1. DIVANTE LTD | 02/03/2014
LEAN UX explained.
Anna Lankauf

2. Let’s say you run an
e-commerce company
selling lingerie for
men and women.
Underwear by Claire Jones, Underwear by Juan Pablo Bravo , Decrease by Rediffusion from The Noun Project
2
You have observed a
decreasing number of sales
and revenue for a few
months.
What do you do?

3. You think of some ideas of changes in
your estore that might help you, e.g.:
Special offers,
Bra fitting consultancy through the estore,
Gift wrapping,
New product categories like dresses and outwear.
But which one would actually
help for real?
Discount by Ricardo Moreira, Headset by Marwa Boukarim, Gift by Andrew Richardson, Dress by iconoci from The Noun Project
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4. You are unable to
know which method
would be the best.
You need to test it!
Signpost by Mister Pixel from The Noun Project
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That’s when Lean UX comes in.

5. Lean User Experience
is an approach in Interaction
Design which tests different
methods of achieving a goal
(hypotheses)…
Test Tube by Olivier Guin from The Noun Project
5
to find out which one would
actually do it before any
major investments in
deploying it.

6. The goal:
Significantly increased monthly revenue
Considered methods of
achieving the goal (hypotheses):
Special offers,
Bra fitting consultancy through the estore,
Gift wrapping,
New product categories like dresses and outwear.
Target by Leinad Lehmko, Discount by Ricardo Moreira, Headset by Marwa Boukarim, Gift by Andrew Richardson, Dress by iconoci from The Noun Project
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7. Lean User Experience process
7
BUILD
DESIGN
UNDERSTAND THE PROBLEM
MEASURE
LEARN
INVESTMENT
KNOWLEDGE
INVESTMENT
Light Bulb by Blake Thomas, Test Tube by Olivier Guin, Layout by vijay sekhar, Owl by Matthew Hock from The Noun Project.

8. We create an MVP, the smallest
possible thing which can answer
the question „Would Hypothesis 1
achieve our goal?
We repeat the DESIGN–MEASSURE–LEARN loop until we
confirm any hypothesis. This is called ITERATION.
How can we test hypotheses?
DESIGN
MEASURE
LEARN
We collect real data from your
users on how the MVP behaves.
We look for a sign that the
Hypothesis 1 is true. If we can’t
find it, we go back and test
another hypothesis.
8

9. Hypothesis: Bra fitting consultancy through the estore would make
the online purchase of a bra safer regarding fit of the bra and size
choice, which would cause sales increase.
A sign which confirms the hypothesis: A statistically significant
increase in a number of purchases initiated by the product pages with
„Need a bra-fitting consultancy” button compared to the number of
purchases initiated by product pages without the button.
An example of a Minimum Viable
Product (MVP)
MVP: A „Need a bra-fitting consultancy”
button right next to the size choice in half of
the bra product pages. The button would do
no more than just count how many times it
has been clicked by a user.
Need a bra-fitting
consultancy?
Choose your size:
32
A
34
C
34
D
38
D
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10. Building an MVP is much
cheaper and faster than a
full-scale feature or a
service.
By testing it, you know if
you have taken the right
turn in your business much
sooner.
10Piggy Bank by Patrick Brentano, Turn by Alex AS from The Noun Project

11. You can test which method would
increase your revenue before you invest
in:
building a new feature,
building a new service,
building a new distribution channel,
hiring new people.
And save a lot of money.
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12. Benefits
Take minimum risk of new investments.
Changes which won’t be benefitial enough to your business will be detected early
in the process and iterated until they make your business grow. You won’t deploy
features which are doubtful or derive from premonitions.
Minimize the time necessary to make right decisions.
Getting to the right point will take less time, since you thoroughly test all the new
features in your ecommerce and launch only the ones which are benefitial to your
business. No more time wasted on bad solutions any more.
Make rational and accurate decisions.
Testing and iterating based on hard data will minimize bad decisions.
Be flexible to market changes.
Respond accurately to any changing environment faster and be one step ahead
from your competition.
90%
Hour Glass by Laura Beggs, Statistics by Calvin Ng, Mountain Climbing by Juan Pablo Bravo from The Noun Project 12

13. Ready to give it a try?
Contact us:
0048 727 400 789
info@divanteltd.com
divanteltd.com/contact
Link by David Waschbüsch from The Noun Project 13

14. Divante Ltd,
Kościuszki Street 14,
50-038 Wrocław,
Phone: +48 71 342 24 06,
email: info@divanteltd.com
• www.divanteltd.com