Lean UX presented by Fabio Armani at the Bettersoftware 2012 Conference in september 2012. Cosa è Lean UX? User Centered Design x Lean Startup (Customer Development + approcci Lean & Agile). Per la prima volta, i metodi User Centered Design hanno il dovuto slancio nel mondo degli affari. Quando la comunità imprenditoriale comincia a misurare il valore dell'esperienza dell'utente, è il momento in cui essa investe su questo importante aspetto come un driver di valore, piuttosto che come un costo da minimizzare. Quando la scienza del Lean Startup include lo "user centered design" come uno dei suoi attrattori principali, noi progettisti abbiamo una nuova opportunità di fare grandi cose. In questo talk vorrei parlare dell'importanza del movimento Lean UX e di come questo possa condurre alla realizzazione di un team integrato che superi il semplice concetto di Product Owner, andando a definire un più vasto concetto di Product Ownership. Oltre alla trattazione teorica dei concetti fondamentali, verranno forniti esempi tratti dalle mie molteplici esperienze di Coaching e Consulting in diversi contesti con aziende di medie e grandi dimensioni.

1. openware
#LeanUX
|
@fabioarmani

2. About
me
• Fabio Armani
• CEO of OpenWare
• Artistic Director of Different Lands
• @fabioarmani
• f.armani@open-ware.org
• armani.fabio@gmail.com

3. Tradi6onal
UX
• User
Interviews
• Context
Inquiry
Lean
UX
Agile
UX
• Hypothesis
• Direct
interac5ons
• Experiment,
• Rapid
itera5ons
validated
learning
Anders Ramsay.com

4. Tradi6onal
UX
• Design,
Usability
• What
are
we
making?
Lean
UX
Agile
UX
• Measuring,
• Collabora6on,
valida6ng
product
Delivery
• Are
we
making
• How
do
we
make
the
right
thing?
it?
Anders Ramsay.com

5. What is Lean UX?
User Centered Design
x
Lean Startup (Customer Development
+ Lean & Agile approaches)
Anders Ramsay.com

7. Roots Of Lean Startup
make products
incremental
reduce
customer wants
releases
waste
#LeanUX
|
@fabioarmani

8. For the first time,
user centred design
methods have
momentum
in the business community

9. When the business community
begins to measure the value
of user experience,
they will
invest in it as a driver of value,
rather than a cost to be minimized

10. When the science of startups
includes user centred design
as one of its tent-poles,
we have
a new opportunity to do great things

11. Lean UX means...
• Tight collaboration of UX, Product
Management, Development
• Know your customers (users) and their needs
• Prioritize to reduce wasted effort
• Focus releases on specific user goals
• Externalize your ideas and your process
• Test design hypotheses rapidly and repeatedly
• Observing, learning, and adjusting with rapid
cycles of Think-Make-Check

12. Lean UX Cycles
Generative Research
Ideation
THINK
Mental models
Behaviour Models
Test Results
Competitive Analysis
MAKE
Prototypes
Wireframes
Value Prop
Landing Page
Hypotheses
Comps
Deployed Code
A/B Testing
Site Analytics
Usability Testing
CHECK
Funnel
Sign-ups
#LeanUX
|
@fabioarmani

13. Agile Sprints
Velocity
Points
Iterations Only
part
of
Continuous Deployment the
story!
S1 S2 S3 S4
Lean UX Cycles
Lean UX Cycles
Generative Research Reduce
cycle
Ideation THINK Lean
6me
not
Mental models build
6me
Behavior Models
Test Results
Competitive Analysis
MAKE Prototypes
Wireframes
Value Prop
Landing Page
A/B Testing Hypotheses
Site Analytics Comps
Usability Testing Deployed Code
Funnel
Sign-ups CHECK
#LeanUX
|
@fabioarmani

14. Lean UX Framework
Lean UX Framework
Users
Users
why 1. BLAH
why
what Needs 2. BLAH
1. BLAH
Needs
3. BLAH
2. BLAH ople
what
how pe
3. BLAH
uct ple
pro d peo
how
BUSINESS THINKING uct
Bob can... pro d
BUSINESS THINKING
Uses/Scenarios Bob can...
Uses/Scenarios
Features
(CREATE SKETCHES,
Features
WIREFRAMES & PIXELS)
(CREATE SKETCHES, This Week
WIREFRAMES & PIXELS)
User Stories This Week
Themed Releases
User Stories
Themed Releases

17. Solving
problem
together
Every
member
of
your
team
is
present
during
brainstorming
for
new
projects
#LeanUX
|
@fabioarmani

18. Sketch
Help
them
visualize
their
ideas
and
come
to
a
consensus
#LeanUX
|
@fabioarmani

19. Prototype
Get
to
a
product
experience
as
quickly
as
possible
#LeanUX
|
@fabioarmani

20. Prototype
Get
to
a
product
experience
as
quickly
as
possible

21. Pair
your
developers
and
designers
Have
developers
and
designers
pair
up
to
create
the
user
interfaces
#LeanUX
|
@fabioarmani

22. Create
a
style
guide
Codify
your
design
elements
in
paRern
libraries
and
code
repositories
#LeanUX
|
@fabioarmani

23. Why? Who? What? How?
Create & Delivery
Refine & Evolve

28. Gather customer, business, and technical
insights that provide insight into customer
and business goals and identify opportunities
for inspiration, improvement, and innovation.

31. We
place
the
customer
at
the
heart
of
our
design
thinking
to
produce
a
mul6tude
of
ideas
to
create
different
opportuni6es.

34. We
elaborate
on
the
vision
and
plan
what
we’ll
need
to
do
to
get
a
product
into
produc6on
as
quickly
as
possible.

37. We
think
about
the
cri6cal
path
and,
as
in
lean
manufacturing,
produce
our
design
inventory
just
in
6me.

40. You
then
seek
to
con6nuously
improve
your
product
through
a
process
of
test
and
learn.

42. Agile experience design is
Inclusive rather than elitist
Emergent with direction rather than up front
Integrated and collaborative rather than handed over the fence
Considerate of customer, rather than biased toward a single
business and technology needs factor

44. Agile
Business
AXD
enable
Technology
Customer
Design

47. Lean UX
Inspired by Lean Startup and Agile development theories, it’s
the practice of bringing the true nature of our work to light
faster, with less emphasis on deliverables and greater focus on
the actual experience being designed.
Jeff Gothelf
#LeanUX
|
@fabioarmani

48. Agile
• Individuals and interactions over processes and tools
• Working software over comprehensive documentation
• Customer collaboration over contract negotiation
• Responding to change over following a plan
Lean
Lean Startup initially advocates the creation of rapid prototypes
designed to test market assumptions, and uses customer
feedback to evolve them much faster than via more traditional
software engineering practices.
#LeanUX
|
@fabioarmani

49. 12
emerging
best
prac6ces
• Drive: UX practitioners are part of the customer or product owner team
• Research, model, and design up front - but only just enough
• Chunk your design work
• Use parallel track development to work ahead, and follow behind
• Buy design time with complex engineering stories
• Cultivate a user validation group for use for continuous user validation
• Schedule continuous user research in a separate track from
development
• Leverage user time for multiple activities
• Use RITE to iterate UI before development
• Prototype in low fidelity
• Treat prototype as specification
• Become a design facilitator

50. Johnny Rotten

52. Don't know what I want, but I
know how to get it

53. Don't know what I want, but I
know how to get it
Sex Pistol’s Anarchy in the UK

54. We know what we want. Can you
estimate how long it will take to build?

55. We know what we want. Can you
estimate how long it will take to build?

56. We need to get these requirements
nailed down ….fore we can start
development.

57. We need to get these requirements
nailed down before we can start
development.

58. We use an iterative and
incremental agile process

61. Potentially shippable product
increment

62. ?
Potentially shippable product
increment

63. Iterating and incrementing are
separate ideas
hRp://www.agileproductdesign.com/blog/dont_know_what_i_want.html

64. Incremen6ng
Iterating and incrementing are
separate ideas

65. 1.
Someone
in
the
business
has
an
idea

66. 1.
Someone
in
the
business
has
an
idea

67. 2.
The
development
team
decompose
the
idea
into
stories
As a user
I want to …
so that …

68. 2.
The
development
team
decompose
the
idea
into
stories

69. 4.
The
team
delivers
in
increments,
tackling
the
technically
hardest
func6onality
first

70. 5.
They
deliver
high-­‐quality
stories
on
6me
and
on
budget,
adding
func6onality
itera6vely.

71. 6.
Yet
the
end
result
is
not
quite
what
everyone
expected!

74. The
process
is
far
from
ideal

75. Itera6ng
Itera6ng
and
incremen6ng
are
separate
ideas

76. Let’s
see
if
we
can
fix
it
by
injec6ng
some
user
experience

77. 1.
Someone
in
the
business
sees
an
opportunity

78. 1.
Someone
in
the
business
sees
an
opportunity

79. 2.
A
cross-­‐func6onal
team
comes
together

80. 3.
Everyone
has
lots
of
different
ideas

81. 3.
Everyone
has
lots
of
different
ideas

82. 4.
Everyone
collaborates
to
reach
a
shared
understanding
We
could
use
that
landscape

83. 5.
They
discover
new
ideas
by
gefng
out
of
the
office

84. 6.
Rapid
sketching
brings
the
vision
to
life

85. 7.
With
a
clearer
vision
we
produce,
priori6ze,
and
es6mate
user
stories
and
create
a
development
plan

86. 8.
Detail
emerges
throughout
the
development
process,
directed
by
the
vision

87. 8.
Detail
emerges
throughout
the
development
process,
directed
by
the
vision

88. The
result
is
a
useful,
usable
and
desirable
product

90. This is not a return to big, up-
front design

91. we Iterate for multiple reasons

92. we iterate to find the right
solution

93. then given some good
candidate solution, we might
then iterate to improve a
candidate solution

94. we Increment for multiple
reasons

95. we use incrementing to
gradually build up functionality

96. we release incrementally so that
we actually get that business
value we're chasing.

97. Itera6ve-­‐incremental
iterativity
Spiral model
Agile
space
incrementalness
Waterfall
Staged delivery
http://samipoimala.com/it/2010/04/16/iterations-and-increments-explained/
#LeanUX
|
@fabioarmani

98. Design-­‐led
par6cipa6on
Design focus
Agency
Participatory
Participation & collaboration
approach
design
Expert led
Enterprise
approach
Research focus
#LeanUX
|
@fabioarmani

99. Designers
and
developers
paring
hRp://www.uxmindset.com

100. hRp://www.uxmindset.com/2011/11/lean-­‐ux-­‐agile-­‐development-­‐the-­‐next-­‐big-­‐thing-­‐in-­‐sokware-­‐development/

101. The
life
of
a
story
Week
1
Week
2
Week
3
Week
4
Iteration1
Itera6on
Planning
Mee6ng
Story
Planning
Mee6ng
Showcase
Design
Review
Mee6ng
Retrospec6ve
Analysis & Design Code Test / Deploy
Iteration2
Itera6on
Planning
Mee6ng
Story
Planning
Mee6ng
Showcase
Design
Review
Mee6ng
Retrospec6ve
Analysis & Design Code Test / Deploy

102. Adding Design
into the Mix

103. Design
works
ahead
of
development
…
Itera*on
0
Itera*on
1
Itera*on
2
Itera*on
3
Developers
Set up
Code
Code
Code
environments
Designers
Design for
Design for
Design for
Design for
Iteration 3
Iteration 4
Iteration 1
Iteration 2
Test completed
Test completed
code
code
Design and test future concepts

104. Working as a
team

107. UX
Prod
Dev
QA

108. a shared goal

110. co-creation

112. one in front: providing design and defining
interaction behaviour for the stories

113. one in front: providing design and defining
interaction behaviour for the stories

114. clarifying: supporting the developer in the
iteration with the design

115. clarifying: supporting the developer in the
iteration with the design

116. testing: testing the story with customer

117. testing: testing the story with customer

118. Design spikes and evolving vision: defining
and driving the vision to ensure design
coherence and creative integrity

119. Design spikes and evolving vision: defining
and driving the vision to ensure design
coherence and creative integrity

120. What
we
really
need
is
a
shared
accountability
model…

121. a
team
of
people,
each
of
whom
work
together
as
part
of
the
team…

122. a
team
of
people,
each
of
whom
work
together
as
part
of
the
team…
#LeanUX
|
@fabioarmani

123. What Lean UX is…
#LeanUX
|
@fabioarmani

124. Lean UX
User Centered Design
x
Lean Startup (Customer Development
+ Lean & Agile approaches)

125. Fabio Armani"
CEO OpenWare"
f.armani@open-ware.org"
@fabioarmani"