UX Talk on Lean UX in Bangkok with Muru-D

1. Lean UX
Fundamentals and
Best Practices
with Muru-D

2. “Hello there!”
DORALIN KELLY
UI/UX designer and Star Wars fan girl
สวัสดี กรุงเทพ (Hello Bangkok!)

5. “What about you?”
Hello,
my name is..

6. So this is what’s happening..
Lean + UX
What is it?
User Personas
Use Cases
User Experience Mapping
Wireframes
User Testing
Methods
How do I do it?

7. Lean Methodology is..
fat-free.
validated learning.
quickly iterated.
The Lean Startup by Eric Ries

8. ― David Kadavy,
Design for Hackers: Reverse Engineering Beauty
The user experience design of a product
essentially lies between the intentions of
the product and the characteristics
of your user.
“

9. Product.
Market.
Fit.
3 I M P O R T A N T W O R D S

10. LEAN UXWhere do I even start???

11. Lean UX Practices
H E R E ’ S H O W !
DEFINE
DESIGN
TEST & REFINE
Define your business goals
and strategies
Define KPIs and set
measurable goals

12. Lean UX Practices
H E R E ’ S H O W !
DEFINE
DESIGN
TEST & REFINE
Put your end design first
i.e Nimble Design
Design to solve user problems
not ‘fancy new features’
Collaborate & co-design

13. Lean UX Practices
H E R E ’ S H O W !
DEFINE
DESIGN
TEST & REFINE
Test and validate
your assumptions
Gather user feedback
Iterate & implement

14. Team Work
H A N D S O N !
1.
Split up into teams of 5-6.
2.
Discuss and decide on a product. It can be something
you are currently working on or something you came up
with on the spot.

15. User Personas
H A N D S O N !
1.
In your teams, get some markers and one
of those massive sheets of paper.
2.
Draw out your User Personas.

17. User Personas
P R O - T I P
Imagine what your user’s Tinder profile would look like..
Likes/Dislikes
Daily schedule
Hobbies
Goals Frustrations
Relationships

18. Use Cases
H A N D S O N !
1.
Write out a simple Use Case for your User Persona.
2.
Discuss and evaluate.

19. Consider..
How would your user complete a task on your app/website?
What is your user’s goal?
How many steps will it take them to accomplish this goal?
How will your app/website respond to an action?
Use Cases
P R O - T I P

20. USE CASE #1
JOEY
Personal pizza order
at home
When:
Where:
How:
Dinner time
At home
pizza.com
• He is a picky eater so he customises
his order with specific ingredients
• Joey is hungry, he goes online
to order a pizza.
• He prefers to pay with credit card
• His address is pre-populated
from his previous order as well
• The website allows him to fully
customise the pizza toppings
• The website has his payment details
saved from his previous order
*Success Scenario - use case in which nothing goes wrong.
• Joey receives his order in
30 minutes

22. Consider..
How can you cater for scenarios in which a user gets stuck?
i.e Form errors can be super annoying
Can you cut down on steps to accomplish the user’s goal?
i.e Joey’s forms were pre-populated from his previous orders
Think about leveraging from the highs/lows in your Use Cases
i.e Joey’s order arrives 15 minutes late, he gets a $10 coupon as an apology
from pizza.com
Use Cases
E V A L U A T E

23. User Experience Mapping
A L S O . .

24. Guide to Experience Mapping by Adaptive Path

25. Wireframes
1.
Sketch out a rough wireframe of your product.
Focus on your MVP and the user’s goal.
Map out the best flow for your user.
2.
Create a prototype Pop App, Invision or Marvel App
H A N D S O N !

26. User Testing
1.
Using your prototype, take turns within your groups to play
the role as the User, Moderator and Observer.
Do This:
The User should be swapped around from another group.
The Moderator should give the User a task to accomplish.
The User should talk through their thought process.
The Observer should take down notes.
2.
Return to your groups and review your observations.
H A N D S O N !

27. Give your users simple but
specific tasks to complete.
Observe their behaviour.
Do they pause to think?
Always use open-ended,
non-leading questions.
Make it casual.
Have participants talk aloud
as they perform tasks.
User Testing
P R O - T I P
Don’t ask leading questions.
People are socially wired to
give ‘polite’ answers.
If you have specific user sets,
test within that range.

28. Did your User manage to accomplish the task?
Was it easy or challenging? How long did it take them?
Did your User get confused/stuck at any point?
i.e The Moderator should ask “What are you thinking now?”
when the User appears to pause to think.
What were the barriers in the way of the User’s goal?
i.e Navigation wasn’t clear enough, making it difficult to find what
they were looking for.
How can you fix the issues that surfaced?
i.e Can you simplify the tasks for the User?
What did you observe?
E V A L U A T E

29. Measuring KPIs
P R O - T I P

30. Acquisitions
Users come to the website from various channels.
Activation
Users enjoy their first visit (a “happy” user experience).
Retention
Users come back, visiting multiple times.
Referral
Users like the product enough to refer others.
Revenue
Users conduct some monetisation behaviour.
Pirate Metrics by Dave McClure
The best kind!

31. Don’t base anything on
your assumptions.

32. Don’t base anything on
your assumptions.
Evaluate based on data from your users.

33. Questions?
I T ’ S A W R A P !
design@doralinkelly.ninja
@doralinkelly
doralinkelly.ninja