0
Crushing theBoulderUser Experience for Lean Startups         January 10, 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
TWEET!          Janice Fraser            Kate Rutter           www.luxr.co             www.luxr.co   @clevergirl          ...
Today we’ll cover...                         1. Lean UX Fundamentals                         2. Getting to know your custo...
What is this stuff?!?!              Part 1: Lean UX Fundamentals                          What is Lean Startup?           ...
Lean Startup?LUXR.CO   JANUARY 2012
Lean Startup is NOTLUXR.CO   JANUARY 2012
Lean Startup is NOT                             Cheap StartupLUXR.CO   JANUARY 2012
Lean Startup is NOT                             Cheap Startup                            Shortcut StartupLUXR.CO   JANUARY...
Lean Startup is NOT                             Cheap Startup                            Shortcut Startup                 ...
Lean Startup is NOT                         Low-AmbitionLUXR.CO   JANUARY 2012
Lean Startup is NOT             THE OPPOSITE            OF FAT STARTUPLUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
Get out                          of the                         building!LUXR.CO   JANUARY 2012
Steve Blank introduced “Customer                         Development” in...um...2006.LUXR.CO   JANUARY 2012
In 2010, Brant Cooper and                         Patrick Vlaskovitz wrote a                         shorter, more useful ...
People, their                           goals & needs                           Sketches and                           pro...
About 1,720,000 resultsLUXR.CO   JANUARY 2012
Here’s my distillation...          “Customer Development in 1 Page”LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
+                 +     make products           incremental                                               reduce waste    ...
LUXR.CO   JANUARY 2012
#2 New York                            Times                          BestsellerLUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
UX Cycles                         THINK                   Generative Research                               Ideation      ...
UX?LUXR.CO   JANUARY 2012
Design > UILUXR.CO   JANUARY 2012
Design > UI                             UsersLUXR.CO   JANUARY 2012
Design > UI                             Users                                     1. BLAH                            Needs...
Design > UI                             Users                                        1. BLAH                            Ne...
Design > UI                                                  Users                                                        ...
Design > UI                                                   Users                                                       ...
Design > UI                                                   Users                                                       ...
Design > UI                                                    Users                                                      ...
Design > UI                                                    Users                                                      ...
What we bring is 10* years of                          experience, methods, and                                 methodolog...
Among our strengths...                 UX people are EXPERTS at “getting                       out of the building.”LUXR.C...
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
What’s new about LeanUX?LUXR.CO   JANUARY 2012
Lean User Experience is a principle-driven          process for teams working in situations of          extreme uncertaint...
0   1Principles of Lean UX  9      1.     Design + Prod. Mg. + development = 1 product team      2.     Externalize!      ...
RITUALS of Lean UX          1. Write the test first          2. User quote/need as sprint name          3. Wireframe check ...
In Practice: Write the test first                               (customer type) We believe that people like ______________ ...
In Practice: Wireframe Check A stand-up style meeting between designer and developer to resolve problems with a wireframe ...
LUXR.CO SEPTEMBER 2011
Part 2: Getting to Know                            Your Customers                    (Customer Development Interviews)    ...
User Research                           quant   qual              Generative              EvaluativeLUXR.CO   JANUARY 2012
User Research                                   quant         qual              Generative                                ...
User Research                                   quant         qual              Generative                                ...
User Research                                   quant           qual              Generative                              ...
User Research                                   quant              qual              Generative                           ...
User Research                                   quant              qual              Generative         surveys           ...
User Research                                   quant              qual              Generative         surveys           ...
User Research                                   quant              qual                                                   ...
User Research                           quant      qual              Generative           Interviews              Evaluati...
Before the Interview                    * Identify who you want to talk to.                    * Articulate your hypothese...
LUXR.CO   JANUARY 2012
Today’s challenge:LUXR.CO   JANUARY 2012
Today’s challenge:                         You have a problem...LUXR.CO   JANUARY 2012
Today’s challenge:                       You have a problem...                there are a million little things to do     ...
Today’s challenge:                       You have a problem...                there are a million little things to do     ...
Today’s challenge:                       You have a problem...                there are a million little things to do     ...
Today’s challenge:                       You have a problem...                there are a million little things to do     ...
Who: Make a Persona                         “Mary”                         Behaviors                                      ...
{activity}                         Let’s do it.LUXR.CO   JANUARY 2012
Hypothesis              We believe that modern families have            trouble keeping up with the errands that          ...
{activity}                         Dump & Sort TopicsLUXR.CO   JANUARY 2012
Topic Map                              mobile/                                                            feeling         ...
{activity}                         Make a Topic MapLUXR.CO   JANUARY 2012
Conversation Prompts           “Have you ever had ________ experience?”           “Can you tell me the story about that?” ...
During the Interview            DO            Take notes            Smile            Ask open-ended questions            G...
{activity}                         InterviewLUXR.CO   JANUARY 2012
After the Interview: Debrief             DUMP (5min, solo)             1 idea per sticky             “What I heard”       ...
{activity}                         DebriefLUXR.CO   JANUARY 2012
{activity}                         Revise PersonasLUXR.CO   JANUARY 2012
LUXR.CO SEPTEMBER 2011
Part 3: Acting on Customer Needs               (Developing product and interface ideas)                             Sketch...
Remember this?                                                    Users                                                   ...
BLAH BLAH BLAH                                  BLAH BLAH BLAH                                  BLAH BLAH BLAH            ...
BLAH BLAH BLAH                                  BLAH BLAH BLAH                                  BLAH BLAH BLAH            ...
BLAH BLAH BLAH                                  BLAH BLAH BLAH                                  BLAH BLAH BLAH            ...
BLAH BLAH BLAH                                  BLAH BLAH BLAH                                  BLAH BLAH BLAH            ...
6 Uses                         An illustration that shows “What will they DO with this product?”                         I...
{activity}                          6-Up Sketching                              Dot Vote                         Sticky-up...
outsized                         returns.                                    fear me.LUXR.CO SEPTEMBER 2011
Part 4: Measuring Outcomes                (Quantitative and Qualitative Evaluation)                         Common researc...
The Dreaded Questions          Will people use it?          Why won’t people use it?          What’s wrong with this?     ...
What should I be measuring?                          (a few search terms)                           “Vanity Metrics”      ...
User Research                          quantitative    qualitative              generate       surveys      user interview...
User Research                          quantitative    qualitative              generate       surveys      user interview...
quantitative qualitative                              a/b testing    usability                              analytics     ...
Measurement Funnel                              What Metric?      Who Owns?                 Traffic                        ...
Pirate Metrics           Acquisition           Activation           Retention           Referral           RevenueLUXR.CO ...
{activity}                         Metrics from FeaturesLUXR.CO   JANUARY 2012
Design Test                               (customer type) We believe that people like ______________ have a need for (or p...
{activity}                         Write the Design TestLUXR.CO   JANUARY 2012
Research Tools   ANALYTICS                  CONVERSION       UNMODERATED   Google Analytics           TESTING          TES...
LUXR.CO SEPTEMBER 2011
{bring it all together}LUXR.CO   JANUARY 2012
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LUXr One-Day Workshop

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  • Transcript of "LUXr One-Day Workshop"

    1. 1. Crushing theBoulderUser Experience for Lean Startups January 10, 2012
    2. 2. LUXR.CO JANUARY 2012
    3. 3. LUXR.CO JANUARY 2012
    4. 4. TWEET! Janice Fraser Kate Rutter www.luxr.co www.luxr.co @clevergirl @katerutterLUXR.CO JANUARY 2012
    5. 5. Today we’ll cover... 1. Lean UX Fundamentals 2. Getting to know your customers 3. Acting on customer needs 4. Measuring outcomes ...and bring it all together into a plan.LUXR.CO JANUARY 2012
    6. 6. What is this stuff?!?! Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX?LUXR.CO JANUARY 2012
    7. 7. Lean Startup?LUXR.CO JANUARY 2012
    8. 8. Lean Startup is NOTLUXR.CO JANUARY 2012
    9. 9. Lean Startup is NOT Cheap StartupLUXR.CO JANUARY 2012
    10. 10. Lean Startup is NOT Cheap Startup Shortcut StartupLUXR.CO JANUARY 2012
    11. 11. Lean Startup is NOT Cheap Startup Shortcut Startup Fast StartupLUXR.CO JANUARY 2012
    12. 12. Lean Startup is NOT Low-AmbitionLUXR.CO JANUARY 2012
    13. 13. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO JANUARY 2012
    14. 14. LUXR.CO JANUARY 2012
    15. 15. Get out of the building!LUXR.CO JANUARY 2012
    16. 16. Steve Blank introduced “Customer Development” in...um...2006.LUXR.CO JANUARY 2012
    17. 17. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.LUXR.CO JANUARY 2012
    18. 18. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO JANUARY 2012
    19. 19. About 1,720,000 resultsLUXR.CO JANUARY 2012
    20. 20. Here’s my distillation... “Customer Development in 1 Page”LUXR.CO JANUARY 2012
    21. 21. LUXR.CO JANUARY 2012
    22. 22. LUXR.CO JANUARY 2012
    23. 23. LUXR.CO JANUARY 2012
    24. 24. LUXR.CO JANUARY 2012
    25. 25. LUXR.CO JANUARY 2012
    26. 26. LUXR.CO JANUARY 2012
    27. 27. LUXR.CO JANUARY 2012
    28. 28. + + make products incremental reduce waste customers want releasesLUXR.CO JANUARY 2012
    29. 29. LUXR.CO JANUARY 2012
    30. 30. #2 New York Times BestsellerLUXR.CO JANUARY 2012
    31. 31. LUXR.CO JANUARY 2012
    32. 32. LUXR.CO JANUARY 2012
    33. 33. 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 JANUARY 2012
    34. 34. UX?LUXR.CO JANUARY 2012
    35. 35. Design > UILUXR.CO JANUARY 2012
    36. 36. Design > UI UsersLUXR.CO JANUARY 2012
    37. 37. Design > UI Users 1. BLAH Needs 2. BLAH 3. BLAHLUXR.CO JANUARY 2012
    38. 38. Design > UI Users 1. BLAH Needs 2. BLAH 3. BLAH Bob can... UsesLUXR.CO JANUARY 2012
    39. 39. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... UsesLUXR.CO JANUARY 2012
    40. 40. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses FeaturesLUXR.CO JANUARY 2012
    41. 41. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features This Week User Stories Themed ReleasesLUXR.CO JANUARY 2012
    42. 42. Design > UI 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 JANUARY 2012
    43. 43. Design > UI 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 JANUARY 2012
    44. 44. What we bring is 10* years of experience, methods, and methodology *20, 30, 50 yearsLUXR.CO JANUARY 2012
    45. 45. Among our strengths... UX people are EXPERTS at “getting out of the building.”LUXR.CO JANUARY 2012
    46. 46. LUXR.CO JANUARY 2012
    47. 47. LUXR.CO JANUARY 2012
    48. 48. What’s new about LeanUX?LUXR.CO JANUARY 2012
    49. 49. 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 JANUARY 2012
    50. 50. 0 1Principles of Lean UX 9 1. Design + Prod. Mg. + development = 1 product team 2. Externalize! 3. FLOW: think/make/check 4. Repeatable and routinized 5. Solve the right problem 6. Goal-driven and outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Research with users is the best source of information (& inspiration)LUXR.CO JANUARY 2012
    51. 51. 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 periodicallyLUXR.CO JANUARY 2012
    52. 52. In Practice: Write the test first (customer type) We believe that people like ______________ have a need for (or problems doing) ________________. (need/action/behavior) We will know we have succeeded when (quantitative/ (qualitative/ ____________________, measurable outcome) or ___________________, observable outcome) (KPI) which will contribute to ________________.LUXR.CO JANUARY 2012
    53. 53. In Practice: Wireframe Check A stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins. • Is this an accurate reflection of the system ? • What here is hard? • What alternatives are there? • Is it worth the effort? What here is Well, that thing hard? will take some workLUXR.CO JANUARY 2012
    54. 54. LUXR.CO SEPTEMBER 2011
    55. 55. Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO JANUARY 2012
    56. 56. User Research quant qual Generative EvaluativeLUXR.CO JANUARY 2012
    57. 57. User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Key Metrics•LUXR.CO JANUARY 2012
    58. 58. User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Key Metrics•LUXR.CO JANUARY 2012
    59. 59. User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Usability Key Metrics•LUXR.CO JANUARY 2012
    60. 60. User Research quant qual Generative Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO JANUARY 2012
    61. 61. User Research quant qual Generative surveys Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO JANUARY 2012
    62. 62. User Research quant qual Generative surveys Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO JANUARY 2012
    63. 63. 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 JANUARY 2012
    64. 64. User Research quant qual Generative Interviews EvaluativeLUXR.CO JANUARY 2012
    65. 65. Before the Interview * Identify who you want to talk to. * Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts.LUXR.CO JANUARY 2012
    66. 66. LUXR.CO JANUARY 2012
    67. 67. Today’s challenge:LUXR.CO JANUARY 2012
    68. 68. Today’s challenge: You have a problem...LUXR.CO JANUARY 2012
    69. 69. Today’s challenge: You have a problem... there are a million little things to do and not enough time!LUXR.CO JANUARY 2012
    70. 70. Today’s challenge: You have a problem... there are a million little things to do and not enough time! You were chatting with neighbors and they have the same problem.LUXR.CO JANUARY 2012
    71. 71. Today’s challenge: You have a problem... there are a million little things to do and not enough time! You were chatting with neighbors and they have the same problem. And then you read an article in the Huffpost about personal assistants for the middle class.LUXR.CO JANUARY 2012
    72. 72. Today’s challenge: You have a problem... there are a million little things to do and not enough time! You were chatting with neighbors and they have the same problem. And then you read an article in the Huffpost about personal assistants for the middle class. You think this is a great idea for your next business.LUXR.CO JANUARY 2012
    73. 73. Who: Make a Persona “Mary” Behaviors • Has a housecleaner • Buys take-away 3 nights/wk • Frequently feels overwhelmed when she “forgets” something Demographics Needs & Goals • Working mom • Help! Running errands, • 34 years old managing kids, keeping things • Lives in Reading, works in running London • Time for her girlfriends • Married, 2 kids • To feel like she “has it sorted” • Household 125k/yr • “To clone herself”LUXR.CO JANUARY 2012
    74. 74. {activity} Let’s do it.LUXR.CO JANUARY 2012
    75. 75. 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 JANUARY 2012
    76. 76. {activity} Dump & Sort TopicsLUXR.CO JANUARY 2012
    77. 77. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO JANUARY 2012
    78. 78. {activity} Make a Topic MapLUXR.CO JANUARY 2012
    79. 79. 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 JANUARY 2012
    80. 80. 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 muchLUXR.CO JANUARY 2012
    81. 81. {activity} InterviewLUXR.CO JANUARY 2012
    82. 82. 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 JANUARY 2012
    83. 83. {activity} DebriefLUXR.CO JANUARY 2012
    84. 84. {activity} Revise PersonasLUXR.CO JANUARY 2012
    85. 85. LUXR.CO SEPTEMBER 2011
    86. 86. Part 3: Acting on Customer Needs (Developing product and interface ideas) Sketching 6-UP Dot VotingLUXR.CO JANUARY 2012
    87. 87. 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 JANUARY 2012
    88. 88. 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 JANUARY 2012
    89. 89. 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 JANUARY 2012
    90. 90. 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 JANUARY 2012
    91. 91. 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 JANUARY 2012
    92. 92. 6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.LUXR.CO JANUARY 2012
    93. 93. {activity} 6-Up Sketching Dot Vote Sticky-up FeaturesLUXR.CO JANUARY 2012
    94. 94. outsized returns. fear me.LUXR.CO SEPTEMBER 2011
    95. 95. Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Common research questions The Funnel Pirate Metrics Research & Metrics ToolsLUXR.CO JANUARY 2012
    96. 96. The Dreaded Questions Will people use it? 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?LUXR.CO JANUARY 2012
    97. 97. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO JANUARY 2012
    98. 98. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO JANUARY 2012
    99. 99. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO JANUARY 2012
    100. 100. 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 QUESTIONSLUXR.CO JANUARY 2012
    101. 101. Measurement Funnel What Metric? Who Owns? Traffic Gross # Marketing CMP/CPC/CPA/NPS Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) ProductLUXR.CO JANUARY 2012
    102. 102. Pirate Metrics Acquisition Activation Retention Referral RevenueLUXR.CO JANUARY 2012
    103. 103. {activity} Metrics from FeaturesLUXR.CO JANUARY 2012
    104. 104. Design Test (customer type) We believe that people like ______________ have a need for (or problems doing) ________________. (need/action/behavior) We will know we have succeeded when (quantitative/ (qualitative/ ____________________, measurable outcome) or ___________________, observable outcome) (KPI) which will contribute to ________________.LUXR.CO JANUARY 2012
    105. 105. {activity} Write the Design TestLUXR.CO JANUARY 2012
    106. 106. Research Tools ANALYTICS CONVERSION UNMODERATED Google Analytics TESTING TESTS WITH VIDEO 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 Navflow Click Tale FiveSecondTest Usabilia Gaze Hawk Clicktest Verify Intuition HQ UserZoomLUXR.CO JANUARY 2012
    107. 107. LUXR.CO SEPTEMBER 2011
    108. 108. {bring it all together}LUXR.CO JANUARY 2012
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