Realify your Secret Idea with Lean Startup Methods
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Realify your Secret Idea with Lean Startup Methods

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Admit it. Inside you there is a secret product idea. Yet it falls prey to that deadly statement: “Someday, when I have more time…” ...

Admit it. Inside you there is a secret product idea. Yet it falls prey to that deadly statement: “Someday, when I have more time…”

In an action-packed 180 minutes, you’ll “realify” it: get that idea out and into the world. This session is about skill-building through personal expression; a structured and engaging way to get hands-on with design methods from the Lean UX / Lean Startup world and explore an idea that is personally meaningful.

These techniques are directly and immediately applicable to UX design in the enterprise, startups and mid-sized companies.

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  • 1. Realify Your Secret Ideawith Lean Startup Methods* Make a Product in Three Hours +IA Summit Pre- ConferenceApril 3, 2013Kate Rutter, Co-Founder, LUXrAssociation for Information Science and Technology1320 Fenwick Lane, Suite 510, Silver Spring, Maryland 20910, USATel. 301-495-0900 / Fax: 301-495-0810 / E-mail: asis@asis.org #realify #ias13
  • 2. Hello! Whoʼs here? " " " 1 min intros " " " - name " " " - role " " " - superpowerLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 3. We coach startup entrepreneurs on how to build products that people need, want, and love to buy.LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 4. TWEET! Kate Rutter www.luxr.co @katerutter @luxrco #realify #ias13LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 5. 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 • IA SUMMIT 2013
  • 6. This is about making products. • UX Designers as founders • Lean Startup concepts & mindset • Product UX - emerging practices • Hands-on } make a product MVP • Learning through personal expression Focus! Simplify! Decide! Test! Move forward!LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 7. Let’s get warmed upLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 8. {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 • IA SUMMIT 2013
  • 9. Users + Problem + Solution map “the DNA of your idea” 5 min Idea name: Task-a-doodle . business professionals Users people with families need to share tasks on the go problems solution Too much to do, not enough time a mobile app for delegating tasks need to know when something is doneLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 10. The talky part
  • 11. 2 Big Ideas n St artup xper ience Lea U ser E Build. Empathy. Measure. Design. Learn! Products!LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 12. 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 • IA SUMMIT 2013
  • 13. Build. Measure. Learn The big idea... • Experiments •!Validated learning •!Reduce wasteLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 14. 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 • IA SUMMIT 2013
  • 15. 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 • IA SUMMIT 2013
  • 16. Let’s make stuff!LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 17. Who is it for? Picture your user as a human person. (Insert personas here)LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 18. {Activity} Rapid Sketching Clothespin Man!LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 19. 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 • IA SUMMIT 2013
  • 20. Who: Make a PersonaLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 21. {Activity} 5 min Make a persona PortraitLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 22. {Activity} Make a persona FactsLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 23. {Activity} 3 min Brainstorm 10 factsLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 24. {Activity} 1 min Divide into 2 piles: less more important importantLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 25. {Activity} 1 min Write ‘em down.LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 26. {Activity} Make a persona BehaviorsLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 27. {Activity} Make a persona Needs & GoalsLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 28. {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 • IA SUMMIT 2013
  • 29. {check} Where is the biggest risk? Which 3 assumptions about your customers pose the biggest risk to the success of your idea? Hint: validate these first.LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 30. Where’s the value? Act on user needs by identifying value propositions.LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 31. 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 • IA SUMMIT 2013
  • 32. An exampleLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 33. What: Envision 6 usesLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 34. {Activity} 10 min Sketch 6-up Uses __ can... ____, ______ with ______LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 35. Making the most of the pair with __________, ________ can... with __________, ________ can...LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 36. {Activity} 10 min Work at the wall Post your work 2-minute “quiet read” Focus on understanding Confirm clarityLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 37. {Activity} 1 min Dot-vote top picks 3 dots } pick top useLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 38. {Activity} 5 min Redraw the top pickLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 39. Break!LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 40. 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 • IA SUMMIT 2013
  • 41. {Activity} 2 min Brainstorm 6 featuresLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 42. {Activity} 1 min Divide into 2 piles: harder easierLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 43. {Activity} 1 min Pick 3. 5-item Task Status to-do sharer tracker listLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 44. How do you know it’s working? Measure what matters by tracking actionable metrics.LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 45. Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 46. Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 47. {Activity} 5 min Brainstorm 5 measures (from features)LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 48. {Activity} 1 min Divide into 2 piles: less more telling tellingLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 49. {Activity} 1 min Pick 3.LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 50. {Activity} Pair-check your metricsLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 51. 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 • IA SUMMIT 2013
  • 52. 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 • IA SUMMIT 2013
  • 53. {Activity} Make a dashboard % of users Avg days for Avg # of who share a tasks to be connections task 3+ completed, per user, per times a day, per month week per weekLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 54. Tell the story Pull it all togetherLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 55. 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, pixels Interfaces & flows This Week Prototypes User storiesLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 56. 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 • IA SUMMIT 2013
  • 57. MVP* Narrative This is [product name] . The idea... 5 min Meet... M V P * Minimum Viable ProductLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 58. Story time! Your pair peer reads your story. (Simply read the words on the page.)LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 59. 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 • IA SUMMIT 2013
  • 60. Patterns of work 1. Generate independently, discuss as a team (3 people ideal) 2. Dump & Sort (one item per Post-It, use Sharpie) 3. Sketch (especially of people) 4. Work at the wall 5. Timebox! (speed kills the censor and keeps you moving) 6. 2x2 organizing framework (help decision-making when lots of items) 7. Quick decision-making techniques (dot-vote, roman vote, stack rank)LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 61. Resources & Next Steps • Customer Development interviews (3 in the next week. Sooner if your audience is at the Summit) • LUXr Core Curriculum • Bootstrapping • Startup Weekends & hackathons Startupweekend.org • Founders Institute fi.co • Crowdfunding, Peerfunding, Enterprise IncubatorsLUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 62. Go be awesome.LUXR.CO APRIL 2013 • IA SUMMIT 2013
  • 63. 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 • IA SUMMIT 2013