1. Adding UX Value to Agile Development:
Creating Applications Customers Love
Jeffrey Hammond
Vice President,
Principal Analyst
Forrester Research, Inc.
David Clark
Vice President,
Design Director
TandemSeven
Ian Buchanan
Product Manager
VersionOne

2. Making Leaders Successful
Every Day

3. Adding UX Value to Agile Development
Creating Applications Customers Love
Jeffrey Hammond, VP, Principal Analyst
@jhammond
November 19, 2013

4. Empowered customers
have given rise to a new era
1900–1960
Sources of
Competitive
Advantage:
1960–1990
1990–2010
2010+
Age of
Manufacturing
Age of
Distribution
Age of
Information
Age of
the Customer
© 2012 Forrester Research, Inc. Reproduction Prohibited

5. “All of the technology
required to transform
industries through
software finally works.”
— Marc Andreessen
“Why Software Is
Eating The World”
Image source: Andreessen Horowitz (http://a16z.com/)
© 2013 Forrester Research, Inc. Reproduction Prohibited
5

6. Hospitality
Then
2000s
Now
800-325-3535
Image source: HotelChatter (http://www.hotelchatter.com/), Expedia (http://www.expedia.com/), TripAdvisor
(http://www.tripadvisor.com/), and Airbnb (https://www.airbnb.com/)
© 2013 Forrester Research, Inc. Reproduction Prohibited
6

7. Payments
Before
2000s
Now
Image source: Fotosearch (http://www.fotosearch.com/), Frame’s Pest Control (http://www.framespestcontrol.com/), and
SMK Seri Payong (http://www.seripayong.net/)
© 2013 Forrester Research, Inc. Reproduction Prohibited
7

8. Consumer expectations always shift
Satisfied
Delight
Not
Implemented
Implemented
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited
Dissatisfied
8

9. What defined consumer delight in 1852?
Satisfied
1852
Delight
Not
Implemented
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited
Implemented
Dissatisfied
9

10. What defined consumer delight in 1972?
Satisfied
Delight
Not
Implemented
Implemented
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited
Dissatisfied
10

11. What defined consumer delight in 1999?
Satisfied
Delight
Not
Implemented
Implemented
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited
Dissatisfied
11

12. What defined consumer delight in 2009?
Satisfied
Delight
Not
Implemented
Implemented
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited
Dissatisfied
12

13. Mobile is shifting customer
expectations …
Satisfied
Delight
Not
Implemented
Implemented
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited
Dissatisfied
13

14. … and accelerating the speed of the
shift
Satisfied
Delight
Not
Implemented
Implemented
Basic
Source: Kano Model
© 2013 Forrester Research, Inc. Reproduction Prohibited
Dissatisfied
14

15. Customers demand modern applications

16. Building modern applications
Are you Agile enough?
Do you collect (and incorporate)
rapid feedback?
Can you design useful, usable,
desirable experiences?
Do your cloud, big data, and mobile
strategies work together?
Can you build high quality, multichannel, 5 star apps?
Source: Flickr (http://www.flickr.com/photos/kaz25/2444344463/sizes/o/in/photostream//)

17. A delivery process for speed
© 2013 Forrester Research, Inc. Reproduction Prohibited
17

18. Adapt Agile with the POST technique
P
O
S
T
People
Use Personas to profile your target audience.
Objectives
Decide on the needs of your personas and
your business goals.
Strategy
Determine your approach to meet your objectives.
Technology
Choose the technologies that will enable you to
implement your strategy.

19. Personas
Jeremiah is 52 years old and has a lot of experience
as a sales representative working for ACME. His
typical day is spent on the road visiting different
clients. He knows a lot about ACME’s products and
is glad to share this information with everybody he
meet in his visits.
As he is always on the road he needs to be very
organized with his schedule and is time sensitive
when he is headed to a specific client visit. Not just
because being punctual is a virtue, but he wants to
accomplish all sales goals for the month and wants
to get home to enjoy the end of his day with his
family.
Jeremiah spends most of the time online through his
3G phone or his iPad and notebook with a hotspot,
but sometimes inside client buildings the signal is
very low or even non-existent.
Jeremiah is as much a brand advocate for ACME as
an order taker. ACME sales management expects
him to talk about products, answer questions, offer
information on new products and to be very
proactive in his client visits.
© 2012 Forrester Research, Inc. Reproduction Prohibited

20. Identify
customer and
stages of
journey
Journey maps
Persona:
James
Awareness
Consideration
Research
Purchase
Engagement
Wow
Enjoyable
2
7
3
6
Describe each
step in the
journey, the
customer’s
needs and
perceptions
8
Functional
1
11
5
4
10
Indicate
significant
steps
Neutral
Missed It
Frustrating
© 2012 Forrester Research, Inc. Reproduction Prohibited
9
Indicate
primary (and
secondary )
devices for
each step

21. Wireframes
iPad
9:24 PM
HOME
MENU
Add New Product
lorem ipsum
02387209847
9832472084
5
1-DAY Demo Meeting Rx -0.50 6P -0.50
Name / Comment
5
1-DAY Rx -0.50 6P -0.50
Name / Comment
5
1-DAY Demo Meeting Rx -0.50 6P -0.50
Name / Comment
5
1-DAY Rx -0.50 6P -0.50
Name / Comment
Clear All
iPad
9:24 PM
CANCEL
Won't scan? Enter the code below
25000274589
1
5
6
7
8
9
0
© 2012 Forrester Research, Inc. Reproduction Prohibited
3
4
Light
2
C
DONE
Submit Order

22. Kanban boards
© 2012 Forrester Research, Inc. Reproduction Prohibited

23. Prioritize gathering customer feedback
› Collect feedback early and often
› Use visual prototypes to gather “broad
brush” feedback
›
›
›
›
›
Assign someone to listen to public
feedback
Analyze feedback for recurring patterns of
failure and opportunity
Proactively reach out to unhappy users
Build analytics into your applications
Create a regimen of A/B testing

24. Summary – Pulling it all together
›
›
Increasing velocity is a huge challenge, but business
conditions demand that you deliver
Agile is a start, but it’s not sufficient – you must extend and
modify it to quickly capture customer needs
› Use the POST technique – Personas, journey maps, and
wireframes will help you get started
›
›
›
Connect objectives to user stories and backlog
Use Kanban to drive small batch work and increase
velocity
Measure results, and feed them back into what you know
about your personas

25. An app delivery process for speed
© 2013 Forrester Research, Inc. Reproduction Prohibited
25