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ThoughtWorks Turkey 2014 Summit - Continuous Delivery & Design with Martin Fowler. It is story of Experience Design in an Agile delivery project for TW client Hepsiburada
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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
Video: http://youtu.be/dLZO1fMRjeg
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 OPTIMISED
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
Video: http://youtu.be/FC0V4tyMDsk
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, evaluation
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
THE OUTCOME?
Teşekkürler@benkappler
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