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Kill Yr Darlings
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
outsized
                                               returns.

                                                          fear me.




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011      JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
+                 +



                make products                                incremental
                                                                               reduce waste
               customers want                                  releases




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                    JANICE@LUXR.CO
41,000 views
                                                              (past 12 mos)




                                                         19,741 followers
                                                             (1,738 listed)




                                                          Entrepreneur in
                                                            Residence
                                                               (2010-2011)


                               Fall 2011
                       (Random House)
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                        JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
5%
                                                         (not the real number)




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                           JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
(Proportions are accurate, but metrics on this page are not real values.)



                       5%                                                4%                                       9.75%




       30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions
       Say each conversion is worth $2

       That works out to $26,000 revenue by not waiting.



       That’s more than most startups pay for design services, total, prior to launch.
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                                                    JANICE@LUXR.CO
Less risk (and more)


                                                             The old
                                                              way

                                                         )
                                                                             The new
                                                                               way




                                                                       )
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                     JANICE@LUXR.CO
The LEAN principle:

                        reduce INVENTORY, RISK, and WASTE


                                                                                             Nobody
                                      Like this...                                           clicked.




                                                                                      )
                        )




              Make a design                                                    Discover that it
                decision                                     3 MONTHS           wasn’t right




                                                              3 HOURS


LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                       JANICE@LUXR.CO
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
UX Cycles
                                             THINK
                              GENERATIVE RESEARCH
                                          IDEATION
                                   MENTAL MODELS                               Reduce
                                 BEHAVIOR MODELS                             time, n cycle
                                                                                     ot build
                                     TEST RESULTS                                 time
                              COMPETITIVE ANALYSIS


                                                                     MAKE
                                                                     PROTOTYPES
                                                                     WIREFRAMES
                                                                     VALUE PROP
                                                                     LANDING PAGE
                                                                     HYPOTHESES
                                                                     COMPS
                                                                     DEPLOYED CODE
                                                         CHECK
                                                       A/B TESTING
                                                    SITE ANALYTICS
                                                 USABILITY TESTING
                                                            FUNNEL
                                                          SIGN-UPS


LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                          JANICE@LUXR.CO
OMG! custdev=ux!

                                                         People, their goals & needs




                                                         Sketches & prototypes


                                                         “New user” experiences


LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                 JANICE@LUXR.CO
Lean means...


                       • Keep your inventory low.
         UX
      CLASS
                IC
                       • Talk to your customers.
                       • Make something they want.
         UX
      CLASS
                IC




                       • Prove your ideas and your interfaces.
         UX
      CLASS
                IC




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011           JANICE@LUXR.CO
How do you do good user experience work
                in a lean environment?




                               PROVE                      IMPROVE




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011              JANICE@LUXR.CO
Lean User
          Experience
          Fundamentals


LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011   JANICE@LUXR.CO
Lean User Experience is a cross-functional,

                               principle-driven process characterized by rituals

                               that predispose teams to predictable, high-quality,

                               high-velocity user experience outcomes.




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                               JANICE@LUXR.CO
LEAN UX PRINCIPLES

                                1. Design + product management + development = 1 product team

                                2. Externalize

                                3. Research with users is the best source of information

                                4. Focus on solving the right problem

                                5. Generate many options and decide quickly which to pursue

                                6. Recognize hypotheses & validate them

                                7. Rapid cycles: think/make/check




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                          JANICE@LUXR.CO
LEAN UX FRAMEWORK

                                                                                 USERS

                                                                                                  1. BLAH

                                             WHY
                                                                                 NEEDS            2. BLAH
                                                                                                  3. BLAH
                                                                                                                     PLE
                                              WHAT                                                                PEO
                                                 HOW                                                                    T
                                                                                                                    DUC
                                                                                                                 PRO
                                   (INSERT BUSINESS THINKING HERE)
                                                                                               BOB CAN...


                                                                                  USES


                                                                               FEATURES
                                                         (CREATE SKETCHES,
                                                 WIREFRAMES & PIXELS)
                                                                                                     THIS WEEK


                                                                               USER STORIES
                                                                             THEMED RELEASES

LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                                                      JANICE@LUXR.CO
LEAN UX FRAMEWORK

                                                                                               THINK

                                                                                 USERS                 MAKE


                                                                                               CHECK




           THINK                                                                 NEEDS         THINK



                                                                                                       MAKE
                                  MAKE

                                                                                               CHECK
           CHECK                    (INSERT BUSINESS THINKING HERE)


                                                                                  USES
                                                                                               THINK



                                                                                                       MAKE


                                                                                               CHECK




                          THINK                                                FEATURES        THINK



                                                                                                       MAKE
                                              MAKE       (CREATE SKETCHES,
                                                 WIREFRAMES & PIXELS)                          CHECK
                         CHECK


                                                                               USER STORIES
                                                                             THEMED RELEASES

LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                                        JANICE@LUXR.CO
LEAN UX METHODS ARE

                                                              LIGHTWEIGHT
                                                                 LOW-FI
                                                                LO-TECH
                                                                EXTERNAL
                                                              FACE TO FACE
                                                             COLLABORATIVE
                                                         GENERATIVE AND DECISIVE
                                                                  FAST
                                                               REPEATABLE
                                                               ROUTINIZED
                                                              GOAL DRIVEN
                                                            OUTCOME FOCUSED


LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                             JANICE@LUXR.CO
THE UX FIELD HAS                                               Pyramid
                                                                            ABSTRACT CONCEPTS



                                                                                       STRATEGY
 LOADS OF METHODS                                        Business Model Canvas
                                                            Ecosystem Map


 THAT WILL WORK                                            Personas (scenarios)
                                                              Design Target
                                                                                        USER
 LEAN.                                                       6-Up Sketching
                                                              Activity Map              USES
 (PLUS A FEW OF MY OWN MAKING)                                Story Boards

                                                               Sticky Triage
                                                              Story Mapping             FEATURE PLANNING
                                                            Iteration Planning

                                                           2 or 3-Up Sketching
                                                              Test Creation
                                                               Wireframes               IA, IXD, UI
                                                               Card Sorting
                                                            Black Hat Session

                                                               Sketch Boards
                                                         Prototyping (many kinds)
                                                                Greyboxing             DETAIL DESIGN
                                                          Pair Production/Design

                                                               Design Bible
                                                             Pattern Libraries          COHESIVENESS
                                                              Housecleaning

                                                                              WORKING SOFTWARE
LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                                 JANICE@LUXR.CO
WE ALSO HAVE METHODS TO
 “GET OUT OF THE BUILDING.”

                                                                              CUSTOMER DEVELOPMENT


                                                           Listen (talk*) to people**
                                                                    Surveys                       GENERATIVE
                                                               Watch people use
                                                                  competitors

                                                         Customer acceptance testing
                                                            with paper prototypes
                                                                 Card sorting                     EVOLUTIONARY
                                                               Usability testing

                                                               Usertesting.com
                                                              Behavioral metrics                  QUANTITATIVE
                                                                 A/B testing
                                                                Heat mapping

                                                                                   OPTIMIZATION




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                                           JANICE@LUXR.CO
RITUALS FOR LEAN PRODUCT TEAMS
                                                                                                ABSTRACT CONCEPTS


                                                         Define the problem and write the “test” first
                                                                    User need/quote as sprint name
                                                                                                              IDEATE

                                                                                   Wireframe check
                                                                                            Pairing
                                                                                                             COMMUNICATE

                                                                                      Retrospective           LEARN
                                                                                           Measure
                                                                                             Redo             IMPROVE
                                                                                     Housecleaning

                                                                                                 WORKING SOFTWARE




LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                                                                     JANICE@LUXR.CO
Thank You!

                                                                  Janice Fraser
                                                                  www.luxr.co

                                                                   @clevergirl
                                                                    @luxrco
                                                                    #LeanUX


LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011                            JANICE@LUXR.CO

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Lean UX for Startup Teams (Kill Yr Darlings)

  • 1. startups + ux 4evr Kill Yr Darlings
  • 2. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 3. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 4. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 5. outsized returns. fear me. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 6. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 7. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 8. + + make products incremental reduce waste customers want releases LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 9. 41,000 views (past 12 mos) 19,741 followers (1,738 listed) Entrepreneur in Residence (2010-2011) Fall 2011 (Random House) LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 10. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 11. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 12. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 13. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 14. 5% (not the real number) LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 15. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 16. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 17. (Proportions are accurate, but metrics on this page are not real values.) 5% 4% 9.75% 30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions Say each conversion is worth $2 That works out to $26,000 revenue by not waiting. That’s more than most startups pay for design services, total, prior to launch. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 18. Less risk (and more) The old way ) The new way ) LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 19. The LEAN principle: reduce INVENTORY, RISK, and WASTE Nobody Like this... clicked. ) ) Make a design Discover that it decision 3 MONTHS wasn’t right 3 HOURS LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 20. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 21. UX Cycles THINK GENERATIVE RESEARCH IDEATION MENTAL MODELS Reduce BEHAVIOR MODELS time, n cycle ot build TEST RESULTS time COMPETITIVE ANALYSIS MAKE PROTOTYPES WIREFRAMES VALUE PROP LANDING PAGE HYPOTHESES COMPS DEPLOYED CODE CHECK A/B TESTING SITE ANALYTICS USABILITY TESTING FUNNEL SIGN-UPS LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 22. OMG! custdev=ux! People, their goals & needs Sketches & prototypes “New user” experiences LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 23. Lean means... • Keep your inventory low. UX CLASS IC • Talk to your customers. • Make something they want. UX CLASS IC • Prove your ideas and your interfaces. UX CLASS IC LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 24. How do you do good user experience work in a lean environment? PROVE IMPROVE LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 25. Lean User Experience Fundamentals LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 26. Lean User Experience is a cross-functional, principle-driven process characterized by rituals that predispose teams to predictable, high-quality, high-velocity user experience outcomes. LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 27. LEAN UX PRINCIPLES 1. Design + product management + development = 1 product team 2. Externalize 3. Research with users is the best source of information 4. Focus on solving the right problem 5. Generate many options and decide quickly which to pursue 6. Recognize hypotheses & validate them 7. Rapid cycles: think/make/check LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 28. LEAN UX FRAMEWORK USERS 1. BLAH WHY NEEDS 2. BLAH 3. BLAH PLE WHAT PEO HOW T DUC PRO (INSERT BUSINESS THINKING HERE) BOB CAN... USES FEATURES (CREATE SKETCHES, WIREFRAMES & PIXELS) THIS WEEK USER STORIES THEMED RELEASES LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 29. LEAN UX FRAMEWORK THINK USERS MAKE CHECK THINK NEEDS THINK MAKE MAKE CHECK CHECK (INSERT BUSINESS THINKING HERE) USES THINK MAKE CHECK THINK FEATURES THINK MAKE MAKE (CREATE SKETCHES, WIREFRAMES & PIXELS) CHECK CHECK USER STORIES THEMED RELEASES LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 30. LEAN UX METHODS ARE LIGHTWEIGHT LOW-FI LO-TECH EXTERNAL FACE TO FACE COLLABORATIVE GENERATIVE AND DECISIVE FAST REPEATABLE ROUTINIZED GOAL DRIVEN OUTCOME FOCUSED LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 31. THE UX FIELD HAS Pyramid ABSTRACT CONCEPTS STRATEGY LOADS OF METHODS Business Model Canvas Ecosystem Map THAT WILL WORK Personas (scenarios) Design Target USER LEAN. 6-Up Sketching Activity Map USES (PLUS A FEW OF MY OWN MAKING) Story Boards Sticky Triage Story Mapping FEATURE PLANNING Iteration Planning 2 or 3-Up Sketching Test Creation Wireframes IA, IXD, UI Card Sorting Black Hat Session Sketch Boards Prototyping (many kinds) Greyboxing DETAIL DESIGN Pair Production/Design Design Bible Pattern Libraries COHESIVENESS Housecleaning WORKING SOFTWARE LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 32. WE ALSO HAVE METHODS TO “GET OUT OF THE BUILDING.” CUSTOMER DEVELOPMENT Listen (talk*) to people** Surveys GENERATIVE Watch people use competitors Customer acceptance testing with paper prototypes Card sorting EVOLUTIONARY Usability testing Usertesting.com Behavioral metrics QUANTITATIVE A/B testing Heat mapping OPTIMIZATION LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 33. RITUALS FOR LEAN PRODUCT TEAMS ABSTRACT CONCEPTS Define the problem and write the “test” first User need/quote as sprint name IDEATE Wireframe check Pairing COMMUNICATE Retrospective LEARN Measure Redo IMPROVE Housecleaning WORKING SOFTWARE LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO
  • 34. Thank You! Janice Fraser www.luxr.co @clevergirl @luxrco #LeanUX LEAN UX FUNDAMENTALS, GENERAL ASSEMBLY EDITION 03/2011 JANICE@LUXR.CO