Lean UX SecretsEngage & Delight in a Digital World

Sarah Weise, UX Director, Booz Allen Hamilton @weisesarah

I want to tell you a story about the first UX project I ever worked on. It was over a decade ago, and it lasted a full year…

We analyzed customer segments, and identified and recruited a ton of users in each of those segments. We made sure to select a statistically significant number of participants from each group so that we could report our findings with scientific precision – confidence intervals and margin of error. I was doing t-tests and z-tests to find out which recommendations should go in Phase I versus Phase 2. I even remember bringing my old college statistics textbook to work with me!

We conducted our research in a lab with a two-way mirror. We filmed the test participants and went back and watched the tests multiple times, scrutinizing facial expressions and body language.

By the end of the year, we had a big honkin’ report. There were over 100 findings. We actually had tables to group and categorize all of the findings. It was in a binder like this. With a cover page slaved over by a graphic designer.

This was my first UX job, and at the time I was so proud of this report. It was massive. It showed off all the hard work we did.

The best part…

@weisesarah @linnaferguson

Over 10 years later, their website is largely the same. Only 2-3 recommendations had been implemented out of 100+, and those were pretty much low hanging fruit.

This process stole a year of my life. Countless billable hours, your taxpayer dollars, painstaking work, meetings and statistical nonsense.

Are you familiar with this kind of heartbreak?

“The biggest lie in software is

Phase II.”

Jeff Gothelf

Why can’t it always be like this?

Over a decade later, the organization re-engaged us. Some of the very same clients, actually. But this time, our process was lean. In under a month, we had a substantially better product. With far less work and hassle. Clients participated in the process, and became our advocates.

It left me thinking… Why can’t it always be like this?

PRIX FIXE MENU

Data Gathering :: choose one

Usability testingCreate scenarios based on top tasks, craft post-test survey, and conduct 6 hours worth of one-on-one usability testing*

Web surveyCreate survey questions to solicit preference data and discover more about target audiences*

Existing data trendsEvaluate existing data such as help desk tickets, web analytics, and/or survey data

Focus groupPlan and lead 6 hours worth of focus group sessions*

Analysis :: choose one

Expert reviewSME evaluation of select screens from a website or application

Visual evaluationAnalysis of branding strategy, colors, images, typography

Task analysis Evaluate paths to streamline information architecture

Persuasion, emotion, trust evaluationEvaluate how to more effectively move customers to take action

Stakeholder analysisBased on a web survey, focus group, or existing data if available

Pattern analysisIdentify trends in existing data

BenchmarkCompare my site to my competitors’

* Recruiting/scheduling not included

Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA)

Now this is not the first time I’ve asked myself this question. In fact, I’ve spent my career trying to make UX as simple and effective as possible.

5 years ago, Linna and I even coined the term “Express Usability” at a UXPA conference in Munich, where we convinced a whole bunch of people to implement UX strategies in just 1 week with a fixed price menu approach, an idea that came to us after drinking heavily at a fixed price restaurant.

PRIX FIXE MENU

Deliverable :: choose one

Recommendations reportDetails top recommendations based on our analysis in a finding-rationale-recommendation format

Screen-by-screen findings reportPoints out areas on each page that can be improved

Design conceptsPair with the visual evaluation: two alternate design concepts

Information architecture recommendationsNavigational outline or flow chart detailing enhancements to organization and page flow

Wireframe(s)Visually displays layout recommendations; interactive prototyping may be an option if time permits

Trend reportPair with the pattern analysis or benchmark; couple with stakeholder analysis if data is available and time permits

Presented in 2010 by Sarah Weise / Linna Ferguson, User Experience Professionals Association (UXPA)

@weisesarah @linnaferguson

In my opinion, the key difference between Lean UX and traditional UX methods is the idea that UX professionals are NOT just advocates for the user. In Lean UX, we work to understand and define the business and product vision, and find where that intersects with customer needs. Let’s say we find out that users need bicycles, but the goal of the business is to sell unicycles. If we don’t take that into account, we’re going to be fighting every step of the way, and our recommendations will never be implemented.

1. Mad Libs

2. Wall Voting

3. Persona Writing

4. Write-and-pass user stories

5. Image-based projective interviews

TOP 5 LEAN ACTIVITIES

#1 Mad libs brainstorming leads to buy-in

FOR: target customer

WHO NEEDS: service/feature

UNLIKE: alternative/competitor

WE ARE A: business type

WE PROVIDE: emotional benefit

WE STAND OUT BY: key differentiator

@weisesarah

After wall voting, move the most voted on items to the top.

You’ll be able to read the vision statement across if they categories are lined up.

Write out the vision statement at the end.

It will not be in beautiful prose, but it sure will be powerful. Everyone has participated in creating this straw man to build from… in the course of an hour!

#2 Wall voting limits discussion to key points

@weisesarah

#2 Wall votingWho is our primary target customer?

Wealthy old

people / retirees

Young entrepreneurs

Average Joe with family

inheritance

Busy CEO’s

Middle-aged,

successful

business people

@weisesarah

#2 Wall votingWho is our primary target customer?

Wealthy old

people / retirees

Young entrepreneurs

Average Joe with family

inheritance

Busy CEO’s

Middle-aged,

successful

business people

@weisesarah

#2 Wall votingWho is our primary target customer?

Wealthy old

people / retirees

Young entrepreneurs

Average Joe with family

inheritance

Busy CEO’s

Middle-aged,

successful

business people

@weisesarah @linnaferguson

Try voting with 2 colors – green for agree most, red for disagree most

#2 Wall votingWho is our primary target customer?

Wealthy old

people / retirees

Young entrepreneurs

Average Joe with family

inheritance

Busy CEO’s

Middle-aged,

successful

business people

@weisesarah

#2 Wall votingWho is our primary target customer?

Wealthy old

people / retirees

Young entrepreneurs

Average Joe with family

inheritance

Busy CEO’s

Middle-aged,

successful

business people

@weisesarah @linnaferguson

When everyone adds their votes, which ones do we need to discuss? Voting saves time!

#2 Wall voting can also take place over time

@weisesarah

#4 Personas instantly create empathy

@weisesarah @linnaferguson

When I was 10 my father had a heart attack in front of me. From then I vowed to be prepared if that situation ever happened again.

This is Bill Winters. Bill is an EMT in his early 40s. When he was 10 years old, his father had a heart attack in front of him. From that point on, he vowed to always be prepared. This inspired him to become the EMT he is today. Bill has 2 teenage daughters and even though he’s divorced and only sees them on the weekends, he’s always sharing his knowledge with them and instilling them with a sense of preparation. He enjoys grilling with on Sunday afternoons, and trying out grilling apps on his tablet. Bill was extremely influential in redesigning FIrstResponder.gov.

But there’s one thing I haven’t told you about Bill. He’s 100% fake.

#4 Personas make a post-it come to life

@weisesarah @linnaferguson

#3 Personas can be coupled will wall voting

@weisesarah

Hi! My name is…

Description

Goals & Needs

Tech Usage (laptop, tablet, phone, wearables, favorite apps…)

Picture (Yes, draw it!)

Age:

Gender:

Occupation:

#4 Personas can quickly state what resonates (and what doesn’t) for this customer

@weisesarah @linnaferguson

#4 Personas can be visual

Check out what’s on

Amy’s work station

@weisesarah @linnaferguson

#4 Write-and-pass user stories generate perspectives

@weisesarah

#5 Image-based projective interviews uncover deep feelings

FearOf the unknownFor my life (helplessness)For my health and bodyFor my family and kidsFor my home.For nature, environment, planet

ProtectionFor loved ones, especially kids

AngerAt the government

@weisesarah

You now know new techniques to connect quicker and build better products, leaner.

@weisesarah

BUILD. AWESOME. THINGS.

@weisesarah

Sarah Weise@weisesarahlinkedin.com/in/sarahweise/

Slides from the full workshop:People who liked this also might like to see a 4-hour workshop versionconducted at Digital Summit conferences in 2014-2015. Workshop slides >