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.

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.

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  • 1. Building a better worldthrough lean + designMON, JUN 3, 2013+Lean startup at theintersection ofbeauty & complexity
  • 2. LUXR.CO JUNE 2013Luxr makes tools to help startupsdeliver products that people want,need & love to buy.
  • 3. LUXR.CO JUNE 2013@katerutter@luxrcoKate RutterCo-Founderwww.luxr.coTWEET!
  • 4. LUXR.CO JUNE 2013a story...MVPMaximumVisionPossible= product thatwill save livesvisionary idea+ amazing research+ engaged team+ executive supportx 6 months
  • 5. LUXR.CO JUNE 2013risktime
  • 6. LUXR.CO JUNE 2013a story...= 1000s of hours+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months= no lives saved
  • 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. LUXR.CO JUNE 2013the biggest fail is...the product thatdoesn’t ever get intothe hands of people.
  • 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. 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. 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. LUXR.CO JUNE 2013a different story...A team of techies, designers,entrepreneurs, statisticians,researchers, and artists, alltrying to discover the futureof retail.
  • 13. LUXR.CO JUNE 2013YouTube Feature Filmview on YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY
  • 14. LUXR.CO JUNE 2013command/controlwaterfalloptimizinginvention-drivendesignrisk aversioncollaborationagiledisruptingvalidated learning-driven designscaled risks
  • 15. Lean Startup~ the quick version ~What’s going on?
  • 16. LUXR.CO JUNE 20133 Key IdeasBuild.Measure.Learn!ValidatedLearningGet out ofthe building!CustomerDevelopmentAgileDevelopmentCollaborate.Release.Improve!
  • 17. LUXR.CO JUNE 2013The AgileManifestoresulted from aski scrum inFebruary 2001.The big idea...over over over over
  • 18. LUXR.CO JUNE 2013Steve Blankintroduced“CustomerDevelopment”in 2006.The big idea...
  • 19. LUXR.CO JUNE 2013Eric Ries wrotea blog post onSept 8, 2008titled “The LeanStartup.”incrementalreleases+reducewasteThe big synthesis...make productscustomerswant+
  • 20. LUXR.CO JUNE 2013Build.Measure.Learn• Hypotheses• Experiments• Validated learning(These change everything)And a big innovation...
  • 21. Wait. We know mostof this already.User Experience
  • 22. User Experience~ the mindset, not the craft ~
  • 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. LUXR.CO JUNE 2013UX =a mindsetfocused on delivering valueinspires the right kinds of ideasdefines “good”guides decisions
  • 25. LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...
  • 26. LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...CustomerdevelopmentExperiments,MVPs &metricsSketches &prototypes
  • 27. LUXR.CO JUNE 2013Making the shift3 things to jump-startyour week.
  • 28. LUXR.CO JUNE 2013Customerdevelopmentor...user research liteFind the rightthing to solve.Get first-handexperience with theproblem.
  • 29. LUXR.CO JUNE 2013Learning from researchQuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessions
  • 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. LUXR.CO JUNE 2013QuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessionsAn adapted way
  • 32. LUXR.CO JUNE 2013
  • 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. 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. 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. LUXR.CO JUNE 2013Validate outside,not inside.listen!
  • 37. LUXR.CO JUNE 2013Sketches &prototypesor...rapid iterationTake small steps,not heroic leaps.Iterate fast to burndown risk.
  • 38. LUXR.CO JUNE 2013risktimeDefineThe old wayDesignDevelopRelease
  • 39. LUXR.CO JUNE 2013risktimeDefineA better old wayDesignDevelopRelease
  • 40. LUXR.CO JUNE 2013risktimeA different way
  • 41. LUXR.CO JUNE 2013riskA different wayMAKEreleaseMEASUREBUILDLEARNMEASUREBUILDtime
  • 42. LUXR.CO JUNE 2013
  • 43. LUXR.CO JUNE 2013
  • 44. LUXR.CO JUNE 2013FAIL
  • 45. LUXR.CO JUNE 2013FAIL
  • 46. LUXR.CO JUNE 2013FAIL
  • 47. LUXR.CO JUNE 2013
  • 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. LUXR.CO JUNE 2013BUILDMEASURELEARNMore cycles in less time,reduce the risk.faster!
  • 50. LUXR.CO JUNE 2013Experiments,MVPs &metricsDesign is ahypothesis,not a solution.Small experimentshelp you learn faster.
  • 51. LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelThe old way
  • 52. LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelA different way
  • 53. LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelMVP⤷A different way
  • 54. LUXR.CO JUNE 2013
  • 55. LUXR.CO JUNE 2013FAIL
  • 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. LUXR.CO JUNE 2013
  • 58. LUXR.CO JUNE 2013
  • 59. LUXR.CO JUNE 2013
  • 60. LUXR.CO JUNE 2013✔ 2000 users✘ high sharing
  • 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. LUXR.CO JUNE 2013{Challenge}State the assumptionas a hypothesis.we believe that ________________Template at end of deck
  • 63. LUXR.CO JUNE 2013Keep it small,keep it tasty.mmmm!
  • 64. LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...CustomerdevelopmentExperiments,MVPs &metricsSketches &prototypes
  • 65. LUXR.CO JUNE 2013This journey isnot easy.
  • 66. LUXR.CO JUNE 2013artistsinventorsscientistsstorytellers
  • 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. LUXR.CO JUNE 2013SimplicityCourageTrustProcessContinuous Improvement(from Lean Manufacturing and Extreme Programming)Lean Startup teams believe in...
  • 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. LUXR.CO JUNE 2013The right team willfind the way to theright product.
  • 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. LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation & growth.
  • 73. LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation & growth.WIN
  • 74. LUXR.CO JUNE 2013go be awesome.
  • 75. LUXR.CO JUNE 2013Geek out & learn more }
  • 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. 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. http://luxr.co @luxrco © 2013The Moleculepeopleproblem solutionhaveaddressesuseTeam name date/ /
  • 79. http://luxr.co @luxrco © 2013Assumptions1RiskiestAssumptionTestingnowLaterTeam name date/ /2 3Nextup
  • 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/ /