LUXr 1-day workshop, May 14, 2012 [San Francisco]

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User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop, UX for Lean Startups.

Join Kate Rutter of LUXr to learn Lean Startup methods that help you both make the right product, and make your product right.

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LUXr 1-day workshop, May 14, 2012 [San Francisco]

  1. 1. Crushing the Boulder User Experience for Lean Startups 1-day workshopMon, May 14, 2012LUXR.CO APRIL 2012
  2. 2. LUXR.CO MAY 2012
  3. 3. LUXR.CO MAY 2012
  4. 4. Residency Core Workshops Advising Curriculum10 weeks to Learning Core concepts Coaching &awesome for products for and hands-on guidance forearly-stage accelerators & activities for teams goingteams. startup teams. everyone. at lightspeed.LUXR.CO MAY 2012
  5. 5. TWEET! Kate Rutter www.luxr.co @luxrco @katerutterLUXR.CO MAY 2012
  6. 6. Today we’ll cover... I. Lean UX Fundamentals II. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What Matters III. Bring it all togetherLUXR.CO MAY 2012
  7. 7. Who’s in the room? IntrosLUXR.CO MAY 2012
  8. 8. What is this stuff?!?! I : Lean UX Fundamentals What is Lean Startup? What is UX? What is UX for Lean Startups?LUXR.CO MAY 2012
  9. 9. Lean Startup?LUXR.CO MAY 2012
  10. 10. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO MAY 2012
  11. 11. Lean Startup is NOT Low-AmbitionLUXR.CO MAY 2012
  12. 12. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO MAY 2012
  13. 13. Get out of the building!LUXR.CO MAY 2012
  14. 14. Steve Blank introduced “Customer Development” in...um...2006.LUXR.CO MAY 2012
  15. 15. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.LUXR.CO MAY 2012
  16. 16. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!?LUXR.CO MAY 2012
  17. 17. About 1,720,000 resultsLUXR.CO MAY 2012
  18. 18. Here’s a distillation... “Customer Development in 1 Page”LUXR.CO MAY 2012
  19. 19. LUXR.CO MAY 2012
  20. 20. LUXR.CO MAY 2012
  21. 21. + + make products incremental reduce waste customers want releasesLUXR.CO MAY 2012
  22. 22. LUXR.CO MAY 2012
  23. 23. #2 New York Times BestsellerLUXR.CO MAY 2012
  24. 24. LUXR.CO MAY 2012
  25. 25. Lean Startup UX Cycles THINK MAKE Reduc cycle e time, not build time CHECK Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • THINK Behavior Models • Test Results • Competitive Analysis Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code MAKE Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys CHECKLUXR.CO MAY 2012
  26. 26. UX?LUXR.CO MAY 2012
  27. 27. Design > UI Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO MAY 2012
  28. 28. What UX brings is 10* years of experience, methods, and methodology *20, 30, 50 yearsLUXR.CO MAY 2012
  29. 29. Among UX strengths... UX people are EXPERTS at “getting out of the building.”LUXR.CO MAY 2012
  30. 30. LUXR.CO MAY 2012
  31. 31. LUXR.CO MAY 2012
  32. 32. Why Lean UX?LUXR.CO MAY 2012
  33. 33. Lean User Experience is a principle-driven process for teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high- quality, high-velocity user experience outcomes.LUXR.CO MAY 2012
  34. 34. in Lean UX... Hypothesis + Validation = ExperimentsLUXR.CO MAY 2012
  35. 35. Today’s Challenge Hypothesis We believe that modern families would benefit from having better ways to keep up with tasks, and are willing to pay for a better way to coordinate tasks with other family members, friends and neighbors.LUXR.CO MAY 2012
  36. 36. II : Three Lean UX Experiments 1. Get to Know your Customers 2. Act on Customer Needs 3. Measure What MattersLUXR.CO MAY 2012
  37. 37. 1 Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO MAY 2012
  38. 38. User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young) Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO MAY 2012
  39. 39. User Research quant qual Generative Interviews EvaluativeLUXR.CO MAY 2012
  40. 40. Customer Interviews * Identify who you want to talk to. * Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO MAY 2012
  41. 41. {Activity} Let’s do it!LUXR.CO MAY 2012
  42. 42. {Warm-up Activity} Rapid Sketching Clothespin Man!LUXR.CO MAY 2012
  43. 43. Who: Make a PersonaLUXR.CO MAY 2012
  44. 44. {Activity} Make a persona PortraitLUXR.CO MAY 2012
  45. 45. {Activity} Make a persona DemographicsLUXR.CO MAY 2012
  46. 46. {Activity} Make a persona BehaviorsLUXR.CO MAY 2012
  47. 47. {Activity} Make a persona Needs & GoalsLUXR.CO MAY 2012
  48. 48. {check} 3 checksLUXR.CO MAY 2012
  49. 49. {Show & Tell} Topic MapLUXR.CO MAY 2012
  50. 50. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO MAY 2012
  51. 51. {Activity} Brainstorm question “Have you ever had __________________________ experience?”LUXR.CO MAY 2012
  52. 52. Conversation Prompts “Have you ever had ________ experience?” “Can you tell me the story about that?” “And then what happened?” “Why [or how] did you do that?” “What did you love [or hate] about that?” “If you could wave a magic wand, what would it be like?”LUXR.CO MAY 2012
  53. 53. {Activity} Brainstorm a promptLUXR.CO MAY 2012
  54. 54. During the Interview DO • Take notes • Smile • Ask open-ended questions • Get their story • Shut up and listen DONʼT • Talk about your product • Ask about future behavior • Sell • Ask leading questions • Talk muchLUXR.CO MAY 2012
  55. 55. {Activity} Practice an interview 1 interviewer + 1 interviewee note-takersLUXR.CO MAY 2012
  56. 56. After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard” “What I saw” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptionsLUXR.CO MAY 2012
  57. 57. {homework} DebriefLUXR.CO MAY 2012
  58. 58. 2 Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot VotingLUXR.CO MAY 2012
  59. 59. Remember this? Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO MAY 2012
  60. 60. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why USES: what What can how Mary do with your product?LUXR.CO MAY 2012
  61. 61. 6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.LUXR.CO MAY 2012
  62. 62. {Activity} Sketch 6-up Uses __ can... _____ ____, ______ with _LUXR.CO MAY 2012
  63. 63. {Activity} Dot-vote top picks 3 dots } pick top 2 usesLUXR.CO MAY 2012
  64. 64. {Activity} Redraw the top 2 __ can... _____ ____, ______ with _LUXR.CO MAY 2012
  65. 65. {Activity} Brainstorm featuresLUXR.CO MAY 2012
  66. 66. {Activity} Select 5 featuresLUXR.CO MAY 2012
  67. 67. 3 Measure What Matters (Quantitative and Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO MAY 2012
  68. 68. Top questions Will people use it? Why wonʼt people use it? Whatʼs wrong with this? How could I make this better? How can I improve conversion? Are we making progress? Do people like this? Are these results good? Why do people do that? Did we do the right thing? Why is there dropoff?LUXR.CO MAY 2012
  69. 69. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO MAY 2012
  70. 70. quantitative qualitative a/b testing usability analytics testing KPIs Behavior Ability Do people use it? How should I design the new one? Which is better? Why wonʼt people use it? Did we do the right thing? Whatʼs wrong with this? Are these results good? How could I make this better? Are we making progress? Why do people do that? What do people love about it? CLOSED-ENDED QUESTIONS How can I improve conversion? Why is there dropoff? What do they think this should do? OPEN-ENDED QUESTIONSLUXR.CO MAY 2012
  71. 71. Measurement Traffic Conversion Funnel Product (black box)LUXR.CO MAY 2012
  72. 72. {Activity} Brainstorm measures (from features)LUXR.CO MAY 2012
  73. 73. {Activity} Pick 5LUXR.CO MAY 2012
  74. 74. {Activity} Check your metricsLUXR.CO MAY 2012
  75. 75. Metrics checklist 1. Does the metric • “number of...” [ # ] • “average number of...” [avg ] begin with a number? • “percent of...” [ % ] 2. Is there a time basis? • “per week” [ ___/wk ] • “per month” [ ___/mo] 3. Is there an object • “per user” [ ___/user] • “per user per week” (fancy!) basis? • Examples: per user, per session, or by interaction or item * not required, but super-helpful (messages per file, emails per thread)LUXR.CO MAY 2012
  76. 76. Metrics checklist a good metric... a great metric... ...measures the usage of your ...makes you look at all the product by a person. The usage other metrics and say “none of should be specific to features that those other numbers matter if deliver value to your user. we donʼt get this right first.” unhelpful vanity good better awesome # of users % of users # of new total number who sign in who share a registered sign-ups of registered 3+ times a task 3+ users per users day, times a day, week per week per weekLUXR.CO MAY 2012
  77. 77. {Show & Tell} Metrics DashboardLUXR.CO MAY 2012
  78. 78. Metrics dashboardLUXR.CO MAY 2012
  79. 79. {Show & Tell} Information RadiatorLUXR.CO MAY 2012
  80. 80. Information RadiatorLUXR.CO MAY 2012
  81. 81. Information RadiatorLUXR.CO MAY 2012
  82. 82. Advanced topics Conversion metrics Pirate Metrics - AARRR! Cohort metrics Instrumentation Acquisition Activation Retention What should I be measuring? (a few search terms) Referral “Vanity Metrics” Revenue “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO MAY 2012
  83. 83. Metrics Tools Landscape ANALYTICS CONVERSION TESTING UNMODERATED Google Analytics Unbounce TESTS WITH VIDEO KISS Metrics Optimizely Usertesting.com Mixpanel TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Navflow Click Tale FiveSecondTest Usabilia Gaze Hawk Clicktest Verify Intuition HQ UserZoomLUXR.CO MAY 2012
  84. 84. III : Bring it all together Making the story Living the Lean UX lifeLUXR.CO MAY 2012
  85. 85. {Activity} Tell the storyLUXR.CO MAY 2012
  86. 86. Living the LeanUX LifeLUXR.CO MAY 2012
  87. 87. Lean User Experience is a principle-driven process for teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high- quality, high-velocity user experience outcomes.LUXR.CO MAY 2012
  88. 88. RITUALS of Lean UX 1. Generate independently, then collaborate as a team 2. Work at the wall 3. Use rapid decision-making tricks: dot-voting, roman voting 4. Engage design + development + product people 5. Frame designs as a hypothesis to validate 6. Validate with customers 7. Hold retrospectives periodicallyLUXR.CO MAY 2012
  89. 89. 10 Principles of Lean UX 1. Design + Product Management + Development = 1 team 2. Externalize! 3. FLOW: think -> make -> check 4. Repeatable & routinized 5. Solve the right problem 6. Goal-driven & outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Users are the best source of information (& inspiration)LUXR.CO MAY 2012
  90. 90. Who is involved? 1. Design + Product Management + Development = 1 team 2. Externalize! 3. FLOW: think -> make -> check 4. Repeatable & routinized 5. Solve the right problem 6. Goal-driven & outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Users are the best source of information (& inspiration)LUXR.CO MAY 2012
  91. 91. How do we work together? 1. Design + Product Management + Development = 1 team 2. Externalize! 3. FLOW: think -> make -> check 4. Repeatable & routinized 5. Solve the right problem 6. Goal-driven & outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Users are the best source of information (& inspiration)LUXR.CO MAY 2012
  92. 92. What do we do? 1. Design + Product Management + Development = 1 team 2. Externalize! 3. FLOW: think -> make -> check 4. Repeatable & routinized 5. Solve the right problem 6. Goal-driven & outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Users are the best source of information (& inspiration)LUXR.CO MAY 2012
  93. 93. How can we be sure? 1. Design + Product Management + Development = 1 team 2. Externalize! 3. FLOW: think -> make -> check 4. Repeatable & routinized 5. Solve the right problem 6. Goal-driven & outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Users are the best source of information (& inspiration)LUXR.CO MAY 2012
  94. 94. Q&A + DiscussionLUXR.CO MAY 2012

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