The document provides an overview of a presentation on user experience for lean startups. The presentation covers lean UX fundamentals, getting to know customers through interviews, brainstorming product ideas and uses, measuring success through metrics and analytics, and living the lean UX life through its 10 principles. The presentation aims to help attendees understand lean UX practices and apply them to developing their products and measuring customer needs.

1. Crushing the Boulder
User Experience for Lean Startups
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2. LUXR.CO APRIL 2012

3. LUXR.CO APRIL 2012

4. TWEET!
Janice Fraser • Kate Rutter
www.luxr.co
@luxrco
@clevergirl
@katerutter
LUXR.CO APRIL 2012

5. Today we’ll cover...
1. Lean UX Fundamentals
2. Get to know your customer
3. Brainstorm ideas for product uses
4. Measure your success, and then
bring it all together into a plan
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6. What is this stuff?!?!
Part 1: Lean UX Fundamentals
What is Lean Startup?
What is UX?
What is Lean UX?
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7. Lean Startup?
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8. Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
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9. Lean Startup is NOT
Low-Ambition
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10. Lean Startup is NOT
THE OPPOSITE
OF FAT STARTUP
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11. Get out
of the
building!
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12. Steve Blank introduced “Customer
Development” in...um...2006.
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13. In 2010, Brant Cooper and
Patrick Vlaskovitz wrote a
shorter, more useful book.
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14. People, their
goals & needs
Sketches and
prototypes
“New user”
experiences
CUSTOMER DEVELOPMENT =
UX!?
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15. About 1,720,000 results
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16. Here’s a distillation...
“Customer Development in 1 Page”
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24. + +
make products incremental
reduce waste
customers want releases
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26. #2 New York
Times
Bestseller
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29. UX Cycles
THINK
Generative Research
Ideation
Mental models
Behavior Models
Test Results
Competitive Analysis Reduce
cyc
time, n le
MAKE o
build ti t
me
Prototypes
Wireframes
Value Prop
Landing Page
Hypotheses
Comps
Deployed Code
CHECK A/B Testing
Site Analytics
Usability Testing
Funnel
Sign-ups
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30. UX?
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31. Design > UI
Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
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32. What UX brings is 10* years of
experience, methods, and
methodology
*20, 30, 50 years
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33. Among UX strengths...
UX people are EXPERTS at “getting
out of the building.”
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36. Why Lean UX?
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37. 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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38. Part 2:
Get to Know Your
Customers
(Customer Development Interviews)
Types of Research
Personas
How to Interview
Practice Interview
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39. 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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40. User Research
quant qual
Generative Interviews
Evaluative
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41. Before the Interview
* Identify who you want to talk to.
* Articulate your hypotheses.
* Craft a topic map for the session.
* Jot down conversation prompts.
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42. Who: Make a Persona
“Mary” Behaviors
• Has a housecleaner
• Buys take-away 3 nights/wk
• Frequently feels overwhelmed
when she “forgets” something
Demographics Needs & Goals
• Working mom • Help! Running errands,
• 34 years old managing kids, keeping things
• Lives in Reading, works in running
London • Time for her girlfriends
• Married, 2 kids • To feel like she “has it sorted”
• Household 125k/yr • “To clone herself”
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43. {Activity}
Let’s do it!
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44. Hypothesis
We believe that modern families have
trouble keeping up with the errands that
need to be done, and are willing to pay to
have “odd jobs” done for them.
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45. {Warm-up Activity}
Rapid Sketching
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46. {Activity}
Make a persona
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47. {Show & Tell}
Topic Map
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48. Topic Map
mobile/
feeling
internet
overwhelmed
habits?
keeping
everything
working
last time
they got help
(house
cleaner) personal commute
time
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49. 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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50. 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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51. {Activity}
Dry-run an interview
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52. 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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53. {homework}
Debrief
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55. Part 3:
Act on Customer Needs
(Developing product and interface ideas)
Sketching
6-UP
Dot Voting
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56. Remember this?
Users
1. BLAH
why Needs 2. BLAH
3. BLAH
what
how
(INSERT BUSINESS THINKING HERE)
Bob can...
Uses
Features
(CREATE SKETCHES,
WIREFRAMES & PIXELS)
This Week
User Stories
Themed Releases
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57. 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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58. 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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59. {Activity}
Sketch 6-up Uses
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60. {Activity}
Dot-vote Top picks
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61. {Activity}
Brainstorm features
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62. outsized
returns.
fear me.
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63. Part 4:
Measure What Matters
(Quantitative and Qualitative Evaluation)
Common research questions
Metrics & Analytics
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64. 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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65. User Research
quantitative qualitative
generate surveys user interviews
ideas
a/b testing
evaluate analytics usability testing
product KPIs
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66. Measurement
What Metric? Who Owns?
Traffic
Gross #
Marketing
CMP/CPC/CPA/NPS
Conversion
Funnel Marketing &
Throughput (%)
Product
Product
(black box) Usage (%) Product
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67. 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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68. {Activity}
Brainstorm measures
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69. Pirate Metrics
Acquisition
Activation
Retention
Referral
Revenue
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70. {Show & Tell}
Metrics Dashboard
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71. Metrics dashboard
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72. {Show & Tell}
Information Radiator
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73. Information Radiator
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74. Information Radiator
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75. What should I be measuring?
(a few search terms)
“Vanity Metrics”
“KPI”
“A/B Tests”
“Metrics for Pirates”
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76. Research Tools
ANALYTICS CONVERSION UNMODERATED
TESTING TESTS WITH VIDEO
Google Analytics
KISS Metrics Unbounce Usertesting.com
Mixpanel Optimizely TryMyUI
Flurry Userlytics
LocalLytics WhatUsersDo
Stats Mix (just an api) Loop11
HEAT MAPPING MESSAGE RECALL MICRO
USABILITY
Crazy Egg ClueApp
Click Tale FiveSecondTest Navflow
Gaze Hawk Usabilia
Clicktest
Verify
Intuition HQ
UserZoom
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78. Living the LeanUX Life
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79. 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 APRIL 2012

80. 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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81. 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)
LUXR.CO APRIL 2012

82. 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)
LUXR.CO APRIL 2012

83. 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)
LUXR.CO APRIL 2012

84. 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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85. RITUALS of Lean UX
1. Write the test first
2. User quote/need as sprint name
3. Wireframe check
4. Designer/developer pairing
5. UX & Product Mgt participate in standup
meetings daily
6. Validation step
7. Retrospective periodically
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86. Go forth and LeanUX!
Janice Fraser • Kate Rutter
www.luxr.co
@luxrco
@clevergirl
@katerutter
LUXR.CO APRIL 2012

87. Q&A + Discussion
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