Download - Design Thinking & Lean UX
Grew up acting, dancing & painting. Studied business &
visual communication.
Desperately needed to escape the midwest, USA and find my roots
back in Norway.
Start working as a graphic designer in 2005, and move to
Norway in 2006.
Spend the first 7 years designing from the brief,
and the next 4 years forming it.
In short, design thinking converts needs into demand.
It’s a human-centered approach to problem solving that helps people and organizations become more innovative and creative.
—Tim Brown, CEO IDEO
www.ideo.com/by-ideo/change-by-design#h1MRw8tFd4cc2QZ8.99
Improve the current product or . . .
prodnote.files.wordpress.com/2015/03/sony-discman-large.jpg
Make the right product!
engadget.com/2015/06/30/apple-music-uk-explainer/
The prepared mind comes from insight
"After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is
a catalyst — a chance observation—which triggers the insights that build on each other. In this
mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at
the same time so that they can be combined in novel ways. When the combination happens, there
is a sequence of insights and then the Aha! experience of discovery."
- Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind.
EMPATHY We need to put ourselves in other people’s shoes. Truly understand
their needs and motivations.
175 838
62 430
31 733
111 736
136 961
01.01.12 01.01.13 01.01.14 01.01.15 26.06.15
Registrations per year: private sector
Marketing campaigns
Letter sent to residents in Norway
Public Sector joins Digipost
App-redesign
Improved registration
Redesign digipost.no
UX FOKUS UX FOCUS
THE CHALLENGE:
How do we create a two-way communication system that puts our consumers in the drivers seat?
IMPACT MAPPING
Why are we doing this = business goals.
Who will be impacted by it = actors.
What are the actor’s needs = impact.
What are the features that meet these needs = deliverables.
Business goal
WHY: S.M.A.R.T. goals
Actor
Actor
WHO:Primary actors
Secondary actors
“Off-stage” actors
Deliverable
Deliverable
Deliverable
Deliverable
Deliverable
Deliverable
WHAT:
High level
deliverables
(Epics)
Impact
Impact
Impact
Impact
HOW:
What an actor wishes to accomplish
Business goal
Digitalize papir mail and increase digital communication.
Actor
Doctor Private practice Small business
Impact
Simple, secure and effective communication with my clients.
Deliverable
An interface that allows me to compose dynamic letters that can be filled out by the recipient.
60 PERCENT OF THE FEATURES WE BUILD IS WASTE. The research shows that more than 60% of features in software products are rarely or never used.
http://www.leanstartupcircle.com/links/128
ASSUMPTION
HYPOTHESIS
EXPERIMENT
PROOF
Our consumers need this feature
We assume people need this because . . .
Design and test
Results: Value +/-
MVP: Minimum Viable Product
A product built from the smallest set of features that delivers customer value.
http://www.leanstartupcircle.com/links/128
Lovable
http://www.leanstartupcircle.com/links/128
Story mapping
Primary goal: Create a two-way communication channel for sending and receiving sensitive information.
Login Compose Step 3 Step 4
Epic = high level user story aka the voice of the human using your product
Who
+
The task
+
The value
Epic
High level user story
Who: A doctor or small business owner
Compose a dynamic letter so that it can be
filled out by the recipient.
User stories
when you break
down the epic
Can write and stylize text
Can create a customized dynamic form module
Can upload their contacts
Can get a confirmation that the letter is sent
Product Backlog
Ready to pull
Prioritized
user stories
Epic
User story
Technical task
Bug
DoingAnalysis Test Launch
Design Thinking Lean UX Agile
Dir
ect
ion
Co
nce
pt
DESIGN THINKING/ LEAN UX ROADMAP
Clear needs
Research Observation
Prioritize insight
Brainstorm concepts
Hypothesis
EXPERIMENT & ANALYSE
LEARN BUILD
MEASURE
0 3 6 9 12 0 %
25 %
50 %
75 %
100 %
Test participants
Us
ab
ilit
y p
rob
lem
s f
ou
nd
5 tests lets you find almost as
many problems as you will find
using more test participants.
Source: Nielson Norman Group
http://thenextweb.com/creativity/2015/04/27/user-testing-explained/
Design thinking is about creating a VOICE that communicates needs loud and clear,
so that CHANGE can happen.
— Lillian Ayla Ersoy
Practice Lead Insight & Analysis, BEKK
LEAN UX is about testing your service early, so that you discover failures and achieve SUCCESS.
— Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK
Ask yourself, is the brief I am working on, the real problem we need to be solving?
Should we be making the product right or making the right product?