Launch Academy Introduction to Lean UX Workshop - February 2014

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  • Launch Academy / Codename Design 2014 Launch Academy / Codename Design 2014

    An Introduction to Lean User Experience Design

    Marc BaumgartnerFounder + Design Director

    Codename Design

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    Welcome

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    AgendaMorning Session: 8:45 Registration 9:00 Course Introduction 9:15 Lean UX Principles 10:00 - 10:15 Break 10:15 Lean UX Processes 12:00 Lunch

    Afternoon Session: 1:00 Project Introduction and Brief 2:00 Develop User Stories Exercise 2:30 Wireframes Exercise 3:10 - 3:20 Break 3:20 Prototypes Exercise 4:45 Presentations and feedback. 5:15 Wrap Up

  • Launch Academy / Codename Design 2014 Launch Academy / Codename Design 2014 Codename Design 2014 Copy writing and photo credit @marcbx.

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    10000 FT.

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    Ash Maurya, Running Lean, 2012

    ... what separates successful start ups from unsuccessful ones is (...) that they find a plan that

    works before running out of resources.

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    Lets Make a Product old school

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    Perceived Learning Curve

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    Youre wrong about something.

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    You just dont know what that "something is yet.

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    Actual Validated Learning Curve

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    The goal of Lean UX

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    Iterate as quickly as you can" to get as much validated learning"

    as you can for the least effort.

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    The goal of Lean UX

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    LEAN"DESIGN"

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    Design builds knowledge.

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    DESIGN MATERIALIZES"KNOWLEDGE

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    Increase in shared knowledge

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    DESIGN IS "ITERATIVE

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    The Design Process

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    LEAN UX IS"ABOUT MAKING

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    The Lean Process

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    LEAN UX IS NOT ABOUT"BEING DONE

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    IT IS ABOUT BEING READY"FOR THE NEXT ITERATION

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    EXPOSE YOURSELFbefore youre ready

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    MINIMUM "VIABLE"

    PRODUCT

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    Eric Ries

    "The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about

    customers with the least effort." "

  • Launch Academy / Codename Design 2014 Launch Academy / Codename Design 2014 .the Minimum Viable Gas Station (photo credit to @NitiBhan).

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    JUST"ENOUGH"DESIGN

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    May cause nausea.its o.k. if you feel queasy

    you kind of get used to it.

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    Lean User Experience Design

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    Lean UX is a process that:

    Places a primary focus on creating value for customers Minimizes the time it takes to learn Minimizes the cost of each lesson learned Allows you to communicate what youve learned with the team Allows you to act on that learning so you can create more value for customers Allows you to observe whether youve actually created more value

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    User Centered Design. "Agile Methodologies. "Data Driven Design.

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    User Centered Design

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    User Centered Design

    The Actors (or users, or customers) The Objects (the material atomic bits people work with / content) The Goals (what actors want to achieve in context) The Activities (the steps they need to go through to complete goals) The Interactions between the actors and the objects to reach their goals The Context (the physical world including device, social etc)

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    Agile Methodologies

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    Agile Methodologies1. 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

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    Agile Methodologies User StoriesAs an [ actor type ] I want to [ accomplish something ] So that [ something of value happens ]

    As a frequent purchaser I want to be able to save an item to my wish list so that I can return to purchase my saved items.

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    Agile Methodologies User Stories

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    Agile Methodologies User Stories

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    User Stories (extended): Acceptance Criteria Discussion notes Dependencies / Related stories Components (what parts of the app(s) are affected, what out of app experience elements are required (for example: emails sent) Links to resources like assets and reference artifacts like diagrams, wireframes, mockups

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    How Stories fit into the flow1. Understand the problem, then; 2. Model solutions at a user scale: Write A Story / Design the test Model and discuss possible solutions Prioritize / decide on an approach Try to invalidate the approach yourself Create an artifact / prototype of the appropriate fidelity Test... Measure... Iterate (go back to #1).

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    Data-Driven DesignWhats the problem? Whats your assumption about the problem? What are you going to measure? How are you going to measure? What results constitute success? What is the threshold for validation?

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    Data-Driven Design

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    Data-Driven Design Measuring ExampleAre people using our product? Are they using all of it or only parts of it? Are they using it in the way we expected?

    Our assumption was that users would primarily use the marketplace matching features we built into the MVP to complete a transaction once per month.

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    Data-Driven Design Measuring ExampleWell measure app usage for the past 30 days using analytics looking specifically at transaction traffic and funnels looking for completed transactions and drop-offs. Well need at least 1000 transactions from after release #3. Well talk to at least 8 people locally to get qualitative feedback.

    If we get an average of 1 transaction per user per month were on the right track, well work on aiming higher, open the social loop and test again at scale;

    If weve had an average of 80% of users with 1 transaction every 30 days well take that as a good sign, pay special attention to qualitative feedback.

    If we get less than 80% well look at both qualitative and quantitative data to see where the drop offs are and if there are any specific branding / market issues with the offering.

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    Data-Driven Design Appropriate TestsDepends on what stage your startup is at:

    1. Worth building Am I meeting a need (early validation) 2. Empathy Landing page conversion 3. Stickiness Engagement / churn / customer funnel 4. Virality Customer acquisition cost / viral co-efficient 5. Revenue LTV / upselling 6. Scale resellers / support costs etc

    For more details see Lean Analytics by Alistair Croll & Benjamin Yoskovitz

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    Questions

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    Break

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    Lean UX Processes"Overview

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    LEAN UX IS"ABOUT MAKING

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    MAKING WHAT?glad you asked

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    MAKING MODELS

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    WHAT IS"WHAT COULD BE

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    PROBLEMS"SOLUTIONS

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    PROBLEM HYPOTHESIS" We are solving a worthwhile problem, one

    that people will pay for.

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    SOLUTION HYPOTHESIS" We are solving a validated problem in a way

    people will love to use.

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    MAKING MODELS of things that are, and things that are

    about to be.

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    Models"(to understand the problem)

    Personas Observation Interviews User Journeys Business Models Analytics

    Models(to propose solutions)

    Story Boards Diagrams Wireframes Mockups Interactive Prototypes

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    Lean UX Discovery"Understanding The Problem

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    When discovery appliesNew products New features Existing products Existing features Competitive analysis.

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    Models"(to understand the problem)

    Personas Observation Interviews User Journeys Business Models Analytics

    Models(to propose solutions)

    Story Boards Diagrams Wireframes Mockups Interactive Prototypes

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    1"(Proto) Personas

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    1. Proto Personas

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    1. Proto Personas

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    1. Proto Personas

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    1. Proto Personas

    Good for: Humanizing the users to the team; Confirming assumptions around your identified personas; Qualitative feedback.

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    1. Proto Personas

    Tools: Pen & Paper Omnigraffle Illustrator / InDesign

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    2"Observation

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    2. Observation

    Salary Men" by Marc Baumgartner, 2013

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    Salary Men" by Marc Baumgartner, 2013

    2. Observation

    "Cyclops" by Jaime Pitarch, 2002

    Good for: Finding behaviour patterns; Unscripted qualitative findings; Finding workarounds that people are already using to deal with pain points; The goal here is not to do exhaustive ethnographic research, observe to validate your proto-personas

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    2. Observation

    "Cyclops" by Jaime Pitarch, 2002

    Types of Observation Complete Observation - street life, trend spotting Observer as Participant - you observe and guide (interviews, focus groups, workshops) Participant as Observer - you participate and subjects know you're observing (joint activities, card sorting) Complete Participation - you participate with subjects unaware (think secret millionaire / undercover boss)

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    Tools: Pen & Paper Camera / Video Note software (evernote, google docs) Camera / Video Props Release / Consent Forms (if required) Thank you notes

    2. Observation

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    3"Interviews

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