Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]
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Transcript of Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
May 1, 2014Kate Rutter, UX @ Tradecraft
* Design a Product in Two Hours
Rapid Product Design Using Lean UX Methods
Content & activities developed by Luxrhttp://luxr.co @luxrco
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
@katerutter
@luxrco
TWEET!
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Let’s get warmed up
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{5 min Activity}
Users + problems + solutionSketch it out
Who are the users?What problems do they have?
What would be a proposed solution?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Users + Problem + Solution map“the DNA of your idea”
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
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 timeneed to share tasks on the go
Task-a-doodle
“the DNA of your idea” 3 minMay 2014
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
A class on how to produce an awesome UI
This is not...
(how do you know itʼs awesome?)
A session on making production wireframes or photoshop comps
(how do you know these arenʼt a waste of valuable time?)
A “perfect approach” or a rigid point of view on Great UX.
(100s of entrepreneurs have used these techniques to define
their own unique Great UX.)
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
• Design = solving problems • Lean Startup concepts & mindset• Hands-on } make a product MVP• Lo-fi MVP -> validate -> build
This is about making products.
Focus • Simplify • Decide • TestMove forward.
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
I am not the expert on your idea. You are.
My goal is to help get your ideas out...fast and simply...
so you can validate them and move them forward.
What to expect...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
We are going to be working really, really, really fast.
What to expect...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
There is a purpose to this.
I will push you to get something down rapidly. In 2 hours, you will
have a purpose-focused MVP concept to take to the next step.
We are going to be working really, really, really fast.
What to expect...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
You will be working solo.These techniques are very
powerful in teams.
Weʼll keep talking to a minimum.(Happy to talk more after the workshop.)
What to expect...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
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...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
What I NEVER want you to experience...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
What I NEVER want you to experience...
waste
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
About the wholeLEAN thing
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
2 Big Ideas
Empathy.Design.
Products!
User Experience
Build. Measure.
Learn!
Lean Startup
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”
+incremental
releasesmake products
customers want
+reduce waste
The big idea...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Steve Blank introduced “Customer Development” in...um...2006.
The big idea...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Build.Measure.
Learn
• Experiments•!Validated learning•!Reduce waste
These change everything...
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
risk
timeDefine
The old way
Design
Develop
Release
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
risk
timeDefine
A better way
DesignDevelop
Release
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
risk
time
A very different way
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
ProductInterfaces & flows
PrototypesUser stories
This Week
UX Stack BUILD
MEASURE
LEARN
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Let’s make stuff!
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Rapid Sketching
Star people!
7 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
You can draw a person in 4 simple steps....
sketch via @luxrco
Star people
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Use simple shapes to put a person in a place.
sketch via @luxrco
Add context
inside outside
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
People have faces and emotions.
Expressions Matrix
3 mouths
+ 2 eyebrows
= 9 emotions (so sneaky!)
smile frown
up brows
neutral
down brows
start with this� no
brows
add a
mouth...
add
eyebrows...
sketch via @luxrco; also see @austinkleon
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Picture your user as a human person.
(Insert provisional personas here)
Who is it for?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
ProductInterfaces & flows
PrototypesUser stories
This Week
UX Stack
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Who: Make a Persona
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a personaPortrait
5 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a personaFacts
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Write down...5 min
• Age• City where s/he lives• Family (married? kids? single? divorced?)
• Job role• Annual incomeBe specific.
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a personaBehaviors
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm 10 behaviors3 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.
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Divide into 2 piles:more
importantless
important
2 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Write ‘em down.2 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a personaNeeds & Goals
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm 10 needs/goals3 min
• What do they need to accomplish that will solve their problem?
• Why do they do the behaviors?
• How are they solving the problem now?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Divide into 2 piles:more
importantless
important
2 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Write ‘em down.2 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
* 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
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Act on user needs by identifying value propositions.
What’s the value?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
ProductInterfaces & flows
PrototypesUser stories
This Week
UX Stack
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
An example from Foodspotting
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
What: Envision 6 uses
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Sketch 6-up Uses10 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Redraw the top pick3 min
Mary
Task-a-doodle
Know when
someone in her
family finishes
a shared task.
April 2013
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
ProductInterfaces & flows
PrototypesUser stories
This Week
UX Stack
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm a feature.5 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
5-item to-do list
{Activity}
Make a feature list.April 2013
.0001 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Measure what matters by tracking actionable metrics.
How do you knowit’s working?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Product(black box)
Conversion Funnel
Traffic
Measuring what?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Product(black box)
Conversion Funnel
Traffic
Measuring what?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
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
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm 1 measure3 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Pair-check your metric
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
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?
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Pair-check your metrics*You* are the person responsible
for getting your peer to awesome!
3 mineach
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
% of users who share a
task 3+ times a day,per week
{Activity}
Make a dashboardApril 2013
Avg # of tasks
completed per person per month.
% of delegated tasks
completed per group per month
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Pull it all together
Tell the story
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
ProductInterfaces & flows
PrototypesUser stories
This Week
UX Stack
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
ProductInterfaces & flows
PrototypesUser stories
This Week
UX Stack
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
This is [product name] .
Meet...
MVP* Narrative
MVP
The idea...
* Minimum Viable Product
5 min
MVC
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Making the most of the team
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Pitch PracticeCome up and share
your story!
Exciting prizes for the 3 entrepreneurs who
volunteer!
1 min
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs1. I need...2. I want...3. My goal is...
UsesMary can...
Features
Users
Sketches, prototypes,wireframes,
pixels
Your vision & ideas go here
whywhathow
ProductInterfaces & flows
PrototypesUser stories
This Week
UX Stack
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
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)
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
What’s next?
Validate! Do 3 customer interviews in
the next week. Do not mention your product.
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Geek out & learn tons more
FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Kate Rutter@katerutterhttp://intelleto.com
Content developed at Luxr:http://luxr.co@luxrco
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