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Lean UXGetting out of the deliverables businesshttp://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg
Who is this guy?I’m just doing this for the lanyards.Jeff GothelfCurrently: Director of UX at TheLadders.comPreviously: Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startupsBlog: www.jeffgothelf.com/blogTwitter: @jboogieEmail: jgothelf@theladders.com#LeanUX
In the beginning…UX began with Information Architecture which no one had ever heard of#LeanUX | @jboogiehttp://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg
Deliverables helped define the practiceAnd this was good#LeanUX | @jboogie
IA evolved and expanded into IxD and her sistersDarwinism at work#LeanUX | @jboogie
Deliverables helped define the practiceAnd this was good#LeanUX | @jboogie
Value has ultimately been placed on the deliverableNot on the experience being created#LeanUX | @jboogie
With interactive experiences evolving rapidlyThe deliverable is just not enough#LeanUX | @jboogie
Lean UXInspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.#LeanUX | @jboogie
Agile Individuals and interactions over processes and tools
 Working software over comprehensive documentation
 Customer collaboration over contract negotiation
 Responding to change over following a planLeanLean Startup initially advocates the creation of rapid prototypes designed to test market assumptions, and uses customer feedback to evolve them much faster than via more traditional software engineering practices.#LeanUX | @jboogie
It goes a little something like this…Look familiar?Just the UX processPrototypeConceptValidate InternallyTest ExternallyLearn from user behaviorIterate#LeanUX | @jboogie
You can’t hide behind your monitor any more!Seriously. It’s time to come out.#LeanUX | @jboogiehttp://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/
Get it out there. Fast.In public. (Yes, where people can see it.)#LeanUX | @jboogie
What Lean UX is NOT#LeanUX | @jboogie
Lazy.Sorry. You still have to work hard.“…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.”Austin Govellacommenting on Whitney Hess’s “Why I Detest the Term Lean UX”http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/#LeanUX | @jboogiehttp://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg
The only thing being removed is waste.You leave that stuff laying around and it starts to stink!#LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
This is NOT design-by-committee!We all know where that leads#LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
What Lean UX is…#LeanUX | @jboogie
ControlYou’re still in charge#LeanUX | @jboogie
But I’m giving up control of my work!You’re not, actually. It just feels that way.#LeanUX | @jboogiehttp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
You don’t need “The Spec” to keep controlIt’s the last mile of the value you bring to the team#LeanUX | @jboogiehttp://talkingtraffic.org/wp-content/images/stack_documents.jpg
If you spend 3 months perfecting a design only to find out it fails to meet customer and/or business needs, you’ve just wasted 3 months of your life, not to mention your team’s#LeanUX | @jboogie
Designers shouldn’t be expected to get it right the first timeNobody else has toFrom Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011.http://www.alistapart.com/articles/design-criticism-creative-process/#LeanUX | @jboogie
You are the “Keeper of the Vision”The greater goal of the design is YOUR responsibility#LeanUX | @jboogiehttp://www.flickr.com/photoshttp://www.flickr.com/photos/kubina/1386979654/sizes/l/
MomentumEveryone’s engaged. Everyone’s motivated.#LeanUX | @jboogie
Keep everybody moving forwardYour clients, stakeholders, your design and you.#LeanUX | @jboogiehttp://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/
QualityDon’t compromise#LeanUX | @jboogie
“Speed first. Aesthetics second.” – Jason Fried, 37Signals.com#LeanUX | @jboogie
“Going for the bronze.” – A Creative Director I used to work with#LeanUX | @jboogie
What about the quality of the design?Iterations mean quality continually improves.#LeanUX | @jboogiehttp://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg
FeasibilityMake sure it can be built (and built well)#LeanUX | @jboogie
Prototype it!But not all of it.#LeanUX | @jboogiehthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
Once validated, demo to the team.Presto! Instant documentation (no additional deliverable needed).No additional deliverables are needed!#LeanUX | @jboogiehttp://www.flickr.com/photos/koolwaaij/152426460/sizes/o/
Then show it to your customers.Keep it light and cheap.#LeanUX | @jboogiehttp://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/
Fill in the gapsWhat did you not think about?#LeanUX | @jboogie
The more you talk about itThe  more you realize what’s missing#LeanUX | @jboogiehttp://www.flickr.com/photos/adysmiles/4822749055/sizes/l/
Can it be done?A tale of two cultures.#LeanUX | @jboogiehttp://www.flickr.com/photos/kadelmann/3564028694/sizes/z/
The internal software/web design shop.Well within your grasp.#LeanUX | @jboogiehttp://www.istudyathes.com/wp-content/uploads/2009/02/microsoft-20team-201978.jpg
You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software. #LeanUX | @jboogie
The interactive agency.Tougher sell. Worth it in the end.#LeanUX | @jboogie
Agencies are in the deliverables business.#LeanUX | @jboogie
Recapping the “internal” Lean UX process….Remember?Just the UX processConceptValidate InternallyTest ExternallyLearn from user behaviorIteratePrototype#LeanUX | @jboogie
For agencies it looks slightly differentGive your clients the power. They like that.Validate w/clientValidate w/clientConceptPrototypeIterateLearn from user behavior#LeanUX | @jboogie
Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level#LeanUX | @jboogie
Reducing deliverables efforts reduces revenueIn theory…Fewer deliverablesFewer billable hours$$$$Project delivered fasterHappier, more empowered clientRepeat customer#LeanUX | @jboogie
Invest in your client’s successIt shows the confidence you have in your work#LeanUX | @jboogiehttp://www.flickr.com/photos/19638298@N00/143127498/sizes/z/
Is this good for every project?Use it where it makes sense.#LeanUX | @jboogiehttp://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg
Functional, task-flow projects work well.There’s a clear end goal.#LeanUX | @jboogie
Highly experiential marketing projects will struggle.Time to ideate and create options is essential.#LeanUX | @jboogie
What about content heavy experiences?Some up front planning is necessary.#LeanUX | @jboogie
Distributed teams do it remotely!If they’re a part of you, it’s on! If not, not bloody likely.#LeanUX | @jboogiehttp://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg
Case Study100 Days of Collaboration#LeanUX | @jboogie
Problem Statement:“You’re like Monster, but I have to pay for it.”#LeanUX | @jboogie
3 days, 3 themes:Acquisition and conversionResume servicesA human in every interaction#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
How do I get started?Here’s one way. Get everyone involved early.#LeanUX | @jboogie
Can you guess who sketched this?The answer will shock you!#LeanUX | @jboogiehttp://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
Can you guess who sketched this?The answer will shock you!#LeanUX | @jboogiehttp://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
Can you guess who sketched this?The answer will shock you!#LeanUX | @jboogiehttp://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
The whole execution team did in a modified “design studio.”You can also call it collaborative sketching.Design studios Cross-functional team
 Everybody draws, presents and critiques
 Refine ideas through 3 rounds
 Generate tons of raw ideas
 Huge headstart for UX

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Lean UX: Getting out of the deliverables business

  • 1. Lean UXGetting out of the deliverables businesshttp://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg
  • 2. Who is this guy?I’m just doing this for the lanyards.Jeff GothelfCurrently: Director of UX at TheLadders.comPreviously: Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startupsBlog: www.jeffgothelf.com/blogTwitter: @jboogieEmail: jgothelf@theladders.com#LeanUX
  • 3. In the beginning…UX began with Information Architecture which no one had ever heard of#LeanUX | @jboogiehttp://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg
  • 4. Deliverables helped define the practiceAnd this was good#LeanUX | @jboogie
  • 5. IA evolved and expanded into IxD and her sistersDarwinism at work#LeanUX | @jboogie
  • 6. Deliverables helped define the practiceAnd this was good#LeanUX | @jboogie
  • 7. Value has ultimately been placed on the deliverableNot on the experience being created#LeanUX | @jboogie
  • 8. With interactive experiences evolving rapidlyThe deliverable is just not enough#LeanUX | @jboogie
  • 9. Lean UXInspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.#LeanUX | @jboogie
  • 10. Agile Individuals and interactions over processes and tools
  • 11. Working software over comprehensive documentation
  • 12. Customer collaboration over contract negotiation
  • 13. Responding to change over following a planLeanLean Startup initially advocates the creation of rapid prototypes designed to test market assumptions, and uses customer feedback to evolve them much faster than via more traditional software engineering practices.#LeanUX | @jboogie
  • 14. It goes a little something like this…Look familiar?Just the UX processPrototypeConceptValidate InternallyTest ExternallyLearn from user behaviorIterate#LeanUX | @jboogie
  • 15. You can’t hide behind your monitor any more!Seriously. It’s time to come out.#LeanUX | @jboogiehttp://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/
  • 16. Get it out there. Fast.In public. (Yes, where people can see it.)#LeanUX | @jboogie
  • 17. What Lean UX is NOT#LeanUX | @jboogie
  • 18. Lazy.Sorry. You still have to work hard.“…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.”Austin Govellacommenting on Whitney Hess’s “Why I Detest the Term Lean UX”http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/#LeanUX | @jboogiehttp://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg
  • 19. The only thing being removed is waste.You leave that stuff laying around and it starts to stink!#LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
  • 20. This is NOT design-by-committee!We all know where that leads#LeanUX | @jboogiehttp://www.flickr.com/photos/mims/326748812/sizes/l/
  • 21. What Lean UX is…#LeanUX | @jboogie
  • 22. ControlYou’re still in charge#LeanUX | @jboogie
  • 23. But I’m giving up control of my work!You’re not, actually. It just feels that way.#LeanUX | @jboogiehttp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
  • 24. You don’t need “The Spec” to keep controlIt’s the last mile of the value you bring to the team#LeanUX | @jboogiehttp://talkingtraffic.org/wp-content/images/stack_documents.jpg
  • 25. If you spend 3 months perfecting a design only to find out it fails to meet customer and/or business needs, you’ve just wasted 3 months of your life, not to mention your team’s#LeanUX | @jboogie
  • 26. Designers shouldn’t be expected to get it right the first timeNobody else has toFrom Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011.http://www.alistapart.com/articles/design-criticism-creative-process/#LeanUX | @jboogie
  • 27. You are the “Keeper of the Vision”The greater goal of the design is YOUR responsibility#LeanUX | @jboogiehttp://www.flickr.com/photoshttp://www.flickr.com/photos/kubina/1386979654/sizes/l/
  • 28. MomentumEveryone’s engaged. Everyone’s motivated.#LeanUX | @jboogie
  • 29. Keep everybody moving forwardYour clients, stakeholders, your design and you.#LeanUX | @jboogiehttp://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/
  • 31. “Speed first. Aesthetics second.” – Jason Fried, 37Signals.com#LeanUX | @jboogie
  • 32. “Going for the bronze.” – A Creative Director I used to work with#LeanUX | @jboogie
  • 33. What about the quality of the design?Iterations mean quality continually improves.#LeanUX | @jboogiehttp://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg
  • 34. FeasibilityMake sure it can be built (and built well)#LeanUX | @jboogie
  • 35. Prototype it!But not all of it.#LeanUX | @jboogiehthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/
  • 36. Once validated, demo to the team.Presto! Instant documentation (no additional deliverable needed).No additional deliverables are needed!#LeanUX | @jboogiehttp://www.flickr.com/photos/koolwaaij/152426460/sizes/o/
  • 37. Then show it to your customers.Keep it light and cheap.#LeanUX | @jboogiehttp://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/
  • 38. Fill in the gapsWhat did you not think about?#LeanUX | @jboogie
  • 39. The more you talk about itThe more you realize what’s missing#LeanUX | @jboogiehttp://www.flickr.com/photos/adysmiles/4822749055/sizes/l/
  • 40. Can it be done?A tale of two cultures.#LeanUX | @jboogiehttp://www.flickr.com/photos/kadelmann/3564028694/sizes/z/
  • 41. The internal software/web design shop.Well within your grasp.#LeanUX | @jboogiehttp://www.istudyathes.com/wp-content/uploads/2009/02/microsoft-20team-201978.jpg
  • 42. You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software. #LeanUX | @jboogie
  • 43. The interactive agency.Tougher sell. Worth it in the end.#LeanUX | @jboogie
  • 44. Agencies are in the deliverables business.#LeanUX | @jboogie
  • 45. Recapping the “internal” Lean UX process….Remember?Just the UX processConceptValidate InternallyTest ExternallyLearn from user behaviorIteratePrototype#LeanUX | @jboogie
  • 46. For agencies it looks slightly differentGive your clients the power. They like that.Validate w/clientValidate w/clientConceptPrototypeIterateLearn from user behavior#LeanUX | @jboogie
  • 47. Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level#LeanUX | @jboogie
  • 48. Reducing deliverables efforts reduces revenueIn theory…Fewer deliverablesFewer billable hours$$$$Project delivered fasterHappier, more empowered clientRepeat customer#LeanUX | @jboogie
  • 49. Invest in your client’s successIt shows the confidence you have in your work#LeanUX | @jboogiehttp://www.flickr.com/photos/19638298@N00/143127498/sizes/z/
  • 50. Is this good for every project?Use it where it makes sense.#LeanUX | @jboogiehttp://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg
  • 51. Functional, task-flow projects work well.There’s a clear end goal.#LeanUX | @jboogie
  • 52. Highly experiential marketing projects will struggle.Time to ideate and create options is essential.#LeanUX | @jboogie
  • 53. What about content heavy experiences?Some up front planning is necessary.#LeanUX | @jboogie
  • 54. Distributed teams do it remotely!If they’re a part of you, it’s on! If not, not bloody likely.#LeanUX | @jboogiehttp://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg
  • 55. Case Study100 Days of Collaboration#LeanUX | @jboogie
  • 56. Problem Statement:“You’re like Monster, but I have to pay for it.”#LeanUX | @jboogie
  • 57. 3 days, 3 themes:Acquisition and conversionResume servicesA human in every interaction#LeanUX | @jboogie
  • 63. How do I get started?Here’s one way. Get everyone involved early.#LeanUX | @jboogie
  • 64. Can you guess who sketched this?The answer will shock you!#LeanUX | @jboogiehttp://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
  • 65. Can you guess who sketched this?The answer will shock you!#LeanUX | @jboogiehttp://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
  • 66. Can you guess who sketched this?The answer will shock you!#LeanUX | @jboogiehttp://www.flickr.com/photos/janekeeler/4677093058/sizes/l/
  • 67. The whole execution team did in a modified “design studio.”You can also call it collaborative sketching.Design studios Cross-functional team
  • 68. Everybody draws, presents and critiques
  • 69. Refine ideas through 3 rounds
  • 70. Generate tons of raw ideas
  • 72. Early team-wide alignment
  • 73. Team-wide feeling of ownership#LeanUX | @jboogie
  • 74. Start small.6 of your best ideas as fast as possible.#LeanUX | @jboogie
  • 75. Refine to 3 or 4 better ideas.Add detail.#LeanUX | @jboogie
  • 76. And once more to one, final, detailed idea.Let your one best idea shine.#LeanUX | @jboogie
  • 77. Designers are used to being heroes. Lean UX is distinctly, anti-hero.#LeanUX | @jboogiehttp://www.abegoodman.com/Images/greatest-american-hero.jpg
  • 78. This is an evolution. Not a revolution.Evolve to stay relevant.#LeanUX | @jboogiehttp://www.flickr.com/photos/freejay3/2387714157/sizes/l/
  • 79. Let’s get back to the experience design business.It’s where it’s at (as the kids say)#LeanUX | @jboogiehttp://www.flickr.com/photos/expressmonorail/3057998218/sizes/l/
  • 80. Thanks!Ask me some questions. Here. Now. Or later.jgothelf@theladders.com@jboogiewww.jeffgothelf.com/blogwww.slideshare.net/jgothelfbit.ly/LeanUX#LeanUX | @jboogie

Editor's Notes

  1. #LeanUX hash tag