lean ux
DESCRIPTION
My slides from my talk at Radiance@Clarice, March 2013. The talk covered key concepts of Lean UX , Lean Startup & Agile.TRANSCRIPT
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lean user experienceapplying lean thinking in user experience design
Ramakant Gawande lead ux designer, clarice technologies
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why lean UX ?
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new distribution channels
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continuous innovations based on market feedback
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one IDEA many MINDS
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continuous design experiments
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what is lean UX?
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Inspired by Lean and Agile development theories, Lean UX is the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.
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lean UX foundations
DesignThinking
Agile Development
LeanStartup
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lean startup framework
Vision Strategy MVP Accelerate
Assumptions & Hypothesis
Measurement with Matrices
Validate
Define
Validate
Pivot
Pursue
Reduce Cycle Time
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An approach for building companies that are creating new product and services in situation of extreme uncertainty.
The approach advocates creating of rapid prototypes that test market assumptions and uses customer feedback in an effort to evolve design faster and reduce waste.
lean startup
Eric Ries
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why lean UX is different ?
What are we making ?
Are we making the right thing ? How do we make it ?
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lean UX principles
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cross functional teams
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2 pizza teams
Small - Dedicated- Co-located
Build shared understanding
Focused
Communication
Less Documentation
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measure progress by outcomes NOT output
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remove WASTE
Overproduction - Extra Features Waiting - Delays Defects - Defects Transportation - Handoffs
Over processing - Unwanted Processes
Inventory - Partially completed Work
Motion - Task Switching
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focus on solving the right problem
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no upfront detailed design - design what is required
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continuous discovery
Continuous engagement of your customers during design & development process
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every decision is hypothesis
IdeaProductFeaturesDesign
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hypothesis examples
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get out of the building (GOOB)
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externalize
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rapid experiments & FAIL fast
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short cycle time
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lean UX process
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Make
Think
MakeCheck
lean UX cycle
Generative ResearchIdeation
Mental modelsbehavior models
Test ResultCompetitive Analysis
PrototypeWireframesValue Prop
Landing PageHypotheses
CompsDeployed Code
A/B TestingSite Analytics
Usability TestingFunnels
Sign-Ups
ReduceCycle Time
Iterative Development
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Think - envision your customer / users
Identify assumptions you have about your customers and create a clear picture of their needs and goals.
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Think - conduct quality interviews
Prepare for and run customer interviews that will help you validate your customer assumptions
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Think - learn from customer development
Debrief from customer interviews, sort the insights you’ve gleaned and validate your persona.
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Think - declare assumptions & hypothesis
Start with Assumptions instead of Requirements
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Think - problem statement
The current goal of the product / system
The problem the business stakeholders wants to addressed
An explicit request for improvement that doesn’t dictate a specific solution
[Our service/product] was designed to achieve [these goals]. We have observed that the product/service isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [service/product] so that our customer are more successful based on [these measurable criteria] ?
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Think - hypothesis statement
More granular description of our assumptions that target specific areas of our product for experimentation
We believe [this statement is true]. We will know we’re [right/wrong] when we see the following feedback from the market : [Qualitative feedback] and /or [quantitative feedback] and/or [key performance indicator change]
We believe that [doing this/ building this feature/creating this experience]for [these people/personas] will achieve [this outcome] We will know this is true when we see [this market feedback, quantitative measure or qualitative insight] .
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Make - identify MVP
Get set to deliver on the value proposition for your product by mapping out the features of the MVP. The emphasis is focusing, and figuring out what not to build at this time.
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“That version of a new product that will allow a team to collect the maximum amount of validated learning about customers with the least effort.” -Eric Ries
The goal of an MVP is get to a pivot in as short amount of time as possible.
MVP
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MVP design strategies
Painkiller
Fast Money
Turk It
Go Ugly & Early
Fake it till you make it
Just making one big pain point for users go away can be your entire MVP
manually rename or move files
This can be a great for products or services that you will want users to pay for in some way. If you are providing some type of expert advice, MVP could be Email Newsletter.
Manually simulate features that eventually will be accomplished by the system
Dating - Matchmaking Sites with complex algorithm
This is a great strategy for a product where a core part is some engineering special sauce, or in which a key product risk is technological connect with parts warehouses all over the globe
Rather than try to build the actual product, we instead imagine that the product already has been built and create the marketing page for selling it
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MVP examples
• Skinned Wordpress blog and posted daily
• Used FileMaker to create PDF coupons and emailed
• Effec=vely validated the demand for such service withoutdeveloping a seamless system
• Before star=ng significant technical development, made a 3min video to demonstrate how the Dropbox is meant to work, targe=ng at early adopters
• Call to ac=on was to sign up for beta wai=ng list
• Effec=vely validated its assump=on that customers wanted the product that Dropbox was developing
• Aardvark, a company subsequently acquired by Google, developed a social search engine. The product enables users to ask ques=ons, mainly subjec=ve, that are then distributed to the social graph for users for answers.
Build a series of prototypes for ways customers could interact with thevirtual assistant and get their ques=ons answered, measuring theirengagement
• Once Aardvark (the sixth prototype) was chosen, con=nuedrefinement with humans replica=ng pieces of the backend as much as possible(Wizard of Oz tes=ng technique.)to avoid premature and unnecessary technical development
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Make - define measurable metrics
User Acquisition
User Engagement
User Monetization
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Make - collaborative design & sketching
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Make - prototype / deploy
Whiteboard Sketching
Detail Wireframes
Interactive Prototype
Live Data Prototypes
Validated Learnings / Meaningful Feedback Lean UX recommend live data prototype but you can choose level of MVP prototype based on
•Who will be interacting with it
•What you hope to learn
•How much time you have to create it
Level of Fidelity
Whiteboard
Keynote Axuare XCode
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Check - run experiment
Collaborative Research
Continuous Research
Run Demo
Launch Live Prototype
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•Usability Testing
Qualitative
Quantitative•A/B Testing•Analytics•KPI’s
Check - feedback analysis & research
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Change in STRATEGY without change in VISION
prepare for PIVOTS
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Thanks for your time !
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credits & references
http://500px.com/photo/7583468
Images Used
http://www.linkedin.com/in/ramakantg
http://www.andersramsay.com/2012/04/24/agile-ux-vs-lean-ux/
Blogs Referred
http://ethosworld.com/library/library6.jpg
http://i.imgur.com/ysoCR.jpg
http://www.coroflot.com/helenfurber/Other-Portfolio-work
http://www.custdevframework.com/p/minimum-viable-product.html
http://lssacademy.com/wp-content/uploads/2007/02/gavel.jpg
http://www.lowdensitylifestyle.com/media/uploads/2009/09/sands-of-time1.jpghttp://www.flickr.com/photos/villorejo/8274195689/lightbox/http://www.flickr.com/photos/76245693@N04/6969367298/lightbox/
http://theleanstartup.com/
All images used are found on the internet and believed to be in the public domain. In the event that there is still a problem or error with copyrighted material, the break of the copyright is
unintentional and non-commercial and the material will be removed upon request.
http://joshlinkner.com/images/2012/05/SAN.jpg
http://www.flagship-housing.co.uk/mediaFiles/images/img94joktmu72911.jpg
http://blog.bullethq.com/lean-startup-zappos-how-zappos-validated-their-business-model-with-lean/