Crushing the BoulderUser Experience for Lean Startups

January 10, 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

Janice Fraserwww.luxr.co

@clevergirl

TWEET!Kate Rutterwww.luxr.co

@katerutter

LUXR.CO JANUARY 2012

1. Lean UX Fundamentals2. Getting to know your customers3. Acting on customer needs4. Measuring outcomes

...and bring it all together into a plan.

Today we’ll cover...

LUXR.CO JANUARY 2012

What is Lean Startup?What is UX?

What is Lean UX?

What is this stuff?!?!

Part 1: Lean UX Fundamentals

LUXR.CO JANUARY 2012

Lean Startup?

LUXR.CO JANUARY 2012

Lean Startup is NOT

LUXR.CO JANUARY 2012

Cheap Startup

Lean Startup is NOT

LUXR.CO JANUARY 2012

Cheap Startup

Shortcut Startup

Lean Startup is NOT

LUXR.CO JANUARY 2012

Cheap Startup

Shortcut Startup

Fast Startup

Lean Startup is NOT

LUXR.CO JANUARY 2012

Lean Startup is NOT

Low-Ambition

LUXR.CO JANUARY 2012

Lean Startup is NOT

THE OPPOSITE OF FAT STARTUP

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

Get out of the

building!

LUXR.CO JANUARY 2012

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

LUXR.CO JANUARY 2012

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

LUXR.CO JANUARY 2012

People, their goals & needs

Sketches and prototypes

“New user” experiences

CUSTOMER DEVELOPMENT = UX!?

LUXR.CO JANUARY 2012

About 1,720,000 results

LUXR.CO JANUARY 2012

“Customer Development in 1 Page”

Here’s my distillation...

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

+ +

reduce wastemake products customers want

incremental releases

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

#2 New York Times

Bestseller

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

UX Cycles

THINK

MAKE

CHECK

PrototypesWireframesValue PropLanding PageHypothesesCompsDeployed Code

A/B TestingSite Analytics

Usability TestingFunnel

Sign-ups

Generative ResearchIdeation

Mental modelsBehavior Models

Test ResultsCompetitive Analysis Reduce cycle time, not build time

LUXR.CO JANUARY 2012

UX?

LUXR.CO JANUARY 2012

Design > UI

LUXR.CO JANUARY 2012

Users

Design > UI

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

Users

Design > UI

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Users

Design > UI

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Users

(INSERT BUSINESS THINKING HERE)

whywhathow

Design > UI

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

(INSERT BUSINESS THINKING HERE)

whywhathow

Design > UI

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

User Stories Themed Releases

This Week

(INSERT BUSINESS THINKING HERE)

whywhathow

Design > UI

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

User Stories Themed Releases

This Week

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

Design > UI

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

User Stories Themed Releases

This Week

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

Design > UI

LUXR.CO JANUARY 2012

What we bring is 10* years of experience, methods, and

methodology

*20, 30, 50 years

LUXR.CO JANUARY 2012

Among our strengths...

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

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

What’s new about LeanUX?

LUXR.CO JANUARY 2012

Lean User Experience is a principle-driven

process for teams working in situations of

extreme uncertainty. It is characterized by

rituals that predispose predictable, high-

quality, high-velocity user experience

outcomes.

LUXR.CO JANUARY 2012

1. Design + Prod. Mg. + development = 1 product team

2. Externalize!

3. FLOW: think/make/check

4. Repeatable and routinized

5. Solve the right problem

6. Goal-driven and outcome-focused

7. Generate many options

8. Decide quickly and hold decisions lightly

9. Recognize hypotheses & validate them

10. Research with users is the best source of information (& inspiration)

9 Principles of Lean UX10

LUXR.CO JANUARY 2012

1. Write the test first2. User quote/need as sprint name3. Wireframe check4. Designer/developer pairing5. UX & Product Mgt participate in standup

meetings daily6. Validation step7. Retrospective periodically

RITUALS of Lean UX

LUXR.CO JANUARY 2012

In Practice: Write the test first

We believe that people like ______________ have a

need for (or problems doing) ________________.

We will know we have succeeded when

____________________, or ___________________,

which will contribute to ________________.

(customer type)

(need/action/behavior)

(quantitative/measurable outcome)

(qualitative/observable outcome)

(KPI)

LUXR.CO JANUARY 2012

In Practice: Wireframe CheckA stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins.

Well, that thing will take some

work

What here is hard?

• Is this an accurate reflection of the system ?

• What here is hard?

• What alternatives are there?

• Is it worth the effort?

LUXR.CO SEPTEMBER 2011

LUXR.CO JANUARY 2012

Types of ResearchPersonas

How to InterviewPractice Interview

Part 2: Getting to Know Your Customers

(Customer Development Interviews)

LUXR.CO JANUARY 2012

quant qual

Generative

Evaluative

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

EvaluativeAnalytics•

Optimizely•

Key Metrics•

A/B Testing•

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

EvaluativeAnalytics•

Optimizely•

Key Metrics•

A/B Testing•

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

EvaluativeUsability

Analytics•Optimizely•

Key Metrics•

A/B Testing•

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

EvaluativeUsability

•Hallway usability•remote Analytics•

Optimizely•

Key Metrics•

A/B Testing•

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

Evaluative

surveys

Usability

•Hallway usability•remote Analytics•

Optimizely•

Key Metrics•

A/B Testing•

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

Evaluative

surveys

Usability

•Hallway usability•remote Analytics•

Optimizely•

Key Metrics•

A/B Testing•

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

Evaluative

surveys

Usability

•Hallway usability•remote

•Interviews

•Mental Models (Indi Young)

•Contextual Inquiry (Byer & Holzblatt)

•Starbucks

Analytics•Optimizely•

Key Metrics•

A/B Testing•

User Research

LUXR.CO JANUARY 2012

quant qual

Generative

Evaluative

Interviews

User Research

LUXR.CO JANUARY 2012

Before the Interview

* Identify who you want to talk to.

* Articulate your hypotheses.

* Craft a topic map for the session.

* Jot down conversation prompts.

LUXR.CO JANUARY 2012

LUXR.CO JANUARY 2012

Today’s challenge:

LUXR.CO JANUARY 2012

Today’s challenge:

You have a problem...

LUXR.CO JANUARY 2012

Today’s challenge:

You have a problem...there are a million little things to do

and not enough time!

LUXR.CO JANUARY 2012

Today’s challenge:

You have a problem...there are a million little things to do

and not enough time!

You were chatting with neighbors and they have the same problem.

LUXR.CO JANUARY 2012

Today’s challenge:

You have a problem...there are a million little things to do

and not enough time!

You were chatting with neighbors and they have the same problem.

And then you read an article in the Huffpost about personal assistants for the middle class.

LUXR.CO JANUARY 2012

Today’s challenge:

You have a problem...there are a million little things to do

and not enough time!

You were chatting with neighbors and they have the same problem.

And then you read an article in the Huffpost about personal assistants for the middle class.

You think this is a great idea for your next business.

LUXR.CO JANUARY 2012

Who: Make a Persona

Behaviors

Needs & GoalsDemographics

“Mary”• Has a housecleaner• Buys take-away 3 nights/wk• Frequently feels overwhelmed

when she “forgets” something

• Help! Running errands, managing kids, keeping things running

• Time for her girlfriends• To feel like she “has it sorted”• “To clone herself”

• Working mom• 34 years old• Lives in Reading, works in

London• Married, 2 kids• Household 125k/yr

LUXR.CO JANUARY 2012

{activity}

Let’s do it.

LUXR.CO JANUARY 2012

Hypothesis

We believe that modern families have trouble keeping up with the errands that

need to be done, and are willing to pay to have “odd jobs” done for them.

LUXR.CO JANUARY 2012

{activity}

Dump & Sort Topics

LUXR.CO JANUARY 2012

mobile/internet habits?

last time they got help

(house cleaner)

keeping everything

working

feeling overwhelmed

commutepersonal time

Topic Map

LUXR.CO JANUARY 2012

{activity}

Make a Topic Map

LUXR.CO JANUARY 2012

“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?”

Conversation Prompts

LUXR.CO JANUARY 2012

During the Interview

DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen

DON’TTalk about your productAsk about future behaviorSellAsk leading questionsTalk much

LUXR.CO JANUARY 2012

{activity}

Interview

LUXR.CO JANUARY 2012

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

LUXR.CO JANUARY 2012

{activity}

Debrief

LUXR.CO JANUARY 2012

{activity}

Revise Personas

LUXR.CO SEPTEMBER 2011

LUXR.CO JANUARY 2012

Sketching6-UP

Dot Voting

Part 3: Acting on Customer Needs(Developing product and interface ideas)

LUXR.CO JANUARY 2012

Needs 1. BLAH2. BLAH3. BLAH

UsesBob can...

Features

Users

User Stories Themed Releases

This Week

(CREATE SKETCHES, WIREFRAMES & PIXELS)

(INSERT BUSINESS THINKING HERE)

whywhathow

Remember this?

LUXR.CO JANUARY 2012

why

what

how

Your business

vision

A person and their

needs

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

LUXR.CO JANUARY 2012

why

what

how

Your business

vision

A person and their

needs

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

LUXR.CO JANUARY 2012

why

what

how

Your business

vision

A person and their

needs

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

LUXR.CO JANUARY 2012

USES: What can

Mary do with your product?

why

what

how

Your business

vision

A person and their

needs

BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH

BLAH BLAH

LUXR.CO JANUARY 2012

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.

LUXR.CO JANUARY 2012

{activity}

6-Up SketchingDot Vote

Sticky-up Features

LUXR.CO SEPTEMBER 2011

fear me.

outsized returns.

LUXR.CO JANUARY 2012

Common research questionsThe Funnel

Pirate MetricsResearch & Metrics Tools

Part 4: Measuring Outcomes(Quantitative and Qualitative Evaluation)

LUXR.CO JANUARY 2012

The Dreaded QuestionsWill people use it? Why won’t people use it?What’s wrong with this?How could I make this better? How can I improve conversion?Are we making progress? Do people like this?Are these results good? Why do people do that?Did we do the right thing?Why is there dropoff?

LUXR.CO JANUARY 2012

“Vanity Metrics”“KPI”

“A/B Tests”“Metrics for Pirates”

What should I be measuring?(a few search terms)

LUXR.CO JANUARY 2012

User Researchquantitative qualitative

generate ideas

evaluate product

surveys

usability testinga/b testing

user interviews

analyticsKPIs

LUXR.CO JANUARY 2012

User Researchquantitative qualitative

generate ideas

evaluate product

surveys

usability testinga/b testing

user interviews

analyticsKPIs

LUXR.CO JANUARY 2012

quantitative qualitative

usability testinganalytics

a/b testing

KPIs

Behavior Ability

Do people use it? Which is better?Did we do the right thing?Are these results good? Are we making progress?

CLOSED-ENDED QUESTIONS

How should I design the new one?Why won’t people use it?What’s wrong with this?How could I make this better? Why do people do that?What do people love about it?How can I improve conversion?Why is there dropoff?What do they think this should do?

OPEN-ENDED QUESTIONS

LUXR.CO JANUARY 2012

Measurement Funnel

Product(black box)

Conversion Funnel

TrafficGross #

CMP/CPC/CPA/NPS

Throughput (%)

Usage (%)

Marketing

Marketing & Product

Product

What Metric? Who Owns?

LUXR.CO JANUARY 2012

Pirate MetricsAcquisition

Activation

Retention

Referral

Revenue

LUXR.CO JANUARY 2012

{activity}

Metrics from Features

LUXR.CO JANUARY 2012

Design TestWe believe that people like ______________ have a

need for (or problems doing) ________________.

We will know we have succeeded when

____________________, or ___________________,

which will contribute to ________________.

(customer type)

(need/action/behavior)

(quantitative/measurable outcome)

(qualitative/observable outcome)

(KPI)

LUXR.CO JANUARY 2012

{activity}

Write the Design Test

LUXR.CO JANUARY 2012

Research ToolsANALYTICSGoogle AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)

HEAT MAPPINGCrazy EggClick Tale Gaze Hawk

UNMODERATED TESTS WITH VIDEOUsertesting.comTryMyUIUserlyticsWhatUsersDoLoop11

MESSAGE RECALLClueAppFiveSecondTest

CONVERSION TESTINGUnbounceOptimizely

MICRO USABILITYNavflowUsabiliaClicktestVerifyIntuition HQUserZoom

LUXR.CO SEPTEMBER 2011

LUXR.CO JANUARY 2012

{bring it all together}