Ux for lean startups london

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<p>London 1-day</p> <p>Crushing the BoulderUX for Lean Startups</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Janice Fraserwww.luxr.co</p> <p>@clevergirl@luxrco#LeanUX</p> <p>BLOG IT!</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>What is Lean Startup?What is UX? </p> <p>What is Lean UX?Introduce techniques </p> <p>Balanced team</p> <p>Part 1: Lean UX Fundamentals </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Lean Startup?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Steve Blank introduced Customer Development in...um...2006. </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Get out of the building!</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book. </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>About 1,720,000 results</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Heres my distillation...</p> <p>Customer Development in One Page</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>People, their goals &amp; needs</p> <p>Sketches and prototypes</p> <p>New user experiences</p> <p>CUSTOMER DEVELOPMENT = UX!!?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>For the first time, user-centered design methods </p> <p>have momentum in the business community. </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>What opportunities does that afford us? </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>What demands does it place on us? </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>+ +</p> <p>reduce wastemake products customers want</p> <p>incremental releases</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>40,000 views(past 3 mos)</p> <p>Entrepreneur in Residence</p> <p>(2010-2011)</p> <p>27,331 followers(1,738 listed)</p> <p>Fall 2011(Random House)</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>UX Cycles</p> <p>THINK</p> <p>MAKE</p> <p>CHECK</p> <p>PROTOTYPESWIREFRAMESVALUE PROPLANDING PAGEHYPOTHESESCOMPSDEPLOYED CODE</p> <p>A/B TESTINGSITE ANALYTICS</p> <p>USABILITY TESTINGFUNNEL </p> <p>SIGN-UPS</p> <p>GENERATIVE RESEARCHIDEATION</p> <p>MENTAL MODELSBEHAVIOR MODELS</p> <p>TEST RESULTSCOMPETITIVE ANALYSIS</p> <p>Reduce cycle time, not build time</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>UX?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>USERS</p> <p>NEEDS</p> <p>USES</p> <p>FEATURES</p> <p>USER STORIES THEMED RELEASES </p> <p>1. BLAH2. BLAH3. BLAH</p> <p>BOB CAN...(INSERT BUSINESS THINKING HERE)</p> <p>THIS WEEK</p> <p>(CREATE SKETCHES, WIREFRAMES &amp; PIXELS)</p> <p>WHYWHAT</p> <p>HOW</p> <p>Design &gt; UI</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>What we bring is 10* years </p> <p>of experience, methods, and </p> <p>methodology</p> <p>*20, 30, 50 years</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Among our strengths...</p> <p>UX people are EXPERTS at getting out of the </p> <p>building.</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Whats new about LeanUX?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Lean User Experience is a principle-</p> <p>driven process for teams working in </p> <p>situations of extreme uncertainty. It is </p> <p>characterized by rituals that predispose </p> <p>predictable, high-quality, high-velocity </p> <p>user experience outcomes.</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>1. Design + Prod. Mg. + development = 1 product team</p> <p>2. Externalize! </p> <p>3. Goal-Driven and Outcome-Focused</p> <p>4. Repeatable and routinized </p> <p>5. FLOW: think/make/check </p> <p>6. Focus on solving the right problem. </p> <p>7. Generate many options and decide quickly which to pursue.</p> <p>8. Recognize hypotheses &amp; validate them.</p> <p>9. Research with users is the best source of information (&amp; inspiration).</p> <p>9 PRINCIPLES OF LEAN UX</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>1. Write the test first</p> <p>2. User quote/need as sprint name</p> <p>3. Wireframe check</p> <p>4. Designer/developer pairing</p> <p>5. UX &amp; Product Mgt participate in standup meetings daily</p> <p>6. Validation step</p> <p>7. Retrospective periodically</p> <p>RITUALS OF LEAN UX</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>In Practice: Write the test first</p> <p>We believe that people like ______________ have a </p> <p>need for (or problems doing) ________________. </p> <p>We will know we have succeeded when </p> <p>____________________, or ___________________, which </p> <p>will contribute to ________________.</p> <p>(customer type)</p> <p>(need/action/behavior)</p> <p>(quantitative/measurable outcome) (qualitative/observable outcome)</p> <p> (KPI)</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>In Practice: Wireframe CheckA stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins.</p> <p>Well, that thing will take </p> <p>some workWhat here is </p> <p>hard?</p> <p> Is this an accurate reflection of the system ? </p> <p> What here is hard?</p> <p> What alternatives are there?</p> <p> Is it worth the effort? </p> <p>LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Types of researchHow to interview</p> <p>Practice interview</p> <p>Part 2: Customer Development Interviews </p> <p>(Generative Research)</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>User ResearchQUANT QUAL</p> <p>GENERATIVE</p> <p>EVALUATIVE</p> <p>surveys</p> <p>Usability</p> <p>Hallway usabilityremote </p> <p>Interviews</p> <p>Mental Models (Indi Young)</p> <p>Contextual Inquiry (Byer &amp; Holzblatt)</p> <p>Starbucks</p> <p>Analytics</p> <p>Optimizely</p> <p>Key Metrics</p> <p>A/B Testing</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>User ResearchQUANT QUAL</p> <p>GENERATIVE</p> <p>EVALUATIVE</p> <p>Interviews</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Before the Interview</p> <p>Identify who you want to talk to.</p> <p>Articulate your hypotheses.</p> <p>Craft a topic map for the session.</p> <p>Jot down conversation prompts.</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Who: Make a Persona</p> <p>Behaviors</p> <p>Needs &amp; GoalsDemographics</p> <p>Mary</p> <p> Has a housecleaner Buys take-away 3 nights/wk Frequently feels </p> <p>overwhelmed when she forgets something</p> <p> Help! Running errands, managing kids, keeping things running</p> <p> Time for her girlfriends To feel like she has it sorted To clone herself</p> <p> Working mom 34 years old Lives in Reading, works in </p> <p>London Married, 2 kids Household 125k/yr</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>(Activity)Now you try</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Hypothesis</p> <p>I think that working, commuting moms have trouble keeping up with the errands that need to be done, and </p> <p>are willing to pay to have odd jobs sorted. </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>mobile/internet habits?</p> <p>last time they got help </p> <p>(house cleaner)</p> <p>keeping everything </p> <p>working</p> <p>feeling overwhelmed</p> <p>commutepersonal time</p> <p>Topic Map</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>(Activity)Make a hypothesis statement </p> <p>&amp; topic map</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Have you ever had ________ experience? </p> <p>Can you tell me the story about that? </p> <p>And then what happened?</p> <p>Why [or how] did you do that?</p> <p>What did you love [or hate] about that?</p> <p>If you could wave a magic wand, what would it be like?</p> <p>Conversation Prompts</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>During the Interview</p> <p>DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen</p> <p>DONTTalk about your productAsk about future behaviorSellAsk leading questionsTalk much</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>(Activity)Interview</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>After the Interview: Debrief</p> <p>DUMP (5min, solo)1 idea per stickeyWhat I heardWhat I sawWhat stood out</p> <p>SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>(Activity)Debrief</p> <p>LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Sketching6-UP</p> <p>Dot Voting</p> <p>Part 3: Developing Product &amp; Interface Ideas</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>USERS</p> <p>NEEDS</p> <p>USES</p> <p>FEATURES</p> <p>USER STORIES THEMED RELEASES </p> <p>1. BLAH2. BLAH3. BLAH</p> <p>BOB CAN...(INSERT BUSINESS THINKING HERE)</p> <p>THIS WEEK</p> <p>(CREATE SKETCHES, WIREFRAMES &amp; PIXELS)</p> <p>WHYWHAT</p> <p>HOW</p> <p>Remember this?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>WHY</p> <p>WHAT</p> <p>HOW</p> <p>YOUR BUSINESS </p> <p>VISION</p> <p>A PERSON AND THEIR </p> <p>NEEDS</p> <p>BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH </p> <p>BLAH BLAH </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>WHY</p> <p>WHAT</p> <p>HOW</p> <p>YOUR BUSINESS </p> <p>VISION</p> <p>A PERSON AND THEIR </p> <p>NEEDS</p> <p>BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH </p> <p>BLAH BLAH </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>WHY</p> <p>WHAT</p> <p>HOW</p> <p>YOUR BUSINESS </p> <p>VISION</p> <p>A PERSON AND THEIR </p> <p>NEEDS</p> <p>BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH </p> <p>BLAH BLAH </p> <p>USES: What can Mary </p> <p>do with your product?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>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. </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>(Activities)6-up</p> <p>Dot Vote</p> <p>LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO </p> <p>fear me.</p> <p>outsized returns.</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Case study Common research questions</p> <p>Tools</p> <p>Part 4: Quant &amp; Qual Evaluation</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Will people use it? Why wont people use it?Whats 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?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>User ResearchQUANTITATIVE QUALITATIVE</p> <p>GENERATE IDEAS</p> <p>EVALUATE PRODUCT</p> <p>surveys </p> <p>usability testing</p> <p>a/b testing</p> <p>user interviews</p> <p>analytics</p> <p>KPIs</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>User Research</p> <p>QUANTITATIVE QUALITATIVE</p> <p>EVALUATE PRODUCT</p> <p>usability testinganalytics</p> <p>a/b testing</p> <p>KPIs</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>User ResearchQUANTITATIVE QUALITATIVE</p> <p>EVALUATE PRODUCT</p> <p>usability testinganalytics</p> <p>a/b testing</p> <p>KPIs</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>QUANTITATIVE QUALITATIVE</p> <p>usability testinganalytics</p> <p>a/b testing</p> <p>KPIs</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>QUANTITATIVE QUALITATIVE</p> <p>usability testinganalytics</p> <p>a/b testing</p> <p>KPIs</p> <p>Behavior Ability</p> <p>Do people use it? Which is better?Did we do the right thing?Are these results good? Are we making progress?</p> <p>CLOSED-ENDED QUESTIONS</p> <p>How should I design the new one?Why wont people use it?Whats 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?</p> <p>OPEN-ENDED QUESTIONS</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Measurement</p> <p>Product(black box)</p> <p>Conversion Funnel</p> <p>TrafficGross #</p> <p>CMP/CPC/CPA/NPS</p> <p>Throughput (%)</p> <p>Usage (%)</p> <p>Marketing</p> <p>Marketing &amp; Product</p> <p>Product</p> <p>What Metric? Who Owns?</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>5% (not the real number)</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>5% 4% 9.75% </p> <p>30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions</p> <p>Say each conversion is worth $2 </p> <p>Waiting would cost $26,000 in lost revenue (hypothetically). </p> <p>(Real proportions, but not real VALUES)</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>The LEAN principle: </p> <p>reduce INVENTORY, RISK, and WASTE</p> <p>Make a design decision</p> <p>Discover that it wasnt right</p> <p>Like this...Nobody clicked.</p> <p>3 MONTHS</p> <p>3 HOURS</p> <p>) )</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Vanity MetricsKPI</p> <p>A/B TestsMetrics for Pirates</p> <p>What should I be measuring?(a few search terms)</p> <p>PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO </p> <p>Research Tools</p> <p>ANALYTICS</p> <p>Google AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)</p> <p>HEAT MAPPING</p> <p>Crazy EggClick Tale Gaze Hawk</p> <p>UNMODERATED TESTS WITH VIDEO</p> <p>Usertesting.comTryMyUIUserlyticsWhatUsersDoLoop11</p> <p>MESSAGE RECALL</p> <p>ClueAppFiveSecondTest</p> <p>CONVERSION TESTING</p> <p>UnbounceOptimizely</p> <p>MICRO USABILITY</p> <p>NavflowUsabiliaClicktestVerifyIntuition HQUserZoom</p> <p>LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO </p>