ux & lean startups (for entrepreneurs, kellogg edition)

Kill Yr DarlingsUser Experience for Lean Startups

startups+

ux

4evr

LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 [email protected]

Janice Fraserwww.luxr.co

@clevergirl@luxrco#LeanUX

BLOG IT!


Lean As I See It

Lean UX Fundamentals

In Practice

3 PARTS


fear me.

outsized returns.


+ +

reduce wastemake products customers want

incremental releases


41,000 views(past 12 mos)

Entrepreneur in Residence

(2010-2011)

19,741 followers(1,738 listed)

Fall 2011(Random House)


5% (not the real number)


5%

(Proportions are accurate, but metrics on this page are not real values.)

4% 9.75%

30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions

Say each conversion is worth $2

That works out to $26,000 revenue by not waiting.

That’s more than most startups pay for design services, total, prior to launch.


The LEAN principle:

reduce INVENTORY, RISK, and WASTE

Make a design decision

Discover that it wasn’t right

Like this...Nobody clicked.

3 MONTHS

3 HOURS

) )


Less risk (and more)

The old way

The new way

)

)


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


OMG! custdev=ux!

People, their goals & needs

Sketches & prototypes

“New user” experiences


• Keep your inventory low.

• Talk to your customers.

• Make something they want.

• Prove your ideas and your interfaces.

Lean means...

UX CLASSIC

UX CLASSIC

UX CLASSIC


How do you do good user experience work in a lean environment?

PROVE IMPROVE


How do you do good user experience work in a lean environment?

EXPERIMENT INVEST


Lean means getting comfortable throwing things away.

ME: deal with it

jackson

Developer: WAH!

)


Lean User Experience Fundamentals


Lean User Experience is a cross-

functional, principle-driven process

characterized by rituals that predispose

teams to predictable, high-quality, high-

velocity user experience outcomes.


1. Design + product management + development = 1 product team.

2. Externalize!

3. Research with users is the best source of information.

4. Focus on solving the right problem.

5. Generate many options and decide quickly which to pursue

6. Recognize hypotheses & validate them

7. Rapid cycles: think/make/check

Lean UX Principles


USERS

NEEDS

USES

FEATURES

USER STORIES THEMED RELEASES

1. BLAH2. BLAH3. BLAH

BOB CAN...

PEOPLE

PRODUCT

(INSERT BUSINESS THINKING HERE)

THIS WEEK

(CREATE SKETCHES, WIREFRAMES & PIXELS)

WHYWHAT

HOW

Lean UX Framework


USERS

NEEDS

USES

FEATURES

USER STORIES THEMED RELEASES

(INSERT BUSINESS THINKING HERE)

(CREATE SKETCHES, WIREFRAMES & PIXELS)

THINK

MAKE

CHECK

THINK

MAKE

CHECK

THINK

MAKE

CHECK

THINK

MAKE

CHECK

THINK

MAKE

CHECK

THINK

MAKE

CHECK

Lean UX Framework


LIGHTWEIGHT

LOW-FI

LO-TECH

EXTERNAL

FACE TO FACE

COLLABORATIVE

GENERATIVE AND DECISIVE

FAST

REPEATABLE

ROUTINIZED

GOAL DRIVEN

OUTCOME FOCUSED

Lean UX methods are...

LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 [email protected] WORKING SOFTWARE

ABSTRACT CONCEPTS

Stragegy PyramidCustomer Maturity Model

Personas

Design Target

Activity Map

Sticky TriageStory Mapping

6-Up Sketching

2 or 3-Up Sketching

Wireframes

Card Sorting

Sketch BoardsPrototyping (many kinds)

Greyboxing

Black Hat Session

Style GuidePattern Libraries

STRATEGY

USER

USES

FEATURE PLANNING

IA, IXD, UI

DETAIL DESIGN

COHESIVENESS

The UX field has loads of methods that work lean...

Scenarios


Contextual Interviewing

Customer acceptance testing with paper prototypes

A/B testing

SurveysWatch people use

competitors

Behavioral metrics

Usability testing

OPTIMIZATION

CUSTOMER DEVELOPMENT

Heat mapping

GENERATIVE

QUANTITATIVE

Card sorting EVOLUTIONARY

It also has methods for “getting out of the building.”


WORKING SOFTWARE

ABSTRACT CONCEPTS

IDEATE

COMMUNICATE

LEARN

IMPROVE

Wireframe checkPair design

Housecleaning

MeasureRedo

Define the hypothesis and write the “test” first

User need/quote as sprint name

Retrospective

UX rituals for product teams


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)


Wireframe CheckA stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins.

Well, that 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?


Vision Pyramid

Product

Values

Describe the purpose of your company...why does it matter

TO YOU? Why do you bother? What’s the emotional hook

for you? This is the seed crystal of the company, and will

shape everything that grows around you. Purpose

This is the “What Is It” statement. Describe the

product using NOUNS. This is the place where all of

your pivots and experiments are going to happen.

What is the product LIKE? What are WE like?

What essential qualities are mandatory to our

success?

An activity of entrepreneurial self-discovery, as well as an artifact that forma a bridge between the strategy canvas and user needs. Proto-brand thinking.


Example: LUXr Vision

Coaching and mentorship programs that establish reliably strong user experience capabilities in startup companies.

Product

1. Kindness and respect2. Thought leadership 3. Fun/playful/joyful/quirky4. Humble5. Integrity6. Collaboration7. Learning and growth

Values

Because we love helping entrepreneurs blow it up.

Why?


6 UsesAn 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.


THAT’S ALL FOR NOW

Want a LUXr workshop in Chicago? Tweet “@clevergirl @luxrco: Chicago FTW!”

ux & lean startups (for entrepreneurs, kellogg edition)

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