rapid product design using lean ux methods [tradecraft : may 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

May 1, 2014Kate Rutter, UX @ Tradecraft

* Design a Product in Two Hours

Rapid Product Design Using Lean UX Methods

Content & activities developed by Luxrhttp://luxr.co @luxrco

@katerutter

@luxrco

TWEET!

Let’s get warmed up

{5 min Activity}

Users + problems + solutionSketch it out

Who are the users?What problems do they have?

What would be a proposed solution?

Users + Problem + Solution map“the DNA of your idea”

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 timeneed to share tasks on the go

Task-a-doodle

“the DNA of your idea” 3 minMay 2014

A class on how to produce an awesome UI

This is not...

(how do you know itʼs awesome?)

A session on making production wireframes or photoshop comps

(how do you know these arenʼt a waste of valuable time?)

A “perfect approach” or a rigid point of view on Great UX.

(100s of entrepreneurs have used these techniques to define

their own unique Great UX.)

• Design = solving problems • Lean Startup concepts & mindset• Hands-on } make a product MVP• Lo-fi MVP -> validate -> build

This is about making products.

Focus • Simplify • Decide • TestMove forward.

I am not the expert on your idea. You are.

My goal is to help get your ideas out...fast and simply...

so you can validate them and move them forward.

What to expect...

We are going to be working really, really, really fast.

What to expect...

There is a purpose to this.

I will push you to get something down rapidly. In 2 hours, you will

have a purpose-focused MVP concept to take to the next step.

We are going to be working really, really, really fast.

What to expect...

You will be working solo.These techniques are very

powerful in teams.

Weʼll keep talking to a minimum.(Happy to talk more after the workshop.)

What to expect...

You may not like the pace/process/pressure/perspective, etc. etc.

That is okay.

All I ask is that you keep an open mind and try it.

What to expect...

“But the code validated!”

“The design was brilliant. It just never launched.”

“We made an amazing thing.But nobody wanted it.”

What I NEVER want you to experience...

“But the code validated!”

“The design was brilliant. It just never launched.”

“We made an amazing thing.But nobody wanted it.”

What I NEVER want you to experience...

About the wholeLEAN thing

2 Big Ideas

Empathy.Design.

Products!

User Experience

Build. Measure.

Learn!

Lean Startup

Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”

+incremental

releasesmake products

customers want

+reduce waste

The big idea...

Steve Blank introduced “Customer Development” in...um...2006.

The big idea...

Build.Measure.

• Experiments•!Validated learning•!Reduce waste

These change everything...

timeDefine

The old way

Design

Develop

Release

timeDefine

A better way

DesignDevelop

Release

A very different way

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack BUILD

MEASURE

Let’s make stuff!

{Activity}

Rapid Sketching

Star people!

You can draw a person in 4 simple steps....

sketch via @luxrco

Star people

Use simple shapes to put a person in a place.

sketch via @luxrco

Add context

inside outside

People have faces and emotions.

Expressions Matrix

3 mouths

+ 2 eyebrows

= 9 emotions (so sneaky!)

smile frown

up brows

neutral

down brows

start with this� no

mouth...

eyebrows...

sketch via @luxrco; also see @austinkleon

Picture your user as a human person.

(Insert provisional personas here)

Who is it for?

UsesMary can...

Features

pixels

whywhathow

This Week

UX Stack

Who: Make a Persona

{Activity}

Make a personaPortrait

{Activity}

Make a personaFacts

{Activity}

Write down...5 min

• Age• City where s/he lives• Family (married? kids? single? divorced?)

• Job role• Annual incomeBe specific.

{Activity}

Make a personaBehaviors

{Activity}

Brainstorm 10 behaviors3 min

• What do they do that indicates that they are a good customer for you?

• How are they solving the problem now?

• Behaviors are verbs.

{Activity}

Divide into 2 piles:more

importantless

important

{Activity}

Write ‘em down.2 min

{Activity}

Make a personaNeeds & Goals

{Activity}

Brainstorm 10 needs/goals3 min

• What do they need to accomplish that will solve their problem?

• Why do they do the behaviors?

• How are they solving the problem now?

{Activity}

Divide into 2 piles:more

importantless

important

{Activity}

Write ‘em down.2 min

* Could enough people like this exist? (And can you find them to talk to them?) If no, make adjustments.

* Is this a specific person you know? If yes, make adjustments.

* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.

{check}

3 checks

Act on user needs by identifying value propositions.

What’s the value?

UsesMary can...

Features

pixels

whywhathow

This Week

UX Stack

An example from Foodspotting

What: Envision 6 uses

{Activity}

Sketch 6-up Uses10 min

{Activity}

Redraw the top pick3 min

Task-a-doodle

Know when

someone in her

family finishes

a shared task.

April 2013

UsesMary can...

Features

pixels

whywhathow

This Week

UX Stack

{Activity}

Brainstorm a feature.5 min

5-item to-do list

{Activity}

Make a feature list.April 2013

.0001 min

Measure what matters by tracking actionable metrics.

How do you knowit’s working?

Product(black box)

Conversion Funnel

Traffic

Measuring what?

Product(black box)

Conversion Funnel

Traffic

Measuring what?

Metrics checklist

a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

vanity

total number of registered

unhelpful

sign-ups

% of users who share a

task 3+ times a day,per week

awesomebetter% of users who sign in 3+ times a

day,per week

good% of new users per

{Activity}

Brainstorm 1 measure3 min

{Activity}

Pair-check your metric

Metrics checklist

3. Is there an object basis?

• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)

* not required, but super-helpful

• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?

• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

1. Does the metric begin with a number?

{Activity}

Pair-check your metrics*You* are the person responsible

for getting your peer to awesome!

3 mineach

% of users who share a

task 3+ times a day,per week

{Activity}

Make a dashboardApril 2013

Avg # of tasks

completed per person per month.

% of delegated tasks

completed per group per month

Pull it all together

Tell the story

UsesMary can...

Features

pixels

whywhathow

This Week

UX Stack

UsesMary can...

Features

pixels

whywhathow

This Week

UX Stack

This is [product name] .

Meet...

MVP* Narrative

The idea...

* Minimum Viable Product

Making the most of the team

Pitch PracticeCome up and share

your story!

Exciting prizes for the 3 entrepreneurs who

volunteer!

UsesMary can...

Features

pixels

whywhathow

This Week

UX Stack

Patterns of work1. Sketch

(especially of people)2. Timebox!

(speed kills the censor and keeps you moving)3. Generate independently, discuss as a team

(3 people ideal)4. Dump & Sort

(one item per Post-It, use Sharpie)5. 2x2 organizing framework

(help decision-making when lots of items)6. Work at the wall 7. Quick decision-making techniques

(dot-vote, roman vote, stack rank)

What’s next?

Validate! Do 3 customer interviews in

the next week. Do not mention your product.

Geek out & learn tons more

Kate Rutter@katerutterhttp://intelleto.com

Content developed at Luxr:http://luxr.co@luxrco

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rapid product design using lean ux methods [tradecraft : may 2014]

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