How to integrate UX in your Product sprints (Codemotion 2016) https://www.youtube.com/watch?v=RnsXdwg44QM A lo largo de los últimos años he tenido la suerte de trabajar con muchos equipos de producto, la mayor parte de ellos utilizando Scrum, en entornos muy diferentes pero todos ellos con un denominador común: tu producto ya no solo tiene que ser bueno, además tiene que ser bonito, amigable y sencillo de utilizar. Para ello, es vital tener expertos en UX que sean capaces de moldear la parte mas tangible de tus funcionalidades para hacerlas sencillas y accesibles a nuestros usuarios. Todo ello sin perder de vista el full-responsive, mobile-first, la ohmicanalidad, material-design y todas las modas y nuevos conceptos que aparecen cada día en el mundo del diseño y la usabilidad. Pero... ¿como integramos el trabajo de nuestros UX con el desarrollo de Producto? ¿podemos considerar un mock-up como entregable en un sprint? ¿somos todos parte de un mismo equipo de desarrollo? Mil dudas pueden asaltarnos y, por si fuera poco, el mundo de User eXperience experimenta ahora mismo una explosión de nuevos conceptos y herramientas que hacen aún mas complicado organizar nuestro trabajo de la forma más eficaz posible. El objetivo de la charla es compartir las vivencias en diferentes organizaciones, tanto a nivel de equipo como en contextos Enterprise, explicando las diferentes opciones por las que hemos optado para integrar UX en nuestros equipos de producto, e identificando las ventajas e inconvenientes que nos hemos ido encontrando por nuestro camino. Unai Roldán UST Global

1. Agile Practice
How to integrate UX in
your Product sprints
Unai Roldán
Agile Coach
@unairoldan unai.roldan@gmail.com unairoldan

2. …
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 Arellano
Agile 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
unai.roldan@gmail.com

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…and we perform
Agile transformations
Speaker
3

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User eXperience
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User eXperience
5

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User eXperience
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User eXperience
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User eXperience
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What is User eXperience?
User eXperience
9
So..

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Top companies Strategy statement
User eXperience
10
But.. Who cares about UX?
Brand leadership and customer experience
http://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 useful
https://www.google.com/about/company/
Our vision is to be earth's most customer-centric company
https://www.amazon.jobs/en/principles

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How to
integrate UX in your
Product sprints
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Team without UX
UX | Team level
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Disclaimer!
Developers
UXers
PO
Iteration

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Team level
13

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UX as a External Service
UX | Team level
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Simple and direct
UX far from Product
Big UX design upfront
UX as a UI centered role

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UX | Team level
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Integrated team
UX | Team level
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Simple and direct
Mini-Waterfall in a Sprint
UX as a UI centered role
Not scalable

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Synchronized sprints
UX | Team level
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Simple and direct
Sprint UX design upfront
UX as a UI centered role
Semi-scalable

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UX | Team level
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Definition of Ready waterfalling

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UX | Team level
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Impact
Investment
Viability
How easy is?
How powerful is?
How much manna
I need for?

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UX | Team level
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Impact
Investment
Viability
Synchronized
Sprints
Integrated
Team
UX as a
Service
5 5 4
4 1 2
1 2 2

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I have read
UX for
Dummies
UX | Team level
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current status
UX as UI centered role
Build Products based on stakeholders needs, not customer needs

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UX | Team level
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Easy to validate hypothesis
DoR waterfalling
UX integrated with Business
Scalable
UX as a Business centered role

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UX as a Business centered role
UX | Team level
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Easy to validate hypothesis
DoR waterfalling
UX integrated with Business
Scalable
PO with UX
skills!

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UX | Team level
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PO with UX
skills!
UX as a Business centered role

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UX Cadre
UX | Team level
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Easy to validate hypothesis
Minimize Bus factor
Without silos
Scalable
UX Cadre =

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UX | Team level
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Impact
Investment
Viability
UX Cadre
UX as
Product Owner
UX as a
Business Analyst
5 1 2.5
3 4 5
4.5 54

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Hey! Now dare to
Understand
your Customers!
UX | Team level
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current status
UX as Business role
Build Products based on customer needs, not stakeholders needs

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Enterprise level
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Independent UX
UX | Enterprise level
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Easy to validate hypothesis
Lack of transversal Vision
High effort need it to sync.
Coordination problems
Not scalable

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UX as a Support area
UX | Enterprise level
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Difficult experimentation
Favorable for Unique Exp.
Generate silos
Waterfall sprints
UX bottle neck

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UX and a Support area
UX | Enterprise level
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Easy to validate hypothesis
Favorable for Unique Exp.
UX as a Biz. centered role
Coordination with Uxers
Only med-large organization

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UX Strategy, Support and Team
UX | Enterprise level
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UX as Business strategist
Favorable for Unique Exp.
Portfolios coordination
Independency of the teams
Only for huge organization

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UX | Enterprise level
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UX Strategy,
Support and Team
UX 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

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Hey dude!
This has turned a bit
UX | Team level
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current status
User Experience as part of business strategy
Coordination to build Products with a Unique Experience
Complex

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Different roles for
different perspectives
User eXperience
35
Why to grow-up?

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UX | Team level
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Embracing Culture of Fail

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Individuals and interactions
over processes and tools
User eXperience
37
Remember folks

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5 important topics
about UX in your
Business Strategy
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UX Tools no-standardization
UX Strategy
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Invision
…
A/B Testing
Journey Map Kano ModelAxure

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Business occurs in a complex world
UX Strategy
40
Legal
issues
Cultural
issues
Geographical
issues

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Take an economic View
UX Strategy
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Segment % Customers % Revenue
Millennial 15% 5%
Family 27% 23%
Retirees 21% 15%
Executives 2% 41%
… … …
• Conversion rate
• Conversion cost
• Growing rate
• …

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Omni-channel vs Channels
UX Strategy
42

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UX Metrics
UX Strategy
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Leak points
Conversion
Funnel
Behavior
Flow

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Questions time
44
@unairoldan
linkedin.com/in/unairoldan
unai.roldan@gmail.com
UX as Business role
not UI centered
Build for Customers
instead for Stakeholders
Grow carefully!
if necessary

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Thank you
@unairoldan unai.roldan@gmail.com unairoldan