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UX Jackson 2013 - One-Day Lean Startup Workshop Slide 1 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 2 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 3 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 4 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 5 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 6 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 7 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 8 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 9 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 10 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 11 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 12 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 13 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 14 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 15 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 16 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 17 UX Jackson 2013 - One-Day Lean Startup Workshop Slide 18 UX Jackson 2013 - 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UX Jackson 2013 - One-Day Lean Startup Workshop

Hands-on workshop with a UX slant.

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UX Jackson 2013 - One-Day Lean Startup Workshop

  1. 1. © 2013 LUXr Incorporated, www.luxr.co May 2013 Janice Fraser A Design Workshop for Lean Startups 1Thursday, May 30, 13
  2. 2. © 2013 LUXr.co 2Thursday, May 30, 13
  3. 3. © 2013 LUXr.co TWEET! #LeanStartup cc @LUXRCO @clevergirl 3Thursday, May 30, 13
  4. 4. © 2013 LUXr.co Stand up -- Your Name -- Weird/Awesome Who are you? [ LIGHTNING FAST ] Context (startup, enterprise, consultancy) Role (biz/product, developer, design) 4Thursday, May 30, 13
  5. 5. © 2013 LUXr.co A class on how to produce an awesome UI This is not... (How would you know if it’s awesome?) A session on making production wireframes or photoshop comps (How wold you know if you’re mocking the right thing?) A “perfect approach” to “great UX.” (1000s of entrepreneurs have used these techniques to discover a solid UX.) 5Thursday, May 30, 13
  6. 6. © 2013 LUXr.co This is not... dogma 6Thursday, May 30, 13
  7. 7. © 2013 LUXr.co Business Model Canvas? Lean Canvas? Sure, either one. 7Thursday, May 30, 13
  8. 8. Disclaimer I am not an expert in your business. Only you can be the expert in your business. My job is: • to ask the unasked questions; • to challenge assumptions; • and give you tools to succeed. 8Thursday, May 30, 13
  9. 9. © 2013 LUXr.co TALK: Lean & UX Fundamentals ACTIVITIES: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What Matters 4. Bring It All Together Today... 9Thursday, May 30, 13
  10. 10. © 2013 LUXr Incorporated, www.luxr.co June&Pete’s Wedding Cake 10Thursday, May 30, 13
  11. 11. © 2013 LUXr Incorporated, www.luxr.co http://saptstrength.com/ Pete June 11Thursday, May 30, 13
  12. 12. © 2013 LUXr Incorporated, www.luxr.co April http://saptstrength.com/ May June July August 12Thursday, May 30, 13
  13. 13. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com 13Thursday, May 30, 13
  14. 14. © 2013 LUXr Incorporated, www.luxr.co freebestpictures.blogspot.com 14Thursday, May 30, 13
  15. 15. © 2013 LUXr Incorporated, www.luxr.co thekitchn.com 15Thursday, May 30, 13
  16. 16. © 2013 LUXr Incorporated, www.luxr.co Zoe Clark, The Cake Parlour 16Thursday, May 30, 13
  17. 17. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com Zoe Clark, The Cake Parlour 17Thursday, May 30, 13
  18. 18. © 2013 LUXr.co LEAN Startup 18Thursday, May 30, 13
  19. 19. © 2013 LUXr.co Lean Startup is NOT Cheap Startup Fast Startup Shortcut Startup 19Thursday, May 30, 13
  20. 20. © 2013 LUXr.co Low-Ambition Lean Startup is NOT 20Thursday, May 30, 13
  21. 21. © 2013 LUXr.co THE OPPOSITE OF FAT STARTUP Lean Startup is NOT 21Thursday, May 30, 13
  22. 22. © 2013 LUXr.co An approach for building companies that are creating new products and services in situations of extreme uncertainty. The approach advocates creation of rapid prototypes that test market assumptions, and uses customer feedback in an effort to evolve the design faster and reduce waste. Lean Startup is... 22Thursday, May 30, 13
  23. 23. © 2013 LUXr.co THE NEW CLASSICS 1. List your assumptions. 2. Understand your customers. 3. Experiment. 4. Adjust direction based on evidence. 23Thursday, May 30, 13
  24. 24. © 2013 LUXr.co Get out of the building 24Thursday, May 30, 13
  25. 25. © 2013 LUXr.co CUSTOMER DEVELOPMENT 1. Discover & validate the market for your idea 2. Build a product that solves customers’ needs 3. Test the correct model for acquiring customers 4. Deploy the right organization for scaling 25Thursday, May 30, 13
  26. 26. © 2013 LUXr.co 26Thursday, May 30, 13
  27. 27. © 2013 LUXr.co 27Thursday, May 30, 13
  28. 28. © 2013 LUXr.co Build measure learn! 28Thursday, May 30, 13
  29. 29. © 2013 LUXr.co 29Thursday, May 30, 13
  30. 30. © 2013 LUXr.co Lean Startup advocates experiments & learning 30Thursday, May 30, 13
  31. 31. © 2013 LUXr.co } 31Thursday, May 30, 13
  32. 32. © 2013 LUXr.co Plot the difference THINK release MAKE release MAKE release MAKE time Risk(unvalidatedeffort) 32Thursday, May 30, 13
  33. 33. © 2013 LUXr.co Lots of little wigglesRisk(unvalidatedeffort) time 33Thursday, May 30, 13
  34. 34. © 2013 LUXr.co unvalidatedeffort time Each wiggle is a learning cycle. MAKE release MAKE THINK CHECK MAKE THINK 34Thursday, May 30, 13
  35. 35. © 2013 LUXr.co Not an MVP for lemonade 35Thursday, May 30, 13
  36. 36. © 2013 LUXr.co How will you learn? Quantitative Qualitative Generative Evaluative InterviewsSurveys Metrics Usability 36Thursday, May 30, 13
  37. 37. © 2013 LUXr.co 37Thursday, May 30, 13
  38. 38. © 2013 LUXr.co A pitch is not customer development 38Thursday, May 30, 13
  39. 39. © 2013 LUXr.co Victory is measured in learning. 39Thursday, May 30, 13
  40. 40. © 2013 LUXr.co This will change how you think about your role, your work, your team, your process. 40Thursday, May 30, 13
  41. 41. © 2013 LUXr.co “The courage to speak truths, pleasant or unpleasant, fosters communication and trust. “The courage to discard failing solutions and seek new ones encourages simplicity. “The courage to seek real, concrete answers creates feedback.” —Kent Beck The Influence of Agile 41Thursday, May 30, 13
  42. 42. © 2013 LUXr.co User Experience 42Thursday, May 30, 13
  43. 43. © 2013 LUXr.co A person’s perceptions and responses that result from the use or anticipated use of a product, service or system. User Experience is... product UI UX via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal 43Thursday, May 30, 13
  44. 44. Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • Behavior Models • Test Results • Competitive Analysis THINK Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed CodeMAKE Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys CHECK THINK MAKE CHECK Reducecycle time, not build time UX cycles = Lean Startup learning loops 44Thursday, May 30, 13
  45. 45. © 2013 LUXr.co Needs 1. I need... 2. I want... 3. My goal is... Uses Mary can... Features Users Sketches, wireframes, pixels Business thinking goes here why what how Prototypes User Stories Themed Releases This Week Design > UI THINK MAKE CHECK BUILD MEASURE LEARN 45Thursday, May 30, 13
  46. 46. People, their goals & needs Sketches and prototypes Interactions and flows More evidence that UX = Customer Discovery 46Thursday, May 30, 13
  47. 47. © 2013 LUXr.co UX brings 10* years of experience, methods, and patterns of work. *20, 30, 50 years 47Thursday, May 30, 13
  48. 48. UX people are EXPERTS at “getting out of the building” 48Thursday, May 30, 13
  49. 49. © 2013 LUXr.co 1. Get to Know Your Customers 2. Act on Customer Needs 3. Measure What Matters 4. Bring It All Together Four of Them... ACTIVITIES 49Thursday, May 30, 13
  50. 50. © 2013 LUXr.co Hypothesis We believe that modern families would benefit from having better ways to keep up with tasks, and are willing to pay for a better way to coordinate tasks with other family members, friends and neighbors. 50Thursday, May 30, 13
  51. 51. © 2013 LUXr.co Types of Research Personas How to Interview Practice Interview Get to Know Your Customers (Customer Development) 51Thursday, May 30, 13
  52. 52. © 2013 LUXr.co User Research quant qual Generative Evaluative surveys Usability •Hallway usability •remote •Interviews • Mental Models (Indi Young) • Contextual Inquiry (Byer & Holzblatt) •Starbucks Analytics• Optimizely• Key Metrics• A/B Testing• 52Thursday, May 30, 13
  53. 53. © 2013 LUXr.co User Research quant qual Generative Evaluative Interviews 53Thursday, May 30, 13
  54. 54. © 2013 LUXr.co Customer Interviews (step-by-step) 1. Identify who you want to talk to. 2. Articulate your hypotheses. 3. Craft a topic map for the session. 4. Jot down conversation prompts. 5. Have the conversation 6. Debrief! 54Thursday, May 30, 13
  55. 55. © 2013 LUXr.co {Activity} Let’s do it! 55Thursday, May 30, 13
  56. 56. © 2013 LUXr.co {Warm-up Activity} Let’s Sketch... Clothespin Man! 56Thursday, May 30, 13
  57. 57. © 2013 LUXr.co Who is your customer? 57Thursday, May 30, 13
  58. 58. © 2013 LUXr.co {Activity} Make a persona Portrait 58Thursday, May 30, 13
  59. 59. © 2013 LUXr.co {Activity} Make a persona Demographics 59Thursday, May 30, 13
  60. 60. © 2013 LUXr.co {Activity} Make a persona Behaviors 60Thursday, May 30, 13
  61. 61. © 2013 LUXr.co {Activity} Make a persona Needs & Goals 61Thursday, May 30, 13
  62. 62. © 2013 LUXr.co {Activity} Consolidate 1. Do a quiet read. (5 minutes) 2. Discuss your personas (10 minutes) 3. Consolidate (5 minutes) 62Thursday, May 30, 13
  63. 63. © 2013 LUXr.co {Activity} Riskiest Assumption Essential to the success of the business —AND— Insufficient evidence to feel confident 63Thursday, May 30, 13
  64. 64. © 2013 LUXr.co Customer Interviews ✔ Identify who you want to talk to. ✔ Articulate your hypotheses. 3. Craft a topic map for the session. 4. Jot down conversation prompts. 5. Have the conversation 6. Debrief! 64Thursday, May 30, 13
  65. 65. © 2013 LUXr.co {Show & Tell} Topic Map 65Thursday, May 30, 13
  66. 66. © 2013 LUXr.co Topic Map mobile/ internet habits? last time they got help (house cleaner) keeping everything working feeling overwhelmed commutepersonal time 66Thursday, May 30, 13
  67. 67. © 2013 LUXr.co mobile/ internet habits? last time they got help (house cleaner) keeping everything working commute {Activity} Add two topics 67Thursday, May 30, 13
  68. 68. © 2013 LUXr.co Customer Interviews ✔ Identify who you want to talk to. ✔ Articulate your hypotheses. ✔ Craft a topic map for the session. 4. Jot down conversation prompts. 5. Have the conversation 6. Debrief! 68Thursday, May 30, 13
  69. 69. © 2013 LUXr.co “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?” Conversation Prompts 69Thursday, May 30, 13
  70. 70. © 2013 LUXr.co “Have you ever had __________________________ experience?” {Activity} Brainstorm a question 70Thursday, May 30, 13
  71. 71. © 2013 LUXr.co Customer Interviews ✔ Identify who you want to talk to. ✔ Articulate your hypotheses. ✔ Craft a topic map for the session. ✔ Jot down conversation prompts. 5. Have the conversation 6. Debrief! 71Thursday, May 30, 13
  72. 72. © 2013 LUXr.co 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 72Thursday, May 30, 13
  73. 73. © 2013 LUXr.co {Activity} Practice an interview 1 interviewer + 1 interviewee note-takers 73Thursday, May 30, 13
  74. 74. © 2013 LUXr.co After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard about _____Topic” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptions 74Thursday, May 30, 13
  75. 75. © 2013 LUXr.co {homework} Debrief 75Thursday, May 30, 13
  76. 76. © 2013 LUXr.co 6-Up Uses Dot Voting Interface Sketch Act on Customer Needs (Developing product and interface ideas) 76Thursday, May 30, 13
  77. 77. © 2013 LUXr.co Remember this? Needs 1. BLAH 2. BLAH 3. BLAH Uses Mary can... Features Users (CREATE SKETCHES, WIREFRAMES & PIXELS) (INSERT BUSINESS THINKING HERE) why what how User Stories Themed Releases This Week 77Thursday, May 30, 13
  78. 78. © 2013 LUXr.co why what how Your business vision A person and their needs BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH 78Thursday, May 30, 13
  79. 79. © 2013 LUXr.co why what how Your business vision A person and their needs BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH 79Thursday, May 30, 13
  80. 80. © 2013 LUXr.co USES: What can Mary do with your product? why what how Your business vision A person and their needs BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH 80Thursday, May 30, 13
  81. 81. © 2013 LUXr.co 6 Uses 81Thursday, May 30, 13
  82. 82. © 2013 LUXr.co {Activity} Sketch 6-up Uses with __________, ________ can... 82Thursday, May 30, 13
  83. 83. © 2013 LUXr.co {Activity} Sketch 6-up Uses with __________, ________ can... 83Thursday, May 30, 13
  84. 84. © 2013 LUXr.co {Activity} Dot-vote top picks 1. Each person place 3 dots. 2. See patterns. 3. Team identifies the top 1 use. 84Thursday, May 30, 13
  85. 85. © 2013 LUXr.co {Activity} Redraw the top 1 with __________, ________ can... 85Thursday, May 30, 13
  86. 86. © 2013 LUXr.co {Activity} Brainstorm features 86Thursday, May 30, 13
  87. 87. © 2013 LUXr.co ...then sort on a 2 x 2 hard easy imp. not imp. 87Thursday, May 30, 13
  88. 88. © 2013 LUXr.co {Activity} For the customer to get that value, the key interaction is ________________ 88Thursday, May 30, 13
  89. 89. © 2013 LUXr.co Persona Limited features to support the uses What you have now 1. Who is our user and what are their needs & goals? 2. What can a user do with our product? 3. How will they do it? Interface sketch 4. How might that look? with __________, ________ can... with __________, ________ can... Use 89Thursday, May 30, 13
  90. 90. © 2013 LUXr.co {Organize!} Post it all together on the wall… 90Thursday, May 30, 13
  91. 91. © 2013 LUXr.co Common research questions Metrics & Analytics Measure What Matters (Quantitative & Qualitative Evaluation) 91Thursday, May 30, 13
  92. 92. © 2013 LUXr.co 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? Top questions 92Thursday, May 30, 13
  93. 93. © 2013 LUXr.co User Research quantitative qualitative generate ideas evaluate product surveys usability testing a/b testing user interviews analytics KPIs 93Thursday, May 30, 13
  94. 94. © 2013 LUXr.co quantitative qualitative usability testinganalytics a/b testing KPIs CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS 94Thursday, May 30, 13
  95. 95. © 2013 LUXr.co Product (black box) Conversion Funnel Traffic Measuring what? 95Thursday, May 30, 13
  96. 96. © 2013 LUXr.co {Activity} Brainstorm measures (from features) 96Thursday, May 30, 13
  97. 97. © 2013 LUXr.co {Activity} Stack Rank more important less important 97Thursday, May 30, 13
  98. 98. © 2013 LUXr.co {Activity} As a team, get to 5 98Thursday, May 30, 13
  99. 99. © 2013 LUXr.co Metrics checklist 3. Is there an object basis? • “per user” [ ___/user] • “per user per week” (fancy!) • Examples: per user, per session, or by interaction or item (messages per file, emails per thread) * not required, but helpful • “per week” [ ___/wk ] • “per month” [ ___/mo] 2. Is there a time basis? • “number of...” [ # ] • “average number of...” [avg ] • “percent of...” [ % ] 1. Does the metric begin with a number? 99Thursday, May 30, 13
  100. 100. © 2013 LUXr.co Metrics checklist a good metric... a great metric... ...makes you look at all the other metrics and say “none of those other numbers matter if we don’t get this right first.” vanity good better ...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user. unhelpful total number of registered users % of users who share a task 3+ times a day, per week sign-ups awesome % of users who sign in 3+ times a day, per week % of new users per week 100Thursday, May 30, 13
  101. 101. © 2013 LUXr.co {Activity} Check your metrics 101Thursday, May 30, 13
  102. 102. © 2013 LUXr.co {Show & Tell} Metrics Dashboard 102Thursday, May 30, 13
  103. 103. © 2013 LUXr.co Metrics dashboard % of users who share a task 3+ times a day, per week 103Thursday, May 30, 13
  104. 104. © 2013 LUXr.co Information Radiator 104Thursday, May 30, 13
  105. 105. © 2013 LUXr.co “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates” What should I be measuring? (a few search terms) Conversion metrics Cohort metrics Instrumentation Advanced topics 105Thursday, May 30, 13
  106. 106. © 2013 LUXr.co Research Tools ANALYTICS Google Analytics KISS Metrics Mixpanel Flurry LocalLytics Stats Mix (just an api) HEAT MAPPING Crazy Egg Click Tale Gaze Hawk UNMODERATED TESTS WITH VIDEO Usertesting.com TryMyUI Userlytics WhatUsersDo Loop11 MESSAGE RECALL ClueApp FiveSecondTest CONVERSION TESTING Unbounce Optimizely MICRO USABILITY Navflow Usabilia Clicktest Verify Intuition HQ UserZoom 106Thursday, May 30, 13
  107. 107. © 2013 LUXr.co Making the story Living the Lean Team life Bring it all together 107Thursday, May 30, 13
  108. 108. © 2013 LUXr.co {Activity} Tell the story 108Thursday, May 30, 13
  109. 109. © 2013 LUXr.co {Activity} Make a narrative We are _______________ Meet... with __________, ________ can... using these features MVP we will learn using these metrics... Which might look like this For the 109Thursday, May 30, 13
  110. 110. © 2013 LUXr.co A direct through-line Needs 1. BLAH 2. BLAH 3. BLAH Uses Mary can... Features Users (CREATE SKETCHES, WIREFRAMES & PIXELS) (INSERT BUSINESS THINKING HERE) why what how User Stories Themed Releases This Week 110Thursday, May 30, 13
  111. 111. © 2013 LUXr.co Techniques 111Thursday, May 30, 13
  112. 112. © 2013 LUXr.co Techniques Checklist 1. Generate independently, discuss as a team (3 people ideal) 2. Dump & Sort (1 item per sticky note, use “Fine-Point” Sharpie) 3. Sketch (especially, sketch people) 4. Work at the wall 5. Timebox (speed kills the censor and keeps you moving) 6. 2x2 organizing framework (help decision-making when lots of items) 7. Use quick decision-making techniques (dot-vote, roman vote, stack rank) 112Thursday, May 30, 13
  113. 113. © 2013 LUXr.co Go be awesome. 113Thursday, May 30, 13
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Hands-on workshop with a UX slant.

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