Designing the Right Product

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My slides from GOTO Berlin. The talk was about my experiences of designing the right product, some of my influences and how I've used a Lean UX approach. The talk was about reducing the feedback loop and aiming to make sure that the product you are designing is what your customers want or need.

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Designing the Right Product

  1. 1. Designing the right product Michele Ide-Smith, @micheleidesmith Senior UX Architect University of Cambridge @micheleidesmith | #GOTOBer
  2. 2. A cautionary tale • In 2002 I worked on a mobile (WAP) application. Over several weeks… – We discussed requirements – I designed user flows and crafted wireframes – We created a working prototype – We did lots of internal testing • Then we launched the product… @micheleidesmith | #GOTOBer
  3. 3. We may as well have built one of these… Photo by Steve Way: http://www.flickr.com/photos/steve_way/3409302647/ @micheleidesmith | #GOTOBer
  4. 4. We made a lot of assumptions @micheleidesmith | #GOTOBer
  5. 5. We didn’t validate our assumptions @micheleidesmith | #GOTOBer
  6. 6. We didn’t do any research with customers @micheleidesmith | #GOTOBer
  7. 7. “Unfortunately, we again made the mistake of focusing on engineering first and customer development second…We released our first version to some moderate success and then proceeded to continue to churn out features without really understanding customer needs.” Devver Blog – Lessons Learned @micheleidesmith | #GOTOBer
  8. 8. It’s tempting to design a product with loads of really cool features. @micheleidesmith | #GOTOBer
  9. 9. But in reality your users will only use a handful of useful features @micheleidesmith | #GOTOBer
  10. 10. % Software features used 30 20 Used Never used Rarely used 50 Source: Standish Chaos Manifesto 2013 @micheleidesmith | #GOTOBer
  11. 11. “ There is no doubt that focusing on the 20% of the features that give you 80% of the value will maximize the investment in software development and improve overall user satisfaction.” Standish Chaos Manifesto @micheleidesmith | #GOTOBer
  12. 12. An evolution of thinking… @micheleidesmith | #GOTOBer
  13. 13. Lean: deliver value to customers, minimising waste in the production process Photo by Toyota Material Handling http://www.flickr.com/photos/toyotamheurope/8472007819 @micheleidesmith | #GOTOBer
  14. 14. @micheleidesmith | #GOTOBer
  15. 15. “There are no facts inside your building, so get outside” Steve Blank & Bob Dorf @micheleidesmith | #GOTOBer
  16. 16. “The question is not “Can this product be built?” Instead, the questions are "Should this product be built? "” Eric Ries @micheleidesmith | #GOTOBer
  17. 17. Principles of Lean Startup • Eliminate uncertainty • Work smarter, not harder • Develop an MVP (Minimum Viable Product) • Validated learning @micheleidesmith | #GOTOBer
  18. 18. Ideas Learn Build Data Code Measure @micheleidesmith | #GOTOBer
  19. 19. “Lean UX is the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.” Jeff Gothelf @micheleidesmith | #GOTOBer
  20. 20. Principles of Lean UX • • • • • • • • Cross-functional teams Outcomes, not output Continuous discovery GOOB: user-centricity Shared understanding Externalising your work Making over analysis Getting out of the deliverables business @micheleidesmith | #GOTOBer
  21. 21. Design research Competitor Analysis Personas Ideation Reduce cycle time, not build time Think Usability testing A/B testing Analytics Check Make Hypothesis Sketching Prototyping Coding @micheleidesmith | #GOTOBer
  22. 22. “Requirements are assumptions.” Jeff Gothelf @micheleidesmith | #GOTOBer
  23. 23. Some case studies… @micheleidesmith | #GOTOBer
  24. 24. “We wanted to make sure we were getting customer feedback as we worked so that we were never working on anything that wasn’t valued by the customer.” Nordstrom Innovation Lab: Sunglasses iPad App Photo by Prayitno http://www.flickr.com/photos/34128007@N04/5279860498 @micheleidesmith | #GOTOBer
  25. 25. Case Study #2 @micheleidesmith | #GOTOBer
  26. 26. Hypothesis: Oracle Developers & DBAs need a better way to source control their database schemas >70% interest – develop a tool a.s.a.p. Photo by Paigggeyy http://www.flickr.com/photos/paigggeyy/5533236567 @micheleidesmith | #GOTOBer
  27. 27. @micheleidesmith | #GOTOBer
  28. 28. 25 feedback sessions with users @micheleidesmith | #GOTOBer
  29. 29. Continual validation of assumptions through surveys, interviews and testing @micheleidesmith | #GOTOBer
  30. 30. Design research Competitor Analysis Personas Ideation Reduce cycle time, not build time Think Usability testing A/B testing Analytics Check Make Hypothesis Sketching Prototyping Coding @micheleidesmith | #GOTOBer
  31. 31. Get the team on the same page • Why are we doing this? • Who are building this for? • How will we know if we have succeeded? @micheleidesmith | #GOTOBer
  32. 32. State your assumptions! • Review your user stories or requirements • Which ones do you know to be true? • Which assumptions pose the biggest risk? @micheleidesmith | #GOTOBer
  33. 33. Create a one page plan Put it up where everyone can see it! @micheleidesmith | #GOTOBer
  34. 34. “Design is problem solving. Design research is problem seeking.” Ac4d design library Photo by Tom Ryan http://www.flickr.com/photos/t0msk/3983980813 @micheleidesmith | #GOTOBer
  35. 35. “To make excellent products that truly understand our users’ contexts, we must look further, and investigate context firsthand” Cennydd Bowles @micheleidesmith | #GOTOBer
  36. 36. How and where will people use your application? Photo by Phil Dragash http://www.flickr.com/photos/philman/2697665803 @micheleidesmith | #GOTOBer
  37. 37. Who are they with? Photo by Jo Shlabotnik http://www.flickr.com/photos/joeshlabotnik/7364192792 @micheleidesmith | #GOTOBer
  38. 38. Some research methods • Observation & contextual interviews – experience activities in context – observe how people behave – look for pain points and workarounds • Surveys • Guerilla usability tests – 5 minutes in a coffee shop @micheleidesmith | #GOTOBer
  39. 39. Beware of asking people what they do, or what they want. @micheleidesmith | #GOTOBer
  40. 40. Avoid questions like… • Which of these features would be useful to you? • How would you like this to work? • What would you most like to see in the product? • How do you think we should design this? @micheleidesmith | #GOTOBer
  41. 41. “What people say, what people do, and what they say they do are entirely different things.” Margaret Mead, Cultural Anthropologist @micheleidesmith | #GOTOBer
  42. 42. Ask questions like… • • • • • • Tell me about the last time you did... What went well? What didn’t go so well? What happened? Why was that? What did you do? Tell me more about that… @micheleidesmith | #GOTOBer
  43. 43. Get a shared understanding of user needs and problems. Involve the whole team in research! @micheleidesmith | #GOTOBer
  44. 44. Write the things you see or hear on sticky notes. @micheleidesmith | #GOTOBer
  45. 45. Group similar sticky notes together and discuss as a team how you will solve those problems for users. @micheleidesmith | #GOTOBer
  46. 46. You can’t design for everyone. Personas represent the main user behaviours you are designing for. @micheleidesmith | #GOTOBer
  47. 47. Design research Competitor Analysis Personas Ideation Reduce cycle time, not build time Think Usability testing A/B testing Analytics Check Make Hypothesis Sketching Prototyping Coding @micheleidesmith | #GOTOBer
  48. 48. Experiment template by: www.luxr.co | @luxrco @micheleidesmith | #GOTOBer
  49. 49. “if the call-to-action button is red then the number of people registering will go up” www.mindtheproduct.com/2012/08/experiments-101/ @micheleidesmith | #GOTOBer
  50. 50. Make sure it’s easy to test! @micheleidesmith | #GOTOBer
  51. 51. Design studio: a lo-fi method to generate lots of ideas quickly, then refine them. 51 @micheleidesmith | #GOTOBer
  52. 52. Combine the best ideas and start prototyping @micheleidesmith | #GOTOBer
  53. 53. Paper prototyping: quick and easy to change before you commit to code Easy to get feedback and quick to change @micheleidesmith | #GOTOBer
  54. 54. Get designs off the screen and on the walls! @micheleidesmith | #GOTOBer
  55. 55. Design research Competitor Analysis Personas Ideation Reduce cycle time, not build time Think Usability testing A/B testing Analytics Check Make Hypothesis Sketching Prototyping Coding @micheleidesmith | #GOTOBer
  56. 56. Validation • Usability testing • A/B (multi-variant / split) testing • Analytics @micheleidesmith | #GOTOBer
  57. 57. Closing the feedback loop • Get the whole team to observe and analyse usability test sessions • Make usability testing habitual @micheleidesmith | #GOTOBer
  58. 58. Summary • Treat requirements as assumptions • Get out of the building and observe customers in context • Build a shared understanding in the team of customer problems • Rapid think > make > check cycles • Everyone in the team owns the user experience of the product! @micheleidesmith | #GOTOBer
  59. 59. “Efficiency is doing things right; effectiveness is doing the right thing” Peter Drucker @micheleidesmith | #GOTOBer
  60. 60. Michele Ide-Smith Senior User Experience Architect University of Cambridge @micheleidesmith www.ide-smith.co.uk @micheleidesmith | #GOTOBer
  61. 61. References Steve Blank and Bob Dorf, The Startup Owner’s Manual: www.stevenblank.com/startup_index_qty.html Eric Ries, Lean Startup: http://theleanstartup.com Jeff Gothelf and Josh Seiden, Lean UX Book / Hypothesis Template: www.leanuxbook.com Cennydd Bowles, Designing With Context: www.cennydd.co.uk/2013/designing-with-context Nordstrum Innovation Lab: Sunglass iPad App Case Study www.youtube.com/watch?v=szr0ezLyQHY @micheleidesmith | #GOTOBer
  62. 62. References Alexander Osterwalder, Business Model Canvas: www.businessmodelgeneration.com/canvas Ash Mayura, Lean Canvas: http://leanstack.com/ Atlassian, Experience Canvas: http://blogs.atlassian.com/2013/10/fight-the-dark-side-of-lean-uxwith-the-experience-canvas/ Luxr, Experiment Template: www.luxr.co @luxrco @micheleidesmith | #GOTOBer

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