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

: 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.