TeşekkürlerThis has been the biggest ever ThoughtWorks event in Europe

CONTINUOUS DESIGN in delivery

A story of continuous design in practice

Success is for those who can begin saying "I will succeed" and say "I have succeeded" in the end.”

Mustafa Kemal Atatürk

Helping define the product strategy

Research and analysis

Defining interactions/behaviours of software

Creating the visual design

Engineering the UI through front end code

WHAT IS DESIGN?

THE 4 METER SERVICE MAP

THE 4 METER SERVICE MAP

Chairlady

DesignerCMO

PMIT Director HR

General Manager

Lead BAPresident BD DOL

Highest growth, lowest conversion

PRODUCTS

NOT OPTIMISED

NOT OPTIMISEDNOT OPTIMISEDADAPTED

Beginning Phase 1

12 weeks

Mobile

beta.hepsiburada.comhepsiburada.com/m/

Expansion

Re-direct Opt-in

Cross channel

.com

MOBILE FIRST STRATEGY

Phase 1 Phase 2

ITERATIVE RELEASES

Jeff Pattonhttp://www.agileproductdesign.com/

IDENTIFYING THE MKB

We believe that we can design and develop a mobile optimised, minimal key buy journey in 3 months;

AGILE & LEAN

ThoughtWorks Delivery Team

include UX design thinking and lean principles in to the product strategy?

HOW MIGHT WE…

GOALS & SUCCESS

BACKLOG ESTIMATION

PLANPRIORITISE

We believe that we can design and develop a mobile optimised, minimal key buy journey in 3 months;

We will know we have been successful when we see an increase in conversion and a decrease in bounce rate

AGILE & LEAN

ThoughtWorks & Hepsiburada

HOA LORANGER, NN/g

Without customer input, organizations risk creating interfaces that fail

1hr CUSTOMER EMPATHY

Segment

Behaviour

Motivation

Needs

Brand

Customer type

Product Browser Researcher

Focussed

Impulsive

Hunter

Casual

Impartial

Simplicity

Responsive

Patient

Spontaneous

Competitive

Availability Reward

Communication

Loyal Impartial Faithless

New Irregular Churning Frequent

Selection Price

Methodical

Content Obviousness

Business

Careful

Speed

Quantity

Impartial

Intermittent

Attitude Ambitious

1hr CUSTOMER HYPOTHESIS

RAPID VALIDATION

Browser ResearcherHunter31% 13%28%

Product24%

USER MAPPING

RESEARCH

Homepage Participant 1

QUALITATIVE INSIGHTS

It’s a little confusing…

I see lots of products, there are lots of things

CUSTOMER PAIN

Developer

Customer service rep.

AnalystDeveloper

Designer

QUANTITATIVE ANALYSIS

DESIRABLE

USEFUL

ACCESSIBLE

FINDABLE

CREDIBLE

USABLE

Customer Value

ADVOCACY

FREQUENCY

AVAILABLE

VISIBLE

TRUST

CONVERSION

Business Value

USER EXPERIENCE

http://farm7.static.flickr.com6071/6120570161_f5caf5e15e_z.jpg

Business

http://www.walodesign.de/design_thoughts_09.html

(not UX) Designers

http://zekecabell.com/596/

To bring research in-house,

and importantly, internalise the learning?

WHAT CAN WE DO…

We need everything designed up front and have all the designs finalised before we can start

Business, developers, some designers

MISCONCEPTION

BDUF

SPECS

Guesswork Resource heavy

Time, lots of time

Documentation and reports

We believe providing a simple optimised landing page

a reduction in bounce rate & more searches

when bounce is below 35% &

searches have increased above 25%

Will result in

For

We will know success

browsing users and product shoppers

HYPOTHESIS. EXPERIMENT

RAPID LOW-FI DESIGN

UX designer Product

BA / IM

OUTCOMES NOT OUTPUT

Visual designer

UI Developer

UX designer

Product

EVERYONE

Embrace low fidelity & rapid design

and drop the idea that the spec is ‘the’ design?

HOW MIGHT WE

RAPID PROTOTYPING

LAB SET UP

CONTINUOS LEARNING & VALIDATION

SEARCH

DAILY DEALS

INCREASE 17%

INCREASE 455%

CATEGORIES USAGE 41%DOES NOT INCLUDE SEARCH

Involve myself in the testing, valuation

and learning process?

HOW CAN I

CONTINUOUS DESIGN & DEV

http://www.energytimes.com/pages/departments/1109/holistic1109.html

HOW DOES AGILE UX FEEL?

Perception

Reality

ITERATION

BACKLOG

ITERATION

begin to see the product as the design,

and begin pairing to realise that together?

HOW MIGHT WE

Helping define the product strategy

Research and analysis

Defining interactions/behaviours of software

Creating the visual design

Engineering the UI through front end code

WHAT IS EXPERIENCE DESIGN?

External

Design not a part of the organisation

Not preferred

INTERNALISE & INCORPORATE

Periphery

Design is a part of the organisation

Minimum

INTERNALISE & INCORPORATE

Central

Design is embraced by the organisation

Preferred

INTERNALISE & INCORPORATE

Integrated

Design is integral to the organisation

Desired

INTERNALISE & INCORPORATE

Integrated

Design is integral to the organisation

Desired

INTERNALISE & INCORPORATE

Teşekkürler@benkappler