Lean UX, Google Launchpad London, 2014

Adrian Howard (@adrianh)

Lean UX:Building products people want

Google Launchpad London, May 1 2014

www.flickr.com/photos/usnationalarchives/4727573934

1999

http://photo.credit.goes.here/

Building software fun again! Yay!

UX?

1993

http://en.wikipedia.org/wiki/File:Donald_Norman_at_AWF05.jpg

–Meeting notes made by Tom Erickson

Don also described and solicited discussion on, the 'User Interface [sic] Architect's office" (hereafter UEA).

– Don Norman

“I invented the term because I thought Human Interface and usability were too narrow: I wanted to cover all aspects of the person's experience with a system, including industrial design, graphics, the interface, the physical interaction, and the manual.”

2000

http://en.wikipedia.org/wiki/File:Jesse-James-Garrett_Web2.0-Kongress_2007.jpg

http://www.jjg.net/elements/pdf/elements.pdf

http://www.jjg.net/elements/pdf/elements.pdf

“The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.”

“The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.”

http://www.jjg.net/elements/pdf/elements.pdf

www.designcouncil.org.uk/about-design/How-designers-work/The-design-process/

Agile UX

Great for Team

Less useful for Product Owner

2006

en.wikipedia.org/wiki/File:Steve_Blank.jpg

– Steve Blank

“A startup is a temporary organization designed to search for a repeatable and scalable business model.”

– Steve Blank

“A startup is a temporary organization designed to search for a repeatable and scalable business model.”

From “The Startup Owner's Manual” by Steve Blank

Marriage vs Date

Plan vs Map

UX?

From “The Startup Owner's Manual” by Steve Blank

2009

The Lean Startup“A true experiment follows the scientific method. It begins with a clear hypothesis that makes predictions about what is supposed to happen. It then tests those predictions empirically”

http://imgs.xkcd.com/comics/science.jpg

Lean StartupCustomer Development + Agile + Lean

buildlearn

measure

productdata

ideas

Product certainty

Market certainty

Product certainty

Market certainty

Product certainty

Market certainty

Product certainty

Market certainty

WTF

Product certainty

Market certainty

WTFBuild it and they

will come!

Product certainty

Market certainty

WTFBuild it and they

will come!

You know, for kids!

Product certainty

Market certainty

WTFBuild it and they

will come!

You know, for kids! $

Product certainty

Market certainty

Product certainty

Market certainty

Product certainty

Market certainty

$

Example

• Zappos

• Annual sales > US$1 billion

• Hypothesis: Is there a demand for superior online shoe shopping

• Experiment: Took photos from shoe shops, came back and bought them full price if customer bought them online

Example from The Lean Startup, p57-58

Example• Allowing users to register with twitter will drop

abandoned registrations by 5%

• Built fake “register with twitter” link which led to nice error message

• Released to segment of customers on live site

• Measured how many new users tried it

• <1% - hypothesis invalid

Lean StartupCustomer Development + Agile + Lean

buildlearn

measure

productdata

ideas

UX?

– Janice Fraser, 2010

The question we have to solve for is not “What does Lean User Experience mean?” The question is “In a lean environment, how can we make great user experiences?

Lean ≠ Low Quality

Lean ≠ Fast

Lean ≠ Cheap

Lean ≠ No deliverables

Designing out:

muri (overburden)

mura (inconsistency)

muda (waste)

Problems! Silos! Ownership! Alignment ! Communication ! Understanding of customers! Understanding of business! Features not Value

Lean StartupCustomer Development + Agile + Lean

buildlearn

measure

productdata

ideas

Lean UXLean Startup + UX + Design Thinking

makethink

check

Agile UX vs Lean UX?

Story vs Experiment

Product vs Learning

Lean UX

– Janice Fraser, 2010

The question we have to solve for is not “What does Lean User Experience mean?” The question is “In a lean environment, how can we make great user experiences?

Interviewing

Persona

http://www.slideshare.net/toddwarfel/data-driven-personas

http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73

Usability Testing

http://www.argazkiak.org/photo/codesyntax-usability-lab/size/o/

http://allthingsoracle.com/red-gate-live-lab-source-control-for-oracle/

Design

http://en.wikipedia.org/wiki/File:Robert_Edmond_Jones.jpg

https://www.flickr.com/photos/doos/4689874175/

http://designcomics.org/

http://plasq.com/products/comiclife3/mac

Lean UXLean Startup + UX + Design Thinking

makethink

check

The Good, the Bad& the Ugly

Product Teams

UX is pervasive

Alignment on value

Helps build an experiment culture

It’s hypotheses before, during and after development

Encourages value-oriented infrastructure

Hypotheses talk about business value directly

Where’s the delight?

Trail of undead experiments

What happens when I can’t validate cheaply?

Some folk find reality hurts

Further Reading• UX for Lean Startups by Laura Klein

• Lean UX by Jeff Gothelf & Josh Seiden

• Agile User Experience Design by Diana Brown

• User-Centered Agile Methods by Hugh Beyer

• Agile Experience Design by Lindsay Ratcliffe and Marc McNeill

Further Reading• Lean Startup by Eric Ries

• The Startup Owner's Manual by Steve Blank

• The Four Steps to the Epiphany by Steve Blank

• The Goal by Eliyahu M. Goldratt

• The Machine That Changed the World by Womack, Jones & Roos

balancedteam.org

Agile & Lean UX Newsletterbit.ly/agileleanux

Questions?

@adrianh quietstars.comadrianh@quietstars.com