How to work with a Designer<br />Design + Lean Startup = Lean UX<br />Josh Seiden <br />Startup Lessons Learned 2011<br />...
Background:Liquidnet is an institutional broker that earns commissions when traders buy and sell stocks in the Liquidnet s...
The Brief: Design an “Investment Research Management”application to help Portfolio Managers.  Allow PMs to find and manage...
The designers’ first task: Figure out who will use the application.<br />Josh Seiden @jseiden<br />Startup Lessons Learned...
Problem 1: How do Portfolio Managers think about Investment Research?<br />Problem 2:  The team doesn’t know any Portfolio...
Discovery: PMs and Analysts don’t value the kind of Investment Research that can be delivered through a “Research Manageme...
Discovery: They value Management Access.<br />Josh Seiden @jseiden<br />Startup Lessons Learned 2011<br />Design + Lean St...
Problem: The designers bring this insight back to the office, but no one believes them.<br />Josh Seiden @jseiden<br />Sta...
Solution: Bring the strategists into the field to see for themselves. <br />Josh Seiden @jseiden<br />Startup Lessons Lear...
The Brief: Design a “Research Management” application <br />Pivot: How can we deliver a Management Accessservice? <br />Jo...
Solution: To do that, the team had to target the whole ecosystem. <br />
Recap: Working With Designers<br />Designers do customer development. They call it research.<br />Designers want to unders...
Thank you.Comments + Questions: @jseiden<br />Josh Seiden @jseiden<br />Startup Lessons Learned 2011<br />Design + Lean St...
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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.
  • 2011 may sll_seiden_presentation_final for slideshare

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

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