Crushing the Boulder  User Experience for Lean Startups
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
TWEET!                      Lane Halley                      www.luxr.co                     @thinknowLUXR.CO   MAY 2012
Today we’ll cover...                     1. Lean UX Fundamentals                     2. Get to know your customer         ...
Part 1: Lean UX Fundamentals                     What is Lean Startup?                        What is UX?                 ...
Lean Startup?LUXR.CO   MAY 2012
Lean Startup is NOT                      Cheap Startup                     Shortcut Startup                       Fast Sta...
Lean Startup is NOT                     Low-AmbitionLUXR.CO   MAY 2012
Lean Startup is NOT           THE OPPOSITE          OF FAT STARTUPLUXR.CO   MAY 2012
Get out                      of the                     building!LUXR.CO   MAY 2012
Steve Blank introduced “Customer                     Development” in...um...2006.LUXR.CO   MAY 2012
In 2010, Brant Cooper and          Patrick Vlaskovitz wrote a          shorter, more useful book.LUXR.CO    MAY 2012
People, their                         goals & needs                         Sketches and                         prototype...
About 1,720,000 resultsLUXR.CO   MAY 2012
Here’s a distillation...          “Customer Development in 1 Page”LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
+                 +     make products        incremental                                            reduce waste     custo...
#2 New York                        Times                      BestsellerLUXR.CO   MAY 2012
LUXR.CO   MAY 2012
UX Cycles                         THINK                     Generative Research                                 Ideation  ...
UX > UILUXR.CO   MAY 2012
Users                                                                     1. BLAH                     why                 ...
The UX field brings many years                      of experience, methods, and                      methodology to Lean St...
UX people are EXPERTS at “getting                     out of the building.”LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
What’s new about LeanUX?LUXR.CO   MAY 2012
Lean User Experience is a principle-driven          process for teams working in situations of          extreme uncertaint...
10 Principles of Lean UX      1.   Design + Product Management + Development = 1 team      2.   Externalize!      3.   FLO...
Small, frequent corrections   &()*+",*-$,%   *../#012.%                                        3456%        %             ...
The LEAN principle:          reduce INVENTORY, RISK, and WASTE                                                            ...
LUXR.CO   MAY 2012
How can we                     increase                     conversion?LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
LUXR.CO   MAY 2012
Slightly   Twice as          Original     better     goodLUXR.CO    MAY 2012
(Activity)                     Clothespin Man!LUXR.CO   MAY 2012
Part 2: Getting to Know                        Your Customers                     (Customer Development Interviews)       ...
User Research                               quant              qual                                                      •...
User Research                         quant      qual            Generative           Interviews            EvaluativeLUXR...
Interview preparation                     * Articulate your hypotheses.                     * Identify who you want to tal...
Business Problem            * Thereʼs too much to do, and not enough time            * Your neighbors have the same proble...
Hypothesis             We believe that modern families have           trouble keeping up with the errands that          ne...
Example persona                           “Mary”              Demographics                                               •...
(Activity)                     Create a personaLUXR.CO   MAY 2012
(Activity)                     Dump and Sort TopicsLUXR.CO   MAY 2012
(Activity)                     Make a Topic MapLUXR.CO   MAY 2012
Conversation Prompts          “Have you ever had ________ experience?”          “Can you tell me the story about that?”   ...
During the Interview          DO          Take notes          Smile          Ask open-ended questions          Get their s...
(Activity)                     InterviewLUXR.CO   MAY 2012
After the Interview: Debrief           DUMP (5min, solo)            1 idea per sticky            “What I heard”           ...
(Activity)                     DebriefLUXR.CO   MAY 2012
(Activity)                     Revise PersonasLUXR.CO   MAY 2012
Part 3: Acting on Customer Needs             (Developing product and interface ideas)                             6-up    ...
Remember this?                                                    Users                                                   ...
BLAH BLAH BLAH                                 BLAH BLAH BLAH                                 BLAH BLAH BLAH              ...
BLAH BLAH BLAH                                 BLAH BLAH BLAH                                 BLAH BLAH BLAH              ...
BLAH BLAH BLAH                                 BLAH BLAH BLAH                                 BLAH BLAH BLAH              ...
(Activity)                     Foodspotting VideoLUXR.CO   MAY 2012
!"#$%&()*+,-.%/0%12,3%                     •  425)&/%/06%1627",-)%                     •  89#91#%:$9,%&()%269%,926;/%     ...
(Activity)                     Return of Clothespin Man!LUXR.CO   MAY 2012
(Activities)                            6-up                          Dot Vote                     Sticky Up FeaturesLUXR....
Part 4: Measuring Outcomes              (Quantitative and Qualitative Evaluation)                       Evaluating design ...
Common questions          Why wonʼt people use it?          Whatʼs wrong with this?          How could I make this better?...
User Research                        quantitative    qualitative            generate       surveys      user interviews   ...
quantitative qualitative                              a/b testing    usability                              analytics     ...
Measurement                               What Metric?      Who Owns?               Traffic                                ...
What should I be measuring?                        (a few search terms)                        “Vanity Metrics”           ...
Pirate Metrics                        Acquisition                        Activation                        Retention      ...
Research Tools   ANALYTICS                  CONVERSION       UNMODERATED                              TESTING          TES...
Design Test / Hypothesis   We believe that people like ______________ have a                                   (customer t...
(Activity)                     Write a design testLUXR.CO   MAY 2012
Living La Vida LUXrLUXR.CO   MAY 2012
10 Principles of Lean UX      1.   Design + Product Management + Development = 1 team      2.   Externalize!      3.   FLO...
Who is involved?      1.   Design + Product Management + Development = 1 team      2.   Externalize!      3.   FLOW: think...
How do we work together?      1.   Design + Product Management + Development = 1 team      2.   Externalize!      3.   FLO...
What do we do?      1.   Design + Product Management + Development = 1 team      2.   Externalize!      3.   FLOW: think -...
How can we be sure?      1.   Design + Product Management + Development = 1 team      2.   Externalize!      3.   FLOW: th...
RITUALS of Lean UX 1. Write the test first 2. User quote/need as sprint name 3. Wireframe check 4. Designer/developer pairi...
Thank you!                      Lane Halley                      www.luxr.co                     @thinknowLUXR.CO   MAY 2012
Upcoming SlideShare
Loading in...5
×

UX for Lean Startups May 23

1,679

Published on

User Experience for Lean Startups
Saturday, May 23, 2012
Coport, Newport Beach 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://ux4leanstartupsmay23.eventbrite.com/

Published in: Technology, Business

Transcript of "UX for Lean Startups May 23"

  1. 1. Crushing the Boulder User Experience for Lean Startups
  2. 2. LUXR.CO MAY 2012
  3. 3. LUXR.CO MAY 2012
  4. 4. TWEET! Lane Halley www.luxr.co @thinknowLUXR.CO MAY 2012
  5. 5. Today we’ll cover... 1. Lean UX Fundamentals 2. Get to know your customer 3. Brainstorm ideas for product uses 4. Measuring successLUXR.CO MAY 2012
  6. 6. Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX?LUXR.CO MAY 2012
  7. 7. Lean Startup?LUXR.CO MAY 2012
  8. 8. Lean Startup is NOT Cheap Startup Shortcut Startup Fast StartupLUXR.CO MAY 2012
  9. 9. Lean Startup is NOT Low-AmbitionLUXR.CO MAY 2012
  10. 10. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO MAY 2012
  11. 11. Get out of the building!LUXR.CO MAY 2012
  12. 12. Steve Blank introduced “Customer Development” in...um...2006.LUXR.CO MAY 2012
  13. 13. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.LUXR.CO MAY 2012
  14. 14. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO MAY 2012
  15. 15. About 1,720,000 resultsLUXR.CO MAY 2012
  16. 16. Here’s a distillation... “Customer Development in 1 Page”LUXR.CO MAY 2012
  17. 17. LUXR.CO MAY 2012
  18. 18. LUXR.CO MAY 2012
  19. 19. LUXR.CO MAY 2012
  20. 20. LUXR.CO MAY 2012
  21. 21. LUXR.CO MAY 2012
  22. 22. LUXR.CO MAY 2012
  23. 23. + + make products incremental reduce waste customers want releasesLUXR.CO MAY 2012
  24. 24. #2 New York Times BestsellerLUXR.CO MAY 2012
  25. 25. LUXR.CO MAY 2012
  26. 26. 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 MAY 2012
  27. 27. UX > UILUXR.CO MAY 2012
  28. 28. 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 MAY 2012
  29. 29. The UX field brings many years of experience, methods, and methodology to Lean StartupLUXR.CO MAY 2012
  30. 30. UX people are EXPERTS at “getting out of the building.”LUXR.CO MAY 2012
  31. 31. LUXR.CO MAY 2012
  32. 32. LUXR.CO MAY 2012
  33. 33. What’s new about LeanUX?LUXR.CO MAY 2012
  34. 34. 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 MAY 2012
  35. 35. 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 MAY 2012
  36. 36. Small, frequent corrections &()*+",*-$,% *../#012.% 3456% % 7,$."8%,$9-:% !"#$%LUXR.CO MAY 2012
  37. 37. 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 MAY 2012
  38. 38. LUXR.CO MAY 2012
  39. 39. How can we increase conversion?LUXR.CO MAY 2012
  40. 40. LUXR.CO MAY 2012
  41. 41. LUXR.CO MAY 2012
  42. 42. Slightly Twice as Original better goodLUXR.CO MAY 2012
  43. 43. (Activity) Clothespin Man!LUXR.CO MAY 2012
  44. 44. Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO MAY 2012
  45. 45. 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 MAY 2012
  46. 46. User Research quant qual Generative Interviews EvaluativeLUXR.CO MAY 2012
  47. 47. Interview preparation * Articulate your hypotheses. * Identify who you want to talk to. * Craft a topic map for the session. * Jot down conversation prompts.LUXR.CO MAY 2012
  48. 48. Business Problem * Thereʼs too much to do, and not enough time * Your neighbors have the same problem * You read a Huffington Post article “Personal Assistants for the Middle Class.”LUXR.CO MAY 2012
  49. 49. 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 MAY 2012
  50. 50. Example persona “Mary” Demographics • Working mom • 34 years old • Lives in Chicago • Married, 2 kids • Household $125k/yr Behaviors Needs & Goals • Help! Running errands, • House cleaner 2x week managing kids, keeping things • Orders take out 3 nights/wk running • Often forgets to do things, • Time for her girlfriends feels bad about it. • To feel like she “has it sorted” • “To clone herself”LUXR.CO MAY 2012
  51. 51. (Activity) Create a personaLUXR.CO MAY 2012
  52. 52. (Activity) Dump and Sort TopicsLUXR.CO MAY 2012
  53. 53. (Activity) Make a Topic MapLUXR.CO MAY 2012
  54. 54. 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 MAY 2012
  55. 55. 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 MAY 2012
  56. 56. (Activity) InterviewLUXR.CO MAY 2012
  57. 57. 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 MAY 2012
  58. 58. (Activity) DebriefLUXR.CO MAY 2012
  59. 59. (Activity) Revise PersonasLUXR.CO MAY 2012
  60. 60. Part 3: Acting on Customer Needs (Developing product and interface ideas) 6-up Dot Vote Sticky Up FeaturesLUXR.CO MAY 2012
  61. 61. 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 MAY 2012
  62. 62. 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 MAY 2012
  63. 63. 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 MAY 2012
  64. 64. 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 MAY 2012
  65. 65. (Activity) Foodspotting VideoLUXR.CO MAY 2012
  66. 66. !"#$%&()*+,-.%/0%12,3% •  425)&/%/06%1627",-)% •  89#91#%:$9,%&()%269%,926;/% •  <",(%0#%:$2#%2,/%&(%")%6%=>)%=">9% •  ?91@9%2%&()*A96% •  B@*9#9%:"#$%#$96%&()*A96)% •  B692#9%2,(%C",%)1279,-96%$0,#)% •  ?0"=(%/06%*96),2=%&(%C06,2=% •  D916(%2,(%1@*269%#2)#9%9E*96"9,19)% •  8")1796%,9:%&()% B69("#3%F=9E2%F,(6G9C9:)>".%<0,(96.%<()*5,-%LUXR.CO MAY 2012
  67. 67. (Activity) Return of Clothespin Man!LUXR.CO MAY 2012
  68. 68. (Activities) 6-up Dot Vote Sticky Up FeaturesLUXR.CO MAY 2012
  69. 69. Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Evaluating design Design test / HypothesisLUXR.CO MAY 2012
  70. 70. Common questions 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 MAY 2012
  71. 71. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO MAY 2012
  72. 72. 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 MAY 2012
  73. 73. Measurement What Metric? Who Owns? Traffic Gross # Marketing (e.g. CPC) Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) ProductLUXR.CO MAY 2012
  74. 74. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO MAY 2012
  75. 75. Pirate Metrics Acquisition Activation Retention Referral RevenueLUXR.CO MAY 2012
  76. 76. 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 MAY 2012
  77. 77. Design Test / Hypothesis We believe that people like ______________ have a (customer type) need for (or problems doing) ________________, (need/action/behavior) which can be satisfied by ________________. (proposed solution) We will know we have succeeded when ____________________, or ___________________, (quantitative/measurable outcome) (qualitative/observable outcome) which contributes to ___________________. (KPI)LUXR.CO MAY 2012
  78. 78. (Activity) Write a design testLUXR.CO MAY 2012
  79. 79. Living La Vida LUXrLUXR.CO MAY 2012
  80. 80. 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 MAY 2012
  81. 81. 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 MAY 2012
  82. 82. 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 MAY 2012
  83. 83. 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 MAY 2012
  84. 84. 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 MAY 2012
  85. 85. 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
  86. 86. Thank you! Lane Halley www.luxr.co @thinknowLUXR.CO MAY 2012

×