This document summarizes a presentation on Lean UX for startups. It discusses Lean Startup principles and techniques for integrating UX work into agile development processes. The presentation covers customer development interviews, developing product ideas through sketching and dot voting, and evaluating designs both quantitatively and qualitatively. Key aspects of Lean UX include rapid prototyping, getting user feedback early, and running experiments to test hypotheses.
4. BLOG IT!
Janice Fraser
www.luxr.co
@clevergirl
@luxrco
#LeanUX
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
5. Part 1: Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is Lean UX?
Introduce techniques
Balanced team
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
12. Here’s my distillation...
“Customer Development in One Page”
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
19. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT = UX!!?
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
20. For the first time,
user-centered design methods
have momentum in the
business community.
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
27. UX Cycles
THINK
GENERATIVE RESEARCH
IDEATION
MENTAL MODELS Reduce
BEHAVIOR MODELS time, n cycle
ot build
TEST RESULTS time
COMPETITIVE ANALYSIS
MAKE
PROTOTYPES
WIREFRAMES
VALUE PROP
LANDING PAGE
HYPOTHESES
COMPS
DEPLOYED CODE
CHECK
A/B TESTING
SITE ANALYTICS
USABILITY TESTING
FUNNEL
SIGN-UPS
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
29. Design > UI
USERS
1. BLAH
WHY
NEEDS 2. BLAH
3. BLAH
WHAT
HOW
(INSERT BUSINESS THINKING HERE)
BOB CAN...
USES
FEATURES
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
THIS WEEK
USER STORIES
THEMED RELEASES
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
30. What we bring is 10* years
of experience, methods, and
methodology
*20, 30, 50 years
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
31. Among our strengths...
UX people are EXPERTS
at “getting out of the
building.”
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
34. What’s new about LeanUX?
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
35. Lean User Experience is a principle-
driven process for teams working in
situations of extreme uncertainty. It is
characterized by rituals that predispose
predictable, high-quality, high-velocity
user experience outcomes.
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
36. 9 PRINCIPLES OF LEAN UX
1. Design + Prod. Mg. + development = 1 product team
2. Externalize!
3. Goal-Driven and Outcome-Focused
4. Repeatable and routinized
5. FLOW: think/make/check
6. Focus on solving the right problem.
7. Generate many options and decide quickly which to pursue.
8. Recognize hypotheses & validate them.
9. Research with users is the best source of information (&
inspiration).
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
37. RITUALS OF LEAN UX
1. Write the test first
2. User quote/need as sprint name
3. Wireframe check
4. Designer/developer pairing
5. UX & Product Mgt participate in standup meetings daily
6. Validation step
7. Retrospective periodically
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
38. In Practice: Write the test first
We believe that people like ______________ have a
(customer type)
need for (or problems doing) ________________.
(need/action/behavior)
We will know we have succeeded when
____________________, or ___________________, which
(quantitative/measurable outcome) (qualitative/observable outcome)
will contribute to ________________.
(KPI)
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
39. In Practice: Wireframe Check
A stand-up style meeting between designer and developer to resolve
problems with a wireframe before development begins.
• Is this an accurate reflection of the system ?
• What here is hard?
• What alternatives are there?
• Is it worth the effort?
Well, that
What here is
thing will take
hard?
some work
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
41. Part 2: Customer Development
Interviews
(Generative Research)
Types of research
How to interview
Practice interview
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
42. User Research
QUANT QUAL
• Contextual Inquiry
(Byer & Holzblatt)
• Mental Models (Indi Young)
GENERATIVE surveys
•Interviews
•Starbucks
Optimizely• •Hallway usability
Analytics• •remote
EVALUATIVE A/B Testing•
Usability
Key Metrics•
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
43. User Research
QUANT QUAL
GENERATIVE Interviews
EVALUATIVE
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
44. Before the Interview
Identify who you want to talk to.
Articulate your hypotheses.
Craft a topic map for the session.
Jot down conversation prompts.
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
45. Who: Make a Persona
“Mary” Behaviors
• Has a housecleaner
• Buys take-away 3 nights/wk
• Frequently feels
overwhelmed when she
“forgets” something
Demographics Needs & Goals
• Working mom • Help! Running errands,
• 34 years old managing kids, keeping things
• Lives in Reading, works in running
London • Time for her girlfriends
• Married, 2 kids • To feel like she “has it sorted”
• Household 125k/yr • “To clone herself”
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
46. (Activity)
Now you try
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
47. Hypothesis
I think that working, commuting moms have trouble
keeping up with the errands that need to be done, and
are willing to pay to have odd jobs “sorted”.
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
48. Topic Map
mobile/
feeling
internet
overwhelmed
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
49. (Activity)
Make a hypothesis statement
& topic map
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
50. Conversation Prompts
“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happened?”
“Why [or how] did you do that?”
“What did you love [or hate] about that?”
“If you could wave a magic wand, what would it be like?”
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
51. During the Interview
DO
Take notes
Smile
Ask open-ended questions
Get their story
Shut up and listen
DON’T
Talk about your product
Ask about future behavior
Sell
Ask leading questions
Talk much
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
52. (Activity)
Interview
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
53. After the Interview: Debrief
DUMP (5min, solo)
1 idea per stickey
“What I heard”
“What I saw”
“What stood out”
SORT (10min, team)
Collect similar items
Label groups
Stack duplicates
Note trends and exceptions
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
54. (Activity)
Debrief
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
56. Part 3: Developing Product &
Interface Ideas
Sketching
6-UP
Dot Voting
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
57. Remember this?
USERS
1. BLAH
WHY
NEEDS 2. BLAH
3. BLAH
WHAT
HOW
(INSERT BUSINESS THINKING HERE)
BOB CAN...
USES
FEATURES
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
THIS WEEK
USER STORIES
THEMED RELEASES
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
58. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A PERSON BLAH BLAH
AND THEIR
NEEDS
YOUR
BUSINESS
VISION
WHY
WHAT
HOW
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
59. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A PERSON BLAH BLAH
AND THEIR
NEEDS
YOUR
BUSINESS
VISION
WHY
WHAT
HOW
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
60. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A PERSON BLAH BLAH
AND THEIR
NEEDS
YOUR
BUSINESS
VISION
WHY
USES:
WHAT
What can Mary
HOW do with your
product?
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
61. 6 Uses
An illustration that shows “What will they DO with this product?” It intersects
user needs with business vision to show the consumer value proposition. This
informs what features are most important.
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
62. (Activities)
6-up
Dot Vote
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
64. Part 4: Quant & Qual Evaluation
Case study
Common research questions
Tools
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
65. Will people use it?
Why won’t people use it?
What’s wrong with this?
How could I make this better?
How can I improve conversion?
Are we making progress?
Do people like this?
Are these results good?
Why do people do that?
Did we do the right thing?
Why is there dropoff?
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
66. User Research
QUANTITATIVE QUALITATIVE
GENERATE surveys
user
IDEAS interviews
a/b testing usability
EVALUATE analytics testing
PRODUCT KPIs
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
67. User Research
QUANTITATIVE QUALITATIVE
a/b testing usability
EVALUATE analytics testing
PRODUCT KPIs
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
68. User Research
QUANTITATIVE QUALITATIVE
a/b testing usability
EVALUATE analytics testing
PRODUCT KPIs
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
69. QUANTITATIVE QUALITATIVE
a/b testing usability
analytics testing
KPIs
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
70. QUANTITATIVE QUALITATIVE
a/b testing usability
analytics testing
KPIs
Behavior Ability
Do people use it? How should I design the new one?
Which is better? Why won’t people use it?
Did we do the right thing? What’s wrong with this?
Are these results good? How could I make this better?
Are we making progress? Why do people do that?
What do people love about it?
CLOSED-ENDED QUESTIONS How can I improve conversion?
Why is there dropoff?
What do they think this should do?
OPEN-ENDED QUESTIONS
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
71. Measurement
What Metric? Who Owns?
Traffic
Gross #
Marketing
CMP/CPC/CPA/NPS
Conversion
Funnel Marketing &
Throughput (%)
Product
Product
(black box) Usage (%) Product
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
76. (Real proportions, but not real VALUES)
5% 4% 9.75%
30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions
Say each conversion is worth $2
Waiting would cost $26,000 in lost revenue (hypothetically).
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
77. The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Nobody
Like this... clicked.
)
)
Make a design Discover that it
decision 3 MONTHS wasn’t right
3 HOURS
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
78. What should I be measuring?
(a few search terms)
“Vanity Metrics”
“KPI”
“A/B Tests”
“Metrics for Pirates”
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO
79. Research Tools
ANALYTICS CONVERSION UNMODERATED
TESTING TESTS WITH VIDEO
Google Analytics
KISS Metrics Unbounce Usertesting.com
Mixpanel Optimizely TryMyUI
Flurry Userlytics
LocalLytics WhatUsersDo
Stats Mix (just an api) Loop11
HEAT MAPPING MESSAGE RECALL MICRO
USABILITY
Crazy Egg ClueApp
Click Tale FiveSecondTest Navflow
Gaze Hawk Usabilia
Clicktest
Verify
Intuition HQ
UserZoom
PRESENTED IN LONDON, JULY 2011 INFO@LUXR.CO