building a better world through lean + design

Building a better worldthrough lean + design

MON, JUN 3, 2013

+

Lean startup at the intersection of beauty & complexity

LUXR.CO JUNE 2013

Luxr makes tools to help startups deliver products that people want, need & love to buy.

LUXR.CO JUNE 2013

@katerutter@luxrco

Kate RutterCo-Founderwww.luxr.co

TWEET!

LUXR.CO JUNE 2013

a story...

MVPMaximumVisionPossible

= product that will save lives

visionary idea+ amazing research + engaged team+ executive supportx 6 months

LUXR.CO JUNE 2013

risk

time

LUXR.CO JUNE 2013

a story...

= 1000s of hours

+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 months

= no lives saved

LUXR.CO JUNE 2013

a story...

= 1000s of hours

+ 4 designers+ 4 researchers+ 3 developers+ 2 executivesx 6 monthsFAIL

= no lives saved= NO PRODUCT

LUXR.CO JUNE 2013

the biggest fail is...

the product that

doesn’t ever get into

the hands of people.

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“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...

LUXR.CO JUNE 2013





FAIL

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waste

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a different story...

A team of techies, designers, entrepreneurs, statisticians, researchers, and artists, all trying to discover the future of retail.

LUXR.CO JUNE 2013

YouTube Feature Film

view on YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY

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command/control

waterfall

optimizing

invention-driven design

risk aversion

collaboration

agile

disrupting

validated learning-driven design

scaled risks

Lean Startup~ the quick version ~

What’s going on?

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3 Key Ideas

Build. Measure.

Learn!

Validated

Learning

Get out of the building!

Customer

DevelopmentAgile

Development

Collaborate.Release.Improve!

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The Agile Manifesto resulted from a ski scrum in February 2001.

The big idea...

over over over over

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Steve Blank introduced “Customer Development”in 2006.

The big idea...

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

incremental releases

+reduce waste

The big synthesis...

make products customers

want

+

LUXR.CO JUNE 2013

Build.Measure.

Learn

• Hypotheses• Experiments• Validated learning

(These change everything)

And a big innovation...

Wait. We know mostof this already.

User Experience

User Experience~ the mindset, not the craft ~

LUXR.CO JUNE 2013

Empathy.Design.

Products!

UI UX

via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

product

The big idea...

LUXR.CO JUNE 2013

UX =a mindset

focused on delivering value

inspires the right kinds of ideas

defines “good”

guides decisions

LUXR.CO JUNE 2013

UX Stack BUILD

MEASURELEARN

interactions, interfaces,

pixels

Vision & purpose

Features

Product

Users

UsesMary can...

NeedsI need...I want...My goal is...

LUXR.CO JUNE 2013

UX Stack BUILD

MEASURELEARN


pixels

Vision & purpose

Features

Product

Users

UsesMary can...


Customer development

Experiments, MVPs & metrics

Sketches & prototypes

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Making the shift

3 things to jump-start your week.

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or...user research lite

Find the right thing to solve.Get first-hand experience with the problem.

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Learning from research

QuantitativeQualitative

Generative

Evaluative

Interviews

Metrics

Surveys

UsabilitySessions

LUXR.CO JUNE 2013


Generative

Evaluative

Surveys

The current way

Mental Models • (Indi Young)

Contextual Inquiry • (Byer & Holzblatt)

Starbucks •

• Analytics

• Optimizely

• Key Metrics

• A/B Testing

Hallway usability •

remote usability •

Q/A testing • programs

5-second test •

LUXR.CO JUNE 2013


Generative

Evaluative

Interviews

Metrics

Surveys

UsabilitySessions

An adapted way

LUXR.CO JUNE 2013

LUXR.CO JUNE 2013

SSCI(Super Simplified Customer Interviews)

• Identify who you want to talk to.• Articulate your hypotheses.• Jot down conversation prompts.• Have the conversation• Debrief!

LUXR.CO JUNE 2013

{Challenge}

Sketch it outpeople + problems + solutions

Luxr Molecule method:http://www.youtube.com/watch?v=bi97WSqdH5QTemplate at end of deck

Who are the users?What problems do they have?What would be a proposed solution?

LUXR.CO JUNE 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 JUNE 2013

Validate outside,not inside.

listen!

LUXR.CO JUNE 2013


or...rapid iteration

Take small steps, not heroic leaps.Iterate fast to burn down risk.

LUXR.CO JUNE 2013

risk

timeDefine

The old way

Design

Develop

Release

LUXR.CO JUNE 2013

risk

timeDefine

A better old way

Design

Develop

Release

LUXR.CO JUNE 2013

risk

time

A different way

LUXR.CO JUNE 2013

riskA different way

MAKE

release

MEASURE

BUILD

LEARN

MEASURE

BUILD

time

LUXR.CO JUNE 2013

LUXR.CO JUNE 2013

FAIL

LUXR.CO JUNE 2013

LUXR.CO JUNE 2013

{Challenge}

Iterate through ideas & assumptions

http://leanstartupmachine.com/validationboard/

WSD:Write stuff down.Validate with intent.AFAP:As fast as possible.

LUXR.CO JUNE 2013

BUILD

MEASURE

LEARN

More cycles in less time,reduce the risk.

faster!

LUXR.CO JUNE 2013


Design is a hypothesis, not a solution.Small experiments help you learn faster.

LUXR.CO JUNE 2013

* the Brandon Schauer cupcake model

The old way

LUXR.CO JUNE 2013


A different way

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MVP

⤷

A different way

LUXR.CO JUNE 2013

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FAIL

LUXR.CO JUNE 2013

Experiments have 3 partsThe belief you want to test

The testable “thing”

An indicator

We believe people like [customer type] have a need for (or problem doing) [need/action/behavior].

The smallest thing we can do to prove that need is [experiment].

We will know we have succeeded when [quantitative/measurable outcome] or [qualitative/observable outcome].

LUXR.CO JUNE 2013

LUXR.CO JUNE 2013

✔ 2000 users✘ high sharing

LUXR.CO JUNE 2013

What assumptions about your customers

do you have that, if you are wrong,

your product will fail.

Write down 3.

(Test these.)

{Activity}

Assumptions

1.

2.

3.

LUXR.CO JUNE 2013

{Challenge}

State the assumption as a hypothesis.

we believe that ________________

Template at end of deck

LUXR.CO JUNE 2013

Keep it small,keep it tasty.

mmmm!

LUXR.CO JUNE 2013

UX Stack BUILD

MEASURELEARN


pixels

Vision & purpose

Features

Product

Users

UsesMary can...





LUXR.CO JUNE 2013

This journey is not easy.

LUXR.CO JUNE 2013

artists

inventors

scientists

storytellers

LUXR.CO JUNE 2013

“The courage to speak truths, pleasant or unpleasant, fosters communication and trust.

“The courage to discard failing solutions and seek new ones encourages simplicity.

“The courage to seek real, concrete answers creates feedback.”

—Kent Beck

LUXR.CO JUNE 2013

Simplicity

Courage

Trust

Process

Continuous Improvement

(from Lean Manufacturing and Extreme Programming)

Lean Startup teams believe in...

LUXR.CO JUNE 2013

Not just who’s on the team, but how they work together (no ninjas, gurus, rockstars!)

Invest time in developing productive relationships

Commit to continuous process improvement

Team first, then product

LUXR.CO JUNE 2013

The right team will find the way to the

right product.

LUXR.CO JUNE 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 everybody uses it.”

Then we ALL can say...

LUXR.CO JUNE 2013

a closing story...

A cohort of artists, scientists, inventors and storytellers blaze a new path of innovation & growth.

LUXR.CO JUNE 2013

a closing story...

A cohort of artists, scientists, inventors and storytellers blaze a new path of innovation & growth.

WIN

LUXR.CO JUNE 2013

go be awesome.

LUXR.CO JUNE 2013

Geek out & learn more }

LUXR.CO JUNE 2013

Luxr makes practical learning products for early stage entrepreneurs, so that they can deliver products that customers want, need and love to buy.

Luxr.co • 3435 Cesar Chavez, San Francisco, CA • 94110 The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • [email protected] • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc

Images + credits• Origami by Robert J. Lang: http://www.statesman.com/news/news/national/origami-joins-up-with-science/nRtCw/• Sketches, templates and models via the Luxr team• Nordstrom Innovation Lab: Sunglasses iPad App Case Study [YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY]• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal • Startup Weekend logo: http://sanjose.startupweekend.org/• Restaurant buzzer, via BuzzTable: http://www.buzztable.com/restaurant-pagers/history-of-the-buzzer/• Restaurant paging system image, via Microframe: http://www.microframecorp.com/product/342030.html• Doug Morgan screenshot via Michael DeLucco: https://socialcam.com/v/Qok9JVdU• Risk model: Chris Jones, Hot Studios• Lumatic story via Ellen Dunne• Validation board via Lean Startup Machine: http://leanstartupmachine.com/validationboard/• 100Plus demo: via Chris Hogg on YouTube: http://www.youtube.com/watch?v=zH6WWikZdA4• Lean book series via OʼReilly: http://oreilly.com/

* Slides available on slideshare: slideshare.net/intelleto

Templates*

* You will notice that most of these templates are extremely simple. You

can make them from plain white paper and a sharpie. No special

templates are needed once you know how they work.

‣Molecule

‣Assumptions

‣Experiment


Assumptions

1Riskiest

Assumption

Te

stin

g n

ow

Lat

er

Team name date

/ /

2 3

Ne

xt u

p


Experiment

We believe that...

We will do/make...

We will know the hypothesis is valid if by we get...

Hyp

oth

esi

s

date

quantitativemeasurable outcomes

Te

st E

vid

en

ce

qualitativeobservable outcome

Team name date

/ /