luxr 1-day workshop, april 27, 2012 [san francisco]

Crushing the BoulderUser Experience for Lean Startups

1-day workshop } Friday, April 27, 2012

LUXR.CO APRIL 2012

LUXR.CO APRIL 2012

LUXR.CO APRIL 2012

LUXR.CO APRIL 2012

Kate Rutter • Janice Fraserwww.luxr.co

@luxrco@katerutter@clevergirl

TWEET!

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1. Lean UX Fundamentals2. Get to know your customer3. Brainstorm ideas for product uses4. Measure your success5. Bring it all together

Today we’ll cover...

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Intros

Who’s in the room?

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What is Lean Startup?What is UX?

What is UX for Lean Startups?

What is this stuff?!?!

1: Lean UX Fundamentals

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Lean Startup?

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Lean Startup is NOT

Cheap Startup

Fast Startup

Shortcut Startup

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Lean Startup is NOT

Low-Ambition

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Lean Startup is NOT

THE OPPOSITE OF FAT STARTUP

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Get out of the

building!

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Steve Blank introduced “Customer Development” in...um...2006.

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In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.

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People, their goals & needs

Sketches and prototypes

“New user” experiences

CUSTOMER DEVELOPMENT = UX!?

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About 1,720,000 results

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“Customer Development in 1 Page”

Here’s a distillation...

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make products customers want

+

incremental releases

+

reduce waste

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#2 New York Times

Bestseller

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Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • Behavior Models • Test Results • Competitive Analysis

THINK

Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed CodeMAKEEvaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive SurveysCHECK

THINK

MAKE

CHECK

Reduce cycle time,not build time

UX Cycles Lean Startup

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UX?

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Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

User Stories Themed Releases

This Week

Design > UI

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What UX brings is 10* years of

experience, methods, and

methodology

*20, 30, 50 years

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Among UX strengths...

UX people are EXPERTS at “getting out of the building.”

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Why Lean UX?

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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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in Lean UX...

Hypothesis + Validation = Experiments

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Hypothesis

We believe that modern families have trouble keeping up with tasks, and are

willing to pay for a better way to coordinate with other family members, friends and

neighbors.

Today’s Challenge

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Types of ResearchPersonas

How to InterviewPractice Interview

2:Get to Know Your

Customers (Customer Development Interviews)

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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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Customer Interviews

* Identify who you want to talk to.

* Articulate your hypotheses.

* Craft a topic map for the session.

* Jot down conversation prompts.

* Have the conversation

* Debrief!

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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! Coordinating 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}

Let’s do it!

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{Warm-up Activity}

Rapid Sketching

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{Activity}

Make a personaPortrait

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{Activity}

Make a personaDemographics

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{Activity}

Make a personaBehaviors

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{Activity}

Make a personaNeeds & Goals

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{check}

3 checks

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{Show & Tell}

Topic Map

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Topic Map

mobile/internet habits?

last time they got help

(house cleaner)

keeping everything

working

feeling overwhelmed

commutepersonal time

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{Activity}

Brainstorm questions

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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

DONʼTTalk about your productAsk about future behaviorSellAsk leading questionsTalk much

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{Activity}

Practice an interview

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{homework}

Debrief

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After the Interview: Debrief

DUMP (5min, solo)1 idea per sticky“What I heard”“What I saw”“What stood out”

SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions

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Sketching6-Up UsesDot Voting

3:Act on Customer Needs

(Developing product and interface ideas)

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Remember this?

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

User Stories Themed Releases

This Week

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USES: What can

Mary do with your product?

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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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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{Activity}

Sketch 6-up Uses

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{Activity}

Dot-vote top picks

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{Activity}

Brainstorm features

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{Activity}

Select 3 features

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{Organize!}

Post your persona, 2 uses and 3 features on the wall.

(off to the side)

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fear me.

outsized returns.

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Common research questionsMetrics & Analytics

4:Measure What Matters

(Quantitative and Qualitative Evaluation)

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Will people use it? Why wonʼt people use it?Whatʼs 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 testinga/b testing

user interviews

analyticsKPIs

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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 wonʼt people use it?Whatʼs 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

Traffic

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{Activity}

Brainstorm measures(from features)

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{Activity}

Team-select 5

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{Activity}

Check your metrics

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Metrics checklist

1. Does the metric begin with a number?

2. Is there a time basis?

3. Is there an object basis?

• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

• “per week” [ ___/wk ]• “per month” [ ___/mo]

• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)

* not required, but super-helpful

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Metrics checklist

a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

vanity good better

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

unhelpful

total number of registered

users

% of users who share a

task 3+ times a day,per week

sign-ups

awesome# of users who sign in 3+ times a

day,per week

% of new registered users per

week

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{Show & Tell}

Metrics Dashboard

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Metrics dashboard

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{Show & Tell}

Information Radiator

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Information Radiator

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Information Radiator

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“Vanity Metrics”“KPI”

“A/B Tests”“Metrics for Pirates”

What should I be measuring?(a few search terms)

Pirate MetricsAcquisition

Activation

Retention

Referral

Revenue

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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

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Making the storyLiving the Lean UX life

5:Bring it all together

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{Activity}

Tell the story

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Living the LeanUX Life

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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.

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

10 Principles of Lean UX

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

Who is involved?

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

How do we work together?

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

What do we do?

LUXR.CO APRIL 2012

1. Design + Product Management + Development = 1 team

2. Externalize!

3. FLOW: think -> make -> check

4. Repeatable & routinized

5. Solve the right problem

6. Goal-driven & outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Users are the best source of information (& inspiration)

How can we be sure?

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1. Generate independently, then collaborate as a team2. Work at the wall3. Use rapid decision-making tricks:

dot-voting, roman voting4. Engage design + development + product people5. Frame designs as a hypothesis to validate6. Validate with customers7. Hold retrospectives periodically

RITUALS of Lean UX

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Kate Rutter • Janice Fraserwww.luxr.co

@luxrco@katerutter@clevergirl

Go forth and LeanUX!

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Q&A + Discussion