product = ux [product development talk for founder institute, san francisco, ca]
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@ WSGR • AUGUST 5, 2013
+
Product = UX(or...how to make stuff people care about.)
LUXR.CO AUGUST 2013
Kate RutterCo-Founderwww.luxr.co
TWEET!
@katerutter@luxrco
Luxr makes tools to help startups deliver products that people want, need & love to buy.
LUXR.CO AUGUST 2013
LUXR.CO AUGUST 2013
I am not an expert on your business. You are.
My goal is to help ideas get out quickly and simply...
so you can validate them andmove them forward.
What to expect...
LUXR.CO AUGUST 2013
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
Recognizing Startup Failure
LUXR.CO AUGUST 2013
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
Recognizing Startup Failure
FAIL
LUXR.CO AUGUST 2013
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
Recognizing Startup Failure
waste
LUXR.CO AUGUST 2013
How do I know it
doesn’t suck?
so...
I have a product.
LUXR.CO AUGUST 2013
Product
LUXR.CO AUGUST 2013
UI
LUXR.CO AUGUST 2013
UX = mmmmmm
LUXR.CO AUGUST 2013
UX = mmmmmm
LUXR.CO AUGUST 2013
UX =a mindset
focused on delivering value to people
inspires the right kinds of ideas
defines “good”
guides decisions
LUXR.CO AUGUST 2013
UX Stack
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Biz vision & purpose go here
whywhathow
InteractionsBrandVoice
User stories
This Week
NeedsI need...I want...My goal is...
UI goes here�
BUILD
MEASURELEARN
LUXR.CO AUGUST 2013
UX = a clear story
With _________, _______ can _________ and ___________,
product nameuse #1 use #2{
using these features: ________ and __________feature #2
feature #1{in a way thatʼs __________, __________, and __________.
attribute #1attribute #2 attribute #3{
Meet ________, a ___________.name user type{
usesfeaturesproduct, brand & voice
usersneeds & goals { ______ needs to ________
_______________.Name need
(or goal)
LUXR.CO AUGUST 2013
Meet Erika, a socially engaged college student.
Erika needs to feel closely connected with friends near and far, every day.
using status updates on her “wall”, messages, comments and “likes”
in a way thatʼs universal, clean, consistent, and fast.
With Facebook, Erika can share her latest thoughts and see what her many friends are up to,
UX = a clear story
LUXR.CO AUGUST 2013
Meet Joe, a new startup entrepreneur.
Joe needs to feel confident that his product design decisions really serve his customers.
using hands-on materials and online video coaching
in a way thatʼs simple to complete, warm & engaging, and fun.
With Luxr Online, Joe can practice interviewing customers and validate his assumptions,
UX = a clear story
LUXR.CO AUGUST 2013
The Luxr story
LUXR.CO AUGUST 2013
Hello, Bento!
LUXR.CO AUGUST 2013
Hello, Bento!
LUXR.CO AUGUST 2013
Hello, Bento!
LUXR.CO AUGUST 2013
Hello, Bento!
LUXR.CO AUGUST 2013
Hello, Bento!
LUXR.CO AUGUST 2013
Hello, Bento!
LUXR.CO AUGUST 2013
what went wrong?
LUXR.CO AUGUST 2013
what went wrong?
no clear cueto get online
too much text nobody read
hard to open the box, grrrr
couldn’t see the drawing in
the video
video set looked boring
too many pieces in the
box
couldn’t keep track of different
guides
no blankpaper in box
folded blank paper looked
weird
hard to setup video account
tape kept falling out
fixed band on journal was
annoying
belly bandfell off
impossible to open Yay box
without a knife
didn’t know how much time it
would take to do
stickynotes shouldn’t be
wrappedsupplies box not
interestingquote wasoff-target
casual design didn’t feel
“real”
velcro closure on band kept
ripping off
sticker on poster ripped
paperwhere’s the
candy?
no easy wayto post a
photo to site
too much text on login page
confused by different brand on video site
mobile app complete fail
video instructions didn’t exactly
match outcome
mono audio on video was distracting
wanted more related boxes
clearer instructions on
video step 5
LUXR.CO AUGUST 2013
the Luxr story
+ 3 peoplex 20 days
= PRODUCT
LUXR.CO AUGUST 2013
no clear cueto get online
too much text nobody read
hard to open the box, grrrr
couldn’t see the drawing in
the video
video set looked boring
too many pieces in the
box
couldn’t keep track of different
guides
no blankpaper in box
folded blank paper looked
weird
hard to setup video account
tape kept falling out
fixed band on journal was
annoying
belly bandfell off
impossible to open Yay box
without a knife
didn’t know how much time it
would take to do
stickynotes shouldn’t be
wrappedsupplies box not
interestingquote wasoff-target
casual design didn’t feel
“real”
velcro closure on band kept
ripping off
sticker on poster ripped
paperwhere’s the
candy?
no easy wayto post a
photo to site
too much text on login page
confused by different brand on video site
mobile app complete fail
video instructions didn’t exactly
match oucome
mono audio on video was distracting
wanted more related boxes
clearer instructions on
video step 5
risk
time
MAKE
release
MEASURE
BUILD
LEARN
MEASURE
BUILD
LUXR.CO AUGUST 2013
}
LUXR.CO AUGUST 2013
}
LUXR.CO AUGUST 2013
}
LUXR.CO AUGUST 2013
}
LUXR.CO AUGUST 2013
Let’s get hands on...
LUXR.CO AUGUST 2013
{7 min Activity}
Users + problems + solutionSketch it out
Who are the users?What problems do they have?What is a proposed solution?
LUXR.CO AUGUST 2013
Users + Problem + Solution map“the DNA of your idea”
who do you serve?
what high-value problems do they have?
what is a proposed solution?
LUXR.CO AUGUST 2013
Users + Problem + Solution map
a mobile app for delegating tasks
business professionals
Working parents with with kids
need to know when something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”May 2013
LUXR.CO AUGUST 2013
Users + Problem + Solution mapDraw the template 1 min
people
problem solution
LUXR.CO AUGUST 2013
Users + Problem + Solution mapFill it in... 5 min
people
problem solution
who do you serve?(2-3 types)
what high-value problems do they have?(2-3 problems)
what is a proposed solution?(1-2 solutions)
Product
LUXR.CO AUGUST 2013
Users + Problem + Solution map
a mobile app for delegating tasks
business professionals
Working parents with with kids
need to know when something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
Circle the focus areasMay 2013
1 min
LUXR.CO AUGUST 2013
Start validating.
LUXR.CO AUGUST 2013
This way of working is hard.
LUXR.CO AUGUST 2013
“The (validated) code validated!”
“The design is getting brilliant. We know because people use it
more with each iteration.”
“We made an amazing thing.Because our customers canʼt
live without it.”
Evidence of progress
LUXR.CO AUGUST 2013
Geek out & learn more }
LUXR.CO AUGUST 2013
Luxr makes tools to help startups deliver products that people want, need & love to buy.
Luxr.co • 3435 Cesar Chavez, San Francisco, CA • 94110 The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc
Images + credits• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal • Lean book series via OʼReilly: http://oreilly.com/
* Slides available on slideshare: slideshare.net/intelleto
Kate RutterCo-Founderwww.luxr.co
@katerutter@luxrco
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