Agile by example 2015: Lean UX workshop - Cross-functional product design

LEAN
UX
Cross-functional product design
Frederik Vannieuwenhuyse
@vfrederik
https://technology1unplugged.wordpress.com/

Lean UX book: http://www.leanuxbook.com
LEAN
UX
Applying Lean Principles to Improve
User Experience
Book by Jeff Gothelf and Josh Seiden
Go to http://www.leanuxbook.com
and buy the book!
Materials about Lean UX in this slide-
deck are attributed to the authors of this
book.

“Documents
don’t solve
customer’s
problems.”
(and working software)
“Good products do.”

“Don’t design
(don’t build) stuff
people don’t use”

http://www.lwk.dk/MugMouse/Mugmluse_content.html

Lean UX book: http://www.leanuxbook.comhttp://www.stefangolling.de/wp-content/uploads/2014/07/BDUF_vs_MVP-1170x716.png

http://erply.com/case-study-how-you-can-copy-nordstroms-secrets-to-massive-retail-success/
https://www.shopify.com/blog/15517012-how-nordstrom-made-its-brand-synonymous-with-customer-service-and-how-you-can-too
LEAN
UX
https://www.youtube.com/watch?v=szr0ezLyQHY

• a mindset
• a process change for UI, UX, VD
• a way of thinking about managing software
LEAN
UX

• apply lean principles to improve User eXperience
• how to best meet customer and business needs
• expose product risk early
• progress more quickly, more efﬁciently
• build valuable products and service
LEAN
UX
goals

• Given: a problem statement
• Workshop goal:
1. Who is the user?
2. State the desired outcome(s)
3. Deﬁne a feature
4. Write hypothesis
5. Create an experiment
LEAN
UX
workshop

LEAN
UX
workshop
Select a problem statement!

LEAN
UX
• cross-functional teams having shared understanding
• validated hypotheses
• solve the right problem
• externalise / visualise ideas early and often
• small tests and measure outcome
• continuous learning, continuous end-user feedback
principles

• [Our service/product] was designed to achieve
[goals].
• We have observed that the service/product isn’t
meeting [these goals], which is causing [this
adverse effect] to our business.
• How might we improve [service/product] so that
our customers are more successful based on
[these measurable criteria]?
Thinking by Yamini Ahluwalia from the Noun Project
THINK: problem statement

THINK: problem statement
Exam
ple
• Our hotel website / mobile app was designed to
rent hotel rooms to travellers. We offer the lowest
room price possible.
• We have observed that only 1% of the total
number of visitors booked a hotel room the last
3 months.
• How might we improve our website / mobile app so
that 10% more visitors are converted to booking a
hotel room?

• Business assumptions
• Our main value proposition: cheap hotel room prices
• Our customer will ﬁnd us online via search engines or
advertisements
• User assumptions
• Everyone books hotel rooms online
• The hotel website targets people going on holidays
• The hotel website should be simple to use
• The most important feature is the “1 click booking”
THINK: assumptions
Exam
ple

LEAN
UX
workshop
Study your problem statement
&
List assumptions

THINK: outcome
Exam
ple
• Who is the user?
• Leisure travellers
• Business travellers
• Desired outcome
• 10% more leisure visitors are converted to booking a
hotel room
• 5% more business visitors are converted to booking a
hotel room

THINK: proto-personas
http://www.anthonycreyes.com/wp-content/uploads/2014/10/Persona.jpeg

THINK: hypotheses
We believe that [FEATURE]
for [PERSONAS]
will achieve [OUTCOME]
validated by [MEASUREMENTS / FEEDBACK].

THINK: hypotheses
We believe that adding hotel room images on the
booking page
for Mary (= a site visitor)
will achieve more customer conversions
validated by a 10% increase in customers who
review hotel images who next proceed to book
within 48 hours.
Exam
ple

THINK: hypotheses
We believe that increasing the number and the size
of the hotel images on the booking page
for Mary (= a site visitor)
will achieve more customer conversions
validated by a 10% increase in customers who
review hotel images who next proceed to book
within 48 hours.
Exam
ple
Feature
Personas
O
utcom
e
M
easurem
ent

MAKE: collaborative design
palette by Nathan Driskell from the Noun Project
• whole team
• collaborative sketching
• democratic design
• sketch solution of a hypothesis
• design studio / design charrette
http://1.bp.blogspot.com/-x5B2mm553d4/TrB_TPnWHQI/AAAAAAAAQaA/g1hrWdUu0Ik/s1600/Screen+Shot+2011-11-01+at+4.22.00+PM.png

MAKE: MVP
• An MVP is not a minimal product, it is
a strategy and process directed
toward making and selling a product
to customers.
• It is an iterative process of idea
generation, prototyping, presentation,
data collection, analysis and learning.
• One seeks to minimise the total time
spent on an iteration. The process is
iterated until a desirable product/
market ﬁt is obtained, or until the
product is deemed to be non-viable.
https://en.wikipedia.org/wiki/Minimum_viable_product Hammer by Nathan Driskell from the Noun Project

MAKE: experiments
• prototypes
• Lo-Fi
• Hi-Fi
• non-prototypes
• landing page
• fake door
• concierge (Wizard of Oz)

MAKE: experiments
Paper prototyping example:
https://youtu.be/DZIVzkQZ_PQ

• “continuous” discovery
• “test everything” policy
• weekly user tests
• interviews (in pairs), show and tell
• whole team
• discover “latent” needs (underlying pain-points)
CHECK: collaborative
research & discovery

Lean UX book: http://www.leanuxbook.comhttp://i.ytimg.com/vi/a-J_SwmMJyo/maxresdefault.jpg
CHECK: collaborative
research & discovery
Steve Blank

Staggered sprints
Slide by @jrhuerta
http://www.slideshare.net/jrhuerta/leanux-ﬁhos-workshop-slides

Slide by @jrhuerta
Sprints

Build - Measure - Learn
Slide by @jrhuerta

Experiment story UX debt
Backlog
@romanpichler

• Lean UX process, goals and
principles
• Differences with traditional UX
processes
• THINK: problem statements and
assumptions
• THINK: proto-personas
• THINK: output, outcomes and
impact
• THINK: hypotheses
• MAKE: collaborative design,
sketching
• MAKE: experiments, prototypes,
styleguides
• CHECK: collaborative discovery,
user tests, interviewing
• CHECK: process research
feedback
• Agile (Scrum) and Lean UX
• Lean product management
• Experiment Kanban
• Dimensional planning
• Organisational change
LEAN
UX
full day workshop

Experiment Kanban
Backlog
4
Build
2
Measure
1
Learn
2
Hypotheses
Unvalidated
assumptions
Options
@Okaloa

# dimensions
https://upload.wikimedia.org/wikipedia/commons/6/64/DirtRoadByAmiltonReis.jpg http://milaspage.com/wp-content/uploads/2011/08/cobblestone-road-old-montreal.jpg
ttp://www.site-kconstructionzone.com/wp-content/uploads/2010/04/LAMS10-1024x768.jpg http://www.autoguide.com/auto-news/wp-content/uploads/2012/07/autobahn.jpg

LEAN
UX
Cross-functional product design
Frederik Vannieuwenhuyse
@vfrederik
https://technology1unplugged.wordpress.com/
TH
E
EN
D

Agile by example 2015: Lean UX workshop - Cross-functional product design

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Agile by example 2015: Lean UX workshop - Cross-functional product design