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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
@fatmaurek @licenidae @confagilespain #CAS2016
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
@fatmaurek @licenidae @confagilespain #CAS2016
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.
@fatmaurek @licenidae @confagilespain #CAS2016
@fatmaurek @licenidae @confagilespain #CAS2016
BAs and XDs How do they work together?
@fatmaurek @licenidae @confagilespain #CAS2016
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.
@fatmaurek @licenidae @confagilespain #CAS2016
The UXSpectrum
@fatmaurek @licenidae @confagilespain #CAS2016
XDs & BAs in Agile
Experience Designers should analyze requirements and consider business issues.
Business Analysts should conduct research, empathize with end-users and design.
@fatmaurek @licenidae @confagilespain #CAS2016
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.
@fatmaurek @licenidae @confagilespain #CAS2016
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
@fatmaurek @licenidae @confagilespain #CAS2016
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.
@fatmaurek @licenidae @confagilespain #CAS2016
Overlapping Roles
@fatmaurek @licenidae @confagilespain #CAS2016
Overlapping Roles
@fatmaurek @licenidae @confagilespain #CAS2016
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.
@fatmaurek @licenidae @confagilespain #CAS2016
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.
@fatmaurek @licenidae @confagilespain #CAS2016
Inception
@fatmaurek @licenidae @confagilespain #CAS2016
Iteration 0
@fatmaurek @licenidae @confagilespain #CAS2016
Iteration n
@fatmaurek @licenidae @confagilespain #CAS2016
Iteration 1-n
@fatmaurek @licenidae @confagilespain #CAS2016
Business Model Canvas
https://strategyzer.com/books/business-model-generation
@fatmaurek @licenidae @confagilespain #CAS2016
Value Proposition Canvas
https://strategyzer.com/books/value-proposition-design
@fatmaurek @licenidae @confagilespain #CAS2016
User JourneyMap
@fatmaurek @licenidae @confagilespain #CAS2016
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
@fatmaurek @licenidae @confagilespain #CAS2016
Oracle Global Research2013
http://www.oracle.com/us/corporate/press/1903222
@fatmaurek @licenidae @confagilespain #CAS2016
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
@fatmaurek @licenidae @confagilespain #CAS2016
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
@fatmaurek @licenidae @confagilespain #CAS2016
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
@fatmaurek @licenidae @confagilespain #CAS2016
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
@fatmaurek @licenidae @confagilespain #CAS2016
Thank you!NAZLI CEREN BİNYILDIRIM
[email protected]/in/nazcb
FATMA ÜREK ULUDAĞ
[email protected]/in/fatmaurek
@fatmaurek @licenidae @confagilespain #CAS2016