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TALKING TO YOUR BOSS ABOUT LEAN UX
JOSH SEIDEN || JEFF GOTHELF
I, LIKE, LITERALLY
LOVE LEAN UX.
YOU’RE IN THE SOFTWARE BUSINESS
YOU’RE IN THE SOFTWARE BUSINESS
AT GOLDMAN SACHS THE LARGEST SINGLE DIVISION
IN THE FIRM IS NOW TECHNOLOGY, EMPLOYING EIGHT
THOUSAND—A FULL 25 PERCENT—OF THE FIRM’S
THIRTY-TWO THOUSAND EMPLOYEES.
YOU’RE IN THE SOFTWARE BUSINESS
GENERAL ELECTRIC REALIZED THEY WERE THE 10TH LARGEST PRODUCER OF SOFTWARE
IN THE WORLD BASED ON LINES OF CODE.
THEY TRANSFORMED AN INTERNAL SERVICE INTO, GE DIGITAL, AN EXTERNAL SERVICE
WHOSE GOAL IS TO CREATE THE OPERATING SYSTEM FOR INDUSTRIAL MACHINES
We think pure-play
We tend to think of software companies like
Google, Facebook, etc…
Native sw culture
These companies didn’t have to change
culture/process to become software
companies.
Can still lose
Friendster, MySpace, America Online
were all the leading “social networks” of
their time.
We think pure-play
We tend to think of software companies like
Google, Facebook, etc…
Native sw culture
These companies didn’t have to change
culture/process to become software
companies.
Can still lose
Friendster, MySpace, America Online
were all the leading “social networks” of
their time.
Owns no cars / rooms
AirBnB offers 1M rooms. More than
Marriott, Hilton, or Intercontinental.
Taking control of user
The incumbents may own the inventory,
but they have lost ownership of the
customer.
Forcing responses
Incumbents are forced to respond to
terms set by disrupters.
‘iPhone on wheels”
“Biggest takeaway from
@TeslaMotors announcement is the
reminder that cars can be made to
improve over time, like other
electronic devices.”
-Consumer Reports
End of Model Year?
Owners get the latest
updates delivered over the
air
Talking To Your Boss About Lean UX
LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change
LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change
2. Focus on outcomes
LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change
2. Focus on outcomes
3. Break down the silos
LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change
2. Focus on outcomes
3. Break down the silos
4. Sense and Respond
8 COMMON
OBSTACLES TO LEAN UX
JUST MAKE ME

AN APP OK? 1
JUST MAKE ME

AN APP OK? 1
WE DON’T WANT TO 

TALK TO CUSTOMERS 2
WE HAVE CONCERNS WITH 

LEGAL & OTHER REGULATIONS 3
WE WORK IN 

SAFETY CRITICAL INDUSTRIES 4
WE ARE WAY 

TOO BIG TO BE LEAN 5
WE HAVE SPECIFIC RULES 

ON HOW WE PROCURE WORK 6
WE ARE WORRIED ABOUT 

OUR BRAND’S REPUTATION 7
THIS IS 

NOTHING MORE THAN A FAD 8
THE SOFTWARE BUSINESS
REQUIRES A NEW WAY OF WORKING
THANK YOU!
JEFF GOTHELF / @JBOOGIE / JEFF@GOTHELF.CO
NEW BOOK: SENSEANDRESPOND.CO (ORDER NOW)
JOSH SEIDEN/ @JSEIDEN / JOSHUASEIDEN@GMAIL.COM

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Talking To Your Boss About Lean UX

  • 1. TALKING TO YOUR BOSS ABOUT LEAN UX JOSH SEIDEN || JEFF GOTHELF I, LIKE, LITERALLY LOVE LEAN UX.
  • 2. YOU’RE IN THE SOFTWARE BUSINESS
  • 3. YOU’RE IN THE SOFTWARE BUSINESS AT GOLDMAN SACHS THE LARGEST SINGLE DIVISION IN THE FIRM IS NOW TECHNOLOGY, EMPLOYING EIGHT THOUSAND—A FULL 25 PERCENT—OF THE FIRM’S THIRTY-TWO THOUSAND EMPLOYEES.
  • 4. YOU’RE IN THE SOFTWARE BUSINESS GENERAL ELECTRIC REALIZED THEY WERE THE 10TH LARGEST PRODUCER OF SOFTWARE IN THE WORLD BASED ON LINES OF CODE. THEY TRANSFORMED AN INTERNAL SERVICE INTO, GE DIGITAL, AN EXTERNAL SERVICE WHOSE GOAL IS TO CREATE THE OPERATING SYSTEM FOR INDUSTRIAL MACHINES
  • 5. We think pure-play We tend to think of software companies like Google, Facebook, etc… Native sw culture These companies didn’t have to change culture/process to become software companies. Can still lose Friendster, MySpace, America Online were all the leading “social networks” of their time.
  • 6. We think pure-play We tend to think of software companies like Google, Facebook, etc… Native sw culture These companies didn’t have to change culture/process to become software companies. Can still lose Friendster, MySpace, America Online were all the leading “social networks” of their time.
  • 7. Owns no cars / rooms AirBnB offers 1M rooms. More than Marriott, Hilton, or Intercontinental. Taking control of user The incumbents may own the inventory, but they have lost ownership of the customer. Forcing responses Incumbents are forced to respond to terms set by disrupters.
  • 8. ‘iPhone on wheels” “Biggest takeaway from @TeslaMotors announcement is the reminder that cars can be made to improve over time, like other electronic devices.” -Consumer Reports End of Model Year? Owners get the latest updates delivered over the air
  • 10. LEAN UX IS THE WAY YOU WORK IN A SOFTWARE BUSINESS
  • 11. LEAN UX IS THE WAY YOU WORK IN A SOFTWARE BUSINESS 1. Embrace continuous change
  • 12. LEAN UX IS THE WAY YOU WORK IN A SOFTWARE BUSINESS 1. Embrace continuous change 2. Focus on outcomes
  • 13. LEAN UX IS THE WAY YOU WORK IN A SOFTWARE BUSINESS 1. Embrace continuous change 2. Focus on outcomes 3. Break down the silos
  • 14. LEAN UX IS THE WAY YOU WORK IN A SOFTWARE BUSINESS 1. Embrace continuous change 2. Focus on outcomes 3. Break down the silos 4. Sense and Respond
  • 16. JUST MAKE ME
 AN APP OK? 1
  • 17. JUST MAKE ME
 AN APP OK? 1
  • 18. WE DON’T WANT TO 
 TALK TO CUSTOMERS 2
  • 19. WE HAVE CONCERNS WITH 
 LEGAL & OTHER REGULATIONS 3
  • 20. WE WORK IN 
 SAFETY CRITICAL INDUSTRIES 4
  • 21. WE ARE WAY 
 TOO BIG TO BE LEAN 5
  • 22. WE HAVE SPECIFIC RULES 
 ON HOW WE PROCURE WORK 6
  • 23. WE ARE WORRIED ABOUT 
 OUR BRAND’S REPUTATION 7
  • 24. THIS IS 
 NOTHING MORE THAN A FAD 8
  • 25. THE SOFTWARE BUSINESS REQUIRES A NEW WAY OF WORKING
  • 26. THANK YOU! JEFF GOTHELF / @JBOOGIE / JEFF@GOTHELF.CO NEW BOOK: SENSEANDRESPOND.CO (ORDER NOW) JOSH SEIDEN/ @JSEIDEN / JOSHUASEIDEN@GMAIL.COM