Agility and the Customer Experience

Experience Design Consulting
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design brings great returns

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many touchpoints

know what not to build

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•!Graphic Designer
•!Creative Director
•!Information Architect
•!Interaction Designer
•!Product Design
•!Customer Experience
•!Experience Design
•!Experience Architect
•!Customer Centered Design
•!Human Computer Interaction
Graphics Data ExperienceInteraction
•!User Experience (UX)
Agility and….
people who focus on making digital products better
(for the end-users)

Customer Experience

Customer Experience
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Product Development Lifecycle

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Customer Experience
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what do you see?

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Big Upfront Design

Big Upfront Design – why it’s bad
Isolated, non-collaborative approach

Big Upfront Design – why it's bad
UX make it worse by setting
unrealistic expectations

We forget we
are building
products not
documents!

People who build
are not even
involved in the
design!

People are not empowered to take ownership
and manage the process better !

Trust is lost!

Big ideas that may
not be feasible,
done slowly

Blind Incremental Development

Blind Incremental Development – why it's bad
Assumes the
business knows
what it wants
upfront!

UX Designers and end
users are not involved!
Business
acts as
proxy for
the end
user!

Delivering an IT
solution rather than
an experience
solution!

Prone to general
chunkiness due to
lack of cohesion and
lack of clear vision!

Small ideas that are
technically feasible…
but still may not
deliver real value to
consumers…
done very quickly !

Big Upfront Design
•!Isolated, non-collaborative
approach
•!Includes customer research
BUT often fails to turn these
insights into actionable designs
or initiatives
•!Slow, bloated and ineffective at
delivering
Blind Incremental Development
•!Collaborative, BUT often within a
limited team
•!Often does NOT include
discovery about consumer needs,
focuses on the business acting as
a proxy for the consumer
•!Fast BUT often incremental, not
truly iterative and may not deliver
real value to its intended audience
(Customers)
Big ideas that may not be
feasible, done slowly
Small ideas that are
technically feasible… but still
may not deliver real value to
consumers, done very quickly
BAD Still BAD

So what’s the solution?

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Let’s talk about Envisioning

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Standard
Approach
create paper
based
documents of
increasing
visual fidelity
which imply
functional
behaviour
Agile UX
Approach
create interactive
prototypes of
increasing
functional and
visual fidelity in
order to model
and test
functional
behaviour and
the interactive
user experience
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It’s not graphic design…

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What makes Envisioning different?
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Envisioning

Envisioning
Lots of User Interaction
Functional Experiential
Very Little User Interaction

Envisioning
Bus BA DEV QA
IM UX End Users

Envisioning
Bus BA DEV QA
IM UX End Users
End Users
Business

Envisioning
Bus BA DEV QA
IM UX End Users
End Users
Business
Jeff Patton
X
“It’s not an
iteration if you
only do it only
once”

Envisioning
Bus BA DEV QA
IM UX End Users
Lean, Spare & Correct Full, complete Build
efficiently

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Other industries prototype, why don’t we…

Fail Fast
Fail Early
Fail Cheaply
Innovation mantra…

Take a step back… the product lifecycle

UX
Design for iteration 3
Review Iteration 1
User Test Both
Dev
Implement High Dev
Cost, Low UX cost
features
Dev
Implement UX Design
Dev
Implement UX Design
UX
Design for iteration 4
Review Iteration 2
User Test Both
Iteration 1
Release
Iteration 2 Iteration 3
UX
Design for Iteration 2
design analysis
UX Prototype
Usability Test
design analysis
UX Prototype
Usability Test
design analysis
UX Prototype
Usability Test
Dev
Implement UX Design
Iteration 4
Dev
Non Functional Build /
Deployment
Iteration 5
UX
Ideation and Conceptual Design for next release
Inception
Visioning
Ideation and Conceptual
Design
•!Short iterative design steps and regular testing cycles
•!Transition from “incremental” design to truly “iterative” design
•!Multidisciplinary team with UX facilitating the design process
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Fully integrate to ensure quality…

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Become part of the design process
please
help!

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Envisioning Pilot
•! Context : REA and Transformation
•! Results : Things we discovered about the
Envisioning approach

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Add experience design to your teams

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bring users in continuously

balance research and testing

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build personas from real users

go where it is used

Distil findings… fast

update the designs

set up the design wall

a place for ideas & challenges

joint design sessions

pair

build interactive prototypes

track actual usage

multi-variant testing

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get serious about experience quality

A lot of people are thinking about how to do
this…

experience

stay agile

success

empowerment

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take the initiative

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Agility and the Customer Experience

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