User-Centered Design at The Economist

@dsetia_1
User-Centered Design
at The Economist
Danny Setiawan
Lead UX for Mobile, The Economist
06.08.2016

@dsetia_1
Objective
Share insights and practical steps to improve UX
contribution in Agile based on my experience of
implementing User-Centered Design for The
Economist mobile team.

@dsetia_1
Agenda
• Intro
• UX activities
• At The Economist
• What does that look like?
• Integration UX into Agile workﬂow
• Going Lean
• Usability Testing Driven Development
• Questions?

@dsetia_1
3 types of UX activity

@dsetia_1
Operational
• Goal: Flow (unblocking dev)
• Activity: Reacting to issues raised by developers during sprint
• UX role: Produce deliverables so dev team can complete stories
• Measure: Team’s velocity

@dsetia_1
Development
Task 1 Task 2 Task 3 Task 4 … DoneBacklog
UX resource

@dsetia_1
Development
UX!?
UX resource

@dsetia_1
Development
UX!?
UX!?

@dsetia_1
Development
UX!?

@dsetia_1
Development

@dsetia_1
Tactical
• Goals: Flow (smooth implementation), value (what’s important for
customers)
• Activity: Preparing everything that’s required to implement stories
for upcoming sprint (prioritize use cases, test solutions)
• UX role: Contribute to story deﬁnition, prioritization and produce
deliverables addressing potential blockers
• Measure: Team’s velocity, customer satisfaction

@dsetia_1
Development
Task 1 Task 2 … DoneBacklog
UX resource
Task 3 Task 4

@dsetia_1
Development
UX resource
Elaboration
Ideate Prototype Test Prep for dev

@dsetia_1
Development
Elaboration
Ideate Prototype Test Prep for dev

@dsetia_1
Development
Task 1 Task 2 … DoneBacklogIdeate Prototype Test
Elaboration
Prep for dev

@dsetia_1
Strategic
• Goals: Growth (customer segment and problem to solve)
• Activity: Research to identify and validate opportunities
• UX role: Facilitate discovery phase, ideate and test solution
• Measure: Acquisition metrics

@dsetia_1
Development
Task 1 Task 2 … DoneBacklogIdeate Prototype Test Prep for dev
Elaboration

@dsetia_1
Development
… DoneBacklog
Elaboration
Ideate + test solution
Discovery
Identify + validate new opportunities
User Research
Stakeholders’
Input

@dsetia_1
Operational
Tactical
Strategic
Mar 2015
Activities breakdown
Economist Mobile UX Team

@dsetia_1
Operational
Tactical
Strategic
Mar 2016
Activities breakdown
Economist Mobile UX Team

@dsetia_1
How ?
Change of Culture

@dsetia_1
“
Culture
set of beliefs, values, and behaviors, including
their embodiment in artifacts; that are
shared by a group of people
WORKING DEFINITION

@dsetia_1
Culture
• Belief: How we believe things work (world view)
• Value: What we consider important (prioritize)
• Behavior: What we do to get the value based on
the world view we subscribe to
• Artifacts: Manifestation of our behavior

@dsetia_1
Example
• Belief: User testing is a waste of time
• Value: Efﬁciency
• Behavior: Not supporting user testing initiative
• Artifacts: Email, verbal communication

@dsetia_1
Practical Tips
• Start Small
• Small team, small cost, small time, small risk
• Build momentum : Many small wins > One big win
• Don’t dictate, motivate
• Provide real value (that can be felt)
• Help others succeed
• Don’t bulls#*t
• It’s ok to say “I don’t know the answer (but I can help you ﬁnd out)”
• Drop the buzzwords
• Lead with a story (meaning & purpose)
• Co-create
• Be transparent about your method
• Include others in your process
• Let others contribute

@dsetia_1
How we started…
• Start with unblocking dev to earn trust
• Facilitate small ideation sessions that involves the
team (proto-persona, sketching exercise , etc.)
• Visualize process, highlighting contribution UX can
make
• Support Product Owner and Scrum Master in
product roadmap creation

@dsetia_1
What does that
look like?

Integrating UX
into Agile workﬂow

Hypotheses to Validate
Persona
Problem
Solution
Usability
Growth

Team’s activities
3 months 6 months

Sample Artifacts
Proto-personas created by our mobile team Storyboard of a morning commute scenario

Sample Artifacts
User interview using Google Hangout
Our Product Manager collecting anecdotal
feedback at a local coffee shop

Sample Artifacts
sketches created in 6-8-5 exercise Team + stakeholders sketching together

Sample Artifacts
screen storyboard with notes from
critique
Quick InVision prototype to test swipe
visual cue

Sample Artifacts
In-person moderated usability test in session Usability test observation room

Usability Test Driven
Development

Usability Testing: DE Tasks
Task 1 - Authentication
Task 2 - Selecting +
Downloading Issue
Task 3 - Discovering Content
Task 4 - Reading Settings
Task 5 - Review Bookmarks
Task 6 - Listening
Task 7 - Creating Playlist
Task 8 - Subscribing
Task 9 - Adjust Settings
Task 10 - Others

Validating with Users
100% 80% 60% 40% 20% 0%
Mitigating risks and identifying gaps throughout the production process.
Risk Level:

@dsetia_1
Questions?
twitter: @dsetia_1
site: www.dsetia.com

User-Centered Design at The Economist

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