ux experience for coders

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Selling User Experience to Coders

Selling User Experience to CodersMaarit Laanti28-Oct-2014Maarit Laanti20 years in various product development roles at Nokia, 6 years in agile & lean transformation / organizational developmentProduct development for various products and platformsCoached and trained hundreds of practitionersin agile methods deploymentScaled Agile Framework (SAFe) Program Consultant at Nitor DeltaPhD Agile Methods in Large-Scale Software Development Organizations Applicability and Model for Adoption (2013)Keynote speaker at XP2014 / RomeAuthor or editor of agile and lean textbooks: 376 vuotta ketteri kokemuksia / Sytyke (2013)LESS!, Essays on Business Transformation (2012)Ohjelmistoliiketoiminta (2003)

2My claims in this presentationHere is a built-in-tension between UX design and developmentAgile forgot UX from the startAgile (re)discovered UX (Apple proved you can sell designed products with higher price)There are (proven) ways to do betterCollective embarrassment is the best tool available

Lets ADD Sprint #13 for it!- Kerro henkilkohtaista elmntarinaa4Complex UI simple code simple UI complex code?

Design is an iterative process

Great UX is created with iterations! Do we also need a Steve Jobs to say no?Agile development?Agile means you just have a bunch of coders and the customer sitting in middle of them

Give me your UI spec and we will implement it

USABLE, not (just)working!This is how we sell agileVersionOne study 2008ImprovedSignificantly ImprovedEnhanced ability to manage changing priorities41%51%Improved project visibility42%41%Improved alignment of IT and business goals39%27%Reduced project risk48%17%VersionOne. 2008. The state of agile development: Third annual survey. Posted as a downloadable PDF in the Library of White Papers on the VersionOne website. http://www.versionone.com/pdf/3rdAnnualStateOfAgile_FullDataReport.pdf.

10Agile delivers projects on time and budgetThe value of incremental deliveryROI of traditional projectBrake-evenROI of agile projectBenefits:Faster feedback enables faster learning enabling right focus / right change of focusSmaller increments lessens project complexityEarlier brake-even point / ROIPartial deliveries equal to smaller risks fail safely; execute gloriously

With Minimum Marketable Release approach we can gain faster time-to-market and time-to-profitSingle release approach means slower time-to-market and time-to-profit

Bosss WifeThis time we do the UX properlyWe test every iteration with real users!

The current tests shows that our customer segment is going to love this product!I gave the proto to my wife, but she did not like it.Id say we cancel this product.

Project on time and budget can be an epic failure!NPS -20

What can be more sad than delivering on time & budget the TOTALLY WRONG THING!13Measuring the customer valueLean metrics for servicesUtilization rateHow fast the service isHow accurate the service isHow many errors does take place when delivering the serviceCustomer satisfactionWould you recommend this service to your friends? (Net Promoter Score, NPS)

Why this is important? Be the top dog!

With the lean startup we are getting there.

Back to the roots of agile. Cockburn:Software Development is a Co-operative GameCo-creation. Groups are faster solving problems than individuals. Let the software evolve together, as the sum of the whole is more than its parts.

DevCo-evolutionUXArchFeedbackSynergistic viewRationale: Face to face discussion is fast, but open source development works even though it is very distributed. The technical solutions to create virtual presence will likely increase in the future. Large-scale agile lets the parts to interact with each other, rather than dividing into parts and developing separate. This way the parts will co-evolve together.

17An extended team same team or different team?Same teamUX design and developers need to talk with each other UX designers need to see how the designs can be implemented; development needs to get latest design & sketchesCo-evolution leads to best results. More than a school bus length and it does not matter if you are on the same building or not

Different teamUX design / development is essentially a different kind of discipline; needs to have its own iterations Need to develop UX design skillsCommon look and feelUX Definition of done?Common style guide and component libraryUsability tests are not on a team level in any bigger organizationSame discussion with architects18How IUX designers and developers are seeing each otherUX Designer


as extremes.Hippie

Code troll

....but in reality we are all artists, and we should treat ach other as artists!Computer-assisted graphical designerComputer scientist

Taiteen tehtv on ilment taiteilijan sisint. Tuotesuunnitteluei ole taidetta primristi.Comouter Science21A joined kanban-wallSame team or two teams sitting next to each otherA joined wall where both iterations are made visible A visual management tool for bothConceptingDesignDeliveryIdeasUX-designCodingDeliveryValidation

What needs to be measured? NPS?Compare the current version the current demo with competitor version / demoFor each Feature, define the ambition level for this iterationMinimumMedianMaximumWhat are the basics that always needs to be there?What are ways to differentiate from competitors?What is the customer segment? Friendly users / focus group?Why it is hard to be one team Disneys creative process

Get me something to implement mentalityWhat is the difference between these two colors? Cant we just add another button?

http://www.idea-sandbox.com/blog/disney-brainstorming-method-dreamer-realist-and-spoiler/Designers changing their minds developers as nerds24The power of collective embarrassment

Rules of the game:Force to see misuse cases real, frank and honest feedbackNo blame gameTrust that everyone wants to do their best

Compare to no formal leadershipNeeds a sense of ownershipTrust that errors will get corrected

25Why it is hard to be one team the critiqueThou shall not critique an un-finished workCandor could not be more crucial to our creative process. Why? Because early on, all of our movies suck. Creativity has to start somewhere, and we are true believers in the power of bracing, candid feedback and the iterative process--reworking, reworking, and reworking again, until a awed story nds its through line or a hollow character nds its soul.


Braintrust has no authority.

A hallmark of a healthy creative culture is that its people feel free to share ideas, opinions, and criticisms.. The fear of saying something stupid and looking bad, of offending someone or being intimidated must be overcome

26Lean startups vs. set-based design?Point-basedSet-basedPick onePick manyMake it workPick many againChoose the bestWhat if you do not have that one customer to follow.27Set-based design with focus groups

Set-based design iterations combined with set-based design and friendly focus groupsCase F-secure Lokki


A nerd on the journey to find her inner artist