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Lean UX Getting out of the deliverables business http://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg
Who is this guy? I’m just doing this for the lanyards. Jeff Gothelf Currently:  Director of UX at TheLadders.com Previously:  Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startups Blog:  www.jeffgothelf.com/blog Twitter:  @jboogie Email:  jgothelf@theladders.com #LeanUX
In the beginning… UX began with Information Architecture which no one had ever heard of #LeanUX | @jboogie http://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg
Deliverables helped define the practice And this was good #LeanUX | @jboogie
IA evolved and expanded into IxD and her sisters Darwinism at work #LeanUX | @jboogie
Deliverables helped define the practice And this was good #LeanUX | @jboogie
Value has ultimately been placed on the deliverable Not on the experience being created #LeanUX | @jboogie
With interactive experiences evolving rapidly The deliverable is just not enough #LeanUX | @jboogie
Lean UX Inspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed. #LeanUX | @jboogie
Agile ,[object Object]
 Working software over comprehensive documentation
 Customer collaboration over contract negotiation
 Responding to change over following a planLean Lean Startup initially advocates the creation of rapid prototypes designed to test market assumptions, and uses customer feedback to evolve them much faster than via more traditional software engineering practices. #LeanUX | @jboogie
It goes a little something like this… Look familiar? Just the UX process Prototype Concept Validate Internally Test Externally Learn from user behavior Iterate #LeanUX | @jboogie
You can’t hide behind your monitor any more! Seriously. It’s time to come out. #LeanUX | @jboogie http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/
Get it out there. Fast. In public. (Yes, where people can see it.) #LeanUX | @jboogie
What Lean UX is NOT #LeanUX | @jboogie
Lazy. Sorry. You still have to work hard. “…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.” ,[object Object],commenting on Whitney Hess’s “Why I Detest the Term Lean UX” http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/ #LeanUX | @jboogie http://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg
The only thing being removed is waste. You leave that stuff laying around and it starts to stink! #LeanUX | @jboogie http://www.flickr.com/photos/mims/326748812/sizes/l/
This is NOT design-by-committee! We all know where that leads #LeanUX | @jboogie http://www.flickr.com/photos/mims/326748812/sizes/l/
What Lean UX is… #LeanUX | @jboogie
Control You’re still in charge #LeanUX | @jboogie
But I’m giving up control of my work! You’re not, actually. It just feels that way. #LeanUX | @jboogie http://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
You don’t need “The Spec” to keep control It’s the last mile of the value you bring to the team #LeanUX | @jboogie http://talkingtraffic.org/wp-content/images/stack_documents.jpg
If you spend 3 months perfecting a design only to find out it fails to meet customer and/or business needs, you’ve just wasted 3 months of your life, not to mention your team’s #LeanUX | @jboogie
Designers shouldn’t be expected to get it right the first time Nobody else has to From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011. http://www.alistapart.com/articles/design-criticism-creative-process/ #LeanUX | @jboogie
You are the “Keeper of the Vision” The greater goal of the design is YOUR responsibility #LeanUX | @jboogie http://www.flickr.com/photoshttp://www.flickr.com/photos/kubina/1386979654/sizes/l/
Momentum Everyone’s engaged. Everyone’s motivated. #LeanUX | @jboogie
Keep everybody moving forward Your clients, stakeholders, your design and you. #LeanUX | @jboogie http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/
Quality Don’t compromise #LeanUX | @jboogie
“Speed first. Aesthetics second.”  – Jason Fried, 37Signals.com #LeanUX | @jboogie
“Going for the bronze.”  – A Creative Director I used to work with #LeanUX | @jboogie
What about the quality of the design? Iterations mean quality continually improves. #LeanUX | @jboogie http://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg
Feasibility Make sure it can be built (and built well) #LeanUX | @jboogie
Prototype it! But not all of it. #LeanUX | @jboogie hthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
Once validated, demo to the team. Presto! Instant documentation (no additional deliverable needed). No additional deliverables are needed! #LeanUX | @jboogie http://www.flickr.com/photos/koolwaaij/152426460/sizes/o/
Then show it to your customers. Keep it light and cheap. #LeanUX | @jboogie http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/
Fill in the gaps What did you not think about? #LeanUX | @jboogie
The more you talk about it The  more you realize what’s missing #LeanUX | @jboogie http://www.flickr.com/photos/adysmiles/4822749055/sizes/l/
Can it be done? A tale of two cultures. #LeanUX | @jboogie http://www.flickr.com/photos/kadelmann/3564028694/sizes/z/
The internal software/web design shop. Well within your grasp. #LeanUX | @jboogie http://www.istudyathes.com/wp-content/uploads/2009/02/microsoft-20team-201978.jpg
You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software.  #LeanUX | @jboogie
The interactive agency. Tougher sell. Worth it in the end. #LeanUX | @jboogie
Agencies are in the deliverables business. #LeanUX | @jboogie
Recapping the “internal” Lean UX process…. Remember? Just the UX process Concept Validate Internally Test Externally Learn from user behavior Iterate Prototype #LeanUX | @jboogie
For agencies it looks slightly different Give your clients the power. They like that. Validate w/client Validate w/client Concept Prototype Iterate Learn from user behavior #LeanUX | @jboogie
Consultants are specialized mini-agencies Success with Lean UX will be determined by attention level #LeanUX | @jboogie
Reducing deliverables efforts reduces revenue In theory… Fewer deliverables Fewer billable hours $$$$ Project delivered faster Happier, more empowered client Repeat customer #LeanUX | @jboogie
Invest in your client’s success It shows the confidence you have in your work #LeanUX | @jboogie http://www.flickr.com/photos/19638298@N00/143127498/sizes/z/
Is this good for every project? Use it where it makes sense. #LeanUX | @jboogie http://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg
Functional, task-flow projects work well. There’s a clear end goal. #LeanUX | @jboogie
Highly experiential marketing projects will struggle. Time to ideate and create options is essential. #LeanUX | @jboogie
What about content heavy experiences? Some up front planning is necessary. #LeanUX | @jboogie
Distributed teams do it remotely! If they’re a part of you, it’s on! If not, not bloody likely. #LeanUX | @jboogie http://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg
Case Study 100 Days of Collaboration #LeanUX | @jboogie
Problem Statement: “You’re like Monster, but I have to pay for it.” #LeanUX | @jboogie
3 days, 3 themes: Acquisition and conversion Resume services A human in every interaction #LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
How do I get started? Here’s one way. Get everyone involved early. #LeanUX | @jboogie
Can you guess who sketched this? The answer will shock you! #LeanUX | @jboogie http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
Can you guess who sketched this? The answer will shock you! #LeanUX | @jboogie http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
Can you guess who sketched this? The answer will shock you! #LeanUX | @jboogie http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
The whole execution team did in a modified “design studio.” You can also call it collaborative sketching. Design studios ,[object Object]
 Everybody draws, presents and critiques
 Refine ideas through 3 rounds
 Generate tons of raw ideas
 Huge headstart for UX

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Getting out of the deliverables business with Lean UX

  • 1. Lean UX Getting out of the deliverables business http://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg
  • 2. Who is this guy? I’m just doing this for the lanyards. Jeff Gothelf Currently: Director of UX at TheLadders.com Previously: Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startups Blog: www.jeffgothelf.com/blog Twitter: @jboogie Email: jgothelf@theladders.com #LeanUX
  • 3. In the beginning… UX began with Information Architecture which no one had ever heard of #LeanUX | @jboogie http://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg
  • 4. Deliverables helped define the practice And this was good #LeanUX | @jboogie
  • 5. IA evolved and expanded into IxD and her sisters Darwinism at work #LeanUX | @jboogie
  • 6. Deliverables helped define the practice And this was good #LeanUX | @jboogie
  • 7. Value has ultimately been placed on the deliverable Not on the experience being created #LeanUX | @jboogie
  • 8. With interactive experiences evolving rapidly The deliverable is just not enough #LeanUX | @jboogie
  • 9. Lean UX Inspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed. #LeanUX | @jboogie
  • 10.
  • 11. Working software over comprehensive documentation
  • 12. Customer collaboration over contract negotiation
  • 13. Responding to change over following a planLean Lean Startup initially advocates the creation of rapid prototypes designed to test market assumptions, and uses customer feedback to evolve them much faster than via more traditional software engineering practices. #LeanUX | @jboogie
  • 14. It goes a little something like this… Look familiar? Just the UX process Prototype Concept Validate Internally Test Externally Learn from user behavior Iterate #LeanUX | @jboogie
  • 15. You can’t hide behind your monitor any more! Seriously. It’s time to come out. #LeanUX | @jboogie http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/
  • 16. Get it out there. Fast. In public. (Yes, where people can see it.) #LeanUX | @jboogie
  • 17. What Lean UX is NOT #LeanUX | @jboogie
  • 18.
  • 19. The only thing being removed is waste. You leave that stuff laying around and it starts to stink! #LeanUX | @jboogie http://www.flickr.com/photos/mims/326748812/sizes/l/
  • 20. This is NOT design-by-committee! We all know where that leads #LeanUX | @jboogie http://www.flickr.com/photos/mims/326748812/sizes/l/
  • 21. What Lean UX is… #LeanUX | @jboogie
  • 22. Control You’re still in charge #LeanUX | @jboogie
  • 23. But I’m giving up control of my work! You’re not, actually. It just feels that way. #LeanUX | @jboogie http://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
  • 24. You don’t need “The Spec” to keep control It’s the last mile of the value you bring to the team #LeanUX | @jboogie http://talkingtraffic.org/wp-content/images/stack_documents.jpg
  • 25. If you spend 3 months perfecting a design only to find out it fails to meet customer and/or business needs, you’ve just wasted 3 months of your life, not to mention your team’s #LeanUX | @jboogie
  • 26. Designers shouldn’t be expected to get it right the first time Nobody else has to From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011. http://www.alistapart.com/articles/design-criticism-creative-process/ #LeanUX | @jboogie
  • 27. You are the “Keeper of the Vision” The greater goal of the design is YOUR responsibility #LeanUX | @jboogie http://www.flickr.com/photoshttp://www.flickr.com/photos/kubina/1386979654/sizes/l/
  • 28. Momentum Everyone’s engaged. Everyone’s motivated. #LeanUX | @jboogie
  • 29. Keep everybody moving forward Your clients, stakeholders, your design and you. #LeanUX | @jboogie http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/
  • 30. Quality Don’t compromise #LeanUX | @jboogie
  • 31. “Speed first. Aesthetics second.” – Jason Fried, 37Signals.com #LeanUX | @jboogie
  • 32. “Going for the bronze.” – A Creative Director I used to work with #LeanUX | @jboogie
  • 33. What about the quality of the design? Iterations mean quality continually improves. #LeanUX | @jboogie http://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg
  • 34. Feasibility Make sure it can be built (and built well) #LeanUX | @jboogie
  • 35. Prototype it! But not all of it. #LeanUX | @jboogie hthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
  • 36. Once validated, demo to the team. Presto! Instant documentation (no additional deliverable needed). No additional deliverables are needed! #LeanUX | @jboogie http://www.flickr.com/photos/koolwaaij/152426460/sizes/o/
  • 37. Then show it to your customers. Keep it light and cheap. #LeanUX | @jboogie http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/
  • 38. Fill in the gaps What did you not think about? #LeanUX | @jboogie
  • 39. The more you talk about it The more you realize what’s missing #LeanUX | @jboogie http://www.flickr.com/photos/adysmiles/4822749055/sizes/l/
  • 40. Can it be done? A tale of two cultures. #LeanUX | @jboogie http://www.flickr.com/photos/kadelmann/3564028694/sizes/z/
  • 41. The internal software/web design shop. Well within your grasp. #LeanUX | @jboogie http://www.istudyathes.com/wp-content/uploads/2009/02/microsoft-20team-201978.jpg
  • 42. You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software. #LeanUX | @jboogie
  • 43. The interactive agency. Tougher sell. Worth it in the end. #LeanUX | @jboogie
  • 44. Agencies are in the deliverables business. #LeanUX | @jboogie
  • 45. Recapping the “internal” Lean UX process…. Remember? Just the UX process Concept Validate Internally Test Externally Learn from user behavior Iterate Prototype #LeanUX | @jboogie
  • 46. For agencies it looks slightly different Give your clients the power. They like that. Validate w/client Validate w/client Concept Prototype Iterate Learn from user behavior #LeanUX | @jboogie
  • 47. Consultants are specialized mini-agencies Success with Lean UX will be determined by attention level #LeanUX | @jboogie
  • 48. Reducing deliverables efforts reduces revenue In theory… Fewer deliverables Fewer billable hours $$$$ Project delivered faster Happier, more empowered client Repeat customer #LeanUX | @jboogie
  • 49. Invest in your client’s success It shows the confidence you have in your work #LeanUX | @jboogie http://www.flickr.com/photos/19638298@N00/143127498/sizes/z/
  • 50. Is this good for every project? Use it where it makes sense. #LeanUX | @jboogie http://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg
  • 51. Functional, task-flow projects work well. There’s a clear end goal. #LeanUX | @jboogie
  • 52. Highly experiential marketing projects will struggle. Time to ideate and create options is essential. #LeanUX | @jboogie
  • 53. What about content heavy experiences? Some up front planning is necessary. #LeanUX | @jboogie
  • 54. Distributed teams do it remotely! If they’re a part of you, it’s on! If not, not bloody likely. #LeanUX | @jboogie http://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg
  • 55. Case Study 100 Days of Collaboration #LeanUX | @jboogie
  • 56. Problem Statement: “You’re like Monster, but I have to pay for it.” #LeanUX | @jboogie
  • 57. 3 days, 3 themes: Acquisition and conversion Resume services A human in every interaction #LeanUX | @jboogie
  • 63. How do I get started? Here’s one way. Get everyone involved early. #LeanUX | @jboogie
  • 64. Can you guess who sketched this? The answer will shock you! #LeanUX | @jboogie http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
  • 65. Can you guess who sketched this? The answer will shock you! #LeanUX | @jboogie http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
  • 66. Can you guess who sketched this? The answer will shock you! #LeanUX | @jboogie http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
  • 67.
  • 68. Everybody draws, presents and critiques
  • 69. Refine ideas through 3 rounds
  • 70. Generate tons of raw ideas
  • 72. Early team-wide alignment
  • 73. Team-wide feeling of ownership#LeanUX | @jboogie
  • 74. Start small. 6 of your best ideas as fast as possible. #LeanUX | @jboogie
  • 75. Refine to 3 or 4 better ideas. Add detail. #LeanUX | @jboogie
  • 76. And once more to one, final, detailed idea. Let your one best idea shine. #LeanUX | @jboogie
  • 77. Designers are used to being heroes. Lean UX is distinctly, anti-hero. #LeanUX | @jboogie http://www.abegoodman.com/Images/greatest-american-hero.jpg
  • 78. This is an evolution. Not a revolution. Evolve to stay relevant. #LeanUX | @jboogie http://www.flickr.com/photos/freejay3/2387714157/sizes/l/
  • 79. Let’s get back to the experience design business. It’s where it’s at (as the kids say) #LeanUX | @jboogie http://www.flickr.com/photos/expressmonorail/3057998218/sizes/l/
  • 80. Thanks! Ask me some questions. Here. Now. Or later. jgothelf@theladders.com @jboogie www.jeffgothelf.com/blog www.slideshare.net/jgothelf bit.ly/LeanUX #LeanUX | @jboogie

Editor's Notes

  1. #LeanUX hash tag