Lean UX Week 2013

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  • 1. Crushing the BoulderUser Experience forLean Startups JANUARY 2013
  • 2. LUXR.CO Jan 2013
  • 3. Ask yourself: What 3 assumptions about your customers do you have that, if you are wrong, your business will fail. Write down 3.LUXR.CO Jan 2013
  • 4. Who’s in the room? LIGHTNING FAST! Context (startup, enterprise, consultancy) Role (biz/product, developer, design) First Name 1 assumption 1 weirdness / awesomenessLUXR.CO Jan 2013
  • 5. LUXR.CO Jan 2013
  • 6. LUXr is the trusted coach that helps company founders through their hardest business problems. The LUXr Core Curriculum helps startups deliver products that customers want, need and love to buy. info@luxr.co • http://luxr.co twitter: @luxrco • www.facebook.com/LUXrIncLUXR.CO Jan 2013
  • 7. TWEET!Janice Fraser & Kate Rutter @LUXRCO @clevergirl @KateRutter www.luxr.co
  • 8. This is not... A class on how to produce (How do you know it’s awesome?) an awesome UI A session on making (How do you know these aren’t production wireframes or a waste of valuable time?) photoshop comps A “perfect approach” or a (1000s of entrepreneurs have rigid point of view on what used these techniques to makes “Great UX.” discover an ideal UX.)LUXR.CO Jan 2013
  • 9. This is not... dogmaLUXR.CO Jan 2013
  • 10. Business Model Canvas? Lean Canvas? Sure, either one.LUXR.CO Jan 2013
  • 11. DisclaimerI am not an expert in your business.Only you can be the expert in your business.My job is: • to ask the unasked questions; • to challenge assumptions; • and give you tools to succeed.
  • 12. Today... Lean & UX Fundamentals Three Lean UX experiments 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What Matters Bring it all togetherLUXR.CO Jan 2013
  • 13. Lean Startup Refresh (in 15 min)LUXR.CO Jan 2013
  • 14. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO Jan 2013
  • 15. Lean Startup is NOT Low-AmbitionLUXR.CO Jan 2013
  • 16. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO Jan 2013
  • 17. Lean Startup is... An approach for building companies that are creating new products and services in situations of extreme uncertainty. The approach advocates creation of rapid prototypes that test market assumptions, and uses customer feedback in an effort to evolve the design faster and reduce waste.LUXR.CO Jan 2013
  • 18. THE NEW CLASSICS 1. List your assumptions. 2. Understand your customers. 3. Experiment. 4. Adjust direction based on evidence.LUXR.CO Jan 2013
  • 19. Get out of the buildingLUXR.CO Jan 2013
  • 20. CUSTOMER DEVELOPMENT 1. Discover & validate the market for your idea 2. Build a product that solves customers’ needs 3. Test the correct model for acquiring customers 4. Deploy the right organization for scalingLUXR.CO Jan 2013
  • 21. A pitch is not customer developmentLUXR.CO Jan 2013
  • 22. LUXR.CO Jan 2013
  • 23. LUXR.CO Jan 2013
  • 24. The Influence of Agile “The courage to speak truths, pleasant or unpleasant, fosters communication and trust. “The courage to discard failing solutions and seek new ones encourages simplicity. “The courage to seek real, concrete answers creates feedback.” —Kent BeckLUXR.CO Jan 2013
  • 25. Build measure learn!LUXR.CO Jan 2013
  • 26. LUXR.CO Jan 2013
  • 27. Lean Startup advocates experiments & learningLUXR.CO Jan 2013
  • 28. }LUXR.CO Jan 2013
  • 29. Victory is measured in learning.LUXR.CO Jan 2013
  • 30. This will change how you think about your role, your work, your team, your process.LUXR.CO Jan 2013
  • 31. Risk (unvalidated effort) Plot the difference MAKE release MAKE release MAKE release THINK timeLUXR.CO Jan 2013
  • 32. Risk (unvalidated effort) Lots of little wiggles timeLUXR.CO Jan 2013
  • 33. Each wiggle is a learning cycle. unvalidated effort MAKE MAKE MAKE release THINK THINK time CHECKLUXR.CO Jan 2013
  • 34. How will you learn? Quantitative Qualitative Generative Surveys Interviews Evaluative Metrics UsabilityLUXR.CO Jan 2013
  • 35. Not an MVP for lemonadeLUXR.CO Jan 2013
  • 36. User ExperienceLUXR.CO Jan 2013
  • 37. User Experience is... A person’s perceptions and responses that result from the use or anticipated use of a product, service or system. product UI UX via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cerealLUXR.CO Jan 2013
  • 38. UX cycles = Lean Startup learning loops THINK MAKE Reduc cycle e time, not build time CHECK Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps •THINK Behavior Models • Test Results • Competitive AnalysisMAKE Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive SurveysCHECK
  • 39. Design > UI THINK MAKE CHECK Users 1. I need... Needs 2. I want... 3. My goal is... why what how Mary can... Business thinking goes here BUILD Uses MEASURE LEARN Features Sketches, wireframes, pixels This Week Prototypes User Stories Themed ReleasesLUXR.CO Jan 2013
  • 40. More evidence that UX = Customer Discovery People, their goals & needs Sketches and prototypes Interactions and flows
  • 41. UX brings 10* years of experience, methods, and patterns of work. *20, 30, 50 yearsLUXR.CO Jan 2013
  • 42. UX people are EXPERTS at “getting out of the building”
  • 43. TODAY Three Lean Team Activities 1. Get to Know your Customers 2. Act on Customer Needs 3. Measure What MattersLUXR.CO Jan 2013
  • 44. Hypothesis We believe that modern families would benefit from having better ways to keep up with tasks, and are willing to pay for a better way to coordinate tasks with other family members, friends and neighbors.LUXR.CO Jan 2013
  • 45. Get to Know Your Customers (Customer Development) Types of Research Personas How to Interview Practice InterviewLUXR.CO Jan 2013
  • 46. User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young) Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO Jan 2013
  • 47. User Research quant qual Generative Interviews EvaluativeLUXR.CO Jan 2013
  • 48. Customer Interviews (step-by-step) 1. Identify who you want to talk to. 2. Articulate your hypotheses. 3. Craft a topic map for the session. 4. Jot down conversation prompts. 5. Have the conversation 6. Debrief!LUXR.CO Jan 2013
  • 49. {Activity} Let’s do it!LUXR.CO Jan 2013
  • 50. {Warm-up Activity} Let’s Sketch... Clothespin Man!LUXR.CO Jan 2013
  • 51. Who is your customer?LUXR.CO Jan 2013
  • 52. {Activity} Make a persona PortraitLUXR.CO Jan 2013
  • 53. {Activity} Make a persona DemographicsLUXR.CO Jan 2013
  • 54. {Activity} Make a persona BehaviorsLUXR.CO Jan 2013
  • 55. {Activity} Make a persona Needs & GoalsLUXR.CO Jan 2013
  • 56. {Activity} Consolidate 1. Do a quiet read. (5 minutes) 2. Discuss your personas (10 minutes) 3. Consolidate (5 minutes)LUXR.CO Jan 2013
  • 57. Customer Interviews ✔ Identify who you want to talk to. ✔ Articulate your hypotheses. 3. Craft a topic map for the session. 4. Jot down conversation prompts. 5. Have the conversation 6. Debrief!LUXR.CO Jan 2013
  • 58. {Show & Tell} Topic MapLUXR.CO Jan 2013
  • 59. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO Jan 2013
  • 60. {Activity} Add two topics mobile/ internet habits? keeping everything working last time they got help (house cleaner) commuteLUXR.CO Jan 2013
  • 61. Customer Interviews ✔ Identify who you want to talk to. ✔ Articulate your hypotheses. ✔ Craft a topic map for the session. 4. Jot down conversation prompts. 5. Have the conversation 6. Debrief!LUXR.CO Jan 2013
  • 62. Conversation Prompts “Have you ever had ________ experience?” “Can you tell me the story about that?” “And then what happened?” “Why [or how] did you do that?” “What did you love [or hate] about that?” “If you could wave a magic wand, what would it be like?”LUXR.CO Jan 2013
  • 63. {Activity} Brainstorm a question “Have you ever had __________________________ experience?”LUXR.CO Jan 2013
  • 64. Customer Interviews ✔ Identify who you want to talk to. ✔ Articulate your hypotheses. ✔ Craft a topic map for the session. ✔ Jot down conversation prompts. 5. Have the conversation 6. Debrief!LUXR.CO Jan 2013
  • 65. During the Interview DO • Take notes • Smile • Ask open-ended questions • Get their story • Shut up and listen DON’T • Talk about your product • Ask about future behavior • Sell • Ask leading questions • Talk muchLUXR.CO Jan 2013
  • 66. {Activity} Practice an interview 1 interviewer + 1 interviewee note-takersLUXR.CO Jan 2013
  • 67. After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard” “What I saw” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptionsLUXR.CO Jan 2013
  • 68. {homework} DebriefLUXR.CO Jan 2013
  • 69. LUXR.CO Jan 2013
  • 70. Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot VotingLUXR.CO Jan 2013
  • 71. Remember this? Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO Jan 2013
  • 72. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what howLUXR.CO Jan 2013
  • 73. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what howLUXR.CO Jan 2013
  • 74. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why USES: what What can Mary do how with your product?LUXR.CO Jan 2013
  • 75. 6 UsesLUXR.CO Jan 2013
  • 76. {Activity} Sketch 6-up Uses .. __ ______ can. with __________,LUXR.CO Jan 2013
  • 77. {Activity} with __________, ________ can... Sketch 6-up UsesLUXR.CO Jan 2013
  • 78. {Activity} Dot-vote top picks 1. Each person place 3 dots. 2. See patterns. 3. Team identifies the top 2 uses.LUXR.CO Jan 2013
  • 79. {Activity} Redraw the top 2 .. __ ______ can. with __________,LUXR.CO Jan 2013
  • 80. {Activity} with __________, ________ can... Redraw the top 2LUXR.CO Jan 2013
  • 81. {Activity} Brainstorm featuresLUXR.CO Jan 2013
  • 82. {Activity} Select 1 featureLUXR.CO Jan 2013
  • 83. What you have now Who is our user What can a user How will they and what are their do with our do that? needs & goals? product? Persona 6-up uses Limited features to support the usesLUXR.CO Jan 2013
  • 84. {Organize!} Post on the wall… Consolidated persona, 2 top uses, 3-4 features. (off to the side)LUXR.CO Jan 2013
  • 85. LUXR.CO Jan 2013
  • 86. Measure What Matters (Quantitative & Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO Jan 2013
  • 87. LUXR.CO Jan 2013
  • 88. Top questions Will people use it? Why won’t people use it? What’s wrong with this? How could I make this better? How can I improve conversion? Are we making progress? Do people like this? Are these results good? Why do people do that? Did we do the right thing? Why is there dropoff?LUXR.CO Jan 2013
  • 89. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO Jan 2013
  • 90. CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS quantitative qualitative a/b testing usability analytics testing KPIsLUXR.CO Jan 2013
  • 91. Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO Jan 2013
  • 92. {Activity} Brainstorm measures (from features)LUXR.CO Jan 2013
  • 93. {Activity} Divide into 2 piles: less more important importantLUXR.CO Jan 2013
  • 94. {Activity} As a team, get to 5LUXR.CO Jan 2013
  • 95. {Activity} Check your metricsLUXR.CO Jan 2013
  • 96. 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 helpful (messages per file, emails per thread)LUXR.CO Jan 2013
  • 97. 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 don’t 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 Jan 2013
  • 98. {Show & Tell} Metrics DashboardLUXR.CO Jan 2013
  • 99. Metrics dashboard % of users who share a task 3+ times a day, per weekLUXR.CO Jan 2013
  • 100. {Show & Tell} Information RadiatorLUXR.CO Jan 2013
  • 101. Information RadiatorLUXR.CO Jan 2013
  • 102. Advanced topics Conversion metrics Cohort metrics Instrumentation What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO Jan 2013
  • 103. LUXR.CO Jan 2013
  • 104. Bring it all together Making the story Living the Lean Team lifeLUXR.CO Jan 2013
  • 105. {Activity} Tell the storyLUXR.CO Jan 2013
  • 106. {Activity} Make a narrative We are _______________ Meet... M V P with __________, ________ can... using these features we will measureLUXR.CO Jan 2013
  • 107. A direct through-line Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO Jan 2013
  • 108. TechniquesLUXR.CO Jan 2013
  • 109. Techniques Checklist 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 Jan 2013
  • 110. LUXR.CO Jan 2013
  • 111. Go be awesome.LUXR.CO Jan 2013
  • 112. Thank you! The LUXr Core Curriculum Lean UX Week Special! 25% off use the discount code “merlion” through February 5, 2012LUXR.CO Jan 2013