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UX in AgileDanny Setiawan

Moving towards User-Centered Design Culture

Lead UX for Mobile, The EconomistNew York, 04.07.2016

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Objective

Share insights and practical steps to improve UX contribution in Agile based on my experience

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Agenda• Intro

• UX activities

• At The Economist

• How? Change of Culture

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Intro• 15+ years of experience in Product Design and UX

• Has worked with established brands (The Economist, Yahoo!, Microsoft) as well as start ups

• Currently :

• UX Lead/Manager at The Economist

• UXD Instructor at General Assembly

• Product/UX mentor for startups

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3 types of UX activity

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Operational• Goal: Flow (unblocking dev)

• Activity: Reacting to issues raised by developers during sprint

• UX role: Produce deliverables so dev team can complete stories

• Measure: Team’s velocity

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DevelopmentTask 1 Task 2 Task 3 Task 4 … DoneBacklog

UX resource

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DevelopmentTask 1 Task 2 Task 3 Task 4 … DoneBacklog

UX!?

UX resource

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DevelopmentTask 1 Task 2 Task 3 Task 4 … DoneBacklog

UX!?

UX!?

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DevelopmentTask 1 Task 2 Task 3 Task 4 … DoneBacklog

UX!?

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DevelopmentTask 1 Task 2 Task 3 Task 4 … DoneBacklog

UX!?

UX!?

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DevelopmentTask 1 Task 2 Task 3 Task 4 … DoneBacklog

UX!?

@dsetia_1

DevelopmentTask 1 Task 2 Task 3 Task 4 … DoneBacklog

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Tactical• Goals: Flow (smooth implementation), value (what’s important for

customers)

• Activity: Preparing everything that’s required to implement stories for upcoming sprint (prioritize use cases, test solutions)

• UX role: Contribute to story definition, prioritization and produce deliverables addressing potential blockers

• Measure: Team’s velocity, customer satisfaction

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Development

Task 1 Task 2 … DoneBacklog

UX resource

Task 3 Task 4

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Development

Task 1 Task 2 … DoneBacklog

UX resource

ElaborationIdeate Prototype Test Prep for dev

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Development

Task 1 Task 2 … DoneBacklog

ElaborationIdeate Prototype Test Prep for dev

@dsetia_1

Development

Task 1 Task 2 … DoneBacklog

ElaborationIdeate Prototype Test Prep for dev

@dsetia_1

Development

Task 1 Task 2 … DoneBacklog

ElaborationIdeate Prototype Test Prep for dev

@dsetia_1

Development

Task 1 Task 2 … DoneBacklog

ElaborationIdeate Prototype Test Prep for dev

@dsetia_1

Development

Task 1 Task 2 … DoneBacklog

ElaborationIdeate Prototype Test Prep for dev

@dsetia_1

Development

Task 1 Task 2 … DoneBacklog

ElaborationIdeate Prototype Test Prep for dev

@dsetia_1

Development

Task 1 Task 2 … DoneBacklogIdeate Prototype Test

ElaborationPrep for dev

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Strategic• Goals: Growth (customer segment and problem to solve)

• Activity: Research to identify and validate opportunities

• UX role: Facilitate discovery phase, ideate and test solution

• Measure: Acquisition metrics

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Development

Task 1 Task 2 … DoneBacklogIdeate Prototype Test Prep for dev

Elaboration

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Development

… DoneBacklog

Elaboration

Ideate + test solution

Discovery

Identify + validate new opportunities

User Research

Stakeholders’ Input

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At The Economist

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OperationalTacticalStrategic

Mar 2015

Activities breakdown Economist Mobile UX Team

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OperationalTacticalStrategic

Mar 2016

Activities breakdown Economist Mobile UX Team

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How ?Change of Culture

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“Culture

set of beliefs, values, and behaviors, including their embodiment in artifacts; that are shared by a group of people

WORKING DEFINITION

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Culture

• Belief: How we believe things work (world view)

• Value: What we consider important (prioritize)

• Behavior: What we do to get the value based on the world view we subscribe to

• Artifacts: Manifestation of our behavior

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Example

• Belief: User testing is a waste of time

• Value: Efficiency

• Behavior: Not supporting user testing initiative

• Artifacts: Email, verbal communication

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Practical Tips• Start Small

• Small team, small cost, small time, small risk • Build momentum : Many small wins > One big win

• Don’t dictate, motivate • Provide real value (that can be felt) • Help others succeed

• Don’t bulls#*t • It’s ok to say “I don’t know the answer (but I can help you find out)” • Drop the buzzwords

• Lead with a story (meaning & purpose) • Co-create

• Be transparent about your method • Include others in your process • Let others contribute

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How we started…• Start with unblocking dev to earn trust

• Facilitate small ideation sessions that involves the team (proto-persona, sketching exercise , etc.)

• Visualize process, highlighting contribution UX can make

• Support Product Owner and Scrum Master in product roadmap creation

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Thank youtwitter: @dsetia_1