User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop, UX for Lean Startups. Join Kate Rutter of LUXr to learn Lean Startup methods that help you both make the right product, and make your product right.

1. Crushing the Boulder
User Experience for
Lean Startups
1-day workshop
Mon, May 14, 2012
LUXR.CO APRIL 2012

2. LUXR.CO MAY 2012

3. LUXR.CO MAY 2012

4. Residency Core Workshops Advising
Curriculum
10 weeks to Learning Core concepts Coaching &
awesome for products for and hands-on guidance for
early-stage accelerators & activities for teams going
teams. startup teams. everyone. at lightspeed.
LUXR.CO MAY 2012

5. TWEET!
Kate Rutter
www.luxr.co
@luxrco
@katerutter
LUXR.CO MAY 2012

6. Today we’ll cover...
I. Lean UX Fundamentals
II. Three Lean UX experiments:
1. Get to Know your Customer
2. Act on Customer Needs
3. Measure What Matters
III. Bring it all together
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7. Who’s in the room?
Intros
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8. What is this stuff?!?!
I : Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is UX for Lean Startups?
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9. Lean Startup?
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10. Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
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11. Lean Startup is NOT
Low-Ambition
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12. Lean Startup is NOT
THE OPPOSITE
OF FAT STARTUP
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13. Get out
of the
building!
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14. Steve Blank introduced “Customer
Development” in...um...2006.
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15. In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, more useful book.
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16. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT =
UX!?
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17. About 1,720,000 results
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18. Here’s a distillation...
“Customer Development in 1 Page”
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21. + +
make products incremental
reduce waste
customers want releases
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23. #2 New York
Times Bestseller
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25. Lean Startup UX Cycles
THINK
MAKE
Reduc
cycle e
time,
not
build
time
CHECK
Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps •
THINK Behavior Models • Test Results • Competitive Analysis
Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code
MAKE
Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys
CHECK
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26. UX?
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27. Design > UI
Users
1. BLAH
why
what Needs 2. BLAH
3. BLAH
how
(INSERT BUSINESS THINKING HERE)
Mary can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
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28. What UX brings is 10* years of
experience, methods, and
methodology
*20, 30, 50 years
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29. Among UX strengths...
UX people are EXPERTS at “getting
out of the building.”
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32. Why Lean UX?
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33. Lean User Experience is a principle-driven
process for teams working in situations of
extreme uncertainty. It is characterized by
rituals that predispose predictable, high-
quality, high-velocity user experience
outcomes.
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34. in Lean UX...
Hypothesis + Validation = Experiments
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35. Today’s Challenge
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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36. II : Three Lean UX Experiments
1. Get to Know your Customers
2. Act on Customer Needs
3. Measure What Matters
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37. 1
Get to Know Your
Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
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38. User Research
quant qual
• Contextual Inquiry
(Byer & Holzblatt)
• Mental Models (Indi Young)
Generative surveys
•Interviews
•Starbucks
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•
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39. User Research
quant qual
Generative Interviews
Evaluative
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40. Customer Interviews
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
* Have the conversation
* Debrief!
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41. {Activity}
Let’s do it!
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42. {Warm-up Activity}
Rapid Sketching
Clothespin Man!
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43. Who: Make a Persona
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44. {Activity}
Make a persona
Portrait
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45. {Activity}
Make a persona
Demographics
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46. {Activity}
Make a persona
Behaviors
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47. {Activity}
Make a persona
Needs & Goals
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48. {check}
3 checks
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49. {Show & Tell}
Topic Map
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50. Topic Map
mobile/
feeling
internet
overwhelmed
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
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51. {Activity}
Brainstorm question
“Have you ever had
__________________________
experience?”
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52. Conversation Prompts
“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?”
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53. {Activity}
Brainstorm a prompt
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54. During the Interview
DO
• Take notes
• Smile
• Ask open-ended questions
• Get their story
• Shut up and listen
DONʼT
• Talk about your product
• Ask about future behavior
• Sell
• Ask leading questions
• Talk much
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55. {Activity}
Practice an interview
1 interviewer + 1 interviewee
note-takers
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56. After the Interview: Debrief
DUMP (5min, solo)
1 idea per sticky
“What I heard”
“What I saw”
“What stood out”
SORT (10min, team)
Collect similar items
Label groups
Stack duplicates
Note trends and exceptions
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57. {homework}
Debrief
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58. 2
Act on
Customer Needs
(Developing product and interface ideas)
Sketching
6-Up Uses
Dot Voting
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59. Remember this?
Users
1. BLAH
why
what Needs 2. BLAH
3. BLAH
how
(INSERT BUSINESS THINKING HERE)
Mary can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
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60. BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
BLAH BLAH BLAH
A person BLAH BLAH
and their
needs
Your
business
vision
why
USES:
what
What can
how Mary do with
your product?
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61. 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.
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62. {Activity}
Sketch 6-up Uses
__ can...
_____ ____, ______
with _
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63. {Activity}
Dot-vote top picks
3 dots } pick top 2 uses
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64. {Activity}
Redraw the top 2
__ can...
_____ ____, ______
with _
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65. {Activity}
Brainstorm features
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66. {Activity}
Select 5 features
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67. 3
Measure
What
Matters
(Quantitative and Qualitative Evaluation)
Common research questions
Metrics & Analytics
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68. Top questions
Will people use it?
Why wonʼt people use it?
Whatʼs 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?
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69. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
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70. quantitative qualitative
a/b testing usability
analytics testing
KPIs
Behavior Ability
Do people use it? How should I design the new one?
Which is better? Why wonʼt people use it?
Did we do the right thing? Whatʼs wrong with this?
Are these results good? How could I make this better?
Are we making progress? Why do people do that?
What do people love about it?
CLOSED-ENDED QUESTIONS How can I improve conversion?
Why is there dropoff?
What do they think this should do?
OPEN-ENDED QUESTIONS
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71. Measurement
Traffic
Conversion
Funnel
Product
(black box)
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72. {Activity}
Brainstorm measures
(from features)
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73. {Activity}
Pick 5
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74. {Activity}
Check your metrics
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75. Metrics checklist
1. Does the metric • “number of...” [ # ]
• “average number of...” [avg ]
begin with a number? • “percent of...” [ % ]
2. Is there a time basis? • “per week” [ ___/wk ]
• “per month” [ ___/mo]
3. Is there an object • “per user” [ ___/user]
• “per user per week” (fancy!)
basis? • Examples: per user, per session,
or by interaction or item
* not required, but super-helpful (messages per file, emails
per thread)
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76. Metrics checklist
a good metric... a great metric...
...measures the usage of your ...makes you look at all the
product by a person. The usage other metrics and say “none of
should be specific to features that those other numbers matter if
deliver value to your user. we donʼt get this right first.”
unhelpful vanity good better awesome
# of users % of users
# of new
total number who sign in who share a
registered
sign-ups of registered 3+ times a task 3+
users per
users day, times a day,
week
per week per week
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77. {Show & Tell}
Metrics Dashboard
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78. Metrics dashboard
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79. {Show & Tell}
Information Radiator
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80. Information Radiator
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81. Information Radiator
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82. Advanced topics
Conversion metrics Pirate Metrics - AARRR!
Cohort metrics
Instrumentation Acquisition
Activation
Retention
What should I be measuring?
(a few search terms) Referral
“Vanity Metrics” Revenue
“KPI”
“A/B Tests”
“Metrics for Pirates”
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83. Metrics Tools Landscape
ANALYTICS CONVERSION TESTING UNMODERATED
Google Analytics Unbounce TESTS WITH VIDEO
KISS Metrics Optimizely Usertesting.com
Mixpanel TryMyUI
Flurry Userlytics
LocalLytics WhatUsersDo
Stats Mix (just an api) Loop11
HEAT MAPPING MESSAGE RECALL MICRO USABILITY
Crazy Egg ClueApp Navflow
Click Tale FiveSecondTest Usabilia
Gaze Hawk Clicktest
Verify
Intuition HQ
UserZoom
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84. III : Bring it all together
Making the story
Living the Lean UX life
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85. {Activity}
Tell the story
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86. Living the LeanUX Life
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87. Lean User Experience is a principle-driven
process for teams working in situations of
extreme uncertainty. It is characterized by
rituals that predispose predictable, high-
quality, high-velocity user experience
outcomes.
LUXR.CO MAY 2012

88. RITUALS of Lean UX
1. Generate independently, then collaborate as a team
2. Work at the wall
3. Use rapid decision-making tricks:
dot-voting, roman voting
4. Engage design + development + product people
5. Frame designs as a hypothesis to validate
6. Validate with customers
7. Hold retrospectives periodically
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89. 10 Principles of Lean UX
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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90. Who is involved?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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91. How do we work together?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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92. What do we do?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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93. How can we be sure?
1. Design + Product Management + Development = 1 team
2. Externalize!
3. FLOW: think -> make -> check
4. Repeatable & routinized
5. Solve the right problem
6. Goal-driven & outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Users are the best source of information (& inspiration)
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94. Q&A + Discussion
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