Lean Product Design

LEAN PRODUCT

DESIGN

Applying the lean startup methodology to product design.

Startups don’t know who the customer is or what

the product is.

JUST DO IT[myth]

EXPERIMENTSStartups are more like scientific

Product Design

BUILD

MEASURE

LEARN

VISION

STRATEGY

PRODUCT

BUILD

BUILD WHAT ?Crafting a minimum viable product.

Simply gets you through build-

measure-learn loop with the minimum of

effort

What is an MVP ?

Leave out any feature, process or effort that does not contribute

directly to the learning you seek.

build full product

see reaction

waste

see reaction

build to prove concept

add/remove features

USEFULRepeat until someone finds your product

[example]

The Video MVP

[example]

The Landing Page MVP

“After this result, I didn’t hesitate to start building the first minimal version of the real, functioning product.”

Joel Gascoigne Founder of Buffer

[Buffer - The Landing Page MVP]

[example]

The Concierge MVP

[example]

The Concierge MVP II.

[example]

The Kickstarter MVP

[app.net - The Kickstarter MVP]

[app.net - The Kickstarter MVP]

QUALITY & DESIGNin a minimum viable product.

If we don’t know who the customer is, we

don't know what the quality is.

MEASURE

INNOVATIONACCOUNTING

HOW TO

MVP TUNEPIVOT/

PERSEVERE

Defining the baseline

Improving on baselines

Deciding to stay or go

1. Smoke Test2. Prototype

3. Launch

1. Identify2. Improve

3. Validated learning

Fill in real baseline dataconversion rates

sign-upstrial rates

customer lifetime value

i.e. Activation Ratemake design changes

set up analyticsvalidate

A. Rates are improvingB. Rates are even lower

than baseline

A = keep working the loop

B = pivot

The 3 Learning Milestones

OPTIMIZATION vs.

LEARNING

VANITY METRICS vs.

ACTIONABLEMETRICS

LEAN DEVELOPMENT - KANBAN

BACKLOG IN PROGRESS BUILT VALIDATED

KANBAN IMPLEMENTATION

VALIDATE ALL FINISHED FEATURESPLAN FOR VALIDATING UPCOMING FEATURES

TODAY

SPLIT TEST EVERYTHING

[example]

Lazy registration split test

ACTIONABLEACCESSIBLEAUDITABLE

THE 3 A’s

LEARN

after-the-fact rationalization or a good story designed

to hide failure

NOT

validated learning, demonstrating

empirically the discovery of

valuable truths

BUT

SUCCESSFULLY EXECUTING A PLAN

THAT LEADS NOWHERE

ACHIEVING FAILURE

EMPIRICAL not THEORETICAL

LEARNING FROM CUSTOMERS

don’t ask customers what they want, they don’t know it

The only way to win is to learn

faster than anyone else

THE POINT

MATERIALS

BOOKSDON’T READ TO MANY

BUT FIND TIME FOR THESE

AND THAN GO BUILD-MEASUE-LEARN

WORKSHOPPRODUCT DESIGN

Let’s talk leap of faith questions

1.

Craft customer archetype

2.

Define MVP

3.

Launch early

Landing page in 5 minutes

Prototype

Balsamiq mockups OmniGraffle Mockingbird

BALSAMIQ

Get feedback on design

Get feedback on

prototypes, designs,

anything

Create clickable versions

from wireframes and

designs

NOTABLE

Implement kanban &Suggest feature

split tests

4.

Split tests with

OPTIMIZELY

Deploy usability test methods

5.

Usability testing

guerrilla style

Test your prototypes, designs...

Test your Site map

Micro usability tests

VERIFY

Let’s optimize your landing page

6.

Use analytics

Track user interaction A/B testing

Google analytics +

KISSMETRICS

Case study - Nicereply

OPTIMIZING USP

How do you gather feedback

7.

Feedback

Gather ideas and opinions from customers

TOOLSPRODUCT DESIGN

All the tools you will need

BooksThe Lean Startup - Eric RiesLittle Bets - Peter Sims

Prototyping

Balsamiq - Wireframing toolMockingbird - Wireframing toolPidco - Wireframing tool & ColaborationAxure - Wireframing tool

Feedback on DesignNotable app - let people comment on your designsInvision app - Create interactive mocups & designs

Unbounce - create landing pages with lead managment in seconds

All the tools you will need

A/B testingOptimizely - A/B testingVisual website optimizer - A/B testing

Usability testing

Tree Jack - Infromation Architecture testingTry my UI - Remote usability testingUsabilla - Gather live visual feedback

AnalyticsInspectlet - track user interaction on your site (with mouse tracking)Kissmetrics - Actionable business metrics

Verify app - create usability tests from your wireframes & designs

Mixpanel - Actionable business metrics

Feedback