luxr one-day workshop
TRANSCRIPT
Crushing the BoulderUser Experience for Lean Startups
January 10, 2012
LUXR.CO JANUARY 2012
LUXR.CO JANUARY 2012
LUXR.CO JANUARY 2012
Janice Fraserwww.luxr.co
@clevergirl
TWEET!Kate Rutterwww.luxr.co
@katerutter
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1. Lean UX Fundamentals2. Getting to know your customers3. Acting on customer needs4. Measuring outcomes
...and bring it all together into a plan.
Today we’ll cover...
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What is Lean Startup?What is UX?
What is Lean UX?
What is this stuff?!?!
Part 1: Lean UX Fundamentals
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Lean Startup?
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Lean Startup is NOT
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Cheap Startup
Lean Startup is NOT
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Cheap Startup
Shortcut Startup
Lean Startup is NOT
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Cheap Startup
Shortcut Startup
Fast Startup
Lean Startup is NOT
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Lean Startup is NOT
Low-Ambition
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Lean Startup is NOT
THE OPPOSITE OF FAT STARTUP
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Get out of the
building!
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Steve Blank introduced “Customer Development” in...um...2006.
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In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.
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People, their goals & needs
Sketches and prototypes
“New user” experiences
CUSTOMER DEVELOPMENT = UX!?
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About 1,720,000 results
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“Customer Development in 1 Page”
Here’s my distillation...
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+ +
reduce wastemake products customers want
incremental releases
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#2 New York Times
Bestseller
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UX Cycles
THINK
MAKE
CHECK
PrototypesWireframesValue PropLanding PageHypothesesCompsDeployed Code
A/B TestingSite Analytics
Usability TestingFunnel
Sign-ups
Generative ResearchIdeation
Mental modelsBehavior Models
Test ResultsCompetitive Analysis Reduce cycle time, not build time
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UX?
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Design > UI
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Users
Design > UI
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Needs 1. BLAH2. BLAH3. BLAH
Users
Design > UI
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Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Users
Design > UI
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Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Users
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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What we bring is 10* years of experience, methods, and
methodology
*20, 30, 50 years
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Among our strengths...
UX people are EXPERTS at “getting out of the building.”
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What’s new about LeanUX?
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Lean User Experience is a principle-driven
process for teams working in situations of
extreme uncertainty. It is characterized by
rituals that predispose predictable, high-
quality, high-velocity user experience
outcomes.
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1. Design + Prod. Mg. + development = 1 product team
2. Externalize!
3. FLOW: think/make/check
4. Repeatable and routinized
5. Solve the right problem
6. Goal-driven and outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Research with users is the best source of information (& inspiration)
9 Principles of Lean UX10
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1. Write the test first2. User quote/need as sprint name3. Wireframe check4. Designer/developer pairing5. UX & Product Mgt participate in standup
meetings daily6. Validation step7. Retrospective periodically
RITUALS of Lean UX
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In Practice: Write the test first
We believe that people like ______________ have a
need for (or problems doing) ________________.
We will know we have succeeded when
____________________, or ___________________,
which will contribute to ________________.
(customer type)
(need/action/behavior)
(quantitative/measurable outcome)
(qualitative/observable outcome)
(KPI)
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In Practice: Wireframe CheckA stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins.
Well, that thing will take some
work
What here is hard?
• Is this an accurate reflection of the system ?
• What here is hard?
• What alternatives are there?
• Is it worth the effort?
LUXR.CO SEPTEMBER 2011
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Types of ResearchPersonas
How to InterviewPractice Interview
Part 2: Getting to Know Your Customers
(Customer Development Interviews)
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quant qual
Generative
Evaluative
User Research
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quant qual
Generative
EvaluativeAnalytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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quant qual
Generative
EvaluativeAnalytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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quant qual
Generative
EvaluativeUsability
Analytics•Optimizely•
Key Metrics•
A/B Testing•
User Research
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quant qual
Generative
EvaluativeUsability
•Hallway usability•remote Analytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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quant qual
Generative
Evaluative
surveys
Usability
•Hallway usability•remote Analytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
LUXR.CO JANUARY 2012
quant qual
Generative
Evaluative
surveys
Usability
•Hallway usability•remote Analytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
LUXR.CO JANUARY 2012
quant 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•
User Research
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quant qual
Generative
Evaluative
Interviews
User Research
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Before the Interview
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
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Today’s challenge:
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Today’s challenge:
You have a problem...
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Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
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Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
You were chatting with neighbors and they have the same problem.
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Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
You were chatting with neighbors and they have the same problem.
And then you read an article in the Huffpost about personal assistants for the middle class.
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Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
You were chatting with neighbors and they have the same problem.
And then you read an article in the Huffpost about personal assistants for the middle class.
You think this is a great idea for your next business.
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Who: Make a Persona
Behaviors
Needs & GoalsDemographics
“Mary”• Has a housecleaner• Buys take-away 3 nights/wk• Frequently feels overwhelmed
when she “forgets” something
• Help! Running errands, managing kids, keeping things running
• Time for her girlfriends• To feel like she “has it sorted”• “To clone herself”
• Working mom• 34 years old• Lives in Reading, works in
London• Married, 2 kids• Household 125k/yr
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{activity}
Let’s do it.
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Hypothesis
We believe that modern families have trouble keeping up with the errands that
need to be done, and are willing to pay to have “odd jobs” done for them.
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{activity}
Dump & Sort Topics
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mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
Topic Map
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{activity}
Make a Topic Map
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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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During the Interview
DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen
DON’TTalk about your productAsk about future behaviorSellAsk leading questionsTalk much
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{activity}
Interview
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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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{activity}
Debrief
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{activity}
Revise Personas
LUXR.CO SEPTEMBER 2011
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Sketching6-UP
Dot Voting
Part 3: Acting on Customer Needs(Developing product and interface ideas)
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Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
Remember this?
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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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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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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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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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{activity}
6-Up SketchingDot Vote
Sticky-up Features
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fear me.
outsized returns.
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Common research questionsThe Funnel
Pirate MetricsResearch & Metrics Tools
Part 4: Measuring Outcomes(Quantitative and Qualitative Evaluation)
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The Dreaded QuestionsWill people use it? Why won’t people use it?What’s 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?
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“Vanity Metrics”“KPI”
“A/B Tests”“Metrics for Pirates”
What should I be measuring?(a few search terms)
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User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
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User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
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quantitative qualitative
usability testinganalytics
a/b testing
KPIs
Behavior Ability
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 won’t people use it?What’s 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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Measurement Funnel
Product(black box)
Conversion Funnel
TrafficGross #
CMP/CPC/CPA/NPS
Throughput (%)
Usage (%)
Marketing
Marketing & Product
Product
What Metric? Who Owns?
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Pirate MetricsAcquisition
Activation
Retention
Referral
Revenue
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{activity}
Metrics from Features
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Design TestWe believe that people like ______________ have a
need for (or problems doing) ________________.
We will know we have succeeded when
____________________, or ___________________,
which will contribute to ________________.
(customer type)
(need/action/behavior)
(quantitative/measurable outcome)
(qualitative/observable outcome)
(KPI)
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{activity}
Write the Design Test
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Research ToolsANALYTICSGoogle AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)
HEAT MAPPINGCrazy EggClick Tale Gaze Hawk
UNMODERATED TESTS WITH VIDEOUsertesting.comTryMyUIUserlyticsWhatUsersDoLoop11
MESSAGE RECALLClueAppFiveSecondTest
CONVERSION TESTINGUnbounceOptimizely
MICRO USABILITYNavflowUsabiliaClicktestVerifyIntuition HQUserZoom
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{bring it all together}