How to integrate UX in your Product sprints (Codemotion 2016)

Agile Practice

How to integrate UX in

your Product sprintsUnai Roldán

Agile Coach

@unairoldan [email protected] unairoldan

…

Saket Bivalkar

Guillermo Pérez

Chema García

Juanma Gómez

Joao Barreiro

Unai Roldán

Maica Trinidad

Jose María Blázquez

Daniel Rodríguez

Jordi Falguera

Richard Trelleria

Marc Florit

José Sandoval

Johnny Ordoñez

···

2016 UST Global Inc. © Confidential and proprietary.

Speaker

Unai

Roldán ArellanoAgile Coach

Enterprise Agile Coach passionate by new technologies and Agile

management. LEAN & Management 3.0 believer and continuous

improvement enthusiast to focus the organizations to an high level of

efficiency.

I have been in the IT business for 10+ years where I have deep experience

leading enterprise software initiatives and software solutions for the

Education, Energy & Utilities, Transport and Banking industries. I have

participated in enterprise agile transformation engagements and I have 5+

years experience with Agile Methodologies like Scrum, Kanban, Extreme

Programming (XP), etc.

@unairoldan

linkedin.com/in/unairoldan

[email protected]


…and we perform

Agile transformations

Speaker

3


User eXperience

4


User eXperience

5


User eXperience

6


User eXperience

7


User eXperience

8


What is User eXperience?

User eXperience

9

So..


Top companies Strategy statement

User eXperience

10

But.. Who cares about UX?

Brand leadership and customer experiencehttp://www.latamairlinesgroup.net/phoenix.zhtml?c=81136&p=irol-strategy

Google’s mission is to organize the world’s information

and make it universally accessible and usefulhttps://www.google.com/about/company/

Our vision is to be earth's most customer-centric companyhttps://www.amazon.jobs/en/principles


How to

integrate UX in your

Product sprints

11


Team without UX

UX | Team level

12

Disclaimer!

Developers

UXers

PO

Iteration


Team level

13


UX as a External Service

UX | Team level

14

Simple and direct

UX far from Product

Big UX design upfront

UX as a UI centered role


UX | Team level

15


Integrated team

UX | Team level

16

Simple and direct

Mini-Waterfall in a Sprint


Not scalable


Synchronized sprints

UX | Team level

17

Simple and direct

Sprint UX design upfront


Semi-scalable


UX | Team level

18

Definition of Ready waterfalling


UX | Team level

19

Impact

Investment

Viability

How easy is?

How powerful is?

How much mannaI need for?


UX | Team level

20

Impact

Investment

Viability

Synchronized

Sprints

Integrated

Team

UX as a

Service

5 5 4

4 1 2

1 2 2


I have read

UX for

Dummies

UX | Team level

21

current status

UX as UI centered role

Build Products based on stakeholders needs, not customer needs


UX | Team level

22

Easy to validate hypothesis

DoR waterfalling

UX integrated with Business

Scalable

UX as a Business centered role



UX | Team level

23


DoR waterfalling

UX integrated with Business

Scalable

PO with UX skills!


UX | Team level

24

PO with UX skills!



UX Cadre

UX | Team level

25


Minimize Bus factor

Without silos

Scalable

UX Cadre =


UX | Team level

26

Impact

Investment

Viability

UX CadreUX as

Product Owner

UX as a

Business Analyst

5 1 2.5

3 4 5

4.5 54


Hey! Now dare to

Understand

your Customers!

UX | Team level

27

current status

UX as Business role

Build Products based on customer needs, not stakeholders needs


Enterprise level

28


Independent UX

UX | Enterprise level

29


Lack of transversal Vision

High effort need it to sync.

Coordination problems

Not scalable


UX as a Support area


30

Difficult experimentation

Favorable for Unique Exp.

Generate silos

Waterfall sprints

UX bottle neck


UX and a Support area


31



UX as a Biz. centered role

Coordination with Uxers

Only med-large organization


UX Strategy, Support and Team


32

UX as Business strategist


Portfolios coordination

Independency of the teams

Only for huge organization



33

UX Strategy,

Support and TeamUX and a

Support area

UX as a

Support area

4 3 3

2 3.5 4.5

4.5 4.52

Independent

UX

4

3

2


Hey dude!

This has turned a bit

UX | Team level

34

current status

User Experience as part of business strategy

Coordination to build Products with a Unique Experience

Complex


Different roles for

different perspectives

User eXperience

35

Why to grow-up?


UX | Team level

36

Embracing Culture of Fail


Individuals and interactions over processes and tools

User eXperience

37

Remember folks


5 important topics

about UX in your

Business Strategy

38


UX Tools no-standardization

UX Strategy

39

Invision

…

A/B Testing

Journey Map Kano ModelAxure


Business occurs in a complex world

UX Strategy

40

Legal

issues

Cultural

issues

Geographical

issues


Take an economic View

UX Strategy

41

Segment % Customers % Revenue

Millennial 15% 5%

Family 27% 23%

Retirees 21% 15%

Executives 2% 41%

… … …

• Conversion rate

• Conversion cost

• Growing rate

• …


Omni-channel vs Channels

UX Strategy

42


UX Metrics

UX Strategy

43

Leak pointsConversion

Funnel

Behavior

Flow


Questions time

44

@unairoldan

linkedin.com/in/unairoldan

[email protected]

UX as Business role

not UI centered

Build for Customers

instead for Stakeholders

Grow carefully!

if necessary

45

Thank you

@unairoldan [email protected] unairoldan

Leadership & Management

How to integrate UX in your Product sprints (Codemotion 2016)