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Rally Roundtable : Lean Startup + User Experience = Awesome, July 11, 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 a RallyPad Roundtable talk ( and introduces key concepts in Lean Startup, Customer Development, UX and how they play well together.

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Rally Roundtable : Lean Startup + User Experience = Awesome, July 11, 2012 [San Francisco]

  1. 1. Crushing the Boulder User Experience for Lean Startups Lunch & Learn + WED, JUL 11, 2012LUXR.CO JUNE 2012
  2. 2. LUXR.CO JULY 2012
  3. 3. We help lean startup entrepreneurs design & build products that people want, need, and love to buy.LUXR.CO JULY 2012
  4. 4. TWEET! Kate Rutter @luxrco @katerutterLUXR.CO JULY 2012
  5. 5. What is this stuff?!?! What is Lean Startup? What is UX? What is UX for Lean Startups? Quick, Scary ActivityLUXR.CO JULY 2012
  6. 6. Lean Startup?LUXR.CO JULY 2012
  7. 7. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO JULY 2012
  8. 8. Lean Startup is NOT Low-AmbitionLUXR.CO JULY 2012
  10. 10. Get out of the building!LUXR.CO JULY 2012
  11. 11. Customer development is... A four-step framework for discovering and validating the right market for your idea, building the right product features that solve customersʼ needs, testing the correct model and tactics for acquiring and converting customers, and deploying the right organization and resources to scale the business.LUXR.CO JULY 2012
  12. 12. Steve Blank introduced “Customer Development” The big idea...LUXR.CO JULY 2012
  13. 13. In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.The big idea...LUXR.CO JULY 2012
  14. 14. What it looks like in practice...LUXR.CO JULY 2012
  15. 15. Build, Measure. Learn.LUXR.CO JULY 2012
  16. 16. Lean Startup is... An approach for building companies that are creating new products and services in situations of extreme uncertainty. The approach advocates creation of rapid prototypes that test market assumptions, and uses customer feedback in an effort to evolve the design faster and reduce waste.LUXR.CO JULY 2012
  17. 17. Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.” The big idea... + + make products reduce incremental customers want releases wasteLUXR.CO JULY 2012
  18. 18. The Influence of Agile “The courage to speak truths, pleasant or unpleasant, fosters communication and trust. “The courage to discard failing solutions and seek new ones encourages simplicity. “The courage to seek real, concrete answers creates feedback.” —Kent BeckLUXR.CO JULY 2012
  19. 19. Lean Startup advocates... • Experiments •!Validated learningLUXR.CO JULY 2012
  20. 20. THE NEW CLASSICS List your assumptions. Understand your customers. Experiment. Adjust direction based on evidence.LUXR.CO JULY 2012
  21. 21. UX. Design. Lean.LUXR.CO JULY 2012
  22. 22. User Experience is... A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system. product UI UX via Ed Lea: JULY 2012
  23. 23. UX brings 10* years of experience, methods, and patterns of work. *20, 30, 50 yearsLUXR.CO JULY 2012
  24. 24. UX people are EXPERTS at “getting out of the building”LUXR.CO JULY 2012
  25. 25. UX == Customer Discovery People, their goals & needs Sketches and prototypes Interactions and flowsLUXR.CO JULY 2012
  26. 26. UX cycles == Lean Startup learning loops 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 JULY 2012
  27. 27. Design > UI THINK MAKE CHECK Users 1. I need... why what Needs 2. I want... 3. My goal is... how Business thinking goes here Mary can... BUILD Uses MEASURE LEARN Features Sketches, wireframes, pixels This Week Prototypes User Stories Themed ReleasesLUXR.CO JULY 2012
  28. 28. 10 UXable Steps for Lean Teams 1. List your assumptions 2. Test the riskiest ones 3. Talk to potential customers 4. Design experiments 5. Evaluate results 6. Change plans based on evidence 7. Launch small proof-of-concept products 8. Get a few paying customers 9. Make them really happy 10. Repeat, as needed.LUXR.CO JULY 2012
  29. 29. }LUXR.CO JULY 2012
  30. 30. }LUXR.CO JULY 2012
  31. 31. Facing Your Assumptions Ask yourself: What assumptions about your customers do you have that, if you are wrong, your business will fail. Write down 3. Test these.LUXR.CO JULY 2012
  32. 32. Go be awesome.LUXR.CO JULY 2012
  33. 33. Q&A + DiscussionLUXR.CO JULY 2012
  34. 34. About LUXrLUXrʼs mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers want,need and love to buy.Residency Core Workshops Advising Curriculum10 weeks to Learning products Core concepts and Coaching &awesome for for accelerators & hands-on activities guidance for teamsearly-stage teams. startup teams. for everyone. going at lightspeed.LUXr • 3435 Cesar ChavezSan Francisco, CA • • • twitter: @luxrcoJanice Fraser, Founder & CEO [ • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [ ]Kate Rutter, Co-Founder & Designer [ • @katerutter ]LUXR.CO JULY 2012