lean ux, google launchpad london, 2014
TRANSCRIPT
Adrian Howard (@adrianh)
Lean UX:Building products people want
Google Launchpad London, May 1 2014
www.flickr.com/photos/usnationalarchives/4727573934
1999
http://photo.credit.goes.here/
Building software fun again! Yay!
UX?
1993
http://en.wikipedia.org/wiki/File:Donald_Norman_at_AWF05.jpg
–Meeting notes made by Tom Erickson
Don also described and solicited discussion on, the 'User Interface [sic] Architect's office" (hereafter UEA).
– Don Norman
“I invented the term because I thought Human Interface and usability were too narrow: I wanted to cover all aspects of the person's experience with a system, including industrial design, graphics, the interface, the physical interaction, and the manual.”
2000
http://en.wikipedia.org/wiki/File:Jesse-James-Garrett_Web2.0-Kongress_2007.jpg
http://www.jjg.net/elements/pdf/elements.pdf
http://www.jjg.net/elements/pdf/elements.pdf
“The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.”
“The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.”
http://www.jjg.net/elements/pdf/elements.pdf
www.designcouncil.org.uk/about-design/How-designers-work/The-design-process/
Agile UX
Great for Team
Less useful for Product Owner
2006
en.wikipedia.org/wiki/File:Steve_Blank.jpg
– Steve Blank
“A startup is a temporary organization designed to search for a repeatable and scalable business model.”
– Steve Blank
“A startup is a temporary organization designed to search for a repeatable and scalable business model.”
From “The Startup Owner's Manual” by Steve Blank
Marriage vs Date
Plan vs Map
UX?
From “The Startup Owner's Manual” by Steve Blank
2009
The Lean Startup“A true experiment follows the scientific method. It begins with a clear hypothesis that makes predictions about what is supposed to happen. It then tests those predictions empirically”
http://imgs.xkcd.com/comics/science.jpg
Lean StartupCustomer Development + Agile + Lean
buildlearn
measure
productdata
ideas
Product certainty
Market certainty
Product certainty
Market certainty
Product certainty
Market certainty
Product certainty
Market certainty
WTF
Product certainty
Market certainty
WTFBuild it and they
will come!
Product certainty
Market certainty
WTFBuild it and they
will come!
You know, for kids!
Product certainty
Market certainty
WTFBuild it and they
will come!
You know, for kids! $
Product certainty
Market certainty
Product certainty
Market certainty
Product certainty
Market certainty
$
Example
• Zappos
• Annual sales > US$1 billion
• Hypothesis: Is there a demand for superior online shoe shopping
• Experiment: Took photos from shoe shops, came back and bought them full price if customer bought them online
Example from The Lean Startup, p57-58
Example• Allowing users to register with twitter will drop
abandoned registrations by 5%
• Built fake “register with twitter” link which led to nice error message
• Released to segment of customers on live site
• Measured how many new users tried it
• <1% - hypothesis invalid
Lean StartupCustomer Development + Agile + Lean
buildlearn
measure
productdata
ideas
UX?
– Janice Fraser, 2010
The question we have to solve for is not “What does Lean User Experience mean?” The question is “In a lean environment, how can we make great user experiences?
Lean ≠ Low Quality
Lean ≠ Fast
Lean ≠ Cheap
Lean ≠ No deliverables
Designing out:
muri (overburden)
mura (inconsistency)
muda (waste)
Problems! Silos! Ownership! Alignment ! Communication ! Understanding of customers! Understanding of business! Features not Value
Lean StartupCustomer Development + Agile + Lean
buildlearn
measure
productdata
ideas
Lean UXLean Startup + UX + Design Thinking
makethink
check
Agile UX vs Lean UX?
Story vs Experiment
Product vs Learning
Lean UX
– Janice Fraser, 2010
The question we have to solve for is not “What does Lean User Experience mean?” The question is “In a lean environment, how can we make great user experiences?
Interviewing
Persona
http://www.slideshare.net/toddwarfel/data-driven-personas
http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73
Usability Testing
http://www.argazkiak.org/photo/codesyntax-usability-lab/size/o/
http://allthingsoracle.com/red-gate-live-lab-source-control-for-oracle/
Design
http://en.wikipedia.org/wiki/File:Robert_Edmond_Jones.jpg
https://www.flickr.com/photos/doos/4689874175/
http://designcomics.org/
http://plasq.com/products/comiclife3/mac
Lean UXLean Startup + UX + Design Thinking
makethink
check
The Good, the Bad& the Ugly
Product Teams
UX is pervasive
Alignment on value
Helps build an experiment culture
It’s hypotheses before, during and after development
Encourages value-oriented infrastructure
Hypotheses talk about business value directly
Where’s the delight?
Trail of undead experiments
What happens when I can’t validate cheaply?
Some folk find reality hurts
Further Reading• UX for Lean Startups by Laura Klein
• Lean UX by Jeff Gothelf & Josh Seiden
• Agile User Experience Design by Diana Brown
• User-Centered Agile Methods by Hugh Beyer
• Agile Experience Design by Lindsay Ratcliffe and Marc McNeill
Further Reading• Lean Startup by Eric Ries
• The Startup Owner's Manual by Steve Blank
• The Four Steps to the Epiphany by Steve Blank
• The Goal by Eliyahu M. Goldratt
• The Machine That Changed the World by Womack, Jones & Roos
balancedteam.org
Agile & Lean UX Newsletterbit.ly/agileleanux
Questions?
@adrianh [email protected]