The Build, Measure, Learn loop is at the center of the Lean Startup approach, which is becoming increasingly popular among companies of all sizes. While the framework calls for very UX-friendly processes, such as collecting iterative feedback and focusing on building a Minimal Viable Product (MVP) required for doing so, the way most companies implement Build, Measure, Learn is broken and reinforces bad old habits of building first, assuming later. Many engineering teams use Build Measure Learn as an excuse to jump into building a skeleton version of a product, assuming that they can only get good feedback once they have working code. While most of us know you should incorporate research earlier, and the Lean Startup approach actually calls for it, it can be hard to change the minds of development-centered thinkers. In this session, I’ll provide an overview of the Lean Startup and Build Measure Learn framework, pros and cons of these approaches, and tips for teams to utilize these approaches to infuse learning into their process as soon as possible.

1. Hello
UX Y’all!
Advanced Aerial Photography

2. @MandaLaceyS | #UXyall2018
Build Measure Learn
is broken

3. @MandaLaceyS | #UXyall2018

4. What is The Lean Startup,
again?
@MandaLaceyS | #UXyall2018

5. Lean Startup
A method to develop new businesses and
products that addresses
uncertainty and risk
through cycles of rapid experimentation.
@MandaLaceyS | #UXyall2018

6. Art by Allie Brosh
@MandaLaceyS | #UXyall2018

7. @MandaLaceyS | #UXyall2018

8. @MandaLaceyS | #UXyall2018

9. @MandaLaceyS | #UXDS
@MandaLaceyS | #UXyall2018

10. Lean Startup Concepts
Entrepreneurship is everywhere.
Entrepreneurship is management.
Innovation Accounting.
Validated Learning.
Build. Measure. Learn.
@MandaLaceyS | #UXyall2018

11. 11
Basically,
it’s science
applied to
business.
@MandaLaceyS | #UXyall2018

12. Observe
Question
Hypothesize
Experiment
Conclusion
@MandaLaceyS | #UXyall2018

13. TLDR;
Lean startup is a
an approach
meant to help you
not build stupid
stuff. @MandaLaceyS | #UXyall2018

14. Build.
Measure.
Learn.
@MandaLaceyS | #UXyall2018

15. Build
@MandaLaceyS | #UXyall2018

16. Minimum
Viable
Product
@MandaLaceyS | #UXyall2018

17. GOOD MVP
@MandaLaceyS | #UXyall2018

18. GOOD ITERATION
@MandaLaceyS | #UXyall2018

19. GOOD ITERATION
@MandaLaceyS | #UXyall2018

20. GOOD ITERATION
@MandaLaceyS | #UXyall2018

21. NOT MINIMUM
@MandaLaceyS | #UXyall2018

22. NOT VIABLE
@MandaLaceyS | #UXyall2018

23. NOT HALF-Baked
NOT VIABLE
@MandaLaceyS | #UXyall2018

24. Not cool.
@MandaLaceyS | #UXyall2018

25. DA REAL
MVP
Enough to learn
from
NOT half baked
NOT a bad
experience
NOT necessarily
code
@MandaLaceyS | #UXyall2018

26. Measure
@MandaLaceyS | #UXyall2018

27. Validated Learning
@MandaLaceyS | #UXyall2018

28. Actionable MetricsVanity Metrics*
Anything that looks
good but doesn’t help
you make a decision
Examples:
• Facebook likes
• Pageviews
• Event attendees
Tied to specific,
repeatable tasks and
help you decide
whether you’re
succeeding or not
Examples:
• Revenue per
customer
• Retention rate
• Customer source
@MandaLaceyS | #UXyall2018

29. *Metric
Caveat
@MandaLaceyS | #UXyall2018

30. Learn
@MandaLaceyS | #UXyall2018

31. 31
Pivot! Pivot! PIVOT!
@MandaLaceyS | #UXyall2018

32. 32
@MandaLaceyS | #UXyall2018

33. Observe
Question
Hypothesize
Experiment
Conclusion
@MandaLaceyS | #UXyall2018

34. Observe
Question
Hypothesize
Experiment
Conclusion
@MandaLaceyS | #UXyall2018
Learn
Measure
Build

35. Observe
Question
Hypothesize
Experiment
Conclusion
@MandaLaceyS | #UXyall2018
Learn
Measure
Build
??
??
??

36. Art by Allie Brosh
@MandaLaceyS | #UXyall2018

37. 37
Image from http://theleanstartup.com/principles
@MandaLaceyS | #UXyall2018

38. @MandaLaceyS | #UXyall2018

39. @MandaLaceyS | #UXyall2018

40. Start here!!
@MandaLaceyS | #UXyall2018

41. 1.Observe stuff and find problems
@MandaLaceyS | #UXyall2018

42. 42
Interview
@MandaLaceyS | #UXyall2018

43. Diary
Study
or
Experience
Sampling
@MandaLaceyS | #UXyall2018

44. Interviews, diary
studies, experience
mapping, etc.
Experience Map
@MandaLaceyS | #UXyall2018

45. 45
@MandaLaceyS | #UXyall2018

46. The cat doesn’t have a bed, causing him
to look for other places to sleep.
@MandaLaceyS | #UXyall2018

47. NOT: We should build a cat bed.
@MandaLaceyS | #UXyall2018

48. NOT: The cat is too big for the box.
@MandaLaceyS | #UXyall2018

49. 2.Make a clear hypothesis
@MandaLaceyS | #UXyall2018

50. If we [do, build, provide x thing],
then [these people]
will [some desirable outcome].
We’ll know when [actionable
metrics].
@MandaLaceyS | #UXyall2018

51. 51
If we build a comfy nap place,
then Sammy
won’t sleep on my keyboard.
We’ll know this when I’m able to
do 2 hours of uninterrupted work 5
days in a row.
@MandaLaceyS | #UXyall2018

52. 3.Design your experiment
@MandaLaceyS | #UXyall2018

53. Usability
Test
Usability Tests
@MandaLaceyS | #UXyall2018

54. A/B
Tests
@MandaLaceyS | #UXyall2018

55. Wizard of Oz
@MandaLaceyS | #UXyall2018

56. Ad Tests
@MandaLaceyS | #UXyall2018

57. 4.
Generate solutions together
[Aka figure out what your MVP is]
@MandaLaceyS | #UXyall2018

58. Participatory Design
@MandaLaceyS | #UXyall2018

59. 6 up, 1 ups
Idea
IdeaIdeaIdea
IdeaIdea
6 Ideas
@MandaLaceyS | #UXyall2018

60. Idea
Best Idea Notes
@MandaLaceyS | #UXyall2018
6 up, 1 ups

61. 61
@MandaLaceyS | #UXyall2018

62. 62
@MandaLaceyS | #UXyall2018

63. 63
@MandaLaceyS | #UXyall2018

64. 64
@MandaLaceyS | #UXyall2018

65. 5.
THEN run your test and
decide what to do
@MandaLaceyS | #UXyall2018

66. Aim to reduce cycle time.
Not build time.
@MandaLaceyS | #UXyall2018

67. @MandaLaceyS | #UXyall2018
Aim to reduce cycle time.

68. Thank you!
@MandaLaceyS
Stockwell Strategy

69. 2x=4 >
@UXDC @MandaLaceyS | #UXDC2

70. 70

71. 71

72. 72

73. 73

74. 74

75. 75