self-organized, autonomous ux | socal ux camp | may 31, 2014

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J.J. Kercher | Director, User Experience @jjkercher SELF-ORGANIZED, AUTONOMOUS UX

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In an agile environment, establishing usability and user experience as the responsibility of the UX team is destined for conflict and frustration. Learn how transferring this ownership onto the cross-functional team ultimately responsible for delivering the experience builds trust and empowerment and ultimately provides an environment that fosters collaboration, growth and innovation. This presentation will discuss the evolution of incorporating UX into agile at AppFolio, the roles and makeup of our development teams as they exist today, and some examples of how those teams collaborate around design solutions when tackling big feature enhancements on our mature product.

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Page 1: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

J.J. Kercher | Director, User Experience @jjkercher

SELF-ORGANIZED, AUTONOMOUS UX

Page 2: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

UXM A G I C

ABOUT ME

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DESIGNER TO ENGINEER, A DIALOGUEImages shamelessly stolen from Allie Brosh, Hyperbole and a Half hyperboleandahalf.blogspot.com

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“Hey Engineer, wanna collaborate??!!”

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…too busy …wrong timezone …why do you care?

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Sooooo

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Three months later…

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…yes but it’s what you asked me to build! but, but…it’s broken!

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Which makes me all….

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X

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A portfolio of SaaS applications to help small and mid-sized businesses improve their workflow so they save time and make more money.

ABOUT APPFOLIO

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UNDERSTANDING THE APPFOLIO CULTURE

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✦ Founded by technology leaders

✦ Engineering-centric culture

✦ Agile shop since the beginning

✦ Adopters of the Four Steps to Epiphany and Lean Startup ideology

✦ Ease of use already a core value and the #1 competitive advantage

THE PRE-UX APPFOLIO LANDSCAPE

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Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

Individuals and interactions over processes and tools

!

Customer collaboration over contract negotiation

Responding to change over following a plan

Working software over comprehensive documentation

THE AGILE MANIFESTO

Psst…this conf licts with traditional UX!

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1. Drive: UX practitioners are part of the customer or product owner team

2. Research, model, and design up front - but only just enough

3. Chunk your design work

4. Use parallel track development to work ahead, and follow behind

5. Buy design time with complex engineering stories

6. Cultivate a user validation group for use for continuous user validation

7. Schedule continuous user research in a separate track from development

8. Leverage user time for multiple activities

9. Use RITE to iterate UI before development

10.Prototype in low fidelity

11. Treat prototype as specification

12.Become a design facilitator

http://agileproductdesign.com/blog/emerging_best_agile_ux_practice.html

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COMMON “AGILE UX” PRACTICES

User Story

User Story

User Story

User Story

Product Owner

Feature

Developers (includes QA)

Develop Test

Release

UX Team (includes front end dev)

Research Design Validate Iterate Stakeholder Approval

Page 19: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

COMMON “AGILE UX” PRACTICES

User Story

User Story

User Story

User Story

Product Owner

Feature

Developers (includes QA)

Develop Test

Release

UX Team (includes front end dev)

Research Design Validate Iterate Stakeholder Approval

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PUTTING IT ALL INTO PRACTICE

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Research

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ResearchCollaboration

Rite Method Usability Testing

+Mob Designpaper prototype prototype prototype prototype5 users 3 users 2 users 4 users

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Research+Rite Method Usability Testing

Contextual Inquiries

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Research

Rite Method Usability TestingContextual Inquiries

“User Research Friday”What is User Research Friday?UR Friday is a monthly meeting designed to expose the engineering team at AppFolio to user research. We aim to:

promote empathy for our customers

foster ownership of usability

Each meeting focuses on one broad topic to encourage participation and engagement across the different product teams. User Research Friday harnesses the natural tendency of engineers to analyze, interpret, and derive their own insights from available data.

MotivationThe user experience team at AppFolio continually seeks new, agile ways to communicate customer insights and empower developers to make design decisions informed by research.

In addition to usability testing, how else can we engage developers in the ongoing discussion about our customers’ evolving needs?

The idea of a ‘User Research Day’ has been suggested to us via different conferences, blog posts, and books. The usual suggestion is to show usability tests on a weekly basis. At AppFolio, we are experimenting with different formats to showcase different types of user research that can help inform development decisions.

This poster describes the purpose, structure, and outcomes of our first 3 User Research Fridays at AppFolio, Inc.

User Research FridaysA UX Ritual to Engage Agile Teams in

Peripheral Customer Insights

Custom Reports

Summary Reports

Other Reports

Help

Help center

Overview

APM Customers - Technology

Listings (no apply) - Techno…

Apply Only - Technology

Tenant Portal - Technology

Owner's Portal - Technology

Apply Conversion

Apply Conversion (Test)

Apply Only - Technology

Advanced Segments Edit Email Export Add to Dashboard Shortcut

vs.

Sort Type:

Operating System Browser Screen Resolution Screen Colors Content Viewed

Usage

Primary Dimension: Operating System

All Visits % of visits: 1.48%

All Desktop % of visits: 0.97%

Phone % of visits: 0.40%

Tablet % of visits: 0.11%

Visits Select a metric

Visits ( )All Visits Visits ( )All Desktop Visits ( )Phone Visits ( )TabletJan 8Jan 15Jan 22Jan 291,0001,0002,0002,000Tuesday, January 22, 2013Visits (All Visits):1,363Visits (All Desktop):929Visits (Phone):359Visit

Visits Unique Pageviews

38,456 % of Total: 1.48% (2,604,638)

72,076 % of Total: 0.42% (17,180,209)

25,338 % of Total: 0.97% (2,604,638)

52,927 % of Total: 0.31% (17,180,209)

10,383 % of Total: 0.40% (2,604,638)

14,512 % of Total: 0.08% (17,180,209)

2,736 % of Total: 0.11% (2,604,638)

4,637 % of Total: 0.03% (17,180,209)

All Visits

All Desktop

Phone

Tablet

Secondary dimension Default

Reporting CustomizationAPM - -Filtered View (Excludes Most Employee Data)

Edit Custom Report

General Information

Title

Report Content

Filters - optional

and

and

and

+ add filter

Profiles - optional

Current Profile 'Filtered View (Excludes Most Employee Data)'

Additional Profiles

Save Cancel

Operating System Browser Screen Resolution Screen Colors Content Viewed

Name

Type Explorer Flat Table Map Overlay

Metric Groups

+ Add metric group

Dimension Drilldowns

+ add metric

Visits Unique Pageviews Avg. Visit Duration

Pages / Visit

+ add dimension

Page

Page

Destination Page

Destination Page

Destination Page

Include Regex

Exclude Regex

Exclude Regex

None

Problem StatementHow do we use analytics to gain insights into our products? The best way to understand is to use an example: Our web analytics tell us that 30% of people access our online rental application from a mobile device. We wondered:

Which mobile devices do people use (phones, tablets)?

What are some ways to optimize the online application for a better mobile experience?

StructureWe demonstrated to the team how to create custom segments using Google Analytics. Customer segments show the percentages of people using tablets, smart phones, and desktops to view the online application.

GoalsDevelopers understand how to derive customer insights from analytics data, and how these insights can inform product development.

Outcome

Developers learned how we use analytics data to identify opportunities for improving our products

Developers understand how to read and evaluate the monthly analytics reports we generate

Google Analytics Segmentation Demo

ConclusionUR Friday has given our developers the chance to:

Observe user behavior through tools like ClickTale and Usertesting.com

Analyze customer behavior via Google Analytics

Listen to customers speak about their experiences

Regardless of personal preferences for different types of data or modes of communication, the developers now know how each type of data drives insights into the customer experience. Meanwhile, the UX team discovered that if we remove ourselves as interpreters/gatekeepers of customer insights and instead put the data in front of the development team, we could better facilitate a direct flow of information from customers. After all, the most compelling insights are the ones you discover for yourself.

Applicant General Info Payment Info Verify Confirmation

*Name

*Email Address

Phone

Note: Please provide at least 3 years of residential history.

*Address

Rental Application Echo Properties 949-555-5555

Contact Information

Current Address

First name M Last name

Home Phone Work Phone

Cell Phone

Address 1 Address 2

City State ψ Zip ψ

Applicant General Info Payment Info Verify Confirm

Feature-Specific User Research HighlightsProblem Statement Our web analytics indicate that only 20% of people who view our online rental application actually complete and submit the application. We can also see that 1 out of 4 people get an error message on the first page of the application. We wondered:

What errors are people making?

How can we increase conversions?

StructureWe recorded users completing the online rental application using two tools: ClickTale and Usertesting.com. The team watched highlight reels from both tools then compared and discussed their observations.

GoalsDevelopers witness customer behavior and frustration with the online application.

Outcome Developers:

Learned about two new data-gathering tools available to the team

Identified opportunities for improving the online application

Gained understanding of the problem space

Can make informed updates the next time they are touching the online application

Poster AuthorsKate MacCorkle, Usability AnalystJ.J. Kercher, Senior Interaction Designer

Problem statementOur app is complex, and our support queue is increasingly overwhelmed by customer support requests.

How are customers using the existing Help & Training Materials?

What are the opportunities for improving the Help & Training experience?

StructureWe hosted a GoToMeeting with 3 remote users to discuss their experience with Help & Training. In addition to developers, we invited representatives from our services team and our training guru. Everyone had the opportunity to talk directly to the customers and ask questions.

GoalsDevelopers and customer service reps talk directly with customers about their workflow, highlights and pain points.

Outcome:

Developers learned what help & training we offer and how users access the resources

Customer service reps gained ideas for optimizing the voicemail system and insight into why some users submit multiple support requests

Training guru realized the importance of “searchability” of help topics

Live Customer Panelwith Developers

3 Methods We’ve Tried...

What would you try?

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Research

Rite Method Usability TestingContextual Inquiries

“User Research Friday”

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ResearchCollaboration+

Rite Method Usability TestingContextual Inquiries

“User Research Friday”

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ResearchCollaboration+

Rite Method Usability Testing

Customer Interviews

Contextual Inquiries

“User Research Friday”

Usage Analytics

Design Studios

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ResearchCollaboration+

Rite Method Usability TestingContextual Inquiries

“User Research Friday”

Design Studios Prototype Validation

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ResearchCollaboration+

Rite Method Usability TestingContextual Inquiries

“User Research Friday”

Design Studios

UX/Engineer Design Pairing

Prototype Validation

Page 30: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

ResearchCollaboration+

Rite Method Usability TestingContextual Inquiries

“User Research Friday”

Design Studios

UX/Engineer Design Pairing

Prototype Validation

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ResearchCollaboration+

Rite Method Usability Testing

Customer Interviews

Contextual Inquiries

“User Research Friday”

Usage Analytics

Design Studios

UX/Engineer Design Pairing

Mob Design

Design Patterns Team

Prototype Validation

Sketching/Wireframes

Support Requests

User Forums

Competitive Analysis

“UX Award”

Lean Experiments

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OUR UX VALUES Adapted from Agile Experience Design, Ratcliffe & McNeill 2013

! Inclusiverather than Elitist

"

# ◎

Emergent with directionrather than up front

Integrated and collaborativerather than handed over the fence

Considerate of customer, business, and technology needsrather than biased towards a single factor

2014 winner!design for experience awards | union of design and engineering

Page 34: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

Facilitation Exercise

FUN Break!

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HOW OUR TEAMS WORK TODAYCase Study: Mobile Inspections

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Scrum Team Scrum Team

ProductManager

AgileCoach

UXDesigner

SoftwareEngineer

QAEngineer

SoftwareEngineer

QAEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

Page 38: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

Engineering “College”

EngineeringDirector

UX ResearchFacilitator

Scrum Team Scrum Team

ProductManager

AgileCoach

UXDesigner

SoftwareEngineer

QAEngineer

SoftwareEngineer

QAEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

Scrum Team Scrum Team

ProductManager

AgileCoach

UXDesigner

SoftwareEngineer

QAEngineer

SoftwareEngineer

QAEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

SoftwareEngineer

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The dedicated UX lead on a small, cross functional scrum team responsible for prototyping and validating design solutions made in collaboration with Software Engineers, QA Engineers and the Product Manager. !

!

!

The UX support lead responsible for inspiring user-centered design on the scrum teams through exposure to user insights and facilitation of collaborative design activities

UX ROLES

UXDesigner

UX ResearchFacilitator

Page 40: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

PROCESS (BIG FEATURE RELEASES)

Adapted from “The Product Design Sprint” http://robots.thoughtbot.com/the-product-design-sprint

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iterate iterate iterate iterate

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PROCESS (BIG FEATURE RELEASES)

!Project Kickoff Competitive Analysis Review Feedback Contextual Inquiries Audience Profile

!Competitive Analysis Review Feedback Individual Sketching

!Design Studio Identify Themes Prototype Sketch

!UX Prototype Test Plan Recruiting

!Prototype Testing Dev Prototype Iterate Pair/Mob Designing Increased Fidelity Alpha/Beta

Customer Interviews

Adapted from “The Product Design Sprint” http://robots.thoughtbot.com/the-product-design-sprint

Backend Planning and Research: Architecture, Frameworks, Etc.

Page 47: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

Our Values • User Empathy • Collaboration • Facilitation • Empowerment • Education

What we are NOT • Product Owners • Deliverers of Polished Designs • The Sole Owners of Product Usability

IN CONCLUSION

Page 48: Self-Organized, Autonomous UX  |  SoCal UX Camp  |  May 31, 2014

J.J. Kercher | Director, User Experience @jjkercher

GOOD TALK :)

pssst…we’re hiring! ux.appfolio.com/jobs