Lean UX helps teams build the minimal product necessary to validate risky assumptions and minimize the time to market with the right product. On this lecture, Lean UX principles and its value to the product cycle will be introduced. Also, the methods and tools that will help you get feedback from users and learn rapidly will be discussed. This session is geared towards those who are interested in UX but have no much experience, those looking for new methods to improve their current product processes, and anyone interested in design, business, and user centered design.
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[DevDay2019] Lean UX - By Bryant Castro, Bryant Castro at Wizeline
1. Today’s Agenda
● What is Lean UX?
○ Introduction & Principles
● Get going.
○ Hypothesis (assumption/problem
statement)
○ Market / Personas
● Design it.
○ Collaborative design
● Build an MVP
○ Validate
○ Concept vs. Usability testing
● Research
○ Scripts and moderator tips
7. “Automation with a
human touch”
● Power looms by Sakichi Toyoda
● Complex Processes
● Manual > High Speed Looms
● One operator could oversee over 30 looms
Jidoka Intelligent Automation
8. ● Eliminate waste and Inconsistencies
to improve productivity.
Just In Time Manufacturing
“Making what’s needed,
when it’s needed, in the
amount needed”
9. Lean manufacturing is a systematic method
for waste minimization within a production
service system that does not sacrifices
productivity.
15. Build Measure Learn
Enter the build phase as
quickly as possible (MVP)
Determine whether product
development efforts are leading to
real progress
Persevere or Pivot
19. Inspired by Lean Startup and Agile
Development , it’s the practice of bringing the
true nature of a product to light faster, in a
collaborative, cross-functional way.
21. ● Helps us widen the scope of our work
beyond interfaces and artifacts.
● Apply design tools to broader problems.
● Relies on collaboration, iteration, making
and empathy as core to problem-solving.
Design thinking
22. ● Refocuses software development on
shorter cycles.
● Delivers value regularly, and
continuous learning.
● Gets ideas to customers quicker,
senses how these ideas are received,
and adjusts frequently to new
learnings along the way.
Agile
23. ● Remove waste from our UX design
process.
● Collaboration that brings
non-designers into our design process.
● Rapid experimentation and
measurement to learn quickly.
Lean Startup
24. ● Evolution of product design
● Takes the best of the designer’s
toolkits and combines that with
Agile and Lean Startup thinking
● Deeply collaborative and
cross-functional
Why lean UX matters
27. Team organization
● Cross functional teams
● Small, dedicated, collocated
● Self sufficient
● Empowered
28. Guide culture
● From doubt to certainty
● Outcomes, not output
● Removing waste
● Shared understanding
● No Rockstars
● Permission to fail
29. Guide process
● Small batch size
● Continuous discovery
● GOOB: the new user-centricity
● Externalizing your work
● Making over analysis
● Getting out of deliverables business
36. A high level declaration that is believed to
be true. The act of taking for granted, or
supposing a thing without proof.
37. ● As a user, I want to upload photos so
that I can share content with others.
● As an administrator, I want to approve
photos before they are posted so that I
can make sure they are appropriate.
Assumptions
Examples
38. ● As a user, I want to upload photos so
that I can share content with others.
● As an administrator, I want to approve
photos before they are posted so that I
can make sure they are appropriate.
Assumptions
Examples
?
39. ● Users want to share photos with others.
● Users want to share photos by
uploading them to the platform.
● Administrators want to review the
content uploaded to the platform.
● Administrators want to review the
content by approving it before it is
published.
Assumptions
(On user stories)
40. Some of these assumptions are wrong, and
if the ones you got wrong are important
enough, you are going to be out of business.
43. A proposition that is presented or put
forward by a scientist to explain a
phenomenon. It does not become a theory
until it is proved and tested under different
conditions and circumstances.
44. More granular descriptions of our assumptions
that targets specific areas of our product or
workflow for experimentation.
45. The scientific method asks a
question, forms a hypothesis,
tests and generates data,
analyzes and draws conclusion
that either validate or refute
the hypothesis
Hypothesis
46. As an administrator,
I want to approve photos before they are posted,
so that I can make sure they are appropriate.
47. We believe that administrators want to approve the
content before being published, this will result in
appropriate-only content visible in the platform.
We will know this is true once we observe 5 administrators
testing a quick prototype and at least 3 of them mention
this feature adds value to their workflow.
48. ● We don’t assume that we know what
the user wants.
● We start with customer interviews to
validate initial hypotheses.
● We test that hypothesis in various ways
to see if we were right.
Hypothesis
Why is important.
59. If your product doesn’t solve a problem for
people, then there is little chance they are
going to give you money for it.
Problem
A problem is the reason why
people are going to use your product.
62. It is the thing that people, presumably in the
target market, are going to pay your money
for.
Solution
A product is simply the way that you’re
going to solve the user’s problem.
63. Online platform to share stories you
wrote with people with same interests.
65. Recap
● Market needs to be specific
enough.
● Problem is needed for product
to be valuable for market..
● Solutions can be many of them,
the way you solve problem is
your product
66. What if there’s no time for market research?
What do we do on the spirit of lean ?
71. Lean UX brings designers and
non-designers together in co-creation.
But it’s not design-by-committee.
72. It’s a process orchestrated and facilitated
by designers, but executed by specialists in
their individual discipline who share a
common vision.
Lean UX increases team’s ownership over
their work by providing points of view
shared earlier in the process.
Collaborative Design
73. To test your hypothesis(assumptions) sometimes
you just conduct research(interviews)
74. Other times, you need to design and build
something to help test your hypothesis.
75. Team of 5-8 people
● Problem definition & constraints
● Individual Idea Generation
● Presentation and critique
● Iterate and refine (pairs)
● Team idea generation
Design Studio Session
81. ● A product with just enough features to
satisfy early customers, and to provide
feedback for future development
● Build the smallest possible thing you
can in order to conclusively validate or
invalidate a hypothesis
What is it?
Minimum Viable Product
87. Recap
● Biggest risk: building something that
nobody wants.
● Not launching is painful, but not
learning is fatal.
● Put something in users hands and get
real feedback ASAP.
89. A prototype is an approximation of an
experience that allows to simulate what is it
like to use the product or service in question.
90. ● Fake a solution instead of building.
● Create a prototype that appears real.
● 90% in 3 months vs 90% in one day.
● Storyboards cover almost everything.
Prototype
Is about illusion
91. ● “Perfect” to “Just Enough”
● “Long-term quality” to “Temporary simulation”
Prototype mindset
Changing philosophy from:
92. 1. You can prototype anything
2. Prototypes are disposable
3. Build just enough to learn, but not more.
Prototype mindset
Three principles
94. 1. Created within an hour.
2. Easily rearranged
3. Cheap and easy to throw away
4. Fun to many people
Paper prototypes
Pros
1. Artificial simulation
2. Feedback limited to structure flow
3. Only useful limited audience
Cons
95. 1. More realistic
2. Tests visuals and brand
3. Workflow and UI interactions can
be assessed.
Mid/Hi Fi Prototypes
Pros
1. Some interaction can’t be tested
2. Depending on tool, it can be time-consuming
3. No real data testing
Cons
96. 1. Potential for production
2. More realistic prototype to create
Coded prototypes
Pros
1. Time-consuming
2. Tempting to perfect the code before release
3. Updates and re-iterations can take more time
Cons
97. ● Increases communication with
customer on an interactive
dimension.
● Ideas clearly transmitted.
● Development cost are reduced.
● Helps conduct testing.
Prototype
Why in Lean?
103. “Before your product, you have an idea.
Sometimes it’s a great idea. More often,
it’s a terrible idea. The important thing is
that you validate your idea”
104. “Before your product, you have an idea.
Sometimes it’s a great idea. More often,
it’s a terrible idea. The important thing is
that you validate your idea”
105. The process of confirming that a specific
customer segment finds value in a product.
106. ● Don’t assume you know what the user
wants.
● Do develop a hypothesis about what
the user might want…
● Then, test that hypothesis to know if
you were right.
Validation
107. ● It helps you figure out if people would
buy your product before you build it.
● It helps you find possible problems and
improvements in your product before
you even build it
Validation
Why is important in Lean UX.
108. We believe that administrators want to approve the
content before being published, this will result in
appropriate-only content visible in the platform.
We will know this is true once we observe 5 administrators
testing a quick prototype and at least 3 of them mention
this feature adds value to their workflow.
113. ● Spend some time getting to
know the people you are
building the product for
● Ask open-ended questions and
observe their behaviors.
Ethnographic Studies
Listening to your users
114. ● Rough approximation of your
product or service.
● Gets at the heart of what it would
provide.
● The goal is to understand if your
product has value for the market.
Concept Testing
Capture the essence
115. ● Start seeing very early patterns
● After speaking with around 5
people, you can come up with
some interesting hypotheses.
● Based on this, run a survey to see
if patterns hold true.
Surveys
Find patterns
116. ● Sell Advertise the product before
you build it.
○ Create a page and include
CTA buttons like: “Pre-order”
or “Buy”.
○ Drive traffic to the page and
evaluate demand.
Landing page test
Pretend it’s ready
117. ● Usability testing
● A/B Testing
● Contextual Inquiries
Other
There are many more...
118. “There’s nothing worse than finishing a
project, releasing a product, and then
learning that no one wants to use it.”
124. An approximation of a product or service that
captures the key essence (value proposition)
of a new concept, feature, product in order to
determine if it meets the target market needs.
127. Concept Usability
Emotions and human behavior. Task Focused
Vs.
Will users pay for my product/service?
why/why not?
Is my solution solving the problems
this particular user has?
Which of these two or three ideas will
my users prefer?
Should I continue building this
product?
Are my users able to complete this
specific task?
How long does it take to complete
this specific set of tasks?
How satisfied are my users with the
way they accomplished their goals?
How good is the performance of my
product/service?
128. When you are at the beginning of a
project and validating a product idea,
you are miles away from proper
usability testing.
Product Testing
From concept to usability
129. The beauty of Lean UX is that you can
test almost anything, concepts on
napkin to whiteboard, a quick
wireframe or a fully functional
prototype
Testing in Lean UX
Constantly testing
130. ● People aren’t good at predicting
what they want
● The “Say vs. Do” problem
● Users can make up an opinion
Prototype
Validating
131. Concept testing gives your target audience a
rough idea (essence) of your product or
service and helps you understand if they
would want or need such product.
132. Recap
● Concepting testing shows a rough
approximation of a product idea to a
market.
● Use concept testing when you have an
MVP or initial hypothesis and you need
validation.
● You will generate better insights by
exposing your market to your idea.
135. Recap ● Lean UX?
○ Introduction & Principles
● Get going.
○ Hypothesis (assumption/problem
statement)
○ Market / Personas
● Design it.
○ Collaborative design
● Build an MVP
○ Validate
○ Concept vs. Usability testing
● Research
○ Scripts and moderator tips
136. Lean UX is the evolution of product design and
team collaboration. It takes the best parts of the
designer’s toolkit, combines it with Agile software
development and Lean Startup thinking, and makes
it available to the entire product team.