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
...
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
Produ...
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experim...
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experim...
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experim...
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experim...
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experim...
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
...
Lean UX Characteristics
Small, x-functional teams
Small-batch flow
A bias towards making
Continuous Learning
Ideas
Build
P...
Lean UX Characteristics
Small, x-functional teams
Small-batch flow
A bias towards making
Continuous Learning
A focus on ou...
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 OUTCOM...
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: ...
Reduce Inventory, Risk and Waste
Nope.
This is
going to
be BIG!
Make a
design
decision
Get feedback
from market
Concept cr...
Reduce Inventory, Risk and Waste
Nope.
This is
going to
be BIG!
Make a
design
decision
MONTHS Get feedback
from market
Con...
Reduce Inventory, Risk and Waste
Nope.
This is
going to
be BIG!
Make a
design
decision
MONTHS
HOURS
Get feedback
from mark...
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...
PROBLEM SOLUTION
BUSINESS
MODEL
COMPETITION
KEY COMPETITIVE
ADVANTAGE
CUSTOMER
OUTCOME
CUSTOMER
ACQUISITION
EARLY
ADOPTER
...
SOLUTION
BUSINESS
MODEL
COMPETITION
KEY COMPETITIVE
ADVANTAGE
CUSTOMER
OUTCOME
CUSTOMER
ACQUISITION
EARLY
ADOPTER
360° ASS...
BUSINESS
MODEL
COMPETITION
KEY COMPETITIVE
ADVANTAGE
CUSTOMER
OUTCOME
CUSTOMER
ACQUISITION
EARLY
ADOPTER
360° ASSUMPTIONS
...
BUSINESS
MODEL
COMPETITION
KEY COMPETITIVE
ADVANTAGE
CUSTOMER
ACQUISITION
EARLY
ADOPTER
360° ASSUMPTIONS
Tech-enthusiast
c...
BUSINESS
MODEL
COMPETITION
KEY COMPETITIVE
ADVANTAGE
EARLY
ADOPTER
360° ASSUMPTIONS
Tech-enthusiast
consumers
Need to cont...
BUSINESS
MODEL
COMPETITION
KEY COMPETITIVE
ADVANTAGE
360° ASSUMPTIONS
Tech-enthusiast
consumers
Need to control web
browse...
COMPETITION
KEY COMPETITIVE
ADVANTAGE
360° ASSUMPTIONS
Tech-enthusiast
consumers
Need to control web
browser from couch
In...
KEY COMPETITIVE
ADVANTAGE
360° ASSUMPTIONS
Tech-enthusiast
consumers
Need to control web
browser from couch
Internet mouse...
360° ASSUMPTIONS
Tech-enthusiast
consumers
Need to control web
browser from couch
Internet mouse!
Traditional retail
chann...
Technique: Write the test first
We believe ______.
We’ll know this is true when we see
§ qualitative outcome and/or
§ qua...
Hypothesis statement
We believe that
[doing this]
for [these people]
will achieve [this outcome].
We’ll know this is true ...
Hypothesis statement
We believe that
creating Internet Mouse

 for people who own “Convergence” TVs
will get us into the i...
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 kno...
Hypothesis statement
We believe that creating
a social-media benchmarking platform
for small business owners
will encourag...
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 p...
Output, Outcome, Impact
§ Output: the software we build. The materials we produce.
Easy to trace. Example: A new log-in p...
Output, Outcome, Impact
§ Output: the software we build. The materials we produce.
Easy to trace. Example: A new log-in p...
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
Stakeho...
AGENDA
1. CONTINUOUS LEARNING
2. ASSUMPTIONS AND HYPOTHESES
3. TEST HYPOTHESES BY MAKING
4. MANAGE OUTCOMES
5. A NEW ORGAN...
THANK YOU!
@jseiden
www.leanuxbook.com
www.neo.com
58
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
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UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT

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Josh Seiden's presentation at UX STRAT 2013

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

  1. 1. Lean UX + UX STRAT Josh Seiden @jseiden www.neo.com Sept 10, 2013 UX Strat ‘13
  2. 2. Me and my #hashtags Josh Seiden www.neo.com @neo_innovation @jseiden #leanUX #leanStartup #leanUXbook
  3. 3. 1. LEAN UX: WHERE IT COMES FROM 2. LEAN UX + UX STRAT 4EVER 3
  4. 4. 4 Old assumptions, new reality 4
  5. 5. 4 Old assumptions, new reality 4
  6. 6. 4 Old assumptions, new reality 4
  7. 7. Old assumptions, new reality
  8. 8. No more “Model Years” 6
  9. 9. No more “Model Years” 6
  10. 10. SOFTWARE ENABLES CONTINUOUS CHANGE 7
  11. 11. Business Design? Business? Design? Coping with Continuous Production Business? Agile
  12. 12. Business Design? Business? Design? Coping with Continuous Production Business? Agile UX Agile UX Agile
  13. 13. Business Design? Business? Design? Coping with Continuous Production Business?Lean Startup Lean Startup Agile UX Agile UX Agile
  14. 14. Ideas Build Product Measure Data Learn
  15. 15. The Lean UX Cycle Ideas Build Product Measure Data Learn
  16. 16. The Lean UX Cycle State your desired outcomes Ideas Build Product Measure Data Learn
  17. 17. The Lean UX Cycle State your desired outcomes Declare your assumptions Ideas Build Product Measure Data Learn
  18. 18. The Lean UX Cycle State your desired outcomes Declare your assumptions Hypothesize: write the test first Ideas Build Product Measure Data Learn
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Lean UX Characteristics Ideas Build Product Measure Data Learn
  25. 25. Lean UX Characteristics Small, x-functional teams Ideas Build Product Measure Data Learn
  26. 26. Lean UX Characteristics Small, x-functional teams Small-batch flow Ideas Build Product Measure Data Learn
  27. 27. Lean UX Characteristics Small, x-functional teams Small-batch flow A bias towards making Ideas Build Product Measure Data Learn
  28. 28. Lean UX Characteristics Small, x-functional teams Small-batch flow A bias towards making Continuous Learning Ideas Build Product Measure Data Learn
  29. 29. 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
  30. 30. LEAN UX + UX STRAT 12 OK. Um. How?
  31. 31. 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
  32. 32. 1CONTINUOUS LEARNING 14
  33. 33. LEAD WITH VISION. TEST RUTHLESSLY IN THE MARKET. 15
  34. 34. Internet Mouse
  35. 35. Internet Mouse
  36. 36. Reduce Inventory, Risk and Waste Make a design decision Get feedback from market Concept credit: @clevergirl
  37. 37. Reduce Inventory, Risk and Waste This is going to be BIG! Make a design decision Get feedback from market Concept credit: @clevergirl
  38. 38. Reduce Inventory, Risk and Waste Nope. This is going to be BIG! Make a design decision Get feedback from market Concept credit: @clevergirl
  39. 39. Reduce Inventory, Risk and Waste Nope. This is going to be BIG! Make a design decision MONTHS Get feedback from market Concept credit: @clevergirl
  40. 40. 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
  41. 41. A system built on continuous learning 18 Risk Diagram concept: @clevergirl Learning!
  42. 42. Build it 19 Figure out if it works Then
  43. 43. Build it 19 Figure out if it works Then
  44. 44. Step 1 Step 2 Step 3 Step 4 CALL CENTER IN-STORE SOCIAL MEDIA MOBILE WEBSITE Multi-channel UX Strategy TOUCHPOINTS
  45. 45. 2ASSUMPTIONS AND HYPOTHESES 21
  46. 46. EVERY PROJECT STARTS WITH ASSUMPTIONS 22
  47. 47. CUSTOMER PROBLEM SOLUTION BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE CUSTOMER OUTCOME CUSTOMER ACQUISITION EARLY ADOPTER 360° ASSUMPTIONS
  48. 48. PROBLEM SOLUTION BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE CUSTOMER OUTCOME CUSTOMER ACQUISITION EARLY ADOPTER 360° ASSUMPTIONS Tech-enthusiast consumers
  49. 49. 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
  50. 50. 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!
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. 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
  56. 56. 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
  57. 57. 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.
  58. 58. 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].
  59. 59. 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.
  60. 60. 3ENABLE MAKING 27
  61. 61. 28
  62. 62. MVP = MINIMUM VIABLE PRODUCT “THE SMALLEST THING YOU CAN MAKE TO TEST YOUR HYPOTHESIS.” 29
  63. 63. MVP: Pre-sales 30
  64. 64. MVP: Call to action button 31
  65. 65. MVP: Concierge / Wizard of Oz
  66. 66. 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
  67. 67. 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.
  68. 68. What’s the smallest thing we can build? 35
  69. 69. What’s the smallest thing we can build? 35
  70. 70. Don’t design a product, design an experiment. 36
  71. 71. 37
  72. 72. 38
  73. 73. 39
  74. 74. 40
  75. 75. Progression of Questions / MVPs 41
  76. 76. Progression of Questions / MVPs 41 ?
  77. 77. Progression of Questions / MVPs 41 MVP  1 Landing   Page ?
  78. 78. Progression of Questions / MVPs 41 MVP  1 Landing   Page MVP  2 Wizard  of   Oz ?
  79. 79. Progression of Questions / MVPs 41 MVP  1 Landing   Page MVP  2 Wizard  of   Oz MVP  3 Func8oning   So:ware ?
  80. 80. Twitter Bootstrap
  81. 81. Design Systems at GE 43
  82. 82. UI Technology at PayPal 44 Bill  Sco> Sr.  Director  of  UI  Technology PayPal
  83. 83. 4MANAGE OUTCOMES 45
  84. 84. Output, Outcome, Impact
  85. 85. Output, Outcome, Impact § Output: the software we build. The materials we produce. Easy to trace. Example: A new log-in page.
  86. 86. 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.
  87. 87. 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.
  88. 88. Output
  89. 89. Outcome
  90. 90. Impact
  91. 91. Don’t manage output. Instead, focus on outcomes. Don’t make teams responsible for impact.
  92. 92. Case Study: TheLadders
  93. 93. Case Study: TheLadders 14%
  94. 94. Case Study: TheLadders
  95. 95. Case Study: TheLadders 63%
  96. 96. 5A NEW ORGANIZATION 54
  97. 97. Business Design? Business? Design? Enterprise? Business?Lean Startup Lean Startup Agile UX Agile UX Agile
  98. 98. 56 Business model validation Product validation Small team
  99. 99. 56 Business model validation Product validation Small team Culture / Infrastructure to support continuous learning Stakeholders Small-chunk, outcome-based, predictable funding $$$
  100. 100. AGENDA 1. CONTINUOUS LEARNING 2. ASSUMPTIONS AND HYPOTHESES 3. TEST HYPOTHESES BY MAKING 4. MANAGE OUTCOMES 5. A NEW ORGANIZATION 57
  101. 101. THANK YOU! @jseiden www.leanuxbook.com www.neo.com 58

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