1. Experience Design
Beyond delivery: Delight!

2. Marc McNeill
! UX 19 Years
! ThoughtWorks & Agile 6 years
! PhD. Human Factors
! Multi-platform
! Financial Services, Retail, Media etc
! Hand waver & do’er

4. Delight
“Something that gives great pleasure or enjoyment”

5. Positive correlation
between delight &
productivity”
“Firms that create
superior customer
satisfaction enjoy superior
profits”
e.g. "Happiness economics" in reverse: Does happiness affect productivity?” http://www.voxeu.org/index.php?q=node/5343
The Customer Delight Principle: Exceeding Customers' Expectations for Bottom-Line Success by Timothy Keiningham and Terry Vavra (2001)

6. Customer (user)
!
Mediocrity

7. Delivery

8. Delivery

12. Delivery

14. !

15. A problem with
Process

20. Build
?!!
Test

21. Build
?!!
Test

22. Agile

23. Agile
Stories

24. Agile Backlog
24
hrs
Bac
klog
2-
4 we
ek
s
Deliverables
Stories

25. Agile Backlog
24
hrs
Bac
klog
2-
4 we
ek
s
Deliverables
Stories

26. !

27. !
Wants

28. Needs !
Wants
Desires

29. Needs ! Trigger
Wants Context
Desires
Environment

30. Time for a Model

31. Envision
Showcase
Test & Learn
Improve
Evolve Deliver

32. Envision
Photo credit: http://www.flickr.com/photos/epaul_07/2437555740/

33. Envision

34. Envision

35. Deliver
24
hrs
Bac
klog
2-
4 we
ek
s

36. Deliver
24
hrs
Bac
klog
2-
4 we
ek
s

37. Deliver

38. 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

39. Continuous design
Continuous delivery

40. So how do you do it

41. Envision
Showcase
Test & Learn
Improve
Evolve Deliver

42. Looking in…
your colleagues are a rich source of inspiration

43. Looking in…
other departments may already have research

44. Looking outside
Watching customers can be a revelation!

45. “If I had asked people what they
wanted, they would have said
faster horses.” Henry Ford

46. “If I had asked people what they
wanted, they would have said
faster horses.” Henry Ford

47. Looking outside
Your competitors can provide stimulus too

48. The wall is the new desk Dave Gray

49. Darren
(Is a customer whose life is
touched by the product we
are building)
(not these)
seg ments actors

50. colleagues customers
Looking in
Looking out
Lot of
design ideas
Do ‘Design Thinking’

51. Collaborative design thinking

52. Rapid prototyping

53. (2 weeks)

54. Big up
front
Design

55. Never 45%
Rarely 19%
Sometimes 16%
Often 13%
Always 7%
Feature usage in deployed apps
Source: The Standish Group

56. Focus on the
delightful
minimum viable product
^
“Here’s a tip, pack it and halve it”
Lonely Planet

57. Experiences
Not a
product
backlog

58. ✗ 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

59. Envision
Showcase
Test & Learn
Improve
Evolve Deliver

60. Collaboration culture
Co-located
Business Creative Tech UX

61. “I’m glad we’re all agreed then.”
“Ah...”
“I’m glad we’re all agreed then.”
“Ah...”

62. Working Together
Business Creative Tech UX

63. Personas Content Navigation Interaction
Information architecture
Testing
Stories Wire Look &
frames feel spikes
Creative concept
Mood boards Creative flats Collateral Styleguide

64. Information architecture
Testing
Stories Wire Look &
frames feel spikes
Creative concept

65. Release
Inception Iteration 1 Iteration 2 Iteration 3 Iteration n
Dev Dev Dev Dev
Envisioning BA&UX BA&UX BA&UX Envision
Creative, UX spikes, UI dev, User testing

66. Envision
Showcase
Test & Learn
Improve
Evolve Deliver

67. Design evaluationUsability testing
Customer

68. Continuous design
Continuous delivery

69. Key takeaways
! Projects don’t start at Dev
! Create a vision and use visual thinking
! Do just enough & get rid of waste
! Collaborate, co-locate, communicate

70. Marc McNeill
mmcneill@thoughtworks.com
dancingmango.com/blog
Twitter: dancingmango