The document discusses how the Lean Startup methodology is changing user experience (UX) design. It argues that Lean Startup's focus on getting customer feedback early in the development process through prototypes and minimum viable products provides opportunities for UX designers to have more impact. However, it also demands that UX work be done faster and with less time spent on upfront design work. The document suggests that UX designers can help Lean Startups by bringing experience with UX methods to help validate ideas with customers quickly and reduce waste.

1. Crushing the Boulder
How Lean Startup is changing user experience

2. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

3. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

4. Steve Blank introduced “Customer
Development” in...um...2006.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

5. In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, more useful book.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

6. About 1,720,000 results
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

7. Here’s my distillation...
“Customer Development in One Page”
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

14. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT = UX!!?
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

15. Get out of the
building!
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

16. For the first time,
user-centered design methods
have momentum in the
business community.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

17. What opportunities does that
afford us?
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

18. What demands does it
place on us?
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

19. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

20. + +
make products incremental
reduce waste
customers want releases
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

21. 41,000 views
(past 12 mos)
19,741 followers
(1,738 listed)
Entrepreneur in
Residence
(2010-2011)
Fall 2011
(Random House)
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

22. 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.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

23. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

24. UX Cycles
THINK
GENERATIVE RESEARCH
IDEATION
MENTAL MODELS Reduce
BEHAVIOR MODELS time, n cycle
ot build
TEST RESULTS time
COMPETITIVE ANALYSIS
MAKE
PROTOTYPES
WIREFRAMES
VALUE PROP
LANDING PAGE
HYPOTHESES
COMPS
DEPLOYED CODE
CHECK
A/B TESTING
SITE ANALYTICS
USABILITY TESTING
FUNNEL
SIGN-UPS
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

25. What we bring is 10* years
of experience, methods, and
methodology
*20, 30, 50 years
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

26. The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Nobody
Like this... clicked.
)
)
Make a design Discover that it
decision 3 MONTHS wasn’t right
3 HOURS
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

27. 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]
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

29. TELL THE APPLE 90% STORY.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

30. Lean means...
• Keep your inventory low.
UX
CLASS
IC
• Talk to your customers.
• Make something they want.
UX
CLASS
IC
• Prove your ideas and your interfaces.
UX
CLASS
IC
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

31. How do you do good user experience work
in a lean environment?
PROVE IMPROVE
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

32. How it’s done, old school
Research & Detailed Design
Framework Development -->
Modeling & Specification
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
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

33. Less risk (and more)
The old
way
)
The new
way
)
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

34. Thank You!
Janice Fraser
www.luxr.co
@clevergirl
@luxrco
#LeanUX
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO