500 Startups Lean UX Bootcamp

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  • 1. 500startups Lean UX Design BootcampEnrique Allen, Rick Boardman, Miche Capone, Karl Dotter, Thomas Both, Laura Klein & Janice Fraser + more!
  • 2. Thursday Day 1 4-4:15 4:15-4:30 4:30-5:00 5:00-5:30 5:30-6:00 6:00-6:30 6:30-7 Intro to Who are you generative DistinguishThink target users? Business interviewing needs Stories & insights (Talk) Gut Check Customer/ Laura Lean User User Setup Users Business Needs Problem Kim UX Empathy Needs Definition AyeMake Draft questions(Activity) Practice interviewing Make persona Ecosystem Map Practice of target user(s) Write out synthesizing Write customer business empathy hypotheses hypotheses map POV madlib Lessons from: IMVU DailyAisle BaydinCheck(Reflect) Practice with What are riskiest partner How to test? Show partner hypotheses & how Refine POV Debrief can you test? questions
  • 3. Quick review ofartifacts we’ll create
  • 4. PersonasDraw the Person... Needs... Add real names What are their pain & Describe what they pleasure points? look like Triggers? Traits... Goals... Demographics What do they want to Age, Sex, Location accomplish? How doGeneralizable Attitudes they succeed? & Characteristics
  • 5. Personas
  • 6. Ecosystem Map
  • 7. Ecosystem Map
  • 8. Interview QuestionsPoint of View: [Insert User...(descriptive)] + Needs List of[Insert Needs...(verb)] + Because + [Insert Insight...(compelling & surprising)] hypotheses: • “Tell me about the last time you...” When you go through the interview check off • “Tell me about an experience you’ve had with...” if you validated any assumptions • “How did you feel when ____ happened?” • “What were you feeling at that moment?” • “Really, can you tell me why that matters? • “Say more about that...I see... Do you know why you think that? • “Okay. And that is important because...”
  • 9. Point of View [User...(descriptive)] Needs [Needs...(verb)] Because [Insight...(compelling & surprising)]
  • 10. Now a little soapbox
  • 11. Design?• What comes to mind
  • 12. Jesse Schell on ‘Design’“Anyone who makes decisions about how the product shouldbe is a designer*. Designer is a role, not a person. Almostevery developer on a team makes some decisions about howthe product will be, just through the act of creating theproduct. These decisions are design decisions, and when youmake them, you are a designer. For this reason, no matter whatyour role on a development team, an understanding of theprinciples of design will make you better at what you do.”
  • 13. The Right Lean UXDesign Method for the Job“People cling to things like personas, user research, drawingcomics, etc.,” notes Dan Saffer. “In reality the best designershave a toolbox of options, picking and choosing methods foreach project what makes sense for that particular project.”
  • 14. Beyond the Surface Visual DesignInterface - Navigation - Info Design
  • 15. Beyond the Surface You w ouldn ’t say th at com puter Visual DesignInterface - Navigation - Info Design e nginee ring is o nly abo ut the fron t-end
  • 16. Design Goes Deeper Than You Think Visual - Graphic Design Interface - Navigation - Info DesignInformation Architecture - Interaction Design Functional Specs - Content Reqs Underlying Tech - IPUser - Product - Biz Hypotheses & Objectives
  • 17. Design Goes Deeper Than You Think T here’s a full ck of d esign Visual - Graphic Design sta Interface - Navigation - Info Design dis cipline s thatInformation Architecture - Interaction Design crea te the “user Functional Specs - Content Reqs Underlying Tech - IP e xperie nce”User - Product - Biz Hypotheses & Objectives
  • 18. We All Want to Hit this Sweet Spot
  • 19. Repeatable Process to Great Design?
  • 20. St artups don’t rep eated ly getthro ugh a whole cyc le! (or reallyhave a pro cess)
  • 21. Design Process for Startups? Start ups Have to Bias T owards This End
  • 22. Design Process for Startups? We aim to improve We ai m to improve design skills on this desig n skills hereend with low -cost, low- thro ugh data & res methods distribution
  • 23. Design Process for Startups?
  • 24. Let’s Start with Empathy
  • 25. Flare Out for Inspiration
  • 26. Search for Human Values
  • 27. What is Empathy?• em·pa·thy: the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another • you can think through the experience of another by understanding it completely • you can feel what another is feeling by immersing yourself completely in an experience
  • 28. Huh?• Empathy is when you feel what the other person is feeling.You can mirror their expressions, their opinions, their hopes...
  • 29. Why Empathy?• to discover people’s explicit and implicit needs so that you can meet them through your designs • Find meaning & stories • Uncover latent needs • The difference between what people say & do
  • 30. Why Empathy?“People care about theirproblems (or pleasures ;) notyour F-ING solution”- Dave McClure
  • 31. How well do you know your ‘user’? Usability (how easy to use) Use(goals your customer wants to accomplish) Meaning(deep insights about the context of “why?”)
  • 32. Startup Examples of Empathy?
  • 33. How to Find Empathy?• First let’s start with who think your users are...
  • 34. PersonasDraw the Person... Needs... Add real names What are their pain & Describe what they pleasure points? look like Triggers? Traits... Goals... Demographics What do they want to Age, Sex, Location accomplish? How doGeneralizable Attitudes they succeed? & Characteristics
  • 35. Do it now!• Quickly break into teams you got 20 minutes!• Write out as many personas as possible!
  • 36. PersonasDraw the Person... Needs... Add real names What are their pain & Describe what they pleasure points? look like Triggers? Traits... Goals... Demographics What do they want to Age, Sex, Location accomplish? How doGeneralizable Attitudes they succeed? & Characteristics
  • 37. How would you validate those personas?• When you talk to users do they accurately fit any of your personas?• Which personas are most valuable for your businesses in the short & long term?
  • 38. Now time to zoom out from your personas
  • 39. Ecosystem Map
  • 40. Ecosystem Map
  • 41. Entrepreneur’s Guide toCustomer Development
  • 42. Ecosystem Map• Map out all the players in your ecosystem on Post-Its• This could be BD relationships, competitors, platforms, channels
  • 43. Ecosystem Map Connections• Now start to place them into different parts of your business model• Then draw relationships between each entity• Draw solid lines for direct value and dotted lines for indirect value
  • 44. Ecosystem Map Assumptions• This map shows you your assumptions about each player, now lets list them out• Then highlight your most riskiest assumptions (tech, market, team)• Which relationships in the ecosystem do you have any leverage, potential for high impact, unique advantage?
  • 45. Ecosystem Value &Growth Hypotheses• Now circle relationships you want to focus on over the next 3 months to reduce risk• Write unique value hypothesis statements for each player• Write growth hypothesis statements for each player
  • 46. Value hypothesisTests whether a product or service really delivers value tocustomers once they’re using it.Example: We believe that people like....[eg persona/ecosystem partner] have a need for...[eg action/behavior]We know we will have created value if...[eg quantitativemeasurable outcome or qualitative observable outcome]which will contribute to our...[key performance indicator]
  • 47. Growth hypothesisTests how new customers will discover a product or service egfrom early adopters to mass adoption.Example: We believe that people like....[eg persona/ecosystem partner] will want to share our product orservice when...[eg use case with motivation/ability/triggers]We know we will be on track to grow if...[eg quantitativemeasurable outcome or qualitative observable outcome]which will contribute to our...[key performance indicator]
  • 48. Test Your Hypotheses?• How would you test these ecosystem hypotheses?
  • 49. How to else find Empathy? (& validate your personas)• One way is to interview...
  • 50. There’s lots of waysof asking questions• To generate stories and inspiration• To evaluate and assess• To test and isolate variables
  • 51. Interview Tips• 1st RULE: You do not say ‘usually’ when asking a question.• 2nd RULE: You do NOT say ‘usually’ when asking a question.• 3rd RULE: If someone says “I think” or states a belief or seems to prefer one thing over another, then the conversation is NOT over. Ask why that’s important.• 4th RULE: Only 10 words to a question.• 5th RULE: One question at a time.
  • 52. More Interview Tips• 6th RULE: No binary questions, no leading questions.• 7th RULE: A conversation started from one question will go on as long as it has to.• 8th RULE: If you’re the only one interviewing, then you HAVE to use a voice recorder to capture!• ...
  • 53. Seek Stories• “Tell me about the last time you...”• “Tell me about an experience you’ve had with...”
  • 54. Talk about feelings• “How did you feel when ____ happened?”• “What were you feeling at that moment?”
  • 55. Follow Up with “Why?”• “Really, can you tell me why that matters?• “Say more about that...I see... Do you know why you think that?• “Okay. And that is important because...”
  • 56. Demo
  • 57. Your Turn• Draft questions that help you better understand your users without directly asking them about your product (5 min)
  • 58. Interview QuestionsPoint of View: [Insert User...(descriptive)] + Needs List of[Insert Needs...(verb)] + Because + [Insert Insight...(compelling & surprising)] hypotheses: • “Tell me about the last time you...” When you go through the interview check off • “Tell me about an experience you’ve had with...” if you validated any assumptions • “How did you feel when ____ happened?” • “What were you feeling at that moment?” • “Really, can you tell me why that matters? • “Say more about that...I see... Do you know why you think that? • “Okay. And that is important because...”
  • 59. Find a partner• Time permitting• Interview them (10 min each)
  • 60. Refine Questions• Time Permitting• Refine questions, look for categories & themes to dig deeper into (5 min)
  • 61. Interview Arc
  • 62. Now how do we synthesize?• Circle ‘needs’ your notes (look for verbs, quotes, actions, behaviors)• Circle ‘insights’ in your notes (stories about the context)
  • 63. Look for Inconsistencies A gap between what they say & do is the design opportunity? What they say?What theyactually do! What they say about what they do ?
  • 64. Capture Share
  • 65. Saturate & Group
  • 66. Empathy Map
  • 67. Journey Map
  • 68. Define theopportunity
  • 69. Define• This actionable problem statement (often referred to as a POV) is the guiding statement that focuses on the insights that you uncovered from real users.
  • 70. POV Madlib• Go back to your persona & ecosystem players• Describe your user + need + surprising insight• Pick a user individually, divide and conquer• 10 min!
  • 71. Point of View [User...(descriptive)] Needs [Needs...(verb)] Because [Insight...(compelling & surprising)]
  • 72. Find a partner• Time permitting• Share with your team (2 min each)
  • 73. Don’t take my word for it- let’s introduce:• @LauraKlein, usersknow.com, • http://www.slideshare.net/LauraKlein1/building- empathy• @KimSheBlue, dailyaisle.com• @AyeMoah, baydin.com
  • 74. Prep for tomorrow• Refine your point of view(s) & prepare a question(s) to brainstorm? • How might we...[insert prompt]?• Bring in any copies of any sketches, wireframes etc and prepare questions for mock interviews/testing• Recruit remote users for Saturday & in- person users for Sunday
  • 75. Debrief
  • 76. Friday 12-12-30 12:30-1:30 1:30-2:30 2:30-3:30 3:30-4:00 4:30-5:00 5:00- How to Low-fiThink Brainstorm Agile <3 UX Low-tech Prepare for Agile + Lean UX Get Visual Stories (Talk) Saturday Ideation Sketch Uses & Rapid Tara Guerrilla Ian McFarland Debrief Warmup Features Prototypes Kelly TestingMake(Activity) Sketch User Make features Practice Re-Visit POVs Wireframes walkthroughs & Biz needs Sketches in Framing context & Brainstorm stories about use Wireframe Check Test with real users &Check Metrics Check- KPIs Product(Activity) Choose Design Guild Prioritize based on Themed context that tech feasibility, Release? triggers business & most use distribution viability
  • 77. Introducing Ian McFarland• Group CTO at Digital Garage• Former VP of Tech at Pivotal Labs• @IMF
  • 78. Now that you have a POV• Let’s talk about ideation
  • 79. Ideation
  • 80. What’s Ideation• Ideation is the process of idea generation. Mentally it represents a process of “going wide” in terms of concepts and outcomes. Ideation provides the fuel for building prototypes and driving innovative solutions.
  • 81. Why Ideate• Ideate in order to step beyond obvious solutions. We ideate to harness the collective perspectives and strengths of our teams. We ideate to create fluency (volume) and flexibility (variety) in our innovation options.
  • 82. Examples of from Startups?
  • 83. Bad Brainstorming• Everyone thinks they already do it• Not a regular meeting• Not something you take “formal notes” at• Not a presentation• Shouldn’t feel like “work”• It’s actually a tool that needs skill
  • 84. How to Kill a Brainstorm• The boss gets to speak first• Everybody gets a turn• Experts only please• Do it off-site• No silly stuff• Write down everything
  • 85. How NOT to Brainstormhttp://www.youtube.com/watch?v=ttWhK-NO4g8
  • 86. How to Brainstorm http://www.youtube.com/watch? v=W1h5L_0rFz8&feature=related
  • 87. Brainstorming Tips• One Conversation at a Time• Go for Quantity• Defer Judgement - NO Blocking• Build on the Ideas of Others• Encourage wild ideas• Be Visual• Stay on Topic• Headline!
  • 88. Ideation
  • 89. Tip: don’t make HMWs? too narrow or toobroad
  • 90. Your Turn - Frame the Brainstorm• From your POV...come up with a few “how might we...? statements• How might we trigger [insert persona, POV] to do [insert verb, behavior]?
  • 91. Find a partner• Brainstorm 7min• Cluster, group, & build on excitement
  • 92. Switch with your partner• Brainstorm 7min• Cluster, group, & build on excitement
  • 93. How do yousynthesize?
  • 94. Plot Ideas HighImpact Low Easy Hard Execution
  • 95. Prioritize & Vote• Vote based on tech feasibility, business & distribution viability
  • 96. Prototyping
  • 97. Let’s start with sketching• @karldotter, dojo.com • http://www.slideshare.net/k4rl/sketching-leanux
  • 98. Now let’s test your prototypes
  • 99. Setup a scenario User: [Insert description of interviewee (add if they fit your persona or POV)] List of Tech/OS/Browser: [Insert tech savviness/usage level; OS; Browser] hypotheses: When you go through Scenario 1: the interview check off New user experience. e.g. User discovers link on Facebook if you validated any //Have interviewee login to Facebook and click on Fan page newsfeed assumptions • Goal/task 1 • Goal/task 2 • Goal/task 3The Designer Fund
  • 100. Setup a Scenario• Get your prototype ready• Draft a scenario (5 min)
  • 101. Interview & Test• Find a partner• Brief them on your scenario & show them your prototype
  • 102. Feedback CaptureThings people liked or Constructive criticism found notable & changes + ? Questions that the Ideas the experienced experienced raised spurred
  • 103. Kanban Board No bucket can contain more than projects at a time Backlog In Progress Built Validated A D F B E CThe Designer Fund
  • 104. Prep for tomorrow• http://www.slideshare.net/LauraKlein1/who-do-i-talk-to- now-diy-user-research-for-startups?• http://www.slideshare.net/rick/lean-ux-bootcamp-500- startups-intro-to-usability• Pick questions, scenarios tools & do remote interview/test• Pick questions, scenarios, & do in person interview/test
  • 105. Stories to wrap up• @theozero, highscorehouse.com• @helloxander, getpunchd.com• @enriqueallen, designerfund.com
  • 106. Feedback on the bootcamp• Like... • Hands on activities • Succinct concepts, handouts, & tories from other entrepreneurs • Interviews and testing with real people• Wish... • More examples from each activity • More facilitators available • Improved email prep before bootcamp• How to... • Show qualitative & quantitative tradeoffs • Show examples that are contextual to market/consumer audience • Keep lists of resources and links maintained
  • 107. Appendix