Crushing the BoulderUser Experiencein Lean Startups2-day intensive        +       DAY 1  SAT, JUN 2, 2012
LUXR.CO   JUNE 2012
Residency               Core           Workshops Advising                      Curriculum 10 weeks to          Learning   ...
TWEET!                        Kate Rutter                        www.luxr.co                      @katerutterLUXR.CO   JUN...
This is not... A class on how to                                (how do you know itʼs awesome?) produce an awesome UIA ses...
Day 1 covers...            I. Lean Startup & User Experience            II. Lean UX experiments:                      1. U...
Day 2 covers...            I. Lean UX experiments (cont.):                      4. Measure What Matters            II. Put...
What is this stuff?!?!                      I : Lean Fundamentals                         What is Lean Startup?           ...
Lean Startup?LUXR.CO   JUNE 2012
Lean Startup is NOT                       Cheap Startup                        Fast Startup                      Shortcut ...
Lean Startup is NOT                      Low-AmbitionLUXR.CO   JUNE 2012
Lean Startup is NOT                      THE OPPOSITE OF                        FAT STARTUPLUXR.CO   JUNE 2012
Get out                        of the                      building!LUXR.CO   JUNE 2012
Customer development is...  A four-step framework for discovering and  validating the right market for your idea,  buildin...
Steve Blank                      introduced                      “Customer                      Development”              ...
In 2010, Brant                      Cooper & Patrick                      Vlaskovitz wrote                      a shorter,...
What it looks like in practice...LUXR.CO   JUNE 2012
LUXR.CO   JUNE 2012
Build,                      Measure.                       Learn.LUXR.CO   JUNE 2012
Lean Startup is...   An approach for building companies that are   creating new products and services in   situations of e...
Eric Ries wrote                      a blog post on                      Sept 8, 2008                      titled “The Lea...
Eric Ries wrote                           a blog post on                           Sept 8, 2008                           ...
Lean Startup advocates...  • Experiments  •!Validated learningLUXR.CO   JUNE 2012
UX.                       Design.                      Startups.LUXR.CO   JUNE 2012
User Experience is...     A personʼs perceptions and responses that     result from the use or anticipated use of a     pr...
Lean User Experience is...     A principle-driven process for product teams     working in situations of extreme uncertain...
What UX brings is 10* years            of experience, methods, and                       patterns of work.          *20, 3...
UX people are EXPERTS at “getting out of the building”LUXR.CO   JUNE 2012
UX people are EXPERTS at “getting out of the building”LUXR.CO   JUNE 2012
UX == Customer Discovery                            People, their                            goals & needs                ...
UX cycles == Lean Startup learning loops                                                                THINK             ...
Design > UI                           THINK                                                                               ...
LUXR.CO   JUNE 2012
in Lean UX...                        Hypothesis                      + Experiments                        Validation      ...
Today’s Challenge                           Hypothesis          We believe that modern families would benefit          from...
II : Lean UX Experiments                       1. Users + Problems + Solution                       2. Get to Know your Cu...
1          Users + Problems + Solutions              (A deeper dive into the elements at play)                       Make ...
{Activity}   Sketch out the three parts                       Who are the users?                  What problems do they ha...
Users + Problem + Solution diagram                                                          business                      ...
2                          Get to Know Your                             Customers                      (Customer Developme...
User Research                                quant              qual                                                      ...
User Research                          quant      qual            Generative            Interviews             EvaluativeL...
Customer Interviews                      * Identify who you want to talk to.                      * Articulate your hypoth...
{Activity}                      Let’s do it!LUXR.CO   JUNE 2012
{Warm-Up Activity}                      Rapid Sketching                      Clothespin Man!LUXR.CO   JUNE 2012
Who: Make a PersonaLUXR.CO   JUNE 2012
{Activity}                      Make a persona                         PortraitLUXR.CO   JUNE 2012
{Activity}                      Make a persona                      DemographicsLUXR.CO   JUNE 2012
{Activity}                      Make a persona                        BehaviorsLUXR.CO   JUNE 2012
{Activity}                      Make a persona                      Needs & GoalsLUXR.CO   JUNE 2012
{check}                             3 checks          * Does this sound like a person who could exist?           If no, ma...
Customer Interviews                      ! Identify who you want to talk to.                      ! Articulate your hypoth...
Topic Map                           mobile/                                                       feeling                 ...
Customer Interviews                      ! Identify who you want to talk to.                      ! Articulate your hypoth...
Conversation Prompts          “Have you ever had ________ experience?”          “Can you tell me the story about that?”   ...
{Activity}              Brainstorm question                      “Have you ever had                      _________________...
Customer Interviews                      ! Identify who you want to talk to.                      ! Articulate your hypoth...
During the Interview           DO           • Take notes           • Smile           • Ask open-ended questions           ...
{Activity}            Practice an interview                      1 interviewer + 1 interviewee                            ...
After the Interview: Debrief            DUMP (5min, solo)            1 idea per sticky            “What I heard”          ...
{homework}                      DebriefLUXR.CO   JUNE 2012
Customer Interviews                      ! Identify who you want to talk to.                      ! Articulate your hypoth...
i <3 listening.LUXR.CO   JUNE 2012
3                          Act on                      Customer Needs              (Developing product and interface ideas...
Remember this?                                                    Users                                                   ...
BLAH BLAH BLAH                                  BLAH BLAH BLAH                                  BLAH BLAH BLAH            ...
6 Uses                      An illustration that shows “What will they DO with this                      product?” It inte...
{Activity}                      Sketch 6-up Uses                                                    ___ can...            ...
{Activity}                 Dot-vote top picks                      3 dots } pick top 2 usesLUXR.CO   JUNE 2012
{Activity}                      Redraw the top 2                                                     ___ can...           ...
{Activity}               Brainstorm featuresLUXR.CO   JUNE 2012
{Activity}                      Triage featuresLUXR.CO   JUNE 2012
{Activity}              Select top 3 featuresLUXR.CO   JUNE 2012
Uses make                      me frisky!LUXR.CO   JUNE 2012
{Organize!}          Post your persona, uses          and features on the wall.                      (off to the side)LUXR...
Patterns of work      1. Generate independently, discuss as a team         (3 people ideal)      2. Dump & Sort         (o...
IV : Fishbowl Wrap-upLUXR.CO   JUNE 2012
Go be awesome.LUXR.CO   JUNE 2012
Crushing the BoulderUser Experiencein Lean Startups2-day intensive       +      DAY 2 SUN, JUN 3, 2012
yesterday we covered..            I. Lean Startup & User Experience            II. Lean UX experiments:                   ...
Customer Development = Permission to move forwardLUXR.CO   JUNE 2012
UX cycles == Lean Startup learning loops                                                                THINK             ...
Design > UI                           THINK                                                                               ...
What you have... Users + problems + solution (“the molecule”)                               Persona     2-up uses         ...
Today covers...            I. Lean UX experiments (cont.):                      4. Measure What Matters            II. Put...
4                              Metrics              (Quantitative and Qualitative Evaluation)                      Common ...
Top questions          Will people use it?          Why wonʼt people use it?          Whatʼs wrong with this?          How...
User Research                        quantitative    qualitative             generate      surveys      user interviews   ...
quantitative qualitative                               a/b testing       usability                                analytic...
Measurement                        Traffic                        Conversion                         Funnel                ...
{Activity}             Brainstorm measures                (from features)LUXR.CO   JUNE 2012
{Activity}                  Divide into 2 piles:                 less                 more               important        ...
{Activity}                 As a team, get to 5LUXR.CO   JUNE 2012
{Activity}                 Check your metricsLUXR.CO   JUNE 2012
Metrics checklist 1. Does the metric                           • “number of...” [ # ]                                     ...
Metrics checklist   a good metric...                                  a great metric...   ...measures the usage of your   ...
{Activity}                      Metrics DashboardLUXR.CO   JUNE 2012
Metrics dashboardLUXR.CO   JUNE 2012
{Show & Tell}              Information RadiatorLUXR.CO   JUNE 2012
Information RadiatorLUXR.CO   JUNE 2012
Information RadiatorLUXR.CO   JUNE 2012
Advanced topics  Conversion metrics           Pirate Metrics - AARRR!  Cohort metrics  Instrumentation                Acqu...
Tools Landscape   ANALYTICS                  CONVERSION TESTING   UNMODERATED   Google Analytics           Unbounce       ...
I can sees the                      numberz thru da                          grassez.LUXR.CO   JUNE 2012
II : Put it all together                      1. Create the story                      2. Hear the story told back to you ...
{Activity}                      Make a narrative                              We are _______________                      ...
A direct through-line                                                    Users                                            ...
A direct through-line                                                    Users                                            ...
I luv heering                       da storeez!LUXR.CO   JUNE 2012
III : Designing Experiments                      Select an assumption                      Define an experiment            ...
Victory is                      measured in                       learning.LUXR.CO   JUNE 2012
This will change                         how you think                        about your role,                        your...
LUXR.CO   JUNE 2012
unvalidated effort                                      Plot the difference                                               ...
unvalidated effort                                     Lots of little wiggles                                             ...
unvalidated effort                                     Lots of little wiggles                                             ...
Each wiggle is a learning cycle.    unvalidated effort                                                            MAKE    ...
Experiment Framework          Every experiment has three parts:          1. Hypothesis that is provable/disprovable       ...
Assumptions   My assumption:   You donʼt want to waste your time, your   career, your patience, or your friendship   build...
{Activity}              Identify assumptions                      10 assumptions, 1 per stickyLUXR.CO   JUNE 2012
{Activity}                      Divide into 2 piles            Everything             Will kill the company               ...
{Activity}                  Review & de-dupeLUXR.CO   JUNE 2012
{Activity}               Divide into 2 stacks                 less urgent                more urgentLUXR.CO   JUNE 2012
{Activity}          Stack rank the urgentsLUXR.CO   JUNE 2012
{Activity}                      Pick the top oneLUXR.CO   JUNE 2012
Experiments   Experiments allow for a whole new way   to tap into the creativity of the team.LUXR.CO   JUNE 2012
ypoth esis             {Activity}  H             State the assumption                as a hypothesis                      ...
p erim ent               {Activity}  Ex            Design an experiment            to learn if this is true.              ...
lifica tion   {Activity} Sm       al         On a fresh sheet,      redesign the experiment                               ...
cide                                        {Activity}         D   e          Discuss, then pick the            experiment...
Experiments that were designed                                                                            measurable/obser...
Things to note about    the experiment & smallification activities,                    which you probably already knew,    ...
Things to note about    the experiment & smallification activities,                    which you probably already knew,    ...
We A/B test our                      experimentzz.LUXR.CO   JUNE 2012
IV : Living Lean               Putting this experience into practiceLUXR.CO   JUNE 2012
Lean User Experience is...     A principle-driven process for product teams     working in situations of extreme uncertain...
10 Principles of Lean UX      1.    Design + Product Management + Development = 1 team      2.    Externalize!      3.    ...
Who is involved?      1.    Design + Product Management + Development = 1 team      2.    Externalize!      3.    FLOW: th...
How do we work together?      1.    Design + Product Management + Development = 1 team      2.    Externalize!      3.    ...
What do we do?      1.    Design + Product Management + Development = 1 team      2.    Externalize!      3.    FLOW: thin...
How can we be sure?      1.    Design + Product Management + Development = 1 team      2.    Externalize!      3.    FLOW:...
V : Fishbowl Wrap-upLUXR.CO   JUNE 2012
I seez u beeing                 awesome.LUXR.CO   JUNE 2012
About LUXrLUXrʼs mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers ...
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LUXr User Experience in Lean Startups : 2-day workshop for Startup Hawaii, June 2 and 3, 2012 [Honolulu, HI]

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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 2-day workshop for Startup Hawaii, held in June 2012. The workshop is called Crushing the Boulder: User Experience in 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.

Published in: Business, Technology

LUXr User Experience in Lean Startups : 2-day workshop for Startup Hawaii, June 2 and 3, 2012 [Honolulu, HI]

  1. Crushing the BoulderUser Experiencein Lean Startups2-day intensive + DAY 1 SAT, JUN 2, 2012
  2. LUXR.CO JUNE 2012
  3. 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
  4. TWEET! Kate Rutter www.luxr.co @katerutterLUXR.CO JUNE 2012
  5. 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
  6. Day 1 covers... I. Lean Startup & User Experience II. Lean UX experiments: 1. Users + Problems + Solution 2. Get to Know your Customer " 3. Act on Customer Needs III. Fishbowl wrap-upLUXR.CO JUNE 2012
  7. Day 2 covers... I. Lean UX experiments (cont.): 4. Measure What Matters II. Put it all together III. Designing Experiments IV. Living Lean V. Fishbowl wrap-upLUXR.CO JUNE 2012
  8. What is this stuff?!?! I : Lean Fundamentals What is Lean Startup? What is UX? What is UX for Lean Startups?LUXR.CO JUNE 2012
  9. Lean Startup?LUXR.CO JUNE 2012
  10. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO JUNE 2012
  11. Lean Startup is NOT Low-AmbitionLUXR.CO JUNE 2012
  12. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO JUNE 2012
  13. Get out of the building!LUXR.CO JUNE 2012
  14. 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
  15. Steve Blank introduced “Customer Development” in...um...2006. The big idea...LUXR.CO JUNE 2012
  16. In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.The big idea...LUXR.CO JUNE 2012
  17. What it looks like in practice...LUXR.CO JUNE 2012
  18. LUXR.CO JUNE 2012
  19. Build, Measure. Learn.LUXR.CO JUNE 2012
  20. 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
  21. Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”LUXR.CO JUNE 2012
  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. Lean Startup advocates... • Experiments •!Validated learningLUXR.CO JUNE 2012
  24. UX. Design. Startups.LUXR.CO JUNE 2012
  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. 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. What UX brings is 10* years of experience, methods, and patterns of work. *20, 30, 50 yearsLUXR.CO JUNE 2012
  28. UX people are EXPERTS at “getting out of the building”LUXR.CO JUNE 2012
  29. UX people are EXPERTS at “getting out of the building”LUXR.CO JUNE 2012
  30. UX == Customer Discovery People, their goals & needs Sketches and prototypes Interactions and flowsLUXR.CO JUNE 2012
  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. 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. LUXR.CO JUNE 2012
  34. in Lean UX... Hypothesis + Experiments Validation (before code.) ((before pixels.)) (((before wireframes.)))LUXR.CO JUNE 2012
  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. II : Lean UX Experiments 1. Users + Problems + Solution 2. Get to Know your Customers 3. Act on Customer Needs 4. Measure What Matters (tomorrow)LUXR.CO JUNE 2012
  37. 1 Users + Problems + Solutions (A deeper dive into the elements at play) Make a 3-part diagramLUXR.CO JUNE 2012
  38. {Activity} Sketch out the three parts Who are the users? What problems do they have? What would be a proposed solution?LUXR.CO JUNE 2012
  39. Users + Problem + Solution diagram business professionals Users people with families need to share tasks on the go problems solution Too much to do, not enough time a mobile app for delegating tasks need to know when something is doneLUXR.CO JUNE 2012
  40. 2 Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO JUNE 2012
  41. 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
  42. User Research quant qual Generative Interviews EvaluativeLUXR.CO JUNE 2012
  43. 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
  44. {Activity} Let’s do it!LUXR.CO JUNE 2012
  45. {Warm-Up Activity} Rapid Sketching Clothespin Man!LUXR.CO JUNE 2012
  46. Who: Make a PersonaLUXR.CO JUNE 2012
  47. {Activity} Make a persona PortraitLUXR.CO JUNE 2012
  48. {Activity} Make a persona DemographicsLUXR.CO JUNE 2012
  49. {Activity} Make a persona BehaviorsLUXR.CO JUNE 2012
  50. {Activity} Make a persona Needs & GoalsLUXR.CO JUNE 2012
  51. {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
  52. 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
  53. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO JUNE 2012
  54. 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
  55. 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
  56. {Activity} Brainstorm question “Have you ever had __________________________ experience?”LUXR.CO JUNE 2012
  57. 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
  58. 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
  59. {Activity} Practice an interview 1 interviewer + 1 interviewee note-takersLUXR.CO JUNE 2012
  60. 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
  61. {homework} DebriefLUXR.CO JUNE 2012
  62. 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
  63. i <3 listening.LUXR.CO JUNE 2012
  64. 3 Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot VotingLUXR.CO JUNE 2012
  65. 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
  66. 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 Mary how do with your product?LUXR.CO JUNE 2012
  67. 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
  68. {Activity} Sketch 6-up Uses ___ can... with _____ _____, _____LUXR.CO JUNE 2012
  69. {Activity} Dot-vote top picks 3 dots } pick top 2 usesLUXR.CO JUNE 2012
  70. {Activity} Redraw the top 2 ___ can... with _____ _____, _____LUXR.CO JUNE 2012
  71. {Activity} Brainstorm featuresLUXR.CO JUNE 2012
  72. {Activity} Triage featuresLUXR.CO JUNE 2012
  73. {Activity} Select top 3 featuresLUXR.CO JUNE 2012
  74. Uses make me frisky!LUXR.CO JUNE 2012
  75. {Organize!} Post your persona, uses and features on the wall. (off to the side)LUXR.CO JUNE 2012
  76. 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
  77. IV : Fishbowl Wrap-upLUXR.CO JUNE 2012
  78. Go be awesome.LUXR.CO JUNE 2012
  79. Crushing the BoulderUser Experiencein Lean Startups2-day intensive + DAY 2 SUN, JUN 3, 2012
  80. yesterday we covered.. I. Lean Startup & User Experience II. Lean UX experiments: 1. Users + Problems + Solution 2. Get to Know your Customer " 3. Act on Customer Needs III. Fishbowl wrap-upLUXR.CO JUNE 2012
  81. Customer Development = Permission to move forwardLUXR.CO JUNE 2012
  82. 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
  83. 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
  84. What you have... Users + problems + solution (“the molecule”) Persona 2-up uses can... with __________, ________ 3 features to support the usesLUXR.CO JUNE 2012
  85. Today covers... I. Lean UX experiments (cont.): 4. Measure What Matters II. Put it all together III. Designing Experiments IV. Living Lean V. Fishbowl wrap-upLUXR.CO JUNE 2012
  86. 4 Metrics (Quantitative and Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO JUNE 2012
  87. 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
  88. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO JUNE 2012
  89. 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
  90. Measurement Traffic Conversion Funnel Product (black box)LUXR.CO JUNE 2012
  91. {Activity} Brainstorm measures (from features)LUXR.CO JUNE 2012
  92. {Activity} Divide into 2 piles: less more important importantLUXR.CO JUNE 2012
  93. {Activity} As a team, get to 5LUXR.CO JUNE 2012
  94. {Activity} Check your metricsLUXR.CO JUNE 2012
  95. 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 JUNE 2012
  96. 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
  97. {Activity} Metrics DashboardLUXR.CO JUNE 2012
  98. Metrics dashboardLUXR.CO JUNE 2012
  99. {Show & Tell} Information RadiatorLUXR.CO JUNE 2012
  100. Information RadiatorLUXR.CO JUNE 2012
  101. Information RadiatorLUXR.CO JUNE 2012
  102. 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
  103. 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
  104. I can sees the numberz thru da grassez.LUXR.CO JUNE 2012
  105. II : Put it all together 1. Create the story 2. Hear the story told back to you 3. How does it hold together?LUXR.CO JUNE 2012
  106. {Activity} Make a narrative We are _______________ Meet... M V P with __________, ________ can... using these features we will measureLUXR.CO JUNE 2012
  107. 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
  108. 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
  109. I luv heering da storeez!LUXR.CO JUNE 2012
  110. III : Designing Experiments Select an assumption Define an experiment Right-size itLUXR.CO JUNE 2012
  111. Victory is measured in learning.LUXR.CO JUNE 2012
  112. This will change how you think about your role, your work, your team, your process.LUXR.CO JUNE 2012
  113. LUXR.CO JUNE 2012
  114. unvalidated effort Plot the difference MAKE release MAKE release MAKE release THINK timeLUXR.CO JUNE 2012
  115. unvalidated effort Lots of little wiggles timeLUXR.CO JUNE 2012
  116. unvalidated effort Lots of little wiggles timeLUXR.CO JUNE 2012
  117. Each wiggle is a learning cycle. unvalidated effort MAKE MAKE MAKE release THINK THINK time CHECKLUXR.CO JUNE 2012
  118. Experiment Framework Every experiment has three parts: 1. Hypothesis that is provable/disprovable 2. The experiment itself; the thing you build 3. An indicator of result For Example: We believe people like [customer type] have a need for (or problem doing) [need/action/behavior]. The smallest thing we can do to prove that need is [experiment]. We will know we have succeeded when [quantitative/ measurable outcome] or [qualitative/observable outcome].LUXR.CO JUNE 2012
  119. Assumptions My assumption: You donʼt want to waste your time, your career, your patience, or your friendship building something that has no chance of success.LUXR.CO JUNE 2012
  120. {Activity} Identify assumptions 10 assumptions, 1 per stickyLUXR.CO JUNE 2012
  121. {Activity} Divide into 2 piles Everything Will kill the company else in the next 6 months if weʼre wrongLUXR.CO JUNE 2012
  122. {Activity} Review & de-dupeLUXR.CO JUNE 2012
  123. {Activity} Divide into 2 stacks less urgent more urgentLUXR.CO JUNE 2012
  124. {Activity} Stack rank the urgentsLUXR.CO JUNE 2012
  125. {Activity} Pick the top oneLUXR.CO JUNE 2012
  126. Experiments Experiments allow for a whole new way to tap into the creativity of the team.LUXR.CO JUNE 2012
  127. ypoth esis {Activity} H State the assumption as a hypothesis ____ tha t ___ _________ w e believe You must be able to prove or disprove this.LUXR.CO JUNE 2012
  128. p erim ent {Activity} Ex Design an experiment to learn if this is true. _ __ _________ Briefly describe it. that ____ _ w e believe ___ _________ _________ _ State how you will know if the __ _________ ___ _________ _________ __ hypothesis is valid or invalid. __ _________ __ _________ _________ __ This can be quantitative __ _________ ___ _________ _________ __ evidence or qualitative. _ _________ ___ _________ _________ __ _ _________ ___ _________ How much time/money/effort _ _________ _________ ___ _________ _ will it take? ____ _________LUXR.CO JUNE 2012
  129. lifica tion {Activity} Sm al On a fresh sheet, redesign the experiment __ What would you do to get ___ _________ believ e that __ _________ _ we ___ approximately the same _________ _ ___ _________ ___ _________ learning... _________ _ ___ _________ ___ _________ _________ _ IN 2 DAYS? ___ _________ ___ _________ _________ __ ___ _________ ___ _________ _________ __ IN 2 WEEKS? ___ ________ ___ _________ __ _________ IN 2 MONTHS? _________ 2 weeks . _ in __ _________LUXR.CO JUNE 2012
  130. cide {Activity} D e Discuss, then pick the experiment to run. ___ ___ _________ e belie ve that _ _________ _ w ___ _________ __ _________ _________ ! _ ___ ___ ___ ___ _________ _ ________ __b__ieve that ___ _ el __ ____ _________ _________ ___ _ ________we _ ___ _________ e that __ __________ ____ _____________ _ we believ ___ _________ ___ _________ _____ _ __ __ ___ _________ _________ __________ __ _______________ ___ _________ ___ _________ ___ _________ __ _ _ __ __ __ _________ _________ __________ __ _______________ ___ _________ ___ _________ ___ _________ __ __ _ ___ _________ _________ __________ _________ _ _ _________ ___ _________ 2w eeks. __________ ___ _________ _________ ______ in _________ _ _ _________ __ _________ _ _________ ___ _________ _ _________ ___ ____ _ _________ _________ ___ _________ _________ 2 month s. ___ in ___ _________ s. ____ ________ ___ in 2 day ___ ___LUXR.CO___JUNE 2012
  131. Experiments that were designed measurable/observable assumption experiment outcome busy people need a service fb ad, neighborhood targeting presents an offer, landing page. 10% ctr on ad, 10% ctr to help them get menial stuff done Phone number or tweet. No out on landing page. 2 days of pocket cost. busy people need a service find busy people (in offices). Set up a 5% of employees will make “shop”. Sit in their reception and see if to help them get we can get jobs. Prevail upon friend a hire. 1 repeat booking menial stuff done who runs 300-person company 2 wks busy people need a service ad in 10 different offices, to help them get 2 weeks. menial stuff done diff types of companiesLUXR.CO JUNE 2012
  132. Things to note about the experiment & smallification activities, which you probably already knew, that are massively valuable in a startup environment. Progress not a Smallification can be function of the quality, Progress is done by adjusting size, or number of measured in scope or fidelity. product releases. learning. Founders need to Smaller/faster experiments balance between size/ are usually better. quality and speed of learning. Behavioral experiments are usually better. The best option is often Small, behavioral non-obvious. experiments are usually best.LUXR.CO JUNE 2012
  133. Things to note about the experiment & smallification activities, which you probably already knew, that are massively valuable in a startup environment. The decision-maker is usually acting on belief, because there is insufficient data to decide rationally. The decision-maker is therefore often going to be wrong. Wrong decisions are expected and usually not fatal.Progress is measured in sequential cycles of learning.LUXR.CO JUNE 2012
  134. We A/B test our experimentzz.LUXR.CO JUNE 2012
  135. IV : Living Lean Putting this experience into practiceLUXR.CO JUNE 2012
  136. 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
  137. 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 JUNE 2012
  138. 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 JUNE 2012
  139. 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 JUNE 2012
  140. 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 JUNE 2012
  141. 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 JUNE 2012
  142. V : Fishbowl Wrap-upLUXR.CO JUNE 2012
  143. I seez u beeing awesome.LUXR.CO JUNE 2012
  144. 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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