This slide deck is based on the presentation we gave to a group of internal stakeholders outlining the results of our first leanUX campaign.

1. It Ain’t Easy
Being Lean
L ESSO N S F RO M IM PL EM EN TIN G
L EA N UX PRIN CIPL ES
Digital Channels Working Group

2. Lean UX principles make for a
better homepage

3. Lean UX principles make for
better social sharing

4. Lean UX principles make for
better [your product here]
your product

6. What is the most direct route to
successfully aligning product goals
to user needs?

7. “When we deal in
generalities, we shall
never succeed. When we
deal in specifics, we shall
rarely have a failure.…
When performance is
measured and reported,
the rate of improvement
accelerates.”
Thomas S. Monson, 1984

8. METHODOLOGY
Pursuing the best
total picture of the
user experience
A/B TESTING
WEB ANALYTICS/
HEATMAPS
SURVEYS
CARD SORTS
FEEDBACK
USABILITY STUDIES
+ MORE

9. MINDSET
Lean UX is not a
tool. It’s a method
for building
products with the
least possible
waste.
x

10. User Experience
(UX)
“…learn what
[users] really
want, not what
they say they
want or what we
think they should
want.”
Lean UX
“…an experiment
is more than just
a theoretical
inquiry; it is also
a first product.”
Eric Reis, Author of Lean Startup
Build, Measure, Learn

11. Minimize wasted effort through
specific, proactive measurement
Build into our process a way to
check our assumptions before and
as we launch
To build is to test, to test is to build
What do
we mean
by lean?
What do I need to learn about the
user to be successful? Seek a full
picture of the user and their
experience

12. Fewer product
launches like this…
…And more
launches like this
high risk learning environment lower,
incremental risks



13. Centerpiece
Original

14. How do we close
the gap between
the old and new
in the fewest
steps possible?
Did they notice the change? Not really.
Did they like it?
(Survey Results)
Yes. Slightly more than the
original: but promising
improvements for Target
Segments and mobile users
Did they use it?
(A/B Test Results)
No. 40 percent less
homepage content
clickthrough.
Two Week Pilot

15. PSD UX design – Joe, Colt
PSD Advisors – James
ICS Front-end – Aaron

16. 0
3
6
9
12
15
Test Iterations
different
combinations
348 6
weekstests
Legacy Benchmark
Centerpiece

17. If we ran with the
original design, as
approved, we
would have missed
out on:
100,000+
5,500,000+
15,000+
… more visits to featured content per day.
… more visits to featured content per week.
… more visits to featured content per year.

18. Individual results may vary. Always
plan to validate the learnings of
others against your own unique
needs.
DISCLAIMER

19. WHAT DID WE FOCUS ON?
• clicks on featured content on each visit
• qualitative feedback
• mobile vs. non-mobile

20. TEST HIERARCHY
Should it exist?
Where should we
put it?
What does it do for
the user?
What is the
[element, facet, icon, or widget]
being hired by the user to do?
TEST HIERARCHY
Should it exist?
Where should we
put it?
What does it do for
the user?

21. x
x
xx x
 
Collectively, this simplification
improved the click rate by 22%

22. TEST HIERARCHY
Should it exist?
Where should we
put it?
What does it do for
the user?
Where on the page is the best place
to put what features?

23. What to do with the
level two links?

24. TEST HIERARCHY
Should it exist?
Where should we
put it?
What does it do for
the user?
How do our users expect to interact
with this feature or
design element?

25. What function did the
circles play for the
user?
Removing the circle from
featured images improved overall
click-through rate by 60%

26. What function did the
circles play for the
user?
Removing the circle from
featured images improved
click-through rate by 60%
The number one thing we did to
improve click-through.

28. What’s next for this
group?
• Homepage benchmark test
(round 2)
• Social sharing on article pages
• "Was this helpful?” feature test

29. 32 DIFFERENT INSTANCES
OF SHARING

30. What job are users hiring a
social widget to do?
APPLYING LEAN UX TO SOCIAL SHARING

31. How can I apply this to my
product?
Contact ______ or _______ to provide
input on where we should focus.
Contact the PSD Advisors and your
PSP on how to you might use Lean UX
in your content publishing process.

32. Discussion
Jeff, Joe, Colt, James, Aaron