Slides from my talk at the IA Konferenz, 2013, in Berlin, Germany.

1. Mar 5, 2013
IA Konferenz ‘13
User Experience Practice
in a Rapidly Changing
World
Josh Seiden
@jseiden
www.neo.com

2. Me and my #hashtags
Josh Seiden
www.neo.com
@neo_innovation
@jseiden
#leanUX
#leanStartup
#leanUXbook

3. 1. CHANGE IS THE NEW REALITY
2. ADAPTING OUR PRACTICE
3

4. 4
Old assumptions, new reality
4

5. 4
Old assumptions, new reality
4

6. 4
Old assumptions, new reality
4

7. Old assumptions, new reality

8. No more “Model Years”
6

9. No more “Model Years”
6

10. SOFTWARE
ENABLES
CONTINUOUS
CHANGE
7

11. Business
Design?
Business?
Design?
Coping with Continuous Production
Business?
Agile

12. Business
Design?
Business?
Design?
Coping with Continuous Production
Business?
Agile UX
Agile UX
Agile

13. Business
Design?
Business?
Design?
Coping with Continuous Production
Business?Lean Startup
Lean Startup
Agile UX
Agile UX
Agile

14. Business
Design?
Business?
Design?
Enterprise?
Business?Lean Startup
Lean Startup
Agile UX
Agile UX
Agile

15. SOFTWARE IS
EATING THE
WORLD.
10
Mark Andreessen,
WSJ, Aug 2011

16. HOW CAN WE
ADAPT OUR
PRACTICE TO THIS
NEW REALITY?
11

17. 12
THE PRINCIPLES
Resilience
over strength
Pull
over push
Risk
over safety
Systems
over objects
Compasses
over maps
Practice
over theory
Disobedience
over compliance
Emergence
over authority
Learning
over education
Text
h&p://www.media.mit.edu/about/principles

18. AGENDA
1. CONTINUOUS LEARNING
2. SMALL X-FUNCTIONAL TEAMS
3. ENABLE MAKING
4. MANAGE OUTCOMES
5. A NEW ORGANIZATION
13

19. 1CONTINUOUS LEARNING
14

20. Internet Mouse

21. Internet Mouse

22. Reduce Inventory, Risk and Waste
Make a
design
decision
Get feedback
from market
Concept credit: @clevergirl

23. Reduce Inventory, Risk and Waste
This is
going to
be BIG!
Make a
design
decision
Get feedback
from market
Concept credit: @clevergirl

24. Reduce Inventory, Risk and Waste
Nope.
This is
going to
be BIG!
Make a
design
decision
Get feedback
from market
Concept credit: @clevergirl

25. Reduce Inventory, Risk and Waste
Nope.
This is
going to
be BIG!
Make a
design
decision
MONTHS Get feedback
from market
Concept credit: @clevergirl

26. Reduce Inventory, Risk and Waste
Nope.
This is
going to
be BIG!
Make a
design
decision
MONTHS
HOURS
Get feedback
from market
Concept credit: @clevergirl

27. A system built on continuous learning
17
Risk
Diagram concept: @clevergirl
Learning!

28. Build it
18
Figure out if it works
Then

29. Build it
18
Figure out if it works
Then

30. 2SMALL X-FUNCTIONAL TEAMS
19

31. EVERY PROJECT
STARTS WITH
ASSUMPTIONS
20

32. CUSTOMER PROBLEM SOLUTION
BUSINESS
MODEL
COMPETITION
KEY COMPETITIVE
ADVANTAGE
CUSTOMER
OUTCOME
CUSTOMER
ACQUISITION
EARLY
ADOPTER
360° ASSUMPTIONS

33. Business
Design?
Business?
Design?
REMEMBER THIS?
Business?BUSINESS
Lean Startup
DESIGN
Agile UX
DEVELOPERS

34. Business
Design?
Business?
Design?
THIS DOESN’T WORK
Business?BUSINESS
DESIGN
Agile UX
DEVELOPERS

35. Small, dedicated, co-located & cross-functional

36. Small, dedicated, co-located & cross-functional

37. Small, dedicated, co-located & cross-functional
1. Two-pizza teams

38. Small, dedicated, co-located & cross-functional
1. Two-pizza teams
2. 1 project each

39. Small, dedicated, co-located & cross-functional
1. Two-pizza teams
2. 1 project each
3. 1 location (same time zone)

40. Small, dedicated, co-located & cross-functional
1. Two-pizza teams
2. 1 project each
3. 1 location (same time zone)
4. Self-sufficient

41. Case Study: PayPal

42. 3ENABLE MAKING
26

43. What’s the smallest thing we can build?
27

44. What’s the smallest thing we can build?
27

46. Twitter Bootstrap

47. Design Systems at GE
30

48. 4MANAGE OUTCOMES
31

49. Output, Outcome, Impact

50. Output, Outcome, Impact
§ Output: the software we build. The materials we produce. Easy
to measure. Example: A new log-in page.

51. Output, Outcome, Impact
§ Output: the software we build. The materials we produce. Easy
to measure. Example: A new log-in page.

52. Output, Outcome, Impact
§ Output: the software we build. The materials we produce. Easy
to measure. Example: A new log-in page.
§ Outcome: the change in the world after we deliver output.
Harder to measure. Example: increase user log-in rate.
§ Impact: the change we see over time.
Very hard to measure. Example: Our service is profitable.

53. Output

54. Outcome

55. Impact

56. Don’t manage output.
Instead, focus on outcomes.
Don’t make teams responsible for impact.

57. Case Study: TheLadders

58. Case Study: TheLadders
14%

60. Case Study: TheLadders

61. Case Study: TheLadders
63%

62. 5A NEW ORGANIZATION
40

63. Business
Design?
Business?
Design?
Enterprise?
Business?Lean Startup
Lean Startup
Agile UX
Agile UX
Agile

64. 42
Business model validation
Product validation
Small team

65. 42
Business model validation
Product validation
Small team
Culture / Infrastructure to support continuous learning
Stakeholders
Small-chunk, outcome-based, predictable funding
$$$

66. AGENDA
1. CONTINUOUS LEARNING
2. SMALL X-FUNCTIONAL TEAMS
3. ENABLE MAKING
4. MANAGE OUTCOMES
5. A NEW ORGANIZATION
43

67. THANK YOU!
@jseiden
www.leanuxbook.com
www.neo.com
44