1.
Lean User Experience
Intensive
Designer Edition
Janice Fraser Tim McCoy
Director, Integrated
Founder/CEO
Product Development
LUXr
Cooper
janice@LUXr.co
tim@cooper.com
@luxrco
@seriouslynow
@clevergirl

2.
Tim, introduce
yourself.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

3.
Now janice’s turn.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

4.
Ok. Now you.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

5.
Today: 3 Chunks
1: What other people have figured out
Lean Startup, Agile
2: What we think we have figured out
Product Stewardship, Lean UX
3: Reimagining UX Practice
Validation, Project Plans
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

6.
Tomorrow
Use Lean UX framework in
hands-on mini project with
Change.org.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

7.
Daily Routine
9:00 Start
10:30 Break
12:00 Lunch (on your own)
1:00 Resume
2:30 Break
5:00 Done
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

8.
Now that’s out of the way...onto our first
chunk:
“Stuff other people have figured out”
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

9.
Steve Blank introduced “Customer
Development” in...um...2006.
The 2nd/3rd edition is (c) 2006. The idea goes back
perhaps a decade before that.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

10.
In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, better book.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

11.
About 1,720,000 results
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

12.
Here’s my distillation...
“Customer Development in One Page”
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

13.
LEAN UX INTENSIVE, NOV 2010 JANICE@LUXR.CO

14.
LEAN UX INTENSIVE, NOV 2010 JANICE@LUXR.CO

15.
JANICE@LUXR.CO

16.
`
JANICE@LUXR.CO

17.
People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT = UX!!?
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

18.
Get out of the
building!
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

19.
For the first time,
user-centered design
methods have
momentum in the
business community.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

20.
What opportunities
does that afford us?
What demands does it
place on us?
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

21.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

22.
+ +
make products
incremental
customers reduce waste
releases
want
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

23.
41,000 views
(past 12 mos)
17,741 followers
(1,738 listed)
Entrepreneur in
Residence
(2010-2011)
Fall 2011
(Random House)
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

24.
When the science of startups
includes User Centered Design as
one of its tent-poles, then we
designers have a new opportunity
to do great things.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

25.
Validated Learning
Reducing cycle time, rather than building fast
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

26.
Velocity
Agile Sprints Points
Iterations
Only p
art
the sto of
Continuous Deployment ry!
Lean Cycles Reduce
cycle t
ime
not bu ,
Generative Research ild
Ideation
Mental models
THINK time
Behavior Models
Test Results
Competitive Analysis
MAKE Prototypes
Wireframes
Value Prop
Landing Page
Hypotheses
Comps
A/B Testing
Deployed Code
Site Analytics
Usability Testing
Funnel
Sign-ups CHECK
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

27.
What we bring is 10* years of
experience, methods, and
methodology
*20, 30, 50 years
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

28.
The LEAN part:
A word about INVENTORY buildup and WASTE
...ho w long?
uch time? Nobody
Like this... ...how m clicked.
. ..effort?
TIME
3 months
Make a Discover
design that it
decision 3 hours wasn’t right
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

29.
When* the business community
begins to measure the value of
user experience, they will invest in
it as a driver of value, rather than
a cost to be minimized.
*Note Bene: “When” is now. [high five your neighbor]
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

30.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

31.
Tell the apple 90% story.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

32.
Lean means...
• Keep your inventory low.
• Talk to your customers.
• Make something they want.
• Prove your ideas and your interfaces.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

33.
How do you do good user experience
work in a lean environment?
PROVE IMPROVE
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011
NOV 2010 JANICE@LUXR.CO TIM@COOPER.COM
JANICE@LUXR.CO

34.
Agile fundamentals
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

35.
The Manifesto for Agile Software Development
We are uncovering better ways of developing software by doing it and
helping others do it.
Through this work we have come to value:
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
That is, while there is value in the items on the right, we value the items
on the left more.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

36.
Agile values
• Transparency • Simplicity
• Shared responsibility • Continuous improvement
• Adaptability
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

37.
Agile characteristics
• Cross-functional teams
• Open, collaborative environments
• Break down work to small, digestible chunks
• Conversation replaces detailed documentation
• Bias against front-loaded engineering & design
• Focus on “customer value,”
“business value”
• Rapid, incremental delivery
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

38.
Elements of an agile process
• Visioning / Inception • Demonstration / acceptance
• Story / task generation and • Daily stand-up
estimation • Retrospectives
• Release planning • Physical or virtual project
• Sprint / iteration planning tracking
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

39.
Roles in agile teams
Scrum XP
• Product owner • Customer
• Scrum Master • Tracker
• Technical lead • Programmers
• Business analyst (SME) • Testers
• Developers • Coach
• Testers
• Coach

40.
Agile practices you should care about
• Test-Driven Development • Continuous deployment
• Functional tests • Refactoring
• Pair programming
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

41.
Fishbowl
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

42.
Product Stewardship
and the integrated team
The role of UX in agile environments

43.
Some awesome team diagrams
45

44.
What’s wrong with this picture?
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

45.
Product Owner is an overloaded role
• Represent business needs • Collaborate with the team
– hold product vision – maintain product backlog
– feature definition and prioritization – detail / clarify requirements
– communicate project status – provide subject matter expertise
• Ensure project success – be voice of the user
– negotiate release dates and contents – participate in daily meetings
– manage profitability / ROI – review work results
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

46.
Strategic and tactical UX are under-represented
• Product vision and framework under-developed
• User research and feedback not well done or understood
• Good interaction design practices lacking
• Design professionals spread too thin
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

47.
Problems we can address by integrating design
Too up-front Too late
• Too many assumptions • Not cohesive
• Can’t address changes • Never enough time
• Time-intensive • Lipstick on a pig
documentation

48.
We begin by integrating design into the team
The Integrated Team includes
full-time design members working
with and alongside developers.
• Research and analysis of customer
and user behaviors, needs, and
goals
• Contextual design that balances
business needs, user goals,
technical opportunity
50

49.
A Product Steward advocates for UX
The Product Steward is a strategic
design role that works with the
Product Mgr to set direction and
shepherd the product to success.
• Advocate for user-centered design
• Understand and represent user goals
• Provide creative direction
• Negotiate releases with Product Manager
• Pair-design with other team members
• Assess work results
• Guide product vision through delivery
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

50.
Product Ownership is a shared responsibility
Product Manager
• Represent business and customer needs
• Understand market opportunities
• Communicate project status
• Prioritize features and releases
• Collaborate with team
Product Steward
• Represent user needs and goals
• Manage product vision, framework
• Provide creative direction
• Collaborate with team
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

51.
Lean User Experience
Fundamentals
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

52.
Lean User Experience is a cross-
functional, principle-driven process
characterized by rituals that predispose
teams to predictable, high-quality, high-
velocity user experience outcomes.
LEAN UX INTENSIVE, NOV 2010 JANICE@LUXR.CO

53.
What are the principles?
1. Design + product management + development = 1 product team
2. Externalize
3. Research with users is the best source of information
4. Focus on solving the right problem
5. Generate many options and decide quickly which to pursue
6. Recognize hypotheses & validate them
7. Rapid cycles: think/make/check
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

54.
Lean UX process
Users
1. BLAH
why
Needs 2. BLAH
3. BLAH
le
what peop
how uct
prod
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES, WIREFRAMES
& PIXELS)
This Week
User Stories
Themed Releases

55.
Lean UX methods are
Lightweight
Low-Fi
Lo-Tech
External
Face to Face
Collaborative
Generative and Decisive
Fast
Repeatable
Routinized
Goal Driven
Outcome Focused
LEAN UX INTENSIVE, NOV 2010 JANICE@LUXR.CO

56.
The UX field has Pyramid
ABSTRACT CONCEPTS
loads of methods Sticky Strategy
Ecosystem Map
strategy
that will work lean. Personas (scenarios)
Design Target
user
(plus a few of my own making)
6-Up Sketching
Activity Map
Story Boards
uses
Sticky Triage
Story Mapping feature planning
Iteration Planning
2 or 3-Up Sketching
Test Creation
Wireframes
Card Sorting
IA, IxD, UI
Black Hat Session
Sketch Boards
Prototyping (many kinds)
Greyboxing detail design
Pair Production/Design
Design Bible
Pattern Libraries
Housecleaning
cohesiveness
WORKING SOFTWARE

57.
We also have methods to “get out of the building.”
CUSTOMER DEVELOPMENT
Listen (talk*) to people**
Surveys generative
Watch people use
competitors
Customer acceptance testing
with paper prototypes
Card sorting evolutionary
Usability testing
Usertesting.com
Behavioral metrics
A/B testing
quantitative
Heat mapping
OPTIMIZATION
** WHO? People who match your design target
* ABOUT WHAT? What they do, what their life is like, what they use, what
their problems are, how they meet their needs now?

58.
Rituals for lean product teams
ABSTRACT CONCEPTS
Write the “test” first*
User need/quote as sprint name ideate
Wireframe check
Pairing
communicate
Retrospective learn
Measure
Redo improve
Housecleaning
WORKING SOFTWARE
* Most important thing for the problem owner is to define and own the problem.

59.
Activity
Map out for the design process you used for
a recent project. Where were you working
with unvalidated hypotheses?
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

60.
Activity questions
• How did you know your hypothesis was
right? (what qualifies as validation?)
• Are stakeholders and SME’s validation?
• Invalidated vs unvalidated?
• What are some approaches you might take
to shorten the cycle between hypothesis
and validation?
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

61.
Activity observations
What is a hypothesis?
it’s not “facts” but is “good information”
raw observation to FORM hypotheses
it’s not build-measure-learn, it’s learn-build-measure
getting out of the building doesn’t have to stop once development begins
As an agency, when you validate with client stakeholders you satisfy THEM (and get paid)
If you validate with end users you may NOT satisfy your client, and they’re paying you…
THIS CLIENT DYNAMIC MUST FUNDAMENTALLY CHANGE TO BE SUSTAINABLE
validate your product to your customer (scoping the consulting relationship)
validate THEIR product to THEIR customer
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

62.
Validation...
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

63.
Um.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

64.
PROPOSAL
Web portal for freelance traveling nurses and
their recruiters
An exercise in Lean UX
approaches to project planning

65.
Project environment
Many nurses at most hospitals are freelancers on 13 week contracts
who travel from job to job in search of personal adventure, good
pay, and professional opportunity.
Our company has relationships with hospitals to post jobs and
relationships with nurses to fill them.
We plan to replace our mix of thick client apps and web forms with
a fully-web based system that gives our nurses better ways to guide
their experience and our recruiters better tools to manage their
relationships.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

66.
Project objectives
Help nurses: Help recruiters:
• search for jobs • match nurses to jobs
• apply for jobs • fill high-value jobs
• work with their recruiters to • work with nurses to land jobs
land jobs • manage their stable of nurses
• find temporary housing at
job location
• connect with other traveling
nurses
• access HR and career
management information
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

67.
How it’s done, old school
Research & Detailed Design
Framework Development ‐‐>
Modeling & SpecificaMon
Months 1 2 3 4 5 6 7 8
R1 alpha R1 beta R1 release R2 alpha etc...
9 10 11 12 13 14 15 16
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

68.
Exercise objectives
Envision a plan using Lean UX practices and agile methods.
Your approach should seek to:
• Minimize wasted time and effort
• Identify most valuable opportunities
• Learn from user feedback and behavior
• Reduce cycle time between posing a hypothesis and validating it
CAVEAT
Don’t short change the research and vision, they’re vital to
understanding the business and their users so you can affect
significant change.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

69.
Final thoughts.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM

70.
See you here at 9am.
LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM