Basics of Lean UX

© 2010 WinWire TechnologiesWinWire Technologies, Inc. Confidential
Going Lean Way for Better UX
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Agenda
• Lean UX – Basics
• Lean UX - Process & Principles
• Example
• Case Study
• Q&A

Innovation
But..
A company
decides it must
innovate to
survive.
It commissions a
design team
(either in-house
or external)
Customers
interviewed,
observed,
analyzed.
Experiments,
surveys, focus
groups,
prototypes and
smoke tests
Results a
massive
specification
document with
their findings &
recommendation
s
Engineering
process may be
agile, the
specification
document is
rigidly fixed.
Innovation

What if…
Market conditions
have changed since
the original learning
took place?
Engineers discover
that the specification
was unworkable?
Concepts worked
great in the lab but
have no commercial
appeal?

Here comes Lean UX…
A Cross-functional collaboration that brings non
designers, tech team and stakeholders into design
process

Step 1 - Sketch Concept

Step 2 - Define the Interaction/Build Prototype

Step 2 - Define the Interaction

Step 3 - Brainstorm Internally

Validate with Persona
Represent a Major User Group for Your
Website
Jim Duncan
Software Engineer
29 years old
Single
5th year with the company
Has a degree in
engineering
Full time employee
High energy and very
competitive
Love sports of all kind
Known as a go to person
Travels frequently to work
Information about previous trips
Available travel options
Travel costs
Frequent flyer info
Hotel rewards program info
Thinks He Want to Know
Book travel for himself
Be able to have a travel agent to book
travel for him
Update and change travel
arrangements
Wants to be able to book air, hotel and
car rentals in a single transaction
Things He Want to Do

Step 4 - Run your concept with stakeholders

Step 5 - Test your concept with actual users

Go Back and Re-sketch

Lean UX Process
ITERAT
E
Validate &
Test
Internally
Validate with
Customer
Learn from
User Behavior
Define
Interaction/build
prototype
Concept
ITERATE
Step 1 Step 2 Step 3 Step 4
Step 5

Core Principles of Lean UX
Finding features
that matter most
to the
consumers-and
find them at the
cheapest
possible cost
Moving as
quickly as
possible through
the
build-
measure-learn
loop
Exposing the
product directly
to users early
and often
Clickable
prototypes,
personations,
screens
mockups, low
fidelity
techniques
Continuous
Discovery
Shared
Understanding
Permission to
Fail

Lengthy form or
too many steps
to follow
Why am I asked
for Captcha code
and why is it
frustratingly non
readable?
Unable to see
the product info
when I am about
to pay
I don’t want to
login but still
want to buy
Security
concerns if my
credit card will be
misused
What will happen
if I select and
enter data and
payment
mechanism gets
stuck?
How will I trust
the website or
co. as you are
not an amazon
or eBay?
What if product
is unavailable
still I am paying
for it ?
List down areas of concern

Security
concerns if my
credit card will be
misused
What will happen
if I select and
enter data and
payment
mechanism gets
stuck?
How will I trust
the website or
co. as you are
not an amazon
or eBay?
What if product
is unavailable
still I am paying
for it ?
Lengthy form or
too many steps
to follow
Why am I asked
for Captcha code
and why is it
frustratingly non
readable?
Unable to see
the product info
when I am about
to pay
I don’t want to
login but still
want to buy
Analyze and Identify Key Area of Concern

Build Sample Persona
Madan M
Works as Admin Manager in Pharmaceutical company
• Most buying or interest level
: Electronics, Mobiles,
Stationaries
• Preferred Buying Mode:
Online
• Websites preferred to
compare or but : Amazon,
eBay
• Payment methods : Credit
card
John likes to select product
which he likes and instantly pay
it and expects the system to
checkout in just 5 minutes or
less. He would also like to see
the product on screen which he
is buying even when he is
paying because this gives him a
satisfaction
He hates to key in too many
personal information, lengthy
forms, just some important info
and should be over. He also
hates the CAPTCHA or
something like this coming up, it
really makes him go against
buying the product
Purchasing Habits His Likes His Dislikes

Option 1 : One page
Checkout
Option 2 : Step wise
Process
Option 3 :
Expand/Collapse
Information
Sketch some concepts on checkout screen and name them according to their
importance

Discuss Analyze Iterate
Discuss Internally with the Team
Advantages and
disadvantages of each
options
Analyze competition,
find the competitive
advantage, and check
how it will help users
and will provide good
user experience
Modify the sketch
accordingly

Test with Actual Users

Overall Steps: In Brief
Analyze
Listing out problem
areas in checkout
process which users
are facing
Resolve
Listing out various
checkout options to
make resolve the
issues and identify
few key points
Create
Come up with
sketching the
concept of single
page checkout
covering the key
problem area
identified
Validate
Validate the concept
with the team and
with the user

Proposal Management Tool
Creating and managing proposal for their researchers
Customer
Challenges
Enabling sales team to use proposals for their clients
Market research type customization for customers with pricing
options
Proposals with various approval cycle in the process
Step 1 : Walkthrough of the current process
Step 2 : Identifying Problem Area
Step 3 : Started Sketching for simple and complex
scenarios
Step 4 : Brainstorming with Stakeholders and Iterated
sketches
Step 5 : Tested the design with users, analyzed and
finalized
Step 6 : Visual Mockups and HTML for the task
Step 7 : Approval and Applying Cost to the proposal

Step 1
Complete walkthrough from
researchers (users) of the
current process which was
manually done in Excel file
Boot camp exercise with
stakeholders and technical
folks for in-depth knowledge of
process and vision/mission of
the tool
Walkthrough of the Current Process

Step 2
Identified key module or
problem area which was most
important and complex
“Creating Proposal Structure”
Based on the discussions, we
had 2 scenario based screens
Simple Proposal Structure
Complex Proposal Structure
Identifying Problem Area

Step 3
Started Sketching for Simple and Complex
Scenarios

Step 4
Brainstorming with Stakeholders and Iterated
Sketches

Step 5
Tested the Design with Users, Analyzed and
Finalized

Step 6
Visual Mockups and HTML for the Task

Step 7
Approval and Applying Cost to the Proposal
Approval metrics and
applying cost for the
proposal entered
All screens & flows
were designed to get
complete walkthrough
of the Application
Process Followed:
Sketching >
Brainstorming > Test >
Iterate Design >
Mockups

Join us for our Next Webinar on Wired2Win Webinar
Series!
Best Practices: Hybrid App Implementation
Date: 17 April, 2014
Time: 9 am PT

© 2010 WinWire TechnologiesWinWire Technologies, Inc. Confidential
WinWire Technologies, Inc. Confidential
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Basics of Lean UX

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