Crushing the Boulder User Experience in Lean Startups 2-day intensive DAY 1 SAT, JUN 2, 2012 +
Jan 27, 2015
Crushing the BoulderUser Experiencein Lean Startups2-day intensive
DAY 1SAT, JUN 2, 2012
+
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
Residency WorkshopsCore Curriculum Advising
10 weeks to awesome for early-stage teams.
Learning products for accelerators & startup teams.
Core concepts and hands-on activities for everyone.
Coaching & guidance for teams going at lightspeed.
LUXR.CO JUNE 2012
Kate Rutterwww.luxr.co
@katerutter
TWEET!
LUXR.CO JUNE 2012
A class on how to produce an awesome UI
This is not...
(how do you know itʼs awesome?)
A session on making production wireframes or photoshop comps
(how do you know these arenʼt a waste of valuable time?)
A “perfect approach” or a rigid point of view on Great UX.
(100s of entrepreneurs have used these techniques to define
their own unique Great UX.)
LUXR.CO JUNE 2012
I. Lean Startup & User ExperienceII. Lean UX experiments: 1. Users + Problems + Solution 2. Get to Know your Customer" 3. Act on Customer NeedsIII. Fishbowl wrap-up
Day 1 covers...
LUXR.CO JUNE 2012
Day 2 covers...I. Lean UX experiments (cont.): 4. Measure What Matters II. Put it all together III. Designing ExperimentsIV. Living LeanV. Fishbowl wrap-up
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What is Lean Startup?What is UX?
What is UX for Lean Startups?
What is this stuff?!?!
I : Lean Fundamentals
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Lean Startup?
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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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Get out of the
building!
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Customer development is...
A four-step framework for discovering and validating the right market for your idea,
building the right product features that solve
customersʼ needs, testing the correct model and
tactics for acquiring and converting customers,
and deploying the right organization and
resources to scale the business.
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Steve Blank introduced “Customer Development” in...um...2006.
The big idea...
LUXR.CO JUNE 2012
In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.
The big idea...
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What it looks like in practice...
LUXR.CO JUNE 2012
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Build, Measure.
Learn.
LUXR.CO JUNE 2012
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...
LUXR.CO JUNE 2012
Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”
LUXR.CO JUNE 2012
Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”
+incremental
releasesmake products
customers want
+reduce waste
The big idea...
LUXR.CO JUNE 2012
Lean Startup advocates...
• Experiments•!Validated learning
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UX.Design.
Startups.
LUXR.CO JUNE 2012
A personʼs 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
LUXR.CO JUNE 2012
A principle-driven process for product teams
working in situations of extreme uncertainty.
It is characterized by rituals that predispose
predictable, high-quality, high-velocity user experience outcomes.
Lean User Experience is...
LUXR.CO JUNE 2012
What UX brings is 10* years
of experience, methods, and
patterns of work.
*20, 30, 50 years
LUXR.CO JUNE 2012
UX people are EXPERTS at “getting out of the building”
LUXR.CO JUNE 2012
UX people are EXPERTS at “getting out of the building”
LUXR.CO JUNE 2012
People, their goals & needs
Sketches and prototypes
Interactions and flows
UX == Customer Discovery
LUXR.CO JUNE 2012
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 CodeMAKEEvaluative 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
LUXR.CO JUNE 2012
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
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
Hypothesis+ Experiments Validation
(before code.)((before pixels.))
(((before wireframes.)))
in Lean UX...
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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.
Today’s Challenge
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1. Users + Problems + Solution2. Get to Know your Customers3. Act on Customer Needs
4. Measure What Matters (tomorrow)
II : Lean UX Experiments
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Make a 3-part diagram
1Users + Problems + Solutions
(A deeper dive into the elements at play)
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{Activity}
Sketch out the three parts
Who are the users?What problems do they have?
What would be a proposed solution?
LUXR.CO JUNE 2012
Users + Problem + Solution diagram
Users
problems solution
a mobile app for delegating tasks
business professionals
people with families
need to know when something is done
Too much to do, not enough time
need to share tasks on the go
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Types of ResearchPersonas
How to InterviewPractice Interview
2Get to Know Your
Customers (Customer Development Interviews)
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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
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
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{Activity}
Let’s do it!
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{Warm-Up Activity}
Rapid SketchingClothespin Man!
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Who: Make a Persona
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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
LUXR.CO JUNE 2012
{check}
3 checks* Does this sound like a person who could exist? If no, make adjustments.
* Is this an actual person you know? If yes, make adjustments.
* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.
LUXR.CO JUNE 2012
Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
LUXR.CO JUNE 2012
Topic Map
mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
LUXR.CO JUNE 2012
Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
LUXR.CO JUNE 2012
“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 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.
* Have the conversation
* Debrief!
LUXR.CO JUNE 2012
During the Interview
DO• Take notes • Smile• Ask open-ended questions• Get their story• Shut up and listen
DONʼT• Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much
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{Activity}
Practice an interview
1 interviewer + 1 intervieweenote-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
LUXR.CO JUNE 2012
{homework}
Debrief
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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.
! Have the conversation
! Debrief!
LUXR.CO JUNE 2012
i <3 listening.
LUXR.CO JUNE 2012
Sketching6-Up UsesDot Voting
3Act on
Customer Needs(Developing product and interface ideas)
LUXR.CO JUNE 2012
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
LUXR.CO JUNE 2012
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
LUXR.CO JUNE 2012
6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.
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{Activity}
Sketch 6-up Useswith __________, ________ can...
LUXR.CO JUNE 2012
{Activity}
Dot-vote top picks3 dots } pick top 2 uses
LUXR.CO JUNE 2012
{Activity}
Redraw the top 2with __________, ________ can...
LUXR.CO JUNE 2012
{Activity}
Brainstorm features
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{Activity}
Triage features
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{Activity}
Select top 3 features
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Uses make me frisky!
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{Organize!}
Post your persona, uses and features on the wall.
(off to the side)
LUXR.CO JUNE 2012
1. 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 wall5. 2x2 organizing framework
(help decision-making when lots of items)6. Quick decision-making techniques
(dot-vote, roman vote, stack rank)
Patterns of work
LUXR.CO JUNE 2012
IV : Fishbowl Wrap-up
LUXR.CO JUNE 2012
Go be awesome.
Crushing the BoulderUser Experiencein Lean Startups2-day intensive
DAY 2SUN, JUN 3, 2012
+
LUXR.CO JUNE 2012
I. Lean Startup & User ExperienceII. Lean UX experiments: 1. Users + Problems + Solution 2. Get to Know your Customer" 3. Act on Customer NeedsIII. Fishbowl wrap-up
yesterday we covered..
LUXR.CO JUNE 2012
Customer Development = Permission to move forward
LUXR.CO JUNE 2012
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 CodeMAKEEvaluative 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
LUXR.CO JUNE 2012
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
LUXR.CO JUNE 2012
What you have...Users + problems + solution(“the molecule”) Persona
with __________, ________ can...
2-up uses
3 features to support the uses
LUXR.CO JUNE 2012
Today covers...I. Lean UX experiments (cont.): 4. Measure What Matters II. Put it all together III. Designing ExperimentsIV. Living LeanV. Fishbowl wrap-up
LUXR.CO JUNE 2012
Common research questionsMetrics & Analytics
4Metrics
(Quantitative and Qualitative Evaluation)
LUXR.CO JUNE 2012
Will people use it? Why wonʼt people use it?Whatʼs 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
LUXR.CO JUNE 2012
User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
LUXR.CO JUNE 2012
quantitative qualitativeusability testinganalytics
a/b testing
KPIs
Do people use it? Which is better?Did we do the right thing?Are these results good? Are we making progress?
CLOSED-ENDED QUESTIONS
How should I design the new one?Why wonʼt people use it?Whatʼs wrong with this?How could I make this better? Why do people do that?What do people love about it?How can I improve conversion?Why is there dropoff?What do they think this should do?
OPEN-ENDED QUESTIONS
LUXR.CO JUNE 2012
Product(black box)
Conversion Funnel
Traffic
Measurement
LUXR.CO JUNE 2012
{Activity}
Brainstorm measures(from features)
LUXR.CO JUNE 2012
{Activity}
Divide into 2 piles:more
importantless
important
LUXR.CO JUNE 2012
{Activity}
As a team, get to 5
LUXR.CO JUNE 2012
{Activity}
Check your metrics
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Metrics checklist
1. Does the metric begin with a number?
2. Is there a time basis?
3. Is there an object basis?
• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]
• “per week” [ ___/wk ]• “per month” [ ___/mo]
• “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 super-helpful
LUXR.CO JUNE 2012
Metrics checklist
a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”
...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.
vanity
total number of registered
users
unhelpful
sign-ups
% of users who share a
task 3+ times a day,per week
awesomebetter# of users who sign in 3+ times a
day,per week
good# of new registered users per
week
LUXR.CO JUNE 2012
{Activity}
Metrics Dashboard
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Metrics dashboard
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{Show & Tell}
Information Radiator
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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
Acquisition
Activation
Retention
Referral
Revenue
Pirate Metrics - AARRR!
LUXR.CO JUNE 2012
Tools Landscape
ANALYTICSGoogle AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)
HEAT MAPPINGCrazy EggClick Tale
UNMODERATED TESTS WITH VIDEOUsertesting.comTryMyUIUserlyticsWhatUsersDoLoop11
MESSAGE RECALLClueAppFiveSecondTest
CONVERSION TESTINGUnbounceOptimizely
MICRO USABILITYNavflowUsabiliaClicktestVerifyIntuition HQUserZoom
LUXR.CO JUNE 2012
I can sees the numberz thru da
grassez.
LUXR.CO JUNE 2012
II : Put it all together
1. Create the story2. Hear the story told back to you3. How does it hold together?
LUXR.CO JUNE 2012
{Activity}
Make a narrativeWe are _______________Meet...
with __________, ________ can...
using these featuresMVP
we will measure
LUXR.CO JUNE 2012
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
LUXR.CO JUNE 2012
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
LUXR.CO JUNE 2012
I luv heeringda storeez!
LUXR.CO JUNE 2012
Select an assumptionDefine an experiment
Right-size it
III : Designing Experiments
LUXR.CO JUNE 2012
Victory is measured in
learning.
LUXR.CO JUNE 2012
This will change how you think
about your role, your work, your
team, your process.
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
Plot the difference
THINK
release
MAKErelease
MAKErelease
MAKE
time
unva
lidat
ed e
ffor
t
LUXR.CO JUNE 2012
Lots of little wigglesun
valid
ated
eff
ort
time
LUXR.CO JUNE 2012
Lots of little wigglesun
valid
ated
eff
ort
time
LUXR.CO JUNE 2012
unva
lidat
ed e
ffor
t
time
Each wiggle is a learning cycle.
MAKE
releaseMAKE
THINK
CHECK
MAKE
THINK
LUXR.CO JUNE 2012
Experiment Framework
For Example: We believe people like [customer type] have a need for(or problem doing) [need/action/behavior].
The smallest thing we can do to prove that need is [experiment].
We will know we have succeeded when [quantitative/measurable outcome] or [qualitative/observable outcome].
Every experiment has three parts:
1. Hypothesis that is provable/disprovable
2. The experiment itself; the thing you build
3. An indicator of result
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My assumption:
You donʼt want to waste your time, your career, your patience, or your friendship building something that has no chance of success.
Assumptions
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{Activity}
Identify assumptions10 assumptions, 1 per sticky
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{Activity}
Divide into 2 pilesWill kill the company in the next 6 months
if weʼre wrong
Everything else
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{Activity}
Review & de-dupe
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{Activity}
Divide into 2 stacksmore urgentless urgent
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{Activity}
Stack rank the urgents
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{Activity}
Pick the top one
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Experiments allow for a whole new way to tap into the creativity of the team.
Experiments
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{Activity}
State the assumption as a hypothesis
we believe that ________________
You must be able to prove or disprove this.
Hypothesis
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{Activity}
Design an experiment to learn if this is true.
we believe that ________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
__________________________
Briefly describe it.
State how you will know if the hypothesis is valid or invalid. This can be quantitative evidence or qualitative.
How much time/money/effort will it take?
Experiment
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{Activity}
On a fresh sheet,redesign the experiment
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 weeks.
What would you do to get approximately the same learning...IN 2 DAYS?IN 2 WEEKS?IN 2 MONTHS?
Smallification
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{Activity}
Discuss, then pick the experiment to run.
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 days.
Decide
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 weeks.
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 months.
!
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Experiments that were designed
assumption experiment measurable/observable outcome
busy people need a service to help them getmenial stuff done
fb ad, neighborhood targeting presents an offer, landing page. Phone number or tweet. No out
of pocket cost.
10% ctr on ad, 10% ctr on landing page. 2 days
busy people need a service to help them getmenial stuff done
find busy people (in offices). Set up a “shop”. Sit in their reception and see if we can get jobs. Prevail upon friend
who runs 300-person company
5% of employees will make a hire. 1 repeat booking
2 wks
busy people need a service to help them getmenial stuff done
ad in 10 different offices, diff types of companies 2 weeks.
LUXR.CO JUNE 2012
Things to note about the experiment & smallification activities,
which you probably already knew, that are massively valuable in a startup environment.
Progress not a function of the quality,
size, or number of product releases.
Progress is measured in
learning.
Smallification can be done by adjusting scope or fidelity.
Smaller/faster experiments are usually better.
Behavioral experiments are usually better.
Small, behavioral experiments are usually best.
Founders need to balance between size/quality and speed of
learning.
The best option is often non-obvious.
LUXR.CO JUNE 2012
Things to note about the experiment & smallification activities,
which you probably already knew, that are massively valuable in a startup environment.
The decision-maker is usually acting on belief, because there is
insufficient data to decide rationally. The decision-maker is therefore
often going to be wrong. Wrong decisions are expected and
usually not fatal.
Progress is measured in sequential cycles of learning.
LUXR.CO JUNE 2012
We A/B test our experimentzz.
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Putting this experience into practice
IV : Living Lean
LUXR.CO JUNE 2012
A principle-driven process for product teams
working in situations of extreme uncertainty.
It is characterized by rituals that predispose
predictable, high-quality, high-velocity user experience outcomes.
Lean User Experience is...
LUXR.CO JUNE 2012
10 Principles of Lean UX1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)
LUXR.CO JUNE 2012
1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)
Who is involved?
LUXR.CO JUNE 2012
1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)
How do we work together?
LUXR.CO JUNE 2012
1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)
What do we do?
LUXR.CO JUNE 2012
1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)
How can we be sure?
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V : Fishbowl Wrap-up
LUXR.CO JUNE 2012
I seez u beeing awesome.
LUXR.CO JUNE 2012
LUXrʼs mission is to educate early-stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy.
About LUXr
Residency WorkshopsCore Curriculum Advising
10 weeks to awesome forearly-stage teams.
Learning products for accelerators & startup teams.
Core concepts and hands-on activities for everyone.
Coaching & guidance for teams going at lightspeed.
LUXr • 3435 Cesar ChavezSan Francisco, CA • [email protected] • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO [[email protected] • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [[email protected] ]Kate Rutter, Co-Founder & Designer [[email protected] • @katerutter ]