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FAILing FAST

& learning along the way

@jeremyjohnson
@jeremyjohnson
#bigd13
#leanux

www.jeremyjohnsononline.com
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
http://wordsbrand.com/t-shirts/designer-tshirt-t-shirts/
marketing / product / Development
http://sonspring.com/journal/sass-for-designers
Failing Fast & Learning Along the Way - Big Design 2013
un peu UX 101
UX 101

we make things for
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
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
User-centered design
1970s

http://en.wikipedia.org/wiki/User-centered_design
User-centered design can be characterized as a
multi-stage problem solving process that not only
requires designers to analyze and foresee how
users are likely to use a product, but also to test
the validity of their assumptions with regard to
user behavior in real world tests with actual
users. Such testing is necessary as it is often very
difficult for the designers of a product to understand
intuitively what a first-time user of their design
experiences, and what each user's learning curve
may look like.
http://en.wikipedia.org/wiki/User-centered_design
Interviews
Usability testing

contextual inquiries
Surveys
Focus groups
LEARNING
with customers
Failing Fast & Learning Along the Way - Big Design 2013
“Agile methods like Scrum and
XP both rely on a close and
collaborative relationship and
continual interaction with the
customer – the people who are
paying for the software and who
are going to use the system.”
2001
http://swreflections.blogspot.com/2012/02/agiles-customer-problem.html
LEARNING
with customers
How many people are able to
learn by proxy (persona, market
research, etc...)?
How many people are able to
learn by watching your customer
(analytics, pathing, heatmaps,
etc...) ?
http://crave.cnet.co.uk/televisions/apple-tv-hint-pops-up-in-mountain-lion-trademark-filing-50008629/
How many people are able to get
in the same room with your (end)
customer?

http://tomboystyle.blogspot.com/2012/09/icon-pat-english.html
How many people are able to
visit their customers in their
natural habitat?

http://blog.beatthebrochure.com/the-12-best-safaris-in-the-world/5597/lion-safari
LEARNING
with customers
LEARNING
with customers
what’s the least amount of time and money
you can spend to learn something.
“I dropped over $40k when I could have spent $100”

http://boondainc.wordpress.com/2013/04/18/i-dropped-over-40-grand-when-i-could-have-spent-100/
Moving to lean...
startup

Where the core component...
...of Lean Startup methodology is the
build-measure-learn feedback loop.
build-measure-learn
Spec-measure-learn
How long does it take to build?
hackDAY
On May 22 this year 300 hackers
converged in New York at
TechCrunch Disrupt for a day and
half long hack day before the
conference itself started. At least
one of the projects created at
the hack day has now become
an actual business, and has
raised an angel round of funding
from top tier investors.

http://techcrunch.com/2010/08/25/groupme-born-at-techcrunch-disrupt-secures-funding-and-launches/
http://instagram.com/p/fYeA73hC_R/
Failing Fast & Learning Along the Way - Big Design 2013
LEARNING
with customers
while shipping
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
mvp
(keep it simple)

value customer
feedback

experiment via
iterative prototyping

shipping / launching
often
we like simple

mvp
(keep it simple)

experiment via
iterative prototyping

UX
value customer
feedback
User centered Design - that’s us!

we build prototypes

shipping / launching
often
We’re want to launch!
User-centered design (Lean UX)
for designers

Agile
for Developers

Lean
for Product owners/teams
But We’re not a startup...
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
http://www.qcsupply.com/new-buffalo-22-meat-grinder-bolt-down.html
http://www.amazon.com/Inspired-Create-Products-Customers-Love/dp/0981690408/ref=sr_1_1?ie=UTF8&qid=1366723622&sr=8-1&keywords=inspired+creating+products+customers+love
Failing Fast & Learning Along the Way - Big Design 2013
core product team
product owner

developers

ux designer
product owner
“mini-ceo”
product owner
“mini-ceo”

shareholders
get more signups

increase conversion

increase usage
reduce bounce
Evaluate

Prototype
(Build)

(Learn)

Test

Keep/Kill

(Measure)
Failing Fast & Learning Along the Way - Big Design 2013
https://twitter.com/LeanMammoth/statuses/388700938653159424
Large Organizations
don’t have to be slow!
Failing Fast & Learning Along the Way - Big Design 2013
build-measure-learn
Break two habits
good at designing things
good at designing things
=
good at determining what
are the right things to build
sometimes...

We should...

Make sure the
customer can use
the feature

Make sure the
feature has value
for the customer

and design it
accordingly

and prioritize it
accordingly
Failing Fast & Learning Along the Way - Big Design 2013
Human needs

http://thereboot.org/blog/2012/02/19/design-research-what-is-it-and-why-do-it/
http://window874.com/2012/05/09/design-research-through-practice/
http://rpveal.wordpress.com/course-modules/design-research-2/
Failing Fast & Learning Along the Way - Big Design 2013
http://www.mindtheproduct.com/2012/08/how-user-research-can-help-prioritise-product-requirements/
Can we learn faster?
Some amount of thinking around a project
a.

B.
Build MVP
Launch
Learn
Iterate
(repeat)

Find customers
perform research
synthesize discoveries
Build out prototype
Test with customer
Failing Fast & Learning Along the Way - Big Design 2013
http://siliconangle.com/blog/2013/05/13/has-instagram-become-too-risque/
Systrom, Intuit founder Scott Cook, and Lean
Startup author Eric Ries talked about the
changes that have swept through product
development in both big and small
organizations. Many companies have moved
from what's called "waterfall development" -- a
method that relies on large engineering
executing a carefully mapped-out plan -- to
"lean" development, where creators move
quickly to push out products and revise them
on the fly.
"We thought about what we could do to
iterate more quickly," Systrom said of
Burbn's pivot. "People loved posting
pictures on Burbn" -- so that's where they
took the venture, jettisoning other planned
features. Burbn now lives on only as an
abandoned Twitter feed.
http://money.cnn.com/2011/09/13/technology/startups/instagram_burbn/
LEARNING
with customers
while shipping
http://www.slideshare.net/willevans/design-ethnography-for-lean-teams-23238659
https://www.google.com/search?q=the+homer+car&aq=f&oq=the+homer+car&aqs=chrome.0.57j0l3j62j64.3274j0&sourceid=chrome&ie=UTF-8
http://www.youtube.com/watch?v=CpPuYGPcvD4
a.

B.
Build MVP
Launch
Learn
Iterate
(repeat)

Find customers
perform research
synthesize discoveries
Build out prototype
Test with customer
IN
A
G
A

mvp
(keep it simple)

experiment via
iterative prototyping

UX
value customer
feedback

shipping / launching
often
Moving quickly
Failing Fast & Learning Along the Way - Big Design 2013
http://www.adverblog.com/2011/12/04/the-meme-ification-of-art-directors/
https://medium.com/design-startups/c012e5ad32f7
http://littlebigdetails.com/
http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping
http://www.startupvitamins.com/products/startup-poster-done-is-better-than-perfect
BALANCE
embracing

and Agile
Through discovery
With product owner

Find what has value
Via Prototyping

Quickly test
with customers

Quickly launch
with development
LEARNING
with customers
“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/
(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
a quick word about

agile
http://tech.adstruc.com/post/64124460426/ux-theory-to-practice-part-2-whats-the-fuss-about
Failing Fast & Learning Along the Way - Big Design 2013
agile / lean UX
everyone is involved!
agile, better than waterfall
agile, shows value faster
agile, can work well with UX
agile, makes better software
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
valuable
Usable
Enjoyable
are we building the right things?

valuable
Usable
Enjoyable

Is it easy to use?

Do they want to use it?
valuable

Usable

Enjoyable
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
Failing Fast & Learning Along the Way - Big Design 2013
work different
different
COMMON
PROBLEMS
- problem -

Can’t get started?
Ship often. Ship lousy stuff, but
ship. Ship constantly.

http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping
Failing Fast & Learning Along the Way - Big Design 2013
- 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 longrange 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
Failing Fast & Learning Along the Way - Big Design 2013
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?
https://twitter.com/tbisaacs/status/387716257283596288
https://frontdeskhq.com
“Great companies focus on their users and ship great products.”
http://www.aaronklein.com/2012/02/why-facebook-is-worth-100-billion/
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?
- Mike Krieger, Instagram’s founder

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
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
NE

URE X
FEAT
W
http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/
Failing Fast & Learning Along the Way - Big Design 2013
http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
It was an MVP (Minimal Viable Product). I skipped a bunch of
features I figured I would implement later. First I wanted to see if
people would use it and how they would use it.
(...)
Implementing user accounts (in Rails) would take me 2 weekends of work;
registration, accounts, saving lists, removing lists, tracking, designing screens,
edge cases etc.
I didn’t want to spend the time if it turned out no one signed up so I ran an
experiment.
I dropped in a link on the top of the page that said “Sign up to save
multiple lists.” and tracked the number of clicks it got with
Mixpanel.

http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
What is the cheapest,
fastest way to learn?
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
Just some of the issues around
software development
Racing to the right ideas
ideas ideas ideas ideas
ideas ideas ideas ideas
ideas ideas ideas ideas
Idea or discovery backlog
ideas ideas ideas ideas
ideas ideas ideas ideas
ideas ideas ideas ideas

id
id
id
id
id
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/
discovery
backlog
Iteration

design discovery
build Implement

Iteration

Iteration

discovery

discovery

Implement

Iteration

discovery

Implement

Implement

http://www.sebastiangreger.net/writings/concept-design-in-agile-environment/
ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

id
id
id
id
id
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
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
determine

valuable
Usable
Enjoyable
clicktest / survey / Etc...
ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

id
id
id
id
id
id
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
x

x
the core team

Core team makes decisions
Done!
...it is collaborative – the product
manager, designer and lead
engineer are working together, sideby-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
http://www.startupvitamins.com/products/startup-poster-experiment-fail-learn-repeat
refine retest
ideas
ideas
ideas
Ready for development
ea
s
id
What’s your kill rate?

ideas
Ship that bad boy!
Did I mention this happens
within a week?
(or less)
Get moving!
LEARN
LEAN
Failing Fast & Learning Along the Way - Big Design 2013
#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/
lid
S

ere
sh
e

thanks!

@jeremyjohnson
www.jeremyjohnsononline.com

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