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Josh Seiden's presentation at UX STRAT 2013

Josh Seiden's presentation at UX STRAT 2013

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    UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT Presentation Transcript

    • Lean UX + UX STRAT Josh Seiden @jseiden www.neo.com Sept 10, 2013 UX Strat ‘13
    • Me and my #hashtags Josh Seiden www.neo.com @neo_innovation @jseiden #leanUX #leanStartup #leanUXbook
    • 1. LEAN UX: WHERE IT COMES FROM 2. LEAN UX + UX STRAT 4EVER 3
    • 4 Old assumptions, new reality 4
    • 4 Old assumptions, new reality 4
    • 4 Old assumptions, new reality 4
    • Old assumptions, new reality
    • No more “Model Years” 6
    • No more “Model Years” 6
    • SOFTWARE ENABLES CONTINUOUS CHANGE 7
    • Business Design? Business? Design? Coping with Continuous Production Business? Agile
    • Business Design? Business? Design? Coping with Continuous Production Business? Agile UX Agile UX Agile
    • Business Design? Business? Design? Coping with Continuous Production Business?Lean Startup Lean Startup Agile UX Agile UX Agile
    • Ideas Build Product Measure Data Learn
    • The Lean UX Cycle Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Declare your assumptions Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Declare your assumptions Hypothesize: write the test first Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Declare your assumptions Hypothesize: write the test first Design an Experiment Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Declare your assumptions Hypothesize: write the test first Design an Experiment Make an MVP Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Declare your assumptions Hypothesize: write the test first Design an Experiment Make an MVP Get out of the building Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Declare your assumptions Hypothesize: write the test first Design an Experiment Make an MVP Get out of the building Team synthesis Ideas Build Product Measure Data Learn
    • The Lean UX Cycle State your desired outcomes Declare your assumptions Hypothesize: write the test first Design an Experiment Make an MVP Get out of the building Team synthesis Repeat Ideas Build Product Measure Data Learn
    • Lean UX Characteristics Ideas Build Product Measure Data Learn
    • Lean UX Characteristics Small, x-functional teams Ideas Build Product Measure Data Learn
    • Lean UX Characteristics Small, x-functional teams Small-batch flow Ideas Build Product Measure Data Learn
    • Lean UX Characteristics Small, x-functional teams Small-batch flow A bias towards making Ideas Build Product Measure Data Learn
    • Lean UX Characteristics Small, x-functional teams Small-batch flow A bias towards making Continuous Learning Ideas Build Product Measure Data Learn
    • Lean UX Characteristics Small, x-functional teams Small-batch flow A bias towards making Continuous Learning A focus on outcomes Ideas Build Product Measure Data Learn
    • LEAN UX + UX STRAT 12 OK. Um. How?
    • HOW WE THINK ABOUT HOW: 1. CONTINUOUS LEARNING 2. ASSUMPTIONS AND HYPOTHESES 3. TEST HYPOTHESES BY MAKING 4. MANAGE OUTCOMES 5. A NEW ORGANIZATION 13
    • 1CONTINUOUS LEARNING 14
    • LEAD WITH VISION. TEST RUTHLESSLY IN THE MARKET. 15
    • Internet Mouse
    • Internet Mouse
    • Reduce Inventory, Risk and Waste Make a design decision Get feedback from market Concept credit: @clevergirl
    • Reduce Inventory, Risk and Waste This is going to be BIG! Make a design decision Get feedback from market Concept credit: @clevergirl
    • Reduce Inventory, Risk and Waste Nope. This is going to be BIG! Make a design decision Get feedback from market Concept credit: @clevergirl
    • Reduce Inventory, Risk and Waste Nope. This is going to be BIG! Make a design decision MONTHS Get feedback from market Concept credit: @clevergirl
    • Reduce Inventory, Risk and Waste Nope. This is going to be BIG! Make a design decision MONTHS HOURS Get feedback from market Concept credit: @clevergirl
    • A system built on continuous learning 18 Risk Diagram concept: @clevergirl Learning!
    • Build it 19 Figure out if it works Then
    • Build it 19 Figure out if it works Then
    • Step 1 Step 2 Step 3 Step 4 CALL CENTER IN-STORE SOCIAL MEDIA MOBILE WEBSITE Multi-channel UX Strategy TOUCHPOINTS
    • 2ASSUMPTIONS AND HYPOTHESES 21
    • EVERY PROJECT STARTS WITH ASSUMPTIONS 22
    • CUSTOMER PROBLEM SOLUTION BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE CUSTOMER OUTCOME CUSTOMER ACQUISITION EARLY ADOPTER 360° ASSUMPTIONS
    • PROBLEM SOLUTION BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE CUSTOMER OUTCOME CUSTOMER ACQUISITION EARLY ADOPTER 360° ASSUMPTIONS Tech-enthusiast consumers
    • SOLUTION BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE CUSTOMER OUTCOME CUSTOMER ACQUISITION EARLY ADOPTER 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch
    • BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE CUSTOMER OUTCOME CUSTOMER ACQUISITION EARLY ADOPTER 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch Internet mouse!
    • BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE CUSTOMER ACQUISITION EARLY ADOPTER 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch Internet mouse! Able to surf the internet from the couch
    • BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE EARLY ADOPTER 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch Internet mouse! Able to surf the internet from the couch Computer stores, magazine advertising
    • BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch Internet mouse! Able to surf the internet from the couch Computer stores, magazine advertising Purchasers of Gateway Convergence TV
    • COMPETITION KEY COMPETITIVE ADVANTAGE 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch Internet mouse! Traditional retail channel sales Able to surf the internet from the couch Computer stores, magazine advertising Purchasers of Gateway Convergence TV
    • KEY COMPETITIVE ADVANTAGE 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch Internet mouse! Traditional retail channel sales Logitech, Microsoft Able to surf the internet from the couch Computer stores, magazine advertising Purchasers of Gateway Convergence TV
    • 360° ASSUMPTIONS Tech-enthusiast consumers Need to control web browser from couch Internet mouse! Traditional retail channel sales Logitech, Microsoft More buttons than anyone else! Able to surf the internet from the couch Computer stores, magazine advertising Purchasers of Gateway Convergence TV
    • Technique: Write the test first We believe ______. We’ll know this is true when we see § qualitative outcome and/or § quantitative outcome § That improves this KPI.
    • Hypothesis statement We believe that [doing this] for [these people] will achieve [this outcome]. We’ll know this is true when we see [this market feedback].
    • Hypothesis statement We believe that creating Internet Mouse for people who own “Convergence” TVs will get us into the internet business. We’ll know this is true when we see pre-order commitments from big-box retailers.
    • 3ENABLE MAKING 27
    • 28
    • MVP = MINIMUM VIABLE PRODUCT “THE SMALLEST THING YOU CAN MAKE TO TEST YOUR HYPOTHESIS.” 29
    • MVP: Pre-sales 30
    • MVP: Call to action button 31
    • MVP: Concierge / Wizard of Oz
    • Case Study: Social Media Benchmarking Observed: Small business owners want to use social media for marketing but don’t know how. Hypothesis: They would pay for a service that provides benchmarking data from their peers. 33
    • Hypothesis statement We believe that creating a social-media benchmarking platform for small business owners will encourage small business owners to participate in our programs. We’ll know this is true when we see a willingness to pay for the service.
    • What’s the smallest thing we can build? 35
    • What’s the smallest thing we can build? 35
    • Don’t design a product, design an experiment. 36
    • 37
    • 38
    • 39
    • 40
    • Progression of Questions / MVPs 41
    • Progression of Questions / MVPs 41 ?
    • Progression of Questions / MVPs 41 MVP  1 Landing   Page ?
    • Progression of Questions / MVPs 41 MVP  1 Landing   Page MVP  2 Wizard  of   Oz ?
    • Progression of Questions / MVPs 41 MVP  1 Landing   Page MVP  2 Wizard  of   Oz MVP  3 Func8oning   So:ware ?
    • Twitter Bootstrap
    • Design Systems at GE 43
    • UI Technology at PayPal 44 Bill  Sco> Sr.  Director  of  UI  Technology PayPal
    • 4MANAGE OUTCOMES 45
    • Output, Outcome, Impact
    • Output, Outcome, Impact § Output: the software we build. The materials we produce. Easy to trace. Example: A new log-in page.
    • Output, Outcome, Impact § Output: the software we build. The materials we produce. Easy to trace. Example: A new log-in page. § Outcome: the change in the world after we deliver output. Harder to trace. Example: increase user log-in rate.
    • Output, Outcome, Impact § Output: the software we build. The materials we produce. Easy to trace. Example: A new log-in page. § Outcome: the change in the world after we deliver output. Harder to trace. Example: increase user log-in rate. § Impact: the change we see over time. Very hard to trace. Example: Our service is profitable.
    • Output
    • Outcome
    • Impact
    • Don’t manage output. Instead, focus on outcomes. Don’t make teams responsible for impact.
    • Case Study: TheLadders
    • Case Study: TheLadders 14%
    • Case Study: TheLadders
    • Case Study: TheLadders 63%
    • 5A NEW ORGANIZATION 54
    • Business Design? Business? Design? Enterprise? Business?Lean Startup Lean Startup Agile UX Agile UX Agile
    • 56 Business model validation Product validation Small team
    • 56 Business model validation Product validation Small team Culture / Infrastructure to support continuous learning Stakeholders Small-chunk, outcome-based, predictable funding $$$
    • AGENDA 1. CONTINUOUS LEARNING 2. ASSUMPTIONS AND HYPOTHESES 3. TEST HYPOTHESES BY MAKING 4. MANAGE OUTCOMES 5. A NEW ORGANIZATION 57
    • THANK YOU! @jseiden www.leanuxbook.com www.neo.com 58