© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
An Introduction to Lean User
Experience Des...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Welcome
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Agenda
Morning Session:
8:45 Registration
9...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014© Codename Design 2014
Copy writing and phot...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
10’000 FT.
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Ash Maurya, Running Lean, 2012
“... what se...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Let’s Make a Product – old school
© Launch ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Perceived “Learning” Curve
© Launch Academy...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
You’re wrong about something.
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
You just don’t know what that "
“something”...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Actual “Validated Learning” Curve
© Launch ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
The goal of Lean UX
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Iterate as quickly as you can"
to get as mu...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
The goal of Lean UX
© Launch Academy / Code...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
LEAN"
DESIGN"
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Design builds knowledge.
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
DESIGN MATERIALIZES"
KNOWLEDGE
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Increase in “shared” knowledge
© Launch Aca...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
DESIGN IS"
ITERATIVE
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
The “Design” Process
© Launch Academy / Cod...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
LEAN UX IS"
ABOUT “MAKING”
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
The Lean Process
© Launch Academy / Codenam...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
LEAN UX IS NOT ABOUT"
BEING “DONE”
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
IT IS ABOUT BEING READY"
FOR THE NEXT ITERA...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
EXPOSE YOURSELF
…before you’re ready
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
MINIMUM"
VIABLE"
PRODUCT
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Eric Ries
"The minimum viable product is th...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
….the Minimum Viable Gas Station (photo cre...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
JUST"
ENOUGH"
DESIGN
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
May cause nausea.
…it’s o.k. if you feel qu...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Lean User Experience Design
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Lean UX is a process that:
• Places a prima...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
User Centered Design."
Agile Methodologies....
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
User Centered Design
© Launch Academy / Cod...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
User Centered Design
• The Actors (or users...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Agile Methodologies
© Launch Academy / Code...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Agile Methodologies
1.  Individuals and int...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Agile Methodologies – User Stories
As an [ ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Agile Methodologies – User Stories
© Launch...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Agile Methodologies – User Stories
© Launch...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
How Stories fit into the flow
1.  Understand ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Data-Driven Design
• What’s the problem?
• ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Data-Driven Design
© Launch Academy / Coden...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Data-Driven Design – Measuring Example
• Ar...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Data-Driven Design – Measuring Example
We’l...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Data-Driven Design – Appropriate Tests
Depe...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Questions
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Break
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Lean UX Processes"
Overview
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
LEAN UX IS"
ABOUT “MAKING”
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
MAKING WHAT?
…glad you asked
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
MAKING MODELS
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
WHAT IS"
WHAT COULD BE
© Launch Academy / C...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
PROBLEMS"
SOLUTIONS
© Launch Academy / Code...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
PROBLEM HYPOTHESIS"
“We are solving a worth...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
SOLUTION HYPOTHESIS"
“We are solving a vali...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
MAKING MODELS 
…of things that are, and thi...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Models"
(to understand the problem)
Persona...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Lean UX Discovery"
Understanding The Problem
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
When discovery applies
• New products
• New...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Models"
(to understand the problem)
Persona...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1"
(Proto) Personas
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1. Proto Personas
© Launch Academy / Codena...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1. Proto Personas
© Launch Academy / Codena...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1. Proto Personas
© Launch Academy / Codena...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1. Proto Personas
Good for:
• Humanizing th...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1. Proto Personas
Tools:
• Pen & Paper
• Om...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2"
Observation
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2. Observation
”Salary Men" by Marc Baumgar...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
”Salary Men" by Marc Baumgartner, 2013
2. O...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2. Observation
"Cyclops" by Jaime Pitarch, ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Tools:
• Pen & Paper
• Camera / Video
• Not...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3"
Interviews
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Interviews
http://www.reed.co.uk/career-...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Interviews
Good for:
• Confirming assump...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Interviews
http://www.reed.co.uk/career-...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Tools:
• Sound recording device
• Pen & Pap...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4"
User Journeys
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. User Journeys
Marc Baumgartner, 2013
© L...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. User Journeys
Good for:
• Modeling exist...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. User Journeys
© Launch Academy / Codenam...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Tools:
• Pen & Paper
• Whiteboard / Camera
...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5"
Analytics
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5. Analytics
© Launch Academy / Codename De...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5. Analytics
Good for:
• Quantitative feedb...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5. Analytics
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Tools:
• Google Analytics
• Mixpanel
• KISS...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
6"
Business Models*
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
6. Business Models
© Launch Academy / Coden...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
6. Business Models
Good for:
• Modeling pro...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Tools:
• Whiteboard / Camera
• Paper & Mark...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Questions
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Lean UX Artefacts"
Modeling The Solution
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Models "
(to understand the problem)
Person...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1"
Story Boards
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
1. Storyboards
© Launch Academy / Codename ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Good for:
• Communicating context issues (w...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Tools:
• Pen & Paper
• Whiteboard / Camera
...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2"
Diagrams
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2. Diagrams
Codename Design
© Launch Academ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2. Diagrams
Good for:
• Communicating user ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2. Diagrams
Codename Design
© Launch Academ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
2. Diagrams
Tools:
• Pen & Paper
• Whiteboa...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Sidetrack"
“Fidelity”
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Artifacts can be created at different fideli...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Artifacts can be created at different fideli...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Different types of fidelity
© Launch Academy...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Different types of fidelity
• Visual Fidelit...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Comparison of Artefacts
© Launch Academy / ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3"
Wireframes
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Wireframes
© Launch Academy / Codename D...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Wireframes
Good for:
• Communicating vis...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Wireframes
Lean Version:
• Work fast, sk...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Wireframes – work fast 
© Launch Academy...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Wireframes – use your space
© Launch Aca...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
3. Wireframes
Tools:
• Pen & Paper & Sticki...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4"
Mockups
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. Mockups
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. Mockups
Good for:
• Testing the look of ...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. Mockups
Lean Version:
• If it’s faster t...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. Mockups – same mockup for multiple stori...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
4. Mockups
Tools:
• Adobe Illustrator, Fire...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5"
Protoypes
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5. Prototypes
© Launch Academy / Codename D...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5. Prototypes
Good for:
• An alternative to...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5. Prototypes
© Launch Academy / Codename D...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
5. Prototypes
Lean Version:
• Understand wh...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Tools:
• Paper
• Camera / Dropbox
• POP (tu...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
- Afternoon Workshop -
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
Resources
The Lean Startup – Eric Reiss
Lea...
© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
End
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Launch Academy Introduction to Lean UX Workshop - February 2014

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Launch Academy Introduction to Lean UX Workshop - February 2014

  1. 1. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 An Introduction to Lean User Experience Design Marc Baumgartner Founder + Design Director Codename Design
  2. 2. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Welcome
  3. 3. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Agenda Morning Session: 8:45 Registration 9:00 Course Introduction 9:15 Lean UX Principles 10:00 - 10:15 Break 10:15 Lean UX Processes 12:00 Lunch Afternoon Session: 1:00 Project Introduction and Brief 2:00 Develop User Stories Exercise 2:30 Wireframes Exercise 3:10 - 3:20 Break 3:20 Prototypes Exercise 4:45 Presentations and feedback. 5:15 Wrap Up
  4. 4. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014© Codename Design 2014 Copy writing and photo credit @marcbx.
  5. 5. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 10’000 FT.
  6. 6. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Ash Maurya, Running Lean, 2012 “... what separates successful start ups from unsuccessful ones is (...) that they find a plan that works before running out of resources.”
  7. 7. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Let’s Make a Product – old school © Launch Academy / Codename Design 2014
  8. 8. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Perceived “Learning” Curve © Launch Academy / Codename Design 2014
  9. 9. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 You’re wrong about something.
  10. 10. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 You just don’t know what that " “something” is yet.
  11. 11. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Actual “Validated Learning” Curve © Launch Academy / Codename Design 2014
  12. 12. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 The goal of Lean UX
  13. 13. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Iterate as quickly as you can" to get as much validated learning" as you can for the least effort.
  14. 14. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 The goal of Lean UX © Launch Academy / Codename Design 2014
  15. 15. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 LEAN" DESIGN"
  16. 16. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
  17. 17. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Design builds knowledge.
  18. 18. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014
  19. 19. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 DESIGN MATERIALIZES" KNOWLEDGE
  20. 20. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Increase in “shared” knowledge © Launch Academy / Codename Design 2014
  21. 21. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 DESIGN IS" ITERATIVE
  22. 22. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 The “Design” Process © Launch Academy / Codename Design 2014
  23. 23. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 LEAN UX IS" ABOUT “MAKING”
  24. 24. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 The Lean Process © Launch Academy / Codename Design 2014
  25. 25. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 LEAN UX IS NOT ABOUT" BEING “DONE”
  26. 26. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 IT IS ABOUT BEING READY" FOR THE NEXT ITERATION
  27. 27. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 EXPOSE YOURSELF …before you’re ready
  28. 28. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 MINIMUM" VIABLE" PRODUCT
  29. 29. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Eric Ries "The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort." "
  30. 30. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 ….the Minimum Viable Gas Station (photo credit to @NitiBhan).
  31. 31. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 JUST" ENOUGH" DESIGN
  32. 32. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 May cause nausea. …it’s o.k. if you feel queasy you kind of get used to it.
  33. 33. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Lean User Experience Design
  34. 34. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Lean UX is a process that: • Places a primary focus on creating value for customers • Minimizes the time it takes to learn • Minimizes the cost of each lesson learned • Allows you to communicate what you’ve learned with the team • Allows you to act on that learning so you can create more value for customers • Allows you to observe whether you’ve actually created more value © Launch Academy / Codename Design 2014
  35. 35. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 User Centered Design." Agile Methodologies." Data Driven Design.
  36. 36. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 User Centered Design © Launch Academy / Codename Design 2014
  37. 37. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 User Centered Design • The Actors (or users, or customers) • The Objects (the material atomic bits people work with / “content”) • The Goals (what actors want to achieve in context) • The Activities (the steps they need to go through to complete goals) • The Interactions between the actors and the objects to reach their goals • The Context (the physical world including device, social etc…) © Launch Academy / Codename Design 2014
  38. 38. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Agile Methodologies © Launch Academy / Codename Design 2014
  39. 39. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Agile Methodologies 1.  Individuals and interactions over processes and tools 2.  Working software over comprehensive documentation. 3.  Customer Collaboration over contract negotiation 4.  Responding to change over following a plan
  40. 40. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Agile Methodologies – User Stories As an [ actor type ] I want to [ accomplish something ] So that [ something of value happens ] “As a frequent purchaser I want to be able to save an item to my wish list so that I can return to purchase my saved items.”
  41. 41. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Agile Methodologies – User Stories © Launch Academy / Codename Design 2014
  42. 42. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Agile Methodologies – User Stories © Launch Academy / Codename Design 2014 User Stories (extended): • Acceptance Criteria • Discussion notes • Dependencies / Related stories • Components (what parts of the app(s) are affected, what out of app experience elements are required (for example: emails sent) • Links to resources like assets and reference artifacts like diagrams, wireframes, mockups
  43. 43. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 How Stories fit into the flow 1.  Understand the problem, then; 2.  Model solutions at a user scale: • Write A Story / Design the test • Model and discuss possible solutions • Prioritize / decide on an approach • Try to invalidate the approach yourself • Create an artifact / prototype of the appropriate fidelity • Test... Measure... Iterate (go back to #1).
  44. 44. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Data-Driven Design • What’s the problem? • What’s your assumption about the problem? • What are you going to measure? • How are you going to measure? • What results constitute success? • What is the threshold for validation?
  45. 45. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Data-Driven Design © Launch Academy / Codename Design 2014
  46. 46. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Data-Driven Design – Measuring Example • Are people using our product? • Are they using all of it or only parts of it? • Are they using it in the way we expected? “Our assumption was that users would primarily use the marketplace matching features we built into the MVP to complete a transaction once per month.”
  47. 47. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Data-Driven Design – Measuring Example We’ll measure app usage for the past 30 days using analytics looking specifically at transaction traffic and funnels looking for completed transactions and drop-offs. We’ll need at least 1000 transactions from after release #3. We’ll talk to at least 8 people locally to get qualitative feedback. • If we get an average of 1 transaction per user per month we’re on the right track, we’ll work on aiming higher, open the social loop and test again at scale; • If we’ve had an average of 80% of users with 1 transaction every 30 days we’ll take that as a good sign, pay special attention to qualitative feedback. • If we get less than 80% we’ll look at both qualitative and quantitative data to see where the drop offs are and if there are any specific branding / market issues with the offering.
  48. 48. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Data-Driven Design – Appropriate Tests Depends on what stage your startup is at: 1.  Worth building  Am I meeting a need (early validation) 2.  Empathy  Landing page conversion 3.  Stickiness  Engagement / churn / customer funnel 4.  Virality  Customer acquisition cost / viral co-efficient 5.  Revenue  LTV / upselling 6.  Scale  resellers / support costs etc… For more details see “Lean Analytics” by Alistair Croll & Benjamin Yoskovitz
  49. 49. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Questions
  50. 50. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Break
  51. 51. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Lean UX Processes" Overview
  52. 52. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 LEAN UX IS" ABOUT “MAKING”
  53. 53. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 MAKING WHAT? …glad you asked
  54. 54. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 MAKING MODELS
  55. 55. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 WHAT IS" WHAT COULD BE © Launch Academy / Codename Design 2014
  56. 56. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 PROBLEMS" SOLUTIONS © Launch Academy / Codename Design 2014
  57. 57. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 PROBLEM HYPOTHESIS" “We are solving a worthwhile problem, one that people will pay for.” © Launch Academy / Codename Design 2014
  58. 58. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 SOLUTION HYPOTHESIS" “We are solving a validated problem in a way people will love to use.” © Launch Academy / Codename Design 2014
  59. 59. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 MAKING MODELS …of things that are, and things that are about to be. © Launch Academy / Codename Design 2014
  60. 60. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Models" (to understand the problem) Personas Observation Interviews User Journeys Business Models Analytics Models (to propose solutions) Story Boards Diagrams Wireframes Mockups Interactive Prototypes
  61. 61. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Lean UX Discovery" Understanding The Problem
  62. 62. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 When discovery applies • New products • New features • Existing products • Existing features • Competitive analysis.
  63. 63. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Models" (to understand the problem) Personas Observation Interviews User Journeys Business Models Analytics Models (to propose solutions) Story Boards Diagrams Wireframes Mockups Interactive Prototypes
  64. 64. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1" (Proto) Personas
  65. 65. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1. Proto Personas © Launch Academy / Codename Design 2014
  66. 66. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1. Proto Personas © Launch Academy / Codename Design 2014
  67. 67. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1. Proto Personas © Launch Academy / Codename Design 2014
  68. 68. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1. Proto Personas Good for: • Humanizing the users to the team; • Confirming assumptions around your identified personas; • Qualitative feedback. © Launch Academy / Codename Design 2014
  69. 69. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1. Proto Personas Tools: • Pen & Paper • Omnigraffle • Illustrator / InDesign © Launch Academy / Codename Design 2014
  70. 70. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2" Observation
  71. 71. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2. Observation ”Salary Men" by Marc Baumgartner, 2013 © Launch Academy / Codename Design 2014
  72. 72. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 ”Salary Men" by Marc Baumgartner, 2013 2. Observation "Cyclops" by Jaime Pitarch, 2002 Good for: • Finding behaviour patterns; • Unscripted qualitative findings; • Finding workarounds that people are already using to deal with pain points; • The goal here is not to do exhaustive ethnographic research, observe to validate your proto-personas © Launch Academy / Codename Design 2014
  73. 73. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2. Observation "Cyclops" by Jaime Pitarch, 2002 Types of Observation • Complete Observation - street life, trend spotting • Observer as Participant - you observe and guide (interviews, focus groups, workshops) • Participant as Observer - you participate and subjects know you're observing (joint activities, card sorting) • Complete Participation - you participate with subjects unaware (think secret millionaire / undercover boss) © Launch Academy / Codename Design 2014
  74. 74. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Tools: • Pen & Paper • Camera / Video • Note software (evernote, google docs) • Camera / Video • Props • Release / Consent Forms (if required) • Thank you notes 2. Observation © Launch Academy / Codename Design 2014
  75. 75. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3" Interviews
  76. 76. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Interviews http://www.reed.co.uk/career-advice/blog/2012/april/body-language-interview-dos-and-donts
  77. 77. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Interviews Good for: • Confirming assumptions around your identified personas; • Qualitative feedback. • Testing the solutions-based models © Launch Academy / Codename Design 2014
  78. 78. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Interviews http://www.reed.co.uk/career-advice/blog/2012/april/body-language-interview-dos-and-donts Types of Interviews • Structured Interviews - following a script of questions • Unstructured Interviews - let the subject's answers guide you © Launch Academy / Codename Design 2014
  79. 79. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Tools: • Sound recording device • Pen & Paper • Note software (evernote, google docs) • Camera / Video • Loose Script • Props • Release / Consent Forms / Honorarium / Thank you notes 3. Interviews © Launch Academy / Codename Design 2014
  80. 80. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4" User Journeys
  81. 81. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. User Journeys Marc Baumgartner, 2013 © Launch Academy / Codename Design 2014
  82. 82. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. User Journeys Good for: • Modeling existing issues on a known experience that could be improved; • Modeling a system from scratch during product development; © Launch Academy / Codename Design 2014
  83. 83. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. User Journeys © Launch Academy / Codename Design 2014
  84. 84. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Tools: • Pen & Paper • Whiteboard / Camera • Lucid Charts • Omnigraffle • Any diagramming software • Analytics 4. User Journeys Codename Design © Launch Academy / Codename Design 2014
  85. 85. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5" Analytics
  86. 86. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5. Analytics © Launch Academy / Codename Design 2014
  87. 87. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5. Analytics Good for: • Quantitative feedback; • Confirming assumptions around your identified personas through demographic information; • Finding drop off in funnels; • Finding popular content / usage patterns • Much more…
  88. 88. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5. Analytics
  89. 89. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Tools: • Google Analytics • Mixpanel • KISS Metrics • Others… 5. Analytics © Launch Academy / Codename Design 2014
  90. 90. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 6" Business Models*
  91. 91. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 6. Business Models © Launch Academy / Codename Design 2014
  92. 92. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 6. Business Models Good for: • Modeling product/market fit; • Modeling the high level dependencies on partners and providers; • Modeling product positioning and unfair advantage. © Launch Academy / Codename Design 2014
  93. 93. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Tools: • Whiteboard / Camera • Paper & Marker / Stickies • Omnigraffle • Etc… To learn more make sure to check out the upcoming Launch Academy course offerings. 6. Business Models © Launch Academy / Codename Design 2014
  94. 94. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Questions
  95. 95. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Lean UX Artefacts" Modeling The Solution
  96. 96. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Models " (to understand the problem) Personas Observation Interviews User Journeys Business Models Analytics Models (to propose solutions) Story Boards Diagrams Wireframes Mockups Interactive Prototypes
  97. 97. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1" Story Boards
  98. 98. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 1. Storyboards © Launch Academy / Codename Design 2014
  99. 99. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Good for: • Communicating context issues (where a product is being used / device types / constraints) • Communicating context based service cases (like loss of connection) • Communicating high level goals and use cases to funders / partners 1. Storyboards © Launch Academy / Codename Design 2014
  100. 100. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Tools: • Pen & Paper • Whiteboard / Camera • Adobe Illustrator / InDesign • Omnigraffle 1. Storyboards © Launch Academy / Codename Design 2014
  101. 101. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2" Diagrams
  102. 102. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2. Diagrams Codename Design © Launch Academy / Codename Design 2014
  103. 103. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2. Diagrams Good for: • Communicating user goals and priorities; • Communicating business logic and system processes; • Communicating which site / app components are involved in the process • Communicating what screens are required • Sanity checking the scope, discovering alternative / simplified option • Finding complementary experiences © Launch Academy / Codename Design 2014
  104. 104. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2. Diagrams Codename Design © Launch Academy / Codename Design 2014 Single flow split into stories
  105. 105. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 2. Diagrams Tools: • Pen & Paper • Whiteboard / Camera • Lucid Charts • Omnigraffle • Adobe Illustrator / InDesign • Any diagramming software © Launch Academy / Codename Design 2014
  106. 106. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Sidetrack" “Fidelity”
  107. 107. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Artifacts can be created at different fidelities © Launch Academy / Codename Design 2014
  108. 108. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Artifacts can be created at different fidelities Fidelity you use depends on… • What you’re trying to validate; • Who your audience is; • How much time you have. © Launch Academy / Codename Design 2014
  109. 109. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Different types of fidelity © Launch Academy / Codename Design 2014
  110. 110. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Different types of fidelity • Visual Fidelity: How close the final visual design is the prototype? • Behavioural Fidelity: How closely does the prototype demonstrate the interaction? • Content Fidelity: Are you using placeholder or the actual copy for calls to action and buttons? • Contextual Fidelity: How close to the device and its intended context is the prototype being demonstrated? For more see http://www.slideshare.net/austingovella/hacking-ux-zombies
  111. 111. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Comparison of Artefacts © Launch Academy / Codename Design 2014
  112. 112. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3" Wireframes
  113. 113. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Wireframes © Launch Academy / Codename Design 2014
  114. 114. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Wireframes Good for: • Communicating vision, layout and visual hierarchy at a screen level; • Communicating relationship between content and images; • Communicating navigation and annotating actions; • Getting content and SEO teams on the same page • Testing your categorization scheme
  115. 115. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Wireframes Lean Version: • Work fast, sketchy and as a team • Use white boards and sketch templates • Draw and talk, discuss elements as you draw • Use your space • Document with phone / camera • Move on © Launch Academy / Codename Design 2014
  116. 116. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Wireframes – work fast © Launch Academy / Codename Design 2014
  117. 117. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Wireframes – use your space © Launch Academy / Codename Design 2014
  118. 118. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 3. Wireframes Tools: • Pen & Paper & Stickies & Tape & Whiteboards, • Adobe Illustrator • Omnigraffle • Axure RP • UXPin, Balsamique, Hotgloo +100 apps, © Launch Academy / Codename Design 2014
  119. 119. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4" Mockups
  120. 120. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. Mockups
  121. 121. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. Mockups Good for: • Testing the look of the app / site at the pixel level; • Branding; • Execution of communication; • Aesthetic patterns • Testing look, pixel level, branding, execution of communication, aesthetic © Launch Academy / Codename Design 2014
  122. 122. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. Mockups Lean Version: • If it’s faster to go straight to higher fidelity, do it; • Work in a way that allows you to use the same mockups sharing knowledge of how to build the final product and what the product looks like; • Annotate your mockups like you would wireframes if you need to, notes on mockups can help you use the same mockup for multiple stories • Use an indexing system to number your mockups / screens; © Launch Academy / Codename Design 2014
  123. 123. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. Mockups – same mockup for multiple stories
  124. 124. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 4. Mockups Tools: • Adobe Illustrator, Fireworks, Photoshop (only for final assets); • Invision; • proto.io; • More… © Launch Academy / Codename Design 2014
  125. 125. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5" Protoypes
  126. 126. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5. Prototypes © Launch Academy / Codename Design 2014 Lo-fidelity sketch turn into simple interactive prototype using POP
  127. 127. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5. Prototypes Good for: • An alternative to the requirements driven approach to providing descriptive artefacts; • Communicating the look and feel of the app / site in context; • Communicating flows and interactions; • Communicating screen states; • Generating discussion, iterating solutions © Launch Academy / Codename Design 2014
  128. 128. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5. Prototypes © Launch Academy / Codename Design 2014 Simple linear process demonstrated using Adobe Illustrator and Dropbox
  129. 129. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 5. Prototypes Lean Version: • Understand what you’re testing and your audience (figure out what fidelity you’ll need, pick the appropriate tool for prototyping) • Plan a little – prototype the rest • Prototype only what you need to test • Fake it / fudge it whenever you can • Work in a way that you can build on your prototype © Launch Academy / Codename Design 2014
  130. 130. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Tools: • Paper • Camera / Dropbox • POP (turn sketches into interactive prototypes) • Adobe Fireworks (Mac OS) / Axure RP (Mac / Windows); • Adobe Illustrator / Photoshop w/Dropbox; • HTML5; • Visio / Hotgloo + many, many more… © Launch Academy / Codename Design 2014 5. Prototypes
  131. 131. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 - Afternoon Workshop -
  132. 132. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 Resources The Lean Startup – Eric Reiss Lean UX – Gothelf / Seiden Running Lean – Ash Maurya UX for Lean Stratups – Laura Klein Lean Analytics – Croll / Yoskovitz Agile Experience Design – Ratcliffe / McNeill Rocket Surgery Made Easy – Steve Krug Interviewing Users – Steve Portigal Prototyping – Todd Zaki Warfel Business Model Generation – Osterwalder / Pigneur The Four Steps to the Epiphany – Stevn Gary Blank
  133. 133. © Launch Academy / Codename Design 2014© Launch Academy / Codename Design 2014 End
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