Lean Tactics for Your Org
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This document outlines 5 lean tactics for organizations: 1) Include stakeholders early and often, 2) Talk to users, 3) Kill ego before it kills creativity, 4) Build a cross-functional team, and 5) Focus on outcomes rather than deliverables. It discusses each tactic in more detail with examples from the author's experience working in agencies and with clients. Background information is provided on the author's role helping medical device companies engage with doctors. Throughout, the importance of learning and continuous improvement is emphasized.
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Lean Tactics for Your Org
- 1. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Leantactics For yourorg @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 By: Nick Hahn
- 2. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 One cold Dec. day
- 3. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 I left my agency job …and my bonus
- 4. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 04 5 lean tactics 05
- 5. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 04 5 lean tactics 05 Include Stakeholders Early & Often
- 6. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 A little background…01 I sold drugs for a living To doctors
- 7. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 A little background…01 Design+ guerrilla UX My role:
- 8. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 A little background…01 Digitization!
- 9. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 The game of phones The Patient’s Needs Sales Rep’s Needs 01 Doctor’s Needs
- 10. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Agency Planner Agency Account Management Agency Creative Team “why are we buildingthis?it doesn’t make any sense.” Client Marketing team 01
- 11. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Workshops ftw • 1 Day Minimum • Alignment • Opens Direct Communication • Builds Rapport (Go out for drinks)Creative Team Including Dev 01
- 12. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 5 lean tactics Talk to the Users
- 13. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 PatientSales Rep Doctor Back to those ivas
- 14. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 PatientSales Rep Doctor Back to those ivas Get rich Phew! Thanks kid
- 15. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 Back to those ivas • 4-5lbs • 2-3 hr battery • Tracks what you do • Less than 1lbs • Infinite battery • 100% customizable P.I.T.A. Simple & met the needs Sales Rep Ivas Suck!
- 16. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Get out of the building
- 17. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 Get outof the building Creative Team Sales Rep Doctor Questions Feedback • 3-5 Users is worth it • In person best, phone still works
- 18. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 5 lean tactics Kill Ego Before it Kills Creativity
- 19. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 hard my creative director had a huge 03 hat For video content
- 20. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Video can be great But don’t trap content there 03
- 21. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Fight the Culture of fear • Determine risk tolerance w/Management • Use data to back up your claims • Be open to everyone’s ideas Me vs. them Us 03
- 22. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 5 lean tactics Build a Bad-Ass Cross-Functional Team 04
- 23. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Silos – the death ofcommunication Marketing Sales R & D 04 • Walls – heavy documentation • The other departments are lazy • Escalate to bosses • Pulls in other bosses • Talks to their teams • Escalate again • Client involved – add more layers
- 24. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
- 25. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
- 26. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
- 27. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
- 28. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04 Any flavor you like (shameless plug)
- 29. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Team up,Talk, win 04 • Find like-minded individuals from various disciplines • Take on a small project to start – prove the value • Kick off with a Workshop
- 30. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Team up,Talk, win 04 Try these:
- 31. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 5 lean tactics Outcomes, not deliverables 04 05
- 32. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 05 “Our inefficiencies make us money!”
- 33. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 05 “Our inefficiencies make us money!” Especially After this…
- 34. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Short-sighted view on profitability Salary employee 05 + bill the client hourly Mad money = needs not met Frustrated clients Uninspired employees
- 35. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Back to those ivas • 4-5lbs • 2-3 hr battery • Tracks what you do • Less than 1lbs • Infinite battery • 100% customizable P.I.T.A Simple & met the needs Sales Rep Ivas Suck! 05 • Remember those upset reps? • Client – too many complaints • Shut down this million dollar program (till iPads)
- 36. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Reward learning and problem solving Lean thinking pushes us: 05 • to seek the business outcomes • then question whether these features will get us there • have conversations with stakeholders around what metric you’re trying to move – Jeff Gothelf
- 37. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Reward learning and problem solving Define reachable metrics with stakeholders 05 • Increase global sales • Gain x number of new signups through the online campaign
- 38. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 5 lean tactics 01 Include Stakeholders Early 02 Talk to the Users 03 Kill Ego Before it Kills Creativity 05 Outcomes Not Deliverables 04 Build a Bad-Ass Cross-Functional Team
- 39. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 5 lean tactics 01 Include Stakeholders Early 02 Talk to the Users 03 Kill Ego Before it Kills Creativity 05 Outcomes Not Deliverables 04 Build a Bad-Ass Cross-Functional Team Keep learning & fight the good fight
- 40. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 References & Tools 03 • Leisa Reichelt: Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom • Ross Popoff-Walker: Lean UX at Digital Design Agencies • Jeff Gothelf: • Lean UX: Applying Lean Principles to Improve User Experience • 3 Challenges Implementing Lean UX in the Enterprise • Laurence McCahill: 10 things I’ve learnt about lean startup • Basecamp: Best email aggregation & accountability tool • Trello*: Best team Todo lists • Slack*: Will kill internal emails & chats *These are referral links from my account. For Slack, if you become a paid user, we’ll both receive $100 in credit.
Notes de l'éditeur
- 4 years ago in mid-December I walked out of my last advertising agency job just one week before bonus Needed to get out Leave $ on the table Escape a few days earlier In the moment it “I just feels right” Nuts or not?
- 5 case studies from my experience I needed Lean Successful products happier That go with 5 Lean tactics you can try at your org Intro to the tactics, will provide sources for more info Examples are from my Agency life But the symptoms and solutions are universal
- I’ll show you 5 tactics that you can use to try instill some of these Lean principles into your organization. This is a skimming of these tactics, but I will provide sources you can get much more info for each.
- I worked in a Pharmaceutical advertising agency “The Interactive Creative Group”
- senior art director unofficial guerrilla UX designer & researcher A lot of the tactics today are under-the-radar type
- print sales brochures and turning them into “engaging interactive experiences” Interactive Visual Aids (IVAs) Reps > doctors Doctors> patients What design choices were right?
- Need software development - another 3-4 layers deep. Next: So what can be done about this? Workshops
- Everyone has good ideas not just the creative team Lock you all in a room
- 3 unique customer profiles 1 direct users 1 indirect user Get rich At least some at the top of the chain do
- IVAs had a “cool factor” to them Didn’t fill a need, paper was better Reps hated using them Next: Get out of the building
- How do you do this? Might have to be guerrilla Creative team = everyone working on the product Could not get approval for research Talked to any Dr.s I could Wanted context & validation to my designs Debates: feature vs. feature Can get significant value from 3-5 users If I can’t get approval to travel – will simply call users
- no really - big green hard hat had in his office (the brand we were working on) Part of brand launch Creating tons of video content
- Creative review session (we made sure to all wear unique and bright colors) 34 videos Don’t trap content there I gave less fucks Told him: these videos are dumb and get in the way Had 4 managers tell me that’s unacceptable
- Kill ego by fighting the culture of fear Sound corny? My value at the company is based Owning Showing off my ideas Don’t say “I think it should be…” Say “The data shows that…” Rank doesn’t matter, ideas do Next Tactic: A-Team
- We’ve all been there – Walls Emails Documentation The other departments are lazy and/or morons Bring it up to her boss Pulls in other bosses Talks to their teams Escalate again Client involved – add more layers Pharma – regulatory & FDA Next: Pick your team
- Choose any flavor that fits you Fortunate to have found my team: Gravity Ward Cross-functional Several of which were my guerrilla team in the agency world
- Find like-minded individuals from various disciplines Take on a small project to start – prove the value Kick off with a Workshop Communicate w/Better tools Cheap and don’t need approvals Basecamp: Best email aggregation & accountability tool Trello: Best team Todo lists Slack: Will kill internal emails & chats
- Choke on my spit when I heard this Saturday & Sunday – gives me PTSD
- Mad Money sure Greatly risk these happening
- Remember those upset reps? Client – too many complaints Shut down this million dollar program (till iPads)