A review of ux process within a lean digital product design methodology.

1. MAKE SOMETHING AWESOME
how to
L E A N D I G I TA L P R O D U C T D E S I G N M E T H O D O L O G Y, o r…

2. MAKE SOMETHING AWESOME
how to
KEY METRICS OF “AWESOME”
• ANSWERS CUSTOMER NEED
• IN A WAY THAT ACHIEVES BUSINESS GOALS
• IS RIGHT FOR THE BRAND
• AND MAKES YOU PROUD

3. MAKE SOMETHING AWESOME
how to
but first… WHAT DOES IT MEAN TO BE LEAN?

4. W E B E L I E V E I N T H E P I L L A R S O F L E A N
EARLY CUSTOMER VALIDATION
over releasing products with unknown end-
user value
1
COLLABORATIVE DESIGN
over designing on an island
2
SOLVING USER PROBLEMS
over designing the next ‘cool’ feature
3
MEASURING KPI’s
over undefined success metrics
4
APPLYING APPROPRIATE TOOLS
over following a rigid plan
NIMBLE DESIGN
over heavy wireframes, comps and specs
5
6

5. MAKE SOMETHING AWESOME
how to
so now… WHAT DOES OUR PRODUCT DESIGN MODEL LOOK LIKE?

6. WHAT’STHENEED/
PROBLEM?
WHATDOES
“AWESOME”LOOK
LIKE?
HEAR.
MAKE SOMETHING AWESOME
how to
THINK. BUILD. MEASURE. RESET.
BETTER
HOW CAN WE IMPROVE QUICKLY?
NOW:
WHAT’STHE
NEED/PROBLEM?
GOAL:
WHATDOES
“AWESOME”
LOOKLIKE?

7. MAKE SOMETHING AWESOME
how to
WHAT SHOULD WE BE WORKING ON?
WHAT’STHENEED/
PROBLEM?
WHATDOES
“AWESOME”LOOK
LIKE?
HEAR. THINK. BUILD. MEASURE. RESET.
BETTER
HOW CAN WE IMPROVE QUICKLY?
NOW:
WHAT’STHE
NEED/PROBLEM?
GOAL:
WHATDOES
“AWESOME”
LOOKLIKE?

8. HEAR.
levelling up… CUSTOMER EMPATHY IS GOOD, BUT INTIMACY IS THE GOAL

9. levelling up… CUSTOMER EMPATHY IS GOOD, BUT INTIMACY IS THE GOAL
Understanding the feelings, needs
and priorities of the customer.
EMPATHY

10. levelling up… CUSTOMER EMPATHY IS GOOD, BUT INTIMACY IS THE GOAL
Understanding the feelings, needs
and priorities of the customer.
EMPATHY
Having a pre-existing relationship
with the customer that is two-way,
emotional and authentic.
INTIMACY

11. Indigo excels in the area of customer intimacy.
We not only actively listen (feedback, ideas) — we have pre-existing
relationships with thousands of our customers.
This allows us to engage and involve our customers in real-time.

12. HEAR.
Indigo excels in the area of customer intimacy.
We not only actively listen (feedback, ideas) — we have pre-existing
relationships with thousands of our customers.
This allows us to engage and involve our customers in real-time.
UX TOOLBOX
PERSONAS
CUSTOMERPANEL
SURVEYS
JOURNEYMAPPING
FOCUSGROUPS
INTERVIEWS
IDEASHARING

13. MAKE SOMETHING AWESOME
how to
SHOULD WE FIX THE PROBLEM?
HOW?
WHAT’STHENEED/
PROBLEM?
WHATDOES
“AWESOME”LOOK
LIKE?
HEAR. THINK. BUILD. MEASURE. RESET.
BETTER
HOW CAN WE IMPROVE QUICKLY?
NOW:
WHAT’STHE
NEED/PROBLEM?
GOAL:
WHATDOES
“AWESOME”
LOOKLIKE?

14. THINK.
high level… WHAT’S OUR VISION?

15. high level… WHAT’S OUR VISION?
“Kata” is a product design model used to set a
project vision and maintain focus on continuous
improvement.
KATA ASKS:
1. What is the actual condition (now)?
2. What is the target condition (goal)?
3. What obstacles are preventing us from reaching
the target condition? Is there a more realistic short
term target for quick improvement?
4. What is our next step? What do we expect to
happen after that?
IMPROVEMENT THEME:
NOW: REALISTIC TARGET:
DEFINITION OF AWESOME: FIRST STEPS:

16. high level… WHAT’S OUR VISION?
1. What matters the most?
2. How will our product achieve that?
3. Will that be in line with our design principles?
Using our kata as our context, we
define our vision:

17. W E S E T O U R C O U R S E A S A T E A M
THIS IS FOR (WHO):
customers who have gift cards
BECAUSE THEY NEED (WHAT):
to use them easily
AND WE WANT TO (GOAL):
make it as awesome as using a saved credit card

18. 1. Add joy.
2. Remove stress.
3. Enrich the moment.
4. Tell a story.
5. Do the right thing.
Our Experience Design Principles

19. 1. Add joy.
2. Remove stress.
3. Enrich the moment.
4. Tell a story.
5. Do the right thing.
Our Experience Design Principles
UX TOOLBOX
KATAGRID
DESIGNPRINCIPLES
VISIONSTATEMENT
KPI’S

20. MAKE SOMETHING AWESOME
how to
WHAT’STHENEED/
PROBLEM?
WHATDOES
“AWESOME”LOOK
LIKE?
HEAR. THINK. BUILD. MEASURE. RESET.
BETTER
HOW CAN WE IMPROVE QUICKLY?
NOW:
WHAT’STHE
NEED/PROBLEM?
GOAL:
WHATDOES
“AWESOME”
LOOKLIKE?
HOW DO WE GET IT RIGHT?

21. BUILD.
wireframes are dead… THE OLD VS NEW UX

22. We used to design in a vacuum.
wireframes are dead… THE OLD VS NEW UX

23. We used to design in a vacuum.
We’d sit alone for weeks and produce painstakingly complete
experiences. We drew and we carefully documented so the team
could interpret them later.
The design process would take us weeks.
Our wireframes were our babies.
By the time they were ready, we were in love with them.
Like proud parents, we’d reveal them to the team…

24. wait… what do you MEAN, you want to make changes?

25. WE DON’T WIREFRAME ANYMORE… WE SKETCH.
IT’S EASIER TO LET GO OF A WHITEBOARD DRAWING
than HOURS OF OMNIGRAFFLE.
T H E N E W U X

26. 1. Does this answer the need (in a way that’s right for the brand)?
2. What here is hard to do?
3. Is it worth doing?
4. What alternatives are there that might be easier/faster?
After we sketch, we ask ourselves 4 questions:

27. PROVE IMPROVE

28. PROVE IMPROVE W E T E S T AT E V E R Y S TA G E
A/B TEST released code is tested in field to see if we can improve again.
SKETCH we collaborate on whiteboards and paper.
sketches are shown to stakeholders. we improve.
PROTOTYPE we use rapid prototyping tools to create a testable
experience. prototypes are shown to end-users. we improve.
CODE DEMOcode is demo’d to stakeholders. feedback taken and
incorporated. we improve.
RELEASE code is released to production (or held in a staging area).

29. A/B TEST released code is tested in field to see if we can improve again.
SKETCH we collaborate on whiteboards and paper.
sketches are shown to stakeholders. we improve.
PROTOTYPE we use rapid prototyping tools to create a testable
experience. prototypes are shown to end-users. we improve.
CODE DEMOcode is demo’d to stakeholders. feedback taken and
incorporated. we improve.
RELEASE code is released to production (or held in a staging area).
W E T E S T AT E V E R Y S TA G EPROVE IMPROVE
UX TOOLBOX
MODERATION
EXPERTISE
PROTOTYPING
TESTPLANNING

30. MAKE SOMETHING AWESOME
how to
WHAT’STHENEED/
PROBLEM?
WHATDOES
“AWESOME”LOOK
LIKE?
HEAR. THINK. BUILD. MEASURE. RESET.
BETTER
HOW CAN WE IMPROVE QUICKLY?
NOW:
WHAT’STHE
NEED/PROBLEM?
GOAL:
WHATDOES
“AWESOME”
LOOKLIKE?
WE’RE PRETTY SURE WE GOT IT RIGHT,
BUT JUST IN CASE…

31. MEASURE.
okay, we have a great product in the market… NOW, PROVE IT AGAIN

32. A/B TESTING
Incremental release of new features, allows us to limit the damage of unsuccessful products and accurately
measure the impact of successful ones.
okay, we have a great product in the market… NOW, PROVE IT AGAIN

33. but also… LEAVE THE BUILDING

34. USER TESTING
# OF TEST SUBJECTS
USABILITYPROBLEMSFOUND
0%
25%
50%
75%
100%
0 3 6 9 12 15
Nielsen’s diagram depicts a diminishing amount of useful feedback after testing with just five users.
This means in-field testing can be done quickly, painlessly and at a very low cost.

35. USER TESTING
# OF TEST SUBJECTS
USABILITYPROBLEMSFOUND
0%
25%
50%
75%
100%
0 3 6 9 12 15
Nielsen’s diagram depicts a diminishing amount of useful feedback after testing with just five users.
This means in-field testing can be done quickly, painlessly and at a very low cost.
UX TOOLBOX
A/BTESTING
USERTESTING
USERRESEARCH

36. MAKE SOMETHING AWESOME
how to
WHAT’STHENEED/
PROBLEM?
WHATDOES
“AWESOME”LOOK
LIKE?
HEAR. THINK. RESET.
BETTER
HOW CAN WE IMPROVE QUICKLY?
NOW:
WHAT’STHE
NEED/PROBLEM?
GOAL:
WHATDOES
“AWESOME”
LOOKLIKE?
LOOK BACK AND LEARN.
BUILD. MEASURE.

37. RETROSPECTIVE
Where did we fail?
What did we learn?
What will we change?

38. MAKE SOMETHING AWESOME
how to
but wait… HOW IS THIS BETTER THAN WATERFALL?
WHAT’STHENEED/
PROBLEM?
WHATDOES
“AWESOME”LOOK
LIKE?
HEAR. THINK. BUILD. MEASURE. RESET.
BETTER
HOW CAN WE IMPROVE QUICKLY?
NOW:
WHAT’STHE
NEED/PROBLEM?
GOAL:
WHATDOES
“AWESOME”
LOOKLIKE?

39. but wait… HOW IS THIS BETTER THAN WATERFALL?
TIME
RISK
FAILURE IS CATASTROPHIC
EARLY FAILURES + PIVOTS = A LOT OF PROOF

40. MAKE SOMETHING AWESOME
and that’s how you