The talk presented at Better Software 2014 in Florence: A small practical guidebook for company people who want to defend themselves from the attacks of evil Agile Integralists, delivering, nevertheless, great user experiences, safeguarding their sanity and living happily ever after in a world they say is going to end.

1. HH
Hoang C. Huynh
@Aetheros

2. HH FIGHTING THE EVIL

3. COOL!
@giphy.com WATERFALL UX - BSW 2014 HH

4. WOW!
@giphy.com WATERFALL UX - BSW 2014 HH

5. FRESH!
@giphy.com WATERFALL UX - BSW 2014 HH

6. RAINBOWS
@giphy.com WATERFALL UX - BSW 2014 HH

7. DESIGN
IS A
HARD JOB
WATERFALL UX - BSW 2014 HH

8. @20th Century Fox - Back to the Future WATERFALL UX - BSW 2014 HH

9. 1985 2014
@Aetheros WATERFALL UX - BSW 2014 HH

10. WATERFALL UX - BSW 2014 HH

11. WATERFALL UX - BSW 2014 HH DIETER RAMS DISAPPOINTED

12. WATERFALL UX - BSW 2014 HH

13. ‣ Design thinking advocates for “thinking with your
hands” as a way to build empathetic solutions.
‣ Lean startup relies on early validation and the
development of a minimum viable product to iterate
on.
‣ User-Centered Design calls for a collaborative
design process where users deliver continual
feedback based on their reactions to a product’s
prototype.
WATERFALL UX - BSW 2014 HH

14. ‣ User-Centered Design calls for a collaborative
design process where users deliver continual
feedback based on their reactions to a product’s
prototype.
WATERFALL UX - BSW 2014 HH

15. DESIGN FOR USERS
USING REAL USERS FEEDBACKS
WATERFALL UX - BSW 2014 HH
@WIlly Wonka Meme

16. ISN’T THIS THE ONLY RIGHT
WAY TO MAKE UXD ??
WATERFALL UX - BSW 2014 HH
@supernatural

17. NOT UX
THE BLACK BOX
WATERFALL UX - BSW 2014 HH

18. NOT UX
THE INCREDIBLE
MACHINE
WATERFALL UX - BSW 2014 HH

19. @Corey Stern on @UXMag WATERFALL UX - BSW 2014 HH

20. You don't design closed in a room
AREN’T YOU?
WATERFALL UX - BSW 2014 HH

21. IT’S RHETORICAL
YOU DON’T REALLY HAVE TO ANSWER
@supernatural WATERFALL UX - BSW 2014 HH

22. Jeff Gothelf “ Thick deliverables created simply for future reference
WATERFALL UX - ”BSW 2014 HH
regarding the user experience become obsolete almost
as soon as they are completed.

23. “ DEFINE THICK! FUTURE APPROVED!
Thick deliverables created simply for future reference
Jeff Gothelf WATERFALL UX - ”BSW 2014 HH
regarding the user experience become obsolete almost
as soon as they are completed.
COMPLETED?

24. ARE WE SELLING
THE BOTTLE
OR WHAT’S
INSIDE?
WATERFALL UX - BSW 2014 HH

25. IT’S RHETORICAL
YOU DON’T REALLY HAVE TO ANSWER
@supernatural WATERFALL UX - BSW 2014 HH

26. NWHOA!
@giphy.com WATERFALL UX - BSW 2014 HH

27. WATERFALL UX ~ LEAN UX ≠ AGILE UX
WATERFALL UX - BSW 2014 HH

28. You take the blue pill, the story ends, you wake up in
your bed and believe whatever you want to believe.
You take the red pill, you stay in Wonderland, and I
show you how deep the rabbit hole goes.
@Barilla WATERFALL UX - BSW 2014 HH

29. Adapting Usability Investigations for
Agile User-centered Design - Desiree Sy
WATERFALL UX - BSW 2014 HH
http://uxpajournal.org/wp-content/uploads/pdf/agile-ucd.pdf

30. WATERFALL UX - BSW 2014 HH

31. WATERFALL UX - BSW 2014 HH
THE PANDORA’S BOX

32. Rapid Iterative Testing and Evaluation (RITE) method
@20th Century Fox - Planet of the Apes WATERFALL UX - BSW 2014 HH

33. A BETTER
STARTING POINT
@Barilla WATERFALL UX - BSW 2014 HH

34. @Elizabeth Hayward WATERFALL UX - BSW 2014 HH

35. USERS
USERS
USERS
USERS
@Elizabeth Hayward WATERFALL UX - BSW 2014 HH

36. USERS
USERS
USERS
USERS
@Elizabeth Hayward WATERFALL UX - BSW 2014 HH

37. @Barilla WATERFALL UX - BSW 2014 HH SO EASY?

38. THINGS ARE NOT REALLY CHANGED
THEN
WATERFALL UX - BSW 2014 HH

39. THINGS ARE NOT REALLY CHANGED
NOW
WATERFALL UX - BSW 2014 HH

40. WATERFALL UX - BSW 2014 HH AGILE LEAN

41. #WRONG
WATERFALL UX - BSW 2014 HH

42. DEATH BY SPRINT
WATERFALL UX - BSW 2014 HH
@giphy.com

43. YERKES-DODSON LAW 1908
STRESS
ANXIETY
UNHAPPINESS
WATERFALL UX - BSW 2014 HH
BEST PERFORMANCE
BOREDOM
SUPERFICIALITY
ARE YOU
HERE ?

44. THE WORLD IS
CHANGING @The Simpsons
WATERFALL UX - BSW 2014 HH

45. YOU ARE BEAUTIFUL
NO MATTER WHAT
THEY SAY
WATERFALL UX - BSW 2014 HH
@giphy.com

46. WE ARE NOT ALONE
@areaweb - Cristiano Rastelli WATERFALL UX - BSW 2014 HH

47. WATERFALL UX - BSW 2014 HH #SHITERATION

48. A c t i v e wh e n y o u a r e
c o n c e n t r a t i n g o n a
challenging task, or engaging
in complex problem solving
and reasoning
WATERFALL UX - BSW 2014 HH
Executive Attention Network
Imagination Network
Active when constructing dynamic
mental simulations: remembering,
thinking about the future, and
g e n e r a l ly wh e n imagining
alternative perspectives and
scenarios to the present

49. 1. USER REQUIREMENTS
2. BUSINESS REQUIREMENTS
3. DESIGN SOLUTIONS
WATERFALL UX - BSW 2014 HH

50. WATERFALL UX - BSW 2014 HH
1. HOLISTIC VIEW
2. COHERENCY
3. CONSISTENCY

51. @New Line - Dumb and Dumber WATERFALL UX - BSW 2014 HH

52. CAN WE FIND AN AGREEMENT ?
WATERFALL UX - BSW 2014 HH

53. @Dave Landis from “What does Lean UX have that I don’t?“ WATERFALL UX - BSW 2014 HH

54. NEED MILK
WATERFALL UX - BSW 2014 HH
@Mordi Levi

55. STANDUP MEETINGS
DO WORKS!
@giphy.com
WATERFALL UX - BSW 2014 HH

56. RETROSPECTIVES
ARE GREAT!
@giphy.com
WATERFALL UX - BSW 2014 HH

57. WATERFALL UX - BSW 2014 HH

58. PLEASE,
DO NOT FOLLOW
DOGMA
WATERFALL UX - BSW 2014 HH
@Warner Bros - Full Metal Jacket

59. DEVISE A
NEW PLAN
WITH UNCONVENTIONAL TOOLS
WATERFALL UX - BSW 2014 HH
@Mordi Levi

60. ‣ SIMPLICITY
‣ EVIDENCE
‣ PREDICTABILITY
‣ USER ADVOCACY
@Elizabeth Hayward WATERFALL UX - BSW 2014 HH

61. IT IS THE DUTY OF THE
10TH MAN TO DISAGREE
WATERFALL UX - BSW 2014 HH
@Paramount - World War Z

62. THE 4 STEP
CUSTOMER
EXPERIENCE
MATURITY
@Mordi Levi WATERFALL UX - BSW 2014 HH

63. REPAIR
WATERFALL UX - BSW 2014 HH 1. LISTEN

64. ELEVATE
WATERFALL UX - BSW 2014 HH 2. WTF IS THIS SH#T

65. OPTIMIZE
WATERFALL UX - BSW 2014 HH 3. DO BETTER

66. DIFFERENTIATE
WATERFALL UX - BSW 2014 HH 4. WHO’S AWESOME?

67. WOW AND
THEN?
WATERFALL UX - BSW 2014 HH
@Mordi Levi

68. PLAN FOR FAILURE NOT THE BEST CASE SCENARIO
WATERFALL UX - BSW 2014 HH

69. HOW DID YOU FEEL
PROJECTS AND ACTIVITIES
WATERFALL UX - BSW 2014 HH
NOVEMBER
OCTOBER
JUNE
JULY
DECEMBER
FEBRUARY
MARCH
APRIL
MAY
AUGUST
SEPTEMBER
JANUARY
AUGUST
SEPTEMBER
A YEAR
IN WORK

70. WATERFALL UX - BSW 2014 HH
FEBRUARY
MARCH
APRIL
JANUARY
NC11
BugFix #5
“I WAS SO STRESSED ON
FEBRUARY BECAUSE WE
TESTED A SMALL APPLICATION
WITH A NEW CLIENT AND IT
DIDN’T WORK AS EXPECTED”
PROTO APP
Iteration
NC10
NC9

71. NEVER CROSS
SPRINTS @Columbia - Ghostbusters
WATERFALL UX - BSW 2014 HH

72. A RESEARCH WATERFALL SPRINT
SYNCH BIN
WATERFALL UX - BSW 2014 HH
SEPARATE SPRINTS FOR DESIGN
AT LEAST 50% LONGER
ODD SHIFTED
CROSS FUNCTIONAL !

73. #NOESTIMATE
WATERFALL UX - BSW 2014 HH

74. BACKLOG HELL
WATERFALL UX - BSW 2014 HH

75. BOTTLENECKS
ARE A GOOD SIGN
WATERFALL UX - BSW 2014 HH

76. ME
Nicholas
Miller
Henry
Fisher
ALLIES
Dorothy
Schneider
GAIN POINTS
Jack Allen
Victoria
Foster
STAFF USERS
CUSTOMERS
STAKES POLITICAL
CORE DIRECT INDIRECT
Amy Ortega
INTERNAL
Christine
Morales
Dylan
Matthews
STAKEHOLDER Cheryl King
MAWATPERFALL UX - BSW 2014 HH
Beverly
Fisher
Douglas
Brooks
Carolyn
Turner
Marilyn
Bradley
Richard
Thomas
BOARD
PAIN POINTS
EVALUATORS SUPPLIERS
ECONOMICAL

77. THE BOTTLENECK MATRIX
WATERFALL UX - BSW 2014 HH
WHO HE SHE IS WHAT HE/SHE
KNOWS
WHAT WE NEED
Henry Fisher
He is managing director, he is our
main asset in the company because
he is a true believer
Talk to him for all the political details about the
NC11 Project, he knows nothing about technical
implementation
Ask him for the midsummer deployment.
She knows about the technical
decisions and all the project historical
facts
She knows fact only until August 2014
Carolyn Turner
She is working in the web area, she
stands out politically for hers position
and she is well respected
Marilyn Bradley
She is in the staff project, but not very
present. She is smart and potentially a
huge PIA to deal with.
NC11 Project
Deployment Plan
Christine Morales Social Media Campaigns
She is an external contractor
Marilyn Bradley
She worked with Christine from
august to November
Talk to her for the Social Media Campaign, on
Facebook and Newsletter
Ask her for the analytics data.
She decided Analytics Objectives and Target

78. WATERFALL UX - BSW 2014 HH

79. KEEP CALM
WATERFALL UX - BSW 2014 HH

80. WATERFALL UX - BSW 2014 HH
ACCEPT
THE CHALLENGE
@Warner - The Matrix

81. THANK YOU
WATERFALL UX - BSW 2014 HH
Tune: Run Away by SunStroke Project
Hoang C. Huynh
@Aetheros