Transcript
Page 1: Introduction to Lean Startup & Lean User Experience Design
Page 2: Introduction to Lean Startup & Lean User Experience Design

"All men dream: but not equally. Those that dream by night in the dusty recesses of their minds wake

in the day to find that it was in vanity: but the dreamers of the day are dangerous men, for they may act their dreams with open eyes, to make it

possible."

- T.E. Lawrence, "Lawrence of Arabia"

Page 3: Introduction to Lean Startup & Lean User Experience Design

THOMAS WENDT UX Strategist

Surrounding Signifiers

[email protected] @thomas_wendt

WILL EVANS Managing Director The Library Corporation

[email protected] @semanticwill

WHO ARE WE?

#NYInnovates

Page 4: Introduction to Lean Startup & Lean User Experience Design
Page 5: Introduction to Lean Startup & Lean User Experience Design

The problem with much software development and UX Design is that you spend months doing research, writing

requirements, designing and building software…

and discover no customer or user cares.

Page 6: Introduction to Lean Startup & Lean User Experience Design

The problem with much software development and UX Design is that you spend months doing research, writing

requirements, designing and building software…

and discover no customer or user cares.

The problem with many startups is that you spend months or years doing research, writing requirements, designing

and building software…

and discover no customer or user cares.

Page 7: Introduction to Lean Startup & Lean User Experience Design
Page 8: Introduction to Lean Startup & Lean User Experience Design

It Started With a Question

If startups fail from a lack of customers not product development failure…

Then why do we have:

•  A process for product development? •  No process for customer development?

Page 9: Introduction to Lean Startup & Lean User Experience Design

Lean* UX

#WTF?

Page 10: Introduction to Lean Startup & Lean User Experience Design

*By Lean UX most people really mean

“UX in the context of the Lean Startup Method”

Term coined by Janice Fraser, Founder of LUXR

Page 11: Introduction to Lean Startup & Lean User Experience Design

“Waste is any human activity which absorbs resources, but

creates no value.”

- James P Womak and Daniel T. Jones, Lean Thinking

Page 12: Introduction to Lean Startup & Lean User Experience Design

Over the past 35 years, design & development, much like Waterfall*, accumulated a lot of wasteful, time-

consuming, CYA practices that delivered no discernable value to the business or to

customers.

Waterfall is a pejorative term used by Agilistas to describe traditional SDLC

Page 13: Introduction to Lean Startup & Lean User Experience Design
Page 14: Introduction to Lean Startup & Lean User Experience Design
Page 15: Introduction to Lean Startup & Lean User Experience Design
Page 16: Introduction to Lean Startup & Lean User Experience Design

WHAT IS LEAN STARTUP? A post-positivist apologetics of a “movement”.

Page 17: Introduction to Lean Startup & Lean User Experience Design
Page 18: Introduction to Lean Startup & Lean User Experience Design

“A Startup is a human institution

designed to deliver a product or service

under conditions of

extreme uncertainty”

– Eric Ries

Page 19: Introduction to Lean Startup & Lean User Experience Design

If you can't describe what you are doing as a process, you don't know

what you're doing.

- W. Edwards Deming

Page 20: Introduction to Lean Startup & Lean User Experience Design
Page 21: Introduction to Lean Startup & Lean User Experience Design

Zach Nies

Page 22: Introduction to Lean Startup & Lean User Experience Design
Page 23: Introduction to Lean Startup & Lean User Experience Design
Page 24: Introduction to Lean Startup & Lean User Experience Design

SO, THIS…

Page 25: Introduction to Lean Startup & Lean User Experience Design

Your team should maximize for: LEARNING

FOCUS

While Minimizing: CYCLE TIME

Page 26: Introduction to Lean Startup & Lean User Experience Design
Page 27: Introduction to Lean Startup & Lean User Experience Design

SOME BASIC TENETS Uncover your customers’ pain points through research

Invalidate your assumptions

Generate many problem options

Frame problem options as hypotheses

Embrace multi-solutions experiments

Learning isn’t failure

Amplify what works

Page 28: Introduction to Lean Startup & Lean User Experience Design
Page 29: Introduction to Lean Startup & Lean User Experience Design
Page 30: Introduction to Lean Startup & Lean User Experience Design
Page 31: Introduction to Lean Startup & Lean User Experience Design

DIFFUSION OF INNOVATION

Page 32: Introduction to Lean Startup & Lean User Experience Design

GOOB (GET OUT OF THE BUILDING) Hypotheses, Not Requirements

Focus on Learning Use Iterative Design & Testing

Small Batches = Less Risk Practice “Respect for People”

Perform Root Cause Analysis – 5 Whys

Core Lean Startup Concepts

Page 33: Introduction to Lean Startup & Lean User Experience Design

1.  Most teams don't start with a customer hypothesis; they work backwards from a solution hypothesis.

2.  Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses for testing.

3.  GOOB, when done poorly, is particularly prone to confirmation bias

4.  Formulating hypotheses & stating assumptions is hard.

5.  Designing reliable experiments is a skill that takes time to learn

6.  People new to customer research are really bad!

7.  When a customer interview is guided, it almost never provides opportunity for serendipitous insights to emerge.

Deconstructing Lean Startup

Page 34: Introduction to Lean Startup & Lean User Experience Design

WHAT is LEANUX?

Page 35: Introduction to Lean Startup & Lean User Experience Design

PRINCIPLES OF LEAN UX •  Balanced team

Design + PM + Development = One team •  Externalize thought process •  Flow: Think > Make > Check •  Research to understand Problem Space •  No proxies between customers and team •  Collaborative Sense-making •  Generative Ideation: It’s about optionality •  Formulate many small tests & measure outcome

Page 36: Introduction to Lean Startup & Lean User Experience Design
Page 37: Introduction to Lean Startup & Lean User Experience Design
Page 38: Introduction to Lean Startup & Lean User Experience Design
Page 39: Introduction to Lean Startup & Lean User Experience Design
Page 40: Introduction to Lean Startup & Lean User Experience Design
Page 41: Introduction to Lean Startup & Lean User Experience Design

SENSEMAKING HOW DO WE MAKE SENSE OF THE WORLD SO THAT WE CAN ACT?

Page 42: Introduction to Lean Startup & Lean User Experience Design

LEAN STARTUP BERRYPICKING MODEL

Page 43: Introduction to Lean Startup & Lean User Experience Design

CYNEFIN

Page 44: Introduction to Lean Startup & Lean User Experience Design

The place of your multiple affiliations or belongings.

Page 45: Introduction to Lean Startup & Lean User Experience Design
Page 46: Introduction to Lean Startup & Lean User Experience Design
Page 47: Introduction to Lean Startup & Lean User Experience Design
Page 48: Introduction to Lean Startup & Lean User Experience Design

CREATING OPTIONS COLLABORATIVE DESIGN

Page 49: Introduction to Lean Startup & Lean User Experience Design
Page 50: Introduction to Lean Startup & Lean User Experience Design
Page 51: Introduction to Lean Startup & Lean User Experience Design

TECHNICALLY THIS IS CALLED A CHARRETTE*.

CREATE PITCH

CRITIQUE

Page 52: Introduction to Lean Startup & Lean User Experience Design

MINIMUM VIABLE PRODUCT A MOST MISUNDERSTOOD TERM

Page 53: Introduction to Lean Startup & Lean User Experience Design

WHAT IS AN MVP?

“The minimum amount of effort you have to do to complete exactly one turn of the Build-Measure-

Learn feedback loop.”

Page 54: Introduction to Lean Startup & Lean User Experience Design
Page 55: Introduction to Lean Startup & Lean User Experience Design

Your team should maximize for: LEARNING

FOCUS

While Minimizing: CYCLE TIME

Page 56: Introduction to Lean Startup & Lean User Experience Design
Page 57: Introduction to Lean Startup & Lean User Experience Design
Page 58: Introduction to Lean Startup & Lean User Experience Design

4 KINDS OF MVP Exploration An interaction with the customer that focuses on investigation his or her problems to understand past behavior and see if it is top of mind

Pitch An interaction with the customer that attempt to sell the product to a customer in exchange for some form of currency: time, money, or work.

Concierge Delivering the product as a service to the customer to see if the delivery matches the customer’s expectations.

Prototype A small, testable model whose sole purpose is to get feedback from a customer.

Page 59: Introduction to Lean Startup & Lean User Experience Design

A danger with iterating through prototypes during the solution interview stage is that it is quite easy to get carried

away and end up with more than you need for you MVP.

In order to reduce waste and speed up learning, you need to pare down your

prototypes so that all you have left is the essence of your product:

The MVP.

Page 60: Introduction to Lean Startup & Lean User Experience Design

Reducing the scope of your MVP not only shortens your development cycle, but also

removes unnecessary distractions that dilute your products messaging.

Page 61: Introduction to Lean Startup & Lean User Experience Design

Your MVP should be like a great reduction sauce – concentrated, intense, and flavorful.

Page 62: Introduction to Lean Startup & Lean User Experience Design

STEPS TO MVP

1.  Start with your customer 2.  Start with the Number One Problem 3.  Eliminate nice-to-haves & don’t-needs 4.  Repeat Step 3 for your Number Two & Number 3

Problems 5.  Consider other customer requests – prioritize

them as well 6.  Charge from day one (if you can) 7.  Focus on learning, not optimization or scaling

Page 63: Introduction to Lean Startup & Lean User Experience Design
Page 64: Introduction to Lean Startup & Lean User Experience Design

MINIMUM SUCCESS CRITERIA

•  Show to X number of people? •  What is the conversion rate? •  What % of people will validate? •  What is the minimum “signal” for

you to continue with this? •  Who will give you currency?

Page 65: Introduction to Lean Startup & Lean User Experience Design
Page 66: Introduction to Lean Startup & Lean User Experience Design
Page 67: Introduction to Lean Startup & Lean User Experience Design

METRICS & MEASUREMENT

Page 68: Introduction to Lean Startup & Lean User Experience Design
Page 69: Introduction to Lean Startup & Lean User Experience Design
Page 70: Introduction to Lean Startup & Lean User Experience Design

In a project, the purpose of analytics is to find your way to the right solution before your money

runs out.

Page 71: Introduction to Lean Startup & Lean User Experience Design
Page 72: Introduction to Lean Startup & Lean User Experience Design

WHAT MAKES A GOOD METRIC? A good metric is comparative Being able to compare a metric to other time periods, groups of users, or competitors helps you understand how things are moving

A good metric is understandable If teams can’t remember and discuss your most important business KPIs, its much harder to use data for for collaborative decision making

A good metric is a ratio or a rate •  Ratios are easier to act upon •  Ratios are inherently comparative •  Ratios are good for uncovering interesting tensions between

apparently opposed forces

Page 73: Introduction to Lean Startup & Lean User Experience Design
Page 74: Introduction to Lean Startup & Lean User Experience Design

VANITY VS ACTIONABLE METRICS

Vanity metrics might make you feel all awesome and shit, but they don’t

change how you act.

Actionable metrics change your behavior by helping you choose a

course of action.

Page 75: Introduction to Lean Startup & Lean User Experience Design
Page 76: Introduction to Lean Startup & Lean User Experience Design

Counting followers and friends is nothing more than a popularity contest. It’s useless. It doesn’t

tell your team what action to take next.

Page 77: Introduction to Lean Startup & Lean User Experience Design
Page 78: Introduction to Lean Startup & Lean User Experience Design

EIGHT VANITY METRICS TO AVOID

•  Number of page views •  Number of unique visitors •  Number of followers •  Number of likes •  Number of comments •  Time on site •  Emails collected •  Number of downloads

Page 79: Introduction to Lean Startup & Lean User Experience Design

A QUICK REVIEW

Page 80: Introduction to Lean Startup & Lean User Experience Design
Page 81: Introduction to Lean Startup & Lean User Experience Design

LEAN UX CYCLE

Page 82: Introduction to Lean Startup & Lean User Experience Design

PRINCIPLES OF LEAN UX •  Balanced team

Design + PM + Development = One team •  Externalize thought process •  Flow: Think > Make > Check •  Research to understand Problem Space •  No proxies between customers and team •  Collaborative Sense-making •  Generative Ideation: It’s about optionality •  Formulate many small tests & measure outcome

Page 83: Introduction to Lean Startup & Lean User Experience Design

Your startup should maximize for: LEARNING

FOCUS

while minimizing: CYCLE TIME

Page 84: Introduction to Lean Startup & Lean User Experience Design

READING RECOMMENDATIONS

Page 85: Introduction to Lean Startup & Lean User Experience Design

   

Page 86: Introduction to Lean Startup & Lean User Experience Design

Thanks!

THOMAS WENDT @thomas_wendt [email protected]

WILL EVANS @semanticwill [email protected]


Top Related