Presentation from putitout event at Decoded London. Outlines the change to product development process to test ideas early through Lean and UX methods.

1. Product Development
with Lean UX
Sheen Yap
Lean UX & How To Design Digital for a Changing World
Decoded London 19/3/2015

2. Introduction
• Sheen Yap
• UX expert, design leader and lean evangelist
• 18-years’ experience across web, mobile, iTV
• Helping startups and corporates build better
products through Lean and UX methods

3. change is the only constant

4. our reaction?
• Innovate or die? Do more stuff? Execute faster?

5. before we get ahead
of ourselves

6. 9 out of 10 startups fail
Most fail because
they’ve built the
wrong product
Projects
______

7. Learning from Startups

8. Company Phases

9. Company Phases
DISCOVERy
Execution

10. Company Phases
DISCOVERy
Execution
in search of a
repeatable and
scalable business
model

11. Company Phases
DISCOVERy
Execution
in search of a
repeatable and
scalable business
model
executing a repeatable
and scalable business
model

12. Execution phase:
Failure due to
performance

13. Discovery phase:
Failure is necessary
for Learning

14. Attitude to failure

15. Product Development Process
needs to change!

16. Requirements
Build
Test
Launch
Waterfall
?
3-24 months
Idea
Customer
Validation
works when everything
is predictable

17. Requirements
Build
Test
Launch
Waterfall
?
3-24 months
Idea
User
Validation
learning too late!
Can’t change course
No customer
involvement
…but in discovery phase

18. Requirements
Build
Test
Launch
Agile
?
3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
handles requirements changes

19. Requirements
Build
Test
Launch
Agile
?
3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
learning too late!
stepped waterfall
No customer
involvement
…but in discovery phase

20. Launch
UX/UCD
?3-24 months
Idea
Customer
Validation
UX
UT
UX
Req
Build
Test
Build
Testuser
involvement

21. Launch
UX/UCD
?3-24 months
Idea
Customer
Validation
UX
UT
UX
Req
Build
Test
Build
Test
learning too late!
in the wildin the lab
UT
UX
Build
Test
more cycles needed
…but in discovery phase

22. Build
Test
Launch
Agile UX
?3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
UX
UT
UX
UT
UX
Req
improved collaboration

23. Build
Test
Launch
Agile UX
?3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
UX
UT
UX
UT
UX
Req
learning too late!
in the wildin the lab
…but in discovery phase

24. Build
Test
Launch
Lean UX
?
3-24 months
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req

25. Build
Test
Launch
Lean UX
?
3-24 months
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
early learning
solving user
problems
continous
iterations

26. Build
Test
Launch
In Practice
?
3-24 months
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 1
MVP
Version 2

27. MVP
Version 1
Build
Test
Launch
?
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 2

28. Lean Canvas
• Tools
• Business modelling a lean canvas
• Customer insights - jobs to be done
• Mvp
• Performance modelling with customer factory
• Experiment board
✔ ✗
✔
✗
✔
✗ ✗
✗ ✔
✗
✔ ✔
✗ ✔
✔ ✗
✗✔ ✔ ✗ ✔
✔✗
✔
LeanStack https://leanstack.com/

29. Jobs-to-be-done
Focus on the job, not the customer
http://blog.intercom.io/when-personas-fail-you/

30. Problem Interview
Maurya, Ash (2012). Running Lean. O'Reilly Media

31. MVP
Version 1
Build
Test
Launch
?
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 2

32. THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
Offer Creation
Ash Maurya PracticeTrumpsTheory.com

33. Solution Interviews
Maurya, Ash (2012). Running Lean. O'Reilly Media

34. MVP
Version 1
Build
Test
Launch
?
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 2

35. MVP
Kirill Shikhanov “MVP”. https://dribbble.com/shots/1753131-MVP

36. Measuring Performance
Maurya, Ash (TBD). The Customer Factory. TBD

37. Tracking Learning
LeanStack https://leanstack.com/

38. Other UX Tools
Usability
Testing
Ethno-
graphy
Interviews
Partici-
patory
Design
Focus
Groups
Eye
Tracking
Compe-
titive
Research
Diary
Study
Bench-
marking
Forum
Mining
Blogpost
Test
Landing
Page
Tests
PPC Tests
A/B Tests
Customer
Feedback
Card
Sorting
Wizard of
Oz
Neuro
Imaging
Data
Mining
Data
Analysis
Ad Hoc
Question-
naire
Intercept
Surveys
Email
Surveys
Product
Stubs

39. Principles

40. Learning
Mindset

41. Customer Validation

42. Scientific
Approach

43. Autonomous Team

44. References

45. Thanks for listening!
Sheen Yap
Follow on Twitter: @sheen
Connect: uk.linkedin.com/in/sheenyap