startups                                 +                                ux                              4evr           c...
BLOG IT!                                              Janice Fraser                                              www.luxr....
CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011   JANICE@LUXR.COTuesday, March 29, 2011
CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011   JANICE@LUXR.COTuesday, March 29, 2011
CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011   JANICE@LUXR.COTuesday, March 29, 2011
CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011   JANICE@LUXR.COTuesday, March 29, 2011
CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011   JANICE@LUXR.COTuesday, March 29, 2011
Mistake #1                                              “this reduced the number and speed of                             ...
CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011   JANICE@LUXR.COTuesday, March 29, 2011
UX Cycles                                              THINK                                   GENERATIVE RESEARCH        ...
Same thing, Lean Startup version   CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011   JANICE@LUXR.COTuesday, March 29, 2011
21-month cycle time!                                          IDEA 4/07                                   LAUNCH 1/09     ...
The LEAN principle:                             reduce INVENTORY, RISK, and WASTE                                         ...
How do you do good user experience work        in a lean environment?                                    PROVE         IMP...
Mistake #2                                              “This product needed to attract and support                       ...
Lean UX Framework                                                                              USERS                      ...
USERS                                                                         NEEDS                                       ...
USERS                                                    NEEDS                                                    USES    ...
USERS                                                       NEEDS                                                   USES  ...
Mistake #3                                              We focused on revenue to                                          ...
IDEA 4/07                                    LAUNCH 1/09                                                      BUILD      B...
Launch early & often                                                  Fail                                              ) ...
Instead, I should have been       building a capability.                          1. Design + product management + develop...
Mistake #4                                              I should have brought in an                                       ...
2007             08   09   CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011             JANICE@LUXR.COTuesday, March 29, 2011
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                                              emmet  ...
TED conference &                                  the first inkling of                             Scheduled               ...
TED conference &                                  the first inkling of                             Scheduled               ...
TED conference &                                  the first inkling of                             Scheduled               ...
TED conference &                                  the first inkling of                             Scheduled               ...
TED conference &                                  the first inkling of                             Scheduled               ...
TED conference &                                  the first inkling of                             Scheduled               ...
TED conference &                                  the first inkling of                             Scheduled               ...
Public                                                                                                           launch of...
Now I’m helping other                                    entrepreneurs...   CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011      ...
So when are you                                              going to launch?   CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011  ...
Thank You!                                               Janice Fraser                                               www.l...
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The Failure of Emmet Labs

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I prepared this talk to give at FailCon at the 2011 Web 2.0 Expo in SF. It tells the story of my last startup, Emmet Labs, which failed in the classic sense. Lessons here for every entrepreneur. I hope it gives you some insight.

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The Failure of Emmet Labs

  1. 1. startups + ux 4evr clevergirl_failTuesday, March 29, 2011
  2. 2. BLOG IT! Janice Fraser www.luxr.co @clevergirl @luxrco #LeanUX CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  3. 3. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  4. 4. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  5. 5. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  6. 6. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  7. 7. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  8. 8. Mistake #1 “this reduced the number and speed of our iterations.” CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  9. 9. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  10. 10. UX Cycles THINK GENERATIVE RESEARCH IDEATION MENTAL MODELS Reduce BEHAVIOR MODELS time, n cycle ot build TEST RESULTS time COMPETITIVE ANALYSIS MAKE PROTOTYPES WIREFRAMES VALUE PROP LANDING PAGE HYPOTHESES COMPS DEPLOYED CODE CHECK A/B TESTING SITE ANALYTICS USABILITY TESTING FUNNEL SIGN-UPS CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  11. 11. Same thing, Lean Startup version CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  12. 12. 21-month cycle time! IDEA 4/07 LAUNCH 1/09 BUILD BUILD BUILD 2007 08 09 we had MEASURE! working code LEARN! way back here! CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  13. 13. The LEAN principle: reduce INVENTORY, RISK, and WASTE Nobody Like this... clicked. ) ) Make a design Discover that it decision 21 MONTHS wasn’t right 21 HOURS CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  14. 14. How do you do good user experience work in a lean environment? PROVE IMPROVE CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  15. 15. Mistake #2 “This product needed to attract and support contributors first; we focused instead on demonstrating the consumer appeal.” CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  16. 16. Lean UX Framework USERS 1. BLAH WHY NEEDS 2. BLAH 3. BLAH PLE WHAT PEO HOW UCT P ROD (INSERT BUSINESS THINKING HERE) BOB CAN... USES FEATURES (CREATE SKETCHES, WIREFRAMES & PIXELS) THIS WEEK USER STORIES THEMED RELEASES CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  17. 17. USERS NEEDS USES FEATURES (CREATE SKETCHES, WIREFRAMES & PIXELS) USER STORIES THEMED RELEASES CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  18. 18. USERS NEEDS USES (SKETCHES, WIREFRAMES FEATURES & PIXELS) USER STORIES THEMED RELEASES CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  19. 19. USERS NEEDS USES FEATURES (SKETCHES, WIREFRAMES & PIXELS) USER STORIES THEMED RELEASES CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  20. 20. Mistake #3 We focused on revenue to the detriment of the product. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  21. 21. IDEA 4/07 LAUNCH 1/09 BUILD BUILD BUILD 2007 08 09 White Label Freemium Advertising TOTALLY DISTRACTED! CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  22. 22. Launch early & often Fail ) Better ) CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  23. 23. Instead, I should have been building a capability. 1. Design + product management + development = 1 product team 2. Externalize 3. Research with users is the best source of information 4. Focus on solving the right problem 5. Generate many options and decide quickly which to pursue 6. Recognize hypotheses & validate them 7. Rapid cycles: think/make/check CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  24. 24. Mistake #4 I should have brought in an interim CEO. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  25. 25. 2007 08 09 CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  26. 26. TED conference & the first inkling of emmet 2007 08 09 CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  27. 27. TED conference & the first inkling of emmet Hire dev firm. 2007 08 09 CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  28. 28. TED conference & the first inkling of emmet Hire dev firm. 2007 08 09 pass out at ballpark while pitching vc. 10 days bedrest. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  29. 29. TED conference & the first inkling of emmet Hire dev firm. mystery illness 2007 08 09 pass out at ballpark while pitching vc. 10 days bedrest. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  30. 30. TED conference & the first inkling of emmet Hire dev firm. mystery illness 2007 08 09 ER pass out at ballpark while pitching vc. 10 days bedrest. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  31. 31. TED conference & the first inkling of emmet Hire dev 1st angel firm. funding mystery illness 2007 08 09 ER pass out at ballpark while pitching vc. 10 days bedrest. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  32. 32. TED conference & the first inkling of emmet Hire dev 1st angel firm. funding mystery illness 2007 08 09 ER pass out at ballpark successful while pitching vc. treatment 10 days bedrest. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  33. 33. TED conference & the first inkling of emmet Hire dev 1st angel firm. funding mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful while pitching vc. treatment 10 days bedrest. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  34. 34. TED conference & the first inkling of Scheduled emmet close of Hire dev 1st angel 2nd angel firm. funding money mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful while pitching vc. treatment 10 days bedrest. CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  35. 35. TED conference & the first inkling of Scheduled emmet close of Hire dev 1st angel 2nd angel firm. funding money mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful Brother while pitching vc. treatment kills 10 days bedrest. himself CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  36. 36. TED conference & the first inkling of Scheduled emmet close of 1st angel 2nd angel actual Hire dev funding money close firm. mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful Brother while pitching vc. treatment kills 10 days bedrest. himself CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  37. 37. TED conference & the first inkling of Scheduled emmet close of 1st angel 2nd angel actual Hire dev funding money close firm. mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful Brother global while pitching vc. treatment kills financial 10 days bedrest. himself meltdown CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  38. 38. TED conference & the first inkling of Scheduled emmet close of 1st angel 2nd angel actual series A Hire dev funding money close meetings firm. mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful Brother global while pitching vc. treatment kills financial 10 days bedrest. himself meltdown CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  39. 39. TED conference & the first inkling of Scheduled emmet close of 1st angel 2nd angel actual series A Hire dev funding money close meetings firm. mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful Brother global while pitching vc. treatment kills financial 10 days bedrest. himself meltdown nobody knows how the recession is going to play out. This is the peak of fear, uncertainty, and doubt CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  40. 40. TED conference & the first inkling of Scheduled emmet close of 1st angel 2nd angel actual series A Hire dev funding money close meetings firm. mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful Brother global Funding while pitching vc. treatment kills financial window 10 days bedrest. himself meltdown closed nobody knows how the recession is going to play out. This is the peak of fear, uncertainty, and doubt CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  41. 41. Public launch of TED conference & the site the first inkling of Scheduled emmet close of 1st angel 2nd angel actual series A Hire dev funding money close meetings firm. mystery illness 2007 08 09 ER Dad Dies pass out at ballpark successful Brother global Funding while pitching vc. treatment kills financial window 10 days bedrest. himself meltdown closed nobody knows how the recession is going to play out. This is the peak of fear, uncertainty, and doubt CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  42. 42. Now I’m helping other entrepreneurs... CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  43. 43. So when are you going to launch? CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011
  44. 44. Thank You! Janice Fraser www.luxr.co @clevergirl @luxrco #LeanUX CLEVERGIRL_FAIL, WEB 2.0 EDITION 03/2011 JANICE@LUXR.COTuesday, March 29, 2011

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