This presentation was held at Leanca.mp Berlin on 27th of August. It was showcased our mashup process of Design Thinking and User Research we conduct at relevantive. UX research is far more than creating an usability without any usability issues. It is about creating awesome products that people love and business success.

1. Lean UX at #leancamp Berlin
relevantive @leanca.mp | © 2012 relevantive AG 1

2. leanca.mp Berlin 2012

3. Lean
Lean UX Kick-off
Lean UX Testing
Lean UX Results
What‘s in Lean UX

4. The „lean“ approach is currently transforming the world of product development. We at relevantive
developed a unique approach to conduct lean UX tests. Read more…
relevantive @leanca.mp | © 2012 relevantive AG 4

5. LEAN
≠
less …
But lean doesn‘t mean less of anything, with one exception …
relevantive @leanca.mp | © 2012 relevantive AG 5

6. Budget
relevantive @leanca.mp | © 2012 relevantive AG 6

7. relevantive @leanca.mp | © 2012 relevantive AG 7

8. LEAN
☠
Wasting …
lean is the death of wasting …
relevantive @leanca.mp | © 2012 relevantive AG 8

9. Resources
resources in project development processes that underly an uncertainty.
relevantive @leanca.mp | © 2012 relevantive AG 9

10. Money Time Talent
Lean aims to prevent product development to spend Money, Time and Talents on the wrong goals.
Goals that doesn‘t fulfill users and customers needs.
relevantive @leanca.mp | © 2012 relevantive AG 10

11. Validated
UX decisions!
Therefore it is necessary to validate your UX decisions before you kick-off development.
relevantive @leanca.mp | © 2012 relevantive AG 11

12. A? B?
Otherwise you have to make decisions at high speeds that could be crucial for your success!

13. Making decision shouldn‘t be a matter of luck or …
relevantive @leanca.mp | © 2012 relevantive AG http://www.flickr.com/photos/37855887@N00/3526750763/ 13

14. a_genius in your team that invents the future constantly or
relevantive @leanca.mp | © 2012 relevantive AG http://www.flickr.com/photos/37855887@N00/3526750763/ 14

15. you trust on the power of engineering and perfectionism
relevantive @leanca.mp | © 2012 relevantive AG Image curtsey NASA 15

16. that could still cause fatal failure.
relevantive @leanca.mp | © 2012 relevantive AG Image curtsey NASA 16

17. validated A val. B
That‘s why you should validate your decisions before make a decision. Especially regarding your UX.
relevantive @leanca.mp | © 2012 relevantive AG 17

18. User
Experience
Research
relevantive @leanca.mp | © 2012 relevantive AG 18

19. Usability
aka
human factors
relevantive @leanca.mp | © 2012 relevantive AG 19

20. USABILITY TESTING
…long preparation
…many tests
…long analysis
…detailed report
…„academic“
Usability testing methodology is like a monolith that …
relevantive @leanca.mp | © 2012 relevantive AG Image curtsey Odessey 2001 20

21. BLACK BOX
Result is great,
in terms of usability
BUT …
Not necessarily a
successfull product
& business
results in great usability, but that doesn‘t mean that the result is a stunning user experience and an
economically successful product. There for we mashed up …
relevantive @leanca.mp | © 2012 relevantive AG Image curtsey Odessey 2001 21

22. LEAN & UX?
relevantive @leanca.mp | © 2012 relevantive AG 22

23. How to make
qualitative user
research
?
relevantive @leanca.mp | © 2012 relevantive AG 23

24. Audible
Accessible
Actionable
We build on a core principle of Eric Ries‘ The Lean Startup. Results have to be audible, accessible
and actionable to gain success.
relevantive @leanca.mp | © 2012 relevantive AG 24

25. UX Research &
Results
=
What does that mean for UX research and how to achieve the 3A?
relevantive @leanca.mp | © 2012 relevantive AG 25

26. UX Lean Design
Research UX Thinking
The first step was to combine UX and Design Thinking methodologies and create a new methology.
relevantive @leanca.mp | © 2012 relevantive AG 26

27. User Design
Research Lean Thinking
UX
Web
Analytics
The second step is to verify the results by conducting quantitative experiments.
relevantive @leanca.mp | © 2012 relevantive AG 27

28. Lean
Lean UX Kick-off
Lean UX Testing
Lean UX Results
What‘s in Lean UX

29. “Supposing is good, but
finding out is better.“
Mark Twain
relevantive @leanca.mp | © 2012 relevantive AG 29

30. Stakeholder User
The_goal of all relevantive Lean UX Tests is to bring together the development team and the user.
relevantive @leanca.mp | © 2012 relevantive AG 30

31. It´s not only about getting
data, it´s about empathy.
relevantive @leanca.mp | © 2012 relevantive AG 31

32. This_creates insights which can´t be provided by means of a study report. Even more important it
triggers collaborative problem solving.
relevantive @leanca.mp | © 2012 relevantive AG 32

33. How do we generate
data and empathy?
relevantive @leanca.mp | © 2012 relevantive AG 33

34. During the test sessions a team of stakeholders observes the tests. We use post-its to gather and
visualize most accessible insights.
relevantive @leanca.mp | © 2012 relevantive AG 34

35. We gather data by
asking the user
relevantive @leanca.mp | © 2012 relevantive AG 35

36. After each test session we bring together all observations and discuss different perspectives. The
goal in this step is to collaboratively go ahead with solutions on the issues found in the tests.
relevantive @leanca.mp | © 2012 relevantive AG 36

37. Design Thinking translates
data into tangible issues &
findings
=
Empathy
relevantive @leanca.mp | © 2012 relevantive AG 37

38. Lean
Lean UX Kick-Off
Lean UX Testing
Lean UX Results
What‘s in Lean UX

39. “Nothing is more terrible
than activity without insight.“
Thomas Carlyle
relevantive @leanca.mp | © 2012 relevantive AG 39

40. Regular usability tests provide poor transfer of test results: a 2-hour timeslot to get a presentation of
the findings and after that weeks of collecting and scheduling all resulting tickets for improvement.
relevantive @leanca.mp | © 2012 relevantive AG 18
40

41. It‘s not about starting a
discussion, it‘s about
starting implementation.
relevantive @leanca.mp | © 2012 relevantive AG 41

42. Ourgoal after finishing tests is not to start a discussion what to do with the issues found but to have
clear tasks including an owner and a deadline to start improving the product immediately.
relevantive @leanca.mp | © 2012 relevantive AG 42

43. Lean
Lean UX Kick-Off
Lean UX Testing
Lean UX Results
What‘s in Lean UX

44. Money Time Talent
After conducting many Lean UX test we proofed not only the success of the product but far more …
relevantive @leanca.mp | © 2012 relevantive AG 44

45. Smaller Tickets
Test without code
Early test of value proposition
Result is a solution not a report
relevantive @leanca.mp | © 2012 relevantive AG 45

46. Total time: 5 instead of 20 days
Time to result: 2h instead of 5 days
4 tests instead of 1 test per month
Kick-off to testing 48h
relevantive @leanca.mp | © 2012 relevantive AG 46

47. All sit in the same ship
Focus on where the beef is
No one gets blamed for failure
Result is a solution not a report
relevantive @leanca.mp | © 2012 relevantive AG 47

48. Sebastian Fittko Angela Kreitenweis Anna Lässer
fittko@relevantive.de kreitenweis@relevantive.de laesser@relevantive.de
twitter @forstartups