Enabling an agile, user centric, business focused rapid application delivery method at scale
Excellent user experience for your Organization
You can have any car
you like as long as
it’s black!
• Incredibly long lead times were the order of the day• Highly commoditized offerings were provided to an
undifferentiated user base
Traditional methods deliver solutions through centralized planning, detailed & up front design, and waterfall delivery, focused through an internal, inside-out perspective
Traditional methods are not well suited to meeting user needs in an environment of increasing problem and market complexity!
Uper Duper
Super Throw
Everything In
Including the
Kitchen Sink
Widget!
• Ideas came from inside the corporation• Flowing from the top of the corporate ladder,
solutions were designed, engineered, and produced with little regard to user experience or customer preference
• As market complexity increased, solutions were differentiated through adding features, seemingly at random when looked at from a usage perspective
• The result being solutions that were overkill, hard to use, and didn’t adequately solve real problems
UX/UCD places the user at the center of an outside-in design process, with the objective of creating an “awesome employee experience”
Goal & task models
User research & analysis
9. Identify motivations & goals
10. Identify tasks
8. Research
User personas & journeys
14. Identify what needs to be assessed
15. Develop agenda
16. Test with users
Usability testing
11. Identify user journey step
12. Design business rules and functions keeping in mind leading practices
13. Conduct a technical evaluation & refine
Wireframes & prototypes
5. Research 6. Conduct pattern analysis
7. Document
1.Identify users & stakeholders
2.Identify research method
3.Conduct & capture
4.Analyze & document
Learn from users!
Create an awesome user experience!
No agile concepts
Design outcomes not measurable against business objectives
No hypothesis validation
Traditional UCD is not deployed in a manner that maximizes the opportunity for feedback
Adding Agile methods to UX enable teams of knowledge workers to inject the feedback and learning necessary to adapt to changing user needs
Steps are completed in parallel by self organizing, cross
functional teams
Constant business interaction
Frequent release of business value
Changing requirements
Design and planning is done in
short iterations
A more effective way to predictably deliver business value using software
Improved satisfaction from stakeholders and team
Effective user experience is (eventually) achieved
Business is still waterfall! Fixed plan & objectives
Lots of trial and error to get to the right experience
Continual rework and constant releases cause stress
Agile UX delivers faster, and with a better user experience, but can end up building the wrong thing
Design Thinkers build radical innovation through research, brainstorming, and prototyping, focused through the lens of user empathy
Enter Here
Desirability(Human)
Feasibility (Technology)
Viability(Business)
A MindsetThe belief that you are always focused on the user
A MethodA structured approach to the messy, creative process of innovation
Design thinking is …
… aimed at achieving balanced breakthroughs focused on the intersection of:
DesirabilityWhat do people desire?
FeasibilityWhat is technically feasible customer?
ViabilityWhat is viable in an ongoing business?
Diverg
e
nt
Thinkin
g
User Empathy
Convergent Thinking
Design thinking works through…Convergence and Divergence The method takes you through a messy, creative like process where you oscillate between exploration and creation
Discover
Ideate
Prototype
Abstract
Tangible
• Qualitative Research• Interviews, Observations• Deep Stakeholder
Understanding• Openness, insight, maximizing
options
• Converge on the solution • Leverage analytical and synergistic thinking• Extract user insight• Brainstorm & innovate• Oscillate between the abstract and the
tangible
• Bring ideas to life• Gain early feedback• Test and learn• Hand Sketch, Video,
Bodystorming, Mockups, etc.
Research, Create, and Prototype The method takes you from the abstract to the concrete and back again, testing your thinking through the journey
Connect user experience directly to business value
Feedback, validation, and testing integral to the process
Learning done in the lab, feedback not end2end
Design Success is not measured
Design thinking alone may result in science projects, leaving business value unrealized
Lean UX builds upon existing user centric, feedback driven, techniques to enable measurable, problem driven design
Design Thinking
UCD / UX
Agile
Lean UX
Lean Startup
Lean UX, evolved from manufacturing, is a user centric, business measurable, and experimental design method focused on accelerating learning in the face of uncertaintyLean Manufacturing• Economies of scale work against you in the face of complexity
• Work just in time & with small batches
• Enable line workers to continuously improve
• Relentlessly eliminate bottlenecks and waste
Lean - Agile• Apply lean management concepts to knowledge work
• Extend agile concepts to the entire value stream from concept to cash
• Visualize in process knowledge work as virtual, just in time, assembly lines using Kanban systems
• Visualize, measure, and manage progress as a continuous flow of work
Lean – Startup• Measure progress in terms of achieved business outcomes
• Co-create a business model, define the metrics of success, map each metric to explicit user behavior
• Validated learning, frame all aspects of the model as assumptions that must be rapidly tested
• Release business value following a build, measure, learn delivery cycleLean – UX• Relentless use of UX/UCD to research, define and validate problem, solution,
and market /scale hypothesis
• Continual validation of design decisions result in a user experience that drive business outcomes
• Focus on solution features that result in anticipated user behavior
Lean Startup forms the thinking framework behind Lean UX, accelerating validation of problem, solution, and market / scale hypothesis
Validate User Proble
m
Validate
Problem
Solution Fit
Build Stickine
ss
Enable Virility
Optimize
Revenue Model / Price Engine
Scale the
Business
Gain
User E
mp
ath
yTu
ne E
ng
ines o
f G
row
th
Do you have a problem worth
solving?
Do I have a solution people
will use? Sponsors will
pay for?
Are users repeatedly using my solution?
Do I have enough
sponsors?
Generate idea
Explore Qualitative
ly
Explore Quantitative
ly
Design Experiment
Small Rollout
Validate Qualitative
ly
Larger Rollout
VerifyQuantitative
ly
Is there enough usage to justify
this solution? Create an MVP= Minimum Viable Product
Gather User Feedback
Identify Testable
AssumptionsOptimize
And Refine
Discover your ideal
users
Lean UX provides the method to correlate business objectives to user behavior so knowledge workers can focus on providing the user experience that maximizes business outcomes
• Generate a potential solution using co-creative thinking
• Model generation, design thinking, are your tools of trade
• Define business oriented, tangible, verifiable, metrics of success
• Frame all aspects of your problem and solution as a set of unverified assumptions that must be validated as quickly as possible
• Map each metric of success to expected user behavior
• Frame your plan and your progress in terms of the number of users who are successfully able to achieve anticipated user outcomes
• Design experiments to evaluate if specific solution features result in anticipated user interaction
• Religiously monitor impact of new features on user behavior
• Evaluate if users behaved as anticipated, and if that behavior achieved intended business outcomes
• Rollout first at small scale, then make the solution available to a progressively larger and larger user basis
Learn from user interactions!
Create an awesome user experience!
Feedback and learning from concepts to cash!
Measurable design evaluated against business objectives
Validation of hypotheses behind the problem, the solution,
and the ability to scale
Research and explore in order to refine assumptions into measurable hypotheses
User Testing • Competitor testing
Co-creative ideation is followed by exploration that focuses on both qualitative and quantitative validation
Generate fresh ideas to tackle critical business challenges
Model Generation• Business canvas• Startup canvas• Change canvas
User research• User studies• Diary studies• Photographic
investigation• Ethnographic studies• Surveys
Data Analytics• Segmentation• Market• Customer Lifecycle• Predictive
Design Thinking• Empathy Maps• Directed storytelling• Elito method• etc.
Empathy Define Ideate Prototype
Test
…then using quantitative
methods
Explore first using qualitative methods…
Customer Development • Customer/Problem Fit interviews (Problem
Exploration)• Problem/Solution Fit interviews (The Mafia Offer)
User Centered Design• User personas & journeys• User Goals & Tasks• etc
Idea
Explore
Experiments are used to validate assumptions based first on what people say, then what they do
Scale Roll out the solution to the entire user base and continue to measure for effectiveness
Validate different solution options by testing them on a small, but relevant user base
Nonexistent solution• Landing page (Smoke Test)• Pre-order (Auction)
Experiment
Partial solution• Clickable prototypes• Manual (Concierge MVP)• Manual Backend (Wizard Of
Oz)
Complete MVP• Guerrilla user testing• Anonymous user
testing• A/B testing
Continue to explore and experiment, shifting focus to validate the solution and scale to a larger user base
…then validate assumptions
quantitatively
Validate assumptions qualitatively…
Analytics• Segmentation / market• Cohort • Customer lifecycle / Conversion
Insufficient impact to customer experience or business outcomes
Generate Idea
Explore IdeaQualitatively
DesignExperiment Partial
Rollout
Validate Qualitatively Full Rollout
Verify Quantitatively
Get close to affected stakeholders through customer/ problem fit and probably/ solution fit workshops
Refine your idea into a number of candidate hypotheses with ballpark metrics of success
Multiple iterations of an MVP may be required
Deliver a partial rollout of the new user experience to validate the impact
Insufficient impact to customer experience or business outcomes
Do we need to revisit our understanding of the problem?
Validate assumptions against a small, but relevant customer base (prime cohort) Do things look right from a qualitative perspective?
Roll out the new user experience to a larger customer base, and start gathering quantitative metrics
Measure your hypothesis against the complete customer base
The 2 phase validation allow us to achieve balance between speed & learning
Kanban is typically used to operationalize the LeanUX method, creating a continuous flow of user centric experiments
Abandon AbandonProblem is not a significant impact to the userexperience
AbandonExperience does not adequately impact business outcomes
Abandon
Generate fresh thinking through co-creative, brainstorming techniques
Review existing customer analytics, surveys, stakeholder feedback, and other sources of insight
Build your Minimum Viable Product, the smallest increment that you feel will move the “line in the sand”
Refine hypotheses through deeper analysis of Analytics, focus groups, & surveys
Define the key metric of success to measure customer impact & a “line in the sand” that describes engagement success
Design the minimal user experience and build the least amount of code that will validate your hypothesisInclude measurability into your code to supportaudibility of your experiment
Use customer lifecycle analytics capabilities to continually measure impact over time
Use customer lifecycle analytics to measure impact at small scale
Effectively measure individual changes by performing A/B testing on cohorts of users who are segregated after introduction of each new experience change
Explore Idea Quantitativel
y
User Experience “Experiment” travels through LeanUX Kanban
We have designed a Digital Rapid Delivery Playbook which can be used to kickstart entry into LeanUX
Key Principles
Maximize collaborationBuild a unified vision
Innovate every sprint
Shorten time to learningDesign for customer outcomes that matterPrioritize team satisfaction
What user experience will help us achieve optimal business outcomes?How do we know which feature will actually increase customer value?How do we decompose this work in a way that accelerates learning? How do we keep backlogs fresh and coordinate delivery across teams? How do we quickly iterate toward a solution?
How do we certify our product and get it out to our users?
How do we learn from what we’ve done to help move us forward?
The Digital delivery playbook combines agile, design thinking, lean startup, and business model generation to help technology knowledge workers answer the following questions: