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Presentation by Josh Seiden at Startup Lessons Learned 2011 on May 23, 2011 in San Francisco.

Presentation by Josh Seiden at Startup Lessons Learned 2011 on May 23, 2011 in San Francisco.

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  • First point about designers: designers want to talk to customers and users.
  • Will talk to CEO support and the importance of organizational support for customer research.
  • This is an unexpected insight from designers—business people do not expect designers to be doing analysis at this level.Refer to corporate issuers.

Transcript

  • 1. How to work with a Designer
    Design + Lean Startup = Lean UX
    Josh Seiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
    This work is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License.
  • 2. Background:Liquidnet is an institutional broker that earns commissions when traders buy and sell stocks in the Liquidnet system. But Liquidnet’s market share is limited because they only offer trading services.
    They need to add other services in order to address a larger slice of the market.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 3. The Brief: Design an “Investment Research Management”application to help Portfolio Managers. Allow PMs to find and manage the valuable parts of investment research.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 4. The designers’ first task: Figure out who will use the application.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 5. Problem 1: How do Portfolio Managers think about Investment Research?
    Problem 2: The team doesn’t know any Portfolio Managers.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 6. Discovery: PMs and Analysts don’t value the kind of Investment Research that can be delivered through a “Research Management” Application.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 7. Discovery: They value Management Access.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 8. Problem: The designers bring this insight back to the office, but no one believes them.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 9. Solution: Bring the strategists into the field to see for themselves.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 10. The Brief: Design a “Research Management” application
    Pivot: How can we deliver a Management Accessservice?
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 11. Solution: To do that, the team had to target the whole ecosystem.
  • 12. Recap: Working With Designers
    Designers do customer development. They call it research.
    Designers want to understand how users think about a problem.
    Design research reveals what users value.
    Designers need organizational support.
    Designers who know how to collaborate are the ones who win.
    Designers work at every layer in the stack, from strategy, to service design, to product design, to interface design, to visual design.
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX
  • 13. Thank you.Comments + Questions: @jseiden
    Josh Seiden @jseiden
    Startup Lessons Learned 2011
    Design + Lean Startup = Lean UX