Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience
Lean UX for
Startups & Enterprise
John Whalen
UX Lead & Founder, Brilliant Experience
VP, UXPA-DC
#leanux #modevux@johnwhalen

Meet Brilliant Experience
User Insights Strategy & Ideation User Experience

John tell me more about yourself,
it is all so fascinating!

Agenda
‣ Introduction
‣ LeanUX Secrets (Strategy is the secret sauce)

Many clients:
- know they’ve got a market for a product
- have limited UX/design capabilities
- were developing something that users didn’t really want
- need to move faster, not slower while introducing UX

How do we “cross the chasm”?
User Insights
Great Experience,
Successful Product
Insert
Magical
Process
Here

To help you understand what “this” is,
let’s play ‘Name that Methodology’

1 2 3 4
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test

Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test
Design
Thinking
1 2 3 4

Design Thinking

Build
1
Measure
2
Learn
3

Build
1
Measure
2
Learn
3
Lean
Startup

Lean Startup

User Stories
1
Design &
Develop
2
Feedback
3

User Stories
1
Design &
Develop
2
Feedback
3
Agile

Agile

What about LeanUX?

LeanUX...

Two key points

1. Must balance business & user needs

2. Iteration improves the product

That’s all swell John, but what about
that top 10 list you promised us?

The secret lies in the strategy

Get internal focus on
what matters and
prioritize business
goals.
Prioritize your
audiences, define
them and the
scenarios in which
they would use your
product.
Brainstorm ways to
satisfy 1 & 2.
IdeationAudience NeedsBusiness Needs
Flesh out best ideas.
Get stakeholders on
board with conceptual
model.
Sketching
Strategy Session
1 2 3 4

CEO: I know you had an agenda, but
let’s just sketch our ideas

Warm Up: Elevator Pitch
For
who
MoDevUX is a
that
Unlike
MoDevUX
(target customer),
(customer need),
(market category)
(one key benefit).
(competition),
(unique differentiator).
idea idea

Business Goals

Business Goals for _____________
‣ Write down business goals independently
‣ Prioritize through collaborative discussion
‣ Examples:
- Make us all rich! Ka ching!
- Totally wow users!
- Create (opportunity) that provides great value to customers.
- Drive (user behavior) by (strategic design goal).
text
texttext

LeanUX Secret 1:
Get the stakeholders aligned on prioritized business goals.

Personas

Prioritize Personas

LeanUX Secret 2:
Prioritize personas.

No detailed persona exercise.
This is LeanUX!

LeanUX Secret 3:
Sketch personas, don’t over think them.

Scenarios

Name & Defining Characteristic Scenario Name
Scenario PictureSituation & Goal
UXPA DC Activity
Outcome
Scenario

LeanUX Secret 4:
Focus on the experience journey.

Ideation & Sketching

Quantity over visual
quality. The more
ideas the better.
Sell your concept to
the group.
Using prioritized user
scenarios and
business needs.
CritiquePresentIdeate
Creatively based on
feedback.
Refine
The Process
1 2 3 4

LeanUX Secret 5:
Debate design direction alternatives early in the process.

•  Agreed&upon&conceptual&
direc0on&
•  Include&wall&with&pictures&
•  Liked&that&this&would&vary&
between&user’s&stated&
interests&and&related&things&
(think&Pandora)&
•  Like&the&faces.&&Need&to&
include&way&to&acknowledge&
new&members&
•  Need&to&emphasize&who&has&
viewed&your&proﬁle,&or&liked&
your&content&

LeanUX Secret 6:
Develop conceptual model with stakeholders, not the design.

Rapidly Iterate Design

LeanUX Secret 7:
Rapidly iterate design.

LeanUX Secret 8:
Share broadly. Be attentive to internal feedback.

Usability Testing

58
Why is this
empty?
What is a past
hosted events?
Why is the nav so
complicated?
Feels awfully beige
for a fun app.
Is this where I
start?
How do
explore
features and
FAQ differ?
Will drafts show invitations
or greetings or polls?

Lean UX for Startups and Enterprise: Ten Secrets to Success

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