luxr downtown las vegas small business 1-day workshop, july 11, 2013 [las vegas]
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Lean Startup has caught fire, but what does it mean for UX? User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop for Small Business, held as part of the Downtown Project in Las Vegas. Luxr coaches Kate Rutter & Kim Knoll facilitated a day-long Lean Startup immersive experience that helps people both make the right product, and make the product right.TRANSCRIPT
Crushing the BoulderDowntown Las VegasSmall Business Workshop
Lean Startup + UX1-day workshop
THU JUL 11, 2013
+
LUXR.CO JULY 2013
LUXR.CO JULY 2013
Whoʼs here?! ! ! 30 second intros* name* company* role * your favorite superpower!
Hello!5-10 min
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Kate Rutterwww.luxr.co
@luxrco@katerutter
TWEET!
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LUXr provides practical, hands-on tools for entrepreneurs around the world. LUXr helps startups deliver products that customers want, need and love to buy.
About LUXr
LUXr • 3435 Cesar ChavezSan Francisco, CA • [email protected] • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO Jason Fraser, Co-Founder & Operations Lead Kate Rutter, Co-Founder & Designer
LUXR.CO JULY 2013
LUXR.CO JULY 2013
We are not experts on youridea or business.
You are.Our goal is to intro new ways to
get good ideas out...fast and simply...
so you can validate them and move them forward.
What to expect...
LUXR.CO JULY 2013
“We made anamazing thing.
But nobody wanted it.”
What I NEVER want you to experience...
LUXR.CO JULY 2013
“We made anamazing thing.
But nobody wanted it.”
What I NEVER want you to experience...
FAIL
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“We made anamazing thing.
But nobody wanted it.”
What I NEVER want you to experience...
waste
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I. Lean + UX FundamentalsII. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What MattersIII. Bring it all together
Today we’ll cover...
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What is Lean Startup?What is UX?
What is UX for Lean Startups?
What is this stuff?!?!
I : Lean UX Fundamentals
Lean Startup~ the quick version ~
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An approach for building companies
that are creating new products and services in situations of
extreme uncertainty.
Lean Startup is...
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3 Key Ideas
Empathy.Design.
Products!
User Experience
Build. Measure.
Learn!
Lean Startup
Get out of the building!
Customer
Development
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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
+
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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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Build.Measure.
Learn
• Experiments•!Validated learning•!Reduce waste
These change everything...
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risk
timeDefine
The old way
Design
Develop
Release
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risk
time
A very different way
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risk
time
A very different way
MAKE
release
MEASURE
BUILD
LEARN
MEASURE
BUILD
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Empathy.Design.
Products!
UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
product
Key:
A person’s perceptions and responses
that result from the use or anticipated
use of a product, service or system.
LUXR.CO JULY 2013
Empathy.Design.
Products!
UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
product
Key:
A person’s perceptions and responses
that result from the use or anticipated
use of a product, service or system.
LUXR.CO JULY 2013
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
Interfaces & flowsPrototypes
User stories
This Week
UX Stack BUILD
MEASURELEARN
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LUXR.CO APRIL 2013
We are going to be working really, really, really fast.
What to expect...
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There is a purpose to this.
I will push you to get something down rapidly. By the end of the day, youʼll have work ready to take to the
next step.
We are going to be working really, really, really fast.
What to expect...
LUXR.CO APRIL 2013
You will be working in peer pairs.Two brains arebetter than one.
And weʼll keep talking to a minimum.(There is a break where we can get all social!)
What to expect...
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You may not like the pace/process/pressure/perspective, etc. etc.
That is okay.
All I ask is that you keep an open mind and try it.
What to expect...
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Let’s get hands on...
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{7 min Activity}
Users + problems + solutionSketch it out
Who are the users?What problems do they have?
What would be a proposed solution?
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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
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Users + Problem + Solution map“the DNA of your idea”
5 min
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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
1 min
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1. Get to Know your Customers2. Act on Customer Needs3. Measure What Matters
II : Three Lean UX Experiments
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PersonasCustomer Development Interviews
1Get to Know Your
Customer
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Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
Interfaces & flowsPrototypes
User stories
This Week
UX Stack
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{Activity}
Rapid Sketching
Clothespin Man
7 min
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Who: Make a Persona
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{Activity}
Make a personaPortrait
5 min
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{Activity}
Make a personaFacts
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{Activity}
Write down...
5 min
• Age• City where s/he lives• Relationship (married? kids? single? divorced?)
• Job role• Annual incomeBe specific.
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{Activity}
Make a personaBehaviors
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{Activity}
Brainstorm 10 behaviors
5 min
• What do they do that indicates that they are a good customer for you?
• How are they solving the problem now?
• Behaviors are verbs.
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{Activity}
Divide into 2 piles:more
importantless
important
2 min
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{Activity}
Pass & peer write
2 min
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{Activity}
Make a personaNeeds & Goals
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{Activity}
Brainstorm 10 needs/goals5 min
• What do they need to accomplish that will solve their problem?
• What do they need to do to feel heroic?
• Why do they do the behaviors?
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{Activity}
Divide into 2 piles:more
importantless
important
2 min
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{Activity}
Pass & peer write
2 min
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{check}
3 checks
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* Could enough people like this exist? (And can you find them to talk to them?) If no, make adjustments.
* Is this a specific person you know? If yes, make adjustments.
* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.
{check}
3 checks
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{Homework}
Bring it togetheras a team
Share them & createa unified persona
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{check}
Where is the biggest risk?Which 3 assumptions about your customers pose the biggest risk to the
success of your idea?
Hint: youʼll validate these first.
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Great Customer Development
(It’s all about the interview)
!
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User Research
Quantitative Qualitative
Generative
Evaluative
Surveys
Usability
•Hallway usability
•remote
•Interviews
•Mental Models (Indi Young)
•Contextual Inquiry (Byer & Holzblatt)
•Starbucks
Analytics•
Optimizely•
Key Metrics•
A/B Testing•
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User Research
Quantitative Qualitative
Generative
Evaluative
Interviews
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Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
* Decide where to find them
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation* Debrief!
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Customer Interviews
* Decide where to find them
* Craft a topic map for the session.
* Jot down conversation prompts.
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{Show & Tell}
Topic Map
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Topic Map
mobile/internet habits
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
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{Activity}
Jot down 5-7 topics3 min
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Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Decide where to find them
! Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation* Debrief!
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“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happened?”
“Why [or how] did you do that?”
“What did you love [or hate] about that?”
“If you could wave a magic wand, what would it be like?”
Guiding the conversation
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“Have you ever had __________________________ experience?”
{Activity}
Brainstorm a question
3 min
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During the Interview
DO • Take notes • Smile• Ask open-ended questions• Get their story• Shut up and listen
DONʼT • Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much
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{Activity}
Practice an interview
1 interviewer + 1 intervieweenote-takers
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Customer Interviews
! Identify who you want to talk to.
! Articulate your hypotheses.
! Decide where to find them
! Craft a topic map for the session.
! Jot down conversation prompts.
! Have the conversation
* Debrief!
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After the Interview: Debrief
DUMP (5min, solo)1 idea per sticky“What I heard”“What I saw”“What stood out”
SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions
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Validate in the world
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i <3 listening.
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Sketching multiple optionsValue proposition
Dot VotingFeature prioritization
2Act on Customer Needs
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Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
Interfaces & flowsPrototypes
User stories
This Week
UX Stack
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6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.
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What: Envision 6 uses
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{Activity}
Sketch 6-up Uses
10 min
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{Activity}
Work with your peer
Pass your work2-minute “quiet read”
Focus on understandingConfirm clarity
5 min
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{Activity}
Dot-vote top picks
Peers use 3 dots } pick top uses
5 min
Founders use 1 dot } pick top use
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{Activity}
Redraw the top pick
3 min
Mary
Task-a-doodle
Know when
someone in her
family finishes
a shared task.
April 2013
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Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
Interfaces & flowsPrototypes
User stories
This Week
UX Stack
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{Activity}
Brainstorm features
5 min
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{Activity}
Divide into 2 piles:
1 min
build nowbuild later
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{Activity}
Select 3 features
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1 min
5-item to-do list
Task sharer
Status tracker
{Activity}
Make a feature list.April 2013
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{Organize!}
Post your persona, value prop and
features on the wall.(off to the side)
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Persona Limited features to support the uses
What you have nowWho is our user and what are their needs & goals?
What can a user do with our product?
How will they do that?
Mary
Task-a-doodle
Know when
someone in her family finishes a shared task.
April 2013
Value prop
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Uses make me frisky!
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Actionable MetricsDefining an effective metric
Tracking over time
3Measure
WhatMatters
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Product(black box)
Conversion Funnel
Traffic
Measuring what?
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Product(black box)
Conversion Funnel
Traffic
Measuring what?
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User Research
surveys
usability testinga/b testing
user interviews
analyticsKPIs
Quantitative Qualitative
Generative
Evaluative
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Metrics checklist
a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”
...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.
vanity
total number of registered
users
unhelpful
sign-ups
% of users who share a
task 3+ times a day,per week
awesomebetter% of users who sign in 3+ times a
day,per week
good% of new users per
week
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{Activity}
Brainstorm 5 measures(from features)
3 min
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{Activity}
Divide into 2 piles:moretelling
lesstelling
1 min
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{Activity}
Pick 3.
2 min
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Metrics checklist
3. Is there an object basis?
• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)
* not required, but super-helpful
• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?
• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]
1. Does the metric begin with a number?
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{Activity}
Pair-check your metrics*You* are the person responsible
for getting your peer to awesome!
5 mineach
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% of users who share a
task 3+ times a day,per week
{Activity}
Make a dashboardApril 2013
Avg number of logins per person per
week.
Avg # of tasks
completed per person per month.
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{Show & Tell}
Information Radiator
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Information Radiator
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Information Radiator
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metrics. better than a
bubbling brook.
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Making the storyLiving the Lean UX life
III : Bring it all together
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Pull it all together
Tell the story
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Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
Interfaces & flowsPrototypes
User stories
This Week
UX Stack BUILD
MEASURELEARN
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Making the most of the team
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
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This is [product name] .
Meet...
MVP* Narrative
MVP
The idea...
* Minimum Viable Product
5 min
MVCMary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
To see progress, we will measure...
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Story time!
Your pair peer readsyour story back to you.
(Simply read the words on the page.)
2 min each
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Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
Interfaces & flowsPrototypes
User stories
This Week
UX Stack
Mary
Task-a-doodle
Know when
someone in her
family finishes a
shared task.
April 2013
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Living the Lean UX Life
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Patterns of work1. Sketch
(especially of people)2. Timebox!
(speed kills the censor and keeps you moving)3. Generate independently, discuss as a team
(3 people ideal)4. Dump & Sort
(one item per Post-It, use Sharpie)5. 2x2 organizing framework
(help decision-making when lots of items)6. Work at the wall 7. Quick decision-making techniques
(dot-vote, roman vote, stack rank)
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10 Principles of Lean UX
1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)* Read full descriptions at http://luxr.co/10-principles
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Q&A + Discussion
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Geek out & learn tons more
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Go be awesome.
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LUXr makes products that coach early-stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy.
LUXr.co3435 Cesar Chavez, San Francisco, CA • 94110The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • [email protected] • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc
images• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal • http://www.flickr.com/photos/pompien/6160278603/