LeanUX: Getting out of the Deliverables Business


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Jeff Gothelf's presentation to the Lean Startup Boston Circle

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LeanUX: Getting out of the Deliverables Business

  1. 1. Lean UXGetting out of the deliverables business Boston Lean Startup Circle October 27th, 2011 Boston, MAhttp://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg
  2. 2. Why am I up here?Designer. Team Leader. Lover of lanyards and name tags.Jeff Gothelfcurrently:Director of UX at TheLadders.compreviously:Publicis Modem, Webtrends, AOL,Fidelity and an assortment of startupsblog:www.jeffgothelf.comtwitter:@jboogieemail: #LeanUXjgothelf@theladders.com
  3. 3. In the beginning… UX began with Information Architecture which no one had ever heard of #LeanUX | @jboogiehttp://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg
  4. 4. Deliverables helped define Information ArchitectureAnd this was good #LeanUX | @jboogie
  5. 5. Deliverables helped define these emerging practicesAnd this was good #LeanUX | @jboogie
  6. 6. Value has ultimately been placed on the deliverableNot on the experience being created #LeanUX | @jboogie
  7. 7. With interactive experiences evolving rapidlyThe deliverable is just not enough #LeanUX | @jboogie
  8. 8. Lean UXInspired by Lean Startup and Agile development theories, it’s thepractice of bringing the true nature of design work to light faster,with less emphasis on deliverables and greater focus on theactual experience being designed. #LeanUX | @jboogie
  9. 9. It goes a little something like this…Look familiar? Just the UX processConcept Validate Prototype Test Learn Iterate Internally Externally from user behavior #LeanUX | @jboogie
  10. 10. Get design work out there. Fast.In public. (Yes, where everyone can see it.) #LeanUX | @jboogie
  11. 11. Lazy. Sorry. Designers 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.” -Austin Govella 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 | @jboogiehttp://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg
  12. 12. The only thing being removed is waste. You leave that stuff laying around and it starts to stink! #LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
  13. 13. This is NOT design-by-committee! That never leads to anything pretty. #LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
  14. 14. “But I’m giving up control of my work!” Not really. It just feels that way at first. #LeanUX | @jboogiehttp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
  15. 15. If a designer spends 3 months perfecting a design only to findout it fails to meet customer and/or business needs, they’ve justwasted 3 months of their life,not to mention the team’s. #LeanUX | @jboogie
  16. 16. Designers shouldn’t be expected to get it right the first timeNobody else has to From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011. #LeanUX | @jboogie http://www.alistapart.com/articles/design-criticism-creative-process/
  17. 17. Keep everybody moving forward Clients, stakeholders, design and team. #LeanUX | @jboogiehttp://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/
  18. 18. What about the quality of the design? Iterations mean quality continually improves. #LeanUX | @jboogiehttp://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg
  19. 19. Prototype it! But not all of it. #LeanUX | @jboogiehthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://www.flickr.com/photos/alshep
  20. 20. Once validated, demo to the team. Presto! Instant documentation. No additional deliverables are needed! #LeanUX | @jboogiehttp://www.flickr.com/photos/koolwaaij/152426460/sizes/o/
  21. 21. Then show it to your customers. Keep it light and cheap. #LeanUX | @jboogiehttp://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/
  22. 22. The more you talk about it The more you realize what’s missing #LeanUX | @jboogiehttp://www.flickr.com/photos/adysmiles/4822749055/sizes/l/
  23. 23. You are in the problem-solving business and you don’t solveproblems with design documentation. You solve them withelegant, efficient and sophisticated software. #LeanUX | @jboogie
  24. 24. The interactive agency and services world.Tougher sell. Worth it in the end. #LeanUX | @jboogie
  25. 25. Agencies are in the deliverables business. #LeanUX | @jboogie
  26. 26. Recapping the “internal” Lean UX process….Remember? Just the UX processConcept Validate Prototype Test Learn Iterate Internally Externally from user behavior #LeanUX | @jboogie
  27. 27. For services agencies it looks slightly differentGive your clients the power. They like that. Validate ValidateConcept w/client Iterate w/client Prototype Learn from user behavior #LeanUX | @jboogie
  28. 28. Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level #LeanUX | @jboogie
  29. 29. Reducing deliverables efforts reduces revenueIn theory… Fewer deliverables Fewer billable $$$$ hours Project delivered Happier, more Repeat faster empowered client customer #LeanUX | @jboogie
  30. 30. Distributed teams do it remotely! If they’re a part of you, it’s on! If not, it ain’t bloody likely. #LeanUX | @jboogiehttp://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg
  31. 31. Functional, task-flow projects work well.There’s a clear end goal. #LeanUX | @jboogie
  32. 32. Highly experiential marketing projects will struggle.Time to ideate and create options is essential. #LeanUX | @jboogie
  33. 33. How do I get started?Here are 5 quick wins you can implement today #LeanUX | @jboogie
  34. 34. Solve the problem together As opposed to implementing someone else’s solution 1 #LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
  35. 35. Example of sketching at workV1 of the UI 2 #LeanUX | @jboogie
  36. 36. Sketching brings experiences to life faster Launched UI 2 #LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
  37. 37. Get the experience out there, not the document Act it out if you have to 3 #LeanUX | @jboogiehttp://www.macdavidpro.com/wp-content/uploads/2010/02/4355664150_68b8aa58a9_o-600x337.jpg
  38. 38. Pairing saves time It also levels the playing field 4 #LeanUX | @jboogiehttp://hoveringartdirectors.tumblr.com/page/2
  39. 39. Pairing sets designers free, man …and empowers developers! 4 #LeanUX | @jboogiehttp://www.clydekellerphotos.com/images/AP_Kesey_HippiesDancing_GALLERY_CGW.jpg
  40. 40. Style guides!The cause of, and solution, all your UX problems 5 #LeanUX | @jboogie
  41. 41. This is an evolution. Not a revolution. Designers must evolve to stay relevant. #LeanUX | @jboogiehttp://www.flickr.com/photos/freejay3/2387714157/sizes/l/
  42. 42. Let’s get back to the experience design business. It’s where it’s at (as the kids say) #LeanUX | @jboogiehttp://www.flickr.com/photos/expressmonorail/3057998218/sizes/l/
  43. 43. Thanks!Call me. Let’s chat. Jeff Gothelf @jboogie jeff@jeffgothelf.com www.jeffgothelf.com bit.ly/LeanUX slideshare.net/jgothelf I’m writing a book! Sign up here #LeanUX | @jboogie