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LeanUX
It’s	
  not	
  lazy	
  UX,
It’s	
  about	
  minimizing	
  waste	
  
  Raven	
  Chai
  Founder	
  &	
  Principal	
  Consultant
About	
  Myself


                  • Founded	
  UX	
  Consulting	
  in	
  2008


                  • Based	
  in	
  Singapore


                  • Only	
  worked	
  with	
  clients	
  with	
  local	
  
                    presence

                  • Love	
  any	
  type	
  of	
  sports	
  -­‐	
  except	
  golf


                  • A	
  foodie	
  and	
  will	
  continue	
  to	
  be	
  one


                  • A	
  lifelong	
  Liverpool	
  FC	
  	
  	
  	
  	
  	
  	
  	
  fan	
  and	
  
                    will	
  always	
  be
Founder & Principal Consultant

RAVEN CHAI
Director & Principal Consultant

                         •   15	
   years	
   experience	
   as	
   a	
   technologist,	
   designer	
   and	
   user	
  
                             experience	
  practitioner	
  
                         •   Lead	
  UX	
  consultant	
  for	
  SingTel	
  since	
  2008
                         •   Formed	
  a	
  local	
  UX	
  Community	
  -­‐	
  UXSG



                         User	
  Experience	
  Professional	
  Association	
  -­‐	
  Asia	
  Region,	
  Leadership	
  Team



                         SingTel	
  End	
  User	
  Experience	
  Review	
  -­‐	
  Board	
  Member



                                                                                Mentorship	
  /	
  Partnership
UX Consulting - What We Do

Design	
  Research	
  and	
  Service	
  Design	
  Methodology
Some stuff I’m involved in...

                                Public	
  Sector




                                Private	
  Sector
UX Singapore 2010 & 2011 Workshop
User Friendly China 2011 Conference
UX Hong Kong 2012 Conference
Agenda
1.	
  	
  	
  Introduction
2.	
  	
  	
  Overview
3.	
  	
  	
  Design	
  Story
4.	
  	
  	
  Key	
  Learnings
5.	
  	
  	
  Resources
iAxil Lunch Talk - Lean UX
You	
  may	
  have	
  seen	
  these	
  diagrams




       h6p://konigi.com/files/konigi/images/what-­‐is-­‐ux.png
Relationship - UX is not UI

                                                                               UX


UI                   h"p://www.kickerstudio.com/blog/2008/12/the-­‐disciplines-­‐of-­‐user-­‐experience/
Em
                                                   oti


UX
                                                      ona
     how	
  people	
  feels	
  while	
  they	
             l

     do	
  certain	
  things



                                              Tec



UI
                                                  h  nic
     what	
  people	
  use	
  to	
  interact	
           al

     with	
  the	
  product
You	
  will	
  be	
  amazed	
  the	
  kind	
  of	
  “UX”	
  job	
  descriptions	
  out	
  there




                        Dude,	
  you	
  are	
  looking	
  for	
  frontend	
  developer!!!
The	
  Big	
  Picture	
  of	
  User	
  Experience

How	
  much	
  do	
  you	
  understand	
  your	
                         How	
  to	
  engage	
  your	
  users	
  posiDvely	
  
             users’	
  needs?                                                          with	
  your	
  design?

       USER	
  RESEARCH                                                    INTERACTION	
  DESIGN

                                Why	
  would	
  people	
  want	
  to	
  use	
  mobile	
  App	
  
                                   than	
  a	
  laptop	
  in	
  THEIR	
  situaDons?

                                                         VALUES

  How	
  do	
  you	
  know	
  your	
  design	
  is	
                    How	
  to	
  code	
  your	
  apps	
  op$mally	
  and	
  
     effec$ve	
  and	
  appealing?                                                            efficiently?

  DESIGN	
  EVALUATION                                                TECHNICAL	
  DEVELOPMENT
The	
  most	
  important	
  question




Why	
  would	
  people	
  want	
  to	
  use	
  mobile	
  app	
  
   than	
  a	
  laptop	
  in	
  THEIR	
  situaDons?

                     VALUES
Share	
  a	
  design	
  story

   How	
  to	
  understand	
  your	
  users	
  in	
  real-­‐life	
  context?

                  USER	
  RESEARCH


Customers                                                        Paper
                          Storyboarding
  Data                                                        Prototyping
It’s	
  all	
  about	
  the	
  details

  How	
  to	
  engage	
  your	
  users	
  posiDvely	
  with	
  your	
  design?

             INTERACTION	
  DESIGN


 Design                         Usability                      Fidelity
Guidelines                      Findings                     Prototyping
Many	
  ways	
  of	
  creating	
  a	
  product

    How	
  to	
  code	
  your	
  apps	
  op$mally	
  and	
  efficiently?

     TECHNICAL	
  DEVELOPMENT


                                                           Traditional
   Lean                         Agile                        UCD
Knowing	
  where	
  to	
  improve	
  

How	
  do	
  you	
  know	
  your	
  design	
  is	
  effec$ve	
  and	
  appealing?

              DESIGN	
  EVALUATION


Usability                                                   Business KPIs
                           Web Analytics
Testing
What	
  does	
  the	
  word	
  “Lean	
  UX”	
  mean	
  to	
  you?
“Lean	
  UX”	
  implies	
  that	
  less	
  UX	
  is	
  being	
  done.

             That	
  couldn’t	
  be	
  further	
  from	
  the	
  truth,	
  nor	
  
               is	
  it	
  something	
  we	
  should	
  encourage.




Source:	
  ArAcle	
  from	
  Whitney	
  Hess,	
  Feb	
  27,	
  2011	
  -­‐	
  Why	
  I	
  detest	
  the	
  term	
  “Lean	
  UX”
It’s	
  NOT	
  lazy	
  UX
     You	
  still	
  gonna	
  work	
  hard!!!




Source:	
  ArAcle	
  from	
  Jeff	
  Gothelf,	
  Mar	
  07,	
  2011,	
  Lean	
  UX:	
  GeXng	
  Out	
  Of	
  The	
  Deliverables	
  Business   h"p://notjustalive.files.wordpress.com/2010/12/lazy-­‐cat5.jpg
It	
  is	
  NOT	
  Anti-­‐deliverable
        It	
  is	
  a	
  refocusing	
  of	
  UX	
  efforts	
  away	
  from	
  the	
  documentation	
  
        and	
  moves	
  towards	
  validating	
  product	
  hypotheses




Source:	
  ArAcle	
  from	
  Jeff	
  Gothelf,	
  Mar	
  07,	
  2011,	
  Lean	
  UX:	
  GeXng	
  Out	
  Of	
  The	
  Deliverables	
  Business   h"p://www.vuidesign.net/wp-­‐content/images/documentaAon.jpg
It	
  is	
  NOT	
  design-­‐by-­‐committee
Who	
  needs	
  vision	
  when	
  you	
  have	
  meetings?




                                                             h"p://www.joerib.com/wp-­‐content/uploads/design-­‐by-­‐commi"ee.jpg
The	
  only	
  thing	
  being	
  removed	
  is	
  waste
        Minimizes	
  the	
  time	
  spent	
  heading	
  down	
  the	
  wrong	
  path




Source:	
  ArAcle	
  from	
  Jeff	
  Gothelf,	
  Mar	
  07,	
  2011,	
  Lean	
  UX:	
  GeXng	
  Out	
  Of	
  The	
  Deliverables	
  Business   h"p://notjustalive.files.wordpress.com/2010/12/lazy-­‐cat5.jpg
Prototype	
  communicates	
  everything
       The	
  fastest	
  way	
  between	
  you	
  and	
  your	
  customers




Source:	
  ArAcle	
  from	
  Jeff	
  Gothelf,	
  Mar	
  07,	
  2011,	
  Lean	
  UX:	
  GeXng	
  Out	
  Of	
  The	
  Deliverables	
  Business   h"p://xunyangixd.files.wordpress.com/2011/04/just-­‐the-­‐ux-­‐process-­‐large.jpg
You	
  don’t	
  need	
  “The	
  Spec”	
  to	
  keep	
  control
     You	
  are	
  in	
  the	
  problem-­‐solving	
  business,	
  and	
  you	
  don’t	
  solve	
  
     problems	
  with	
  design	
  documentation.




Source:	
  ArAcle	
  from	
  Jeff	
  Gothelf,	
  Mar	
  07,	
  2011,	
  
Lean	
  UX:	
  GeXng	
  Out	
  Of	
  The	
  Deliverables	
  Business      h"p://www.arcelormi"al.com/distribuAonsoluAons/repo/angelique/Corporate_picture_Document_Control_MR_RF.JPG
If	
  you	
  spend	
  3	
  months	
  perfecting	
  a	
  design	
  only	
  to	
  Pind	
  out	
  it	
  fails	
  to	
  
     meet	
  customer	
  and/or	
  business	
  needs,	
  you’ve	
  just



     wasted	
  3	
  months	
  of	
  your	
  life,	
  
     not	
  to	
  mention	
  your	
  team’s




Source:	
  www.jeffgothelf.com/blog
iAxil Lunch Talk - Lean UX
Lean	
  UX   Metrics-­‐Driven	
  Design/Research




       SHIPPING	
  IS	
  ONLY	
  
        THE	
  BEGINNING
The	
  Value	
  of	
  the	
  Minimum	
  Viable	
  Product
     The	
  bare	
  feature	
  set	
  needed	
  to	
  prove	
  out	
  a	
  hypothesis




Source:	
  ArAcle	
  from	
  Jeff	
  Gothelf,	
  Mar	
  07,	
  2011:	
  Lean	
  UX:	
  GeXng	
  Out	
  Of	
  The	
  Deliverables	
  Business   h"p://i-­‐cdn.apartmen"herapy.com/uimages/re-­‐nest/plane12609.jpg
Examples	
  of	
  Minimum	
  Viable	
  Product	
  (MVP)




Started	
  with	
  a	
  boring	
  3	
  minute	
  video	
  in	
  2008	
  for	
  their	
  
minimum	
  viable	
  product,	
  beta	
  waiDng	
  list	
  jump	
  from	
  
        5,000	
  to	
  75,000	
  in	
  one	
  day	
  (Mar	
  2008)




                                                                                                         It	
  started	
  out	
  as	
  a	
  simple	
  WordPress	
  blog,	
  the	
  
                                                                                                        point.com	
  with	
  a	
  widget	
  that	
  used	
  AppleScript	
  to	
  
                                                                                                                    send	
  PDFs	
  coupons	
  via	
  Mail.app



   Started	
  in	
  1984	
  with	
  a	
  single	
  Boeing	
  747	
  flying	
  a	
  single	
  route	
  
    (Gatwick	
  to	
  Newark	
  and	
  back).	
  As	
  they	
  got	
  the	
  Virgin	
  magic	
  
 working	
  and	
  debugged,	
  they	
  added	
  more	
  planes	
  and	
  more	
  routes.
Same	
  principle	
  is	
  applicable	
  for	
  the	
  larger,	
  growing	
  Qirms	
  too!




                                                                                                                                  2004                                2007




                                                                                                                                  2012                                2009

You	
  probably	
  won’t	
  fancy	
  the	
  1st	
  version	
  of	
  Facebook,	
                        Despite	
  Basecamp’s	
  popularity,	
  the	
  team	
  keeps	
  
          but	
  it	
  started	
  to	
  address	
  user	
  needs	
  first                                improving	
  the	
  UX	
  and	
  usability	
  of	
  the	
  portal




                29	
  Jun	
  2007                     11	
  Jul	
  2008             8	
  Jun	
  2009          24	
  Jun	
  2010                7	
  October	
  2011
Agenda
1.	
  	
  	
  Introduction
2.	
  	
  	
  Overview
3.	
  	
  	
  Design	
  Story
4.	
  	
  	
  Key	
  Learnings
5.	
  	
  	
  Resources
Some dialogues I had with Startups




                 I	
  think	
  this	
  idea	
  
                 will	
  change	
  the	
  
                 world,	
  super	
  
                 excited	
  about	
  it!
“So,	
  who	
  are	
  your	
  intended	
  users	
  (or	
  customers)	
  
for	
  the	
  app	
  you	
  are	
  designing	
  for?”




          “Everyone	
  I	
  have	
  just	
  mentioned	
  a	
  while	
  ago.	
  Furthermore,	
  I	
  believe	
  
          people	
  from	
  here	
  +	
  there	
  will	
  Find	
  it	
  attractive	
  too,	
  we	
  can	
  extend	
  the	
  
          modules	
  to	
  do	
  this	
  and	
  that	
  too”




“Really?!?	
  Basically	
  you	
  don’t	
  even	
  know	
  what	
  
speci9ic	
  problems	
  you	
  are	
  trying	
  to	
  solve”
“How	
  do	
  you	
  come	
  about	
  building	
  this	
  app	
  in	
  the	
  Qirst	
  place?”


                           “I	
  Qind	
  it	
  frustrated	
  or	
  inefQicient	
  to	
  do	
  certain	
  things,	
  I	
  believe	
  I	
  can	
  solve	
  
                             the	
  problem	
  better	
  through	
  my	
  idea.	
  I’m	
  the	
  best	
  user	
  after	
  all,	
  isn’t	
  it?”


“Great,	
  so	
  who	
  else	
  have	
  you	
  validated	
  your	
  ideas	
  with?”




                                          “Myself,	
  ...	
  and	
  a	
  couple	
  of	
  my	
  friends,	
  they	
  said	
  the	
  idea	
  is	
  cool!”




“Err.....	
  you	
  mean	
  everyone	
  else	
  behaves	
  exactly	
  like	
  you???”
“I	
  have	
  built	
  a	
  list	
  of	
  great	
  features	
  but	
  I	
  (or	
  my	
  investor)	
  
                                                                                     feel	
  that	
  the	
  user	
  experience	
  is	
  not	
  good”



“In	
  what	
  way	
  you	
  Qind	
  the	
  user	
  
experience	
  is	
  not	
  good?”
                                                                         Why the UX of my
                                                                          app is not good?




                       “The	
  UI	
  is	
  not	
  sleek	
  enough,	
  I	
  need	
  to	
  make	
  it	
  more	
  beautiful	
  and	
  attractive	
  
                                                    -­	
  perhaps	
  by	
  adding	
  a	
  couple	
  of	
  nice	
  icons	
  here	
  and	
  there...”



“I	
  see,	
  your	
  de<inition	
  of	
  good	
  user	
  experience	
  =	
  better	
  user	
  interface,	
  
no	
  wonder	
  the	
  user	
  experience	
  of	
  your	
  app	
  sucks...”
h"p://whitneyhess.com/blog/2012/08/25/if-­‐vcs-­‐understood-­‐ux/
h"p://whitneyhess.com/blog/2012/08/25/if-­‐vcs-­‐understood-­‐ux/
Agenda
1.	
  	
  	
  Introduction
2.	
  	
  	
  Overview
3.	
  	
  	
  Design	
  Story
4.	
  	
  	
  Key	
  Learnings
5.	
  	
  	
  Resources
How	
  Lean	
  UX	
  may	
  work	
  well?

1. You are composed of small, goal-driven, cross-functional teams

2. Features begin as hypotheses to be tested before heavy investment

3. A feature starts as a minimum valuable feature, and then iterates

4. Proof carries more weight than opinion

5. The team talks to real customers on a regular basis, including in-person


                                            How	
  Lean	
  UX	
  may	
  not	
  work	
  well?	
  
                                                                                            	
  

                    1. If your stakeholders requires formality to justify decisions

         2. If you need to deal with legacy systems and require regular updates
If my target audience is EVERYONE,
then I’m designing for NO ONE!
A	
  “user-­friendly”	
  UI	
  =	
  Good	
  UX
Design is an evolving process!
Create quantitative goals,
Be specific about these goals!
Get creative in your approach,
Many ways to solve the same problem!
Be Compelling, Not Overwhelming
Test... Test... and Test...
Tweak your design base on facts
Leave a good impression to your customers,
Build the product as if it is for your friends
Put	
  yourself	
  in	
  customers’	
  shoes	
  and	
  ask	
  the	
  vital	
  quesHon

“When is the last time you feel good about using an app as a
  user, remember it and do the same to your customers”
Lean UX is just UX.
  But UX isn't always Lean UX.

Source:	
  ArAcle	
  from	
  Jared	
  M.	
  Spool,	
  Nov	
  30,	
  2011,	
  Is	
  There	
  Any	
  Meat	
  on	
  This	
  Lean	
  UX	
  Thing?   h"p://www.kickerstudio.com/blog/images/ux.jpg
Agenda
1.	
  	
  	
  Introduction
2.	
  	
  	
  Overview
3.	
  	
  	
  Design	
  Story
4.	
  	
  	
  Key	
  Learnings
5.	
  	
  	
  Resources
Recommended Books
Online UX Web Resources


                                                                        UIE	
  Blog

                                       UX	
  Booth




Smashing	
  Magazine




                                                                     Fast	
  Company




                   Johnny	
  Holland                 UX	
  Matters
International Conferences




                                    UX	
  Australia




IxDA	
  Conference                                    UX	
  Lisbon




                                                                     UXPA	
  International
                            UX	
  London
Regional Conferences




               UX	
  Taiwan                                            User	
  Friendly	
  China
                                  How	
  should	
  it	
  be	
  like?




                                            UX	
  Singapore




                                                                          HCD	
  Net	
  Japan
             UX	
  Hong	
  Kong
Local Community Platforms




UXSG	
  Facebook	
  group


                                                            IxDA	
  Singapore	
  chapter




                            Next	
  Bank	
  Asia




DestrActions                                       Design	
  Singapore	
  Council
Government Grants

                                               Design	
  for	
  Business	
  Innovation	
  Grant




Innovation	
  Capability	
  Voucher	
  (ICV)




                                                                  Design	
  Engage	
  Programme
Raven	
  Chai

Email:	
  raven@uxconsulting.com.sg
          Twitter:	
  @ravenchai
iAxil Lunch Talk - Lean UX

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iAxil Lunch Talk - Lean UX

  • 1. LeanUX It’s  not  lazy  UX, It’s  about  minimizing  waste   Raven  Chai Founder  &  Principal  Consultant
  • 2. About  Myself • Founded  UX  Consulting  in  2008 • Based  in  Singapore • Only  worked  with  clients  with  local   presence • Love  any  type  of  sports  -­‐  except  golf • A  foodie  and  will  continue  to  be  one • A  lifelong  Liverpool  FC                fan  and   will  always  be
  • 3. Founder & Principal Consultant RAVEN CHAI Director & Principal Consultant • 15   years   experience   as   a   technologist,   designer   and   user   experience  practitioner   • Lead  UX  consultant  for  SingTel  since  2008 • Formed  a  local  UX  Community  -­‐  UXSG User  Experience  Professional  Association  -­‐  Asia  Region,  Leadership  Team SingTel  End  User  Experience  Review  -­‐  Board  Member Mentorship  /  Partnership
  • 4. UX Consulting - What We Do Design  Research  and  Service  Design  Methodology
  • 5. Some stuff I’m involved in... Public  Sector Private  Sector
  • 6. UX Singapore 2010 & 2011 Workshop
  • 7. User Friendly China 2011 Conference
  • 8. UX Hong Kong 2012 Conference
  • 9. Agenda 1.      Introduction 2.      Overview 3.      Design  Story 4.      Key  Learnings 5.      Resources
  • 11. You  may  have  seen  these  diagrams h6p://konigi.com/files/konigi/images/what-­‐is-­‐ux.png
  • 12. Relationship - UX is not UI UX UI h"p://www.kickerstudio.com/blog/2008/12/the-­‐disciplines-­‐of-­‐user-­‐experience/
  • 13. Em oti UX ona how  people  feels  while  they   l do  certain  things Tec UI h nic what  people  use  to  interact   al with  the  product
  • 14. You  will  be  amazed  the  kind  of  “UX”  job  descriptions  out  there Dude,  you  are  looking  for  frontend  developer!!!
  • 15. The  Big  Picture  of  User  Experience How  much  do  you  understand  your   How  to  engage  your  users  posiDvely   users’  needs? with  your  design? USER  RESEARCH INTERACTION  DESIGN Why  would  people  want  to  use  mobile  App   than  a  laptop  in  THEIR  situaDons? VALUES How  do  you  know  your  design  is   How  to  code  your  apps  op$mally  and   effec$ve  and  appealing? efficiently? DESIGN  EVALUATION TECHNICAL  DEVELOPMENT
  • 16. The  most  important  question Why  would  people  want  to  use  mobile  app   than  a  laptop  in  THEIR  situaDons? VALUES
  • 17. Share  a  design  story How  to  understand  your  users  in  real-­‐life  context? USER  RESEARCH Customers Paper Storyboarding Data Prototyping
  • 18. It’s  all  about  the  details How  to  engage  your  users  posiDvely  with  your  design? INTERACTION  DESIGN Design Usability Fidelity Guidelines Findings Prototyping
  • 19. Many  ways  of  creating  a  product How  to  code  your  apps  op$mally  and  efficiently? TECHNICAL  DEVELOPMENT Traditional Lean Agile UCD
  • 20. Knowing  where  to  improve   How  do  you  know  your  design  is  effec$ve  and  appealing? DESIGN  EVALUATION Usability Business KPIs Web Analytics Testing
  • 21. What  does  the  word  “Lean  UX”  mean  to  you?
  • 22. “Lean  UX”  implies  that  less  UX  is  being  done. That  couldn’t  be  further  from  the  truth,  nor   is  it  something  we  should  encourage. Source:  ArAcle  from  Whitney  Hess,  Feb  27,  2011  -­‐  Why  I  detest  the  term  “Lean  UX”
  • 23. It’s  NOT  lazy  UX You  still  gonna  work  hard!!! Source:  ArAcle  from  Jeff  Gothelf,  Mar  07,  2011,  Lean  UX:  GeXng  Out  Of  The  Deliverables  Business h"p://notjustalive.files.wordpress.com/2010/12/lazy-­‐cat5.jpg
  • 24. It  is  NOT  Anti-­‐deliverable It  is  a  refocusing  of  UX  efforts  away  from  the  documentation   and  moves  towards  validating  product  hypotheses Source:  ArAcle  from  Jeff  Gothelf,  Mar  07,  2011,  Lean  UX:  GeXng  Out  Of  The  Deliverables  Business h"p://www.vuidesign.net/wp-­‐content/images/documentaAon.jpg
  • 25. It  is  NOT  design-­‐by-­‐committee Who  needs  vision  when  you  have  meetings? h"p://www.joerib.com/wp-­‐content/uploads/design-­‐by-­‐commi"ee.jpg
  • 26. The  only  thing  being  removed  is  waste Minimizes  the  time  spent  heading  down  the  wrong  path Source:  ArAcle  from  Jeff  Gothelf,  Mar  07,  2011,  Lean  UX:  GeXng  Out  Of  The  Deliverables  Business h"p://notjustalive.files.wordpress.com/2010/12/lazy-­‐cat5.jpg
  • 27. Prototype  communicates  everything The  fastest  way  between  you  and  your  customers Source:  ArAcle  from  Jeff  Gothelf,  Mar  07,  2011,  Lean  UX:  GeXng  Out  Of  The  Deliverables  Business h"p://xunyangixd.files.wordpress.com/2011/04/just-­‐the-­‐ux-­‐process-­‐large.jpg
  • 28. You  don’t  need  “The  Spec”  to  keep  control You  are  in  the  problem-­‐solving  business,  and  you  don’t  solve   problems  with  design  documentation. Source:  ArAcle  from  Jeff  Gothelf,  Mar  07,  2011,   Lean  UX:  GeXng  Out  Of  The  Deliverables  Business h"p://www.arcelormi"al.com/distribuAonsoluAons/repo/angelique/Corporate_picture_Document_Control_MR_RF.JPG
  • 29. If  you  spend  3  months  perfecting  a  design  only  to  Pind  out  it  fails  to   meet  customer  and/or  business  needs,  you’ve  just wasted  3  months  of  your  life,   not  to  mention  your  team’s Source:  www.jeffgothelf.com/blog
  • 31. Lean  UX Metrics-­‐Driven  Design/Research SHIPPING  IS  ONLY   THE  BEGINNING
  • 32. The  Value  of  the  Minimum  Viable  Product The  bare  feature  set  needed  to  prove  out  a  hypothesis Source:  ArAcle  from  Jeff  Gothelf,  Mar  07,  2011:  Lean  UX:  GeXng  Out  Of  The  Deliverables  Business h"p://i-­‐cdn.apartmen"herapy.com/uimages/re-­‐nest/plane12609.jpg
  • 33. Examples  of  Minimum  Viable  Product  (MVP) Started  with  a  boring  3  minute  video  in  2008  for  their   minimum  viable  product,  beta  waiDng  list  jump  from   5,000  to  75,000  in  one  day  (Mar  2008) It  started  out  as  a  simple  WordPress  blog,  the   point.com  with  a  widget  that  used  AppleScript  to   send  PDFs  coupons  via  Mail.app Started  in  1984  with  a  single  Boeing  747  flying  a  single  route   (Gatwick  to  Newark  and  back).  As  they  got  the  Virgin  magic   working  and  debugged,  they  added  more  planes  and  more  routes.
  • 34. Same  principle  is  applicable  for  the  larger,  growing  Qirms  too! 2004 2007 2012 2009 You  probably  won’t  fancy  the  1st  version  of  Facebook,   Despite  Basecamp’s  popularity,  the  team  keeps   but  it  started  to  address  user  needs  first improving  the  UX  and  usability  of  the  portal 29  Jun  2007 11  Jul  2008 8  Jun  2009 24  Jun  2010 7  October  2011
  • 35. Agenda 1.      Introduction 2.      Overview 3.      Design  Story 4.      Key  Learnings 5.      Resources
  • 36. Some dialogues I had with Startups I  think  this  idea   will  change  the   world,  super   excited  about  it!
  • 37. “So,  who  are  your  intended  users  (or  customers)   for  the  app  you  are  designing  for?” “Everyone  I  have  just  mentioned  a  while  ago.  Furthermore,  I  believe   people  from  here  +  there  will  Find  it  attractive  too,  we  can  extend  the   modules  to  do  this  and  that  too” “Really?!?  Basically  you  don’t  even  know  what   speci9ic  problems  you  are  trying  to  solve”
  • 38. “How  do  you  come  about  building  this  app  in  the  Qirst  place?” “I  Qind  it  frustrated  or  inefQicient  to  do  certain  things,  I  believe  I  can  solve   the  problem  better  through  my  idea.  I’m  the  best  user  after  all,  isn’t  it?” “Great,  so  who  else  have  you  validated  your  ideas  with?” “Myself,  ...  and  a  couple  of  my  friends,  they  said  the  idea  is  cool!” “Err.....  you  mean  everyone  else  behaves  exactly  like  you???”
  • 39. “I  have  built  a  list  of  great  features  but  I  (or  my  investor)   feel  that  the  user  experience  is  not  good” “In  what  way  you  Qind  the  user   experience  is  not  good?” Why the UX of my app is not good? “The  UI  is  not  sleek  enough,  I  need  to  make  it  more  beautiful  and  attractive   -­  perhaps  by  adding  a  couple  of  nice  icons  here  and  there...” “I  see,  your  de<inition  of  good  user  experience  =  better  user  interface,   no  wonder  the  user  experience  of  your  app  sucks...”
  • 42. Agenda 1.      Introduction 2.      Overview 3.      Design  Story 4.      Key  Learnings 5.      Resources
  • 43. How  Lean  UX  may  work  well? 1. You are composed of small, goal-driven, cross-functional teams 2. Features begin as hypotheses to be tested before heavy investment 3. A feature starts as a minimum valuable feature, and then iterates 4. Proof carries more weight than opinion 5. The team talks to real customers on a regular basis, including in-person How  Lean  UX  may  not  work  well?     1. If your stakeholders requires formality to justify decisions 2. If you need to deal with legacy systems and require regular updates
  • 44. If my target audience is EVERYONE, then I’m designing for NO ONE!
  • 46. Design is an evolving process!
  • 47. Create quantitative goals, Be specific about these goals!
  • 48. Get creative in your approach, Many ways to solve the same problem!
  • 49. Be Compelling, Not Overwhelming
  • 50. Test... Test... and Test... Tweak your design base on facts
  • 51. Leave a good impression to your customers, Build the product as if it is for your friends
  • 52. Put  yourself  in  customers’  shoes  and  ask  the  vital  quesHon “When is the last time you feel good about using an app as a user, remember it and do the same to your customers”
  • 53. Lean UX is just UX. But UX isn't always Lean UX. Source:  ArAcle  from  Jared  M.  Spool,  Nov  30,  2011,  Is  There  Any  Meat  on  This  Lean  UX  Thing? h"p://www.kickerstudio.com/blog/images/ux.jpg
  • 54. Agenda 1.      Introduction 2.      Overview 3.      Design  Story 4.      Key  Learnings 5.      Resources
  • 56. Online UX Web Resources UIE  Blog UX  Booth Smashing  Magazine Fast  Company Johnny  Holland UX  Matters
  • 57. International Conferences UX  Australia IxDA  Conference UX  Lisbon UXPA  International UX  London
  • 58. Regional Conferences UX  Taiwan User  Friendly  China How  should  it  be  like? UX  Singapore HCD  Net  Japan UX  Hong  Kong
  • 59. Local Community Platforms UXSG  Facebook  group IxDA  Singapore  chapter Next  Bank  Asia DestrActions Design  Singapore  Council
  • 60. Government Grants Design  for  Business  Innovation  Grant Innovation  Capability  Voucher  (ICV) Design  Engage  Programme