Ux for lean startups london

Crushing the BoulderUX for Lean Startups

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

BLOG IT! Janice Fraser www.luxr.co @clevergirl @luxrco #LeanUXPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX? Introduce techniques Balanced teamPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Lean Startup?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Steve Blank introduced “Customer Development” in...um...2006.PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Get out of the building!PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

About 1,720,000 resultsPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Here’s my distillation... “Customer Development in One Page”PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!!?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

For the ﬁrst time, user-centered design methods have momentum in the business community.PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

What opportunities does that afford us?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

What demands does it place on us?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

+ + make products incremental reduce waste customers want releasesPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

40,000 views (past 3 mos) 27,331 followers (1,738 listed) Entrepreneur in Residence (2010-2011) Fall 2011 (Random House)PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

UX Cycles THINK GENERATIVE RESEARCH IDEATION MENTAL MODELS Reduce BEHAVIOR MODELS time, n cycle ot build TEST RESULTS time COMPETITIVE ANALYSIS MAKE PROTOTYPES WIREFRAMES VALUE PROP LANDING PAGE HYPOTHESES COMPS DEPLOYED CODE CHECK A/B TESTING SITE ANALYTICS USABILITY TESTING FUNNEL SIGN-UPSPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

UX?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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 RELEASESPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

What we bring is 10* years of experience, methods, and methodology *20, 30, 50 yearsPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Among our strengths... UX people are EXPERTS at “getting out of the building.”PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

What’s new about LeanUX?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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.PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

9 PRINCIPLES OF LEAN UX 1. Design + Prod. Mg. + development = 1 product team 2. Externalize! 3. Goal-Driven and Outcome-Focused 4. Repeatable and routinized 5. FLOW: think/make/check 6. Focus on solving the right problem. 7. Generate many options and decide quickly which to pursue. 8. Recognize hypotheses & validate them. 9. Research with users is the best source of information (& inspiration).PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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 periodicallyPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

In Practice: Write the test ﬁrst We believe that people like ______________ have a (customer type) need for (or problems doing) ________________. (need/action/behavior) We will know we have succeeded when ____________________, or ___________________, which (quantitative/measurable outcome) (qualitative/observable outcome) will contribute to ________________. (KPI)PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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? Well, that What here is thing will take hard? some workPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

Part 2: Customer Development Interviews (Generative Research) Types of research How to interview Practice interviewPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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•PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

User Research QUANT QUAL GENERATIVE Interviews EVALUATIVEPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Before the Interview Identify who you want to talk to. Articulate your hypotheses. Craft a topic map for the session. Jot down conversation prompts.PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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”PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

(Activity) Now you tryPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Hypothesis I think that working, commuting moms have trouble keeping up with the errands that need to be done, and are willing to pay to have odd jobs “sorted”.PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timePRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

(Activity) Make a hypothesis statement & topic mapPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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?”PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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 muchPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

(Activity) InterviewPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

After the Interview: Debrief DUMP (5min, solo) 1 idea per stickey “What I heard” “What I saw” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptionsPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

(Activity) DebriefPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Part 3: Developing Product & Interface Ideas Sketching 6-UP Dot VotingPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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 RELEASESPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A PERSON BLAH BLAH AND THEIR NEEDS YOUR BUSINESS VISION WHY WHAT HOWPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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 Mary HOW do with your product?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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.PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

(Activities) 6-up Dot VotePRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

outsized returns. fear me.LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

Part 4: Quant & Qual Evaluation Case study Common research questions ToolsPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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?PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

User Research QUANTITATIVE QUALITATIVE GENERATE surveys user IDEAS interviews a/b testing usability EVALUATE analytics testing PRODUCT KPIsPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

User Research QUANTITATIVE QUALITATIVE a/b testing usability EVALUATE analytics testing PRODUCT KPIsPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

QUANTITATIVE QUALITATIVE a/b testing usability analytics testing KPIsPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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 QUESTIONSPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Measurement What Metric? Who Owns? Trafﬁc Gross # Marketing CMP/CPC/CPA/NPS Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) ProductPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

5% (not the real number)PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

(Real proportions, but not real VALUES) 5% 4% 9.75% 30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions Say each conversion is worth $2 Waiting would cost $26,000 in lost revenue (hypothetically).PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

The LEAN principle: reduce INVENTORY, RISK, and WASTE Nobody Like this... clicked. ) ) Make a design Discover that it decision 3 MONTHS wasn’t right 3 HOURSPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Research Tools ANALYTICS CONVERSION UNMODERATED TESTING TESTS WITH VIDEO Google Analytics 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 Click Tale FiveSecondTest Navﬂow Gaze Hawk Usabilia Clicktest Verify Intuition HQ UserZoomPRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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Ux for lean startups london

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