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Dan Olsen Lean Product Meetup March 18, 2014 (aka How to be a Lean Product Ninja) +*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+ +*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+ Best Practices in Lean Product & Lean UX

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Page 1: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Dan Olsen Lean Product Meetup March 18, 2014

(aka How to be a Lean Product Ninja)

+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+

+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+

Best Practices in Lean Product & Lean UX

Page 2: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

My  Background  n  Educa7on  

n  BS,  Electrical  Engineering,  Northwestern  n  MS,  Industrial  Engineering,  Virginia  Tech  n  MBA,  Stanford  n  Web  development  and  UI  design  

n  20  years  of  Product  Management  Experience  n  Managed  submarine  design  for  5  years  n  5  years  at  Intuit,  led  Quicken  Product  Management  n  Led  Product  Management  at  Friendster  n  CEO  &  Cofounder  of  YourVersion,  “Pandora  for  your  news”  n  PM  consultant  to  startups:  Box,  YouSendIt,  Epocrates  

 My  slides  will  be  posted  to  hUp://buildinggreatproducts.com  

See  my  other  talks  at  hUp://slideshare.net/dan_o    

Page 3: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2011  YourVersion  

What  does  “Lean”  mean?  n  Lean  Startup  

n  Achieving  product-­‐market  fit  n  Valida7ng  product  with  users  n  Improving  &  itera7ng  your  product  quickly  

n  Tes7ng  hypotheses  &  learning  n Minimizing  waste  of  resources  

n  Product-­‐market  fit  =  product  management’s  responsibility      

Page 4: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2011  YourVersion  

Why  “Ninja”?  n High  level  of  exper7se  n Self-­‐sufficient  n Uses  wide  array  of  skills  to  get  the  job  done

Page 5: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

What’s  the  Formula  for  Product-­‐Market  Fit?  

n  A  product  that:  n Meets  customers’  needs  n  Is  beUer  than  other  alterna7ves  n  Is  easy  to  use  n Has  a  good  value/price  

Focus of my talk today

See my talk “How to be a UX Design Army of One”

Page 6: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Dan’s  Model  for  the  Causality  Underlying  Product-­‐Market  Fit  

Copyright  ©  2014  Olsen  Solu7ons  

Target  Customer  

Product  

Customer  Needs  

Customer  has  needs  

Product  is  designed  to  meet  needs  

Customer  decides  how  well  product  meets  needs  (sa7sfac7on)  

Page 7: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

The  Lean  Product  Ninja  Way:  Steps  to  Achieving  Product-­‐Market  Fit  1.  Understand  underserved  customer  needs  2.  Define  your  product’s  value  proposi7on  3.  Build  wireframe/mockup  4.  Get  user  feedback  5.  Iterate  

Copyright  ©  2014  Olsen  Solu7ons  

Page 8: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Understanding  Customer  Needs  

Page 9: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

   

n  Russians:  pencil  

n  NASA:  space  pen  ($1  M  R&D  cost)  

   

   

Example:  n  Ability  to  write  in  space  (zero  gravity)  

Problem  Space  vs.  Solu7on  Space  n  Problem  Space  

n  A  customer  problem,  need,  or  benefit  that  the  product  should  address  

n  A  product  requirement  

n  Solu7on  Space  n  A  specific  implementa7on  to  address  the  need  or  product  requirement    

Copyright  ©  2014  Olsen  Solu7ons  

Page 10: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Problem  Space  vs.  Solu7on  Space:  Product  Level  

Problem  Space  (user  benefit)  

Solu7on  Space  (product)  

TurboTax

TaxCut

Pen and paper

Prepare my taxes

File my taxes

Check my taxes

Maximize deductions

Reduce audit risk

Copyright  ©  2014  Olsen  Solu7ons  

Page 11: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Problem  vs.  Solu7on  Space:  Feature  Level  Problem  Space  

 Solu7on  Space  

Save time filing taxes

Save time preparing taxes

Maximize my tax deductions

Check my return

Reduce my audit risk

Help me prepare taxes

Empowerment/ Confidence

Save Time

Save Money

Tax Interview Wizard

Audit Risk Analyzer

Tax Return Error Checker

Tax Data Downloader

Electronic Tax Return Filing

Tax Deduction Finder

Copyright  ©  2014  Olsen  Solu7ons  

Page 12: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Priori7zing  Customer  Needs:  Importance  vs.  Sa7sfac7on  

Impo

rtance  of  U

ser  N

eed  

User  Sa7sfac7on  with  Current  Alterna7ves  

Compe77veMarket  Opportunity  

Low   High  

Low  

High  

Not  Worth  Going  Aler  

Copyright  ©  2014  Olsen  Solu7ons  

Page 13: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Kano  Model:  User  Needs  &  Sa7sfac7on  User  Sa7sfac7on  

User  Dissa7sfac7on  

Performance  (more  is  beUer)  

Delighter  (wow)  

Need  not  met  

Need  fully  met  

Must  Have  

Needs  &  features  migrate  over  7me  

Copyright  ©  2014  Olsen  Solu7ons  

Page 14: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

Importance  vs.  Sa7sfac7on    Ask  Users  to  Rate  for  Each  Feature  

98

8784

8679 847055 80

7280

75

4150

55

60

65

70

75

80

85

90

95

100

40 50 60 70 80 90 100

Satisfaction

Importance

Recommended  reading:  “What  Customers  Want”  by  Anthony  Ulwick  

Bad  

Great  

Page 15: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

What  is  Your  Value  Proposi7on?  

n Which  user  benefits  are  you  providing?  n How  are  you  beUer  than  compe7tors?     Compe&tor  A   Compe&tor  B   You  

Must  Have  Benefit  1   Y   Y   Y  

Performance  Benefit  1   High   Low   Med  

Performance  Benefit  2   Low   High   Low  

Performance  Benefit  3   Med   Med   High  

Delighter  Benefit  1   Y   -­‐   -­‐  

Delighter  Benefit  2   -­‐   -­‐   Y  

Copyright  ©  2014  Olsen  Solu7ons  

Page 16: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Building  Wireframes/  Mockups  

Page 17: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Genng  Customer  Feedback:  Problem  Space  vs.  Solu7on  Space  

n Customers  CAN’T  ar7culate  problem  space  n Customers  CAN  react  to  solu7on  space  n That’s  why  you  need  something  tangible  to  show  to  customers  to  get  good  feedback  

Copyright  ©  2014  Olsen  Solu7ons  

Page 18: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Design  Ar7facts:  Interac7vity  vs.  Fidelity  

Copyright  ©  2014  Olsen  Solu7ons  

Hand  sketch  

Interac7vity  

Fidelity  

Interac7ve  Prototype  

Sta7c  Wireframe*  

Clickable  Wireframe*  

Mockup    

Clickable  Mockup**  

*  Balsamiq:  balsamiq.com  **  Invision:  invisionapp.com  

Page 19: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Design  Tools:  Fidelity  vs.  Effort  

Copyright  ©  2014  Olsen  Solu7ons  

Hand sketch D

esig

n Fi

delit

y

Effort to Create Artifact

Photoshop

Balsamiq 1

2

3

Visual Designer

All Product People

Page 20: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Why  You  Should  Wireframe  

n  In  case  you  don’t  have  UX  designer  (olen)  n To  clarify  and  refine  your  thinking:  

n  Informa7on  Architecture,  layout,  naviga7on  

n To  communicate  your  product  ideas  to  others  

n Modern  tools  make  it  easy  and  fast  

Copyright  ©  2014  Olsen  Solu7ons  

Page 21: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

Learning  from  Customers  

Page 22: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

What  Are  You  Going  to  Get  Feedback  &  Learnings  About?  

Problem  Space  (your  mental  model)  

Solu7on  Space  (what  users  can  react  to)  

Customer  Understanding  

(needs  &  preferences)  

Feature  Set  

UI  Design   Messaging    

Copyright  ©  2014  Olsen  Solu7ons  

Page 23: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Iterate  Your  Wireframes  Based  

on  Feedback  

Page 24: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Itera7ng  Your  Product  Vector  Based  on  User  Feedback  in  Solu7on  Space  Problem  Space  

(your  mental  model)  Solu7on  Space  

(what  users  can  react  to)  

 Customer  Feedback  

Mockups  /  Code  

Copyright  ©  2014  Olsen  Solu7ons  

Page 25: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

Case  Study  on  Product-­‐Market  Fit:  Marke7ngReport.com  

Page 26: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Product-­‐Market  Fit  Case  Study:  Marke7ngReport.com  

n My  consul7ng  client  (CEO)  had  an  idea  for  a  new  product  

n Team:  me,  CEO,  head  of  marke7ng,  UI  design  consultant  

n Goal:  n Validate  product-­‐market  fit  quickly,  cheaply  without  wri7ng  a  single  line  of  code  

n Determine  if  there  was  a  business  opportunity  here  

Copyright  ©  2014  Olsen  Solu7ons  

Page 27: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Product-­‐Market  Fit  Case  Study:  Developing  Product  Concept  

n  Product  Concept  was  “marke7ng  report”  that  let  consumers  control  the  direct  mail  that  they  receive  

n  Concept  was  fuzzy  with  various  components,  so  I  broke  it  into  2  different  “flavors”:  n  #1  “Marke7ng  Shield”:  Service  to  reduce/stop  junk  mail  

n  #2  “Marke7ng  Saver”:  Opt  in  &  receive  money-­‐saving  offers  

Copyright  ©  2014  Olsen  Solu7ons  

Page 28: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Clustering  Poten7al  User  Benefits  to  Create  Product  Concepts  

Reduce Junk Mail

Find out what “they” know about you

Money Saving Offers

Compare Yourself to Others

Social Networking

Marketing Report

Marketing Score

Marketing Profile

Save Trees

“Shield” Concept “Saver” Concept

Copyright  ©  2014  Olsen  Solu7ons  

Page 29: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

Page 30: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

Page 31: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

n  Telephone  recruit  of  prospec7ve  customers  n Wrote  phone-­‐screen  ques7onnaire  to  create  rough  target  customer  segmenta7on  n Wanted  users  who  work  full-­‐7me  &  use  internet  n Fit  for  opt-­‐in  offers:  use  coupons,  Costco  membership  n Fit  for  an7-­‐junk  mail:  use  paper  shredder,  block  caller  ID  

n  Paid  each  person  $75  n  Scheduled  3  groups  of  2  or  3  people  to  discuss  each  product  concept  for  90  minutes  

n Moderated  each  group  through  the  paper  mockups  to  hear  their  feedback  

Product-­‐Market  Fit  Case  Study:  Recrui7ng  People  

Copyright  ©  2014  Olsen  Solu7ons  

Page 32: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Product-­‐Market  Fit  Case  Study:  Findings  on  Concepts  &User  Benefits  

Reduce Junk Mail

Find out what “they” know about you

Money Saving Offers

Compare Yourself to Others

Social Networking

Marketing Report

Marketing Score

Marketing Profile

Save Trees

Legend

Strong appeal

Some appeal

Low appeal

“Shield” Concept “Saver” Concept

Copyright  ©  2014  Olsen  Solu7ons  

Page 33: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Product-­‐Market  Fit  Case  Study:  Learnings  from  Research  

n  Learned  that  “Shield”  (an7-­‐junk  mail)  concept  was  stronger  than  “Saver”  

n  People  didn’t  like  many  of  the  “Saver”  concept  components  

n  Learned  users’  concerns  /  ques7ons  about  “Shield”  concept  

n  Refined  “Shield”  concept:  n  Removed  irrelevant  components  n  Improved  messaging  to  address  user  concerns  /  ques7ons  

n  Validated  revised  “Shield”  concept  with  quick  2nd  round  of  tests  n  No  customer  concerns  n  Clear  willingness  to  pay  

Copyright  ©  2014  Olsen  Solu7ons  

Page 34: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Copyright  ©  2014  Olsen  Solu7ons  

Page 35: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Product-­‐Market  Fit  Case  Study:  Summary  

n 4  weeks  from  1st  mee7ng  to  validated  product  concept  with  zero  coding  

n Reasonable  cost  n 1  round  of  itera7on  on  product  concept  n  Iden7fied  compelling  concept  that  users  are  willing  to  pay  $10/month  for  

n Trimmed  away  non-­‐valuable  pieces  n You  can  achieve  similar  results  

Copyright  ©  2014  Olsen  Solu7ons  

Page 36: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Lean  Product  Ninja  Cheat  Sheet  

n  Understand  the  problem  space  to  iden7fy  underserved  customer  needs  

n  Define  your  value  proposi7on  n  Create  wireframes/mockups  n  Get  customer  feedback  n  Revise  your  feature  set,  UI  design,  and  messaging  to  improve  product-­‐market  fit  

n  Launch,  learn,  and  iterate  

Copyright  ©  2014  Olsen  Solu7ons  

Page 37: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

hUp://buildinggreatproducts.com  hUp://slideshare.net/dan_o    @danolsen  

Questions?

+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+

+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+

Page 38: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Help  Us  Make  Our  Meetup  BeUer  n Please  let  me  know  

n Any  feedback  you  have  on  the  meetup  n  Ideas  for  future  topics  &  speakers  n @danolsen  

n Please  go  on  Meetup.com  &  leave  a  ra7ng  n Please  write  a  review  n Please  tell  your  friends  about  our  meetup  

n hUp://meetup.com/lean-­‐product  n @LeanProdMeetup,  #LeanProduct  

Copyright  ©  2012  Olsen  Solu7ons  

Page 39: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Lightning  Talks  

n Want  to  ask  or  tell  the  group  something?  n Are  you  hiring?  n Are  you  looking  for  a  job?  n Have  a  ques7on  or  request  for  people  in  our  group?  

n Please  take  up  to  1  minute  

Copyright  ©  2014  Olsen  Solu7ons  

Page 40: Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean Product and Lean UX by... · Dan Olsen Lean Product Meetup March 18, 2014 (aka How

Come  to  Our  Next  Meetup:  April  24  n  Thursday,  April  24  n  Same  7me  (6  pm)  &  place  

Steven  Cohn,  CEO  of  Validately  “A  Lean  Case  Study:  How  we  used  Lean  to  start  Validately”  

Please  RSVP  now  at:  hUp://meetup.com/lean-­‐product