Build the Right Product with Lean UX
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What is Lean UX? Uncertainty / Fidelity 3 Stages of Product Development Choosing the Right Fidelity
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Build the Right Product with Lean UX
- 1. © Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0 Build the Right Product with Lean UX CF SF/LA PM Lunch October 25, 2017 Mike Long, Design Manager at Pivotal @mblongii
- 2. Build the Right Product with Lean UX CF PM Lunch October 25, 2017 Mike Long, Design Manager at Pivotal @mblongii Agenda: My Background What is Lean UX? Uncertainty / Fidelity 3 Stages of Product Development Choosing the Right Fidelity Q&A
- 3. San Francisco AustinNew YorkSeattle I’ve Lived and Worked In… Dallas
- 4. I’ve worked for and with…
- 5. 5 Principles of Lean 1. Value a. How much value does a Customer place on our product or service? 2. The value stream a. End-to-end product lifecycle and all of the waste involved 3. Flow a. If the value chain stops at any point, waste will occur 4. Pull a. We do not make anything until the customer orders it 5. Perfection a. Continuously remove the root cause of poor quality from production processes http://www.maskell.com/lean_accounting/subpages/lean_manufacturing/lt_the_principles_of_lean_manufacturing.html
- 6. 5 Principles of Great UX 1. Be contextual a. Ensure that users are aware of where they are in their journey 2. Be human a. Provide human interactions over machine-like interactions 3. Be findable a. Establish a strong information scent 4. Be easy a. Consistency, clarity, a strong visual hierarchy 5. Be simple a. Avoid distractions, jargon, and long loading times https://www.uxmatters.com/mt/archives/2014/11/fundamental-principles-of-great-ux-design-how-to-deliver-great-ux-design.php
- 7. Lean UX Manifesto We are developing a way to create digital experiences that are valued by our end users. Through this work, we hold in high regard the following: Early customer validation over releasing products with unknown end-user value Collaborative design over designing on an island Solving user problems over designing the next “cool” feature Measuring KPIs over undefined success metrics Applying appropriate tools over following a rigid plan Nimble design over heavy wireframes, comps, or specs As stated in the Agile Manifesto, “While there is value in the items on the right, we value the items on the left more.” https://datavizblog.files.wordpress.com/2014/04/lean-ux-manifesto.png
- 8. As uncertainty decreases, fidelity can increase. talking to humans paper sketches digital sketches functional prototypes a Product Increase Fidelity As We Learn The goal is to keep our learning cycles running continuously so we can learn faster than the market. We do this by keeping fidelity low when uncertainty is high.
- 9. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition an Idea a Product more Ideas METHODS METHODS METHODS 3 Stages of Product Development
- 10. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition an Idea a Product more Ideas METHODS METHODS METHODS 3 Stages of Product Development
- 11. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition an Idea a Product more Ideas METHODS METHODS METHODS 3 Stages of Product Development
- 12. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition an Idea a Product more Ideas METHODS METHODS METHODS 3 Stages of Product Development
- 13. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition an Idea a Product more Ideas METHODS METHODS METHODS 3 Stages of Product Development
- 14. an Idea Empathy a Product Stickiness more Ideas GrowthAs uncertainty decreases, fidelity can increase. talking to humans paper sketches digital sketches functional prototypes a Product Talking To Humans
- 15. “We’d love to get feedback on a thing we’ve made to keep more than one CF foundation updated.” “Could you tell us a story about the last time you tried to keep more than one CF foundation updated?” Problem Vs. Solution Interview
- 16. “We’d love to get feedback on a thing we’ve made to keep more than one CF foundation updated.” [solution interview] “Could you tell us a story about the last time you tried to keep more than one CF foundation updated?” [problem interview] Problem Vs. Solution Interview
- 17. How to Screw Up User Interviews DO AS I SAY, NOT AS I DO
- 18. 1. We treat speculation as confirmation HOW TO SCREW UP USER INTERVIEWS
- 19. “What different systems or methods have you tried in the past?” “Would you use this?” “Would you pay for it?” “Would you like it?” 1. We treat speculation as confirmation
- 20. 2. We lead the witness HOW TO SCREW UP USER INTERVIEWS
- 21. “What was that experience like of buying movie tickets online?” “We don’t think most people really want to book tickets online, but what do you think?” 2. We lead the witness
- 22. 3. We just can’t stop talking HOW TO SCREW UP USER INTERVIEWS
- 23. “Could you tell us a story about the last time you were trying to achieve zero-downtime deployment?” “The feedback so far has been great. There’s this one customer who we’d love to connect you with, but in the meantime let me tell you their story real quick.” 3. We just can’t stop talking
- 24. 4. We only hear what we want to hear HOW TO SCREW UP USER INTERVIEWS
- 25. “Hey Francis, I’ll take notes while you interview so you can focus on digging into something they say that we might not expect.” “Hey Chuck, let’s listen for signals that they might want the large trencher because we can sell them a bigger maintenance contract.” 4. We only hear what we want to hear
- 26. 5. We treat a single conversation as ultimate truth HOW TO SCREW UP USER INTERVIEWS
- 27. “Hey, Cory! Acme feels these pains. However, I’m concerned that the problems are unique to them. Let’s interview 10 more customers to get more validation.” “Hey, Bob! Acme just said they’re really feeling these pains. Let’s fill the backlog and build a thing!” 5. We treat a single conversation as ultimate truth
- 28. 6. Fear of rejection wins out HOW TO SCREW UP USER INTERVIEWS
- 29. “Hey, Sam! Let’s write up a doc that explains our learning goals and share it with all the teams for feedback.” 6. Fear of rejection wins out “We don’t know how to find people to talk to.” “What if the account team says ‘no’ to the site visit?”
- 30. 7. We talk to anyone with a pulse HOW TO SCREW UP USER INTERVIEWS
- 31. 8. We wing the conversation HOW TO SCREW UP USER INTERVIEWS
- 32. 9. We try to learn everything in one sitting HOW TO SCREW UP USER INTERVIEWS
- 33. 10. Only the designer does qualitative research HOW TO SCREW UP USER INTERVIEWS
- 34. 11. We did user interviews our first week, but haven’t felt a need to do it since HOW TO SCREW UP USER INTERVIEWS
- 35. 12. We ask the user to design our product for us HOW TO SCREW UP USER INTERVIEWS
- 36. It’s a quick read, Mike. My former boss at neo wrote a really good (free) book on this topic: TalkingToHumans.com »
- 37. How to interview in a non-directed, friendly way. (Practice!) “Tell me about the last time you…” “When was that?” Start with: Dive deeper: “What happened next?” “With whom?” “Tell me more about…” Some ideas: …found fun stuff to do in SF just to kill a few hours. …commuted up from the South Bay. …asked a developer to delete their app.
- 47. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition an Idea a Product more Ideas METHODS METHODS METHODS 3 Stages of Product Development
- 48. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition an Idea a Product more Ideas METHODS METHODS METHODS 3 Stages of Product Development
- 49. an Idea Empathy a Product Stickiness more Ideas GrowthAs uncertainty decreases, fidelity can increase. talking to humans paper sketches digital sketches functional prototypes a Product Paper Sketches
- 52. an Idea Empathy a Product Stickiness more Ideas GrowthAs uncertainty decreases, fidelity can increase. talking to humans paper sketches digital sketches functional prototypes a Product Digital Sketches
- 54. an Idea Empathy a Product Stickiness more Ideas GrowthAs uncertainty decreases, fidelity can increase. talking to humans paper sketches digital sketches functional prototypes a Product Functional Prototypes
- 56. Growth Our product and users fuel growth organically. ● Marketing Experiments ● Feature Experiments ● Sharing Experiments ● Acquisition ● Activation ● Retention ● Referral Empathy Find a consistent set of painful problems that exist and a solution our customers will adopt. ● 6-20 Problem Interviews ● 6-20 Solution Interviews ● Solution Sketches ● Persona Definition ● Interviews Completed ● Interview Score an Idea a Product more Ideas METHODS METRICS Stickiness We've made something that keeps customers coming back. ● Marketing Experiments ● Feature Experiments ● Acquisition ● Activation ● Retention METHODS METRICS METHODS METRICS The Metric Informs The Method
- 57. Lean UX Hypothesis We believe that [doing this] for [these people] will achieve [this outcome]. We’ll know this is true when we see [this market feedback]. Validated Hypothesis: “Our solution for these people matters because we have this measurable evidence.” Assumption: “We built a thing that matters.”
- 58. As uncertainty decreases, fidelity can increase. talking to humans paper sketches digital sketches functional prototypes a Product Recap: Increase Fidelity As We Learn The goal is to keep our learning cycles running continuously so we can learn faster than the market. We do this by keeping fidelity low when uncertainty is high.
- 59. an Idea Empathy a Product Stickiness more Ideas GrowthAs uncertainty decreases, fidelity can increase. talking to humans paper sketches digital sketches functional prototypes a Product Recap: Talking To Humans
- 60. Thank you! © Copyright 2017 Pivotal Software, Inc. All rights Reserved.