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Presented at Agile Singapore 2014 http://agilesg2014.sched.org/event/fc83ddab31b35de5041dedf4ebc72492 Product Development today has various challenges where startups and enterprises alike have to move quicker and plan resources carefully for consumers (users) to be able to gain market traction and stay relevant with competitors constantly evolving. Very often, product releases are managed by product managers gathering requirements on behalf of the customer within an organisation. He begins with a high-level product requirement and speaks with various stakeholders like sales, marketing, operations, finance to map business constraints and heads over to engineering to start building. This skips over valuable insights gained by engaging users, design teams and answering the hard questions of “nice to haves” vs “must haves”. I’ll like to share an approach that was used in two environments with success to bring products to market with a focus on users while considering business conditions and constraints. As a product owner in an enterprise setting tasked with crafting a mobile strategy and product roadmap or a product owner in a startup tasked with overhauling a legacy system for a more efficient business platform, I’ll compare the two distinct environments and offer insights into how a team can begin to understand and shape a company’s direction towards user-centered design. It involves thinking with users in mind, building with agile techniques and measuring to help iterate towards meaningful product releases. Often, this results in changes to an organisation that also requires coaching and charting a path for the people who are affected. The topic would be of interest to designers, developers, team leads, product managers, business executives or startup founders who recognises change is a huge part of business and that products that are able to create the most value for end-users are those that will gain customer loyalty in the long term.
Citation preview
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
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