lean ux for startups and enterprise: ten secrets to success

67
Copyright © 2012-2013 Brilliant Experience Lean UX for Startups & Enterprise John Whalen UX Lead & Founder, Brilliant Experience VP, UXPA-DC #leanux #modevux @johnwhalen

Upload: john-whalen

Post on 27-Jan-2015

114 views

Category:

Technology


2 download

DESCRIPTION

We have consulted with startups and large enterprises seeking to produce the right product (e.g., mobile app, web application) faster. We will reveal the remarkable similarities between startups and large organizations seeking to be as nimble as startups. In a majority of cases the challenges were the same: - they were not sure how to speed development - they had difficulty balancing user and business needs - they typically had strong development teams with established methodologies that had blended agile and waterfall methodologies - they typically had little user experience expertise or input in the existing designs - designs / development builds were underway but the results of the designs were unsatisfying to users We have done LeanUX design projects with a number of clients continuously testing and honed our process by testing various techniques: - rapid iterative design and improvement (design thinking) - brain storming sessions (design thinking) - design studios (traditional art school critiquing process) - rapid prototyping, usability testing and revision We also want to share the pitfalls as you start to get involved in lean startup including having: - The “genius designer” mentality within the UX team - The "stay in the building until the product is ready" mentality - Different internal groups (design, development) that work against each other - Executives that swoop down and influence (aka hijack) the process - Too little contact between the designers and other team members - Too many chefs leading to poor focus - The anti-cheerleader who always says “No!” Through a series of case studies we will describe the processes and flow that worked best for both large enterprises small startups: - Conducting a strategy workshop to align the team on business and user needs - Rapidly developing personas and scenarios as a team with all stakeholders - Conducting a design studio with all stakeholders to agree on the design directions to explore - Rapidly iterated prototype and guerilla testing - Creating non-technical, but partially functional prototypes through available tools (e.g., Axure, Proto IO, iRise) Nearly every group we worked asked: - Does this work for a company like mine (Startup, Enterprise, Healthcare, Government, etc.)? - What was the composition of the most successful LeanUX teams? Number of team members? Types of expertise? - How did the process differ between Startups and Large Enterprises?

TRANSCRIPT

Page 1: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Lean UX for Startups & EnterpriseJohn WhalenUX Lead & Founder, Brilliant ExperienceVP, UXPA-DC

#leanux #modevux@johnwhalen

Page 2: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Meet Brilliant Experience

User Insights Strategy & Ideation User Experience

Page 3: Lean UX for Startups and Enterprise: Ten Secrets to Success

John tell me more about yourself, it is all so fascinating!

Page 4: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Agenda‣ Introduction

‣ LeanUX Secrets (Strategy is the secret sauce)

Page 5: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Many clients:

- know they’ve got a market for a product- have limited UX/design capabilities- were developing something that users didn’t really want- need to move faster, not slower while introducing UX

Page 6: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

How do we “cross the chasm”?

User InsightsGreat Experience,

Successful Product

InsertMagicalProcess

Here

Page 7: Lean UX for Startups and Enterprise: Ten Secrets to Success

Not recommended

Page 8: Lean UX for Startups and Enterprise: Ten Secrets to Success

Hard to find

Page 9: Lean UX for Startups and Enterprise: Ten Secrets to Success

Try this

Page 10: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

To help you understand what “this” is, let’s play ‘Name that Methodology’

Page 11: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

1 2 3 4

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test

Page 12: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test

Design

Thinking

1 2 3 4

Page 13: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Design Thinking

Page 14: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Build

1

Measure

2

Learn

3

Page 15: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Build

1

Measure

2

Learn

3

Lean

Startup

Page 16: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Lean Startup

Page 17: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

User Stories

1

Design & Develop

2

Feedback

3

Page 18: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

User Stories

1

Design & Develop

2

Feedback

3

Agile

Page 19: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Agile

Page 20: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

What about LeanUX?

Page 21: Lean UX for Startups and Enterprise: Ten Secrets to Success

LeanUX...

Page 22: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX...

Page 23: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Two key points

Page 24: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

1. Must balance business & user needs

Page 25: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

2. Iteration improves the product

Page 26: Lean UX for Startups and Enterprise: Ten Secrets to Success

That’s all swell John, but what about that top 10 list you promised us?

Page 27: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

The secret lies in the strategy

#leanux #modevux@johnwhalen

Page 28: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Get internal focus on what matters and prioritize business goals.

Prioritize your audiences, define them and the scenarios in which they would use your product.

Brainstorm ways to satisfy 1 & 2.

IdeationAudience NeedsBusiness Needs

Flesh out best ideas. Get stakeholders on board with conceptual model.

Sketching

Strategy Session

1 2 3 4

Page 29: Lean UX for Startups and Enterprise: Ten Secrets to Success

CEO: I know you had an agenda, but let’s just sketch our ideas

Page 30: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Warm Up: Elevator Pitch

For

who

MoDevUX is a

that

Unlike

MoDevUX

(target customer),

(customer need),

(market category)

(one key benefit).

(competition),

(unique differentiator).

idea idea

Page 31: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Page 32: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Business Goals

Page 33: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Business Goals for _____________‣ Write down business goals independently

‣ Prioritize through collaborative discussion

‣ Examples:

- Make us all rich! Ka ching!

- Totally wow users!

- Create (opportunity) that provides great value to customers.

- Drive (user behavior) by (strategic design goal).

texttexttext

Page 34: Lean UX for Startups and Enterprise: Ten Secrets to Success
Page 35: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 1:Get the stakeholders aligned on prioritized business goals.

#leanux #modevux@johnwhalen

Page 36: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Personas

Page 37: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Prioritize Personas

Page 38: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 2:Prioritize personas.

#leanux #modevux@johnwhalen

Page 39: Lean UX for Startups and Enterprise: Ten Secrets to Success

Just a quick sketch

Page 40: Lean UX for Startups and Enterprise: Ten Secrets to Success

No detailed persona exercise. This is LeanUX!

Page 41: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 3:Sketch personas, don’t over think them.

#leanux #modevux@johnwhalen

Page 42: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Scenarios

Page 43: Lean UX for Startups and Enterprise: Ten Secrets to Success

Name & Defining Characteristic Scenario Name

Scenario PictureSituation & Goal

UXPA DC Activity

Outcome

Scenario

Page 44: Lean UX for Startups and Enterprise: Ten Secrets to Success

What motivates your persona?

Page 45: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 4:Focus on the experience journey.

#leanux #modevux@johnwhalen

Page 46: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Ideation & Sketching

Page 47: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Quantity over visual quality. The more ideas the better.

Sell your concept to the group.

Using prioritized user scenarios and business needs.

CritiquePresentIdeate

Creatively based on feedback.

Refine

The Process

1 2 3 4

Page 48: Lean UX for Startups and Enterprise: Ten Secrets to Success
Page 49: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 5:Debate design direction alternatives early in the process.

#leanux #modevux@johnwhalen

Page 50: Lean UX for Startups and Enterprise: Ten Secrets to Success

•  Agreed&upon&conceptual&direc0on&

•  Include&wall&with&pictures&

•  Liked&that&this&would&vary&between&user’s&stated&interests&and&related&things&(think&Pandora)&

•  Like&the&faces.&&Need&to&include&way&to&acknowledge&new&members&

•  Need&to&emphasize&who&has&viewed&your&profile,&or&liked&your&content&

Page 51: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 6:Develop conceptual model with stakeholders, not the design.

#leanux #modevux@johnwhalen

Page 52: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Rapidly Iterate Design

Page 53: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Rapidly Iterate Design

Page 54: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 7:Rapidly iterate design.

#leanux #modevux@johnwhalen

Page 55: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 8:Share broadly. Be attentive to internal feedback.

#leanux #modevux@johnwhalen

Page 56: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Usability Testing

Page 57: Lean UX for Startups and Enterprise: Ten Secrets to Success

57

Page 58: Lean UX for Startups and Enterprise: Ten Secrets to Success

58

Why is this empty?

What is a past hosted events?

Why is the nav so complicated?

Feels awfully beige for a fun app.

Is this where I start?

How do explore

features and FAQ differ?Will drafts show invitations

or greetings or polls?

Page 59: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

More Content, Less Navigation

Page 60: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 9:Test continuously.

#leanux #modevux@johnwhalen

Page 61: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

User Experience Design

Page 62: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Design Matters

Page 63: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secret 10:Take the time to produce brilliant experiences.

#leanux #modevux@johnwhalen

Page 64: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Let’s Review

Page 65: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

LeanUX Secrets1. Get the stakeholders aligned on prioritized business goals.

2. Prioritize personas.

3. Sketch personas, don’t over think them.

4. Focus on the experience journey.

5. Debate design direction alternatives early in the process.

6. Develop conceptual model with stakeholders, not the design.

7. Rapidly iterate design.

8. Share broadly. Be attentive to internal feedback.

9. Test continuously.

10. Take the time to produce brilliant experiences.

Page 66: Lean UX for Startups and Enterprise: Ten Secrets to Success

Copyright © 2012-2013 Brilliant Experience

Is he done?

Page 67: Lean UX for Startups and Enterprise: Ten Secrets to Success

John Whalen@johnwhalen

User Research Strategy User Experience

BrilliantExperience.com