1.
Agile experience design
Marc McNeill
@dancingmango

2.
01 Fail
02 Agile and user experience design
03 Discover & Envision
04 Integrated Design & Delivery
05 Continuous Improvement

3.
01
You Will
Fail
Image source:

4.
Vs

5.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
If failure is defined as declaring a
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
projection and then falling short of
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
meeting it, then the failure rate is a
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
whopping 90 to 95 percent.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Shikhar Ghosh Harvard Business School
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$

6.
Never 45%
Rarely 19%
Sometimes16%
Often 13%
Always 7%
Feature usage in deployed applications
Source: The Standish Group

7.
How quickly can you fail?
How cheaply can you fail?

8.
✗Card slot ✗Video
✗3g ✗Video calling
✗Bluetooth ✗TV out
✗Infrared ✗Music ring tones
✗Decent camera ✗Voice dialing
✗Secondary camera ✗Voice commands
✗Camera flash ✗GPS
✗MMS ✗JAVA
✗Radio ✗Push to talk

9.
Minimum doesn‟t mean crap

10.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Enterprises across 16 countries lose an estimated
USD$338.5 billion each year
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
due to defections and abandoned purchases
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
as a direct result of a poor customer experience.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$
Source: Genesys: 9000 consumers surveyed (500 per country)

11.
“Rent a warehouse and build a prototype
of a store… go build 20 of them,
then discover it didn't work…”
Apple Store is the most profitable shop in
London
Sources: Steve Jobs in Fortune Magazine March 8 2007 Verdict Global Retail Freview Aug 2010

12.
02
Agile and
user
centred
design
Image source:

13.
Design led
Participatory mindset
Expert mindset
Research & development led

14.
Code what is right

15.
Agile

16.
Agile

17.
Agile

18.
Agile

19.
AXD

20.
AXD
Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/

21.
AXD

22.
AXD

23.
AXD

24.
AXD

25.
Deliver

26.
Evolve
25% 25% 25% 25%
http://www.artinthepicture.com/blog/?p=109
http://www.bloglifetime.com/images/blogs/11-2007/different-versions-of-the-mona-lisa.jpg

27.
03
Discover &
Envision
Image source: coloribus.com/harvey nichols ad campaign

28.
Being obsessive about the customer

29.
People are different Buying a mobile phone
Image source: hipstercred.wordpress.com

30.
What’s the spec?

31.
Teach me about it

32.
Help me to decide

33.
Who is most
profitable?
http://www.flickr.com/photos/40434084@N06/6734516407/

34.
Be a method actor
Image source: hipstercred.wordpress.com

35.
Feel the problem
Emotions, needs, wants desires, trigger

36.
Empathy map
http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/

37.
Develop hypotheses
Image sourcehttp://www.flickr.com/photos/mybloodyself/435953128

38.
Look outside
Image source: cityweekend.com.cn

39.
Observe customers „in the wild‟

40.
Digital ethnography
Image source: cityweekend.com.cn

41.
Seek problems
Image source: cityweekend.com.cn

42.
Ask questions, disprove hypotheses
http://www.flickr.com/photos/9576621@N06/2930434641

43.
Think customer journeys
Image source: cityweekend.com.cn

44.
Look for moments of opportunity
Image source: http://www.flickr.com/photos/31070478@N04/3216264101

45.
How might we?

46.
“The wall is the new desk”
Dave Gray

47.
It‟s a collaborative effort

48.
It‟s a collaborative effort

49.
Collaborative sketching

50.
Bringing ideas to life

51.
Rapid iterations

52.
Emergent, tangible product ideas

53.
Prototypes & 3-see Thursday
Testing rough prototypes

54.
Design from the start
The time travelling designer

55.
Minimal Viable Product
“Here’s a tip, pack it and halve it” – Lonely Planet
http://www.flickr.com/photos/joeyparsons/3240169886/

56.
(Prioritisation can be fun)

57.
04
Integrated
Design &
Delivery

58.
At Sony we assume that all products of our
competitors have basically the same
technology, price, performance and
features.
Design is the only thing that
differentiates one product from another
in the marketplace.
Norio Ohga
Former Chairman and CEO, Sony

59.
“a focus on improving usability for the
customer…. has been reflected in
improved provider conversion in the
period, increasing revenues and RPV”

60.
Goal driven development
Otherwise known as preventing features trumping experience
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61.
Seeking excellence not trail-blaze
Image source: cityweekend.com.cn

62.
Pair
In process

63.
Release early and often

64.
T T It‟s a Team effort
T T

65.
04
Continuous
Improvement
Image source: coloribus.com/harvey nichols ad campaign

66.
Continuous testing
Image source: modified: studiolineal.com

67.
Continuous optimisation

68.
Split testing

69.
Crazy egg

70.
In
Summary
Imgsrc:adrants.com

71.
Step into their shoes
Whole team
By stealth
test early & often

72.
Be desirable [customer design led]
Think big! [start with a vision]
Start small! [Minimal viable product]
Fail fast! [Test and learn]
Grow success [Continuous design & deliver]

73.
Keep in touch
Marc McNeill
marc.mcneill@forward.co.uk
dancingmango
www.dancingmango.com