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Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]
 

Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Product design starts with framing an idea that will be valuable for real people in the real world. In this 120 minute workshop, Tradecraft members practiced rapid techniques to envision a product ...

Product design starts with framing an idea that will be valuable for real people in the real world. In this 120 minute workshop, Tradecraft members practiced rapid techniques to envision a product concept that is driven by user needs. Using Lean Startup principles and these fun and rapid methods, they created a coherent, lo-fi product concept, including identifying the problem it solves for people and understanding the role it plays in customers’ lives. By 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. * This deck includes downloadable templates.

These methods were developed at Luxr. Learn more about Tradecraft at http://tradecrafted.com. Learn more about Luxr at http://luxr.co/.

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Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014] Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014] Presentation Transcript

  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 May 1, 2014 Kate Rutter, UX @ Tradecraft * Design a Product in Two Hours Rapid Product Design Using Lean UX Methods Content & activities developed by Luxr http://luxr.co @luxrco
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 @katerutter @luxrco TWEET!
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Let’s get warmed up
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {5 min Activity} Users + problems + solution Sketch it out Who are the users? What problems do they have? What would be a proposed solution?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Users + Problem + Solution map “the DNA of your idea”
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Users + Problem + Solution map a mobile app for delegating tasks business professionals 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
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 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 entrepreneurs have used these techniques to define their own unique Great UX.)
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 • 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.
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 I am not the expert on your idea. You are. My goal is to help get your ideas out...fast and simply... so you can validate them and move them forward. What to expect...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 We are going to be working really, really, really fast. What to expect...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 There is a purpose to this. I will push you to get something down rapidly. In 2 hours, you will have a purpose-focused MVP concept to take to the next step. We are going to be working really, really, really fast. What to expect...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 You will be working solo. These techniques are very powerful in teams. Weʼll keep talking to a minimum. (Happy to talk more after the workshop.) What to expect...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 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...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 “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...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 “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
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 About the whole LEAN thing
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 2 Big Ideas Empathy. Design. Products! User Experience Build. Measure. Learn! Lean Startup
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.” + incremental releases make products customers want + reduce waste The big idea...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Steve Blank introduced “Customer Development” in...um...2006. The big idea...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Build. Measure. Learn • Experiments •!Validated learning •!Reduce waste These change everything...
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 risk timeDefine The old way Design Develop Release
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 risk timeDefine A better way Design Develop Release
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 risk time A very different way
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Your vision & ideas go here why what how Product Interfaces & flows Prototypes User stories This Week UX Stack BUILD MEASURE LEARN
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Let’s make stuff!
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Rapid Sketching Star people! 7 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 You can draw a person in 4 simple steps.... sketch via @luxrco Star people
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Use simple shapes to put a person in a place. sketch via @luxrco Add context inside outside
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 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
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Picture your user as a human person. (Insert provisional personas here) Who is it for?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Your vision & ideas go here why what how Product Interfaces & flows Prototypes User stories This Week UX Stack
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Who: Make a Persona
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Make a persona Portrait 5 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Make a persona Facts
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Write down... 5 min • Age • City where s/he lives • Family (married? kids? single? divorced?) • Job role • Annual income Be specific.
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Make a persona Behaviors
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {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.
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Divide into 2 piles: more important less important 2 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Write ‘em down. 2 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Make a persona Needs & Goals
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Brainstorm 10 needs/goals 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?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Divide into 2 piles: more important less important 2 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Write ‘em down. 2 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 * 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. {check} 3 checks
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Act on user needs by identifying value propositions. What’s the value?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Your vision & ideas go here why what how Product Interfaces & flows Prototypes User stories This Week UX Stack
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 An example from Foodspotting
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 What: Envision 6 uses
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Sketch 6-up Uses 10 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Redraw the top pick 3 min Mary Task-a-doodle Know when someone in her family finishes a shared task. April 2013
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Your vision & ideas go here why what how Product Interfaces & flows Prototypes User stories This Week UX Stack
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Brainstorm a feature .5 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 5-item to-do list {Activity} Make a feature list. April 2013 .0001 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Measure what matters by tracking actionable metrics. How do you know it’s working?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Product (black box) Conversion Funnel Traffic Measuring what?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Product (black box) Conversion Funnel Traffic Measuring what?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 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
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Brainstorm 1 measure 3 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Pair-check your metric
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Metrics checklist 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?
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 {Activity} Pair-check your metrics *You* are the person responsible for getting your peer to awesome! 3 min each
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 % of users who share a task 3+ times a day, per week {Activity} Make a dashboard April 2013 Avg # of tasks completed per person per month. % of delegated tasks completed per group per month
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Pull it all together Tell the story
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Your vision & ideas go here why what how Product Interfaces & flows Prototypes User stories This Week UX Stack
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Your vision & ideas go here why what how Product Interfaces & flows Prototypes User stories This Week UX Stack
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 This is [product name] . Meet... MVP* Narrative MVP The idea... * Minimum Viable Product 5 min MVC
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Making the most of the team
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Pitch Practice Come up and share your story! Exciting prizes for the 3 entrepreneurs who volunteer! 1 min
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, prototypes, wireframes, pixels Your vision & ideas go here why what how Product Interfaces & flows Prototypes User stories This Week UX Stack
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 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)
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 What’s next? Validate! Do 3 customer interviews in the next week. Do not mention your product.
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Geek out & learn tons more
  • FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014 Kate Rutter @katerutter http://intelleto.com Content developed at Luxr: http://luxr.co @luxrco
  • !""#$%%&'()*+, -&'()+, ./0123 people problem solution have addresses use the Molecule 45"6
  • !""#$%%&'()*+, -&'()+, ./0123 Persona 75+"8 96648/:/;,5&8 <6!5=>,)8 45"6
  • !""#$%%&'()*+, -&'()+, ./0123 Value proposition 6-up ?>"!/@@@@@@@@@@@@@@@@@@A/@@@@@@@@@@@@@@@@@/+5B*** 45"6
  • !""#$%%&'()*+, -&'()+, ./0123 Value proposition ?>"!/ +5B*** A 45"6
  • !""#$%%&'()*+, -&'()+, ./0123 MVP Features C,/46&>=6)/,B/"!5"A/D6/D>&&/E'>&4/"!686/F65"')68$ F65"')6 F65"')6 F65"')6 45"6
  • !""#$%%&'()*+, -&'()+, ./0123 G6")>+ Metrics dashboard G6")>+ G6")>+ by Goal Notes / / / / / / C,/588688/#),H)688A/D6/D>&&/G658')6/"!686/G6")>+8$ 45"6