LUXr 1-day workshop, April 4, 2012

Crushing the BoulderUser Experience for Lean Startups

LUXR.CO APRIL 2012

LUXR.CO APRIL 2012

LUXR.CO APRIL 2012

LUXR.CO APRIL 2012

Janice Fraser • Kate Rutterwww.luxr.co

@luxrco@clevergirl@katerutter

TWEET!

LUXR.CO APRIL 2012

1. Lean UX Fundamentals2. Get to know your customer3. Brainstorm ideas for product uses4. Measure your success, and then bring it all together into a plan

Today we’ll cover...

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What is Lean Startup?What is UX?

What is Lean UX?

What is this stuff?!?!

Part 1: Lean UX 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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Lean Startup is NOT

Low-Ambition

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Lean Startup is NOT

THE OPPOSITE OF FAT STARTUP

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Get out of the

building!

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Steve Blank introduced “Customer Development” in...um...2006.

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In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.

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People, their goals & needs

Sketches and prototypes

“New user” experiences

CUSTOMER DEVELOPMENT = UX!?

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About 1,720,000 results

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“Customer Development in 1 Page”

Here’s a distillation...

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make products customers want

+

incremental releases

+

reduce waste

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LUXR.CO APRIL 2012

#2 New York Times

Bestseller

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UX Cycles

THINK

MAKE

CHECK

PrototypesWireframes

Value PropLanding Page

HypothesesCompsDeployed Code

A/B TestingSite Analytics

Usability TestingFunnel

Sign-ups

Generative ResearchIdeation

Mental modelsBehavior Models

Test ResultsCompetitive Analysis Reduce cycle time, not build time

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UX?

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Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

User Stories Themed Releases

This Week

Design > UI

LUXR.CO APRIL 2012

What UX brings is 10* years of

experience, methods, and

methodology

*20, 30, 50 years

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Among UX strengths...

UX people are EXPERTS at “getting out of the building.”

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Why Lean UX?

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Lean User Experience is a principle-driven

process for teams working in situations of

extreme uncertainty. It is characterized by

rituals that predispose predictable, high-

quality, high-velocity user experience

outcomes.

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Types of ResearchPersonas

How to InterviewPractice Interview

Part 2:Get 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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Before the Interview

* Identify who you want to talk to.

* Articulate your hypotheses.

* Craft a topic map for the session.

* Jot down conversation prompts.

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Who: Make a Persona

Behaviors

Needs & GoalsDemographics

“Mary”• Has a housecleaner• Buys take-away 3 nights/wk• Frequently feels overwhelmed

when she “forgets” something

• Help! Running errands, managing kids, keeping things running

• Time for her girlfriends• To feel like she “has it sorted”• “To clone herself”

• Working mom• 34 years old• Lives in Reading, works in

London• Married, 2 kids• Household 125k/yr

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{Activity}

Let’s do it!

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Hypothesis

We believe that modern families have trouble keeping up with the errands that

need to be done, and are willing to pay to have “odd jobs” done for them.

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{Warm-up Activity}

Rapid Sketching

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{Activity}

Make a persona

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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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“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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During the Interview

DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen

DONʼTTalk about your productAsk about future behaviorSellAsk leading questionsTalk much

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{Activity}

Dry-run an interview

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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

Dot Voting

Part 3:Act on Customer Needs

(Developing product and interface ideas)

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Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

User Stories Themed Releases

This Week

Remember this?

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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 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 Uses

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{Activity}

Dot-vote Top picks

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{Activity}

Brainstorm features

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fear me.

outsized returns.

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Common research questionsMetrics & Analytics

Part 4:Measure What Matters

(Quantitative and Qualitative Evaluation)

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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?

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User Researchquantitative qualitative

generate ideas

evaluate product

surveys

usability testinga/b testing

user interviews

analyticsKPIs

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Measurement

Product(black box)

Conversion Funnel

TrafficGross #

CMP/CPC/CPA/NPS

Throughput (%)

Usage (%)

Marketing

Marketing & Product

Product

What Metric? Who Owns?

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quantitative qualitative

usability testinganalytics

a/b testing

KPIs

Behavior Ability

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

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{Activity}

Brainstorm measures

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Pirate MetricsAcquisition

Activation

Retention

Referral

Revenue

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{Show & Tell}

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)

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Research Tools

ANALYTICS

Google AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)

HEAT MAPPING

Crazy EggClick Tale Gaze Hawk

UNMODERATED TESTS WITH VIDEO

Usertesting.comTryMyUIUserlyticsWhatUsersDoLoop11

MESSAGE RECALL

ClueAppFiveSecondTest

CONVERSION TESTING

UnbounceOptimizely

MICRO USABILITY

NavflowUsabiliaClicktestVerifyIntuition HQUserZoom

LUXR.CO APRIL 2012

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Living the LeanUX Life

LUXR.CO APRIL 2012

Lean User Experience is a principle-driven

process for teams working in situations of

extreme uncertainty. It is characterized by

rituals that predispose predictable, high-

quality, high-velocity user experience

outcomes.

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

10 Principles of Lean UX

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

Who is involved?

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

How do we work together?

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

What do we do?

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

How can we be sure?

LUXR.CO APRIL 2012

1. Write the test first2. User quote/need as sprint name3. Wireframe check4. Designer/developer pairing5. UX & Product Mgt participate in standup

meetings daily6. Validation step7. Retrospective periodically

RITUALS of Lean UX

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Janice Fraser • Kate Rutterwww.luxr.co

@luxrco@clevergirl@katerutter

Go forth and LeanUX!

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Q&A + Discussion