Being lean at the economist
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Can a well-established company that has been around for over a hundred years be lean? Danny Setiawan, Lead UX for mobile at The Economist discusses how we apply the lean methodology to our product development process.
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Being lean at the economist
- 1. Being Lean at The Economist How we apply lean methodology to our product development process Danny Setiawan UX Lead for Mobile, The Economist NYC, 24 Feb 2016
- 2. #LeanAtTheEconomist Agenda • Agenda • Introduction • How we do Lean • Challenges • Your Turn • Q&A Image source: flaticon.com
- 3. #LeanAtTheEconomist Introduction • UX Manager/Lead for Mobile • Responsible for the UX for all native + HTML 5 apps • Previously: UX designer for Yahoo! Finance Image source: flaticon.com
- 4. #LeanAtTheEconomist “ Lean Lean is a customer-centric methodology used to continuously improve any process through the elimination of waste in everything you do - Lean for Dummies
- 5. #LeanAtTheEconomistImage source: goyello blog Learn-Build-Measure Loop
- 6. How We Learn
- 7. #LeanAtTheEconomist How We Learn: Internal 1. Stakeholder interviews: 1-on-1 conversations with various stakeholders who can offer insights about our customers (marketing, customer service, sales, tech support) 2. Analytics: behavioral data from related products 3. Competitive analysis Things you can start doing without talking to customers
- 8. #LeanAtTheEconomist 4. Proto-Persona : define target users based on internal knowledge (demographic, behavior, motivation, scenarios). Document assumptions about our target customer. How We Learn: Internal Proto-personas created by our mobile team
- 9. #LeanAtTheEconomist 5.Scenario Storyboard: visualization of user scenario to reveal limitations and opportunities How We Learn: Internal Storyboard of a morning commute scenario
- 10. #LeanAtTheEconomist How We Learn :External 1.Surveys: quick way to validate persona with quantifiable data Validating assumptions with real customers Survey on iOS app with TypeForm
- 11. #LeanAtTheEconomist How We Learn :External 2.Customer feedback : consolidated customer feedback from customer service, App Store and Google Play Store reviews Validating assumptions with real customers Evernote notebook that enables us to make customer feedback & reviews sharable and searchable (automated with Zapier)
- 12. #LeanAtTheEconomist How We Learn :External 3. Customer interviews : in- depth interviews with people who fit the persona profile to gather qualitative data to validate persona User interview using Google Hangout
- 13. #LeanAtTheEconomist How We Learn :External 4. In-person anecdotal : direct in-person feedback from customers Our Product Manager collecting anecdotal feedback at a local coffee shop
- 14. How We Build
- 15. #LeanAtTheEconomist How We Build 1. Customer Journey Mapping: high-level visualization of customer’s experience Customer journey map created in workshop session with stakeholders on Day 1 of Design Sprint
- 16. #LeanAtTheEconomist How We Build 2. 6-8-5: generate 6-8 sketches in 5 minutes sketches created in 6-8-5 exercise Team + stakeholders sketching together
- 17. #LeanAtTheEconomist How We Build 3. Screen Storyboarding: visualize user flow in 3 or more screens (as a progression) 4. Critique: decide on winning idea as a team screen storyboard with notes from critique
- 18. #LeanAtTheEconomist 5. Prototyping: simulation of final product to solicit reaction from users Quick InVision prototype to test swipe visual cue How We Build
- 19. #LeanAtTheEconomist How We Build 6. Story mapping: an exercise to define MVP by visualizing user flow and its related features Final story map done using Stormboard
- 20. How We Measure
- 21. #LeanAtTheEconomist How We Measure 1. Walking Skeleton: a dev build that includes only essential features to validate the solution with real data 2. Customer feedback 3. Surveys (ie. NPS) 4. Analytics: measure what our users actually do
- 22. #LeanAtTheEconomist Usability Test 5. Usability tests: method of testing our solution’s ease of use In-person moderated usability test in session Usability test observation room
- 23. #LeanAtTheEconomist Heuristic Evaluation 6. Heuristic Evaluation: expert review of existing product from Espresso heuristic evaluation
- 24. #LeanAtTheEconomist Challenges • The Team • Distributed: US and Europe • Stretched too thin across multiple products • Resource allocation • Long-term forecasting, hard to change direction quickly
- 25. #LeanAtTheEconomist Your Turn • Get to know your customers • Survey • Talk to them • Building a Lean culture • Build your tribe: Identify and empower your allies • Small wins: help your colleagues to succeed using Lean method • Co-creation: include stakeholders in the process to create alignment and gain support Practical applications you can apply to your work
- 26. #LeanAtTheEconomist Questions? email: dannysetiawan@economist.com twitter: @dsetia_1 linkedin: linkedin.com/dnystwn How to contact me after this event