Crushing the BoulderUser Experience forLean Startups1-day workshop

WED, JUN 13, 2012

LUXR.CO JUNE 2012

LUXR.CO JUNE 2012

LUXR.CO JUNE 2012

Intros

Who’s in the room?

LUXR.CO JUNE 2012

LUXR.CO JUNE 2012

Residency WorkshopsCore Curriculum Advising

10 weeks to awesome for early-stage teams.

Learning products for accelerators & startup teams.

Core concepts and hands-on activities for everyone.

Coaching & guidance for teams going at lightspeed.

LUXR.CO JUNE 2012

Kate Rutterwww.luxr.co

@luxrco@katerutter

TWEET!

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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.)

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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...

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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!

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Customer development is...

A four-step framework for discovering and validating the right market for your idea,

building the right product features that solve

customersʼ needs, testing the correct model and

tactics for acquiring and converting customers,

and deploying the right organization and

resources to scale the business.

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

The big idea...

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In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.

The big idea...

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What it looks like in practice...

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Build, Measure.

Learn.

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An approach for building companies that are

creating new products and services in

situations of extreme uncertainty.

The approach advocates creation of rapid prototypes that test market assumptions, and

uses customer feedback in an effort to evolve

the design faster and reduce waste.

Lean Startup is...

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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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Lean Startup advocates...

• Experiments•!Validated learning

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UX.Design.

Startups.

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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

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A principle-driven process for product teams

working in situations of extreme uncertainty.

It is characterized by rituals that predispose

predictable, high-quality, high-velocity user experience outcomes.

Lean User Experience is...

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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”

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

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People, their goals & needs

Sketches and prototypes

Interactions and flows

UX == Customer Discovery

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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

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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

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

II : Three Lean UX Experiments

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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)

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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•

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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

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{Activity}

Bring it together

Discuss & createa unified persona

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* 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

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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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{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

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mobile/internet habits?

last time they got help

(house cleaner)

keeping everything

working

commutepersonal time

{Activity}

Add a topic

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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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“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

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“Have you ever had __________________________ experience?”

{Activity}

Brainstorm a question

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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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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

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{Activity}

Practice an interview

1 interviewer + 1 intervieweenote-takers

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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

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{homework}

Debrief

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i <3 listening.

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Sketching6-Up UsesDot Voting

2Act on

Customer Needs(Developing product and interface ideas)

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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

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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

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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.

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6 Uses

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{Activity}

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

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{Activity}

Dot-vote top picks3 dots } pick top 2 uses

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{Activity}

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

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{Activity}

Brainstorm features

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{Activity}

Triage features

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{Activity}

Select 3 features

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{Organize!}

Post your persona, 2 uses and 3 features on the wall.

(off to the side)

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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?

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Uses make me frisky!

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Common research questionsMetrics & Analytics

3Measure

WhatMatters

(Quantitative and Qualitative Evaluation)

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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

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User Researchquantitative qualitative

generate ideas

evaluate product

surveys

usability testinga/b testing

user interviews

analyticsKPIs

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quantitative qualitativeusability testinganalytics

a/b testing

KPIs

Do people use it? Which is better?Did we do the right thing?Are these results good? Are we making progress?

CLOSED-ENDED QUESTIONS

How should I design the new one?Why wonʼt people use it?Whatʼs wrong with this?How could I make this better? Why do people do that?What do people love about it?How can I improve conversion?Why is there dropoff?What do they think this should do?

OPEN-ENDED QUESTIONS

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Product(black box)

Conversion Funnel

Traffic

Measuring what?

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{Activity}

Brainstorm measures(from features)

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{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?

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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 registered users per

week

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{Show & Tell}

Metrics Dashboard

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Metrics dashboard

% of users who share a

task 3+ times a day,per week

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{Show & Tell}

Information Radiator

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Information Radiator

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Information Radiator

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“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!

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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

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metrics. better than a

bubbling brook.

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Making the storyLiving the Lean UX life

III : Bring it all together

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{Activity}

Tell the story

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{Activity}

Make a narrativeWe are _______________Meet...

with __________, ________ can...

using these featuresMVP

we will measure

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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

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Workshop Outputs

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Workshop Outputs

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Workshop Outputs

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Living the Lean UX Life

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A principle-driven process for product teams

working in situations of extreme uncertainty.

It is characterized by rituals that predispose

predictable, high-quality, high-velocity user experience outcomes.

Lean User Experience is...

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1. 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 wall5. 2x2 organizing framework

(help decision-making when lots of items)6. Quick decision-making techniques

(dot-vote, roman vote, stack rank)

Patterns of work

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10 Principles of Lean UX1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)* Full description at http://luxr.co/10-principles

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Q&A + Discussion

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Go be awesome.

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The shape of riskWaterfall vs. Lean

Model developed by Chris Jones, Hot Studios

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Plot the difference

THINK

release

MAKErelease

MAKErelease

MAKE

time

unva

lidat

ed e

ffor

t

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Lots of little wigglesun

valid

ated

eff

ort

time

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unva

lidat

ed e

ffor

t

time

Each wiggle is a learning cycle.

MAKE

releaseMAKE

THINK

CHECK

MAKE

THINK

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LUXrʼs mission is to educate early-stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy.

About LUXr

Residency WorkshopsCore Curriculum Advising

10 weeks to awesome forearly-stage teams.

Learning products for accelerators & startup teams.

Core concepts and hands-on activities for everyone.

Coaching & guidance for teams going at lightspeed.

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 ]