We have consulted with startups and large enterprises seeking to produce the right product (e.g., mobile app, web application) faster. We will reveal the remarkable similarities between startups and large organizations seeking to be as nimble as startups. In a majority of cases the challenges were the same: - they were not sure how to speed development - they had difficulty balancing user and business needs - they typically had strong development teams with established methodologies that had blended agile and waterfall methodologies - they typically had little user experience expertise or input in the existing designs - designs / development builds were underway but the results of the designs were unsatisfying to users We have done LeanUX design projects with a number of clients continuously testing and honed our process by testing various techniques: - rapid iterative design and improvement (design thinking) - brain storming sessions (design thinking) - design studios (traditional art school critiquing process) - rapid prototyping, usability testing and revision We also want to share the pitfalls as you start to get involved in lean startup including having: - The “genius designer” mentality within the UX team - The "stay in the building until the product is ready" mentality - Different internal groups (design, development) that work against each other - Executives that swoop down and influence (aka hijack) the process - Too little contact between the designers and other team members - Too many chefs leading to poor focus - The anti-cheerleader who always says “No!” Through a series of case studies we will describe the processes and flow that worked best for both large enterprises small startups: - Conducting a strategy workshop to align the team on business and user needs - Rapidly developing personas and scenarios as a team with all stakeholders - Conducting a design studio with all stakeholders to agree on the design directions to explore - Rapidly iterated prototype and guerilla testing - Creating non-technical, but partially functional prototypes through available tools (e.g., Axure, Proto IO, iRise) Nearly every group we worked asked: - Does this work for a company like mine (Startup, Enterprise, Healthcare, Government, etc.)? - What was the composition of the most successful LeanUX teams? Number of team members? Types of expertise? - How did the process differ between Startups and Large Enterprises?

1. Copyright © 2012-2013 Brilliant Experience
Lean UX for
Startups & Enterprise
John Whalen
UX Lead & Founder, Brilliant Experience
VP, UXPA-DC
#leanux #modevux@johnwhalen

2. Copyright © 2012-2013 Brilliant Experience
Meet Brilliant Experience
User Insights Strategy & Ideation User Experience

3. John tell me more about yourself,
it is all so fascinating!

4. Copyright © 2012-2013 Brilliant Experience
Agenda
‣ Introduction
‣ LeanUX Secrets (Strategy is the secret sauce)

5. Copyright © 2012-2013 Brilliant Experience
Many clients:
- know they’ve got a market for a product
- have limited UX/design capabilities
- were developing something that users didn’t really want
- need to move faster, not slower while introducing UX

6. Copyright © 2012-2013 Brilliant Experience
How do we “cross the chasm”?
User Insights
Great Experience,
Successful Product
Insert
Magical
Process
Here

7. Not recommended

8. Hard to find

9. Try this

10. Copyright © 2012-2013 Brilliant Experience
To help you understand what “this” is,
let’s play ‘Name that Methodology’

11. Copyright © 2012-2013 Brilliant Experience
1 2 3 4
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test

12. Copyright © 2012-2013 Brilliant Experience
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test
Design
Thinking
1 2 3 4

13. Copyright © 2012-2013 Brilliant Experience
Design Thinking

14. Copyright © 2012-2013 Brilliant Experience
Build
1
Measure
2
Learn
3

15. Copyright © 2012-2013 Brilliant Experience
Build
1
Measure
2
Learn
3
Lean
Startup

16. Copyright © 2012-2013 Brilliant Experience
Lean Startup

17. Copyright © 2012-2013 Brilliant Experience
User Stories
1
Design &
Develop
2
Feedback
3

18. Copyright © 2012-2013 Brilliant Experience
User Stories
1
Design &
Develop
2
Feedback
3
Agile

19. Copyright © 2012-2013 Brilliant Experience
Agile

20. Copyright © 2012-2013 Brilliant Experience
What about LeanUX?

21. LeanUX...

22. Copyright © 2012-2013 Brilliant Experience
LeanUX...

23. Copyright © 2012-2013 Brilliant Experience
Two key points

24. Copyright © 2012-2013 Brilliant Experience
1. Must balance business & user needs

25. Copyright © 2012-2013 Brilliant Experience
2. Iteration improves the product

26. That’s all swell John, but what about
that top 10 list you promised us?

27. Copyright © 2012-2013 Brilliant Experience
The secret lies in the strategy
#leanux #modevux@johnwhalen

28. Copyright © 2012-2013 Brilliant Experience
Get internal focus on
what matters and
prioritize business
goals.
Prioritize your
audiences, define
them and the
scenarios in which
they would use your
product.
Brainstorm ways to
satisfy 1 & 2.
IdeationAudience NeedsBusiness Needs
Flesh out best ideas.
Get stakeholders on
board with conceptual
model.
Sketching
Strategy Session
1 2 3 4

29. CEO: I know you had an agenda, but
let’s just sketch our ideas

30. Copyright © 2012-2013 Brilliant Experience
Warm Up: Elevator Pitch
For
who
MoDevUX is a
that
Unlike
MoDevUX
(target customer),
(customer need),
(market category)
(one key benefit).
(competition),
(unique differentiator).
idea idea

31. Copyright © 2012-2013 Brilliant Experience

32. Copyright © 2012-2013 Brilliant Experience
Business Goals

33. Copyright © 2012-2013 Brilliant Experience
Business Goals for _____________
‣ Write down business goals independently
‣ Prioritize through collaborative discussion
‣ Examples:
- Make us all rich! Ka ching!
- Totally wow users!
- Create (opportunity) that provides great value to customers.
- Drive (user behavior) by (strategic design goal).
text
texttext

35. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 1:
Get the stakeholders aligned on prioritized business goals.
#leanux #modevux@johnwhalen

36. Copyright © 2012-2013 Brilliant Experience
Personas

37. Copyright © 2012-2013 Brilliant Experience
Prioritize Personas

38. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 2:
Prioritize personas.
#leanux #modevux@johnwhalen

39. Just a quick sketch

40. No detailed persona exercise.
This is LeanUX!

41. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 3:
Sketch personas, don’t over think them.
#leanux #modevux@johnwhalen

42. Copyright © 2012-2013 Brilliant Experience
Scenarios

43. Name & Defining Characteristic Scenario Name
Scenario PictureSituation & Goal
UXPA DC Activity
Outcome
Scenario

44. What motivates your persona?

45. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 4:
Focus on the experience journey.
#leanux #modevux@johnwhalen

46. Copyright © 2012-2013 Brilliant Experience
Ideation & Sketching

47. Copyright © 2012-2013 Brilliant Experience
Quantity over visual
quality. The more
ideas the better.
Sell your concept to
the group.
Using prioritized user
scenarios and
business needs.
CritiquePresentIdeate
Creatively based on
feedback.
Refine
The Process
1 2 3 4

49. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 5:
Debate design direction alternatives early in the process.
#leanux #modevux@johnwhalen

50. • Agreed&upon&conceptual&
direc0on&
• Include&wall&with&pictures&
• Liked&that&this&would&vary&
between&user’s&stated&
interests&and&related&things&
(think&Pandora)&
• Like&the&faces.&&Need&to&
include&way&to&acknowledge&
new&members&
• Need&to&emphasize&who&has&
viewed&your&profile,&or&liked&
your&content&

51. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 6:
Develop conceptual model with stakeholders, not the design.
#leanux #modevux@johnwhalen

52. Copyright © 2012-2013 Brilliant Experience
Rapidly Iterate Design

53. Copyright © 2012-2013 Brilliant Experience
Rapidly Iterate Design

54. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 7:
Rapidly iterate design.
#leanux #modevux@johnwhalen

55. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 8:
Share broadly. Be attentive to internal feedback.
#leanux #modevux@johnwhalen

56. Copyright © 2012-2013 Brilliant Experience
Usability Testing

57. 57

58. 58
Why is this
empty?
What is a past
hosted events?
Why is the nav so
complicated?
Feels awfully beige
for a fun app.
Is this where I
start?
How do
explore
features and
FAQ differ?
Will drafts show invitations
or greetings or polls?

59. Copyright © 2012-2013 Brilliant Experience
More Content, Less Navigation

60. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 9:
Test continuously.
#leanux #modevux@johnwhalen

61. Copyright © 2012-2013 Brilliant Experience
User Experience Design

62. Copyright © 2012-2013 Brilliant Experience
Design Matters

63. Copyright © 2012-2013 Brilliant Experience
LeanUX Secret 10:
Take the time to produce brilliant experiences.
#leanux #modevux@johnwhalen

64. Copyright © 2012-2013 Brilliant Experience
Let’s Review

65. Copyright © 2012-2013 Brilliant Experience
LeanUX Secrets
1. Get the stakeholders aligned on prioritized business goals.
2. Prioritize personas.
3. Sketch personas, don’t over think them.
4. Focus on the experience journey.
5. Debate design direction alternatives early in the process.
6. Develop conceptual model with stakeholders, not the design.
7. Rapidly iterate design.
8. Share broadly. Be attentive to internal feedback.
9. Test continuously.
10. Take the time to produce brilliant experiences.

66. Copyright © 2012-2013 Brilliant Experience
Is he done?

67. John Whalen
@johnwhalen
User Research Strategy User Experience
BrilliantExperience.com