LUXr 1-day workshop, April 27, 2012 [San Francisco]
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Transcript of LUXr 1-day workshop, April 27, 2012 [San Francisco]
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Crushing the BoulderUser Experience for Lean Startups
1-day workshop } Friday, April 27, 2012
LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
Kate Rutter • Janice Fraserwww.luxr.co
@luxrco@katerutter@clevergirl
TWEET!
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LUXR.CO APRIL 2012
1. Lean UX Fundamentals2. Get to know your customer3. Brainstorm ideas for product uses4. Measure your success5. Bring it all together
Today we’ll cover...
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LUXR.CO APRIL 2012
Intros
Who’s in the room?
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LUXR.CO APRIL 2012
What is Lean Startup?What is UX?
What is UX for Lean Startups?
What is this stuff?!?!
1: Lean UX Fundamentals
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LUXR.CO APRIL 2012
Lean Startup?
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LUXR.CO APRIL 2012
Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
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LUXR.CO APRIL 2012
Lean Startup is NOT
Low-Ambition
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LUXR.CO APRIL 2012
Lean Startup is NOT
THE OPPOSITE OF FAT STARTUP
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LUXR.CO APRIL 2012
Get out of the
building!
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LUXR.CO APRIL 2012
Steve Blank introduced “Customer Development” in...um...2006.
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LUXR.CO APRIL 2012
In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.
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LUXR.CO APRIL 2012
People, their goals & needs
Sketches and prototypes
“New user” experiences
CUSTOMER DEVELOPMENT = UX!?
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LUXR.CO APRIL 2012
About 1,720,000 results
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LUXR.CO APRIL 2012
“Customer Development in 1 Page”
Here’s a distillation...
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
make products customers want
+
incremental releases
+
reduce waste
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
#2 New York Times
Bestseller
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 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
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LUXR.CO APRIL 2012
UX?
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LUXR.CO APRIL 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
User Stories Themed Releases
This Week
Design > UI
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LUXR.CO APRIL 2012
What UX brings is 10* years of
experience, methods, and
methodology
*20, 30, 50 years
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LUXR.CO APRIL 2012
Among UX strengths...
UX people are EXPERTS at “getting out of the building.”
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
Why Lean UX?
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LUXR.CO APRIL 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.
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LUXR.CO APRIL 2012
in Lean UX...
Hypothesis + Validation = Experiments
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LUXR.CO APRIL 2012
Hypothesis
We believe that modern families have trouble keeping up with tasks, and are
willing to pay for a better way to coordinate with other family members, friends and
neighbors.
Today’s Challenge
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LUXR.CO APRIL 2012
Types of ResearchPersonas
How to InterviewPractice Interview
2:Get to Know Your
Customers (Customer Development Interviews)
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LUXR.CO APRIL 2012
User Researchquant 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•
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LUXR.CO APRIL 2012
User Researchquant qual
Generative
Evaluative
Interviews
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LUXR.CO APRIL 2012
Customer Interviews
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
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LUXR.CO APRIL 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! Coordinating 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
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LUXR.CO APRIL 2012
{Activity}
Let’s do it!
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LUXR.CO APRIL 2012
{Warm-up Activity}
Rapid Sketching
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LUXR.CO APRIL 2012
{Activity}
Make a personaPortrait
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LUXR.CO APRIL 2012
{Activity}
Make a personaDemographics
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LUXR.CO APRIL 2012
{Activity}
Make a personaBehaviors
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LUXR.CO APRIL 2012
{Activity}
Make a personaNeeds & Goals
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LUXR.CO APRIL 2012
{check}
3 checks
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LUXR.CO APRIL 2012
{Show & Tell}
Topic Map
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LUXR.CO APRIL 2012
Topic Map
mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
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LUXR.CO APRIL 2012
{Activity}
Brainstorm questions
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LUXR.CO APRIL 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
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LUXR.CO APRIL 2012
During the Interview
DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen
DONʼTTalk about your productAsk about future behaviorSellAsk leading questionsTalk much
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LUXR.CO APRIL 2012
{Activity}
Practice an interview
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LUXR.CO APRIL 2012
{homework}
Debrief
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LUXR.CO APRIL 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
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
Sketching6-Up UsesDot Voting
3:Act on Customer Needs
(Developing product and interface ideas)
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LUXR.CO APRIL 2012
Remember this?
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
User Stories Themed Releases
This Week
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LUXR.CO APRIL 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
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LUXR.CO APRIL 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.
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LUXR.CO APRIL 2012
{Activity}
Sketch 6-up Uses
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LUXR.CO APRIL 2012
{Activity}
Dot-vote top picks
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LUXR.CO APRIL 2012
{Activity}
Brainstorm features
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LUXR.CO APRIL 2012
{Activity}
Select 3 features
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LUXR.CO APRIL 2012
{Organize!}
Post your persona, 2 uses and 3 features on the wall.
(off to the side)
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LUXR.CO APRIL 2012
fear me.
outsized returns.
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LUXR.CO APRIL 2012
Common research questionsMetrics & Analytics
4:Measure What Matters
(Quantitative and Qualitative Evaluation)
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LUXR.CO APRIL 2012
Will people use it? Why wonʼt people use it?Whatʼs 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?
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LUXR.CO APRIL 2012
User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
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LUXR.CO APRIL 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 wonʼt people use it?Whatʼs 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
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LUXR.CO APRIL 2012
Measurement
Product(black box)
Conversion Funnel
Traffic
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LUXR.CO APRIL 2012
{Activity}
Brainstorm measures(from features)
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LUXR.CO APRIL 2012
{Activity}
Team-select 5
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LUXR.CO APRIL 2012
{Activity}
Check your metrics
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LUXR.CO APRIL 2012
Metrics checklist
1. Does the metric begin with a number?
2. Is there a time basis?
3. Is there an object basis?
• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]
• “per week” [ ___/wk ]• “per month” [ ___/mo]
• “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
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LUXR.CO APRIL 2012
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.”
vanity good better
...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.
unhelpful
total number of registered
users
% of users who share a
task 3+ times a day,per week
sign-ups
awesome# of users who sign in 3+ times a
day,per week
% of new registered users per
week
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LUXR.CO APRIL 2012
{Show & Tell}
Metrics Dashboard
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LUXR.CO APRIL 2012
Metrics dashboard
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LUXR.CO APRIL 2012
{Show & Tell}
Information Radiator
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LUXR.CO APRIL 2012
Information Radiator
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LUXR.CO APRIL 2012
Information Radiator
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LUXR.CO APRIL 2012
“Vanity Metrics”“KPI”
“A/B Tests”“Metrics for Pirates”
What should I be measuring?(a few search terms)
Pirate MetricsAcquisition
Activation
Retention
Referral
Revenue
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LUXR.CO APRIL 2012
Research Tools
ANALYTICS
Google AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)
HEAT MAPPING
Crazy EggClick Tale Gaze Hawk
UNMODERATED TESTS WITH VIDEO
Usertesting.comTryMyUIUserlyticsWhatUsersDoLoop11
MESSAGE RECALL
ClueAppFiveSecondTest
CONVERSION TESTING
UnbounceOptimizely
MICRO USABILITY
NavflowUsabiliaClicktestVerifyIntuition HQUserZoom
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LUXR.CO APRIL 2012
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LUXR.CO APRIL 2012
Making the storyLiving the Lean UX life
5:Bring it all together
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LUXR.CO APRIL 2012
{Activity}
Tell the story
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LUXR.CO APRIL 2012
Living the LeanUX Life
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LUXR.CO APRIL 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.
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LUXR.CO APRIL 2012
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
10 Principles of Lean UX
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LUXR.CO APRIL 2012
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
Who is involved?
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LUXR.CO APRIL 2012
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
How do we work together?
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LUXR.CO APRIL 2012
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
What do we do?
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LUXR.CO APRIL 2012
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
How can we be sure?
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LUXR.CO APRIL 2012
1. Generate independently, then collaborate as a team2. Work at the wall3. Use rapid decision-making tricks:
dot-voting, roman voting4. Engage design + development + product people5. Frame designs as a hypothesis to validate6. Validate with customers7. Hold retrospectives periodically
RITUALS of Lean UX
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LUXR.CO APRIL 2012
Kate Rutter • Janice Fraserwww.luxr.co
@luxrco@katerutter@clevergirl
Go forth and LeanUX!
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LUXR.CO APRIL 2012
Q&A + Discussion