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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
Tim, introduce
                                                 yourself.




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




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




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




LEAN UX INTENSIVE, DESIGNER EDITION 01/2011            JANICE@LUXR.CO   TIM@COOPER.COM
Here’s my distillation...

                          “Customer Development in One Page”




LEAN UX INTENSIVE, DESIGNER EDITION 01/2011                    JANICE@LUXR.CO   TIM@COOPER.COM
LEAN UX INTENSIVE, NOV 2010   JANICE@LUXR.CO
LEAN UX INTENSIVE, NOV 2010   JANICE@LUXR.CO
JANICE@LUXR.CO
`




JANICE@LUXR.CO
LUXi for Designers
LUXi for Designers
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
Get out of the
                                                building!




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



       make products
                                                  incremental
        customers                                                   reduce waste
                                                    releases
           want


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




LEAN UX INTENSIVE, DESIGNER EDITION 01/2011      JANICE@LUXR.CO   TIM@COOPER.COM
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
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
The LEAN part:
                         A word about INVENTORY buildup and WASTE



                                                                   ng?
                                                      ...how lo
                                                                            e?
                                                                m   uch tim                     Nobody
                                   Like this...        ...how                                   clicked.
                                                                  ?
                                                         ...effort



TIME


                                                    3 months
         Make a                                                                   Discover
          design                                                                   that it
         decision                                    3 hours                     wasnʼt right


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




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




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


    • Transparency                            • Simplicity
    • Shared responsibility                   • Continuous improvement
    • Adaptability




LEAN UX INTENSIVE, DESIGNER EDITION 01/2011                 JANICE@LUXR.CO   TIM@COOPER.COM
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
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
Roles in agile teams


Scrum                            XP
• Product	
  owner               • Customer
• Scrum	
  Master                • Tracker
• Technical	
  lead              • Programmers
• Business	
  analyst	
  (SME)   • Testers
• Developers                     • Coach
• Testers
• Coach
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
Fishbowl




LEAN UX INTENSIVE, DESIGNER EDITION 01/2011              JANICE@LUXR.CO   TIM@COOPER.COM
Product Stewardship
and the integrated team
The role of UX in agile environments
Some awesome team diagrams




                             45
What’s wrong with this picture?




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




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

                                                              1. BLAH

             why
                                            Needs             2. BLAH
                                                              3. BLAH
                                                                                   ple
              what                                                             peo
               how                                                                  uct
                                                                              pro d
       (INSERT BUSINESS THINKING HERE)
                                                           Bob can...


                                             Uses


                                           Features
                     (CREATE SKETCHES,
                WIREFRAMES & PIXELS)
                                                                  This Week


                                           User Stories
                                         Themed Releases
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
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
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?
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.
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
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
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
Validation...




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




LEAN UX INTENSIVE, DESIGNER EDITION 01/2011         JANICE@LUXR.CO   TIM@COOPER.COM
PROPOSAL
Web portal for freelance traveling nurses and
their recruiters

           An exercise in Lean UX
           approaches to project planning
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
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
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
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
Final thoughts.




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




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

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LUXi for Designers

  • 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
  • 19. 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
  • 20. Get out of the building! LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 21. 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
  • 22. 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
  • 23. LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 24. + + make products incremental customers reduce waste releases want LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 25. 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
  • 26. 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
  • 27. Validated Learning Reducing cycle time, rather than building fast LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 28. 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
  • 29. 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
  • 30. The LEAN part: A word about INVENTORY buildup and WASTE ng? ...how lo e? m uch tim Nobody Like this... ...how clicked. ? ...effort TIME 3 months Make a Discover design that it decision 3 hours wasnʼt right LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 31. 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
  • 32. LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 33. Tell the apple 90% story. LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 34. 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
  • 35. 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
  • 36. Agile fundamentals LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 37. 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
  • 38. Agile values • Transparency • Simplicity • Shared responsibility • Continuous improvement • Adaptability LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 39. 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
  • 40. 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
  • 41. Roles in agile teams Scrum XP • Product  owner • Customer • Scrum  Master • Tracker • Technical  lead • Programmers • Business  analyst  (SME) • Testers • Developers • Coach • Testers • Coach
  • 42. 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
  • 43. Fishbowl LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 44. Product Stewardship and the integrated team The role of UX in agile environments
  • 45. Some awesome team diagrams 45
  • 46. What’s wrong with this picture? LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. 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
  • 51. 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
  • 52. 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
  • 53. Lean User Experience Fundamentals LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 54. 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
  • 55. 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
  • 56. Lean UX process Users 1. BLAH why Needs 2. BLAH 3. BLAH ple what peo how uct pro d (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases
  • 57. 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
  • 58. 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
  • 59. 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?
  • 60. 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.
  • 61. 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
  • 62. 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
  • 63. 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
  • 64. Validation... LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 65. Um. LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 66. PROPOSAL Web portal for freelance traveling nurses and their recruiters An exercise in Lean UX approaches to project planning
  • 67. 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
  • 68. 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
  • 69. 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
  • 70. 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
  • 71. Final thoughts. LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM
  • 72. See you here at 9am. LEAN UX INTENSIVE, DESIGNER EDITION 01/2011 JANICE@LUXR.CO TIM@COOPER.COM