better product definition with lean ux and design thinking by jeff gothelf - lean it summit 2014
DESCRIPTION
Requirements-driven product definition is a sure-fire way to get 100% of the wrong product launched. The assumptions that requirements are based on are usually not accurate enough to determine the exact solution those requirements dictate. Instead, teams should focus on creating a series of hypotheses that define potential solutions to their business problem and then work together to learn which of these hypotheses are keepers and which ideas to kill. At the Lean IT SUmmit 2014, Jeff Gothelf provided an overview of how to apply the ideas behind Lean UX and Design Thinking to project definition and planning. Video available soon on Institut Lean France youtube channel.TRANSCRIPT
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BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN THINKING
Lean IT Summit - ParisOctober 2014
Monday, October 6, 14
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Monday, October 6, 14
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Monday, October 6, 14
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@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
“While the initial launch and traction proved extremely exciting, it misled us into believing there was a larger market ready to adopt our product.”
http://techcrunch.com/2012/01/22/post-mortem-for-plancast/
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
“100,000 have registered and over 230,000 people visit each month.”
http://techcrunch.com/2012/01/22/post-mortem-for-plancast/
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
“People often tell me “I like Plancast, but I never have any plans to share.”
http://techcrunch.com/2012/01/22/post-mortem-for-plancast/
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
“Most social networks feed primarily on vanity….Sharing plans, unfortunately, doesn’t present the same opportunity to show off and incur the same subsequent happy feelings.”
http://techcrunch.com/2012/01/22/post-mortem-for-plancast/
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
“…[lack of an invitation feature]…caused a situation where many people feel awkwardly aware of events to which they don’t feel welcome…”
http://techcrunch.com/2012/01/22/post-mortem-for-plancast/
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogiehttp://blog.capwatkins.com/formspring-a-postmortem
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogiehttp://blog.capwatkins.com/formspring-a-postmortem
@neoinnovate || @jboogie
“…The first big project we worked on was a Formspring button that sites could embed at the end of blog posts... We had millions of users, so we figured it wasn’t a stretch to imagine they browsed other web sites and would gladly click a Formspring button at the end of a post ... This was just as the Facebook Share and Twitter “Tweet This” buttons were appearing...”
Monday, October 6, 14
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@jboogiehttp://blog.capwatkins.com/formspring-a-postmortem
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogiehttp://blog.capwatkins.com/formspring-a-postmortem
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogiehttp://blog.capwatkins.com/formspring-a-postmortem
@neoinnovate || @jboogie
“…We spent months on that system. We had to make sure our servers could handle…huge influx of traffic, had to design & implement the feature, make sure the implementation was easy for publishers, make deals with publishers, etc.
We bet huge.
On someone else’s (Facebook and Twitter’s) plan.
Flop...”
Monday, October 6, 14
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@jboogie
@jboogie
Monday, October 6, 14
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@jboogie
software is continuous
@jboogie
Monday, October 6, 14
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@jboogie
11.6
Monday, October 6, 14
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@jboogie
Key questions:
How long do we wait before launch?
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Key questions:
How long do we wait before launch?
How do we define the right requirements for our product?
What signals are we looking for from the market?
@neoinnovate || @jboogieMonday, October 6, 14
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REQUIREMENTS ARE ACTUALLY ASSUMPTIONS
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Do you know this product manager?
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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Requirements = Assumptions
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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Requirements = Assumptions
We know We believe
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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Requirements = Assumptions
We know We believe
Let’s build it! Let’s test it!
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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DESIGN THINKING CAN HELP!
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Design Thinking
“As a style of thinking, it is generally considered the ability to combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context. ”
- Tim Brown, CEO & President, IDEO
@neoinnovate || @jboogieMonday, October 6, 14
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I’VE HEARD GOOD THINGS ABOUT THIS LEAN UX THING TOO
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Lean UX
Inspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way with less emphasis on deliverables and greater focus on a shared understanding of the actual experience being designed.
That’s me!I said this.
@neoinnovate || @jboogieMonday, October 6, 14
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PRIORITIZE LEARNING OVER GROWTH
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
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CUSTOMER PROBLEM SOLUTION
BUSINESSMODEL COMPETITION KEY COMPETITIVE
ADVANTAGE
CUSTOMEROUTCOME
CUSTOMER ACQUISITION
EARLYADOPTER
360° ASSUMPTIONS
Monday, October 6, 14
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PROBLEM SOLUTION
BUSINESSMODEL COMPETITION KEY COMPETITIVE
ADVANTAGE
CUSTOMEROUTCOME
CUSTOMER ACQUISITION
EARLYADOPTER
360° ASSUMPTIONS
Socially-active, young professionals
Monday, October 6, 14
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SOLUTION
BUSINESSMODEL COMPETITION KEY COMPETITIVE
ADVANTAGE
CUSTOMEROUTCOME
CUSTOMER ACQUISITION
EARLYADOPTER
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Monday, October 6, 14
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BUSINESSMODEL COMPETITION KEY COMPETITIVE
ADVANTAGE
CUSTOMEROUTCOME
CUSTOMER ACQUISITION
EARLYADOPTER
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Social event sharing network
Monday, October 6, 14
![Page 36: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/36.jpg)
BUSINESSMODEL COMPETITION KEY COMPETITIVE
ADVANTAGE
CUSTOMER ACQUISITION
EARLYADOPTER
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Social event sharing network
Increased awareness and attendance at
events
Monday, October 6, 14
![Page 37: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/37.jpg)
BUSINESSMODEL COMPETITION KEY COMPETITIVE
ADVANTAGE
EARLYADOPTER
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Social event sharing network
Increased awareness and attendance at
events
Meetups, Twitter promos
Monday, October 6, 14
![Page 38: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/38.jpg)
BUSINESSMODEL COMPETITION KEY COMPETITIVE
ADVANTAGE
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Social event sharing network
Increased awareness and attendance at
events
Meetups, Twitter promos
Silicon Valley techies, VC’s,
entrepreneurs
Monday, October 6, 14
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COMPETITION KEY COMPETITIVEADVANTAGE
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Social event sharing network
???
Increased awareness and attendance at
events
Meetups, Twitter promos
Silicon Valley techies, VC’s,
entrepreneurs
Monday, October 6, 14
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KEY COMPETITIVEADVANTAGE
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Social event sharing network
??? Evite, Facebook, Outlook, Meetup
Increased awareness and attendance at
events
Meetups, Twitter promos
Silicon Valley techies, VC’s,
entrepreneurs
Monday, October 6, 14
![Page 41: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/41.jpg)
360° ASSUMPTIONS
Socially-active, young professionals
Need to stay aware of interesting
events
Social event sharing network
??? Evite, Facebook, Outlook, Meetup
No invitation feature!
Increased awareness and attendance at
events
Meetups, Twitter promos
Silicon Valley techies, VC’s,
entrepreneurs
Monday, October 6, 14
![Page 42: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/42.jpg)
@jboogie
…which we then turn into hypotheses…
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
…which we then turn into hypotheses…
We believe that
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
…which we then turn into hypotheses…
We believe that [building this feature]
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
…which we then turn into hypotheses…
We believe that [building this feature] [for these people]
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
…which we then turn into hypotheses…
We believe that [building this feature] [for these people] will achieve [this outcome].
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
…which we then turn into hypotheses…
We believe that [building this feature] [for these people] will achieve [this outcome].
We will know we are successful when we see [this signal from the market].
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Hypothesis: We believe that creating the ability for people to share events will provide them with better awareness and greater enjoyment of their social circles.
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
Requirement: Provide each paying customer with a personal job search assistant available via email and phone
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
Requirement: Provide each paying customer with a personal job search assistant available via email and phone
Hypothesis: We believe that providing a personal assistant to each customer will drive up customer satisfaction, renewals and retention rates
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
How could we have better defined our products?
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
How could we have better defined our products?
Articulated our assumptions
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
Case Study: TheLadders
How could we have better defined our products?
Articulated our assumptions
Defined our hypotheses
@neoinnovate || @jboogieMonday, October 6, 14
![Page 57: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/57.jpg)
@jboogie
Case Study: TheLadders
How could we have better defined our products?
Articulated our assumptions
Defined our hypotheses
Run lightweight tests to validate the need
@neoinnovate || @jboogieMonday, October 6, 14
![Page 58: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/58.jpg)
@jboogie
Case Study: TheLadders
How could we have better defined our products?
Articulated our assumptions
Defined our hypotheses
Run lightweight tests to validate the need
What outcome were we targeting?
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
What problem are you trying to solve?
@neoinnovate || @jboogieMonday, October 6, 14
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@jboogie
What problem are you trying to solve?
How will you solve it?
@neoinnovate || @jboogieMonday, October 6, 14
![Page 61: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/61.jpg)
@jboogie
What problem are you trying to solve?
How will you solve it?
How do you know it will work?
@neoinnovate || @jboogieMonday, October 6, 14
![Page 62: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/62.jpg)
@jboogie
How does this change the way a team approaches a project?
@neoinnovate || @jboogieMonday, October 6, 14
![Page 63: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/63.jpg)
@jboogie
How does this change the way a team approaches a project?
The measure of progress changes…
@neoinnovate || @jboogieMonday, October 6, 14
![Page 64: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/64.jpg)
@jboogie
How does this change the way a team approaches a project?
The measure of progress changes…
…from output to outcome.
@neoinnovate || @jboogieMonday, October 6, 14
![Page 65: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/65.jpg)
@jboogie
How does this change the way a team approaches a project?
@neoinnovate || @jboogieMonday, October 6, 14
![Page 66: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/66.jpg)
@jboogie
How does this change the way a team approaches a project?
Output: the stuff we make, aka features
@neoinnovate || @jboogieMonday, October 6, 14
![Page 67: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/67.jpg)
@jboogie
How does this change the way a team approaches a project?
Output: the stuff we make, aka features
@neoinnovate || @jboogie
Outcome: a measurable change in customer behavior attributable to specific output
Monday, October 6, 14
![Page 68: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/68.jpg)
@jboogie
How does this change the way a team approaches a project?
Output: the stuff we make, aka features
@neoinnovate || @jboogie
Outcome: a measurable change in customer behavior attributable to specific output
Impact: a high-level measure of the business’ health
Monday, October 6, 14
![Page 69: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/69.jpg)
Works as designed is no longer good enough...
Monday, October 6, 14
![Page 70: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/70.jpg)
@jboogie
You can launch features…and they can still suck.
@neoinnovate || @jboogieMonday, October 6, 14
![Page 71: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/71.jpg)
@jboogie
Output
@neoinnovate || @jboogieMonday, October 6, 14
![Page 72: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/72.jpg)
@jboogie
Outcome
@neoinnovate || @jboogieMonday, October 6, 14
![Page 73: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/73.jpg)
@jboogie
Impact
@neoinnovate || @jboogieMonday, October 6, 14
![Page 74: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/74.jpg)
@jboogie
Many companies currently manage to output - because it’s easy. It’s binary.
Instead, we need to focus on delivering outcomes.
(and not task teams with responsibility for impact)
@neoinnovate || @jboogieMonday, October 6, 14
![Page 75: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/75.jpg)
@jboogie
Case Study: TheLadders
@neoinnovate || @jboogieMonday, October 6, 14
![Page 76: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/76.jpg)
@jboogie
Case Study: TheLadders
14%@neoinnovate || @jboogie
Monday, October 6, 14
![Page 77: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/77.jpg)
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 78: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/78.jpg)
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 79: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/79.jpg)
MAKE DECISIONS BASED ON OBJECTIVE OBSERVATIONS
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 80: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/80.jpg)
@jboogie
Kill
@neoinnovate || @jboogieMonday, October 6, 14
![Page 81: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/81.jpg)
@jboogie
Pivot
@neoinnovate || @jboogieMonday, October 6, 14
![Page 82: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/82.jpg)
@jboogie
Double-down
@neoinnovate || @jboogieMonday, October 6, 14
![Page 83: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/83.jpg)
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 84: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/84.jpg)
@jboogie
The easy parts...
@neoinnovate || @jboogieMonday, October 6, 14
![Page 85: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/85.jpg)
@jboogie
The easy parts...
Measuring: analytics, usage, metrics
@neoinnovate || @jboogieMonday, October 6, 14
![Page 86: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/86.jpg)
@jboogie
The easy parts...
Measuring: analytics, usage, metrics
@neoinnovate || @jboogie
Talking to customers: qualitative insight into “why” customers are behaving certain ways
Monday, October 6, 14
![Page 87: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/87.jpg)
@jboogie
The easy parts...
Measuring: analytics, usage, metrics
@neoinnovate || @jboogie
Talking to customers: qualitative insight into “why” customers are behaving certain ways
Pausing & reflecting: team-wide discussion of learnings and progress
Monday, October 6, 14
![Page 88: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/88.jpg)
@jboogie
The hard part...
@neoinnovate || @jboogieMonday, October 6, 14
![Page 89: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/89.jpg)
MITIGATE RISK BY NOT BUILDING THINGS PEOPLE DON’T WANT...
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 90: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/90.jpg)
@jboogie
Case Study: Children’s media company
@neoinnovate || @jboogieMonday, October 6, 14
![Page 91: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/91.jpg)
@jboogie
Case Study: Children’s media company
Entering a new market
@neoinnovate || @jboogieMonday, October 6, 14
![Page 92: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/92.jpg)
@jboogie
Case Study: Children’s media company
Entering a new market
Heavy investment
@neoinnovate || @jboogieMonday, October 6, 14
![Page 93: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/93.jpg)
@jboogie
Case Study: Children’s media company
Entering a new market
Heavy investment
High risk
@neoinnovate || @jboogieMonday, October 6, 14
![Page 94: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/94.jpg)
@jboogie
Case Study: Children’s media company
Entering a new market
Heavy investment
High risk
Long term initiative
@neoinnovate || @jboogieMonday, October 6, 14
![Page 95: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/95.jpg)
@jboogie
Case Study: Children’s media company
@neoinnovate || @jboogieMonday, October 6, 14
![Page 96: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/96.jpg)
@jboogie
Case Study: Children’s media company
In-class observation
@neoinnovate || @jboogieMonday, October 6, 14
![Page 97: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/97.jpg)
@jboogie
Case Study: Children’s media company
In-class observation
V1 = PDF content test
@neoinnovate || @jboogieMonday, October 6, 14
![Page 98: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/98.jpg)
@jboogie
Case Study: Children’s media company
In-class observation
V1 = PDF content test
V2 = card sorting
@neoinnovate || @jboogieMonday, October 6, 14
![Page 99: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/99.jpg)
@jboogie
Case Study: Children’s media company
In-class observation
V1 = PDF content test
V2 = card sorting
V3 = clickable prototype
@neoinnovate || @jboogieMonday, October 6, 14
![Page 100: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/100.jpg)
@jboogie
Case Study: Children’s media company
In-class observation
V1 = PDF content test
V2 = card sorting
V3 = clickable prototype
Not a line of code written
@neoinnovate || @jboogieMonday, October 6, 14
![Page 101: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/101.jpg)
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 102: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/102.jpg)
...WHILE MAINTAINING DELIGHT IN YOUR DESIGNS
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 103: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/103.jpg)
@jboogie@neoinnovate || @jboogie
Case Study: TwoDo
Monday, October 6, 14
![Page 104: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/104.jpg)
@jboogie@neoinnovate || @jboogie
Case Study: TwoDo
Monday, October 6, 14
![Page 105: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/105.jpg)
@jboogie@neoinnovate || @jboogie
Case Study: TwoDo
Monday, October 6, 14
![Page 106: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/106.jpg)
Case Study: Xiaomi
Monday, October 6, 14
![Page 107: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/107.jpg)
Case Study: Xiaomi
Monday, October 6, 14
![Page 108: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/108.jpg)
Case Study: Xiaomi
100,000 phones released every Tuesday at noon
Monday, October 6, 14
![Page 109: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/109.jpg)
Case Study: Xiaomi
100,000 phones released every Tuesday at noon
Hours (not days) to collect feedback from customers
Monday, October 6, 14
![Page 110: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/110.jpg)
Case Study: Xiaomi
100,000 phones released every Tuesday at noon
Hours (not days) to collect feedback from customers
Hours (not days) to get feedback to engineers
Monday, October 6, 14
![Page 111: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/111.jpg)
@jboogie
Case Study: Agile UX NYC 2012
@neo_innovation || @jboogieMonday, October 6, 14
![Page 112: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/112.jpg)
@jboogie
Case Study: Agile UX NYC 2012
Would anyone attend our conference?
@neo_innovation || @jboogieMonday, October 6, 14
![Page 113: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/113.jpg)
@jboogie
Case Study: Agile UX NYC 2012
Would anyone attend our conference?
Lots of up front costs
@neo_innovation || @jboogieMonday, October 6, 14
![Page 114: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/114.jpg)
@jboogie
Case Study: Agile UX NYC 2012
Would anyone attend our conference?
Lots of up front costs
Increasing fidelity of tests
@neo_innovation || @jboogieMonday, October 6, 14
![Page 115: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/115.jpg)
@jboogie
Case Study: Agile UX NYC 2012
@neo_innovation || @jboogieMonday, October 6, 14
![Page 116: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/116.jpg)
LEAN UX AND DESIGN THINKING ARE NOT JUST FOR DESIGNERS
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 117: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/117.jpg)
@jboogie
Cross-functional teams…
@neoinnovate || @jboogieMonday, October 6, 14
![Page 118: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/118.jpg)
@jboogie
Cross-functional teams…
Bring perspective to the product definition process from all disciplines
@neoinnovate || @jboogieMonday, October 6, 14
![Page 119: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/119.jpg)
@jboogie
Cross-functional teams…
Bring perspective to the product definition process from all disciplines
Possess increased empathy for the user
@neoinnovate || @jboogieMonday, October 6, 14
![Page 120: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/120.jpg)
@jboogie
Cross-functional teams…
Bring perspective to the product definition process from all disciplines
Possess increased empathy for the user
Understand the “why” behind every initiative
@neoinnovate || @jboogieMonday, October 6, 14
![Page 121: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/121.jpg)
@jboogie
Cross-functional teams…
Bring perspective to the product definition process from all disciplines
Possess increased empathy for the user
Understand the “why” behind every initiative
Learn more, faster, by sharing the discovery and creation process
@neoinnovate || @jboogieMonday, October 6, 14
![Page 122: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/122.jpg)
Build shared understanding
Monday, October 6, 14
![Page 123: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/123.jpg)
Build shared understanding
This is my neighbor...and his f&*(ing leaf blower.
Monday, October 6, 14
![Page 124: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/124.jpg)
Build shared understanding
This is my neighbor...and his f&*(ing leaf blower.
Monday, October 6, 14
![Page 125: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/125.jpg)
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 126: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/126.jpg)
@jboogie@neoinnovate || @jboogie
Competencies over roles
Je!rey Allen "Je! Skunk" Baxter (born December 13, 1948) is an American guitarist, known for his stints in the rock bands Steely Dan and The Doobie Brothers during the 1970s. More recently, he has been working as a defense consultant and chairs a Congressional Advisory Board on missile defense.
Monday, October 6, 14
![Page 127: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/127.jpg)
SOMETHING TO CONSIDER...
@jboogie@neo_innovation || @jboogieMonday, October 6, 14
![Page 128: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/128.jpg)
@jboogie
How can we get feedback sooner?
@neo_innovation || @jboogieMonday, October 6, 14
![Page 129: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/129.jpg)
GREAT!HOW DO WE GET THESE PROJECTS FUNDED?
@jboogie@neoinnovate || @jboogieMonday, October 6, 14
![Page 130: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/130.jpg)
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Business model validation
Product validation
Small team
Monday, October 6, 14
![Page 131: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/131.jpg)
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Business model validation
Product validation
Small team
Culture / Infrastructure to support continuous learning
Stakeholders
Small-chunk, outcome-based, predictable funding
$$$
Monday, October 6, 14
![Page 132: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/132.jpg)
@jboogie
Defining the right product…
@neoinnovate || @jboogieMonday, October 6, 14
![Page 133: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/133.jpg)
@jboogie
Defining the right product…
Reduces the time spent building the wrong product
@neoinnovate || @jboogieMonday, October 6, 14
![Page 134: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/134.jpg)
@jboogie
Defining the right product…
Reduces the time spent building the wrong product
Builds team-wide momentum & shared understanding
@neoinnovate || @jboogieMonday, October 6, 14
![Page 135: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/135.jpg)
@jboogie
Defining the right product…
Reduces the time spent building the wrong product
Builds team-wide momentum & shared understanding
Ensures that resources are spent on the right initiatives
@neoinnovate || @jboogieMonday, October 6, 14
![Page 136: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/136.jpg)
@jboogie
By shifting the way we work…
@neoinnovate || @jboogieMonday, October 6, 14
![Page 137: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/137.jpg)
@jboogie
By shifting the way we work…
Requirements are assumptions
@neoinnovate || @jboogieMonday, October 6, 14
![Page 138: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/138.jpg)
@jboogie
By shifting the way we work…
Requirements are assumptions
Focus on outcomes
@neoinnovate || @jboogieMonday, October 6, 14
![Page 139: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/139.jpg)
@jboogie
By shifting the way we work…
Requirements are assumptions
Focus on outcomes
Work together to come up with ideas
@neoinnovate || @jboogieMonday, October 6, 14
![Page 140: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/140.jpg)
@jboogie
By shifting the way we work…
Requirements are assumptions
Focus on outcomes
Work together to come up with ideas
Test those ideas ruthlessly
@neoinnovate || @jboogieMonday, October 6, 14
![Page 141: Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061204/547e8939b4af9faf158b5641/html5/thumbnails/141.jpg)
THANK YOU!
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Monday, October 6, 14