Presentation of Jeff Gothelf's book "Lean UX" to internal Global UX and Strategic Insights Group

1. LEAN UX
Ryan Winzenburg
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2. LEAN UX
Vision MVPs
Design Research
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3. VISION
• Assumptions
• Hypothesis
• Outcomes
• Features
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4. PREPARATION
• Divergent Process
• Research
• Analytics
• Usability Report
• Past Success/Failures
• Stakeholder Input
• Competitive Analysis
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8. BUSINESS ASSUMPTIONS
• I believe my customers have a need to _______ .
• These needs can be solved with _______ .
• My initial customers are (or will be) _______ .
• The #1 value a customer wants to get out of my service is
_______ .
• The customer can also get these additional benefits _______ .
• I will acquire the majority of my customers through _______ .
• I will make money by _______ .
• My primary competition in the market will be _______ .
• We will beat them due to _______ .
• My biggest product risk is _______ .
• We will solve this through _______ .
• What other assumptions do we have that, if proven false, will
cause our business/project to fail? _______ .
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12. USER ASSUMPTIONS
• Who is the user?
• Where does our product fit in his work or
life?
• What problems does our product solve?
• When and how is our product used?
• What features are important?
• How should our product look and behave?
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15. OUTCOMES
• Statement
• We believe that [doing this/building this
feature/creating this experience]
• for [these people/personas]
• will achieve [this outcome].
• We will know this is true when we see
[this market feedback, quantitative
measure, or qualitative insight].
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16. [OUR SERVICE/PRODUCT] WAS DESIGNED TO
ACHIEVE [THESE GOALS].
WE HAVE OBSERVED THAT THE PRODUCT/SERVICE ISN’T
MEETING [THESE GOALS], WHICH IS CAUSING [THIS
ADVERSE EFFECT] TO OUR BUSINESS.
HOW MIGHT WE IMPROVE [SERVICE/PRODUCT] SO
THAT OUR CUSTOMERS ARE MORE SUCCESSFUL BASED ON
[THESE MEASURABLE CRITERIA]?
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17. FEATURES
• Tactics
• Features
• Products
• Service
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19. FEATURE STORY
• Statement
• We will [ create this feature ]
• for [ this persona ]
• In order to achieve [this outcome ]
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20. COLLABORATIVE DESIGN
• Design Studios
• Style Guides
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21. DESIGN STUDIO
• Agenda
• Problem Definition & Constraints
[15-45 mins]
• Individual Idea Generation (Divergent)
[10 mins]
• Presentation and Critique [3 min/each]
• Iterate and Refine [5 - 10 min]
• Team Idea Generation (converge)
• [10 mins]
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22. STYLE GUIDE
• Pattern Library
• Typographic
• Interactive
• Visual
• Maintenance
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25. MVP
• Focus
• Tools
• Prototypes
• Non-Prototype MVPs
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26. MVP FOCUS
• Increase Learning
• Prioritize Ruthlessly
• Stay Agile
• Measure Behavior
• Use a clear call to action
• Delivering Value
• Be Functional
• Integrate with existing analytics
• Be consistent with rest of products
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27. TOOLS
• Sketching
• Prototyping
• Copy Writing
• Visual Design
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33. PROTOTYPING
• What am I trying to learn?
• What are the main signals I need from the
market to validate my hypothesis
• Are there other signals I can test for that will
serve as indicators for my main signal
• What’s the fastest way for me to find this
information?
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34. NON-PROTOTYPE MVP
• Email
• Google Ad Words
• Landing Pages
• Button to Nowhere
• Concierge Services
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35. FEEDBACK & RESEARCH
• Collaborative Research
• Continuous Research
• Artifacts/Results
• Methods
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36. COLLABORATIVE RESEARCH
• Researcher as Coach
• Review Interview Guide
• Who to speak to
• Interview
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37. INTERVIEW
• Questions
• Conversations
• Demonstrations
• Follow Up Questions
• Referrals
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38. CONTINUOUS RESEARCH
• M: Recruit and Plan
• T: Refine MVP
• W: Refine, Script, Finalize
Recruiting
• Th: Test/Review
• F: Plan Next Steps
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39. ARTIFACTS/RESULTS
• Sketches
• Wireframes
• Mock-Ups
• Prototypes
• Coded Prototypes
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40. METHODS
• Diary Studies • Analytics
• Card Sorting • User Forums
• Unmoderated Testing • Social Media
• Usability Tests • Surveys
• Contextual Inquiry • Search Logs
• Customer Support • A/B Tests
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