Embed Size (px)
DESCRIPTION
User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop, UX for Lean Startups. Join the the LUXr team to learn Lean Startup methods that help you both make the right product, and make your product right.
Citation preview
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...
LUXR.CO APRIL 2012
What is Lean Startup?What is UX?
What is Lean UX?
What is this stuff?!?!
Part 1: Lean UX Fundamentals
LUXR.CO APRIL 2012
Lean Startup?
LUXR.CO APRIL 2012
Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
LUXR.CO APRIL 2012
Lean Startup is NOT
Low-Ambition
LUXR.CO APRIL 2012
Lean Startup is NOT
THE OPPOSITE OF FAT STARTUP
LUXR.CO APRIL 2012
Get out of the
building!
LUXR.CO APRIL 2012
Steve Blank introduced “Customer Development” in...um...2006.
LUXR.CO APRIL 2012
In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.
LUXR.CO APRIL 2012
People, their goals & needs
Sketches and prototypes
“New user” experiences
CUSTOMER DEVELOPMENT = UX!?
LUXR.CO APRIL 2012
About 1,720,000 results
LUXR.CO APRIL 2012
“Customer Development in 1 Page”
Here’s a distillation...
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
make products customers want
+
incremental releases
+
reduce waste
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
#2 New York Times
Bestseller
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
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
LUXR.CO APRIL 2012
UX?
LUXR.CO APRIL 2012
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
LUXR.CO APRIL 2012
Among UX strengths...
UX people are EXPERTS at “getting out of the building.”
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
Why Lean UX?
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
Types of ResearchPersonas
How to InterviewPractice Interview
Part 2:Get to Know Your
Customers (Customer Development Interviews)
LUXR.CO APRIL 2012
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•
LUXR.CO APRIL 2012
User Researchquant qual
Generative
Evaluative
Interviews
LUXR.CO APRIL 2012
Before the Interview
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
LUXR.CO APRIL 2012
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
LUXR.CO APRIL 2012
{Activity}
Let’s do it!
LUXR.CO APRIL 2012
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.
LUXR.CO APRIL 2012
{Warm-up Activity}
Rapid Sketching
LUXR.CO APRIL 2012
{Activity}
Make a persona
LUXR.CO APRIL 2012
{Show & Tell}
Topic Map
LUXR.CO APRIL 2012
Topic Map
mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
LUXR.CO APRIL 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
LUXR.CO APRIL 2012
During the Interview
DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen
DONʼTTalk about your productAsk about future behaviorSellAsk leading questionsTalk much
LUXR.CO APRIL 2012
{Activity}
Dry-run an interview
LUXR.CO APRIL 2012
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 APRIL 2012
{homework}
Debrief
LUXR.CO APRIL 2012
LUXR.CO APRIL 2012
Sketching6-UP
Dot Voting
Part 3:Act on Customer Needs
(Developing product and interface ideas)
LUXR.CO APRIL 2012
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?
LUXR.CO APRIL 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 APRIL 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 APRIL 2012
{Activity}
Sketch 6-up Uses
LUXR.CO APRIL 2012
{Activity}
Dot-vote Top picks
LUXR.CO APRIL 2012
{Activity}
Brainstorm features
LUXR.CO APRIL 2012
fear me.
outsized returns.
LUXR.CO APRIL 2012
Common research questionsMetrics & Analytics
Part 4:Measure What Matters
(Quantitative and Qualitative Evaluation)
LUXR.CO APRIL 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?
LUXR.CO APRIL 2012
User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
LUXR.CO APRIL 2012
Measurement
Product(black box)
Conversion Funnel
TrafficGross #
CMP/CPC/CPA/NPS
Throughput (%)
Usage (%)
Marketing
Marketing & Product
Product
What Metric? Who Owns?
LUXR.CO APRIL 2012
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
LUXR.CO APRIL 2012
{Activity}
Brainstorm measures
LUXR.CO APRIL 2012
Pirate MetricsAcquisition
Activation
Retention
Referral
Revenue
LUXR.CO APRIL 2012
{Show & Tell}
Metrics Dashboard
LUXR.CO APRIL 2012
Metrics dashboard
LUXR.CO APRIL 2012
{Show & Tell}
Information Radiator
LUXR.CO APRIL 2012
Information Radiator
LUXR.CO APRIL 2012
Information Radiator
LUXR.CO APRIL 2012
“Vanity Metrics”“KPI”
“A/B Tests”“Metrics for Pirates”
What should I be measuring?(a few search terms)
LUXR.CO APRIL 2012
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
LUXR.CO APRIL 2012
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
LUXR.CO APRIL 2012
Janice Fraser • Kate Rutterwww.luxr.co
@luxrco@clevergirl@katerutter
Go forth and LeanUX!
LUXR.CO APRIL 2012
Q&A + Discussion
![LUXr User Experience in Lean Startups : 2-day workshop for Startup Hawaii, June 2 and 3, 2012 [Honolulu, HI]](https://img.pdfslide.us/doc/110x75/54c740014a795927458b468f/luxr-user-experience-in-lean-startups-2-day-workshop-for-startup-hawaii-june-2-and-3-2012-honolulu-hi.jpg)
![LUXr 1-day workshop, April 27, 2012 [San Francisco]](https://img.pdfslide.us/doc/110x75/54c73ffa4a7959b4048b4588/luxr-1-day-workshop-april-27-2012-san-francisco.jpg)
