It Ain’t Easy Being Lean LESSONS FROM IMPLEMENTING LEAN UX PRINCIPLES Digital Channels Working Group
Aug 18, 2015
It Ain’t Easy Being LeanL E S S O N S F R O M I M P L E M E N T I N G L E A N U X P R I N C I P L E S
Digital Channels Working Group
“When we deal in generalities, we shall never succeed. When we deal in specifics, we shall rarely have a failure.…When performance is measured and reported, the rate of improvement accelerates.”Thomas S. Monson, 1984
METHODOLOGY
Pursuing the best total picture of the user experience
A/B TESTINGWEB ANALYTICS/HEATMAPSSURVEYSCARD SORTSFEEDBACKUSABILITY STUDIES
+ MORE
User Experience(UX)
“…learn what [users] really want, not what they say they want or what we think they should want.”
Lean UX
“…an experiment is more than just a theoretical inquiry; it is also a first product.”
Eric Reis, Author of Lean Startup
Build, Measure, Learn
Minimize wasted effort through specific, proactive measurement
Build into our process a way to check our assumptions before and as we launch
To build is to test, to test is to build
What do we mean by lean?
What do I need to learn about the user to be successful? Seek a full picture of the user and their experience
Fewer product launches like this…
…And more launches like this
� �
high risk learning environment lower, incremental risks
How do we close the gap between the old and new in the fewest steps possible?
Did they notice the change? Not really.
Did they like it?(Survey Results)
Yes. Slightly more than the original: but promising improvements for TargetSegments and mobile users
Did they use it?(A/B Test Results)
No. 40 percent less homepage content clickthrough.
Two Week Pilot
If we ran with the original design, as approved, wewould have missedout on:
100,000+
5,500,000+
15,000+… more visits to featured content per day.
… more visits to featured content per week.
… more visits to featured content per year.
Individual results may vary. Always plan to validate the learnings of others against your own unique needs.
DISCLAIMER
WHAT DID WE FOCUS ON?
• clicks on featured content on each visit• qualitative feedback• mobile vs. non-mobile
TEST HIERARCHY
Should it exist?
Where should we put it?
What does it do for the user?
What is the [element, facet, icon, or widget] being hired by the user to do?
TEST HIERARCHY
Should it exist?
Where should we put it?
What does it do for the user?
TEST HIERARCHY
Should it exist?
Where should we put it?
What does it do for the user?
Where on the page is the best place to put what features?
TEST HIERARCHY
Should it exist?
Where should we put it?
What does it do for the user?
How do our users expect to interact with this feature or design element?
What function did the circles play for the user?
Removing the circle from featured images improved overall click-through rate by 60%
�
What function did the circles play for the user?
Removing the circle from featured images improved click-through rate by 60%
�The number one thing we did to improve click-through.
What’s next for this group?• Homepage benchmark test
(round 2)• Social sharing on article pages• "Was this helpful?” feature test
How can I apply this to my product?
Contact ______ or _______ to provide input on where we should focus.
Contact the PSD Advisors and your PSP on how to you might use Lean UX in your content publishing process.