User experience and agile

a guest lecture at 'Agile Development Processes'
Learn
Build
Measure
User Experience and Agile
Margareta'Löfvenholm' Senior'UX'Specialist'
@gajlof' Gaine.se' Simplyusable.se'

https://youtu.be/OmbA2S_wU-k
First day for a User Experience Designer

Photo
from
h)p://blog.lawinfo.com/2012/02/14/frequently-‐asked-‐legal-‐quesBons-‐lemon-‐law/

User experience

products and services
will have a user’s
experience in the end,
weather you care
about it or not…

ﬁrst a little bit of UX history…

Once upon a time there where
'waterfalls and silos'
The Agile movement was a
reaction towards this, but
continued to develop
features
They wanted value
Customers did not really
care about features

In the beginning many in UX
did not like the Agile way…
http://anvandbarhet.se/

We had focused on delivering design concepts, not
so much in the dirty development business
Photo
by
Chris
Frazer
Smith
h)p://oneeyeland.com/photo4/sports/one_eyeland_rugby_scrum_by_chris_frazer%20smith_52968.jpg


just a few years ago something started to happen

we all realized that there was no way you could
build successful software without making mistakes

Learn
Build
Measure

ﬁlm of Eric Ries (author of The Lean
startup) talking about the Pivot
https://youtu.be/1hTI4z2ijc4?t=1s

…we had to open up the design process and
be open to change

https://youtu.be/lQh-C4XeBXE
ﬁlm of Jeff Gothelf (author of Lean
UX) talking about Lean UX

UX#
Development#
Business#
Product#Development#

UX#
Development#
Business#
Product#Development#
Lean#UX#
Lean#User#Experience#methodology#

Goal
Users
Needs
Solutions

but that also means that all the things we had
maybe half a year to ﬁnd out earlier, we now
had to ﬁnd out much quicker…

1st - WHY are we doing this? How
can we measure our success?
2nd - WHO are we targeting and in
what context? Are we targeting the
right ones?
3rd - WHAT are their needs and pain
points in this context that we can
solve? Is this true in reality?
(!) before we can consider the…
4th - HOW can we meet their needs
with our solutions?
(because otherwise we will build
solutions that no one wants)

1st - WHY are we doing this?
And how can we measure our success?
1st - WHY are we doing
this? How can we
measure our success?
2nd - WHO are we
targeting and in what
context? Are we
targeting the right ones?
3rd - WHAT are their
needs and pain points in
this context that we can
solve? Is this true in
reality?

Goal
Measure how?
this? How can we
2nd - WHO are we
context? Are we
reality?

2nd - WHO are we targeting and in what context?
Are our hypotheses right?
this? How can we
2nd - WHO are we
context? Are we
reality?

Name%&%sketch%
Proto%personas+to+visualize+the+targetgroup+needs+++
Short%descrip2on%about%%
the%targetgroup%%
What%type%of%problems%
and%needs%do%this%
group%have?%
Possible%solu2ons?%

Stakeholder maps
this? How can we
2nd - WHO are we
context? Are we
reality?

this? How can we
2nd - WHO are we
context? Are we
reality?

Persona-
posters
this? How can we
2nd - WHO are we
context? Are we
reality?

Goal
persona 1
persona 2
persona 3
As a
I want to
so that
As a
I want to
so that
As a
I want to
so that
Simple goalmap, version
Measure how?
Simple goal maps
this? How can we
2nd - WHO are we
context? Are we
reality?

Who will create
& contribute to the
desired effect
Why are we
going to do this?
What do the
targetgroup need
to reach the goal
How shall we create
the serivce/product to
reach the goals
Targetgroup x
Targetgroup x
Targetgroup x
Targetgroup x
Usage goal1
Usage goal 2
Usage goal 3
Impactgoal, businessgoal & purpose
BACKLOG
Action 1 Action 2
Action 3
Business impact maps
this? How can we
2nd - WHO are we
context? Are we
reality?

3rd - WHAT are their needs and pain points
that we can solve? Is this true in reality?
this? How can we
2nd - WHO are we
context? Are we
reality?

hypotheses about the future can be seen as touch points
this? How can we
2nd - WHO are we
context? Are we
reality?

Empathy maps
this? How can we
2nd - WHO are we
context? Are we
reality?

and the hypotheses can be visualized in ’a journey
of experiences’ - as a path of the touch points
this? How can we
2nd - WHO are we
context? Are we
reality?

Service blueprint from http://www.servicedesigntools.org/tools/35
this? How can we
2nd - WHO are we
context? Are we
reality?

verify hypotheses IRL

4th - HOW can we meet their
needs with our solutions?
this? How can we
2nd - WHO are we
context? Are we
reality?
(!) before we can
consider the…
4th - HOW can we meet
their needs with our
solutions?
(because otherwise we
will build solutions that
no one wants)

As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
this? How can we
2nd - WHO are we
context? Are we
reality?
(!) before we can
consider the…
solutions?
no one wants)

MVP 2
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
As a ..I
want.. so
that..
MVP 1
MVP 3
this? How can we
2nd - WHO are we
context? Are we
reality?
(!) before we can
consider the…
solutions?
no one wants)

this? How can we
2nd - WHO are we
context? Are we
reality?
(!) before we can
consider the…
solutions?
no one wants)

verify prototypes IRL

–Jeff Patton, User story Mapping
”Your job is not to
build software, it’s to
change the world

User experience and agile

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