User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from a RallyPad Roundtable talk (http://rallypad.org) and introduces key concepts in Lean Startup, Customer Development, UX and how they play well together.

1. Crushing the Boulder
User Experience for
Lean Startups
Lunch & Learn
+
WED, JUL 11, 2012
LUXR.CO JUNE 2012

2. LUXR.CO JULY 2012

3. We help lean startup
entrepreneurs design & build
products that people want, need,
and love to buy.
LUXR.CO JULY 2012

4. TWEET!
Kate Rutter
www.luxr.co
@luxrco
@katerutter
LUXR.CO JULY 2012

5. What is this stuff?!?!
What is Lean Startup?
What is UX?
What is UX for Lean Startups?
Quick, Scary Activity
LUXR.CO JULY 2012

6. Lean Startup?
LUXR.CO JULY 2012

7. Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
LUXR.CO JULY 2012

8. Lean Startup is NOT
Low-Ambition
LUXR.CO JULY 2012

9. Lean Startup is NOT
THE OPPOSITE OF
FAT STARTUP
LUXR.CO JULY 2012

10. Get out
of the
building!
LUXR.CO JULY 2012

11. Customer development is...
A four-step framework for discovering and
validating the right market for your idea,
building the right product features that solve
customersʼ needs,
testing the correct model and tactics for
acquiring and converting customers, and
deploying the right organization and resources
to scale the business.
LUXR.CO JULY 2012

12. Steve Blank
introduced
“Customer
Development”
in...um...2006.
The big idea...
LUXR.CO JULY 2012

13. In 2010, Brant
Cooper & Patrick
Vlaskovitz wrote
a shorter, more
useful book.
The big idea...
LUXR.CO JULY 2012

14. What it looks like in practice...
LUXR.CO JULY 2012

15. Build,
Measure.
Learn.
LUXR.CO JULY 2012

16. Lean Startup is...
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.
LUXR.CO JULY 2012

17. Eric Ries wrote
a blog post on
Sept 8, 2008
titled “The Lean
Startup.”
The big idea...
+ +
make products reduce
incremental
customers
want releases waste
LUXR.CO JULY 2012

18. The Influence of Agile
“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
LUXR.CO JULY 2012

19. Lean Startup advocates...
• Experiments
•!Validated learning
LUXR.CO JULY 2012

20. THE NEW CLASSICS
List your assumptions.
Understand your customers.
Experiment.
Adjust direction based on evidence.
LUXR.CO JULY 2012

21. UX.
Design.
Lean.
LUXR.CO JULY 2012

22. User Experience is...
A personʼs perceptions and responses that
result from the use or anticipated use of a
product, service or system.
product UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
LUXR.CO JULY 2012

23. UX brings 10* years
of experience, methods, and
patterns of work.
*20, 30, 50 years
LUXR.CO JULY 2012

24. UX people are EXPERTS at “getting out of the building”
LUXR.CO JULY 2012

25. UX == Customer Discovery
People, their
goals & needs
Sketches and
prototypes
Interactions and
flows
LUXR.CO JULY 2012

26. UX cycles == Lean Startup learning loops
THINK
MAKE
Reduc
cycle e
time,
not
build
time
CHECK
Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps •
THINK Behavior Models • Test Results • Competitive Analysis
Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code
MAKE
Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys
CHECK
LUXR.CO JULY 2012

27. Design > UI THINK
MAKE
CHECK
Users
1. I need...
why
what Needs 2. I want...
3. My goal is...
how
Business thinking goes here
Mary can...
BUILD
Uses MEASURE
LEARN
Features
Sketches, wireframes, pixels
This Week
Prototypes
User Stories
Themed Releases
LUXR.CO JULY 2012

28. 10 UXable Steps for Lean Teams
1. List your assumptions
2. Test the riskiest ones
3. Talk to potential customers
4. Design experiments
5. Evaluate results
6. Change plans based on evidence
7. Launch small proof-of-concept products
8. Get a few paying customers
9. Make them really happy
10. Repeat, as needed.
LUXR.CO JULY 2012

29. }
LUXR.CO JULY 2012

30. }
LUXR.CO JULY 2012

31. Facing Your Assumptions
Ask yourself:
What assumptions about your customers
do you have that, if you are wrong, your
business will fail.
Write down 3.
Test these.
LUXR.CO JULY 2012

32. Go be awesome.
LUXR.CO JULY 2012

33. Q&A + Discussion
LUXR.CO JULY 2012

34. About LUXr
LUXrʼs mission is to educate early-stage entrepreneurs on
effective practices to deliver products that customers want,
need and love to buy.
Residency Core Workshops Advising
Curriculum
10 weeks to Learning products Core concepts and Coaching &
awesome for for accelerators & hands-on activities guidance for teams
early-stage teams. startup teams. for everyone. going at lightspeed.
LUXr • 3435 Cesar Chavez
San Francisco, CA • 94110
info@luxr.co • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]
Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]
Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]
LUXR.CO JULY 2012