Realify your Secret Idea with Lean Startup Methods

Realify Your Secret Idea
with Lean Startup Methods
* Make a Product in Three Hours

+

IA Summit Pre- Conference
April 3, 2013
Kate Rutter, Co-Founder, LUXr

Association for Information Science and Technology
1320 Fenwick Lane, Suite 510, Silver Spring, Maryland 20910, USA
Tel. 301-495-0900 / Fax: 301-495-0810 / E-mail: asis@asis.org
#realify #ias13

Hello!
Whoʼs here?
" " " 1 min intros
" " " - name
" " " - role
" " " - superpower

LUXR.CO APRIL 2013 • IA SUMMIT 2013

We coach startup entrepreneurs on
how to build products that people
need, want, and love to buy.


TWEET!
Kate Rutter
www.luxr.co

@katerutter
@luxrco

#realify
#ias13

This is not...
A class on how to
(how do you know itʼs awesome?)
produce an awesome UI

A session on making (how do you know these arenʼt
production wireframes or a waste of valuable time?)
photoshop comps

A “perfect approach” or (100s of entrepreneurs have
used these techniques to deﬁne
a rigid point of view on their own unique Great UX.)
Great UX.

This is about making products.
• UX Designers as founders
• Lean Startup concepts & mindset
• Product UX - emerging practices
• Hands-on } make a product MVP
• Learning through personal expression

Focus! Simplify! Decide! Test!
Move forward!

Let’s get warmed up


{5 min Activity}

Users + problems + solution
Sketch it out
Who are the users?
What problems do they have?
What would be a proposed solution?


Users + Problem + Solution map
“the DNA of your idea”
5 min
Idea name: Task-a-doodle .
business
professionals

Users people with families

need to share tasks
on the go
problems solution
Too much to do, not
enough time
a mobile app for
delegating tasks
need to know when
something is done


2 Big Ideas

n St artup xper ience
Lea U ser E
Build. Empathy.
Measure. Design.
Learn! Products!


Eric Ries wrote
a blog post on
Sept 8, 2008
titled “The Lean
Startup.”
The big idea...

+ +
make products reduce
incremental
customers
want releases waste

Build.
Measure.
Learn

The big idea...

• Experiments
•!Validated learning
•!Reduce waste


Empathy.
Design.
Products!

The big idea...
product UI UX

via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

UX Stack BUILD

MEASURE
LEARN

Users
1. I need...
why
what Needs 2. I want...
3. My goal is...
how

Your vision & ideas go here
Mary can...

Uses

Sketches,
Features
prototypes,
wireframes,
This Week
pixels Interfaces & ﬂows
Prototypes
User stories


Let’s make stuff!


Who is it for?
Picture your user as a human person.
(Insert personas here)


{Activity}

Rapid Sketching

Clothespin Man!


UX Stack
Users
1. I need...
why
3. My goal is...
how

Mary can...

Uses

Sketches,
Features
prototypes,
wireframes, This Week
Prototypes
User stories


Who: Make a Persona


{Activity} 5 min

Make a persona
Portrait


{Activity}

Make a persona
Facts


{Activity} 3 min
Brainstorm 10 facts


{Activity}
1 min
Divide into 2 piles:
less more
important important


{Activity}
1 min
Write ‘em down.


{Activity}

Make a persona
Behaviors


{Activity}

Make a persona
Needs & Goals


{check}

3 checks
* Could enough people like this exist?
(And can you ﬁnd them to talk to them?)
If no, make adjustments.

* Is this a speciﬁc person you know?
If yes, make adjustments.

* Is the persona respectful?
If no, make adjustments or re-do. Contempt is not helpful.


{check}

Where is the biggest risk?
Which 3 assumptions about your
customers pose the biggest risk to the
success of your idea?
Hint: validate these ﬁrst.


Where’s the value?
Act on user needs by identifying
value propositions.


An example


What: Envision 6 uses


{Activity} 10 min
Sketch 6-up Uses

__ can...
____, ______
with ______


Making the most of the pair
with __________, ________ can... with __________, ________ can...


{Activity} 10 min
Work at the wall

Post your work
2-minute “quiet read”
Focus on understanding
Conﬁrm clarity


{Activity} 1 min
Dot-vote top picks
3 dots } pick top use


{Activity} 5 min
Redraw the top pick


Break!


{Activity} 2 min
Brainstorm 6 features


{Activity}
1 min
harder easier


{Activity}
1 min
Pick 3.

5-item Task Status
to-do sharer tracker
list


How do you know
it’s working?
Measure what matters by tracking
actionable metrics.


Measuring what?
Trafﬁc

Conversion
Funnel

Product
(black box)


{Activity} 5 min
Brainstorm 5 measures
(from features)


{Activity}
1 min
less more
telling telling


{Activity}
1 min
Pick 3.


{Activity}

Pair-check your metrics


Metrics checklist
• “number of...” [ # ]
1. Does the metric • “average number of...” [avg ]
begin with a number? • “percent of...” [ % ]

• “per week” [ ___/wk ]
2. Is there a time basis? • “per month” [ ___/mo]

• “per user” [ ___/user]
3. Is there an object • “per user per week” (fancy!)
basis? • Examples: per user, per session,
or by interaction or item
* not required, but super-helpful
(messages per ﬁle, emails
per thread)


Metrics checklist
a good metric... a great metric...
...measures the usage of your ...makes you look at all the
product by a person. The usage other metrics and say “none of
should be speciﬁc to features that those other numbers matter if
deliver value to your user. we donʼt get this right ﬁrst.”

unhelpful vanity good better awesome
% of users % of users
% of new
total number who sign in who share a
users per
sign-ups of registered 3+ times a task 3+
week
users day, times a day,
per week per week


{Activity}

Make a dashboard

% of users Avg days for Avg # of
who share a tasks to be connections
task 3+ completed, per user, per
times a day, per month week
per week


Tell the story
Pull it all together


UX Stack
Users
1. I need...
why
3. My goal is...
how

Mary can...

Uses

Sketches,
Features
prototypes,
wireframes,
This Week

Prototypes
User stories


UX Stack BUILD

MEASURE
LEARN

Users
1. I need...
why
3. My goal is...
how

Mary can...

Uses

Sketches,
Features
prototypes,
wireframes,
This Week

Prototypes
User stories


MVP* Narrative This is [product name] .
The idea... 5 min
Meet...

M V P

* Minimum Viable Product


Story time!
Your pair peer reads your story.

(Simply read the words on the page.)


UX Stack
Users
1. I need...
why
3. My goal is...
how

Mary can...

Uses

Sketches,
Features
prototypes,
wireframes,
This Week
Prototypes
User stories


Patterns of work
1. Generate independently, discuss as a team
(3 people ideal)
2. Dump & Sort
(one item per Post-It, use Sharpie)
3. Sketch
(especially of people)
4. Work at the wall
5. Timebox!
(speed kills the censor and keeps you moving)
6. 2x2 organizing framework
(help decision-making when lots of items)
7. Quick decision-making techniques
(dot-vote, roman vote, stack rank)

Resources & Next Steps
• Customer Development interviews (3 in the next week.
Sooner if your audience is at the Summit)

• LUXr Core Curriculum
• Bootstrapping
• Startup Weekends & hackathons
Startupweekend.org

• Founders Institute
ﬁ.co

• Crowdfunding, Peerfunding, Enterprise Incubators

Go be awesome.


LUXr makes products that coach early-
stage entrepreneurs on effective practices
to deliver products that customers want,
need and love to buy.

LUXr.co

3435 Cesar Chavez, San Francisco, CA • 94110

The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101

info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc


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