User Experience for Lean Startups Mar 17

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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/

Published in: Design, Technology, Business

User Experience for Lean Startups Mar 17

  1. 1. Crushing the Boulder User Experience for Lean Startups
  2. 2. LUXR.CO MARCH 2012
  3. 3. LUXR.CO MARCH 2012
  4. 4. TWEET! Lane Halley www.luxr.co @thinknowLUXR.CO MARCH 2012
  5. 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 planLUXR.CO MARCH 2012
  6. 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. 7. Lean Startup?LUXR.CO MARCH 2012
  8. 8. Lean Startup is NOT Cheap Startup Shortcut Startup Fast StartupLUXR.CO MARCH 2012
  9. 9. Lean Startup is NOT Low-AmbitionLUXR.CO MARCH 2012
  10. 10. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO MARCH 2012
  11. 11. Get out of the building!LUXR.CO MARCH 2012
  12. 12. Steve Blank introduced “Customer Development” in...um...2006.LUXR.CO MARCH 2012
  13. 13. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.LUXR.CO MARCH 2012
  14. 14. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO MARCH 2012
  15. 15. About 1,720,000 resultsLUXR.CO MARCH 2012
  16. 16. Here’s a distillation... “Customer Development in 1 Page”LUXR.CO MARCH 2012
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  24. 24. + + make products incremental reduce waste customers want releasesLUXR.CO MARCH 2012
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  26. 26. #2 New York Times BestsellerLUXR.CO MARCH 2012
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  29. 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-upsLUXR.CO MARCH 2012
  30. 30. UX?LUXR.CO MARCH 2012
  31. 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 ReleasesLUXR.CO MARCH 2012
  32. 32. What we bring is 10* years of experience, methods, and methodology *20, 30, 50 yearsLUXR.CO MARCH 2012
  33. 33. Among our strengths... UX people are EXPERTS at “getting out of the building.”LUXR.CO MARCH 2012
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  36. 36. What’s new about LeanUX?LUXR.CO MARCH 2012
  37. 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. 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. 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. 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. 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. 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. 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 periodicallyLUXR.CO MARCH 2012
  44. 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. 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 workLUXR.CO MARCH 2012
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  47. 47. Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO MARCH 2012
  48. 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. 49. User Research quant qual Generative Interviews EvaluativeLUXR.CO MARCH 2012
  50. 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. 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. 52. (Activity) Now you tryLUXR.CO MARCH 2012
  53. 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. 54. (Activity) Dump and Sort TopicsLUXR.CO MARCH 2012
  55. 55. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO MARCH 2012
  56. 56. (Activity) Make a Topic MapLUXR.CO MARCH 2012
  57. 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. 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 muchLUXR.CO MARCH 2012
  59. 59. (Activity) InterviewLUXR.CO MARCH 2012
  60. 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 exceptionsLUXR.CO MARCH 2012
  61. 61. (Activity) DebriefLUXR.CO MARCH 2012
  62. 62. (Activity) Revise PersonasLUXR.CO MARCH 2012
  63. 63. LUXR.CO MARCH 2012
  64. 64. Part 3: Acting on Customer Needs (Developing product and interface ideas) Sketching 6-UP Dot VotingLUXR.CO MARCH 2012
  65. 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 ReleasesLUXR.CO MARCH 2012
  66. 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 howLUXR.CO MARCH 2012
  67. 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 howLUXR.CO MARCH 2012
  68. 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. 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. 70. (Activities) 6-up Dot Vote Sticky Up FeaturesLUXR.CO MARCH 2012
  71. 71. outsized returns. fear me.LUXR.CO MARCH 2012
  72. 72. Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Common research questionsLUXR.CO MARCH 2012
  73. 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. 74. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO MARCH 2012
  75. 75. Measurement What Metric? Who Owns? Traffic Gross # Marketing CMP/CPC/CPA/NPS Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) ProductLUXR.CO MARCH 2012
  76. 76. Pirate Metrics Acquisition Activation Retention Referral RevenueLUXR.CO MARCH 2012
  77. 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 QUESTIONSLUXR.CO MARCH 2012
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  80. 80. 5% (not the real number)LUXR.CO MARCH 2012
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  83. 83. (Real proportions, but not real VALUES) 5% 4% 9.75%LUXR.CO MARCH 2012
  84. 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 hoursLUXR.CO MARCH 2012
  85. 85. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO MARCH 2012
  86. 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 UserZoomLUXR.CO MARCH 2012

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