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Lean-UX : histoire, concepts et application - Meetup Margo du 29 mai 2018

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Lean thinking, Design thinking, Lean Startup, UX, Lean-UX, Scrum… On entend souvent parler de ces concepts, mais plus simplement, de quoi s’agit-il ?

Et concrètement, comment tout cela pourrait-il nous aider à mieux gérer un projet de développement ?
Nous avons répondu à ces questions au cours d’un Meetup organisé le 29 mai 2018 chez Margo à #LaPiscine.

Au programme :

La théorie : histoire et notions clés autour du Lean-UX
- La pensée Lean
- Le Lean Startup
- UX et Lean-UX

La pratique : retour d’expérience sur un projet de digitalisation organisé en Lean-UX chez notre client Engie
- SHAPE : objectifs et livrables attendus (Lean Startup, Scrum, Design Thinking)
- MAKE (BUILD) ; planification des sprints et pilotage par la valeur
- PROPULSE (ACTION) : MVP test & Roadmap

Published in: Engineering
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Lean-UX : histoire, concepts et application - Meetup Margo du 29 mai 2018

  1. 1. LEAN-UX Concepts et Application MARGO 29.05.2018
  2. 2. • HISTOIRE ET NOTIONS CLÉS • La pensée Lean, le Lean Startup • Le Design et le UX • Lean-UX Agile • RETOUR D’EXPÉRIENCE CEM DIGITAL PROJECT • Think • Make • Check 29/05/2018 | P. 2 LEAN-UX CONCEPTS ET APPLICATION
  3. 3. LEAN-UX : Histoire & Concepts 01
  4. 4. 05-2018 MARGO4 Lean-UX Histoire •Roue de Deming •TPS •Toyota Production System •Kanban •LEAN-UX•Lean Manufacturing •Lean Thinking •Design Thinking •UX •Scrum Années 30 Années 50 2013Années 90 •Lean Startup 2008
  5. 5. PLAN – DO – CHECK – ACT Une méthode de gestion de la qualité sous forme d’un cycle en 4 étapes : Amélioration continue et consolidation LEAN-UX Concepts 29/05/2018 | P. 5 1930s - ROUE DE DEMING (PDCA)
  6. 6. LEAN-UX Concepts 29/05/2018 | P. 6 TOYOTA PRODUCTION SYSTEM • Augmenter la performance en éliminant les gaspillages et en s’améliorant en continu • Muda : éliminer ce qui n’a pas de valeur ajoutée • Mura : éliminer ce qui est irrégulier • Muri : éliminer ce qui est en surcharge, déraisonnable • Un flux pour une production Just-in-time • Jidoka : Automatisation avec une intelligence humaine 1950s - TPS J.I.T Kaizen, Lissage, Standardisation Jidoka Qualité, Coût, Délai Stabilité Matière, Machine, huMain, Méthode
  7. 7. LEAN MANUFACTURING – LEAN THINKING • Lean = maigre • Terme utilisé pour formaliser le process TPS • Réduire les coûts en éliminant les gaspillages et en optimisant le flux de production • Les outils dépendent de chaque contexte : Value Stream Mapping, Kanban… Et ensuite : LEAN MANAGEMENT LEAN IT 1990s – LEAN LEAN-UX Concepts
  8. 8. 29/05/2018 | P. 8 2008 - LEAN STARTUP LEAN-UX Concepts
  9. 9. 29/05/2018 | P. 9 LEAN STARTUP • Se développer en fonction du besoin de la clientèle • Décrire le business model : Lean Canvas • Hypothèses testables • Validated learning • Minimal Viable Product : MVP • Apprentissage et itération 2008 - LEAN STARTUP LEAN-UX Concepts
  10. 10. 29/05/2018 | P. 1029/05/2018 60s – 80s – 90s .. DESIGN THINKING DESIGN THINKING Démarche orientée solution, inspirée des stratégies de créativité et de design utilisées par les designers Empathize Define Ideate Prototype Test
  11. 11. LEAN-UX Concepts 29/05/2018 | P. 11 1990 – UX UX : USER EXPERIENCE “The way you experience a service or a computer system…” Don Norman
  12. 12. 29/05/2018 | P. 1229/05/2018 Each design is a proposed business solution — a hypothesis. Your goal is to validate the proposed solution as efficiently as possible by using customer feedback - JEFF GOTHELF 2013 - LEAN UX ➢ Lean startup appliqué aux projets de design
  13. 13. 29/05/2018 | P. 1329/05/2018 LEAN UX • Fondements : Lean Startup, UX Design, Agile • Think, Make, Check • Principes: équipe cross-fonctionnelle, accès au retour utilisateur, travail collaboratif sur le design, Outcomes plutôt que Outputs… LEAN UX
  14. 14. 1986, 1995, 2002.. SCRUM LEAN-UX Concepts | P. 14 Une équipe qui suit les principes de Lean-UX peut s’organiser de façon Agile, en Scrum par exemple. Sprint (1-4 semaines) Scrum (Mêlée quotidienne) Product Backlog Sprint Backlog Incrément Du Sprint
  15. 15. LEAN-UX CONCEPTS ✓ Méthodes itératives, orientées solution, tirées par le besoin ✓ Lean Startup : Comment optimiser le lancement d’un business tout en produisant une solution qui répond au vrai besoin ? ✓ Lean-UX : Comment construire une solution de design optimale pour l’utilisateur ? ✓ Agile : Comment bien organiser le travail de l’équipe pour réussir un projet de développement ? EN CONCLUSION.. Think Make Check
  16. 16. OFFRIR UNE EXPERIENCE UNIQUE DIGITALE AUX CLIENTS GRANDS COMPTES DE CEM 02 REX CEM DIGITAL PROJECT
  17. 17. QUI? Clients externes et internes de CEM QUOI? Offrir une expérience exceptionnelle, omnicanal et intuitive QUAND? Octobre 2017 à Janvier 2019 COMMENT? Imaginer tous les services et fonctionnalités “centrées utilisateurs” POURQUOI? Facturer les clients actuels & Onboarder de nouveaux clients OÙ? Portail Web REX LEAN-UX Objectifs de l’Expérience Utilisateur à offrir 29/05/2018 | P. 17
  18. 18. Kick off Think Make Check 1. VISION Design de l’expérience utilisateur idéale 2. CONSTRUIRE Développement du MVP “Minimum Viable Product” 3. ACTION Test du MVP et definition de la Roadmap REX LEAN-UX Méthodologie LEAN UX 29/05/2018 | P. 18
  19. 19. 01 VISION Définition de la vision & Prototypage de l’UX THINK
  20. 20. REX LEAN-UX THINK – Les objectifs de cette phase 29/05/2018 | P. 20 ✓ 4 à 6 semaines ✓ Identification des problématiques « Interviews clients & hypothèses » ✓ Développement de la créativité « Brainstorming » ✓ Co-construction du produit idéal « prototypage » ✓ Arbitrage « sélection » ✓ Acteurs : designers, PO & parties prenantes Empathize Define Ideate Prototype Test
  21. 21. REX LEAN-UX THINK - Interviews de clients internes et externes ✓ Environ 10 clients externes en France ✓ Environ 50 clients internes ✓ Interviewés par des designer UX et experts en innovation
  22. 22. 1. Les Grands comptes sont des experts et doivent bénéficier d’offres sur mesure 2. La relation client doit être est un levier important d’Engie 3. La Transparence et la simplification des process d’Engie 4. Le portail actuel ne répond plus aux besoins des clients 5. Les offres innovantes d’Engie ne sont pas mise en avant REX LEAN-UX THINK - Conclusions du diagnostic client Hypothèses retenues 29/05/2018 | P. 22
  23. 23. REX LEAN-UX LEAN CANVAS : Méthodologie Lean startup LEAN CANVAS OBJECTIFS ✓ 9 phases qui couvrent l’ensemble du Business Model du projet ✓ Visualiser des hypothèses les plus valides & critiques ✓ Se focaliser sur l’essentiel du projet ✓ Supprimer les activités à faible valeur ajoutée ✓ Mesurer le succès du projet « KPI »
  24. 24. REX LEAN-UX LEAN CANVAS : Identifications Personas LEAN CANVAS ✓ Qui sont nos clients? Segments? ✓ Associer l’utilisateur à la conception du service digital ✓ Cartographier des parcours cross canaux grâce aux personas ✓ Tester grâce aux personas Profil Attentes Fonctions Acheteur central Consulter et gérer son contrat et ses Cj Gérer le contrat de fourniture sur tous les sites
  25. 25. 6/5/2018 25 REX LEAN-UX LEAN CANVAS : Identification des problèmes LEAN CANVAS ✓ 3 principaux problèmes qu’on veut résoudre ✓ Définis par le PO ✓ En cohérence avec les interviews clients
  26. 26. 6/5/2018 26 REX LEAN-UX LEAN CANVAS : Revenus LEAN CANVAS ✓ Identification des sponsors ✓ Budget alloué
  27. 27. 6/5/2018 27 REX LEAN-UX LEAN CANVAS : Solution LEAN CANVAS ✓ 3 principales solutions à apporter par l’offre ✓ Comment répondre aux besoins du clients
  28. 28. 6/5/2018 28 REX LEAN-UX LEAN CANVAS : Proposition unique de valeur LEAN CANVAS ✓ En quoi l’offre répond-elle efficacement à l’attente du client? ✓ En quoi est-elle différente ou meilleure que la concurrence?
  29. 29. 6/5/2018 29 REX LEAN-UX LEAN CANVAS : Définition des KPI LEAN CANVAS Quels sont les indicateurs de performances clés qu’on peut surveiller en priorité? ✓ Rétention : Taux d’utilisateurs actifs ✓ Acquisition : Taux de pénétration du marché (nouveaux clients) ✓ Activation : Taux d’activation d’un utilisateur
  30. 30. Une plateforme ergonomique et facile d’utilisation REX LEAN-UX THINK - Définition de la vision produit
  31. 31. Un service sur mesure adapté à ma situation REX LEAN-UX THINK - Définition de la vision produit 29/05/2018 | P. 31
  32. 32. REX LEAN-UX THINK - Définition de la vision produit ENGIE m’aide à comprendre et à optimiser ma consommation d’énergie 29/05/2018 | P. 32
  33. 33. REX LEAN-UX THINK - Définition de la vision produit Une collaboration “Win to Win” pour toutes mes solutions 29/05/2018 | P. 33
  34. 34. 02 CONSTRUIRE DEVELOPPEMENT DU MVP MAKE
  35. 35. PRÉSENTATION DE L’ÉQUIPE SCRUM REX LEAN-UX MAKE - L’équipe Dev Team Tech Lead Designers UX et UI Scrum Master Product Owner ✓ Des équipes multidisciplinaires et transverses ✓ Des équipes dédiées au projet ✓ Des résultats concrets ✓ Une même vision du projet au sein de l’équipe 29/05/2018 | P. 35
  36. 36. PRODUCT BACKLOG As user, I’m notified when my consumption is above my Cj Sprint 1 As user, I access to my position report by price strip High Priority Low Priority REX LEAN-UX MAKE - Cycle de développement en “n sprint" PRÉSENTATION DU BACKLOG
  37. 37. Données Sécurité Accessibilité Qualité & Complétion User story définition UX 0010110 1001 REX LEAN-UX MAKE – Développement du MVP MAKE MVP
  38. 38. 03 USER TEST TESTER & ADAPTER LE MVP CHECK
  39. 39. CHECK REX LEAN-UX Mesurer et adapter grâce au feedback utilisateur ✓ Onboarder des Beta users ✓ Ecouter les clients & adapter le produit et le backlog Valider son Product Market Fit « L’adéquation parfaite entre le produit et son marché » “ Product market fit means being in a good market with a product that can satisfy that market” Marc Andreessen
  40. 40. LEAN-UX Retour d’expérience | P. 40 EN CONCLUSION.. AVANTAGES DIFFICULTES ✓ Une démarche qui favorise l’innovation ✓ Centrée Utilisateur ✓ Guidée par une proposition de valeur unique ✓ Apprentissage par validation d’hypothèses ✓ Transparence & efficacité ✓ Amélioration continue ✓ Nécessite beaucoup d’organisation ✓ Des cérémonies coûteuses en temps ✓ Des changements fréquents ✓ Conduite du changement ✓ Un cadre strict EN CONCLUSION..
  41. 41. THANK YOU! Pour aller plus loin : contact@margo-group.com #LaPiscine – 9 rue Christophe Colomb 75008 Paris www.margo-group.com

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