Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014

BETTER PRODUCT
DEFINITION WITH
LEAN UX &
DESIGN THINKING
Lean IT Summit - Paris
October 2014
Monday, October 6, 14

@neoinnovate || @jboogie

@jboogie
“While the initial launch and
traction proved extremely
exciting, it misled us into
believing there was a larger
market ready to adopt our
product.”
http://techcrunch.com/2012/01/22/post-mortem-for-plancast/

“100,000 have registered and
over 230,000 people visit each
month.”
@jboogie

“People often tell me “I like
Plancast, but I never have any
plans to share.”
@jboogie

“Most social networks feed
primarily on vanity….Sharing
plans, unfortunately, doesn’t
present the same opportunity to
show off and incur the same
subsequent happy feelings.”
@jboogie

“…[lack of an invitation feature]
…caused a situation where
many people feel awkwardly
aware of events to which they
don’t feel welcome…”
@jboogie

@jboogie
http://blog.capwatkins.com/formspring-a-postmortem

“…The first big project we worked on was a
Formspring button that sites could embed at
the end of blog posts... We had millions of
users, so we figured it wasn’t a stretch to
imagine they browsed other web sites and
would gladly click a Formspring button at the
end of a post ... This was just as the Facebook
Share and Twitter “Tweet This” buttons were
appearing...”
@jboogie

“…We spent months on that system. We had
to make sure our servers could handle…huge
influx of traffic, had to design & implement
the feature, make sure the implementation
was easy for publishers, make deals with
publishers, etc.
We bet huge.
On someone else’s (Facebook and Twitter’s)
plan.
Flop...”
@jboogie

@jboogi
e

@jboogi
e
software is continuous

@jboogie
11.6

@jboogie
Key questions:
How long do we wait before
launch?

@jboogie
Key questions:
How long do we wait before
launch?
How do we define the right
requirements for our product?
What signals are we looking for
from the market?

REQUIREMENTS
ARE ACTUALLY
ASSUMPTIONS
@neoinnovate ||@ @jbjbooooggieie

@jboogie
Do you know this
product manager?

Requirements = Assumptions

We know We believe

We know We believe
Let’s build it! Let’s test it!

DESIGN THINKING
CAN HELP!

@jboogie
Design Thinking
“As a style of thinking, it is generally
considered the ability to combine
empathy for the context of a problem,
creativity in the generation of insights and
solutions, and rationality to analyze and fit
solutions to the context. ”
- Tim Brown, CEO & President, IDEO

I’VE HEARD GOOD
THINGS ABOUT
THIS LEAN UX
THING TOO

@jboogie
Lean UX
Inspired by Lean Startup and Agile
development theories, it’s the practice of
bringing the true nature of a product to light
faster, in a collaborative, cross-functional
way with less emphasis on deliverables and
greater focus on a shared understanding of
the actual experience being designed.
That’s me!
I said this.

PRIORITIZE
LEARNING OVER
GROWTH

360° ASSUMPTIONS
CUSTOMER PROBLEM SOLUTION
CUSTOMER
OUTCOME
CUSTOMER
ACQUISITION
EARLY
ADOPTER
BUSINESS
MODEL COMPETITION KEY COMPETITIVE
ADVANTAGE

360° ASSUMPTIONS
PROBLEM SOLUTION
Socially-active,
young professionals
CUSTOMER
OUTCOME
CUSTOMER
ACQUISITION
EARLY
ADOPTER
BUSINESS
ADVANTAGE

SOLUTION
Socially-active,
young professionals
CUSTOMER
OUTCOME
360° ASSUMPTIONS
Need to stay aware
of interesting
events
CUSTOMER
ACQUISITION
EARLY
ADOPTER
BUSINESS
ADVANTAGE

Socially-active,
young professionals
CUSTOMER
OUTCOME
360° ASSUMPTIONS
Need to stay aware
of interesting
events
CUSTOMER
ACQUISITION
Social event sharing
network
EARLY
ADOPTER
BUSINESS
ADVANTAGE

360° ASSUMPTIONS
Need to stay aware
of interesting
events
CUSTOMER
ACQUISITION
network
EARLY
ADOPTER
Socially-active,
young professionals
Increased
awareness and
attendance at
events
BUSINESS
ADVANTAGE

network
EARLY
ADOPTER
360° ASSUMPTIONS
Socially-active,
young professionals
Need to stay aware
of interesting
events
Increased
awareness and
attendance at
events
Meetups, Twitter
promos
BUSINESS
ADVANTAGE

360° ASSUMPTIONS
Socially-active,
young professionals
Need to stay aware
of interesting
events
network
Increased
awareness and
attendance at
events
Meetups, Twitter
promos
Silicon Valley
techies, VC’s,
entrepreneurs
BUSINESS
ADVANTAGE

COMPETITION KEY COMPETITIVE
ADVANTAGE
360° ASSUMPTIONS
Socially-active,
young professionals
Need to stay aware
of interesting
events
network
Increased
awareness and
attendance at
events
???
Meetups, Twitter
promos
Silicon Valley
techies, VC’s,
entrepreneurs

KEY COMPETITIVE
ADVANTAGE
360° ASSUMPTIONS
Socially-active,
young professionals
Need to stay aware
of interesting
events
network
??? Evite, Facebook,
Outlook, Meetup
Increased
awareness and
attendance at
events
Meetups, Twitter
promos
Silicon Valley
techies, VC’s,
entrepreneurs

360° ASSUMPTIONS
Socially-active,
young professionals
Need to stay aware
of interesting
events
network
??? Evite, Facebook,
Outlook, Meetup
No invitation
feature!
Increased
awareness and
attendance at
events
Meetups, Twitter
promos
Silicon Valley
techies, VC’s,
entrepreneurs

…which we then turn into hypotheses…
@neoinnovate || @@jboogie
jboogie

@jboogie
We believe that

@jboogie
We believe that
[building this feature]

@jboogie
We believe that
[for these people]

@jboogie
We believe that
[for these people]
will achieve [this outcome].

@jboogie
We believe that
[for these people]
will achieve [this outcome].
We will know we are successful when we
see [this signal from the market].

Hypothesis: We believe that
creating the ability for people to
share events will provide them with
better awareness and greater
enjoyment of their social circles.
jboogie

@jboogie
Case Study: TheLadders

@jboogie
Requirement: Provide each paying customer
with a personal job search assistant
available via email and phone

@jboogie
Requirement: Provide each paying customer
with a personal job search assistant
available via email and phone
Hypothesis: We believe that providing a
personal assistant to each customer will
drive up customer satisfaction, renewals and
retention rates

@jboogie
How could we have better defined our
products?

@jboogie
products?
Articulated our assumptions

@jboogie
products?
Defined our hypotheses

@jboogie
products?
Run lightweight tests to validate the need

@jboogie
products?
Run lightweight tests to validate the need
What outcome were we targeting?

What problem are you trying to solve?
jboogie

@jboogie
How will you solve it?

@jboogie
How will you solve it?
How do you know it will work?

How does this change the way a team
approaches a project?
jboogie

@jboogie
The measure of progress changes…

@jboogie
The measure of progress changes…
…from output to outcome.

@jboogie
Output: the stuff we make, aka features

Outcome: a measurable change in customer
behavior attributable to specific output
@jboogie

Outcome: a measurable change in customer
behavior attributable to specific output
@jboogie
Impact: a high-level measure of the
business’ health

Works as designed is no longer good enough...

You can launch features…and they can
still suck.
jboogie

@jboogie
Output

@jboogie
Outcome

@jboogie
Impact

Many companies currently manage to output
- because it’s easy. It’s binary.
Instead, we need to focus on delivering
outcomes.
(and not task teams with responsibility for
impact)
jboogie

@jboogie
14%

MAKE DECISIONS
BASED ON
OBJECTIVE
OBSERVATIONS

@jboogie
Kill

@jboogie
Pivot

@jboogie
Double-down

@jboogie
The easy parts...

@jboogie
The easy parts...
Measuring: analytics, usage, metrics

Talking to customers: qualitative insight into
“why” customers are behaving certain ways
@jboogie
The easy parts...

Talking to customers: qualitative insight into
“why” customers are behaving certain ways
Pausing & reflecting: team-wide discussion
of learnings and progress
@jboogie
The easy parts...

@jboogie
The hard part...

MITIGATE RISK BY
NOT BUILDING
THINGS PEOPLE
DON’T WANT...

Case Study: Children’s media company
jboogie

Entering a new market
jboogie

Heavy investment
jboogie

Heavy investment
High risk
jboogie

Heavy investment
High risk
Long term initiative
jboogie

@jboogie
In-class observation

@jboogie
V1 = PDF content test

@jboogie
V2 = card sorting

V2 = card sorting
V3 = clickable prototype
jboogie

V2 = card sorting
V3 = clickable prototype
Not a line of code
written
jboogie

...WHILE
MAINTAINING
DELIGHT IN YOUR
DESIGNS

Case Study: TwoDo

Case Study: Xiaomi

Case Study: Xiaomi
100,000 phones released every
Tuesday at noon

Case Study: Xiaomi
Tuesday at noon
Hours (not days) to collect feedback
from customers

Case Study: Xiaomi
Tuesday at noon
Hours (not days) to collect feedback
from customers
Hours (not days) to get feedback to
engineers

@jboogie
Case Study: Agile UX NYC 2012
@neo_innovation || @jboogie

@jboogie
Would anyone attend our conference?

@jboogie
Lots of up front costs

@jboogie
Lots of up front costs
Increasing fidelity of tests

LEAN UX AND
DESIGN THINKING
ARE NOT JUST FOR
DESIGNERS

@jboogie
Cross-functional teams…

@jboogie
Bring perspective to the product definition
process from all disciplines

@jboogie
Possess increased empathy for the user

@jboogie
Understand the “why” behind every initiative

@jboogie
Understand the “why” behind every initiative
Learn more, faster, by sharing the discovery
and creation process

Build shared understanding

Build shared understanding
This is my neighbor...and
his f&*(ing leaf blower.

Competencies over roles
Je!rey Allen "Je! Skunk" Baxter (born December 13, 1948) is an
American guitarist, known for his stints in the rock bands Steely
Dan and The Doobie Brothers during the 1970s. More recently, he
has been working as a defense consultant and chairs a
Congressional Advisory Board on missile defense.

SOMETHING TO
CONSIDER...
@neo_innovation ||@ @jbjbooooggieie

@jboogie
How can we get feedback sooner?

GREAT!
HOW DO WE GET
THESE PROJECTS
FUNDED?

67
Product validation
Business model validation
Small team

67
Small-chunk, outcome-based, predictable funding
Product validation
Business model validation
Small team
Stakeholders
Culture / Infrastructure to support continuous learning
$$$

@jboogie
Defining the right product…

@jboogie
Reduces the time spent building the wrong
product

@jboogie
product
Builds team-wide momentum & shared
understanding

@jboogie
product
Builds team-wide momentum & shared
understanding
Ensures that resources are spent on the right
initiatives

@jboogie
By shifting the way we work…

@jboogie
Requirements are assumptions

@jboogie
Focus on outcomes

@jboogie
Focus on outcomes
Work together to come up with ideas

@jboogie
Focus on outcomes
Work together to come up with ideas
Test those ideas ruthlessly

THANK YOU!
@jboogie
jeff@neo.com
www.leanuxbook.com
www.neo.com
70

Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014

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Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014