lean ux: path to product development enlightenment · jeff gothelf’sdefinition of lean ux...
TRANSCRIPT
Lean UX: Path to product development enlightenment
YOW! West 2015
Page 2
Hi, I’m Malcolm YowNow in Ho Chi Minh City
GoalChange the way you think about product development
from picture reference
from picture reference
GoalChange the way you think about product design
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Bain & Company surveyed 362
What percentage of firms in Bain &
Company’s survey do you think claimed to
deliver a ‘superior experience’ to their
customers?
From Closing the delivery gap by Bain & Company
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Company Responses
Believe they deliver a
superior customer
experience
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of customers agreed
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Question:
Question
Why is there such a great divide
between the way we think our
organisation is perceived to the way
customers really perceive us?
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Strategy
Ideas
Traditional Product Development
Results
Doing
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Strategy
Business Case
Business terms that we really use are
Doing
BU KPI(s)
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Strategy
Doing
Ideas
To improve we focused on ‘Doing’ stage
Focus
Results
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Last 14 years spent focusing on
Agile
All we’ve improved, is the ability to deliver
more stuff!
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Strategy
Doing
Ideas
Moving up the waterfall
Results
here
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Traditional formula for bright ideas
1. Get a bunch of smart people. (leaders and managers
preferred)
2. Lock them in a room to brainstorm ideas.
3. Pick the best idea
4. Come up with more thoughts on why that idea is good and
how you can expand on the idea to minimize risk.
5. Write a business case that supports the strategy
6. Seek approval
7. Now hand it over to your “Doing” team.
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“The problem with managers today is that they
do the first damn thing that pops into their
heads.”
“There’s a whole level of reflectiveness absent in
traditional management that we can find in
design.”Richard Boland, Professor at Case Western University.
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Strategy
Doing
Ideas
Where’s the real problem?
Results
It’s all of this
“ You’ve got to start with
the customer
experience and work
back toward the
technology – not the
other way around ”Steve Jobs
Picture
Picture
“ You’ve got to start with
the customer
experience and work
back toward the
technology – not the
other way around ”Steve Jobs
Developing awesome products that
customers want and use means shedding
our basis and adopting an approach that is
grounded with design and experience.
Introducing Lean UX
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Jeff Gothelf’s definition of Lean UX
“Inspired 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”(Jeff Gothelf)
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Modified Jeff’s definition of Lean UX
“Inspired by Design Thinking, Lean Startup and
Agile values, it’s the practice of bringing the true
nature of design to light faster, in a collaborative,
cross-functional way with less emphasis on
deliverables and greater focus on the experience
being designed to solve the customers problem or
unmeet need”
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What is Lean UX?
When thinking about Lean UX, it is not about applying
traditional UX. Although it is often thought about as UX in
the context of Lean Startup
It is far better to think about it as applying Creative
Thinking in a tight feedback loop
What is Design Thinking
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‘Design Thinking is a public
relations term for good old
fashioned creative thinking’Don Norman ‘Design Thinking: A useful myth
Core 77, 25 June 2010
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Lean UX Cycle
Doing to
Make
Ideas to
Think
Results to
Check
Empathy through research
Framing the problem
Reduce cycle time, not build
time
Validation Prototyping
Validated
Learning
Experiments
Reduce Feedback Cycle
Generative Ideation
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Real life example
Customers want to know the status of their loan,
but they can’t find out, so they call our staff
constantly for updates.
This is frustrating for customers.
We Started with the problem:
Got Out Of the Office
W E T H E N
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EMPATHY UNDERSTAND
Analyse what they said
T H E N W E
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Based on the information we had
at hand, we came up with a
problem statement.
(hypothesis?)
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Define the Problem Statement
• Who
• What
• Where
• Why
Using 4 Ws Problem Canvas developed by Will Evans
Design Studio WorkshopCreate . Pitch . Critique
P R O B L E M S T A T E M E N T U S E D F O R A
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Retail Relationship Manager
Business Development Manager
Productivity Practitioner
Broker Product ManagerAgile Practice Manager
Business Analyst
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DevelopersDeveloper
Technical LeadDeveloper
Technical Lead
Facilitator
Erwin
Generate lots of ideas and converge
down to a few design concepts
D E S I G N S T U D I O
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CreateD E S I G N S T U D I O
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Pitch & CritiqueD E S I G N S T U D I O
Generate lots of ideas and
converge down to a few design
concepts
D E S I G N S T U D I O
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Create as a groupD E S I G N S T U D I O
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Pitch & CritqueD E S I G N S T U D I O
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I S N E E D E D
P R O T O T Y P E
We used hack
day to develop a prototype
Based on one of the ideas but incorporated elements of others
Quick, rough approximation of what the solution might be.
UsersD E C I D E O N A S O L U T I O N
We used hack
day to develop a prototype
Based on one of the ideas but incorporated elements of others
Quick, rough approximation of what the solution might be.
How long did this take?
D A Y O N E
Interviews
5 hours
Analysis
2 hours
Problem Statement
1 hour
Design Studio
3.5 hours
D A Y T W O
How long did this take?
Build Prototype
7 hours
D A Y T H R E E
Get Feedback and Refine
4 hours
D A Y F O U R
Why is this a good story?
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We were open to other ideas.
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We didn’t debate, we experimented.
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Low effort prototype gave great feedback
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Stakeholder & managers don’t
always have the answers
H I G H L I G H T E D
Thanks, any questions?
Contac t De ta i l s@ a f t e r _ 1 2
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