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Fail FAst
Learn Fast
Move Fast
 My UX journey to move faster
@jeremyjohnson
@jeremyjohnson
www.jeremyjohnsononline.com
@jeremyjohnson

      #leanux
     #DDSum12
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
social media experts
62
Don’t worry
un peu UX 101
UX 101




         we make things for




                              http://500px.com/jeremyjohnson/sets/london_2012
UX 101




         we make things for




                              http://500px.com/jeremyjohnson/sets/buenos_aires_2012
UX 101




         We work in ecosystems




                                 http://500px.com/jeremyjohnson/sets/london_2012
UX 101




         we think visually




                             http://500px.com/jeremyjohnson/sets/buenos_aires_2012
UX 101




   We learn through observation




                                  http://500px.com/jeremyjohnson/sets/london_2012
UX 101




         we’re curious




                         http://500px.com/jeremyjohnson/sets/london_2012
UX 101
agency/consultant

          UX
startup
          large org
startup




Where the core component...
...of Lean Startup methodology is the
build-measure-learn feedback loop.
experiment via
mvp                iterative prototyping
(keep it simple)
                   UX

value customer          shipping / launching
feedback                often
Agency

making deliverables is your job
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
consultant


    UX



         http://www.flickr.com/photos/jeroenbennink/2355768494/sizes/l/in/photostream/
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
large org




            http://www.flickr.com/photos/23671396@N06/4445276713/
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
large org
how i learned to stop
worrying about being in
 a large organization,
 and just move faster.
Hard.
Jim, Social Media “Expert”




                             http://www.webwanderers.org/05_industry/mining/
I got 99 problems
Let’s fix it.
development



UX   Product development
             business
development



UX   Product development
             business
I’ve heard
Team is too small, must be shared
Team doesn't work directly with development
Team doesn’t work directly with product/business
Big hairy problem #1
Selling UX
How many people have true UX
    buy in at the c-level?
http://ux.stackexchange.com/questions/18862/selling-the-management-on-need-for-ux-focus
ABEX
(always be evangelizing ux)
Big hairy problem #2
embracing   and Agile
“Rather than focus on artifacts,
we focus on prototypes and
validating those prototypes in
Discovery, with the added
benefit that the prototype serves
as the spec for Delivery.”

                         http://www.svproduct.com/dual-track-scrum/
Documentation = bad

rough, quick, iterative,
  prototype = good
Getting closer, quicker to
  the actual experience
http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/
http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/
development



UX   Product development
             business
UX    development



Product development
          business
One new interesting
     challenge
mobile
                                           UX Designer

                   me
                                       seo/sem
                                       UX Designer

                            homepage
                            UX Designer
              shopping
checkout
UX Designer   UX Designer
New ways of working for designers
will, at first, be uncomfortable. For
many design managers, assigning their
staff to particular teams brings a new
challenge. No longer does the design
manager dole out specific work to
each person on the team. Instead,
the designer’s daily agenda is driven
by the prioritized backlog of the
scrum team.

                     http://uxdesign.smashingmagazine.com/2011/10/18/how-to-build-an-agile-ux-team-culture/
MBWA
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
MBWA
Management By Walking Around
  http://en.wikipedia.org/wiki/Management_by_wandering_around




                                                          http://www.flickr.com/photos/zubeirtai/7747819548/
(not new)
1. Drive: UX practitioners are part of the customer or product owner team

2. Research, model, and design up front - but only just enough

3. Chunk your design work

4. Use parallel track development to work ahead, and follow behind

5. Buy design time with complex engineering stories

6.Cultivate a user validation group for use for continuous user validation

7. Schedule continuous user research in a separate track from development

8. Leverage user time for multiple activities

9.Use RITE to iterate UI before development

10.Prototype in low fidelity

11.Treat prototype as specification

12.Become a design facilitator                                                                      - 2008


                                                          http://agileproductdesign.com/blog/emerging_best_agile_ux_practice.html
walls = slow




               http://www.flickr.com/photos/yewenyi/360374054/sizes/o/in/photostream/
agile
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
agile / lean UX

everyone is involved!
http://www.adverblog.com/2011/12/04/the-meme-ification-of-art-directors/
agile, better than waterfall
agile, shows value faster
agile, can work well with UX
agile, makes better software
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
****
valuable
 Usable
Enjoyable
business   valuable
            Usable        UX
           Enjoyable

           Wonder twins
+

UX       Business
determine value,
create experience,
      repeat
how
“We gathered our designers, our product folks and
our engineers and took over a few conference rooms
and began to operate like a startup. Design was
done on whiteboards and coded in real time.
Usability tests were weekly so the pace was fast and
furious. But we were able to try dozens of
experiences across desktop, tablet and mobile in the
time that would have taken years at PayPal before.
Build/Test/Learn became our mantra.”

                                                                                                                                      -


    http://looksgoodworkswell.blogspot.com/2012/09/why-you-should-work-with-me-at-paypal.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+LooksGoodWorksWell+%28Looks+Good+Works+Well%29
Build/Test/Learn
http://www.slideshare.net/billwscott/enabling-lean-with-tech-15455128
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
- problem -


Can’t get started?
“You – everyone in fact – have all it takes to be a
brilliant designer, creator, or author. All that’s holding
you back is the lizard. It’s that little voice in the back of
your head, the “but” or the “what if” that speaks up at
the crucial moment and defeats the joy and insight you
brought to the project in the first place. It’s the lizard
that ruins your career, stunts your projects, and hinders
your organization.”
             – Seth Godin (in The Truth About Shipping)




                                                http://gloriamarie.com/stay-focused-and-keep-shipping
Ship often. Ship lousy stuff, but
ship. Ship constantly.




                             http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping
- problem -

Find it hard to strip out what’s not valuable?


 Spend too much time planning?

                  DOn’t talk with your customers?
http://www.startupvitamins.com/products/startup-poster-the-longer-it-takes-to-develop-the-less-likely-it-is-to-launch
“The timing of long-
range plans is screwed
up too.
You have the most
information when you’re
doing something, not
before you’ve done it.
Yet when do you
write a plan? Usually it’s
before you’ve even
begun.
That’s the worst time to
make a big decision.”

                       http://37signals.com/rework
- problem -


Large team
Keep your team small. Smaller
than that. No team at all if you
can help it.




                             http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping
A throwback to their days with Jeff Bezos at
Amazon, projects are assigned to "two
pizza teams," groups of engineers small
enough for them to be fed on two large pies.
"We want the team to be flat and allow
everyone to communicate with each other,"
Rajaraman says.




                     http://www.fastcompany.com/1811934/walmartlabs-brings-two-pizza-team-startup-culture-walmart-empire
http://techcrunch.com/2012/11/17/heres-how-spotify-scales-up-and-stays-agile-it-runs-squads-like-lean-startups/
- problem -


Try to jam too much into a product?


   Only launch x times a year?
                      Looking for perfection?
“Great companies focus on their users and ship great products.”
                            http://www.aaronklein.com/2012/02/why-facebook-is-worth-100-billion/
http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping
http://fab.com/inspiration/posters-getting-things-done
“real artist ship”                              - steve jobs




http://gloriamarie.com/stay-focused-and-keep-shipping
- problem -




It’s going to cost too much to
         try that out.
 How do we know our customers will want this?
The Wizard Of Oz Techniques For
                                        Social Prototyping – You don’t need to
                                        build everything at first. You can be the
                                        man behind the curtain. Krieger says him
                                        and Systrom tested an early version of a
                                        feature which would notify you when
                                        friends joined the service. Instead of
                                        building it out, they manually sent
                                        people notifications “like a human bot”
                                        saying ‘your friend has joined.’ It turned
- Mike Krieger, Instagram’s founder     out not to be useful. “We wrote zero
                                        lines of Python, so we had zero lines to
                                        throw away.”




                                      http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/
http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/
404 testing

                W FEAT URE X
              NE
Just some of the issues around
   software development
http://jane.dallaway.com/mind-the-product-2012
http://leanstartup.co/
#LeanStartup
http://www.cooper.com/journal/2011/03/more_better_faster_ux_design.html
UX is a integral part of product
          development
UX is a integral part of product
          development



                         http://www.flickr.com/photos/51838075@N04/6061253450/
Here’s where I saw speed.
product team 101
     the core team


                product owner
          UX
                     Dev
no, really
      1x full time
core team

    1x
         product owner
1x UX
        1x   Dev
mobile
                                          core team


           5x UX                      seo/sem
                                      core team

                         homepage
                          core team
             shopping
checkout
 core team   core team
product owner
       This guy is the boss
product owner   ux designer
Why?

     He/she gets fired.
He/she need to meet numbers.
product owner
UX    core team
     Dev
                  ideas
ideas ideas ideas ideas        id
ideas ideas ideas ideas        id
ideas ideas ideas ideas        id
   Idea or discovery backlog
ideas ideas ideas ideas        id
ideas ideas ideas ideas        id
ideas ideas ideas ideas        id
The Discovery track is all
about quickly generating
validated product backlog
items, and the Delivery track
is all about generating
releasable software.
                      - marty cagan



                         http://www.svproduct.com/dual-track-scrum/
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
http://www.kontain.com/plat4m/entries/143623/update-to-our-scrum-board/
prototype
fast   rough   keep moving
test rough prototypes
     (usually built within a week or less)
(literally 100s)
http://looksgoodworkswell.blogspot.com/2012/11/list-of-mockupprototyping-tools.html
        http://www.adaptivepath.com/ideas/rapid-prototyping-tools#thelist
9:30am
                 10:30am
                 11:30am

lab setting - 6 participants
                 1:30pm
                 2:30pm
                 3:30pm
determine



valuable
 Usable
Enjoyable
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
ideas   ideas   ideas   ideas   id
the core team




                Core team makes decisions
                                   Done!
...it is collaborative – the product
manager, designer and lead
engineer are working together, side-
by-side, to create and validate
backlog items.
                             - marty cagan




                                    http://www.svproduct.com/dual-track-scrum/
failed usability
failed to understand
failed to find value

           ideas   ideas
                           id
refine retest

           ideas
ideas

          ideas

        Ready for development
s
        ea
                                 ideas
     id



What’s your kill rate?   Ship that bad boy!
Did I mention this happens
      within a week?
          (or less)
Get moving!
discovery
  backlog
       Iteration     Iteration       Iteration                Iteration




design discovery     discovery       discovery                 discovery


   build Implement       Implement         Implement                      Implement




                                                  http://www.sebastiangreger.net/writings/concept-design-in-agile-environment/
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
#1

combined product teams
#2

one ux designer per team
#3

rough, fast, iterative prototyping
#4
Getting in front of customers
            weekly
#5

build/test/learn
in no time at all, you too can be a...




lean, agile, prototyping, shipping,
         ux design master.
http://blog.web2expo.com/2011/08/interview-with-eric-ries-part-2-what%E2%80%99s-next-for-the-lean-startup-movement-startup-visa-and-lessons-learned/
sh
        ere                thanks!
  lide
S                     @jeremyjohnson
          www.jeremyjohnsononline.com

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