David has degrees in Experimental Psychology and Cognitive Science and has spent the last fifteen years attempting to understand how customers behave, the journeys they take, and the decisions they make. He has overseen major design projects with Lloyds TSB Insurance, dabs.com, totesport and laterooms, and he is currently the interim Head of UX at News International. GET IN TOUCH WITH SIGMA This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/. Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications. If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.

1. Lean Start Up, UX and
Living on the Edge
David
Hawdale
Hawdale
Associates
Limited
www.hawdale-­‐associates.co.uk
www.concep9nglab.com
Interim
Head
of
User
Experience
for
News
Interna9onal

3. Lean Start Up, UX
and Living on the
Edge

4. The EDGE ...

5. Where Lean Start Up meets UX ...
T
H
E
E
D
G
E

7. SEARCH
FIRST

8. SEARCH EXECUTE
FIRST WHEN
PROVEN

9. SEARCH EXECUTE
FIRST WHEN
PROVEN
“There are no facts inside your building, so get outside”

10. UX :: User-Centred Design

11. UX
T
H
E
E
Business based philosophy D Customer at the heart
G
Iteration & validation as E of design
core principles Qual and quant
Hypotheses, experiment, research tools &
learn (and pivot) methodologies
‘Search first’ Rapid prototyping
‘Get out of the building’ Ideation techniques

12. How can this help companies?
(Big) companies find it hard to innovate
– UX teams focus on deliverables
– UCD is essentially waterfall (whatever anyone says!)
– UCD is about execution not search
– Insight control and filter customer feedback
– Marketing own the customers and insight
There is a barrier between customer and UX that in
many companies stifles anything but the most
mundane and obvious improvements

13. Take it to the Edge ...
From UX
– User-centricity
– UCD ideation methods
– Usability research techniques
– Prototype and test tools
From Lean Start Up
– Customer- centricity
– Business vision
– Fact-base - hypotheses & experiment not opinion
– Learning about the problem and solution, not end gaining
– Acceptance of iteration and fail early
– Direct customer contact
– ‘Out of the building’ - is essential, not merely desirable

14. Big Picture ...
Small cross-functional or UX team
Small stakeholder group, with authority
Budget & ability to contact & recruit prospects or
customers
Employ ‘UX/Lean Start Up Edge’ - scientifically
establish problems and solutions using direct
customer interaction to learn and iterate to an
innovative solution

15. Detail ...
You need:
– To develop a culture that thinks in terms of
experiments and can develop hypotheses
– A rapid access line to customers
You might appreciate:
– ‘Canvas’ representations e.g. Ash Maurya’s Product
Canvas
It’s actually not so hard - and a UX is good to lead
it, because they have the tools and inclination

16. Hang on! Isn’t this
‘Edge’ really quite
like UCD should be?
Did UX lose the customer
in wireframes, desk
research, deliverables,
‘planes’ and an unhealthy
obsession with detail?
Is this the ‘real’ Lean UX?

17. Hang on! Isn’t this
X
‘Edge’ really quite
like UCD should be?
Did UX lose the customer
in wireframes, desk
research, deliverables,
‘planes’ and an unhealthy
obsession with detail?
Is this the ‘real’ Lean UX?

18. UX
T
H
E
E
Business based philosophy D
Customer at the heart
G
Iteration & validation as E of design
core principles Research tools &
Hypotheses, experiment, methodologies
learn (and pivot) Rapid prototyping
‘Search first’ Ideation techniques
‘Get out of the building’

19. Living on the EDGE ...

20. “There are no facts
inside your
building, so get
outside!”
- Steve Blank

21. Lean Start Up, UX and
Living on the Edge
David
Hawdale
Hawdale
Associates
Limited
www.hawdale-­‐associates.co.uk
www.concep9nglab.com
David
Hawdale
@davidhawdale
07980
884231
david.hawdale@hawdale-­‐associates.co.uk