UX Jackson 2013 - One-Day Lean Startup Workshop

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Hands-on workshop with a UX slant.

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UX Jackson 2013 - One-Day Lean Startup Workshop

  1. 1. © 2013 LUXr Incorporated, www.luxr.coMay 2013Janice FraserA Design Workshop for Lean Startups1Thursday, May 30, 13
  2. 2. © 2013 LUXr.co2Thursday, May 30, 13
  3. 3. © 2013 LUXr.coTWEET!#LeanStartupcc @LUXRCO@clevergirl3Thursday, May 30, 13
  4. 4. © 2013 LUXr.coStand up -- Your Name -- Weird/AwesomeWho are you?[ LIGHTNING FAST ]Context(startup, enterprise, consultancy)Role(biz/product, developer, design)4Thursday, May 30, 13
  5. 5. © 2013 LUXr.coA class on how to producean awesome UIThis is not...(How would you know if it’sawesome?)A session on makingproduction wireframes orphotoshop comps(How wold you know if you’remocking the right thing?)A “perfect approach” to“great UX.”(1000s of entrepreneurs haveused these techniques todiscover a solid UX.)5Thursday, May 30, 13
  6. 6. © 2013 LUXr.coThis is not...dogma6Thursday, May 30, 13
  7. 7. © 2013 LUXr.coBusiness Model Canvas?Lean Canvas?Sure, either one.7Thursday, May 30, 13
  8. 8. DisclaimerI am not an expert in your business.Only you can be the expert in your business.My job is:• to ask the unasked questions;• to challenge assumptions;• and give you tools to succeed.8Thursday, May 30, 13
  9. 9. © 2013 LUXr.coTALK: Lean & UX FundamentalsACTIVITIES:1. Get to Know your Customer2. Act on Customer Needs3. Measure What Matters4. Bring It All TogetherToday...9Thursday, May 30, 13
  10. 10. © 2013 LUXr Incorporated, www.luxr.coJune&Pete’sWedding Cake10Thursday, May 30, 13
  11. 11. © 2013 LUXr Incorporated, www.luxr.cohttp://saptstrength.com/Pete June11Thursday, May 30, 13
  12. 12. © 2013 LUXr Incorporated, www.luxr.coAprilhttp://saptstrength.com/MayJuneJulyAugust12Thursday, May 30, 13
  13. 13. © 2013 LUXr Incorporated, www.luxr.cosedonaweddingcakes.com13Thursday, May 30, 13
  14. 14. © 2013 LUXr Incorporated, www.luxr.cofreebestpictures.blogspot.com14Thursday, May 30, 13
  15. 15. © 2013 LUXr Incorporated, www.luxr.cothekitchn.com15Thursday, May 30, 13
  16. 16. © 2013 LUXr Incorporated, www.luxr.coZoe Clark, The Cake Parlour16Thursday, May 30, 13
  17. 17. © 2013 LUXr Incorporated, www.luxr.cosedonaweddingcakes.comZoe Clark, The Cake Parlour17Thursday, May 30, 13
  18. 18. © 2013 LUXr.coLEANStartup18Thursday, May 30, 13
  19. 19. © 2013 LUXr.coLean Startup is NOTCheap StartupFast StartupShortcut Startup19Thursday, May 30, 13
  20. 20. © 2013 LUXr.coLow-AmbitionLean Startup is NOT20Thursday, May 30, 13
  21. 21. © 2013 LUXr.coTHE OPPOSITE OFFAT STARTUPLean Startup is NOT21Thursday, May 30, 13
  22. 22. © 2013 LUXr.coAn approach for building companies that arecreating new products and services insituations of extreme uncertainty.The approach advocates creation of rapidprototypes that test market assumptions, anduses customer feedback in an effort to evolvethe design faster and reduce waste.Lean Startup is...22Thursday, May 30, 13
  23. 23. © 2013 LUXr.coTHE NEW CLASSICS1. List your assumptions.2. Understand your customers.3. Experiment.4. Adjust direction based on evidence.23Thursday, May 30, 13
  24. 24. © 2013 LUXr.coGet outof thebuilding24Thursday, May 30, 13
  25. 25. © 2013 LUXr.coCUSTOMER DEVELOPMENT1. Discover & validate the market for your idea2. Build a product that solves customers’ needs3. Test the correct model for acquiring customers4. Deploy the right organization for scaling25Thursday, May 30, 13
  26. 26. © 2013 LUXr.co26Thursday, May 30, 13
  27. 27. © 2013 LUXr.co27Thursday, May 30, 13
  28. 28. © 2013 LUXr.coBuildmeasurelearn!28Thursday, May 30, 13
  29. 29. © 2013 LUXr.co29Thursday, May 30, 13
  30. 30. © 2013 LUXr.coLean Startup advocates experiments & learning30Thursday, May 30, 13
  31. 31. © 2013 LUXr.co}31Thursday, May 30, 13
  32. 32. © 2013 LUXr.coPlot the differenceTHINKreleaseMAKEreleaseMAKEreleaseMAKEtimeRisk(unvalidatedeffort)32Thursday, May 30, 13
  33. 33. © 2013 LUXr.coLots of little wigglesRisk(unvalidatedeffort)time33Thursday, May 30, 13
  34. 34. © 2013 LUXr.counvalidatedefforttimeEach wiggle is a learning cycle.MAKEreleaseMAKETHINKCHECKMAKETHINK34Thursday, May 30, 13
  35. 35. © 2013 LUXr.coNot an MVPfor lemonade35Thursday, May 30, 13
  36. 36. © 2013 LUXr.coHow will you learn?Quantitative QualitativeGenerativeEvaluativeInterviewsSurveysMetrics Usability36Thursday, May 30, 13
  37. 37. © 2013 LUXr.co37Thursday, May 30, 13
  38. 38. © 2013 LUXr.coA pitch is not customerdevelopment38Thursday, May 30, 13
  39. 39. © 2013 LUXr.coVictory ismeasured inlearning.39Thursday, May 30, 13
  40. 40. © 2013 LUXr.coThis will changehow you thinkabout your role,your work, yourteam, your process.40Thursday, May 30, 13
  41. 41. © 2013 LUXr.co“The courage to speak truths,pleasant or unpleasant, fosterscommunication and trust.“The courage to discard failingsolutions and seek new onesencourages simplicity.“The courage to seek real,concrete answers createsfeedback.”—Kent BeckThe Influence of Agile41Thursday, May 30, 13
  42. 42. © 2013 LUXr.coUser Experience42Thursday, May 30, 13
  43. 43. © 2013 LUXr.coA person’s perceptions and responses thatresult from the use or anticipated use of aproduct, service or system.User Experience is...product UI UXvia Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal43Thursday, May 30, 13
  44. 44. Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps •Behavior Models • Test Results • Competitive AnalysisTHINKPersonas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed CodeMAKEEvaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive SurveysCHECKTHINKMAKECHECKReducecycle time,notbuild timeUX cycles = Lean Startup learning loops44Thursday, May 30, 13
  45. 45. © 2013 LUXr.coNeeds1. I need...2. I want...3. My goal is...UsesMary can...FeaturesUsersSketches, wireframes, pixelsBusiness thinking goes herewhywhathowPrototypesUser StoriesThemed ReleasesThis WeekDesign > UI THINKMAKECHECKBUILDMEASURELEARN45Thursday, May 30, 13
  46. 46. People, theirgoals & needsSketches andprototypesInteractions andflowsMore evidence that UX = Customer Discovery46Thursday, May 30, 13
  47. 47. © 2013 LUXr.coUX brings 10* yearsof experience, methods, andpatterns of work.*20, 30, 50 years47Thursday, May 30, 13
  48. 48. UX people are EXPERTS at “getting out of the building”48Thursday, May 30, 13
  49. 49. © 2013 LUXr.co1. Get to Know Your Customers2. Act on Customer Needs3. Measure What Matters4. Bring It All TogetherFour of Them...ACTIVITIES49Thursday, May 30, 13
  50. 50. © 2013 LUXr.coHypothesisWe believe that modern families would benefitfrom having better ways to keep up with tasks,and are willing to pay for a better way tocoordinate tasks with other family members,friends and neighbors.50Thursday, May 30, 13
  51. 51. © 2013 LUXr.coTypes of ResearchPersonasHow to InterviewPractice InterviewGet to Know Your Customers(Customer Development)51Thursday, May 30, 13
  52. 52. © 2013 LUXr.coUser Researchquant qualGenerativeEvaluativesurveysUsability•Hallway usability•remote•Interviews• Mental Models (Indi Young)• Contextual Inquiry(Byer & Holzblatt)•StarbucksAnalytics•Optimizely•Key Metrics•A/B Testing•52Thursday, May 30, 13
  53. 53. © 2013 LUXr.coUser Researchquant qualGenerativeEvaluativeInterviews53Thursday, May 30, 13
  54. 54. © 2013 LUXr.coCustomer Interviews(step-by-step)1. Identify who you want to talk to.2. Articulate your hypotheses.3. Craft a topic map for the session.4. Jot down conversation prompts.5. Have the conversation6. Debrief!54Thursday, May 30, 13
  55. 55. © 2013 LUXr.co{Activity}Let’s do it!55Thursday, May 30, 13
  56. 56. © 2013 LUXr.co{Warm-up Activity}Let’s Sketch...Clothespin Man!56Thursday, May 30, 13
  57. 57. © 2013 LUXr.coWho is your customer?57Thursday, May 30, 13
  58. 58. © 2013 LUXr.co{Activity}Make a personaPortrait58Thursday, May 30, 13
  59. 59. © 2013 LUXr.co{Activity}Make a personaDemographics59Thursday, May 30, 13
  60. 60. © 2013 LUXr.co{Activity}Make a personaBehaviors60Thursday, May 30, 13
  61. 61. © 2013 LUXr.co{Activity}Make a personaNeeds & Goals61Thursday, May 30, 13
  62. 62. © 2013 LUXr.co{Activity}Consolidate1. Do a quiet read. (5 minutes)2. Discuss your personas (10 minutes)3. Consolidate (5 minutes)62Thursday, May 30, 13
  63. 63. © 2013 LUXr.co{Activity}Riskiest AssumptionEssential to the success of the business—AND—Insufficient evidence to feel confident63Thursday, May 30, 13
  64. 64. © 2013 LUXr.coCustomer Interviews✔ Identify who you want to talk to.✔ Articulate your hypotheses.3. Craft a topic map for the session.4. Jot down conversation prompts.5. Have the conversation6. Debrief!64Thursday, May 30, 13
  65. 65. © 2013 LUXr.co{Show & Tell}Topic Map65Thursday, May 30, 13
  66. 66. © 2013 LUXr.coTopic Mapmobile/internethabits?last timethey got help(housecleaner)keepingeverythingworkingfeelingoverwhelmedcommutepersonaltime66Thursday, May 30, 13
  67. 67. © 2013 LUXr.comobile/internethabits?last timethey got help(housecleaner)keepingeverythingworkingcommute{Activity}Add two topics67Thursday, May 30, 13
  68. 68. © 2013 LUXr.coCustomer Interviews✔ Identify who you want to talk to.✔ Articulate your hypotheses.✔ Craft a topic map for the session.4. Jot down conversation prompts.5. Have the conversation6. Debrief!68Thursday, May 30, 13
  69. 69. © 2013 LUXr.co“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 wouldit be like?”Conversation Prompts69Thursday, May 30, 13
  70. 70. © 2013 LUXr.co“Have you ever had__________________________experience?”{Activity}Brainstorm a question70Thursday, May 30, 13
  71. 71. © 2013 LUXr.coCustomer Interviews✔ Identify who you want to talk to.✔ Articulate your hypotheses.✔ Craft a topic map for the session.✔ Jot down conversation prompts.5. Have the conversation6. Debrief!71Thursday, May 30, 13
  72. 72. © 2013 LUXr.coDuring the InterviewDO• Take notes• Smile• Ask open-ended questions• Get their story• Shut up and listenDON’T• Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much72Thursday, May 30, 13
  73. 73. © 2013 LUXr.co{Activity}Practice an interview1 interviewer + 1 intervieweenote-takers73Thursday, May 30, 13
  74. 74. © 2013 LUXr.coAfter the Interview: DebriefDUMP (5min, solo)1 idea per sticky“What I heard about _____Topic”“What stood out”SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions74Thursday, May 30, 13
  75. 75. © 2013 LUXr.co{homework}Debrief75Thursday, May 30, 13
  76. 76. © 2013 LUXr.co6-Up UsesDot VotingInterface SketchAct on Customer Needs(Developing product and interface ideas)76Thursday, May 30, 13
  77. 77. © 2013 LUXr.coRemember this?Needs1. BLAH2. BLAH3. BLAHUsesMary can...FeaturesUsers(CREATE SKETCHES,WIREFRAMES & PIXELS)(INSERT BUSINESS THINKING HERE)whywhathowUser StoriesThemed ReleasesThis Week77Thursday, May 30, 13
  78. 78. © 2013 LUXr.cowhywhathowYourbusinessvisionA personand theirneedsBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH78Thursday, May 30, 13
  79. 79. © 2013 LUXr.cowhywhathowYourbusinessvisionA personand theirneedsBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH79Thursday, May 30, 13
  80. 80. © 2013 LUXr.coUSES:What can Mary dowith your product?whywhathowYourbusinessvisionA personand theirneedsBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH BLAHBLAH BLAH80Thursday, May 30, 13
  81. 81. © 2013 LUXr.co6 Uses81Thursday, May 30, 13
  82. 82. © 2013 LUXr.co{Activity}Sketch 6-up Useswith __________, ________ can...82Thursday, May 30, 13
  83. 83. © 2013 LUXr.co{Activity}Sketch 6-up Useswith __________, ________ can...83Thursday, May 30, 13
  84. 84. © 2013 LUXr.co{Activity}Dot-vote top picks1. Each person place 3 dots.2. See patterns.3. Team identifies the top 1 use.84Thursday, May 30, 13
  85. 85. © 2013 LUXr.co{Activity}Redraw the top 1with __________, ________ can...85Thursday, May 30, 13
  86. 86. © 2013 LUXr.co{Activity}Brainstorm features86Thursday, May 30, 13
  87. 87. © 2013 LUXr.co...then sort on a 2 x 2hardeasyimp.notimp.87Thursday, May 30, 13
  88. 88. © 2013 LUXr.co{Activity}For the customer to get that value, the key interaction is ________________88Thursday, May 30, 13
  89. 89. © 2013 LUXr.coPersonaLimited features tosupport the usesWhat you have now1. Who is our user andwhat are their needs &goals?2. What can a user dowith our product?3. How will they do it?Interface sketch4. How might that look?with __________, ________ can...with __________, ________ can...Use89Thursday, May 30, 13
  90. 90. © 2013 LUXr.co{Organize!}Post it all together on the wall…90Thursday, May 30, 13
  91. 91. © 2013 LUXr.coCommon research questionsMetrics & AnalyticsMeasure What Matters(Quantitative & Qualitative Evaluation)91Thursday, May 30, 13
  92. 92. © 2013 LUXr.coWill 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?Top questions92Thursday, May 30, 13
  93. 93. © 2013 LUXr.coUser Researchquantitative qualitativegenerateideasevaluateproductsurveysusability testinga/b testinguser interviewsanalyticsKPIs93Thursday, May 30, 13
  94. 94. © 2013 LUXr.coquantitative qualitativeusabilitytestinganalyticsa/b testingKPIsCLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS94Thursday, May 30, 13
  95. 95. © 2013 LUXr.coProduct(black box)ConversionFunnelTrafficMeasuring what?95Thursday, May 30, 13
  96. 96. © 2013 LUXr.co{Activity}Brainstorm measures(from features)96Thursday, May 30, 13
  97. 97. © 2013 LUXr.co{Activity}Stack Rankmore importantless important97Thursday, May 30, 13
  98. 98. © 2013 LUXr.co{Activity}As a team, get to 598Thursday, May 30, 13
  99. 99. © 2013 LUXr.coMetrics checklist3. Is there an objectbasis?• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session,or by interaction or item(messages per file, emailsper thread)* not required, but helpful• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]1. Does the metricbegin with a number?99Thursday, May 30, 13
  100. 100. © 2013 LUXr.coMetrics checklista good metric... a great metric......makes you look at all theother metrics and say “none ofthose other numbers matter ifwe don’t get this right first.”vanity good better...measures the usage of yourproduct by a person. The usageshould be specific to features thatdeliver value to your user.unhelpfultotal numberof registeredusers% of userswho share atask 3+times a day,per weeksign-upsawesome% of userswho sign in3+ times aday,per week% of newusers perweek100Thursday, May 30, 13
  101. 101. © 2013 LUXr.co{Activity}Check your metrics101Thursday, May 30, 13
  102. 102. © 2013 LUXr.co{Show & Tell}Metrics Dashboard102Thursday, May 30, 13
  103. 103. © 2013 LUXr.coMetrics dashboard% of userswho share atask 3+times a day,per week103Thursday, May 30, 13
  104. 104. © 2013 LUXr.coInformation Radiator104Thursday, May 30, 13
  105. 105. © 2013 LUXr.co“Vanity Metrics”“KPI”“A/B Tests”“Metrics for Pirates”What should I be measuring?(a few search terms)Conversion metricsCohort metricsInstrumentationAdvanced topics105Thursday, May 30, 13
  106. 106. © 2013 LUXr.coResearch ToolsANALYTICSGoogle AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)HEAT MAPPINGCrazy EggClick TaleGaze HawkUNMODERATEDTESTS WITH VIDEOUsertesting.comTryMyUIUserlyticsWhatUsersDoLoop11MESSAGE RECALLClueAppFiveSecondTestCONVERSIONTESTINGUnbounceOptimizelyMICROUSABILITYNavflowUsabiliaClicktestVerifyIntuition HQUserZoom106Thursday, May 30, 13
  107. 107. © 2013 LUXr.coMaking the storyLiving the Lean Team lifeBring it all together107Thursday, May 30, 13
  108. 108. © 2013 LUXr.co{Activity}Tell the story108Thursday, May 30, 13
  109. 109. © 2013 LUXr.co{Activity}Make a narrativeWe are _______________Meet...with __________, ________ can...using these featuresMVPwe will learn using thesemetrics...Which might look like thisFor the109Thursday, May 30, 13
  110. 110. © 2013 LUXr.coA direct through-lineNeeds1. BLAH2. BLAH3. BLAHUsesMary can...FeaturesUsers(CREATE SKETCHES,WIREFRAMES & PIXELS)(INSERT BUSINESS THINKING HERE)whywhathowUser StoriesThemed ReleasesThis Week110Thursday, May 30, 13
  111. 111. © 2013 LUXr.coTechniques111Thursday, May 30, 13
  112. 112. © 2013 LUXr.coTechniques Checklist1. Generate independently, discuss as a team(3 people ideal)2. Dump & Sort(1 item per sticky note, use “Fine-Point” Sharpie)3. Sketch(especially, sketch people)4. Work at the wall5. Timebox(speed kills the censor and keeps you moving)6. 2x2 organizing framework(help decision-making when lots of items)7. Use quick decision-making techniques(dot-vote, roman vote, stack rank)112Thursday, May 30, 13
  113. 113. © 2013 LUXr.coGo be awesome.113Thursday, May 30, 13

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