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Lean UX Techniques to Drive Product Innovation in Big Companies
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Lean UX Techniques to Drive Product Innovation in Big Companies

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David has degrees in Experimental Psychology and Cognitive Science and has spent the last fifteen years attempting to understand how customers behave, the journeys they take, and the decisions they …

David has degrees in Experimental Psychology and Cognitive Science and has spent the last fifteen years attempting to understand how customers behave, the journeys they take, and the decisions they make. He has overseen major design projects with Lloyds TSB Insurance, dabs.com, totesport and laterooms, and he is currently the interim Head of UX at News International.

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This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/.

Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications.

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  • 1. Lean Start Up, UX andLiving on the EdgeDavid  HawdaleHawdale  Associates  Limited  www.hawdale-­‐associates.co.ukwww.concep9nglab.comInterim  Head  of  User  Experience  for  News  Interna9onal  
  • 2. Lean Start Up, UXand Living on theEdge
  • 3. The EDGE ...
  • 4. Where Lean Start Up meets UX ... T H E E D G E
  • 5. SEARCHFIRST
  • 6. SEARCH EXECUTEFIRST WHEN PROVEN
  • 7. SEARCH EXECUTE FIRST WHEN PROVEN“There are no facts inside your building, so get outside”
  • 8. UX :: User-Centred Design
  • 9. UX T H E EBusiness based philosophy D Customer at the heart GIteration & validation as E of design core principles Qual and quantHypotheses, experiment, research tools & learn (and pivot) methodologies‘Search first’ Rapid prototyping‘Get out of the building’ Ideation techniques
  • 10. How can this help companies?(Big) companies find it hard to innovate – UX teams focus on deliverables – UCD is essentially waterfall (whatever anyone says!) – UCD is about execution not search – Insight control and filter customer feedback – Marketing own the customers and insightThere is a barrier between customer and UX that in many companies stifles anything but the most mundane and obvious improvements
  • 11. Take it to the Edge ... From UX – User-centricity – UCD ideation methods – Usability research techniques – Prototype and test tools From Lean Start Up – Customer- centricity – Business vision – Fact-base - hypotheses & experiment not opinion – Learning about the problem and solution, not end gaining – Acceptance of iteration and fail early – Direct customer contact – ‘Out of the building’ - is essential, not merely desirable
  • 12. Big Picture ... Small cross-functional or UX team Small stakeholder group, with authority Budget & ability to contact & recruit prospects or customers Employ ‘UX/Lean Start Up Edge’ - scientifically establish problems and solutions using direct customer interaction to learn and iterate to an innovative solution
  • 13. Detail ... You need: – To develop a culture that thinks in terms of experiments and can develop hypotheses – A rapid access line to customers You might appreciate: – ‘Canvas’ representations e.g. Ash Maurya’s Product Canvas It’s actually not so hard - and a UX is good to lead it, because they have the tools and inclination
  • 14. Hang on! Isn’t this‘Edge’ really quitelike UCD should be?Did UX lose the customerin wireframes, deskresearch, deliverables,‘planes’ and an unhealthyobsession with detail?Is this the ‘real’ Lean UX?
  • 15. Hang on! Isn’t this X‘Edge’ really quitelike UCD should be?Did UX lose the customerin wireframes, deskresearch, deliverables,‘planes’ and an unhealthyobsession with detail?Is this the ‘real’ Lean UX?
  • 16. UX T H E EBusiness based philosophy D Customer at the heart GIteration & validation as E of design core principles Research tools &Hypotheses, experiment, methodologies learn (and pivot) Rapid prototyping‘Search first’ Ideation techniques‘Get out of the building’
  • 17. Living on the EDGE ...
  • 18. “There are no facts inside your building, so get outside!” - Steve Blank
  • 19. Lean Start Up, UX andLiving on the EdgeDavid  HawdaleHawdale  Associates  Limited  www.hawdale-­‐associates.co.ukwww.concep9nglab.comDavid  Hawdale@davidhawdale07980  884231david.hawdale@hawdale-­‐associates.co.uk