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Talk presented at the Lean Crossroads event. Covers two very different fail stories and a view of UX that is helpful in creating validated product designs. Also, many F-bombs. But those were in the talk, not in the slides.
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Kate Rutter, Co-Founder & Principalkate@luxr.co http://luxr.co@katerutter @luxrco
Lean Crossroad : The EntrepreneursAugust 21, 2012 • Vancouver, BC
Failwin=! UX edition
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
MVPMaximumVisionPossible
= product that will save lives
+ amazing research+ visionary idea+ engaged team+ executive supportx 6 months
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
risk
time
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
= 1000s of hours
+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
= 1000s of hours
+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months
= no lives saved
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
= 1000s of hours
+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months
= no lives saved= NO PRODUCT
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
= 1000s of hours
+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 monthsFAIL
= no lives saved= NO PRODUCT
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
the biggest UX fail is...
the UX that doesn’t
ever get into the hands
of people.
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a different story...
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Hello, Bento!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Hello, Bento!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Hello, Bento!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Hello, Bento!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Hello, Bento!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Hello, Bento!
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
what went wrong?
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
what went wrong?
no clear cueto get online
too much text nobody read
hard to open the box, grrrr
couldn’t see the drawing in
the video
video set looked boring
too many pieces in the
box
couldn’t keep track of different
guides
no blankpaper in box
folded blank paper looked
weird
hard to setup video account
tape kept falling out
fixed band on journal was
annoying
belly bandfell off
impossible to open Yay box
without a knife
didn’t know how much time it
would take to do
stickynotes shouldn’t be
wrappedsupplies box not
interestingquote wasoff-target
casual design didn’t feel
“real”
velcro closure on band kept
ripping off
sticker on poster ripped
paperwhere’s the
candy?
no easy wayto post a
photo to site
too much text on login page
confused by different brand on video site
mobile app complete fail
video instructions didn’t exactly
match outcome
mono audio on video was distracting
wanted more related boxes
clearer instructions on
video step 5
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
no clear cueto get online
too much text nobody read
hard to open the box, grrrr
couldn’t see the drawing in
the video
video set looked boring
too many pieces in the
box
couldn’t keep track of different
guides
no blankpaper in box
folded blank paper looked
weird
hard to setup video account
tape kept falling out
fixed band on journal was
annoying
belly bandfell off
impossible to open Yay box
without a knife
didn’t know how much time it
would take to do
stickynotes shouldn’t be
wrappedsupplies box not
interestingquote wasoff-target
casual design didn’t feel
“real”
velcro closure on band kept
ripping off
sticker on poster ripped
paperwhere’s the
candy?
no easy wayto post a
photo to site
too much text on login page
confused by different brand on video site
mobile app complete fail
video instructions didn’t exactly
match oucome
mono audio on video was distracting
wanted more related boxes
clearer instructions on
video step 5
risk
time
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
no clear cueto get online
too much text nobody read
hard to open the box, grrrr
couldn’t see the drawing in
the video
video set looked boring
too many pieces in the
box
couldn’t keep track of different
guides
no blankpaper in box
folded blank paper looked
weird
hard to setup video account
tape kept falling out
fixed band on journal was
annoying
belly bandfell off
impossible to open Yay box
without a knife
didn’t know how much time it
would take to do
stickynotes shouldn’t be
wrappedsupplies box not
interestingquote wasoff-target
casual design didn’t feel
“real”
velcro closure on band kept
ripping off
sticker on poster ripped
paperwhere’s the
candy?
no easy wayto post a
photo to site
too much text on login page
confused by different brand on video site
mobile app complete fail
video instructions didn’t exactly
match oucome
mono audio on video was distracting
wanted more related boxes
clearer instructions on
video step 5
risk
time
MAKE
release
MEASURE
BUILD
LEARN
MEASURE
BUILD
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
win
win
win
win
win
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
+ 3 peoplex 36 days
= PRODUCT
win
win
win
win
win
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
a story...
+ 3 peoplex 36 days
= PRODUCT
win
win
win
win
win
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
}
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
}
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
}
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
start with a clear storyMeet Yoshi, a new startup entrepreneur.
Yoshi needs to feel confident that his product design decisions really serve his customers.
using hands-on materials and online video coachingin a way thatʼs simple to complete, warm & engaging, and fun.
With LUXr Bento Box, Yoshi can learn how to interview customers and validate his assumptions, at his own rate and in his own environment,
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
sketches, prototypes,
pixels
Vision & values
Features
Product
Users
UsesMary can...
NeedsI need...I want...My goal is...
UX haz a stack.
UI goes here�
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Roll your own Great UX
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
BUILD
MEASURELEARN
sketches, prototypes,
pixels
Features
Product
Users
UsesMary can...
NeedsI need...I want...My goal is...
Customer developmentor...user research
Sketches & prototypesbefore UI. Before code.
Experiments, MVPs, Metricsand...usability testing
Lean Startup + UX = <3
Vision & values
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
My UX fail=win checklist:
If I am extremely reluctant and even embarrassed to showthe design...
If I feel comfortable or proud of it...
If I feel stuck...
Iʼm doing it right. ✓
I should have shown it sooner. !I GO FASTER. !
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
Go be awesome.
LUXR.CO • LEAN CROSSROAD • 21 AUGUST 2012
shout-outs to...• All the New Context Conference folks who tested our product• Janice Fraser & Jason Fraser, LUXr.co• Chris Jones @ Hot Studios : Risk reduction model• Gina Bianchini & The Mightybell Team : www.mightybell.com
Thanks!
Kate Rutter, Co-Founder & Principalkate@luxr.co http://luxr.co@katerutter @luxrco
* Slides available on slideshare tomorrow: slideshare.net/intelleto
Lean Crossroad : The EntrepreneursAugust 21, 2012 • Vancouver, BC
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