Crushing the BoulderUser Experience forLean Startups1-day workshop

FRI, SEP 28, 2012

LUXR.CO Sept 2012

LUXR.CO Sept 2012

Ask yourself:What 3 assumptions about your customers do you have that, if you are wrong, your business will fail.

Write down 3.

LUXR.CO Sept 2012

• Name• Company• Context (startup, enterprise, consultancy)• Role (biz/product, developer, design)• 1 of your assumptions

Who’s in the room?

LUXR.CO Sept 2012

LUXR.CO Sept 2012

Residency WorkshopsCore

CurriculumBento Boxes

8 weeks to awesome for early-stage teams.

Learning products for accelerators & education programs.

Core concepts and hands-on activities for everyone.

Practical, hands-on learning for entrepreneurs worldwide.

LUXR.CO Sept 2012

Kate Rutterwww.luxr.co

@luxrco@katerutter

TWEET!

LUXR.CO Sept 2012

A class on how to produce an awesome UI

This is not...

(how do you know itʼs awesome?)

A session on making production wireframes or photoshop comps

(how do you know these arenʼt a waste of valuable time?)

A “perfect approach” or a rigid point of view on Great UX.

(100s of entrepreneurs have used these techniques to define

their own unique Great UX.)

LUXR.CO Sept 2012

I. Lean + UX FundamentalsII. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What MattersIII. Bring it all together

Today we’ll cover...

LUXR.CO Sept 2012

What is Lean Startup?What is UX?

What is UX for Lean Startups?

What is this stuff?!?!

I : Lean UX Fundamentals

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Lean Startup?

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Lean Startup is NOT

Cheap Startup

Fast Startup

Shortcut Startup

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Low-Ambition

Lean Startup is NOT

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THE OPPOSITE OF FAT STARTUP

Lean Startup is NOT

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Get out of the

building!

LUXR.CO Sept 2012

Steve Blank introduced “Customer Development” in...um...2006.

The big idea...

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What it looks like in practice...

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Build, Measure.

Learn.

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Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”

+incremental

releasesmake products

customers want

+reduce waste

The big idea...

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“The courage to speak truths, pleasant or unpleasant, fosters communication and trust.

“The courage to discard failing solutions and seek new ones encourages simplicity.

“The courage to seek real, concrete answers creates feedback.”

—Kent Beck

The Influence of Agile

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Lean Startup advocates...

• Experiments•!Validated learning

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UX.Design.

Startups.

LUXR.CO Sept 2012

A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system.

User Experience is...

LUXR.CO Sept 2012

A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system.

User Experience is...

product UI UX

via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

LUXR.CO Sept 2012

UX brings 10* years

of experience, methods, and

patterns of work.

*20, 30, 50 years

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UX people are EXPERTS at “getting out of the building”

LUXR.CO Sept 2012

People, their goals & needs

Sketches and prototypes

Interactions and flows

UX == Customer Discovery

LUXR.CO Sept 2012

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, wireframes, pixels

Business thinking goes here

whywhathow

PrototypesUser Stories

Themed Releases

This Week

Design > UI THINK

MAKECHECK

BUILDMEASURE

LEARN

LUXR.CO Sept 2012

Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • Behavior Models • Test Results • Competitive Analysis

THINK

Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed CodeMAKEEvaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive SurveysCHECK

THINK

MAKE

CHECK

Reduce cycle time,not build time

UX cycles == Lean Startup learning loops

LUXR.CO Sept 2012

LUXR.CO Sept 2012

1. Get to Know your Customers2. Act on Customer Needs3. Measure What Matters

II : Three Lean Team Activies

LUXR.CO Sept 2012

Hypothesis

We believe that modern families would benefit from having better ways to keep up with tasks, and are willing to pay for a better way to coordinate tasks with other family members, friends and neighbors.

Today’s Challenge

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Types of ResearchPersonas

How to InterviewPractice Interview

1Get to Know Your

Customers (Customer Development Interviews)

LUXR.CO Sept 2012

User Researchquant qual

Generative

Evaluative

surveys

Usability

•Hallway usability

•remote

•Interviews

•Mental Models (Indi Young)

•Contextual Inquiry (Byer & Holzblatt)

•Starbucks

Analytics•

Optimizely•

Key Metrics•

A/B Testing•

LUXR.CO Sept 2012

User Researchquant qual

Generative

Evaluative

Interviews

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Customer Interviews

* Identify who you want to talk to.* Articulate your hypotheses.* Craft a topic map for the session.* Jot down conversation prompts.* Have the conversation* Debrief!

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{Activity}

Let’s do it!

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{Warm-up Activity}

Rapid SketchingClothespin Man!

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Who: Make a Persona

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{Activity}

Make a personaPortrait

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{Activity}

Make a personaDemographics

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{Activity}

Make a personaBehaviors

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{Activity}

Make a personaNeeds & Goals

LUXR.CO Sept 2012

{Activity}

Bring it together

Discuss & createa unified persona

LUXR.CO Sept 2012

* Does this sound like a person who could exist? If no, make adjustments.

* Is this an actual person you know? If yes, make adjustments.

* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.

{check}

3 checks

LUXR.CO Sept 2012

Customer Interviews

! Identify who you want to talk to.

! Articulate your hypotheses.

* Craft a topic map for the session.* Jot down conversation prompts.* Have the conversation* Debrief!

LUXR.CO Sept 2012

{Show & Tell}

Topic Map

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Topic Map

mobile/internet habits?

last time they got help

(house cleaner)

keeping everything

working

feeling overwhelmed

commutepersonal time

LUXR.CO Sept 2012

mobile/internet habits?

last time they got help

(house cleaner)

keeping everything

working

commutepersonal time

{Activity}

Add a topic

LUXR.CO Sept 2012

Customer Interviews

! Identify who you want to talk to.

! Articulate your hypotheses.

! Craft a topic map for the session.

* Jot down conversation prompts.* Have the conversation* Debrief!

LUXR.CO Sept 2012

“Have you ever had ________ experience?”

“Can you tell me the story about that?”

“And then what happened?”

“Why [or how] did you do that?”

“What did you love [or hate] about that?”

“If you could wave a magic wand, what would it be like?”

Conversation Prompts

LUXR.CO Sept 2012

“Have you ever had __________________________ experience?”

{Activity}

Brainstorm a question

LUXR.CO Sept 2012

Customer Interviews

! Identify who you want to talk to.

! Articulate your hypotheses.

! Craft a topic map for the session.

! Jot down conversation prompts.

* Have the conversation* Debrief!

LUXR.CO Sept 2012

During the Interview

DO• Take notes • Smile• Ask open-ended questions• Get their story• Shut up and listen

DONʼT• Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much

LUXR.CO Sept 2012

{Activity}

Practice an interview

1 interviewer + 1 intervieweenote-takers

LUXR.CO Sept 2012

After the Interview: Debrief

DUMP (5min, solo)1 idea per sticky“What I heard”“What I saw”“What stood out”

SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions

LUXR.CO Sept 2012

{homework}

Debrief

LUXR.CO Sept 2012

i <3 listening.

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Sketching6-Up UsesDot Voting

2Act on

Customer Needs(Developing product and interface ideas)

LUXR.CO Sept 2012

Remember this?

Needs 1. BLAH2. BLAH3. BLAH

UsesMary can...

Features

Users

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

User Stories Themed Releases

This Week

LUXR.CO Sept 2012

USES: What can

Mary do with your product?

why

what

how

Your business

vision

A person and their

needs

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

LUXR.CO Sept 2012

6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.

LUXR.CO Sept 2012

6 Uses

LUXR.CO Sept 2012

{Activity}

Sketch 6-up Useswith __________, ________ can...

LUXR.CO Sept 2012

{Activity}

Dot-vote top picks3 dots } pick top 2 uses

LUXR.CO Sept 2012

{Activity}

Redraw the top 2with __________, ________ can...

LUXR.CO Sept 2012

{Activity}

Brainstorm features

LUXR.CO Sept 2012

{Activity}

Select 1 feature

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{Organize!}

Post your persona, 2 uses and 3-4 features on the

wall. (off to the side)

LUXR.CO Sept 2012

Persona Limited features to support the uses

6-up uses

What you have nowWho is our user and what are their needs & goals?

What can a user do with our product?

How will they do that?

LUXR.CO Sept 2012

Uses make me frisky!

LUXR.CO Sept 2012

Common research questionsMetrics & Analytics

3Measure

WhatMatters

(Quantitative and Qualitative Evaluation)

LUXR.CO Sept 2012

Will people use it? Why wonʼt people use it?Whatʼs wrong with this?How could I make this better? How can I improve conversion?Are we making progress? Do people like this?Are these results good? Why do people do that?Did we do the right thing?Why is there dropoff?

Top questions

LUXR.CO Sept 2012

User Researchquantitative qualitative

generate ideas

evaluate product

surveys

usability testinga/b testing

user interviews

analyticsKPIs

LUXR.CO Sept 2012

quantitative qualitativeusability testinganalytics

a/b testing

KPIs

CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS

LUXR.CO Sept 2012

Product(black box)

Conversion Funnel

Traffic

Measuring what?

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{Activity}

Brainstorm measures(from features)

LUXR.CO Sept 2012

{Activity}

Divide into 2 piles:more

importantless

important

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{Activity}

As a team, get to 5

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{Activity}

Check your metrics

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Metrics checklist

3. Is there an object basis?

• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)

* not required, but super-helpful

• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?

• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

1. Does the metric begin with a number?

LUXR.CO Sept 2012

Metrics checklist

a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

vanity good better

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

unhelpful

total number of registered

users

% of users who share a

task 3+ times a day,per week

sign-ups

awesome% of users who sign in 3+ times a

day,per week

% of new users per

week

LUXR.CO Sept 2012

{Show & Tell}

Metrics Dashboard

LUXR.CO Sept 2012

Metrics dashboard

% of users who share a

task 3+ times a day,per week

LUXR.CO Sept 2012

{Show & Tell}

Information Radiator

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Information Radiator

LUXR.CO Sept 2012

“Vanity Metrics”“KPI”“A/B Tests”“Metrics for Pirates”

What should I be measuring?(a few search terms)

Conversion metricsCohort metricsInstrumentation

Advanced topics

Acquisition

Activation

Retention

Referral

Revenue

Pirate Metrics - AARRR!

LUXR.CO Sept 2012

Tools Landscape

ANALYTICSGoogle AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)

HEAT MAPPINGCrazy EggClick Tale

UNMODERATED TESTS WITH VIDEOUsertesting.comTryMyUIUserlyticsWhatUsersDoLoop11

MESSAGE RECALLClueAppFiveSecondTest

CONVERSION TESTINGUnbounceOptimizely

MICRO USABILITYNavflowUsabiliaClicktestVerifyIntuition HQUserZoom

LUXR.CO Sept 2012

metrics. better than a

bubbling brook.

LUXR.CO Sept 2012

Making the storyLiving the Lean Team life

III : Bring it all together

LUXR.CO Sept 2012

{Activity}

Tell the story

LUXR.CO Sept 2012

{Activity}

Make a narrativeWe are _______________Meet...

with __________, ________ can...

using these featuresMVP

we will measure

LUXR.CO Sept 2012

A direct through-line

Needs 1. BLAH2. BLAH3. BLAH

UsesMary can...

Features

Users

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

User Stories Themed Releases

This Week

LUXR.CO Sept 2012

Living the Lean Team Life

LUXR.CO Sept 2012

Patterns of work1. Generate independently, discuss as a team

(3 people ideal)2. Dump & Sort

(one item per Post-It, use Sharpie)3. Sketch

(especially of people)4. Work at the wall 5. Timebox!

(speed kills the censor and keeps you moving)6. 2x2 organizing framework

(help decision-making when lots of items)7. Quick decision-making techniques

(dot-vote, roman vote, stack rank)

LUXR.CO Sept 2012

Go be awesome.

LUXR.CO Sept 2012

LUXr provides practical, hands-on tools for entrepreneurs around the world. LUXr helps startups deliver products that customers want, need and love to buy.

About LUXr

LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrco

Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]

Residency WorkshopsCore

CurriculumBento Boxes

8 weeks to awesome for early-stage teams.

Learning products for accelerators & education programs.

Core concepts and hands-on activities for everyone.

Practical, hands-on learning for entrepreneurs worldwide.