designing an mvp that works for your users - leanux nyc 2014

IBM Design

Designing an MVP that works for your users!

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April 12, 2014

@quicola #designthinking #leanux @ibmdesign

UX Lead and Development Manager, Watson Explorer !

Ariadna Font Llitjós, PhD

IBM Design :: ©2014 IBM Corporation

Day Objectives

• Learn and apply lean UX techniques that you can use with your teams

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• Learn how to focus your team on effectively delivering an MVP fast

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• Experience collaborative and iterative design and development first hand

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• Build up the confidence to initiate collaborative creative thinking about ideas that have a business impact and that will wow your users.

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Intro 10 min

• Make Balanced Teams

• Design challenge

!Understand 40 min

• Stakeholders

• Empathy Maps

! Break (10 min)

!Explore 60 min

• Elevator Pitch

• Story board

• MVP

• Assumptions and hypothesis

!Prototype 30 min

• Paper prototype

!Evaluate 30 min

• Usability testing!

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Agenda

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Stakeholder Maps

Empathy Maps

Storyboard

Paper prototype testing

Intro 10 min

• Make Balanced Teams

• Design challenge

!Understand 40 min

• Stakeholders

• Empathy Maps

! Coffee Break (10 min)

!Explore 60 min

• Elevator Pitch

• Story board

• MVP

• Assumptions and hypothesis

!Prototype 30 min

• Paper prototype

!Evaluate 30 min

• Usability testing!


This is not a user experience

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This is a user experience

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PMs/POs, Designers, Developers, others?

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Design a Mobile App that enable LeanUX attendees

to network and collaborate

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Who are our users?

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Prototype

Evaluate

Understand

Explore

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Your User ≠

You Your Mom

Your Daughter Customer

Product Manager Your Manager

Your Manager’s Manager CEO


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Stakeholder Map

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Organize stakeholders’ expectations of a release

Network diagram to establish shared ideas about stakeholders, help the team focus on people, and guide plans for user research.

DanEngineer

“Give me a challenge.”

JuanPLM “We

started 2 weeks behind.”

Makes things possible for...

Helps give direction and focus to...



Exercise: Stakeholder Map (20 mins)

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On each note, write someone affected by the product.

On a note of another color, attach a quote representing what the person wants.

Label clusters and relationships.

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Goal: Identify a big opportunity and corresponding user to focus on

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Rules of brainstorming

• Defer judgment

• Encourage wild ideas

• Build on the ideas of others

• Stay focused on the topic

• Be visual

• One conversation at a time

• Go for quantity

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Exercise: Empathy Map (15 mins)

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Put yourself in your user’s shoes in the context of your product. What does she need to do? What pressures is she under?

Label any sticky notes that are unknowns (assumptions or questions) for later inquiry.

Goal: Move from observations to shared insights about our users



Empathy Map

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Explore multiple dimensions of target users

Quick way to have a holistic view of target user and forces you to think about more than their role. ThinksSays

Observed Inferred

FeelsDoes

IBM Design : ©2014 IBM Corporation

Coffee up!

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Generating breakthrough ideas

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Prototype

Evaluate

Understand

Explore


Elevator Pitch

For [target user] !

who [statement of need or opportunity] !

the [product/app name] is a [product category] !

that [key benefit, compelling reason to buy/use]. !

Unlike [primary competitive alternative] !

our product/app [statement of primary differentiation].

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Exercise: Elevator Pitch (15 min)

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For [target user] !

who [statement of need or opportunity] !

the [product/app name] is a [product category] !

that [key benefit, compelling reason to buy/use]. !

Unlike [primary competitive alternative] !

our product/app [statement of primary differentiation].

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Exercise: Storyboard (30 min)

Work individually to tell the “To-Be” story of your user

• Tell a human centered story (focus on the user, rather than on screens)

• Don’t worry about making the drawings beautiful

• Make the story seamless, with a beginning, middle and end

• Be ready to tell your story to someone else


Minimal Viable Product (MVP)

• Goal: maximize validated learning about customers and users.

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• An MVP is a (first) version of the product (or feature) that allows you to test your ideas and assumptions as quickly and cheaply as possible

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• The MVP works together with a build-measure-learn cycle: developing software, gathering customer feedback, and learning from it.

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• It is not a minimal product, it’s a strategy and process directed towards making and selling a product to customers.

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Exercise: MVP (10 min)

• Identify key open questions and assumptions

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• Reframe requirements as hypotheses that can be falsifiable

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Making your ideas real

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Prototype

Evaluate

Understand

Explore

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Why Prototype?

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Prototyping enables rapid experimentation

• Communicate and validate

• Understand and explore

• Get feedback

• Fail fast, learn fast

• Test and decide between multiple options


Scale of prototypes

24Understand & Explore

Communicate & Validate

High fidelityLow Fidelity

sketches

paper prototype

style study

mockups

motion studies

POC

UI spec & style guide

assets

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Paper Prototyping

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Paper prototyping is a variation of usability testing where representative users perform realistic tasks by interacting with a paper version of the interface.

!Quick!No technical learning curve!Relevant feedback on early concepts!Provides Conceptual Direction!!Effective!Low Investment of Time/Resources!Fail Early, Fail Fast!Expedites Detailed design!

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Exercise: Paper Prototyping (30 mins)

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Choose the riskiest task or sub-flow that you need to validate and prototype it using paper.

Develop a low-fidelity storyboard for user testing.

• Refine your user experience map and scenario

• Develop low-fidelity wireframes to visually prototype the new UI

• Organize your wireframes as a testable storyboard

Focus on one specific set of interactions and sketch it out on paper.


Try animating your paper prototypes using the POP mobile app

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Evaluate your prototypes and ideas

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Prototype

Evaluate

Understand

Explore


Usability Testing “Soft Skills”

29from www.cadfanatic.com

Source: cadfanatic.com


http://www.cadfanatic.com

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Encourage participants to think out loud

Give them enough time to work through problems

Ensure adequate recording (audio, video, notes, time, etc.)

Invite project team members to observe

Laugh, get frustrated, or express negative emotion at participant

Don’t get defensive or explain your design rationale/limitations

Ask them how they would design it

Usability Testing “Soft Skills”




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Exercise: Paper Prototype Testing (15 min)

Give your user a well-defined task so you can test the riskiest assumptions you’ve baked into your prototype (without telling them what specific actions/buttons to take/click)

1 Provide an overview and a well-defined task

2 Ask participant to voice their thought and actions (giving them time to process)

3 Thank the participant

4 Debrief - what are the top 3 things you need to change/fix?

Thanks! !

ibm.com/design

!

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@quicola #designthinking #leanux @ibmdesign

designing an mvp that works for your users - leanux nyc 2014

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