LUXr 1-day workshop, June 13, 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, June 13, 2012 [San Francisco]

  1. 1. Crushing the Boulder User Experience for Lean Startups 1-day workshop WED, JUN 13, 2012LUXR.CO JUNE 2012
  2. 2. LUXR.CO JUNE 2012
  3. 3. Who’s in the room? IntrosLUXR.CO JUNE 2012
  4. 4. LUXR.CO JUNE 2012
  5. 5. Residency Core Workshops Advising Curriculum 10 weeks to Learning Core concepts Coaching & awesome for products for and hands-on guidance for early-stage accelerators & activities for teams going teams. startup teams. everyone. at lightspeed.LUXR.CO JUNE 2012
  6. 6. TWEET! Kate Rutter www.luxr.co @luxrco @katerutterLUXR.CO JUNE 2012
  7. 7. This is not... A class on how to (how do you know itʼs awesome?) produce an awesome UIA session on making (how do you know these arenʼtproduction wireframes or a waste of valuable time?)photoshop comps A “perfect approach” or (100s of entrepreneurs have used these techniques to define a rigid point of view on their own unique Great UX.) Great UX.LUXR.CO JUNE 2012
  8. 8. 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 JUNE 2012
  9. 9. What is this stuff?!?! I : Lean UX Fundamentals What is Lean Startup? What is UX? What is UX for Lean Startups?LUXR.CO JUNE 2012
  10. 10. Lean Startup?LUXR.CO JUNE 2012
  11. 11. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO JUNE 2012
  12. 12. Lean Startup is NOT Low-AmbitionLUXR.CO JUNE 2012
  13. 13. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO JUNE 2012
  14. 14. Get out of the building!LUXR.CO JUNE 2012
  15. 15. 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 JUNE 2012
  16. 16. Steve Blank introduced “Customer Development” in...um...2006. The big idea...LUXR.CO JUNE 2012
  17. 17. In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.The big idea...LUXR.CO JUNE 2012
  18. 18. What it looks like in practice...LUXR.CO JUNE 2012
  19. 19. LUXR.CO JUNE 2012
  20. 20. Build, Measure. Learn.LUXR.CO JUNE 2012
  21. 21. 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 JUNE 2012
  22. 22. 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 JUNE 2012
  23. 23. Lean Startup advocates... • Experiments •!Validated learningLUXR.CO JUNE 2012
  24. 24. UX. Design. Startups.LUXR.CO JUNE 2012
  25. 25. 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: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cerealLUXR.CO JUNE 2012
  26. 26. Lean User Experience is... A principle-driven process for product teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high-quality, high-velocity user experience outcomes.LUXR.CO JUNE 2012
  27. 27. UX brings 10* years of experience, methods, and patterns of work. *20, 30, 50 yearsLUXR.CO JUNE 2012
  28. 28. UX people are EXPERTS at “getting out of the building”LUXR.CO JUNE 2012
  29. 29. UX people are EXPERTS at “getting out of the building”LUXR.CO JUNE 2012
  30. 30. UX == Customer Discovery People, their goals & needs Sketches and prototypes Interactions and flowsLUXR.CO JUNE 2012
  31. 31. 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 JUNE 2012
  32. 32. 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 JUNE 2012
  33. 33. LUXR.CO JUNE 2012
  34. 34. II : Three Lean UX Experiments 1. Get to Know your Customers 2. Act on Customer Needs 3. Measure What MattersLUXR.CO JUNE 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 JUNE 2012
  36. 36. 1 Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO JUNE 2012
  37. 37. 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 JUNE 2012
  38. 38. User Research quant qual Generative Interviews EvaluativeLUXR.CO JUNE 2012
  39. 39. 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 JUNE 2012
  40. 40. {Activity} Let’s do it!LUXR.CO JUNE 2012
  41. 41. {Warm-up Activity} Rapid Sketching Clothespin Man!LUXR.CO JUNE 2012
  42. 42. Who: Make a PersonaLUXR.CO JUNE 2012
  43. 43. {Activity} Make a persona PortraitLUXR.CO JUNE 2012
  44. 44. {Activity} Make a persona DemographicsLUXR.CO JUNE 2012
  45. 45. {Activity} Make a persona BehaviorsLUXR.CO JUNE 2012
  46. 46. {Activity} Make a persona Needs & GoalsLUXR.CO JUNE 2012
  47. 47. {Activity} Bring it together Discuss & create a unified personaLUXR.CO JUNE 2012
  48. 48. {check} 3 checks * Does this sound like a person who could exist? If no, make adjustments. * Is this an actual person you know? If yes, make adjustments. * Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.LUXR.CO JUNE 2012
  49. 49. 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 JUNE 2012
  50. 50. {Show & Tell} Topic MapLUXR.CO JUNE 2012
  51. 51. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO JUNE 2012
  52. 52. {Activity} Add a topic mobile/ internet habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO JUNE 2012
  53. 53. 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 JUNE 2012
  54. 54. 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 JUNE 2012
  55. 55. {Activity} Brainstorm a question “Have you ever had __________________________ experience?”LUXR.CO JUNE 2012
  56. 56. 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 JUNE 2012
  57. 57. 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 JUNE 2012
  58. 58. {Activity} Practice an interview 1 interviewer + 1 interviewee note-takersLUXR.CO JUNE 2012
  59. 59. 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 JUNE 2012
  60. 60. {homework} DebriefLUXR.CO JUNE 2012
  61. 61. i <3 listening.LUXR.CO JUNE 2012
  62. 62. 2 Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot VotingLUXR.CO JUNE 2012
  63. 63. 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 JUNE 2012
  64. 64. 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 JUNE 2012
  65. 65. 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 JUNE 2012
  66. 66. 6 UsesLUXR.CO JUNE 2012
  67. 67. {Activity} Sketch 6-up Uses __ can... _____ ____, ______ with _LUXR.CO JUNE 2012
  68. 68. {Activity} Dot-vote top picks 3 dots } pick top 2 usesLUXR.CO JUNE 2012
  69. 69. {Activity} Redraw the top 2 __ can... _____ ____, ______ with _LUXR.CO JUNE 2012
  70. 70. {Activity} Brainstorm featuresLUXR.CO JUNE 2012
  71. 71. {Activity} Triage featuresLUXR.CO JUNE 2012
  72. 72. {Activity} Select 3 featuresLUXR.CO JUNE 2012
  73. 73. {Organize!} Post your persona, 2 uses and 3 features on the wall. (off to the side)LUXR.CO JUNE 2012
  74. 74. What you have now Who is our user What can a user How will they and what are their do with our do that? needs & goals? product? Persona 6-up uses Limited features to support the usesLUXR.CO JUNE 2012
  75. 75. Uses make me frisky!LUXR.CO JUNE 2012
  76. 76. 3 Measure What Matters (Quantitative and Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO JUNE 2012
  77. 77. 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 JUNE 2012
  78. 78. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO JUNE 2012
  79. 79. quantitative qualitative a/b testing usability analytics testing KPIs 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 JUNE 2012
  80. 80. Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO JUNE 2012
  81. 81. {Activity} Brainstorm measures (from features)LUXR.CO JUNE 2012
  82. 82. {Activity} Divide into 2 piles: less more important importantLUXR.CO JUNE 2012
  83. 83. {Activity} As a team, get to 5LUXR.CO JUNE 2012
  84. 84. {Activity} Check your metricsLUXR.CO JUNE 2012
  85. 85. Metrics checklist • “number of...” [ # ] 1. Does the metric • “average number of...” [avg ] begin with a number? • “percent of...” [ % ] • “per week” [ ___/wk ] 2. Is there a time basis? • “per month” [ ___/mo] • “per user” [ ___/user] 3. Is there an object • “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 JUNE 2012
  86. 86. 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 JUNE 2012
  87. 87. {Show & Tell} Metrics DashboardLUXR.CO JUNE 2012
  88. 88. Metrics dashboard % of users who share a task 3+ times a day, per weekLUXR.CO JUNE 2012
  89. 89. {Show & Tell} Information RadiatorLUXR.CO JUNE 2012
  90. 90. Information RadiatorLUXR.CO JUNE 2012
  91. 91. Information RadiatorLUXR.CO JUNE 2012
  92. 92. 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 JUNE 2012
  93. 93. 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 Clicktest Verify Intuition HQ UserZoomLUXR.CO JUNE 2012
  94. 94. metrics. better than a bubbling brook.LUXR.CO JUNE 2012
  95. 95. III : Bring it all together Making the story Living the Lean UX lifeLUXR.CO JUNE 2012
  96. 96. {Activity} Tell the storyLUXR.CO JUNE 2012
  97. 97. {Activity} Make a narrative We are _______________ Meet... M V P with __________, ________ can... using these features we will measureLUXR.CO JUNE 2012
  98. 98. A direct through-line 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 JUNE 2012
  99. 99. Workshop OutputsLUXR.CO JUNE 2012
  100. 100. Workshop OutputsLUXR.CO JUNE 2012
  101. 101. Workshop OutputsLUXR.CO JUNE 2012
  102. 102. Living the Lean UX LifeLUXR.CO JUNE 2012
  103. 103. Lean User Experience is... A principle-driven process for product teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high-quality, high-velocity user experience outcomes.LUXR.CO JUNE 2012
  104. 104. Patterns of work 1. Generate independently, discuss as a team (3 people ideal) 2. Dump & Sort (one item per Post-It, use Sharpie) 3. Sketch (especially of people) 4. Work at the wall 5. 2x2 organizing framework (help decision-making when lots of items) 6. Quick decision-making techniques (dot-vote, roman vote, stack rank)LUXR.CO JUNE 2012
  105. 105. 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) * Full description at http://luxr.co/10-principlesLUXR.CO JUNE 2012
  106. 106. Q&A + DiscussionLUXR.CO JUNE 2012
  107. 107. Go be awesome.LUXR.CO JUNE 2012
  108. 108. The shape of risk Waterfall vs. Lean Model developed by Chris Jones, Hot StudiosLUXR.CO JUNE 2012
  109. 109. unvalidated effort Plot the difference MAKE release MAKE release MAKE release THINK timeLUXR.CO JUNE 2012
  110. 110. unvalidated effort Lots of little wiggles timeLUXR.CO JUNE 2012
  111. 111. Each wiggle is a learning cycle. unvalidated effort MAKE MAKE MAKE release THINK THINK time CHECKLUXR.CO JUNE 2012
  112. 112. 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 • 94110info@luxr.co • http://luxr.co • twitter: @luxrcoJanice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]LUXR.CO JUNE 2012

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