Lean Startup has caught fire, but what does it mean for UX? User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop for Small Business, held as part of the Downtown Project in Las Vegas.
Luxr coaches Kate Rutter & Kim Knoll facilitated a day-long Lean Startup immersive experience that helps people both make the right product, and make the product right.
5. LUXR.CO JULY 2013
LUXr provides practical, hands-on tools for entrepreneurs
around the world. LUXr helps startups deliver products that
customers want, need and love to buy.
About LUXr
LUXr • 3435 Cesar Chavez
San Francisco, CA • 94110
info@luxr.co • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO
Jason Fraser, Co-Founder & Operations Lead
Kate Rutter, Co-Founder & Designer
7. LUXR.CO JULY 2013
We are not experts on your
idea or business.
You are.
Our goal is to intro new ways to
get good ideas out...
fast and simply...
so you can validate them and
move them forward.
What to expect...
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“We made an
amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...
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“We made an
amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...
FAIL
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“We made an
amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...
waste
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I. Lean + UX Fundamentals
II. Three Lean UX experiments:
1. Get to Know your Customer
2. Act on Customer Needs
3. Measure What Matters
III. Bring it all together
Today we’ll cover...
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What is Lean Startup?
What is UX?
What is UX for Lean Startups?
What is this stuff?!?!
I : Lean UX Fundamentals
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An approach for building companies
that are creating new products and
services in situations of
extreme uncertainty.
Lean Startup is...
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3 Key Ideas
Empathy.
Design.
Products!
User Experience
Build.
Measure.
Learn!
Lean Startup
Get out of
the building!
Customer
Development
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Eric Ries wrote
a blog post on
Sept 8, 2008
titled “The Lean
Startup.”
incremental
releases
+
reduce
waste
The big synthesis...
make products
customers
want
+
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The Agile
Manifesto
resulted from a
ski scrum in
February 2001.
The big idea...
over over over over
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Empathy.
Design.
Products!
UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
product
Key:
A person’s perceptions and responses
that result from the use or anticipated
use of a product, service or system.
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Empathy.
Design.
Products!
UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
product
Key:
A person’s perceptions and responses
that result from the use or anticipated
use of a product, service or system.
25. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack BUILD
MEASURE
LEARN
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We are going to be working really,
really, really fast.
What to expect...
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There is a purpose to this.
I will push you to get something
down rapidly. By the end of the day,
youʼll have work ready to take to the
next step.
We are going to be working really,
really, really fast.
What to expect...
29. LUXR.CO APRIL 2013
You will be working in peer pairs.
Two brains are
better than one.
And weʼll keep talking to a minimum.
(There is a break where
we can get all social!)
What to expect...
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You may not like the pace/process/
pressure/perspective, etc. etc.
That is okay.
All I ask is that you keep an open
mind and try it.
What to expect...
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{7 min Activity}
Users + problems + solution
Sketch it out
Who are the users?
What problems do they have?
What would be a proposed solution?
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Users + Problem + Solution map
a mobile app for
delegating tasks
business professionals
Working parents with
with kids
need to know when
something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”
May 2013
35. LUXR.CO JULY 2013
Users + Problem + Solution map
a mobile app for
delegating tasks
business professionals
Working parents with
with kids
need to know when
something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”
May 2013
1 min
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1. Get to Know your Customers
2. Act on Customer Needs
3. Measure What Matters
II : Three Lean UX Experiments
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Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
43. LUXR.CO JULY 2013
{Activity}
Write down...
5 min
• Age
• City where s/he lives
• Relationship (married?
kids? single? divorced?)
• Job role
• Annual income
Be specific.
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{Activity}
Brainstorm 10 behaviors
5 min
• What do they do that
indicates that they are a
good customer for you?
• How are they solving
the problem now?
• Behaviors are verbs.
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{Activity}
Brainstorm 10 needs/goals
5 min
• What do they need to
accomplish that will
solve their problem?
• What do they need to do
to feel heroic?
• Why do they do the
behaviors?
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* 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}
3 checks
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{check}
Where is the biggest risk?
Which 3 assumptions about your
customers pose the biggest risk to the
success of your idea?
Hint: youʼll validate these first.
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User Research
Quantitative Qualitative
Generative
Evaluative
Interviews
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Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
* Decide where to find them
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
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Customer Interviews
* Decide where to find them
* Craft a topic map for the session.
* Jot down conversation prompts.
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Topic Map
mobile/
internet
habits
last time
they got help
(house
cleaner)
keeping
everything
working
feeling
overwhelmed
commutepersonal
time
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Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Decide where to find them
! Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
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“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?”
Guiding the conversation
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“Have you ever had
__________________________
experience?”
{Activity}
Brainstorm a question
3 min
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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
69. LUXR.CO JULY 2013
Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Decide where to find them
! Craft a topic map for the session.
! Jot down conversation prompts.
! Have the conversation
* Debrief!
70. LUXR.CO JULY 2013
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
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Sketching multiple options
Value proposition
Dot Voting
Feature prioritization
2
Act on Customer Needs
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Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
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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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{Activity}
Redraw the top pick
3 min
Mary
Task-a-doodle
Know when
someone in her
family finishes
a shared task.
April 2013
81. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
87. LUXR.CO JULY 2013
Persona Limited features to
support the uses
What you have now
Who is our user
and what are their
needs & goals?
What can a user
do with our
product?
How will they
do that?
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
Value prop
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User Research
surveys
usability testing
a/b testing
user interviews
analytics
KPIs
Quantitative Qualitative
Generative
Evaluative
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Metrics checklist
a good metric... a great metric...
...makes you look at all the
other metrics and say “none of
those other numbers matter if
we donʼt get this right first.”
...measures the usage of your
product by a person. The usage
should be specific to features that
deliver value to your user.
vanity
total number
of registered
users
unhelpful
sign-ups
% of users
who share a
task 3+
times a day,
per week
awesomebetter
% of users
who sign in
3+ times a
day,
per week
good
% of new
users per
week
97. LUXR.CO JULY 2013
Metrics checklist
3. Is there an object
basis?
• “per user” [ ___/user]
• “per user per week” (fancy!)
• Examples: per user, per session,
or by interaction or item
(messages per file, emails
per thread)
* not required, but super-helpful
• “per week” [ ___/wk ]
• “per month” [ ___/mo]
2. Is there a time basis?
• “number of...” [ # ]
• “average number of...” [avg ]
• “percent of...” [ % ]
1. Does the metric
begin with a number?
99. LUXR.CO JULY 2013
% of users
who share a
task 3+
times a day,
per week
{Activity}
Make a dashboard
April 2013
Avg number
of logins per
person per
week.
Avg # of
tasks
completed
per person
per month.
106. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack BUILD
MEASURE
LEARN
107. LUXR.CO JULY 2013
Making the most of the team
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
108. LUXR.CO JULY 2013
This is [product name] .
Meet...
MVP* Narrative
MVP
The idea...
* Minimum Viable Product
5 min
MVC
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
To see progress,
we will
measure...
109. LUXR.CO JULY 2013
Story time!
Your pair peer reads
your story back to you.
(Simply read the words on the page.)
2 min each
110. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
112. LUXR.CO JULY 2013
Patterns of work
1. Sketch
(especially of people)
2. Timebox!
(speed kills the censor and keeps you moving)
3. Generate independently, discuss as a team
(3 people ideal)
4. Dump & Sort
(one item per Post-It, use Sharpie)
5. 2x2 organizing framework
(help decision-making when lots of items)
6. Work at the wall
7. Quick decision-making techniques
(dot-vote, roman vote, stack rank)
113. LUXR.CO JULY 2013
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)
* Read full descriptions at http://luxr.co/10-principles
117. LUXR.CO JULY 2013
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
images
• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
• http://www.flickr.com/photos/pompien/6160278603/