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Design a Passion Productusing Lean Startup Methods* Make a Product in Three Hours           +UX London 2013 ConferenceApri...
5 min                       Hello!                       Whoʼs here?                       " " "                       30 ...
We coach startup entrepreneurs on     how to build products that people     need, want, and love to buy.LUXR.CO   APRIL 2013
LUXR.CO   APRIL 2013
TWEET!                           Kate Rutter                           www.luxr.co                         @katerutter    ...
Let’s get warmed upLUXR.CO   APRIL 2013
{5 min Activity}   Users + problems + solution                            Sketch it out                           Who are ...
Users + Problem + Solution map  “the DNA of your idea”                                                                 5 m...
This is not... A class on how to                                 (how do you know itʼs awesome?) produce an awesome UIA se...
This is about making products.     • UX Designers as founders     • Lean Startup concepts & mindset     • Hands-on } make ...
What to expect...               I am not an expert on your                business or product idea.                       ...
What to expect...          We are going to be working really,                  really, really fast.LUXR.CO   APRIL 2013
What to expect...          We are going to be working really,                  really, really fast.          There is a pu...
What to expect...           You will be working in peer pairs.                       Two brains are                       ...
What to expect...          You may not like the pace/process/            pressure/perspective, etc. etc.                  ...
About the whole  LEAN thing
2 Big Ideas                          n St artup               xper ience                       Lea               U ser E  ...
Eric Ries wrote                            a blog post on                            Sept 8, 2008                         ...
Build.                       Measure.                        Learn   These change everything...   • Experiments   •!Valida...
Empathy.                                                Design.                                               Products!   ...
UX Stack                                BUILD                                                                             ...
Let’s make stuff!LUXR.CO   APRIL 2013
{Activity}                                         7 min                       Rapid Sketching                       Cloth...
Who is it for?               Picture your user as a human person.                       (Insert provisional personas here)...
UX Stack                                             Users                                                             1. ...
Who: Make a PersonaLUXR.CO   APRIL 2013
{Activity}   5 min                       Make a persona                          PortraitLUXR.CO   APRIL 2013
{Activity}                       Make a persona                           FactsLUXR.CO   APRIL 2013
{Activity}                                                5 min                       Write down...                       ...
{Activity}                       Make a persona                         BehaviorsLUXR.CO   APRIL 2013
{Activity}         5 min          Brainstorm 10 behaviors                            • What do they do that               ...
{Activity}                                                 2 min                   Divide into 2 piles:                  l...
{Activity}                                         2 min                       Pass & peer writeLUXR.CO   APRIL 2013
{Activity}                       Make a persona                       Needs & GoalsLUXR.CO   APRIL 2013
{Activity}         5 min   Brainstorm 10 needs/goals                           • What do they need to                     ...
{Activity}                                                 2 min                   Divide into 2 piles:                  l...
{Activity}                                         2 min                       Pass & peer writeLUXR.CO   APRIL 2013
{check}                             3 checks          * Could enough people like this exist?            (And can you find t...
Break!LUXR.CO   APRIL 2013
What’s the value?                       Act on user needs by identifying                            value propositions.LUX...
UX Stack                                             Users                                                             1. ...
An example from FoodspottingLUXR.CO   APRIL 2013
What: Envision 6 usesLUXR.CO   APRIL 2013
{Activity}   10 min                       Sketch 6-up UsesLUXR.CO   APRIL 2013
{Activity}         5 min             Work with your peer                           Pass your work                        2...
{Activity}         5 min                  Dot-vote top picks                  Peers use 3 dots } pick top uses            ...
{Activity}                    3 min              Redraw the top pick                               April 2013             ...
UX Stack                                             Users                                                             1. ...
{Activity}   3 min            Brainstorm 6 featuresLUXR.CO   APRIL 2013
{Activity}                                                  1 min                   Divide into 2 piles:               bui...
{Activity}                                                          1 min                  Make a feature list.           ...
How do you know             it’s working?                  Measure what matters by tracking                       actionab...
Measuring what?                         Traffic                         Conversion                          Funnel         ...
Measuring what?                         Traffic                         Conversion                          Funnel         ...
Metrics checklist   a good metric...                                 a great metric...   ...measures the usage of your    ...
{Activity}   3 min          Brainstorm 5 measures              (from features)LUXR.CO   APRIL 2013
{Activity}                                                        1 min                   Divide into 2 piles:            ...
{Activity}                                    1 min                       Pick 3.LUXR.CO   APRIL 2013
{Activity}          Pair-check your metricsLUXR.CO   APRIL 2013
Metrics checklist                                              • “number of...” [ # ] 1. Does the metric                  ...
Metrics checklist   a good metric...                                 a great metric...   ...measures the usage of your    ...
{Activity}                                                   5 min                                                   each ...
{Activity}                       Make a dashboard                                                       April 2013        ...
Tell the story                         Pull it all togetherLUXR.CO   APRIL 2013
UX Stack                                BUILD                                                                             ...
Making the most of the teamLUXR.CO   APRIL 2013
MVP* Narrative             This is [product name] .                            The idea...                5 min           ...
2 min                       Story time!                        Your pair peer reads                       your story back ...
1 min                       Pitch Practice                        Come up and share                           your story! ...
UX Stack                                             Users                                                             1. ...
Patterns of work      1. Sketch         (especially of people)      2. Timebox!         (speed kills the censor and keeps ...
Resources & Next Steps     • Validate! Do 3 customer development interviews          (Within the next week, or even sooner...
Geek out & learn tons moreLUXR.CO   APRIL 2013
LUXr makes products that coach early-                              stage entrepreneurs on effective practices             ...
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Design a passion project in three hours using Lean Start-up methods

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Inside you there is a secret product idea...some problem you are just itching to solve. Yet it falls prey to that deadly statement: “Someday, when I have more time...”

In this action-packed 180 minutes, UX London participants got their ideas out and into the world. Using Lean Startup principles and these fun and rapid methods, they created a coherent, lo-fi product concept and got peer feedback on it. From identifying the problem it solves for people and understanding the role it plays in customers’ lives to identifying a key metric to indicate traction, they explored the idea in full. They wrapped up with practical, actionable (and simple!) next steps to propel the ideas forward.

Published in: Design, Technology, Business

Transcript of "Design a passion project in three hours using Lean Start-up methods"

  1. 1. Design a Passion Productusing Lean Startup Methods* Make a Product in Three Hours +UX London 2013 ConferenceApril 10, 2013Kate Rutter, Co-Founder, LUXr #uxlondon #passionproduct
  2. 2. 5 min Hello! Whoʼs here? " " " 30 second intros @ tables * name * role * your favorite superpower!LUXR.CO APRIL 2013
  3. 3. We coach startup entrepreneurs on how to build products that people need, want, and love to buy.LUXR.CO APRIL 2013
  4. 4. LUXR.CO APRIL 2013
  5. 5. TWEET! Kate Rutter www.luxr.co @katerutter @luxrco #uxlondon #passionproductLUXR.CO APRIL 2013
  6. 6. Let’s get warmed upLUXR.CO APRIL 2013
  7. 7. {5 min Activity} Users + problems + solution Sketch it out Who are the users? What problems do they have? What would be a proposed solution?LUXR.CO APRIL 2013
  8. 8. Users + Problem + Solution map “the DNA of your idea” 5 min April 2013 Task-a-doodle business professionals Working parents with with kids need to share tasks on the go a mobile app for Too much to do, not enough time delegating tasks need to know when something’s doneLUXR.CO APRIL 2013
  9. 9. This is not... A class on how to (how do you know itʼs awesome?) produce an awesome UIA session on making (how do you know these arenʼtproduction wireframes or a waste of valuable time?)photoshop comps A “perfect approach” or (100s of entrepreneurs have used these techniques to define a rigid point of view on their own unique Great UX.) Great UX.LUXR.CO APRIL 2013
  10. 10. This is about making products. • UX Designers as founders • Lean Startup concepts & mindset • Hands-on } make a product MVP • Learning through personal expression Focus • Simplify • Decide • Test Move forward.LUXR.CO APRIL 2013
  11. 11. What to expect... I am not an expert on your business or product idea. You are. My goal is to help get your ideas out...fast and simply... so you can validate them and move them forward.LUXR.CO APRIL 2013
  12. 12. What to expect... We are going to be working really, really, really fast.LUXR.CO APRIL 2013
  13. 13. What to expect... We are going to be working really, really, really fast. There is a purpose to this. I will push you to get something down rapidly. In 3 hours, you will have a concept MVP that you can commit to and take to the next step.LUXR.CO APRIL 2013
  14. 14. What to expect... You will be working in peer pairs. Two brains are better than one. And weʼll keep talking to a minimum. (There is a break where we can get all social!)LUXR.CO APRIL 2013
  15. 15. What to expect... You may not like the pace/process/ pressure/perspective, etc. etc. That is okay. All I ask is that you keep an open mind and try it.LUXR.CO APRIL 2013
  16. 16. About the whole LEAN thing
  17. 17. 2 Big Ideas n St artup xper ience Lea U ser E Build. Empathy. Measure. Design. Learn! Products!LUXR.CO APRIL 2013
  18. 18. Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.” The big idea... + + make products reduce incremental customers want releases wasteLUXR.CO APRIL 2013
  19. 19. Build. Measure. Learn These change everything... • Experiments •!Validated learning •!Reduce wasteLUXR.CO APRIL 2013
  20. 20. Empathy. Design. Products! The big idea... product UI UX via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cerealLUXR.CO APRIL 2013
  21. 21. UX Stack BUILD MEASURE LEARN Users 1. I need... why what Needs 2. I want... 3. My goal is... how Your vision & ideas go here Mary can... Uses Sketches, Features prototypes, wireframes, This Week pixels Interfaces & flows Prototypes User storiesLUXR.CO APRIL 2013
  22. 22. Let’s make stuff!LUXR.CO APRIL 2013
  23. 23. {Activity} 7 min Rapid Sketching Clothespin Man!LUXR.CO APRIL 2013
  24. 24. Who is it for? Picture your user as a human person. (Insert provisional personas here)LUXR.CO APRIL 2013
  25. 25. UX Stack Users 1. I need... why what Needs 2. I want... 3. My goal is... how Your vision & ideas go here Mary can... Uses Sketches, Features prototypes, wireframes, This Week pixels Interfaces & flows Prototypes User storiesLUXR.CO APRIL 2013
  26. 26. Who: Make a PersonaLUXR.CO APRIL 2013
  27. 27. {Activity} 5 min Make a persona PortraitLUXR.CO APRIL 2013
  28. 28. {Activity} Make a persona FactsLUXR.CO APRIL 2013
  29. 29. {Activity} 5 min Write down... • Age • City where s/he lives • Family (married? kids? single? divorced?) • Job role • Annual income Be specific.LUXR.CO APRIL 2013
  30. 30. {Activity} Make a persona BehaviorsLUXR.CO APRIL 2013
  31. 31. {Activity} 5 min Brainstorm 10 behaviors • What do they do that indicates that they are a good customer for you? • How are they solving the problem now? • Behaviors are verbs.LUXR.CO APRIL 2013
  32. 32. {Activity} 2 min Divide into 2 piles: less more important importantLUXR.CO APRIL 2013
  33. 33. {Activity} 2 min Pass & peer writeLUXR.CO APRIL 2013
  34. 34. {Activity} Make a persona Needs & GoalsLUXR.CO APRIL 2013
  35. 35. {Activity} 5 min Brainstorm 10 needs/goals • What do they need to accomplish that will solve their problem? • What do they need to do to feel heroic? • Why do they do the behaviors?LUXR.CO APRIL 2013
  36. 36. {Activity} 2 min Divide into 2 piles: less more important importantLUXR.CO APRIL 2013
  37. 37. {Activity} 2 min Pass & peer writeLUXR.CO APRIL 2013
  38. 38. {check} 3 checks * Could enough people like this exist? (And can you find them to talk to them?) If no, make adjustments. * Is this a specific person you know? If yes, make adjustments. * Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.LUXR.CO APRIL 2013
  39. 39. Break!LUXR.CO APRIL 2013
  40. 40. What’s the value? Act on user needs by identifying value propositions.LUXR.CO APRIL 2013
  41. 41. UX Stack Users 1. I need... why what Needs 2. I want... 3. My goal is... how Your vision & ideas go here Mary can... Uses Sketches, Features prototypes, wireframes, This Week pixels Interfaces & flows Prototypes User storiesLUXR.CO APRIL 2013
  42. 42. An example from FoodspottingLUXR.CO APRIL 2013
  43. 43. What: Envision 6 usesLUXR.CO APRIL 2013
  44. 44. {Activity} 10 min Sketch 6-up UsesLUXR.CO APRIL 2013
  45. 45. {Activity} 5 min Work with your peer Pass your work 2-minute “quiet read” Focus on understanding Confirm clarityLUXR.CO APRIL 2013
  46. 46. {Activity} 5 min Dot-vote top picks Peers use 3 dots } pick top uses Founders use 1 dot } pick top useLUXR.CO APRIL 2013
  47. 47. {Activity} 3 min Redraw the top pick April 2013 Task-a-doodle Mary Know when someone in her family finishes a shared task.LUXR.CO APRIL 2013
  48. 48. UX Stack Users 1. I need... why what Needs 2. I want... 3. My goal is... how Your vision & ideas go here Mary can... Uses Sketches, Features prototypes, wireframes, This Week pixels Interfaces & flows Prototypes User storiesLUXR.CO APRIL 2013
  49. 49. {Activity} 3 min Brainstorm 6 featuresLUXR.CO APRIL 2013
  50. 50. {Activity} 1 min Divide into 2 piles: build later build nowLUXR.CO APRIL 2013
  51. 51. {Activity} 1 min Make a feature list. April 2013 5-item Task Status to-do sharer tracker listLUXR.CO APRIL 2013
  52. 52. How do you know it’s working? Measure what matters by tracking actionable metrics.LUXR.CO APRIL 2013
  53. 53. Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO APRIL 2013
  54. 54. Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO APRIL 2013
  55. 55. Metrics checklist a good metric... a great metric... ...measures the usage of your ...makes you look at all the product by a person. The usage other metrics and say “none of should be specific to features that those other numbers matter if deliver value to your user. we donʼt get this right first.” unhelpful vanity good better awesome % of users % of users % of new total number who sign in who share a users per sign-ups of registered 3+ times a task 3+ week users day, times a day, per week per weekLUXR.CO APRIL 2013
  56. 56. {Activity} 3 min Brainstorm 5 measures (from features)LUXR.CO APRIL 2013
  57. 57. {Activity} 1 min Divide into 2 piles: less more telling tellingLUXR.CO APRIL 2013
  58. 58. {Activity} 1 min Pick 3.LUXR.CO APRIL 2013
  59. 59. {Activity} Pair-check your metricsLUXR.CO APRIL 2013
  60. 60. Metrics checklist • “number of...” [ # ] 1. Does the metric • “average number of...” [avg ] begin with a number? • “percent of...” [ % ] • “per week” [ ___/wk ] 2. Is there a time basis? • “per month” [ ___/mo] • “per user” [ ___/user] 3. Is there an object • “per user per week” (fancy!) basis? • Examples: per user, per session, or by interaction or item * not required, but super-helpful (messages per file, emails per thread)LUXR.CO APRIL 2013
  61. 61. Metrics checklist a good metric... a great metric... ...measures the usage of your ...makes you look at all the product by a person. The usage other metrics and say “none of should be specific to features that those other numbers matter if deliver value to your user. we donʼt get this right first.” unhelpful vanity good better awesome % of users % of users % of new total number who sign in who share a users per sign-ups of registered 3+ times a task 3+ week users day, times a day, per week per weekLUXR.CO APRIL 2013
  62. 62. {Activity} 5 min each Pair-check your metrics *You* are the person responsible for getting your peer to awesome!LUXR.CO APRIL 2013
  63. 63. {Activity} Make a dashboard April 2013 % of users Avg number Avg # of who share a of logins per tasks task 3+ person per completed times a day, week. per person per week per month.LUXR.CO APRIL 2013
  64. 64. Tell the story Pull it all togetherLUXR.CO APRIL 2013
  65. 65. UX Stack BUILD MEASURE LEARN Users 1. I need... why what Needs 2. I want... 3. My goal is... how Your vision & ideas go here Mary can... Uses Sketches, Features prototypes, wireframes, pixels Interfaces & flows This Week Prototypes User storiesLUXR.CO APRIL 2013
  66. 66. Making the most of the teamLUXR.CO APRIL 2013
  67. 67. MVP* Narrative This is [product name] . The idea... 5 min Meet... M V C M V P * Minimum Viable ProductLUXR.CO APRIL 2013
  68. 68. 2 min Story time! Your pair peer reads your story back to you. (Simply read the words on the page.)LUXR.CO APRIL 2013
  69. 69. 1 min Pitch Practice Come up and share your story! Exciting prizes for the 3 entrepreneurs who volunteer!LUXR.CO APRIL 2013
  70. 70. UX Stack Users 1. I need... why what Needs 2. I want... 3. My goal is... how Your vision & ideas go here Mary can... Uses Sketches, Features prototypes, wireframes, This Week pixels Interfaces & flows Prototypes User storiesLUXR.CO APRIL 2013
  71. 71. Patterns of work 1. Sketch (especially of people) 2. Timebox! (speed kills the censor and keeps you moving) 3. Generate independently, discuss as a team (3 people ideal) 4. Dump & Sort (one item per Post-It, use Sharpie) 5. 2x2 organizing framework (help decision-making when lots of items) 6. Work at the wall 7. Quick decision-making techniques (dot-vote, roman vote, stack rank)LUXR.CO APRIL 2013
  72. 72. Resources & Next Steps • Validate! Do 3 customer development interviews (Within the next week, or even sooner if your audience is at UX London!) • Startup Weekends & hackathons Startupweekend.org • Founders Institute fi.co • Bootstrapping your idea • Crowdfunding, Peerfunding, Enterprise Incubators • LUXr Core Curriculum (come see me for discount codes!)LUXR.CO APRIL 2013
  73. 73. Geek out & learn tons moreLUXR.CO APRIL 2013
  74. 74. LUXr makes products that coach early- stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy. LUXr.co 3435 Cesar Chavez, San Francisco, CA • 94110 The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101 info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrIncLUXR.CO APRIL 2013
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