Failing Fast & Learning Along the Way - Big Design 2013

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Mantras of startups: "fail fast", "move fast and break things", "keep shipping" - these are all great slogans, but unknown to many - these are really all about learning. It's about getting things in front of your customers early, and often. Watching - and learning. Finding what ideas were not quite as brilliant as you once thought - and finding this out as fast and cheap as possible.

How are modern product teams making this happen? Where does User Experience and customer research fit in this model? Taking from Agile, Lean, and User Centered Design - this talk will go over the build-measure-learn process, and how you can start to shape your organization to move fast, without leaving your customers behind.

This talk was given at Big Design 2013 #bigd13

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Failing Fast & Learning Along the Way - Big Design 2013

  1. FAILing FAST & learning along the way @jeremyjohnson
  2. @jeremyjohnson #bigd13 #leanux www.jeremyjohnsononline.com
  3. http://wordsbrand.com/t-shirts/designer-tshirt-t-shirts/
  4. marketing / product / Development
  5. http://sonspring.com/journal/sass-for-designers
  6. un peu UX 101
  7. UX 101 we make things for
  8. UX 101 we make things for http://500px.com/jeremyjohnson/sets/buenos_aires_2012
  9. UX 101 We work in ecosystems http://500px.com/jeremyjohnson/sets/london_2012
  10. UX 101 we think visually
  11. UX 101 We learn through observation http://500px.com/jeremyjohnson/sets/london_2012
  12. UX 101 we’re curious http://500px.com/jeremyjohnson/sets/london_2012
  13. UX 101
  14. User-centered design 1970s http://en.wikipedia.org/wiki/User-centered_design
  15. User-centered design can be characterized as a multi-stage problem solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regard to user behavior in real world tests with actual users. Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what each user's learning curve may look like. http://en.wikipedia.org/wiki/User-centered_design
  16. Interviews Usability testing contextual inquiries Surveys Focus groups
  17. LEARNING with customers
  18. “Agile methods like Scrum and XP both rely on a close and collaborative relationship and continual interaction with the customer – the people who are paying for the software and who are going to use the system.” 2001 http://swreflections.blogspot.com/2012/02/agiles-customer-problem.html
  19. LEARNING with customers
  20. How many people are able to learn by proxy (persona, market research, etc...)?
  21. How many people are able to learn by watching your customer (analytics, pathing, heatmaps, etc...) ? http://crave.cnet.co.uk/televisions/apple-tv-hint-pops-up-in-mountain-lion-trademark-filing-50008629/
  22. How many people are able to get in the same room with your (end) customer? http://tomboystyle.blogspot.com/2012/09/icon-pat-english.html
  23. How many people are able to visit their customers in their natural habitat? http://blog.beatthebrochure.com/the-12-best-safaris-in-the-world/5597/lion-safari
  24. LEARNING with customers
  25. LEARNING with customers
  26. what’s the least amount of time and money you can spend to learn something.
  27. “I dropped over $40k when I could have spent $100” http://boondainc.wordpress.com/2013/04/18/i-dropped-over-40-grand-when-i-could-have-spent-100/
  28. Moving to lean...
  29. startup Where the core component...
  30. ...of Lean Startup methodology is the build-measure-learn feedback loop.
  31. build-measure-learn
  32. Spec-measure-learn
  33. How long does it take to build?
  34. hackDAY
  35. On May 22 this year 300 hackers converged in New York at TechCrunch Disrupt for a day and half long hack day before the conference itself started. At least one of the projects created at the hack day has now become an actual business, and has raised an angel round of funding from top tier investors. http://techcrunch.com/2010/08/25/groupme-born-at-techcrunch-disrupt-secures-funding-and-launches/
  36. http://instagram.com/p/fYeA73hC_R/
  37. LEARNING with customers while shipping
  38. mvp (keep it simple) value customer feedback experiment via iterative prototyping shipping / launching often
  39. we like simple mvp (keep it simple) experiment via iterative prototyping UX value customer feedback User centered Design - that’s us! we build prototypes shipping / launching often We’re want to launch!
  40. User-centered design (Lean UX) for designers Agile for Developers Lean for Product owners/teams
  41. But We’re not a startup...
  42. http://www.qcsupply.com/new-buffalo-22-meat-grinder-bolt-down.html
  43. http://www.amazon.com/Inspired-Create-Products-Customers-Love/dp/0981690408/ref=sr_1_1?ie=UTF8&qid=1366723622&sr=8-1&keywords=inspired+creating+products+customers+love
  44. core product team product owner developers ux designer
  45. product owner “mini-ceo”
  46. product owner “mini-ceo” shareholders
  47. get more signups increase conversion increase usage reduce bounce
  48. Evaluate Prototype (Build) (Learn) Test Keep/Kill (Measure)
  49. https://twitter.com/LeanMammoth/statuses/388700938653159424
  50. Large Organizations don’t have to be slow!
  51. build-measure-learn
  52. Break two habits
  53. good at designing things
  54. good at designing things = good at determining what are the right things to build
  55. sometimes... We should... Make sure the customer can use the feature Make sure the feature has value for the customer and design it accordingly and prioritize it accordingly
  56. Human needs http://thereboot.org/blog/2012/02/19/design-research-what-is-it-and-why-do-it/
  57. http://window874.com/2012/05/09/design-research-through-practice/
  58. http://rpveal.wordpress.com/course-modules/design-research-2/
  59. http://www.mindtheproduct.com/2012/08/how-user-research-can-help-prioritise-product-requirements/
  60. Can we learn faster?
  61. Some amount of thinking around a project
  62. a. B. Build MVP Launch Learn Iterate (repeat) Find customers perform research synthesize discoveries Build out prototype Test with customer
  63. http://siliconangle.com/blog/2013/05/13/has-instagram-become-too-risque/
  64. Systrom, Intuit founder Scott Cook, and Lean Startup author Eric Ries talked about the changes that have swept through product development in both big and small organizations. Many companies have moved from what's called "waterfall development" -- a method that relies on large engineering executing a carefully mapped-out plan -- to "lean" development, where creators move quickly to push out products and revise them on the fly. "We thought about what we could do to iterate more quickly," Systrom said of Burbn's pivot. "People loved posting pictures on Burbn" -- so that's where they took the venture, jettisoning other planned features. Burbn now lives on only as an abandoned Twitter feed. http://money.cnn.com/2011/09/13/technology/startups/instagram_burbn/
  65. LEARNING with customers while shipping
  66. http://www.slideshare.net/willevans/design-ethnography-for-lean-teams-23238659
  67. https://www.google.com/search?q=the+homer+car&aq=f&oq=the+homer+car&aqs=chrome.0.57j0l3j62j64.3274j0&sourceid=chrome&ie=UTF-8
  68. http://www.youtube.com/watch?v=CpPuYGPcvD4
  69. a. B. Build MVP Launch Learn Iterate (repeat) Find customers perform research synthesize discoveries Build out prototype Test with customer
  70. IN A G A mvp (keep it simple) experiment via iterative prototyping UX value customer feedback shipping / launching often
  71. Moving quickly
  72. http://www.adverblog.com/2011/12/04/the-meme-ification-of-art-directors/
  73. https://medium.com/design-startups/c012e5ad32f7
  74. http://littlebigdetails.com/
  75. http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping
  76. http://www.startupvitamins.com/products/startup-poster-done-is-better-than-perfect
  77. BALANCE
  78. embracing and Agile
  79. Through discovery With product owner Find what has value Via Prototyping Quickly test with customers Quickly launch with development
  80. LEARNING with customers
  81. “Rather than focus on artifacts, we focus on prototypes and validating those prototypes in Discovery, with the added benefit that the prototype serves as the spec for Delivery.” http://www.svproduct.com/dual-track-scrum/
  82. Documentation = bad rough, quick, iterative, prototype = good
  83. Getting closer, quicker to the actual experience
  84. http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/
  85. http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/
  86. (not new) 1. Drive: UX practitioners are part of the customer or product owner team 2. Research, model, and design up front - but only just enough 3. Chunk your design work 4. Use parallel track development to work ahead, and follow behind 5. Buy design time with complex engineering stories 6.Cultivate a user validation group for use for continuous user validation 7. Schedule continuous user research in a separate track from development 8. Leverage user time for multiple activities 9.Use RITE to iterate UI before development 10.Prototype in low fidelity 11.Treat prototype as specification 12.Become a design facilitator - 2008 http://agileproductdesign.com/blog/emerging_best_agile_ux_practice.html
  87. a quick word about agile
  88. http://tech.adstruc.com/post/64124460426/ux-theory-to-practice-part-2-whats-the-fuss-about
  89. agile / lean UX everyone is involved!
  90. agile, better than waterfall
  91. agile, shows value faster
  92. agile, can work well with UX
  93. agile, makes better software
  94. valuable Usable Enjoyable
  95. are we building the right things? valuable Usable Enjoyable Is it easy to use? Do they want to use it?
  96. valuable Usable Enjoyable
  97. determine value, create experience, repeat
  98. how
  99. “We gathered our designers, our product folks and our engineers and took over a few conference rooms and began to operate like a startup. Design was done on whiteboards and coded in real time. Usability tests were weekly so the pace was fast and furious. But we were able to try dozens of experiences across desktop, tablet and mobile in the time that would have taken years at PayPal before. Build/Test/Learn became our mantra.” - http://looksgoodworkswell.blogspot.com/2012/09/why-you-should-work-with-me-at-paypal.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+LooksGoodWorksWell+%28Looks+Good+Works+Well%29
  100. Build/Test/Learn
  101. http://www.slideshare.net/billwscott/enabling-lean-with-tech-15455128
  102. work different different
  103. COMMON PROBLEMS
  104. - problem - Can’t get started?
  105. Ship often. Ship lousy stuff, but ship. Ship constantly. http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping
  106. - problem - Find it hard to strip out what’s not valuable? Spend too much time planning? DOn’t talk with your customers?
  107. http://www.startupvitamins.com/products/startup-poster-the-longer-it-takes-to-develop-the-less-likely-it-is-to-launch
  108. “The timing of longrange plans is screwed up too. You have the most information when you’re doing something, not before you’ve done it. Yet when do you write a plan? Usually it’s before you’ve even begun. That’s the worst time to make a big decision.” http://37signals.com/rework
  109. - problem - Large team
  110. Keep your team small. Smaller than that. No team at all if you can help it. http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping
  111. A throwback to their days with Jeff Bezos at Amazon, projects are assigned to "two pizza teams," groups of engineers small enough for them to be fed on two large pies. "We want the team to be flat and allow everyone to communicate with each other," Rajaraman says. http://www.fastcompany.com/1811934/walmartlabs-brings-two-pizza-team-startup-culture-walmart-empire
  112. http://techcrunch.com/2012/11/17/heres-how-spotify-scales-up-and-stays-agile-it-runs-squads-like-lean-startups/
  113. - problem - Try to jam too much into a product? Only launch x times a year? Looking for perfection?
  114. https://twitter.com/tbisaacs/status/387716257283596288
  115. https://frontdeskhq.com
  116. “Great companies focus on their users and ship great products.” http://www.aaronklein.com/2012/02/why-facebook-is-worth-100-billion/
  117. http://fab.com/inspiration/posters-getting-things-done
  118. “real artist ship” - steve jobs http://gloriamarie.com/stay-focused-and-keep-shipping
  119. - problem - It’s going to cost too much to try that out. How do we know our customers will want this?
  120. - Mike Krieger, Instagram’s founder The Wizard Of Oz Techniques For Social Prototyping – You don’t need to build everything at first. You can be the man behind the curtain. Krieger says him and Systrom tested an early version of a feature which would notify you when friends joined the service. Instead of building it out, they manually sent people notifications “like a human bot” saying ‘your friend has joined.’ It turned out not to be useful. “We wrote zero lines of Python, so we had zero lines to throw away.” http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/
  121. http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/
  122. 404 testing NE URE X FEAT W
  123. http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/
  124. http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
  125. It was an MVP (Minimal Viable Product). I skipped a bunch of features I figured I would implement later. First I wanted to see if people would use it and how they would use it. (...) Implementing user accounts (in Rails) would take me 2 weekends of work; registration, accounts, saving lists, removing lists, tracking, designing screens, edge cases etc. I didn’t want to spend the time if it turned out no one signed up so I ran an experiment. I dropped in a link on the top of the page that said “Sign up to save multiple lists.” and tracked the number of clicks it got with Mixpanel. http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
  126. http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
  127. What is the cheapest, fastest way to learn?
  128. Just some of the issues around software development
  129. Racing to the right ideas
  130. ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas Idea or discovery backlog ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id
  131. The Discovery track is all about quickly generating validated product backlog items, and the Delivery track is all about generating releasable software. - marty cagan http://www.svproduct.com/dual-track-scrum/
  132. discovery backlog Iteration design discovery build Implement Iteration Iteration discovery discovery Implement Iteration discovery Implement Implement http://www.sebastiangreger.net/writings/concept-design-in-agile-environment/
  133. ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id
  134. http://www.kontain.com/plat4m/entries/143623/update-to-our-scrum-board/
  135. prototype
  136. fast rough keep moving
  137. test rough prototypes (usually built within a week or less)
  138. (literally 100s) http://looksgoodworkswell.blogspot.com/2012/11/list-of-mockupprototyping-tools.html http://www.adaptivepath.com/ideas/rapid-prototyping-tools#thelist
  139. 9:30am 10:30am 11:30am lab setting - 6 participants 1:30pm 2:30pm 3:30pm
  140. determine valuable Usable Enjoyable
  141. clicktest / survey / Etc...
  142. ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id
  143. x x
  144. the core team Core team makes decisions Done!
  145. ...it is collaborative – the product manager, designer and lead engineer are working together, sideby-side, to create and validate backlog items. - marty cagan http://www.svproduct.com/dual-track-scrum/
  146. failed usability failed to understand failed to find value ideas ideas id
  147. http://www.startupvitamins.com/products/startup-poster-experiment-fail-learn-repeat
  148. refine retest ideas
  149. ideas ideas Ready for development
  150. ea s id What’s your kill rate? ideas Ship that bad boy!
  151. Did I mention this happens within a week? (or less)
  152. Get moving!
  153. LEARN LEAN
  154. #1 combined product teams
  155. #2 one ux designer per team
  156. #3 rough, fast, iterative prototyping
  157. #4 Getting in front of customers weekly
  158. #5 build/test/learn
  159. in no time at all, you too can be a... lean, agile, prototyping, shipping, ux design master.
  160. http://blog.web2expo.com/2011/08/interview-with-eric-ries-part-2-what%E2%80%99s-next-for-the-lean-startup-movement-startup-visa-and-lessons-learned/
  161. lid S ere sh e thanks! @jeremyjohnson www.jeremyjohnsononline.com
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