how to make something awesome - lean digital product design

MAKE SOMETHING AWESOMEhow to

L E A N D I G I T A L P R O D U C T D E S I G N M E T H O D O L O G Y, o r …


KEY METRICS OF “AWESOME”

• ANSWERS CUSTOMER NEED • IN A WAY THAT ACHIEVES BUSINESS GOALS • IS RIGHT FOR THE BRAND • AND MAKES YOU PROUD


but first… WHAT DOES IT MEAN TO BE LEAN?

W E B E L I E V E I N T H E P I L L A R S O F L E A N

EARLY CUSTOMER VALIDATION over releasing products with unknown end-

user value

1

COLLABORATIVE DESIGNover designing on an island

2

SOLVING USER PROBLEMSover designing the next ‘cool’ feature

3

MEASURING KPI’s over undefined success metrics

4

APPLYING APPROPRIATE TOOLSover following a rigid plan

NIMBLE DESIGNover heavy wireframes, comps and specs

5

6


so now… WHAT DOES OUR PRODUCT DESIGN MODEL LOOK LIKE?

WHAT’S THE NEED/PROBLEM?

WHAT DOES “AWESOME” LOOK LIKE?

HEAR.


THINK. BUILD. MEASURE. RESET.

BETTER

HOW CAN WE IMPROVE QUICKLY?

NOW:


GOAL:WHAT DOES “AWESOME” LOOK LIKE?


WHAT SHOULD WE BE WORKING ON?



HEAR. THINK. BUILD. MEASURE. RESET.

BETTER


NOW:



HEAR.

levelling up… CUSTOMER EMPATHY IS GOOD, BUT INTIMACY IS THE GOAL


Understanding the feelings, needs and priorities of the customer.

EMPATHY


Understanding the feelings, needs and priorities of the customer.

EMPATHY

Having a pre-existing relationship with the customer that is two-way,

emotional and authentic.

INTIMACY

Indigo excels in the area of customer intimacy.

We not only actively listen (feedback, ideas) — we have pre-existing relationships with thousands of our customers.

This allows us to engage and involve our customers in real-time.

HEAR.

Indigo excels in the area of customer intimacy.

We not only actively listen (feedback, ideas) — we have pre-existing relationships with thousands of our customers.

This allows us to engage and involve our customers in real-time.

UX TOOLBOX

PERSONAS CUSTOMER PANEL

SURVEYS JOURNEY MAPPING

FOCUS GROUPS INTERVIEWS

IDEA SHARING


SHOULD WE FIX THE PROBLEM? HOW?




BETTER


NOW:



THINK.

high level… WHAT’S OUR VISION?


“Kata” is a product design model used to set a project vision and maintain focus on continuous improvement.

KATA ASKS:

1. What is the actual condition (now)?

2. What is the target condition (goal)?

3. What obstacles are preventing us from reaching the target condition? Is there a more realistic short term target for quick improvement?

4. What is our next step? What do we expect to happen after that?

IMPROVEMENT THEME:

NOW: REALISTIC TARGET:

DEFINITION OF AWESOME: FIRST STEPS:


1. What matters the most? 2. How will our product achieve that? 3. Will that be in line with our design principles?

Using our kata as our context, we define our vision:

W E S E T O U R C O U R S E A S A T E A M

THIS IS FOR (WHO):customers who have gift cards

BECAUSE THEY NEED (WHAT):to use them easily

AND WE WANT TO (GOAL):make it as awesome as using a saved credit card

1. Add joy. 2. Remove stress. 3. Enrich the moment. 4. Tell a story. 5. Do the right thing.

Our Experience Design Principles

1. Add joy. 2. Remove stress. 3. Enrich the moment. 4. Tell a story. 5. Do the right thing.

Our Experience Design Principles UX TOOLBOX

KATA GRID DESIGN PRINCIPLES VISION STATEMENT

KPI’S





BETTER


NOW:



HOW DO WE GET IT RIGHT?

BUILD.

wireframes are dead… THE OLD VS NEW UX

We used to design in a vacuum.

wireframes are dead… THE OLD VS NEW UX

We used to design in a vacuum.

We’d sit alone for weeks and produce painstakingly complete experiences. We drew and we carefully documented so the team

could interpret them later.

The design process would take us weeks. Our wireframes were our babies.

By the time they were ready, we were in love with them.

Like proud parents, we’d reveal them to the team…

wait… what do you MEAN, you want to make changes?

WE DON’T WIREFRAME ANYMORE… WE SKETCH.

IT’S EASIER TO LET GO OF A WHITEBOARD DRAWING than HOURS OF OMNIGRAFFLE.

T H E N E W U X

1. Does this answer the need (in a way that’s right for the brand)? 2. What here is hard to do? 3. Is it worth doing? 4. What alternatives are there that might be easier/faster?

After we sketch, we ask ourselves 4 questions:

PROVE IMPROVE

PROVE IMPROVE W E T E S T A T E V E R Y S T A G E

A/B TEST released code is tested in field to see if we can improve again.

SKETCH we collaborate on whiteboards and paper. sketches are shown to stakeholders. we improve.

PROTOTYPE we use rapid prototyping tools to create a testable experience. prototypes are shown to end-users. we improve.

CODE DEMO code is demo’d to stakeholders. feedback taken and incorporated. we improve.

RELEASE code is released to production (or held in a staging area).

A/B TEST released code is tested in field to see if we can improve again.

SKETCH we collaborate on whiteboards and paper. sketches are shown to stakeholders. we improve.

PROTOTYPE we use rapid prototyping tools to create a testable experience. prototypes are shown to end-users. we improve.

CODE DEMO code is demo’d to stakeholders. feedback taken and incorporated. we improve.

RELEASE code is released to production (or held in a staging area).

W E T E S T A T E V E R Y S T A G EPROVE IMPROVE

UX TOOLBOX

MODERATION EXPERTISE

PROTOTYPING TEST PLANNING





BETTER


NOW:



WE’RE PRETTY SURE WE GOT IT RIGHT, BUT JUST IN CASE…

MEASURE.

okay, we have a great product in the market… NOW, PROVE IT AGAIN

A/B TESTINGIncremental release of new features, allows us to limit the damage of unsuccessful products and accurately

measure the impact of successful ones.

okay, we have a great product in the market… NOW, PROVE IT AGAIN

but also… LEAVE THE BUILDING

USER TESTING

# OF TEST SUBJECTS

USA

BIL

ITY

PR

OB

LEM

S FO

UN

D

0%

25%

50%

75%

100%

0 3 6 9 12 15

Nielsen’s diagram depicts a diminishing amount of useful feedback after testing with just five users. This means in-field testing can be done quickly, painlessly and at a very low cost.

USER TESTING

# OF TEST SUBJECTS

USA

BIL

ITY

PR

OB

LEM

S FO

UN

D

0%

25%

50%

75%

100%

0 3 6 9 12 15

Nielsen’s diagram depicts a diminishing amount of useful feedback after testing with just five users. This means in-field testing can be done quickly, painlessly and at a very low cost.

UX TOOLBOX

A/B TESTING USER TESTING

USER RESEARCH




HEAR. THINK. RESET.

BETTER


NOW:



LOOK BACK AND LEARN.

BUILD. MEASURE.

RETROSPECTIVE

Where did we fail? What did we learn?

What will we change?


but wait… HOW IS THIS BETTER THAN WATERFALL?




BETTER


NOW:



but wait… HOW IS THIS BETTER THAN WATERFALL?

TIME

RIS

K FAILURE IS CATASTROPHIC

EARLY FAILURES + PIVOTS = A LOT OF PROOF

MAKE SOMETHING AWESOMEand that’s how you