Crushing the BoulderUX for Lean Startups
PRESENTED IN LONDON, JULY 2011 [email protected]
PRESENTED IN LONDON, JULY 2011 [email protected]
PRESENTED IN LONDON, JULY 2011 [email protected]
Janice Fraserwww.luxr.co
@clevergirl@luxrco#LeanUX
BLOG IT!
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What is Lean Startup?What is UX?
What is Lean UX?Introduce techniques
Balanced team
Part 1: Lean UX Fundamentals
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Lean Startup?
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PRESENTED IN LONDON, JULY 2011 [email protected]
Steve Blank introduced “Customer Development” in...um...2006.
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Get out of the building!
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In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.
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About 1,720,000 results
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Here’s my distillation...
“Customer Development in One Page”
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People, their goals & needs
Sketches and prototypes
“New user” experiences
CUSTOMER DEVELOPMENT = UX!!?
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For the first time, user-centered design methods
have momentum in the business community.
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What opportunities does that afford us?
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What demands does it place on us?
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+ +
reduce wastemake products customers want
incremental releases
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40,000 views(past 3 mos)
Entrepreneur in Residence
(2010-2011)
27,331 followers(1,738 listed)
Fall 2011(Random House)
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PRESENTED IN LONDON, JULY 2011 [email protected]
UX Cycles
THINK
MAKE
CHECK
PROTOTYPESWIREFRAMESVALUE PROPLANDING PAGEHYPOTHESESCOMPSDEPLOYED CODE
A/B TESTINGSITE ANALYTICS
USABILITY TESTINGFUNNEL
SIGN-UPS
GENERATIVE RESEARCHIDEATION
MENTAL MODELSBEHAVIOR MODELS
TEST RESULTSCOMPETITIVE ANALYSIS
Reduce cycle time, not build time
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UX?
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USERS
NEEDS
USES
FEATURES
USER STORIES THEMED RELEASES
1. BLAH2. BLAH3. BLAH
BOB CAN...(INSERT BUSINESS THINKING HERE)
THIS WEEK
(CREATE SKETCHES, WIREFRAMES & PIXELS)
WHYWHAT
HOW
Design > UI
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What we bring is 10* years
of experience, methods, and
methodology
*20, 30, 50 years
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Among our strengths...
UX people are EXPERTS at “getting out of the
building.”
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What’s new about LeanUX?
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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.
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1. Design + Prod. Mg. + development = 1 product team
2. Externalize!
3. Goal-Driven and Outcome-Focused
4. Repeatable and routinized
5. FLOW: think/make/check
6. Focus on solving the right problem.
7. Generate many options and decide quickly which to pursue.
8. Recognize hypotheses & validate them.
9. Research with users is the best source of information (& inspiration).
9 PRINCIPLES OF LEAN UX
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1. Write the test first
2. User quote/need as sprint name
3. Wireframe check
4. Designer/developer pairing
5. UX & Product Mgt participate in standup meetings daily
6. Validation step
7. Retrospective periodically
RITUALS OF LEAN UX
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In Practice: Write the test first
We believe that people like ______________ have a
need for (or problems doing) ________________.
We will know we have succeeded when
____________________, or ___________________, which
will contribute to ________________.
(customer type)
(need/action/behavior)
(quantitative/measurable outcome) (qualitative/observable outcome)
(KPI)
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In Practice: Wireframe CheckA stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins.
Well, that thing will take
some work
What here is hard?
• Is this an accurate reflection of the system ?
• What here is hard?
• What alternatives are there?
• Is it worth the effort?
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 [email protected]
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Types of researchHow to interview
Practice interview
Part 2: Customer Development Interviews
(Generative Research)
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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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Before the Interview
Identify who you want to talk to.
Articulate your hypotheses.
Craft a topic map for the session.
Jot down conversation prompts.
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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
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(Activity)Now you try
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Hypothesis
I think that working, commuting moms have trouble keeping up with the errands that need to be done, and
are willing to pay to have odd jobs “sorted”.
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mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
Topic Map
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“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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During the Interview
DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen
DON’TTalk about your productAsk about future behaviorSellAsk leading questionsTalk much
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(Activity)Interview
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After the Interview: Debrief
DUMP (5min, solo)1 idea per stickey“What I heard”“What I saw”“What stood out”
SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions
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(Activity)Debrief
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 [email protected]
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Sketching6-UP
Dot Voting
Part 3: Developing Product & Interface Ideas
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USERS
NEEDS
USES
FEATURES
USER STORIES THEMED RELEASES
1. BLAH2. BLAH3. BLAH
BOB CAN...(INSERT BUSINESS THINKING HERE)
THIS WEEK
(CREATE SKETCHES, WIREFRAMES & PIXELS)
WHYWHAT
HOW
Remember this?
PRESENTED IN LONDON, JULY 2011 [email protected]
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
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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
PRESENTED IN LONDON, JULY 2011 [email protected]
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
USES: What can Mary
do with your product?
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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.
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Case study Common research questions
Tools
Part 4: Quant & Qual Evaluation
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Will people use it? Why won’t people use it?What’s 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?
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User ResearchQUANTITATIVE QUALITATIVE
GENERATE IDEAS
EVALUATE PRODUCT
surveys
usability testing
a/b testing
user interviews
analytics
KPIs
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User Research
QUANTITATIVE QUALITATIVE
EVALUATE PRODUCT
usability testinganalytics
a/b testing
KPIs
PRESENTED IN LONDON, JULY 2011 [email protected]
User ResearchQUANTITATIVE QUALITATIVE
EVALUATE PRODUCT
usability testinganalytics
a/b testing
KPIs
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QUANTITATIVE QUALITATIVE
usability testinganalytics
a/b testing
KPIs
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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 won’t people use it?What’s 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
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Measurement
Product(black box)
Conversion Funnel
TrafficGross #
CMP/CPC/CPA/NPS
Throughput (%)
Usage (%)
Marketing
Marketing & Product
Product
What Metric? Who Owns?
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5% (not the real number)
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PRESENTED IN LONDON, JULY 2011 [email protected]
5% 4% 9.75%
30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions
Say each conversion is worth $2
Waiting would cost $26,000 in lost revenue (hypothetically).
(Real proportions, but not real VALUES)
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The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Make a design decision
Discover that it wasn’t right
Like this...Nobody clicked.
3 MONTHS
3 HOURS
) )
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“Vanity Metrics”“KPI”
“A/B Tests”“Metrics for Pirates”
What should I be measuring?(a few search terms)
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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
LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 [email protected]