LUXr 1-day workshop, April 27, 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 Startups.

Join the the LUXr team 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, April 27, 2012 [San Francisco]

  1. 1. Crushing the Boulder User Experience for Lean Startups 1-day workshop } Friday, April 27, 2012LUXR.CO APRIL 2012
  2. 2. LUXR.CO APRIL 2012
  3. 3. LUXR.CO APRIL 2012
  4. 4. TWEET! Kate Rutter • Janice Fraser www.luxr.co @luxrco @katerutter @clevergirlLUXR.CO APRIL 2012
  5. 5. Today we’ll cover... 1. Lean UX Fundamentals 2. Get to know your customer 3. Brainstorm ideas for product uses 4. Measure your success 5. Bring it all togetherLUXR.CO APRIL 2012
  6. 6. Who’s in the room? IntrosLUXR.CO APRIL 2012
  7. 7. What is this stuff?!?! 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is UX for Lean Startups?LUXR.CO APRIL 2012
  8. 8. Lean Startup?LUXR.CO APRIL 2012
  9. 9. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO APRIL 2012
  10. 10. Lean Startup is NOT Low-AmbitionLUXR.CO APRIL 2012
  11. 11. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO APRIL 2012
  12. 12. Get out of the building!LUXR.CO APRIL 2012
  13. 13. Steve Blank introduced “Customer Development” in...um...2006.LUXR.CO APRIL 2012
  14. 14. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.LUXR.CO APRIL 2012
  15. 15. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO APRIL 2012
  16. 16. About 1,720,000 resultsLUXR.CO APRIL 2012
  17. 17. Here’s a distillation... “Customer Development in 1 Page”LUXR.CO APRIL 2012
  18. 18. LUXR.CO APRIL 2012
  19. 19. LUXR.CO APRIL 2012
  20. 20. + + make products incremental reduce waste customers want releasesLUXR.CO APRIL 2012
  21. 21. LUXR.CO APRIL 2012
  22. 22. #2 New York Times BestsellerLUXR.CO APRIL 2012
  23. 23. LUXR.CO APRIL 2012
  24. 24. LUXR.CO APRIL 2012
  25. 25. UX Cycles Lean StartupTHINK 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 APRIL 2012
  26. 26. UX?LUXR.CO APRIL 2012
  27. 27. Design > UI Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO APRIL 2012
  28. 28. What UX brings is 10* years of experience, methods, and methodology *20, 30, 50 yearsLUXR.CO APRIL 2012
  29. 29. Among UX strengths... UX people are EXPERTS at “getting out of the building.”LUXR.CO APRIL 2012
  30. 30. LUXR.CO APRIL 2012
  31. 31. LUXR.CO APRIL 2012
  32. 32. Why Lean UX?LUXR.CO APRIL 2012
  33. 33. Lean User Experience is a principle-driven process for teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high- quality, high-velocity user experience outcomes.LUXR.CO APRIL 2012
  34. 34. in Lean UX... Hypothesis + Validation = ExperimentsLUXR.CO APRIL 2012
  35. 35. Today’s Challenge Hypothesis We believe that modern families have trouble keeping up with tasks, and are willing to pay for a better way to coordinate with other family members, friends and neighbors.LUXR.CO APRIL 2012
  36. 36. 2: Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO APRIL 2012
  37. 37. 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 APRIL 2012
  38. 38. User Research quant qual Generative Interviews EvaluativeLUXR.CO APRIL 2012
  39. 39. 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 APRIL 2012
  40. 40. Who: Make a Persona “Mary” Behaviors • Has a housecleaner • Buys take-away 3 nights/wk • Frequently feels overwhelmed when she “forgets” something Demographics Needs & Goals • Working mom • Help! Coordinating errands, • 34 years old managing kids, keeping things • Lives in Reading, works in running London • Time for her girlfriends • Married, 2 kids • To feel like she “has it sorted” • Household 125k/yr • “To clone herself”LUXR.CO APRIL 2012
  41. 41. {Activity} Let’s do it!LUXR.CO APRIL 2012
  42. 42. {Warm-up Activity} Rapid SketchingLUXR.CO APRIL 2012
  43. 43. {Activity} Make a persona PortraitLUXR.CO APRIL 2012
  44. 44. {Activity} Make a persona DemographicsLUXR.CO APRIL 2012
  45. 45. {Activity} Make a persona BehaviorsLUXR.CO APRIL 2012
  46. 46. {Activity} Make a persona Needs & GoalsLUXR.CO APRIL 2012
  47. 47. {check} 3 checksLUXR.CO APRIL 2012
  48. 48. {Show & Tell} Topic MapLUXR.CO APRIL 2012
  49. 49. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO APRIL 2012
  50. 50. {Activity} Brainstorm questionsLUXR.CO APRIL 2012
  51. 51. 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 APRIL 2012
  52. 52. 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 APRIL 2012
  53. 53. {Activity} Practice an interviewLUXR.CO APRIL 2012
  54. 54. {homework} DebriefLUXR.CO APRIL 2012
  55. 55. 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 APRIL 2012
  56. 56. LUXR.CO APRIL 2012
  57. 57. 3: Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot VotingLUXR.CO APRIL 2012
  58. 58. Remember this? Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO APRIL 2012
  59. 59. 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 APRIL 2012
  60. 60. 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 APRIL 2012
  61. 61. {Activity} Sketch 6-up UsesLUXR.CO APRIL 2012
  62. 62. {Activity} Dot-vote top picksLUXR.CO APRIL 2012
  63. 63. {Activity} Brainstorm featuresLUXR.CO APRIL 2012
  64. 64. {Activity} Select 3 featuresLUXR.CO APRIL 2012
  65. 65. {Organize!} Post your persona, 2 uses and 3 features on the wall. (off to the side)LUXR.CO APRIL 2012
  66. 66. outsized returns. fear me.LUXR.CO APRIL 2012
  67. 67. 4: Measure What Matters (Quantitative and Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO APRIL 2012
  68. 68. 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 APRIL 2012
  69. 69. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO APRIL 2012
  70. 70. quantitative qualitative a/b testing usability analytics testing KPIs Behavior Ability 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 APRIL 2012
  71. 71. Measurement Traffic Conversion Funnel Product (black box)LUXR.CO APRIL 2012
  72. 72. {Activity} Brainstorm measures (from features)LUXR.CO APRIL 2012
  73. 73. {Activity} Team-select 5LUXR.CO APRIL 2012
  74. 74. {Activity} Check your metricsLUXR.CO APRIL 2012
  75. 75. Metrics checklist 1. Does the metric • “number of...” [ # ] • “average number of...” [avg ] begin with a number? • “percent of...” [ % ] 2. Is there a time basis? • “per week” [ ___/wk ] • “per month” [ ___/mo] 3. Is there an object • “per user” [ ___/user] • “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 APRIL 2012
  76. 76. 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 registered sign-ups of registered 3+ times a task 3+ users per users day, times a day, week per week per weekLUXR.CO APRIL 2012
  77. 77. {Show & Tell} Metrics DashboardLUXR.CO APRIL 2012
  78. 78. Metrics dashboardLUXR.CO APRIL 2012
  79. 79. {Show & Tell} Information RadiatorLUXR.CO APRIL 2012
  80. 80. Information RadiatorLUXR.CO APRIL 2012
  81. 81. Information RadiatorLUXR.CO APRIL 2012
  82. 82. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” Pirate Metrics “Metrics for Pirates” Acquisition Activation Retention Referral RevenueLUXR.CO APRIL 2012
  83. 83. Research Tools ANALYTICS CONVERSION UNMODERATED TESTING TESTS WITH VIDEO Google Analytics KISS Metrics Unbounce Usertesting.com Mixpanel Optimizely TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Click Tale FiveSecondTest Navflow Gaze Hawk Usabilia Clicktest Verify Intuition HQ UserZoomLUXR.CO APRIL 2012
  84. 84. LUXR.CO APRIL 2012
  85. 85. 5: Bring it all together Making the story Living the Lean UX lifeLUXR.CO APRIL 2012
  86. 86. {Activity} Tell the storyLUXR.CO APRIL 2012
  87. 87. Living the LeanUX LifeLUXR.CO APRIL 2012
  88. 88. Lean User Experience is a principle-driven process for teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high- quality, high-velocity user experience outcomes.LUXR.CO APRIL 2012
  89. 89. 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)LUXR.CO APRIL 2012
  90. 90. Who is involved? 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)LUXR.CO APRIL 2012
  91. 91. How do we work together? 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)LUXR.CO APRIL 2012
  92. 92. What do we do? 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)LUXR.CO APRIL 2012
  93. 93. How can we be sure? 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)LUXR.CO APRIL 2012
  94. 94. RITUALS of Lean UX 1. Generate independently, then collaborate as a team 2. Work at the wall 3. Use rapid decision-making tricks: dot-voting, roman voting 4. Engage design + development + product people 5. Frame designs as a hypothesis to validate 6. Validate with customers 7. Hold retrospectives periodicallyLUXR.CO APRIL 2012
  95. 95. Go forth and LeanUX! Kate Rutter • Janice Fraser www.luxr.co @luxrco @katerutter @clevergirlLUXR.CO APRIL 2012
  96. 96. Q&A + DiscussionLUXR.CO APRIL 2012

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