Building a better world through lean + design

Building a better worldthrough lean + designMON, JUN 3, 2013+Lean startup at theintersection ofbeauty & complexity

LUXR.CO JUNE 2013Luxr makes tools to help startupsdeliver products that people want,need & love to buy.

LUXR.CO JUNE 2013@katerutter@luxrcoKate RutterCo-Founderwww.luxr.coTWEET!

LUXR.CO JUNE 2013a story...MVPMaximumVisionPossible= product thatwill save livesvisionary idea+ amazing research+ engaged team+ executive supportx 6 months

LUXR.CO JUNE 2013risktime

LUXR.CO JUNE 2013a story...= 1000s of hours+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months= no lives saved

LUXR.CO JUNE 2013a story...= 1000s of hours+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 monthsFAIL= no lives saved= NO PRODUCT

LUXR.CO JUNE 2013the biggest fail is...the product thatdoesn’t ever get intothe hands of people.

LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But nobody wanted it.”What I NEVER want you toexperience...

LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But nobody wanted it.”What I NEVER want you toexperience...FAIL

LUXR.CO JUNE 2013“But the code validated!”“The design was brilliant.It just never launched.”“We made an amazing thing.But nobody wanted it.”What I NEVER want you toexperience...waste

LUXR.CO JUNE 2013a different story...A team of techies, designers,entrepreneurs, statisticians,researchers, and artists, alltrying to discover the futureof retail.

LUXR.CO JUNE 2013YouTube Feature Filmview on YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY

LUXR.CO JUNE 2013command/controlwaterfalloptimizinginvention-drivendesignrisk aversioncollaborationagiledisruptingvalidated learning-driven designscaled risks

Lean Startup~ the quick version ~What’s going on?

LUXR.CO JUNE 20133 Key IdeasBuild.Measure.Learn!ValidatedLearningGet out ofthe building!CustomerDevelopmentAgileDevelopmentCollaborate.Release.Improve!

LUXR.CO JUNE 2013The AgileManifestoresulted from aski scrum inFebruary 2001.The big idea...over over over over

LUXR.CO JUNE 2013Steve Blankintroduced“CustomerDevelopment”in 2006.The big idea...

LUXR.CO JUNE 2013Eric Ries wrotea blog post onSept 8, 2008titled “The LeanStartup.”incrementalreleases+reducewasteThe big synthesis...make productscustomerswant+

LUXR.CO JUNE 2013Build.Measure.Learn• Hypotheses• Experiments• Validated learning(These change everything)And a big innovation...

Wait. We know mostof this already.User Experience

User Experience~ the mindset, not the craft ~

LUXR.CO JUNE 2013Empathy.Design.Products!UI UXvia Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cerealproductThe big idea...

LUXR.CO JUNE 2013UX =a mindsetfocused on delivering valueinspires the right kinds of ideasdeﬁnes “good”guides decisions

LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...

LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...CustomerdevelopmentExperiments,MVPs &metricsSketches &prototypes

LUXR.CO JUNE 2013Making the shift3 things to jump-startyour week.

LUXR.CO JUNE 2013Customerdevelopmentor...user research liteFind the rightthing to solve.Get ﬁrst-handexperience with theproblem.

LUXR.CO JUNE 2013Learning from researchQuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessions

LUXR.CO JUNE 2013QuantitativeQualitativeGenerativeEvaluativeSurveysThe current wayMental Models •(Indi Young)Contextual Inquiry •(Byer & Holzblatt)Starbucks •• Analytics• Optimizely• KeyMetrics• A/BTestingHallway usability •remote usability •Q/A testing •programs5-second test •

LUXR.CO JUNE 2013QuantitativeQualitativeGenerativeEvaluativeInterviewsMetricsSurveysUsabilitySessionsAn adapted way

LUXR.CO JUNE 2013

LUXR.CO JUNE 2013SSCI(Super Simpliﬁed Customer Interviews)• Identify who you want to talk to.• Articulate your hypotheses.• Jot down conversation prompts.• Have the conversation• Debrief!

LUXR.CO JUNE 2013{Challenge}Sketch it outpeople + problems + solutionsLuxr Molecule method:http://www.youtube.com/watch?v=bi97WSqdH5QTemplate at end of deckWho are the users?What problems dothey have?What would be aproposed solution?

LUXR.CO JUNE 2013Users + Problem + Solution mapa mobile app fordelegating tasksbusiness professionalsWorking parents withwith kidsneed to know whensomething’s doneToo much to do, not enough timeneed to share tasks on the goTask-a-doodle“the DNA of your idea”May 2013

LUXR.CO JUNE 2013Validate outside,not inside.listen!

LUXR.CO JUNE 2013Sketches &prototypesor...rapid iterationTake small steps,not heroic leaps.Iterate fast to burndown risk.

LUXR.CO JUNE 2013risktimeDeﬁneThe old wayDesignDevelopRelease

LUXR.CO JUNE 2013risktimeDeﬁneA better old wayDesignDevelopRelease

LUXR.CO JUNE 2013risktimeA different way

LUXR.CO JUNE 2013riskA different wayMAKEreleaseMEASUREBUILDLEARNMEASUREBUILDtime

LUXR.CO JUNE 2013FAIL

LUXR.CO JUNE 2013{Challenge}Iterate through ideas &assumptionshttp://leanstartupmachine.com/validationboard/WSD:Write stuff down.Validate with intent.AFAP:As fast as possible.

LUXR.CO JUNE 2013BUILDMEASURELEARNMore cycles in less time,reduce the risk.faster!

LUXR.CO JUNE 2013Experiments,MVPs &metricsDesign is ahypothesis,not a solution.Small experimentshelp you learn faster.

LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelThe old way

LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelA different way

LUXR.CO JUNE 2013* the Brandon Schauer cupcake modelMVP⤷A different way

LUXR.CO JUNE 2013FAIL

LUXR.CO JUNE 2013Experiments have 3 partsThe belief youwant to testThe testable“thing”An indicatorWe believe people like [customertype] have a need for (or problemdoing) [need/action/behavior].The smallest thing we can do toprove that need is [experiment].We will know we havesucceeded when [quantitative/measurable outcome] or[qualitative/observable outcome].

LUXR.CO JUNE 2013✔ 2000 users✘ high sharing

LUXR.CO JUNE 2013What assumptions about your customersdo you have that, if you are wrong,your product will fail.Write down 3.(Test these.){Activity}Assumptions1.2.3.

LUXR.CO JUNE 2013{Challenge}State the assumptionas a hypothesis.we believe that ________________Template at end of deck

LUXR.CO JUNE 2013Keep it small,keep it tasty.mmmm!

LUXR.CO JUNE 2013UX Stack BUILDMEASURELEARNinteractions,interfaces,pixelsVision &purposeFeaturesProductUsersUsesMary can...NeedsI need...I want...My goal is...CustomerdevelopmentExperiments,MVPs &metricsSketches &prototypes

LUXR.CO JUNE 2013This journey isnot easy.

LUXR.CO JUNE 2013artistsinventorsscientistsstorytellers

LUXR.CO JUNE 2013“The courage to speak truths,pleasant or unpleasant, fosterscommunication and trust.“The courage to discard failingsolutions and seek new onesencourages simplicity.“The courage to seek real,concrete answers createsfeedback.”—Kent Beck

LUXR.CO JUNE 2013SimplicityCourageTrustProcessContinuous Improvement(from Lean Manufacturing and Extreme Programming)Lean Startup teams believe in...

LUXR.CO JUNE 2013Not just who’s on the team, but how theywork together (no ninjas, gurus, rockstars!)Invest time in developing productiverelationshipsCommit to continuous process improvementTeam ﬁrst, then product

LUXR.CO JUNE 2013The right team willﬁnd the way to theright product.

LUXR.CO JUNE 2013“The (validated) code validated!”“The design is getting brilliant.We know because people use it morewith each iteration”“We made an amazing thing.Because everybody uses it.”Then we ALL can say...

LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation & growth.

LUXR.CO JUNE 2013a closing story...A cohort of artists,scientists, inventorsand storytellers blazea new path ofinnovation & growth.WIN

LUXR.CO JUNE 2013go be awesome.

LUXR.CO JUNE 2013Geek out & learn more }

LUXR.CO JUNE 2013Luxr makes practical learning products for early stageentrepreneurs, so that they can deliver products thatcustomers want, need and love to buy.Luxr.co • 3435 Cesar Chavez, San Francisco, CA • 94110The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrIncImages + credits• Origami by Robert J. Lang: http://www.statesman.com/news/news/national/origami-joins-up-with-science/nRtCw/• Sketches, templates and models via the Luxr team• Nordstrom Innovation Lab: Sunglasses iPad App Case Study [YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY]• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal• Startup Weekend logo: http://sanjose.startupweekend.org/• Restaurant buzzer, via BuzzTable: http://www.buzztable.com/restaurant-pagers/history-of-the-buzzer/• Restaurant paging system image, via Microframe: http://www.microframecorp.com/product/342030.html• Doug Morgan screenshot via Michael DeLucco: https://socialcam.com/v/Qok9JVdU• Risk model: Chris Jones, Hot Studios• Lumatic story via Ellen Dunne• Validation board via Lean Startup Machine: http://leanstartupmachine.com/validationboard/• 100Plus demo: via Chris Hogg on YouTube: http://www.youtube.com/watch?v=zH6WWikZdA4• Lean book series via OʼReilly: http://oreilly.com/* Slides available on slideshare: slideshare.net/intelleto

Templates** You will notice that most of these templates are extremely simple. Youcan make them from plain white paper and a sharpie. No specialtemplates are needed once you know how they work.‣Molecule‣Assumptions‣Experiment

http://luxr.co @luxrco © 2013ExperimentWe believe that...We will do/make...We will know the hypothesis is valid if by we get...Hypothesisdatequantitativemeasurable outcomesTestEvidencequalitativeobservable outcomeTeam name date/ /