Presentation for R-etail: Code london 2017. Focuses on how to design and develop customer centered experiences within an agile development process or methodology.

1. BUILDING FOR YOUR USERS
ng Great Customer Experiences within Agile Develop
R-ETAIL:CODE London
Samantha Starmer
15 March, 2017

2. Samantha Starmer – Building for Your Users
WHO AM I?
17/3/2017 2
VP Global Digital
Experiences, Ralph
Lauren
Previously Razorfish,
REI, Microsoft, Amazon
I’m passionate about
creating GREAT
customer experiences,
regardless of screen,
device; online or offline.
And enjoy good beer.

3. Samantha Starmer – Building for Your Users
LET’S START BY GETTING ALIGNED…
17/3/2017 3
http://www.halloweenforum.com/halloween-props/79597-need-help-ideas-new-fence.html

4. Samantha Starmer – Building for Your Users
WHAT IS CUSTOMER EXPERIENCE?
17/3/2017 4
http://www.vox.com/2015/2/25/8103861/retail-job-description
Text: http://blogs.forrester.com/harley_manning/10-11-23-customer_experience_defined
How customers perceive their interactions with the employees, processes,
products, and services of your company. - Forrester

5. Samantha Starmer – Building for Your Users
DIFFERENT FROM USER EXPERIENCE?
17/3/2017 5
http://soulfulabode.com/2012/04/local-fundraiser-spcas-ipad-art-by-cats
Text: https://www.digitalgov.gov/2014/07/07/user-experience-ux-vs-customer-experience-cx-whats-the-dif/
NOT THIS
OR THIS
OR EVEN THIS
BUT THIS
UX & CX
UX CX
UX
CXUX
CX

6. Samantha Starmer – Building for Your Users
WHY IS CUSTOMER EXPERIENCE
IMPORTANT?
17/3/2017 6
“If there's one reason we have done better than of our peers…it is
because we have focused like a laser on customer experience.”
Infographics: http://www.clarabridge.com/blog/the-top-14-customer-experience-cx-stats-of-2016/

7. Samantha Starmer – Building for Your Users
WHY IS CUSTOMER EXPERIENCE
IMPORTANT?
17/3/2017 7
If there's one reason we have done better than of
our peers…it is because we have focused like a
laser on customer experience.
- Jeff Bezos

8. Samantha Starmer – Building for Your Users
WHAT IS GREAT CUSTOMER
EXPERIENCE?
17/3/2017 8
http://www.mirror.co.uk/news/weird-news/hilarious-star-wars-chewbacca-mask-8014665
SOME ADJECTIVES:
holistic
anytime
anywhere
seamless
connected
contextual
useful
usable
delightful

9. Samantha Starmer – Building for Your Users
SOME MAY SAY…
17/3/2017 9
https://www.youtube.com/watch?v=w3FQcbXQpb8

10. Samantha Starmer – Building for Your Users
THAT DOESN’T WORK WITH AGILE!
17/3/2017 10
http://stories.barkpost.com/uk-dogs-who-failed-at-agility
Text: http://www.uxbooth.com/articles/overcoming-the-agile-ux-divide/
…the two approaches are worlds apart. For instance, rapid Agile production
demands minimal up-front planning, while all decisions under [user centred
design] are defined by meticulous research. – UX Booth

11. Samantha Starmer – Building for Your Users
DEM’S FIGHTING WORDS
17/3/2017 11
https://en.oxforddictionaries.com/definition/artificial_intelligence

12. Samantha Starmer – Building for Your Users
ACTUALLY PEANUT BUTTER &
CHOCOLATE
17/3/2017 12
https://www.youtube.com/watch?v=O7oD_oX-Gio

13. Samantha Starmer – Building for Your Users
WE GOT SOME ‘SPLAINING TO DO…
17/3/2017 13
http://www.complex.com/pop-culture/2013/10/best-sitcom-one-liners/lucy-youve-got-some-splaining-to-do

14. Samantha Starmer – Building for Your Users
THE MANIFESTO
INDIVIDUALS & INTERACTIONS
Over Processes and Tools
WORKING SOFTWARE
Over Comprehensive Documentation
RESPONDING TO CHANGE
Over Following a Plan
CUSTOMER COLLABORATION
Over Contract Negotiation
17/3/2017 14
Text: http://agilemanifesto.org, Images: https://topdogtips.com/wp-content/uploads/2016/05/Top-Best-Dog-Breeds-for-First-Time-Owners.jpg, http://www.mactrast.com/wp-content/uploads/2012/08/child-with-ipad.jpg.
http://www.bitcoinisle.com/wp-content/uploads/2016/03/Turn-around.jpeg, http://www.lawspeed.com/Libraries/images/iStock_000000234992_Large.sflb.ashx
Focusing on individuals &
their interactions is
inherently more human
centered than focusing on
processes
Isn’t the point of human
centered design to create
something that works for
the user?
We humans change our
mind ALL OF THE TIME!
Anything that encourages
collaboration with
customers – internal or
external – is human
centred

15. Samantha Starmer – Building for Your Users
OKAY, FINE. BUT HOW??
17/3/2017 15

16. Samantha Starmer – Building for Your Users
5 KEYS FOR GREAT CUSTOMER
EXPERIENCES
1. FOCUS ON HUMANS
2. FIND EMPATHY
3. KNOW YOUR TOOL BOX
4. MARK YOUR GOAL POSTS
5. STAY FLEXIBLE
17/3/2017 16

17. Samantha Starmer – Building for Your Users
1. FOCUS ON HUMANS
17/3/2017 17
http://www.todayifoundout.com/wp-content/uploads/2014/11/crowd.jpg
You've got to start with the customer experience and work back toward the
technology - not the other way around. – Steve Jobs

18. Samantha Starmer – Building for Your Users
1. FOCUS ON HUMANS – Think about Services
17/3/2017 18
https://www.desk.com/blog/what-downton-abbey-taught-me-about-customer-service
We are working hard to build a service that everyone, everywhere can use,
whether they are a person, a company, a president or an organisation working
for change. - Mark Zuckerberg

19. Samantha Starmer – Building for Your Users
1. FOCUS ON HUMANS – Define Working Software
17/3/2017 19
http://gooddogsoftware.com
Text: http://www.agile-process.org/working.html
Working software is fully integrated, tested, and ready to be shipped to customers or
deployed into production…Your customers don't always know the best way how to solve
their problem, help them by demonstrating working software frequently.
– Agile process.org

20. Samantha Starmer – Building for Your Users
1. FOCUS ON HUMANS – Try Co-Creation
17/3/2017 20
SOME EXAMPLES:
LEGO
Starbucks
IKEA
DHL
Netflix
Made.com
Manchester City FC
DEWALT
Microsoft

21. Samantha Starmer – Building for Your Users
2. FIND EMPATHY
17/3/2017 21
https://www.pinterest.com/pin/380835712211398649/
The main tenet of design thinking is empathy for the people you’re trying to
design for. - David Kelley, Founder of IDEO

22. Samantha Starmer – Building for Your Users
2. FIND EMPATHY – User Stories
17/3/2017 22
https://www.agileconnection.com/article/simplify-your-user-stories-make-them-independent
http://www.agilemodeling.com/artifacts/userStory.htm
A good way to
think about a
user story is
that it is a
reminder to
have a
conversation
with your
customer.
- Agile
Modeling

23. Samantha Starmer – Building for Your Users
2. FIND EMPATHY – Start With Yourself
17/3/2017 23
We'd love to see more developers imagining their users' journey. Put yourself in their
shoes. Think about how you'd need to perform a task in your app if you were blind, or
deaf, or had motor disabilities, and then pay attention to the steps it takes to get that task
done. - Astrid Weber, Google

24. Samantha Starmer – Building for Your Users
2. FIND EMPATHY – Context is King
17/3/2017 24
Allan Kempson at REI
Text: http://www.unhcr.org/innovation/10-tweetable-quotes-that-will-spark-your-design-thinking/
Human-centered design is a philosophy…that assumes that innovation should
start by getting close to users and observing their activities. – Donald A.
Norman, Cofounder of Nielsen Norman Group

25. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX
17/3/2017 25
http://thesweethome.com/reviews/best-toolbox/
It’s not enough that we build products that function, that are understandable and usable, we also
need to build products that bring joy and excitement, pleasure and fun, and yes, beauty to people’s
lives. – Donald A. Norman, Cofounder of Nielsen Norman Group

26. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX – Empathy Maps
17/3/2017 26
https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy-maps-creating-a-10-minute-persona/
When created correctly, empathy
maps serve as the perfect lean
user persona:
• They quickly visualize user needs
• They fit perfectly into a Lean UX
workflow as a starting point for user
knowledge
• Because they’re quick to create, they’re
easy to iterate
• They prime stakeholders for your
design ideas since they’ve thought
beyond their own experiences

27. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX – Body Storming
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http://farm3.static.flickr.com/2653/3763798434_99470b7723.jpg
Brainstorming with the Body…Use to to remind participants that interactions are
human and physical, to teach stakeholders empathy for users, and to get away
from our computers. – Coined by Colin Burns at CHI ’94

28. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX – Sketch Storyboarding
17/3/2017 28
Text: http://rethinked.org/?p=814
Work from Allan Kempson for Ralph Lauren
Whether the task at hand is a hair dryer, a weekend retreat in the country, or an
annual report, drawing forces decisions. – Tim Brown, CEO IDEO

29. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX – Guerrilla Usability
17/3/2017 29
http://www.uxbooth.com/articles/the-art-of-guerrilla-usability-testing/
Getting 20 people at a random Starbucks to smile politely at you while you pitch them
your idea does not constitute validation. People are generally polite, and most of them will
nod encouragingly and agree that your product is probably fantastic in exchange for a $5
Frappuccino. - Laura Klein, Author of UX for Lean Startups

30. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX – ‘5 Second’ Tests
17/3/2017 30
https://usabilityhub.com
Text: https://www.smashingmagazine.com/2014/10/the-skeptics-guide-to-low-fidelity-prototyping/
Even Apple, a company that has repeatedly spoken against using focus groups
to design products, pioneered a process called the Apple new product process
(ANPP), which involves creating and testing hundreds of early prototypes.

31. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX – Research Anywhere
17/3/2017 31
https://www.digitalgov.gov/2014/02/19/10-tips-for-better-hallway-usability-testing/
If you want to improve a piece of software all you have to do is watch
people using it and see when they grimace, and then you can fix that. -
David Kelley, Founder of IDEO
Text: https://www.usertesting.com/blog/2015/07/09/how-ideo-uses-customer-insights-to-design-innovative-products-users-love/

32. Samantha Starmer – Building for Your Users
3. KNOW YOUR TOOLBOX – Lo Fi Prototype Testing
17/3/2017 32
http://payload40.cargocollective.com/1/6/221930/3117551/Prototype4.jpg
https://www.wired.com/insights/2013/12/human-centered-design-matters/
Rough prototypes often spark richer conversations than fully realized designs
because participants are less likely to be concerned about offending the people
in the room. Dave Tomsen, Former IDEO designer

33. Samantha Starmer – Building for Your Users
4. MARK YOUR GOAL POSTS
17/3/2017 33
http://www.squawka.com/news/wp-content/uploads/2016/03/MUvL4.jpg
Plans are of little importance, but planning is essential. – Winston Churchill
Plans are worthless, but planning is everything. - Dwight D. Eisenhower

34. Samantha Starmer – Building for Your Users
4. MARK YOUR GOAL POSTS – Know the an end point
15/3/2017 34
http://imgur.com/rKqLG8g
Text: http://www.azquotes.com/quote/180097
You simply have to put one foot in front of the other and keep going. Put blinders
on and plow right ahead. – George Lucas

35. Samantha Starmer – Building for Your Users
4. MARK YOUR GOAL POSTS – Map Your Paths
17/3/2017 35
http://farm3.static.flickr.com/2653/3763798434_99470b7723.jpg
Text: http://www.nycbikemaps.com
At regular intervals, the team reflects on how to become more effective, then
tunes and adjusts its behavior accordingly. – Agile Principle

36. Samantha Starmer – Building for Your Users
4. MARK YOUR GOAL POSTS – Validate the Course
17/3/2017 36
https://www.smashingmagazine.com/wp-content/uploads/uploader/images/signs/no-jumping-be-careful-the-safe/short_no-jumping-be-careful-the-safe.jpg
Agile development is like driving around in an unfamiliar city; you want to avoid
going very far without some validation that you are on the right course. -
ThoughtWorks

37. Samantha Starmer – Building for Your Users
5. STAY FLEXIBLE
17/3/2017 37
http://www.nytimes.com/2016/11/26/fashion/tao-porchon-lynch-oldest-living-yoga-celebrity.html
Welcome changing requirements, even late in development. Agile processes
harness change for the customer's competitive advantage. – Agile Principle

38. Samantha Starmer – Building for Your Users
5. STAY FLEXIBLE – Don’t Stress about Roles
17/3/2017 38
https://www.theodysseyonline.com/my-issues-with-sung-english-translations-in-opera
Text: https://www.nngroup.com/articles/doing-ux-agile-world/
Collaboration is key in successful product development…Be involved in all
aspects of the design process. – Nielsen Norman Group

39. Samantha Starmer – Building for Your Users
5. STAY FLEXIBLE – Remember Desire Paths
17/3/2017 39
https://www.linkedin.com/pulse/lessons-learnt-from-banking-better-user-experience-jensen-loke
Text: http://scottberkun.com/2011/thinking-in-desire-paths/
There’s an old concept among architects and urban planners called desire
paths. If you walk around a college campus, or urban park, it’s easy to spot the
well tread paths between buildings people have made for themselves. …The
natural behavior among people shows you where the optimal path should be.
- Scott Berkun, Author

40. Samantha Starmer – Building for Your Users
5. STAY FLEXIBLE – (Re) Focus on the Humans
17/3/2017 40
http://www.ebaumsworld.com/pictures/25-amazing-microscopic-images-of-the-human-body/83877873/
Get closer than ever to your customers. So close that you tell them what they
need well before they realize it themselves.
Steve Jobs

41. Samantha Starmer – Building for Your Users
5 6 KEYS FOR GREAT CUSTOMER
EXPERIENCES
1. FOCUS ON HUMANS
2. FIND EMPATHY
3. KNOW YOUR TOOL BOX
4. MARK YOUR GOAL POSTS
5. STAY FLEXIBLE
6. (BONUS) REMEMBER THE BIG
PICTURE
17/3/2017 41

42. Samantha Starmer – Building for Your Users
6. REMEMBER THE BIG PICTURE
17/3/2017 42
http://naturalhistory.si.edu/exhibits/evolving-universe/full/gal.jpg
Text: https://design4users.com/2016/07/13/30-eternal-quotes-from-design-experts/
Good design, when it’s done well, becomes invisible. It’s only when it’s done poorly that
we notice it. Think of it like a room’s air conditioning. We only notice it when it’s too hot,
too cold, making too much noise, or the unit is dripping on us. Yet, if the air conditioning is
perfect, nobody says anything. Jared Spool

43. Samantha Starmer – Building for Your Users17/3/2017 43
http://weheartit.com/entry/19106728
Text: https://www.forbes.com/sites/michaelkanellos/2016/03/03/152000-smart-devices-every-minute-in-2025-idc-outlines-the-future-of-smart-things
http://www.nbcnews.com/id/43015182/ns/technology_and_science-innovation/t/reasons-will-be-awesome-year, https://www.gartner.com/imagesrv/summits/docs/na/customer-360/C360_2011_brochure_FINAL.pdf
6. REMEMBER THE BIG PICTURE – We’re Surrounded
By 2025, a $1,000 computer will have the processing power of the human brain; 80 billion
devices will be connected to the Internet; we will manage 85% of the relationship with an
enterprise without interacting with a human. AND MUCH MORE…

44. Samantha Starmer – Building for Your Users17/3/2017 44
http://wallpapercave.com/wp/W3gW73i.jpg
http://www.old-computers.com/museum/photos/sirius_victor-s1_1.jpg
http://masterherald.com/wp-content/uploads/2015/03/apple-macbook.jpg
https://www.wired.com/images_blogs/gadgetlab/2014/01/20140124-GOOGLE-GLASS-FRAMES-0018.jpg
http://opticsgamer.com/virtual-reality-gaming-future
https://stratechery.com/2016/snapchat-spectacles-and-the-future-of-wearables/
6. REMEMBER THE BIG PICTURE – Not Just Screens
We keep moving forward, opening new doors, and doing new things, because we’re
curious and curiosity keeps leading us down new paths.- Walt Disney.

45. Samantha Starmer – Building for Your Users17/3/2017 45
6. REMEMBER THE BIG PICTURE – Be Conscious
Learn from yesterday, live for today, hope for tomorrow. The important thing is
not to stop questioning. – Albert Einstein
http://vignette3.wikia.nocookie.net/uncyclopedia/images/f/fc/Phrenology.jpg/revision/latest?cb=20051030152741

46. Samantha Starmer – Building for Your Users
6 KEYS FOR GREAT CUSTOMER
EXPERIENCES
1. FOCUS ON HUMANS
2. FIND EMPATHY
3. KNOW YOUR TOOL BOX
4. MARK YOUR GOAL POSTS
5. STAY FLEXIBLE
6. REMEMBER THE BIG PICTURE
17/3/2017 46

47. Samantha Starmer – Building for Your Users
THANK YOU
17/3/2017 47
http://www.flickr.com/photos/baking_in_pearls/3960662314