This document discusses user experience (UX) in agile development. It begins with an agenda that covers UX in agile, how value is created, and how people express their needs. It then discusses how value is created by focusing on needs, and how people express needs explicitly, visibly, and latently. The document covers the evolution of UX approaches from traditional UX to agile UX to lean UX. It proposes pairing a product owner with a UX designer and discusses various UX roles and activities in scrum, including strategic work with the product owner and hands-on work in the team. The presentation concludes with discussing sprints and ensuring user needs are satisfied and value is created.

2. Introduction
Sara Lerén
User Experience Specialist
sara.leren@combitech.se
Agile UX Sweden
@HeedTheNeed
2

3. Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile
3

4. Value Creation
How do you create value?

5. Where do great ideas come from?

6. The result of a great idea

7. Focusing on the needs

8. Value Creation
How do you create value?

9. Missed mark – Airport VIP lounges

10. Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile
10

11. Value Creation
“If I’d asked my customers what they wanted, they
would have said, ‘A faster horse!’”
Henry Ford

12. How do people express their needs?
Explicit needs
Visible needs
Latent needs

13. Gemba
Gemba, “the real place”

14. Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile
14

15. Gemba
2nd World War Airforce

16. Gemba
What is Human factors/Ergonomics?
Ergonomics (or human factors) is the
scientific discipline concerned
with the understanding of
interactions among humans and
other elements of a system, and
the profession that applies
theory, principles, data and
methods to design in order to
optimize human well-being and
overall system performance.
The International Ergonomics Association
1940s

17. What is Usability?
1980s
“The extent to which a product can be used
by specified users to achieve specified
goals with effectiveness, efficiency and
satisfaction in a specified context of use."
ISO 9241-11

18. Gemba
What is the User Experience?
1990s
User Experience (UX) is about how a person feels about using a
system or device. The experience is subjective and dynamic.
Useful
Usable
Desirable
Valuable
Findable
Accessible
Credible
”The User Experience Honeycomb” by Peter Morville

19. UX approaches
Traditional UX
• What are we making?
Agile UX
• How do we make it?
Lean UX
• Are we making the right thing?

20. Agile UX
Agile UX
~2010
• Update of Agile Software Methodology with UX design
methods
• All about collaboration, unify developers and designers
• Focus on light-weight methods
• User stories as requirements, example:
As John the groom
I want the cake served at my wedding to be tasty
So that our guests will be impressed

21. 2011

22. 2011
Eric Ries’s feedback loop

23. ~2012
Lean UX
•
•
•
•
Focus on validation, constant measurements
Build – measure – learn
Unites product development and business
User stories as hypotheses, example:
We assume that
As John the groom
I want the cake served at my wedding to be tasty
So that our guests will be happy
We intend to prove this hypothesis by
Showing that 7 out of 10 wedding guests will be happy when
served a tasty cake

24. 2013

25. Minimum Viable Product, “Cupcake approach”
Picture: www.crisp.se/konsulter/martin-christensen

26. …or maybe appearance does matter
Pictures: www.cakewrecks.com

27. Agenda
UX in Agile –
How to heed the need
How is value created?
How do people express their needs?
UX so far
UX in Agile
27

28. Gemba
Do you have to choose?

29. Evaluate if
design fulfills
requirements
Understand and
specify the
system context
ISO 9241-210
Human-centered design
for interactive systems
Produce design
solutions
Specify
requirements

30. Pairing Product Owner with UX person
Team
collaboration
Project
success
Business
needs
PO
Product Owner is an overloaded role
UX
Strategic and hands-on UX are
under-represented

31. Product Stewardship
PO
UX
Source: http://www.cooper.com/journal/2011/02/lean_ux_product_stewardship_an.html

32. UX in Scrum
Strategic with PO
UX
Hands-on in team
User research
UX vision
Design principles
Business Impact Maps
Sketches
Wireframes
Prototypes
Workshops
Usability tests

33. Gemba
Sprint 0 –
Communicating the vision – Why?

34. Business Impact Maps tell stories
Reading Words
Reading Sentences
Reading Stories
Source: Allen R. Braun, M.D,
National Institute on Deafness and
Other Communication Disorders

35. Sprint demo –
Feedback from the users is essential!

36. Final sprint –
Have we satisfied the needs?
Have we created value?

37. Agile + Lean UX @ Nordstrom Innovation Lab
Video available at http://vimeo.com/51094771

38. The End
Thank you!
Want to get in touch?
sara.leren@combitech.se
Agile UX Sweden
@HeedTheNeed
38