July 30 , 2013, 7pm - 9:00pm @ OPODZ, a co-working space in Downtown LA Instructors: Lane Halley (Carbon Five) & Jaime Levy (JLR Interactive) This is a 2-hour, hands-on workshop geared toward digital designers. You will learn Lean UX techniques that can be used immediately with your clients and teams. The following topics will be covered along with hands on exercises: What is Lean UX? Defining the Product & Customer Exploring Key User Experiences Validating the Customer and Idea with Qualitative Research

1. Jaime

2. WIFI: opodz 2.4 front
Pass: opodz362
Welcome!

3. How to DEFINE, EXPLORE and
VALIDATE ideas using Lean UX
methods
Today you'll learn

4. UX Strategy: competitive analysis, marketing
Creating Interfaces: UI design, visual design
Building products: coding, Agile
* We teach these subjects in other classes
Today you WON'T learn*

5. Lean UX
lane

6. What is UX?
Diagram: Dan Saffer

7. Why must UX evolve?
Old: Waterfall
New: Continuous delivery
Old: Known devices
New: Device ecosystem
Make a difference, not deliverables

8. What is Lean Startup?
Eric Ries

9. Lean Startup cycle

10. A new way of working
Your client brings you an idea...
Old: Collect requirements, design, build
New: Define, explore, validate, (repeat)

11. Define, explore, validate
DEFINE: Provisional
Persona, Hypothesis
EXPLORE: Key
Experiences, MVP
VALIDATE: Screener,
Interviews, MVP

12. Define
lane

13. It starts with an idea
It's like forairbnb weddings

14. Activity: choose an idea

15. Who is “the user?”
It's like forairbnb weddings

16. Traditional persona

17. Provisional persona

18. Activity: make a persona
Name and
sketch
Description
Behaviors Needs & goals

19. Ashley, a value-conscious bride
Name and sketch Description
Behaviors Needs & goals

20. How do we know it’s good?
It's like forairbnb weddings

21. (persona or sub-segment)
(problem / need)
(proposed solution)
(qualitative or quantitative metric)
We know we're right when
People like
Have trouble with / need
Which can be resolved by
Measured by
(KPI or business result)
Hypothesis statement
Ashley, a value-conscious bride
finding an affordable outdoor venue
a marketplace for finding residential beach venues
5 brides out of 20
pay $20 for custom venue email

22. (persona or sub-segment)
(problem / need)
(proposed solution)
(qualitative or quantitative metric)
We know we're right when
People like
Have trouble with / need
Which can be resolved by
Measured by
(KPI or business result)
Activity: your hypothesis

23. Explore
jaime

24. Product market fit
Most products fail because nobody
wants them.
Why will someone love your solution?
You need to think about the KEY
EXPERIENCE of the product.

25. Why will Ashley love this?
It's like forairbnb weddings

26. Example key experiences
● search homes in specific area
● see photos & details of venue
● negotiate contract with host
● share ideas with your friends

27. What's an MVP?
A Minimum Viable Product (MVP) is
just enough product to validate your
key experiences (value proposition).

28. MVP recipe
● Tells the product story focusing on what
makes it unique
● Shows off only essential features
● Ends with the money shot*
*where you ask the potential customer for $$$
An MVP can be a video, interactive prototype,
or even 5 slides with a good story!

29. TheWeddingSpot
Airbnb for people getting married in LA!

30. The Wedding Spot
Ceremony Area
My Budget
Neighborhood
200 Guests
Amenities
Liquor License
Valet Parking
Site Insurance
Indoor
Outdoor
By the water
Indoor Ceremony Area X
$1200
$1800
$2575
$3999
$5675

31. The Wedding Spot
Storybook dining hall for intimate receptions.
Include $200 cleaning fee
Doesn't include 5% charge to The
Wedding Spot
$1200 - $3000
Parking
Situation

32. The Contract
Topanga Mountain Storybook Cottage
Tue, October 08, 2013 (before midnight)
1
x $28 (fee per guest)
Confirm with Host Before Booking Book This Venue Now.

33. ● Defines the essential
components of your user
experience.
Sign up now for $20

34. Activity: Key experience
Write down at least TWO ideas for your
product's KEY EXPERIENCE.
What will your persona LOVE?
What makes your product unique?

35. Homework: MVP
Create your own MVP to validate your
key user experience.
You can use the template in the email
we sent.

36. Validate
jaime

37. Validate
Once you DEFINE your idea and
EXPLORE ways to delight your
customers how do you VALIDATE
you are right?

38. Talk to the right users
What would happen if you just asked
random people on the street about your
idea?

39. Figure out how
to reach your
potential
customers
Online or at
the dogrun!

40. Guerilla User Research
Puts you face-to-face with your potential
customer
Cheap and fast technique for validating
assumptions
Allows you to test your MVP and rapidly collect
data for measuring if you need to pivot or
persevere

41. Guerilla User Research

42. Guerilla User Research

43. Immediate Data Collection

44. Activity: write a Craigslist ad
State whom you are looking for (and make
certain you can validate it with follow-up emails)
"Seeking people who are planning their own wedding to
interview and get feedback from on a new online business"
State the amount paid, time required, date of
interviews, and approximate location
"We will pay you $20 in cash for 30-40 minutes. We'll be
meeting at a Venice cafe on January 8th from 1pm-4pm."

45. Activity: write a Craigslist ad (cont'd)
State the level/kind of Internet expertise you
need (and make certain you can validate it)
"Seeking people who use the Internet professionally"
State that interviews will be confidential
"All information will be kept strictly confidential and there
will be no video recording".

46. Homework: Go interview!

47. Resources

48. Books

49. Slideshare

50. Keep in touch
@jaimerlevy
http://bit.ly/JaimeRLevy
@thinknow
http://linkd.in/lanehalley

51. Jaime Levy
@jaimerlevy
jaimerlevy@gmail.com
Lane Halley
@thinknow
lane@lanehalley.com

52. Thank You!

53. Please join us NOW in here
(10% discount on food/drinks)