designing with lean ux : rapid product design [ux lisbon 2014]


Hello!Principal, Intelleto.comCo-Founder, Luxr.coSketchnoter, graphic recorderEntrepreneurship + UX

@katerutterhttp://intelleto.com


@katerutter@luxrco

#uxlx

TWEET!


Around the room intros* name* role * your favorite superpower!

Hello!


Letʼs get warmed up


{5 min Activity}

Users + problems + solution

Sketch it outWho are the users?

What problems do they have?What would be a proposed solution?


Users + Problem + Solution map

Working parents with with kids

Task-a-doodle

“the DNA of your idea”May 2014


Users + Problem + Solution map

a mobile app for delegating tasks

Working parents with with kids

need to know when something’s done

Too much to do, not enough timeneed to share tasks on the go

Task-a-doodle

“the DNA of your idea”3 min

May 2014


A class on how to produce an awesome UI

This is not...

(how do you know itʼs awesome?)

A session on making production wireframes or photoshop comps

(how do you know these arenʼt a waste of valuable time?)

A “perfect approach” or a rigid point of view on Great UX.

(100s of participants have used these techniques to define their

own unique Great UX.)


• Design = solving problems • Lean Startup concepts & mindset• Hands-on } make a product MVP• Lo-fi MVP -> validate -> build

This is about making products.

Focus • Simplify • Decide • TestMove forward.


I am not an expert on your idea. You are.

My goal is to help you identify one way you can innovate using lean

practices...

so you can experiment andlearn first-hand if itʼs helpful.

What to expect...


We are going to be working really, really, really fast.

What to expect...


There is a purpose to this.

I will push you to get something down rapidly. In 3 hours, you will

have product concept you can validate.

We are going to be working really, really, really fast.

What to expect...


You will be working solo and as peer pairs.

Two brains arebetter than one.

And weʼll keep talking to a minimum.(There is a break where we can get all social!)

What to expect...


You may not like the pace/process/pressure/perspective, etc. etc.

That is okay.

All I ask is that you keepan open mind and try it.

What to expect...


“But the code validated!”

“The design was brilliant. It just never launched.”

“We made an amazing thing.But nobody wanted it.”

What I NEVER want you to experience...






FAIL






waste


About the whole “Lean” thing


Build.Measure.

Learn

Lean startup?


From The Lean Entrepreneur. B. Cooper & P. Vlaskovits.


Lean StartupStartup: a human institution designed to create new products or services under conditions of extreme uncertainty.


2 Big Ideas

Empathy.Design.

Products!

User Experience

Build. Measure.

Learn!

Lean Startup


3 Key Concepts

Build. Measure.

Learn!

Validated

Learning

Get out of the building!

Customer

DevelopmentAgile

Development

Collaborate.Release.Improve!


The Agile Manifesto came about at a ski scrum in February 2001.

The big idea...

over over over over


Steve Blank introduced “Customer Development” in...um...2006.

The big idea...


Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”

+incremental

releasesmake products

customers want

+reduce waste

The big synthesis...


• Experiments• Validated learning• Reduce waste

Lean Startup

These change everything.


risk

timeDefine

The old way

Design

Develop

Release


risk

timeDefine

Design

Develop

Release

a better old way


risk

time

A different way

MAKE

release

MEASURE

BUILD

LEARN

MEASURE

BUILD


BUILD

MEASURE

LEARN

More cycles in less timereduce the risk.

faster!


Okay, fine.But how does this relate to

User Experience


UX =• a mindset• focused on delivering value• inspires the right kinds of ideas• guides decisions


UX != UI* Your first project: Remove any reference to UX/UI from all of your work. Replace it with UX + UI. This directive holds for the duration of your UX career.


Features

Users

Uses

Product

Needs

via @luxrco

sketches, prototypes, wireframespixelsUI

UX as a stackBUILD

MEASURELEARN

Company Purpose

Your vision & ideas


Letʼs make stuff


{Activity}

Rapid Sketching

Star people!

7 min


You can draw a person in 4 simple steps....

sketch via @luxrco

Star people


Use simple shapes to put a person in a place.

sketch via @luxrco

Add context

inside outside


People have faces and emotions.

Expressions Matrix

3 mouths

+ 2 eyebrows

= 9 emotions (so sneaky!)

smile frown

up brows

neutral

down brows

start with this� no

brows

add a

mouth...

add

eyebrows...

sketch via @luxrco; also see @austinkleon


Picture your user as a human person.

(Insert provisional personas here)

Who is it for?


Features

Users

Uses

Product

Needs

UX Stack

Company Purpose

Your vision & ideas

via @luxrco


Who: Make a Persona


{Activity}

Make a personaPortrait

5 min


{Activity}

Make a personaFacts


{Activity}

Write down...3 min

• Age• City where s/he lives• Family (married? kids? single? divorced?)

• Job role• Annual incomeBe specific.


{Activity}

Make a personaBehaviors


{Activity}

Brainstorm 10 behaviors3 min

• What do they do that indicates that they are a good customer for you?

• How are they solving the problem now?

• Behaviors are verbs.


more important

less important

2 min{Activity}

Divide into 2 piles


2 min{Activity}

Pass & Peer-write


Break!


{Activity}

Make a personaNeeds & Goals


3 min

• What do they need to accomplish that will solve their problem?

• Why do they do the behaviors?

• How are they solving the problem now?

{Activity}

Brainstorm 10 needs & goals


{Activity}

Divide into 2 pilesmore

importantless

important

.5 min


{Activity}

Pass & Peer-write1 min


* Could enough people like this exist? (And can you find them to talk to them?) If no, make adjustments.

* Is this a specific person you know? If yes, make adjustments.

* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.

{Activity}

3 Checks


Persona

Who is our user and what are their needs & goals?

What you have now:


i <3 empathy.


Act on user needs by identifying value propositions.

Whatʼs the value?


Features

Users

Uses

Product

Needs

UX Stack

Company Purpose

Your vision & ideas

via @luxrco


An example from Foodspotting


Envision 6 uses


{Activity}

Sketch 6-up uses7 min


{Activity}

Work with your peer

Pass your work1-minute “quiet read”

30 seconds toConfirm clarity

1 min


{Activity}

Dot-vote top picksPeers } dot 2 top uses

2 min

Founders } dot 1 from within the 2


{Activity}

Redraw the top pick3 min

Mary

Task-a-doodle

Know when

someone in her

family finishes

a shared task.

April 2013


Features

Users

Uses

Product

Needs

UX Stack

Company Purpose

Your vision & ideas

via @luxrco


{Activity}

Brainstorm 3 features3 min


{Activity}

Make a feature list.05 min

5-item to-do list

Task sharer

Status tracker

April 2013


Persona


What can a user do with our product?

How will they do that?

MaryTask-a-

Know when

someone in her family

April 2013

Value prop

What you have now:

Limited features to support the use


Uses make me frisky!


Measure what mattersby tracking

actionable metrics.

How do you knowitʼs working?


Product(black box)

Conversion Funnel

TrafficMeasuring what?


Metrics checklista good metric... a great metric...

...makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

vanity

total number of registered

users

unhelpful

sign-ups

% of users who share a

task 3+ times a day,per week

awesomebetter% of users who sign in 3+ times a

day,per week

good% of new users per

week


{Activity}

Brainstorm 1 metric2 min

Note: When working, you can (and should) use the full Dump & Sort method for this.


{Activity}

Improve your metric!


3. Is there an object basis?

• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)

* not required, but super-helpful

• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?

• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

1. Does the metric begin with a number?

Metrics check 1 min



task 3+ times a day,per week

April 2013

{Activity}

Make a Dashboard


Persona


What can a user do with our product?

How will they do that?

MaryTask-a-

Know when

someone in her family

April 2013

Value prop

What you have now:

Limited features to support the use

What does success look like?

Actionable metric to measure progress


metrics. better than a

bubbling brook.


Pull it all together.

Tell the story.


Features

Users

Uses

Product

Needs

UX Stack

Company Purpose

Your vision & ideas

via @luxrco


This is [product name] .

Meet...

MVP

The idea...

* Minimum Viable Product

2 min

MVC

MVP Narrative


Making the most of the team


2 min

Your pair peer readsyour story back to you.

(Simply read the words on the page.)

Story time.


1 min

Come up and shareyour story!

Exciting prizes for 2UX-entrepreneurs

who volunteer!

Pitch Practice


Features

Users

Uses

Product

Needs

UX Stack

Company Purpose

Your vision & ideas


1. Sketch (especially of people)

2. Timebox! (speed kills the censor and keeps you moving)

3. Generate independently, discuss as a team(3 people ideal)

4. Dump & Sort (one item per Post-It, use Sharpie)

5. 2x2 organizing framework (help decision-making when lots of items)

6. Work at the wall 7. Quick decision-making techniques

(dot-vote, roman vote, stack rank)

Patterns of work


This way of working is hard. But itʼs worth it.


Resources & Next Steps

• Validate! Do 3 customer development interviews (Within the next week, or even sooner if your audience is at UX Lisbon!)

• Startup Weekends & hackathonsStartupweekend.org

• Founders Institutefi.co

• OʼReilly Lean Books & Luxr Core Curriculum

• Bootstrapping your idea

• Crowdfunding, Peerfunding, Enterprise Incubators

Resources & Next Steps


Geek out & learn tons more


Kate Rutter@katerutterhttp://intelleto.com

Thanks!


HANDOUTS

UX LIsbon : Designing with Lean UX Workshop : June 04, 2014 http://luxr.co @luxrco © 2014

Handouts

Design a product in 3 hours

Designing with Lean UX


• Experiments• Validated learning• Reduce waste

Lean Startup

Customer Development • make products customers wantAgile Development • Iteration & incremental releasesLean Manufacturing • Reduce waste

Startup: a human institution designed to create a new product or service under conditions of extreme uncertainty.


Features

Users

Uses

Product

NeedsCompany Purpose

sketches, prototypes, pixelsUI

BUILD

MEASURELEARN

UX Stack + Lean Startup


Use basic supplies: sharpies, stickynotes and white paper

Dump & sort & 2x2 organizing

Go wide, then decide

Generate independently, discuss as a team. (3 people ideal)

Work at the wall

Quiet read (before discussion)

Sketch (especially of people)

Share info with Information radiators

Timebox (speed kills the censor)

Quick decisionmaking (dot vote, stack-rank)

Techniques Checklist

The Molecule

people

problem solution

have

addressesuse

Product name date

/ /

Facts Needs & Goals

Behaviors

Personadate

/ /

With _________________ , _________________ can...

Value Proposition 6-up Sketchesdate

/ /

With

can...

!

Value Propositiondate

/ /

featurefeature

feature

MVP Featuresdate

/ /

To deliver on that, we will build these features:

metric

by

Goal

/ /

Notes

Metrics Dashboarddate

/ /

To assess progress, we will measure these metrics:

metric

by

Goal

/ /

Notes

metric

by

Goal

/ /

Notes


106

a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

a good metric......measures the usage of the product by a person. The usage should be specific to features that deliver value to the user.

Making metrics actionable

vanity good betterunhelpful

total number of registered

users


task 3+ times a day,

per week

sign-ups

awesome% of users who sign in 3+ times a

day,per week

% of new users per

week

Does the metric begin with a number?• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

Is there a time basis?Is it comparative? • “per week” [ ___/wk ]• “per month” [ ___/mo]

Is there an object basis?* not required, but super-helpful• “per user” [ ___/user] • “per user per week” (fancy!)

1Metrics Check

2 3