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BFF



Design+Startups
BLOG IT!
                                                                      Janice Fraser
                                                                      www.luxr.co

                                                                       @clevergirl
                                                                        @luxrco
                                                                        #LeanUX


DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                   JANICE@LUXR.CO
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
Design > UI
                                                                           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
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                                        JANICE@LUXR.CO
UX Cycles
                                              THINK
                              GENERATIVE RESEARCH
                                          IDEATION
                                   MENTAL MODELS                                Reduce
                                 BEHAVIOR MODELS                              time, n cycle
                                                                                      ot build
                                     TEST RESULTS                                  time
                              COMPETITIVE ANALYSIS


                                                                      MAKE
                                                                      PROTOTYPES
                                                                      WIREFRAMES
                                                                      VALUE PROP
                                                                      LANDING PAGE
                                                                      HYPOTHESES
                                                                      COMPS
                                                                      DEPLOYED CODE
                                                           CHECK
                                                        A/B TESTING
                                                     SITE ANALYTICS
                                                  USABILITY TESTING
                                                             FUNNEL
                                                           SIGN-UPS


DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                              JANICE@LUXR.CO
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
OMG! custdev=ux!

                                                                      People, their goals & needs




                                                                      Sketches & prototypes


                                                                      “New user” experiences


DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                                 JANICE@LUXR.CO
Classic UX = Lean Startup?

                       ✓ Talk to your customers.
                       ✓ Make something they want.
                       ✓ Be willing to pivot.
                       ✓ Prove your ideas and your interfaces.


DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
Lean User Experience is a cross-

                  functional, principle-driven process

                  characterized by rituals that predispose

                  teams to predictable, high-quality, high-

                  velocity user experience outcomes.




DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
Principles of Lean UX



DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
Recognize hypotheses & validate them

              FLOW: think/make/check

              Research with users is the best source of
              information.

              Goal-Driven and Outcome-Focused

              Generate many options and decide quickly
              which to pursue.
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
5%
                                                                      (not the real number)




DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                           JANICE@LUXR.CO
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
(Proportions are accurate, but metrics on this page are not real values.)



                        5%                                                4%                                       9.75%




       30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions
       Say each conversion is worth $2

       That works out to $26,000 revenue by not waiting.



       That’s more than most startups pay for design services, total, prior to launch.
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                                                        JANICE@LUXR.CO
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


DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                                       JANICE@LUXR.CO
Less risk (and more)


                                                                          The old
                                                                           way

                                                                      )
                                                                                          The new
                                                                                            way




                                                                                    )
DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011                     JANICE@LUXR.CO
How do you do good user experience work
     in a lean environment?




                               PROVE                                  IMPROVE




DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011             JANICE@LUXR.CO
How do you do good user experience work
     in a lean environment?




                                 TEST                                 INVEST




DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011            JANICE@LUXR.CO
In Practice: Write the test first

     We believe that people like ______________ have a
                                    (customer type)




     need for (or problems doing) ________________.
                                    (need/action/behavior)




     We will know we have succeeded when

     ____________________, or ___________________, which
       (quantitative/measurable outcome) (qualitative/observable outcome)




     will contribute to ________________.
                              (KPI)




DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO
Focus on solving the right problem.                            JOSH


       Repeatable and routinized.                                     JEFF


       Externalize!                                                   ZACH


       Design + product management +                                  TIM
       development = 1 product team.

DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011     JANICE@LUXR.CO
Now on to our panel...



DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011   JANICE@LUXR.CO

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Design+Startups (Startup Lessons Learned)

  • 2. BLOG IT! Janice Fraser www.luxr.co @clevergirl @luxrco #LeanUX DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 3. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 4. Design > UI 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 DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 5. UX Cycles THINK GENERATIVE RESEARCH IDEATION MENTAL MODELS Reduce BEHAVIOR MODELS time, n cycle ot build TEST RESULTS time COMPETITIVE ANALYSIS MAKE PROTOTYPES WIREFRAMES VALUE PROP LANDING PAGE HYPOTHESES COMPS DEPLOYED CODE CHECK A/B TESTING SITE ANALYTICS USABILITY TESTING FUNNEL SIGN-UPS DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 6. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 7. OMG! custdev=ux! People, their goals & needs Sketches & prototypes “New user” experiences DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 8. Classic UX = Lean Startup? ✓ Talk to your customers. ✓ Make something they want. ✓ Be willing to pivot. ✓ Prove your ideas and your interfaces. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 9. Lean User Experience is a cross- functional, principle-driven process characterized by rituals that predispose teams to predictable, high-quality, high- velocity user experience outcomes. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 10. Principles of Lean UX DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 11. Recognize hypotheses & validate them FLOW: think/make/check Research with users is the best source of information. Goal-Driven and Outcome-Focused Generate many options and decide quickly which to pursue. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 12. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 13. 5% (not the real number) DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 14. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 15. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 16. (Proportions are accurate, but metrics on this page are not real values.) 5% 4% 9.75% 30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions Say each conversion is worth $2 That works out to $26,000 revenue by not waiting. That’s more than most startups pay for design services, total, prior to launch. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 17. 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 DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 18. Less risk (and more) The old way ) The new way ) DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 19. How do you do good user experience work in a lean environment? PROVE IMPROVE DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 20. How do you do good user experience work in a lean environment? TEST INVEST DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 21. In Practice: Write the test first We believe that people like ______________ have a (customer type) need for (or problems doing) ________________. (need/action/behavior) We will know we have succeeded when ____________________, or ___________________, which (quantitative/measurable outcome) (qualitative/observable outcome) will contribute to ________________. (KPI) DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 22. Focus on solving the right problem. JOSH Repeatable and routinized. JEFF Externalize! ZACH Design + product management + TIM development = 1 product team. DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO
  • 23. Now on to our panel... DESIGN+STARTUPS BFF, PREPARED FOR STARTUPS LESSONS LEARNED MAY 2011 JANICE@LUXR.CO