1. How to Integrate UX and Agile
Dean Barker
Sr. Director, Optum Technology Engineering

2. Dean T. Barker
Sr. Director of User Experience
Optum
Speaker
Alfonso de la Nuez
Co-Founder and Co-CEO
UserZoom
Moderator
Speakers

3. Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #uzwebinar
3

4. Meet UserZoom
All-in-One Software Solution to Cost-effectively
Measure the Digital Customer Experience and Conduct
4
Remote User Testing

5. Meet UserZoom
• Increase conversion rates by conducting cost-effective UX
research, remote usability testing and voice of the customer
studies
• Test any web-based products (live or prototype) and mobile apps,
on a unified software platform.
• Founded in 2007; launched SaaS platform in 2009
• Our mission: To go beyond the Lab!
• International company: Silicon Valley, Spain, U.K., Germany
• > 200 Enterprise customers, 50% of Fortune’s Most Admired Brands

6. Highlighted Customers

7. 7
1) Cost-effective
• No moderation needed
• Automated data analysis
2) Agile & Efficient
• Build studies and gather
feedback in days
3) Qual + Quant
• Success rates, time on task,
behavior, video, audio, heatmaps,
verbatims, dendrograms, etc.
4) Easy Recruiting
• Geographic representation
• No travel needed
5) Feature Rich
• More flexible, customizable,
robust, versitile than others
6) Team & Service
• Hands-on, highly experienced
Customer Success Team
Why is UserZoom So Unique?

8. Agenda
1. Introduction
2. Four approaches to UX design
integration
3. Tailoring agile projects for UX
research and design
4. Roadmapping for success

9. What is User Experience (UX)?
Consumers Producers
Productivity
Satisfaction
Efficient Development

10. What is 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
http://agilemanifesto.org

11. Why Agile UX?

12. It’s an Agile World

13. It’s an Experience Economy
Forrester Report October 2010 How To Prepare For The Era Of Experience

14. Software Value Flows Through UX
Connectivity
Intelligence
Workflow
User
Experience
Expertise

15. Customers Respond to Good UX
• 14.4% more willing to purchase
• 15.8% fewer will do business with competitors
• 16.6% more will recommend you
Forrester Report September 2009 Best Practices in User Experience (UX) Design

16. Scrum: An Agile Framework

17. Working in Development Cycles
http://coachingagile.blogspot.com/2010/05/when-do-we-start-when-should-we-finish.html

19. All work is a process and all processes can
be designed, measured, and improved.
Phillip Crosby, Quality Management Guru
Even the best professionals need a structured
and disciplined environment in which to
do cooperative work
Watts Humphrey
Managing the Software Process

20. Scrum Process Elements
• Product owner
• ScrumMaster
• Team
Three Roles
Four Ceremonies
Three Artifacts
• Sprint planning
• Daily scrum
• Sprint reviews
• Sprint retrospectives
• Product backlog:
• Sprint backlog
• Product Increment
http://www.scrumalliance.org/pages/scrum_101

21. Resources and the UX Function
• Allocation
• Full time
• Part Time
• Expertise
• Professionals
• Cross-trained specialists w/other roles
• None of the above

22. 10% of
project
budget on
user
research
and
usability
evaluation
Nielsen Norman
Group Report
Usability Return on
Investment
4th Edition
1:4 Ratio
Designers to
Developers
The User Experience
Team Kit
Paul Sherman, PhD.
UXmatters.com
2/22/2010
Rules of Thumb
User Experience Work = Research & Design

23. UI Developers

24. Process
Engineering
Process
Tailoring
The “P” Word

25. UX Design Process
Step One Step Two Step Three
Analyze & Organize Create & Elaborate Review & Evaluate
• Define, validate, and elaborate
requirements and user tasks
• Design the UI Architecture
UI Analysis
Document
• Create preliminary screen designs
• Review/user test screens
• Iterate screen designs
• Conduct additional
evaluations/iterations as appropriate
• Final review for consistency
• Update UI Styleguides
Navigation
Model
Wireframes HTML/CSS Styleguide

26. Prototypes?
Wireframes?
Code?
Deliverables and Tools

27. UX Analysis and Agile Modeling
http://www.agilemodeling.com/

28. Make a Place for Design
•Your resources, roles, and expertise will inform
your viable processes
•You have to make a place for design
•Other factors with team, schedule, and project
can impact approach
•There are finite options…
BUFD JIT Spikes Sprint Pairs

29. BUFD Big Upfront Design
•Design resources operate in advance of
development resources before a release
•Requires Product Owner collaboration
•Designs may be used for estimating
•Works well with Kanban, Lean concepts

30. JIT Just In Time
•Design done within a Sprint
•Typically requires “Stubs”
•Requires a lot of collaboration
•Usually a fire drill
•Necessarily parallel efforts and throw away
•Easier to track in Scrum
•Works well with mature standards and
pattern libraries

31. Spikes Design Spikes
http://uxdesign.smashingmagazine.com/2012/11/06/design-spikes-fit-big-picture-ux-agile-development/

32. Sprint Pairs Sprint Pairs
•Design works a Sprint ahead of development
•Scope is traded off for time box
•Requires lots of coordination
•Sometimes described as “Scrumerfall”
•Respects functional dependencies
•Seems to have most traction in industry

33. Sprint Pairs
Scrum Team
Scrum
Master
Product
Owner
Developers,
Designers, etc.
R2S1
Plan R2
Stabilization
Plan R2
R1S1 R1S2 R1S3 R1S4 R1S5 R1S6 R1S7 R1S8
Development
Workstream
UI Design
Workstream

34. Critical path is
handoff of primary
designer deliverable
to developer
Case Study of Customer Input For a Successful Product
Proceeding ADC '05 Proceedings of the
Agile Development Conference
http://dl.acm.org/citation.cfm?id=1122115
Complex Choreography

35. Release Planning

36. UX Release Plans
•Critical path is a “sprint-focused” UI design
workplan
•Add Phase 0 work as appropriate
and feasible
• Include iteration within release
•Define UX metrics
•Develop usability issues backlog

37. Put the “User” in Experience

38. Satisfaction
Survey
End Users,
Supervisors/
Managers
Provides SUS,
NPS
Self Reported
Quantitative
Heuristic
Evaluation
Expert
Evaluation
Identifies
Usability
Concerns
Qualitative
KLM
Study
Expert
Evaluation
Measures
Clicks &
Keystrokes
Quantitative
In-Depth
Interviews
Supervisors /
Managers
Validate
Usability
Concerns
Self Reported
Qualitative
Diary Study
(Retrospective)
End Users
Provide
Insights Into
Workflow
Self Reported
Qualitative &
Quantitative
Coding UT
& Interview
End Users
Observe
Usability
problems
Observed
Qualitative &
Quantitative
Intake UT &
Interview
End Users
Observe
Usability
problems
Observed
Qualitative &
Quantitative
Example Research Program

39. UX Metrics Programs
• Task completion
• Time on task
• Errors per user task
• Requests for help
• Click count
• SUS
• Perceived ease
• Satisfaction
• Brand salience
• % Users Impacted

40. Roadmaps

41. Release Roadmaps
Architecture, POC
R1 Arch &
Research
Alpha
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014
POC
Core Dev Beta
Phase 0 Sprint 1, Day 1

42. Value Add UX Activities
Architecture, POC Core Dev Alpha Beta
R1 Arch &
Research
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014
POC
Sprint-Driven UX Activities
Formative/Summative U-Tests
Remote U-Tests
Iterations
Styleguides
Design integration
Validation metrics
Phase 0 UX Activities
User research
Baseline metrics
Groom usability backlog
Ideation
Concept testing
UI Architecture

43. UX Release Roadmaps
Architecture, POC Core Dev Alpha Beta
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014
POC
UX
Research
UI Analysis
and High
Level
Design
Detailed UI Design, Refinement, and Validation
POC Workshop
Baseline KLM Visual Integration
Field Research
SUS
Baseline Usability
Task Analysis and Object Model
Navigation Model and Page Templates
Sprint 1 Pre-designs
UI Design, Iteration, Refinement
Cloud Integration
UI Toolkit Integration
Formative Usability Tests
Summative Usability Tests
R1 Arch &
Research

44. Usability Backlogs
•Usability defects
(i.e. problems encountered by users)
•Rated by severity
•Analyzed by theme
•Ranked for business value
•Prioritized for remediation
• per release

45. Evangelize UX Value
$1 invested in UX returns $10 to $100
Gilb, Principles of Software Engineering Management
A 5% improvement in usability increases revenues
from 10-35%
Netraker, e-commerce study
Usability techniques helped cut development time
by 33-50%
Bosert, Quality Functional Deployment
Usability methods raised user satisfaction ratings
by 40%
Gartner Group Report

46. Seven Keys to Success
1. Assign UX designers to Scrum teams
2. Assign UI developers to Scrum teams
3. Define a tailored process for UX
4. Include Sprint/Phase 0 UX research
5. Influence iteration
6. Create a UX metrics program
7. Manage a Usability defects backlog