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A case study of how The Economist product team applied agile/lean methodology to develop one of their key products. Presented by Danny Setiawan, Senior User Experience Designer at MeetUp event in NYC on Nov 11th, 2014
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What does Lean/Agile look like
at The EconomistDanny Setiawan, Senior UX Designer
11 November 2014
CASE STUDY
Mobile web site
Background
• 2012: Significant rise in mobile traffic
• Customer feedback : bad experience, hurting
conversion (bounce rate close to 100%)
• Subscribers couldn’t access paid content
What we knew
• Editorial workflow and CMS would not change
• Only for smartphones
• Project start date (less than a month from
workshop date)
What we did not know
Photo by Merlijn Hoek on Flickr
• Everything else
• Content scope
• Monetization
• Features
• More…
How we felt
Design studio workshop
• Locations: In London and NY, connected with
video conference
• Length: 2 consecutive days, 4 hours each
• Facilitation: Led by UX team and Scrum Master
• Participants : Representatives from stakeholders
( Product, Editorial, Commercial, Dev and UX
1/2
Design studio workshop
• Scope: 12 design challenges based on core user
scenarios
• Format: Sketch (5m), present (3m), critique (2m)
; individually then collectively as a team
• Outcome:
• Sketches with decisions from key stakeholders baked-in,
• Outline for product backlog,
• Potential technical challenges to investigate
2/2
DESIGN STUDIO WORKSHOP PICS
Consolidate solutions
Prototype
bit.ly/ec_mob_proto
To play around with it yourself
on your phone
RITE (Rapid Iterative Testing and Evaluation)
study
• 8 participants
• At London office
• Facilitated by UX
• Iterate on prototypes
between sessions
• Goal: Uncover major
usability issues
• Outcome: No major issue
• Video recordings were made
available for entire teamScreenshot from one of the recordings
Lessons learned
• Collaboration is key
• UX is NOT a step in product development
process
• Free breakfast encourages people to come early
Thank you
linkedin.com/dnystwn
dribbble.com/dsetia
@dsetia_1
"Anyone who has never
made a mistake has
never tried anything
new."- Albert Einstein
Photo by Juhan Sonin on Flickr