1. Crushing the Boulder
How Lean Startup is changing user experience

2. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

3. BLOG IT!
Janice Fraser
www.luxr.co
@clevergirl
@luxrco
#LeanUX
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

4. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

5. Steve Blank introduced “Customer
Development” in...um...2006.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

6. In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, more useful book.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

7. About 1,720,000 results
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

8. Here’s my distillation...
“Customer Development in One Page”
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

15. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT = UX!!?
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

16. Get out of the
building!
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

17. For the first time,
user-centered design methods
have momentum in the
business community.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

18. What opportunities does that
afford us?
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

19. What demands does it
place on us?
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

20. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

21. + +
make products incremental
reduce waste
customers want releases
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

22. 41,000 views
(past 12 mos)
19,741 followers
(1,738 listed)
Entrepreneur in
Residence
(2010-2011)
Fall 2011
(Random House)
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

23. 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.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

24. CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

25. UX Cycles
THINK
GENERATIVE RESEARCH
IDEATION
MENTAL MODELS Reduce
BEHAVIOR MODELS time, n cycle
ot build
TEST RESULTS time
COMPETITIVE ANALYSIS
MAKE
PROTOTYPES
WIREFRAMES
VALUE PROP
LANDING PAGE
HYPOTHESES
COMPS
DEPLOYED CODE
CHECK
A/B TESTING
SITE ANALYTICS
USABILITY TESTING
FUNNEL
SIGN-UPS
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

26. What we bring is 10* years
of experience, methods, and
methodology
*20, 30, 50 years
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

27. The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Nobody
Like this... clicked.
)
)
Make a design Discover that it
decision 3 MONTHS wasn’t right
3 HOURS
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

28. 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]
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

30. TELL THE APPLE 90% STORY.
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

31. Lean means...
• Keep your inventory low.
UX
CLASS
IC
• Talk to your customers.
• Make something they want.
UX
CLASS
IC
• Prove your ideas and your interfaces.
UX
CLASS
IC
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

32. How do you do good user experience work
in a lean environment?
PROVE IMPROVE
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

33. How it’s done, old school
Research & Detailed Design
Framework Development -->
Modeling & Specification
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
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

34. Less risk (and more)
The old
way
)
The new
way
)
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO

35. Thank You!
Janice Fraser
www.luxr.co
@clevergirl
@luxrco
#LeanUX
CRUSHING THE BOULDER: HOW LEAN STARTUP IS CHANGING UX. (MX EDITION, MARCH 2011) JANICE@LUXR.CO