User Experience for Lean Startups
Saturday, May 23, 2012
Coport, Newport Beach CA
Instructor: Lane Halley
This workshop contains four topics:
- Lean UX Basics
- Customer Development Interviews &
Generative Research
- Developing product and interface ideas
- Quantitative and Qualitative Evaluation
http://luxr.co/programs/workshops/
http://ux4leanstartupsmay23.eventbrite.com/
26. 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 MAY 2012
28. 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 MAY 2012
29. The UX field brings many years
of experience, methods, and
methodology to Lean Startup
LUXR.CO MAY 2012
30. UX people are EXPERTS at “getting
out of the building.”
LUXR.CO MAY 2012
34. 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.
LUXR.CO MAY 2012
35. 10 Principles of Lean UX
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)
LUXR.CO MAY 2012
37. The LEAN principle:
reduce INVENTORY, RISK, and WASTE
Nobody
Like this... clicked.
)
)
Make a design Discover that it
decision 3 months wasnʼt right
3 hours
LUXR.CO MAY 2012
44. Part 2: Getting to Know
Your Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
LUXR.CO MAY 2012
45. 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 MAY 2012
46. User Research
quant qual
Generative Interviews
Evaluative
LUXR.CO MAY 2012
47. 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 MAY 2012
48. Business Problem
* Thereʼs 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 MAY 2012
49. 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 MAY 2012
50. 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 MAY 2012
54. 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 MAY 2012
55. During the Interview
DO
Take notes
Smile
Ask open-ended questions
Get their story
Shut up and listen
DONʼT
Talk about your product
Ask about future behavior
Sell
Ask leading questions
Talk much
LUXR.CO MAY 2012
57. 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 MAY 2012
60. Part 3: Acting on Customer Needs
(Developing product and interface ideas)
6-up
Dot Vote
Sticky Up Features
LUXR.CO MAY 2012
61. 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 MAY 2012
62. 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 MAY 2012
63. 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 MAY 2012
64. 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 MAY 2012
65. (Activity)
Foodspotting Video
LUXR.CO MAY 2012
67. (Activity)
Return of Clothespin Man!
LUXR.CO MAY 2012
68. (Activities)
6-up
Dot Vote
Sticky Up Features
LUXR.CO MAY 2012
69. Part 4: Measuring Outcomes
(Quantitative and Qualitative Evaluation)
Evaluating design
Design test / Hypothesis
LUXR.CO MAY 2012
70. Common questions
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?
LUXR.CO MAY 2012
71. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
LUXR.CO MAY 2012
72. 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 wonʼt people use it?
Did we do the right thing? Whatʼs 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 MAY 2012
73. Measurement
What Metric? Who Owns?
Traffic
Gross #
Marketing
(e.g. CPC)
Conversion
Funnel Marketing &
Throughput (%)
Product
Product
(black box) Usage (%) Product
LUXR.CO MAY 2012
74. What should I be measuring?
(a few search terms)
“Vanity Metrics”
“KPI”
“A/B Tests”
“Metrics for Pirates”
LUXR.CO MAY 2012
76. 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 MAY 2012
77. 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 MAY 2012
78. (Activity)
Write a design test
LUXR.CO MAY 2012
80. 10 Principles of Lean UX
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)
LUXR.CO MAY 2012
81. Who is involved?
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)
LUXR.CO MAY 2012
82. How do we work together?
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)
LUXR.CO MAY 2012
83. What do we do?
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)
LUXR.CO MAY 2012
84. How can we be sure?
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)
LUXR.CO MAY 2012
85. RITUALS of Lean UX
1. Write the test first
2. User quote/need as sprint name
3. Wireframe check
4. Designer/developer pairing
5. UX & Product Mgt participate in standup
meetings daily
6. Validation step
7. Retrospective periodically
86. Thank you!
Lane Halley
www.luxr.co
@thinknow
LUXR.CO MAY 2012