embracing a team approach to research in an agile world - ux india 2015
TRANSCRIPT
Embracing a team approach to research in an Agile world
Steve Fadden, Ph.D. Presented at UX India, October 7, 2015@sfadden Bengaluru, India
Challenges
Short development cycles
Cross-functional teams
“Just-in-time” answers
Implementation before full understanding
Image: https://commons.wikimedia.org/wiki/File:Flickr_-_The_U.S._Army_-_Camp_Taji_obstacle_course.jpg
How can a team approach to research help?
What do you see?
Image: https://pixabay.com/en/question-question-mark-characters-479660/
Greater overall understanding
User needs and goals
Context of use
Opportunities
Knowledge gaps
https://www.flickr.com/photos/superformosa/9344700269
Research also improves thinking
How accurately can you read?
https://commons.wikimedia.org/wiki/File:Medical_Instrument_Eye_Snellen's_distant_vision_chart.jpg
More “slow thinking”
Counters “fast thinking”
↓ biases & heuristics
↑ awareness of questions & priorities
GREENBLUERED
GREENBLACK
YELLOWBLACK
Reference: John R. Stoop. 1935. Studies of interference in serial verbal reactions. Journal of Experimental Psychology, 18, 643-662.Daniel Kahneman, 2011. Thinking, fast and slow. New York: Farrar, Straus and Giroux
Agile requires Teamwork
Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/
“Give them the environment and support they need, and trust them to get the job done.”
“At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly.”
Agile principles
Manifesto for Agile Software Development
Individuals and interactions over
processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
Surface concerns early
“The most efficient and effective method of conveying information to and within a development team is face-to-face conversation.”
Agile principle
Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/
Conduct a group Premortem
1. Imagine project failed2. Brainstorm why3. Discuss4. Create plans to prevent
Counters biasEncourages dissentSensitizes team
Reference: Gary Klein, 2007. Performing a project premortem, Harvard Business Review: https://hbr.org/2007/09/performing-a-project-premortemImage: https://www.flickr.com/photos/mdgovpics/13603167853
“Simplicity - the art of maximizing the amount of work not done - is essential.”
Agile principle
Understand questions
Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/
Build a fishbone diagram
1. Identify main concern2. Brainstorm potential causes3. Group into categories4. Map to research
Illustrates coverage and gapsFacilitates prioritizationGuides research methods
Reference: Jeff Sauro, 2011. Diagnosing interaction problems with cause and effect diagrams: http://www.measuringu.com/blog/fishbone.phpImage: https://www.flickr.com/photos/cogdog/2656429121/
Example diagram
Reference: Jeff Sauro, 2011. Diagnosing interaction problems with cause and effect diagrams: http://www.measuringu.com/blog/fishbone.phpImage: https://www.flickr.com/photos/cogdog/2656429121/
Functionality
Low adoption
Usability
Pricing
Missing feature A
Missing feature B
Unclear how to start
Too many steps
Too expensive for target users
Confusing pricing model
Current research focus
Implement flexible
methods
“Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage.”
Agile principle
Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/
Use asynchronous methods
Click testsRecall & SentimentPreferenceTerminology & Card sortingCommenting & Unmoderated evaluation
Focused questionsFaster answersAids triangulation
Reference: Steve Fadden & Niyati Bedekar, 2015, How to effectively implement different online research methods, UXPA: http://www.slideshare.net/SteveFadden1/how-to-effective-implement-different-online-research-methods-uxpa-2015-fadden-bedekarImage: https://www.flickr.com/photos/tacoekkel/3583206888
Sample methods
Reference: Steve Fadden & Niyati Bedekar, 2015, How to effectively implement different online research methods, UXPA: http://www.slideshare.net/SteveFadden1/how-to-effective-implement-different-online-research-methods-uxpa-2015-fadden-bedekarImage: https://www.flickr.com/photos/tacoekkel/3583206888
Click Test Commenting
Involve customers
often
“Business people and developers must work together daily throughout the project.”
Agile principle
Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/
Create GOOB* opportunities*Get out of the building
Field visitsRemote observationsBrown bagsJAD & Participatory design
Rapid feedbackDirect involvementAwareness of goals and context
Reference: Steve Blank, 2013. Why the Lean Start-up Changes Everything, Harvard Business Review: https://hbr.org/2013/05/why-the-lean-start-up-changes-everything/ar/1 Image: https://www.flickr.com/photos/kl/8557667916
Develop customerempathy
“Build projects around motivated individuals.”
Agile principleWhat is What is What is
What could be What could be New bliss
Call to action
“Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.”
Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/
Communicate compelling stories...
Big ideaCustomer as heroGive customer a voiceHighlight gaps
MemorableEngagingEmotional
Reference: Jennifer Aaker, 2013. The seven deadly sins of storytelling: https://www.gsb.stanford.edu/insights/jennifer-aaker-seven-deadly-sins-storytelling Nancy Duarte, 2012. Structure your presentation like a story, Harvard Business Review: https://hbr.org/2012/10/structure-your-presentation-liImage: https://www.flickr.com/photos/mariettaga/4034803307
...to create lasting feelings
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
Reference: http://www.forbes.com/sites/carminegallo/2014/05/31/the-maya-angelou-quote-that-will-radically-improve-your-business/Image: https://cy.wikipedia.org/wiki/Maya_Angelou
Pop quiz
People procrastinate least when a task is represented in a way that makes it most
A. AbstractB. AttractiveC. ConcreteD. DifficultE. Important
Reference: Sean M. McCrea, Nira Liberman, Yaacov Trope, & Steven J. Sherman, 2008. Construal level and procrastination, Psychological Science.Image: https://pixabay.com/en/hands-hand-raised-hands-raised-220163/
Pop quiz
People procrastinate least when a task is represented in a way that makes it most
A. AbstractB. AttractiveC. ConcreteD. DifficultE. Important
Reference: Sean M. McCrea, Nira Liberman, Yaacov Trope, & Steven J. Sherman, 2008. Construal level and procrastination, Psychological Science.Image: https://pixabay.com/en/hands-hand-raised-hands-raised-220163/
Make solutions
actionable
“The sponsors, developers, and users should be able to maintain a constant pace indefinitely.”
Agile principle
Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/
Recommend concrete next steps
Brief recommendations
Achievable actions
Top priorities (Presenter’s Paradox)
Reference: Kimberlee Weaver, Stephen M. Garcia, & Norbert Schwarz, 2012. The presenter’s paradox, Journal of Consumer Research. Image: https://pixabay.com/en/stairs-emergence-input-perspective-66513/
“Presenter’s Paradox”
Reference: Kimberlee Weaver, Stephen M. Garcia, & Norbert Schwarz, 2012. The presenter’s paradox, Journal of Consumer Research. Image: https://pixabay.com/en/stairs-emergence-input-perspective-66513/
Interpretation: High priority
Interpretation: Medium-high
priority
Recommendation #1: High priority
Recommendation #2: High priority
Recommendation #1: High priority
Recommendation #2: High priority
Recommendation #3: Medium priority
Recap: Team approach
1. Surface concerns early2. Understand questions3. Implement flexible methods4. Involve customers often5. Develop customer empathy6. Make work actionable
Image: https://commons.wikimedia.org/wiki/File:Team_touching_hands.jpg
Continuous attention to technical excellence and good design enhances agility.