Materials from "UX for Lean Startups" at Cross Campus, September 15, 2012. UPDATE Sep 16 - added video URLs to slides.

1. Crushing the Boulder
User Experience for Lean Startups

2. LUXR.CO SEP 2012

3. Tweet%it!%
@thinknow%
Lane%Halley%
www.lanehalley.com%
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4. LUXR.CO SEP 2012

5. Lean%Design%&%
Agile%Development%%
for%Web%&%Mobile%
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6. Today we’ll cover...
1. Lean UX Fundamentals
2. Get to know your customer
3. Brainstorm ideas for product uses
4. Measuring success
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7. Part 1: Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is Lean UX?
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8. Lean Startup?
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9. Lean Startup is NOT
Cheap Startup
Shortcut Startup
Fast Startup
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10. Lean Startup is NOT
Low-Ambition
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11. Lean Startup is NOT
THE OPPOSITE
OF FAT STARTUP
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12. Get out
of the
building!
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13. Steve Blank introduced “Customer
Development” in...um...2006.
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14. In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, more useful book.
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15. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT =
UX!?
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16. About 1,720,000 results
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17. Here’s a distillation...
“Customer Development in 1 Page”
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24. + +
make products incremental
reduce waste
customers want releases
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25. #2 New York
Times
Bestseller
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26. LUXR.CO SEP 2012

27. 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
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28. UX > UI
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29. 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
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30. What is “Lean UX?”
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31. Small, frequent corrections
Un(validated%
assump1ons%
RISK% %
(design%debt)%
Time%
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32. The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Nobody
Like this... clicked.
)
)
Make a design Discover that it
decision 3 months wasn’t right
3 hours
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34. How can we
increase
conversion?
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37. Slightly Twice as
Original better good
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38. (Activity)
Clothespin Man!
http://youtu.be/Mljue6plk1w
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39. Part 2: Getting to Know
Your Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
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40. 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•
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41. User Research
quant qual
Generative Interviews
Evaluative
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42. Interview preparation
* Articulate your hypotheses.
* Identify who you want to talk to.
* Craft a topic map for the session.
* Jot down conversation prompts.
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43. Business Problem
* There’s 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.”
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44. 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.
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45. 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”
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46. (Activity)
Create a persona
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47. (Activity)
Dump and Sort Topics
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48. 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?”
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49. (Activity)
Make a Topic Map
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50. During the Interview
DO
Take notes
Smile
Ask open-ended questions
Get their story
Shut up and listen
DON’T
Talk about your product
Ask about future behavior
Sell
Ask leading questions
Talk much
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51. (Activity)
Interview
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52. 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
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53. (Activity)
Debrief
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54. (Activity)
Revise Personas
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55. 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
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56. 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
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57. 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
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58. 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?
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59. Part 3: Acting on Customer Needs
(Developing product and interface ideas)
6-up
Dot Vote
Sticky Up Features
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60. (Activity)
Foodspotting Video
change-generation-how-alexa-andrzejewski-started.mp4
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61. With%foodspo+ng,%you%can:%
• Sa5sfy%your%cravings%
• Detect%when%foods%are%nearby%
• Find%out%what%any%food%is%or%looks%like%
• Become%a%foodspoAer%
• Compete%with%other%foodspoAers%
• Create%and%join%scavenger%hunts%
• Build%your%personal%food%journal%
• Record%and%compare%taste%experiences%
• Discover%new%foods%
Credit:%Alexa%Andrzejewski,%Founder,%Foodspo5ng%
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62. (Activity)
Return of Clothespin Man!
http://youtu.be/5eCPPWosCWw
http://youtu.be/RufgP48ZwUw
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63. (Activities)
6-up
Dot Vote
Sticky Up Features
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64. Part 4: Measuring Outcomes
(Quantitative and Qualitative Evaluation)
Design test / Hypothesis
Evaluating design
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65. Common questions
Why won’t people use it?
What’s 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?
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66. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
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67. 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 won’t people use it?
Did we do the right thing? What’s 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
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68. 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
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69. Measurement
What Metric? Who Owns?
Traffic
Gross #
Marketing
(e.g. CPC)
Conversion
Funnel Marketing &
Throughput (%)
Product
Product
(black box) Usage (%) Product
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70. What should I be measuring?
(a few search terms)
“Vanity Metrics”
“KPI”
“A/B Tests”
“Metrics for Pirates”
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71. Pirate Metrics
Acquisition
Activation
Retention
Referral
Revenue
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72. 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)
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73. (Activity)
Write a design test
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74. Thank you!
Lane Halley
www.carbonfive.com
@thinknow
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