The 8 biggest challenges teams face from their bosses when trying to implement Lean UX and what to do about them.

1. TALKING TO YOUR BOSS ABOUT LEAN UX
JOSH SEIDEN || JEFF GOTHELF
I, LIKE, LITERALLY
LOVE LEAN UX.

2. YOU’RE IN THE SOFTWARE BUSINESS

3. YOU’RE IN THE SOFTWARE BUSINESS
AT GOLDMAN SACHS THE LARGEST SINGLE DIVISION
IN THE FIRM IS NOW TECHNOLOGY, EMPLOYING EIGHT
THOUSAND—A FULL 25 PERCENT—OF THE FIRM’S
THIRTY-TWO THOUSAND EMPLOYEES.

4. YOU’RE IN THE SOFTWARE BUSINESS
GENERAL ELECTRIC REALIZED THEY WERE THE 10TH LARGEST PRODUCER OF SOFTWARE
IN THE WORLD BASED ON LINES OF CODE.
THEY TRANSFORMED AN INTERNAL SERVICE INTO, GE DIGITAL, AN EXTERNAL SERVICE
WHOSE GOAL IS TO CREATE THE OPERATING SYSTEM FOR INDUSTRIAL MACHINES

5. We think pure-play
We tend to think of software companies like
Google, Facebook, etc…
Native sw culture
These companies didn’t have to change
culture/process to become software
companies.
Can still lose
Friendster, MySpace, America Online
were all the leading “social networks” of
their time.

6. We think pure-play
We tend to think of software companies like
Google, Facebook, etc…
Native sw culture
These companies didn’t have to change
culture/process to become software
companies.
Can still lose
Friendster, MySpace, America Online
were all the leading “social networks” of
their time.

7. Owns no cars / rooms
AirBnB offers 1M rooms. More than
Marriott, Hilton, or Intercontinental.
Taking control of user
The incumbents may own the inventory,
but they have lost ownership of the
customer.
Forcing responses
Incumbents are forced to respond to
terms set by disrupters.

8. ‘iPhone on wheels”
“Biggest takeaway from
@TeslaMotors announcement is the
reminder that cars can be made to
improve over time, like other
electronic devices.”
-Consumer Reports
End of Model Year?
Owners get the latest
updates delivered over the
air

10. LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS

11. LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change

12. LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change
2. Focus on outcomes

13. LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change
2. Focus on outcomes
3. Break down the silos

14. LEAN UX IS THE WAY YOU WORK
IN A SOFTWARE BUSINESS
1. Embrace continuous change
2. Focus on outcomes
3. Break down the silos
4. Sense and Respond

15. 8 COMMON
OBSTACLES TO LEAN UX

16. JUST MAKE ME
AN APP OK? 1

17. JUST MAKE ME
AN APP OK? 1

18. WE DON’T WANT TO
TALK TO CUSTOMERS 2

19. WE HAVE CONCERNS WITH
LEGAL & OTHER REGULATIONS 3

20. WE WORK IN
SAFETY CRITICAL INDUSTRIES 4

21. WE ARE WAY
TOO BIG TO BE LEAN 5

22. WE HAVE SPECIFIC RULES
ON HOW WE PROCURE WORK 6

23. WE ARE WORRIED ABOUT
OUR BRAND’S REPUTATION 7

24. THIS IS
NOTHING MORE THAN A FAD 8

25. THE SOFTWARE BUSINESS
REQUIRES A NEW WAY OF WORKING

26. THANK YOU!
JEFF GOTHELF / @JBOOGIE / JEFF@GOTHELF.CO
NEW BOOK: SENSEANDRESPOND.CO (ORDER NOW)
JOSH SEIDEN/ @JSEIDEN / JOSHUASEIDEN@GMAIL.COM