Crushing the BoulderUser Experience forLean Startups

Lunch & Learn

LUXR.CO JUNE 2012

WED, JUL 11, 2012

+

LUXR.CO JULY 2012

LUXR.CO JULY 2012

We help lean startup entrepreneurs design & build products that people want, need, and love to buy.

LUXR.CO JULY 2012

Kate Rutterwww.luxr.co

@luxrco@katerutter

TWEET!

LUXR.CO JULY 2012

What is Lean Startup?What is UX?

What is UX for Lean Startups? Quick, Scary Activity

What is this stuff?!?!

LUXR.CO JULY 2012

Lean Startup?

LUXR.CO JULY 2012

Lean Startup is NOT

Cheap Startup

Fast Startup

Shortcut Startup

LUXR.CO JULY 2012

Low-Ambition

Lean Startup is NOT

LUXR.CO JULY 2012

THE OPPOSITE OF FAT STARTUP

Lean Startup is NOT

LUXR.CO JULY 2012

Get out of the

building!

LUXR.CO JULY 2012

Customer development is...

A four-step framework for discovering and

validating the right market for your idea,building the right product features that solve customersʼ needs,testing the correct model and tactics for acquiring and converting customers, anddeploying the right organization and resources to scale the business.

LUXR.CO JULY 2012

Steve Blank introduced “Customer Development” in...um...2006.

The big idea...

LUXR.CO JULY 2012

In 2010, Brant Cooper & Patrick Vlaskovitz wrote a shorter, more useful book.

The big idea...

LUXR.CO JULY 2012

What it looks like in practice...

LUXR.CO JULY 2012

Build, Measure.

Learn.

LUXR.CO JULY 2012

An approach for building companies that are creating new products and services in situations of extreme uncertainty.The approach advocates creation of rapid

prototypes that test market assumptions, and uses customer feedback in an effort to evolve the design faster and reduce waste.

Lean Startup is...

LUXR.CO JULY 2012

Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”

+incremental

releasesmake products

customers want

+reduce waste

The big idea...

LUXR.CO JULY 2012

“The courage to speak truths, pleasant or unpleasant, fosters communication and trust.

“The courage to discard failing solutions and seek new ones encourages simplicity.

“The courage to seek real, concrete answers creates feedback.”

—Kent Beck

The Influence of Agile

LUXR.CO JULY 2012

Lean Startup advocates...

• Experiments•!Validated learning

LUXR.CO JULY 2012

THE NEW CLASSICS

List your assumptions.Understand your customers.

Experiment.Adjust direction based on evidence.

LUXR.CO JULY 2012

UX.Design.Lean.

LUXR.CO JULY 2012

A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system.

User Experience is...

product UI UX

via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

LUXR.CO JULY 2012

UX brings 10* years

of experience, methods, and

patterns of work.

*20, 30, 50 years

LUXR.CO JULY 2012

UX people are EXPERTS at “getting out of the building”

LUXR.CO JULY 2012

People, their goals & needs

Sketches and prototypes

Interactions and flows

UX == Customer Discovery

LUXR.CO JULY 2012

Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • Behavior Models • Test Results • Competitive Analysis

THINK

Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed CodeMAKEEvaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive SurveysCHECK

THINK

MAKE

CHECK

Reduce cycle time,not build time

UX cycles == Lean Startup learning loops

LUXR.CO JULY 2012

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, wireframes, pixels

Business thinking goes here

whywhathow

PrototypesUser Stories

Themed Releases

This Week

Design > UI THINK

MAKECHECK

BUILDMEASURE

LEARN

LUXR.CO JULY 2012

10 UXable Steps for Lean Teams1. List your assumptions2. Test the riskiest ones3. Talk to potential customers4. Design experiments5. Evaluate results6. Change plans based on evidence7. Launch small proof-of-concept products8. Get a few paying customers9. Make them really happy10. Repeat, as needed.

LUXR.CO JULY 2012

}

LUXR.CO JULY 2012

}

LUXR.CO JULY 2012

Facing Your Assumptions

Ask yourself:

What assumptions about your customers do you have that, if you are wrong, your

business will fail.

Write down 3.Test these.

LUXR.CO JULY 2012

Go be awesome.

LUXR.CO JULY 2012

Q&A + Discussion

LUXR.CO JULY 2012

LUXrʼs mission is to educate early-stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy.

About LUXr

Residency WorkshopsCore Curriculum Advising

10 weeks to awesome forearly-stage teams.

Learning products for accelerators & startup teams.

Core concepts and hands-on activities for everyone.

Coaching & guidance for teams going at lightspeed.

LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrco

Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]