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Build Measure Learn Is Not Enough
@MandaLaceyS
@UXDC @MandaLaceyS | #UXDC2017
Build Measure Learn Is Not Enough
@MandaLaceyS
@UXDC @MandaLaceyS | #UXDC2017
Build Measure Learn Is Broken
@MandaLaceyS
@UXDC @MandaLaceyS | #UXDC2017
Build Measure Learn Is Broken
But UX can fix it
@MandaLaceyS
@UXDC @MandaLaceyS | #UXDC2017
5
Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017
What is The Lean Startup, again?
@UXDC @MandaLaceyS | #UXDC2017
Lean Startup
A method to develop new businesses and products that addresses
uncertainty and risk
through cycles of rapid e...
@UXDC @MandaLaceyS | #UXDC2017
@UXDC @MandaLaceyS | #UXDC2017Art by Allie Brosh
@UXDC @MandaLaceyS | #UXDC2017
@UXDC @MandaLaceyS | #UXDC2017
@UXDC @MandaLaceyS | #UXDC2017
Lean Startup Concepts
Entrepreneurship is everywhere.
Eliminate waste.
Innovation Accounting.
Validated Learning.
Build. M...
14
@UXDC @MandaLaceyS | #UXDC2017
Observe
Question
Hypothesize
Experiment
Conclusion @UXDC @MandaLaceyS | #UXDC2017
Observe
Question
Hypothesize
Experiment
Conclusion Learn
Measure
Build
@UXDC @MandaLaceyS | #UXDC2017
Build.
Measure.
Learn.
@UXDC @MandaLaceyS | #UXDC2017
Build - MVP
Measure - Meaningful data
Learn - To pivot or persevere
@UXDC @MandaLaceyS | #UXDC2017
Build
@UXDC @MandaLaceyS | #UXDC2017
Minimum
Viable
Product (required to learn)
@UXDC @MandaLaceyS | #UXDC2017
DA REAL MVP
NOT half baked
NOT a bad experience
NOT necessarily code
@UXDC @MandaLaceyS | #UXDC2017
GOOD MVP
@UXDC @MandaLaceyS | #UXDC2017
GOOD ITERATION
@UXDC @MandaLaceyS | #UXDC2017
GOOD ITERATION
@UXDC @MandaLaceyS | #UXDC2017
NOT MINIMUM @UXDC @MandaLaceyS | #UXDC2017
NOT VIABLE
@UXDC @MandaLaceyS | #UXDC2017
NOT HALF-Baked
NOT VIABLE @UXDC @MandaLaceyS | #UXDC2017
Measure
@UXDC @MandaLaceyS | #UXDC2017
Validated Learning
@UXDC @MandaLaceyS | #UXDC2017
answer
Actionable MetricsVanity Metrics*
Anything that looks good
but doesn’t help you
make a decision
Examples:
• Faceboo...
*Metric Caveat
@UXDC @MandaLaceyS | #UXDC2017
Learn
@UXDC @MandaLaceyS | #UXDC2017
33
Pivot! Pivot! PIVOT! @UXDC @MandaLaceyS | #UXDC2017@UXDC @MandaLaceyS | #UXDC2017
34
@UXDC @MandaLaceyS | #UXDC2017@UXDC @MandaLaceyS | #UXDC2017
Observe
Question
Hypothesize
Experiment
Conclusion @UXDC @MandaLaceyS | #UXDC2017
Observe
Question
Hypothesize
Experiment
Conclusion Learn
Measure
Build
@UXDC @MandaLaceyS | #UXDC2017
Observe
Question
Hypothesize
Experiment
Conclusion Learn
Measure
Build
??
??
??
@UXDC @MandaLaceyS | #UXDC2017
@UXDC @MandaLaceyS | #UXDC2017Art by Allie Brosh
So what should the team do?
@UXDC @MandaLaceyS | #UXDC2017
1.
Start with a problem
[Based on GOOB]
@UXDC @MandaLaceyS | #UXDC2017
41
Interview
@UXDC @MandaLaceyS | #UXDC2017
42
Diary
Study
or
Experience
Sampling
@UXDC @MandaLaceyS | #UXDC2017
Interviews, diary studies,
experience mapping, etc.
Experience Map
@UXDC @MandaLaceyS | #UXDC2017
44
@UXDC @MandaLaceyS | #UXDC2017
45
The cat doesn’t have a bed, causing
him to look for other places to sleep.
@UXDC @MandaLaceyS | #UXDC2017
46
NOT: We should build a cat bed.
@UXDC @MandaLaceyS | #UXDC2017
47
NOT: The cat is too big for the box.
@UXDC @MandaLaceyS | #UXDC2017
2. Make a clear hypothesis
@UXDC @MandaLaceyS | #UXDC2017
If we [do, build, provide x thing],
then [these people]
will [some desirable outcome].
We’ll know when [actionable metrics...
50
If we build a comfy nap place,
then Sammy
won’t sleep on my keyboard.
We’ll know this when I’m able to work 2
hours of ...
3. Design your experiment
@UXDC @MandaLaceyS | #UXDC2017
Usability Test
Usability Tests
@UXDC @MandaLaceyS | #UXDC2017
A/B Tests
@UXDC @MandaLaceyS | #UXDC2017
Wizard of Oz
@UXDC @MandaLaceyS | #UXDC2017
Ad Tests
@UXDC @MandaLaceyS | #UXDC2017
4.
Generate solutions together
[Aka figure out what your MVP is]
@UXDC @MandaLaceyS | #UXDC2017
6 up, 1 ups
Idea
IdeaIdeaIdea
IdeaIdea
6 Ideas
@UXDC @MandaLaceyS | #UXDC2017
6 up, 1 ups
Idea
Best Idea Notes
@UXDC @MandaLaceyS | #UXDC2017
6 up, 1 ups
Idea
Best Idea Notes
@UXDC @MandaLaceyS | #UXDC2017
Participatory Design @UXDC @MandaLaceyS | #UXDC2017
61
@UXDC @MandaLaceyS | #UXDC2017
62
@UXDC @MandaLaceyS | #UXDC2017
63
@UXDC @MandaLaceyS | #UXDC2017
64
@UXDC @MandaLaceyS | #UXDC2017
5. THEN run your test
@UXDC @MandaLaceyS | #UXDC2017
Start with Think
@UXDC @MandaLaceyS | #UXDC2017
67
Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017
68
Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017
69
@UXDC @MandaLaceyS | #UXDC2017
Start here!!
@UXDC @MandaLaceyS | #UXDC2017
Reduce cycle time.
Not build time.
@UXDC @MandaLaceyS | #UXDC2017
@UXDC @MandaLaceyS | #UXDC2017
Don’t forget the big picture.
@UXDC @MandaLaceyS | #UXDC2017
74
@UXDC @MandaLaceyS | #UXDC2017
THANK YOU!
@MandaLaceyS
amanda.stockwell@gmail.com
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Build Measure Learn is Broken, UXDC

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The Build, Measure, Learn loop is at the center of the Lean Startup approach, which is becoming increasingly popular among companies of all sizes. While the framework calls for very UX-friendly processes, such as collecting iterative feedback and focusing on building a Minimal Viable Product (MVP) required for doing so, the way most companies implement Build, Measure, Learn is broken. Most companies still jump in to building a skeleton version of a product, assuming that they can only get good feedback once they have working code. While most of us know you should incorporate research earlier, it can be hard to change the minds of development-centered thinkers.

In this session, I’ll provide an overview of the Lean Startup and Build Measure Learn framework, pros and cons of these approaches, and tips for teams to utilize these approaches to infuse learning into their process as soon as possible.

Publicada em: Design

Build Measure Learn is Broken, UXDC

  1. 1. Build Measure Learn Is Not Enough @MandaLaceyS @UXDC @MandaLaceyS | #UXDC2017
  2. 2. Build Measure Learn Is Not Enough @MandaLaceyS @UXDC @MandaLaceyS | #UXDC2017
  3. 3. Build Measure Learn Is Broken @MandaLaceyS @UXDC @MandaLaceyS | #UXDC2017
  4. 4. Build Measure Learn Is Broken But UX can fix it @MandaLaceyS @UXDC @MandaLaceyS | #UXDC2017
  5. 5. 5 Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017
  6. 6. What is The Lean Startup, again? @UXDC @MandaLaceyS | #UXDC2017
  7. 7. Lean Startup A method to develop new businesses and products that addresses uncertainty and risk through cycles of rapid experimentation. @UXDC @MandaLaceyS | #UXDC2017
  8. 8. @UXDC @MandaLaceyS | #UXDC2017
  9. 9. @UXDC @MandaLaceyS | #UXDC2017Art by Allie Brosh
  10. 10. @UXDC @MandaLaceyS | #UXDC2017
  11. 11. @UXDC @MandaLaceyS | #UXDC2017
  12. 12. @UXDC @MandaLaceyS | #UXDC2017
  13. 13. Lean Startup Concepts Entrepreneurship is everywhere. Eliminate waste. Innovation Accounting. Validated Learning. Build. Measure. Learn. @UXDC @MandaLaceyS | #UXDC2017
  14. 14. 14 @UXDC @MandaLaceyS | #UXDC2017
  15. 15. Observe Question Hypothesize Experiment Conclusion @UXDC @MandaLaceyS | #UXDC2017
  16. 16. Observe Question Hypothesize Experiment Conclusion Learn Measure Build @UXDC @MandaLaceyS | #UXDC2017
  17. 17. Build. Measure. Learn. @UXDC @MandaLaceyS | #UXDC2017
  18. 18. Build - MVP Measure - Meaningful data Learn - To pivot or persevere @UXDC @MandaLaceyS | #UXDC2017
  19. 19. Build @UXDC @MandaLaceyS | #UXDC2017
  20. 20. Minimum Viable Product (required to learn) @UXDC @MandaLaceyS | #UXDC2017
  21. 21. DA REAL MVP NOT half baked NOT a bad experience NOT necessarily code @UXDC @MandaLaceyS | #UXDC2017
  22. 22. GOOD MVP @UXDC @MandaLaceyS | #UXDC2017
  23. 23. GOOD ITERATION @UXDC @MandaLaceyS | #UXDC2017
  24. 24. GOOD ITERATION @UXDC @MandaLaceyS | #UXDC2017
  25. 25. NOT MINIMUM @UXDC @MandaLaceyS | #UXDC2017
  26. 26. NOT VIABLE @UXDC @MandaLaceyS | #UXDC2017
  27. 27. NOT HALF-Baked NOT VIABLE @UXDC @MandaLaceyS | #UXDC2017
  28. 28. Measure @UXDC @MandaLaceyS | #UXDC2017
  29. 29. Validated Learning @UXDC @MandaLaceyS | #UXDC2017
  30. 30. answer Actionable MetricsVanity Metrics* Anything that looks good but doesn’t help you make a decision Examples: • Facebook likes • Pageviews • Event attendees Tied to specific, repeatable tasks and help you decide whether you’re succeeding or not Examples: • Revenue per customer • Retention rate • Customer source @UXDC @MandaLaceyS | #UXDC2017
  31. 31. *Metric Caveat @UXDC @MandaLaceyS | #UXDC2017
  32. 32. Learn @UXDC @MandaLaceyS | #UXDC2017
  33. 33. 33 Pivot! Pivot! PIVOT! @UXDC @MandaLaceyS | #UXDC2017@UXDC @MandaLaceyS | #UXDC2017
  34. 34. 34 @UXDC @MandaLaceyS | #UXDC2017@UXDC @MandaLaceyS | #UXDC2017
  35. 35. Observe Question Hypothesize Experiment Conclusion @UXDC @MandaLaceyS | #UXDC2017
  36. 36. Observe Question Hypothesize Experiment Conclusion Learn Measure Build @UXDC @MandaLaceyS | #UXDC2017
  37. 37. Observe Question Hypothesize Experiment Conclusion Learn Measure Build ?? ?? ?? @UXDC @MandaLaceyS | #UXDC2017
  38. 38. @UXDC @MandaLaceyS | #UXDC2017Art by Allie Brosh
  39. 39. So what should the team do? @UXDC @MandaLaceyS | #UXDC2017
  40. 40. 1. Start with a problem [Based on GOOB] @UXDC @MandaLaceyS | #UXDC2017
  41. 41. 41 Interview @UXDC @MandaLaceyS | #UXDC2017
  42. 42. 42 Diary Study or Experience Sampling @UXDC @MandaLaceyS | #UXDC2017
  43. 43. Interviews, diary studies, experience mapping, etc. Experience Map @UXDC @MandaLaceyS | #UXDC2017
  44. 44. 44 @UXDC @MandaLaceyS | #UXDC2017
  45. 45. 45 The cat doesn’t have a bed, causing him to look for other places to sleep. @UXDC @MandaLaceyS | #UXDC2017
  46. 46. 46 NOT: We should build a cat bed. @UXDC @MandaLaceyS | #UXDC2017
  47. 47. 47 NOT: The cat is too big for the box. @UXDC @MandaLaceyS | #UXDC2017
  48. 48. 2. Make a clear hypothesis @UXDC @MandaLaceyS | #UXDC2017
  49. 49. If we [do, build, provide x thing], then [these people] will [some desirable outcome]. We’ll know when [actionable metrics]. @UXDC @MandaLaceyS | #UXDC2017
  50. 50. 50 If we build a comfy nap place, then Sammy won’t sleep on my keyboard. We’ll know this when I’m able to work 2 hours of uninterrupted work 5 days in a row. @UXDC @MandaLaceyS | #UXDC2017
  51. 51. 3. Design your experiment @UXDC @MandaLaceyS | #UXDC2017
  52. 52. Usability Test Usability Tests @UXDC @MandaLaceyS | #UXDC2017
  53. 53. A/B Tests @UXDC @MandaLaceyS | #UXDC2017
  54. 54. Wizard of Oz @UXDC @MandaLaceyS | #UXDC2017
  55. 55. Ad Tests @UXDC @MandaLaceyS | #UXDC2017
  56. 56. 4. Generate solutions together [Aka figure out what your MVP is] @UXDC @MandaLaceyS | #UXDC2017
  57. 57. 6 up, 1 ups Idea IdeaIdeaIdea IdeaIdea 6 Ideas @UXDC @MandaLaceyS | #UXDC2017
  58. 58. 6 up, 1 ups Idea Best Idea Notes @UXDC @MandaLaceyS | #UXDC2017
  59. 59. 6 up, 1 ups Idea Best Idea Notes @UXDC @MandaLaceyS | #UXDC2017
  60. 60. Participatory Design @UXDC @MandaLaceyS | #UXDC2017
  61. 61. 61 @UXDC @MandaLaceyS | #UXDC2017
  62. 62. 62 @UXDC @MandaLaceyS | #UXDC2017
  63. 63. 63 @UXDC @MandaLaceyS | #UXDC2017
  64. 64. 64 @UXDC @MandaLaceyS | #UXDC2017
  65. 65. 5. THEN run your test @UXDC @MandaLaceyS | #UXDC2017
  66. 66. Start with Think @UXDC @MandaLaceyS | #UXDC2017
  67. 67. 67 Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017
  68. 68. 68 Image from http://theleanstartup.com/principles @UXDC @MandaLaceyS | #UXDC2017
  69. 69. 69 @UXDC @MandaLaceyS | #UXDC2017
  70. 70. Start here!! @UXDC @MandaLaceyS | #UXDC2017
  71. 71. Reduce cycle time. Not build time. @UXDC @MandaLaceyS | #UXDC2017
  72. 72. @UXDC @MandaLaceyS | #UXDC2017
  73. 73. Don’t forget the big picture. @UXDC @MandaLaceyS | #UXDC2017
  74. 74. 74 @UXDC @MandaLaceyS | #UXDC2017
  75. 75. THANK YOU! @MandaLaceyS amanda.stockwell@gmail.com

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