Lean Startup has caught fire, but what does it mean for UX? 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 the LUXr 1-day workshop for Small Business, held as part of the Downtown Project in Las Vegas. Luxr coaches Kate Rutter & Kim Knoll facilitated a day-long Lean Startup immersive experience that helps people both make the right product, and make the product right.

1. Crushing the Boulder
Downtown Las Vegas
Small Business Workshop
Lean Startup + UX
1-day workshop
THU JUL 11, 2013
+

2. LUXR.CO JULY 2013

3. LUXR.CO JULY 2013
Whoʼs here?
! ! !
30 second intros
* name
* company
* role
* your favorite superpower!
Hello!
5-10 min

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Kate Rutter
www.luxr.co
@luxrco
@katerutter
TWEET!

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LUXr provides practical, hands-on tools for entrepreneurs
around the world. LUXr helps startups deliver products that
customers want, need and love to buy.
About LUXr
LUXr • 3435 Cesar Chavez
San Francisco, CA • 94110
info@luxr.co • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO
Jason Fraser, Co-Founder & Operations Lead
Kate Rutter, Co-Founder & Designer

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We are not experts on your
idea or business.
You are.
Our goal is to intro new ways to
get good ideas out...
fast and simply...
so you can validate them and
move them forward.
What to expect...

8. LUXR.CO JULY 2013
“We made an
amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...

9. LUXR.CO JULY 2013
“We made an
amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...
FAIL

10. LUXR.CO JULY 2013
“We made an
amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...
waste

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I. Lean + UX Fundamentals
II. Three Lean UX experiments:
1. Get to Know your Customer
2. Act on Customer Needs
3. Measure What Matters
III. Bring it all together
Today we’ll cover...

12. LUXR.CO JULY 2013
What is Lean Startup?
What is UX?
What is UX for Lean Startups?
What is this stuff?!?!
I : Lean UX Fundamentals

13. Lean Startup
~ the quick version ~

14. LUXR.CO JULY 2013
An approach for building companies
that are creating new products and
services in situations of
extreme uncertainty.
Lean Startup is...

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3 Key Ideas
Empathy.
Design.
Products!
User Experience
Build.
Measure.
Learn!
Lean Startup
Get out of
the building!
Customer
Development

16. LUXR.CO JULY 2013
Steve Blank
introduced
“Customer
Development”
in 2006.
The big idea...

17. LUXR.CO JULY 2013
Eric Ries wrote
a blog post on
Sept 8, 2008
titled “The Lean
Startup.”
incremental
releases
+
reduce
waste
The big synthesis...
make products
customers
want
+

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The Agile
Manifesto
resulted from a
ski scrum in
February 2001.
The big idea...
over over over over

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Build.
Measure.
Learn
• Experiments
•!Validated learning
•!Reduce waste
These change everything...

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risk
timeDefine
The old way
Design
Develop
Release

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risk
time
A very different way

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risk
time
A very different way
MAKE
release
MEASURE
BUILD
LEARN
MEASURE
BUILD

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Empathy.
Design.
Products!
UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
product
Key:
A person’s perceptions and responses
that result from the use or anticipated
use of a product, service or system.

24. LUXR.CO JULY 2013
Empathy.
Design.
Products!
UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
product
Key:
A person’s perceptions and responses
that result from the use or anticipated
use of a product, service or system.

25. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack BUILD
MEASURE
LEARN

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27. LUXR.CO APRIL 2013
We are going to be working really,
really, really fast.
What to expect...

28. LUXR.CO APRIL 2013
There is a purpose to this.
I will push you to get something
down rapidly. By the end of the day,
youʼll have work ready to take to the
next step.
We are going to be working really,
really, really fast.
What to expect...

29. LUXR.CO APRIL 2013
You will be working in peer pairs.
Two brains are
better than one.
And weʼll keep talking to a minimum.
(There is a break where
we can get all social!)
What to expect...

30. LUXR.CO APRIL 2013
You may not like the pace/process/
pressure/perspective, etc. etc.
That is okay.
All I ask is that you keep an open
mind and try it.
What to expect...

31. LUXR.CO JULY 2013
Let’s get hands on...

32. LUXR.CO JULY 2013
{7 min Activity}
Users + problems + solution
Sketch it out
Who are the users?
What problems do they have?
What would be a proposed solution?

33. LUXR.CO JULY 2013
Users + Problem + Solution map
a mobile app for
delegating tasks
business professionals
Working parents with
with kids
need to know when
something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”
May 2013

34. LUXR.CO JULY 2013
Users + Problem + Solution map
“the DNA of your idea”
5 min

35. LUXR.CO JULY 2013
Users + Problem + Solution map
a mobile app for
delegating tasks
business professionals
Working parents with
with kids
need to know when
something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”
May 2013
1 min

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1. Get to Know your Customers
2. Act on Customer Needs
3. Measure What Matters
II : Three Lean UX Experiments

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Personas
Customer Development Interviews
1
Get to Know Your
Customer

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Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack

39. LUXR.CO JULY 2013
{Activity}
Rapid Sketching
Clothespin Man
7 min

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Who: Make a Persona

41. LUXR.CO JULY 2013
{Activity}
Make a persona
Portrait
5 min

42. LUXR.CO JULY 2013
{Activity}
Make a persona
Facts

43. LUXR.CO JULY 2013
{Activity}
Write down...
5 min
• Age
• City where s/he lives
• Relationship (married?
kids? single? divorced?)
• Job role
• Annual income
Be specific.

44. LUXR.CO JULY 2013
{Activity}
Make a persona
Behaviors

45. LUXR.CO JULY 2013
{Activity}
Brainstorm 10 behaviors
5 min
• What do they do that
indicates that they are a
good customer for you?
• How are they solving
the problem now?
• Behaviors are verbs.

46. LUXR.CO JULY 2013
{Activity}
Divide into 2 piles:
more
important
less
important
2 min

47. LUXR.CO JULY 2013
{Activity}
Pass & peer write
2 min

48. LUXR.CO JULY 2013
{Activity}
Make a persona
Needs & Goals

49. LUXR.CO JULY 2013
{Activity}
Brainstorm 10 needs/goals
5 min
• What do they need to
accomplish that will
solve their problem?
• What do they need to do
to feel heroic?
• Why do they do the
behaviors?

50. LUXR.CO JULY 2013
{Activity}
Divide into 2 piles:
more
important
less
important
2 min

51. LUXR.CO JULY 2013
{Activity}
Pass & peer write
2 min

52. LUXR.CO JULY 2013
{check}
3 checks

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* Could enough people like this exist?
(And can you find them to talk to them?)
If no, make adjustments.
* Is this a specific person you know?
If yes, make adjustments.
* Is the persona respectful?
If no, make adjustments or re-do. Contempt is not helpful.
{check}
3 checks

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{Homework}
Bring it together
as a team
Share them & create
a unified persona

55. LUXR.CO JULY 2013
{check}
Where is the biggest risk?
Which 3 assumptions about your
customers pose the biggest risk to the
success of your idea?
Hint: youʼll validate these first.

56. LUXR.CO JULY 2013
Great Customer
Development
(It’s all about the interview)
!

57. LUXR.CO JULY 2013
User Research
Quantitative Qualitative
Generative
Evaluative
Surveys
Usability
•Hallway usability
•remote
•Interviews
•Mental Models (Indi Young)
•Contextual Inquiry
(Byer & Holzblatt)
•Starbucks
Analytics•
Optimizely•
Key Metrics•
A/B Testing•

58. LUXR.CO JULY 2013
User Research
Quantitative Qualitative
Generative
Evaluative
Interviews

59. LUXR.CO JULY 2013
Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
* Decide where to find them
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!

60. LUXR.CO JULY 2013
Customer Interviews
* Decide where to find them
* Craft a topic map for the session.
* Jot down conversation prompts.

61. LUXR.CO JULY 2013
{Show & Tell}
Topic Map

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Topic Map
mobile/
internet
habits
last time
they got help
(house
cleaner)
keeping
everything
working
feeling
overwhelmed
commutepersonal
time

63. LUXR.CO JULY 2013
{Activity}
Jot down 5-7 topics
3 min

64. LUXR.CO JULY 2013
Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Decide where to find them
! Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!

65. LUXR.CO JULY 2013
“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?”
Guiding the conversation

66. LUXR.CO JULY 2013
“Have you ever had
__________________________
experience?”
{Activity}
Brainstorm a question
3 min

67. LUXR.CO JULY 2013
During the Interview
DO • Take notes
• Smile
• Ask open-ended questions
• Get their story
• Shut up and listen
DONʼT • Talk about your product
• Ask about future behavior
• Sell
• Ask leading questions
• Talk much

68. LUXR.CO JULY 2013
{Activity}
Practice an interview
1 interviewer + 1 interviewee
note-takers

69. LUXR.CO JULY 2013
Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Decide where to find them
! Craft a topic map for the session.
! Jot down conversation prompts.
! Have the conversation
* Debrief!

70. LUXR.CO JULY 2013
After the Interview: Debrief
DUMP (5min, solo)
1 idea per sticky
“What I heard”
“What I saw”
“What stood out”
SORT (10min, team)
Collect similar items
Label groups
Stack duplicates
Note trends and exceptions

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Validate in the world

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i <3
listening.

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Sketching multiple options
Value proposition
Dot Voting
Feature prioritization
2
Act on Customer Needs

74. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack

75. LUXR.CO JULY 2013
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.

76. LUXR.CO JULY 2013
What: Envision 6 uses

77. LUXR.CO JULY 2013
{Activity}
Sketch 6-up Uses
10 min

78. LUXR.CO JULY 2013
{Activity}
Work with your peer
Pass your work
2-minute “quiet read”
Focus on understanding
Confirm clarity
5 min

79. LUXR.CO JULY 2013
{Activity}
Dot-vote top picks
Peers use 3 dots } pick top uses
5 min
Founders use 1 dot } pick top use

80. LUXR.CO JULY 2013
{Activity}
Redraw the top pick
3 min
Mary
Task-a-doodle
Know when
someone in her
family finishes
a shared task.
April 2013

81. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack

82. LUXR.CO JULY 2013
{Activity}
Brainstorm features
5 min

83. LUXR.CO JULY 2013
{Activity}
Divide into 2 piles:
1 min
build nowbuild later

84. LUXR.CO JULY 2013
{Activity}
Select 3 features

85. LUXR.CO JULY 2013
1 min
5-item
to-do
list
Task
sharer
Status
tracker
{Activity}
Make a feature list.
April 2013

86. LUXR.CO JULY 2013
{Organize!}
Post your persona,
value prop and
features on the wall.
(off to the side)

87. LUXR.CO JULY 2013
Persona Limited features to
support the uses
What you have now
Who is our user
and what are their
needs & goals?
What can a user
do with our
product?
How will they
do that?
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
Value prop

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Uses
make me
frisky!

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Actionable Metrics
Defining an effective metric
Tracking over time
3
Measure
What
Matters

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Product
(black box)
Conversion
Funnel
Traffic
Measuring what?

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Product
(black box)
Conversion
Funnel
Traffic
Measuring what?

92. LUXR.CO JULY 2013
User Research
surveys
usability testing
a/b testing
user interviews
analytics
KPIs
Quantitative Qualitative
Generative
Evaluative

93. LUXR.CO JULY 2013
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 donʼt get this right first.”
...measures the usage of your
product by a person. The usage
should be specific to features that
deliver value to your user.
vanity
total number
of registered
users
unhelpful
sign-ups
% of users
who share a
task 3+
times a day,
per week
awesomebetter
% of users
who sign in
3+ times a
day,
per week
good
% of new
users per
week

94. LUXR.CO JULY 2013
{Activity}
Brainstorm 5 measures
(from features)
3 min

95. LUXR.CO JULY 2013
{Activity}
Divide into 2 piles:
more
telling
less
telling
1 min

96. LUXR.CO JULY 2013
{Activity}
Pick 3.
2 min

97. LUXR.CO JULY 2013
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 super-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?

98. LUXR.CO JULY 2013
{Activity}
Pair-check your metrics
*You* are the person responsible
for getting your peer to
awesome!
5 min
each

99. LUXR.CO JULY 2013
% of users
who share a
task 3+
times a day,
per week
{Activity}
Make a dashboard
April 2013
Avg number
of logins per
person per
week.
Avg # of
tasks
completed
per person
per month.

100. LUXR.CO JULY 2013
{Show & Tell}
Information Radiator

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Information Radiator

102. LUXR.CO JULY 2013
Information Radiator

103. LUXR.CO JULY 2013
metrics.
better than a
bubbling brook.

104. LUXR.CO JULY 2013
Making the story
Living the Lean UX life
III : Bring it all together

105. LUXR.CO JULY 2013
Pull it all together
Tell the story

106. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack BUILD
MEASURE
LEARN

107. LUXR.CO JULY 2013
Making the most of the team
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013

108. LUXR.CO JULY 2013
This is [product name] .
Meet...
MVP* Narrative
MVP
The idea...
* Minimum Viable Product
5 min
MVC
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
To see progress,
we will
measure...

109. LUXR.CO JULY 2013
Story time!
Your pair peer reads
your story back to you.
(Simply read the words on the page.)
2 min each

110. LUXR.CO JULY 2013
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013

111. LUXR.CO JULY 2013
Living the Lean UX Life

112. LUXR.CO JULY 2013
Patterns of work
1. Sketch
(especially of people)
2. Timebox!
(speed kills the censor and keeps you moving)
3. Generate independently, discuss as a team
(3 people ideal)
4. Dump & Sort
(one item per Post-It, use Sharpie)
5. 2x2 organizing framework
(help decision-making when lots of items)
6. Work at the wall
7. Quick decision-making techniques
(dot-vote, roman vote, stack rank)

113. LUXR.CO JULY 2013
10 Principles of Lean UX
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
* Read full descriptions at http://luxr.co/10-principles

114. LUXR.CO JULY 2013
Q&A + Discussion

115. LUXR.CO JULY 2013
Geek out & learn tons more

116. LUXR.CO JULY 2013
Go be awesome.

117. LUXR.CO JULY 2013
LUXr makes products that coach early-stage
entrepreneurs on effective practices to deliver products
that customers want, need and love to buy.
LUXr.co
3435 Cesar Chavez, San Francisco, CA • 94110
The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101
info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc
images
• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
• http://www.flickr.com/photos/pompien/6160278603/