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2012 june 14 Intro to LeanUX for GA's digital buffet
 

2012 june 14 Intro to LeanUX for GA's digital buffet

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  • Lean Startup is a management approach for innovation:\n Foundation: Lean manufacturing - reduce waste, respect for people, go to the source.\n Fertile ground: agile development, design thinking, technology infrastructure advances \n Steve Blank: Get out of the building to find a repeatable model.\n Eric Ries: Process is not enough - validate value.\n \n
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  • Making progress on features is false progress. In the Lean Startup model, the measure of progress is validated learning. In other words--proving your hypotheses. \n
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2012 june 14 Intro to LeanUX for GA's digital buffet 2012 june 14 Intro to LeanUX for GA's digital buffet Presentation Transcript

  • Introductionto LeanUX General Assembly June 14, 2012 Josh Seiden @jseiden
  • Me and my hashtags Josh Seiden www.proof-nyc.com @jseiden @proof_nyc #leanUX #leanStartupwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 2 Share Alike 3.0 United States
  • We’ll discuss... • Making things people want • What is Lean UX? • An overview: how to put this into practicewww.proof-nyc.com License: CC BY-NC-SA 3www.slideshare.net/jseiden United States
  • Internet Mouse…www.proof-nyc.com License: CC BY-NC-SA 4www.slideshare.net/jseiden United States
  • Internet Mouse…www.proof-nyc.com License: CC BY-NC-SA 4www.slideshare.net/jseiden United States
  • Making things people wantwww.proof-nyc.com License: CC BY-NC-SA 5www.slideshare.net/jseiden United States
  • Making things people want • Most new products fail…www.proof-nyc.com License: CC BY-NC-SA 5www.slideshare.net/jseiden United States
  • Making things people want • Most new products fail… • …because they fail to offer things that people want.www.proof-nyc.com License: CC BY-NC-SA 5www.slideshare.net/jseiden United States
  • Making things people want • Most new products fail… • …because they fail to offer things that people want. • Startup risk = market risk + technical risk +...www.proof-nyc.com License: CC BY-NC-SA 5www.slideshare.net/jseiden United States
  • WHAT IS LEAN UX?www.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Should we build it?www.proof-nyc.comwww.slideshare.net/jseiden 7 License: Creative Commons Attribution- Share Alike 3.0 United States
  • What is a startup?www.proof-nyc.com License: CC BY-NC-SA 8www.slideshare.net/jseiden United States
  • What is a startup?“A startup is a temporary organization designed to search for a repeatable and scalable business model.” -- Steve Blankwww.proof-nyc.com License: CC BY-NC-SA 8www.slideshare.net/jseiden United States
  • What is a startup?“A startup is a temporary organization designed to search for a repeatable and scalable business model.” -- Steve Blankwww.proof-nyc.com License: CC BY-NC-SA 8www.slideshare.net/jseiden United States
  • What is a startup?“A startup is a temporary organization designed to search for a repeatable and scalable business model.” -- Steve BlankThese concepts apply to any attempt to create new value in conditions of uncertainty, where small failures do not pose life-threatening risk.www.proof-nyc.com License: CC BY-NC-SA 8www.slideshare.net/jseiden United States
  • Agile is not enoughAgile: “Working software is the primary measure of progress.”Lean Startup: “Validated learning is the primary measure of progress.”LeanUX: “Delivered value is the primary measure of progress.”www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 9 Share Alike 3.0 United States
  • Feynman on science...http://youtu.be/b240PGCMwV0www.proof-nyc.com License: CC BY-NC-SA 10www.slideshare.net/jseiden United States
  • LeanUX and the Design of Businesswww.proof-nyc.com License: CC BY-NC-SA 11www.slideshare.net/jseiden United States
  • LeanUX and the Design of Businesswww.proof-nyc.com License: CC BY-NC-SA 11www.slideshare.net/jseiden United States
  • LeanUX and the Design of BusinessEvery decision you make about your offering is a design decision.www.proof-nyc.com License: CC BY-NC-SA 11www.slideshare.net/jseiden United States
  • LeanUX and the Design of BusinessEvery decision you make about your offering is a design decision.Every design decision is an hypothesis.www.proof-nyc.com License: CC BY-NC-SA 11www.slideshare.net/jseiden United States
  • LeanUX and the Design of BusinessEvery decision you make about your offering is a design decision.Every design decision is an hypothesis.Declare your assumptions and test them.www.proof-nyc.com License: CC BY-NC-SA 11www.slideshare.net/jseiden United States
  • LeanUX and the Design of BusinessEvery decision you make about your offering is a design decision.Every design decision is an hypothesis.Declare your assumptions and test them.Evaluate your results ruthlessly, and be prepared to change course.www.proof-nyc.com License: CC BY-NC-SA 11www.slideshare.net/jseiden United States
  • Reduce Inventory, Risk and Waste Make a Get design feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: CC BY-NC-SA 12www.slideshare.net/jseiden United States
  • Reduce Inventory, Risk and Waste This is going to be BIG! Make a Get design feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: CC BY-NC-SA 12www.slideshare.net/jseiden United States
  • Reduce Inventory, Risk and Waste This is No one going to be clicked. BIG! Make a Get design feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: CC BY-NC-SA 12www.slideshare.net/jseiden United States
  • Reduce Inventory, Risk and Waste This is No one going to be clicked. BIG! Make a Get design MONTHS feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: CC BY-NC-SA 12www.slideshare.net/jseiden United States
  • Reduce Inventory, Risk and Waste This is No one going to be clicked. BIG! Make a Get design MONTHS feedback decision from market HOURS Concept credit: @clevergirlwww.proof-nyc.com License: CC BY-NC-SA 12www.slideshare.net/jseiden United States
  • Less risk, more often The old way... The new way! Concept credit: @clevergirlwww.proof-nyc.com License: CC BY-NC-SA 13www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…www.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…• Prioritize learning over growthwww.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…• Prioritize learning over growth• Prioritize making over analysiswww.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheseswww.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testingwww.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testing • Get out of your own headwww.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testing • Get out of your own head • Ruthlessly challenge your idea via experimentswww.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • Nail it, then scale it. Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testing • Get out of your own head • Ruthlessly challenge your idea via experiments• Run fast iterationswww.proof-nyc.com License: CC BY-NC-SA 14www.slideshare.net/jseiden United States
  • WHY NOW?www.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • How it’s done: the old way Research Synthesis Design Make Testwww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Old assumptions, new realitywww.proof-nyc.com License: CC BY-NC-SA 17www.slideshare.net/jseiden United States
  • Old assumptions, new realitywww.proof-nyc.com License: CC BY-NC-SA 17www.slideshare.net/jseiden United States
  • Old assumptions, new realitywww.proof-nyc.com License: CC BY-NC-SA 17www.slideshare.net/jseiden United States
  • Old assumptions, new realitywww.proof-nyc.com License: CC BY-NC-SA 17www.slideshare.net/jseiden United States
  • Infrastructure Revolutionwww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Infrastructure RevolutionLanguageswww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Infrastructure RevolutionLanguagesDatabaseswww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Infrastructure RevolutionLanguagesDatabasesBrowserswww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Infrastructure RevolutionLanguagesDatabasesBrowsersCloud serviceswww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Infrastructure RevolutionLanguagesDatabasesBrowsersCloud servicesAPIswww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Infrastructure RevolutionLanguagesDatabasesBrowsersCloud servicesAPIsDigital distributionwww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Infrastructure RevolutionLanguagesDatabasesBrowsersCloud servicesAPIsDigital distributionMetrics infrastructureswww.proof-nyc.com License: CC BY-NC-SA 18www.slideshare.net/jseiden United States
  • Old vs new: handoffs vs. collaborationwww.proof-nyc.com License: CC BY-NC-SA 19www.slideshare.net/jseiden United States
  • Old vs new: handoffs vs. collaborationwww.proof-nyc.com License: CC BY-NC-SA 19www.slideshare.net/jseiden United States
  • A case studyhttp://www.youtube.com/watch?v=szr0ezLyQHY http://youtu.be/szr0ezLyQHYwww.proof-nyc.com License: CC BY-NC-SA 20www.slideshare.net/jseiden United States
  • Old vs new: processes adapt Short cycle times Whole team activitywww.proof-nyc.com License: CC BY-NC-SA@jseiden
  • Discussionwww.proof-nyc.com License: CC BY-NC-SA 22www.slideshare.net/jseiden United States
  • Discussionwww.proof-nyc.com License: CC BY-NC-SA 22www.slideshare.net/jseiden United States
  • Discussion• What methods and work styles did you observe?www.proof-nyc.com License: CC BY-NC-SA 22www.slideshare.net/jseiden United States
  • Discussion• What methods and work styles did you observe?• What challenges could you face when applying these methods at your organization?www.proof-nyc.com License: CC BY-NC-SA 22www.slideshare.net/jseiden United States
  • LUXr’s 9 Principles for Lean Teams1. Design + biz + development + ... = 1 product team.2. Externalize!3. Goal-driven and outcome-focused.4. Repeatable and routinized.5. Research with users is the best source of information.6. Focus on solving the right problem.7. Generate many options & decide quickly what to pursue.8. Recognize hypotheses & validate them.9. Rapid cycles: think/make/check. Source: www.luxr.cowww.proof-nyc.com License: CC BY-NC-SA 23www.slideshare.net/jseiden United States
  • Applying Lean Startup MethodsHOW TO: FOR PRACTITIONERSwww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Process To replace requirements with hypotheses: 1. Identify assumptions 2. Test the riskiest assumptions first 3. Express assumptions as hypotheses 4. Break hypotheses down into testable parts 5. Use MVPs to test your hypothesis 6. Get out of the building 7. Lather, rinse, and repeatwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 25 Share Alike 3.0 United States
  • Methods for Practitioners1. Assumptions & Hypotheses2. Experiments / MVPs3. Customer Developmentwww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Declare your assumptionswww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Declare your assumptionsWhat assumptions do you have?www.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Declare your assumptionsWhat assumptions do you have?…about your customers and business?www.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Declare your assumptionsWhat assumptions do you have?…about your customers and business?…that if proven false, will cause you to fail?www.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • What assumptions are we making?What is the customer’s need?What solution solves this need?When and how is our product used?Who are my initial customers?How will I acquire my customers?How will I make money?My primary differentiator is what?What risks could cause my business to fail?www.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • What is a hypothesis?An hypothesis is a proposed explanation of the way things work.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 29 Share Alike 3.0 United States
  • What is a Hypothesis? We believe that ________________. ...and: We’ll know that we’re right when we see this signal: ______________.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 30 Share Alike 3.0 United States
  • What is a Hypothesis? We believe that people will pay for a device that makes it easier and more fun to surf the internet from their living room couches. ...and: We’ll know that we’re right when 1. People use our mockups without trouble. 2. People offer to pay when we offer to leave the mockups with them.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 31 Share Alike 3.0 United States
  • Methods for Practitioners1. Assumptions & Hypotheses2. Experiments / MVPs3. Customer Developmentwww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Creating experiments1. Think about learning, not launching2. Take an assumption and try to invalidate it in the market with qualitative and quantitative methods.3. Focus on being: Scrappy Focused Creative Measuredwww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Methods for Practitioners1. Assumptions & Hypotheses2. Experiments / MVPs3. Customer Developmentwww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Get out of the building • Identify who do you want to talk to and what you want to learn • In other words, what assumptions will you test? • Plan your interview themes as a team • Collect evidence, debrief and share • Use your visits for multiple purposeswww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States
  • Key ideas…www.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • Key ideas…• Prioritize learning over growthwww.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • Key ideas…• Prioritize learning over growth• Prioritize making over analysiswww.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheseswww.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testingwww.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testing • Get out of your own headwww.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testing • Get out of your own head • Ruthlessly challenge your idea via experimentswww.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • Key ideas…• Prioritize learning over growth• Prioritize making over analysis• Frame your business as a set of hypotheses• Reality testing • Get out of your own head • Ruthlessly challenge your idea via experiments• Run fast iterationswww.proof-nyc.com License: CC BY-NC-SA 36www.slideshare.net/jseiden United States
  • If you liked this talk, please follow @jseidenTHANK YOU! @proof_nyc lets-talk@proof-nyc.comwww.proof-nyc.com License: CC BY-NC-SAwww.slideshare.net/jseiden United States