Designing with Lean UX : Rapid Product Design [UX Lisbon 2014]
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Designing with Lean UX : Rapid Product Design [UX Lisbon 2014]

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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...” ...

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 Lisbon 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.

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    Designing with Lean UX : Rapid Product Design [UX Lisbon 2014] Designing with Lean UX : Rapid Product Design [UX Lisbon 2014] Presentation Transcript

    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Design a product in 3 hours Designing with Lean UX UX Lisbon | Wednesday, June 04, 2014 Kate Rutter | @katerutter
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Hello! Principal, Intelleto.com Co-Founder, Luxr.co Sketchnoter, graphic recorder Entrepreneurship + UX @katerutter http://intelleto.com
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com @katerutter @luxrco #uxlx TWEET!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Around the room intros * name * role * your favorite superpower! Hello!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Letʼs get warmed up
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {5 min Activity} Users + problems + solution Sketch it out Who are the users? What problems do they have? What would be a proposed solution?
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Users + Problem + Solution map Working parents with with kids Task-a-doodle “the DNA of your idea” May 2014
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Users + Problem + Solution map a mobile app for delegating tasks Working parents with with kids need to know when something’s done Too much to do, not enough time need to share tasks on the go Task-a-doodle “the DNA of your idea” 3 min May 2014
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com A class on how to produce an awesome UI This is not... (how do you know itʼs awesome?) A session on making production wireframes or photoshop comps (how do you know these arenʼt a waste of valuable time?) A “perfect approach” or a rigid point of view on Great UX. (100s of participants have used these techniques to define their own unique Great UX.)
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com • Design = solving problems • Lean Startup concepts & mindset • Hands-on } make a product MVP • Lo-fi MVP -> validate -> build This is about making products. Focus • Simplify • Decide • Test Move forward.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com I am not an expert on your idea. You are. My goal is to help you identify one way you can innovate using lean practices... so you can experiment and learn first-hand if itʼs helpful. What to expect...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com We are going to be working really, really, really fast. What to expect...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com There is a purpose to this. I will push you to get something down rapidly. In 3 hours, you will have product concept you can validate. We are going to be working really, really, really fast. What to expect...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com You will be working solo and as 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!) What to expect...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 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. What to expect...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com “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 to experience...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com “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 to experience... FAIL
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com “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 to experience... waste
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com About the whole “Lean” thing
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Build. Measure. Learn Lean startup?
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com From The Lean Entrepreneur. B. Cooper & P. Vlaskovits.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Lean Startup Startup: a human institution designed to create new products or services under conditions of extreme uncertainty.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 2 Big Ideas Empathy. Design. Products! User Experience Build. Measure. Learn! Lean Startup
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 3 Key Concepts Build. Measure. Learn! Validated Learning Get out of the building! Customer DevelopmentAgile Development Collaborate. Release. Improve!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com The Agile Manifesto came about at a ski scrum in February 2001. The big idea... over over over over
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Steve Blank introduced “Customer Development” in...um...2006. The big idea...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.” + incremental releases make products customers want + reduce waste The big synthesis...
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com • Experiments • Validated learning • Reduce waste Lean Startup These change everything.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com risk timeDefine The old way Design Develop Release
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com risk timeDefine Design Develop Release a better old way
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com risk time A different way MAKE release MEASURE BUILD LEARN MEASURE BUILD
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com BUILD MEASURE LEARN More cycles in less time reduce the risk. faster!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Okay, fine. But how does this relate to User Experience
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com UX =• a mindset • focused on delivering value • inspires the right kinds of ideas • guides decisions
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com UX != UI * Your first project: Remove any reference to UX/UI from all of your work. Replace it with UX + UI. This directive holds for the duration of your UX career.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Features Users Uses Product Needs via @luxrco sketches, prototypes, wireframes pixels UI UX as a stack BUILD MEASURE LEARN Company Purpose Your vision & ideas
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Letʼs make stuff
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Rapid Sketching Star people! 7 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com You can draw a person in 4 simple steps.... sketch via @luxrco Star people
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Use simple shapes to put a person in a place. sketch via @luxrco Add context inside outside
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com People have faces and emotions. Expressions Matrix 3 mouths + 2 eyebrows = 9 emotions (so sneaky!) smile frown up brows neutral down brows start with this no brows add a mouth... add eyebrows... sketch via @luxrco; also see @austinkleon
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Picture your user as a human person. (Insert provisional personas here) Who is it for?
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Features Users Uses Product Needs UX Stack Company Purpose Your vision & ideas via @luxrco
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Who: Make a Persona
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Make a persona Portrait 5 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Make a persona Facts
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Write down... 3 min • Age • City where s/he lives • Family (married? kids? single? divorced?) • Job role • Annual income Be specific.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Make a persona Behaviors
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Brainstorm 10 behaviors 3 min • What do they do that indicates that they are a good customer for you? • How are they solving the problem now? • Behaviors are verbs.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com more important less important 2 min{Activity} Divide into 2 piles
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 2 min{Activity} Pass & Peer-write
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Break!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Make a persona Needs & Goals
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 3 min • What do they need to accomplish that will solve their problem? • Why do they do the behaviors? • How are they solving the problem now? {Activity} Brainstorm 10 needs & goals
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Divide into 2 piles more important less important .5 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Pass & Peer-write 1 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com * 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. {Activity} 3 Checks
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Persona Who is our user and what are their needs & goals? What you have now:
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com i <3 empathy.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Act on user needs by identifying value propositions. Whatʼs the value?
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Features Users Uses Product Needs UX Stack Company Purpose Your vision & ideas via @luxrco
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com An example from Foodspotting
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Envision 6 uses
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Sketch 6-up uses 7 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Work with your peer Pass your work 1-minute “quiet read” 30 seconds to Confirm clarity 1 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Dot-vote top picks Peers } dot 2 top uses 2 min Founders } dot 1 from within the 2
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Redraw the top pick 3 min Mary Task-a-doodle Know when someone in her family finishes a shared task. April 2013
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Features Users Uses Product Needs UX Stack Company Purpose Your vision & ideas via @luxrco
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Brainstorm 3 features 3 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Make a feature list .05 min 5-item to-do list Task sharer Status tracker April 2013
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Persona Who is our user and what are their needs & goals? What can a user do with our product? How will they do that? Mary Task-a- Know when someone in her family April 2013 Value prop What you have now: Limited features to support the use
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Uses make me frisky!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Measure what matters by tracking actionable metrics. How do you know itʼs working?
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Product (black box) Conversion Funnel Traffic Measuring what?
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Product (black box) Conversion Funnel Traffic Measuring what?
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Metrics checklist a good metric... a great metric... ...makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.” ...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user. vanity total number of registered users unhelpful sign-ups % of users who share a task 3+ times a day, per week awesomebetter % of users who sign in 3+ times a day, per week good % of new users per week
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Brainstorm 1 metric 2 min Note: When working, you can (and should) use the full Dump & Sort method for this.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com {Activity} Improve your metric!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 3. Is there an object basis? • “per user” [ ___/user] • “per user per week” (fancy!) • Examples: per user, per session, or by interaction or item (messages per file, emails per thread) * not required, but super-helpful • “per week” [ ___/wk ] • “per month” [ ___/mo] 2. Is there a time basis? • “number of...” [ # ] • “average number of...” [avg ] • “percent of...” [ % ] 1. Does the metric begin with a number? Metrics check 1 min
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com % of users who share a task 3+ times a day, per week April 2013 {Activity} Make a Dashboard
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Persona Who is our user and what are their needs & goals? What can a user do with our product? How will they do that? Mary Task-a- Know when someone in her family April 2013 Value prop What you have now: Limited features to support the use What does success look like? Actionable metric to measure progress
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com metrics. better than a bubbling brook.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Pull it all together. Tell the story.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Features Users Uses Product Needs UX Stack Company Purpose Your vision & ideas via @luxrco
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com This is [product name] . Meet... MVP The idea... * Minimum Viable Product 2 min MVC MVP Narrative
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Making the most of the team
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 2 min Your pair peer reads your story back to you. (Simply read the words on the page.) Story time.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 1 min Come up and share your story! Exciting prizes for 2 UX-entrepreneurs who volunteer! Pitch Practice
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Features Users Uses Product Needs UX Stack Company Purpose Your vision & ideas
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com 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) Patterns of work
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com This way of working is hard. But itʼs worth it.
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com • Validate! Do 3 customer development interviews (Within the next week, or even sooner if your audience is at UX Lisbon!) • Startup Weekends & hackathons Startupweekend.org • Founders Institute fi.co • OʼReilly Lean Books & Luxr Core Curriculum • Bootstrapping your idea • Crowdfunding, Peerfunding, Enterprise Incubators Resources & Next Steps
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Geek out & learn tons more
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com Kate Rutter @katerutter http://intelleto.com Thanks!
    • Designing with Lean UX | UX Lisbon 2014 | June 04, 2014 | @katerutter | intelleto.com HANDOUTS
    • UX LIsbon : Designing with Lean UX Workshop : June 04, 2014 http://luxr.co @luxrco © 2014 Handouts Design a product in 3 hours Designing with Lean UX
    • UX LIsbon : Designing with Lean UX Workshop : June 04, 2014 http://luxr.co @luxrco © 2014 • Experiments • Validated learning • Reduce waste Lean Startup Customer Development • make products customers want Agile Development • Iteration & incremental releases Lean Manufacturing • Reduce waste Startup: a human institution designed to create a new product or service under conditions of extreme uncertainty.
    • UX LIsbon : Designing with Lean UX Workshop : June 04, 2014 http://luxr.co @luxrco © 2014 Features Users Uses Product Needs Company Purpose sketches, prototypes, pixels UI BUILD MEASURE LEARN UX Stack + Lean Startup
    • UX LIsbon : Designing with Lean UX Workshop : June 04, 2014 http://luxr.co @luxrco © 2014 Use basic supplies: sharpies, stickynotes and white paper Dump & sort & 2x2 organizing Go wide, then decide Generate independently, discuss as a team. (3 people ideal) Work at the wall Quiet read (before discussion) Sketch (especially of people) Share info with Information radiators Timebox (speed kills the censor) Quick decisionmaking (dot vote, stack-rank) Techniques Checklist
    • The Molecule people problem solution have addresses use Product name date / /
    • Facts Needs & Goals Behaviors Persona date / /
    • With _________________ , _________________ can... Value Proposition 6-up Sketches date / /
    • With can... ! Value Proposition date / /
    • feature feature feature MVP Features date / / To deliver on that, we will build these features:
    • metric by Goal / / Notes Metrics Dashboard date / / To assess progress, we will measure these metrics: metric by Goal / / Notes metric by Goal / / Notes
    • UX LIsbon : Designing with Lean UX Workshop : June 04, 2014 http://luxr.co @luxrco © 2014 106 a great metric... ...makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.” a good metric... ...measures the usage of the product by a person. The usage should be specific to features that deliver value to the user. Making metrics actionable vanity good betterunhelpful total number of registered users % of users who share a task 3+ times a day, per week sign-ups awesome % of users who sign in 3+ times a day, per week % of new users per week Does the metric begin with a number? • “number of...” [ # ] • “average number of...” [avg ] • “percent of...” [ % ] Is there a time basis? Is it comparative? • “per week” [ ___/wk ] • “per month” [ ___/mo] Is there an object basis? * not required, but super-helpful • “per user” [ ___/user] • “per user per week” (fancy!) 1 Metrics Check 2 3
    • UX LIsbon : Designing with Lean UX Workshop : June 04, 2014 http://luxr.co @luxrco © 2014 Further Reading