gha lean ux presentation
TRANSCRIPT
EXECUTIVE SUMMARY // RECOMMENDATIONS
LEAN UX
“Applying Lean Thinking in User Experience Design”
EXECUTIVE SUMMARY // RECOMMENDATIONS
LEAN STARTUP
DESIGN THINKING
AGILE SOFTWARE DEVELOPMENT
EXECUTIVE SUMMARY // RECOMMENDATIONS
EMPATHIZE
DEFINE
IDEATE
TEST
PROTOTYPE
WHOAre you solving a problem for
WHATAre their needs
HOWWill you solve them
Design Thinking
EXECUTIVE SUMMARY // RECOMMENDATIONSDesign Thinking
EXECUTIVE SUMMARY // RECOMMENDATIONSAgile Methodologies
EXECUTIVE SUMMARY // RECOMMENDATIONSAgile Methodologies
AGILE MANIFESTO
1. Individuals and interactions over processes and tools
2. Working software over comprehensive
documentation
3. Customer collaboration over contract negotiation
4. Responding to change over following a plan
EXECUTIVE SUMMARY // RECOMMENDATIONSLean Startup
EXECUTIVE SUMMARY // RECOMMENDATIONS
“We must learn what customers really want, not what we think they should want.”
Eric Ries
Lean Startup
EXECUTIVE SUMMARY // RECOMMENDATIONS
BUILD – MEASURE - LEARN
Experimenting+
Validated Learning
REDUCED WASTE
Lean Startup
EXECUTIVE SUMMARY // RECOMMENDATIONSWhat do they have in
common?1) Balance business and user needs
EXECUTIVE SUMMARY // RECOMMENDATIONSWhat do they have in
common?2) Iteration improves the product
EXECUTIVE SUMMARY // RECOMMENDATIONSWhat do they have in
common?
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX
EXECUTIVE SUMMARY // RECOMMENDATIONS
Main Goals of Lean UX:
•Move away from requirements and deliverables to assumptions and outcomes
•Increase shared understanding through collaboration and cross- functional teams
•Design in short, iterative cycles to make sure you create real value for the user/customer
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Principles
1. Cross-Functional Teams
2. 2-Pizza Teams
3. Measure the progress by outcome, not output
4. No upfront detailed design - design only what's
required
5. Continuous discovery
6. Get out of the building (GOOB)
EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF
LEAN UX
Cross-Functional Teams
EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF
LEAN UX
2-Pizza Teams
EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF
LEAN UX
Measure Progress by Outcome – Not Output
EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF
LEAN UX
No Upfront Detailed Design – Design Only What is Required
EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF
LEAN UX
Continuous Discovery
Get Out Of The Building (GOOB)
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process
EXECUTIVE SUMMARY // RECOMMENDATIONSPreparation: Personas
Sketch PrioritizeValidate
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process
EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSProblem & Hypothesis Statement
EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSProblem Statement
EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSProblem Statement
Our service offers a conduit between job seekers and employers tryingto hire them. Through our service, employers can reach out tojob seekers in our ecosystem with employment opportunities.
We have observed that one critical factor affecting customer satisfactionis how frequently job seekers respond to employer messages. Currently,job seekers are replying to these communications at a verylow rate.
How might we improve the efficacy of our communicationproducts, thus making employers more successful in their recruiting andjob seekers more satisfied with our service?
(TheLadder)
EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSHypothesis Statement
EXECUTIVE SUMMARY // RECOMMENDATIONS
We believe that creating an efficient communication system within TheLadders’ product experience for recruiters and employers will achieve a higher rate of contact success and an increase in product satisfaction.
We will know this is true when we see an increase in the number ofreplies from job seekers to recruiter contacts and an increase in thenumber of messages initiated by recruiters in our system.
DECLARE ASSUMPTIONSHypothesis Statement
EXECUTIVE SUMMARY // RECOMMENDATIONS
COLLABORATIVE DESIGN
EXECUTIVE SUMMARY // RECOMMENDATIONSCollaborative Design
DECLARE ASSUMPTIONSCollaborative Design – Process
DECLARE ASSUMPTIONSCollaborative Design – First Sketches
(with all stakeholders!)
DECLARE ASSUMPTIONSCollaborative Design – The Concept
Focus on CONCEPT first, not DESIGN!
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process
“The sooner we find which features are worth investing in, the sooner we can focus our limited resources on the best solutions to our business
problem”
CREATE AN MVPMVPs
GOAL: Deliver value to customers as fast as possible!
CREATE AN MVPMVPs
CREATE AN MVPMVPs – Rapid Design Iterations
EXECUTIVE SUMMARY // RECOMMENDATIONSCREATE AN MVPPrototype MVPs
EXECUTIVE SUMMARY // RECOMMENDATIONS
When to use? For example, to determine the value of a new product or feature
1. What am I trying to learn? We are trying to learn whether this new ecommerce solution will increase purchases.
2. What are the main signals I need from the market to validate my hypothesis? The main signal we’re seeking from the market is an increase in completed purchases.
3. Are there any signals I can test for that will serve as indicators for my main signal? Instead of completed purchases, can we test for customer intent and use that as a proxy for purchases?
4. What’s the fastest way for me to find this information? Let’s send out an email to a subset of our users offering a few items for sale and count click-throughs for that call-to-action. This will help us determine interest and intent to purchase.
CREATE AN MVPNon-Prototype MVPs
Landing Page “The button to nowhere”
CREATE AN MVPNon-Prototype MVPs
CREATE AN MVPNon-Prototype MVPs
Email Google AdWords
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process
RUN EXPERIMENTS & RESEARCHFeedback & Research
COLLABORATIVE and CONTINUOUS research!
Collaborative Discovery:Working as a team to test ideas both internally and externally.
Continuous Discovery:3-12-1 Approach: 3 users, 12pm, once a week.
RUN EXPERIMENTS & RESEARCHFeedback & Research
RUN EXPERIMENTS & RESEARCHFeedback & Research
RUN EXPERIMENTS & RESEARCHFeedback & Research
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Workflow
(company)
EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Workflow
(agency)
EXECUTIVE SUMMARY // RECOMMENDATIONSSUMMARY
•Move away from requirements and deliverables to assumptions and outcomes
•Increase shared understanding through collaboration and cross- functional teams
•Declare assumptions and create hypothesis statements
•Create prototype MVPs to test hypotheses and assumptions
•Design in short, iterative cycles to make sure you create real value for the user/customer
•Run experiments to collect feedback (both internally and externally)