I'll talk about how our company evolved from agency to a SaaS business. I will speak from the perspective of a researcher who became a product manager. The experience gained with the clients (over 50 completed projects) was very useful. It did not prevent us from making some mistakes, though. We also had to learn from our mistakes. I'll tell what we did wrong, what we have learned and what we improved.

1. What a UX person can learn
while developing his own startup
UX Poland 2013

2. My name is Bart
I do two things in my life
1. researcher
2. product guy

3. At first our company was like this
an independent research & consulting agency

4. Recently the focus has changed
we’ve evolved to a SaaS business

5. This is how we work now
PO = Product Owner, that’s my job

6. UX elements model was very useful
"how" became "what"

7. UX elements model was very useful
"how" became "what"

8. Some things I’ve learned

9. First you have to understand the problem
NASA spent $ 1 million on a pen that could write in space (so did we)

10. … then try to find an optimal solution
the Russians used a pencil

11. UX is not the most important thing
there is no point in investing in something people don’t want or understand
Ease of use
Customer value
Quality
Functionality
Customer
understanding
Time

12. Build only what you need
first, make sure people will want to walk your path...
B
MVP
A

13. And see what happens
…then invest your money in making it more comfortable to walk through
B
MVP
A

14. When goals are clear UX helps you to make good choices
using qualitative methods allows you to fix misconceptions early
Business value
Time

15. Minimum viable research is a reasonable approach
"better a rough answer to the right question than a detailed answer to the wrong question"

16. <3 the paper
it helps you to test your business hypothesis

17. <3 the paper
lack of predefined widgets improves the quality of design solutions

18. Constraints are good for your design
they can increase usability and consistency of user interface

19. Value customer feedback over user feedback
narrow your focus to what’s important

20. Learn how to create personas
and teach people around you how to use them
Feature
Feature
…

21. Iterating is f*****g hard
but totally worth it - it helps you to divide your work into manageable parts
www.slideshare.net/nashjain/user-story-mapping

22. Never forget about the box
good looking things work sell better

23. It’s all about the money

24. Thanks!
Bartosz Mozyrko
b.mozyrko@usabilitytools.com
slideshare.net/mozyrko
mozyrko.pl