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How to work with a Designer,[object Object],Design + Lean Startup = Lean UX,[object Object],Josh Seiden ,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object],This work is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License.,[object Object]
Background:Liquidnet is an institutional broker that earns commissions when traders buy and sell stocks in the Liquidnet system. But Liquidnet’s market share is limited because they only offer trading services. ,[object Object],They need to add other services in order to address a larger slice of the market.,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
The Brief: Design an “Investment Research Management”application to help Portfolio Managers.  Allow PMs to find and manage the valuable parts of investment research. ,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
The designers’ first task: Figure out who will use the application.,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
Problem 1: How do Portfolio Managers think about Investment Research?,[object Object],Problem 2:  The team doesn’t know any Portfolio Managers.,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
Discovery: PMs and Analysts don’t value the kind of Investment Research that can be delivered through a “Research Management” Application. ,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
Discovery: They value Management Access.,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
Problem: The designers bring this insight back to the office, but no one believes them.,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
Solution: Bring the strategists into the field to see for themselves. ,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
The Brief: Design a “Research Management” application ,[object Object],Pivot: How can we deliver a Management Accessservice? ,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
Solution: To do that, the team had to target the whole ecosystem. ,[object Object]
Recap: Working With Designers,[object Object],Designers do customer development. They call it research.,[object Object],Designers want to understand how users think about a problem.,[object Object],Design research reveals what users value. ,[object Object],Designers need organizational support.,[object Object],Designers who know how to collaborate are the ones who win.,[object Object],Designers work at every layer in the stack, from strategy, to service design, to product design, to interface design, to visual design.,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]
Thank you.Comments + Questions: @jseiden,[object Object],Josh Seiden @jseiden,[object Object],Startup Lessons Learned 2011,[object Object],Design + Lean Startup = Lean UX,[object Object]

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2011 may sll_seiden_presentation_final for slideshare

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Notes de l'éditeur

  1. First point about designers: designers want to talk to customers and users.
  2. Will talk to CEO support and the importance of organizational support for customer research.
  3. This is an unexpected insight from designers—business people do not expect designers to be doing analysis at this level.Refer to corporate issuers.