Agile Tour Brussels 2015: Lean UX workshop - resource: Lean UX book by Jeff Gothelf and Lean Startup by Eric Ries

1. LEAN
UX
Getting out of the deliverables business
Applying lean to User eXperience
Frederik Vannieuwenhuyse
@vfrederik
http://value-first.be

2. Agile Tour Brussels 2015

3. Agile Tour Brussels 2015

4. Agile Tour Brussels 2015

5. The Lean Series

6. http://www.helloerik.com/wp-content/uploads/zen-diagram.jpg

8. http://www.stefangolling.de/wp-content/uploads/2014/07/BDUF_vs_MVP-1170x716.png

9. http://erply.com/case-study-how-you-can-copy-nordstroms-secrets-to-massive-retail-success/
https://www.shopify.com/blog/15517012-how-nordstrom-made-its-brand-synonymous-with-customer-service-and-how-you-can-too
LEAN
UX
https://www.youtube.com/watch?v=szr0ezLyQHY

10. @vfrederik

11. @vfrederik

12. • Given: a problem statement
• Steps:
1. Who is the user?
2. State the desired outcome (and validation)
3. Define a feature
4. Write the hypothesis
LEAN
UX
workshop

13. THINK: problem statement
Exam
ple
• Our hotel website / mobile app was designed to
rent hotel rooms to travellers. We offer the lowest
room price possible.
• We have observed that only 1% of the total
number of visitors booked a hotel room the last
3 months.
• How might we improve our website / mobile app so
that our hotel website / mobile apps becomes
attractive and 10% more visitors are converted to
booking a hotel room?

14. THINK: hypotheses
We believe that adding hotel room images on the
booking page
for Mary (= a site visitor)
will achieve more customer conversions
validated by a 10% increase in customers who
booking a hotel room.
Exam
ple

15. THINK: hypotheses
We believe that adding hotel room images on the
booking page
for Mary (= a site visitor)
will achieve more customer conversions
validated by a 10% increase in customers who
booking a hotel room.
Exam
ple
Feature
Personas
O
utcom
e
M
easurem
ent

16. THINK: hypotheses
We believe that [FEATURE]
for [PERSONAS]
will achieve [OUTCOME]
validated by [MEASUREMENTS / FEEDBACK].

17. STEP 1 Who is the user?
GOAL Understand your customer, the end-user.
TOOLS Your brain; team work; proto-persona
1. List possible users. Pick 1 user.
2. Create a proto (ad hoc) persona:
1. a name
2. demographics
3. behaviours
4. user needs

18. THINK: proto-personas
http://www.anthonycreyes.com/wp-content/uploads/2014/10/Persona.jpeg

19. STEP 2 What’s the objective (outcome)? How do we
measure its success?
GOAL Define an objective (outcome) to improve your
product or service and its User eXperience.
TOOLS Your brain; team work; notes (stickies); dot voting
1. List a number of possible improvements for
your product or service. Think about outcomes
(objectives) NOT features (solutions).
2. Prioritise. Pick 1 objective.
3. Define a metric to measure the success of the
objective.

20. STEP 3 What's the feature?
GOAL Define a feature (solution, functionality, etc) that
will serve the user’s need (and meet the
objective set)
TOOLS Your brain; team work; notes (stickies); dot
voting
1. List possible features
2. Prioritise. Pick 1 feature

21. STEP 4 Formulate the hypothesis!
GOAL Express all the assumptions made into a
testable form.
TOOLS Your brain; team work; hypothesis statement
Combine the persona, objective, metric and
feature into a hypothesis statement.

22. THINK: hypotheses
We believe that [FEATURE]
for [PERSONAS]
will achieve [OUTCOME]
validated by [MEASUREMENTS / FEEDBACK].

23. http://i.ytimg.com/vi/a-J_SwmMJyo/maxresdefault.jpg
Steve Blank

25. “Documents
don’t solve
customer’s
problems.”
(and working software)
“Good products do.”

26. “Don’t design
(don’t build) stuff
people don’t use”

27. LEAN
UX
Applying Lean Principles to Improve
User Experience
Book by Jeff Gothelf and Josh Seiden
http://www.leanuxbook.com
Concepts and techniques about Lean
UX are attributed to the authors of this
book.