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Building a better worldthrough lean + designMON, JUN 3, 2013+Lean startup at theintersection ofbeauty & complexity
LUXR.CO JUNE 2013Luxr makes tools to help startupsdeliver products that people want,need & love to buy.
LUXR.CO JUNE 2013@katerutter@luxrcoKate RutterCo-Founderwww.luxr.coTWEET!
LUXR.CO JUNE 2013a story...MVPMaximumVisionPossible= product thatwill save livesvisionary idea+ amazing research+ engaged ...
LUXR.CO JUNE 2013risktime
LUXR.CO JUNE 2013a story...= 1000s of hours+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months= no lives sa...
LUXR.CO JUNE 2013a story...= 1000s of hours+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 monthsFAIL= no live...
LUXR.CO JUNE 2013the biggest fail is...the product thatdoesn’t ever get intothe hands of people.
LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But ...
LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But ...
LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But ...
LUXR.CO JUNE 2013a different story...A team of techies, designers,entrepreneurs, statisticians,researchers, and artists, a...
LUXR.CO JUNE 2013YouTube Feature Filmview on YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY
LUXR.CO JUNE 2013command/controlwaterfalloptimizinginvention-drivendesignrisk aversioncollaborationagiledisruptingvalidate...
Lean Startup~ the quick version ~What’s going on?
LUXR.CO JUNE 20133 Key IdeasBuild.Measure.Learn!ValidatedLearningGet out ofthe building!CustomerDevelopmentAgileDevelopmen...
LUXR.CO JUNE 2013The AgileManifestoresulted from aski scrum inFebruary 2001.The big idea...over over over over
LUXR.CO JUNE 2013Steve Blankintroduced“CustomerDevelopment”in 2006.The big idea...
LUXR.CO JUNE 2013Eric Ries wrotea blog post onSept 8, 2008titled “The LeanStartup.”incrementalreleases+reducewasteThe big ...
LUXR.CO JUNE 2013Build.Measure.Learn• Hypotheses• Experiments• Validated learning(These change everything)And a big innova...
Wait. We know mostof this already.User Experience
User Experience~ the mindset, not the craft ~
LUXR.CO JUNE 2013Empathy.Design.Products!UI UXvia Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-e...
LUXR.CO JUNE 2013UX =a mindsetfocused on delivering valueinspires the right kinds of ideasdefines “good”guides decisions
LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can.....
LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can.....
LUXR.CO JUNE 2013Making the shift3 things to jump-startyour week.
LUXR.CO JUNE 2013Customerdevelopmentor...user research liteFind the rightthing to solve.Get first-handexperience with thepr...
LUXR.CO JUNE 2013Learning from researchQuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessions
LUXR.CO JUNE 2013QuantitativeQualitativeGenerativeEvaluativeSurveysThe current wayMental Models •(Indi Young)Contextual In...
LUXR.CO JUNE 2013QuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessionsAn adapted way
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013SSCI(Super Simplified Customer Interviews)• Identify who you want to talk to.• Articulate your hypotheses....
LUXR.CO JUNE 2013{Challenge}Sketch it outpeople + problems + solutionsLuxr Molecule method:http://www.youtube.com/watch?v=...
LUXR.CO JUNE 2013Users + Problem + Solution mapa mobile app fordelegating tasksbusiness professionalsWorking parents withw...
LUXR.CO JUNE 2013Validate outside,not inside.listen!
LUXR.CO JUNE 2013Sketches &prototypesor...rapid iterationTake small steps,not heroic leaps.Iterate fast to burndown risk.
LUXR.CO JUNE 2013risktimeDefineThe old wayDesignDevelopRelease
LUXR.CO JUNE 2013risktimeDefineA better old wayDesignDevelopRelease
LUXR.CO JUNE 2013risktimeA different way
LUXR.CO JUNE 2013riskA different wayMAKEreleaseMEASUREBUILDLEARNMEASUREBUILDtime
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013FAIL
LUXR.CO JUNE 2013FAIL
LUXR.CO JUNE 2013FAIL
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013{Challenge}Iterate through ideas &assumptionshttp://leanstartupmachine.com/validationboard/WSD:Write stuf...
LUXR.CO JUNE 2013BUILDMEASURELEARNMore cycles in less time,reduce the risk.faster!
LUXR.CO JUNE 2013Experiments,MVPs &metricsDesign is ahypothesis,not a solution.Small experimentshelp you learn faster.
LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelThe old way
LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelA different way
LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelMVP⤷A different way
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013FAIL
LUXR.CO JUNE 2013Experiments have 3 partsThe belief youwant to testThe testable“thing”An indicatorWe believe people like [...
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013
LUXR.CO JUNE 2013✔ 2000 users✘ high sharing
LUXR.CO JUNE 2013What assumptions about your customersdo you have that, if you are wrong,your product will fail.Write down...
LUXR.CO JUNE 2013{Challenge}State the assumptionas a hypothesis.we believe that ________________Template at end of deck
LUXR.CO JUNE 2013Keep it small,keep it tasty.mmmm!
LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can.....
LUXR.CO JUNE 2013This journey isnot easy.
LUXR.CO JUNE 2013artistsinventorsscientistsstorytellers
LUXR.CO JUNE 2013“The courage to speak truths,pleasant or unpleasant, fosterscommunication and trust.“The courage to disca...
LUXR.CO JUNE 2013SimplicityCourageTrustProcessContinuous Improvement(from Lean Manufacturing and Extreme Programming)Lean ...
LUXR.CO JUNE 2013Not just who’s on the team, but how theywork together (no ninjas, gurus, rockstars!)Invest time in develo...
LUXR.CO JUNE 2013The right team willfind the way to theright product.
LUXR.CO JUNE 2013“The (validated) code validated!”“The design is getting brilliant.We know because people use it morewith ...
LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation ...
LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation ...
LUXR.CO JUNE 2013go be awesome.
LUXR.CO JUNE 2013Geek out & learn more }
LUXR.CO JUNE 2013Luxr makes practical learning products for early stageentrepreneurs, so that they can deliver products th...
Templates** You will notice that most of these templates are extremely simple. Youcan make them from plain white paper and...
http://luxr.co @luxrco © 2013The Moleculepeopleproblem solutionhaveaddressesuseTeam name date/ /
http://luxr.co @luxrco © 2013Assumptions1RiskiestAssumptionTestingnowLaterTeam name date/ /2 3Nextup
http://luxr.co @luxrco © 2013ExperimentWe believe that...We will do/make...We will know the hypothesis is valid if by we g...
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Building a better world through lean + design

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Keynote for the 2013 AC/UX Google Sprint Week in San Francisco. Lean startup, UX as a mindset and stories to go with 3 key topics in lean. Templates included at the end of the deck.

Published in: Design, Technology

Transcript of "Building a better world through lean + design"

  1. 1. Building a better worldthrough lean + designMON, JUN 3, 2013+Lean startup at theintersection ofbeauty & complexity
  2. 2. LUXR.CO JUNE 2013Luxr makes tools to help startupsdeliver products that people want,need & love to buy.
  3. 3. LUXR.CO JUNE 2013@katerutter@luxrcoKate RutterCo-Founderwww.luxr.coTWEET!
  4. 4. LUXR.CO JUNE 2013a story...MVPMaximumVisionPossible= product thatwill save livesvisionary idea+ amazing research+ engaged team+ executive supportx 6 months
  5. 5. LUXR.CO JUNE 2013risktime
  6. 6. LUXR.CO JUNE 2013a story...= 1000s of hours+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months= no lives saved
  7. 7. LUXR.CO JUNE 2013a story...= 1000s of hours+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 monthsFAIL= no lives saved= NO PRODUCT
  8. 8. LUXR.CO JUNE 2013the biggest fail is...the product thatdoesn’t ever get intothe hands of people.
  9. 9. LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But nobody wanted it.”What I NEVER want you toexperience...
  10. 10. LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But nobody wanted it.”What I NEVER want you toexperience...FAIL
  11. 11. LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But nobody wanted it.”What I NEVER want you toexperience...waste
  12. 12. LUXR.CO JUNE 2013a different story...A team of techies, designers,entrepreneurs, statisticians,researchers, and artists, alltrying to discover the futureof retail.
  13. 13. LUXR.CO JUNE 2013YouTube Feature Filmview on YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY
  14. 14. LUXR.CO JUNE 2013command/controlwaterfalloptimizinginvention-drivendesignrisk aversioncollaborationagiledisruptingvalidated learning-driven designscaled risks
  15. 15. Lean Startup~ the quick version ~What’s going on?
  16. 16. LUXR.CO JUNE 20133 Key IdeasBuild.Measure.Learn!ValidatedLearningGet out ofthe building!CustomerDevelopmentAgileDevelopmentCollaborate.Release.Improve!
  17. 17. LUXR.CO JUNE 2013The AgileManifestoresulted from aski scrum inFebruary 2001.The big idea...over over over over
  18. 18. LUXR.CO JUNE 2013Steve Blankintroduced“CustomerDevelopment”in 2006.The big idea...
  19. 19. LUXR.CO JUNE 2013Eric Ries wrotea blog post onSept 8, 2008titled “The LeanStartup.”incrementalreleases+reducewasteThe big synthesis...make productscustomerswant+
  20. 20. LUXR.CO JUNE 2013Build.Measure.Learn• Hypotheses• Experiments• Validated learning(These change everything)And a big innovation...
  21. 21. Wait. We know mostof this already.User Experience
  22. 22. User Experience~ the mindset, not the craft ~
  23. 23. LUXR.CO JUNE 2013Empathy.Design.Products!UI UXvia Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cerealproductThe big idea...
  24. 24. LUXR.CO JUNE 2013UX =a mindsetfocused on delivering valueinspires the right kinds of ideasdefines “good”guides decisions
  25. 25. LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...
  26. 26. LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...CustomerdevelopmentExperiments,MVPs &metricsSketches &prototypes
  27. 27. LUXR.CO JUNE 2013Making the shift3 things to jump-startyour week.
  28. 28. LUXR.CO JUNE 2013Customerdevelopmentor...user research liteFind the rightthing to solve.Get first-handexperience with theproblem.
  29. 29. LUXR.CO JUNE 2013Learning from researchQuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessions
  30. 30. LUXR.CO JUNE 2013QuantitativeQualitativeGenerativeEvaluativeSurveysThe current wayMental Models •(Indi Young)Contextual Inquiry •(Byer & Holzblatt)Starbucks •• Analytics• Optimizely• KeyMetrics• A/BTestingHallway usability •remote usability •Q/A testing •programs5-second test •
  31. 31. LUXR.CO JUNE 2013QuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessionsAn adapted way
  32. 32. LUXR.CO JUNE 2013
  33. 33. LUXR.CO JUNE 2013SSCI(Super Simplified Customer Interviews)• Identify who you want to talk to.• Articulate your hypotheses.• Jot down conversation prompts.• Have the conversation• Debrief!
  34. 34. LUXR.CO JUNE 2013{Challenge}Sketch it outpeople + problems + solutionsLuxr Molecule method:http://www.youtube.com/watch?v=bi97WSqdH5QTemplate at end of deckWho are the users?What problems dothey have?What would be aproposed solution?
  35. 35. LUXR.CO JUNE 2013Users + Problem + Solution mapa mobile app fordelegating tasksbusiness professionalsWorking parents withwith kidsneed to know whensomething’s doneToo much to do, not enough timeneed to share tasks on the goTask-a-doodle“the DNA of your idea”May 2013
  36. 36. LUXR.CO JUNE 2013Validate outside,not inside.listen!
  37. 37. LUXR.CO JUNE 2013Sketches &prototypesor...rapid iterationTake small steps,not heroic leaps.Iterate fast to burndown risk.
  38. 38. LUXR.CO JUNE 2013risktimeDefineThe old wayDesignDevelopRelease
  39. 39. LUXR.CO JUNE 2013risktimeDefineA better old wayDesignDevelopRelease
  40. 40. LUXR.CO JUNE 2013risktimeA different way
  41. 41. LUXR.CO JUNE 2013riskA different wayMAKEreleaseMEASUREBUILDLEARNMEASUREBUILDtime
  42. 42. LUXR.CO JUNE 2013
  43. 43. LUXR.CO JUNE 2013
  44. 44. LUXR.CO JUNE 2013FAIL
  45. 45. LUXR.CO JUNE 2013FAIL
  46. 46. LUXR.CO JUNE 2013FAIL
  47. 47. LUXR.CO JUNE 2013
  48. 48. LUXR.CO JUNE 2013{Challenge}Iterate through ideas &assumptionshttp://leanstartupmachine.com/validationboard/WSD:Write stuff down.Validate with intent.AFAP:As fast as possible.
  49. 49. LUXR.CO JUNE 2013BUILDMEASURELEARNMore cycles in less time,reduce the risk.faster!
  50. 50. LUXR.CO JUNE 2013Experiments,MVPs &metricsDesign is ahypothesis,not a solution.Small experimentshelp you learn faster.
  51. 51. LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelThe old way
  52. 52. LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelA different way
  53. 53. LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelMVP⤷A different way
  54. 54. LUXR.CO JUNE 2013
  55. 55. LUXR.CO JUNE 2013FAIL
  56. 56. LUXR.CO JUNE 2013Experiments have 3 partsThe belief youwant to testThe testable“thing”An indicatorWe believe people like [customertype] have a need for (or problemdoing) [need/action/behavior].The smallest thing we can do toprove that need is [experiment].We will know we havesucceeded when [quantitative/measurable outcome] or[qualitative/observable outcome].
  57. 57. LUXR.CO JUNE 2013
  58. 58. LUXR.CO JUNE 2013
  59. 59. LUXR.CO JUNE 2013
  60. 60. LUXR.CO JUNE 2013✔ 2000 users✘ high sharing
  61. 61. LUXR.CO JUNE 2013What assumptions about your customersdo you have that, if you are wrong,your product will fail.Write down 3.(Test these.){Activity}Assumptions1.2.3.
  62. 62. LUXR.CO JUNE 2013{Challenge}State the assumptionas a hypothesis.we believe that ________________Template at end of deck
  63. 63. LUXR.CO JUNE 2013Keep it small,keep it tasty.mmmm!
  64. 64. LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...CustomerdevelopmentExperiments,MVPs &metricsSketches &prototypes
  65. 65. LUXR.CO JUNE 2013This journey isnot easy.
  66. 66. LUXR.CO JUNE 2013artistsinventorsscientistsstorytellers
  67. 67. LUXR.CO JUNE 2013“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 Beck
  68. 68. LUXR.CO JUNE 2013SimplicityCourageTrustProcessContinuous Improvement(from Lean Manufacturing and Extreme Programming)Lean Startup teams believe in...
  69. 69. LUXR.CO JUNE 2013Not just who’s on the team, but how theywork together (no ninjas, gurus, rockstars!)Invest time in developing productiverelationshipsCommit to continuous process improvementTeam first, then product
  70. 70. LUXR.CO JUNE 2013The right team willfind the way to theright product.
  71. 71. LUXR.CO JUNE 2013“The (validated) code validated!”“The design is getting brilliant.We know because people use it morewith each iteration”“We made an amazing thing.Because everybody uses it.”Then we ALL can say...
  72. 72. LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation & growth.
  73. 73. LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation & growth.WIN
  74. 74. LUXR.CO JUNE 2013go be awesome.
  75. 75. LUXR.CO JUNE 2013Geek out & learn more }
  76. 76. LUXR.CO JUNE 2013Luxr makes practical learning products for early stageentrepreneurs, so that they can deliver products thatcustomers want, need and love to buy.Luxr.co • 3435 Cesar Chavez, San Francisco, CA • 94110The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrIncImages + credits• Origami by Robert J. Lang: http://www.statesman.com/news/news/national/origami-joins-up-with-science/nRtCw/• Sketches, templates and models via the Luxr team• Nordstrom Innovation Lab: Sunglasses iPad App Case Study [YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY]• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal• Startup Weekend logo: http://sanjose.startupweekend.org/• Restaurant buzzer, via BuzzTable: http://www.buzztable.com/restaurant-pagers/history-of-the-buzzer/• Restaurant paging system image, via Microframe: http://www.microframecorp.com/product/342030.html• Doug Morgan screenshot via Michael DeLucco: https://socialcam.com/v/Qok9JVdU• Risk model: Chris Jones, Hot Studios• Lumatic story via Ellen Dunne• Validation board via Lean Startup Machine: http://leanstartupmachine.com/validationboard/• 100Plus demo: via Chris Hogg on YouTube: http://www.youtube.com/watch?v=zH6WWikZdA4• Lean book series via OʼReilly: http://oreilly.com/* Slides available on slideshare: slideshare.net/intelleto
  77. 77. Templates** You will notice that most of these templates are extremely simple. Youcan make them from plain white paper and a sharpie. No specialtemplates are needed once you know how they work.‣Molecule‣Assumptions‣Experiment
  78. 78. http://luxr.co @luxrco © 2013The Moleculepeopleproblem solutionhaveaddressesuseTeam name date/ /
  79. 79. http://luxr.co @luxrco © 2013Assumptions1RiskiestAssumptionTestingnowLaterTeam name date/ /2 3Nextup
  80. 80. http://luxr.co @luxrco © 2013ExperimentWe believe that...We will do/make...We will know the hypothesis is valid if by we get...Hypothesisdatequantitativemeasurable outcomesTestEvidencequalitativeobservable outcomeTeam name date/ /
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