Kate Rutter discusses user experience (UX) failures and successes. She explains that the biggest UX fail is creating a product that is never used by customers. However, focusing on customer needs, building minimal viable products, and rapidly iterating based on user feedback and metrics can lead to UX wins. Rutter advocates applying lean startup and UX principles together through customer development, prototyping, and usability testing to create great user experiences.

1. Fail = on
win! e di ti
UX
Lean Crossroad : The Entrepreneurs
August 21, 2012 • Vancouver, BC
Kate Rutter, Co-Founder & Principal
kate@luxr.co http://luxr.co
@katerutter @luxrco

2. a story...
MVP + amazing research
+ visionary idea
Maximum + engaged team
Vision + executive support
x 6 months
Possible
= product that
will save lives
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

3. risk
time
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4. a story...
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s of hours
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5. a story...
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s ofsaved
no lives hours
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

6. a story...
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s ofsaved
no lives hours
= NO PRODUCT
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

7. L
a story...
FA I
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s ofsaved
no lives hours
= NO PRODUCT

8. the biggest UX fail is...
the UX that doesn’t
ever get into the hands
of people.
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9. LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

10. a different story...
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11. Hello, Bento!
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12. Hello, Bento!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

13. Hello, Bento!
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14. Hello, Bento!
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15. Hello, Bento!
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16. Hello, Bento!
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17. what went wrong?
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18. no clear cue too much text hard to open couldn’t see video set
to get online nobody read the box, grrrr the drawing in looked boring
the video
too many couldn’t keep folded blank hard to set
pieces in the no blank
track of different
paper in box paper looked up video
box guides weird account
tape kept
falling out
what went wrong?
fixed band on
journal was
annoying
belly band
fell off
impossible to
open Yay box
without a knife
didn’t know how
much time it
would take to do
stickynotes casual design velcro closure
shouldn’t be supplies box not quote was
interesting off-target didn’t feel on band kept
wrapped “real” ripping off
sticker on no easy way confused by
poster ripped where’s the too much text
candy? to post a on login page
different brand
paper photo to site on video site
mobile app video instructions mono audio on wanted more clearer
complete fail
didn’t exactly video was related boxes instructions on
match outcome distracting video step 5
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

19. no clear cue too much text hard to open couldn’t see video set
to get online nobody read the box, grrrr the drawing in looked boring
risk the video
too many couldn’t keep folded blank hard to set
pieces in the no blank
track of different
paper in box paper looked up video
box guides weird account
tape kept fixed band on belly band impossible to didn’t know how
falling out journal was fell off
open Yay box much time it
annoying without a knife would take to do
stickynotes casual design velcro closure
shouldn’t be supplies box not quote was
interesting off-target didn’t feel on band kept
wrapped “real” ripping off
sticker on no easy way confused by
poster ripped where’s the too much text
candy? to post a on login page
different brand
paper on video site
time
photo to site
mobile app video instructions mono audio on wanted more clearer
complete fail
didn’t exactly video was related boxes instructions on
match oucome distracting video step 5
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

20. no clear cue too much text hard to open couldn’t see video set
to get online nobody read the box, grrrr the drawing in looked boring
risk the video
too many couldn’t keep folded blank hard to set
pieces in the no blank
track of different
paper in box paper looked up video
box guides weird account
tape kept fixed band on belly band impossible to didn’t know how
falling out journal was fell off
open Yay box much time it
annoying without a knife would take to do
stickynotes casual design velcro closure
shouldn’t be supplies box not quote was
interesting off-target didn’t feel on band kept
wrapped “real” ripping off
MEASURE MEASURE MAKE
sticker on no easy way confused by
poster ripped where’s the too much text
release
candy? to post a on login page
different brand
paper on video site
time
photo to site
BUILD BUILD
mobile app video instructions mono audio on wanted more clearer
complete fail
didn’t exactly video was instructions on
LEARN match oucome
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
distracting related boxes video step 5

21. a story...
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22. a story...
w in in
w
w in
w in
win
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

23. a story...
w in in
w
w in
w in
win + 3 people
x 36 days
= PRODUCT
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24. a story...
w in in
w
w in
w in
win + 3 people
x 36 days
= PRODUCT
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

25. }
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26. }
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27. }
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28. start with a clear story
Meet Yoshi, a new startup entrepreneur.
Yoshi needs to feel confident that his product
design decisions really serve his customers.
With LUXr Bento Box, Yoshi can learn how to
interview customers and validate his assumptions,
at his own rate and in his own environment,
using hands-on materials and online
video coaching
in a way thatʼs simple to complete, warm &
engaging, and fun.
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29. UX haz a stack.
Users
I need...
Needs I want...
My goal is...
Vision &
values
Mary can...
Uses
Features UI goes
sketches, here
prototypes,
pixels
Product
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

30. Roll
your own
Great UX
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31. Lean Startup + UX = <3
BUILD
Customer Users LEARN
MEASURE
development I need...
or...user research Needs I want...
My goal is...
Vision &
values
Sketches & Mary can...
prototypes Uses
before UI. Before code.
Features
Experiments, sketches,
prototypes,
MVPs, Metrics pixels
and...usability testing Product
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

32. My UX fail=win checklist:
If I am extremely
reluctant and even
embarrassed to show
Iʼm doing it
right. ✓
the design...
If I feel comfortable I should have
or proud of it... shown it sooner. !
If I feel stuck... I GO FASTER.
!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012

33. Go be awesome.
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34. Thanks!
* Slides available on slideshare tomorrow: slideshare.net/intelleto
Kate Rutter, Co-Founder & Principal Lean Crossroad : The Entrepreneurs
kate@luxr.co http://luxr.co August 21, 2012 • Vancouver, BC
@katerutter @luxrco
shout-outs to...
• All the New Context Conference folks who tested our product
• Janice Fraser & Jason Fraser, LUXr.co
• Chris Jones @ Hot Studios : Risk reduction model
• Gina Bianchini & The Mightybell Team : www.mightybell.com
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012