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Crushing the Boulder
UX for Lean Startups
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
BLOG IT!
                                 Janice Fraser
                                 www.luxr.co

                                  @clevergirl
                                   @luxrco
                                   #LeanUX


PRESENTED IN LONDON, JULY 2011                   INFO@LUXR.CO
Part 1: Lean UX Fundamentals

                                 What is Lean Startup?
                                      What is UX?
                                   What is Lean UX?
                                 Introduce techniques
                                     Balanced team




PRESENTED IN LONDON, JULY 2011                           INFO@LUXR.CO
Lean Startup?




PRESENTED IN LONDON, JULY 2011                   INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
Steve Blank introduced “Customer
                                 Development” in...um...2006.




PRESENTED IN LONDON, JULY 2011                               INFO@LUXR.CO
Get out of the
                                   building!




PRESENTED IN LONDON, JULY 2011                    INFO@LUXR.CO
In 2010, Brant Cooper and
                                 Patrick Vlaskovitz wrote a
                                 shorter, more useful book.




PRESENTED IN LONDON, JULY 2011                                INFO@LUXR.CO
About 1,720,000 results



PRESENTED IN LONDON, JULY 2011                             INFO@LUXR.CO
Here’s my distillation...

                         “Customer Development in One Page”




PRESENTED IN LONDON, JULY 2011                                INFO@LUXR.CO
People, their
                                               goals & needs


                                               Sketches and
                                                prototypes

                                                “New user”
                                                experiences

                                 CUSTOMER DEVELOPMENT = UX!!?
PRESENTED IN LONDON, JULY 2011                                  INFO@LUXR.CO
For the first time,
                                 user-centered design methods
                                    have momentum in the
                                     business community.




PRESENTED IN LONDON, JULY 2011                                  INFO@LUXR.CO
What opportunities does that
                                         afford us?




PRESENTED IN LONDON, JULY 2011                                  INFO@LUXR.CO
What demands does it
                                     place on us?




PRESENTED IN LONDON, JULY 2011                          INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
+                 +



                make products        incremental
                                                       reduce waste
                customers want         releases




PRESENTED IN LONDON, JULY 2011                                        INFO@LUXR.CO
40,000 views
                                                   (past 3 mos)




                                             27,331 followers
                                                 (1,738 listed)




                                              Entrepreneur in
                                                Residence
                                                   (2010-2011)


                                 Fall 2011
                       (Random House)
PRESENTED IN LONDON, JULY 2011                                    INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
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


PRESENTED IN LONDON, JULY 2011                                                             INFO@LUXR.CO
UX?




PRESENTED IN LONDON, JULY 2011         INFO@LUXR.CO
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
PRESENTED IN LONDON, JULY 2011                                                                          INFO@LUXR.CO
What we bring is 10* years
                                 of experience, methods, and
                                        methodology



                   *20, 30, 50 years
PRESENTED IN LONDON, JULY 2011                                 INFO@LUXR.CO
Among our strengths...

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

PRESENTED IN LONDON, JULY 2011                             INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
What’s new about LeanUX?




PRESENTED IN LONDON, JULY 2011                              INFO@LUXR.CO
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.


PRESENTED IN LONDON, JULY 2011                                INFO@LUXR.CO
9 PRINCIPLES OF LEAN UX
              1.         Design + Prod. Mg. + development = 1 product team
              2.         Externalize!
              3.         Goal-Driven and Outcome-Focused
              4.         Repeatable and routinized


              5.         FLOW: think/make/check
              6.         Focus on solving the right problem.
              7.         Generate many options and decide quickly which to pursue.
              8.         Recognize hypotheses & validate them.
              9.         Research with users is the best source of information (&
                         inspiration).

PRESENTED IN LONDON, JULY 2011                                                       INFO@LUXR.CO
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




PRESENTED IN LONDON, JULY 2011                                                    INFO@LUXR.CO
In Practice: Write the test first

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




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




     We will know we have succeeded when

     ____________________, or ___________________, which
       (quantitative/measurable outcome) (qualitative/observable outcome)




     will contribute to ________________.
                              (KPI)




PRESENTED IN LONDON, JULY 2011                                         INFO@LUXR.CO
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?
                                                                                          Well, that
                                                                          What here is
                                                                                       thing will take
                                                                            hard?
                                                                                         some work




PRESENTED IN LONDON, JULY 2011                                                                  INFO@LUXR.CO
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011   JANICE@LUXR.CO
Part 2: Customer Development
             Interviews
                                 (Generative Research)

                                     Types of research
                                     How to interview
                                     Practice interview



PRESENTED IN LONDON, JULY 2011                            INFO@LUXR.CO
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•




PRESENTED IN LONDON, JULY 2011                                                              INFO@LUXR.CO
User Research
                                          QUANT      QUAL



                            GENERATIVE            Interviews



                             EVALUATIVE




PRESENTED IN LONDON, JULY 2011                                 INFO@LUXR.CO
Before the Interview

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




PRESENTED IN LONDON, JULY 2011                                        INFO@LUXR.CO
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”




PRESENTED IN LONDON, JULY 2011                                                                           INFO@LUXR.CO
(Activity)
                                 Now you try




PRESENTED IN LONDON, JULY 2011                 INFO@LUXR.CO
Hypothesis
          I think that working, commuting moms have trouble
         keeping up with the errands that need to be done, and
               are willing to pay to have odd jobs “sorted”.




PRESENTED IN LONDON, JULY 2011                              INFO@LUXR.CO
Topic Map

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




PRESENTED IN LONDON, JULY 2011                                                 INFO@LUXR.CO
(Activity)
                                 Make a hypothesis statement
                                         & topic map




PRESENTED IN LONDON, JULY 2011                                 INFO@LUXR.CO
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?”




PRESENTED IN LONDON, JULY 2011                                                    INFO@LUXR.CO
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

PRESENTED IN LONDON, JULY 2011                                              INFO@LUXR.CO
(Activity)
                                 Interview




PRESENTED IN LONDON, JULY 2011                INFO@LUXR.CO
After the Interview: Debrief

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

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



PRESENTED IN LONDON, JULY 2011                                               INFO@LUXR.CO
(Activity)
                                  Debrief




PRESENTED IN LONDON, JULY 2011                INFO@LUXR.CO
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011   JANICE@LUXR.CO
Part 3: Developing Product &
           Interface Ideas

                                 Sketching
                                   6-UP
                                 Dot Voting




PRESENTED IN LONDON, JULY 2011                INFO@LUXR.CO
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
PRESENTED IN LONDON, JULY 2011                                                                          INFO@LUXR.CO
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




PRESENTED IN LONDON, JULY 2011                                            INFO@LUXR.CO
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




PRESENTED IN LONDON, JULY 2011                                            INFO@LUXR.CO
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 Mary
                                       HOW                do with your
                                                           product?
PRESENTED IN LONDON, JULY 2011                                            INFO@LUXR.CO
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.




PRESENTED IN LONDON, JULY 2011                                                                             INFO@LUXR.CO
(Activities)
                                    6-up
                                  Dot Vote




PRESENTED IN LONDON, JULY 2011                  INFO@LUXR.CO
outsized
                                                returns.

                                                           fear me.




LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011                JANICE@LUXR.CO
Part 4: Quant & Qual Evaluation

                                       Case study
                                 Common research questions
                                          Tools




PRESENTED IN LONDON, JULY 2011                               INFO@LUXR.CO
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?

PRESENTED IN LONDON, JULY 2011                        INFO@LUXR.CO
User Research
                                        QUANTITATIVE    QUALITATIVE


                             GENERATE      surveys
                                                            user
                               IDEAS                     interviews




                                          a/b testing     usability
                             EVALUATE     analytics        testing
                             PRODUCT         KPIs




PRESENTED IN LONDON, JULY 2011                                        INFO@LUXR.CO
User Research



                                        QUANTITATIVE QUALITATIVE

                                         a/b testing   usability
                             EVALUATE     analytics     testing
                             PRODUCT        KPIs




PRESENTED IN LONDON, JULY 2011                                     INFO@LUXR.CO
User Research
                                        QUANTITATIVE QUALITATIVE

                                         a/b testing   usability
                             EVALUATE     analytics     testing
                             PRODUCT        KPIs




PRESENTED IN LONDON, JULY 2011                                     INFO@LUXR.CO
QUANTITATIVE QUALITATIVE
                                  a/b testing   usability
                                   analytics     testing
                                     KPIs




PRESENTED IN LONDON, JULY 2011                              INFO@LUXR.CO
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


PRESENTED IN LONDON, JULY 2011                                                           INFO@LUXR.CO
Measurement
                                                    What Metric?    Who Owns?
                                   Traffic
                                                      Gross #
                                                                    Marketing
                                                  CMP/CPC/CPA/NPS

                                   Conversion
                                     Funnel                         Marketing &
                                                   Throughput (%)
                                                                     Product


                                   Product
                                 (black box)         Usage (%)       Product




PRESENTED IN LONDON, JULY 2011                                                    INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
5%
                                 (not the real number)




PRESENTED IN LONDON, JULY 2011                 INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
PRESENTED IN LONDON, JULY 2011   INFO@LUXR.CO
(Real proportions, but not real VALUES)


                        5%                   4%                     9.75%




        30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions
        Say each conversion is worth $2

        Waiting would cost $26,000       in lost revenue (hypothetically).

PRESENTED IN LONDON, JULY 2011                                                     INFO@LUXR.CO
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


PRESENTED IN LONDON, JULY 2011                                                           INFO@LUXR.CO
What should I be measuring?
                                    (a few search terms)



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




PRESENTED IN LONDON, JULY 2011                                 INFO@LUXR.CO
Research Tools
          ANALYTICS                  CONVERSION       UNMODERATED
                                     TESTING          TESTS WITH VIDEO
          Google Analytics
          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
          Click Tale                 FiveSecondTest   Navflow
          Gaze Hawk                                   Usabilia
                                                      Clicktest
                                                      Verify
                                                      Intuition HQ
                                                      UserZoom
PRESENTED IN LONDON, JULY 2011                                           INFO@LUXR.CO
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011   JANICE@LUXR.CO

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Ux for lean startups london

  • 1. Crushing the Boulder UX for Lean Startups
  • 2. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 3. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 4. BLOG IT! Janice Fraser www.luxr.co @clevergirl @luxrco #LeanUX PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 5. Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX? Introduce techniques Balanced team PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 6. Lean Startup? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 7. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 8. Steve Blank introduced “Customer Development” in...um...2006. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 9. Get out of the building! PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 10. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 11. About 1,720,000 results PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 12. Here’s my distillation... “Customer Development in One Page” PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!!? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 20. For the first time, user-centered design methods have momentum in the business community. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 21. What opportunities does that afford us? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 22. What demands does it place on us? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 23. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 24. + + make products incremental reduce waste customers want releases PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 25. 40,000 views (past 3 mos) 27,331 followers (1,738 listed) Entrepreneur in Residence (2010-2011) Fall 2011 (Random House) PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 26. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 27. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 28. UX? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 29. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 30. What we bring is 10* years of experience, methods, and methodology *20, 30, 50 years PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 31. Among our strengths... UX people are EXPERTS at “getting out of the building.” PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 32. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 33. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 34. What’s new about LeanUX? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 35. 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. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 36. 9 PRINCIPLES OF LEAN UX 1. Design + Prod. Mg. + development = 1 product team 2. Externalize! 3. Goal-Driven and Outcome-Focused 4. Repeatable and routinized 5. FLOW: think/make/check 6. Focus on solving the right problem. 7. Generate many options and decide quickly which to pursue. 8. Recognize hypotheses & validate them. 9. Research with users is the best source of information (& inspiration). PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 37. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 38. In Practice: Write the test first We believe that people like ______________ have a (customer type) need for (or problems doing) ________________. (need/action/behavior) We will know we have succeeded when ____________________, or ___________________, which (quantitative/measurable outcome) (qualitative/observable outcome) will contribute to ________________. (KPI) PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 39. 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? Well, that What here is thing will take hard? some work PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 40. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO
  • 41. Part 2: Customer Development Interviews (Generative Research) Types of research How to interview Practice interview PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 42. 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• PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 43. User Research QUANT QUAL GENERATIVE Interviews EVALUATIVE PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 44. Before the Interview Identify who you want to talk to. Articulate your hypotheses. Craft a topic map for the session. Jot down conversation prompts. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 45. 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” PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 46. (Activity) Now you try PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 47. Hypothesis I think that working, commuting moms have trouble keeping up with the errands that need to be done, and are willing to pay to have odd jobs “sorted”. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 48. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute time PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 49. (Activity) Make a hypothesis statement & topic map PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 50. 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?” PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 51. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 52. (Activity) Interview PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 53. After the Interview: Debrief DUMP (5min, solo) 1 idea per stickey “What I heard” “What I saw” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptions PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 54. (Activity) Debrief PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 55. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO
  • 56. Part 3: Developing Product & Interface Ideas Sketching 6-UP Dot Voting PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 57. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 58. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 59. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 60. 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 Mary HOW do with your product? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 61. 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. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 62. (Activities) 6-up Dot Vote PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 63. outsized returns. fear me. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO
  • 64. Part 4: Quant & Qual Evaluation Case study Common research questions Tools PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 65. 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? PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 66. User Research QUANTITATIVE QUALITATIVE GENERATE surveys user IDEAS interviews a/b testing usability EVALUATE analytics testing PRODUCT KPIs PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 67. User Research QUANTITATIVE QUALITATIVE a/b testing usability EVALUATE analytics testing PRODUCT KPIs PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 68. User Research QUANTITATIVE QUALITATIVE a/b testing usability EVALUATE analytics testing PRODUCT KPIs PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 69. QUANTITATIVE QUALITATIVE a/b testing usability analytics testing KPIs PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 70. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 71. Measurement What Metric? Who Owns? Traffic Gross # Marketing CMP/CPC/CPA/NPS Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) Product PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 72. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 73. 5% (not the real number) PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 74. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 75. PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 76. (Real proportions, but not real VALUES) 5% 4% 9.75% 30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions Say each conversion is worth $2 Waiting would cost $26,000 in lost revenue (hypothetically). PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 77. 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 PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 78. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates” PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 79. Research Tools ANALYTICS CONVERSION UNMODERATED TESTING TESTS WITH VIDEO Google Analytics 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 Click Tale FiveSecondTest Navflow Gaze Hawk Usabilia Clicktest Verify Intuition HQ UserZoom PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
  • 80. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO