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Being lean at the economist

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Can a well-established company that has been around for over a hundred years be lean? Danny Setiawan, Lead UX for mobile at The Economist discusses how we apply the lean methodology to our product development process.

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Being lean at the economist

  1. 1. Being Lean at The Economist How we apply lean methodology to our product development process Danny Setiawan UX Lead for Mobile, The Economist NYC, 24 Feb 2016
  2. 2. #LeanAtTheEconomist Agenda • Agenda • Introduction • How we do Lean • Challenges • Your Turn • Q&A Image source: flaticon.com
  3. 3. #LeanAtTheEconomist Introduction • UX Manager/Lead for Mobile • Responsible for the UX for all native + HTML 5 apps • Previously: UX designer for Yahoo! Finance Image source: flaticon.com
  4. 4. #LeanAtTheEconomist “ Lean Lean is a customer-centric methodology used to continuously improve any process through the elimination of waste in everything you do - Lean for Dummies
  5. 5. #LeanAtTheEconomistImage source: goyello blog Learn-Build-Measure Loop
  6. 6. How We Learn
  7. 7. #LeanAtTheEconomist How We Learn: Internal 1. Stakeholder interviews: 1-on-1 conversations with various stakeholders who can offer insights about our customers (marketing, customer service, sales, tech support) 2. Analytics: behavioral data from related products 3. Competitive analysis Things you can start doing without talking to customers
  8. 8. #LeanAtTheEconomist 4. Proto-Persona : define target users based on internal knowledge (demographic, behavior, motivation, scenarios). Document assumptions about our target customer. How We Learn: Internal Proto-personas created by our mobile team
  9. 9. #LeanAtTheEconomist 5.Scenario Storyboard: visualization of user scenario to reveal limitations and opportunities How We Learn: Internal Storyboard of a morning commute scenario
  10. 10. #LeanAtTheEconomist How We Learn :External 1.Surveys: quick way to validate persona with quantifiable data Validating assumptions with real customers Survey on iOS app with TypeForm
  11. 11. #LeanAtTheEconomist How We Learn :External 2.Customer feedback : consolidated customer feedback from customer service, App Store and Google Play Store reviews Validating assumptions with real customers Evernote notebook that enables us to make customer feedback & reviews sharable and searchable (automated with Zapier)
  12. 12. #LeanAtTheEconomist How We Learn :External 3. Customer interviews : in- depth interviews with people who fit the persona profile to gather qualitative data to validate persona User interview using Google Hangout
  13. 13. #LeanAtTheEconomist How We Learn :External 4. In-person anecdotal : direct in-person feedback from customers Our Product Manager collecting anecdotal feedback at a local coffee shop
  14. 14. How We Build
  15. 15. #LeanAtTheEconomist How We Build 1. Customer Journey Mapping: high-level visualization of customer’s experience Customer journey map created in workshop session with stakeholders on Day 1 of Design Sprint
  16. 16. #LeanAtTheEconomist How We Build 2. 6-8-5: generate 6-8 sketches in 5 minutes sketches created in 6-8-5 exercise Team + stakeholders sketching together
  17. 17. #LeanAtTheEconomist How We Build 3. Screen Storyboarding: visualize user flow in 3 or more screens (as a progression) 4. Critique: decide on winning idea as a team screen storyboard with notes from critique
  18. 18. #LeanAtTheEconomist 5. Prototyping: simulation of final product to solicit reaction from users Quick InVision prototype to test swipe visual cue How We Build
  19. 19. #LeanAtTheEconomist How We Build 6. Story mapping: an exercise to define MVP by visualizing user flow and its related features Final story map done using Stormboard
  20. 20. How We Measure
  21. 21. #LeanAtTheEconomist How We Measure 1. Walking Skeleton: a dev build that includes only essential features to validate the solution with real data 2. Customer feedback 3. Surveys (ie. NPS) 4. Analytics: measure what our users actually do
  22. 22. #LeanAtTheEconomist Usability Test 5. Usability tests: method of testing our solution’s ease of use In-person moderated usability test in session Usability test observation room
  23. 23. #LeanAtTheEconomist Heuristic Evaluation 6. Heuristic Evaluation: expert review of existing product from Espresso heuristic evaluation
  24. 24. #LeanAtTheEconomist Challenges • The Team • Distributed: US and Europe • Stretched too thin across multiple products • Resource allocation • Long-term forecasting, hard to change direction quickly
  25. 25. #LeanAtTheEconomist Your Turn • Get to know your customers • Survey • Talk to them • Building a Lean culture • Build your tribe: Identify and empower your allies • Small wins: help your colleagues to succeed using Lean method • Co-creation: include stakeholders in the process to create alignment and gain support Practical applications you can apply to your work
  26. 26. #LeanAtTheEconomist Questions? email: dannysetiawan@economist.com twitter: @dsetia_1 linkedin: linkedin.com/dnystwn How to contact me after this event

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