FAILing FAST & learning along
the way @jeremyjohnson

@jeremyjohnson
#bigd13
#leanux
www.jeremyjohnsononline.com

http://wordsbrand.com/t-shirts/designer-tshirt-t-shirts/

marketing / product / Development

http://sonspring.com/journal/sass-for-designers

un peu UX 101

UX 101 we make things
for

UX 101 we make things
for http://500px.com/jeremyjohnson/sets/buenos_aires_2012

UX 101 We work in
ecosystems http://500px.com/jeremyjohnson/sets/london_2012

UX 101
we think visually

UX 101 We learn through
observation http://500px.com/jeremyjohnson/sets/london_2012

UX 101
we’re curious
http://500px.com/jeremyjohnson/sets/london_2012

UX 101

User-centered design
1970s
http://en.wikipedia.org/wiki/User-centered_design

User-centered design can be characterized
as a multi-stage problem solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regard to user behavior in real world tests with actual users. Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what each user's learning curve may look like. http://en.wikipedia.org/wiki/User-centered_design

Interviews Usability testing contextual inquiries
Surveys Focus groups

LEARNING
with customers

“Agile methods like Scrum and
XP both rely on a close and collaborative relationship and continual interaction with the customer – the people who are paying for the software and who are going to use the system.” 2001 http://swreflections.blogspot.com/2012/02/agiles-customer-problem.html

LEARNING
with customers

How many people are able
to learn by proxy (persona, market research, etc...)?

How many people are able
to learn by watching your customer (analytics, pathing, heatmaps, etc...) ? http://crave.cnet.co.uk/televisions/apple-tv-hint-pops-up-in-mountain-lion-trademark-filing-50008629/

How many people are able
to get in the same room with your (end) customer? http://tomboystyle.blogspot.com/2012/09/icon-pat-english.html

How many people are able
to visit their customers in their natural habitat? http://blog.beatthebrochure.com/the-12-best-safaris-in-the-world/5597/lion-safari

LEARNING
with customers

LEARNING
with customers

what’s the least amount of
time and money you can spend to learn something.

“I dropped over $40k when
I could have spent $100” http://boondainc.wordpress.com/2013/04/18/i-dropped-over-40-grand-when-i-could-have-spent-100/

Moving to lean...

startup
Where the core component...

...of Lean Startup methodology is
the build-measure-learn feedback loop.

build-measure-learn

Spec-measure-learn

How long does it take
to build?

hackDAY

On May 22 this year
300 hackers converged in New York at TechCrunch Disrupt for a day and half long hack day before the conference itself started. At least one of the projects created at the hack day has now become an actual business, and has raised an angel round of funding from top tier investors. http://techcrunch.com/2010/08/25/groupme-born-at-techcrunch-disrupt-secures-funding-and-launches/

http://instagram.com/p/fYeA73hC_R/

LEARNING
with customers
while shipping

mvp (keep it simple) value
customer feedback experiment via iterative prototyping shipping / launching often

we like simple mvp (keep
it simple) experiment via iterative prototyping UX value customer feedback User centered Design - that’s us! we build prototypes shipping / launching often We’re want to launch!

User-centered design (Lean UX) for
designers Agile for Developers Lean for Product owners/teams

But We’re not a startup...

http://www.qcsupply.com/new-buffalo-22-meat-grinder-bolt-down.html

http://www.amazon.com/Inspired-Create-Products-Customers-Love/dp/0981690408/ref=sr_1_1?ie=UTF8&qid=1366723622&sr=8-1&keywords=inspired+creating+products+customers+love

core product team product owner
developers ux designer

product owner
“mini-ceo”

product owner
“mini-ceo”
shareholders

get more signups increase conversion
increase usage reduce bounce

Evaluate Prototype (Build) (Learn) Test
Keep/Kill (Measure)

https://twitter.com/LeanMammoth/statuses/388700938653159424

Large Organizations don’t have to
be slow!

build-measure-learn

Break two habits

good at designing things

good at designing things =
good at determining what are the right things to build

sometimes... We should... Make sure
the customer can use the feature Make sure the feature has value for the customer and design it accordingly and prioritize it accordingly

Human needs
http://thereboot.org/blog/2012/02/19/design-research-what-is-it-and-why-do-it/

http://window874.com/2012/05/09/design-research-through-practice/

http://rpveal.wordpress.com/course-modules/design-research-2/

http://www.mindtheproduct.com/2012/08/how-user-research-can-help-prioritise-product-requirements/

Can we learn faster?

Some amount of thinking around
a project

a. B. Build MVP Launch
Learn Iterate (repeat) Find customers perform research synthesize discoveries Build out prototype Test with customer

http://siliconangle.com/blog/2013/05/13/has-instagram-become-too-risque/

Systrom, Intuit founder Scott Cook,
and Lean Startup author Eric Ries talked about the changes that have swept through product development in both big and small organizations. Many companies have moved from what's called "waterfall development" -- a method that relies on large engineering executing a carefully mapped-out plan -- to "lean" development, where creators move quickly to push out products and revise them on the fly. "We thought about what we could do to iterate more quickly," Systrom said of Burbn's pivot. "People loved posting pictures on Burbn" -- so that's where they took the venture, jettisoning other planned features. Burbn now lives on only as an abandoned Twitter feed. http://money.cnn.com/2011/09/13/technology/startups/instagram_burbn/

LEARNING
with customers
while shipping

http://www.slideshare.net/willevans/design-ethnography-for-lean-teams-23238659

https://www.google.com/search?q=the+homer+car&aq=f&oq=the+homer+car&aqs=chrome.0.57j0l3j62j64.3274j0&sourceid=chrome&ie=UTF-8

http://www.youtube.com/watch?v=CpPuYGPcvD4

a. B. Build MVP Launch
Learn Iterate (repeat) Find customers perform research synthesize discoveries Build out prototype Test with customer

IN A G A mvp
(keep it simple) experiment via iterative prototyping UX value customer feedback shipping / launching often

Moving quickly

http://www.adverblog.com/2011/12/04/the-meme-ification-of-art-directors/

https://medium.com/design-startups/c012e5ad32f7

http://littlebigdetails.com/

http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping

http://www.startupvitamins.com/products/startup-poster-done-is-better-than-perfect

BALANCE

embracing
and Agile

Through discovery With product owner
Find what has value Via Prototyping Quickly test with customers Quickly launch with development

LEARNING
with customers

“Rather than focus on artifacts,
we focus on prototypes and validating those prototypes in Discovery, with the added benefit that the prototype serves as the spec for Delivery.” http://www.svproduct.com/dual-track-scrum/

Documentation = bad rough, quick,
iterative, prototype = good

Getting closer, quicker to the
actual experience

http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/

http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/

(not new) 1. Drive: UX
practitioners are part of the customer or product owner team 2. Research, model, and design up front - but only just enough 3. Chunk your design work 4. Use parallel track development to work ahead, and follow behind 5. Buy design time with complex engineering stories 6.Cultivate a user validation group for use for continuous user validation 7. Schedule continuous user research in a separate track from development 8. Leverage user time for multiple activities 9.Use RITE to iterate UI before development 10.Prototype in low fidelity 11.Treat prototype as specification 12.Become a design facilitator - 2008 http://agileproductdesign.com/blog/emerging_best_agile_ux_practice.html

a quick word about
agile

http://tech.adstruc.com/post/64124460426/ux-theory-to-practice-part-2-whats-the-fuss-about

agile / lean UX everyone
is involved!

agile, better than waterfall

agile, shows value faster

agile, can work well with
UX

agile, makes better software

valuable
Usable
Enjoyable

are we building the right
things? valuable Usable Enjoyable Is it easy to use? Do they want to use it?

valuable
Usable
Enjoyable

determine value,
create experience,
repeat

how

“We gathered our designers, our
product folks and our engineers and took over a few conference rooms and began to operate like a startup. Design was done on whiteboards and coded in real time. Usability tests were weekly so the pace was fast and furious. But we were able to try dozens of experiences across desktop, tablet and mobile in the time that would have taken years at PayPal before. Build/Test/Learn became our mantra.” - http://looksgoodworkswell.blogspot.com/2012/09/why-you-should-work-with-me-at-paypal.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+LooksGoodWorksWell+%28Looks+Good+Works+Well%29

Build/Test/Learn

http://www.slideshare.net/billwscott/enabling-lean-with-tech-15455128

work different
different

COMMON
PROBLEMS

- problem - Can’t get
started?

Ship often. Ship lousy stuff,
but ship. Ship constantly. http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping

- problem - Find it
hard to strip out what’s not valuable? Spend too much time planning? DOn’t talk with your customers?

http://www.startupvitamins.com/products/startup-poster-the-longer-it-takes-to-develop-the-less-likely-it-is-to-launch

“The timing of longrange plans
is screwed up too. You have the most information when you’re doing something, not before you’ve done it. Yet when do you write a plan? Usually it’s before you’ve even begun. That’s the worst time to make a big decision.” http://37signals.com/rework

- problem -
Large team

Keep your team small. Smaller
than that. No team at all if you can help it. http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping

A throwback to their days
with Jeff Bezos at Amazon, projects are assigned to "two pizza teams," groups of engineers small enough for them to be fed on two large pies. "We want the team to be flat and allow everyone to communicate with each other," Rajaraman says. http://www.fastcompany.com/1811934/walmartlabs-brings-two-pizza-team-startup-culture-walmart-empire

http://techcrunch.com/2012/11/17/heres-how-spotify-scales-up-and-stays-agile-it-runs-squads-like-lean-startups/

- problem - Try to
jam too much into a product? Only launch x times a year? Looking for perfection?

https://twitter.com/tbisaacs/status/387716257283596288

https://frontdeskhq.com

“Great companies focus on their
users and ship great products.” http://www.aaronklein.com/2012/02/why-facebook-is-worth-100-billion/

http://fab.com/inspiration/posters-getting-things-done

“real artist ship” - steve
jobs http://gloriamarie.com/stay-focused-and-keep-shipping

- problem - It’s going
to cost too much to try that out. How do we know our customers will want this?

- Mike Krieger, Instagram’s founder
The Wizard Of Oz Techniques For Social Prototyping – You don’t need to build everything at first. You can be the man behind the curtain. Krieger says him and Systrom tested an early version of a feature which would notify you when friends joined the service. Instead of building it out, they manually sent people notifications “like a human bot” saying ‘your friend has joined.’ It turned out not to be useful. “We wrote zero lines of Python, so we had zero lines to throw away.” http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/

http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/

404 testing NE URE X
FEAT W

http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/

http://www.leemunroe.com/lean-product-development-validate-feature-ideas/

It was an MVP (Minimal
Viable Product). I skipped a bunch of features I figured I would implement later. First I wanted to see if people would use it and how they would use it. (...) Implementing user accounts (in Rails) would take me 2 weekends of work; registration, accounts, saving lists, removing lists, tracking, designing screens, edge cases etc. I didn’t want to spend the time if it turned out no one signed up so I ran an experiment. I dropped in a link on the top of the page that said “Sign up to save multiple lists.” and tracked the number of clicks it got with Mixpanel. http://www.leemunroe.com/lean-product-development-validate-feature-ideas/

http://www.leemunroe.com/lean-product-development-validate-feature-ideas/

What is the cheapest, fastest
way to learn?

Just some of the issues
around software development

Racing to the right ideas

ideas ideas ideas ideas ideas
ideas ideas ideas ideas ideas ideas ideas Idea or discovery backlog ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id

The Discovery track is all
about quickly generating validated product backlog items, and the Delivery track is all about generating releasable software. - marty cagan http://www.svproduct.com/dual-track-scrum/

discovery backlog Iteration design discovery
build Implement Iteration Iteration discovery discovery Implement Iteration discovery Implement Implement http://www.sebastiangreger.net/writings/concept-design-in-agile-environment/

ideas ideas ideas ideas ideas
ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id

http://www.kontain.com/plat4m/entries/143623/update-to-our-scrum-board/

prototype

fast
rough
keep moving

test rough prototypes (usually built
within a week or less)

(literally 100s)
http://looksgoodworkswell.blogspot.com/2012/11/list-of-mockupprototyping-tools.html
http://www.adaptivepath.com/ideas/rapid-prototyping-tools#thelist

9:30am 10:30am 11:30am lab setting
- 6 participants 1:30pm 2:30pm 3:30pm

determine
valuable
Usable
Enjoyable

clicktest / survey / Etc...

ideas ideas ideas ideas ideas
ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id

x
x

the core team Core team
makes decisions Done!

...it is collaborative – the
product manager, designer and lead engineer are working together, sideby-side, to create and validate backlog items. - marty cagan http://www.svproduct.com/dual-track-scrum/

failed usability failed to understand
failed to find value ideas ideas id

http://www.startupvitamins.com/products/startup-poster-experiment-fail-learn-repeat

refine retest
ideas

ideas
ideas
Ready for development

ea s id What’s your
kill rate? ideas Ship that bad boy!

Did I mention this happens
within a week? (or less)

Get moving!

LEARN
LEAN

#1
combined product teams

#2 one ux designer per
team

#3
rough, fast, iterative prototyping

#4 Getting in front of
customers weekly

#5
build/test/learn

in no time at all,
you too can be a... lean, agile, prototyping, shipping, ux design master.

http://blog.web2expo.com/2011/08/interview-with-eric-ries-part-2-what%E2%80%99s-next-for-the-lean-startup-movement-startup-visa-and-lessons-learned/

lid S ere sh e
thanks! @jeremyjohnson www.jeremyjohnsononline.com