ux café october 2013: eewei chen '101 design ingredients to solve big tech problems

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Recipe 4: Lean Startup in Large Organisations

Eewei [email protected] @ultraman 101DesignIngredients.com

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“Efforts and courage are not enough without purpose and direction.”John F. Kennedy

[email protected] @ultraman 101DesignIngredients.com

Good Design is life

20 years


no longer exist

no one can live without

Startup Mentality = Survival


Why 101?

• 101 problems

• 10 Recipes (case studies)

• Light-weight

• Easy to read and apply

• A catalyst


Lean Startup In Large Organisations

1. Test Your Biggest Hypothesis First2. Slice It Thinly3. Timebox It4. Fail Fast, Fail Often5. Check The Data6. Build Up Enough Momentum


PROBLEM

Teams don’t test often or early enough, making it difficult to fix problems later.


1. Test Your Biggest Hypothesis First

Fragmented travel services and platforms

Poor mobile engagement

AirlineAdvertiser

Do it quickly: Identify a big assumption

Keep it simple: Create your MVP

Improve quickly: Learn to improve of pivot

Big Assumption:Connecting useful ancillary services with travellers via mobile can make money


PROBLEM

Companies waste time creating really complex features no one wants.


2. Slice It ThinlyMobile First Deep Dive Happy Path

Start small: 1 platform, 1 section or 1 holistic experience

Do what’s necessary: Features that would break “it” if not there

Test quickly: Lo-fi remote usability testing


PROBLEM

Teams spend too much time discussing ideas without making any decisions.


3. Timebox It

Set meaningful objectives: Decide what absolutely has to be discussed and why...

Have shorter meetings: Start short and get another meeting if you need to rather than filling in time

Validate quickly: Ask someone who matters = proof it works! (or doesn’t)

15mins

OBJ

ECT

IVES


PROBLEM

Many companies are still too risk-averse: over-analysing & making incremental changes that don’t make a difference.


4. Fail Fast, Fail Often

Learn from failure: Why didn’t it work before?

Provide frequent updates: Learn and test it again...and again

Recognise failure: Don’t beat that dead horse

DESTINATIONS

Hom

e

Done


PROBLEM

Companies don’t monitor customer usage closely enough to see what’s really going on.


5. Check The Data

Assumptions• Super nav drop down• Quick tasks• Simplified IA

Testing• 3 Remote usability tests

Sky.com Super Nav

Have assumptions to test: What’s the problem and what can fix it?

Monitor change over time: Analyse and compare cohort behaviours

Don’t make things up: The facts are the facts

Problem• Usefulness of info• Clarity of info• Ease of finding info


PROBLEM

Organisations launch substandard products because they have hard deadlines to meet.


6. Build Up Enough Momentum

B

M

L

B

M

L

B

M

L

RELEASE

Keep the fire burning: MVP done? Now improve it!

React to market and trend changes: Technology, Culture, new opportunities...

Go small: ... but often and test and learn!

focus on mobile


Thank you

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101designingredients.com

ux café october 2013: eewei chen '101 design ingredients to solve big tech problems

Technology

problemteams dont test

cohort behaviours dont

problemcompanies waste

lean startup

whats necessary

biggest hypothesis

lofi remote usability

platformsbig assumption