Product Development with Lean UX

Sheen Yap Lean UX & How To Design Digital for a Changing World Decoded London 19/3/2015

Introduction

• Sheen Yap 

• UX expert, design leader and lean evangelist

• 18-years’ experience across web, mobile, iTV

• Helping startups and corporates build better products through Lean and UX methods

change is the only constant

our reaction?

• Innovate or die? Do more stuff? Execute faster? 

before we get ahead of ourselves

9 out of 10 startups fail

Most fail because they’ve built thewrong product

Projects ______

Learning from Startups

Company Phases

Company Phases

DISCOVERyExecution

Company Phases

DISCOVERyExecution

in search of a repeatable and

scalable business model

Company Phases

DISCOVERyExecution

in search of a repeatable and

scalable business model

executing a repeatable and scalable business

model

Execution phase: Failure due to performance

Discovery phase: Failure is necessary for Learning

Attitude to failure

Product Development Process needs to change!

Requirements

Build

Test

Launch

Waterfall

?

3-24 months

Idea

Customer

Validation

works when everything is predictable

Requirements

Build

Test

Launch

Waterfall

?

3-24 months

Idea

User

Validation

learning too late!

Can’t change course

No customer involvement

…but in discovery phase

Requirements

BuildTest

Launch

Agile

?

3-24 months

Idea

Customer

Validation

BuildTest

BuildTest

handles requirements changes

Requirements

BuildTest

Launch

Agile

?

3-24 months

Idea

Customer

Validation

BuildTest

BuildTest

learning too late!

stepped waterfall

No customer involvement

…but in discovery phase

Launch

UX/UCD

?3-24 months

Idea

Customer

Validation

UXUT

UX

Req

BuildTest

BuildTestuser

involvement

Launch

UX/UCD

?3-24 months

Idea

Customer

Validation

UXUT

UX

Req

BuildTest

BuildTest

learning too late!

in the wildin the lab

UTUX

BuildTest

more cycles needed

…but in discovery phase

BuildTest

Launch

Agile UX

?3-24 months

Idea

Customer

Validation

BuildTest

BuildTest

UXUT

UXUT

UX

Req

improved collaboration

BuildTest

Launch

Agile UX

?3-24 months

Idea

Customer

Validation

BuildTest

BuildTest

UXUT

UXUT

UX

Req

learning too late!

in the wildin the lab

…but in discovery phase

Build

Test

Launch

Lean UX

?

3-24 months

UX

Req

Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

Build

Test

Launch

Lean UX

?

3-24 months

UX

Req

Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

early learning

solving user problems

continous iterations

Build

Test

Launch

In Practice

?

3-24 months

UX

Req

Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

Problem Validation

Solution Validation

MVP Version 1

MVP Version 2

MVP Version 1

Build

Test

Launch

?

UX

Req

Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

Problem Validation

Solution Validation

MVP Version 2

Lean Canvas• Tools

• Business modelling a lean canvas

• Customer insights - jobs to be done

• Mvp 

• Performance modelling with customer factory 

• Experiment board 

✔ ✗

✔

✗

✔

✗ ✗

✗ ✔

✗

✔ ✔

✗ ✔

✔ ✗

✗✔ ✔ ✗ ✔

✔✗

✔

LeanStack https://leanstack.com/

Jobs-to-be-done

Focus on the job, not the customer http://blog.intercom.io/when-personas-fail-you/

Problem Interview

Maurya, Ash (2012). Running Lean. O'Reilly Media

MVP Version 1

Build

Test

Launch

?

UX

Req

Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

Problem Validation

Solution Validation

MVP Version 2

THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER

Offer Creation

Ash Maurya PracticeTrumpsTheory.com

Solution Interviews

Maurya, Ash (2012). Running Lean. O'Reilly Media

MVP Version 1

Build

Test

Launch

?

UX

Req

Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

? Build

Test

Launch

UX

Req

Problem Validation

Solution Validation

MVP Version 2

MVP

Kirill Shikhanov “MVP”. https://dribbble.com/shots/1753131-MVP

Measuring Performance

Maurya, Ash (TBD). The Customer Factory. TBD

Tracking Learning

LeanStack https://leanstack.com/

Other UX Tools

Usability Testing

Ethno-graphy

InterviewsPartici-patory Design

Focus Groups

Eye Tracking

Compe-titive

Research

Diary Study

Bench-marking

Forum Mining

Blogpost Test

Landing Page Tests

PPC Tests

A/B Tests

Customer Feedback

Card Sorting

Wizard of Oz

Neuro Imaging

Data Mining

Data Analysis

Ad Hoc Question-

naire

Intercept Surveys

Email Surveys

Product Stubs

Principles

Learning Mindset

Customer Validation

Scientific Approach

Autonomous Team

References

Thanks for listening!

Sheen Yap Follow on Twitter: @sheen Connect: uk.linkedin.com/in/sheenyap