(agile 2011) lean ux: getting out of the deliverables business

Lean UXGetting out of the deliverables business

http://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg

Agile 2011Salt Lake City, UT

Why am I up here?Designer. Team Leader. Lover of conference schwag.

Jeff Gothelfcurrently: Director of UX at TheLadders.com

previously: Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startups

blog: www.jeffgothelf.com/blog

twitter: @jboogie

email: jgothelf@theladders.com

#LeanUX

In the beginning…UX began with Information Architecture which no one had ever heard of

http://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg#LeanUX | @jboogie

Deliverables helped define Information ArchitectureAnd this was good

#LeanUX | @jboogie

IA evolved and expanded into Interaction DesignDarwinism at work

#LeanUX | @jboogie

Deliverables helped define these emerging practicesAnd this was good

#LeanUX | @jboogie

Value has ultimately been placed on the deliverableNot on the experience being created

#LeanUX | @jboogie

#LeanUX | @jboogie

Deliverables eat babies!I kid. Only a little.

With interactive experiences evolving rapidlyThe deliverable is just not enough

#LeanUX | @jboogie

Lean UXInspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of design work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.

#LeanUX | @jboogie

It goes a little something like this…Look familiar?

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

Designers can’t hide behind their monitor any more!Hope you like hanging out with designers.

http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/#LeanUX | @jboogie

Get design work out there. Fast.In public. (Yes, where everyone can see it.)

#LeanUX | @jboogie

What Lean UX is NOT

#LeanUX | @jboogie

Lazy.Sorry. Designers still have to work hard.

http://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg

“…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.”

- Austin Govella commenting on Whitney Hess’s “Why I Detest the Term Lean UX”http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/

#LeanUX | @jboogie

The only thing being removed is waste.You leave that stuff laying around and it starts to stink!

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

This is NOT design-by-committee!That never leads to anything pretty.

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

What Lean UX is…

#LeanUX | @jboogie

ControlDesigners still drive the design

#LeanUX | @jboogie

“But I’m giving up control of my work!”Not really. It just feels that way at first.

http://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/#LeanUX | @jboogie

It’s not “The Spec” that gives controlThat’s the last mile of the value design brings to the team

http://talkingtraffic.org/wp-content/images/stack_documents.jpg#LeanUX | @jboogie

If a designer spends 3 months perfecting a design only to find out it fails to meet customer and/or business needs, they’ve just

wasted 3 months of their life, not to mention the team’s.

#LeanUX | @jboogie

From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011.

http://www.alistapart.com/articles/design-criticism-creative-process/ #LeanUX | @jboogie

Designers shouldn’t be expected to get it right the first timeNobody else has to

Designers are the “Keepers of the Vision”The experience is design’s responsibility

http://www.flickr.com/photoshttp://www.flickr.com/photos/kubina/1386979654/sizes/l/#LeanUX | @jboogie

MomentumEveryone’s engaged. Everyone’s motivated.

#LeanUX | @jboogie

Keep everybody moving forwardClients, stakeholders, design and team.

http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/#LeanUX | @jboogie

QualityNo compromises

#LeanUX | @jboogie

“Speed first. Aesthetics second.” – Jason Fried, 37Signals.com

#LeanUX | @jboogie

“Going for the bronze.” – A Creative Director I used to work with

#LeanUX | @jboogie

What about the quality of the design?Iterations mean quality continually improves.

http://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg#LeanUX | @jboogie

FeasibilityMake sure it can be built (and built well)

#LeanUX | @jboogie

Prototype it!But not all of it.

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#LeanUX | @jboogie

Once validated, demo to the team.Presto! Instant documentation.

http://www.flickr.com/photos/koolwaaij/152426460/sizes/o/

No additional deliverables are needed!

#LeanUX | @jboogie

Then show it to your customers.Keep it light and cheap.

http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/#LeanUX | @jboogie

Fill in the gapsWhat did you not think about?

#LeanUX | @jboogie

The more you talk about itThe more you realize what’s missing

http://www.flickr.com/photos/adysmiles/4822749055/sizes/l/#LeanUX | @jboogie

Can I make this happen in my organization?Short answer: Yes. Long answer: Yessssssssss!

#LeanUX | @jboogie

The internal software/web design shop.Well within your grasp.

http://www.istudyathes.com/wp-content/uploads/2009/02/microsoft-20team-201978.jpg#LeanUX | @jboogie

You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software.

#LeanUX | @jboogie

#LeanUX | @jboogie

The interactive agency and services world.Tougher sell. Worth it in the end.

Agencies are in the deliverables business.

#LeanUX | @jboogie

Recapping the “internal” Lean UX process….Remember?

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

For services agencies it looks slightly differentGive your clients the power. They like that.

Concept Prototype

Validate w/client Learn

from user

behavior

IterateValidate w/client

#LeanUX | @jboogie

Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level

#LeanUX | @jboogie

Reducing deliverables efforts reduces revenueIn theory…

Fewer deliverables Fewer billable hours

$$$$

Project delivered faster

Happier, more empowered client

Repeat customer

#LeanUX | @jboogie

Invest in your client’s successIt shows the confidence you have in your work

http://www.flickr.com/photos/19638298@N00/143127498/sizes/z/#LeanUX | @jboogie

Distributed teams do it remotely!If they’re a part of you, it’s on! If not, it ain’t bloody likely.

http://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg#LeanUX | @jboogie

Is this good for every project?Use it where it makes sense.

http://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg#LeanUX | @jboogie

Functional, task-flow projects work well.There’s a clear end goal.

#LeanUX | @jboogie

Highly experiential marketing projects will struggle.Time to ideate and create options is essential.

#LeanUX | @jboogie

What about content heavy experiences?Some up front planning is necessary.

#LeanUX | @jboogie

Case Study100 Days of Collaboration

#LeanUX | @jboogie

Problem Statement:“You’re like Monster, but I have to pay for it.”

#LeanUX | @jboogie

3 days, 3 themes:Acquisition and conversionResume servicesA human in every interaction

#LeanUX | @jboogie

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#LeanUX | @jboogie

#LeanUX | @jboogie

#LeanUX | @jboogie

#LeanUX | @jboogie

How do I get started?Here are 5 quick wins you can implement today

#LeanUX | @jboogie

Solve the problem togetherAs opposed to implementing someone else’s solution

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

1

SketchingIt’s all the rage!

#LeanUX | @jboogie

2

Example of sketching at workV1 of the UI

#LeanUX | @jboogie

2

Sketching brings experiences to life fasterLaunched UI

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

2

Get the experience out there, not the documentAct it out if you have to

#LeanUX | @jboogie

3

http://www.macdavidpro.com/wp-content/uploads/2010/02/4355664150_68b8aa58a9_o-600x337.jpg

Pair up!But do it, cross-functionally

#LeanUX | @jboogie

4

http://photofind.com/featured-photo/20-uncomfortable-moments-in-sports

Pairing saves timeIt also levels the playing field

#LeanUX | @jboogiehttp://hoveringartdirectors.tumblr.com/page/2

4

Pairing sets designers free, man…and empowers developers!

#LeanUX | @jboogiehttp://www.clydekellerphotos.com/images/AP_Kesey_HippiesDancing_GALLERY_CGW.jpg

4

Style guides!The cause of, and solution, all your UX problems

#LeanUX | @jboogie

5

They’re good for developers too!Creates a reusable asset library and point from which to start

#LeanUX | @jboogie

5

Designers are used to being heroes. Lean UX is distinctly, anti-hero.

http://www.abegoodman.com/Images/greatest-american-hero.jpg#LeanUX | @jboogie

This is an evolution. Not a revolution.Designers must evolve to stay relevant.

http://www.flickr.com/photos/freejay3/2387714157/sizes/l/#LeanUX | @jboogie

Once you go lean…Apparently it’s good and you can’t go back to…err…fat…or something

#LeanUX | @jboogie

Let’s get back to the experience design business.It’s where it’s at (as the kids say)

http://www.flickr.com/photos/expressmonorail/3057998218/sizes/l/#LeanUX | @jboogie

Thanks!Call me. Let’s chat.

#LeanUX | @jboogie

@jboogiejeff@jeffgothelf.comwww.jeffgothelf.com/blogbit.ly/LeanUX slideshare.net/jgothelf

Jeff Gothelf