500 startups lean ux bootcamp
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500startupsLean UX Design Bootcamp
Enrique Allen, Rick Boardman, Miche Capone, Karl Dotter, Thomas Both, Laura Klein & Janice Fraser + more!
Think
Make
Check
UserEmpathy
LauraKimAye
(Talk)
(Activity)
(Reflect)
UserNeeds
Intro to generative
interviewing
Practice withpartner
Practice synthesizing
empathy map
POV madlib
Distinguish needs
& insights
Make persona of target user(s)Write customer
hypotheses
Show partner POVRefine
questions
Stories
Lessons from:IMVU
DailyAisleBaydin
Debrief
Thursday Day 1
Draft questionsPractice interviewing
UsersSetupCustomer/Problem
Definition
Who are youtarget users?
How to test?
4-4:15
Lean UX
4:15-4:30 4:30-5:00 5:30-6:00 6:00-6:30 6:30-75:00-5:30
BusinessGut Check
Business Needs
Ecosystem MapWrite out business
hypotheses
What are riskiest hypotheses & how
can you test?
Quick review of artifacts we’ll create
PersonasDraw the Person...
Add real namesDescribe what they
look like
Traits...Demographics
Age, Sex, LocationGeneralizable Attitudes
& Characteristics
Needs...What are their pain &
pleasure points?Triggers?
Goals...What do they want to accomplish? How do
they succeed?
Personas
Ecosystem Map
Ecosystem Map
Interview Questions
When you go through the interview check off if you validated any assumptions
Point of View:
• “Tell me about the last time you...”
• “Tell me about an experience you’ve had with...”
• “How did you feel when ____ happened?”
• “What were you feeling at that moment?”
• “Really, can you tell me why that matters?
• “Say more about that...I see... Do you know why you think that?
• “Okay. And that is important because...”
List of hypotheses:
[Insert User...(descriptive)] Needs
[Insert Needs...(verb)]
+
+ Because [Insert Insight...(compelling & surprising)] +
Point of View[User...(descriptive)]
[Needs...(verb)]
[Insight...(compelling & surprising)]
Needs
Because
Now a little soapbox
Design?
• What comes to mind
Jesse Schell on ‘Design’
“Anyone who makes decisions about how the product should be is a designer*. Designer is a role, not a person. Almost every developer on a team makes some decisions about how the product will be, just through the act of creating the product. These decisions are design decisions, and when you make them, you are a designer. For this reason, no matter what your role on a development team, an understanding of the principles of design will make you better at what you do.”
The Right Lean UX Design Method for
the Job“People cling to things like personas, user research, drawing comics, etc.,” notes Dan Saffer. “In reality the best designers have a toolbox of options, picking and choosing methods for each project what makes sense for that particular project.”
Visual Design
Interface - Navigation - Info Design
Beyond the Surface
Visual Design
Interface - Navigation - Info Design
Beyond the Surface
You wouldn’t say that computer engineering is only about the
front-end
Visual - Graphic Design
Interface - Navigation - Info Design
Information Architecture - Interaction Design
Functional Specs - Content Reqs
User - Product - Biz Hypotheses & Objectives
Underlying Tech - IP
Design Goes Deeper Than You Think
Visual - Graphic Design
Interface - Navigation - Info Design
Information Architecture - Interaction Design
Functional Specs - Content Reqs
User - Product - Biz Hypotheses & Objectives
Underlying Tech - IP
Design Goes Deeper Than You Think
There’s a full stack of design disciplines that create the “user
experience”
We All Want to Hit this Sweet Spot
Repeatable Process to Great Design?
Startups don’t repeatedly get
through a whole cycle! (or really have a process)
Design Process for Startups?
Startups Have to Bias Towards This
End
Design Process for Startups?
We aim to improve
design skills on this
end with low-cost, low-res methods
We aim to improve
design skills here through data &
distribution
Design Process for Startups?
Let’s Start with Empathy
Flare Out for Inspiration
Search for Human Values
What is Empathy?
• em·pa·thy: the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another
• you can think through the experience of another by understanding it completely
• you can feel what another is feeling by immersing yourself completely in an experience
Huh?
• Empathy is when you feel what the other person is feeling. You can mirror their expressions, their opinions, their hopes...
Why Empathy?
• to discover people’s explicit and implicit needs so that you can meet them through your designs
• Find meaning & stories
• Uncover latent needs
• The difference between what people say & do
Why Empathy?
“People care about their problems (or pleasures ;) not your F-ING solution”
- Dave McClure
Usability (how easy to use)
How well do you know your ‘user’?
Use (goals your customer wants to accomplish)
Meaning (deep insights about the context of “why?”)
Startup Examples of Empathy?
How to Find Empathy?
• First let’s start with who think your users are...
PersonasDraw the Person...
Add real namesDescribe what they
look like
Traits...Demographics
Age, Sex, LocationGeneralizable Attitudes
& Characteristics
Needs...What are their pain &
pleasure points?Triggers?
Goals...What do they want to accomplish? How do
they succeed?
Do it now!
• Quickly break into teams you got 20 minutes!
• Write out as many personas as possible!
PersonasDraw the Person...
Add real namesDescribe what they
look like
Traits...Demographics
Age, Sex, LocationGeneralizable Attitudes
& Characteristics
Needs...What are their pain &
pleasure points?Triggers?
Goals...What do they want to accomplish? How do
they succeed?
How would you validate those
personas?• When you talk to users do they accurately
fit any of your personas?
• Which personas are most valuable for your businesses in the short & long term?
Now time to zoom out from your
personas
Ecosystem Map
Ecosystem Map
Entrepreneur’s Guide to Customer Development
Ecosystem Map
• Map out all the players in your ecosystem on Post-Its
• This could be BD relationships, competitors, platforms, channels
Ecosystem Map Connections
• Now start to place them into different parts of your business model
• Then draw relationships between each entity
• Draw solid lines for direct value and dotted lines for indirect value
Ecosystem Map Assumptions
• This map shows you your assumptions about each player, now lets list them out
• Then highlight your most riskiest assumptions (tech, market, team)
• Which relationships in the ecosystem do you have any leverage, potential for high impact, unique advantage?
Ecosystem Value & Growth Hypotheses• Now circle relationships you want to focus
on over the next 3 months to reduce risk
• Write unique value hypothesis statements for each player
• Write growth hypothesis statements for each player
Value hypothesisTests whether a product or service really delivers value to customers once they’re using it.
Example: We believe that people like....[eg persona/ ecosystem partner] have a need for...[eg action/behavior]
We know we will have created value if...[eg quantitative measurable outcome or qualitative observable outcome] which will contribute to our...[key performance indicator]
Growth hypothesisTests how new customers will discover a product or service eg from early adopters to mass adoption.
Example: We believe that people like....[eg persona/ ecosystem partner] will want to share our product or service when...[eg use case with motivation/ability/triggers]
We know we will be on track to grow if...[eg quantitative measurable outcome or qualitative observable outcome] which will contribute to our...[key performance indicator]
Test Your Hypotheses?
• How would you test these ecosystem hypotheses?
How to else find Empathy? (& validate your
personas)
• One way is to interview...
There’s lots of ways of asking questions
• To generate stories and inspiration
• To evaluate and assess
• To test and isolate variables
Interview Tips• 1st RULE: You do not say ‘usually’ when asking a
question.
• 2nd RULE: You do NOT say ‘usually’ when asking a question.
• 3rd RULE: If someone says “I think” or states a belief or seems to prefer one thing over another, then the conversation is NOT over. Ask why that’s important.
• 4th RULE: Only 10 words to a question.
• 5th RULE: One question at a time.
More Interview Tips
• 6th RULE: No binary questions, no leading questions.
• 7th RULE: A conversation started from one question will go on as long as it has to.
• 8th RULE: If you’re the only one interviewing, then you HAVE to use a voice recorder to capture!
• ...
Seek Stories
• “Tell me about the last time you...”
• “Tell me about an experience you’ve had with...”
Talk about feelings
• “How did you feel when ____ happened?”
• “What were you feeling at that moment?”
Follow Up with “Why?”
• “Really, can you tell me why that matters?
• “Say more about that...I see... Do you know why you think that?
• “Okay. And that is important because...”
Demo
Your Turn
• Draft questions that help you better understand your users without directly asking them about your product (5 min)
Interview Questions
When you go through the interview check off if you validated any assumptions
Point of View:
• “Tell me about the last time you...”
• “Tell me about an experience you’ve had with...”
• “How did you feel when ____ happened?”
• “What were you feeling at that moment?”
• “Really, can you tell me why that matters?
• “Say more about that...I see... Do you know why you think that?
• “Okay. And that is important because...”
List of hypotheses:
[Insert User...(descriptive)] Needs
[Insert Needs...(verb)]
+
+ Because [Insert Insight...(compelling & surprising)] +
Find a partner
• Time permitting
• Interview them (10 min each)
Refine Questions
• Time Permitting
• Refine questions, look for categories & themes to dig deeper into (5 min)
Interview Arc
Now how do we synthesize?
• Circle ‘needs’ your notes (look for verbs, quotes, actions, behaviors)
• Circle ‘insights’ in your notes (stories about the context)
Look for Inconsistencies
What they say?
What they say about what
they do ?
What they actually do!
A gap between what they say & do is the design opportunity?
Capture Share
Saturate & Group
Empathy Map
Journey Map
Define the opportunity
Define
• This actionable problem statement (often referred to as a POV) is the guiding statement that focuses on the insights that you uncovered from real users.
POV Madlib
• Go back to your persona & ecosystem players
• Describe your user + need + surprising insight
• Pick a user individually, divide and conquer
• 10 min!
Point of View[User...(descriptive)]
[Needs...(verb)]
[Insight...(compelling & surprising)]
Needs
Because
Find a partner
• Time permitting
• Share with your team (2 min each)
Don’t take my word for it- let’s introduce:
• @LauraKlein, usersknow.com,
• http://www.slideshare.net/LauraKlein1/building-empathy
• @KimSheBlue, dailyaisle.com
• @AyeMoah, baydin.com
Prep for tomorrow• Refine your point of view(s) & prepare a
question(s) to brainstorm?
• How might we...[insert prompt]?
• Bring in any copies of any sketches, wireframes etc and prepare questions for mock interviews/testing
• Recruit remote users for Saturday & in-person users for Sunday
Debrief
Think
Make
Check
Uses & Features
(Talk)
(Activity)
(Activity) Themed Release?
Friday
Sketch User & Biz needs
Ian McFarland
Re-Visit POVs
12-12-30 12:30-1:30 1:30-2:30 2:30-3:30 3:30-4:00 4:30-5:00 5:00-
RapidPrototypes
Tara Kelly
Sketches in context &
storiesabout use
Choose context that
triggers most use
Make featuresWireframes
Wireframe CheckMetrics Check- KPIs
Low-fiLow-tech Prepare for
Saturday
Practice walkthroughs
Test with real users & Product
Design Guild
Guerrilla Testing
Stories
Debrief
Get Visual
Agile <3 UX
Sketch Warmup
Agile + Lean UX
Ideation
How to Brainstorm
Framing Brainstorm
Prioritize based on tech feasibility,
business & distribution viability
Introducing Ian McFarland
• Group CTO at Digital Garage
• Former VP of Tech at Pivotal Labs
• @IMF
Now that you have a POV
• Let’s talk about ideation
Ideation
What’s Ideation
• Ideation is the process of idea generation. Mentally it represents a process of “going wide” in terms of concepts and outcomes. Ideation provides the fuel for building prototypes and driving innovative solutions.
Why Ideate
• Ideate in order to step beyond obvious solutions. We ideate to harness the collective perspectives and strengths of our teams. We ideate to create fluency (volume) and flexibility (variety) in our innovation options.
Examples of from Startups?
Bad Brainstorming• Everyone thinks they already do it
• Not a regular meeting
• Not something you take “formal notes” at
• Not a presentation
• Shouldn’t feel like “work”
• It’s actually a tool that needs skill
How to Kill a Brainstorm
• The boss gets to speak first
• Everybody gets a turn
• Experts only please
• Do it off-site
• No silly stuff
• Write down everything
How NOT to Brainstorm
http://www.youtube.com/watch?v=ttWhK-NO4g8
How to Brainstorm
http://www.youtube.com/watch?v=W1h5L_0rFz8&feature=related
Brainstorming Tips
• One Conversation at a Time
• Go for Quantity
• Defer Judgement - NO Blocking
• Build on the Ideas of Others
• Encourage wild ideas
• Be Visual
• Stay on Topic
• Headline!
Ideation
Tip: don’t make HMWs? too narrow or too broad
Your Turn - Frame the Brainstorm
• From your POV...come up with a few “how might we...? statements
• How might we trigger [insert persona, POV] to do [insert verb, behavior]?
Find a partner
• Brainstorm 7min
• Cluster, group, & build on excitement
Switch with your partner
• Brainstorm 7min
• Cluster, group, & build on excitement
How do you synthesize?
Imp
act
Easy HardExecution
Low
High
Plot Ideas
Prioritize & Vote
• Vote based on tech feasibility, business & distribution viability
Prototyping
Let’s start with sketching
• @karldotter, dojo.com
• http://www.slideshare.net/k4rl/sketching-leanux
Now let’s test your prototypes
Setup a scenario
When you go through the interview check off if you validated any assumptions
User:
• Goal/task 1
• Goal/task 2
• Goal/task 3
List of hypotheses:
[Insert description of interviewee (add if they fit your persona or POV)]
The Designer Fund
New user experience. e.g. User discovers link on Facebook //Have interviewee login to Facebook and click on Fan page newsfeed
Tech/OS/Browser:
Scenario 1:
[Insert tech savviness/usage level; OS; Browser]
Setup a Scenario
• Get your prototype ready
• Draft a scenario (5 min)
Interview & Test
• Find a partner
• Brief them on your scenario & show them your prototype
Feedback Capture
Things people liked or found notable
Questions that the experienced raised
Constructive criticism & changes
+
?Ideas the experienced
spurred
Backlog In Progress Validated
No bucket can contain more than projects at a time
The Designer Fund
Built
Kanban Board
A
B
C
D
E
F
Prep for tomorrow• http://www.slideshare.net/LauraKlein1/who-do-i-talk-to-
now-diy-user-research-for-startups?
• http://www.slideshare.net/rick/lean-ux-bootcamp-500-startups-intro-to-usability
• Pick questions, scenarios tools & do remote interview/test
• Pick questions, scenarios, & do in person interview/test
Stories to wrap up
• @theozero, highscorehouse.com
• @helloxander, getpunchd.com
• @enriqueallen, designerfund.com
Feedback on the bootcamp
• Like...• Hands on activities
• Succinct concepts, handouts, & tories from other entrepreneurs
• Interviews and testing with real people
• Wish...• More examples from each activity
• More facilitators available
• Improved email prep before bootcamp
• How to...• Show qualitative & quantitative tradeoffs
• Show examples that are contextual to market/consumer audience
• Keep lists of resources and links maintained
Appendix
top related