LUXr One-Day Workshop

Crushing theBoulderUser Experience for Lean Startups January 10, 2012

LUXR.CO JANUARY 2012

TWEET! Janice Fraser Kate Rutter www.luxr.co www.luxr.co @clevergirl @katerutterLUXR.CO JANUARY 2012

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

What is this stuff?!?! Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX?LUXR.CO JANUARY 2012

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 2012

Lean Startup is NOT Cheap Startup Shortcut Startup Fast StartupLUXR.CO JANUARY 2012

Lean Startup is NOT Low-AmbitionLUXR.CO JANUARY 2012

Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.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 book.LUXR.CO JANUARY 2012

People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO JANUARY 2012

About 1,720,000 resultsLUXR.CO JANUARY 2012

Here’s my distillation... “Customer Development in 1 Page”LUXR.CO JANUARY 2012

+ + make products incremental reduce waste customers want releasesLUXR.CO JANUARY 2012

#2 New York Times BestsellerLUXR.CO JANUARY 2012

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

UX?LUXR.CO JANUARY 2012

Design > UILUXR.CO JANUARY 2012

Design > UI UsersLUXR.CO JANUARY 2012

Design > UI Users 1. BLAH Needs 2. BLAH 3. BLAHLUXR.CO JANUARY 2012

Design > UI Users 1. BLAH Needs 2. BLAH 3. BLAH Bob can... UsesLUXR.CO JANUARY 2012

Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... UsesLUXR.CO JANUARY 2012

Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses FeaturesLUXR.CO JANUARY 2012

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

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

What we bring is 10* years of experience, methods, and methodology *20, 30, 50 yearsLUXR.CO JANUARY 2012

Among our strengths... UX people are EXPERTS at “getting out of the building.”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 uncertainty. It is characterized by rituals that predispose predictable, high- quality, high-velocity user experience outcomes.LUXR.CO JANUARY 2012

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

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

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

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

LUXR.CO SEPTEMBER 2011

Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO JANUARY 2012

User Research quant qual Generative EvaluativeLUXR.CO JANUARY 2012

User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Key Metrics•LUXR.CO JANUARY 2012

User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Usability Key Metrics•LUXR.CO JANUARY 2012

User Research quant qual Generative Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO JANUARY 2012

User Research quant qual Generative surveys Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO JANUARY 2012

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

User Research quant qual Generative Interviews EvaluativeLUXR.CO JANUARY 2012

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

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 and not enough time!LUXR.CO JANUARY 2012

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

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

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

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

{activity} Let’s do it.LUXR.CO JANUARY 2012

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

{activity} Dump & Sort TopicsLUXR.CO JANUARY 2012

Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO JANUARY 2012

{activity} Make a Topic MapLUXR.CO JANUARY 2012

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

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

{activity} InterviewLUXR.CO JANUARY 2012

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

{activity} DebriefLUXR.CO JANUARY 2012

{activity} Revise PersonasLUXR.CO JANUARY 2012

Part 3: Acting on Customer Needs (Developing product and interface ideas) Sketching 6-UP Dot VotingLUXR.CO JANUARY 2012

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

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

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

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

{activity} 6-Up Sketching Dot Vote Sticky-up FeaturesLUXR.CO JANUARY 2012

outsized returns. fear me.LUXR.CO SEPTEMBER 2011

Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Common research questions The Funnel Pirate Metrics Research & Metrics ToolsLUXR.CO JANUARY 2012

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

What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO JANUARY 2012

User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO JANUARY 2012

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

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

Pirate Metrics Acquisition Activation Retention Referral RevenueLUXR.CO JANUARY 2012

{activity} Metrics from FeaturesLUXR.CO JANUARY 2012

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

{activity} Write the Design TestLUXR.CO JANUARY 2012

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

{bring it all together}LUXR.CO JANUARY 2012

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LUXr One-Day Workshop

by Janice Fraser on Jan 10, 2012

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LUXr One-Day Workshop — Presentation Transcript