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LEAN UX                       Ryan WinzenburgTuesday, April 9, 13                     1
LEAN UX         Vision            MVPs         Design            ResearchTuesday, April 9, 13                  2
VISION    • Assumptions    • Hypothesis    • Outcomes    • FeaturesTuesday, April 9, 13            3
PREPARATION    • Divergent            Process          •   Research          •   Analytics          •   Usability Report  ...
Tuesday, April 9, 13   5
Tuesday, April 9, 13   6
Tuesday, April 9, 13   7
BUSINESS ASSUMPTIONS   •    I believe my customers have a need to _______ .   •    These needs can be solved with _______ ...
Tuesday, April 9, 13   9
Tuesday, April 9, 13   10
Tuesday, April 9, 13   11
USER ASSUMPTIONS   •    Who is the user?   •    Where does our product fit in his work or        life?   •    What problems...
Tuesday, April 9, 13   13
Tuesday, April 9, 13   14
OUTCOMES    • Statement          •   We believe that [doing this/building this              feature/creating this experien...
[OUR SERVICE/PRODUCT] WAS DESIGNED TO    ACHIEVE [THESE GOALS].    WE HAVE OBSERVED THAT THE PRODUCT/SERVICE ISN’T    MEET...
FEATURES    • Tactics    • Features    • Products    • ServiceTuesday, April 9, 13              17
Tuesday, April 9, 13   18
FEATURE STORY    • Statement          •   We will [ create this feature ]          •   for [ this persona ]          •   I...
COLLABORATIVE DESIGN    • Design            Studios    • Style            GuidesTuesday, April 9, 13                      20
DESIGN STUDIO    • Agenda          •   Problem Definition & Constraints              [15-45 mins]          •   Individual I...
STYLE GUIDE    • Pattern           Library          •   Typographic          •   Interactive          •   Visual    • Main...
Tuesday, April 9, 13   23
Tuesday, April 9, 13   24
MVP    • Focus    • Tools    • Prototypes    • Non-Prototype    MVPsTuesday, April 9, 13                25
MVP FOCUS    • Increase             Learning          •   Prioritize Ruthlessly          •   Stay Agile          •   Measu...
TOOLS    • Sketching    • Prototyping          •   Copy Writing          •   Visual DesignTuesday, April 9, 13            ...
Tuesday, April 9, 13   28
Tuesday, April 9, 13   29
Tuesday, April 9, 13   30
Tuesday, April 9, 13   31
Tuesday, April 9, 13   32
PROTOTYPING    •    What am I trying to learn?    •    What are the main signals I need from the         market to validat...
NON-PROTOTYPE MVP    •    Email    •    Google Ad Words    •    Landing Pages    •    Button to Nowhere    •    Concierge ...
FEEDBACK & RESEARCH    • Collaborative       Research    • Continuous         Research    • Artifacts/Results    • Methods...
COLLABORATIVE RESEARCH    • Researcher            as Coach    • Review            Interview Guide    • Who              to...
INTERVIEW    • Questions    • Conversations    • Demonstrations    • Follow           Up Questions    • ReferralsTuesday, ...
CONTINUOUS RESEARCH    • M: Recruit          and Plan    • T: Refine           MVP    • W: Refine, Script, Finalize         ...
ARTIFACTS/RESULTS    • Sketches    • Wireframes    • Mock-Ups    • Prototypes    • Coded            PrototypesTuesday, Apr...
METHODS    • Diary            Studies             • Analytics    • Card             Sorting             • User   Forums   ...
Tuesday, April 9, 13   41
Tuesday, April 9, 13   42
Tuesday, April 9, 13   43
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Lean UX

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Presentation of Jeff Gothelf's book "Lean UX" to internal Global UX and Strategic Insights Group

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Lean UX

  1. 1. LEAN UX Ryan WinzenburgTuesday, April 9, 13 1
  2. 2. LEAN UX Vision MVPs Design ResearchTuesday, April 9, 13 2
  3. 3. VISION • Assumptions • Hypothesis • Outcomes • FeaturesTuesday, April 9, 13 3
  4. 4. PREPARATION • Divergent Process • Research • Analytics • Usability Report • Past Success/Failures • Stakeholder Input • Competitive AnalysisTuesday, April 9, 13 4
  5. 5. Tuesday, April 9, 13 5
  6. 6. Tuesday, April 9, 13 6
  7. 7. Tuesday, April 9, 13 7
  8. 8. BUSINESS ASSUMPTIONS • I believe my customers have a need to _______ . • These needs can be solved with _______ . • My initial customers are (or will be) _______ . • The #1 value a customer wants to get out of my service is _______ . • The customer can also get these additional benefits _______ . • I will acquire the majority of my customers through _______ . • I will make money by _______ . • My primary competition in the market will be _______ . • We will beat them due to _______ . • My biggest product risk is _______ . • We will solve this through _______ . • What other assumptions do we have that, if proven false, will cause our business/project to fail? _______ .Tuesday, April 9, 13 8
  9. 9. Tuesday, April 9, 13 9
  10. 10. Tuesday, April 9, 13 10
  11. 11. Tuesday, April 9, 13 11
  12. 12. USER ASSUMPTIONS • Who is the user? • Where does our product fit in his work or life? • What problems does our product solve? • When and how is our product used? • What features are important? • How should our product look and behave?Tuesday, April 9, 13 12
  13. 13. Tuesday, April 9, 13 13
  14. 14. Tuesday, April 9, 13 14
  15. 15. OUTCOMES • Statement • We believe that [doing this/building this feature/creating this experience] • for [these people/personas] • will achieve [this outcome]. • We will know this is true when we see [this market feedback, quantitative measure, or qualitative insight].Tuesday, April 9, 13 15
  16. 16. [OUR SERVICE/PRODUCT] WAS DESIGNED TO ACHIEVE [THESE GOALS]. WE HAVE OBSERVED THAT THE PRODUCT/SERVICE ISN’T MEETING [THESE GOALS], WHICH IS CAUSING [THIS ADVERSE EFFECT] TO OUR BUSINESS. HOW MIGHT WE IMPROVE [SERVICE/PRODUCT] SO THAT OUR CUSTOMERS ARE MORE SUCCESSFUL BASED ON [THESE MEASURABLE CRITERIA]?Tuesday, April 9, 13 16
  17. 17. FEATURES • Tactics • Features • Products • ServiceTuesday, April 9, 13 17
  18. 18. Tuesday, April 9, 13 18
  19. 19. FEATURE STORY • Statement • We will [ create this feature ] • for [ this persona ] • In order to achieve [this outcome ]Tuesday, April 9, 13 19
  20. 20. COLLABORATIVE DESIGN • Design Studios • Style GuidesTuesday, April 9, 13 20
  21. 21. DESIGN STUDIO • Agenda • Problem Definition & Constraints [15-45 mins] • Individual Idea Generation (Divergent) [10 mins] • Presentation and Critique [3 min/each] • Iterate and Refine [5 - 10 min] • Team Idea Generation (converge) • [10 mins]Tuesday, April 9, 13 21
  22. 22. STYLE GUIDE • Pattern Library • Typographic • Interactive • Visual • MaintenanceTuesday, April 9, 13 22
  23. 23. Tuesday, April 9, 13 23
  24. 24. Tuesday, April 9, 13 24
  25. 25. MVP • Focus • Tools • Prototypes • Non-Prototype MVPsTuesday, April 9, 13 25
  26. 26. MVP FOCUS • Increase Learning • Prioritize Ruthlessly • Stay Agile • Measure Behavior • Use a clear call to action • Delivering Value • Be Functional • Integrate with existing analytics • Be consistent with rest of productsTuesday, April 9, 13 26
  27. 27. TOOLS • Sketching • Prototyping • Copy Writing • Visual DesignTuesday, April 9, 13 27
  28. 28. Tuesday, April 9, 13 28
  29. 29. Tuesday, April 9, 13 29
  30. 30. Tuesday, April 9, 13 30
  31. 31. Tuesday, April 9, 13 31
  32. 32. Tuesday, April 9, 13 32
  33. 33. PROTOTYPING • What am I trying to learn? • What are the main signals I need from the market to validate my hypothesis • Are there other signals I can test for that will serve as indicators for my main signal • What’s the fastest way for me to find this information?Tuesday, April 9, 13 33
  34. 34. NON-PROTOTYPE MVP • Email • Google Ad Words • Landing Pages • Button to Nowhere • Concierge ServicesTuesday, April 9, 13 34
  35. 35. FEEDBACK & RESEARCH • Collaborative Research • Continuous Research • Artifacts/Results • MethodsTuesday, April 9, 13 35
  36. 36. COLLABORATIVE RESEARCH • Researcher as Coach • Review Interview Guide • Who to speak to • InterviewTuesday, April 9, 13 36
  37. 37. INTERVIEW • Questions • Conversations • Demonstrations • Follow Up Questions • ReferralsTuesday, April 9, 13 37
  38. 38. CONTINUOUS RESEARCH • M: Recruit and Plan • T: Refine MVP • W: Refine, Script, Finalize Recruiting • Th: Test/Review • F: Plan Next StepsTuesday, April 9, 13 38
  39. 39. ARTIFACTS/RESULTS • Sketches • Wireframes • Mock-Ups • Prototypes • Coded PrototypesTuesday, April 9, 13 39
  40. 40. METHODS • Diary Studies • Analytics • Card Sorting • User Forums • Unmoderated Testing • Social Media • Usability Tests • Surveys • Contextual Inquiry • Search Logs • Customer Support • A/B TestsTuesday, April 9, 13 40
  41. 41. Tuesday, April 9, 13 41
  42. 42. Tuesday, April 9, 13 42
  43. 43. Tuesday, April 9, 13 43

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