Lean UX for Startups and Enterprise: Ten Secrets to Success

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We have consulted with startups and large enterprises seeking to produce the right product (e.g., mobile app, web application) faster. We will reveal the remarkable similarities between startups and …

We have consulted with startups and large enterprises seeking to produce the right product (e.g., mobile app, web application) faster. We will reveal the remarkable similarities between startups and large organizations seeking to be as nimble as startups.

In a majority of cases the challenges were the same: - they were not sure how to speed development - they had difficulty balancing user and business needs - they typically had strong development teams with established methodologies that had blended agile and waterfall methodologies - they typically had little user experience expertise or input in the existing designs - designs / development builds were underway but the results of the designs were unsatisfying to users

We have done LeanUX design projects with a number of clients continuously testing and honed our process by testing various techniques: - rapid iterative design and improvement (design thinking) - brain storming sessions (design thinking) - design studios (traditional art school critiquing process) - rapid prototyping, usability testing and revision

We also want to share the pitfalls as you start to get involved in lean startup including having: - The “genius designer” mentality within the UX team - The "stay in the building until the product is ready" mentality - Different internal groups (design, development) that work against each other - Executives that swoop down and influence (aka hijack) the process - Too little contact between the designers and other team members - Too many chefs leading to poor focus - The anti-cheerleader who always says “No!”

Through a series of case studies we will describe the processes and flow that worked best for both large enterprises small startups: - Conducting a strategy workshop to align the team on business and user needs - Rapidly developing personas and scenarios as a team with all stakeholders - Conducting a design studio with all stakeholders to agree on the design directions to explore - Rapidly iterated prototype and guerilla testing - Creating non-technical, but partially functional prototypes through available tools (e.g., Axure, Proto IO, iRise)

Nearly every group we worked asked: - Does this work for a company like mine (Startup, Enterprise, Healthcare, Government, etc.)? - What was the composition of the most successful LeanUX teams? Number of team members? Types of expertise? - How did the process differ between Startups and Large Enterprises?

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  • 1. Copyright © 2012-2013 Brilliant ExperienceLean UX forStartups & EnterpriseJohn WhalenUX Lead & Founder, Brilliant ExperienceVP, UXPA-DC#leanux #modevux@johnwhalen
  • 2. Copyright © 2012-2013 Brilliant ExperienceMeet Brilliant ExperienceUser Insights Strategy & Ideation User Experience
  • 3. John tell me more about yourself,it is all so fascinating!
  • 4. Copyright © 2012-2013 Brilliant ExperienceAgenda‣ Introduction‣ LeanUX Secrets (Strategy is the secret sauce)
  • 5. Copyright © 2012-2013 Brilliant ExperienceMany clients:- know they’ve got a market for a product- have limited UX/design capabilities- were developing something that users didn’t really want- need to move faster, not slower while introducing UX
  • 6. Copyright © 2012-2013 Brilliant ExperienceHow do we “cross the chasm”?User InsightsGreat Experience,Successful ProductInsertMagicalProcessHere
  • 7. Not recommended
  • 8. Hard to find
  • 9. Try this
  • 10. Copyright © 2012-2013 Brilliant ExperienceTo help you understand what “this” is,let’s play ‘Name that Methodology’
  • 11. Copyright © 2012-2013 Brilliant Experience1 2 3 4Empathize withthe audience youare designing for.Brainstormpossible designsBuild a representationof one or more of yourideasPrototypeIdeateResearchTest your ideas forfeedbackTest
  • 12. Copyright © 2012-2013 Brilliant ExperienceEmpathize withthe audience youare designing for.Brainstormpossible designsBuild a representationof one or more of yourideasPrototypeIdeateResearchTest your ideas forfeedbackTestDesignThinking1 2 3 4
  • 13. Copyright © 2012-2013 Brilliant ExperienceDesign Thinking
  • 14. Copyright © 2012-2013 Brilliant ExperienceBuild1Measure2Learn3
  • 15. Copyright © 2012-2013 Brilliant ExperienceBuild1Measure2Learn3LeanStartup
  • 16. Copyright © 2012-2013 Brilliant ExperienceLean Startup
  • 17. Copyright © 2012-2013 Brilliant ExperienceUser Stories1Design &Develop2Feedback3
  • 18. Copyright © 2012-2013 Brilliant ExperienceUser Stories1Design &Develop2Feedback3Agile
  • 19. Copyright © 2012-2013 Brilliant ExperienceAgile
  • 20. Copyright © 2012-2013 Brilliant ExperienceWhat about LeanUX?
  • 21. LeanUX...
  • 22. Copyright © 2012-2013 Brilliant ExperienceLeanUX...
  • 23. Copyright © 2012-2013 Brilliant ExperienceTwo key points
  • 24. Copyright © 2012-2013 Brilliant Experience1. Must balance business & user needs
  • 25. Copyright © 2012-2013 Brilliant Experience2. Iteration improves the product
  • 26. That’s all swell John, but what aboutthat top 10 list you promised us?
  • 27. Copyright © 2012-2013 Brilliant ExperienceThe secret lies in the strategy#leanux #modevux@johnwhalen
  • 28. Copyright © 2012-2013 Brilliant ExperienceGet internal focus onwhat matters andprioritize businessgoals.Prioritize youraudiences, definethem and thescenarios in whichthey would use yourproduct.Brainstorm ways tosatisfy 1 & 2.IdeationAudience NeedsBusiness NeedsFlesh out best ideas.Get stakeholders onboard with conceptualmodel.SketchingStrategy Session1 2 3 4
  • 29. CEO: I know you had an agenda, butlet’s just sketch our ideas
  • 30. Copyright © 2012-2013 Brilliant ExperienceWarm Up: Elevator PitchForwhoMoDevUX is athatUnlikeMoDevUX(target customer),(customer need),(market category)(one key benefit).(competition),(unique differentiator).idea idea
  • 31. Copyright © 2012-2013 Brilliant Experience
  • 32. Copyright © 2012-2013 Brilliant ExperienceBusiness Goals
  • 33. Copyright © 2012-2013 Brilliant ExperienceBusiness Goals for _____________‣ Write down business goals independently‣ Prioritize through collaborative discussion‣ Examples:- Make us all rich! Ka ching!- Totally wow users!- Create (opportunity) that provides great value to customers.- Drive (user behavior) by (strategic design goal).texttexttext
  • 34. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 1:Get the stakeholders aligned on prioritized business goals.#leanux #modevux@johnwhalen
  • 35. Copyright © 2012-2013 Brilliant ExperiencePersonas
  • 36. Copyright © 2012-2013 Brilliant ExperiencePrioritize Personas
  • 37. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 2:Prioritize personas.#leanux #modevux@johnwhalen
  • 38. Just a quick sketch
  • 39. No detailed persona exercise.This is LeanUX!
  • 40. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 3:Sketch personas, don’t over think them.#leanux #modevux@johnwhalen
  • 41. Copyright © 2012-2013 Brilliant ExperienceScenarios
  • 42. Name & Defining Characteristic Scenario NameScenario PictureSituation & GoalUXPA DC ActivityOutcomeScenario
  • 43. What motivates your persona?
  • 44. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 4:Focus on the experience journey.#leanux #modevux@johnwhalen
  • 45. Copyright © 2012-2013 Brilliant ExperienceIdeation & Sketching
  • 46. Copyright © 2012-2013 Brilliant ExperienceQuantity over visualquality. The moreideas the better.Sell your concept tothe group.Using prioritized userscenarios andbusiness needs.CritiquePresentIdeateCreatively based onfeedback.RefineThe Process1 2 3 4
  • 47. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 5:Debate design direction alternatives early in the process.#leanux #modevux@johnwhalen
  • 48. •  Agreed&upon&conceptual&direc0on&•  Include&wall&with&pictures&•  Liked&that&this&would&vary&between&user’s&stated&interests&and&related&things&(think&Pandora)&•  Like&the&faces.&&Need&to&include&way&to&acknowledge&new&members&•  Need&to&emphasize&who&has&viewed&your&profile,&or&liked&your&content&
  • 49. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 6:Develop conceptual model with stakeholders, not the design.#leanux #modevux@johnwhalen
  • 50. Copyright © 2012-2013 Brilliant ExperienceRapidly Iterate Design
  • 51. Copyright © 2012-2013 Brilliant ExperienceRapidly Iterate Design
  • 52. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 7:Rapidly iterate design.#leanux #modevux@johnwhalen
  • 53. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 8:Share broadly. Be attentive to internal feedback.#leanux #modevux@johnwhalen
  • 54. Copyright © 2012-2013 Brilliant ExperienceUsability Testing
  • 55. 57
  • 56. 58Why is thisempty?What is a pasthosted events?Why is the nav socomplicated?Feels awfully beigefor a fun app.Is this where Istart?How doexplorefeatures andFAQ differ?Will drafts show invitationsor greetings or polls?
  • 57. Copyright © 2012-2013 Brilliant ExperienceMore Content, Less Navigation
  • 58. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 9:Test continuously.#leanux #modevux@johnwhalen
  • 59. Copyright © 2012-2013 Brilliant ExperienceUser Experience Design
  • 60. Copyright © 2012-2013 Brilliant ExperienceDesign Matters
  • 61. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secret 10:Take the time to produce brilliant experiences.#leanux #modevux@johnwhalen
  • 62. Copyright © 2012-2013 Brilliant ExperienceLet’s Review
  • 63. Copyright © 2012-2013 Brilliant ExperienceLeanUX Secrets1. Get the stakeholders aligned on prioritized business goals.2. Prioritize personas.3. Sketch personas, don’t over think them.4. Focus on the experience journey.5. Debate design direction alternatives early in the process.6. Develop conceptual model with stakeholders, not the design.7. Rapidly iterate design.8. Share broadly. Be attentive to internal feedback.9. Test continuously.10. Take the time to produce brilliant experiences.
  • 64. Copyright © 2012-2013 Brilliant ExperienceIs he done?
  • 65. John Whalen@johnwhalenUser Research Strategy User ExperienceBrilliantExperience.com