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LUXr 1-day workshop, April 4, 2012
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LUXr 1-day workshop, April 4, 2012

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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 the the LUXr team to learn Lean Startup methods that help you both make the right product, and make your product right.

Published in Design , Technology , Business
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  • 1. Crushing the Boulder User Experience for Lean StartupsLUXR.CO APRIL 2012
  • 2. LUXR.CO APRIL 2012
  • 3. LUXR.CO APRIL 2012
  • 4. TWEET! Janice Fraser • Kate Rutter www.luxr.co @luxrco @clevergirl @katerutterLUXR.CO APRIL 2012
  • 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, and then bring it all together into a planLUXR.CO APRIL 2012
  • 6. What is this stuff?!?! Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX?LUXR.CO APRIL 2012
  • 7. Lean Startup?LUXR.CO APRIL 2012
  • 8. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO APRIL 2012
  • 9. Lean Startup is NOT Low-AmbitionLUXR.CO APRIL 2012
  • 10. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO APRIL 2012
  • 11. Get out of the building!LUXR.CO APRIL 2012
  • 12. Steve Blank introduced “Customer Development” in...um...2006.LUXR.CO APRIL 2012
  • 13. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.LUXR.CO APRIL 2012
  • 14. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO APRIL 2012
  • 15. About 1,720,000 resultsLUXR.CO APRIL 2012
  • 16. Here’s a distillation... “Customer Development in 1 Page”LUXR.CO APRIL 2012
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  • 24. + + make products incremental reduce waste customers want releasesLUXR.CO APRIL 2012
  • 25. LUXR.CO APRIL 2012
  • 26. #2 New York Times BestsellerLUXR.CO APRIL 2012
  • 27. LUXR.CO APRIL 2012
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  • 29. UX Cycles THINK Generative Research Ideation Mental models Behavior Models Test Results Competitive Analysis Reduce cyc time, n le MAKE o build ti t me Prototypes Wireframes Value Prop Landing Page Hypotheses Comps Deployed Code CHECK A/B Testing Site Analytics Usability Testing Funnel Sign-upsLUXR.CO APRIL 2012
  • 30. UX?LUXR.CO APRIL 2012
  • 31. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO APRIL 2012
  • 32. What UX brings is 10* years of experience, methods, and methodology *20, 30, 50 yearsLUXR.CO APRIL 2012
  • 33. Among UX strengths... UX people are EXPERTS at “getting out of the building.”LUXR.CO APRIL 2012
  • 34. LUXR.CO APRIL 2012
  • 35. LUXR.CO APRIL 2012
  • 36. Why Lean UX?LUXR.CO APRIL 2012
  • 37. 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
  • 38. Part 2: Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO APRIL 2012
  • 39. 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
  • 40. User Research quant qual Generative Interviews EvaluativeLUXR.CO APRIL 2012
  • 41. Before the Interview * Identify who you want to talk to. * Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts.LUXR.CO APRIL 2012
  • 42. 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! Running 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
  • 43. {Activity} Let’s do it!LUXR.CO APRIL 2012
  • 44. Hypothesis We believe that modern families have trouble keeping up with the errands that need to be done, and are willing to pay to have “odd jobs” done for them.LUXR.CO APRIL 2012
  • 45. {Warm-up Activity} Rapid SketchingLUXR.CO APRIL 2012
  • 46. {Activity} Make a personaLUXR.CO APRIL 2012
  • 47. {Show & Tell} Topic MapLUXR.CO APRIL 2012
  • 48. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO APRIL 2012
  • 49. 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
  • 50. 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
  • 51. {Activity} Dry-run an interviewLUXR.CO APRIL 2012
  • 52. 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
  • 53. {homework} DebriefLUXR.CO APRIL 2012
  • 54. LUXR.CO APRIL 2012
  • 55. Part 3: Act on Customer Needs (Developing product and interface ideas) Sketching 6-UP Dot VotingLUXR.CO APRIL 2012
  • 56. Remember this? Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO APRIL 2012
  • 57. 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
  • 58. 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
  • 59. {Activity} Sketch 6-up UsesLUXR.CO APRIL 2012
  • 60. {Activity} Dot-vote Top picksLUXR.CO APRIL 2012
  • 61. {Activity} Brainstorm featuresLUXR.CO APRIL 2012
  • 62. outsized returns. fear me.LUXR.CO APRIL 2012
  • 63. Part 4: Measure What Matters (Quantitative and Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO APRIL 2012
  • 64. 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
  • 65. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO APRIL 2012
  • 66. Measurement What Metric? Who Owns? Traffic Gross # Marketing CMP/CPC/CPA/NPS Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) ProductLUXR.CO APRIL 2012
  • 67. 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
  • 68. {Activity} Brainstorm measuresLUXR.CO APRIL 2012
  • 69. Pirate Metrics Acquisition Activation Retention Referral RevenueLUXR.CO APRIL 2012
  • 70. {Show & Tell} Metrics DashboardLUXR.CO APRIL 2012
  • 71. Metrics dashboardLUXR.CO APRIL 2012
  • 72. {Show & Tell} Information RadiatorLUXR.CO APRIL 2012
  • 73. Information RadiatorLUXR.CO APRIL 2012
  • 74. Information RadiatorLUXR.CO APRIL 2012
  • 75. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO APRIL 2012
  • 76. 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
  • 77. LUXR.CO APRIL 2012
  • 78. Living the LeanUX LifeLUXR.CO APRIL 2012
  • 79. 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
  • 80. 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
  • 81. 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
  • 82. 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
  • 83. 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
  • 84. 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
  • 85. RITUALS of Lean UX 1. Write the test first 2. User quote/need as sprint name 3. Wireframe check 4. Designer/developer pairing 5. UX & Product Mgt participate in standup meetings daily 6. Validation step 7. Retrospective periodicallyLUXR.CO APRIL 2012
  • 86. Go forth and LeanUX! Janice Fraser • Kate Rutter www.luxr.co @luxrco @clevergirl @katerutterLUXR.CO APRIL 2012
  • 87. Q&A + DiscussionLUXR.CO APRIL 2012