Agile Design the Dutch Way

Session Title

Agile Design the Dutch Way


Pieter Jongerius, Fabrique

Session Type: Presentation

There is a lot of talk out there on the potential of Agile methods in UXD and visual design processes. Somewhere in 2008, forced by an impossible 4-week deadline, a Fabrique (Amsterdam, NL) design team made way by embarking on their first ‘Scrum’ project. It was all or nothing. Nothing short of a crazy succes, it turned out to be a ride that was as spectacular as it was effective.

Agile projects allow us to shorten time to market and control budgets, but most of all it’s just great fun!
True, we were blessed with the Dutch Design communities recognition of the importance of proper design. This gave us room to develop a process through which we succesfully managed to keep our creative potential while preventing the much dreaded BDUF (or Big Design Up Front). Over the last months we have refined this method and added some heuristics to determine whether a particular client/project combination will benefit, or not.

I would like to share with the community our experience. Not only by outlining how we approach Agile Design, but also by showing our successes, our failures and by sharing a number of short videos with project team members from different disciplines.


Pieter Jongerius is Interaction Director and Strategist at the Dutch design agency Fabrique. Originally an Industrial Design Engineer, he specialized in web design as early as 1996, with a special interest in interaction, strategy and methodology. In recent years he has done award winning work for national and international companies such as Heineken, Sony Music, Ahold and more.

Fabrique specializes in cross media business to consumer communications and employs around 80 people, amongst whom is a team of 10 interaction designers.

One Comment

  1. Posted October 1, 2009 at 5:56 pm

    the balance of DUF and get ‘er done is a challenge; would be interested in learning from your experience. would hope to have some key insights/take aways that could be applied in other environments (such as my own).