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Crushing the
Boulder
User Experience for Lean Startups

         January 10, 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
TWEET!
          Janice Fraser            Kate Rutter
           www.luxr.co             www.luxr.co

   @clevergirl                @katerutter


LUXR.CO   JANUARY 2012
Today we’ll cover...
                         1. Lean UX Fundamentals
                         2. Getting to know your customers
                         3. Acting on customer needs
                         4. Measuring outcomes

                         ...and bring it all together into a plan.




LUXR.CO   JANUARY 2012
What is this stuff?!?!

              Part 1: Lean UX Fundamentals
                          What is Lean Startup?
                             What is UX?
                           What is Lean UX?




LUXR.CO   JANUARY 2012
Lean Startup?


LUXR.CO   JANUARY 2012
Lean Startup is NOT




LUXR.CO   JANUARY 2012
Lean Startup is NOT

                             Cheap Startup




LUXR.CO   JANUARY 2012
Lean Startup is NOT

                             Cheap Startup

                            Shortcut Startup




LUXR.CO   JANUARY 2012
Lean Startup is NOT

                             Cheap Startup

                            Shortcut Startup

                              Fast Startup




LUXR.CO   JANUARY 2012
Lean Startup is NOT



                         Low-Ambition


LUXR.CO   JANUARY 2012
Lean Startup is NOT


             THE OPPOSITE
            OF FAT STARTUP


LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
Get out
                          of the
                         building!




LUXR.CO   JANUARY 2012
Steve Blank introduced “Customer
                         Development” in...um...2006.




LUXR.CO   JANUARY 2012
In 2010, Brant Cooper and
                         Patrick Vlaskovitz wrote a
                         shorter, more useful book.




LUXR.CO   JANUARY 2012
People, their
                           goals & needs


                           Sketches and
                           prototypes

                           “New user”
                           experiences



              CUSTOMER DEVELOPMENT =
                       UX!?
LUXR.CO   JANUARY 2012
About 1,720,000 results



LUXR.CO   JANUARY 2012
Here’s my distillation...




          “Customer Development in 1 Page”




LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
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LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
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+                 +



     make products           incremental
                                               reduce waste
     customers want            releases




LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
#2 New York
                            Times
                          Bestseller




LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
UX Cycles

                         THINK
                   Generative Research
                               Ideation
                        Mental models
                      Behavior Models
                           Test Results
                   Competitive Analysis                               Reduce
                                                                              cyc
                                                                       time, n le
                                                      MAKE                     o
                                                                      build ti t
                                                                              me
                                                      Prototypes
                                                      Wireframes
                                                      Value Prop
                                                      Landing Page
                                                      Hypotheses
                                                      Comps
                                                      Deployed Code
                               CHECK  A/B Testing
                                    Site Analytics
                                  Usability Testing
                                            Funnel
                                          Sign-ups




LUXR.CO   JANUARY 2012
UX?




LUXR.CO   JANUARY 2012
Design > UI




LUXR.CO   JANUARY 2012
Design > UI
                             Users




LUXR.CO   JANUARY 2012
Design > UI
                             Users
                                     1. BLAH

                            Needs    2. BLAH
                                     3. BLAH




LUXR.CO   JANUARY 2012
Design > UI
                             Users
                                        1. BLAH

                            Needs       2. BLAH
                                        3. BLAH




                                     Bob can...


                             Uses




LUXR.CO   JANUARY 2012
Design > UI
                                                  Users
                                                             1. BLAH

                         why                      Needs      2. BLAH
                                                             3. BLAH
                         what
                          how

                (INSERT BUSINESS THINKING HERE)
                                                          Bob can...


                                                  Uses




LUXR.CO   JANUARY 2012
Design > UI
                                                   Users
                                                                1. BLAH

                         why                       Needs        2. BLAH
                                                                3. BLAH
                         what
                          how

                (INSERT BUSINESS THINKING HERE)
                                                             Bob can...


                                                   Uses

                                                  Features



LUXR.CO   JANUARY 2012
Design > UI
                                                   Users
                                                                  1. BLAH

                         why                       Needs          2. BLAH
                                                                  3. BLAH
                         what
                          how

                (INSERT BUSINESS THINKING HERE)
                                                               Bob can...


                                                   Uses

                                                  Features

                                                                  This Week


                                               User Stories
                                             Themed Releases

LUXR.CO   JANUARY 2012
Design > UI
                                                    Users
                                                                    1. BLAH

                         why                        Needs           2. BLAH
                                                                    3. BLAH
                         what
                          how

                (INSERT BUSINESS THINKING HERE)
                                                                 Bob can...


                                                     Uses

                                                   Features
                               (CREATE SKETCHES,
                     WIREFRAMES & PIXELS)
                                                                    This Week


                                                 User Stories
                                               Themed Releases

LUXR.CO   JANUARY 2012
Design > UI
                                                    Users
                                                                    1. BLAH

                         why                        Needs           2. BLAH
                                                                    3. BLAH
                         what
                          how

                (INSERT BUSINESS THINKING HERE)
                                                                 Bob can...


                                                     Uses

                                                   Features
                               (CREATE SKETCHES,
                     WIREFRAMES & PIXELS)
                                                                    This Week


                                                 User Stories
                                               Themed Releases

LUXR.CO   JANUARY 2012
What we bring is 10* years of
                          experience, methods, and
                                 methodology



          *20, 30, 50 years

LUXR.CO   JANUARY 2012
Among our strengths...

                 UX people are EXPERTS at “getting
                       out of the building.”




LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
What’s new about LeanUX?



LUXR.CO   JANUARY 2012
Lean User Experience is a principle-driven

          process for teams working in situations of

          extreme uncertainty. It is characterized by

          rituals that predispose predictable, high-

          quality, high-velocity user experience

          outcomes.



LUXR.CO   JANUARY 2012
0
   1Principles of Lean UX
  9
      1.     Design + Prod. Mg. + development = 1 product team
      2.     Externalize!
      3.     FLOW: think/make/check
      4.     Repeatable and routinized
      5.     Solve the right problem
      6.     Goal-driven and outcome-focused
      7.     Generate many options
      8.     Decide quickly and hold decisions lightly
      9.     Recognize hypotheses & validate them
      10. Research with users is the best source of information (&
          inspiration)


LUXR.CO    JANUARY 2012
RITUALS of Lean UX
          1. Write the test first
          2. User quote/need as sprint name
          3. Wireframe check
          4. Designer/developer pairing
          5. UX & Product Mgt participate in standup
             meetings daily
          6. Validation step
          7. Retrospective periodically




LUXR.CO    JANUARY 2012
In Practice: Write the test first

                               (customer type)
 We believe that people like ______________ have a

 need for (or problems doing) ________________.
                               (need/action/behavior)


 We will know we have succeeded when
        (quantitative/                 (qualitative/
 ____________________,
     measurable outcome)    or   ___________________,
                                   observable outcome)


                            (KPI)
 which will contribute to ________________.



LUXR.CO   JANUARY 2012
In Practice: Wireframe Check
 A stand-up style meeting between designer and developer to resolve
 problems with a wireframe before development begins.




 • Is this an accurate reflection of the system ?
 • What here is hard?
 • What alternatives are there?
 • Is it worth the effort?
                                                                      What here is   Well, that thing
                                                                        hard?        will take some
                                                                                           work




LUXR.CO   JANUARY 2012
LUXR.CO SEPTEMBER 2011
Part 2: Getting to Know
                            Your Customers
                    (Customer Development Interviews)



                             Types of Research
                                 Personas
                              How to Interview
                             Practice Interview


LUXR.CO   JANUARY 2012
User Research
                           quant   qual



              Generative




              Evaluative




LUXR.CO   JANUARY 2012
User Research
                                   quant         qual



              Generative


                                   Optimizely•
                                 Analytics•
              Evaluative      A/B Testing•
                         Key Metrics•




LUXR.CO   JANUARY 2012
User Research
                                   quant         qual



              Generative


                                   Optimizely•
                                 Analytics•
              Evaluative      A/B Testing•
                         Key Metrics•




LUXR.CO   JANUARY 2012
User Research
                                   quant           qual



              Generative


                                   Optimizely•
                                 Analytics•
              Evaluative      A/B Testing•
                                                 Usability
                         Key Metrics•




LUXR.CO   JANUARY 2012
User Research
                                   quant              qual



              Generative


                                   Optimizely•   •Hallway usability
                                 Analytics•          •remote
              Evaluative      A/B Testing•
                                                  Usability
                         Key Metrics•




LUXR.CO   JANUARY 2012
User Research
                                   quant              qual



              Generative         surveys


                                   Optimizely•   •Hallway usability
                                 Analytics•          •remote
              Evaluative      A/B Testing•
                                                  Usability
                         Key Metrics•




LUXR.CO   JANUARY 2012
User Research
                                   quant              qual



              Generative         surveys


                                   Optimizely•   •Hallway usability
                                 Analytics•          •remote
              Evaluative      A/B Testing•
                                                  Usability
                         Key Metrics•




LUXR.CO   JANUARY 2012
User Research
                                   quant              qual
                                                          • Contextual Inquiry
                                                           (Byer & Holzblatt)
                                                          • Mental Models (Indi Young)
              Generative         surveys
                                                     •Interviews

                                                 •Starbucks
                                   Optimizely•   •Hallway usability
                                 Analytics•          •remote
              Evaluative      A/B Testing•
                                                  Usability
                         Key Metrics•




LUXR.CO   JANUARY 2012
User Research
                           quant      qual



              Generative           Interviews




              Evaluative




LUXR.CO   JANUARY 2012
Before the Interview

                    * Identify who you want to talk to.
                    * Articulate your hypotheses.
                    * Craft a topic map for the session.
                    * Jot down conversation prompts.




LUXR.CO   JANUARY 2012
LUXR.CO   JANUARY 2012
Today’s challenge:




LUXR.CO   JANUARY 2012
Today’s challenge:
                         You have a problem...




LUXR.CO   JANUARY 2012
Today’s challenge:
                       You have a problem...
                there are a million little things to do
                       and not enough time!




LUXR.CO   JANUARY 2012
Today’s challenge:
                       You have a problem...
                there are a million little things to do
                       and not enough time!

                    You were chatting with neighbors and
                        they have the same problem.




LUXR.CO   JANUARY 2012
Today’s challenge:
                       You have a problem...
                there are a million little things to do
                       and not enough time!

                    You were chatting with neighbors and
                        they have the same problem.

            And then you read an article in the Huffpost
           about personal assistants for the middle class.




LUXR.CO   JANUARY 2012
Today’s challenge:
                       You have a problem...
                there are a million little things to do
                       and not enough time!

                    You were chatting with neighbors and
                        they have the same problem.

            And then you read an article in the Huffpost
           about personal assistants for the middle class.

                         You think this is a great idea for
                               your next business.
LUXR.CO   JANUARY 2012
Who: Make a Persona

                         “Mary”                         Behaviors
                                                 • Has a housecleaner
                                                 • Buys take-away 3 nights/wk
                                                 • Frequently feels overwhelmed
                                                     when she “forgets” something



                  Demographics                       Needs & Goals
                  • Working mom                  • Help! Running errands,
                  • 34 years old                     managing kids, keeping things
                  • Lives in Reading, works in       running
                      London                     •   Time for her girlfriends
                  •   Married, 2 kids            •   To feel like she “has it sorted”
                  •   Household 125k/yr          •   “To clone herself”




LUXR.CO   JANUARY 2012
{activity}

                         Let’s do it.




LUXR.CO   JANUARY 2012
Hypothesis
              We believe that modern families have
            trouble keeping up with the errands that
           need to be done, and are willing to pay to
                have “odd jobs” done for them.




LUXR.CO   JANUARY 2012
{activity}

                         Dump & Sort Topics




LUXR.CO   JANUARY 2012
Topic Map

                              mobile/
                                                            feeling
                              internet
                                                         overwhelmed
                               habits?
                                              keeping
                                            everything
                                             working
                           last time
                         they got help
                             (house
                            cleaner)       personal      commute
                                             time




LUXR.CO   JANUARY 2012
{activity}

                         Make a Topic Map




LUXR.CO   JANUARY 2012
Conversation Prompts

           “Have you ever had ________ experience?”
           “Can you tell me the story about that?”
           “And then what happened?”
           “Why [or how] did you do that?”
           “What did you love [or hate] about that?”
           “If you could wave a magic wand, what would it be like?”




LUXR.CO   JANUARY 2012
During the Interview

            DO
            Take notes
            Smile
            Ask open-ended questions
            Get their story
            Shut up and listen

                                       DON’T
                                       Talk about your product
                                       Ask about future behavior
                                       Sell
                                       Ask leading questions
                                       Talk much


LUXR.CO   JANUARY 2012
{activity}

                         Interview




LUXR.CO   JANUARY 2012
After the Interview: Debrief

             DUMP (5min, solo)
             1 idea per sticky
             “What I heard”
             “What I saw”
             “What stood out”

                                 SORT (10min, team)
                                 Collect similar items
                                 Label groups
                                 Stack duplicates
                                 Note trends and exceptions




LUXR.CO   JANUARY 2012
{activity}

                         Debrief




LUXR.CO   JANUARY 2012
{activity}

                         Revise Personas




LUXR.CO   JANUARY 2012
LUXR.CO SEPTEMBER 2011
Part 3: Acting on Customer Needs
               (Developing product and interface ideas)



                             Sketching
                               6-UP
                             Dot Voting




LUXR.CO   JANUARY 2012
Remember this?
                                                    Users
                                                                    1. BLAH

                         why                        Needs           2. BLAH
                                                                    3. BLAH
                         what
                          how

                (INSERT BUSINESS THINKING HERE)
                                                                 Bob can...


                                                     Uses

                                                   Features
                               (CREATE SKETCHES,
                     WIREFRAMES & PIXELS)
                                                                    This Week


                                                 User Stories
                                               Themed Releases

LUXR.CO   JANUARY 2012
BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH

                    A person        BLAH BLAH



                    and their
                     needs



    Your
  business
   vision
                   why



                         what


                            how




LUXR.CO   JANUARY 2012
BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH

                    A person        BLAH BLAH



                    and their
                     needs



    Your
  business
   vision
                   why



                         what


                            how




LUXR.CO   JANUARY 2012
BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH

                    A person        BLAH BLAH



                    and their
                     needs



    Your
  business
   vision
                   why



                         what


                            how




LUXR.CO   JANUARY 2012
BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH
                                  BLAH BLAH BLAH

                    A person        BLAH BLAH



                    and their
                     needs



    Your
  business
   vision
                   why
                                     USES:
                         what
                                    What can
                            how   Mary do with
                                  your product?
LUXR.CO   JANUARY 2012
6 Uses
                         An illustration that shows “What will they DO with this product?”
                         It intersects user needs with business vision to show the
                         consumer value proposition.
                         This informs what features are most important.




LUXR.CO   JANUARY 2012
{activity}

                          6-Up Sketching
                              Dot Vote
                         Sticky-up Features




LUXR.CO   JANUARY 2012
outsized
                         returns.

                                    fear me.




LUXR.CO SEPTEMBER 2011
Part 4: Measuring Outcomes
                (Quantitative and Qualitative Evaluation)


                         Common research questions
                                The Funnel
                              Pirate Metrics
                          Research & Metrics Tools




LUXR.CO   JANUARY 2012
The Dreaded Questions
          Will people use it?
          Why won’t people use it?
          What’s wrong with this?
          How could I make this better?
          How can I improve conversion?
          Are we making progress?
          Do people like this?
          Are these results good?
          Why do people do that?
          Did we do the right thing?
          Why is there dropoff?

LUXR.CO   JANUARY 2012
What should I be measuring?
                          (a few search terms)


                           “Vanity Metrics”
                                “KPI”
                             “A/B Tests”
                         “Metrics for Pirates”




LUXR.CO   JANUARY 2012
User Research
                          quantitative    qualitative


              generate       surveys      user interviews
               ideas



                            a/b testing
               evaluate      analytics    usability testing
               product         KPIs




LUXR.CO   JANUARY 2012
User Research
                          quantitative    qualitative


              generate       surveys      user interviews
               ideas



                            a/b testing
               evaluate      analytics    usability testing
               product         KPIs




LUXR.CO   JANUARY 2012
quantitative qualitative
                              a/b testing    usability
                              analytics       testing
                                   KPIs


                  Behavior                               Ability
      Do people use it?                     How should I design the new one?
      Which is better?                      Why won’t people use it?
      Did we do the right thing?            What’s wrong with this?
      Are these results good?               How could I make this better?
      Are we making progress?               Why do people do that?
                                            What do people love about it?
      CLOSED-ENDED QUESTIONS                How can I improve conversion?
                                            Why is there dropoff?
                                            What do they think this should do?

                                            OPEN-ENDED QUESTIONS



LUXR.CO   JANUARY 2012
Measurement Funnel
                              What Metric?      Who Owns?
                 Traffic
                                  Gross #
                                                  Marketing
                              CMP/CPC/CPA/NPS

                 Conversion
                  Funnel                         Marketing &
                               Throughput (%)
                                                  Product


                Product
              (black box)        Usage (%)        Product




LUXR.CO   JANUARY 2012
Pirate Metrics
           Acquisition


           Activation


           Retention


           Referral


           Revenue

LUXR.CO   JANUARY 2012
{activity}

                         Metrics from Features




LUXR.CO   JANUARY 2012
Design Test
                               (customer type)
 We believe that people like ______________ have a

 need for (or problems doing) ________________.
                               (need/action/behavior)


 We will know we have succeeded when
        (quantitative/                 (qualitative/
 ____________________,
     measurable outcome)    or   ___________________,
                                   observable outcome)


                            (KPI)
 which will contribute to ________________.



LUXR.CO   JANUARY 2012
{activity}

                         Write the Design Test




LUXR.CO   JANUARY 2012
Research Tools
   ANALYTICS                  CONVERSION       UNMODERATED
   Google Analytics           TESTING          TESTS WITH VIDEO
   KISS Metrics               Unbounce         Usertesting.com
   Mixpanel                   Optimizely       TryMyUI
   Flurry                                      Userlytics
   LocalLytics                                 WhatUsersDo
   Stats Mix (just an api)                     Loop11



   HEAT MAPPING               MESSAGE RECALL   MICRO USABILITY
   Crazy Egg                  ClueApp          Navflow
   Click Tale                 FiveSecondTest   Usabilia
   Gaze Hawk                                   Clicktest
                                               Verify
                                               Intuition HQ
                                               UserZoom



LUXR.CO   JANUARY 2012
LUXR.CO SEPTEMBER 2011
{bring it all together}




LUXR.CO   JANUARY 2012

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LUXr One-Day Workshop

  • 1. Crushing the Boulder User Experience for Lean Startups January 10, 2012
  • 2. LUXR.CO JANUARY 2012
  • 3. LUXR.CO JANUARY 2012
  • 4. TWEET! Janice Fraser Kate Rutter www.luxr.co www.luxr.co @clevergirl @katerutter LUXR.CO JANUARY 2012
  • 5. Today we’ll cover... 1. Lean UX Fundamentals 2. Getting to know your customers 3. Acting on customer needs 4. Measuring outcomes ...and bring it all together into a plan. LUXR.CO JANUARY 2012
  • 6. What is this stuff?!?! Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX? LUXR.CO JANUARY 2012
  • 7. Lean Startup? LUXR.CO JANUARY 2012
  • 8. Lean Startup is NOT LUXR.CO JANUARY 2012
  • 9. Lean Startup is NOT Cheap Startup LUXR.CO JANUARY 2012
  • 10. Lean Startup is NOT Cheap Startup Shortcut Startup LUXR.CO JANUARY 2012
  • 11. Lean Startup is NOT Cheap Startup Shortcut Startup Fast Startup LUXR.CO JANUARY 2012
  • 12. Lean Startup is NOT Low-Ambition LUXR.CO JANUARY 2012
  • 13. Lean Startup is NOT THE OPPOSITE OF FAT STARTUP LUXR.CO JANUARY 2012
  • 14. LUXR.CO JANUARY 2012
  • 15. Get out of the building! LUXR.CO JANUARY 2012
  • 16. Steve Blank introduced “Customer Development” in...um...2006. LUXR.CO JANUARY 2012
  • 17. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book. LUXR.CO JANUARY 2012
  • 18. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!? LUXR.CO JANUARY 2012
  • 20. Here’s my distillation... “Customer Development in 1 Page” LUXR.CO JANUARY 2012
  • 21. LUXR.CO JANUARY 2012
  • 22. LUXR.CO JANUARY 2012
  • 23. LUXR.CO JANUARY 2012
  • 24. LUXR.CO JANUARY 2012
  • 25. LUXR.CO JANUARY 2012
  • 26. LUXR.CO JANUARY 2012
  • 27. LUXR.CO JANUARY 2012
  • 28. + + make products incremental reduce waste customers want releases LUXR.CO JANUARY 2012
  • 29. LUXR.CO JANUARY 2012
  • 30. #2 New York Times Bestseller LUXR.CO JANUARY 2012
  • 31. LUXR.CO JANUARY 2012
  • 32. LUXR.CO JANUARY 2012
  • 33. UX Cycles THINK Generative Research Ideation Mental models Behavior Models Test Results Competitive Analysis Reduce cyc time, n le MAKE o build ti t me Prototypes Wireframes Value Prop Landing Page Hypotheses Comps Deployed Code CHECK A/B Testing Site Analytics Usability Testing Funnel Sign-ups LUXR.CO JANUARY 2012
  • 34. UX? LUXR.CO JANUARY 2012
  • 35. Design > UI LUXR.CO JANUARY 2012
  • 36. Design > UI Users LUXR.CO JANUARY 2012
  • 37. Design > UI Users 1. BLAH Needs 2. BLAH 3. BLAH LUXR.CO JANUARY 2012
  • 38. Design > UI Users 1. BLAH Needs 2. BLAH 3. BLAH Bob can... Uses LUXR.CO JANUARY 2012
  • 39. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses LUXR.CO JANUARY 2012
  • 40. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features LUXR.CO JANUARY 2012
  • 41. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features This Week User Stories Themed Releases LUXR.CO JANUARY 2012
  • 42. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO JANUARY 2012
  • 43. Design > UI Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO JANUARY 2012
  • 44. What we bring is 10* years of experience, methods, and methodology *20, 30, 50 years LUXR.CO JANUARY 2012
  • 45. Among our strengths... UX people are EXPERTS at “getting out of the building.” LUXR.CO JANUARY 2012
  • 46. LUXR.CO JANUARY 2012
  • 47. LUXR.CO JANUARY 2012
  • 48. What’s new about LeanUX? LUXR.CO JANUARY 2012
  • 49. Lean User Experience is a principle-driven process for teams working in situations of extreme uncertainty. It is characterized by rituals that predispose predictable, high- quality, high-velocity user experience outcomes. LUXR.CO JANUARY 2012
  • 50. 0 1Principles of Lean UX 9 1. Design + Prod. Mg. + development = 1 product team 2. Externalize! 3. FLOW: think/make/check 4. Repeatable and routinized 5. Solve the right problem 6. Goal-driven and outcome-focused 7. Generate many options 8. Decide quickly and hold decisions lightly 9. Recognize hypotheses & validate them 10. Research with users is the best source of information (& inspiration) LUXR.CO JANUARY 2012
  • 51. RITUALS of Lean UX 1. Write the test first 2. User quote/need as sprint name 3. Wireframe check 4. Designer/developer pairing 5. UX & Product Mgt participate in standup meetings daily 6. Validation step 7. Retrospective periodically LUXR.CO JANUARY 2012
  • 52. In Practice: Write the test first (customer type) We believe that people like ______________ have a need for (or problems doing) ________________. (need/action/behavior) We will know we have succeeded when (quantitative/ (qualitative/ ____________________, measurable outcome) or ___________________, observable outcome) (KPI) which will contribute to ________________. LUXR.CO JANUARY 2012
  • 53. In Practice: Wireframe Check A stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins. • Is this an accurate reflection of the system ? • What here is hard? • What alternatives are there? • Is it worth the effort? What here is Well, that thing hard? will take some work LUXR.CO JANUARY 2012
  • 55. Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice Interview LUXR.CO JANUARY 2012
  • 56. User Research quant qual Generative Evaluative LUXR.CO JANUARY 2012
  • 57. User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Key Metrics• LUXR.CO JANUARY 2012
  • 58. User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Key Metrics• LUXR.CO JANUARY 2012
  • 59. User Research quant qual Generative Optimizely• Analytics• Evaluative A/B Testing• Usability Key Metrics• LUXR.CO JANUARY 2012
  • 60. User Research quant qual Generative Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics• LUXR.CO JANUARY 2012
  • 61. User Research quant qual Generative surveys Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics• LUXR.CO JANUARY 2012
  • 62. User Research quant qual Generative surveys Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics• LUXR.CO JANUARY 2012
  • 63. User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young) Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics• LUXR.CO JANUARY 2012
  • 64. User Research quant qual Generative Interviews Evaluative LUXR.CO JANUARY 2012
  • 65. Before the Interview * Identify who you want to talk to. * Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. LUXR.CO JANUARY 2012
  • 66. LUXR.CO JANUARY 2012
  • 68. Today’s challenge: You have a problem... LUXR.CO JANUARY 2012
  • 69. Today’s challenge: You have a problem... there are a million little things to do and not enough time! LUXR.CO JANUARY 2012
  • 70. Today’s challenge: You have a problem... there are a million little things to do and not enough time! You were chatting with neighbors and they have the same problem. LUXR.CO JANUARY 2012
  • 71. Today’s challenge: You have a problem... there are a million little things to do and not enough time! You were chatting with neighbors and they have the same problem. And then you read an article in the Huffpost about personal assistants for the middle class. LUXR.CO JANUARY 2012
  • 72. Today’s challenge: You have a problem... there are a million little things to do and not enough time! You were chatting with neighbors and they have the same problem. And then you read an article in the Huffpost about personal assistants for the middle class. You think this is a great idea for your next business. LUXR.CO JANUARY 2012
  • 73. Who: Make a Persona “Mary” Behaviors • Has a housecleaner • Buys take-away 3 nights/wk • Frequently feels overwhelmed when she “forgets” something Demographics Needs & Goals • Working mom • Help! Running errands, • 34 years old managing kids, keeping things • Lives in Reading, works in running London • Time for her girlfriends • Married, 2 kids • To feel like she “has it sorted” • Household 125k/yr • “To clone herself” LUXR.CO JANUARY 2012
  • 74. {activity} Let’s do it. LUXR.CO JANUARY 2012
  • 75. Hypothesis We believe that modern families have trouble keeping up with the errands that need to be done, and are willing to pay to have “odd jobs” done for them. LUXR.CO JANUARY 2012
  • 76. {activity} Dump & Sort Topics LUXR.CO JANUARY 2012
  • 77. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute time LUXR.CO JANUARY 2012
  • 78. {activity} Make a Topic Map LUXR.CO JANUARY 2012
  • 79. Conversation Prompts “Have you ever had ________ experience?” “Can you tell me the story about that?” “And then what happened?” “Why [or how] did you do that?” “What did you love [or hate] about that?” “If you could wave a magic wand, what would it be like?” LUXR.CO JANUARY 2012
  • 80. During the Interview DO Take notes Smile Ask open-ended questions Get their story Shut up and listen DON’T Talk about your product Ask about future behavior Sell Ask leading questions Talk much LUXR.CO JANUARY 2012
  • 81. {activity} Interview LUXR.CO JANUARY 2012
  • 82. After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard” “What I saw” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptions LUXR.CO JANUARY 2012
  • 83. {activity} Debrief LUXR.CO JANUARY 2012
  • 84. {activity} Revise Personas LUXR.CO JANUARY 2012
  • 86. Part 3: Acting on Customer Needs (Developing product and interface ideas) Sketching 6-UP Dot Voting LUXR.CO JANUARY 2012
  • 87. Remember this? Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO JANUARY 2012
  • 88. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what how LUXR.CO JANUARY 2012
  • 89. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what how LUXR.CO JANUARY 2012
  • 90. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what how LUXR.CO JANUARY 2012
  • 91. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why USES: what What can how Mary do with your product? LUXR.CO JANUARY 2012
  • 92. 6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important. LUXR.CO JANUARY 2012
  • 93. {activity} 6-Up Sketching Dot Vote Sticky-up Features LUXR.CO JANUARY 2012
  • 94. outsized returns. fear me. LUXR.CO SEPTEMBER 2011
  • 95. Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Common research questions The Funnel Pirate Metrics Research & Metrics Tools LUXR.CO JANUARY 2012
  • 96. The Dreaded Questions Will people use it? Why won’t people use it? What’s wrong with this? How could I make this better? How can I improve conversion? Are we making progress? Do people like this? Are these results good? Why do people do that? Did we do the right thing? Why is there dropoff? LUXR.CO JANUARY 2012
  • 97. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates” LUXR.CO JANUARY 2012
  • 98. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIs LUXR.CO JANUARY 2012
  • 99. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIs LUXR.CO JANUARY 2012
  • 100. quantitative qualitative a/b testing usability analytics testing KPIs Behavior Ability Do people use it? How should I design the new one? Which is better? Why won’t people use it? Did we do the right thing? What’s wrong with this? Are these results good? How could I make this better? Are we making progress? Why do people do that? What do people love about it? CLOSED-ENDED QUESTIONS How can I improve conversion? Why is there dropoff? What do they think this should do? OPEN-ENDED QUESTIONS LUXR.CO JANUARY 2012
  • 101. Measurement Funnel What Metric? Who Owns? Traffic Gross # Marketing CMP/CPC/CPA/NPS Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) Product LUXR.CO JANUARY 2012
  • 102. Pirate Metrics Acquisition Activation Retention Referral Revenue LUXR.CO JANUARY 2012
  • 103. {activity} Metrics from Features LUXR.CO JANUARY 2012
  • 104. Design Test (customer type) We believe that people like ______________ have a need for (or problems doing) ________________. (need/action/behavior) We will know we have succeeded when (quantitative/ (qualitative/ ____________________, measurable outcome) or ___________________, observable outcome) (KPI) which will contribute to ________________. LUXR.CO JANUARY 2012
  • 105. {activity} Write the Design Test LUXR.CO JANUARY 2012
  • 106. Research Tools ANALYTICS CONVERSION UNMODERATED Google Analytics TESTING TESTS WITH VIDEO KISS Metrics Unbounce Usertesting.com Mixpanel Optimizely TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Navflow Click Tale FiveSecondTest Usabilia Gaze Hawk Clicktest Verify Intuition HQ UserZoom LUXR.CO JANUARY 2012
  • 108. {bring it all together} LUXR.CO JANUARY 2012

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