The MUDD Model - Marrying UX, Design and Development Presented by Jonathan Easton Creative Director GlobalSign.in, Singapore

1. MUDD
Marrying UX, Design and Development

2. About me
• Jonathan Easton
• Creative Director at GlobalSign.in (GSI)
• Solutions for event organisers through our flagship product,
GEVME
• Web development solutions through our digital arm, GSI
Digital

3. Who is in the room?

4. What is MUDD?
Project management in a Product Development Lifecycle
• Better products with better UX and Design.
• Products which are better aligned with the user/client/
stakeholder needs.
• Products that can keep improving and respond to change.

5. 2 Main Disciplines

6. 2 Main Disciplines
UX /
Design

7. 2 Main Disciplines
UX /
Design
Agile
Dev

8. The “Problem”
UX /
Design
Agile
Dev

9. • Achieve efficiency, leanness
and remove waste from the
process
• Respond to change and
unpredictability
• Develop the right product for
the user
Agile

10. 1.
Waterfall
Analysis Design Dev Test
Analysis
Design
Dev
Agile:
Test
Analysis
Design
Dev
Test
Analysis
Design
Dev
Test
Features 1-50 Features 1-50 Features 1-50 Features 1-50
Features 1-10 Features 11-17

11. 2. Agile
Retrospective Review
Dev
Next
sprint
Scrum:
Backlog Planning

12. • Designing how a person uses
and interacts with a product in
such a way as to help them
achieve their goals.
• All about user-centred design,
that is putting people first.
• All about how your product
works, looks and feels to people.
UX /
Design

13. UX /
Design
Simplified UX Design process
Based on Cooper’s Goal Directed Design
3.
1. 2. 3. 4.
Initiation User &
Domain
analysis
Conceptual
Design
Detailed
Design
Why are we
doing this
project?
Who are the
users?
What do they
do?
How will the
design meet
the user’s
needs?
What will the
design look
like?

14. The “Problem”
UX Agile

15. The “Problem”
UX Agile
Looks like waterfall
Looks phase-driven and slow

16. The “Problem”
UX Agile
Looks like waterfall
Looks phase-driven and slow
Looks fast, in motion
Iterative

17. The “Solution”
Change the way we look at things
UX /
Design
Agile
Dev

18. The “Solution”
Change the way we look at things
UX /
Design
Thinking
Agile
Dev

19. The “Solution”
Change the way we look at things
UX /
Design
Agile
Dev
Thinking Doing

20. The “Solution”
Change the way we look at things
UX /
Design
Thinking Doing
Ideas, thoughts, plans,
visuals
Agile
Dev

21. The “Solution”
Change the way we look at things
Thinking Doing
Ideas, thoughts, plans,
visuals
The build, the “done”, the
constructed work
UX /
Design
Agile
Dev

22. 4.
Think of a wood sculptor

23. 4.
Think of a wood sculptor
Think

24. 4.
Think of a wood sculptor
Think
Do

25. 4.
Think of a wood sculptor
Think
Evaluate Do

26. 4.
Think of a wood sculptor
Think
Evaluate Do

27. Combining a slow process with a fast and
iterative one.
VS
The relationship between Thinking and Doing.
Synthesising, synchronising, balancing
the two activities

28. • Synthesis
Members working as one through collaboration and
communication
• Timing
Doing the right thing at the right time
• Balance
Doing the right amount of everything

29. MUDD
Principles

30. Vision
Solid, clear and right

31. Vision
Solid, clear and right
• Conceptual level

32. Vision
Solid, clear and right
• Conceptual level
• UX and Design level

33. Vision
Solid, clear and right
• Conceptual level
• UX and Design level
Soul
consistent character, language and behaviour

34. Whole team involved in 1 common task
Whole team does not only work together, but they
work together and on the same thing.

35. Whole team involved in 1 common task
Whole team does not only work together, but they
work together and on the same thing.
• Forces focus

36. Whole team involved in 1 common task
Whole team does not only work together, but they
work together and on the same thing.
• Forces focus
• Improves cohesion

37. Whole team involved in 1 common task
Whole team does not only work together, but they
work together and on the same thing.
• Forces focus
• Improves cohesion
• Facilitates the solving of problem

38. Whole team involved in 1 common task
Whole team does not only work together, but they
work together and on the same thing.
• Forces focus
• Improves cohesion
• Facilitates the solving of problem
• Makes the environment more prone for emergence of useful
and relevant feedback and insights

39. Cross-disciplinary Collaboration &
Communication

40. Cross-disciplinary Collaboration &
Communication
• Conway’s law
5.
• The design of a product is a reflection of the communication
structures of the organisation who built it
• “In order for two separate modules to interface correctly, the
designers and implementers of each module must communicate
with each other.”

41. Cross-disciplinary Collaboration &
Communication

42. Cross-disciplinary Collaboration &
Communication
• Quick design workshops

43. Cross-disciplinary Collaboration &
Communication
• Quick design workshops
• Product/feature walkthroughs, demos, reviews

44. Cross-disciplinary Collaboration &
Communication
• Quick design workshops
• Product/feature walkthroughs, demos, reviews
• Internal validations, tests

45. Cross-disciplinary Collaboration &
Communication
• Quick design workshops
• Product/feature walkthroughs, demos, reviews
• Internal validations, tests
• Ad-hoc discussions

46. Cross-disciplinary Collaboration &
Communication
• Quick design workshops
• Product/feature walkthroughs, demos, reviews
• Internal validations, tests
• Ad-hoc discussions
• Over-the-shoulder feedback

47. Cross-disciplinary Collaboration &
Communication
• Quick design workshops
• Product/feature walkthroughs, demos, reviews
• Internal validations, tests
• Ad-hoc discussions
• Over-the-shoulder feedback
• Pop-over-the-desk requests

48. Cross-disciplinary Literacy & Activity

49. Cross-disciplinary Literacy & Activity
Learning about
the other’s
discipline

50. Cross-disciplinary Literacy & Activity
Learning about
the other’s
discipline
Performing the
other
discipline’s task

51. Cross-disciplinary Literacy & Activity
Learning about
the other’s
discipline
Performing the
other
discipline’s task
Smoother flow of info
and communication

52. Cross-disciplinary Literacy & Activity
Learning about
the other’s
discipline
Performing the
other
discipline’s task
Smoother flow of info
and communication
Synthesises the performance of
2 entities into 1 fluid flow

53. Cross-disciplinary Literacy & Activity
UX /
Design Dev UX /
Design Dev

54. Cross-disciplinary Literacy & Activity

55. Design Comes First

56. Design Comes First
• But not Big Design Up Front (BDUF)
• Only Just Enough Design Up Front
(JEDUF)

57. Examples - Hi-fi

58. Examples - Lo-fi

59. Essential Designs Up Front
“Limit up-front design to the elements essential for
creating a holistic experience and do the remaining
design iteratively.”
- Charles Krietzberg, Phd, Former CEO & Founder at Cognetics Corporation. 6.

60. Essential Designs Up Front
• Design styles and patterns that lay the foundation for the
rest of the designs and interactions that will emerge
down the road
• They do not have to be complete, but they must give a
complete and holistic idea of the product, its interface
and behaviour.

61. Essential Designs Up Front
Examples

62. The need for a UX Owner (UXO) in Agile

63. The need for a UX Owner (UXO) in Agile
• Make sure vision is kept form a UX
perspective
• Make sure the product is going in the right
and consistent direction from an
experiential point of view

64. The need for a UX Owner (UXO) in Agile

65. The need for a UX Owner (UXO) in Agile
“Having a persistent presence on the team by a UX designer
who has lead authority is even more important than having
a finished design ready to code. Many detailed design
decisions can be worked out in real time during scrum if
there is a good rapport and collaboration and the designer
has a vision for the product.”
Roger Belveal, Trend Micro 7.

66. The Synchronisation of
Thinking and Doing

67. SPRINT 1
UX/Design
Engineering
Day 0
BIG IDEA PHASE 0 Build
SPRINT 2
UX/Design
Engineering
Build
Vision • Planning
• Preparation for
Sprint 1
• Foundation UX/
Design & Engineering
MUDD
Process

68. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

69. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

70. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

71. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

72. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

73. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

74. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

75. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….

76. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….
Think

77. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….
Think
Do

78. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….
Think
Do
Evaluate

79. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….
Think
Do
Evaluate

80. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
8.
….
Think
Do
Evaluate Think
Do
Evaluate

81. Day 0
PHASE 0 SPRINT 1 SPRINT 2
Research into
technologies required Dev
UX
Design
Establishes foundation IA, user
flows and EDUF with Designer
Works on S1 items with
Designer
Research into visual styles
Designs S1 items
Designs essential elements
needed up front
Works on S2 items
with Designer
Research/gather data
for future stories if
needed
Designs S2 items
Reviews
and/or
tests S1
Reviews
visuals and
designs
implemented
Implement S1 items
Setup environment
Works on S3 items
with Designer
Research/gather data
for future stories if
needed
Designs S3 items
Reviews
and/or
tests S2
Reviews
visuals and
designs
implemented
Implement S2 items
8.
….

82. Final Thoughts
The increasing sophistication of our processes is a
representation and reflection of, and reaction to
some of the big changes in paradigm that our society
has been going through.

83. Uhl-Bien, Marion and McKelvey (2007): 9.
Our ways of working, processes and management
structures in the Knowledge Era have evolved and have
increased in complexity as a result of the growing
complexity going through our societal structures at large.

84. McKelvey & Boisot (2003):
The Law of Requisite Complexity and state that
It takes complexity to defeat complexity - a system must
possess complexity equal to that of its environment in
order to function effectively.
Requisite complexity enhances a system’s capacity to
search for solutions to challenges and to innovate (...) and
optimizes its capacity for learning, creativity and
adaptability.
9.

85. Waterfall
Linear, 1-dimensional and
sequential
Agile/Scrum
Iterative, distributed, cyclic
and self-organised

86. So knowledge workers, let’s keep this evolution going!
“The most successful teams have a custom agile
implementation”- Zollers.
10.
Don’t look for the perfect model, process or
framework.
Adopt, adapt, and create your own.

87. Thank You

88. Learn more and let’s keep the conversation going at:
www.mudd.sg

89. Learn more and let’s keep the conversation going at:
www.mudd.sg
What would the MUDD model be without
the MUDD Cake!
#yinyangbakeshop

90. References
1. Adapted from http://uxpajournal.org/adapting-usability-investigations-for-agile-user-centered-design/
2. Adapted from http://www.slideshare.net/pips1/agile-uxinreallife-lessonslearned?related=2
3. Adapted from http://www.infoq.com/presentations/ux-agile
4. http://www.delawareriverwaterfront.com/uploads/files/986762383894762599-wood-sculpture.full.jpg
5. http://en.wikipedia.org/wiki/Conway's_law
6. http://msdn.microsoft.com/en-us/magazine/dd882523.aspx
7. https://www.linkedin.com/groups/Scrum-teams-how-do-you-3315113.S.207834476?
view=&gid=3315113&type=member&item=207834476&goback=.gmp_3315113&trk=Skyline_click_NGDR&sl=NGDR;
82269536:1411776108283;0;;
8. http://uxpajournal.org/adapting-usability-investigations-for-agile-user-centered-design/
9. http://digitalcommons.unl.edu/cgi/viewcontent.cgi?article=1017&context=leadershipfacpub
10. http://www.slideshare.net/azollers/agile-user-experience-design