The document provides an overview of a presentation on user experience for lean startups. The presentation covers lean UX fundamentals, getting to know customers through interviews, brainstorming product ideas and uses, measuring success through metrics and analytics, and living the lean UX life through its 10 principles. The presentation aims to help attendees understand lean UX practices and apply them to developing their products and measuring customer needs.
4. TWEET!
Janice Fraser • Kate Rutter
www.luxr.co
@luxrco
@clevergirl
@katerutter
LUXR.CO APRIL 2012
5. Today we’ll cover...
1. Lean UX Fundamentals
2. Get to know your customer
3. Brainstorm ideas for product uses
4. Measure your success, and then
bring it all together into a plan
LUXR.CO APRIL 2012
6. What is this stuff?!?!
Part 1: Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is Lean UX?
LUXR.CO APRIL 2012
29. UX Cycles
THINK
Generative Research
Ideation
Mental models
Behavior Models
Test Results
Competitive Analysis Reduce
cyc
time, n le
MAKE o
build ti t
me
Prototypes
Wireframes
Value Prop
Landing Page
Hypotheses
Comps
Deployed Code
CHECK A/B Testing
Site Analytics
Usability Testing
Funnel
Sign-ups
LUXR.CO APRIL 2012
31. Design > UI
Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
LUXR.CO APRIL 2012
32. What UX brings is 10* years of
experience, methods, and
methodology
*20, 30, 50 years
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33. Among UX strengths...
UX people are EXPERTS at “getting
out of the building.”
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37. Lean User Experience is a principle-driven
process for teams working in situations of
extreme uncertainty. It is characterized by
rituals that predispose predictable, high-
quality, high-velocity user experience
outcomes.
LUXR.CO APRIL 2012
38. Part 2:
Get to Know Your
Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
LUXR.CO APRIL 2012
39. User Research
quant qual
• Contextual Inquiry
(Byer & Holzblatt)
• Mental Models (Indi Young)
Generative surveys
•Interviews
•Starbucks
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•
LUXR.CO APRIL 2012
40. User Research
quant qual
Generative Interviews
Evaluative
LUXR.CO APRIL 2012
41. Before the Interview
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
LUXR.CO APRIL 2012
42. Who: Make a Persona
“Mary” Behaviors
• Has a housecleaner
• Buys take-away 3 nights/wk
• Frequently feels overwhelmed
when she “forgets” something
Demographics Needs & Goals
• Working mom • Help! Running errands,
• 34 years old managing kids, keeping things
• Lives in Reading, works in running
London • Time for her girlfriends
• Married, 2 kids • To feel like she “has it sorted”
• Household 125k/yr • “To clone herself”
LUXR.CO APRIL 2012
44. Hypothesis
We believe that modern families have
trouble keeping up with the errands that
need to be done, and are willing to pay to
have “odd jobs” done for them.
LUXR.CO APRIL 2012
48. Topic Map
mobile/
feeling
internet
overwhelmed
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
LUXR.CO APRIL 2012
49. Conversation Prompts
“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happened?”
“Why [or how] did you do that?”
“What did you love [or hate] about that?”
“If you could wave a magic wand, what would it be like?”
LUXR.CO APRIL 2012
50. During the Interview
DO
Take notes
Smile
Ask open-ended questions
Get their story
Shut up and listen
DONʼT
Talk about your product
Ask about future behavior
Sell
Ask leading questions
Talk much
LUXR.CO APRIL 2012
51. {Activity}
Dry-run an interview
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52. After the Interview: Debrief
DUMP (5min, solo)
1 idea per sticky
“What I heard”
“What I saw”
“What stood out”
SORT (10min, team)
Collect similar items
Label groups
Stack duplicates
Note trends and exceptions
LUXR.CO APRIL 2012
55. Part 3:
Act on Customer Needs
(Developing product and interface ideas)
Sketching
6-UP
Dot Voting
LUXR.CO APRIL 2012
56. Remember this?
Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
LUXR.CO APRIL 2012
57. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
USES:
what
What can
how Mary do with
your product?
LUXR.CO APRIL 2012
58. 6 Uses
An illustration that shows “What will they DO with this product?” It
intersects user needs with business vision to show the consumer value
proposition. This informs what features are most important.
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59. {Activity}
Sketch 6-up Uses
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60. {Activity}
Dot-vote Top picks
LUXR.CO APRIL 2012
61. {Activity}
Brainstorm features
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63. Part 4:
Measure What Matters
(Quantitative and Qualitative Evaluation)
Common research questions
Metrics & Analytics
LUXR.CO APRIL 2012
64. Will people use it?
Why wonʼt people use it?
Whatʼs wrong with this?
How could I make this better?
How can I improve conversion?
Are we making progress?
Do people like this?
Are these results good?
Why do people do that?
Did we do the right thing?
Why is there dropoff?
LUXR.CO APRIL 2012
65. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
LUXR.CO APRIL 2012
66. Measurement
What Metric? Who Owns?
Traffic
Gross #
Marketing
CMP/CPC/CPA/NPS
Conversion
Funnel Marketing &
Throughput (%)
Product
Product
(black box) Usage (%) Product
LUXR.CO APRIL 2012
67. quantitative qualitative
a/b testing usability
analytics testing
KPIs
Behavior Ability
Do people use it? How should I design the new one?
Which is better? Why wonʼt people use it?
Did we do the right thing? Whatʼs wrong with this?
Are these results good? How could I make this better?
Are we making progress? Why do people do that?
What do people love about it?
CLOSED-ENDED QUESTIONS How can I improve conversion?
Why is there dropoff?
What do they think this should do?
OPEN-ENDED QUESTIONS
LUXR.CO APRIL 2012
68. {Activity}
Brainstorm measures
LUXR.CO APRIL 2012
79. Lean User Experience is a principle-driven
process for teams working in situations of
extreme uncertainty. It is characterized by
rituals that predispose predictable, high-
quality, high-velocity user experience
outcomes.
LUXR.CO APRIL 2012
80. 10 Principles of Lean UX
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO APRIL 2012
81. Who is involved?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO APRIL 2012
82. How do we work together?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO APRIL 2012
83. What do we do?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO APRIL 2012
84. How can we be sure?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
LUXR.CO APRIL 2012
85. RITUALS of Lean UX
1. Write the test first
2. User quote/need as sprint name
3. Wireframe check
4. Designer/developer pairing
5. UX & Product Mgt participate in standup
meetings daily
6. Validation step
7. Retrospective periodically
LUXR.CO APRIL 2012
86. Go forth and LeanUX!
Janice Fraser • Kate Rutter
www.luxr.co
@luxrco
@clevergirl
@katerutter
LUXR.CO APRIL 2012