Summary
Agile offers some advantages for customer experience professionals. But the limited time for user research, design, and testing can pose significant challenges as well. Our interviews have uncovered a number of recommendations to help customer experience teams designing in Agile development environments make sure they support key user needs. These practices include creating multichannel personas to determine what and how to build, conducting frequent design tests, allowing time to determine user interface conventions before beginning iterations, and insisting on business team involvement. To ensure a successful journey to Agile, firms must satisfy these preconditions: Give business teams time to actively engage with developers, prioritize user experience tasks, and invest in more sophisticated project management.
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