User-Centered Analysis and Design in Agile

User-Centered Analysis and Design in Agileby Nazlı Ceren Binyıldırım & Fatma Ürek Uludağ

@fatmaurek @licenidae @confagilespain #CAS2016

Speakers

Nazlı Ceren BinyıldırımExperience Designer at Turkey

@licenidae

Fatma Ürek UludağBusiness Analyst at Turkey

@fatmaurek

@fatmaurek @licenidae @confagilespain #CAS2016

Agenda ▸ What are Experience Design, User-Centered Design, Design Thinking?

▸ What are BA and XD, and how do they fit in Agile?

▸ BA and XD collaboration in Agile

▸ The tools we use

▸ Why adopt User-Centered Analysis and Design?

▸ Q&A

@fatmaurek @licenidae @confagilespain #CAS2016

Experience Design

“Experience design (XD) is the practice of designing products, processes, services, events, omnichannel journeys, and environments with a focus placed on the quality of the user experience and culturally relevant solutions.”

- Wikipedia

“User experience encompasses all aspects of the end-user's interaction with the company, its services, and its products…”

- Nielsen Norman Group

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User-centered Design

“User-centered design means understanding what your users need, how they think, and how they behave, and incorporating that understanding into every aspect of your process.”

– Jesse James Garrett, User Experience Designer

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Design Thinking

“We cannot solve our problems with the same thinking we used when we created them.”

- Albert Einstein

Design thinking is a user-centered, solution-focused approach to problem solving. It’s a creative, collaborative, iterative, practical, scalable, adaptable and highly empathic way of solving wicked problems.

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BAs and XDs How do they work together?

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XDs vs BAs in Waterfall

Experience Designers are not capable of analysing requirements or considering business issues.

Business Analysts are not capable of conducting research, empathising with end-users or designing.

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The UXSpectrum

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XDs & BAs in Agile

Experience Designers should analyze requirements and consider business issues.

Business Analysts should conduct research, empathize with end-users and design.

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DefinitionOf BA: BABoK V2 vs V3

BABoK 2.0 Business analysis is the set of tasks and techniques used to work as a liaison among stakeholders in order to understand the structure, policies, and operations of an organization, and to recommend solutions that enable the organization to achieve its goals.

BABoK 3.0 Business analysis is the practice of enabling change in an enterprise by defining needs and recommending solutions that deliver value to stakeholders. Business analysis enables an enterprise to articulate needs and the rationale for change, and to design and describe solutions that can deliver value.

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BA and XD Collaboration“As you navigate through the rest of your life, be open to collaboration. Other people and other people's ideas are often better than your own. Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life.” - Amy Poehler

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Learning Opportunities

Yes, the roles are very similar, and often overlap, but this provides learning opportunities on both sides, so that the team can be more effective and efficient.

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Overlapping Roles

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Overlapping Roles

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2 Disciplines 1 Product

BAs are the voice of the business and XDs bring multiple perspectives together to form a cohesive view; to be successful both should be involved in all stages of the product’s lifecycle.

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Lean UX Lean UX opens the entire design process to the whole team and invites them to collaborate. It ensures high quality outcomes and effective communication. This creates a shared vision and responsibility.

Lean UX principles: cross-functional teams; small, dedicated, colocated; progress = outcomes not output; problem-focus teams; removing waste; small batch size; continuous discovery; getting out of the building; shared understanding; no rockstars, gurus, ninjas; externalize your work; making over analysis; learning over growth; outcomes over documentation.

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Inception

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Iteration 0

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Iteration n

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Iteration 1-n

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Business Model Canvas

https://strategyzer.com/books/business-model-generation

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Value Proposition Canvas

https://strategyzer.com/books/value-proposition-design

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User JourneyMap

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Why adopt User-Centered Analysis and Design?@fatmaurek @licenidae @confagilespain #CAS2016

Outcomes vs Outputs

“Features and services are outputs. The business goal they are meant to achieve are outcomes. Lean UX measures progress in terms of explicitly defined business outcomes.”

- Lean UX, Jeff Gothelf

“Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.”

– Jakob Nielsen

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Oracle Global Research2013

http://www.oracle.com/us/corporate/press/1903222

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Generation Z& Cultural Requirements

Digital natives (mobile first)

Shorter attention span

Trust in e-commerce (especially mobile)

Not easily impressed

Prefer videos (YouTube over Facebook)

Like messaging instead of e-mails

Experiences over privacy

Multitaskers and unconcerned w/ money

Multiple online personas

Ambient UX and new generation interactions

http://www.forbes.com/sites/rachelarthur/2016/03/16/generation-z

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Evolution of Service and Product Design

Stage 1: In-store exchange (upto the 1960s)

Stage 2: Delivery (1960s to 1990s)

Stage 3: Omni-presence (Mid-90s till 2011)

Stage 4: Forecasting and generation of demand (2011 onward)

Ergonomics + Technology = New Interactions

Changing cultural norms, motivations, behaviors and needs

Social impact and ecological impact

https://www.linkedin.com/pulse/20140804133402-26423492-evolution-of-service-design

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Integrate UX within Your Organisation

Business + Culture (mission, vision and

values)

Have an Experience Strategy and share it

Create evangelists

Open collaboration and communication

Excel at user and customer experiences

Sense of ownership (for products and

services you build)

Make sure everyone shares the business

and experience visions

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Conclusion “It is about them and for them. The closer the end-users’ needs are analysed and answered, the more successful the adoption or purchase of a solution. You iterate until you get it right from a customer perspective. This the power of HCD.”

– Olivier Delarue, Lead, UNHCR Innovation

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Thank you!NAZLI CEREN BİNYILDIRIM

nazli@thoughtworks.comlinkedin.com/in/nazcb

FATMA ÜREK ULUDAĞ

furek@thoughtworks.comlinkedin.com/in/fatmaurek

@fatmaurek @licenidae @confagilespain #CAS2016

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