GHA Lean UX presentation

EXECUTIVE SUMMARY // RECOMMENDATIONS

LEAN UX

“Applying Lean Thinking in User Experience Design”

EXECUTIVE SUMMARY // RECOMMENDATIONS

LEAN STARTUP

DESIGN THINKING

AGILE SOFTWARE DEVELOPMENT

EXECUTIVE SUMMARY // RECOMMENDATIONS

EMPATHIZE

DEFINE

IDEATE

TEST

PROTOTYPE

WHOAre you solving a problem for

WHATAre their needs

HOWWill you solve them

Design Thinking

EXECUTIVE SUMMARY // RECOMMENDATIONSDesign Thinking

EXECUTIVE SUMMARY // RECOMMENDATIONSAgile Methodologies

EXECUTIVE SUMMARY // RECOMMENDATIONSAgile Methodologies

AGILE MANIFESTO

1. Individuals and interactions over processes and tools

2. Working software over comprehensive

documentation

3. Customer collaboration over contract negotiation

4. Responding to change over following a plan

EXECUTIVE SUMMARY // RECOMMENDATIONSLean Startup

EXECUTIVE SUMMARY // RECOMMENDATIONS

“We must learn what customers really want, not what we think they should want.”

Eric Ries

Lean Startup

EXECUTIVE SUMMARY // RECOMMENDATIONS

BUILD – MEASURE - LEARN

Experimenting+

Validated Learning

REDUCED WASTE

Lean Startup

EXECUTIVE SUMMARY // RECOMMENDATIONSWhat do they have in

common?1) Balance business and user needs

EXECUTIVE SUMMARY // RECOMMENDATIONSWhat do they have in

common?2) Iteration improves the product

EXECUTIVE SUMMARY // RECOMMENDATIONSWhat do they have in

common?

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX

EXECUTIVE SUMMARY // RECOMMENDATIONS

Main Goals of Lean UX:

•Move away from requirements and deliverables to assumptions and outcomes

•Increase shared understanding through collaboration and cross- functional teams

•Design in short, iterative cycles to make sure you create real value for the user/customer

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Principles

1. Cross-Functional Teams

2. 2-Pizza Teams

3. Measure the progress by outcome, not output

4. No upfront detailed design - design only what's

required

5. Continuous discovery

6. Get out of the building (GOOB)

EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF

LEAN UX

Cross-Functional Teams

EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF

LEAN UX

2-Pizza Teams

EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF

LEAN UX

Measure Progress by Outcome – Not Output

EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF

LEAN UX

No Upfront Detailed Design – Design Only What is Required

EXECUTIVE SUMMARY // RECOMMENDATIONSPRINCIPLES OF

LEAN UX

Continuous Discovery

Get Out Of The Building (GOOB)

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process

EXECUTIVE SUMMARY // RECOMMENDATIONSPreparation: Personas

Sketch PrioritizeValidate

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process

EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSProblem & Hypothesis Statement

EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSProblem Statement

EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSProblem Statement

Our service offers a conduit between job seekers and employers tryingto hire them. Through our service, employers can reach out tojob seekers in our ecosystem with employment opportunities.

We have observed that one critical factor affecting customer satisfactionis how frequently job seekers respond to employer messages. Currently,job seekers are replying to these communications at a verylow rate.

How might we improve the efficacy of our communicationproducts, thus making employers more successful in their recruiting andjob seekers more satisfied with our service?

(TheLadder)

EXECUTIVE SUMMARY // RECOMMENDATIONSDECLARE ASSUMPTIONSHypothesis Statement

EXECUTIVE SUMMARY // RECOMMENDATIONS

We believe that creating an efficient communication system within TheLadders’ product experience for recruiters and employers will achieve a higher rate of contact success and an increase in product satisfaction.

We will know this is true when we see an increase in the number ofreplies from job seekers to recruiter contacts and an increase in thenumber of messages initiated by recruiters in our system.

DECLARE ASSUMPTIONSHypothesis Statement

EXECUTIVE SUMMARY // RECOMMENDATIONS

COLLABORATIVE DESIGN

EXECUTIVE SUMMARY // RECOMMENDATIONSCollaborative Design

DECLARE ASSUMPTIONSCollaborative Design – Process

DECLARE ASSUMPTIONSCollaborative Design – First Sketches

(with all stakeholders!)

DECLARE ASSUMPTIONSCollaborative Design – The Concept

Focus on CONCEPT first, not DESIGN!

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process

“The sooner we find which features are worth investing in, the sooner we can focus our limited resources on the best solutions to our business

problem”

CREATE AN MVPMVPs

GOAL: Deliver value to customers as fast as possible!

CREATE AN MVPMVPs

CREATE AN MVPMVPs – Rapid Design Iterations

EXECUTIVE SUMMARY // RECOMMENDATIONSCREATE AN MVPPrototype MVPs

EXECUTIVE SUMMARY // RECOMMENDATIONS

When to use? For example, to determine the value of a new product or feature

1. What am I trying to learn? We are trying to learn whether this new ecommerce solution will increase purchases.

2. What are the main signals I need from the market to validate my hypothesis? The main signal we’re seeking from the market is an increase in completed purchases.

3. Are there any signals I can test for that will serve as indicators for my main signal? Instead of completed purchases, can we test for customer intent and use that as a proxy for purchases?

4. What’s the fastest way for me to find this information? Let’s send out an email to a subset of our users offering a few items for sale and count click-throughs for that call-to-action. This will help us determine interest and intent to purchase.

CREATE AN MVPNon-Prototype MVPs

Landing Page “The button to nowhere”

CREATE AN MVPNon-Prototype MVPs

CREATE AN MVPNon-Prototype MVPs

Email Google AdWords

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Process

RUN EXPERIMENTS & RESEARCHFeedback & Research

COLLABORATIVE and CONTINUOUS research!

Collaborative Discovery:Working as a team to test ideas both internally and externally.

Continuous Discovery:3-12-1 Approach: 3 users, 12pm, once a week.

RUN EXPERIMENTS & RESEARCHFeedback & Research

RUN EXPERIMENTS & RESEARCHFeedback & Research

RUN EXPERIMENTS & RESEARCHFeedback & Research

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Workflow

(company)

EXECUTIVE SUMMARY // RECOMMENDATIONSLean UX Workflow

(agency)

EXECUTIVE SUMMARY // RECOMMENDATIONSSUMMARY

•Move away from requirements and deliverables to assumptions and outcomes

•Increase shared understanding through collaboration and cross- functional teams

•Declare assumptions and create hypothesis statements

•Create prototype MVPs to test hypotheses and assumptions

•Design in short, iterative cycles to make sure you create real value for the user/customer

•Run experiments to collect feedback (both internally and externally)