the proto to my wife, but she did not like it.
I’d say we cancel this product.
Measuring the customer value
Lean metrics for services
• Utilization rate
• How fast the service is
• How accurate the service is
• How many errors does take
place when delivering the
service
Customer satisfaction
• Would you recommend this
service to your friends? (Net
Promoter Score, NPS)
Back to the roots of agile.
Cockburn:
Software Development is a Co-operative Game
Co-creation. Groups are
faster solving problems
than individuals. Let the
software evolve together,
as the sum of the whole
is more than its parts. Co-evolution
UXArch
Feedback
Synergistic view
An extended team – same team or different team?
Same team
• UX design and developers
need to talk with each other –
UX designers need to see how
the designs can be
implemented; development
needs to get latest design &
sketches
• Co-evolution leads to best
results. More than a school
bus length and it does not
matter if you are on the same
building or not
Different team
• UX design / development is
essentially a different kind of
discipline; needs to have its own
iterations
• Need to develop UX design
skills
• Common look and feel
• UX Definition of done?
• Common style guide and
component library
• Usability tests are not on a team
level in any bigger organization
....but in reality we are all artists, and we should treat
ach other as artists!
Computer-assisted
graphical designer Computer scientist
A joined kanban-wall
• Same team or two teams sitting
next to each other
• A joined wall where both
iterations are made visible
• A visual management tool for
both
ConceptingDelivery
Ideas UX-design Coding DeliveryValidation
What needs to be measured? NPS?
• Compare the current version the current demo with competitor version / demo
• For each Feature, define the ambition level for this iteration
– Minimum
– Median
– Maximum
• What are the basics that always needs to be there?
• What are ways to differentiate from competitors?
• What is the customer segment? Friendly users / focus group?
Why it is hard to be one team
Disney’s creative process
• “Get me something to
implement” – mentality
• “What is the difference
between these two colors?”
• “Can’t we just add another
button?”
The power of collective embarrassment
Rules of the game:
- Force to see misuse cases
real, frank and honest
feedback
- No blame game
- Trust that everyone wants to
do their best
Why it is hard to be one team – the critique
Thou shall not critique an un-finished work
Candor could not be more crucial to our creative process. Why? Because early on, all of our movies suck. Creativity has to start somewhere, and we
are true believers in the power of bracing, candid feedback and the iterative process--reworking, reworking, and reworking again, until a flawed
story finds its through line or a hollow character finds its soul.
Lean startups vs. set-based design?
Point-based
Set-based
Pick one
Pick many
Make it work
Pick many againChoose the best
Set-based design with focus groups
Set-based design iterations combined with set-based design and friendly focus groups
Case F-secure Lokki