The document discusses lean user experience (UX) fundamentals for startups. It presents lean UX principles like cross-functional product teams, externalizing work, rapid prototyping and validation of hypotheses. Methods described include writing tests before building features, wireframing checks, vision pyramids and identifying key user needs. The document advocates lightweight and collaborative techniques to achieve high-quality, efficient outcomes through continual learning and improvement.

1. startups
+
ux
4evr
Kill Yr Darlings
User Experience for Lean Startups

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

3. 3 PARTS
Lean As I See It
Lean UX Fundamentals
In Practice
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

4. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

5. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

6. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

7. outsized
returns.
fear me.
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

8. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

9. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

10. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

11. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

12. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

13. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

14. + +
make products incremental
reduce waste
customers want releases
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

15. 41,000 views
(past 12 mos)
19,741 followers
(1,738 listed)
Entrepreneur in
Residence
(2010-2011)
Fall 2011
(Random House)
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

16. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

17. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

18. 5%
(not the real number)
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

19. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

20. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

21. (Proportions are accurate, but metrics on this page are 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
That works out to $26,000 revenue by not waiting.
That’s more than most startups pay for design services, total, prior to launch.
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

22. 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
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

23. Less risk (and more)
The old
way
)
The new
way
)
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

24. LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 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
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

26. OMG! custdev=ux!
People, their goals & needs
Sketches & prototypes
“New user” experiences
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

27. 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
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

28. How do you do good user experience work
in a lean environment?
PROVE IMPROVE
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

29. How do you do good user experience work
in a lean environment?
EXPERIMENT INVEST
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

30. Lean means getting
comfortable throwing
things away.
Developer: ME:
WAH! deal with it
jackson
)
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

31. Lean User Experience
Fundamentals
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

32. Lean User Experience is a cross-
functional, principle-driven process
characterized by rituals that predispose
teams to predictable, high-quality, high-
velocity user experience outcomes.
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

33. Lean UX Principles
1. Design + product management + development = 1
product team.
2. Externalize!
3. Research with users is the best source of
information.
4. Focus on solving the right problem.
5. Generate many options and decide quickly which to
pursue
6. Recognize hypotheses & validate them
7. Rapid cycles: think/make/check
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

34. Lean UX Framework
USERS
1. BLAH
WHY
NEEDS 2. BLAH
3. BLAH
PLE
WHAT PEO
HOW T
DUC
PRO
(INSERT BUSINESS THINKING HERE)
BOB CAN...
USES
FEATURES
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
THIS WEEK
USER STORIES
THEMED RELEASES
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

35. Lean UX Framework
THINK
USERS MAKE
CHECK
THINK NEEDS THINK
MAKE
MAKE
CHECK
CHECK (INSERT BUSINESS THINKING HERE)
USES
THINK
MAKE
CHECK
THINK FEATURES THINK
MAKE
MAKE (CREATE SKETCHES,
WIREFRAMES & PIXELS) CHECK
CHECK
USER STORIES
THEMED RELEASES
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

36. Lean UX methods are...
LIGHTWEIGHT
LOW-FI
LO-TECH
EXTERNAL
FACE TO FACE
COLLABORATIVE
GENERATIVE AND DECISIVE
FAST
REPEATABLE
ROUTINIZED
GOAL DRIVEN
OUTCOME FOCUSED
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

37. The UX field has ABSTRACT CONCEPTS
loads of methods Stragegy Pyramid
Customer Maturity Model STRATEGY
that work lean... Personas
Scenarios USER
Design Target
6-Up Sketching
Activity Map USES
Sticky Triage
Story Mapping FEATURE PLANNING
2 or 3-Up Sketching
Wireframes
Card Sorting IA, IXD, UI
Black Hat Session
Sketch Boards
Prototyping (many kinds) DETAIL DESIGN
Greyboxing
Style Guide
Pattern Libraries COHESIVENESS
WORKING SOFTWARE
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

38. It also has methods
for “getting out of
the building.” CUSTOMER DEVELOPMENT
Contextual Interviewing
Surveys GENERATIVE
Watch people use
competitors
Customer acceptance testing
with paper prototypes
Card sorting EVOLUTIONARY
Usability testing
Behavioral metrics
A/B testing QUANTITATIVE
Heat mapping
OPTIMIZATION
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

39. UX rituals for product teams
ABSTRACT CONCEPTS
Define the hypothesis and write the “test” first
User need/quote as sprint name
IDEATE
Wireframe check
Pair design
COMMUNICATE
Retrospective LEARN
Measure
Redo IMPROVE
Housecleaning
WORKING SOFTWARE
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

40. In Practice
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

41. 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)
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

42. 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
hard? will take
some work
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

43. Vision Pyramid
An activity of entrepreneurial self-discovery, as well as an artifact that forma a
bridge between the strategy canvas and user needs. Proto-brand thinking.
Describe the purpose of your company...why does it matter
TO YOU? Why do you bother? What’s the emotional hook
for you? This is the seed crystal of the company, and will
Purpose shape everything that grows around you.
This is the “What Is It” statement. Describe the
Product product using NOUNS. This is the place where all of
your pivots and experiments are going to happen.
What is the product LIKE? What are WE like?
Values What essential qualities are mandatory to our
success?
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

44. Example: LUXr Vision
Why?
Because we love helping
entrepreneurs blow it up.
Product
Coaching and mentorship programs that
establish reliably strong user experience
capabilities in startup companies.
Values
1. Kindness and respect
2. Thought leadership
3. Fun/playful/joyful/quirky
4. Humble
5. Integrity
6. Collaboration
7. Learning and growth
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

45. 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.
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

46. THAT’S ALL FOR NOW
Want a LUXr workshop in Chicago?
Tweet “@clevergirl @luxrco: Chicago FTW!”
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO