lean ux: path to product development enlightenment

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  • Lean UX: Path to product development enlightenment

    YOW! West 2015

  • Page 2

    Hi, Im Malcolm YowNow in Ho Chi Minh City

  • GoalChange the way you think about product development

    from picture reference

    http://www.99traveltips.com/travel-tips/top-10-beaches-summer-2015/6/

  • from picture reference

    GoalChange the way you think about product design

    http://www.99traveltips.com/travel-tips/top-10-beaches-summer-2015/6/

  • Page 5

    Bain & Company surveyed 362

    What percentage of firms in Bain &

    Companys survey do you think claimed to

    deliver a superior experience to their

    customers?

    From Closing the delivery gap by Bain & Company

    http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf

  • Page 6

    Company Responses

    Believe they deliver a

    superior customer

    experience

  • Page 7

    of customers agreed

  • Page 8

    Question:

    Question

    Why is there such a great divide

    between the way we think our

    organisation is perceived to the way

    customers really perceive us?

  • Page 9

    Strategy

    Ideas

    Traditional Product Development

    Results

    Doing

  • Page 10

    Strategy

    Business Case

    Business terms that we really use are

    Doing

    BU KPI(s)

  • Page 11

    Strategy

    Doing

    Ideas

    To improve we focused on Doing stage

    Focus

    Results

  • Page 12

    Last 14 years spent focusing on

    Agile

    All weve improved, is the ability to deliver

    more stuff!

  • Page 13

    Strategy

    Doing

    Ideas

    Moving up the waterfall

    Results

    here

  • Page 14

    Traditional formula for bright ideas

    1. Get a bunch of smart people. (leaders and managers

    preferred)

    2. Lock them in a room to brainstorm ideas.

    3. Pick the best idea

    4. Come up with more thoughts on why that idea is good and

    how you can expand on the idea to minimize risk.

    5. Write a business case that supports the strategy

    6. Seek approval

    7. Now hand it over to your Doing team.

  • Page 15

    The problem with managers today is that they

    do the first damn thing that pops into their

    heads.

    Theres a whole level of reflectiveness absent in

    traditional management that we can find in

    design.Richard Boland, Professor at Case Western University.

    http://www.amazon.com/The-Designful-Company-culture-innovation/dp/0321580060http://www.amazon.com/The-Designful-Company-culture-innovation/dp/0321580060

  • Page 16

    Strategy

    Doing

    Ideas

    Wheres the real problem?

    Results

    Its all of this

  • Youve got to start with

    the customer

    experience and work

    back toward the

    technology not the

    other way around Steve Jobs

    Picture

    http://mammothtimes.com/content/steve-jobs-documentary-will-open-film-festival

  • Picture

    Youve got to start with

    the customer

    experience and work

    back toward the

    technology not the

    other way around Steve Jobs

    http://www.inc.com/articles/201110/steve-jobs-vision-an-early-glimpse.html

  • Developing awesome products that

    customers want and use means shedding

    our basis and adopting an approach that is

    grounded with design and experience.

  • Introducing Lean UX

  • Page 21

    Jeff Gothelfs definition of Lean UX

    Inspired by Lean Startup and Agile development

    theories, its the practice of bringing the true nature

    of design work to light faster, in a collaborative,

    cross-functional way with less emphasis on

    deliverables and greater focus on the actual

    experience being designed(Jeff Gothelf)

  • Page 22

    Modified Jeffs definition of Lean UX

    Inspired by Design Thinking, Lean Startup and

    Agile values, its the practice of bringing the true

    nature of design to light faster, in a collaborative,

    cross-functional way with less emphasis on

    deliverables and greater focus on the experience

    being designed to solve the customers problem or

    unmeet need

  • Page 23

    What is Lean UX?

    When thinking about Lean UX, it is not about applying

    traditional UX. Although it is often thought about as UX in

    the context of Lean Startup

    It is far better to think about it as applying Creative

    Thinking in a tight feedback loop

  • What is Design Thinking

  • Page 25

    Design Thinking is a public

    relations term for good old

    fashioned creative thinkingDon Norman Design Thinking: A useful myth

    Core 77, 25 June 2010

  • Page 26

    Lean UX Cycle

    Doing to

    Make

    Ideas to

    Think

    Results to

    Check

    Empathy through research

    Framing the problem

    Reduce cycle time, not build

    time

    Validation Prototyping

    Validated

    Learning

    Experiments

    Reduce Feedback Cycle

    Generative Ideation

  • Page 27

    Real life example

  • Customers want to know the status of their loan,

    but they cant find out, so they call our staff

    constantly for updates.

    This is frustrating for customers.

    We Started with the problem:

  • Got Out Of the Office

    W E T H E N

  • Page 31

    EMPATHY UNDERSTAND

  • Analyse what they said

    T H E N W E

  • Page 33

  • Based on the information we had

    at hand, we came up with a

    problem statement.

    (hypothesis?)

  • Page 35

    Define the Problem Statement

    Who

    What

    Where

    Why

    Using 4 Ws Problem Canvas developed by Will Evans

  • Design Studio WorkshopCreate . Pitch . Critique

    P R O B L E M S T A T E M E N T U S E D F O R A

  • Page 37

  • Page 38

    Retail Relationship Manager

    Business Development Manager

    Productivity Practitioner

    Broker Product ManagerAgile Practice Manager

    Business Analyst

  • Page 39

    DevelopersDeveloper

    Technical LeadDeveloper

    Technical Lead

    Facilitator

    Erwin

  • Generate lots of ideas and converge

    down to a few design concepts

    D E S I G N S T U D I O

  • Page 41

    CreateD E S I G N S T U D I O

  • Page 42

    Pitch & CritiqueD E S I G N S T U D I O

  • Generate lots of ideas and

    converge down to a few design

    concepts

    D E S I G N S T U D I O

  • Page 44

    Create as a groupD E S I G N S T U D I O

  • Page 45

    Pitch & CritqueD E S I G N S T U D I O

  • Page 46

  • Page 47

    I S N E E D E D

    P R O T O T Y P E

  • We used hack

    day to develop a prototype

    Based on one of the ideas but incorporated elements of others

    Quick, rough approximation of what the solution might be.

    UsersD E C I D E O N A S O L U T I O N

  • We used hack

    day to develop a prototype

    Based on one of the ideas but incorporated elements of others

    Quick, rough approximation of what the solution might be.

  • How long did this take?

  • D A Y O N E

    Interviews

    5 hours

    Analysis

    2 hours

    Problem Statement

    1 hour

    Design Studio

    3.5 hours

    D A Y T W O

    How long did this take?

    Build Prototype

    7 hours

    D A Y T H R E E

    Get Feedback and Refine

    4 hours

    D A Y F O U R

  • Why is this a good story?

  • Page 53

    We were open to other ideas.

  • Page 54

    We didnt debate, we experimented.

  • Page 55

    Low effort prototype gave great feedback

  • Page 56

    Stakeholder & managers dont

    always have the answers

    H I G H L I G H T E D

  • Thanks, any questions?

    Contac t De ta i l s@ a f t e r _ 1 2

    m a l c o l m . y o w @ g m a i l . c o m