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LUXr 1-day workshop, July 18, 2012 [San Francisco]
 

LUXr 1-day workshop, July 18, 2012 [San Francisco]

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User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop, UX for Lean ...

User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop, UX for Lean Startups.

Join Kate Rutter of LUXr to learn Lean Startup methods that help you both make the right product, and make your product right.

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    LUXr 1-day workshop, July 18, 2012 [San Francisco] LUXr 1-day workshop, July 18, 2012 [San Francisco] Presentation Transcript

    • Crushing the BoulderUser Experience forLean Startups1-day workshop WED, JUL 18, 2012
    • LUXR.CO JULY 2012
    • Who’s in the room? IntrosLUXR.CO JULY 2012
    • LUXR.CO JULY 2012
    • Residency Core Workshops Advising Curriculum 10 weeks to Learning Core concepts Coaching & awesome for products for and hands-on guidance for early-stage accelerators & activities for teams going teams. startup teams. everyone. at lightspeed.LUXR.CO JULY 2012
    • TWEET! Kate Rutter www.luxr.co @luxrco @katerutterLUXR.CO JULY 2012
    • This is not... A class on how to (how do you know itʼs awesome?) produce an awesome UIA session on making (how do you know these arenʼtproduction wireframes or a waste of valuable time?)photoshop comps A “perfect approach” or (100s of entrepreneurs have used these techniques to define a rigid point of view on their own unique Great UX.) Great UX.LUXR.CO JULY 2012
    • Today we’ll cover... I. Lean + UX Fundamentals II. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What Matters III. Bring it all togetherLUXR.CO JULY 2012
    • What is this stuff?!?! I : Lean UX Fundamentals What is Lean Startup? What is UX? What is UX for Lean Startups?LUXR.CO JULY 2012
    • Lean Startup?LUXR.CO JULY 2012
    • Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO JULY 2012
    • Lean Startup is NOT Low-AmbitionLUXR.CO JULY 2012
    • Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO JULY 2012
    • Get out of the building!LUXR.CO JULY 2012
    • Customer development is... A four-step framework for discovering and validating the right market for your idea, building the right product features that solve customersʼ needs, testing the correct model and tactics for acquiring and converting customers, and deploying the right organization and resources to scale the business.LUXR.CO JULY 2012
    • Steve Blank introduced “Customer Development” in...um...2006. The big idea...LUXR.CO JULY 2012
    • In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.The big idea...LUXR.CO JULY 2012
    • What it looks like in practice...LUXR.CO JULY 2012
    • LUXR.CO JULY 2012
    • Build, Measure. Learn.LUXR.CO JULY 2012
    • 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 JULY 2012
    • Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.” The big idea... + + make products reduce incremental customers want releases wasteLUXR.CO JULY 2012
    • 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 JULY 2012
    • Lean Startup advocates... • Experiments •!Validated learningLUXR.CO JULY 2012
    • UX. Design. Startups.LUXR.CO JULY 2012
    • User Experience is... A personʼs 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 JULY 2012
    • Lean User Experience is... A principle-driven process for product teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high-quality, high-velocity user experience outcomes.LUXR.CO JULY 2012
    • UX brings 10* years of experience, methods, and patterns of work. *20, 30, 50 yearsLUXR.CO JULY 2012
    • UX people are EXPERTS at “getting out of the building”LUXR.CO JULY 2012
    • UX people are EXPERTS at “getting out of the building”LUXR.CO JULY 2012
    • UX == Customer Discovery People, their goals & needs Sketches and prototypes Interactions and flowsLUXR.CO JULY 2012
    • 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 Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code MAKE Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys CHECKLUXR.CO JULY 2012
    • Design > UI THINK MAKE CHECK Users 1. I need... why what Needs 2. I want... 3. My goal is... how Business thinking goes here Mary can... BUILD Uses MEASURE LEARN Features Sketches, wireframes, pixels This Week Prototypes User Stories Themed ReleasesLUXR.CO JULY 2012
    • LUXR.CO JULY 2012
    • II : Three Lean UX Experiments 1. Get to Know your Customers 2. Act on Customer Needs 3. Measure What MattersLUXR.CO JULY 2012
    • Today’s Challenge 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 JULY 2012
    • 1 Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO JULY 2012
    • 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 JULY 2012
    • User Research quant qual Generative Interviews EvaluativeLUXR.CO JULY 2012
    • Customer Interviews * Identify who you want to talk to. * Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO JULY 2012
    • {Activity} Let’s do it!LUXR.CO JULY 2012
    • {Warm-up Activity} Rapid Sketching Clothespin Man!LUXR.CO JULY 2012
    • Who: Make a PersonaLUXR.CO JULY 2012
    • {Activity} Make a persona PortraitLUXR.CO JULY 2012
    • {Activity} Make a persona DemographicsLUXR.CO JULY 2012
    • {Activity} Make a persona BehaviorsLUXR.CO JULY 2012
    • {Activity} Make a persona Needs & GoalsLUXR.CO JULY 2012
    • {Activity} Bring it together Discuss & create a unified personaLUXR.CO JULY 2012
    • {check} 3 checks * Does this sound like a person who could exist? If no, make adjustments. * Is this an actual person you know? If yes, make adjustments. * Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.LUXR.CO JULY 2012
    • Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO JULY 2012
    • {Show & Tell} Topic MapLUXR.CO JULY 2012
    • Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO JULY 2012
    • {Activity} Add a topic mobile/ internet habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO JULY 2012
    • Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. ! Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO JULY 2012
    • 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 JULY 2012
    • {Activity} Brainstorm a question “Have you ever had __________________________ experience?”LUXR.CO JULY 2012
    • Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. ! Craft a topic map for the session. ! Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO JULY 2012
    • During the Interview DO • Take notes • Smile • Ask open-ended questions • Get their story • Shut up and listen DONʼT • Talk about your product • Ask about future behavior • Sell • Ask leading questions • Talk muchLUXR.CO JULY 2012
    • {Activity} Practice an interview 1 interviewer + 1 interviewee note-takersLUXR.CO JULY 2012
    • 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 JULY 2012
    • {homework} DebriefLUXR.CO JULY 2012
    • i <3 listening.LUXR.CO JULY 2012
    • 2 Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot VotingLUXR.CO JULY 2012
    • 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 JULY 2012
    • 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 how Mary do with your product?LUXR.CO JULY 2012
    • 6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.LUXR.CO JULY 2012
    • 6 UsesLUXR.CO JULY 2012
    • {Activity} Sketch 6-up Uses __ can... ____, ______ with ______LUXR.CO JULY 2012
    • {Activity} Dot-vote top picks 3 dots } pick top 2 usesLUXR.CO JULY 2012
    • {Activity} Redraw the top 2 __ can... ____, ______ with ______LUXR.CO JULY 2012
    • {Activity} Brainstorm featuresLUXR.CO JULY 2012
    • {Activity} Select 2 featuresLUXR.CO JULY 2012
    • {Organize!} Post your persona, 2 uses and 2 features on the wall. (off to the side)LUXR.CO JULY 2012
    • 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 JULY 2012
    • Uses make me frisky!LUXR.CO JULY 2012
    • 3 Measure What Matters (Quantitative and Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO JULY 2012
    • Top questions Will people use it? Why wonʼt people use it? Whatʼs 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 JULY 2012
    • User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO JULY 2012
    • quantitative qualitative a/b testing usability analytics testing KPIs Do people use it? How should I design the new one? Which is better? Why wonʼt people use it? Did we do the right thing? Whatʼs wrong with this? Are these results good? How could I make this better? Are we making progress? Why do people do that? What do people love about it? CLOSED-ENDED QUESTIONS How can I improve conversion? Why is there dropoff? What do they think this should do? OPEN-ENDED QUESTIONSLUXR.CO JULY 2012
    • Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO JULY 2012
    • {Activity} Brainstorm measures (from features)LUXR.CO JULY 2012
    • {Activity} Divide into 2 piles: less more important importantLUXR.CO JULY 2012
    • {Activity} As a team, get to 5LUXR.CO JULY 2012
    • {Activity} Check your metricsLUXR.CO JULY 2012
    • 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 super-helpful (messages per file, emails per thread)LUXR.CO JULY 2012
    • 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 donʼt 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 JULY 2012
    • {Show & Tell} Metrics DashboardLUXR.CO JULY 2012
    • Metrics dashboard % of users who share a task 3+ times a day, per weekLUXR.CO JULY 2012
    • {Show & Tell} Information RadiatorLUXR.CO JULY 2012
    • Information RadiatorLUXR.CO JULY 2012
    • Information RadiatorLUXR.CO JULY 2012
    • Advanced topics Conversion metrics Pirate Metrics - AARRR! Cohort metrics Instrumentation Acquisition Activation Retention What should I be measuring? (a few search terms) Referral “Vanity Metrics” Revenue “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO JULY 2012
    • Tools Landscape ANALYTICS CONVERSION TESTING UNMODERATED Google Analytics Unbounce TESTS WITH VIDEO KISS Metrics Optimizely Usertesting.com Mixpanel TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Navflow Click Tale FiveSecondTest Usabilia Clicktest Verify Intuition HQ UserZoomLUXR.CO JULY 2012
    • metrics. better than a bubbling brook.LUXR.CO JULY 2012
    • III : Bring it all together Making the story Living the Lean UX lifeLUXR.CO JULY 2012
    • {Activity} Tell the storyLUXR.CO JULY 2012
    • {Activity} Make a narrative We are _______________ Meet... M V P with __________, ________ can... using these features we will measureLUXR.CO JULY 2012
    • 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 JULY 2012
    • Living the Lean UX LifeLUXR.CO JULY 2012
    • Lean User Experience is... A principle-driven process for product teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high-quality, high-velocity user experience outcomes.LUXR.CO JULY 2012
    • Patterns of work 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 JULY 2012
    • 10 Principles of Lean UX 1. Design + Product Management + Development = 1 team 2. Externalize! 3. FLOW: think -> make -> check 4. Repeatable & routinized 5. Solve the right problem 6. Goal-driven & outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Users are the best source of information (& inspiration) Read more at http://luxr.co/10-principlesLUXR.CO JULY 2012
    • Q&A + DiscussionLUXR.CO JULY 2012
    • Go be awesome.LUXR.CO JULY 2012
    • About LUXrLUXrʼs mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers want,need and love to buy.Residency Core Workshops Advising Curriculum10 weeks to Learning products Core concepts and Coaching &awesome for for accelerators & hands-on activities guidance for teamsearly-stage teams. startup teams. for everyone. going at lightspeed.LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrcoJanice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]LUXR.CO JULY 2012