2012 june 14 Intro to LeanUX for GA's digital buffet

Introduction
to LeanUX
General Assembly
June 14, 2012
Josh Seiden
@jseiden

Me and my hashtags

Josh Seiden
www.proof-nyc.com
@jseiden
@proof_nyc

#leanUX
#leanStartup

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We’ll discuss...

• Making things people want
• What is Lean UX?
• An overview: how to put this into practice

www.proof-nyc.com License: CC BY-NC-SA
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Internet Mouse…

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Making things people want

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• Most new products fail…

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• …because they fail to offer things that people
want.

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• …because they fail to offer things that people
want.
• Startup risk = market risk + technical risk +...

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WHAT IS LEAN UX?


Should we build it?

www.proof-nyc.com
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What is a startup?

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What is a startup?

“A startup is a temporary organization designed to
search for a repeatable and scalable business
model.” -- Steve Blank

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What is a startup?

“A startup is a temporary organization designed to
search for a repeatable and scalable business
model.” -- Steve Blank

These concepts apply to any attempt to create new
value in conditions of uncertainty, where small
failures do not pose life-threatening risk.

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Agile is not enough

Agile: “Working software is the primary
measure of progress.”

Lean Startup: “Validated learning is the
primary measure of progress.”

LeanUX: “Delivered value is the primary
measure of progress.”

Feynman on science...

http://youtu.be/b240PGCMwV0

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LeanUX and the Design of Business

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Every decision you make about your offering is a
design decision.

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design decision.
Every design decision is an hypothesis.

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design decision.
Declare your assumptions and test them.

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design decision.
Declare your assumptions and test them.
Evaluate your results ruthlessly, and be prepared to
change course.

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Reduce Inventory, Risk and Waste

Make a Get
design feedback
decision from market

Concept credit: @clevergirl

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This is
going to be
BIG!

Make a Get
design feedback


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This is No one
going to be clicked.
BIG!

Make a Get
design feedback


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This is No one
BIG!

Make a Get
design MONTHS feedback


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This is No one
BIG!

Make a Get
design MONTHS feedback

HOURS Concept credit: @clevergirl

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Less risk, more often

The old
way...

The new
way!


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Nail it, then scale it. Key ideas…

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• Prioritize learning over growth

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• Prioritize making over analysis

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• Frame your business as a set of hypotheses

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• Reality testing

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• Reality testing

• Get out of your own head

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• Reality testing


• Ruthlessly challenge your idea via experiments

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• Reality testing


• Run fast iterations

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WHY NOW?


How it’s done: the old way

Research Synthesis Design Make Test


Old assumptions, new reality

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Infrastructure Revolution

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Languages

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Languages
Databases

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Languages
Databases
Browsers

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Languages
Databases
Browsers
Cloud services

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Languages
Databases
Browsers
Cloud services
APIs

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Languages
Databases
Browsers
Cloud services
APIs
Digital distribution

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Languages
Databases
Browsers
Cloud services
APIs
Digital distribution
Metrics infrastructures

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Old vs new: handoffs vs. collaboration

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A case study

http://www.youtube.com/watch?v=szr0ezLyQHY http://youtu.be/szr0ezLyQHY

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Old vs new: processes adapt

Short cycle times
Whole team activity

@jseiden

Discussion

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Discussion

• What methods and work styles did you observe?

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Discussion

• What methods and work styles did you observe?

• What challenges could you face when applying
these methods at your organization?

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LUXr’s 9 Principles for Lean Teams
1. Design + biz + development + ... = 1 product team.
2. Externalize!
3. Goal-driven and outcome-focused.
4. Repeatable and routinized.
5. Research with users is the best source of information.
6. Focus on solving the right problem.
7. Generate many options & decide quickly what to pursue.
8. Recognize hypotheses & validate them.
9. Rapid cycles: think/make/check.

Source: www.luxr.co

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Applying Lean Startup Methods

HOW TO: FOR PRACTITIONERS


Process
To replace requirements with hypotheses:

1. Identify assumptions
2. Test the riskiest assumptions ﬁrst
3. Express assumptions as hypotheses
4. Break hypotheses down into testable parts
5. Use MVPs to test your hypothesis
6. Get out of the building
7. Lather, rinse, and repeat

Methods for Practitioners

1. Assumptions & Hypotheses
2. Experiments / MVPs
3. Customer Development


Declare your assumptions



What assumptions do you have?



…about your customers and business?



…about your customers and business?
…that if proven false, will cause you to fail?


What assumptions are we making?

What is the customer’s need?
What solution solves this need?
When and how is our product used?
Who are my initial customers?
How will I acquire my customers?
How will I make money?
My primary differentiator is what?
What risks could cause my business to fail?


What is a hypothesis?

An hypothesis is a proposed explanation of
the way things work.


What is a Hypothesis?

We believe that ________________.

...and:

We’ll know that we’re right when we see this
signal: ______________.


What is a Hypothesis?

We believe that people will pay for a device that
makes it easier and more fun to surf the internet
from their living room couches.

...and:

We’ll know that we’re right when
1. People use our mockups without trouble.
2. People offer to pay when we offer to leave the
mockups with them.

Creating experiments

1. Think about learning, not launching
2. Take an assumption and try to invalidate it in the
market with qualitative and quantitative methods.
3. Focus on being:
Scrappy
Focused
Creative
Measured


Get out of the building

• Identify who do you want to talk to and what
you want to learn
• In other words, what assumptions will you test?
• Plan your interview themes as a team
• Collect evidence, debrief and share
• Use your visits for multiple purposes


Key ideas…

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Key ideas…


36

Key ideas…


• Reality testing

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Key ideas…


• Reality testing


36

Key ideas…


• Reality testing



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Key ideas…


• Reality testing


• Run fast iterations

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If you liked this talk, please follow @jseiden

THANK YOU! @proof_nyc

lets-talk@proof-nyc.com


2012 june 14 Intro to LeanUX for GA's digital buffet

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