User Experience for Lean Startups Saturday, May 19, 2012 Atomic Object, Grand Rapids MI Instructor: Lane Halley This workshop contains four topics: - Lean UX Basics - Customer Development Interviews & Generative Research - Developing product and interface ideas - Quantitative and Qualitative Evaluation http://luxr.co/programs/workshops/ http://ux4leanstartupmay19.eventbrite.com/

1. Crushing the Boulder
User Experience for Lean Startups

2. LUXR.CO MAY 2012

3. LUXR.CO MAY 2012

4. TWEET!
Lane Halley
www.luxr.co
@thinknow
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5. Today we’ll cover...
1. Lean UX Fundamentals
2. Get to know your customer
3. Brainstorm ideas for product uses
4. Measuring success
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6. Part 1: Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is Lean UX?
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7. Lean Startup?
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8. Lean Startup is NOT
Cheap Startup
Shortcut Startup
Fast Startup
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9. Lean Startup is NOT
Low-Ambition
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10. Lean Startup is NOT
THE OPPOSITE
OF FAT STARTUP
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11. Get out
of the
building!
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12. Steve Blank introduced “Customer
Development” in...um...2006.
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13. In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, more useful book.
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14. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT =
UX!?
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15. About 1,720,000 results
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16. Here’s a distillation...
“Customer Development in 1 Page”
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23. + +
make products incremental
reduce waste
customers want releases
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24. #2 New York
Times
Bestseller
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26. UX Cycles
THINK
Generative Research
Ideation
Mental models
Behavior Models
Test Results
Competitive Analysis
Reduce
cyc
time, n le
MAKE o
build ti t
me
Prototypes
Wireframes
Value Prop
Landing Page
Hypotheses
Comps
Deployed Code
CHECK
A/B Testing
Site Analytics
Usability Testing
Funnel
Sign-ups
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27. UX > UI
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28. Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
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29. The UX field brings many years
of experience, methods, and
methodology to Lean Startup
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30. UX people are EXPERTS at “getting
out of the building.”
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33. What’s new about LeanUX?
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34. 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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35. 10 Principles of Lean UX
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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36. Small, frequent corrections
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37. The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Nobody
Like this... clicked.
)
)
Make a design Discover that it
decision 3 months wasnʼt right
3 hours
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39. How can we
increase
conversion?
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42. Slightly Twice as
Original better good
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43. (Activity)
Clothespin Man!
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44. Part 2: Getting to Know
Your Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
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45. User Research
quant qual
• Contextual Inquiry
(Byer & Holzblatt)
• Mental Models (Indi Young)
Generative surveys
•Interviews
•Starbucks
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•
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46. User Research
quant qual
Generative Interviews
Evaluative
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47. Interview preparation
* Articulate your hypotheses.
* Identify who you want to talk to.
* Craft a topic map for the session.
* Jot down conversation prompts.
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48. 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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49. Example persona
“Mary” Demographics
• Working mom
• 34 years old
• Lives in Chicago
• Married, 2 kids
• Household 125k/yr
Behaviors Needs & Goals
• Help! Running errands,
• Has a housecleaner managing kids, keeping things
• Buys take-away 3 nights/wk running
• Frequently feels overwhelmed • Time for her girlfriends
when she “forgets” something • To feel like she “has it sorted”
• “To clone herself”
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50. (Activity)
Create a persona
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51. (Activity)
Dump and Sort Topics
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52. (Activity)
Make a Topic Map
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53. Conversation Prompts
“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?”
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54. 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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55. (Activity)
Interview
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56. 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 items
Label groups
Stack duplicates
Note trends and exceptions
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57. (Activity)
Debrief
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58. (Activity)
Revise Personas
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59. Part 3: Acting on Customer Needs
(Developing product and interface ideas)
6-up
Dot Vote
Sticky Up Features
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60. Remember this?
Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed
Releases
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61. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
what
how
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62. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
what
how
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63. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
USES:
what
What can
how Mary do with
your product?
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64. (Activity)
Foodspotting Video
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66. (Activity)
Return of Clothespin Man!
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67. (Activities)
6-up
Dot Vote
Sticky Up Features
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68. Part 4: Measuring Outcomes
(Quantitative and Qualitative Evaluation)
Common research questions
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69. 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?
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70. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
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71. quantitative qualitative
a/b testing usability
analytics testing
KPIs
Behavior Ability
Do people use it? How should I design the new one?
Which is better? Why wonʼt people use it?
Did we do the right thing? Whatʼs wrong with this?
Are these results good? How could I make this better?
Are we making progress? Why do people do that?
What do people love about it?
CLOSED-ENDED QUESTIONS How can I improve conversion?
Why is there dropoff?
What do they think this should do?
OPEN-ENDED QUESTIONS
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72. Measurement
What Metric? Who Owns?
Traffic
Gross #
Marketing
(e.g. CPC)
Conversion
Funnel Marketing &
Throughput (%)
Product
Product
(black box) Usage (%) Product
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73. What should I be measuring?
(a few search terms)
“Vanity Metrics”
“KPI”
“A/B Tests”
“Metrics for Pirates”
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74. Pirate Metrics
Acquisition
Activation
Retention
Referral
Revenue
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75. Research Tools
ANALYTICS CONVERSION UNMODERATED
TESTING TESTS WITH VIDEO
Google Analytics
KISS Metrics Unbounce Usertesting.com
Mixpanel Optimizely TryMyUI
Flurry Userlytics
LocalLytics WhatUsersDo
Stats Mix (just an api) Loop11
HEAT MAPPING MESSAGE RECALL MICRO
USABILITY
Crazy Egg ClueApp
Click Tale FiveSecondTest Navflow
Gaze Hawk Usabilia
Clicktest
Verify
Intuition HQ
UserZoom
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76. Your hypothesis: write the test first
We believe that people like ______________ have a
(customer type)
need for (or problems doing) ________________,
(need/action/behavior)
which can be satisfied by ________________.
proposed solution
We will know we have succeeded when
____________________, or ___________________,
(quantitative/measurable outcome) (qualitative/observable outcome)
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77. (Activity)
Hypothesis statement
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78. Living La Vida LUXr
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79. 10 Principles of Lean UX
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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80. Who is involved?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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81. How do we work together?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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82. What do we do?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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83. How can we be sure?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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84. RITUALS of Lean UX
1. Write the test first
2. User quote/need as sprint name
3. Wireframe check
4. Designer/developer pairing
5. UX & Product Mgt participate in standup
meetings daily
6. Validation step
7. Retrospective periodically

85. Thank you!
Lane Halley
www.luxr.co
@thinknow
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