2011 may sll_seiden_presentation_final for slideshare

How to work with a Designer
Design + Lean Startup = Lean UX
Josh Seiden
Startup Lessons Learned 2011
This work is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License.

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

The Brief: Design an “Investment Research Management”application to help Portfolio Managers. Allow PMs to find and manage the valuable parts of investment research.

The designers’ first task: Figure out who will use the application.

Problem 1: How do Portfolio Managers think about Investment Research?
Problem 2: The team doesn’t know any Portfolio Managers.

Discovery: PMs and Analysts don’t value the kind of Investment Research that can be delivered through a “Research Management” Application.

Discovery: They value Management Access.

Problem: The designers bring this insight back to the office, but no one believes them.

Solution: Bring the strategists into the field to see for themselves.

The Brief: Design a “Research Management” application
Pivot: How can we deliver a Management Accessservice?

Solution: To do that, the team had to target the whole ecosystem.

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.

Thank you.Comments + Questions: @jseiden

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2011 may sll_seiden_presentation_final for slideshare

by Eric Ries on May 30, 2011

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