lean ux: solving problems instead of producing paperwork
DESCRIPTION
My talk on "Lean User Experience: Solving problems instead of producing paperwork" during the Lean Startup Meetup (http://www.meetup.com/startlean/event...) in Berlin on July 10th 2014 Video: https://www.youtube.com/watch?v=NDZuYG_ivm0TRANSCRIPT
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LEAN UX: SOLVING PROBLEMS INSTEAD OF PRODUCING PAPERWORK
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BIG BANG (RE)LAUNCH
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DELIVERABLES
Credits: h+p://commons.wikimedia.org/wiki/File:Truck_in_India_-‐_overloaded.jpg
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SCRIBBLES
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WIREFRAMES
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SITEMAPS
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FLOW-DIAGRAM
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SPECIFICATIONS
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WHAT WILL THE USER ACTUALLY SEE?
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WHAT HAPPENS TO ALL THE SPECIFICATIONS?
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COST ESTIMATION
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WATERFALL MODEL
Requirements
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WATERFALL MODEL
UX
Requirements
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WATERFALL MODEL
UX
Visual Design
Requirements
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WATERFALL MODEL
UX
Visual Design
Requirements
Development
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WATERFALL MODEL
UX
Visual Design
Requirements
Development
Testing
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WATERFALL MODEL
UX
Visual Design
Requirements
Development
Testing
Launch
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REQUIREMENTS
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SITEMAPS
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FLOW DIAGRAMS
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MEETINGS
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WIREFRAMES
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MEETINGS
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VISUAL DESIGN
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MEETINGS
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SPECIFICATIONS
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USER TESTS
Credits: h+p://www.argazkiak.org/photo/codesyntax-‐usability-‐lab/size/o/
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MEETINGS
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PRODUCT LAUNCH
Make a design
decision
Get feedback from market
Months
Concept credit: @clevergirl
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PRODUCT LAUNCH
This is going to be big!
Months
Concept credit: @clevergirl
Make a design
decision
Get feedback from market
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PRODUCT LAUNCH
No one clicked.
Months
Concept credit: @clevergirl
Make a design
decision
Get feedback from market
This is going to be big!
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SETH GODIN
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TREATING PROJECTS AS A SKYSCRAPER
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IN FACT: DIGITAL PROJECTS ARE GARDENS
Credits: flickr.com/photos/steveolmstead/
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TRANSITION ABILITY
Credits: flickr.com/photos/tuinkabouter/
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QUICK ADJUSTMENTS
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INTERDISCIPLINARY TEAMWORK
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IMPROVEMENT PROPOSALS BEING REJECTED
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WHERE ARE WE ALLOWED TO PLAY?
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IDENTIFYING PROBLEMS
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THINKING WITHOUT POLITICAL LIMITATIONS
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50 PROBLEMS IN 50 DAYS
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ASKING DUMB/EXCELLENT QUESTIONS
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THE QUESTION OF ALL QUESTIONS
WHY?
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WHO WILL USE YOUR PRODUCT?
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WHO WILL USE YOUR PRODUCT?
Credits: h+p://premium.wpmudev.org/blog/wordpress-‐acFvity-‐log/
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WHO WILL USE YOUR PRODUCT?
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PREVENT FEATURITIS (FEATURE CREEP)
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PREVENT FEATURITIS (FEATURE CREEP)
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Will there be fewer abandoned shopping baskets if we add more payment
methods?
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Does one big form lead to more registrations than a form split into
several steps?
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Will adding Product-Videos increase our Conversion Rate?
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Can we accelerate the form fill-out process by putting labels on the left
instead of the top?
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Will we receive more valid e-mail-addresses, if we ask the user to state
their e-mail address twice?
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Will we have an increased number of sales, if we offer a mobile app?
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MEASURABILITY IS KEY
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WILL USERS PREFER A YELLOW WEBSITE?
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WILL USERS PREFER A YELLOW WEBSITE?
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BUILDING HYPOTHESES
We believe that building [this functionality]
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BUILDING HYPOTHESES
We believe that building [this functionality]
for [this persona]
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BUILDING HYPOTHESES
We believe that building [this functionality]
for [this persona]
will achieve [this outcome]
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BUILDING HYPOTHESES
We believe that building [this functionality]
for [this persona]
will achieve [this outcome] We‘ll know this is true when we see
[this market feedback]
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BUILDING HYPOTHESES
We believe that adding PayPal as a payment method
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BUILDING HYPOTHESES
We believe that adding PayPal as a payment method will meet the need of Daniel
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BUILDING HYPOTHESES
We believe that adding PayPal as a payment method will meet the need of Daniel for secure and quick online payment
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BUILDING HYPOTHESES
We believe that adding PayPal as a payment method will meet the need of Daniel for secure and quick online payment
We know this is true if
the number of dropouts in the checkout process decreases by 5 percent
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WHICH FUNCTIONS TO CHOOSE?
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STEVE JOBS
“InnovaFon is saying no to 1,000 things.”
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GOING FOR THE LOW HANGING FRUITS
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WHAT BEING QUICK BRINGS TO TABLE
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MANY POTS VS. THE PERFECT POT
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MANY POTS VS. PILE OF CLAY
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TESTABLE PRODUCTS
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TESTING
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ITERATIONS
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RESPONDING TO MARKET FEEDBACK
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KEEP ASKING “WHY?“
WHY?
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ITERATIONS
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DECISIONS BASED ON MARKET FEEDBACK
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BE FAST INSTEAD OF BEING PERFECT
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FAIL EARLY – SUCCEED FASTER!