User Centered Agile Product Development in an Enterprise & a Startup

User Centered Agile Product Developmentin an Enterprise & a Startup

Presented on 12th Nov 2014 Agile Singapore 2014

Michael Ong @michaelon9

@michaelon9• 1999 - Freelance Web Design / Development

leading to web hosting for SMEs

• 2002 - Research & Development - A Robust Rule-based Event Management System for Call Data Records - Société Générale

• 2003 - Network Engineer - NEC Solutions

• 2004 - Full-Stack development - Palm & Windows Mobile - K.C. Dat, Nippon Express, Air Asia , Singapore Zoo, Jurong Birdpark, Changi Airport Terminal 1 & 2, M1, Mapletree ...

• 2005-2007 - Business Process Consulting - VISA International- Robert Bosch SEA

• 2008 - Took a break in EVE Online - Internet Spaceships is serious business

• 2009 - Portal Development - ST701, SPH, Online Classifieds

• 2010 - Scrum Master - iProperty Singapore

• 2012 - Mobile & UX Lead - iProperty Group (Malaysia, Singapore, Hong Kong & Indonesia)

• 2013 - Senior Product Manager 2014 - Chief Operating Officer - bellabox Australia & Singapore

who is in your team?

designersdevelopersqamarketingsalesoperationscustomers servicefinance

Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8

think - make - check

understand your environment

who are your customers?

understand customers

user personasto be tested

who are your stakeholders?

designersdevelopers

qamarketing

salesoperations

customers servicefinance

understanding stakeholders

understanding Organisational key concerns- Communication?- IT responsiveness?- bad Customer Service?

how are you delivering projects?

workshops to understand internal concerns / stakeholders / customers• Introduction to User Experience design

• identify stakeholders concerns

• iProperty

• 4 workshops across group (120+ people involved in product, design, development, marketing, sales)

• bellabox

• 2 workshops across teams (30+ people involved in product, design, development, customer service, operations)

workshops to understand internal concerns / stakeholders / customers

• Customer Experience Journey & Design Thinking

• identify key customer journey points

• Senior Level Strategy Workshop

• Identify key business concerns and drive towards roadmap aligning stakeholders / customer needs

activity (10 min)individuallylist down 5 key concerns you have in your area of work / business

as a teamgroup them into similar & different items

present

sharing time!similaritiesdifferences

setting up a Product Roadmap• Understand your environment

• Talk to your stakeholders, your customers, your internal users

• Understand pain points

• Is there a way new or existing services can improve current processes?

• Look at your data (analytics) - what is being used in your organisation / users

• Communicating the roadmap

think - make - check

communicateyour ideas

story #1iProperty Group (Real Estate Portal)

10 years old (there for 3.5)100+ to 300+ staff

4 main countries (MY, SG, ID, HK)connects real estate agents / agencies / developers

to a few million property buyers & sellers

4 workshops6 months

4 countries 120+ team members

focused on “user experience” as a topic

to identify where,how and who we would start with

“in-house” approach with mobile team with its own budget acting like a vendor co-located within

the company

setting up the roadmap & focus on delivery

Case Study Developing property search apps

(Blackberry, Android & iPhone) for Indonesia

the process• mobile roadmap

• design strategy

• personas & scenarios

• information architecture

• task flows

• prototyping & testing

• development

• marketing launch & measuring

design strategy

product requirements & analysis

Product Survey in Dec 2012

51 Respondents on Mobile Site v1

53% of respondents used the mobile site every day

Reasons for not using Mobile

• Search results often not found and takes longer time to load

• Less information in listing detail on mobile site

• Photos are not presented well on mobile site

Top 5 Features on Mobile users wanted to see

• User Login to access favorites (shortlists) and property search across mobile and web

• Mortgage Calculator

• Compare Properties by budget and timeline

• Shortlist Properties

• Instant updates to homes and searches saved

user scenariosUsability Test Scenario - 1

You are planning to buy a property in Indonesia.

Your work location is in Jakarta and you intend to buy a House in Jakarta Pusat area that would be convenient for you to commute to office and back home.

Your budget ranges from 500,000,000 - 1,000,000,000 IDR . You want to check out on the right property that meets your needs and then contact the Agent for further process

Usability Test Scenario - 2

You have browsed through few properties when you were in a restaurant for Lunch and even shortlisted a few.

You close the site and then reopen rumah123 in the night after you get back home in the evening.

You wanted to continue your property search.

information architecture

task flow analysis

user interface flow

test early & often

prototyping for iPhone

prototyping for Blackberry

beta testing

testing for Blackberry

summary of pain & pleasure points - old design

summary of pain & pleasure points - new design

usability evaluation - new design

usability evaluation - new design

marketing

marketing

key learnings• Train the trainer

• I was trained at Republic Polytechnic during first workshop and with their assistance proceeded to carry out the rest of workshops to 120+ people

• Identify your successors and provide mentorship / training asap!

• Team leads took over Scrum teams after 1st year when I move to Product Owner position in new team

• New team Lead took over team when I moved on

• Individuals in our teams have mostly moved to team lead positions at 4 years after we introduced Agile/Scrum techniques

key learnings• Communicate early and often

• Work with Marketing early to identify launch plans / bottlenecks

• Work with Customer Service / Sales early to train on product

• You can be Agile in a Enterprise, act like a Startup

• Understand your budget, control it

• Deliver results fast and measure

• After Mobile team rolled out apps for iPad, Windows, iPhone, Android across 3 countries in 9 month period, Mobile API is now used by Desktop sites

• Keep your team small (we had 5)

• Product Owner, UX/UI Designer, Back-end Dev, 2 Mobile Devs

• 6 apps in 9 months across 3 countries we operated in

activity (10 min)individuallylist down 5 immediate items you would like to test on your project

as a teamgroup them into similar & different items

present

sharing time!similaritiesdifferences

story #2bellabox (Beauty Discovery Service)

3 years old (there last 1+)20 to 35 staff

2 countriesconnects 700+ brands

to a 100k+ audience45k paying customers

2 workshops15 days

2 countries 20+ team members

focused on “user experience” as a topic

to identify where,how and who we would start with

hybrid approach with design, development

PO co-located at their office 80-90% of time

Case Study Re-design of 2 year old business processes and

architecture as we grew from 8k+ to 45k customers within a year

our question : how do we support even more customers

and be lean?

the process• design strategy

• product requirements and analysis

• product roadmap

• information architecture

• task flows

• prototyping & testing

• development

• marketing launch & measuring

design strategy

product requirements & analysis

• Product Design

• Epic Planning and Prioritisation

• Understanding user research done by bellabox team

• Competitor Analysis (Functional and Visual)

• Discuss Brand Strategy

• Technical

• Initial System Analysis on v1

• Migration Planning (Data and Settings)

• Setup Test Environments for Drupal

• Operations

• Prototype new box allocation and payment check flow for AU Women

setting up the roadmap & focus on delivery

S P R I N T ( 2 W E E K S ) 1

1 1 T H N O V 2 0 1 3

2 2 5 T H N O V

2 0 1 3

3 9 T H D E C

2 0 1 3

4 2 3 R D D E C

2 0 1 3

X M A S / N E W Y E A R

5 6 T H J A N

2 0 1 4

6 2 0 T H J A N

2 0 1 4

D R A F T

7 3 R D F E B

2 0 1 4

D R A F T

8 1 7 T H F E B

2 0 1 4

D R A F T

9 3 R D M A R

2 0 1 4

B E TA O P T I N

1 0 1 7 T H M A R

2 0 1 4

D R A F T

1 1 3 1 S T M A R

2 0 1 4

P R O D U C T

D E S I G N M I K E ,

C H A R M A I N E , S H E L D O N

Z AV I E R M I C H A E L

R E S E A R C H A N A LY S I S E P I C P L A N N I N G

R E S E A R C H A N A LY S I S S T O R Y P R I O R I T I S AT I O N

I N F O R M AT I O N A R C H I T E C T U R E TA S K F L O W S

TA S K F L O W S

P R O T O T Y P E S

TA S K F L O W S W I R E F R A M E S V I S U A L D E S I G N

W I R E F R A M E S V I S U A L D E S I G N

W I R E F R A M E S V I S U A L D E S I G N

F R O N T- E N D

W I R E F R A M E S V I S U A L D E S I G N F R O N T- E N D

T E S T I N G F R O N T- E N D Q A

V 2 . 1 D E S I G N V 2 . 1 D E S I G N

T E C H

A LV I N , A L E X R YA N , A L I F

M I C H A E L

I N I T I A L S Y S T E M A N A LY S I S

A R C H I T E C T U R E

M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5

M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5

M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5 F E E D B A C K 1 . 5

M O B I L E M A I L S 1 . 5

M I G R AT I O N P L A N N I N G I N V E N T O R Y S U B S C R I P T I O N S T O R E

B R A N D M A N A G E M E N T O R D E R S A L L O C AT I O N M U LT I - C O U N T R Y

PAY M E N T 2 . 0 M I G R AT I O N

S H I P P I N G P R O F I L E S P R O M O T I O N S

F E E D B A C K 2 . 0 C S 2 . 0 A R T I C L E S R E W A R D S

N O T I F I C AT I O N S A N A LY S I S R E P O R T I N G T E S T I N G , I T E R AT I N G

T E S T I N G , I T E R AT I N G PA R C E L T R A C K I N G D A S H B O A R D S

T E S T I N G , I T E R AT I N G

O P E R AT I O N S

E M I LY, S A R A H , J A S M I N E ,

AT I Q A H , K AY L A

A L E X A N D R E , M A R I O N , E M I LY V.

A L E X , M I C H A E L

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N

PAY M E N T 1 . 5 A U S T R A L I A W O M E N F E E D B A C K 1 . 5 D E C B O X S I N G A P O R E

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N C U S T O M E R S E R V I C E 1 . 5 - I N T E R C O M . I O S I N G A P O R E

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N F E E D B A C K 1 . 5 J A N B O X S I N G A P O R E A U S T R A L I A

A N A LY T I C S 1 . 5

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N

PAY M E N T 1 . 5 A U S T R A L I A W O M E N

A N A LY T I C S 1 . 5

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N

PAY M E N T 1 . 5 A U S T R A L I A W O M E N F E E D B A C K 1 . 5 F E B B O X S I N G A P O R E A U S T R A L I A

C U S T O M E R S E R V I C E 2 . 0 I N T E R C O M . I O A U S T R A L I A

A L L O C AT I O N 2 . 0 A U S T R A L I A W O M E N PAY M E N T 2 . 0 A U S T R A L I A S I N G A P O R E A L L

A N A LY T I C S 2 . 0

A L L O C AT I O N 2 . 0 A U S T R A L I A W O M E N PAY M E N T 2 . 0 A U S T R A L I A S I N G A P O R E A L L F E E D B A C K 2 . 0 M A R B O X S I N G A P O R E A U S T R A L I A

A N A LY T I C S 2 . 0

A L L O C AT I O N 2 . 0 A U S T R A L I A W O M E N PAY M E N T 2 . 0 A U S T R A L I A S I N G A P O R E A L L

A N A LY T I C S 2 . 0

M A R K E T I N G

E M I LY, S A R A H , S T E P H A N I E ,

B I Y I N G , L A U R E N , B E C K S

A L B E R T

G O T O M A R K E T P L A N N I N G M I G R AT E A C Q U I S I T I O N T R A C K I N G - G O O G L E TA G M A N A G E R

M I G R AT E A C Q U I S I T I O N T R A C K I N G - G O O G L E TA G M A N A G E R

A L P H A S I T E S N E A K P E A K

B E TA O P T I N - V O L U N T E E R - I N V I T E S

L I V E I N V I T E S

user scenariosScenario 1 (Example)

Description in the form of a job story from the perspective of the user: When you ___, you want to ___, so you can ___.

When you have a Bellabox subscription, you want to check your dashboard, so you can keep up with the status of your boxes, pending orders, and anything that needs my attention.

User Tasks

These are the tasks you want the user to be able to complete.

• Check the status of your next box

• Check the status of your pending orders

information architecture

task flow analysis

user interface flow

test early & often

prototyping for Mobile

beta launch -> Live

key learnings• Business as usual while over-hauling a business is

incredibly tough work

• We have had key project team members leave due to the hectic nature of running a business and creating a new platform

• Maintain focus on customer needs

• Don’t be distracted by growth. You are at critical juncture where lack of focus can delay project plans significantly

key learnings• Hybrid model kinda works

• Lean In-house dev team

• Combined with Heavy out-sourced Design & Dev team

• Looking back, we would move towards in-house sooner rather than later after majority of work is completed BUT hiring is tough (for everyone)

• Learn from Enterprise

• Be great at documentation, process design

• Identify bottlenecks early and work on removing obstacles

think - make - check

measuring velocity

measuring performance

metrics checklist

credit : luxr.co

metrics checklist

credit : luxr.co

think - make - check

think about Direction = Vision + StrategyDirection = Vision + Strategy

And for the company to be successful it needs to be capable to pursue that direction. Success = Direction x Capability Capability has two main drivers...Capability = Competence x Capacity

Competence is how good we are at doing something and it's driven by 4 main factors;

Competence = Communication x Skills x Experience x Information

Capacity however is how fast we are at doing it and it's driven by how many resources we have (money, people, assets) and how productive or efficient we are with those resources.

Capacity = Resources x Efficiency

credit : http://dcnorris.blogspot.co.uk/2013/02/algebra-what-is-role-af-coo.html

• Organisational health

• Talent

• Inventory

• Feedback Loops

• Processes

• Procedures

• Controls

• Systems

• Planning

• Reporting

• and Troubleshooting

think about Direction = Vision + Strategy

when you get back to your office …

Examine

• 5 problems you listed

• 5 tests you would like to conduct

Get started!

don’t have the right team yet? here are some great books to read

tools you can use• Primarily use Google Docs

• Draw is great for task flow diagrams

• I favor BPMN

• We also use diagramming tools like Cacoo

• For prototyping

• Paper, Sketch, Mockflow, Balsamiq, Mockflow, Fireworks, Photoshop works depending on your team

• For sharing visual designs and collaboration

• Google Draw, Invision

• For usability testing

• Silverback or Moray

• For Mobile Usability testing, setting up a rig for camera is quite easy.

don’t be afraidto fail

thank you

@michaelon9

see you around at

Agile SG #agilesg UXSG #uxsg

ProductCamp SG #pcampsg