UX & Lean Startups (For Entrepreneurs, Kellogg edition)

startups
+
ux
4evr

Kill Yr Darlings
User Experience for Lean Startups

BLOG IT!
Janice Fraser
www.luxr.co

@clevergirl
@luxrco
#LeanUX

LEAN UX FUNDAMENTALS, KELLOGG EDITION 04/2011 JANICE@LUXR.CO

3 PARTS
Lean As I See It

Lean UX Fundamentals

In Practice


outsized
returns.

fear me.


+ +

make products incremental
reduce waste
customers want releases


41,000 views
(past 12 mos)

19,741 followers
(1,738 listed)

Entrepreneur in
Residence
(2010-2011)

Fall 2011
(Random House)

5%
(not the real number)


(Proportions are accurate, but metrics on this page are not real values.)

5% 4% 9.75%

30 days * 10,000 views/day * 4.75% increased conversion = 13,500 conversions
Say each conversion is worth $2

That works out to $26,000 revenue by not waiting.

That’s more than most startups pay for design services, total, prior to launch.

The LEAN principle:

reduce INVENTORY, RISK, and WASTE

Nobody
Like this... clicked.

)
)

Make a design Discover that it
decision 3 MONTHS wasn’t right

3 HOURS


Less risk (and more)

The old
way

)
The new
way

)

UX Cycles
THINK
GENERATIVE RESEARCH
IDEATION
MENTAL MODELS Reduce
BEHAVIOR MODELS time, n cycle
ot build
TEST RESULTS time
COMPETITIVE ANALYSIS

MAKE
PROTOTYPES
WIREFRAMES
VALUE PROP
LANDING PAGE
HYPOTHESES
COMPS
DEPLOYED CODE
CHECK
A/B TESTING
SITE ANALYTICS
USABILITY TESTING
FUNNEL
SIGN-UPS


OMG! custdev=ux!

People, their goals & needs

Sketches & prototypes

“New user” experiences


Lean means...

• Keep your inventory low.
UX
CLASS
IC
• Talk to your customers.
• Make something they want.
UX
CLASS
IC

• Prove your ideas and your interfaces.
UX
CLASS
IC


How do you do good user experience work
in a lean environment?

PROVE IMPROVE


How do you do good user experience work
in a lean environment?

EXPERIMENT INVEST


Lean means getting
comfortable throwing
things away.

Developer: ME:
WAH! deal with it
jackson
)


Lean User Experience
Fundamentals


Lean User Experience is a cross-

functional, principle-driven process

characterized by rituals that predispose

teams to predictable, high-quality, high-

velocity user experience outcomes.


Lean UX Principles
1. Design + product management + development = 1
product team.

2. Externalize!

3. Research with users is the best source of
information.

4. Focus on solving the right problem.

5. Generate many options and decide quickly which to
pursue

6. Recognize hypotheses & validate them

7. Rapid cycles: think/make/check


Lean UX Framework
USERS

1. BLAH

WHY
NEEDS 2. BLAH
3. BLAH
PLE
WHAT PEO
HOW T
DUC
PRO
(INSERT BUSINESS THINKING HERE)
BOB CAN...

USES

FEATURES
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
THIS WEEK

USER STORIES
THEMED RELEASES


Lean UX Framework
THINK

USERS MAKE

CHECK

THINK NEEDS THINK

MAKE
MAKE

CHECK
CHECK (INSERT BUSINESS THINKING HERE)

USES
THINK

MAKE

CHECK

THINK FEATURES THINK

MAKE
MAKE (CREATE SKETCHES,
WIREFRAMES & PIXELS) CHECK
CHECK

USER STORIES
THEMED RELEASES


Lean UX methods are...
LIGHTWEIGHT
LOW-FI
LO-TECH
EXTERNAL
FACE TO FACE
COLLABORATIVE
GENERATIVE AND DECISIVE
FAST
REPEATABLE
ROUTINIZED
GOAL DRIVEN
OUTCOME FOCUSED


The UX ﬁeld has ABSTRACT CONCEPTS

loads of methods Stragegy Pyramid
Customer Maturity Model STRATEGY
that work lean... Personas
Scenarios USER
Design Target

6-Up Sketching
Activity Map USES
Sticky Triage
Story Mapping FEATURE PLANNING
2 or 3-Up Sketching
Wireframes
Card Sorting IA, IXD, UI
Black Hat Session

Sketch Boards
Prototyping (many kinds) DETAIL DESIGN
Greyboxing

Style Guide
Pattern Libraries COHESIVENESS
WORKING SOFTWARE

It also has methods
for “getting out of
the building.” CUSTOMER DEVELOPMENT

Contextual Interviewing
Surveys GENERATIVE
Watch people use
competitors

Customer acceptance testing
with paper prototypes
Card sorting EVOLUTIONARY
Usability testing

Behavioral metrics
A/B testing QUANTITATIVE
Heat mapping

OPTIMIZATION


UX rituals for product teams
ABSTRACT CONCEPTS

Deﬁne the hypothesis and write the “test” ﬁrst
User need/quote as sprint name
IDEATE

Wireframe check
Pair design
COMMUNICATE

Retrospective LEARN
Measure
Redo IMPROVE
Housecleaning

WORKING SOFTWARE


In Practice


Write the test ﬁrst

We believe that people like ______________ have a
(customer type)

need for (or problems doing) ________________.
(need/action/behavior)

We will know we have succeeded when

____________________, or ___________________, which
(quantitative/measurable outcome) (qualitative/observable outcome)

will contribute to ________________.
(KPI)


Wireframe Check
A stand-up style meeting between designer and developer to resolve
problems with a wireframe before development begins.

• Is this an accurate reﬂection of the system ?
• What here is hard?
• What alternatives are there?
• Is it worth the effort?
What here is Well, that
hard? will take
some work


Vision Pyramid
An activity of entrepreneurial self-discovery, as well as an artifact that forma a
bridge between the strategy canvas and user needs. Proto-brand thinking.

Describe the purpose of your company...why does it matter
TO YOU? Why do you bother? What’s the emotional hook
for you? This is the seed crystal of the company, and will
Purpose shape everything that grows around you.

This is the “What Is It” statement. Describe the
Product product using NOUNS. This is the place where all of
your pivots and experiments are going to happen.

What is the product LIKE? What are WE like?
Values What essential qualities are mandatory to our
success?


Example: LUXr Vision
Why?
Because we love helping
entrepreneurs blow it up.

Product
Coaching and mentorship programs that
establish reliably strong user experience
capabilities in startup companies.

Values
1. Kindness and respect
2. Thought leadership
3. Fun/playful/joyful/quirky
4. Humble
5. Integrity
6. Collaboration
7. Learning and growth

6 Uses
An illustration that shows “What will they DO with this product?” It intersects
user needs with business vision to show the consumer value proposition. This
informs what features are most important.


THAT’S ALL FOR NOW

Want a LUXr workshop in Chicago?
Tweet “@clevergirl @luxrco: Chicago FTW!”

UX & Lean Startups (For Entrepreneurs, Kellogg edition)

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