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
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
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
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
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.
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18. THE NEW CLASSICS
1. List your assumptions.
2. Understand your customers.
3. Experiment.
4. Adjust direction based on evidence.
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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
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
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
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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
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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
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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
52. {Activity}
Make a persona
Portrait
LUXR.CO Jan 2013
53. {Activity}
Make a persona
Demographics
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54. {Activity}
Make a persona
Behaviors
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55. {Activity}
Make a persona
Needs & Goals
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56. {Activity}
Consolidate
1. Do a quiet read. (5 minutes)
2. Discuss your personas (10 minutes)
3. Consolidate (5 minutes)
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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
59. Topic Map
mobile/
feeling
internet
overwhelmed
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
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60. {Activity}
Add two topics
mobile/
internet
habits?
keeping
everything
working
last time
they got help
(house
cleaner) commute
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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
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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
70. Act on Customer Needs
(Developing product and interface ideas)
Sketching
6-Up Uses
Dot Voting
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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
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
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84. {Organize!}
Post on the wall…
Consolidated persona,
2 top uses,
3-4 features.
(off to the side)
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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
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92. {Activity}
Brainstorm measures
(from features)
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93. {Activity}
Divide into 2 piles:
less more
important important
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94. {Activity}
As a team, get to 5
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95. {Activity}
Check your metrics
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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
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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”
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106. {Activity}
Make a narrative
We are _______________
Meet...
M V P with __________, ________ can...
using these features
we will measure
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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
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