1. LEAN UX METHODS
General Assembly
Aug 24, 2011
Josh Seiden, @jseiden
2.
3. Blog it!
Josh Seiden @jseiden #leanUX
www.luxr.co @luxrco #leanStartup
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4. Three parts
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5. Three parts
Making things people want
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6. Three parts
Making things people want
Lean User Experience
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7. Three parts
Making things people want
Lean User Experience
Methods: Getting started
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8. Making things people want
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9. Making things people want
Most startups fail…
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10. Making things people want
Most startups fail…
…because they fail to create offerings that people
want.
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11. Making things people want
Most startups fail…
…because they fail to create offerings that people
want.
Startup risk = market risk + technical risk.
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12. Making things people want
Most startups fail…
…because they fail to create offerings that people
want.
Startup risk = market risk + technical risk.
Lean Startup is a management approach that
entrepreneurs can use to reduce market risk.
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17. Making things people want…
“Customer Development is the process of how you get
out of the building and search for the model.
Customer Development is designed so that you the
founder(s) gather first hand experience about
customer and market needs.”
SteveBlank.com, 5/13/2010
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18. In other words…
“Go speak (in person if possible) with living, breathing
customers to determine the validity of your
assumptions.”
“The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits
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19. Design is hard for startups
Designers are experts in
making things people want.
But…
Many kinds of design
Many kinds of designers
Design is expensive
Outsourcing = bad idea
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20. Design is hard for startups
Designers are experts in
making things people want.
But…
Many kinds of design
Many kinds of designers
Design is expensive
Outsourcing = bad idea
Image credit: Jesse James Garret
www.luxr.co License: Creative Commons Attribution-
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21. Design is hard for startups
Designers are experts in
making things people want.
But…
Many kinds of design
Many kinds of designers
Image credit: Jesse James Garret
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22. Design is hard for startups
Designers are experts in
making things people want.
But…
Many kinds of design
Many kinds of designers
Design is expensive
Image credit: Jesse James Garret
www.luxr.co License: Creative Commons Attribution-
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23. Design is hard for startups
Designers are experts in
making things people want.
But…
Many kinds of design
Many kinds of designers
Design is expensive
Outsourcing = bad idea
Image credit: Jesse James Garret
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24. LEAN UX
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25. Hat Tip
Janice Fraser Lane Halley
@clevergirl @thinknow
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26. What is Lean UX?
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27. What is Lean UX?
An approach to User Experience for Lean Startups
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28. What is Lean UX?
An approach to User Experience for Lean Startups
Every decision you make about your offering is a
design decision.
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29. What is Lean UX?
An approach to User Experience for Lean Startups
Every decision you make about your offering is a
design decision.
Every design decision is an hypothesis.
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30. What is Lean UX?
An approach to User Experience for Lean Startups
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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35. Think, make, check. Build, measure, learn.
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36. Lean UX Principles
1. Design + product management + development = 1
product team.
2. Externalize!
3. Research with users is the best source of information
4. Focus on solving the right problem.
5. Generate many options and decide quickly which to
pursue
6. Recognize hypotheses & validate them
7. Rapid cycles: think/make/check
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38. In practice…
LEAN UX METHODS
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39. Eight (plus 1) methods for Lean UX
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40. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
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41. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
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42. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
3. Minimum viable product
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43. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
3. Minimum viable product
4. Get out of the building
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44. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
3. Minimum viable product
4. Get out of the building
5. Dump and sort
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45. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
3. Minimum viable product
4. Get out of the building
5. Dump and sort
6. Make a model
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46. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
3. Minimum viable product
4. Get out of the building
5. Dump and sort
6. Make a model
7. Sketching
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47. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
3. Minimum viable product
4. Get out of the building
5. Dump and sort
6. Make a model
7. Sketching
8. Pairing
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48. Eight (plus 1) methods for Lean UX
1. Declare your assumptions
2. Write the test first
3. Minimum viable product
4. Get out of the building
5. Dump and sort
6. Make a model
7. Sketching
8. Pairing
9. Get out of the building (again.)
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49. Method 1: Declare your assumptions
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50. Method 1: Declare your assumptions
What assumptions do you have?
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51. Method 1: Declare your assumptions
What assumptions do you have?
…about your customers?
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52. Method 1: Declare your assumptions
What assumptions do you have?
…about your customers?
…that if proven false, will cause you to fail?
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53. What assumptions are we making?
Who is the user? Who is the customer?
Where does our product fit in their work or life?
What problems does our product solve?
When and how is our product used?
What features are important?
How should our product look and behave?
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54. Method 2: Write the test first
We believe that person type has trouble/need/desire doing
problem/oppty.
We will know we have succeeded when qualitative and
quantitative outcome. This will improve KPI.
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55. Method 3: Minimum Viable Product
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56. Method 3: Minimum Viable Product
What is the smallest thing we can make to test
our hypothesis?
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57. Method 3: Minimum Viable Product
What is the smallest thing we can make to test
our hypothesis?
The answer to this question is your MVP.
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58. Method 4: 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 artifacts, debrief and share
Use your visits for multiple purposes
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59. Sample interview flow
Warm-up questions to set context
“Tell me a little about yourself…”
Talk about real events, avoid conjecture
“Tell me about a recent time when you…”
Show demos/sketches later in meeting
“Show me how you would use this to…”
Express appreciation “Thanks for your time!”
If the interview went well, it’s OK to ask if you can
contact them again later
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60. Method 5: Dump and sort synthesis
Make sense of what you learned
Whole team activity
What did we observe?
One observation per sticky note
Group into themes
What assumptions did we confirm? Which ones did
we disprove?
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61. Method 6: Models
Externalize what you know:
Make it concrete by drawing it.
Make it visible by posting on a wall.
What do you know about people? Make personas.
What do you know about how they work? Make
workflow diagrams.
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64. Method 7: Sketching
Goal is to get to wireframes first
Draw the workflow first
Try different approaches
Draw the whole process
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65. Method 7: Sketching
Draw the workflow first
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66. Method 7: Sketching
Try different approaches
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67. Method 7: Sketching
Draw the whole process
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68. Method 8: Pairing
Pair with pixel and code specialists
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69. Method 9: Get out of the building again!
This time re-focus to test what you’ve made.
Even so, start by listening, then show.
Ask, “can you do?” Not, “Would you do?”
Observe, listen, don’t sell.
Look for stumbling blocks.
Be a learner.
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70. The Lean UX Cycle
Declare your assumptions.
Write the test first.
What can I make today?
Get out of the building.
Synthesize.
Draw.
Evaluate.
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71. Want to attend a workshop? Tweet #LUXiNYC to @LUXrCo
THANK YOU!
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Notas del editor
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Eric Ries, “Lean Startup”\n Steve Blank, “Four Steps to the Epiphany”\n Lean Manufacturing and Lean thinking\n If you make something people don’t want, your work is wasted. \n Agile software development\n SaaS, open source platforms, internet development frameworks\n Balanced Team\n
Eric Ries, “Lean Startup”\n Steve Blank, “Four Steps to the Epiphany”\n Lean Manufacturing and Lean thinking\n If you make something people don’t want, your work is wasted. \n Agile software development\n SaaS, open source platforms, internet development frameworks\n Balanced Team\n
Eric Ries, “Lean Startup”\n Steve Blank, “Four Steps to the Epiphany”\n Lean Manufacturing and Lean thinking\n If you make something people don’t want, your work is wasted. \n Agile software development\n SaaS, open source platforms, internet development frameworks\n Balanced Team\n
Eric Ries, “Lean Startup”\n Steve Blank, “Four Steps to the Epiphany”\n Lean Manufacturing and Lean thinking\n If you make something people don’t want, your work is wasted. \n Agile software development\n SaaS, open source platforms, internet development frameworks\n Balanced Team\n
Eric Ries, “Lean Startup”\n Steve Blank, “Four Steps to the Epiphany”\n Lean Manufacturing and Lean thinking\n If you make something people don’t want, your work is wasted. \n Agile software development\n SaaS, open source platforms, internet development frameworks\n Balanced Team\n
Eric Ries, “Lean Startup”\n Steve Blank, “Four Steps to the Epiphany”\n Lean Manufacturing and Lean thinking\n If you make something people don’t want, your work is wasted. \n Agile software development\n SaaS, open source platforms, internet development frameworks\n Balanced Team\n
Eric Ries, “Lean Startup”\n Steve Blank, “Four Steps to the Epiphany”\n Lean Manufacturing and Lean thinking\n If you make something people don’t want, your work is wasted. \n Agile software development\n SaaS, open source platforms, internet development frameworks\n Balanced Team\n
\n\nImage © Brant Cooper\n
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Assumptions is the big word here.\n
<why design is hard for startups>\n<don&#x2019;t outsource design>\n<design is a whole-team activity>\n<design is a deep stack, more than pixels>\n\n<liquidnet case study>\n
<why design is hard for startups>\n<don&#x2019;t outsource design>\n<design is a whole-team activity>\n<design is a deep stack, more than pixels>\n\n<liquidnet case study>\n
<why design is hard for startups>\n<don&#x2019;t outsource design>\n<design is a whole-team activity>\n<design is a deep stack, more than pixels>\n\n<liquidnet case study>\n
<why design is hard for startups>\n<don&#x2019;t outsource design>\n<design is a whole-team activity>\n<design is a deep stack, more than pixels>\n\n<liquidnet case study>\n
<why design is hard for startups>\n<don&#x2019;t outsource design>\n<design is a whole-team activity>\n<design is a deep stack, more than pixels>\n\n<liquidnet case study>\n
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An approach to doing UX design in a Lean Startup context.\nEvery decision you make about your offering is a design decision.\nEvery design decision is a hypothesis.\nHow to be lean? How to reduce risk? What is the smallest thing you can make to test your hypothesis?\nKey methods description (collaborative, lightweight, routinized, external, diverge/converge)\nDeclare your assumptions and test them\nThink make check\n
An approach to doing UX design in a Lean Startup context.\nEvery decision you make about your offering is a design decision.\nEvery design decision is a hypothesis.\nHow to be lean? How to reduce risk? What is the smallest thing you can make to test your hypothesis?\nKey methods description (collaborative, lightweight, routinized, external, diverge/converge)\nDeclare your assumptions and test them\nThink make check\n
An approach to doing UX design in a Lean Startup context.\nEvery decision you make about your offering is a design decision.\nEvery design decision is a hypothesis.\nHow to be lean? How to reduce risk? What is the smallest thing you can make to test your hypothesis?\nKey methods description (collaborative, lightweight, routinized, external, diverge/converge)\nDeclare your assumptions and test them\nThink make check\n
An approach to doing UX design in a Lean Startup context.\nEvery decision you make about your offering is a design decision.\nEvery design decision is a hypothesis.\nHow to be lean? How to reduce risk? What is the smallest thing you can make to test your hypothesis?\nKey methods description (collaborative, lightweight, routinized, external, diverge/converge)\nDeclare your assumptions and test them\nThink make check\n
An approach to doing UX design in a Lean Startup context.\nEvery decision you make about your offering is a design decision.\nEvery design decision is a hypothesis.\nHow to be lean? How to reduce risk? What is the smallest thing you can make to test your hypothesis?\nKey methods description (collaborative, lightweight, routinized, external, diverge/converge)\nDeclare your assumptions and test them\nThink make check\n
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Done continuously.\nTesting assumptions is both a habit of mind and a process.\nBuild muscle.\n
An approach to doing UX design in a Lean Startup context.\nEvery decision you make about your offering is a design decision.\nEvery design decision is a hypothesis.\nHow to be lean? How to reduce risk? What is the smallest thing you can make to test your hypothesis?\nKey methods description (collaborative, lightweight, routinized, external, diverge/converge)\nDeclare your assumptions and test them\nThink make check\n
An approach to doing UX design in a Lean Startup context.\nEvery decision you make about your offering is a design decision.\nEvery design decision is a hypothesis.\nHow to be lean? How to reduce risk? What is the smallest thing you can make to test your hypothesis?\nKey methods description (collaborative, lightweight, routinized, external, diverge/converge)\nDeclare your assumptions and test them\nThink make check\n
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Figure out where in the stack your candidate has worked\n
Figure out where in the stack your candidate has worked\n
Figure out where in the stack your candidate has worked\n