An introduction to Lean UX, grounded in Lean Startup and Agile principles. A starting point for shifting today's organizations towards a safer sustainable approach to product design and development.
9. Marco Calzolari / Agile Reloaded / 2015
“ A human institution designed to
create a new product or service under
conditions of extreme uncertainty ”
Eric Ries
(Entrepreneur, Author)
STARTUP
24. Marco Calzolari / Agile Reloaded / 2015
PIVOT!
After working briefly at Twitter and Google,
Systrom opted to launch his own project,
Burbn, in 2009. The app was a check-in service
similar to Foursquare, and let users leave
messages for friends at different locations.
Systrom and his co-founder Mike Krieger
reportedly raised $500,000, led by Andreessen
Horowitz, for the project, but it didn't take off
like the founders had hoped.
The following year, Systrom and Krieger
applied some of the location and mobile
sharing features to a photo app, which they
called Instagram. That app attracted 25,000
users in its first day. Instagram was acquired
by Facebook for $730 million last year and
currently has more than 100 million users.
25. Marco Calzolari / Agile Reloaded / 2015
PIVOT!
Odeo intended to provide users with a simple
podcasting platform, but those plans were
upended in 2005 when Apple launched its own
podcasting solution through iTunes. As a
result, the company's leadership encouraged
employees to pitch other ideas for how to
move forward.
One employee, Jack Dorsey, pitched the idea
for a microblogging service called Twitter.
The rest is history.
26. Marco Calzolari / Agile Reloaded / 2015
PIVOT!
Andrew Mason launched The Point at the end
of 2006 with the goal of building a more
effective online fundraising tool for good
causes, which relied on a crowfunding model
similar to Kickstarter and Indiegogo — before
either of these sites launched. After about a
year, however, Mason says he came under
pressure from Lefkofsky to "figure out how
The Point was going to make money”.
They talked about the possibility of driving
revenue through ads or taking a cut of the
funds raised on the site, but then settled on a
third solution: collective buying. Campaigns
would only go through on The Point if enough
people signed up in advance to hit a tipping
point. Mason and his team decided to apply
this model to purchases by letting merchants
advertise goods or services at a discount that
would only go live if enough people signed up
in advance.
About a year later, Groupon was born.
27. Marco Calzolari / Agile Reloaded / 2015
PIVOT!
Dennis Crowley co-founded Dodgeball, a
location-based social app, in 2000 as a New
York University student. Five years later,
Dodgeball was acquired by Google. That
sounds like a dream, but for Crowley it turned
into a nightmare.
As Crowley admitted in one interview much
later, he and his co-founder Alex Rainert
thought Google was acquiring Dodgeball for
the product, but in reality, Google just wanted
the talent. Perhaps as a result, Crowley and
Rainert struggled to get the necessary
resources from Google to develop the project
and quit Google out of frustration in 2007.
But Crowley didn't pivot away from his
original idea. Rather, he decided to expand on
it with a new, independent company and a
new name: Foursquare. Whereas Dodgeball
had been built around texting, Foursquare
took the concept of a location-based social
network and focused it around the potential
of the smartphone experience.
34. Marco Calzolari / Agile Reloaded / 2015
LEAN UX
Principles
CROSS-FUNCTIONAL TEAMS
SMALL, DEDICATED, COLOCATED
OUTCOMES vs OUTPUT
PROBLEM FOCUSED TEAMS
REMOVE WASTE
SMALL BATCH SIZE
COUNTINUOUS DISCOVERY
GOOB!
SHARED UNDERSTANDING
EXTERNALISE WORK
MAKING OVER ANALYSIS
PERMISSION TO FAIL
GET OUT OF THE DELIVERABLE BUSINESS
40. Marco Calzolari / Agile Reloaded / 2015
Organizational
Shifts
OUTCOMES
ROLES
SKILLS
CROSS FUNCTIONAL TEAMS
WORKSPACE
NO MORE HEROES
NO BDUF
SPEED FIRST
VALUE PROBLEM SOLVING
UX DEBT MANAGEMENT
DON’T SELL DELIVERABLES
LEARN, ITERATE :)
41. Marco Calzolari / Agile Reloaded / 2015
R.O.T.I.
Return Of Time Invested
0 Lost Principle: No Benefit for Time Invested
1 a little better than 0
2 Break-Even: Benefit Equal to Time Invested
3 a little less than 4
4 High Return: Benefit Greater than Time Invested
42. Marco Calzolari / Agile Reloaded / 2015
THANK YOU VERY MUCH
@marcocalzolari
linkedin.com/in/marcocalzolari