Enabling an agile, user centric, business focused rapid application delivery method at scale

Excellent user experience for your Organization

You can have any car

you like as long as

it’s black!

• Incredibly long lead times were the order of the day• Highly commoditized offerings were provided to an

undifferentiated user base

Traditional methods deliver solutions through centralized planning, detailed & up front design, and waterfall delivery, focused through an internal, inside-out perspective

Traditional methods are not well suited to meeting user needs in an environment of increasing problem and market complexity!

Uper Duper

Super Throw

Everything In

Including the

Kitchen Sink

Widget!

• Ideas came from inside the corporation• Flowing from the top of the corporate ladder,

solutions were designed, engineered, and produced with little regard to user experience or customer preference

• As market complexity increased, solutions were differentiated through adding features, seemingly at random when looked at from a usage perspective

• The result being solutions that were overkill, hard to use, and didn’t adequately solve real problems

UX/UCD places the user at the center of an outside-in design process, with the objective of creating an “awesome employee experience”

Goal & task models

User research & analysis

9. Identify motivations & goals

10. Identify tasks

8. Research

User personas & journeys

14. Identify what needs to be assessed

15. Develop agenda

16. Test with users

Usability testing

11. Identify user journey step

12. Design business rules and functions keeping in mind leading practices

13. Conduct a technical evaluation & refine

Wireframes & prototypes

5. Research 6. Conduct pattern analysis

7. Document

1.Identify users & stakeholders

2.Identify research method

3.Conduct & capture

4.Analyze & document

Learn from users!

Create an awesome user experience!

No agile concepts

Design outcomes not measurable against business objectives

No hypothesis validation

Traditional UCD is not deployed in a manner that maximizes the opportunity for feedback

Adding Agile methods to UX enable teams of knowledge workers to inject the feedback and learning necessary to adapt to changing user needs

Steps are completed in parallel by self organizing, cross

functional teams

Constant business interaction

Frequent release of business value

Changing requirements

Design and planning is done in

short iterations

A more effective way to predictably deliver business value using software

Improved satisfaction from stakeholders and team

Effective user experience is (eventually) achieved

Business is still waterfall! Fixed plan & objectives

Lots of trial and error to get to the right experience

Continual rework and constant releases cause stress

Agile UX delivers faster, and with a better user experience, but can end up building the wrong thing

Design Thinkers build radical innovation through research, brainstorming, and prototyping, focused through the lens of user empathy

Enter Here

Desirability(Human)

Feasibility (Technology)

Viability(Business)

A MindsetThe belief that you are always focused on the user

A MethodA structured approach to the messy, creative process of innovation

Design thinking is …

… aimed at achieving balanced breakthroughs focused on the intersection of:

DesirabilityWhat do people desire?

FeasibilityWhat is technically feasible customer?

ViabilityWhat is viable in an ongoing business?

Diverg

e

nt

Thinkin

g

User Empathy

Convergent Thinking

Design thinking works through…Convergence and Divergence The method takes you through a messy, creative like process where you oscillate between exploration and creation

Discover

Ideate

Prototype

Abstract

Tangible

• Qualitative Research• Interviews, Observations• Deep Stakeholder

Understanding• Openness, insight, maximizing

options

• Converge on the solution • Leverage analytical and synergistic thinking• Extract user insight• Brainstorm & innovate• Oscillate between the abstract and the

tangible

• Bring ideas to life• Gain early feedback• Test and learn• Hand Sketch, Video,

Bodystorming, Mockups, etc.

Research, Create, and Prototype The method takes you from the abstract to the concrete and back again, testing your thinking through the journey

Connect user experience directly to business value

Feedback, validation, and testing integral to the process

Learning done in the lab, feedback not end2end

Design Success is not measured

Design thinking alone may result in science projects, leaving business value unrealized

Lean UX builds upon existing user centric, feedback driven, techniques to enable measurable, problem driven design

Design Thinking

UCD / UX

Agile

Lean UX

Lean Startup

Lean UX, evolved from manufacturing, is a user centric, business measurable, and experimental design method focused on accelerating learning in the face of uncertaintyLean Manufacturing• Economies of scale work against you in the face of complexity

• Work just in time & with small batches

• Enable line workers to continuously improve

• Relentlessly eliminate bottlenecks and waste

Lean - Agile• Apply lean management concepts to knowledge work

• Extend agile concepts to the entire value stream from concept to cash

• Visualize in process knowledge work as virtual, just in time, assembly lines using Kanban systems

• Visualize, measure, and manage progress as a continuous flow of work

Lean – Startup• Measure progress in terms of achieved business outcomes

• Co-create a business model, define the metrics of success, map each metric to explicit user behavior

• Validated learning, frame all aspects of the model as assumptions that must be rapidly tested

• Release business value following a build, measure, learn delivery cycleLean – UX• Relentless use of UX/UCD to research, define and validate problem, solution,

and market /scale hypothesis

• Continual validation of design decisions result in a user experience that drive business outcomes

• Focus on solution features that result in anticipated user behavior

Lean Startup forms the thinking framework behind Lean UX, accelerating validation of problem, solution, and market / scale hypothesis

Validate User Proble

m

Validate

Problem

Solution Fit

Build Stickine

ss

Enable Virility

Optimize

Revenue Model / Price Engine

Scale the

Business

Gain

User E

mp

ath

yTu

ne E

ng

ines o

f G

row

th

Do you have a problem worth

solving?

Do I have a solution people

will use? Sponsors will

pay for?

Are users repeatedly using my solution?

Do I have enough

sponsors?

Generate idea

Explore Qualitative

ly

Explore Quantitative

ly

Design Experiment

Small Rollout

Validate Qualitative

ly

Larger Rollout

VerifyQuantitative

ly

Is there enough usage to justify

this solution? Create an MVP= Minimum Viable Product

Gather User Feedback

Identify Testable

AssumptionsOptimize

And Refine

Discover your ideal

users

Lean UX provides the method to correlate business objectives to user behavior so knowledge workers can focus on providing the user experience that maximizes business outcomes

• Generate a potential solution using co-creative thinking

• Model generation, design thinking, are your tools of trade

• Define business oriented, tangible, verifiable, metrics of success

• Frame all aspects of your problem and solution as a set of unverified assumptions that must be validated as quickly as possible

• Map each metric of success to expected user behavior

• Frame your plan and your progress in terms of the number of users who are successfully able to achieve anticipated user outcomes

• Design experiments to evaluate if specific solution features result in anticipated user interaction

• Religiously monitor impact of new features on user behavior

• Evaluate if users behaved as anticipated, and if that behavior achieved intended business outcomes

• Rollout first at small scale, then make the solution available to a progressively larger and larger user basis

Learn from user interactions!

Create an awesome user experience!

Feedback and learning from concepts to cash!

Measurable design evaluated against business objectives

Validation of hypotheses behind the problem, the solution,

and the ability to scale

Research and explore in order to refine assumptions into measurable hypotheses

User Testing • Competitor testing

Co-creative ideation is followed by exploration that focuses on both qualitative and quantitative validation

Generate fresh ideas to tackle critical business challenges

Model Generation• Business canvas• Startup canvas• Change canvas

User research• User studies• Diary studies• Photographic

investigation• Ethnographic studies• Surveys

Data Analytics• Segmentation• Market• Customer Lifecycle• Predictive

Design Thinking• Empathy Maps• Directed storytelling• Elito method• etc.

Empathy Define Ideate Prototype

Test

…then using quantitative

methods

Explore first using qualitative methods…

Customer Development • Customer/Problem Fit interviews (Problem

Exploration)• Problem/Solution Fit interviews (The Mafia Offer)

User Centered Design• User personas & journeys• User Goals & Tasks• etc

Idea

Explore

Experiments are used to validate assumptions based first on what people say, then what they do

Scale Roll out the solution to the entire user base and continue to measure for effectiveness

Validate different solution options by testing them on a small, but relevant user base

Nonexistent solution• Landing page (Smoke Test)• Pre-order (Auction)

Experiment

Partial solution• Clickable prototypes• Manual (Concierge MVP)• Manual Backend (Wizard Of

Oz)

Complete MVP• Guerrilla user testing• Anonymous user

testing• A/B testing

Continue to explore and experiment, shifting focus to validate the solution and scale to a larger user base

…then validate assumptions

quantitatively

Validate assumptions qualitatively…

Analytics• Segmentation / market• Cohort • Customer lifecycle / Conversion

Insufficient impact to customer experience or business outcomes

Generate Idea

Explore IdeaQualitatively

DesignExperiment Partial

Rollout

Validate Qualitatively Full Rollout

Verify Quantitatively

Get close to affected stakeholders through customer/ problem fit and probably/ solution fit workshops

Refine your idea into a number of candidate hypotheses with ballpark metrics of success

Multiple iterations of an MVP may be required

Deliver a partial rollout of the new user experience to validate the impact

Insufficient impact to customer experience or business outcomes

Do we need to revisit our understanding of the problem?

Validate assumptions against a small, but relevant customer base (prime cohort) Do things look right from a qualitative perspective?

Roll out the new user experience to a larger customer base, and start gathering quantitative metrics

Measure your hypothesis against the complete customer base

The 2 phase validation allow us to achieve balance between speed & learning

Kanban is typically used to operationalize the LeanUX method, creating a continuous flow of user centric experiments

Abandon AbandonProblem is not a significant impact to the userexperience

AbandonExperience does not adequately impact business outcomes

Abandon

Generate fresh thinking through co-creative, brainstorming techniques

Review existing customer analytics, surveys, stakeholder feedback, and other sources of insight

Build your Minimum Viable Product, the smallest increment that you feel will move the “line in the sand”

Refine hypotheses through deeper analysis of Analytics, focus groups, & surveys

Define the key metric of success to measure customer impact & a “line in the sand” that describes engagement success

Design the minimal user experience and build the least amount of code that will validate your hypothesisInclude measurability into your code to supportaudibility of your experiment

Use customer lifecycle analytics capabilities to continually measure impact over time

Use customer lifecycle analytics to measure impact at small scale

Effectively measure individual changes by performing A/B testing on cohorts of users who are segregated after introduction of each new experience change

Explore Idea Quantitativel

y

User Experience “Experiment” travels through LeanUX Kanban

We have designed a Digital Rapid Delivery Playbook which can be used to kickstart entry into LeanUX

Key Principles

Maximize collaborationBuild a unified vision

Innovate every sprint

Shorten time to learningDesign for customer outcomes that matterPrioritize team satisfaction

What user experience will help us achieve optimal business outcomes?How do we know which feature will actually increase customer value?How do we decompose this work in a way that accelerates learning? How do we keep backlogs fresh and coordinate delivery across teams? How do we quickly iterate toward a solution?

How do we certify our product and get it out to our users?

How do we learn from what we’ve done to help move us forward?

The Digital delivery playbook combines agile, design thinking, lean startup, and business model generation to help technology knowledge workers answer the following questions: