luxr 1-day workshop, june 13, 2012 [san francisco]
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Crushing the BoulderUser Experience forLean Startups1-day workshop
WED, JUN 13, 2012
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
Intros
Who’s in the room?
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
Residency WorkshopsCore Curriculum Advising
10 weeks to awesome for early-stage teams.
Learning products for accelerators & startup teams.
Core concepts and hands-on activities for everyone.
Coaching & guidance for teams going at lightspeed.
LUXR.CO JUNE 2012
Kate Rutterwww.luxr.co
@luxrco@katerutter
TWEET!
LUXR.CO JUNE 2012
A class on how to produce an awesome UI
This is not...
(how do you know itʼs awesome?)
A session on making production wireframes or photoshop comps
(how do you know these arenʼt a waste of valuable time?)
A “perfect approach” or a rigid point of view on Great UX.
(100s of entrepreneurs have used these techniques to define
their own unique Great UX.)
LUXR.CO JUNE 2012
I. Lean + UX FundamentalsII. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What MattersIII. Bring it all together
Today we’ll cover...
LUXR.CO JUNE 2012
What is Lean Startup?What is UX?
What is UX for Lean Startups?
What is this stuff?!?!
I : 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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Low-Ambition
Lean Startup is NOT
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THE OPPOSITE OF FAT STARTUP
Lean Startup is NOT
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Get out of the
building!
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Customer development is...
A four-step framework for discovering and validating the right market for your idea,
building the right product features that solve
customersʼ needs, testing the correct model and
tactics for acquiring and converting customers,
and deploying the right organization and
resources to scale the business.
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Steve Blank introduced “Customer Development” in...um...2006.
The big idea...
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In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.
The big idea...
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What it looks like in practice...
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Build, Measure.
Learn.
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An approach for building companies that are
creating new products and services in
situations of extreme uncertainty.
The approach advocates creation of rapid prototypes that test market assumptions, and
uses customer feedback in an effort to evolve
the design faster and reduce waste.
Lean Startup is...
LUXR.CO JUNE 2012
Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”
+incremental
releasesmake products
customers want
+reduce waste
The big idea...
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Lean Startup advocates...
• Experiments•!Validated learning
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UX.Design.
Startups.
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A personʼs perceptions and responses that
result from the use or anticipated use of a
product, service or system.
User Experience is...
product UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
LUXR.CO JUNE 2012
A principle-driven process for product teams
working in situations of extreme uncertainty.
It is characterized by rituals that predispose
predictable, high-quality, high-velocity user experience outcomes.
Lean User Experience is...
LUXR.CO JUNE 2012
UX brings 10* years
of experience, methods, and
patterns of work.
*20, 30, 50 years
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UX people are EXPERTS at “getting out of the building”
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UX people are EXPERTS at “getting out of the building”
LUXR.CO JUNE 2012
People, their goals & needs
Sketches and prototypes
Interactions and flows
UX == Customer Discovery
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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 learning loops
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Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, wireframes, pixels
Business thinking goes here
whywhathow
PrototypesUser Stories
Themed Releases
This Week
Design > UI THINK
MAKECHECK
BUILDMEASURE
LEARN
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1. Get to Know your Customers2. Act on Customer Needs3. Measure What Matters
II : Three Lean UX Experiments
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Hypothesis
We believe that modern families would benefit from having better ways to keep up with tasks,
and are willing to pay for a better way to coordinate tasks with other family members,
friends and neighbors.
Today’s Challenge
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Types of ResearchPersonas
How to InterviewPractice Interview
1Get 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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{Activity}
Let’s do it!
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{Warm-up Activity}
Rapid SketchingClothespin Man!
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Who: Make a Persona
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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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{Activity}
Bring it together
Discuss & createa unified persona
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* Does this sound like a person who could exist? If no, make adjustments.
* Is this an actual person you know? If yes, make adjustments.
* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.
{check}
3 checks
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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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{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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mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
commutepersonal time
{Activity}
Add a topic
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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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“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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“Have you ever had __________________________ experience?”
{Activity}
Brainstorm a question
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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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During the Interview
DO• Take notes • Smile• Ask open-ended questions• Get their story• Shut up and listen
DONʼT• Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much
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{Activity}
Practice an interview
1 interviewer + 1 intervieweenote-takers
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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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{homework}
Debrief
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i <3 listening.
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Sketching6-Up UsesDot Voting
2Act on
Customer Needs(Developing product and interface ideas)
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Remember this?
Needs 1. BLAH2. BLAH3. BLAH
UsesMary 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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6 Uses
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{Activity}
Sketch 6-up Useswith __________, ________ can...
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{Activity}
Dot-vote top picks3 dots } pick top 2 uses
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{Activity}
Redraw the top 2with __________, ________ can...
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{Activity}
Brainstorm features
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{Activity}
Triage 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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Persona Limited features to support the uses
6-up uses
What you have nowWho is our user and what are their needs & goals?
What can a user do with our product?
How will they do that?
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Uses make me frisky!
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Common research questionsMetrics & Analytics
3Measure
WhatMatters
(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?
Top questions
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User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
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quantitative qualitativeusability testinganalytics
a/b testing
KPIs
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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Product(black box)
Conversion Funnel
Traffic
Measuring what?
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{Activity}
Brainstorm measures(from features)
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{Activity}
Divide into 2 piles:more
importantless
important
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{Activity}
As a team, get to 5
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{Activity}
Check your metrics
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Metrics checklist
3. Is there an object basis?
• “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
• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?
• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]
1. Does the metric begin with a number?
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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
% of users who share a
task 3+ times a day,per week
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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)
Conversion metricsCohort metricsInstrumentation
Advanced topics
Acquisition
Activation
Retention
Referral
Revenue
Pirate Metrics - AARRR!
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Tools Landscape
ANALYTICSGoogle AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)
HEAT MAPPINGCrazy EggClick Tale
UNMODERATED TESTS WITH VIDEOUsertesting.comTryMyUIUserlyticsWhatUsersDoLoop11
MESSAGE RECALLClueAppFiveSecondTest
CONVERSION TESTINGUnbounceOptimizely
MICRO USABILITYNavflowUsabiliaClicktestVerifyIntuition HQUserZoom
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metrics. better than a
bubbling brook.
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Making the storyLiving the Lean UX life
III : Bring it all together
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{Activity}
Tell the story
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{Activity}
Make a narrativeWe are _______________Meet...
with __________, ________ can...
using these featuresMVP
we will measure
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A direct through-line
Needs 1. BLAH2. BLAH3. BLAH
UsesMary can...
Features
Users
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
User Stories Themed Releases
This Week
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Workshop Outputs
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Workshop Outputs
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Workshop Outputs
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Living the Lean UX Life
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A principle-driven process for product teams
working in situations of extreme uncertainty.
It is characterized by rituals that predispose
predictable, high-quality, high-velocity user experience outcomes.
Lean User Experience is...
LUXR.CO JUNE 2012
1. Generate independently, discuss as a team(3 people ideal)
2. Dump & Sort (one item per Post-It, use Sharpie)
3. Sketch (especially of people)
4. Work at the wall5. 2x2 organizing framework
(help decision-making when lots of items)6. Quick decision-making techniques
(dot-vote, roman vote, stack rank)
Patterns of work
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10 Principles of Lean UX1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)* Full description at http://luxr.co/10-principles
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Q&A + Discussion
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Go be awesome.
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The shape of riskWaterfall vs. Lean
Model developed by Chris Jones, Hot Studios
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Plot the difference
THINK
release
MAKErelease
MAKErelease
MAKE
time
unva
lidat
ed e
ffor
t
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Lots of little wigglesun
valid
ated
eff
ort
time
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unva
lidat
ed e
ffor
t
time
Each wiggle is a learning cycle.
MAKE
releaseMAKE
THINK
CHECK
MAKE
THINK
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LUXrʼs mission is to educate early-stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy.
About LUXr
Residency WorkshopsCore Curriculum Advising
10 weeks to awesome forearly-stage teams.
Learning products for accelerators & startup teams.
Core concepts and hands-on activities for everyone.
Coaching & guidance for teams going at lightspeed.
LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]
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