Talk about Lean UX given at Hong Kong Codeaholics #codeconf 2014.
30 minute overview of the foundations of UX, design thinking, agile methodology, lean startup. Looking at assumptions, hypothesis statements, personas, journey maps, measurement and UX ≠ UI.
4. @ambermatthews #hkcodeconf
My goals:
• Give you some clear definitions
• Dispel some myths
• Outline some tools + processes
Your take-aways:
• Actionable templates
• Understanding of the necessary mindset
By @gapingvoid
AGENDA
6. @ambermatthews #hkcodeconf
FOUNDATIONS OF LEAN UX
AGILE
SOFTWARE
DEVELOPMENT
DESIGN
THINKING
LEAN
STARTUP
“Design thinking has come to be defined as combining empathy
for the context of a problem, creativity in the generation of
insights and solutions, and rationality in analyzing and fitting
various solutions to the problem context” - Tim Brown, IDEO
7. @ambermatthews #hkcodeconf
FOUNDATIONS OF LEAN UX
AGILE
SOFTWARE
DEVELOPMENT
DESIGN
THINKING
LEAN
STARTUP
• individuals and interactions over processes and tools
• working software over comprehensive documentation
• responding to change over following a fixed plan
8. @ambermatthews #hkcodeconf
FOUNDATIONS OF LEAN UX
AGILE
SOFTWARE
DEVELOPMENT
DESIGN
THINKING
LEAN
STARTUP
• methodology for developing businesses and products
• scientific approaches to developing products faster
• uses a continuous BUILD - MEASURE - LEARN cycle
9. @ambermatthews #hkcodeconf
ENTER LEAN UX
DESIGN
THINKING
LEAN
STARTUP
AGILE
LEAN
UX
Lean UX takes the
best parts of all
these foundations,
and integrates core
UX methodology
11. @ambermatthews #hkcodeconf
UX in context
“User experience encompasses
all aspects of the end-user's
interaction with the company,
its services, and its products.”
- Jakob Neilsen + Don Norman
By Jessica Vallance
14. @ambermatthews #hkcodeconf
UX IN PRACTICE
UX includes developers and their skills
for the journey from tasks to experiences
this is the line (chasm) that most
companies struggle to cross
via Stephen P. Anderson
15. GOT IT. SO back to LEAN ux.
@ambermatthews #hkcodeconf
16. WHAT THe “GOTFATHER” Says
“Inspired by Lean Startup and Agile development
theories, it’s the practice of bringing the true
nature of a product to light faster, in a more
collaborative, cross-functional way with less
emphasis on deliverables and greater focus on a
shared understanding of the actual experience
being designed”
- Jeff Gothelf, Neo
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17. LEAN UX is RELEVANt TO CODERS
Typical dev Lean UX team
situation
@ambermatthews #hkcodeconf
“the site shall
incorporate
shopping cart
functionality”
“we assume that a
shopping cart is the
best way to structure
the e-commerce flow
on our site”
Requirements are transformed into
questions that teams can ask (and
should answer) about their business
Build solutions based on specification
requirements document handed
down from business owners
18. Requirements
are actually
Assumptions
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LEAN UX is a mindset
WE KNOW.... WE BELIEVE...
LET’S BUILD IT LET’S TEST IT
19. OUTPUT OUTCOMES
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LEAN UX IN BUSINESS
The measure
of progress changes
“we will create
a single sign-on
feature”
“we want to
increase the
number of new
sign-ups”
20. @ambermatthews #hkcodeconf
10 PRINCIPLES OF LEAN UX
1. Design + Product Management + Development = 1 core team
2. Externalise!
3. Goal-driven & outcome-focused
4. Repeatable & routine cycles
5. Use THINK -> MAKE -> CHECK cycle
6. Focus on solving the right problem
7. Generate (ideate) many options
8. Decide quickly what to pursue & hold decisions lightly
9. Create hypotheses & validate them
10. Research with users is the best source of information & inspiration
WHO
HOW
WHAT
TEST
21. ELEMENTS OF a LEAN UX process
•assumptions
•(sub)hypotheses
•outcomes
•(proto)personas
•journey maps
•prototypes
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BUILD
(MAKE)
MEASURE
(CHECK)
LEARN
(THINK)
22. @ambermatthews #hkcodeconf
ASSUMPTIONs
Early product definition assumptions include:
• who is our customer?
• what pain points do they have related to our product/service?
• how will our product/service solve their pain points?
• what features are important?
• what is our differentiation from others?
• what is our business model?
LEARN
(THINK)
23. PROBLEM STATEMENT template
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LEARN
(THINK)
[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 criteria].
24. @ambermatthews #hkcodeconf
hypothesis template
We believe [this statement is true].
We will know we’re [right / wrong] when we see the
following feedback from the market:
[qualitative feedback] and / or [quantitative feedback]
and / or [key performance indicator change].
LEARN
(THINK)
25. SUB-hypothesis template
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].
@ambermatthews #hkcodeconf
LEARN
(THINK)
26. @ambermatthews #hkcodeconf
PROTO-PERSONA template
Sketch + Name
Demographic
+ Behavioural
information
Pain points
and needs
Goals + potential
solutions
LEARN
(THINK)
27. PROTO-PERSONA Development
Step 1. Character development
identify ALL the possible personas to target
Step 2. Meet your cast
introduce each of your personified users
their motivations, goals, level of expertise, un-met needs and context
Step 3. Refine your characters
rank them if possible and group together
based on specific traits so you can prioritise to between 1 - 3
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LEARN
(THINK)
28. @ambermatthews #hkcodeconf
Journey MapS
Look at each persona you have and try to answer the following questions:
• What was their objective in visiting the (our) website/app?
• How did they get t/here?
• Where did they land?
• Where will they go next?
• What is the (our) opportunity?
LEARN
(THINK)
29. @ambermatthews #hkcodeconf
PROTOTYPING
Prototypes come in various guises and fidelities,
depending on what you are trying to test:
• landing pages
• sign up buttons
• emails
• Google adwords
BUILD
(MAKE)
30. @ambermatthews #hkcodeconf
MEASUREMENT
Quantitative Qualitative
observing and
listening to
people
all about data
with no human
interaction
=> WHAT is happening => WHY something is happening
MEASURE
(CHECK)
31. @ambermatthews #hkcodeconf
RESEARCH TOOLS
Multitude of online tools for more ways to validate and test at low cost.
A few you can try today:
• Qualaroo.com (surveys)
• Unbounce.com (A/B tests)
• Optimalworkshop.com (tree/nav tests, card sorts, click tests)
• Usabilityhub.com (5 second tests, click tests, nav flow tests)
MEASURE
(CHECK)
33. • Declare all your assumptions up front
• Use hypotheses and persona templates
to move away from fixed specifications
• Work across cross-functional teams
• Measure Quant + Qual together
• Build stuff that people actually want
@ambermatthews #hkcodeconf
By Dave Landis
TAKE-AWAYS