User Experience for Lean Startups Saturday, March 17, 2012 Carbon Five, Santa Monica CA Instructor: Lane Halley This workshop contains four topics: - Lean UX Basics - Customer Development Interviews & Generative Research - Developing product and interface ideas - Quantitative and Qualitative Evaluation http://luxr.co/programs/workshops/ http://lux4leanstartups4-eorg.eventbrite.com/

1. Crushing the Boulder
User Experience for Lean Startups

2. LUXR.CO MARCH 2012

3. LUXR.CO MARCH 2012

4. TWEET!
Lane Halley
www.luxr.co
@thinknow
LUXR.CO MARCH 2012

5. Today we’ll cover...
1. Lean UX Fundamentals
2. Get to know your customer
3. Brainstorm ideas for product uses
4. Measure your success, and then
bring it all together into a plan
LUXR.CO MARCH 2012

6. What is this stuff?!?!
Part 1: Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is Lean UX?
LUXR.CO MARCH 2012

7. Lean Startup?
LUXR.CO MARCH 2012

8. Lean Startup is NOT
Cheap Startup
Shortcut Startup
Fast Startup
LUXR.CO MARCH 2012

9. Lean Startup is NOT
Low-Ambition
LUXR.CO MARCH 2012

10. Lean Startup is NOT
THE OPPOSITE
OF FAT STARTUP
LUXR.CO MARCH 2012

11. Get out
of the
building!
LUXR.CO MARCH 2012

12. Steve Blank introduced “Customer
Development” in...um...2006.
LUXR.CO MARCH 2012

13. In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, more useful book.
LUXR.CO MARCH 2012

14. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT =
UX!?
LUXR.CO MARCH 2012

15. About 1,720,000 results
LUXR.CO MARCH 2012

16. Here’s a distillation...
“Customer Development in 1 Page”
LUXR.CO MARCH 2012

17. LUXR.CO MARCH 2012

18. LUXR.CO MARCH 2012

19. LUXR.CO MARCH 2012

20. LUXR.CO MARCH 2012

21. LUXR.CO MARCH 2012

22. LUXR.CO MARCH 2012

23. LUXR.CO MARCH 2012

24. + +
make products incremental
reduce waste
customers want releases
LUXR.CO MARCH 2012

25. LUXR.CO MARCH 2012

26. #2 New York
Times
Bestseller
LUXR.CO MARCH 2012

27. LUXR.CO MARCH 2012

28. LUXR.CO MARCH 2012

29. UX Cycles
THINK
Generative Research
Ideation
Mental models
Behavior Models
Test Results
Competitive Analysis
Reduce
cyc
time, n le
MAKE o
build ti t
me
Prototypes
Wireframes
Value Prop
Landing Page
Hypotheses
Comps
Deployed Code
CHECK
A/B Testing
Site Analytics
Usability Testing
Funnel
Sign-ups
LUXR.CO MARCH 2012

30. UX?
LUXR.CO MARCH 2012

31. Design > UI
Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
LUXR.CO MARCH 2012

32. What we bring is 10* years of
experience, methods, and
methodology
*20, 30, 50 years
LUXR.CO MARCH 2012

33. Among our strengths...
UX people are EXPERTS at “getting
out of the building.”
LUXR.CO MARCH 2012

34. LUXR.CO MARCH 2012

35. LUXR.CO MARCH 2012

36. What’s new about LeanUX?
LUXR.CO MARCH 2012

37. Lean User Experience is a principle-driven
process for teams working in situations of
extreme uncertainty. It is characterized by
rituals that predispose predictable, high-
quality, high-velocity user experience
outcomes.
LUXR.CO MARCH 2012

38. 10 Principles of Lean UX
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO MARCH 2012

39. Who is involved?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO MARCH 2012

40. How do we work together?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO MARCH 2012

41. What do we do?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO MARCH 2012

42. How can we be sure?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO MARCH 2012

43. RITUALS of Lean UX
1. Write the test first
2. User quote/need as sprint name
3. Wireframe check
4. Designer/developer pairing
5. UX & Product Mgt participate in standup
meetings daily
6. Validation step
7. Retrospective periodically
LUXR.CO MARCH 2012

44. In Practice: Write the test first
We believe that people like ______________ have a
(customer type)
need for (or problems doing) ________________.
(need/action/behavior)
We will know we have succeeded when
____________________, or (qualitative/observable outcome)
(quantitative/measurable outcome) ___________________,
which will contribute to ________________.
(KPI)
LUXR.CO MARCH 2012

45. In Practice: Wireframe Check
A stand-up style meeting between designer and developer to resolve
problems with a wireframe before development begins.
• Is this an accurate reflection of the system ?
• What here is hard?
• What alternatives are there?
• Is it worth the effort?
What here is Well, that thing
hard? will take some
work
LUXR.CO MARCH 2012

46. LUXR.CO MARCH 2012

47. Part 2: Getting to Know
Your Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
LUXR.CO MARCH 2012

48. User Research
quant qual
• Contextual Inquiry
(Byer & Holzblatt)
• Mental Models (Indi Young)
Generative surveys
•Interviews
•Starbucks
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•
LUXR.CO MARCH 2012

49. User Research
quant qual
Generative Interviews
Evaluative
LUXR.CO MARCH 2012

50. Before the Interview
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
LUXR.CO MARCH 2012

51. Who: Make a Persona
“Mary” Behaviors
• Has a housecleaner
• Buys take-away 3 nights/wk
• Frequently feels overwhelmed
when she “forgets” something
Demographics Needs & Goals
• Working mom • Help! Running errands,
• 34 years old managing kids, keeping things
• Lives in Reading, works in running
London • Time for her girlfriends
• Married, 2 kids • To feel like she “has it sorted”
• Household 125k/yr • “To clone herself”
LUXR.CO MARCH 2012

52. (Activity)
Now you try
LUXR.CO MARCH 2012

53. Hypothesis
We believe that modern families have
trouble keeping up with the errands that
need to be done, and are willing to pay to
have “odd jobs” done for them.
LUXR.CO MARCH 2012

54. (Activity)
Dump and Sort Topics
LUXR.CO MARCH 2012

55. Topic Map
mobile/
feeling
internet
overwhelmed
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
LUXR.CO MARCH 2012

56. (Activity)
Make a Topic Map
LUXR.CO MARCH 2012

57. Conversation Prompts
“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happened?”
“Why [or how] did you do that?”
“What did you love [or hate] about that?”
“If you could wave a magic wand, what would it be like?”
LUXR.CO MARCH 2012

58. During the Interview
DO
Take notes
Smile
Ask open-ended questions
Get their story
Shut up and listen
DONʼT
Talk about your product
Ask about future behavior
Sell
Ask leading questions
Talk much
LUXR.CO MARCH 2012

59. (Activity)
Interview
LUXR.CO MARCH 2012

60. After the Interview: Debrief
DUMP (5min, solo)
1 idea per sticky
“What I heard”
“What I saw”
“What stood out”
SORT (10min, team)
Collect similar items
Label groups
Stack duplicates
Note trends and exceptions
LUXR.CO MARCH 2012

61. (Activity)
Debrief
LUXR.CO MARCH 2012

62. (Activity)
Revise Personas
LUXR.CO MARCH 2012

63. LUXR.CO MARCH 2012

64. Part 3: Acting on Customer Needs
(Developing product and interface ideas)
Sketching
6-UP
Dot Voting
LUXR.CO MARCH 2012

65. Remember this?
Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed
Releases
LUXR.CO MARCH 2012

66. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
what
how
LUXR.CO MARCH 2012

67. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
what
how
LUXR.CO MARCH 2012

68. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
USES:
what
What can
how Mary do with
your product?
LUXR.CO MARCH 2012

69. 6 Uses
An illustration that shows “What will they DO with this product?” It
intersects user needs with business vision to show the consumer value
proposition. This informs what features are most important.
LUXR.CO MARCH 2012

70. (Activities)
6-up
Dot Vote
Sticky Up Features
LUXR.CO MARCH 2012

71. outsized
returns.
fear me.
LUXR.CO MARCH 2012

72. Part 4: Measuring Outcomes
(Quantitative and Qualitative Evaluation)
Common research questions
LUXR.CO MARCH 2012

73. Will people use it?
Why wonʼt people use it?
Whatʼs wrong with this?
How could I make this better?
How can I improve conversion?
Are we making progress?
Do people like this?
Are these results good?
Why do people do that?
Did we do the right thing?
Why is there dropoff?
LUXR.CO MARCH 2012

74. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
LUXR.CO MARCH 2012

75. Measurement
What Metric? Who Owns?
Traffic
Gross #
Marketing
CMP/CPC/CPA/NPS
Conversion
Funnel Marketing &
Throughput (%)
Product
Product
(black box) Usage (%) Product
LUXR.CO MARCH 2012

76. Pirate Metrics
Acquisition
Activation
Retention
Referral
Revenue
LUXR.CO MARCH 2012

77. quantitative qualitative
a/b testing usability
analytics testing
KPIs
Behavior Ability
Do people use it? How should I design the new one?
Which is better? Why wonʼt people use it?
Did we do the right thing? Whatʼs wrong with this?
Are these results good? How could I make this better?
Are we making progress? Why do people do that?
What do people love about it?
CLOSED-ENDED QUESTIONS How can I improve conversion?
Why is there dropoff?
What do they think this should do?
OPEN-ENDED QUESTIONS
LUXR.CO MARCH 2012

78. LUXR.CO MARCH 2012

79. LUXR.CO MARCH 2012

80. 5%
(not the real number)
LUXR.CO MARCH 2012

81. LUXR.CO MARCH 2012

82. LUXR.CO MARCH 2012

83. (Real proportions, but not real VALUES)
5% 4% 9.75%
LUXR.CO MARCH 2012

84. The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Nobody
Like this... clicked.
)
)
Make a design Discover that it
decision 3 months wasnʼt right
3 hours
LUXR.CO MARCH 2012

85. What should I be measuring?
(a few search terms)
“Vanity Metrics”
“KPI”
“A/B Tests”
“Metrics for Pirates”
LUXR.CO MARCH 2012

86. Research Tools
ANALYTICS CONVERSION UNMODERATED
TESTING TESTS WITH VIDEO
Google Analytics
KISS Metrics Unbounce Usertesting.com
Mixpanel Optimizely TryMyUI
Flurry Userlytics
LocalLytics WhatUsersDo
Stats Mix (just an api) Loop11
HEAT MAPPING MESSAGE RECALL MICRO
USABILITY
Crazy Egg ClueApp
Click Tale FiveSecondTest Navflow
Gaze Hawk Usabilia
Clicktest
Verify
Intuition HQ
UserZoom
LUXR.CO MARCH 2012