UX Strategy and Lean UX

UX Strategy & Lean UX
John Whalen, VP, UXPA-DC

@johnwhalen #leanux #uxdc
Copyright © 2012-2013 Brilliant Experience

Meet John
Cognitive Vision
PhD: Neuroscience Science Linguistics
Math in Brain

PhD Cognitive Science
Johns Hopkins Univ
Post Doc at UCLA
during Dot.Com boom

John Whalen
Professor in Psychology
CEO, UX Lead
Brillian Experience

Usability/
User
Accessibility
Experience
Online Information
Strategy Architecture


Meet Brilliant Experience
User Insights Strategy & Ideation User Experience


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

Agenda
‣ Introduction
‣ Define a “Strategy Session” or “Design Studio”
‣ Try it here in our session


Learn how to create a winning strategy and
design concepts through strategy workshops and
design studios. Find out how UX is at the heart of
hot concepts such as LeanUX, Design Thinking
and Agile Development.


Or, how do we “cross the chasm”?
Great Experience,
User Insights Successful Product

Insert
Magical
Process
Here


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


1 2 3 4

Research Ideate Prototype Test
Empathize with Brainstorm Build a representation Test your ideas for
the audience you possible designs of one or more of your feedback
are designing for. ideas


Design
T hinking

1 2 3 4

Research Ideate Prototype Test
Empathize with Brainstorm Build a representation Test your ideas for
the audience you possible designs of one or more of your feedback
are designing for. ideas


Design Thinking


Build

1

3 2

Learn Measure


Lean
Startup Build

1

3 2

Learn Measure


Lean Startup


User Stories

1

3 2

Feedback Design &
Develop


Agile
User Stories

1

3 2

Feedback Design &
Develop


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
those strategy sessions and design
concepts?

Strategy Session Introduction


Strategy Session Agenda

1 2 3 4

Business Needs Audience Needs Ideation Sketching
Prioritize business Prioritize your Brainstorm ways to Flesh out best ideas.
goals. audiences, define satisfy 1 & 2. Get stakeholders on
them and the board with conceptual
scenarios in which model.
they would use your
product.


Note to Participants
‣ No phones, tablets, or laptops - we need to focus on the project
- We will give you breaks to get your fix

‣ We must generate a lot of ideas quickly
- We will have deadlines to get things done

‣ We are not in the idea or ego squashing business
- We succeed through a breadth of perspectives


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

Warm Up
‣ The Elevator Pitch
- Work independently

- Try to complete all blanks

- I’ll ask you to call out some examples


UXPA DC
For (target customer),

who (customer need),

UXPA DC is a (market category)

that (one key benefit).

Unlike (competition),

UXPA DC (unique differentiator).


UX pros and
students Fed agencies

UXPA DC
in dc area
People who
People w ho
Web pros in work with ux User pros in
dc area want to use pros
ir e-media
UX in the
For (target customer), job
Networking Support
who (customer need), and prof Resources: Access to best profession
development books, practices and build
UXPA DC is a (market category) guidelines credibility

that (one key benefit). Prof Strategic Cult
Trade group
association partner (Beliebers)
Unlike (competition),

UXPA DC (unique differentiator).
In DC Provides (UX Beliebers,
continuing ed eh?!)


Business Goals


Business Goals for UXPA DC
‣ Write down business goals independently
‣ Prioritize through collaborative discussion
‣ Examples:
- Make us all rich! Ba bling ba bling!

- Totally wow users!

- Create (opportunity) that provides great value to members.

- Drive (user behavior) by (strategic design goal).

text
text text

Create Personas


Prioritize Scenarios


Create Personas
‣ We want to be able to think like your target audience(s)
‣ Create personas that will help us relate to that person and anticipate
their actions
‣ Provide:
- Demographics

- Typical activities and interests (eating out, cat video obsession)

- Defining characteristics (business person, military, college student)

- Why s/he would want to be a part of UXPA DC


Create Personas
‣ Present and prioritize


Persona

Name & Defining Characteristic

Picture Description

Goals & Needs Other Motivators Technologies

Age:
Gender:
Status:
Occupation:

Other

No detailed persona exercise.
This is LeanUX!

Scenarios


Scenarios
‣ List the scenarios in which your persona would participate in UXPA DC
- List as many as possible and prioritize the top two

‣ Describe the situation and goal of your persona
- How would they use UXPA DC resources?

- What makes UXPA DC valuable?


Scenario

Name & Defining Characteristic Scenario Name

Situation & Goal Scenario Picture

UXPA DC Activity

Outcome

Ideation & Sketching


The Process

1 2 3 4

Ideate Present Critique Refine
Quantity over visual Sell your concept to Using prioritized user Creatively based on
quality. The more the group. scenarios and feedback.
ideas the better. business needs.


Sketching
‣ Use the 8-square sketching page
‣ Sketch unique ways that the website might work
‣ Produce as many as possible — be creative!
‣ Work independently


Sketching
‣ Present, critique, and prioritize


Refine Sketches


Refine Sketches
‣ Use the 1-square sketching page
‣ Provide more detail about what is on the page and how it would work
‣ Work in pairs
‣ Present to the group


•  Agreed&upon&conceptual&
direc0on&

•  Liked&that&this&would&vary&
between&user’s&stated&
interests&and&related&things& •  Need&to&emphasize&who&has&
(think&Pandora)& viewed&your&proﬁle,&or&liked&
your&content&

•  Like&the&faces.&&Need&to&
•  Include&wall&with&pictures& include&way&to&acknowledge&
new&members&

Refine Sketches
‣ Present, critique, and prioritize


Review Our Work & Shared Understanding


Summary


Thank you. Congratulate the team!


John Whalen
@johnwhalen
User Research Strategy User Experience

BrilliantExperience.com

UX Strategy and Lean UX

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