how to integrate ux in your product sprints (codemotion 2016)

Agile Practice

How to integrate UX in

your Product sprintsUnai Roldán

Agile Coach

@unairoldan unai.roldan@gmail.com 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

···

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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

unai.roldan@gmail.com

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…and we perform

Agile transformations

Speaker

3

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User eXperience

4

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User eXperience

5

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User eXperience

6

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User eXperience

7

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User eXperience

8

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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 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

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How to

integrate UX in your

Product sprints

11

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Team without UX

UX | Team level

12

Disclaimer!

Developers

UXers

PO

Iteration

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Team level

13

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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

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UX | Team level

15

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Integrated team

UX | Team level

16

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

17

Simple and direct

Sprint UX design upfront

UX as a UI centered role

Semi-scalable

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UX | Team level

18

Definition of Ready waterfalling

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UX | Team level

19

Impact

Investment

Viability

How easy is?

How powerful is?

How much mannaI need for?

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UX | Team level

20

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

21

current status

UX as UI centered role

Build Products based on stakeholders needs, not customer needs

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UX | Team level

22

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

23

Easy to validate hypothesis

DoR waterfalling

UX integrated with Business

Scalable

PO with UX skills!

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UX | Team level

24

PO with UX skills!

UX as a Business centered role

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UX Cadre

UX | Team level

25

Easy to validate hypothesis

Minimize Bus factor

Without silos

Scalable

UX Cadre =

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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

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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

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Enterprise level

28

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Independent UX

UX | Enterprise level

29

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

30

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

31

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

32

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

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

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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

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Different roles for

different perspectives

User eXperience

35

Why to grow-up?

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UX | Team level

36

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

38

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UX Tools no-standardization

UX Strategy

39

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

41

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

43

Leak pointsConversion

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

45

Thank you

@unairoldan unai.roldan@gmail.com unairoldan