agilelive webinar: adding ux value to agile development

25
Adding UX Value to Agile Development: Creating Applications Customers Love Jeffrey Hammond Vice President, Principal Analyst Forrester Research, Inc. David Clark Vice President, Design Director TandemSeven Ian Buchanan Product Manager VersionOne

Upload: versionone

Post on 13-Jan-2015

740 views

Category:

Technology


7 download

DESCRIPTION

 

TRANSCRIPT

Page 1: AgileLIVE Webinar: Adding UX Value to Agile Development

Adding UX Value to Agile Development:

Creating Applications Customers Love

Jeffrey Hammond

Vice President,

Principal Analyst

Forrester Research, Inc.

David Clark

Vice President,

Design Director

TandemSeven

Ian Buchanan

Product Manager

VersionOne

Page 2: AgileLIVE Webinar: Adding UX Value to Agile Development

Making Leaders Successful

Every Day

Page 3: AgileLIVE Webinar: Adding UX Value to Agile Development

Adding UX Value to Agile Development

Creating Applications Customers Love

Jeffrey Hammond, VP, Principal Analyst

@jhammond

November 19, 2013

Page 4: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2012 Forrester Research, Inc. Reproduction Prohibited

Empowered customers have given rise to a new era

1900–1960 1960–1990 1990–2010 2010+

Age of

Manufacturing

Age of

Distribution

Age of

Information

Age of

the Customer

Sources of

Competitive

Advantage:

Page 5: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 5

“All of the technology

required to transform

industries through

software finally works.”

— Marc Andreessen

“Why Software Is

Eating The World”

Image source: Andreessen Horowitz (http://a16z.com/)

Page 6: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 6

Hospitality

Then Now

800-325-3535

2000s

Image source: HotelChatter (http://www.hotelchatter.com/), Expedia (http://www.expedia.com/), TripAdvisor

(http://www.tripadvisor.com/), and Airbnb (https://www.airbnb.com/)

Page 7: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 7

Payments

2000s Now

Image source: Fotosearch (http://www.fotosearch.com/), Frame’s Pest Control (http://www.framespestcontrol.com/), and

SMK Seri Payong (http://www.seripayong.net/)

Before

Page 8: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 8

Consumer expectations always shift

Satisfied

Dissatisfied

Not

Implemented Implemented

Delight

Basic

Source: Kano Model

Page 9: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 9

What defined consumer delight in 1852?

Satisfied

Dissatisfied

Not

Implemented Implemented

Delight

Source: Kano Model

1852

Page 10: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 10

Satisfied

Dissatisfied

Not

Implemented Implemented

Delight

Basic

Source: Kano Model

What defined consumer delight in 1972?

Page 11: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 11

Satisfied

Dissatisfied

Not

Implemented Implemented

Delight

Basic

Source: Kano Model

What defined consumer delight in 1999?

Page 12: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 12

Satisfied

Dissatisfied

Not

Implemented Implemented

Delight

Basic

Source: Kano Model

What defined consumer delight in 2009?

Page 13: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 13

Mobile is shifting customer expectations …

Satisfied

Dissatisfied

Not

Implemented Implemented

Delight

Basic

Source: Kano Model

Page 14: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 14

… and accelerating the speed of the shift

Satisfied

Dissatisfied

Not

Implemented Implemented

Delight

Basic

Source: Kano Model

Page 15: AgileLIVE Webinar: Adding UX Value to Agile Development

Customers demand modern applications

Page 16: AgileLIVE Webinar: Adding UX Value to Agile Development

Are you Agile enough?

Do you collect (and incorporate)

rapid feedback?

Can you design useful, usable,

desirable experiences?

Do your cloud, big data, and mobile

strategies work together?

Building modern applications

Can you build high quality, multichannel, 5 star apps?

Source: Flickr (http://www.flickr.com/photos/kaz25/2444344463/sizes/o/in/photostream//)

Page 17: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 17

A delivery process for speed

Page 18: AgileLIVE Webinar: Adding UX Value to Agile Development

Adapt Agile with the POST technique

P

O

S T

People

Use Personas to profile your target audience.

Objectives

Decide on the needs of your personas and

your business goals.

Strategy

Determine your approach to meet your objectives.

Technology

Choose the technologies that will enable you to

implement your strategy.

Page 19: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2012 Forrester Research, Inc. Reproduction Prohibited

Jeremiah is 52 years old and has a lot of experience

as a sales representative working for ACME. His

typical day is spent on the road visiting different

clients. He knows a lot about ACME’s products and

is glad to share this information with everybody he

meet in his visits.

As he is always on the road he needs to be very

organized with his schedule and is time sensitive

when he is headed to a specific client visit. Not just

because being punctual is a virtue, but he wants to

accomplish all sales goals for the month and wants

to get home to enjoy the end of his day with his

family.

Jeremiah spends most of the time online through his

3G phone or his iPad and notebook with a hotspot,

but sometimes inside client buildings the signal is

very low or even non-existent.

Jeremiah is as much a brand advocate for ACME as

an order taker. ACME sales management expects

him to talk about products, answer questions, offer

information on new products and to be very

proactive in his client visits.

Personas

Page 20: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2012 Forrester Research, Inc. Reproduction Prohibited

Wow

Enjoyable

Functional

Neutral

Missed It

Frustrating

Awareness Consideration Research Purchase Engagement

1

2 3

4

5

6 7 8

9

10

11

Identify

customer and

stages of

journey

Indicate

primary (and

secondary )

devices for

each step

Describe each

step in the

journey, the

customer’s

needs and

perceptions

Indicate

significant

steps

Persona:

James

Journey maps

Page 21: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2012 Forrester Research, Inc. Reproduction Prohibited

Wireframes

Clear All Submit Order

lorem ipsum 02387209847 9832472084

Add New Product

1-DAY Rx -0.50 6P -0.50 Name / Comment

1-DAY Demo Meeting Rx -0.50 6P -0.50 Name / Comment 5

5

iPad 9:24 PM

MENUHOME

1-DAY Rx -0.50 6P -0.50 Name / Comment

1-DAY Demo Meeting Rx -0.50 6P -0.50 Name / Comment 5

5

CANCEL

Won't scan? Enter the code below

25000274589

1 2

5 6

3

4

7 8 9

0 C

DONELight

iPad 9:24 PM

Page 22: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2012 Forrester Research, Inc. Reproduction Prohibited

Kanban boards

Page 23: AgileLIVE Webinar: Adding UX Value to Agile Development

Prioritize gathering customer feedback

› Collect feedback early and often

› Use visual prototypes to gather “broad

brush” feedback

› Assign someone to listen to public

feedback

› Analyze feedback for recurring patterns of

failure and opportunity

› Proactively reach out to unhappy users

› Build analytics into your applications

› Create a regimen of A/B testing

Page 24: AgileLIVE Webinar: Adding UX Value to Agile Development

Summary – Pulling it all together

› Increasing velocity is a huge challenge, but business

conditions demand that you deliver

› Agile is a start, but it’s not sufficient – you must extend and

modify it to quickly capture customer needs

› Use the POST technique – Personas, journey maps, and

wireframes will help you get started

› Connect objectives to user stories and backlog

› Use Kanban to drive small batch work and increase

velocity

› Measure results, and feed them back into what you know

about your personas

Page 25: AgileLIVE Webinar: Adding UX Value to Agile Development

© 2013 Forrester Research, Inc. Reproduction Prohibited 25

An app delivery process for speed