User Experience in a Rapidly Changing World

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Slides from my talk at the IA Konferenz, 2013, in Berlin, Germany.

Slides from my talk at the IA Konferenz, 2013, in Berlin, Germany.

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  • 1. Mar 5, 2013IA Konferenz ‘13User Experience Practicein a Rapidly ChangingWorldJosh Seiden@jseidenwww.neo.com
  • 2. Me and my #hashtagsJosh Seidenwww.neo.com@neo_innovation@jseiden#leanUX#leanStartup#leanUXbook
  • 3. 1. CHANGE IS THE NEW REALITY2. ADAPTING OUR PRACTICE3
  • 4. 4Old assumptions, new reality4
  • 5. 4Old assumptions, new reality4
  • 6. 4Old assumptions, new reality4
  • 7. Old assumptions, new reality
  • 8. No more “Model Years”6
  • 9. No more “Model Years”6
  • 10. SOFTWAREENABLESCONTINUOUSCHANGE7
  • 11. BusinessDesign?Business?Design?Coping with Continuous ProductionBusiness?Agile
  • 12. BusinessDesign?Business?Design?Coping with Continuous ProductionBusiness?Agile UXAgile UXAgile
  • 13. BusinessDesign?Business?Design?Coping with Continuous ProductionBusiness?Lean StartupLean StartupAgile UXAgile UXAgile
  • 14. BusinessDesign?Business?Design?Enterprise?Business?Lean StartupLean StartupAgile UXAgile UXAgile
  • 15. SOFTWARE ISEATING THEWORLD.10Mark Andreessen,WSJ, Aug 2011
  • 16. HOW CAN WEADAPT OURPRACTICE TO THISNEW REALITY?11
  • 17. 12THE PRINCIPLESResilienceover strengthPullover pushRiskover safetySystemsover objectsCompassesover mapsPracticeover theoryDisobedienceover complianceEmergenceover authorityLearningover educationTexth&p://www.media.mit.edu/about/principles
  • 18. AGENDA1. CONTINUOUS LEARNING2. SMALL X-FUNCTIONAL TEAMS3. ENABLE MAKING4. MANAGE OUTCOMES5. A NEW ORGANIZATION13
  • 19. 1CONTINUOUS LEARNING14
  • 20. Internet Mouse
  • 21. Internet Mouse
  • 22. Reduce Inventory, Risk and WasteMake adesigndecisionGet feedbackfrom marketConcept credit: @clevergirl
  • 23. Reduce Inventory, Risk and WasteThis isgoing tobe BIG!Make adesigndecisionGet feedbackfrom marketConcept credit: @clevergirl
  • 24. Reduce Inventory, Risk and WasteNope.This isgoing tobe BIG!Make adesigndecisionGet feedbackfrom marketConcept credit: @clevergirl
  • 25. Reduce Inventory, Risk and WasteNope.This isgoing tobe BIG!Make adesigndecisionMONTHS Get feedbackfrom marketConcept credit: @clevergirl
  • 26. Reduce Inventory, Risk and WasteNope.This isgoing tobe BIG!Make adesigndecisionMONTHSHOURSGet feedbackfrom marketConcept credit: @clevergirl
  • 27. A system built on continuous learning17RiskDiagram concept: @clevergirlLearning!
  • 28. Build it18Figure out if it worksThen
  • 29. Build it18Figure out if it worksThen
  • 30. 2SMALL X-FUNCTIONAL TEAMS19
  • 31. EVERY PROJECTSTARTS WITHASSUMPTIONS20
  • 32. CUSTOMER PROBLEM SOLUTIONBUSINESSMODELCOMPETITIONKEY COMPETITIVEADVANTAGECUSTOMEROUTCOMECUSTOMERACQUISITIONEARLYADOPTER360° ASSUMPTIONS
  • 33. BusinessDesign?Business?Design?REMEMBER THIS?Business?BUSINESSLean StartupDESIGNAgile UXDEVELOPERS
  • 34. BusinessDesign?Business?Design?THIS DOESN’T WORKBusiness?BUSINESSDESIGNAgile UXDEVELOPERS
  • 35. Small, dedicated, co-located & cross-functional
  • 36. Small, dedicated, co-located & cross-functional
  • 37. Small, dedicated, co-located & cross-functional1. Two-pizza teams
  • 38. Small, dedicated, co-located & cross-functional1. Two-pizza teams2. 1 project each
  • 39. Small, dedicated, co-located & cross-functional1. Two-pizza teams2. 1 project each3. 1 location (same time zone)
  • 40. Small, dedicated, co-located & cross-functional1. Two-pizza teams2. 1 project each3. 1 location (same time zone)4. Self-sufficient
  • 41. Case Study: PayPal
  • 42. 3ENABLE MAKING26
  • 43. What’s the smallest thing we can build?27
  • 44. What’s the smallest thing we can build?27
  • 45. Twitter Bootstrap
  • 46. Design Systems at GE30
  • 47. 4MANAGE OUTCOMES31
  • 48. Output, Outcome, Impact
  • 49. Output, Outcome, Impact§ Output: the software we build. The materials we produce. Easyto measure. Example: A new log-in page.
  • 50. Output, Outcome, Impact§ Output: the software we build. The materials we produce. Easyto measure. Example: A new log-in page.
  • 51. Output, Outcome, Impact§ Output: the software we build. The materials we produce. Easyto measure. Example: A new log-in page.§ Outcome: the change in the world after we deliver output.Harder to measure. Example: increase user log-in rate.§ Impact: the change we see over time.Very hard to measure. Example: Our service is profitable.
  • 52. Output
  • 53. Outcome
  • 54. Impact
  • 55. Don’t manage output.Instead, focus on outcomes.Don’t make teams responsible for impact.
  • 56. Case Study: TheLadders
  • 57. Case Study: TheLadders14%
  • 58. Case Study: TheLadders
  • 59. Case Study: TheLadders63%
  • 60. 5A NEW ORGANIZATION40
  • 61. BusinessDesign?Business?Design?Enterprise?Business?Lean StartupLean StartupAgile UXAgile UXAgile
  • 62. 42Business model validationProduct validationSmall team
  • 63. 42Business model validationProduct validationSmall teamCulture / Infrastructure to support continuous learningStakeholdersSmall-chunk, outcome-based, predictable funding$$$
  • 64. AGENDA1. CONTINUOUS LEARNING2. SMALL X-FUNCTIONAL TEAMS3. ENABLE MAKING4. MANAGE OUTCOMES5. A NEW ORGANIZATION43
  • 65. THANK YOU!@jseidenwww.leanuxbook.comwww.neo.com44