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UX for Lean Startups Sep 15

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Lane Goldstone
Lane Goldstone

Materials from "UX for Lean Startups" at Cross Campus, September 15, 2012. UPDATE Sep 16 - added video URLs to slides.

1 of 74
Crushing the Boulder User Experience for Lean Startups
LUXR.CO SEP 2012
Tweet%it!% @thinknow% Lane%Halley% www.lanehalley.com% LUXR.CO SEP 2012
LUXR.CO SEP 2012
Lean%Design%&% Agile%Development%% for%Web%&%Mobile% LUXR.CO SEP 2012
Today we’ll cover... 1. Lean UX Fundamentals 2. Get to know your customer 3. Brainstorm ideas for product uses 4. Measuring success LUXR.CO SEP 2012
Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX? LUXR.CO SEP 2012
Lean Startup? LUXR.CO SEP 2012
Lean Startup is NOT Cheap Startup Shortcut Startup Fast Startup LUXR.CO SEP 2012
Lean Startup is NOT Low-Ambition LUXR.CO SEP 2012
Lean Startup is NOT THE OPPOSITE OF FAT STARTUP LUXR.CO SEP 2012
Get out of the building! LUXR.CO SEP 2012
Steve Blank introduced “Customer Development” in...um...2006. LUXR.CO SEP 2012
In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book. LUXR.CO SEP 2012
People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!? LUXR.CO SEP 2012
About 1,720,000 results LUXR.CO SEP 2012
Here’s a distillation... “Customer Development in 1 Page” LUXR.CO SEP 2012
LUXR.CO SEP 2012
LUXR.CO SEP 2012
LUXR.CO SEP 2012
LUXR.CO SEP 2012
LUXR.CO SEP 2012
LUXR.CO SEP 2012
+ + make products incremental reduce waste customers want releases LUXR.CO SEP 2012
#2 New York Times Bestseller LUXR.CO SEP 2012
LUXR.CO SEP 2012
UX Cycles THINK Generative Research Ideation Mental models Behavior Models Test Results Competitive Analysis Reduce cyc time, n le MAKE o build ti t me Prototypes Wireframes Value Prop Landing Page Hypotheses Comps Deployed Code CHECK A/B Testing Site Analytics Usability Testing Funnel Sign-ups LUXR.CO SEP 2012
UX > UI LUXR.CO SEP 2012
Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO SEP 2012
What is “Lean UX?” LUXR.CO SEP 2012
Small, frequent corrections Un(validated% assump1ons% RISK% % (design%debt)% Time% LUXR.CO SEP 2012
The LEAN principle: reduce INVENTORY, RISK, and WASTE Nobody Like this... clicked. ) ) Make a design Discover that it decision 3 months wasn’t right 3 hours LUXR.CO SEP 2012
LUXR.CO SEP 2012
How can we increase conversion? LUXR.CO SEP 2012
LUXR.CO SEP 2012
LUXR.CO SEP 2012
Slightly Twice as Original better good LUXR.CO SEP 2012
(Activity) Clothespin Man! http://youtu.be/Mljue6plk1w LUXR.CO SEP 2012
Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice Interview LUXR.CO SEP 2012
User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young) Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics• LUXR.CO SEP 2012
User Research quant qual Generative Interviews Evaluative LUXR.CO SEP 2012
Interview preparation * Articulate your hypotheses. * Identify who you want to talk to. * Craft a topic map for the session. * Jot down conversation prompts. LUXR.CO SEP 2012
Business Problem * There’s too much to do, and not enough time * Your neighbors have the same problem * You read a Huffington Post article “Personal Assistants for the Middle Class.” LUXR.CO SEP 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 SEP 2012
Example persona “Mary” Demographics • Working mom • 34 years old • Lives in Chicago • Married, 2 kids • Household $125k/yr Behaviors Needs & Goals • Help! Running errands, • House cleaner 2x week managing kids, keeping things • Orders take out 3 nights/wk running • Often forgets to do things, • Time for her girlfriends feels bad about it. • To feel like she “has it sorted” • “To clone herself” LUXR.CO SEP 2012
(Activity) Create a persona LUXR.CO SEP 2012
(Activity) Dump and Sort Topics LUXR.CO SEP 2012
Conversation Prompts “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?” LUXR.CO SEP 2012
(Activity) Make a Topic Map LUXR.CO SEP 2012
During the Interview DO Take notes Smile Ask open-ended questions Get their story Shut up and listen DON’T Talk about your product Ask about future behavior Sell Ask leading questions Talk much LUXR.CO SEP 2012
(Activity) Interview LUXR.CO SEP 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 items Label groups Stack duplicates Note trends and exceptions LUXR.CO SEP 2012
(Activity) Debrief LUXR.CO SEP 2012
(Activity) Revise Personas LUXR.CO SEP 2012
Remember this? Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO SEP 2012
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what how LUXR.CO SEP 2012
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what how LUXR.CO SEP 2012
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why USES: what What can how Mary do with your product? LUXR.CO SEP 2012
Part 3: Acting on Customer Needs (Developing product and interface ideas) 6-up Dot Vote Sticky Up Features LUXR.CO SEP 2012
(Activity) Foodspotting Video change-generation-how-alexa-andrzejewski-started.mp4 LUXR.CO SEP 2012
With%foodspo+ng,%you%can:% •  Sa5sfy%your%cravings% •  Detect%when%foods%are%nearby% •  Find%out%what%any%food%is%or%looks%like% •  Become%a%foodspoAer% •  Compete%with%other%foodspoAers% •  Create%and%join%scavenger%hunts% •  Build%your%personal%food%journal% •  Record%and%compare%taste%experiences% •  Discover%new%foods% Credit:%Alexa%Andrzejewski,%Founder,%Foodspo5ng% LUXR.CO SEP 2012
(Activity) Return of Clothespin Man! http://youtu.be/5eCPPWosCWw http://youtu.be/RufgP48ZwUw LUXR.CO SEP 2012
(Activities) 6-up Dot Vote Sticky Up Features LUXR.CO SEP 2012
Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Design test / Hypothesis Evaluating design LUXR.CO SEP 2012
Common questions 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 SEP 2012
User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIs LUXR.CO SEP 2012
quantitative qualitative a/b testing usability analytics testing KPIs Behavior Ability Do people use it? How should I design the new one? Which is better? Why won’t people use it? Did we do the right thing? What’s wrong with this? Are these results good? How could I make this better? Are we making progress? Why do people do that? What do people love about it? CLOSED-ENDED QUESTIONS How can I improve conversion? Why is there dropoff? What do they think this should do? OPEN-ENDED QUESTIONS LUXR.CO SEP 2012
Research Tools ANALYTICS CONVERSION UNMODERATED TESTING TESTS WITH VIDEO Google Analytics KISS Metrics Unbounce Usertesting.com Mixpanel Optimizely TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Click Tale FiveSecondTest Navflow Gaze Hawk Usabilia Clicktest Verify Intuition HQ UserZoom LUXR.CO SEP 2012
Measurement What Metric? Who Owns? Traffic Gross # Marketing (e.g. CPC) Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) Product LUXR.CO SEP 2012
What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates” LUXR.CO SEP 2012
Pirate Metrics Acquisition Activation Retention Referral Revenue LUXR.CO SEP 2012
Design Test / Hypothesis We believe that people like ______________ have a (customer type) need for (or problems doing) ________________, (need/action/behavior) which can be satisfied by ________________. (proposed solution) We will know we have succeeded when ____________________, or ___________________, (quantitative/measurable outcome) (qualitative/observable outcome) which contributes to ___________________. (KPI) LUXR.CO SEP 2012
(Activity) Write a design test LUXR.CO SEP 2012
Thank you! Lane Halley www.carbonfive.com @thinknow LUXR.CO SEP 2012

More Related Content

UX for Lean Startups Sep 15

  • 1. Crushing the Boulder User Experience for Lean Startups
  • 2. LUXR.CO SEP 2012
  • 3. Tweet%it!% @thinknow% Lane%Halley% www.lanehalley.com% LUXR.CO SEP 2012
  • 4. LUXR.CO SEP 2012
  • 5. Lean%Design%&% Agile%Development%% for%Web%&%Mobile% LUXR.CO SEP 2012
  • 6. Today we’ll cover... 1. Lean UX Fundamentals 2. Get to know your customer 3. Brainstorm ideas for product uses 4. Measuring success LUXR.CO SEP 2012
  • 7. Part 1: Lean UX Fundamentals What is Lean Startup? What is UX? What is Lean UX? LUXR.CO SEP 2012
  • 9. Lean Startup is NOT Cheap Startup Shortcut Startup Fast Startup LUXR.CO SEP 2012
  • 10. Lean Startup is NOT Low-Ambition LUXR.CO SEP 2012
  • 11. Lean Startup is NOT THE OPPOSITE OF FAT STARTUP LUXR.CO SEP 2012
  • 12. Get out of the building! LUXR.CO SEP 2012
  • 13. Steve Blank introduced “Customer Development” in...um...2006. LUXR.CO SEP 2012
  • 14. In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book. LUXR.CO SEP 2012
  • 15. People, their goals & needs Sketches and prototypes “New user” experiences CUSTOMER DEVELOPMENT = UX!? LUXR.CO SEP 2012
  • 17. Here’s a distillation... “Customer Development in 1 Page” LUXR.CO SEP 2012
  • 18. LUXR.CO SEP 2012
  • 19. LUXR.CO SEP 2012
  • 20. LUXR.CO SEP 2012
  • 21. LUXR.CO SEP 2012
  • 22. LUXR.CO SEP 2012
  • 23. LUXR.CO SEP 2012
  • 24. + + make products incremental reduce waste customers want releases LUXR.CO SEP 2012
  • 25. #2 New York Times Bestseller LUXR.CO SEP 2012
  • 26. LUXR.CO SEP 2012
  • 27. UX Cycles THINK Generative Research Ideation Mental models Behavior Models Test Results Competitive Analysis Reduce cyc time, n le MAKE o build ti t me Prototypes Wireframes Value Prop Landing Page Hypotheses Comps Deployed Code CHECK A/B Testing Site Analytics Usability Testing Funnel Sign-ups LUXR.CO SEP 2012
  • 28. UX > UI LUXR.CO SEP 2012
  • 29. Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO SEP 2012
  • 30. What is “Lean UX?” LUXR.CO SEP 2012
  • 31. Small, frequent corrections Un(validated% assump1ons% RISK% % (design%debt)% Time% LUXR.CO SEP 2012
  • 32. The LEAN principle: reduce INVENTORY, RISK, and WASTE Nobody Like this... clicked. ) ) Make a design Discover that it decision 3 months wasn’t right 3 hours LUXR.CO SEP 2012
  • 33. LUXR.CO SEP 2012
  • 34. How can we increase conversion? LUXR.CO SEP 2012
  • 35. LUXR.CO SEP 2012
  • 36. LUXR.CO SEP 2012
  • 37. Slightly Twice as Original better good LUXR.CO SEP 2012
  • 38. (Activity) Clothespin Man! http://youtu.be/Mljue6plk1w LUXR.CO SEP 2012
  • 39. Part 2: Getting to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice Interview LUXR.CO SEP 2012
  • 40. User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young) Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics• LUXR.CO SEP 2012
  • 41. User Research quant qual Generative Interviews Evaluative LUXR.CO SEP 2012
  • 42. Interview preparation * Articulate your hypotheses. * Identify who you want to talk to. * Craft a topic map for the session. * Jot down conversation prompts. LUXR.CO SEP 2012
  • 43. Business Problem * There’s too much to do, and not enough time * Your neighbors have the same problem * You read a Huffington Post article “Personal Assistants for the Middle Class.” LUXR.CO SEP 2012
  • 44. 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 SEP 2012
  • 45. Example persona “Mary” Demographics • Working mom • 34 years old • Lives in Chicago • Married, 2 kids • Household $125k/yr Behaviors Needs & Goals • Help! Running errands, • House cleaner 2x week managing kids, keeping things • Orders take out 3 nights/wk running • Often forgets to do things, • Time for her girlfriends feels bad about it. • To feel like she “has it sorted” • “To clone herself” LUXR.CO SEP 2012
  • 46. (Activity) Create a persona LUXR.CO SEP 2012
  • 47. (Activity) Dump and Sort Topics LUXR.CO SEP 2012
  • 48. Conversation Prompts “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?” LUXR.CO SEP 2012
  • 49. (Activity) Make a Topic Map LUXR.CO SEP 2012
  • 50. During the Interview DO Take notes Smile Ask open-ended questions Get their story Shut up and listen DON’T Talk about your product Ask about future behavior Sell Ask leading questions Talk much LUXR.CO SEP 2012
  • 51. (Activity) Interview LUXR.CO SEP 2012
  • 52. 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 items Label groups Stack duplicates Note trends and exceptions LUXR.CO SEP 2012
  • 53. (Activity) Debrief LUXR.CO SEP 2012
  • 54. (Activity) Revise Personas LUXR.CO SEP 2012
  • 55. Remember this? Users 1. BLAH why Needs 2. BLAH 3. BLAH what how (INSERT BUSINESS THINKING HERE) Bob can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO SEP 2012
  • 56. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what how LUXR.CO SEP 2012
  • 57. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why what how LUXR.CO SEP 2012
  • 58. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why USES: what What can how Mary do with your product? LUXR.CO SEP 2012
  • 59. Part 3: Acting on Customer Needs (Developing product and interface ideas) 6-up Dot Vote Sticky Up Features LUXR.CO SEP 2012
  • 60. (Activity) Foodspotting Video change-generation-how-alexa-andrzejewski-started.mp4 LUXR.CO SEP 2012
  • 61. With%foodspo+ng,%you%can:% •  Sa5sfy%your%cravings% •  Detect%when%foods%are%nearby% •  Find%out%what%any%food%is%or%looks%like% •  Become%a%foodspoAer% •  Compete%with%other%foodspoAers% •  Create%and%join%scavenger%hunts% •  Build%your%personal%food%journal% •  Record%and%compare%taste%experiences% •  Discover%new%foods% Credit:%Alexa%Andrzejewski,%Founder,%Foodspo5ng% LUXR.CO SEP 2012
  • 62. (Activity) Return of Clothespin Man! http://youtu.be/5eCPPWosCWw http://youtu.be/RufgP48ZwUw LUXR.CO SEP 2012
  • 63. (Activities) 6-up Dot Vote Sticky Up Features LUXR.CO SEP 2012
  • 64. Part 4: Measuring Outcomes (Quantitative and Qualitative Evaluation) Design test / Hypothesis Evaluating design LUXR.CO SEP 2012
  • 65. Common questions 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 SEP 2012
  • 66. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIs LUXR.CO SEP 2012
  • 67. quantitative qualitative a/b testing usability analytics testing KPIs Behavior Ability Do people use it? How should I design the new one? Which is better? Why won’t people use it? Did we do the right thing? What’s wrong with this? Are these results good? How could I make this better? Are we making progress? Why do people do that? What do people love about it? CLOSED-ENDED QUESTIONS How can I improve conversion? Why is there dropoff? What do they think this should do? OPEN-ENDED QUESTIONS LUXR.CO SEP 2012
  • 68. Research Tools ANALYTICS CONVERSION UNMODERATED TESTING TESTS WITH VIDEO Google Analytics KISS Metrics Unbounce Usertesting.com Mixpanel Optimizely TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Click Tale FiveSecondTest Navflow Gaze Hawk Usabilia Clicktest Verify Intuition HQ UserZoom LUXR.CO SEP 2012
  • 69. Measurement What Metric? Who Owns? Traffic Gross # Marketing (e.g. CPC) Conversion Funnel Marketing & Throughput (%) Product Product (black box) Usage (%) Product LUXR.CO SEP 2012
  • 70. What should I be measuring? (a few search terms) “Vanity Metrics” “KPI” “A/B Tests” “Metrics for Pirates” LUXR.CO SEP 2012
  • 71. Pirate Metrics Acquisition Activation Retention Referral Revenue LUXR.CO SEP 2012
  • 72. Design Test / Hypothesis We believe that people like ______________ have a (customer type) need for (or problems doing) ________________, (need/action/behavior) which can be satisfied by ________________. (proposed solution) We will know we have succeeded when ____________________, or ___________________, (quantitative/measurable outcome) (qualitative/observable outcome) which contributes to ___________________. (KPI) LUXR.CO SEP 2012
  • 73. (Activity) Write a design test LUXR.CO SEP 2012
  • 74. Thank you! Lane Halley www.carbonfive.com @thinknow LUXR.CO SEP 2012