As user experience evolves, new practices and techniques come into vogue. At the forefront of UX today are "Lean" and Agile UX methods and approaches. "Lean UX" has become a buzz term that has grown out of the Lean Startup movement, which is based on the Lean philosophy of Steve Blank and Eric Ries (see Eric Ries' book, Lean Startup). There's just one problem with Lean UX- what is it exactly, and how can it be implemented well? How does one approach "Lean" as an agency, a startup, a Fortune 100? It turns out there are a lot of interpretations of Lean UX in practice, and that a one-size-fits-all methodology may not be the answer. This diverse of Lean UX forerunners and practitioners will attempt to address these thorny questions. Panelists will spend a few minutes defining Lean UX on their own terms, including how Lean UX is similar and/or diffferent from Agile UX. Thereafter, panelists will spend 10-15 minutes digging into the nitty-gritty implementation details of how they are practicing Lean UX on a day-day level for company and client projects.

1. 1 LEAN UX ROUNDTABLE, APRIL2012NYC
NYC-CHI - LEAN UX ROUNDTABLE
APRIL 11 2012, NYC
LEANUXROUNDTABLE.EVENTBRITE.COM
@OGILVYONE WORLDWIDE
ORGANIZED BY:

2. 2 LEAN UX ROUNDTABLE, APRIL2012NYC
CONTEXT
As user experience evolves, new practices and techniques come into vogue. At the
forefront of UX today are "Lean" and Agile UX methods and approaches.
"Lean UX" has become a buzz term that has grown out of the Lean Startup movement,
which is based on the Lean philosophy of Steve Blank and Eric Ries (see Eric Ries' book,
Lean Startup).
There's just one problem with Lean UX- what is it exactly, and how can it be
implemented well? How does one approach "Lean" as an agency, a startup, a
Fortune 100? It turns out there are a lot of interpretations of Lean UX in practice, and
that a one-size-fits-all methodology may not be the answer.
This diverse panel of Lean UX forerunners and practitioners will attempt to address
these thorny questions. Panelists will spend a few minutes defining Lean UX on their own
terms, including how Lean UX is similar and/or different from Agile UX.Thereafter,
panelists will spend 10-15 minutes digging into the nitty-gritty implementation details of
how they are practicing Lean UX on a day-day level for company and client projects.

3. 3 LEAN UX ROUNDTABLE, APRIL2012NYC
PANELISTS-1
-(Myself) Beverly May, NYC-CHI President (Moderator): Beverly is the 2012 NYC-CHI President and the
Founder & President of Oxford TechnologyVentures, a boutique product strategy and User Experience
consulting firm in NYC. Oxford TechnologyVentures is the organizer of the User Experience Awards -
which is accepting submissions now through May 1! - OTV will also be hosting a "Test My App" informal
user research, testing and feedback workshop on April 28! @OxfordTech
- Jonathan Berger, Pivotal Labs; Jon is Engineering Manager and Designer at Pivotal Labs in NYC. He has
held multiple roles as a UI Designer, Developer and Producer over the last several years, and also helped
organize StartupCamp, BarCamp and FashionCamp. Jon has a Masters' in Media Studies from the New
School. @jonathanpberger
- John Jarosz,Thoughtworks: John earned a B.A. in Digital Media Studies from the University of Denver
and an M.S. in Human Computer Interaction from DePaul University. He has extensive experience with
user research, product management, and consulting. John is currently an experience design consultant at
ThoughtWorks. He leads agile product design projects across multiple industries such as
healthcare, pharmaceuticals, finance and media. @john_jarosz
and feedback workshop on April 28! @OxfordTech
- Geoff Brown, IDEO: Geoffrey is an Interaction Design Lead at IDEO in NYC. IDEO is a prolific
worldwide design & innovation firm that practices human centered design. Geoff has worked as a graphic
and interactive designer for over seven years @geoffbrown NOTE: John can not attend.

4. 4 LEAN UX ROUNDTABLE, APRIL2012NYC
PANELISTS- 2
- Dan Kawasaki, Ogilvy: Dan is Parner and Director of UserExperience at OgilvyOne. Dan has been
in senior UX roles at OgilvyOne for over 6 years and has been at the forefront of designing and
producing interactive applicaitons and interfaces since the early 1990s. Dan also has a Masters
Degree from the saInteractive Telecommunications Program (ITP) at NYU. @DanSempai
- Anders Ramsay, Independent Agile UX Coach: Anders is a User Experience Designer, Product
Strategist, and Agile Coach. Since designing and building his first commercial website in 1997,Anders
has been leading the product strategy and design of user experiences for both consumer-facing and
enterprise applications, at everything from boutique agencies to multi-nationals.Anders is currently
an independent User Experience Designer and Agile UX Coach, and he also has a book in progress,
"Designing with Agile," which provides non-technologists, such as interaction designers and
information architects, with a path for adopting Agile practices and becoming valuable and thriving
members of Agile teams. @AndersRamsay
- (NEW) Josh Seiden, Proof & LUXr: Josh is a UX designer and a founding partner of Proof, the
product innovation studio.At Proof, he combines lean processes with strategy, design, and technology
to help clients launch new digital product businesses with less risk, more speed, and a higher win rate.
Josh is also the NYC Program Director for LUXr, the Lean User Experience Residency. Prior to
this, Josh was responsible for the design group at Liquidnet, an institutional brokerage. He was a
founding board member and past President of the Interaction Design Association (IxDA.) @jseiden

5. 5 LEAN UX ROUNDTABLE, APRIL2012NYC
SUPER-FAST BACKGROUND
FIRST, WHAT IS
“LEAN (STARTUP)”,
“AGILE”
?
THEN, WHAT IS
“LEAN UX”,
“AGILE UX”
?

6. 6 LEAN UX ROUNDTABLE, APRIL2012NYC
WHAT IS “LEAN” (STARTUP)?
A PHILOSOPHY / SET OF PRINCIPLES FOR
LAUNCHING SUCCESSFUL STARTUPS & NEW
PROJECTS
BASED ONTHE IDEAS OF ERIC RIES & STEVE
BLANK
(NOW WILDLY POPULAR!)

7. 7 LEAN UX ROUNDTABLE, APRIL2012NYC
SELECT LEAN STARTUP 101
•OFFER PRODUCTS/ SERVICESTHAT CUSTOMERS
ARE
WILLINGTO PAY FOR
•STARTUP: SEARCH FOR A REPEATABLE & SUSTAINABLE
BUSINESS MODEL
•VALUE, BUSINESS TYPE & GROWTH HYPOTHESES
•VALIDATED LEARNING
•BUILD > MEASURE > LEARN FEEDBACK LOOP
•HYPOTHESIS > PREDICTION >TEST PREDICTION >
•MVP
• RESOURCE EFFICIENCY IN LEARNING
EARLY BUSINESSVALIDATION BY BUSINESS LEADS

8. 8 LEAN UX ROUNDTABLE, APRIL2012NYC
HOW DOES UX FIT INTO LEAN
STARTUP?
•ERIC RIES LEAN STARTUP: 1 MENTION ON P.90
“...TRADITIONAL APPROACHES SUCH AS INTERACTION DESIGN OR
DESIGN THINKING ARE ENORMOUSLY HELPFUL... MANY OF THESE
APPROACHES ARE... ITERATIVE, USING TECHNIQUES SUCH AS RAPID
PROTOTYPING AND IN-PERSON CUSTOMER OBSERVATIONS TO
GUIDE DESIGNERS’ WORK. YET BECAUSE OFTHE WAY DESIGN
AGENCIESTRADITIONALLY HAVE BEEN COMPENSATED, ALL
THIS WORK CULMINATES IN A MONOLITHIC DELIVERABLE
TOTHE CLIENT. ALL OF A SUDDEN,THE RAPID LEARNING
AND EXPERIMENTATION STOPS...THIS IS AN UNWORKABLE
MODEL. NO AMOUNT OF DESIGN CAN ANTICIPATETHE
MANY COMPLEXITIES OF BRINGING A PRODUCTTO LIFE IN
THE REAL WORLD....
[SO] A NEW BREED OF DESIGNERS IS DEVELOPING BRAND-
NEWTECHNIQUES UNDERTHE BANNER OF LEAN UX.THEY
RECOGNIZETHATTHE CUSTOMER ARCHETYPE IS A
HYPOTHESIS, NOT A FACT. THE CUSTOMER PROFILE SHOULD BE
CONSIDERED PROVISIONAL UNTIL THE STRATEGY HAS SHOWNVIA
VALIDATED LEARNINGTHAT WE CAN SERVE THIS TYPE OF CUSTOMER

9. 9 LEAN UX ROUNDTABLE, APRIL2012NYC
SO HOW DOES UX FIT IN? CONT’D
•STEVE BLANK 4 STEPS: DOES NOT DISCUSS
•STEVE BLANK OWNER’S MANUAL:TEACHES UX
BASICSTO ENTREPRENEURS - WITHOUT CALLING
IT “UX”
•GOOTB (ETHNOGRAPHY)
•USER RESEARCH IN MANY FORMS (SURVEYS, INTERVIEWS,
OBSERVATION, FEEDBACK)
•TESTING
•METRICS ANALYSIS
•PROTOTYPING & WIREFRAMING
•PERSONAS & ARCHETYPES
• USER STORY & SCENARIO-DRIVEN DEVELOPMENT

10. 10 LEAN UX ROUNDTABLE, APRIL2012NYC
LEAN STARTUP = UX BEST PRACTICES,
APPLIEDTO BUSINESS/ PRODUCT
STRATEGY & MANAGEMENT
BEV’S PERSONAL HYPOTHESIS

11. 11 LEAN UX ROUNDTABLE, APRIL2012NYC
OTV: PRODUCT STRATEGY, UX & IA FOR CLIENTS-
UX DELIVERABLES SERVICES MODEL
MINIDATES 2011- WHAT WE DID: WIRES & LOTS OF
RESEARCH
WHAT WE DIDN’T DO: ”CONCIERGE MVP”
COMPLEXITIES: LEVEL OFVALIDATION (AGILE
2012)
KEY Q:WHERE DO UX PROFESSIONALS FIT IN?
OUR IN-HOUSE CASE STUDY

12. 12 LEAN UX ROUNDTABLE, APRIL2012NYC
QUESTIONS FORTHE PANELISTS
ANSWERTHE Q: "WHAT IS LEAN UX?"
- HOW DOES IT DIFFER (OR DOES IT DIFFER) FROM AGILE
UX?
- HOW IS IT NEW/DIFFERENT FROM TRADITIONAL UX
METHODS?
-WHAT DOES THE TEAM/ORGANIZATIONAL STRUCTURE AND
PRODUCT DEV. PROCESS NEEDTO LOOK LIKE TO SUPPORT
LEAN UX?
- ARE THERE CASES WHEN LEAN UX IS NOT APPROPRIATE? IF
SO,WHEN?
-WHAT'STHEVALUE OF THIS APPROACH?
DISCUSS HOWYOU PRACTICE LEAN UX &
WHY/HOW/IFTHIS APPROACH IS DIFFERENT

13. 13 LEAN UX ROUNDTABLE, APRIL2012NYC
AND NOW... OTHER PANELISTS!
- JONATHAN BERGER
- JOHN JAROSZ
- DAN KAWASAKI
- ANDERS RAMSAY
- JOSH SEIDEN

14. 14 LEAN UX ROUNDTABLE, APRIL2012NYC
TIME FOR Q&A!
- Beverly May
- JONATHAN BERGER
- JOHN JAROSZ
- DAN KAWASAKI
- ANDERS RAMSAY
- JOSH SEIDEN

15. 15 LEAN UX ROUNDTABLE, APRIL2012NYC
THANKSTO OUR SPONSOR
OGILVYONE WORLDWIDE IS ARGUABLYTHE LARGEST DIRECT
MARKETING AND INTERACTIVE MARKETING NETWORK INTHE
WORLD. OGILVYONEWORLDWIDE WAS ESTABLISHED IN 1972 AND
HAS NEARLY FOUR DECADES OF EXPERIENCE.
OGILVYONE -WORLDWIDE.COM

16. 16 LEAN UX ROUNDTABLE, APRIL2012NYC
ABOUT NYC-CHI
NYCCHI ISTHE NYC CHAPTER OF SIG-CHI, (SPECIAL INTEREST
GROUP – COMPUTER HUMAN INTERACTION) PART OFTHE ACM.
WE'RETHE LARGEST AND OLDEST UX GROUP IN NYC,WITH OVER
1800 MEMBERS.
JOIN OUR MAILING LIST AT
TECH.GROUPS.YAHOO.COM/GROUP/NYCCHI

17. 17 LEAN UX ROUNDTABLE, APRIL2012NYC
UPCOMING EVENT
NYC-CHI IS A PARTNER INTHE 2012 USER EXPERIENCE AWARDS
REMINDER!THE DEADLINE FOR SUBMITTINGYOUR PROJECTTOTHE
2ND ANNUAL UX AWARDS IS FAST APPROACHING!
SUBMIT BY MAY 1 2012 AT
USEREXPERIENCEAWARDS.COM