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UX for Lean Startups May 23

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User Experience for Lean Startups …

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

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  • 1. Crushing the Boulder User Experience for Lean Startups
  • 2. LUXR.CO MAY 2012
  • 3. LUXR.CO MAY 2012
  • 4. TWEET! Lane Halley www.luxr.co @thinknowLUXR.CO MAY 2012
  • 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. Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX?LUXR.CO MAY 2012
  • 7. Lean Startup?LUXR.CO MAY 2012
  • 8. Lean Startup is NOT Cheap Startup Shortcut Startup Fast StartupLUXR.CO MAY 2012
  • 9. Lean Startup is NOT Low-AmbitionLUXR.CO MAY 2012
  • 10. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO MAY 2012
  • 11. Get out of the building!LUXR.CO MAY 2012
  • 12. Steve Blank introduced “Customer Development” in...um...2006.LUXR.CO MAY 2012
  • 13. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.LUXR.CO MAY 2012
  • 14. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO MAY 2012
  • 15. About 1,720,000 resultsLUXR.CO MAY 2012
  • 16. Here’s a distillation... “Customer Development in 1 Page”LUXR.CO MAY 2012
  • 17. LUXR.CO MAY 2012
  • 18. LUXR.CO MAY 2012
  • 19. LUXR.CO MAY 2012
  • 20. LUXR.CO MAY 2012
  • 21. LUXR.CO MAY 2012
  • 22. LUXR.CO MAY 2012
  • 23. + + make products incremental reduce waste customers want releasesLUXR.CO MAY 2012
  • 24. #2 New York Times BestsellerLUXR.CO MAY 2012
  • 25. LUXR.CO MAY 2012
  • 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. UX > UILUXR.CO MAY 2012
  • 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. The UX field brings many years of experience, methods, and methodology to Lean StartupLUXR.CO MAY 2012
  • 30. UX people are EXPERTS at “getting out of the building.”LUXR.CO MAY 2012
  • 31. LUXR.CO MAY 2012
  • 32. LUXR.CO MAY 2012
  • 33. What’s new about LeanUX?LUXR.CO MAY 2012
  • 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. 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. Small, frequent corrections &()*+",*-$,% *../#012.% 3456% % 7,$."8%,$9-:% !"#$%LUXR.CO MAY 2012
  • 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. LUXR.CO MAY 2012
  • 39. How can we increase conversion?LUXR.CO MAY 2012
  • 40. LUXR.CO MAY 2012
  • 41. LUXR.CO MAY 2012
  • 42. Slightly Twice as Original better goodLUXR.CO MAY 2012
  • 43. (Activity) Clothespin Man!LUXR.CO MAY 2012
  • 44. Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO MAY 2012
  • 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. User Research quant qual Generative Interviews EvaluativeLUXR.CO MAY 2012
  • 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. 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. 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. 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. (Activity) Create a personaLUXR.CO MAY 2012
  • 52. (Activity) Dump and Sort TopicsLUXR.CO MAY 2012
  • 53. (Activity) Make a Topic MapLUXR.CO MAY 2012
  • 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. 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. (Activity) InterviewLUXR.CO MAY 2012
  • 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. (Activity) DebriefLUXR.CO MAY 2012
  • 59. (Activity) Revise PersonasLUXR.CO MAY 2012
  • 60. Part 3: Acting on Customer Needs (Developing product and interface ideas) 6-up Dot Vote Sticky Up FeaturesLUXR.CO MAY 2012
  • 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. 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. 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. 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. (Activity) Foodspotting VideoLUXR.CO MAY 2012
  • 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. (Activity) Return of Clothespin Man!LUXR.CO MAY 2012
  • 68. (Activities) 6-up Dot Vote Sticky Up FeaturesLUXR.CO MAY 2012
  • 69. Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Evaluating design Design test / HypothesisLUXR.CO MAY 2012
  • 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. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO MAY 2012
  • 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. 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. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO MAY 2012
  • 75. Pirate Metrics Acquisition Activation Retention Referral RevenueLUXR.CO MAY 2012
  • 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. 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. (Activity) Write a design testLUXR.CO MAY 2012
  • 79. Living La Vida LUXrLUXR.CO MAY 2012
  • 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. 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. 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. 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. 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. 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. Thank you! Lane Halley www.luxr.co @thinknowLUXR.CO MAY 2012

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