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Moving Beyond
Staggered Sprints:
How One Company
Integrated UX & Agile
Jeff Gothelf
Proof
Tuesday, April 24, 2012
Agile and User Experience Can Totally Be Friends
…and Lean UX is the way…
UX Immersion
Portland, OR
April 24th, 2012
UX Immersion Conference, April 2012
All materials © 2012
1
Everything was butterflies and rainbows in our waterfall world
I couldn’t find a pic of a waterfall, a rainbow AND butterflies….sorry.
  3-9 month release cycles
  Thick functional specs
  In-depth wireframe decks
  Long visual design cycles
  Late-stage user validation and
testing
  Explicit hand-offs
http://www.niagarafallscanadapics.net/Niagara-falls-Canada-rainbow-pdam2.jpg
We didn’t land on Plymouth Rock…
In fact, we had no idea we were going for a ride.
http://www.fieldmuseum.org/museum_info/press/images/nature1_lg.jpg
2
We were told tales of glamour and victory!
Improvements galore!
http://membres.multimania.fr/frodon9/hpbimg/oliphant.jpg
So we set out on a quest to find the unicorn!
And this was no ordinary unicorn.
http://www.boingboing.net/gimages/patrick.jpg
3
We had some very thorny issues to tackle.
These became clear very early.
  What to do with Big Upfront Design?
  How do you maintain focus on a
bigger vision?
  Can we maintain product quality?
  How do you produce creative work
faster?
  How do you keep the engineering
teams busy each iteration?
  Will lighter product iterations be
accepted by the business?
  Will we be blamed if they don’t?
http://www.africandreamadventuresafaris.com/thornbush-arusha-national-park.JPG
The journey of 1000 miles starts with one step.
Our first step was research.
Agile and user experience
http://www.africandreamadventuresafaris.com/thornbush-arusha-national-park.JPG
4
And more research…
This time with humans.
We even sought out The Oracle…
He was very oracle-ish.
http://www.xqa.com.ar/visualmanagement/wp-content/uploads/XQA_9437.JPG
5
Our first attempt:
Just get it all done in 2 weeks.
We took our 9-month waterfall process…
Which was mighty and massive
http://www.julia-mathewson.com/photos/usa_2005_photos/8niagara1.jpg
6
And jammed it into a 2-week timeframe.
We kept all the pieces and processes the same.
http://www6.worldisround.com/photos/29/323/524_o.jpg
We became chairmen of the boards.
It got a little silly, actually.
“The whiteboards do not help organize
the UX team’s work at all. Instead, they
block out natural light from the windows
and create a harsh and uncreative
visual environment.”
- Internal survey respondent
7
Functional specs were now banned.
The story card had taken the spec’s place. And it multiplied.
The boards took on multiple purposes.
Functional spec. Project plan. Resource allocation. And status indication.
8
The boards took on multiple purposes.
Functional spec. Project plan. Resource allocation. And status indication.
But, hey, the UX team got its own board.
Which is nice.
9
Wireframes picked up the heavy lifting specs had left behind.
Annotations galore!
Dreams of a “vision” document never materialized.
You can dream in one hand and poop in the other. See which one fills first.
10
Learnings from our first attempt:
UX morale in the crapper
Perceived quality of work was much lower
No time to design
No ownership or pride in the work
Summary: FAIL
11
Through further iterations, we learned:
Put everything in-line.
Wait! You forgot usability testing!
How else will we know how awesome we are?
  Every other week (2 weeks sprints)
  Mid-way through the sprint
  Enough time to react
  Show whatever you have ready
  No more than 3 participants
  Clear the boulders
  Validate and iterate
http://stevejencks.files.wordpress.com/2008/07/usability.jpg
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Great, the customer likes it. What about the product owner?
Opinions are like belly buttons. Belly buttons on cats.
  Design reviews
  2 reviews per iteration
  Initial review mid-way in the sprint,
directional alignment
  Second review is final – 95% done
  Ad hoc reviews in between
  Decision at second review is made to
move forward or spend another
iteration designing
http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
Continued learnings:
In-sprint user testing provides continuous user feedback in advance
of coding
Lightweight and cost-effective testing
Formal, fixed design reviews provide mileposts for everyone to
strive toward (but difficult to enforce)
Unified approval processes buy more UX time (when everyone plays
along)
Summary: (mostly) Win!
13
Something was still wrong though:
Everyone was still on the same team
User Experience is a shared service
Biz Line
Biz Line
Biz Line
Biz Line
14
UX
UX
UX
UX
Biz Line
Biz Line
Biz Line
Biz Line
Learnings from team alignment changes:
Focusing teams on one workstream proves effective
Camaraderie, communication benefit from aligned teams
Summary: Win! UX Immersion Conference, April 2012
15
In fast-paced Agile environments, traditional UX is a
bottleneck
We were getting in our own way
#LeanUX | @jboogie
http://www.freakingnews.com/Bottle-Neck-Pics-36343.asp
With interactive experiences evolving rapidly
The traditional design deliverable is an inefficient obstacle
#LeanUX | @jboogie
16
Lean UX
Inspired by Lean Startup and Agile development theories, it’s the
practice of bringing the true nature of design work to light faster,
with less emphasis on deliverables and greater focus on the
actual experience being designed.
#LeanUX | @jboogie
Lean UX
Inspired by Lean Startup and Agile development theories, it’s the
Lean
UXofisbringing
one solution
to ofthe
Agile
problem.
practice
the true nature
design
workUX
to light
faster,
with less emphasis on deliverables and greater focus on the
actual experience being designed.
#LeanUX | @jboogie
17
Agile
•  Individuals and interactions over processes and tools
•  Working software over comprehensive documentation
•  Customer collaboration over contract negotiation
•  Responding to change over following a plan
Lean Startup
The Lean Startup methodology has as a premise that every
startup is a grand experiment that attempts to answer a
question. The question is not "Can this product be built?"
Instead, the questions are "Should this product be built?"
and "Can we build a sustainable business around this set of
products and services?" This experiment is more than just
theoretical inquiry; it is a first product.
#LeanUX | @jboogie
Agile
•  Individuals and interactions over processes and tools
•  Working software over comprehensive documentation
•  Customer collaboration over contract negotiation
•  Responding to change over following a plan
These are philosophies, not
methodologies.
Lean Startup
The Lean Startup methodology has as a premise that every
startup is a grand experiment that attempts to answer a
question. The question is not "Can this product be built?"
Instead, the questions are "Should this product be built?"
and "Can we build a sustainable business around this set of
products and services?" This experiment is more than just
theoretical inquiry; it is a first product.
#LeanUX | @jboogie
18
It goes a little something like this…
Do this. Quickly. Many times.
Just the UX process
Concept
Validate
Internally
Prototype
Test
Externally
Learn
from user
behavior
Iterate
#LeanUX | @jboogie
“Go that way. Really fast. If something gets in your way, turn.”
-Charles DeMar (Curtis Armstrong) to Lane Myer (John Cusack) in “Better Off
Dead”
#LeanUX | @jboogie
19
Designers can’t hide behind their monitor any more!
This is a designer-led initiative
#LeanUX | @jboogie
http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/
Get design work out there. Fast.
In public. (See? That UX board worked out after all.)
#LeanUX | @jboogie
20
OK. I’m intrigued. But how does it really work?
First 5 things you need to do…
#LeanUX | @jboogie
Solve the problem together
As opposed to implementing someone else’s solution
1!
#LeanUX | @jboogie
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2!
Sketching
It’s all the rage!
#LeanUX | @jboogie
Example of sketching at work
V1 of the UI
2!
#LeanUX | @jboogie
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Sketching brings experiences to life faster
Launched UI
2!
#LeanUX | @jboogie
http://www.flickr.com/photos/mims/326748812/sizes/l/
Get the experience out there, not the document
Validate your hypotheses
3!
#LeanUX | @jboogie
http://www.macdavidpro.com/wp-content/uploads/2010/02/4355664150_68b8aa58a9_o-600x337.jpg
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4!
Pair up!
But do it, cross-functionally
#LeanUX | @jboogie
http://photofind.com/featured-photo/20-uncomfortable-moments-in-sports
4!
Pairing saves time
Builds a common language
#LeanUX | @jboogie
http://hoveringartdirectors.tumblr.com/page/2
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Pairing sets designers free, man
…and empowers developers!
4!
#LeanUX | @jboogie
http://www.clydekellerphotos.com/images/AP_Kesey_HippiesDancing_GALLERY_CGW.jpg
Style guides!
The cause of, and solution to, all your UX problems
5!
#LeanUX | @jboogie
25
They’re good for developers too!
Creates a reusable asset library and point from which to start
5!
#LeanUX | @jboogie
More specifically, Lean UX is…
#LeanUX | @jboogie
26
Critique
Early and often on designs that don’t feel “finished”
#LeanUX | @jboogie
Designers shouldn’t be expected to get it right the first time
Nobody else has to
From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011.
http://www.alistapart.com/articles/design-criticism-creative-process/
#LeanUX | @jboogie
27
Control
Designers still facilitate the design process
#LeanUX | @jboogie
It’s not “The Spec” that gives control
Lead with conversation, trail with documentation
#LeanUX | @jboogie
http://talkingtraffic.org/wp-content/images/stack_documents.jpg
28
Momentum
Everyone’s engaged. Everyone’s motivated.
#LeanUX | @jboogie
Keep everybody moving forward
Developers, stakeholders, product managers and team.
#LeanUX | @jboogie
http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/
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Quality
No compromises
#LeanUX | @jboogie
“Speed first. Aesthetics second.”
– Jason Fried, 37Signals.com
#LeanUX | @jboogie
30
“Going for the bronze.”
– A Creative Director I used to work with
#LeanUX | @jboogie
What about the quality of the design?
Iterations mean quality continually improves.
#LeanUX | @jboogie
http://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg
31
Is it viable?
Yes, but does anybody actually want it?
Minimally viable
Minimally desirable
Feasibility
Make sure it can be built (and built well)
#LeanUX | @jboogie
32
Prototype it!
But not all of it.
#LeanUX | @jboogie
hthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://
www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
Once validated, demo to the team.
Presto! Instant documentation.
No additional deliverables are needed!
#LeanUX | @jboogie
http://www.flickr.com/photos/koolwaaij/152426460/sizes/o/
33
Customer validation
Your design is a hypothesis
#LeanUX | @jboogie
Validate your hypothesis with customers
Keep it light and cheap.
#LeanUX | @jboogie
http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/
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Use data to settle subjective issues
A/B testing can settle these “Pepsi challenges”
#LeanUX | @jboogie
http://2.bp.blogspot.com/__3p5_gzemps/TLpuaIolhlI/AAAAAAAAA-o/smDfmM8xqQM/s1600/Coke-vs-Pepsi.jpg
Fill in the gaps
Build a shared understanding
#LeanUX | @jboogie
35
The more you talk about it
The easier it is for the team to put the pieces together (and find missing ones)
#LeanUX | @jboogie
http://www.flickr.com/photos/adysmiles/4822749055/sizes/l/
What about estimates & prioritization?
A shared understanding builds that into the conversation
http://1.bp.blogspot.com/_FfetiF7C9vo/SEeOU0ew8KI/AAAAAAAAILU/CE_tq46wDYM/S600/Washington+DC+auto+mechanic,+1942.JPG
36
Form factor is ultimately irrelevant
There are many ways to validate hypotheses
Whether it’s software or hardware, how lean can you go?
There are many ways to validate hypotheses
37
Informal and quick is better than….
Delayed feedback loops
What Lean UX is NOT
#LeanUX | @jboogie
38
Lazy.
Sorry. You still have to work hard.
“…the best part … is that the team is doing
a F@&K-TON of UX. They document a ton
of stuff explicitly on the walls and implicitly
in shared understanding among team
members.”
- Austin Govella
commenting on Whitney Hess’s “Why I Detest the Term Lean UX”
http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/
#LeanUX | @jboogie
http://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg
The only thing being removed is waste.
Leave the toolbox intact. Use the tools as necessary.
#LeanUX | @jboogie
39
This is NOT design-by-committee!
That never leads to anything pretty.
#LeanUX | @jboogie
Can I make this happen in my organization?
Short answer: Yes. Long answer: Yessssssssss!
#LeanUX | @jboogie
40
You’re an in-house designer…
Start small and internal. Ask for forgiveness.
#LeanUX | @jboogie
http://sarah.theworkexperiment.com/wp-content/uploads/2011/07/think-big-start-small1.jpg
You are in the problem-solving business and you don’t solve
problems with design documentation.
You solve them with elegant, efficient and sophisticated software.
#LeanUX | @jboogie
41
Startups
This is the only way to work…
#LeanUX | @jboogie
http://militarytobusiness.blogspot.com/2010/12/start-ups-at-hbs.html
Distributed teams do it remotely!
If they’re a part of you, it’s on! If not, it ain’t bloody likely.
#LeanUX | @jboogie
http://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg
42
Is this good for every project?
Use it where it makes sense.
#LeanUX | @jboogie
http://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg
Functional, task-flow projects work well.
There’s a clear end goal.
#LeanUX | @jboogie
43
Highly experiential marketing projects will struggle.
Time to ideate and create options is essential.
#LeanUX | @jboogie
What about content heavy experiences?
Some up front planning is necessary.
#LeanUX | @jboogie
44
Case Study
100 Days of Collaboration
#LeanUX | @jboogie
Problem Statement:
“You’re like Monster, but I have to pay for it.”
#LeanUX | @jboogie
45
3 days, 3 themes:
Acquisition and conversion
Resume services
A human in every interaction
#LeanUX | @jboogie
#LeanUX | @jboogie
46
#LeanUX | @jboogie
#LeanUX | @jboogie
47
#LeanUX | @jboogie
#LeanUX | @jboogie
48
Designers are used to being heroes. Lean UX is distinctly, anti-hero.
#LeanUX | @jboogie
http://www.abegoodman.com/Images/greatest-american-hero.jpg
This is Design Thinking brought to a broader audience.
Which creates empathy for:
-  The customer
-  The problem space
-  The design discipline
#LeanUX | @jboogie
49
This is an evolution. Not a revolution.
Designers must evolve to stay relevant.
#LeanUX | @jboogie
http://www.flickr.com/photos/freejay3/2387714157/sizes/l/
Once you go lean…
Apparently it’s good and you can’t go back to…err…fat…or something
#LeanUX | @jboogie
50
@jboogie
[email protected]
Thank
you
www.leanuxbook.com
www.jeffgothelf.com
slideshare.net/jgothelf
I’m writing a book! Pre-order here
51

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