lean ux: building a shared understanding to get out of the deliverables business

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Lean UX: Building a shared understanding …and getting out of the deliverables business UX LX Lisbon, Portugal May 18 th , 2012

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This is the latest iteration of the Lean UX conversation as given at UX LX (Lisbon) in May of 2012. Many thanks to Jeff Patton for the opening imagery.

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Page 1: Lean UX: Building a shared understanding to get out of the deliverables business

Lean UX: Building a shared understanding…and getting out of the deliverables business

UX LXLisbon, PortugalMay 18th, 2012

Page 2: Lean UX: Building a shared understanding to get out of the deliverables business

A tale of two cities……it was (definitely not) the best of times

#LeanUX | @jboogie

Page 3: Lean UX: Building a shared understanding to get out of the deliverables business

Building (digital) bridges…turned out to be fairly effective

#LeanUX | @jboogie

Page 4: Lean UX: Building a shared understanding to get out of the deliverables business

Aligning corporate strategy with a UX focus…many (expensive) ways to bring awareness

#LeanUX | @jboogie

Page 5: Lean UX: Building a shared understanding to get out of the deliverables business

Or the team can spend some time visualizing…to, at least, start from the same point

#LeanUX | @jboogie

Page 6: Lean UX: Building a shared understanding to get out of the deliverables business

And we made it easy……to keep the conversation going

#LeanUX | @jboogie

Page 7: Lean UX: Building a shared understanding to get out of the deliverables business

And we made it easy……to keep the conversation going

#LeanUX | @jboogie

Page 8: Lean UX: Building a shared understanding to get out of the deliverables business

http://www.agileproductdesign.com (Jeff Patton)#LeanUX | @jboogie

Page 9: Lean UX: Building a shared understanding to get out of the deliverables business

http://www.agileproductdesign.com (Jeff Patton)#LeanUX | @jboogie

Visualizing our ideas reveals inconsistencies…between designers, developers, product owners and customers

Page 10: Lean UX: Building a shared understanding to get out of the deliverables business

http://www.agileproductdesign.com (Jeff Patton)#LeanUX | @jboogie

Regular discussion leads to iteration…with each iteration leading to broader buy-in

Page 11: Lean UX: Building a shared understanding to get out of the deliverables business

http://www.agileproductdesign.com (Jeff Patton)#LeanUX | @jboogie

Ultimately leading to shared understanding…and team alignment

Page 12: Lean UX: Building a shared understanding to get out of the deliverables business

http://images.wikia.com/currencies/images/6/65/Euro_coins_and_banknotes.jpg#LeanUX | @jboogie

Shared understanding is the currency of Lean UX…it’s worth its weight in paper, time & productivity

Page 13: Lean UX: Building a shared understanding to get out of the deliverables business

Lean UXInspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of design work to light faster, in a collaborative, cross-functional way with less emphasis on deliverables and greater focus on the actual experience being designed.

#LeanUX | @jboogie

Page 14: Lean UX: Building a shared understanding to get out of the deliverables business

Agile values:

Individuals and interactions over processes and tools

Working software over comprehensive

documentation

Customer collaboration over contract negotiation

Responding to change over following a plan#LeanUX | @jboogie

Page 15: Lean UX: Building a shared understanding to get out of the deliverables business

#LeanUX | @jboogie

Page 16: Lean UX: Building a shared understanding to get out of the deliverables business

#LeanUX | @jboogie

Lean StartupThe Lean Startup has as a premise that every startup is a grand experiment that attempts to answer a question. The question is not "Can this product be built?"

Instead, the questions are "Should this product be built?" and "Can we build a sustainable business around this set of products and services?"

This experiment is more than just theoretical inquiry; it is a first product.

Page 17: Lean UX: Building a shared understanding to get out of the deliverables business

#LeanUX | @jboogie

These are philosophies, not methodologies.

Page 18: Lean UX: Building a shared understanding to get out of the deliverables business

It goes a little something like this…Do this. Quickly. Many times.

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

Page 19: Lean UX: Building a shared understanding to get out of the deliverables business

#LeanUX | @jboogie

“Go that way. Really fast. If something gets in your way, turn.”

-Charles DeMar (Curtis Armstrong) to Lane Myer (John Cusack) in “Better Off Dead”

Page 20: Lean UX: Building a shared understanding to get out of the deliverables business

http://www.freakingnews.com/Bottle-Neck-Pics-36343.asp

In fast-paced environments, traditional UX is a bottleneckWe’re getting in our own way

#LeanUX | @jboogie

Page 21: Lean UX: Building a shared understanding to get out of the deliverables business

With interactive experiences evolving rapidlyThe traditional design deliverable is an inefficient obstacle

#LeanUX | @jboogie

Page 22: Lean UX: Building a shared understanding to get out of the deliverables business

We have to change perspective on how to “do” UXToday’s markets require a new way of looking at our processes

#LeanUX | @jboogiehttp://offroadinghome.blogspot.com/2011/04/geo-tography-forced-perspective.html

Page 23: Lean UX: Building a shared understanding to get out of the deliverables business

Designers can’t hide behind their monitor any more!This is a designer-led initiative

http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/#LeanUX | @jboogie

Page 24: Lean UX: Building a shared understanding to get out of the deliverables business

Get design work out there. Fast.In public. Yep, where others can see it.

#LeanUX | @jboogie

Page 25: Lean UX: Building a shared understanding to get out of the deliverables business

OK. I’m intrigued. But how does it really work?First 5 things you need to do…

#LeanUX | @jboogie

Page 26: Lean UX: Building a shared understanding to get out of the deliverables business

Solve the problem togetherAs opposed to implementing someone else’s solution

#LeanUX | @jboogie

1

Page 27: Lean UX: Building a shared understanding to get out of the deliverables business

SketchingIt’s all the rage!

#LeanUX | @jboogie

2It’s Bieber!

Page 28: Lean UX: Building a shared understanding to get out of the deliverables business

Example of sketching at workV1 of the UI

#LeanUX | @jboogie

2

Page 29: Lean UX: Building a shared understanding to get out of the deliverables business

Sketching brings experiences to life fasterLaunched UI

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

2

Page 30: Lean UX: Building a shared understanding to get out of the deliverables business

Prototype it!Build an experience, not a document.

http://justaddwater.dk/#LeanUX | @jboogie

3

Page 31: Lean UX: Building a shared understanding to get out of the deliverables business

Once validated, demo to the team.…and get everybody started.

http://www.flickr.com/photos/koolwaaij/152426460/sizes/o/

No additional deliverables are needed!

#LeanUX | @jboogie

3

Page 32: Lean UX: Building a shared understanding to get out of the deliverables business

Pair up!But do it, cross-functionally

#LeanUX | @jboogie

4

http://photofind.com/featured-photo/20-uncomfortable-moments-in-sports

Page 33: Lean UX: Building a shared understanding to get out of the deliverables business

Pairing saves timeBuilds a common language

#LeanUX | @jboogiehttp://hoveringartdirectors.tumblr.com/page/2

4

Page 34: Lean UX: Building a shared understanding to get out of the deliverables business

Pairing sets designers free, man…and empowers developers!

#LeanUX | @jboogiehttp://www.clydekellerphotos.com/images/AP_Kesey_HippiesDancing_GALLERY_CGW.jpg

4

Page 35: Lean UX: Building a shared understanding to get out of the deliverables business

Style guides!The cause of, and solution to, all your UX problems

#LeanUX | @jboogie

5

Page 36: Lean UX: Building a shared understanding to get out of the deliverables business

They’re good for developers too!Creates a reusable asset library and point from which to start

#LeanUX | @jboogie

5

Page 37: Lean UX: Building a shared understanding to get out of the deliverables business

“Speed first. Aesthetics second.” – Jason Fried, 37Signals.com

#LeanUX | @jboogie

Page 38: Lean UX: Building a shared understanding to get out of the deliverables business

“Going for the bronze.” – A Creative Director I used to work with

#LeanUX | @jboogie

Page 39: Lean UX: Building a shared understanding to get out of the deliverables business

“It’s not iterative if you only do it once.” – Stu Eccles, Technical Director, Made By Many

#LeanUX | @jboogie

Page 40: Lean UX: Building a shared understanding to get out of the deliverables business

Every design is a hypothesisDon’t design things people don’t want

#LeanUX | @jboogiehttp://deggan.blogspot.com/2011/01/three-giant-paper-airplanes-and.html

Page 41: Lean UX: Building a shared understanding to get out of the deliverables business

Validate your hypothesis with customersKeep it light and cheap.

http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/#LeanUX | @jboogie

Page 42: Lean UX: Building a shared understanding to get out of the deliverables business

Use data to settle subjective issuesA/B testing can settle these “Pepsi challenges”

http://2.bp.blogspot.com/__3p5_gzemps/TLpuaIolhlI/AAAAAAAAA-o/smDfmM8xqQM/s1600/Coke-vs-Pepsi.jpg#LeanUX | @jboogie

Page 43: Lean UX: Building a shared understanding to get out of the deliverables business

Form factor is ultimately irrelevantThere are many ways to validate hypotheses

Page 44: Lean UX: Building a shared understanding to get out of the deliverables business

Informal and quick is better than….Delayed feedback loops

Page 45: Lean UX: Building a shared understanding to get out of the deliverables business

It’s not “The Spec” that gives controlLead with conversation, trail with documentation

http://talkingtraffic.org/wp-content/images/stack_documents.jpg#LeanUX | @jboogie

Page 46: Lean UX: Building a shared understanding to get out of the deliverables business

This is the goal…Moving towards parallel path development and design.

http://www.greatoutdoors.com/files/imagecache/display/files/images/articles/Wong%20leading%20a%20Powder%208%20win%20%20photo%20-%20Wong%20Collection.jpg

Page 47: Lean UX: Building a shared understanding to get out of the deliverables business

What Lean UX is NOT

#LeanUX | @jboogie

Page 48: Lean UX: Building a shared understanding to get out of the deliverables business

Lazy.Sorry. This is not a shortcut.

http://www.causticsodapodcast.com/wp-content/uploads/2010/11/lazy.jpg

“…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.”

- Austin Govella commenting on Whitney Hess’s “Why I Detest the Term Lean UX”http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/

#LeanUX | @jboogie

Page 49: Lean UX: Building a shared understanding to get out of the deliverables business

The only thing being removed is waste.Leave the toolbox intact. Use the tools as necessary.

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

Page 50: Lean UX: Building a shared understanding to get out of the deliverables business

This is NOT design-by-committee!That never leads to anything pretty.

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

Page 51: Lean UX: Building a shared understanding to get out of the deliverables business

Can I make this happen in my organization?Short answer: Yes. Long answer: Yessssssssss!

#LeanUX | @jboogie

Page 52: Lean UX: Building a shared understanding to get out of the deliverables business

You’re an in-house designer…Start small and internal. Ask for forgiveness.

http://sarah.theworkexperiment.com/wp-content/uploads/2011/07/think-big-start-small1.jpg#LeanUX | @jboogie

Page 53: Lean UX: Building a shared understanding to get out of the deliverables business

You are in the problem-solving business and you don’t solve problems with design documentation.

You solve them with elegant, efficient and sophisticated software.

#LeanUX | @jboogie

Page 54: Lean UX: Building a shared understanding to get out of the deliverables business

StartupsThis is the only way to work…

http://militarytobusiness.blogspot.com/2010/12/start-ups-at-hbs.html#LeanUX | @jboogie

Page 55: Lean UX: Building a shared understanding to get out of the deliverables business

#LeanUX | @jboogie

The interactive agency and services world.Tougher sell. Worth it in the end.

Page 56: Lean UX: Building a shared understanding to get out of the deliverables business

Agencies are in the deliverables business.

#LeanUX | @jboogie

(Focus is on output rather than outcome)

Page 57: Lean UX: Building a shared understanding to get out of the deliverables business

Recapping the “in-house” Lean UX process….Remember?

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

Page 58: Lean UX: Building a shared understanding to get out of the deliverables business

For services agencies it looks slightly differentGive your clients the power. They like that.

Concept Prototype

Validate w/client Learn

from user

behavior

IterateValidate w/client

#LeanUX | @jboogie

Page 59: Lean UX: Building a shared understanding to get out of the deliverables business

Distributed teams do it remotely!If they’re a part of you, it’s on! If not, it ain’t bloody likely.

http://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg#LeanUX | @jboogie

Page 60: Lean UX: Building a shared understanding to get out of the deliverables business

Is this good for every project?Use it where it makes sense.

http://manayunkdrinkspecials.com/wp-content/uploads/2009/11/45559121.jpg#LeanUX | @jboogie

Page 61: Lean UX: Building a shared understanding to get out of the deliverables business

Functional, task-flow projects work well.There’s a clear end goal.

#LeanUX | @jboogie

Page 62: Lean UX: Building a shared understanding to get out of the deliverables business

Highly experiential marketing projects will struggle.Time to ideate and create options is essential.

#LeanUX | @jboogie

Page 63: Lean UX: Building a shared understanding to get out of the deliverables business

What about content heavy experiences?Some up front planning is necessary.

#LeanUX | @jboogie

Page 64: Lean UX: Building a shared understanding to get out of the deliverables business

Designers are used to being heroes. Lean UX is distinctly, anti-hero.

http://www.abegoodman.com/Images/greatest-american-hero.jpg#LeanUX | @jboogie

Page 65: Lean UX: Building a shared understanding to get out of the deliverables business

#LeanUX | @jboogie

Lean UX brings Design Thinking to a broader audience.

Which creates empathy for:- The customer- The problem space- The design discipline

Page 66: Lean UX: Building a shared understanding to get out of the deliverables business

This is an evolution. Not a revolution.Designers must evolve to stay relevant.

http://www.flickr.com/photos/freejay3/2387714157/sizes/l/#LeanUX | @jboogie

Page 67: Lean UX: Building a shared understanding to get out of the deliverables business

Thank you@jboogiejeff@proof-nyc.comwww.leanuxbook.comwww.jeffgothelf.comslideshare.net/jgothelf

I’m writing a book! Pre-order here