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Agile experience design

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Slides from the presentation I gave on Agile Experience Design. Look at the first slide. Someone delivered that. Someone signed it off. Someone had to use it. And they cried. It needn't be like that. This is how to make delightfully designed software faster. Test, learn, fail fast, succeed at speed.

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Agile experience design

  1. 1. Agile experience designMarc McNeill@dancingmango
  2. 2. 01 Fail02 Agile and user experience design03 Discover & Envision04 Integrated Design & Delivery05 Continuous Improvement
  3. 3. 01 You Will FailImage source:
  4. 4. Vs
  5. 5. $$$$$$$$$$$$$$$$$$$$$$$$$$$$$ If failure is defined as declaring a$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ projection and then falling short of$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ meeting it, then the failure rate is a$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ whopping 90 to 95 percent.$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Shikhar Ghosh Harvard Business School$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
  6. 6. Never 45% Rarely 19% Sometimes16% Often 13% Always 7%Feature usage in deployed applicationsSource: The Standish Group
  7. 7. How quickly can you fail?How cheaply can you fail?
  8. 8. ✗Card slot ✗Video✗3g ✗Video calling✗Bluetooth ✗TV out✗Infrared ✗Music ring tones✗Decent camera ✗Voice dialing✗Secondary camera ✗Voice commands✗Camera flash ✗GPS✗MMS ✗JAVA✗Radio ✗Push to talk
  9. 9. Minimum doesn‟t mean crap
  10. 10. $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Enterprises across 16 countries lose an estimated USD$338.5 billion each year$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ due to defections and abandoned purchases$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ as a direct result of a poor customer experience.$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$Source: Genesys: 9000 consumers surveyed (500 per country)
  11. 11. “Rent a warehouse and build a prototype of a store… go build 20 of them, then discover it didnt work…”Apple Store is the most profitable shop in LondonSources: Steve Jobs in Fortune Magazine March 8 2007 Verdict Global Retail Freview Aug 2010
  12. 12. 02 Agile and user centred designImage source:
  13. 13. Design led Participatory mindsetExpert mindset Research & development led
  14. 14. Code what is right
  15. 15. Agile
  16. 16. Agile
  17. 17. Agile
  18. 18. Agile
  19. 19. AXD
  20. 20. AXD Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/
  21. 21. AXD
  22. 22. AXD
  23. 23. AXD
  24. 24. AXD
  25. 25. Deliver
  26. 26. Evolve 25% 25% 25% 25% http://www.artinthepicture.com/blog/?p=109 http://www.bloglifetime.com/images/blogs/11-2007/different-versions-of-the-mona-lisa.jpg
  27. 27. 03 Discover & EnvisionImage source: coloribus.com/harvey nichols ad campaign
  28. 28. Being obsessive about the customer
  29. 29. People are different Buying a mobile phoneImage source: hipstercred.wordpress.com
  30. 30. What’s the spec?
  31. 31. Teach me about it
  32. 32. Help me to decide
  33. 33. Who is most profitable?http://www.flickr.com/photos/40434084@N06/6734516407/
  34. 34. Be a method actorImage source: hipstercred.wordpress.com
  35. 35. Feel the problemEmotions, needs, wants desires, trigger
  36. 36. Empathy maphttp://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
  37. 37. Develop hypothesesImage sourcehttp://www.flickr.com/photos/mybloodyself/435953128
  38. 38. Look outsideImage source: cityweekend.com.cn
  39. 39. Observe customers „in the wild‟
  40. 40. Digital ethnographyImage source: cityweekend.com.cn
  41. 41. Seek problemsImage source: cityweekend.com.cn
  42. 42. Ask questions, disprove hypotheseshttp://www.flickr.com/photos/9576621@N06/2930434641
  43. 43. Think customer journeysImage source: cityweekend.com.cn
  44. 44. Look for moments of opportunityImage source: http://www.flickr.com/photos/31070478@N04/3216264101
  45. 45. How might we?
  46. 46. “The wall is the new desk” Dave Gray
  47. 47. It‟s a collaborative effort
  48. 48. It‟s a collaborative effort
  49. 49. Collaborative sketching
  50. 50. Bringing ideas to life
  51. 51. Rapid iterations
  52. 52. Emergent, tangible product ideas
  53. 53. Prototypes & 3-see ThursdayTesting rough prototypes
  54. 54. Design from the start The time travelling designer
  55. 55. Minimal Viable Product “Here’s a tip, pack it and halve it” – Lonely Planethttp://www.flickr.com/photos/joeyparsons/3240169886/
  56. 56. (Prioritisation can be fun)
  57. 57. 04IntegratedDesign &Delivery
  58. 58. At Sony we assume that all products of ourcompetitors have basically the sametechnology, price, performance andfeatures.Design is the only thing thatdifferentiates one product from anotherin the marketplace. Norio Ohga Former Chairman and CEO, Sony
  59. 59. “a focus on improving usability for thecustomer…. has been reflected inimproved provider conversion in theperiod, increasing revenues and RPV”
  60. 60. Goal driven development Otherwise known as preventing features trumping experience Locate Find a local See deal Sign-up for Buy the Be reminded Upload aSee all deals Get reports stockist deal details account product of deals deal Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story Story
  61. 61. Seeking excellence not trail-blazeImage source: cityweekend.com.cn
  62. 62. PairIn process
  63. 63. Release early and often
  64. 64. T T It‟s a Team effort T T
  65. 65. 04 Continuous ImprovementImage source: coloribus.com/harvey nichols ad campaign
  66. 66. Continuous testingImage source: modified: studiolineal.com
  67. 67. Continuous optimisation
  68. 68. Split testing
  69. 69. Crazy egg
  70. 70. In SummaryImgsrc:adrants.com
  71. 71. Step into their shoes Whole teamBy stealth test early & often
  72. 72. 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]
  73. 73. Keep in touchMarc McNeillmarc.mcneill@forward.co.uk dancingmangowww.dancingmango.com

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