agilelive webinar: adding ux value to agile development
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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
Making Leaders Successful
Every Day
Adding UX Value to Agile Development
Creating Applications Customers Love
Jeffrey Hammond, VP, Principal Analyst
@jhammond
November 19, 2013
© 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:
© 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/)
© 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/)
© 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
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
Consumer expectations always shift
Satisfied
Dissatisfied
Not
Implemented Implemented
Delight
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
What defined consumer delight in 1852?
Satisfied
Dissatisfied
Not
Implemented Implemented
Delight
Source: Kano Model
1852
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
Satisfied
Dissatisfied
Not
Implemented Implemented
Delight
Basic
Source: Kano Model
What defined consumer delight in 1972?
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
Satisfied
Dissatisfied
Not
Implemented Implemented
Delight
Basic
Source: Kano Model
What defined consumer delight in 1999?
© 2013 Forrester Research, Inc. Reproduction Prohibited 12
Satisfied
Dissatisfied
Not
Implemented Implemented
Delight
Basic
Source: Kano Model
What defined consumer delight in 2009?
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Mobile is shifting customer expectations …
Satisfied
Dissatisfied
Not
Implemented Implemented
Delight
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
… and accelerating the speed of the shift
Satisfied
Dissatisfied
Not
Implemented Implemented
Delight
Basic
Source: Kano Model
Customers demand modern applications
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//)
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
A delivery process for speed
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.
© 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
© 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
© 2012 Forrester Research, Inc. Reproduction Prohibited
Wireframes
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Kanban boards
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
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
An app delivery process for speed