Lean UX Week 2013
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Crushing the BoulderUser Experience forLean Startups
JANUARY 2013
LUXR.CO Jan 2013
LUXR.CO Jan 2013
Ask yourself:
What 3 assumptions about your customers
do you have that, if you are wrong, your
business will fail.
Write down 3.
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First Name1 assumption1 weirdness / awesomeness
Who’s in the room?LIGHTNING FAST!
Context (startup, enterprise, consultancy)Role (biz/product, developer, design)
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LUXR.CO Jan 2013
The LUXr Core Curriculum helps startups deliver products that customers want, need and love to buy.
info@luxr.co • http://luxr.co twitter: @luxrco • www.facebook.com/LUXrInc
LUXr is the trusted coach that helps company founders through their hardest business problems.
Janice Fraser & Kate Rutter
@LUXRCO@clevergirl
@KateRutter
www.luxr.co
TWEET!
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A class on how to produce an awesome UI
This is not...
(How do you know it’s awesome?)
A session on making production wireframes or photoshop comps
(How do you know these aren’t a waste of valuable time?)
A “perfect approach” or a rigid point of view on what makes “Great UX.”
(1000s of entrepreneurs have used these techniques to discover an ideal UX.)
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This is not...
dogma
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Business Model Canvas? Lean Canvas?
Sure, either one.
DisclaimerI am not an expert in your business.
Only you can be the expert in your business.
My job is:• to ask the unasked questions;• to challenge assumptions;• and give you tools to succeed.
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Lean & UX Fundamentals
Three Lean UX experiments 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What Matters
Bring it all together
Today...
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Lean Startup Refresh(in 15 min)
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Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
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Low-Ambition
Lean Startup is NOT
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THE OPPOSITE OF FAT STARTUP
Lean Startup is NOT
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An approach for building companies that are
creating new products and services in
situations of extreme uncertainty.
The approach advocates creation of rapid
prototypes that test market assumptions, and
uses customer feedback in an effort to evolve
the design faster and reduce waste.
Lean Startup is...
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THE NEW CLASSICS
1. List your assumptions.2. Understand your customers.3. Experiment.4. Adjust direction based on evidence.
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Get out of the
building
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CUSTOMER DEVELOPMENT
1. Discover & validate the market for your idea
2. Build a product that solves customers’ needs
3. Test the correct model for acquiring customers
4. Deploy the right organization for scaling
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A pitch is not customer development
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“The courage to speak truths, pleasant or unpleasant, fosters communication and trust.
“The courage to discard failing solutions and seek new ones encourages simplicity.
“The courage to seek real, concrete answers creates feedback.”
—Kent Beck
The Influence of Agile
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Build measure
learn!
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Lean Startup advocates experiments & learning
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}
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Victory is measured in
learning.
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This will change how you think
about your role, your work, your
team, your process.
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Plot the difference
THINK
release
MAKErelease
MAKErelease
MAKE
time
Risk
(unv
alida
ted
effo
rt)
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Lots of little wigglesRi
sk (u
nvali
date
d ef
fort)
time
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unva
lidat
ed ef
fort
time
Each wiggle is a learning cycle.
MAKE
releaseMAKE
THINK
CHECK
MAKE
THINK
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How will you learn?Quantitative Qualitative
Generative
Evaluative
InterviewsSurveys
Metrics Usability
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Not an MVP for lemonade
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User Experience
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A person’s perceptions and responses that
result from the use or anticipated use of a
product, service or system.
User Experience is...
product UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • Behavior Models • Test Results • Competitive Analysis
THINK
Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed CodeMAKE
Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive SurveysCHECK
THINK
MAKE
CHECK
Reduce cycle time,not build time
UX cycles = Lean Startup learning loops
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Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, wireframes, pixels
Business thinking goes here
whywhathow
PrototypesUser Stories
Themed Releases
This Week
Design > UI THINK
MAKECHECK
BUILDMEASURE
LEARN
People, their goals & needs
Sketches and prototypes
Interactions and flows
More evidence that UX = Customer Discovery
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UX brings 10* years of experience, methods, and
patterns of work.
*20, 30, 50 years
UX people are EXPERTS at “getting out of the building”
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1. Get to Know your Customers2. Act on Customer Needs3. Measure What Matters
Three Lean Team Activities
TODAY
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Hypothesis
We believe that modern families would benefit from having better ways to keep up with tasks,
and are willing to pay for a better way to coordinate tasks with other family members,
friends and neighbors.
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Types of ResearchPersonas
How to InterviewPractice Interview
Get to Know Your Customers (Customer Development)
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User Researchquant qual
Generative
Evaluative
surveys
Usability
•Hallway usability
•remote
•Interviews
• Mental Models (Indi Young)
• Contextual Inquiry (Byer & Holzblatt)
•Starbucks
Analytics•Optimizely•
Key Metrics•
A/B Testing•
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User Researchquant qual
Generative
Evaluative
Interviews
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Customer Interviews(step-by-step)
1. Identify who you want to talk to.
2. Articulate your hypotheses.
3. Craft a topic map for the session.
4. Jot down conversation prompts.
5. Have the conversation
6. Debrief!
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{Activity}
Let’s do it!
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{Warm-up Activity}
Let’s Sketch...Clothespin Man!
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Who is your customer?
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{Activity}
Make a personaPortrait
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{Activity}
Make a personaDemographics
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{Activity}
Make a personaBehaviors
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{Activity}
Make a personaNeeds & Goals
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{Activity}
Consolidate
1. Do a quiet read. (5 minutes)
2. Discuss your personas (10 minutes)
3. Consolidate (5 minutes)
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Customer Interviews
✔ Identify who you want to talk to.
✔ Articulate your hypotheses.
3. Craft a topic map for the session.
4. Jot down conversation prompts.
5. Have the conversation
6. Debrief!
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{Show & Tell}
Topic Map
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Topic Map
mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
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mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
commute
{Activity}
Add two topics
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Customer Interviews
✔ Identify who you want to talk to.
✔ Articulate your hypotheses.
✔ Craft a topic map for the session.
4. Jot down conversation prompts.
5. Have the conversation
6. Debrief!
LUXR.CO Jan 2013
“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happened?”
“Why [or how] did you do that?”
“What did you love [or hate] about that?”
“If you could wave a magic wand, what would it be like?”
Conversation Prompts
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“Have you ever had __________________________ experience?”
{Activity}
Brainstorm a question
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Customer Interviews
✔ Identify who you want to talk to.
✔ Articulate your hypotheses.
✔ Craft a topic map for the session.
✔ Jot down conversation prompts.
5. Have the conversation
6. Debrief!
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During the Interview
DO• Take notes • Smile• Ask open-ended questions• Get their story• Shut up and listen
DON’T• Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much
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{Activity}
Practice an interview1 interviewer + 1 interviewee
note-takers
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After the Interview: Debrief
DUMP (5min, solo)1 idea per sticky“What I heard”“What I saw”“What stood out”
SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions
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{homework}
Debrief
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Sketching6-Up UsesDot Voting
Act on Customer Needs(Developing product and interface ideas)
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Remember this?
Needs 1. BLAH2. BLAH3. BLAH
UsesMary can...
Features
Users
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
User Stories Themed Releases
This Week
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why
what
how
Your business
vision
A person and their
needs
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH
BLAH BLAH
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why
what
how
Your business
vision
A person and their
needs
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH
BLAH BLAH
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USES: What can Mary do with your product?
why
what
how
Your business
vision
A person and their
needs
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH
BLAH BLAH
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6 Uses
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{Activity}
Sketch 6-up Uses
with __________, ________ can...
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{Activity}
Sketch 6-up Uses
with __________, ________ can...
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{Activity}
Dot-vote top picks1. Each person place 3 dots.
2. See patterns.
3. Team identifies the top 2 uses.
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{Activity}
Redraw the top 2with __________, ________ can...
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{Activity}
Redraw the top 2with __________, ________ can...
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{Activity}
Brainstorm features
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{Activity}
Select 1 feature
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Persona Limited features to support the uses
6-up uses
What you have nowWho is our user and what are their needs & goals?
What can a user do with our product?
How will they do that?
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{Organize!}
Post on the wall…Consolidated persona,
2 top uses, 3-4 features.
(off to the side)
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Common research questionsMetrics & Analytics
Measure What Matters(Quantitative & Qualitative Evaluation)
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Will people use it? Why won’t people use it?What’s wrong with this?How could I make this better? How can I improve conversion?Are we making progress? Do people like this?Are these results good? Why do people do that?Did we do the right thing?Why is there dropoff?
Top questions
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User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
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quantitative qualitative
usability testinganalytics
a/b testing
KPIs
CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS
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Product(black box)
Conversion Funnel
Traffic
Measuring what?
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{Activity}
Brainstorm measures(from features)
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{Activity}
Divide into 2 piles:more
importantless
important
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{Activity}
As a team, get to 5
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{Activity}
Check your metrics
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Metrics checklist
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 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?
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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 don’t get this right first.”
vanity good better
...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.
unhelpfultotal number of registered
users
% of users who share a
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
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{Show & Tell}
Metrics Dashboard
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Metrics dashboard
% of users who share a
task 3+ times a day,per week
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{Show & Tell}
Information Radiator
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Information Radiator
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“Vanity Metrics”“KPI”“A/B Tests”“Metrics for Pirates”
What should I be measuring? (a few search terms)
Conversion metricsCohort metricsInstrumentation
Advanced topics
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Making the storyLiving the Lean Team life
Bring it all together
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{Activity}
Tell the story
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{Activity}
Make a narrativeWe are _______________Meet...
with __________, ________ can...
using these featuresMVP
we will measure
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A direct through-line
Needs 1. BLAH2. BLAH3. BLAH
UsesMary can...
Features
Users
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
User Stories Themed Releases
This Week
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Techniques
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Techniques Checklist1. Generate independently, discuss as a team
(3 people ideal)2. Dump & Sort
(one item per Post-It, use Sharpie)3. Sketch
(especially of people)4. Work at the wall 5. Timebox!
(speed kills the censor and keeps you moving)6. 2x2 organizing framework
(help decision-making when lots of items)7. Quick decision-making techniques
(dot-vote, roman vote, stack rank)
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Go be awesome.
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The LUXr Core CurriculumLean UX Week Special!
25% offuse the discount code
“merlion”through February 5, 2012
Thank you!
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