Hands-on workshop with a UX slant.

1. © 2013 LUXr Incorporated, www.luxr.co
May 2013
Janice Fraser
A Design Workshop for Lean Startups
1Thursday, May 30, 13

2. © 2013 LUXr.co
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3. © 2013 LUXr.co
TWEET!
#LeanStartup
cc @LUXRCO
@clevergirl
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4. © 2013 LUXr.co
Stand up -- Your Name -- Weird/Awesome
Who are you?
[ LIGHTNING FAST ]
Context
(startup, enterprise, consultancy)
Role
(biz/product, developer, design)
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5. © 2013 LUXr.co
A class on how to produce
an awesome UI
This is not...
(How would you know if it’s
awesome?)
A session on making
production wireframes or
photoshop comps
(How wold you know if you’re
mocking the right thing?)
A “perfect approach” to
“great UX.”
(1000s of entrepreneurs have
used these techniques to
discover a solid UX.)
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6. © 2013 LUXr.co
This is not...
dogma
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7. © 2013 LUXr.co
Business Model Canvas?
Lean Canvas?
Sure, either one.
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8. Disclaimer
I am not an expert in your business.
Only you can be the expert in your business.
My job is:
• to ask the unasked questions;
• to challenge assumptions;
• and give you tools to succeed.
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9. © 2013 LUXr.co
TALK: Lean & UX Fundamentals
ACTIVITIES:
1. Get to Know your Customer
2. Act on Customer Needs
3. Measure What Matters
4. Bring It All Together
Today...
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10. © 2013 LUXr Incorporated, www.luxr.co
June&Pete’s
Wedding Cake
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11. © 2013 LUXr Incorporated, www.luxr.co
http://saptstrength.com/
Pete June
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12. © 2013 LUXr Incorporated, www.luxr.co
April
http://saptstrength.com/
May
June
July
August
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13. © 2013 LUXr Incorporated, www.luxr.co
sedonaweddingcakes.com
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14. © 2013 LUXr Incorporated, www.luxr.co
freebestpictures.blogspot.com
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15. © 2013 LUXr Incorporated, www.luxr.co
thekitchn.com
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16. © 2013 LUXr Incorporated, www.luxr.co
Zoe Clark, The Cake Parlour
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17. © 2013 LUXr Incorporated, www.luxr.co
sedonaweddingcakes.com
Zoe Clark, The Cake Parlour
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18. © 2013 LUXr.co
LEAN
Startup
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19. © 2013 LUXr.co
Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
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20. © 2013 LUXr.co
Low-Ambition
Lean Startup is NOT
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21. © 2013 LUXr.co
THE OPPOSITE OF
FAT STARTUP
Lean Startup is NOT
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An approach for building companies that are
creating new products and services in
situations of extreme uncertainty.
The approach advocates creation of rapid
prototypes that test market assumptions, and
uses customer feedback in an effort to evolve
the design faster and reduce waste.
Lean Startup is...
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23. © 2013 LUXr.co
THE NEW CLASSICS
1. List your assumptions.
2. Understand your customers.
3. Experiment.
4. Adjust direction based on evidence.
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24. © 2013 LUXr.co
Get out
of the
building
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25. © 2013 LUXr.co
CUSTOMER DEVELOPMENT
1. Discover & validate the market for your idea
2. Build a product that solves customers’ needs
3. Test the correct model for acquiring customers
4. Deploy the right organization for scaling
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26. © 2013 LUXr.co
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27. © 2013 LUXr.co
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28. © 2013 LUXr.co
Build
measure
learn!
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29. © 2013 LUXr.co
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30. © 2013 LUXr.co
Lean Startup advocates experiments & learning
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31. © 2013 LUXr.co
}
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32. © 2013 LUXr.co
Plot the difference
THINK
release
MAKE
release
MAKE
release
MAKE
time
Risk(unvalidatedeffort)
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33. © 2013 LUXr.co
Lots of little wigglesRisk(unvalidatedeffort)
time
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34. © 2013 LUXr.co
unvalidatedeffort
time
Each wiggle is a learning cycle.
MAKE
release
MAKE
THINK
CHECK
MAKE
THINK
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35. © 2013 LUXr.co
Not an MVP
for lemonade
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How will you learn?
Quantitative Qualitative
Generative
Evaluative
InterviewsSurveys
Metrics Usability
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37. © 2013 LUXr.co
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38. © 2013 LUXr.co
A pitch is not customer
development
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39. © 2013 LUXr.co
Victory is
measured in
learning.
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40. © 2013 LUXr.co
This will change
how you think
about your role,
your work, your
team, your process.
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41. © 2013 LUXr.co
“The courage to speak truths,
pleasant or unpleasant, fosters
communication and trust.
“The courage to discard failing
solutions and seek new ones
encourages simplicity.
“The courage to seek real,
concrete answers creates
feedback.”
—Kent Beck
The Influence of Agile
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42. © 2013 LUXr.co
User Experience
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43. © 2013 LUXr.co
A person’s perceptions and responses that
result from the use or anticipated use of a
product, service or system.
User Experience is...
product UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
43Thursday, May 30, 13

44. Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps •
Behavior Models • Test Results • Competitive Analysis
THINK
Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed CodeMAKE
Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys
CHECK
THINK
MAKE
CHECK
Reducecycle time,
not
build time
UX cycles = Lean Startup learning loops
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45. © 2013 LUXr.co
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches, wireframes, pixels
Business thinking goes here
why
what
how
Prototypes
User Stories
Themed Releases
This Week
Design > UI THINK
MAKE
CHECK
BUILD
MEASURE
LEARN
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46. People, their
goals & needs
Sketches and
prototypes
Interactions and
flows
More evidence that UX = Customer Discovery
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47. © 2013 LUXr.co
UX brings 10* years
of experience, methods, and
patterns of work.
*20, 30, 50 years
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48. UX people are EXPERTS at “getting out of the building”
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49. © 2013 LUXr.co
1. Get to Know Your Customers
2. Act on Customer Needs
3. Measure What Matters
4. Bring It All Together
Four of Them...
ACTIVITIES
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50. © 2013 LUXr.co
Hypothesis
We believe that modern families would benefit
from having better ways to keep up with tasks,
and are willing to pay for a better way to
coordinate tasks with other family members,
friends and neighbors.
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51. © 2013 LUXr.co
Types of Research
Personas
How to Interview
Practice Interview
Get to Know Your Customers
(Customer Development)
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User Research
quant qual
Generative
Evaluative
surveys
Usability
•Hallway usability
•remote
•Interviews
• Mental Models (Indi Young)
• Contextual Inquiry
(Byer & Holzblatt)
•Starbucks
Analytics•
Optimizely•
Key Metrics•
A/B Testing•
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53. © 2013 LUXr.co
User Research
quant qual
Generative
Evaluative
Interviews
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54. © 2013 LUXr.co
Customer Interviews
(step-by-step)
1. Identify who you want to talk to.
2. Articulate your hypotheses.
3. Craft a topic map for the session.
4. Jot down conversation prompts.
5. Have the conversation
6. Debrief!
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55. © 2013 LUXr.co
{Activity}
Let’s do it!
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56. © 2013 LUXr.co
{Warm-up Activity}
Let’s Sketch...
Clothespin Man!
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57. © 2013 LUXr.co
Who is your customer?
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{Activity}
Make a persona
Portrait
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{Activity}
Make a persona
Demographics
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{Activity}
Make a persona
Behaviors
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{Activity}
Make a persona
Needs & Goals
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62. © 2013 LUXr.co
{Activity}
Consolidate
1. Do a quiet read. (5 minutes)
2. Discuss your personas (10 minutes)
3. Consolidate (5 minutes)
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63. © 2013 LUXr.co
{Activity}
Riskiest Assumption
Essential to the success of the business
—AND—
Insufficient evidence to feel confident
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64. © 2013 LUXr.co
Customer Interviews
✔ Identify who you want to talk to.
✔ Articulate your hypotheses.
3. Craft a topic map for the session.
4. Jot down conversation prompts.
5. Have the conversation
6. Debrief!
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{Show & Tell}
Topic Map
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Topic Map
mobile/
internet
habits?
last time
they got help
(house
cleaner)
keeping
everything
working
feeling
overwhelmed
commutepersonal
time
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67. © 2013 LUXr.co
mobile/
internet
habits?
last time
they got help
(house
cleaner)
keeping
everything
working
commute
{Activity}
Add two topics
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68. © 2013 LUXr.co
Customer Interviews
✔ Identify who you want to talk to.
✔ Articulate your hypotheses.
✔ Craft a topic map for the session.
4. Jot down conversation prompts.
5. Have the conversation
6. Debrief!
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69. © 2013 LUXr.co
“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happened?”
“Why [or how] did you do that?”
“What did you love [or hate] about that?”
“If you could wave a magic wand, what would
it be like?”
Conversation Prompts
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70. © 2013 LUXr.co
“Have you ever had
__________________________
experience?”
{Activity}
Brainstorm a question
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71. © 2013 LUXr.co
Customer Interviews
✔ Identify who you want to talk to.
✔ Articulate your hypotheses.
✔ Craft a topic map for the session.
✔ Jot down conversation prompts.
5. Have the conversation
6. Debrief!
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72. © 2013 LUXr.co
During the Interview
DO
• Take notes
• Smile
• Ask open-ended questions
• Get their story
• Shut up and listen
DON’T
• Talk about your product
• Ask about future behavior
• Sell
• Ask leading questions
• Talk much
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73. © 2013 LUXr.co
{Activity}
Practice an interview
1 interviewer + 1 interviewee
note-takers
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74. © 2013 LUXr.co
After the Interview: Debrief
DUMP (5min, solo)
1 idea per sticky
“What I heard about _____Topic”
“What stood out”
SORT (10min, team)
Collect similar items
Label groups
Stack duplicates
Note trends and exceptions
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75. © 2013 LUXr.co
{homework}
Debrief
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6-Up Uses
Dot Voting
Interface Sketch
Act on Customer Needs
(Developing product and interface ideas)
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77. © 2013 LUXr.co
Remember this?
Needs
1. BLAH
2. BLAH
3. BLAH
Uses
Mary can...
Features
Users
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
why
what
how
User Stories
Themed Releases
This Week
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78. © 2013 LUXr.co
why
what
how
Your
business
vision
A person
and their
needs
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH
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79. © 2013 LUXr.co
why
what
how
Your
business
vision
A person
and their
needs
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH
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80. © 2013 LUXr.co
USES:
What can Mary do
with your product?
why
what
how
Your
business
vision
A person
and their
needs
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH
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81. © 2013 LUXr.co
6 Uses
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82. © 2013 LUXr.co
{Activity}
Sketch 6-up Uses
with __________, ________ can...
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{Activity}
Sketch 6-up Uses
with __________, ________ can...
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{Activity}
Dot-vote top picks
1. Each person place 3 dots.
2. See patterns.
3. Team identifies the top 1 use.
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{Activity}
Redraw the top 1
with __________, ________ can...
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{Activity}
Brainstorm features
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87. © 2013 LUXr.co
...then sort on a 2 x 2
hard
easy
imp.
not
imp.
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{Activity}
For the customer to get that value, the key interaction is ________________
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89. © 2013 LUXr.co
Persona
Limited features to
support the uses
What you have now
1. Who is our user and
what are their needs &
goals?
2. What can a user do
with our product?
3. How will they do it?
Interface sketch
4. How might that look?
with __________, ________ can...
with __________, ________ can...
Use
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{Organize!}
Post it all together on the wall…
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91. © 2013 LUXr.co
Common research questions
Metrics & Analytics
Measure What Matters
(Quantitative & Qualitative Evaluation)
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Will people use it?
Why won’t people use it?
What’s wrong with this?
How could I make this better?
How can I improve conversion?
Are we making progress?
Do people like this?
Are these results good?
Why do people do that?
Did we do the right thing?
Why is there dropoff?
Top questions
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93. © 2013 LUXr.co
User Research
quantitative qualitative
generate
ideas
evaluate
product
surveys
usability testing
a/b testing
user interviews
analytics
KPIs
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94. © 2013 LUXr.co
quantitative qualitative
usability
testinganalytics
a/b testing
KPIs
CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS
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Product
(black box)
Conversion
Funnel
Traffic
Measuring what?
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{Activity}
Brainstorm measures
(from features)
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{Activity}
Stack Rank
more important
less important
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{Activity}
As a team, get to 5
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Metrics checklist
3. Is there an object
basis?
• “per user” [ ___/user]
• “per user per week” (fancy!)
• Examples: per user, per session,
or by interaction or item
(messages per file, emails
per thread)
* not required, but helpful
• “per week” [ ___/wk ]
• “per month” [ ___/mo]
2. Is there a time basis?
• “number of...” [ # ]
• “average number of...” [avg ]
• “percent of...” [ % ]
1. Does the metric
begin with a number?
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Metrics checklist
a good metric... a great metric...
...makes you look at all the
other metrics and say “none of
those other numbers matter if
we don’t get this right first.”
vanity good better
...measures the usage of your
product by a person. The usage
should be specific to features that
deliver value to your user.
unhelpful
total number
of registered
users
% of users
who share a
task 3+
times a day,
per week
sign-ups
awesome
% of users
who sign in
3+ times a
day,
per week
% of new
users per
week
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101. © 2013 LUXr.co
{Activity}
Check your metrics
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{Show & Tell}
Metrics Dashboard
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Metrics dashboard
% of users
who share a
task 3+
times a day,
per week
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Information Radiator
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“Vanity Metrics”
“KPI”
“A/B Tests”
“Metrics for Pirates”
What should I be measuring?
(a few search terms)
Conversion metrics
Cohort metrics
Instrumentation
Advanced topics
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Research Tools
ANALYTICS
Google Analytics
KISS Metrics
Mixpanel
Flurry
LocalLytics
Stats Mix (just an api)
HEAT MAPPING
Crazy Egg
Click Tale
Gaze Hawk
UNMODERATED
TESTS WITH VIDEO
Usertesting.com
TryMyUI
Userlytics
WhatUsersDo
Loop11
MESSAGE RECALL
ClueApp
FiveSecondTest
CONVERSION
TESTING
Unbounce
Optimizely
MICRO
USABILITY
Navflow
Usabilia
Clicktest
Verify
Intuition HQ
UserZoom
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107. © 2013 LUXr.co
Making the story
Living the Lean Team life
Bring it all together
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{Activity}
Tell the story
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{Activity}
Make a narrative
We are _______________
Meet...
with __________, ________ can...
using these features
MVP
we will learn using these
metrics...
Which might look like this
For the
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110. © 2013 LUXr.co
A direct through-line
Needs
1. BLAH
2. BLAH
3. BLAH
Uses
Mary can...
Features
Users
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
why
what
how
User Stories
Themed Releases
This Week
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111. © 2013 LUXr.co
Techniques
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112. © 2013 LUXr.co
Techniques Checklist
1. Generate independently, discuss as a team
(3 people ideal)
2. Dump & Sort
(1 item per sticky note, use “Fine-Point” Sharpie)
3. Sketch
(especially, sketch people)
4. Work at the wall
5. Timebox
(speed kills the censor and keeps you moving)
6. 2x2 organizing framework
(help decision-making when lots of items)
7. Use quick decision-making techniques
(dot-vote, roman vote, stack rank)
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113. © 2013 LUXr.co
Go be awesome.
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