agile by example 2015: lean ux workshop - cross-functional product design

46
LEAN UX Cross-functional product design Frederik Vannieuwenhuyse @vfrederik https://technology1unplugged.wordpress.com/

Upload: frederik-vannieuwenhuyse

Post on 20-Jan-2017

678 views

Category:

Presentations & Public Speaking


0 download

TRANSCRIPT

Page 1: Agile by example 2015: Lean UX workshop - Cross-functional product design

LEAN UX

Cross-functional product design

Frederik Vannieuwenhuyse @vfrederik

https://technology1unplugged.wordpress.com/

Page 2: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

LEAN UX

Applying Lean Principles to Improve User Experience

Book by Jeff Gothelf and Josh Seiden

Go to http://www.leanuxbook.com and buy the book!

Materials about Lean UX in this slide-deck are attributed to the authors of this book.

Page 3: Agile by example 2015: Lean UX workshop - Cross-functional product design

The Lean Series

Page 4: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

“Documents don’t solve customer’s problems.”

(and working software)

“Good products do.”

Page 5: Agile by example 2015: Lean UX workshop - Cross-functional product design

“Don’t design (don’t build) stuff people don’t use”

Page 6: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.comhttp://www.lwk.dk/MugMouse/Mugmluse_content.html

Page 7: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

Page 8: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

Page 9: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.comhttp://www.stefangolling.de/wp-content/uploads/2014/07/BDUF_vs_MVP-1170x716.png

Page 10: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

http://erply.com/case-study-how-you-can-copy-nordstroms-secrets-to-massive-retail-success/

https://www.shopify.com/blog/15517012-how-nordstrom-made-its-brand-synonymous-with-customer-service-and-how-you-can-too

LEAN UX

https://www.youtube.com/watch?v=szr0ezLyQHY

Page 11: Agile by example 2015: Lean UX workshop - Cross-functional product design

@vfrederik

Page 12: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• a mindset

• a process change for UI, UX, VD

• a way of thinking about managing software

LEAN UX

Page 13: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• apply lean principles to improve User eXperience

• how to best meet customer and business needs

• expose product risk early

• progress more quickly, more efficiently

• build valuable products and service

LEAN UX goals

Page 14: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• Given: a problem statement

• Workshop goal:

1. Who is the user?

2. State the desired outcome(s)

3. Define a feature

4. Write hypothesis

5. Create an experiment

LEAN UX workshop

Page 15: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

LEAN UX workshop

Select a problem statement!

Page 16: Agile by example 2015: Lean UX workshop - Cross-functional product design

@vfrederik

Page 17: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

LEAN UX

• cross-functional teams having shared understanding

• validated hypotheses

• solve the right problem

• externalise / visualise ideas early and often

• small tests and measure outcome

• continuous learning, continuous end-user feedback

principles

Page 18: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• [Our service/product] was designed to achieve [goals].

• We have observed that the service/product isn’t meeting [these goals], which is causing [this adverse effect] to our business.

• How might we improve [service/product] so that our customers are more successful based on [these measurable criteria]?

Thinking by Yamini Ahluwalia from the Noun Project

THINK: problem statement

Page 19: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

THINK: problem statement

Example• Our hotel website / mobile app was designed to

rent hotel rooms to travellers. We offer the lowest room price possible.

• We have observed that only 1% of the total number of visitors booked a hotel room the last 3 months.

• How might we improve our website / mobile app so that 10% more visitors are converted to booking a hotel room?

Page 20: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• Business assumptions

• Our main value proposition: cheap hotel room prices

• Our customer will find us online via search engines or advertisements

• User assumptions

• Everyone books hotel rooms online

• The hotel website targets people going on holidays

• The hotel website should be simple to use

• The most important feature is the “1 click booking”

THINK: assumptionsExa

mple

Page 21: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

LEAN UX workshop

Study your problem statement

&

List assumptions

Page 22: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

THINK: outcomeExa

mple• Who is the user?

• Leisure travellers

• Business travellers

• Desired outcome

• 10% more leisure visitors are converted to booking a hotel room

• 5% more business visitors are converted to booking a hotel room

Page 23: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

THINK: proto-personas

http://www.anthonycreyes.com/wp-content/uploads/2014/10/Persona.jpeg

Page 24: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• Given: a problem statement

• Workshop goal:

1. Who is the user?

2. State the desired outcome(s)

3. Define a feature

4. Write hypothesis

5. Create an experiment

LEAN UX workshop

Page 25: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

THINK: hypotheses

We believe that [FEATURE]

for [PERSONAS]

will achieve [OUTCOME]

validated by [MEASUREMENTS / FEEDBACK].

Page 26: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

THINK: hypothesesWe believe that adding hotel room images on the booking page

for Mary (= a site visitor)

will achieve more customer conversions

validated by a 10% increase in customers who review hotel images who next proceed to book within 48 hours.

Example

Page 27: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

THINK: hypothesesWe believe that increasing the number and the size of the hotel images on the booking page

for Mary (= a site visitor)

will achieve more customer conversions

validated by a 10% increase in customers who review hotel images who next proceed to book within 48 hours.

Example

FeaturePersonas Outcome

Measurement

Page 28: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• Given: a problem statement

• Workshop goal:

1. Who is the user?

2. State the desired outcome(s)

3. Define a feature

4. Write hypothesis

5. Create an experiment

LEAN UX workshop

Page 29: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• Given: a problem statement

• Workshop goal:

1. Who is the user?

2. State the desired outcome(s)

3. Define a feature

4. Write hypothesis

5. Create an experiment

LEAN UX workshop

Page 30: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

THINK: hypotheses

We believe that [FEATURE]

for [PERSONAS]

will achieve [OUTCOME]

validated by [MEASUREMENTS / FEEDBACK].

Page 31: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

MAKE: collaborative design

palette by Nathan Driskell from the Noun Project

• whole team

• collaborative sketching

• democratic design

• sketch solution of a hypothesis

• design studio / design charrettehttp://1.bp.blogspot.com/-x5B2mm553d4/TrB_TPnWHQI/AAAAAAAAQaA/g1hrWdUu0Ik/s1600/Screen+Shot+2011-11-01+at+4.22.00+PM.png

Page 32: Agile by example 2015: Lean UX workshop - Cross-functional product design

MAKE: collaborative sketching

Page 33: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

MAKE: MVP• An MVP is not a minimal product, it is

a strategy and process directed toward making and selling a product to customers.

• It is an iterative process of idea generation, prototyping, presentation, data collection, analysis and learning.

• One seeks to minimise the total time spent on an iteration. The process is iterated until a desirable product/market fit is obtained, or until the product is deemed to be non-viable.

https://en.wikipedia.org/wiki/Minimum_viable_product Hammer by Nathan Driskell from the Noun Project

Page 34: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

MAKE: experiments• prototypes

• Lo-Fi

• Hi-Fi

• non-prototypes

• landing page

• fake door

• concierge (Wizard of Oz)

Page 35: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• Given: a problem statement

• Workshop goal:

1. Who is the user?

2. State the desired outcome(s)

3. Define a feature

4. Write hypothesis

5. Create an experiment

LEAN UX workshop

Page 36: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

MAKE: experiments

Paper prototyping example:

https://youtu.be/DZIVzkQZ_PQ

Page 37: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• “continuous” discovery

• “test everything” policy

• weekly user tests

• interviews (in pairs), show and tell

• whole team

• discover “latent” needs (underlying pain-points)

CHECK: collaborative research & discovery

Page 38: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.comhttp://i.ytimg.com/vi/a-J_SwmMJyo/maxresdefault.jpg

CHECK: collaborative research & discovery

Steve Blank

Page 39: Agile by example 2015: Lean UX workshop - Cross-functional product design

Staggered sprints

Slide by @jrhuerta http://www.slideshare.net/jrhuerta/leanux-fihos-workshop-slides

Page 40: Agile by example 2015: Lean UX workshop - Cross-functional product design

Slide by @jrhuerta http://www.slideshare.net/jrhuerta/leanux-fihos-workshop-slides

Sprints

Page 41: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

Build - Measure - Learn

Slide by @jrhuerta http://www.slideshare.net/jrhuerta/leanux-fihos-workshop-slides

Page 42: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

Experiment story UX debt

Backlog

@romanpichler

Page 43: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

• Lean UX process, goals and principles

• Differences with traditional UX processes

• THINK: problem statements and assumptions

• THINK: proto-personas

• THINK: output, outcomes and impact

• THINK: hypotheses

• MAKE: collaborative design, sketching

• MAKE: experiments, prototypes, styleguides

• CHECK: collaborative discovery, user tests, interviewing

• CHECK: process research feedback

• Agile (Scrum) and Lean UX

• Lean product management

• Experiment Kanban

• Dimensional planning

• Organisational change

LEAN UX full day workshop

Page 44: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

Experiment KanbanBacklog

4Build

2Measure

1Learn

2

Hypotheses

Unvalidated assumptions

Options

@Okaloa

Page 45: Agile by example 2015: Lean UX workshop - Cross-functional product design

Lean UX book: http://www.leanuxbook.com

# dimensions

https://upload.wikimedia.org/wikipedia/commons/6/64/DirtRoadByAmiltonReis.jpg http://milaspage.com/wp-content/uploads/2011/08/cobblestone-road-old-montreal.jpg

http://www.site-kconstructionzone.com/wp-content/uploads/2010/04/LAMS10-1024x768.jpg http://www.autoguide.com/auto-news/wp-content/uploads/2012/07/autobahn.jpg

Page 46: Agile by example 2015: Lean UX workshop - Cross-functional product design

LEAN UX

Cross-functional product design

Frederik Vannieuwenhuyse @vfrederik

https://technology1unplugged.wordpress.com/

THE END