Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean...
Transcript of Best Practices in Lean Product & Lean UX - Meetupfiles.meetup.com/12870022/Best Practices in Lean...
Dan Olsen Lean Product Meetup March 18, 2014
(aka How to be a Lean Product Ninja)
+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+
+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+
Best Practices in Lean Product & Lean UX
Copyright © 2014 Olsen Solu7ons
My Background n Educa7on
n BS, Electrical Engineering, Northwestern n MS, Industrial Engineering, Virginia Tech n MBA, Stanford n Web development and UI design
n 20 years of Product Management Experience n Managed submarine design for 5 years n 5 years at Intuit, led Quicken Product Management n Led Product Management at Friendster n CEO & Cofounder of YourVersion, “Pandora for your news” n PM consultant to startups: Box, YouSendIt, Epocrates
My slides will be posted to hUp://buildinggreatproducts.com
See my other talks at hUp://slideshare.net/dan_o
Copyright © 2011 YourVersion
What does “Lean” mean? n Lean Startup
n Achieving product-‐market fit n Valida7ng product with users n Improving & itera7ng your product quickly
n Tes7ng hypotheses & learning n Minimizing waste of resources
n Product-‐market fit = product management’s responsibility
Copyright © 2011 YourVersion
Why “Ninja”? n High level of exper7se n Self-‐sufficient n Uses wide array of skills to get the job done
Copyright © 2014 Olsen Solu7ons
What’s the Formula for Product-‐Market Fit?
n A product that: n Meets customers’ needs n Is beUer than other alterna7ves n Is easy to use n Has a good value/price
Focus of my talk today
See my talk “How to be a UX Design Army of One”
Dan’s Model for the Causality Underlying Product-‐Market Fit
Copyright © 2014 Olsen Solu7ons
Target Customer
Product
Customer Needs
Customer has needs
Product is designed to meet needs
Customer decides how well product meets needs (sa7sfac7on)
The Lean Product Ninja Way: Steps to Achieving Product-‐Market Fit 1. Understand underserved customer needs 2. Define your product’s value proposi7on 3. Build wireframe/mockup 4. Get user feedback 5. Iterate
Copyright © 2014 Olsen Solu7ons
Understanding Customer Needs
n Russians: pencil
n NASA: space pen ($1 M R&D cost)
Example: n Ability to write in space (zero gravity)
Problem Space vs. Solu7on Space n Problem Space
n A customer problem, need, or benefit that the product should address
n A product requirement
n Solu7on Space n A specific implementa7on to address the need or product requirement
Copyright © 2014 Olsen Solu7ons
Problem Space vs. Solu7on Space: Product Level
Problem Space (user benefit)
Solu7on Space (product)
TurboTax
TaxCut
Pen and paper
Prepare my taxes
File my taxes
Check my taxes
Maximize deductions
Reduce audit risk
Copyright © 2014 Olsen Solu7ons
Problem vs. Solu7on Space: Feature Level Problem Space
Solu7on Space
Save time filing taxes
Save time preparing taxes
Maximize my tax deductions
Check my return
Reduce my audit risk
Help me prepare taxes
Empowerment/ Confidence
Save Time
Save Money
Tax Interview Wizard
Audit Risk Analyzer
Tax Return Error Checker
Tax Data Downloader
Electronic Tax Return Filing
Tax Deduction Finder
Copyright © 2014 Olsen Solu7ons
Priori7zing Customer Needs: Importance vs. Sa7sfac7on
Impo
rtance of U
ser N
eed
User Sa7sfac7on with Current Alterna7ves
Compe77veMarket Opportunity
Low High
Low
High
Not Worth Going Aler
Copyright © 2014 Olsen Solu7ons
Kano Model: User Needs & Sa7sfac7on User Sa7sfac7on
User Dissa7sfac7on
Performance (more is beUer)
Delighter (wow)
Need not met
Need fully met
Must Have
Needs & features migrate over 7me
Copyright © 2014 Olsen Solu7ons
Copyright © 2014 Olsen Solu7ons
Importance vs. Sa7sfac7on Ask Users to Rate for Each Feature
98
8784
8679 847055 80
7280
75
4150
55
60
65
70
75
80
85
90
95
100
40 50 60 70 80 90 100
Satisfaction
Importance
Recommended reading: “What Customers Want” by Anthony Ulwick
Bad
Great
What is Your Value Proposi7on?
n Which user benefits are you providing? n How are you beUer than compe7tors? Compe&tor A Compe&tor B You
Must Have Benefit 1 Y Y Y
Performance Benefit 1 High Low Med
Performance Benefit 2 Low High Low
Performance Benefit 3 Med Med High
Delighter Benefit 1 Y -‐ -‐
Delighter Benefit 2 -‐ -‐ Y
Copyright © 2014 Olsen Solu7ons
Building Wireframes/ Mockups
Genng Customer Feedback: Problem Space vs. Solu7on Space
n Customers CAN’T ar7culate problem space n Customers CAN react to solu7on space n That’s why you need something tangible to show to customers to get good feedback
Copyright © 2014 Olsen Solu7ons
Design Ar7facts: Interac7vity vs. Fidelity
Copyright © 2014 Olsen Solu7ons
Hand sketch
Interac7vity
Fidelity
Interac7ve Prototype
Sta7c Wireframe*
Clickable Wireframe*
Mockup
Clickable Mockup**
* Balsamiq: balsamiq.com ** Invision: invisionapp.com
Design Tools: Fidelity vs. Effort
Copyright © 2014 Olsen Solu7ons
Hand sketch D
esig
n Fi
delit
y
Effort to Create Artifact
Photoshop
Balsamiq 1
2
3
Visual Designer
All Product People
Why You Should Wireframe
n In case you don’t have UX designer (olen) n To clarify and refine your thinking:
n Informa7on Architecture, layout, naviga7on
n To communicate your product ideas to others
n Modern tools make it easy and fast
Copyright © 2014 Olsen Solu7ons
Copyright © 2014 Olsen Solu7ons
Learning from Customers
What Are You Going to Get Feedback & Learnings About?
Problem Space (your mental model)
Solu7on Space (what users can react to)
Customer Understanding
(needs & preferences)
Feature Set
UI Design Messaging
Copyright © 2014 Olsen Solu7ons
Iterate Your Wireframes Based
on Feedback
Itera7ng Your Product Vector Based on User Feedback in Solu7on Space Problem Space
(your mental model) Solu7on Space
(what users can react to)
Customer Feedback
Mockups / Code
Copyright © 2014 Olsen Solu7ons
Copyright © 2014 Olsen Solu7ons
Case Study on Product-‐Market Fit: Marke7ngReport.com
Product-‐Market Fit Case Study: Marke7ngReport.com
n My consul7ng client (CEO) had an idea for a new product
n Team: me, CEO, head of marke7ng, UI design consultant
n Goal: n Validate product-‐market fit quickly, cheaply without wri7ng a single line of code
n Determine if there was a business opportunity here
Copyright © 2014 Olsen Solu7ons
Product-‐Market Fit Case Study: Developing Product Concept
n Product Concept was “marke7ng report” that let consumers control the direct mail that they receive
n Concept was fuzzy with various components, so I broke it into 2 different “flavors”: n #1 “Marke7ng Shield”: Service to reduce/stop junk mail
n #2 “Marke7ng Saver”: Opt in & receive money-‐saving offers
Copyright © 2014 Olsen Solu7ons
Clustering Poten7al User Benefits to Create Product Concepts
Reduce Junk Mail
Find out what “they” know about you
Money Saving Offers
Compare Yourself to Others
Social Networking
Marketing Report
Marketing Score
Marketing Profile
Save Trees
“Shield” Concept “Saver” Concept
Copyright © 2014 Olsen Solu7ons
Copyright © 2014 Olsen Solu7ons
Copyright © 2014 Olsen Solu7ons
n Telephone recruit of prospec7ve customers n Wrote phone-‐screen ques7onnaire to create rough target customer segmenta7on n Wanted users who work full-‐7me & use internet n Fit for opt-‐in offers: use coupons, Costco membership n Fit for an7-‐junk mail: use paper shredder, block caller ID
n Paid each person $75 n Scheduled 3 groups of 2 or 3 people to discuss each product concept for 90 minutes
n Moderated each group through the paper mockups to hear their feedback
Product-‐Market Fit Case Study: Recrui7ng People
Copyright © 2014 Olsen Solu7ons
Product-‐Market Fit Case Study: Findings on Concepts &User Benefits
Reduce Junk Mail
Find out what “they” know about you
Money Saving Offers
Compare Yourself to Others
Social Networking
Marketing Report
Marketing Score
Marketing Profile
Save Trees
Legend
Strong appeal
Some appeal
Low appeal
“Shield” Concept “Saver” Concept
Copyright © 2014 Olsen Solu7ons
Product-‐Market Fit Case Study: Learnings from Research
n Learned that “Shield” (an7-‐junk mail) concept was stronger than “Saver”
n People didn’t like many of the “Saver” concept components
n Learned users’ concerns / ques7ons about “Shield” concept
n Refined “Shield” concept: n Removed irrelevant components n Improved messaging to address user concerns / ques7ons
n Validated revised “Shield” concept with quick 2nd round of tests n No customer concerns n Clear willingness to pay
Copyright © 2014 Olsen Solu7ons
Copyright © 2014 Olsen Solu7ons
Product-‐Market Fit Case Study: Summary
n 4 weeks from 1st mee7ng to validated product concept with zero coding
n Reasonable cost n 1 round of itera7on on product concept n Iden7fied compelling concept that users are willing to pay $10/month for
n Trimmed away non-‐valuable pieces n You can achieve similar results
Copyright © 2014 Olsen Solu7ons
Lean Product Ninja Cheat Sheet
n Understand the problem space to iden7fy underserved customer needs
n Define your value proposi7on n Create wireframes/mockups n Get customer feedback n Revise your feature set, UI design, and messaging to improve product-‐market fit
n Launch, learn, and iterate
Copyright © 2014 Olsen Solu7ons
hUp://buildinggreatproducts.com hUp://slideshare.net/dan_o @danolsen
Questions?
+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+
+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+*+
Help Us Make Our Meetup BeUer n Please let me know
n Any feedback you have on the meetup n Ideas for future topics & speakers n @danolsen
n Please go on Meetup.com & leave a ra7ng n Please write a review n Please tell your friends about our meetup
n hUp://meetup.com/lean-‐product n @LeanProdMeetup, #LeanProduct
Copyright © 2012 Olsen Solu7ons
Lightning Talks
n Want to ask or tell the group something? n Are you hiring? n Are you looking for a job? n Have a ques7on or request for people in our group?
n Please take up to 1 minute
Copyright © 2014 Olsen Solu7ons
Come to Our Next Meetup: April 24 n Thursday, April 24 n Same 7me (6 pm) & place
Steven Cohn, CEO of Validately “A Lean Case Study: How we used Lean to start Validately”
Please RSVP now at: hUp://meetup.com/lean-‐product