ux for lean startups london

Crushing the BoulderUX for Lean Startups

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Janice Fraserwww.luxr.co

@clevergirl@luxrco#LeanUX

BLOG IT!

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

What is Lean Startup?What is UX?

What is Lean UX?Introduce techniques

Balanced team

Part 1: Lean UX Fundamentals

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.

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About 1,720,000 results

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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.

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What opportunities does that afford us?

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What demands does it place on us?

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

+ +

reduce wastemake products customers want

incremental releases

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

40,000 views(past 3 mos)

Entrepreneur in Residence

(2010-2011)

27,331 followers(1,738 listed)

Fall 2011(Random House)

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

UX Cycles

THINK

MAKE

CHECK

PROTOTYPESWIREFRAMESVALUE PROPLANDING PAGEHYPOTHESESCOMPSDEPLOYED CODE

A/B TESTINGSITE ANALYTICS

USABILITY TESTINGFUNNEL

SIGN-UPS

GENERATIVE RESEARCHIDEATION

MENTAL MODELSBEHAVIOR MODELS

TEST RESULTSCOMPETITIVE ANALYSIS

Reduce cycle time, not build time

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

UX?

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

USERS

NEEDS

USES

FEATURES

USER STORIES THEMED RELEASES

1. BLAH2. BLAH3. BLAH

BOB CAN...(INSERT BUSINESS THINKING HERE)

THIS WEEK

(CREATE SKETCHES, WIREFRAMES & PIXELS)

WHYWHAT

HOW

Design > UI

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

What we bring is 10* years

of experience, methods, and

methodology

*20, 30, 50 years

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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?

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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.

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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).

9 PRINCIPLES OF LEAN UX

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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

RITUALS OF LEAN UX

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In Practice: Write the test first

We believe that people like ______________ have a

need for (or problems doing) ________________.

We will know we have succeeded when

____________________, or ___________________, which

will contribute to ________________.

(customer type)

(need/action/behavior)

(quantitative/measurable outcome) (qualitative/observable outcome)

(KPI)

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In Practice: Wireframe CheckA stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins.

Well, that thing will take

some work

What here is hard?

• Is this an accurate reflection of the system ?

• What here is hard?

• What alternatives are there?

• Is it worth the effort?

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

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Types of researchHow to interview

Practice interview

Part 2: Customer Development Interviews

(Generative Research)

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

User ResearchQUANT QUAL

GENERATIVE

EVALUATIVE

surveys

Usability

•Hallway usability

•remote

•Interviews

•Mental Models (Indi Young)

•Contextual Inquiry (Byer & Holzblatt)

•Starbucks

Analytics•

Optimizely•

Key Metrics•

A/B Testing•

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

User ResearchQUANT QUAL

GENERATIVE

EVALUATIVE

Interviews

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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

Behaviors

Needs & GoalsDemographics

“Mary”

• Has a housecleaner• Buys take-away 3 nights/wk• Frequently feels

overwhelmed when she “forgets” something

• Help! Running errands, managing kids, keeping things running

• Time for her girlfriends• To feel like she “has it sorted”• “To clone herself”

• Working mom• 34 years old• Lives in Reading, works in

London• Married, 2 kids• Household 125k/yr

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(Activity)Now you try

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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”.

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mobile/internet habits?

last time they got help

(house cleaner)

keeping everything

working

feeling overwhelmed

commutepersonal time

Topic Map

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

(Activity)Make a hypothesis statement

& topic map

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“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?”

Conversation Prompts

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

During the Interview

DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen

DON’TTalk about your productAsk about future behaviorSellAsk leading questionsTalk much

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(Activity)Interview

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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 itemsLabel groupsStack duplicatesNote trends and exceptions

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(Activity)Debrief

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

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

Sketching6-UP

Dot Voting

Part 3: Developing Product & Interface Ideas

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

USERS

NEEDS

USES

FEATURES

USER STORIES THEMED RELEASES

1. BLAH2. BLAH3. BLAH

BOB CAN...(INSERT BUSINESS THINKING HERE)

THIS WEEK

(CREATE SKETCHES, WIREFRAMES & PIXELS)

WHYWHAT

HOW

Remember this?

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

WHY

WHAT

HOW

YOUR BUSINESS

VISION

A PERSON AND THEIR

NEEDS

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

WHY

WHAT

HOW

YOUR BUSINESS

VISION

A PERSON AND THEIR

NEEDS

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

WHY

WHAT

HOW

YOUR BUSINESS

VISION

A PERSON AND THEIR

NEEDS

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

USES: What can Mary

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

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

fear me.

outsized returns.

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Case study Common research questions

Tools

Part 4: Quant & Qual Evaluation

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 ResearchQUANTITATIVE QUALITATIVE

GENERATE IDEAS

EVALUATE PRODUCT

surveys

usability testing

a/b testing

user interviews

analytics

KPIs

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

User Research

QUANTITATIVE QUALITATIVE

EVALUATE PRODUCT

usability testinganalytics

a/b testing

KPIs

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

User ResearchQUANTITATIVE QUALITATIVE

EVALUATE PRODUCT

usability testinganalytics

a/b testing

KPIs

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

QUANTITATIVE QUALITATIVE

usability testinganalytics

a/b testing

KPIs

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

QUANTITATIVE QUALITATIVE

usability testinganalytics

a/b testing

KPIs

Behavior Ability

Do people use it? Which is better?Did we do the right thing?Are these results good? Are we making progress?

CLOSED-ENDED QUESTIONS

How should I design the new one?Why won’t people use it?What’s wrong with this?How could I make this better? Why do people do that?What do people love about it?How can I improve conversion?Why is there dropoff?What do they think this should do?

OPEN-ENDED QUESTIONS

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Measurement

Product(black box)

Conversion Funnel

TrafficGross #

CMP/CPC/CPA/NPS

Throughput (%)

Usage (%)

Marketing

Marketing & Product

Product

What Metric? Who Owns?

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5% (not the real number)

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PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

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).

(Real proportions, but not real VALUES)

PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO

The LEAN principle:

reduce INVENTORY, RISK, and WASTE

Make a design decision

Discover that it wasn’t right

Like this...Nobody clicked.

3 MONTHS

3 HOURS

) )

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“Vanity Metrics”“KPI”

“A/B Tests”“Metrics for Pirates”

What should I be measuring?(a few search terms)

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Research Tools

ANALYTICS

Google AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)

HEAT MAPPING

Crazy EggClick Tale Gaze Hawk

UNMODERATED TESTS WITH VIDEO

Usertesting.comTryMyUIUserlyticsWhatUsersDoLoop11

MESSAGE RECALL

ClueAppFiveSecondTest

CONVERSION TESTING

UnbounceOptimizely

MICRO USABILITY

NavflowUsabiliaClicktestVerifyIntuition HQUserZoom

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