How Lean, UCD and Agile can
propel designers into the future
Danny Bluestone - May 2015

• Introduction - Ten years of Cyber-Duck
• Now is the future - get ready
• Best practice - What makes a great experience
• Our approach - Applying UCD, Lean and Agile
• Conclusion
TODAY…

Ten years of Cyber-Duck
1. Introduction

Hi. I am Danny, this is 2005.
1. Should I really be here and whats my purpose?
2. Where do I find clients that suit my style?
3. How can processes help me and where do I start?
THE DESIGNER

Inventive. Constrained. Channel specific.
THE PROJECT - 2005

Hi. Its still 2005. I want to do the following:
1. Educate family about booking flights online
2. Chat by email, MSN and on dating websites
3. I want more frequent access to broadband
THE USER

Hi. Danny here again. This is 2015.
1. My purpose is clear but how do I get my team to buy into it?
2. Where do I find more clients and how do I maintain the same quality?
3. How can my processes continue to evolve to deliver the above?
THE DESIGNER

Innovative. Responsive. Cross-channel.
THE PROJECT - 2015

Hi. Its 2015. Now, I want to do the following:
1. Engage with my network across my devices
2. Develop my business and knowledge online
3. Access and create media everywhere
THE USER

Now is the future
2. Get ready…

Today, we are seeing the proliferation of computing devices,
wearables and ‘nearable’ IoT connected objects.

THE INTERNET IS STARTING
TO PERMEATE EVERYTHING.

Its not only technology that is changing. Users are also
changing and becoming ever more complex.
Its Roz again..… This is I want to:
1. On Twitter, I want as many retweets as possible
2. I want to get loads of ‘likes’ on Facebook
3. Register to different services using single sign-on
4. I want to see content that is relevant to me

Today we should not be designing single destinations.
We need to be designing systems
Image: https://blog.intercom.io/design-futures-1-creating-systems-not-products/ and http://ryanspoon.com/2010/01/19/facebooks-share-via-functionality-in-the-wild/

Today, designers need to create atomic units of engagement

The current Web is "pull-based," meaning we visit websites or
download apps. The future of the Web is "push-based,"
meaning the Web will be coming to us

DESIGN SYSTEMS BEFORE
APPS AND WEBSITES.
THIS MAKES SENSE FROM A
USER PERSPECTIVE.

–Dries Buytaert, Drupal Founder
The Web will go through a
massive re-architecture and re-
platforming in the next decade.
Image: http://www.inc.com/magazine/201209/eric-markowitz/how-i-did-it-inc-500-dries-buytaert-of-acquia.html

What makes a great user
experience
3. Best practice

Credit: http://www.juniqe.com/print-unframed-din-landscape-107367.html?___store=en
Image :http://www.hartwigsalzer.com/works/page-work-GoodCheapFast

MAKE IT
INNOVATIVE
• Offer a new type of value to the user
• Tap into a new work-force
• True disruption, turns into a habit
Image http://www.standard.co.uk/news/transport/mayor-is-warned-ban-uber-or-you-will-kill-londons-black-cab-trade-10269496.html

MAKE IT SHARABLE AND DISTRIBUTABLE

MAKE IT
ADDICTIVE
Levels of dopamine increase when
the perception of our own status rises

The hook model

user enters credit card
upfront and provides ratings
knowing that a car is on the
way and where it is
Order the car, spread
product offering virally
Reduce variability and
better pricing for user
Image from: http://genius.com/Nir-eyal-hooked-how-to-build-habit-forming-products-annotated

Applying UCD, lean and agile
4. Our approach

UCD
TACTICS
LEAN
AGENCY
AGILE
DELIVERY

OUR LEAN VALUES
MAKE DECISIONS SLOWLY BUT ACT FAST ‘NEMEWASHI’
LEARN THROUGH SELF-REFLECTION ‘HANSEI’, IMPROVE WITH ‘KAIZEN’
RESPECT SUPPLIERS, ASSOCIATES AND PARTNERS
DIVERSIFY AND INVEST IN TEAM WORK AND OUR PEOPLE
WE PREFER TO GROW LEADERS FROM WITHIN
STANDARDISE AND OPEN SOURCE OUR TECHNOLOGY
EFFECTIVE COMMUNICATION ‘OBEYA’ AND DESIGN LANGUAGES
GET QUALITY RIGHT FIRST TIME ROUND ‘JIDOKA’
LEVEL OUT THE WORKLOAD ‘HEIJUNKA’
REDUCE WASTE ‘MURA’ AND ‘MUDA’ IN ALL SHAPES AND FORMS
THE RIGHT PROCESSES WILL YIELD THE RIGHT RESULTS
OUR DECISIONS ARE BASED ON OUR LONG TERM PHILOSOPHY

HYPOTHESIS
LEAN VALUES TEST & VALIDATE
IMPROVE
DESIGN & BUILD
MEASURE
LEAN
AGENCY
1
2 3
4
56

LEAN
QUALITY
MANAGEMENT
1 2 3
MANAGEMENT
REVIEWS
QUALITY
OBJECTIVES
RETRIEVABLE
RECORDS
4
NON
CONFORMITIES
5
CORRECTIVE
ACTIONS
5
RISK REGISTER
6
CONTINUAL
IMPROVEMENT
6
INFRASTRUCTURE
7
HUMAN RESOURCES

Interaction
design /
ethnography
Stakeholder
interviews
Persona research
(1st usability
testing)
UCD IA and content
strategy mapping
Prototyping
(2nd usability testing)
Final user
acceptance testing
Art direction and
branding
Functional
specification
1
2
3
4
5
6
7
8

SPRINT 01
Release research,
brand, and
architecture
SPRINT 02
Wireframes
Search,
social, emails,
register
SPRINT 03
Login, import,
browse, auto
suggest
SPRINT 04
Release
indexing and
final UAT fixes
PLANNING PLANNING PLANNING PLANNING
SCRUM
SPRINT 01

Summarising it all up…
5. Conclusion

• Design systems first, destinations second.
• Today’s users demand personalisation, reward systems and many
options so use the hook model to deliver innovative products.
• An emphasis on innovation and the right processes can help to
‘dream up’ the ‘push and pull’ experiences of tomorrow.
TAKE OUTS

Thank you
@danny_bluestone
@cyberduck_uk
www.slideshare.net/mesibot