Your Code Is A Waste Of Time (if you don't ask why you are writing it in the first place)

your code is a waste of time
@ambermatthews #hkcodeconf

IF
you
don’t ask why
you
are writing it in the first place

ENTER lean UX

My goals:
• Give you some clear definitions
• Dispel some myths
• Outline some tools + processes
Your take-aways:
• Actionable templates
• Understanding of the necessary mindset
By @gapingvoid
AGENDA

FOUNDATIONS OF LEAN UX
AGILE
SOFTWARE
DEVELOPMENT
DESIGN
THINKING
LEAN
STARTUP

AGILE
SOFTWARE
DEVELOPMENT
DESIGN
THINKING
LEAN
STARTUP
“Design thinking has come to be defined as combining empathy
for the context of a problem, creativity in the generation of
insights and solutions, and rationality in analyzing and fitting
various solutions to the problem context” - Tim Brown, IDEO

AGILE
SOFTWARE
DEVELOPMENT
DESIGN
THINKING
LEAN
STARTUP
• individuals and interactions over processes and tools
• working software over comprehensive documentation
• responding to change over following a fixed plan

AGILE
SOFTWARE
DEVELOPMENT
DESIGN
THINKING
LEAN
STARTUP
• methodology for developing businesses and products
• scientific approaches to developing products faster
• uses a continuous BUILD - MEASURE - LEARN cycle

ENTER LEAN UX
DESIGN
THINKING
LEAN
STARTUP
AGILE
LEAN
UX
Lean UX takes the
best parts of all
these foundations,
and integrates core
UX methodology

HOLD ON. WHAT IS UX?

UX in context
“User experience encompasses
all aspects of the end-user's
interaction with the company,
its services, and its products.”
- Jakob Neilsen + Don Norman
By Jessica Vallance

UX ≠ UI
By @odannyboy By @Erik_UX

UX ROLES
Evolution of roles (and job titles) over the past 2 decades
By @Erik_UX

UX IN PRACTICE
UX includes developers and their skills
for the journey from tasks to experiences
this is the line (chasm) that most
companies struggle to cross
via Stephen P. Anderson

GOT IT. SO back to LEAN ux.

WHAT THe “GOTFATHER” Says
“Inspired by Lean Startup and Agile development
theories, it’s the practice of bringing the true
nature of a product to light faster, in a more
collaborative, cross-functional way with less
emphasis on deliverables and greater focus on a
shared understanding of the actual experience
being designed”
- Jeff Gothelf, Neo

LEAN UX is RELEVANt TO CODERS
Typical dev Lean UX team
situation
“the site shall
incorporate
shopping cart
functionality”
“we assume that a
shopping cart is the
best way to structure
the e-commerce flow
on our site”
Requirements are transformed into
questions that teams can ask (and
should answer) about their business
Build solutions based on specification
requirements document handed
down from business owners

Requirements
are actually
Assumptions
LEAN UX is a mindset
WE KNOW.... WE BELIEVE...
LET’S BUILD IT LET’S TEST IT

OUTPUT OUTCOMES
LEAN UX IN BUSINESS
The measure
of progress changes
“we will create
a single sign-on
feature”
“we want to
increase the
number of new
sign-ups”

10 PRINCIPLES OF LEAN UX
1. Design + Product Management + Development = 1 core team
2. Externalise!
3. Goal-driven & outcome-focused
4. Repeatable & routine cycles
5. Use THINK -> MAKE -> CHECK cycle
6. Focus on solving the right problem
7. Generate (ideate) many options
8. Decide quickly what to pursue & hold decisions lightly
9. Create hypotheses & validate them
10. Research with users is the best source of information & inspiration
WHO
HOW
WHAT
TEST

ELEMENTS OF a LEAN UX process
•assumptions
•(sub)hypotheses
•outcomes
•(proto)personas
•journey maps
•prototypes
BUILD
(MAKE)
MEASURE
(CHECK)
LEARN
(THINK)

ASSUMPTIONs
Early product definition assumptions include:
• who is our customer?
• what pain points do they have related to our product/service?
• how will our product/service solve their pain points?
• what features are important?
• what is our differentiation from others?
• what is our business model?
LEARN
(THINK)

PROBLEM STATEMENT template
LEARN
(THINK)
[Our service/product] was designed to achieve [these goals].
We have observed that the product/service isn’t meeting [these
goals] which is causing [this adverse effect] to our business.
How might we improve [service/product] so that our customers are
more successful based on [these criteria].

hypothesis template
We believe [this statement is true].
We will know we’re [right / wrong] when we see the
following feedback from the market:
[qualitative feedback] and / or [quantitative feedback]
and / or [key performance indicator change].
LEARN
(THINK)

SUB-hypothesis template
We believe that
[doing this / building this feature / creating this experience]
for [these people / personas]
will achieve [this outcome].
We will know this is true when we see
[this market feedback, quantitative measure, or qualitative insight].
LEARN
(THINK)

PROTO-PERSONA template
Sketch + Name
Demographic
+ Behavioural
information
Pain points
and needs
Goals + potential
solutions
LEARN
(THINK)

PROTO-PERSONA Development
Step 1. Character development
identify ALL the possible personas to target
Step 2. Meet your cast
introduce each of your personified users
their motivations, goals, level of expertise, un-met needs and context
Step 3. Refine your characters
rank them if possible and group together
based on specific traits so you can prioritise to between 1 - 3
LEARN
(THINK)

Journey MapS
Look at each persona you have and try to answer the following questions:
• What was their objective in visiting the (our) website/app?
• How did they get t/here?
• Where did they land?
• Where will they go next?
• What is the (our) opportunity?
LEARN
(THINK)

PROTOTYPING
Prototypes come in various guises and fidelities,
depending on what you are trying to test:
• landing pages
• sign up buttons
• emails
• Google adwords
BUILD
(MAKE)

MEASUREMENT
Quantitative Qualitative
observing and
listening to
people
all about data
with no human
interaction
=> WHAT is happening => WHY something is happening
MEASURE
(CHECK)

RESEARCH TOOLS
Multitude of online tools for more ways to validate and test at low cost.
A few you can try today:
• Qualaroo.com (surveys)
• Unbounce.com (A/B tests)
• Optimalworkshop.com (tree/nav tests, card sorts, click tests)
• Usabilityhub.com (5 second tests, click tests, nav flow tests)
MEASURE
(CHECK)

CONCLUSIONS

• Declare all your assumptions up front
• Use hypotheses and persona templates
to move away from fixed specifications
• Work across cross-functional teams
• Measure Quant + Qual together
• Build stuff that people actually want
By Dave Landis
TAKE-AWAYS

Your Code Is A Waste Of Time (if you don't ask why you are writing it in the first place)

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