ThoughtWorks Turkey 2014 Summit - Continuous Delivery & Design with Martin Fowler. It is story of Experience Design in an Agile delivery project for TW client Hepsiburada

1. Teşekkürler
This has been the biggest ever
ThoughtWorks event in Europe

2. CONTINUOUS DESIGN
in delivery
A story of continuous design
in practice

3. Success is for those who can begin saying "I will succeed"
and say "I have succeeded" in the end.”
Mustafa Kemal Atatürk

4. Video: http://youtu.be/dLZO1fMRjeg

5. WHAT IS DESIGN?
Helping define the product strategy
Research and analysis
Defining interactions/behaviours of software
Creating the visual design
Engineering the UI through front end code

7. THE 4 METER SERVICE MAP

8. THE 4 METER SERVICE MAP

9. CMO Designer
Chairlady
PM
Lead BA
IT Director HR
General
Manager
President BD DOL

10. PRODUCTS
Highest growth, lowest conversion

11. NOT OPTIMISED

12. NOT OPTIMISED

13. 12 weeks
Beginning Phase 1

14. Mobile
Expansion
hepsiburada.com/m/ beta.hepsiburada.com
Re-direct Opt-in
Cross channel
.com
MOBILE FIRST STRATEGY
Phase 1 Phase 2

15. ITERATIVE RELEASES
Jeff Patton
http://www.agileproductdesign.com/

16. IDENTIFYING THE MKB

17. AGILE & LEAN
We believe that we can design and develop a mobile
optimised, minimal key buy journey in 3 months;
ThoughtWorks Delivery Team

18. HOW MIGHT WE…
include UX design thinking and lean principles
in to the product strategy?

19. GOALS & SUCCESS

20. BACKLOG ESTIMATION
PRIORITISE PLAN

21. AGILE & LEAN
We believe that we can design and develop a mobile
optimised, minimal key buy journey in 3 months;
We will know we have been successful when we see an
increase in conversion and a decrease in bounce rate
ThoughtWorks & Hepsiburada

22. Without customer input, organizations risk
creating interfaces that fail
HOA LORANGER, NN/g

23. 1hr CUSTOMER EMPATHY

24. 1hr CUSTOMER HYPOTHESIS
Segment
Behaviour
Attitude Ambitious
Needs
Motivation
Brand
Customer type
Product Browser Researcher
Focussed
Impulsive
Hunter
Casual
Simplicity
Impartial
Responsive
Patient
Competitive
Spontaneous
Communication
Methodical
Content Obviousness
Availability Selection Price
Reward
Loyal Impartial Faithless
New Irregular Churning Frequent
Business
Careful
Speed
Quantity
Impartial
Intermittent

25. RAPID VALIDATION

26. Browser Hunter Product
Researcher
31% 28% 24%
13%
USER MAPPING

27. RESEARCH

28. QUALITATIVE INSIGHTS
Homepage Participant 1
It’s a little confusing…
I see lots of products, there are lots of things

29. Developer
Customer
service rep.
Analyst
Developer
Designer
CUSTOMER PAIN

30. QUANTITATIVE ANALYSIS

31. DESIRABLE
USABLE
USEFUL
CREDIBLE
FINDABLE
ACCESSIBLE
Customer
Value
ADVOCACY
CONVERSION
FREQUENCY
TRUST
VISIBLE
AVAILABLE
Business
Value
USER EXPERIENCE

32. Business
http://farm7.static.flickr.com6071/6120570161_f5caf5e15e_z.jpg

33. (not UX) Designers
http://www.walodesign.de/design_thoughts_09.html

34. http://zekecabell.com/596/

35. WHAT CAN WE DO…
To bring research in-house,
and importantly, internalise the learning?

36. MISCONCEPTION
We need everything designed up front and have all
the designs finalised before we can start
Business, developers, some designers

37. BDUF
Guesswork
Resource heavy
Time, lots of time
SPECS
Documentation
and reports

38. HYPOTHESIS. EXPERIMENT
We believe providing a simple optimised landing page
a reduction in bounce rate & more searches
browsin g users and product shopp ers
when bounce is below 35% &
searches have increased above 25%
Will result in
For
We will know success

39. BA / IM
UX designer Product
RAPID LOW-FI DESIGN

40. OUTCOMES NOT OUTPUT

43. Visual designer
UI
Developer
UX designer
Product

44. EVERYONE

45. HOW MIGHT WE
Embrace low fidelity & rapid design
and drop the idea that the spec is ‘the’ design?

46. RAPID PROTOTYPING

47. Video: http://youtu.be/FC0V4tyMDsk

48. LAB SET UP

49. CONTINUOS LEARNING & VALIDATION
SEARCH
DAILY DEALS
INCREASE 17%
INCREASE 455%
CATEGORIES USAGE 41%
DOES NOT INCLUDE SEARCH

50. HOW CAN I
Involve myself in the testing, evaluation
and learning process?

51. CONTINUOUS DESIGN & DEV

52. HOW DOES AGILE UX FEEL?
Perception
http://www.energytimes.com/pages/departments/1109/holistic1109.html

53. Reality

54. ITERATION

55. BACKLOG
ITERATION

56. HOW MIGHT WE
begin to see the product as the design,
and begin pairing to realise that together?

57. WHAT IS EXPERIENCE DESIGN?
Helping define the product strategy
Research and analysis
Defining interactions/behaviours of software
Creating the visual design
Engineering the UI through front end code

58. INTERNALISE & INCORPORATE
Not preferred
External
Design not a part of the organisation

59. INTERNALISE & INCORPORATE
Minimum
Periphery
Design is a part of the organisation

60. INTERNALISE & INCORPORATE
Preferred
Central
Design is embraced by the organisation

61. INTERNALISE & INCORPORATE
Desired
Integrated
Design is integral to the organisation

62. THE OUTCOME?

63. Teşekkürler
@benkappler