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Being Lean at The EconomistHow we apply lean methodology to our product development process
Danny Setiawan UX Lead for Mobile, The Economist NYC, 24 Feb 2016
#LeanAtTheEconomist
Agenda• Agenda
• Introduction
• How we do Lean
• Challenges
• Your Turn
• Q&A
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#LeanAtTheEconomist
Introduction
• UX Manager/Lead for Mobile • Responsible for the UX for all native +
HTML 5 apps • Previously: UX designer for Yahoo! Finance
Image source: flaticon.com
#LeanAtTheEconomist
“Lean
Lean is a customer-centric methodology used to continuously improve any process through the elimination of waste in everything you do
- Lean for Dummies
#LeanAtTheEconomistImage source: goyello blog
Learn-Build-Measure Loop
How We Learn
#LeanAtTheEconomist
How We Learn: Internal
1. Stakeholder interviews: 1-on-1 conversations with various stakeholders who can offer insights about our customers (marketing, customer service, sales, tech support)
2. Analytics: behavioral data from related products
3. Competitive analysis
Things you can start doing without talking to customers
#LeanAtTheEconomist
4. Proto-Persona : define target users based on internal knowledge (demographic, behavior, motivation, scenarios). Document assumptions about our target customer.
How We Learn: Internal
Proto-personas created by our mobile team
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5.Scenario Storyboard: visualization of user scenario to reveal limitations and opportunities
How We Learn: Internal
Storyboard of a morning commute scenario
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How We Learn :External1.Surveys: quick way to validate persona with
quantifiable data
Validating assumptions with real customers
Survey on iOS app with TypeForm
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How We Learn :External2.Customer feedback :
consolidated customer feedback from customer service, App Store and Google Play Store reviews
Validating assumptions with real customers
Evernote notebook that enables us to make customer feedback & reviews sharable and searchable (automated with Zapier)
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How We Learn :External3. Customer interviews : in-
depth interviews with people who fit the persona profile to gather qualitative data to validate persona
User interview using Google Hangout
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How We Learn :External4. In-person anecdotal : direct in-person
feedback from customers
Our Product Manager collecting anecdotal feedback at a local coffee shop
How We Build
#LeanAtTheEconomist
How We Build1. Customer Journey Mapping: high-level
visualization of customer’s experience
Customer journey map created in workshop session with stakeholders on
Day 1 of Design Sprint
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How We Build2. 6-8-5: generate 6-8 sketches in 5 minutes
sketches created in 6-8-5 exercise Team + stakeholders sketching together
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How We Build3. Screen Storyboarding: visualize
user flow in 3 or more screens (as a progression)
4. Critique: decide on winning idea as a team
screen storyboard with notes from critique
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5. Prototyping: simulation of final product to solicit reaction from users
Quick InVision prototype to test swipe visual cue
How We Build
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How We Build6. Story mapping: an exercise to define MVP by
visualizing user flow and its related features
Final story map done using Stormboard
How We Measure
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How We Measure1. Walking Skeleton: a dev build that includes only essential features to
validate the solution with real data 2. Customer feedback3. Surveys (ie. NPS)4. Analytics: measure what our users actually do
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Usability Test5. Usability tests: method of testing our solution’s ease of use
In-person moderated usability test in session Usability test observation room
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Heuristic Evaluation6. Heuristic Evaluation: expert review of existing product
from Espresso heuristic evaluation
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Challenges• The Team
• Distributed: US and Europe
• Stretched too thin across multiple products
• Resource allocation • Long-term forecasting, hard to
change direction quickly
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Your Turn• Get to know your customers
• Survey
• Talk to them
• Building a Lean culture • Build your tribe: Identify and empower your allies
• Small wins: help your colleagues to succeed using Lean method
• Co-creation: include stakeholders in the process to create alignment and gain support
Practical applications you can apply to your work
#LeanAtTheEconomist
Questions?email: [email protected]
twitter: @dsetia_1
linkedin: linkedin.com/dnystwn
How to contact me after this
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