2. Me and my hashtags
Josh Seiden
www.proof-nyc.com
@jseiden
@proof_nyc
#leanUX
#leanStartup
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3. We’ll discuss...
• Making things people want
• What is Lean UX?
• An overview: how to put this into practice
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6. Making things people want
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7. Making things people want
• Most new products fail…
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8. Making things people want
• Most new products fail…
• …because they fail to offer things that people
want.
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9. Making things people want
• Most new products fail…
• …because they fail to offer things that people
want.
• Startup risk = market risk + technical risk +...
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10. WHAT IS LEAN UX?
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11. Should we build it?
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12. What is a startup?
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13. What is a startup?
“A startup is a temporary organization designed to
search for a repeatable and scalable business
model.” -- Steve Blank
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14. What is a startup?
“A startup is a temporary organization designed to
search for a repeatable and scalable business
model.” -- Steve Blank
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15. What is a startup?
“A startup is a temporary organization designed to
search for a repeatable and scalable business
model.” -- Steve Blank
These concepts apply to any attempt to create new
value in conditions of uncertainty, where small
failures do not pose life-threatening risk.
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16. Agile is not enough
Agile: “Working software is the primary
measure of progress.”
Lean Startup: “Validated learning is the
primary measure of progress.”
LeanUX: “Delivered value is the primary
measure of progress.”
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18. LeanUX and the Design of Business
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19. LeanUX and the Design of Business
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20. LeanUX and the Design of Business
Every decision you make about your offering is a
design decision.
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21. LeanUX and the Design of Business
Every decision you make about your offering is a
design decision.
Every design decision is an hypothesis.
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22. LeanUX and the Design of Business
Every decision you make about your offering is a
design decision.
Every design decision is an hypothesis.
Declare your assumptions and test them.
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23. LeanUX and the Design of Business
Every decision you make about your offering is a
design decision.
Every design decision is an hypothesis.
Declare your assumptions and test them.
Evaluate your results ruthlessly, and be prepared to
change course.
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24. Reduce Inventory, Risk and Waste
Make a Get
design feedback
decision from market
Concept credit: @clevergirl
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25. Reduce Inventory, Risk and Waste
This is
going to be
BIG!
Make a Get
design feedback
decision from market
Concept credit: @clevergirl
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26. Reduce Inventory, Risk and Waste
This is No one
going to be clicked.
BIG!
Make a Get
design feedback
decision from market
Concept credit: @clevergirl
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27. Reduce Inventory, Risk and Waste
This is No one
going to be clicked.
BIG!
Make a Get
design MONTHS feedback
decision from market
Concept credit: @clevergirl
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28. Reduce Inventory, Risk and Waste
This is No one
going to be clicked.
BIG!
Make a Get
design MONTHS feedback
decision from market
HOURS Concept credit: @clevergirl
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29. Less risk, more often
The old
way...
The new
way!
Concept credit: @clevergirl
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30. Nail it, then scale it. Key ideas…
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31. Nail it, then scale it. Key ideas…
• Prioritize learning over growth
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32. Nail it, then scale it. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
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33. Nail it, then scale it. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
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34. Nail it, then scale it. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
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35. Nail it, then scale it. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
• Get out of your own head
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36. Nail it, then scale it. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
• Get out of your own head
• Ruthlessly challenge your idea via experiments
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37. Nail it, then scale it. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
• Get out of your own head
• Ruthlessly challenge your idea via experiments
• Run fast iterations
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58. Discussion
• What methods and work styles did you observe?
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59. Discussion
• What methods and work styles did you observe?
• What challenges could you face when applying
these methods at your organization?
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60. LUXr’s 9 Principles for Lean Teams
1. Design + biz + development + ... = 1 product team.
2. Externalize!
3. Goal-driven and outcome-focused.
4. Repeatable and routinized.
5. Research with users is the best source of information.
6. Focus on solving the right problem.
7. Generate many options & decide quickly what to pursue.
8. Recognize hypotheses & validate them.
9. Rapid cycles: think/make/check.
Source: www.luxr.co
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61. Applying Lean Startup Methods
HOW TO: FOR PRACTITIONERS
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62. Process
To replace requirements with hypotheses:
1. Identify assumptions
2. Test the riskiest assumptions first
3. Express assumptions as hypotheses
4. Break hypotheses down into testable parts
5. Use MVPs to test your hypothesis
6. Get out of the building
7. Lather, rinse, and repeat
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63. Methods for Practitioners
1. Assumptions & Hypotheses
2. Experiments / MVPs
3. Customer Development
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65. Declare your assumptions
What assumptions do you have?
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66. Declare your assumptions
What assumptions do you have?
…about your customers and business?
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67. Declare your assumptions
What assumptions do you have?
…about your customers and business?
…that if proven false, will cause you to fail?
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68. What assumptions are we making?
What is the customer’s need?
What solution solves this need?
When and how is our product used?
Who are my initial customers?
How will I acquire my customers?
How will I make money?
My primary differentiator is what?
What risks could cause my business to fail?
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69. What is a hypothesis?
An hypothesis is a proposed explanation of
the way things work.
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70. What is a Hypothesis?
We believe that ________________.
...and:
We’ll know that we’re right when we see this
signal: ______________.
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71. What is a Hypothesis?
We believe that people will pay for a device that
makes it easier and more fun to surf the internet
from their living room couches.
...and:
We’ll know that we’re right when
1. People use our mockups without trouble.
2. People offer to pay when we offer to leave the
mockups with them.
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72. Methods for Practitioners
1. Assumptions & Hypotheses
2. Experiments / MVPs
3. Customer Development
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73. Creating experiments
1. Think about learning, not launching
2. Take an assumption and try to invalidate it in the
market with qualitative and quantitative methods.
3. Focus on being:
Scrappy
Focused
Creative
Measured
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74. Methods for Practitioners
1. Assumptions & Hypotheses
2. Experiments / MVPs
3. Customer Development
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75. Get out of the building
• Identify who do you want to talk to and what
you want to learn
• In other words, what assumptions will you test?
• Plan your interview themes as a team
• Collect evidence, debrief and share
• Use your visits for multiple purposes
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77. Key ideas…
• Prioritize learning over growth
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78. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
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79. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
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80. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
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81. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
• Get out of your own head
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82. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
• Get out of your own head
• Ruthlessly challenge your idea via experiments
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83. Key ideas…
• Prioritize learning over growth
• Prioritize making over analysis
• Frame your business as a set of hypotheses
• Reality testing
• Get out of your own head
• Ruthlessly challenge your idea via experiments
• Run fast iterations
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84. If you liked this talk, please follow @jseiden
THANK YOU! @proof_nyc
lets-talk@proof-nyc.com
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Editor's Notes
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Lean Startup is a management approach for innovation:\n Foundation: Lean manufacturing - reduce waste, respect for people, go to the source.\n Fertile ground: agile development, design thinking, technology infrastructure advances \n Steve Blank: Get out of the building to find a repeatable model.\n Eric Ries: Process is not enough - validate value.\n \n
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Making progress on features is false progress. In the Lean Startup model, the measure of progress is validated learning. In other words--proving your hypotheses. \n