I gave a short talk at the Agile UX Meetup tonight on startups, alongside Basheera Khan and Sjors Timmer, and expertly organised by Johanna Kollmann. It was good fun, there was some interesting conversations after the presentations, and it was nice to have so many people there – and a few familiar faces too.
Here’s the slide deck from my talk and my speaking notes too.
Good, fast cheap. pick three.
I’m going to talk tonight about a project I collaborated on recently with Leisa Reichelt, Lisa Drake and Mark Boulton. That project was StartHere, and what I’m going to focus on for the next 15 minutes is 3 themes.
The nature of teams
Some thoughts on working together both within a UX team, but collectively with the start up too – and their dynamics.
The importance of proximity
What we can gain from designing as close as we can to our research work, and our clients.
The value of intensity
And lastly, a word or two on why intense is good, and something you should actively seek out, not shy away from.
Why I’m talking about this
I’m no expert in Agile – this is one of only a handful of projects I’ve worked on that, could be described in any way as Agile, so, I stand before you as a relative Agile newbie. I hope that helps those of you who are like me newish to this – because I’d like to share a little of my experience of why this particular project has profoundly changed the way I think about the way we work and some conventional wisdoms.
A small disclaimer then.
When I say ‘Agile’, I mean aligned with the principles of the Agile manifesto rather than a specific method:
- Individuals and interactions over processes and tools
- Working software over comprehensive documentation
- Customer collaboration over contract negotiation
- Responding to change over following a plan
When I say ‘startup’, I’m defining that for these purposes as being a small organisation, dependent on raising funding to support its product or service, and where – in effect – the product is the organisation.
StartHere
StartHere exists to help the most digitally marginalised in our society to get vital information – the sort of information that is, ironically, often hardest to get, when its needed most, on impenetrable council or NHS websites.
That’s frustrating when privileged people like us are trying to get our bins collected, but when it’s affecting profound life decisions, then it’s another matter.
Good, fast, cheap
We had one week to go from nothing to a completed design concept, ready to be built and implemented. By the end of this single week, we’d:
- produced a UX strategy
- undertaken mood boarding for the visual design
- conducted 3 days of user research and design iteration
- redefined their content strategy, and turned an information architecture on its head
- delivered a final presentation to the client
One of the biggest challenges we had, time frame excluded, was defining how we’d work together. Leisa and Mark had worked together before of course on Drupal, but some of us hadn’t even met by that first Monday morning.
And this brought to my mind a presentation given by Hannah Donovan at this year’s dConstruct. Hannah had talked eloquently about the improvisation in music and what it can teach us about improvisation in design and how we work together.
‘It pays to be picky about the people we work with, establish clear roles for each other – a structure that encourages cooperation and respect for improvisation to flourish.’
Hannah Donovan
We were helped firstly by Leisa’s care in picking who she worked with on this, pulling together people she felt could work collaboratively and who were really engaged by what StartHere was trying to do.
And we were helped hugely by an open-minded team at StartHere who were prepared to commit a full week of their time exclusively to us, open to being challenged, prepared to dig in and get involved.
‘No matter how organic an approach you have to building things, there need to be some rules decided on that everyone is respectful of, and it needs to be within a larger holistic vision of how those pieces are going to function – otherwise it will just be a cacophony of sounds’.
Hannah Donovan
You have to quickly understand the dynamics of not only the teams you are working for, but with, and find your space within it.
That’s something that becomes second nature to freelancers as we move between agencies and organisation – and it feels to me like it’s critical to Agile too.
‘Individuals and interactions over processes and tools’ as the manifesto would have it. Agile feels to me like something that is very much about relationships between people and between teams.
‘Music is the space between the notes. It’s not the notes you play; it’s the notes you don’t’.
Miles Davis
When and what we ‘play’ – to extend the musical metaphor – is dependent on having both range and flexibility – the ability to listen, to create space for the client, to know when to back off, and when to go for it.
The pace we worked at on this project, meant ‘responding to change’ not ‘following a plan’ in the manifesto’s terms, became crucial.
The importance of proximity
The project necessarily involved difficult subject matter – we were dealing with powerful human stories.
It was a humbling experience of seeing not just the people we were trying to help, but their engagement with what we were trying to do.
As Leisa said during the project, it’s really precious when you get moments of genuine delight, and we had them here. In one small but significant example, watching a participant clicking through from the home page expecting to see paragraph after paragraphs of content, only to be confronted with the bare minimum of content, and a phone number. In other words, what they hadn’t dared hope for.
For the startup, it was this proximity that made the product feel real and brought them face to face with the people they exist to help. That was really energising for them, but convinced them too that we were on the right track.
We couldn’t have had anything like this emotional resonance in a more drawn out, traditional waterfall process.
The value of intensity
When we started this project, the word ‘intensity’ kept coming up. And yet. Having a team – UX and client, and the critical involvement of our participants – in a room together for a single week was really all we needed to produce a result we knew worked, that met the information needs of our target audience and did so in a highly accessible way, without demanding knowledge and experience of the internet.
Intensity – I’d argue – is a desirable quality.
We don’t often hear about our fellow designers saying ‘This could have been a great piece of work, if only we’d had less time’, but I’m wondering if maybe we should.
This intensity applied to the start up too – their own intensity came from the very fact of the service being their reason for existing. This wasn’t just another project, it was the only one that mattered, and its success critical to securing the funding they’ll need to extend it as far as they plan to.
When you’re working with a startup, the product or service is the very manifestation of the organisation. You’re inescapably defining the very nature of their business.
When you’re working with a startup, all UX is strategic.
Final thoughts
It’s self-evident that not all projects are like this of course: an exceptionally pressured time frame; a very special client; and a team that it was a privilege to be a part of.
The agility of our process got a testable proposition in front of real people within a few hours at most. I don’t think we ever tested the same set of concepts twice – we weren’t afraid to drop that we knew to be testing badly, and to introduce variations on concepts immediately. We had to be prepared to ‘show our working’, to expose our process, every step of the way.
And, lastly, we had to recognise the deal when you’re working with a startup – because what you are designing is, I think, the manifestation of that organisation.
The UX decisions you make are inescapably strategic and profound.
You’re doing more than making that organisation a little more efficient, or effective in a particular channel – you’re defining the very expression of that organisation.
Further reading