Janice Fraser, Entrepreneur, Startup Coach, former UX pro at LUXr.coFinal thoughts...sure 1. Entrepreneurs need and want good design thinking earlier in the company lifecycle than they used to. That means we (designers) need to think about how to support them. 2. Design has a lot to offer startups, but it requires that designers consider the unique environment that a Lean (or Agile) Startup presents. 3. I'm presenting these thoughts as often as I can, and I've started to publish those dates/venues here: http://plancast.com/user/61281.
I should of said that 'principles can be used as heuristics sometimes.'2 years ago
Are you sure you want to
Janice Fraser, Entrepreneur, Startup Coach, former UX pro at LUXr.coHere, a principle is a fundamental proposition that serves to guide organizational behavior. More concrete than values; less proscriptive than a method. Principles can be observed as patterns, as you say, or can be derived or inferred from other kinds of experience.
I see the differences like this:
A principle is an idea that guides. A method is a systematic way to accomplish something. A heuristic is a problem-solving tool that helps you get to a good-enough solution quickly (eg, a rule of thumb), or to evaluate the good-enough-ness of a thing (eg, jakob nielsen's heuristic evaluation)
The principles laid out in this deck are refined from a slew that we have been working with since last July. These are (so far) the most broadly true.2 years ago
Now janice’s turn.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Ok. Now you.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Today: 3 Chunks 1: What other people have figured out Lean Startup, Agile 2: What we think we have figured out Product Stewardship, Lean UX 3: Reimagining UX Practice Validation, Project PlansLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Tomorrow Use Lean UX framework in hands-on mini project with Change.org.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Now that’s out of the way...onto our first chunk: “Stuff other people have figured out”LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Steve Blank introduced “Customer Development” in...um...2006. The 2nd/3rd edition is (c) 2006. The idea goes back perhaps a decade before that.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, better book.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
About 1,720,000 resultsLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Here’s my distillation... “Customer Development in One Page”LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
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People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!!?LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Get out of the building!LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
For the first time, user-centered design methods have momentum in the business community.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
What opportunities does that afford us? What demands does it place on us?LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
When the science of startups includes User Centered Design as one of its tent-poles, then we designers have a new opportunity to do great things.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Validated LearningReducing cycle time, rather than building fastLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Velocity Agile Sprints Points Iterations Only p art the sto of Continuous Deployment ry! Lean Cycles Reduce cycle t ime not bu , Generative Research ild Ideation Mental models THINK time Behavior Models Test Results Competitive Analysis MAKE Prototypes Wireframes Value Prop Landing Page Hypotheses Comps A/B Testing Deployed Code Site Analytics Usability Testing Funnel Sign-ups CHECKLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
What we bring is 10* years of experience, methods, and methodology *20, 30, 50 yearsLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
The LEAN part: A word about INVENTORY buildup and WASTE ng? ...how lo e? m uch tim Nobody Like this... ...how clicked. ? ...effortTIME 3 months Make a Discover design that it decision 3 hours wasnʼt rightLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
When* the business community begins to measure the value of user experience, they will invest in it as a driver of value, rather than a cost to be minimized. *Note Bene: “When” is now. [high five your neighbor]LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Tell the apple 90% story.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Lean means... • Keep your inventory low. • Talk to your customers. • Make something they want. • Prove your ideas and your interfaces.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
How do you do good user experience work in a lean environment? PROVE IMPROVELEAN UX INTENSIVE, DESIGNER EDITION 01/2011 NOV 2010 JANICE@LUXR.CO TIM@COOPER.COM JANICE@LUXR.CO
The Manifesto for Agile Software Development We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Product Stewardshipand the integrated teamThe role of UX in agile environments
Some awesome team diagrams 45
What’s wrong with this picture?LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Product Owner is an overloaded role • Represent business needs • Collaborate with the team – hold product vision – maintain product backlog – feature definition and prioritization – detail / clarify requirements – communicate project status – provide subject matter expertise • Ensure project success – be voice of the user – negotiate release dates and contents – participate in daily meetings – manage profitability / ROI – review work resultsLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Strategic and tactical UX are under-represented • Product vision and framework under-developed • User research and feedback not well done or understood • Good interaction design practices lacking • Design professionals spread too thinLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Problems we can address by integrating designToo up-front Too late• Too many assumptions • Not cohesive• Can’t address changes • Never enough time• Time-intensive • Lipstick on a pig documentation
We begin by integrating design into the teamThe Integrated Team includesfull-time design members workingwith and alongside developers.• Research and analysis of customer and user behaviors, needs, and goals• Contextual design that balances business needs, user goals, technical opportunity 50
A Product Steward advocates for UX The Product Steward is a strategic design role that works with the Product Mgr to set direction and shepherd the product to success. • Advocate for user-centered design • Understand and represent user goals • Provide creative direction • Negotiate releases with Product Manager • Pair-design with other team members • Assess work results • Guide product vision through deliveryLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Product Ownership is a shared responsibility Product Manager • Represent business and customer needs • Understand market opportunities • Communicate project status • Prioritize features and releases • Collaborate with team Product Steward • Represent user needs and goals • Manage product vision, framework • Provide creative direction • Collaborate with teamLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Lean User Experience is a cross- functional, principle-driven process characterized by rituals that predispose teams to predictable, high-quality, high- velocity user experience outcomes.LEAN UX INTENSIVE, NOV 2010 JANICE@LUXR.CO
What are the principles? 1. Design + product management + development = 1 product team 2. Externalize 3. Research with users is the best source of information 4. Focus on solving the right problem 5. Generate many options and decide quickly which to pursue 6. Recognize hypotheses & validate them 7. Rapid cycles: think/make/checkLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Lean UX process Users 1. BLAH why Needs 2. BLAH 3. BLAH ple what peo how uct pro d (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases
Lean UX methods are Lightweight Low-Fi Lo-Tech External Face to Face Collaborative Generative and Decisive Fast Repeatable Routinized Goal Driven Outcome FocusedLEAN UX INTENSIVE, NOV 2010 JANICE@LUXR.CO
The UX field has Pyramid ABSTRACT CONCEPTSloads of methods Sticky Strategy Ecosystem Map strategythat will work lean. Personas (scenarios) Design Target user(plus a few of my own making) 6-Up Sketching Activity Map Story Boards uses Sticky Triage Story Mapping feature planning Iteration Planning 2 or 3-Up Sketching Test Creation Wireframes Card Sorting IA, IxD, UI Black Hat Session Sketch Boards Prototyping (many kinds) Greyboxing detail design Pair Production/Design Design Bible Pattern Libraries Housecleaning cohesiveness WORKING SOFTWARE
We also have methods to “get out of the building.” CUSTOMER DEVELOPMENT Listen (talk*) to people** Surveys generative Watch people use competitors Customer acceptance testing with paper prototypes Card sorting evolutionary Usability testing Usertesting.com Behavioral metrics A/B testing quantitative Heat mapping OPTIMIZATION ** WHO? People who match your design target * ABOUT WHAT? What they do, what their life is like, what they use, what their problems are, how they meet their needs now?
Rituals for lean product teams ABSTRACT CONCEPTS Write the “test” first* User need/quote as sprint name ideate Wireframe check Pairing communicate Retrospective learn Measure Redo improve Housecleaning WORKING SOFTWARE* Most important thing for the problem owner is to define and own the problem.
Activity Map out for the design process you used for a recent project. Where were you working with unvalidated hypotheses?LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Activity questions • How did you know your hypothesis was right? (what qualifies as validation?) • Are stakeholders and SME’s validation? • Invalidated vs unvalidated? • What are some approaches you might take to shorten the cycle between hypothesis and validation?LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Activity observations What is a hypothesis? it’s not “facts” but is “good information” raw observation to FORM hypotheses it’s not build-measure-learn, it’s learn-build-measure getting out of the building doesn’t have to stop once development begins As an agency, when you validate with client stakeholders you satisfy THEM (and get paid) If you validate with end users you may NOT satisfy your client, and they’re paying you… THIS CLIENT DYNAMIC MUST FUNDAMENTALLY CHANGE TO BE SUSTAINABLE validate your product to your customer (scoping the consulting relationship) validate THEIR product to THEIR customerLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
PROPOSALWeb portal for freelance traveling nurses andtheir recruiters An exercise in Lean UX approaches to project planning
Project environment Many nurses at most hospitals are freelancers on 13 week contracts who travel from job to job in search of personal adventure, good pay, and professional opportunity. Our company has relationships with hospitals to post jobs and relationships with nurses to fill them. We plan to replace our mix of thick client apps and web forms with a fully-web based system that gives our nurses better ways to guide their experience and our recruiters better tools to manage their relationships.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Project objectives Help nurses: Help recruiters: • search for jobs • match nurses to jobs • apply for jobs • fill high-value jobs • work with their recruiters to • work with nurses to land jobs land jobs • manage their stable of nurses • find temporary housing at job location • connect with other traveling nurses • access HR and career management informationLEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
How it’s done, old school Research & Detailed Design Framework Development -‐-‐> Modeling & SpecificaMon Months 1 2 3 4 5 6 7 8 R1 alpha R1 beta R1 release R2 alpha etc... 9 10 11 12 13 14 15 16LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Exercise objectives Envision a plan using Lean UX practices and agile methods. Your approach should seek to: • Minimize wasted time and effort • Identify most valuable opportunities • Learn from user feedback and behavior • Reduce cycle time between posing a hypothesis and validating it CAVEAT Don’t short change the research and vision, they’re vital to understanding the business and their users so you can affect significant change.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
Final thoughts.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
See you here at 9am.LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
1. Entrepreneurs need and want good design thinking earlier in the company lifecycle than they used to. That means we (designers) need to think about how to support them.
2. Design has a lot to offer startups, but it requires that designers consider the unique environment that a Lean (or Agile) Startup presents.
3. I'm presenting these thoughts as often as I can, and I've started to publish those dates/venues here: http://plancast.com/user/61281.
thanks for your interest! 2 years ago
Thanks a lot. 2 years ago
I should of said that 'principles can be used as heuristics sometimes.' 2 years ago
I see the differences like this:
A principle is an idea that guides.
A method is a systematic way to accomplish something.
A heuristic is a problem-solving tool that helps you get to a good-enough solution quickly (eg, a rule of thumb), or to evaluate the good-enough-ness of a thing (eg, jakob nielsen's heuristic evaluation)
The principles laid out in this deck are refined from a slew that we have been working with since last July. These are (so far) the most broadly true. 2 years ago
Principles emerge from repeating patterns and method results over time.
I also think of principles as heuristics.
We think of these as general 'mindsets' at the dschool too. 2 years ago