Mantras of startups: "fail fast", "move fast and break things", "keep shipping" - these are all great slogans, but unknown to many - these are really all about learning. It's about getting things in front of your customers early, and often. Watching - and learning. Finding what ideas were not quite as brilliant as you once thought - and finding this out as fast and cheap as possible.
How are modern product teams making this happen? Where does User Experience and customer research fit in this model? Taking from Agile, Lean, and User Centered Design - this talk will go over the build-measure-learn process, and how you can start to shape your organization to move fast, without leaving your customers behind.
This talk was given at Big Design 2013 #bigd13
18. 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
22. “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
24. How many people are able to
learn by proxy (persona, market
research, etc...)?
25. 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/
26. 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
27. 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
39. 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/
45. mvp
(keep it simple)
value customer
feedback
experiment via
iterative prototyping
shipping / launching
often
46. 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!
66. good at designing things
=
good at determining what
are the right things to build
67. 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
79. 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/
97. “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/
102. (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
118. “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
129. “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
131. 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
132. 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
140. “real artist ship”
- steve jobs
http://gloriamarie.com/stay-focused-and-keep-shipping
141. - problem -
It’s going to cost too much to
try that out.
How do we know our customers will want this?
142. - 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/
148. 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/
156. 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
157. 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/
175. ...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/