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.

LUXR.CO JUNE 2012

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

LUXR.CO JUNE 2012

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.

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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)

LUXR.CO JUNE 2012

{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

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{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!

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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

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

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.

LUXR.CO JUNE 2012

{Activity}

Sketch 6-up Useswith __________, ________ can...

LUXR.CO JUNE 2012

{Activity}

Dot-vote top picks3 dots } pick top 2 uses

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{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)

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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

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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

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{Activity}

Brainstorm measures(from features)

LUXR.CO JUNE 2012

{Activity}

Divide into 2 piles:more

importantless

important

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{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

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Lots of little wigglesun

valid

ated

eff

ort

time

LUXR.CO JUNE 2012

Lots of little wigglesun

valid

ated

eff

ort

time

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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

LUXR.CO JUNE 2012

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

LUXR.CO JUNE 2012

{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.

!

LUXR.CO JUNE 2012

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.

LUXR.CO JUNE 2012

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?

LUXR.CO JUNE 2012

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 • 94110info@luxr.co • http://luxr.co • twitter: @luxrco

Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]