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Crushing the Boulder
User Experience for
Lean Startups




 JANUARY 2013
LUXR.CO   Jan 2013
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
Who’s in the room?
                      LIGHTNING FAST!
      Context (startup, enterprise, consultancy)
      Role (biz/product, developer, design)


      First Name
      1 assumption
      1 weirdness / awesomeness


LUXR.CO   Jan 2013
LUXR.CO   Jan 2013
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/LUXrInc


LUXR.CO   Jan 2013
TWEET!
Janice Fraser & Kate Rutter

     @LUXRCO
     @clevergirl
     @KateRutter

       www.luxr.co
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
This is not...



                     dogma




LUXR.CO   Jan 2013
Business Model Canvas?
                          Lean Canvas?
                        Sure, either one.
LUXR.CO   Jan 2013
Disclaimer
I 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.
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 together


LUXR.CO   Jan 2013
Lean Startup Refresh
                     (in 15 min)




LUXR.CO   Jan 2013
Lean Startup is NOT

                      Cheap Startup

                       Fast Startup

                     Shortcut Startup
LUXR.CO   Jan 2013
Lean Startup is NOT



                     Low-Ambition


LUXR.CO   Jan 2013
Lean Startup is NOT


                     THE OPPOSITE OF
                       FAT STARTUP


LUXR.CO   Jan 2013
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
THE NEW CLASSICS
   1. List your assumptions.
   2. Understand your customers.
   3. Experiment.
   4. Adjust direction based on evidence.




LUXR.CO   Jan 2013
Get out
                      of the
                     building




LUXR.CO   Jan 2013
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 scaling

LUXR.CO   Jan 2013
A pitch is not customer
               development
LUXR.CO   Jan 2013
LUXR.CO   Jan 2013
LUXR.CO   Jan 2013
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 Beck

LUXR.CO   Jan 2013
Build
                     measure
                      learn!




LUXR.CO   Jan 2013
LUXR.CO   Jan 2013
Lean Startup advocates experiments & learning




LUXR.CO   Jan 2013
}
LUXR.CO   Jan 2013
Victory is
                     measured in
                      learning.


LUXR.CO   Jan 2013
This will change
                        how you think
                       about your role,
                       your work, your
                     team, your process.

LUXR.CO   Jan 2013
Risk (unvalidated effort)
                                             Plot the difference


                                                                      MAKE
                                                                               release
                                                            MAKE
                                                                     release
                                                    MAKE   release



                                     THINK


                                                                                   time



LUXR.CO                         Jan 2013
Risk (unvalidated effort)
                                           Lots of little wiggles




                                                                    time



LUXR.CO                         Jan 2013
Each wiggle is a learning cycle.
    unvalidated effort




                                                           MAKE
                                            MAKE       MAKE
                                                        release

                                    THINK          THINK

                                                                  time
                                               CHECK
LUXR.CO                  Jan 2013
How will you learn?
                       Quantitative Qualitative



          Generative   Surveys      Interviews



          Evaluative    Metrics     Usability



LUXR.CO    Jan 2013
Not an MVP
                     for lemonade


LUXR.CO   Jan 2013
User Experience




LUXR.CO   Jan 2013
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-cereal
LUXR.CO    Jan 2013
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 Analysis


MAKE    Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code


        Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys
CHECK
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 Releases

LUXR.CO      Jan 2013
More evidence that UX = Customer Discovery


                            People, their
                            goals & needs


                            Sketches and
                            prototypes

                            Interactions and
                            flows
UX brings 10* years
           of experience, methods, and
                       patterns of work.


          *20, 30, 50 years

LUXR.CO    Jan 2013
UX people are EXPERTS at “getting out of the building”
TODAY
             Three Lean Team Activities
                     1. Get to Know your Customers
                     2. Act on Customer Needs
                     3. Measure What Matters




LUXR.CO   Jan 2013
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
Get to Know Your Customers
                     (Customer Development)
                      Types of Research
                          Personas
                       How to Interview
                      Practice Interview




LUXR.CO   Jan 2013
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
User Research
                         quant      qual



           Generative            Interviews



            Evaluative




LUXR.CO   Jan 2013
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
{Activity}




                     Let’s do it!



LUXR.CO   Jan 2013
{Warm-up Activity}




                      Let’s Sketch...
                     Clothespin Man!


LUXR.CO   Jan 2013
Who is your customer?




LUXR.CO   Jan 2013
{Activity}


                     Make a persona
                        Portrait




LUXR.CO   Jan 2013
{Activity}


                     Make a persona
                     Demographics




LUXR.CO   Jan 2013
{Activity}


                     Make a persona
                       Behaviors




LUXR.CO   Jan 2013
{Activity}


                     Make a persona
                     Needs & Goals




LUXR.CO   Jan 2013
{Activity}



                           Consolidate

                     1. Do a quiet read. (5 minutes)
                     2. Discuss your personas (10 minutes)
                     3. Consolidate (5 minutes)


LUXR.CO   Jan 2013
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
{Show & Tell}




                     Topic Map




LUXR.CO   Jan 2013
Topic Map



                          mobile/
                                                      feeling
                          internet
                                                   overwhelmed
                           habits?
                                        keeping
                                      everything
                                       working
                       last time
                     they got help
                         (house
                        cleaner)     personal      commute
                                       time




LUXR.CO   Jan 2013
{Activity}


                      Add two topics
                          mobile/
                          internet
                           habits?
                                         keeping
                                       everything
                                        working
                       last time
                     they got help
                         (house
                        cleaner)                    commute




LUXR.CO   Jan 2013
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
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
{Activity}



          Brainstorm a question
                     “Have you ever had
                     __________________________
                     experience?”




LUXR.CO   Jan 2013
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
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 much


LUXR.CO   Jan 2013
{Activity}




           Practice an interview
                     1 interviewer + 1 interviewee
                              note-takers




LUXR.CO   Jan 2013
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 exceptions



LUXR.CO   Jan 2013
{homework}




                     Debrief




LUXR.CO   Jan 2013
LUXR.CO   Jan 2013
Act on Customer Needs
                (Developing product and interface ideas)

                             Sketching
                             6-Up Uses
                             Dot Voting




LUXR.CO   Jan 2013
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 Releases

LUXR.CO   Jan 2013
BLAH BLAH BLAH
                                 BLAH BLAH BLAH
                                 BLAH BLAH BLAH
                                 BLAH BLAH BLAH

                     A person      BLAH BLAH



                     and their
                      needs



    Your
  business
   vision
                 why



                       what


                          how




LUXR.CO   Jan 2013
BLAH BLAH BLAH
                                 BLAH BLAH BLAH
                                 BLAH BLAH BLAH
                                 BLAH BLAH BLAH

                     A person      BLAH BLAH



                     and their
                      needs



    Your
  business
   vision
                 why



                       what


                          how




LUXR.CO   Jan 2013
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
6 Uses




LUXR.CO   Jan 2013
{Activity}



                     Sketch 6-up Uses
                                                          ..
                                            __ ______ can.
                           with __________,




LUXR.CO   Jan 2013
{Activity}
          with __________, ________ can...




                     Sketch 6-up Uses




LUXR.CO   Jan 2013
{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
{Activity}



                     Redraw the top 2
                                                           ..
                                             __ ______ can.
                            with __________,




LUXR.CO   Jan 2013
{Activity}
          with __________, ________ can...




                      Redraw the top 2




LUXR.CO    Jan 2013
{Activity}



               Brainstorm features




LUXR.CO   Jan 2013
{Activity}



                     Select 1 feature




LUXR.CO   Jan 2013
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 uses




LUXR.CO   Jan 2013
{Organize!}



                      Post on the wall…
                     Consolidated persona,
                          2 top uses,
                         3-4 features.

                          (off to the side)
LUXR.CO   Jan 2013
LUXR.CO   Jan 2013
Measure What Matters
                (Quantitative & Qualitative Evaluation)


                     Common research questions
                        Metrics & Analytics




LUXR.CO   Jan 2013
LUXR.CO   Jan 2013
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
User Research
                       quantitative    qualitative


            generate      surveys      user interviews
             ideas



                         a/b testing
            evaluate      analytics    usability testing
            product         KPIs




LUXR.CO   Jan 2013
CLOSED-ENDED QUESTIONS           OPEN-ENDED QUESTIONS

                     quantitative qualitative
                      a/b testing   usability
                       analytics     testing
                         KPIs




LUXR.CO   Jan 2013
Measuring what?
                       Traffic




                       Conversion
                        Funnel




                       Product
                     (black box)




LUXR.CO   Jan 2013
{Activity}


            Brainstorm measures
                     (from features)




LUXR.CO   Jan 2013
{Activity}


                     Divide into 2 piles:
                 less                  more
               important             important




LUXR.CO   Jan 2013
{Activity}




                 As a team, get to 5




LUXR.CO   Jan 2013
{Activity}




                 Check your metrics




LUXR.CO   Jan 2013
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
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 week




LUXR.CO   Jan 2013
{Show & Tell}




                     Metrics Dashboard




LUXR.CO   Jan 2013
Metrics dashboard


     % of users
     who share a
       task 3+
     times a day,
       per week




LUXR.CO   Jan 2013
{Show & Tell}




             Information Radiator




LUXR.CO   Jan 2013
Information Radiator




LUXR.CO   Jan 2013
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
LUXR.CO   Jan 2013
Bring it all together
                          Making the story
                      Living the Lean Team life




LUXR.CO   Jan 2013
{Activity}




                     Tell the story




LUXR.CO   Jan 2013
{Activity}

                     Make a narrative
                             We are _______________
                             Meet...




                     M V P             with __________, ________ can...




                             using these features



                             we will measure




LUXR.CO   Jan 2013
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 Releases

LUXR.CO   Jan 2013
Techniques




LUXR.CO   Jan 2013
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
LUXR.CO   Jan 2013
Go be awesome.




LUXR.CO   Jan 2013
Thank you!
                     The LUXr Core Curriculum
                     Lean UX Week Special!


                     25% off
                     use the discount code
                        “merlion”
                         through February 5, 2012




LUXR.CO   Jan 2013

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Lean UX Week 2013

  • 1. Crushing the Boulder User Experience for Lean 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 / awesomeness LUXR.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/LUXrInc LUXR.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... dogma LUXR.CO Jan 2013
  • 10. Business Model Canvas? Lean Canvas? Sure, either one. LUXR.CO Jan 2013
  • 11. Disclaimer I 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 together LUXR.CO Jan 2013
  • 13. Lean Startup Refresh (in 15 min) LUXR.CO Jan 2013
  • 14. Lean Startup is NOT Cheap Startup Fast Startup Shortcut Startup LUXR.CO Jan 2013
  • 15. Lean Startup is NOT Low-Ambition LUXR.CO Jan 2013
  • 16. Lean Startup is NOT THE OPPOSITE OF FAT STARTUP LUXR.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 building LUXR.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 scaling LUXR.CO Jan 2013
  • 21. A pitch is not customer development LUXR.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 Beck LUXR.CO Jan 2013
  • 25. Build measure learn! LUXR.CO Jan 2013
  • 26. LUXR.CO Jan 2013
  • 27. Lean Startup advocates experiments & learning LUXR.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 time LUXR.CO Jan 2013
  • 32. Risk (unvalidated effort) Lots of little wiggles time LUXR.CO Jan 2013
  • 33. Each wiggle is a learning cycle. unvalidated effort MAKE MAKE MAKE release THINK THINK time CHECK LUXR.CO Jan 2013
  • 34. How will you learn? Quantitative Qualitative Generative Surveys Interviews Evaluative Metrics Usability LUXR.CO Jan 2013
  • 35. Not an MVP for lemonade LUXR.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-cereal LUXR.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 Analysis MAKE Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys CHECK
  • 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 Releases LUXR.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 years LUXR.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 Matters LUXR.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 Interview LUXR.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 Evaluative LUXR.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 Portrait LUXR.CO Jan 2013
  • 53. {Activity} Make a persona Demographics LUXR.CO Jan 2013
  • 54. {Activity} Make a persona Behaviors LUXR.CO Jan 2013
  • 55. {Activity} Make a persona Needs & Goals LUXR.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 Map LUXR.CO Jan 2013
  • 59. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute time LUXR.CO Jan 2013
  • 60. {Activity} Add two topics mobile/ internet habits? keeping everything working last time they got help (house cleaner) commute LUXR.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 much LUXR.CO Jan 2013
  • 66. {Activity} Practice an interview 1 interviewer + 1 interviewee note-takers LUXR.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 exceptions LUXR.CO Jan 2013
  • 68. {homework} Debrief LUXR.CO Jan 2013
  • 69. LUXR.CO Jan 2013
  • 70. Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot Voting LUXR.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 Releases LUXR.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 how LUXR.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 how LUXR.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 Uses LUXR.CO Jan 2013
  • 76. {Activity} Sketch 6-up Uses .. __ ______ can. with __________, LUXR.CO Jan 2013
  • 77. {Activity} with __________, ________ can... Sketch 6-up Uses LUXR.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 2 LUXR.CO Jan 2013
  • 81. {Activity} Brainstorm features LUXR.CO Jan 2013
  • 82. {Activity} Select 1 feature LUXR.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 uses LUXR.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 & Analytics LUXR.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 KPIs LUXR.CO Jan 2013
  • 90. CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS quantitative qualitative a/b testing usability analytics testing KPIs LUXR.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 important LUXR.CO Jan 2013
  • 94. {Activity} As a team, get to 5 LUXR.CO Jan 2013
  • 95. {Activity} Check your metrics LUXR.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 week LUXR.CO Jan 2013
  • 98. {Show & Tell} Metrics Dashboard LUXR.CO Jan 2013
  • 99. Metrics dashboard % of users who share a task 3+ times a day, per week LUXR.CO Jan 2013
  • 100. {Show & Tell} Information Radiator LUXR.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 life LUXR.CO Jan 2013
  • 105. {Activity} Tell the story LUXR.CO Jan 2013
  • 106. {Activity} Make a narrative We are _______________ Meet... M V P with __________, ________ can... using these features we will measure LUXR.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 Releases LUXR.CO Jan 2013
  • 108. Techniques LUXR.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
  • 112. Thank you! The LUXr Core Curriculum Lean UX Week Special! 25% off use the discount code “merlion” through February 5, 2012 LUXR.CO Jan 2013