Talk given at the San Francisco Founder Institute, Summer session on August 5, 2013 (http://fi.co). 10-minute activity included!

1. @ WSGR • AUGUST 5, 2013
+
Product = UX
(or...how to make stuff people care about.)

2. LUXR.CO AUGUST 2013
Kate Rutter
Co-Founder
www.luxr.co
TWEET!
@katerutter
@luxrco
Luxr makes tools to help startups
deliver products that people want,
need & love to buy.

3. LUXR.CO AUGUST 2013

4. LUXR.CO AUGUST 2013
I am not an expert on your business.
You are.
My goal is to help ideas get out
quickly and simply...
so you can validate them and
move them forward.
What to expect...

5. LUXR.CO AUGUST 2013
“But the code validated!”
“The design was brilliant.
It just never launched.”
“We made an amazing thing.
But nobody wanted it.”
Recognizing Startup Failure

6. LUXR.CO AUGUST 2013
“But the code validated!”
“The design was brilliant.
It just never launched.”
“We made an amazing thing.
But nobody wanted it.”
Recognizing Startup Failure
FAIL

7. LUXR.CO AUGUST 2013
“But the code validated!”
“The design was brilliant.
It just never launched.”
“We made an amazing thing.
But nobody wanted it.”
Recognizing Startup Failure
waste

8. LUXR.CO AUGUST 2013
How do I
know it
doesn’t suck?
so...
I have a
product.

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Product

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UI

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UX = mmmmmm

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UX = mmmmmm

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UX =a mindset
focused on delivering value to people
inspires the right kinds of ideas
defines “good”
guides decisions

14. LUXR.CO AUGUST 2013
UX Stack
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Biz vision & purpose go here
why
what
how
Interactions
Brand
Voice
User stories
This Week
Needs
I need...
I want...
My goal is...
UI goes
here
BUILD
MEASURE
LEARN

15. LUXR.CO AUGUST 2013
UX = a clear story
With _________, _______ can
_________ and ___________,
product name
use #1 use #2{
using these features: ________
and __________feature #2
feature #1
{
in a way thatʼs __________,
__________, and __________.
attribute #1
attribute #2 attribute #3{
Meet ________, a ___________.name user type
{
uses
features
product,
brand &
voice
users
needs &
goals { ______ needs to ________
_______________.
Name need
(or goal)

16. LUXR.CO AUGUST 2013
Meet Erika, a socially engaged college student.
Erika needs to feel closely connected with
friends near and far, every day.
using status updates on her “wall”, messages,
comments and “likes”
in a way thatʼs universal, clean, consistent,
and fast.
With Facebook, Erika can share her latest
thoughts and see what her many friends are up to,
UX = a clear story

17. LUXR.CO AUGUST 2013
Meet Joe, a new startup entrepreneur.
Joe needs to feel confident that his product
design decisions really serve his customers.
using hands-on materials and online
video coaching
in a way thatʼs simple to complete, warm &
engaging, and fun.
With Luxr Online, Joe can practice interviewing
customers and validate his assumptions,
UX = a clear story

18. LUXR.CO AUGUST 2013
The Luxr story

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Hello, Bento!

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Hello, Bento!

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Hello, Bento!

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Hello, Bento!

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Hello, Bento!

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Hello, Bento!

25. LUXR.CO AUGUST 2013
what went wrong?

26. LUXR.CO AUGUST 2013
what went wrong?
no clear cue
to get online
too much text
nobody read
hard to open
the box, grrrr
couldn’t see
the drawing in
the video
video set
looked boring
too many
pieces in the
box
couldn’t keep
track of different
guides
no blank
paper in box
folded blank
paper looked
weird
hard to set
up video
account
tape kept
falling out
fixed band on
journal was
annoying
belly band
fell off
impossible to
open Yay box
without a knife
didn’t know how
much time it
would take to do
stickynotes
shouldn’t be
wrapped
supplies box not
interesting
quote was
off-target
casual design
didn’t feel
“real”
velcro closure
on band kept
ripping off
sticker on
poster ripped
paper
where’s the
candy?
no easy way
to post a
photo to site
too much text
on login page
confused by
different brand
on video site
mobile app
complete fail
video instructions
didn’t exactly
match outcome
mono audio on
video was
distracting
wanted more
related boxes
clearer
instructions on
video step 5

27. LUXR.CO AUGUST 2013
the Luxr story
+ 3 people
x 20 days
= PRODUCT

28. LUXR.CO AUGUST 2013
no clear cue
to get online
too much text
nobody read
hard to open
the box, grrrr
couldn’t see
the drawing in
the video
video set
looked boring
too many
pieces in the
box
couldn’t keep
track of different
guides
no blank
paper in box
folded blank
paper looked
weird
hard to set
up video
account
tape kept
falling out
fixed band on
journal was
annoying
belly band
fell off
impossible to
open Yay box
without a knife
didn’t know how
much time it
would take to do
stickynotes
shouldn’t be
wrapped
supplies box not
interesting
quote was
off-target
casual design
didn’t feel
“real”
velcro closure
on band kept
ripping off
sticker on
poster ripped
paper
where’s the
candy?
no easy way
to post a
photo to site
too much text
on login page
confused by
different brand
on video site
mobile app
complete fail
video instructions
didn’t exactly
match oucome
mono audio on
video was
distracting
wanted more
related boxes
clearer
instructions on
video step 5
risk
time
MAKE
release
MEASURE
BUILD
LEARN
MEASURE
BUILD

29. LUXR.CO AUGUST 2013
}

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}

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}

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}

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Let’s get hands on...

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{7 min Activity}
Users + problems + solution
Sketch it out
Who are the users?
What problems do they have?
What is a proposed solution?

35. LUXR.CO AUGUST 2013
Users + Problem + Solution map
“the DNA of your idea”
who do you
serve?
what high-value
problems do they
have?
what is a
proposed
solution?

36. LUXR.CO AUGUST 2013
Users + Problem + Solution map
a mobile app for
delegating tasks
business professionals
Working parents with
with kids
need to know when
something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”
May 2013

37. LUXR.CO AUGUST 2013
Users + Problem + Solution map
Draw the template
1 min
people
problem solution

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Users + Problem + Solution map
Fill it in...
5 min
people
problem solution
who do you serve?
(2-3 types)
what high-value
problems do they have?
(2-3 problems)
what is a proposed
solution?
(1-2 solutions)
Product

39. LUXR.CO AUGUST 2013
Users + Problem + Solution map
a mobile app for
delegating tasks
business professionals
Working parents with
with kids
need to know when
something’s done
Too much to do, not enough time
need to share tasks on the go
Task-a-doodle
Circle the focus areas
May 2013
1 min

40. LUXR.CO AUGUST 2013
Start validating.

41. LUXR.CO AUGUST 2013
This way of
working is hard.

42. LUXR.CO AUGUST 2013
“The (validated) code validated!”
“The design is getting brilliant.
We know because people use it
more with each iteration.”
“We made an amazing thing.
Because our customers canʼt
live without it.”
Evidence of progress

43. LUXR.CO AUGUST 2013
Geek out & learn more }

44. LUXR.CO AUGUST 2013
Luxr makes tools to help startups deliver products that people want, need & love to buy.
Luxr.co • 3435 Cesar Chavez, San Francisco, CA • 94110
The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101
info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc
Images + credits
• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
• Lean book series via OʼReilly: http://oreilly.com/
* Slides available on slideshare: slideshare.net/intelleto
Kate Rutter
Co-Founder
www.luxr.co
@katerutter
@luxrco