The Build, Measure, Learn loop is at the center of the Lean Startup approach, which is becoming increasingly popular among companies of all sizes. While the framework calls for very UX-friendly processes, such as collecting iterative feedback and focusing on building a Minimal Viable Product (MVP) required for doing so, the way most companies implement Build, Measure, Learn is broken. Most companies still jump in to building a skeleton version of a product, assuming that they can only get good feedback once they have working code. While most of us know you should incorporate research earlier, it can be hard to change the minds of development-centered thinkers. In this session, I’ll provide an overview of the Lean Startup and Build Measure Learn framework, pros and cons of these approaches, and tips for teams to utilize these approaches to infuse learning into their process as soon as possible.

1. Build Measure Learn Is Not Enough
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2. Build Measure Learn Is Not Enough
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3. Build Measure Learn Is Broken
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4. Build Measure Learn Is Broken
But UX can fix it
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5. 5
Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017

6. What is The Lean Startup, again?
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7. Lean Startup
A method to develop new businesses and products that addresses
uncertainty and risk
through cycles of rapid experimentation.
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8. @UXDC @MandaLaceyS | #UXDC2017

9. @UXDC @MandaLaceyS | #UXDC2017Art by Allie Brosh

10. @UXDC @MandaLaceyS | #UXDC2017

11. @UXDC @MandaLaceyS | #UXDC2017

12. @UXDC @MandaLaceyS | #UXDC2017

13. Lean Startup Concepts
Entrepreneurship is everywhere.
Eliminate waste.
Innovation Accounting.
Validated Learning.
Build. Measure. Learn.
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14. 14
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15. Observe
Question
Hypothesize
Experiment
Conclusion @UXDC @MandaLaceyS | #UXDC2017

16. Observe
Question
Hypothesize
Experiment
Conclusion Learn
Measure
Build
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17. Build.
Measure.
Learn.
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18. Build - MVP
Measure - Meaningful data
Learn - To pivot or persevere
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19. Build
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20. Minimum
Viable
Product (required to learn)
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21. DA REAL MVP
NOT half baked
NOT a bad experience
NOT necessarily code
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22. GOOD MVP
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23. GOOD ITERATION
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24. GOOD ITERATION
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25. NOT MINIMUM @UXDC @MandaLaceyS | #UXDC2017

26. NOT VIABLE
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27. NOT HALF-Baked
NOT VIABLE @UXDC @MandaLaceyS | #UXDC2017

28. Measure
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29. Validated Learning
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30. answer
Actionable MetricsVanity Metrics*
Anything that looks good
but doesn’t help you
make a decision
Examples:
• Facebook likes
• Pageviews
• Event attendees
Tied to specific,
repeatable tasks and
help you decide whether
you’re succeeding or not
Examples:
• Revenue per customer
• Retention rate
• Customer source
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31. *Metric Caveat
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32. Learn
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33. 33
Pivot! Pivot! PIVOT! @UXDC @MandaLaceyS | #UXDC2017@UXDC @MandaLaceyS | #UXDC2017

34. 34
@UXDC @MandaLaceyS | #UXDC2017@UXDC @MandaLaceyS | #UXDC2017

35. Observe
Question
Hypothesize
Experiment
Conclusion @UXDC @MandaLaceyS | #UXDC2017

36. Observe
Question
Hypothesize
Experiment
Conclusion Learn
Measure
Build
@UXDC @MandaLaceyS | #UXDC2017

37. Observe
Question
Hypothesize
Experiment
Conclusion Learn
Measure
Build
??
??
??
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38. @UXDC @MandaLaceyS | #UXDC2017Art by Allie Brosh

39. So what should the team do?
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40. 1.
Start with a problem
[Based on GOOB]
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41. 41
Interview
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42. 42
Diary
Study
or
Experience
Sampling
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43. Interviews, diary studies,
experience mapping, etc.
Experience Map
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44. 44
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45. 45
The cat doesn’t have a bed, causing
him to look for other places to sleep.
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46. 46
NOT: We should build a cat bed.
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47. 47
NOT: The cat is too big for the box.
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48. 2. Make a clear hypothesis
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49. If we [do, build, provide x thing],
then [these people]
will [some desirable outcome].
We’ll know when [actionable metrics].
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50. 50
If we build a comfy nap place,
then Sammy
won’t sleep on my keyboard.
We’ll know this when I’m able to work 2
hours of uninterrupted work 5 days in a row.
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51. 3. Design your experiment
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52. Usability Test
Usability Tests
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53. A/B Tests
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54. Wizard of Oz
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55. Ad Tests
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56. 4.
Generate solutions together
[Aka figure out what your MVP is]
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57. 6 up, 1 ups
Idea
IdeaIdeaIdea
IdeaIdea
6 Ideas
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58. 6 up, 1 ups
Idea
Best Idea Notes
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59. 6 up, 1 ups
Idea
Best Idea Notes
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60. Participatory Design @UXDC @MandaLaceyS | #UXDC2017

61. 61
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62. 62
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63. 63
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64. 64
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65. 5. THEN run your test
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66. Start with Think
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67. 67
Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017

68. 68
Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017

69. 69
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70. Start here!!
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71. Reduce cycle time.
Not build time.
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72. @UXDC @MandaLaceyS | #UXDC2017

73. Don’t forget the big picture.
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74. 74
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75. THANK YOU!
@MandaLaceyS
amanda.stockwell@gmail.com