Basics of Lean UX

© 2010 WinWire TechnologiesWinWire Technologies, Inc. Confidential

Going Lean Way for Better UX

@WinWire

Wired2Win Webinar Series

© 2010 WinWire Technologies

Who We Are

IT solutions company making information actionable for the enterprises in the

mobile-cloud world

Collaborative and Analytics solutions leveraging pre-built

solution accelerators

Cloud,Collaboration &

Analytics Technologies

Mobility,


Session Speakers

Going Lean Way for Better UX

Thomas Scaria UX Consultant

WinWire Technologies

Gopi Thyagarajan – UX Consultant

WinWire Technologies


Agenda

• Lean UX – Basics

• Lean UX - Process &

Principles

• Example

• Case Study

• Q&A


Innovation

But..

A company decides it must

innovate to survive.

It commissions a design team

(either in-house or external)

Customers interviewed, observed, analyzed.

Experiments, surveys, focus

groups, prototypes and

smoke tests

Results a massive

specification document with their findings & recommendati

ons

Engineering process may be agile, the specification document is rigidly fixed.

Innovation


What if…

Market conditions have changed

since the original learning took

place?

Engineers discover that the specification was

unworkable?

Concepts worked great in the lab

but have no commercial

appeal?


Here comes Lean UX…

A Cross-functional collaboration that brings non designers, tech team and stakeholders

into design process


Step 1 - Sketch Concept


Step 2 - Define the Interaction/Build Prototype


Step 2 - Define the Interaction


Step 3 - Brainstorm Internally


Validate with Persona

Represent a Major User Group for Your Website

Jim DuncanSoftware Engineer

29 years oldSingle

5th year with the company

Has a degree in engineering

Full time employeeHigh energy and very

competitiveLove sports of all kind

Known as a go to person

Travels frequently to work

Information about previous tripsAvailable travel options

Travel costsFrequent flyer info

Hotel rewards program info

Thinks He Want to Know

Book travel for himselfBe able to have a travel agent to

book travel for himUpdate and change travel

arrangementsWants to be able to book air, hotel

and car rentals in a single transaction

Things He Want to Do


Step 4 - Run your concept with stakeholders


Step 5 - Test your concept with actual users


Go Back and Re-sketch


Lean UX Process

ITERATE

Validate & Test

Internally

Validate with

Customer

Learn from User

Behavior

Define Interaction/build prototype

Concept

ITERATE

Step 1 Step 2 Step 3 Step 4 Step 5


Core Principles of Lean UX

Finding features that

matter most to the

consumers-and find them at the cheapest possible cost

Moving as quickly as possible

through the build-

measure-learn loop

Exposing the product

directly to users early and

often

Clickable prototypes,

personations, screens

mockups, low fidelity

techniques

Continuous Discovery

Shared Understanding

Permission to Fail


Using Lean UX Process: ExampleImprove Online Checkout Experience


Lengthy form or too many

steps to follow

Why am I asked for

Captcha code and why is it frustratingly

non readable?

Unable to see the product

info when I am about to pay

I don’t want to login but still want to buy

Security concerns if my credit card will

be misused

What will happen if I select and

enter data and payment

mechanism gets stuck?

How will I trust the website or co. as you are not an amazon

or eBay?

What if product is unavailable

still I am paying for it ?

List down areas of concern


Security concerns if my credit card will

be misused

What will happen if I select and

enter data and payment

mechanism gets stuck?

How will I trust the website or co. as you are not an amazon

or eBay?

What if product is unavailable

still I am paying for it ?

Lengthy form or too many

steps to follow

Why am I asked for

Captcha code and why is it frustratingly

non readable?

Unable to see the product

info when I am about to pay

I don’t want to login but still want to buy

Analyze and Identify Key Area of Concern


Build Sample Persona

Madan MWorks as Admin Manager in Pharmaceutical company

• Most buying or interest level : Electronics, Mobiles, Stationaries

• Preferred Buying Mode: Online

• Websites preferred to compare or but : Amazon, eBay

• Payment methods : Credit card

John likes to select product which he likes and instantly pay it and expects the system to checkout in just 5 minutes or less. He would also like to see the product on screen which he is buying even when he is paying because this gives him a satisfaction

He hates to key in too many personal information, lengthy forms, just some important info and should be over. He also hates the CAPTCHA or something like this coming up, it really makes him go against buying the product

Purchasing Habits His Likes His Dislikes


Option 1 : One page Checkout

Option 2 : Step wise Process

Option 3 : Expand/Collapse

Information

Sketch some concepts on checkout screen and name them according to their importance


Discuss Analyze Iterate

Discuss Internally with the Team

Advantages and disadvantages of

each options

Analyze competition, find the

competitive advantage, and check how it will

help users and will provide good user

experience

Modify the sketch accordingly


Test with Actual Users


Overall Steps: In Brief

Analyze

Listing out problem areas in checkout process which users are

facing

Resolve

Listing out various checkout options to make resolve the issues and

identify few key points

Create

Come up with sketching the

concept of single page checkout

covering the key problem area

identified

Validate

Validate the concept with the

team and with the user


Case StudyProposal Management System for Global Research Firm

Proposal Management Tool

Creating and managing proposal for their researchers

Customer Challenges

Enabling sales team to use proposals for their clientsMarket research type customization for customers with pricing options

Proposals with various approval cycle in the process

Global Research Firm

Step 1 : Walkthrough of the current process

Step 2 : Identifying Problem Area

Step 3 : Started Sketching for simple and

complex scenarios

Step 4 : Brainstorming with Stakeholders and

Iterated sketches

Step 5 : Tested the design with users, analyzed

and finalized

Step 6 : Visual Mockups and HTML for the task

Step 7 : Approval and Applying Cost to the

proposal


Step 1

Complete walkthrough from researchers (users) of the current process which

was manually done in Excel file

Boot camp exercise with stakeholders and technical

folks for in-depth knowledge of process and vision/mission of the tool

Walkthrough of the Current Process


Step 2

Identified key module or problem area which was

most important and complex “Creating Proposal Structure”

Based on the discussions, we had 2 scenario based

screens

Simple Proposal Structure Complex Proposal Structure

Identifying Problem Area


Step 3

Started Sketching for Simple and Complex Scenarios


Step 4

Brainstorming with Stakeholders and Iterated Sketches


Step 5

Tested the Design with Users, Analyzed and Finalized


Step 6

Visual Mockups and HTML for the Task


Step 7

Approval and Applying Cost to the Proposal

Approval metrics and applying cost for the proposal

entered

All screens & flows were designed to

get complete walkthrough of the

Application

Process Followed:Sketching >

Brainstorming > Test > Iterate

Design > Mockups


Q & A

Join us for our Next Webinar on Wired2Win Webinar Series!

Best Practices: Hybrid App ImplementationDate: 17 April, 2014

Time: 9 am PT

© 2010 WinWire TechnologiesWinWire Technologies, Inc. ConfidentialWinWire Technologies, Inc. Confidential

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Basics of Lean UX

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