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Designing the
right product
Michele Ide-Smith, @micheleidesmith
Senior UX Architect
University of Cambridge
@micheleidesmi...
A cautionary tale
• In 2002 I worked on a mobile (WAP)
application. Over several weeks…
– We discussed requirements
– I de...
We may as well have
built one of these…

Photo by Steve Way:
http://www.flickr.com/photos/steve_way/3409302647/

@michelei...
We made a lot of assumptions

@micheleidesmith | #GOTOBer
We didn’t validate our assumptions

@micheleidesmith | #GOTOBer
We didn’t do any research with
customers

@micheleidesmith | #GOTOBer
“Unfortunately, we again made the mistake
of focusing on engineering first and
customer development second…We
released our...
It’s tempting
to design a
product with
loads of really
cool features.
@micheleidesmith | #GOTOBer
But in reality your
users will only use
a handful of useful
features

@micheleidesmith | #GOTOBer
% Software features used
30

20
Used
Never used
Rarely used

50
Source: Standish Chaos Manifesto 2013
@micheleidesmith | #...
“ There is no doubt that focusing
on the 20% of the
features that give you 80% of the
value will maximize the investment
i...
An evolution of thinking…

@micheleidesmith | #GOTOBer
Lean: deliver value to
customers, minimising
waste in the production
process

Photo by Toyota Material Handling
http://www...
@micheleidesmith | #GOTOBer
“There are no facts inside your
building, so get outside”
Steve Blank & Bob Dorf

@micheleidesmith | #GOTOBer
“The question is not
“Can this product be
built?” Instead, the
questions are
"Should this product
be built? "”
Eric Ries

...
Principles of Lean Startup
• Eliminate uncertainty
• Work smarter, not harder
• Develop an MVP (Minimum
Viable Product)
• ...
Ideas

Learn

Build

Data

Code

Measure

@micheleidesmith | #GOTOBer
“Lean UX is the practice of
bringing the true nature of our
work to light faster, with less
emphasis on deliverables and
g...
Principles of Lean UX
•
•
•
•
•
•
•
•

Cross-functional teams
Outcomes, not output
Continuous discovery
GOOB: user-centric...
Design research
Competitor Analysis
Personas
Ideation

Reduce
cycle
time, not
build time

Think

Usability testing
A/B tes...
“Requirements are
assumptions.”
Jeff Gothelf

@micheleidesmith | #GOTOBer
Some case studies…

@micheleidesmith | #GOTOBer
“We wanted to make sure we were getting customer
feedback as we worked so that we were never working
on anything that wasn...
Case Study #2

@micheleidesmith | #GOTOBer
Hypothesis:
Oracle Developers & DBAs
need a better way to source
control their database schemas
>70% interest – develop a ...
@micheleidesmith | #GOTOBer
25 feedback sessions
with users

@micheleidesmith | #GOTOBer
Continual validation of assumptions
through surveys, interviews and testing
@micheleidesmith | #GOTOBer
Design research
Competitor Analysis
Personas
Ideation

Reduce
cycle
time, not
build time

Think

Usability testing
A/B tes...
Get the team on the same page
• Why are we doing this?
• Who are building this for?
• How will we know if we have succeede...
State your assumptions!
• Review your user stories or requirements
• Which ones do you know to be true?
• Which assumption...
Create a one page plan

Put it up where everyone can see it!
@micheleidesmith | #GOTOBer
“Design is problem solving.
Design research is problem seeking.”
Ac4d design library
Photo by Tom Ryan
http://www.flickr.c...
“To make excellent products that truly
understand our users’ contexts, we must
look further, and investigate context first...
How and where will people
use your application?

Photo by Phil Dragash
http://www.flickr.com/photos/philman/2697665803

@m...
Who are they with?

Photo by Jo Shlabotnik
http://www.flickr.com/photos/joeshlabotnik/7364192792

@micheleidesmith | #GOTO...
Some research methods
• Observation & contextual interviews
– experience activities in context
– observe how people behave...
Beware of asking people what they do,
or what they want.

@micheleidesmith | #GOTOBer
Avoid questions like…
• Which of these features would be useful
to you?
• How would you like this to work?
• What would yo...
“What people say,
what people do,
and what they say
they do are
entirely different
things.”
Margaret Mead,
Cultural
Anthro...
Ask questions like…
•
•
•
•
•
•

Tell me about the last time you did...
What went well? What didn’t go so well?
What happe...
Get a shared understanding of user
needs and problems. Involve the whole
team in research!

@micheleidesmith | #GOTOBer
Write the things you see or
hear on sticky notes.
@micheleidesmith | #GOTOBer
Group similar sticky notes
together and discuss as a
team how you will solve
those problems for users.
@micheleidesmith | ...
You can’t design for
everyone. Personas
represent the main user
behaviours you are
designing for.

@micheleidesmith | #GOT...
Design research
Competitor Analysis
Personas
Ideation

Reduce
cycle
time, not
build time

Think

Usability testing
A/B tes...
Experiment template by: www.luxr.co | @luxrco

@micheleidesmith | #GOTOBer
“if the call-to-action button is
red then the number of people
registering will go up”

www.mindtheproduct.com/2012/08/exp...
Make sure it’s easy to test!

@micheleidesmith | #GOTOBer
Design studio: a lo-fi
method to generate
lots of ideas quickly,
then refine them.
51
@micheleidesmith | #GOTOBer
Combine the best
ideas and start
prototyping
@micheleidesmith | #GOTOBer
Paper prototyping: quick
and easy to change
before you commit to code
Easy to get feedback and quick to change
@micheleide...
Get designs off the screen
and on the walls!
@micheleidesmith | #GOTOBer
Design research
Competitor Analysis
Personas
Ideation

Reduce
cycle
time, not
build time

Think

Usability testing
A/B tes...
Validation
• Usability testing
• A/B (multi-variant / split) testing
• Analytics

@micheleidesmith | #GOTOBer
Closing the feedback loop
• Get the whole team to observe and
analyse usability test sessions
• Make usability testing hab...
Summary
• Treat requirements as assumptions
• Get out of the building and observe
customers in context
• Build a shared un...
“Efficiency is
doing things
right;
effectiveness is
doing the right
thing”
Peter Drucker

@micheleidesmith | #GOTOBer
Michele Ide-Smith
Senior User Experience Architect
University of Cambridge

@micheleidesmith
www.ide-smith.co.uk

@michele...
References
Steve Blank and Bob Dorf, The Startup Owner’s Manual:
www.stevenblank.com/startup_index_qty.html
Eric Ries, Lea...
References
Alexander Osterwalder, Business Model Canvas:
www.businessmodelgeneration.com/canvas
Ash Mayura, Lean Canvas:
h...
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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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Transcript of "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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