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, UX for Lean Startups.
Join Kate Rutter (@intelleto), Master Coach and Co-Founder at LUXr, to learn Lean Startup methods that help you both make the right product, and make your product right.
3. Ask yourself:
What 3 assumptions about your customers
do you have that, if you are wrong, your
business will fail.
Write down 3.
LUXR.CO Sept 2012
4. Who’s in the room?
• Name
• Company
• Context (startup, enterprise, consultancy)
• Role (biz/product, developer, design)
• 1 of your assumptions
LUXR.CO Sept 2012
6. Bento Core
Boxes Curriculum Residency Workshops
Practical, Learning 8 weeks to Core concepts
hands-on products for awesome for and hands-on
learning for accelerators & early-stage activities for
entrepreneurs education teams. everyone.
worldwide. programs.
LUXR.CO Sept 2012
7. TWEET!
Kate Rutter
www.luxr.co
@luxrco
@katerutter
LUXR.CO Sept 2012
8. This is not...
A class on how to
(how do you know itʼs awesome?)
produce an awesome UI
A session on making (how do you know these arenʼt
production wireframes or a waste of valuable time?)
photoshop comps
A “perfect approach” or (100s of entrepreneurs have
used these techniques to define
a rigid point of view on their own unique Great UX.)
Great UX.
LUXR.CO Sept 2012
9. Today we’ll cover...
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
LUXR.CO Sept 2012
10. What is this stuff?!?!
I : Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is UX for Lean Startups?
LUXR.CO Sept 2012
20. 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 Sept 2012
21. 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 Sept 2012
24. User Experience is...
A personʼs perceptions and responses that
result from the use or anticipated use of a
product, service or system.
LUXR.CO Sept 2012
25. 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 Sept 2012
26. UX brings 10* years
of experience, methods, and
patterns of work.
*20, 30, 50 years
LUXR.CO Sept 2012
27. UX people are EXPERTS at “getting out of the building”
LUXR.CO Sept 2012
28. UX == Customer Discovery
People, their
goals & needs
Sketches and
prototypes
Interactions and
flows
LUXR.CO Sept 2012
29. 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 Sept 2012
30. 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 Sept 2012
32. II : Three Lean Team Activies
1. Get to Know your Customers
2. Act on Customer Needs
3. Measure What Matters
LUXR.CO Sept 2012
33. Today’s Challenge
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.
LUXR.CO Sept 2012
34. 1
Get to Know Your
Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
LUXR.CO Sept 2012
36. User Research
quant qual
Generative Interviews
Evaluative
LUXR.CO Sept 2012
37. Customer Interviews
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
LUXR.CO Sept 2012
41. {Activity}
Make a persona
Portrait
LUXR.CO Sept 2012
42. {Activity}
Make a persona
Demographics
LUXR.CO Sept 2012
43. {Activity}
Make a persona
Behaviors
LUXR.CO Sept 2012
44. {Activity}
Make a persona
Needs & Goals
LUXR.CO Sept 2012
45. {Activity}
Bring it together
Discuss & create
a unified persona
LUXR.CO Sept 2012
46. {check}
3 checks
* Does this sound like a person who could exist?
If no, make adjustments.
* Is this an actual person you know?
If yes, make adjustments.
* Is the persona respectful?
If no, make adjustments or re-do. Contempt is not helpful.
LUXR.CO Sept 2012
47. Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
LUXR.CO Sept 2012
49. Topic Map
mobile/
feeling
internet
overwhelmed
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
LUXR.CO Sept 2012
50. {Activity}
Add a topic
mobile/
internet
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
LUXR.CO Sept 2012
51. Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
LUXR.CO Sept 2012
52. 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?”
LUXR.CO Sept 2012
53. {Activity}
Brainstorm a question
“Have you ever had
__________________________
experience?”
LUXR.CO Sept 2012
54. Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Craft a topic map for the session.
! Jot down conversation prompts.
* Have the conversation
* Debrief!
LUXR.CO Sept 2012
55. 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
LUXR.CO Sept 2012
56. {Activity}
Practice an interview
1 interviewer + 1 interviewee
note-takers
LUXR.CO Sept 2012
57. 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
LUXR.CO Sept 2012
60. 2
Act on
Customer Needs
(Developing product and interface ideas)
Sketching
6-Up Uses
Dot Voting
LUXR.CO Sept 2012
61. Remember this?
Users
1. BLAH
why
what Needs 2. BLAH
3. BLAH
how
(INSERT BUSINESS THINKING HERE)
Mary can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
LUXR.CO Sept 2012
62. 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
how Mary do with
your product?
LUXR.CO Sept 2012
63. 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.
LUXR.CO Sept 2012
70. {Organize!}
Post your persona, 2 uses
and 3-4 features on the
wall. (off to the side)
LUXR.CO Sept 2012
71. What you have now
Who is our user What can a user How will they
and what are their do with our do that?
needs & goals? product?
Persona 6-up uses Limited features to
support the uses
LUXR.CO Sept 2012
73. 3
Measure
What
Matters
(Quantitative and Qualitative Evaluation)
Common research questions
Metrics & Analytics
LUXR.CO Sept 2012
74. Top questions
Will people use it?
Why wonʼt people use it?
Whatʼs 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?
LUXR.CO Sept 2012
75. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
LUXR.CO Sept 2012
79. {Activity}
Divide into 2 piles:
less more
important important
LUXR.CO Sept 2012
80. {Activity}
As a team, get to 5
LUXR.CO Sept 2012
81. {Activity}
Check your metrics
LUXR.CO Sept 2012
82. Metrics checklist
• “number of...” [ # ]
1. Does the metric • “average number of...” [avg ]
begin with a number? • “percent of...” [ % ]
• “per week” [ ___/wk ]
2. Is there a time basis? • “per month” [ ___/mo]
• “per user” [ ___/user]
3. Is there an object • “per user per week” (fancy!)
basis? • Examples: per user, per session,
or by interaction or item
* not required, but super-helpful
(messages per file, emails
per thread)
LUXR.CO Sept 2012
83. Metrics checklist
a good metric... a great metric...
...measures the usage of your ...makes you look at all the
product by a person. The usage other metrics and say “none of
should be specific to features that those other numbers matter if
deliver value to your user. we donʼt get this right first.”
unhelpful vanity good better awesome
% of users % of users
% of new
total number who sign in who share a
users per
sign-ups of registered 3+ times a task 3+
week
users day, times a day,
per week per week
LUXR.CO Sept 2012
93. {Activity}
Make a narrative
We are _______________
Meet...
M V P with __________, ________ can...
using these features
we will measure
LUXR.CO Sept 2012
94. A direct through-line
Users
1. BLAH
why
what Needs 2. BLAH
3. BLAH
how
(INSERT BUSINESS THINKING HERE)
Mary can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
LUXR.CO Sept 2012
96. Patterns of work
1. Generate independently, discuss as a team
(3 people ideal)
2. Dump & Sort
(one item per Post-It, use Sharpie)
3. Sketch
(especially of 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. Quick decision-making techniques
(dot-vote, roman vote, stack rank)
LUXR.CO Sept 2012
98. About LUXr
LUXr provides practical, hands-on tools for entrepreneurs
around the world. LUXr helps startups deliver products that
customers want, need and love to buy.
Bento Core
Boxes Curriculum Residency Workshops
Practical, Learning 8 weeks to Core concepts
hands-on products for awesome for and hands-on
learning for accelerators & early-stage activities for
entrepreneurs education teams. everyone.
worldwide. programs.
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 Sept 2012