Integration of User-Centered Design into the Scrumban Framework: A

Case Study on the Groovoo Platform

Thiago Luiz de Souza Gomes, Victor Samuel dos Santos Lucas, Rejane Figueiredo

Glauco Pedrosa

and Elaine Venson

Faculty of Sciences and Technologies in Engineering, University of Brasilia (UnB), Brasilia, Brazil

Keywords:

Software Engineering, User-Centered Design, Scrumban, Agile Methodologies, User Experience.

Abstract:

This paper explores the integration of User-Centered Design (UCD) guidelines into the Scrumban framework

in the development of the Groovoo platform, an application for ticket sales and issuance developed by the

startup Atena Solutions. While agile methodologies, such as Scrum and Kanban, promote ﬂexibility and

efﬁciency, the speed of iterative cycles can compromise a deeper understanding of user needs. In this context,

the hybrid Scrumban framework, which combines elements of Scrum and Kanban, was complemented with

UCD practices to ensure that users remained at the center of design decisions, delivering a more satisfying and

intuitive experience. Using a qualitative case study, data were collected through interviews, focus groups, and

usability testing with end users. The applied UCD techniques, such as personas, customer journey mapping,

and usability testing, helped identify areas for improvement in user experience and enabled continuous

adjustments during the agile process. The results indicate that the integration of UCD into Scrumban brought

tangible beneﬁts to usability and user satisfaction without compromising development agility. This work

contributes to the literature by demonstrating how combining UCD with agile methodologies can strengthen

user-centered development in dynamic and consumer-driven environments.

1 INTRODUCTION

Since the creation of the Agile Manifesto in 2001,

software development has prioritized collaboration

and delivering value focused on people, breaking

away from the traditional, document-driven, and

rigid process-oriented model. This shift represents

a new mindset in software creation, where teams

and clients play central roles, shaping processes that

must quickly adapt to speciﬁc changes and needs

(Soares, 2004)(Patterson and Carlson, 2017). Within

this new paradigm, Scrum has emerged as one of

the most adopted agile methodologies, promoting

transparency and ﬂexibility by segmenting work

into short incremental delivery cycles. Conversely,

Kanban introduces a visual management approach

to software development, limiting work-in-progress

to prevent overload, facilitating workﬂow continuity,

and enabling quick, constant responses to change

(Schwaber, 1997)(Mircea, 2019).

https://orcid.org/0000-0001-8243-7924

https://orcid.org/0000-0001-5573-6830

https://orcid.org/0000-0002-7607-5936

The combination of these two frameworks gave

rise to Scrumban, a hybrid methodology that seeks

to reconcile Scrum’s iterative organization with

Kanban’s ﬂuidity and adaptability. This methodology

allows development teams to work incrementally

and visually while maintaining a collaborative and

transparent structure essential for managing the

complexities of user-focused software development

(Sensuse and Ramadhani, 2017)(Alqudah and Razali,

2018). Thus, Scrumban solidiﬁes itself as a robust

approach to integrating agile practices in contexts

requiring agility while meeting end-user expectations.

In this study, the Groovoo Project, developed

by the American startup Atena Solutions, serves as

the object of analysis. Groovoo is a platform for

event ticket sales and issuance that uses Scrumban

to manage its development process. Recently, the

platform incorporated technological innovations such

as NFTs (Non-Fungible Tokens) and NFC (Near

Field Communication) to improve the security of

digital tickets and combat fraud, a growing issue

in the online sales sector (Alger, 2022)(Leonhardt,

2018). The company’s commitment to innovation is

reﬂected in its ability to keep up with new market

356

Gomes, T. L. S., Lucas, V. S. S., Figueiredo, R., Pedrosa, G. and Venson, E.

Integration of User-Centered Design into the Scrumban Framework: A Case Study on the Groovoo Platform.

DOI: 10.5220/0013449100003929

In Proceedings of the 27th International Conference on Enterprise Information Systems (ICEIS 2025) - Volume 2, pages 356-363

ISBN: 978-989-758-749-8; ISSN: 2184-4992

demands and adapt to the security and experience

needs of its users.

However, the rapid iterative cycle characteristic

of agile methodologies, while allowing ﬂexibility,

can compromise a deep understanding of user

needs. This speed reduces the time for detailed

investigations into the user journey, which can

result in a less satisfying experience for the target

audience. For Groovoo, this aspect is even more

sensitive, as the startup serves a diverse audience with

distinct preferences and limitations. This context

creates the need to incorporate User-Centered Design

(UCD) guidelines, which prioritize user involvement

and needs throughout the development process,

promoting an intuitive and satisfying user experience

(Patterson and Carlson, 2017)(Gulliksen et al., 2003).

This work proposes and validates UCD guidelines

integrated into Scrumban to improve the user

experience on Groovoo. This integration is carried

out considering the team’s geographical and resource

limitations while seeking practices easily adaptable

to the agile cycle. Unlike conventional approaches

that focus on isolated usability improvements, this

study stands out by proposing a methodological

adaptation combining UCD and Scrumban, creating a

user-centered process that simultaneously maintains

the agility needed to meet the demands of a dynamic

and competitive market. By the end of the process,

Groovoo aims to offer a more intuitive and accessible

experience, ensuring the product not only meets

but exceeds user expectations, fostering loyalty and

boosting the startup’s competitiveness.

This study follows a qualitative approach based

on a case study, focusing on the integration of UCD

guidelines into the development process of Groovoo

under the Scrumban framework. The methodology

includes interviews with stakeholders, focus groups,

usability testing, and platform metrics analysis. Data

were collected and analyzed using thematic coding

techniques, aiming to identify the challenges and

beneﬁts of adopting UCD within an agile context.

2 THEORETICAL FRAMEWORK

The integration of User-Centered Design (UCD)

practices with agile methodologies has been the

subject of numerous studies over the years. Works

such as Goal-Oriented Analysis (van Lamsweerde,

1999) and Goal-Driven Requirements Analysis (van

Lamsweerde, 2004) propose structured approaches

for requirements elicitation based on stakeholders’

interests. Additionally, methodologies like Lean UX

(Gothelf and Seiden, 2013) have been widely adopted

to enable rapid iterative cycles without compromising

the user experience.

Recent studies on the Scaled Agile Framework

(SAFe) (Lefﬁngwell, 2019) explore how Scrum scal-

ability can be adjusted to accommodate large teams

and complex projects. However, few approaches

propose a hybrid model that combines the ﬂexibility

of Scrumban with robust UCD practices. This

study contributes to the literature by demonstrating,

through a real-world case study, how this integration

can be achieved without compromising development

speed.

2.1 Agile Methodologies and Scrumban

Agile methodologies emerged in the early 2000s

to make software development more ﬂexible and

collaborative. The Agile Manifesto, published

in 2001, redeﬁned the development mindset by

emphasizing four key values: individuals and

interactions over processes and tools, working

software over comprehensive documentation,

customer collaboration over contract negotiation, and

responding to change over following a rigid plan

(Soares, 2004). Among agile methodologies, Scrum

and Kanban stand out as widely applied approaches

and serve as a foundation for software development

in teams seeking greater adaptability and alignment

with customer needs.

Scrum is a methodology structured in develop-

ment cycles called sprints, which allow for short-term

goal planning and incremental product delivery.

Each sprint is reviewed with the customer, enabling

continuous adjustments to the project and fostering

the creation of a product that better aligns with

business needs (Schwaber, 1997). Additionally,

Scrum emphasizes transparency and stakeholder

involvement, facilitating adaptation to scope changes

and building a shared vision among the team.

Conversely, Kanban is a methodology based

on workﬂow visualization and limiting work in

progress (WIP) to optimize resource usage and

prevent team overload. By visualizing all project

stages on a task board and deﬁning limits for ongoing

work, Kanban enables teams to better manage time

and workload, resulting in more consistent and

predictable productivity (Mircea, 2019).

The combination of Scrum and Kanban led to the

hybrid Scrumban framework, which uses Scrum’s

iterative and collaborative structure along with Kan-

ban’s visual management and ﬂexibility, illustrated

on Figure 1. Scrumban was developed to help teams

balance the rigidity of Scrum’s sprints with Kanban’s

adaptability, promoting efﬁcient management and a

Integration of User-Centered Design into the Scrumban Framework: A Case Study on the Groovoo Platform

357

Figure 1: Scrumban process.

rapid response to changes while maintaining a focus

on product quality and collaboration (Sensuse and

Ramadhani, 2017)(Alqudah and Razali, 2018). This

hybrid approach is particularly useful in dynamic

environments where frequent changes are expected,

such as startups and consumer-oriented projects.

2.2 User-Centered Design (UCD)

User-Centered Design (UCD) is an approach that

places the needs, expectations, and limitations of the

end user at the center of the design and development

process for products and services. Developed by

Don Norman in the 1980s, UCD is based on a deep

understanding of users, taking into account their

characteristics, tasks, and the context in which they

will use the product (Norman and Draper, 1986).

The goal of UCD is to create solutions that not only

meet technical and business speciﬁcations but are

also intuitive and easily usable by the target audience

(Rubin et al., 1984). Figure 2 shows the steps of

UCD process.

Figure 2: UCD Steps.

The practice of UCD is guided by several fun-

damental principles, such as the active participation

of users in the design process, the creation of design

requirements based on user needs, the continuous

collection of user feedback throughout the product

lifecycle, and constant iteration of the design

(International Organization for Standardization,

1999). The UCD process is iterative and includes

four main stages: observation (understanding the

problem), design (ideation and solution generation),

prototyping (creating models or preliminary versions

of the product), and testing (evaluation of usability

and user experience).

To guide these stages, various techniques are em-

ployed, such as user interviews, focus groups, cus-

tomer journey mapping, persona creation, card sort-

ing, and usability testing (Novoseltseva, 2017). These

techniques help teams gain an in-depth understanding

of the user, informing design decisions that ensure the

ﬁnal product aligns with user needs and expectations,

promoting a satisfying and intuitive user experience.

2.3 Integration of UCD and Agile

Methodologies

In recent years, several studies have explored the

integration of UCD practices with agile method-

ologies such as Scrum and Kanban. While agile

methodologies prioritize adaptability and iterative

development, they do not always provide enough

time or structure to deeply consider user needs during

each development cycle (Argumanis et al., 2021).

Conversely, UCD, with its intensive user research

and prototyping approach, can be perceived as a slow

and costly process, which may pose a challenge in

agile contexts where the pace is accelerated.

Recent studies suggest that hybrid frameworks

like Scrumban may offer a solution to this apparent

incompatibility, as they combine the structure and

iterative capacity of agile methodologies with the

ﬂexibility to adapt user-centered design practices.

The Scrumban approach allows UCD practices,

such as persona creation and usability testing, to be

integrated incrementally into agile cycles, ensuring

that user feedback is considered throughout the

development process without compromising delivery

speed (Khan, 2014)(Patterson and Carlson, 2017).

2.4 User Experience (UX)

User Experience (UX) refers to the perception and re-

actions of a user when interacting with a product or

service. UX encompasses all aspects of the interac-

tion, from ease of use to emotional satisfaction, and

has become a priority for companies aiming to create

differentiated products centered on user needs (Team,

2018). While UCD focuses on applying design tech-

ICEIS 2025 - 27th International Conference on Enterprise Information Systems

358

niques to place the user at the center of development,

UX deals directly with the elements that inﬂuence a

user’s perception when using a product.

The importance of UX is particularly relevant in

digital products like Groovoo, where usability and

accessibility can directly impact user satisfaction and

loyalty. In agile projects, ensuring good UX requires

an approach that allows for constant revisions based

on user feedback, which is enabled by UCD practices.

To achieve high-quality UX, it is essential to integrate

UCD practices into the agile cycle, using techniques

that facilitate understanding of the user journey, such

as journey mapping and usability testing.

3 METHODOLOGY

This section describes the methodology adopted

to develop the case study on the integration of

User-Centered Design (UCD) into the Scrumban

framework in the development process of the

Groovoo platform.

The chosen methodology was designed to provide

a seamless integration between UCD and Scrumban,

maintaining development agility while ensuring the

user remains at the center of design decisions. The

planning, data collection, and analysis phases, along

with the selected UCD techniques, were crucial in

creating a development process more aligned with the

needs of Groovoo users. The results obtained serve

as a basis for future recommendations on applying

UCD in agile methodologies, particularly in startup

contexts and consumer-oriented projects.

Below, we detail the research structure, the spe-

ciﬁc study context, the process stages, and the UCD

techniques chosen to meet the study’s objectives.

3.1 Research Structure

This study is characterized as applied research, as

it seeks practical solutions for integrating UCD

guidelines into an agile process, aiming to improve

the user experience on the Groovoo platform. The

methodological approach is qualitative, as the goal

is to deeply understand the perceptions of users and

stakeholders involved and to explore the adaptation

of Scrumban based on these insights. We adopted the

case study method, as it allows for a detailed analysis

of the phenomenon in a speciﬁc context, enabling a

rich and contextualized understanding of the impact

of UCD guidelines on the agile development of the

platform.

3.2 Object of Study

Groovoo is a platform for selling and issuing event

tickets, operated by the startup Atena Solutions. The

platform has processed over 10 million reais in trans-

actions and serves a diverse audience in the United

States and Brazil. The development of Groovoo in-

volves a team of 17 professionals, including develop-

ers, designers, UX specialists, and product managers.

The stakeholders include event organizers, end

customers who purchase tickets, and technology

partners. The main challenge identiﬁed was aligning

delivery speed with an optimized user experience,

ensuring that user needs were considered from the

early stages of development.

Atena Solutions uses the Scrumban framework

to manage the development of Groovoo, combining

Scrum and Kanban practices to maximize the

adaptability and efﬁciency of the development team.

However, the agile methodology, due to its iterative

nature and focus on rapid deliveries, does not provide

the depth necessary to fully address the user journey.

This context motivated the incorporation of UCD

guidelines to align product development with the real

needs of users.

3.3 Research Stages

The research was organized into four main stages, fol-

lowing an adaptation of the Case Study Protocol by

Brereton et al. (2008): planning, data collection, data

analysis, and reporting of results.

• Planning. In this initial phase, we deﬁned the re-

search context, the research question (”How to in-

troduce Scrumban-UCD framework practices into

Groovoo’s software development process to bet-

ter recognize the user journey?”), the general and

speciﬁc objectives, and the methodological guide-

lines for conducting the study. A detailed method-

ological plan was developed, deﬁning the qualita-

tive approach and the case study as the main meth-

ods.

• Data Collection. Data collection involved

document review, literature review, and quali-

tative interviews with stakeholders, including

developers, designers, and user representatives.

The goal was to obtain a comprehensive

understanding of users’ needs and expectations,

as well as the current functioning of the

development process at the startup. In addition,

we conducted focus groups and questionnaires

with end users to capture their perceptions of the

Groovoo platform experience.

Integration of User-Centered Design into the Scrumban Framework: A Case Study on the Groovoo Platform

359

• Data Analysis. In the data analysis phase, we

used an interpretive approach to identify recurring

themes and relevant insights about user needs

and the limitations of the current process. The

qualitative analysis focused on stakeholders’

perceptions of the product’s usability and user

satisfaction, as well as the development team’s

evaluation of agile practices and the integration

of UCD guidelines.

• Reporting. In the ﬁnal stage, the results were

organized into a detailed report summarizing

the adaptations made to the Groovoo devel-

opment process and the perceived impacts of

incorporating UCD guidelines. The report also

presents reﬂections on the beneﬁts and limitations

of integrating UCD with agile methodologies,

suggesting future improvements.

3.4 UCD Techniques Integrated into

Scrumban

To ensure that the user experience was a priority in the

development of Groovoo, speciﬁc UCD techniques

were selected to be integrated into the agile cycle

of Scrumban without compromising delivery speed.

Below, we describe the main UCD techniques used:

• Customer Journey Mapping (CJM). CJM

was used to visualize the complete user journey

when interacting with the platform, identifying

touchpoints, needs, and potential difﬁculties.

This technique allowed the development team to

understand the platform’s usage ﬂow and adapt

the design to offer a more seamless and intuitive

experience.

• Card Sorting. The card sorting technique was

employed to structure the navigation and informa-

tion hierarchy of the platform, considering users’

expectations and logic. This method helped the

team organize the content more intuitively, facil-

itating access to information and task completion

for users.

• Participatory Design. Participatory design

involved end users in the creation process,

allowing them to share feedback and suggestions

during the prototyping phase. This collaborative

approach facilitated the identiﬁcation of necessary

adjustments in the design and helped ensure

that Groovoo’s interface aligned with user

preferences.

• Usability Testing with Thinking Aloud. During

usability testing, participants were encouraged

to express their thoughts aloud while using the

platform, describing the actions they were taking

and the challenges encountered. This technique

provided valuable insights into interface aspects

that required improvement, enabling quick

adjustments to the design.

3.5 Validation of UCD Guidelines in

Scrumban

To validate the integration of UCD guidelines into

Groovoo’s development process, semi-structured

interviews were conducted with the development

team and questionnaires were administered to end

users after the changes were implemented. The

validation sought to assess stakeholders’ perceptions

of the effectiveness of the new practices, their impact

on user experience, and the feasibility of maintaining

UCD guidelines in the agile development process.

The data analysis revealed that integrating

UCD practices into Scrumban resulted in a better

understanding of user needs and improved platform

usability without compromising delivery speed.

Stakeholders reported that UCD guidelines brought

tangible beneﬁts to the process, fostering a more

intuitive and satisfying user experience.

4 IMPLEMENTATION AND

RESULTS

This section presents the results of applying User-

Centered Design (UCD) guidelines within the

Scrumban framework in the context of Groovoo

platform development. We describe the imple-

mentation process of UCD practices within the

agile Scrumban cycle and discuss the main results,

including the perceived impact on user experience

and the efﬁciency of the development process.

4.1 Implementation of UCD Guidelines

in Scrumban

The implementation of UCD guidelines in Scrumban

followed the steps outlined in the methodology. The

process began with the creation of personas and

customer journey mapping, which allowed the team

to understand the speciﬁc needs of Groovoo users.

These elements were integrated into the Scrumban

backlog, ensuring that user needs were considered

throughout the development cycles.

In each sprint, new features and usability

improvements were prioritized based on user

feedback. Participatory design was essential during

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360

this phase, as it involved end users directly in

the prototyping and iteration process. Usability

testing with thinking aloud was conducted in every

iteration, providing valuable insights into how users

interacted with new features and identifying areas

for improvement in the platform’s interface and

navigation.

To ensure continuous integration of UCD

practices, the development team adapted the

Scrumban Kanban board, adding additional columns

for ”Usability Testing” and ”User Feedback.” This

allowed tasks related to user experience to remain

visible and prioritized alongside other development

activities, facilitating progress tracking and real-time

adjustments.

4.2 Results of the UCD-Scrumban

Integration

The integration of UCD guidelines into Scrumban

resulted in a more user-centered development process

without compromising agility. The development team

experienced greater clarity in priority setting and a

reduction in the number of reworks, as user feedback

was gathered and incorporated into each iteration

cycle. Furthermore, usability testing identiﬁed

critical interface issues before the launch of new

features, signiﬁcantly reducing the number of issues

reported post-implementation.

Figure 3 shows a comparative chart to demon-

strate the priority scale among different User-

Centered Design (UCD) techniques, categorized into

low, medium, and high priority. The results indicate

that Customer Journey Mapping is widely considered

essential in the user-centered design process, with

over 60% of respondents assigning it high priority.

This ﬁnding suggests that understanding the user

journey is a fundamental step in optimizing the

experience and identifying friction points in product

or service usage. Conversely, this technique had a

lower adherence in the medium priority category,

while a reasonable percentage classiﬁed it as low

priority, indicating that in certain contexts, other

approaches may be more suitable.

In the case of Card Sorting, there is a balance

between the different priority levels, with approx-

imately 45% of respondents assigning it medium

priority. This suggests that, although recognized

as a valuable technique, its applicability may be

more situational, depending on the complexity of

the information architecture of the system being

analyzed. The relatively homogeneous distribution

among priorities indicates that while Card Sorting is

useful, it may not be considered indispensable

for all projects.

Participatory Design stands out as one of the most

valued techniques, with nearly half of the participants

assigning it high priority. This ﬁnding reinforces the

importance of active user participation in the devel-

opment process, ensuring their needs are effectively

met. However, a signiﬁcant portion indicated medium

priority for this approach, suggesting that its applica-

tion can be more ﬂexible in some contexts, comple-

menting other techniques rather than being a central

element in the design process.

Finally, the Thinking Aloud technique exhibits a

behavior similar to Card Sorting, with strong empha-

sis on both medium and high priority. This demon-

strates that the technique is widely recognized as use-

ful for capturing direct insights from user interactions,

but its priority may vary depending on project needs.

The fact that low priority has a small percentage rein-

forces that this technique is well accepted and consid-

ered relevant in most cases.

Overall, the chart’s ﬁndings indicate that there

is no single predominant technique for all contexts,

but rather a combination of approaches that can

be applied based on the project’s nature. While

Customer Journey Mapping and Participatory

Design are perceived as more strategic and essential

techniques, Card Sorting and Thinking Aloud show

greater variation in prioritization, being applied more

ﬂexibly. These results highlight the need for careful

planning when selecting UCD techniques, ensuring

that the chosen tools are suitable for the speciﬁcities

of each development process.

Figure 3: Priority scale among UCD techniques.

4.3 Summary of Results

The implementation of UCD guidelines in Scrumban

within the context of Groovoo development demon-

strated that it is possible to reconcile user-centered de-

sign practices with agile development. Through the

integration of UCD techniques such as personas, cus-

tomer journey mapping, and usability testing, it was

Integration of User-Centered Design into the Scrumban Framework: A Case Study on the Groovoo Platform

361

possible to create a more intuitive platform aligned

with user expectations. The gains in usability and ef-

ﬁciency reinforce the viability of the UCD-Scrumban

approach for projects requiring agile cycles and a fo-

cus on user experience.

These results suggest that the combination of

UCD and Scrumban can beneﬁt not only startups and

consumer-oriented projects but also organizations

seeking to enhance the usability of their products

without sacriﬁcing delivery speed. The Groovoo

experience indicates that implementing UCD-

Scrumban can be adapted to different contexts,

promoting an improved user experience and better

resource allocation for the development team.

5 DISCUSSION

This section discusses the main ﬁndings of the study,

highlighting the beneﬁts and challenges of integrating

User-Centered Design (UCD) guidelines into the

Scrumban framework in the development of the

Groovoo platform. Additionally, the contributions of

this research to the ﬁeld of agile development and the

study’s limitations are presented.

5.1 Critical Analysis of Results

The implementation of UCD guidelines in Scrumban

resulted in signiﬁcant improvements in the usability

of the Groovoo platform. The creation of personas

and customer journey mapping provided a deeper

understanding of user needs, enabling a more precise

alignment of development with the target audience’s

expectations. The inclusion of usability testing and

participatory design in the Scrumban cycle was

effective in identifying and resolving interface issues

quickly, minimizing rework and improving the user

experience.

However, the integration of UCD into Scrumban

also presented some challenges, particularly regard-

ing the time required to perform certain UCD activi-

ties, such as usability testing and journey mapping. In

development environments with tight deadlines, these

activities may be seen as an addition to the agile cy-

cle, requiring adaptations to be conducted incremen-

tally. This challenge underscores the importance of

balancing UCD practices with delivery speed in agile

methodologies, adapting the process according to the

project’s complexity and scope.

5.2 Contributions to Agile Development

This study contributes to the ﬁeld of agile develop-

ment by demonstrating the feasibility and beneﬁts of

a hybrid approach that integrates UCD and Scrumban,

especially in the context of startups and consumer-

oriented products. By integrating UCD techniques,

such as personas, customer journey mapping, and

usability testing, into the Scrumban development

cycle, this work provides a reference model for

teams seeking user-centered agile development. The

research shows that it is possible to prioritize the

user experience without compromising efﬁciency and

development speed, which is a critical advantage in

rapidly evolving environments.

The UCD-Scrumban methodology proposed in

this study can be applied in other agile development

contexts, offering an adaptable framework for teams

aiming to keep user needs at the forefront throughout

the product lifecycle. Additionally, the practical

experience gained from implementing this model

on the Groovoo platform provides valuable insights

for the development community, indicating that

including UCD practices in Scrumban contributes to

the creation of more intuitive and satisfying products

for end users.

5.3 Study Limitations

While the results of this study are promising, some

limitations must be considered. First, the research

was conducted in the speciﬁc context of the Groovoo

platform, developed by a startup with a particular

target audience and requirements. Therefore,

generalizing the results to other types of projects and

organizations should be approached with caution.

The application of UCD-Scrumban in projects with

different user proﬁles or in corporate environments

with more extensive structures may require additional

adaptations.

Another limitation relates to the qualitative nature

of the case study, which, while providing an in-depth

understanding of the phenomenon studied, has

restrictions in terms of statistical representativeness.

Future studies could employ quantitative methods

to assess the impact of UCD-Scrumban in a larger

number of projects, enhancing the robustness of the

results and enabling comparative analysis across

different contexts.

5.4 Future Work

To expand on the ﬁndings of this study, we suggest

that future research explore the application of UCD-

ICEIS 2025 - 27th International Conference on Enterprise Information Systems

362

Scrumban in various sectors and types of products, in-

cluding larger-scale projects and enterprise contexts.

Additionally, the creation of speciﬁc metrics to evalu-

ate the impact of UCD practices on agile team perfor-

mance could provide a more quantitative and compa-

rable view of the beneﬁts of this integration.

Another promising area of research is the study

of adaptations that enable UCD activities to be

performed in even shorter agile cycles, such as those

found in continuous development and DevOps. These

studies could help establish additional guidelines

for the efﬁcient use of UCD practices in agile

development, allowing companies of different sizes

and industries to reap the beneﬁts of user-centered

development.

6 CONCLUSION

This study presented the integration of User-Centered

Design (UCD) guidelines into the Scrumban frame-

work in the development of the Groovoo platform, ex-

ploring the impact of this approach on user experi-

ence and development process efﬁciency. Through a

qualitative case study, it was observed that combin-

ing UCD practices with the hybrid Scrumban method-

ology can offer an effective solution to balance the

speed of agile development with the need to focus on

user expectations.

The adoption of techniques such as customer

journey mapping, card sorting, and thinking aloud

enabled the identiﬁcation of friction points in the

user experience and facilitated iterative adjustments

to the Groovoo platform. However, the scalability

of this approach to other projects still needs to be

investigated, as the speciﬁcities of each context may

require tailored adaptations.

For future work, it is suggested that this approach

be applied to projects in different sectors to evaluate

its generalization and impact on other software do-

mains. Additionally, conducting longitudinal studies

could provide a more detailed view of the continuous

adoption of UCD guidelines in agile environments.

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