lean user experienceapplying lean thinking in user experience design

Ramakant Gawande lead ux designer, Clarice Technologies

www.claricetechnologies.com

why lean UX ?

new distribution channels

continuous innovations based on market feedback

one IDEA many MINDS

continuous design experiments

what is lean UX?

Inspired by Lean and Agile development theories, Lean UX is the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.

lean UX foundations

DesignThinking

Agile Development

LeanStartup

lean startup framework

Vision Strategy MVP Accelerate

Assumptions & Hypothesis

Measurement with Matrices

Validate

Define

Validate

Pivot

Pursue

Reduce Cycle Time

An approach for building companies that are creating new product and services in situation of extreme uncertainty.

The approach advocates creating of rapid prototypes that test market assumptions and uses customer feedback in an effort to evolve design faster and reduce waste.

lean startup

Eric Ries

why lean UX is different ?

What are we making ?

Are we making the right thing ? How do we make it ?

lean UX principles

cross functional teams

2 pizza teams

Small - Dedicated- Co-located

Build shared understanding

Focused

Communication

Less Documentation

measure progress by outcomes NOT output

remove WASTE

Overproduction - Extra Features Waiting - Delays Defects - Defects Transportation - Handoffs

Over processing - Unwanted Processes

Inventory - Partially completed Work

Motion - Task Switching

focus on solving the right problem

no upfront detailed design - design what is required

continuous discovery

Continuous engagement of your customers during design & development process

every decision is hypothesis

IdeaProductFeaturesDesign

hypothesis examples

get out of the building (GOOB)

externalize

rapid experiments & FAIL fast

short cycle time

lean UX process

Think

MakeCheck

lean UX cycle

Generative ResearchIdeation

Mental modelsbehavior models

Test ResultCompetitive Analysis

PrototypeWireframesValue Prop

Landing PageHypotheses

CompsDeployed Code

A/B TestingSite Analytics

Usability TestingFunnels

Sign-Ups

ReduceCycle Time

Iterative Development

Think - envision your customer / users

Identify assumptions you have about your customers and create a clear picture of their needs and goals.

Think - conduct quality interviews

Prepare for and run customer interviews that will help you validate your customer assumptions

Think - learn from customer development

Debrief from customer interviews, sort the insights you’ve gleaned and validate your persona.

Think - declare assumptions & hypothesis

Start with Assumptions instead of Requirements

Think - problem statement

The current goal of the product / system

The problem the business stakeholders wants to addressed

An explicit request for improvement that doesn’t dictate a specific solution

[Our service/product] was designed to achieve [these goals]. We have observed that the product/service isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [service/product] so that our customer are more successful based on [these measurable criteria] ?

Think - hypothesis statement

More granular description of our assumptions that target specific areas of our product for experimentation

We believe [this statement is true]. We will know we’re [right/wrong] when we see the following feedback from the market : [Qualitative feedback] and /or [quantitative feedback] and/or [key performance indicator change]

We believe that [doing this/ building this feature/creating this experience]for [these people/personas] will achieve [this outcome] We will know this is true when we see [this market feedback, quantitative measure or qualitative insight] .

Make - identify MVP

Get set to deliver on the value proposition for your product by mapping out the features of the MVP. The emphasis is focusing, and figuring out what not to build at this time.

“That version of a new product that will allow a team to collect the maximum amount of validated learning about customers with the least effort.” -Eric Ries

The goal of an MVP is get to a pivot in as short amount of time as possible.

MVP

MVP examples

• Skinned  Wordpress  blog  and  posted  daily

• Used  FileMaker  to  create  PDF  coupons  and  emailed

• Effec=vely  validated  the  demand  for  such  service  withoutdeveloping  a  seamless  system

• Before  star=ng  significant  technical  development,  made  a  3min  video  to  demonstrate  how  the  Dropbox  is  meant  to  work,  targe=ng  at  early  adopters

• Call  to  ac=on  was  to  sign  up  for  beta  wai=ng  list

• Effec=vely  validated  its  assump=on  that  customers  wanted  the  product  that  Dropbox  was  developing

• Aardvark,  a  company  subsequently  acquired  by  Google,  developed  a  social  search  engine.  The  product  enables  users  to  ask  ques=ons,  mainly  subjec=ve,  that  are  then  distributed  to  the  social  graph  for  users  for  answers.  

Build  a  series  of  prototypes  for  ways  customers  could  interact  with  thevirtual  assistant  and  get  their  ques=ons  answered,  measuring  theirengagement

• Once  Aardvark  (the  sixth  prototype)  was  chosen,  con=nuedrefinement  with  humans  replica=ng  pieces  of  the  backend  as  much  as  possible(Wizard  of  Oz  tes=ng  technique.)to  avoid  premature  and  unnecessary  technical  development

MVP design strategies

Painkiller

Fast Money

Turk It

Go Ugly & Early

Fake it till you make it

Just making one big pain point for users go away can be your entire MVP

manually rename or move files

This can be a great for products or services that you will want users to pay for in some way. If you are providing some type of expert advice, MVP could be Email Newsletter.

Manually simulate features that eventually will be accomplished by the system

Dating - Matchmaking Sites with complex algorithm

This is a great strategy for a product where a core part is some engineering special sauce, or in which a key product risk is technological connect with parts warehouses all over the globe

Rather than try to build the actual product, we instead imagine that the product already has been built and create the marketing page for selling it

Make - define measurable matrices

User Acquisition

User Engagement

User Monetization

Make - collaborative design & sketching

Make - prototype / deploy

Whiteboard Sketching

Detail Wireframes

Interactive Prototype

Live Data Prototypes

Validated Learnings / Meaningful Feedback Lean UX recommend live data prototype but you can choose level of MVP prototype based on

•Who will be interacting with it

•What you hope to learn

•How much time you have to create it

Level of Fidelity

Whiteboard

Keynote Axuare XCode

Check - run experiment

Collaborative Research

Continuous Research

Run Demo

Launch Live Prototype

•Usability Testing

Qualitative

Quantitative•A/B Testing•Analytics•KPI’s

Check - feedback analysis & research

Change in STRATEGY without change in VISION

prepare for PIVOTS

credits & references

http://500px.com/photo/7583468

Images Used

http://www.linkedin.com/in/ramakantghttps://www.linkedin.com/company/clarice-technologies

http://www.andersramsay.com/2012/04/24/agile-ux-vs-lean-ux/

Blogs Referred

http://ethosworld.com/library/library6.jpg

http://i.imgur.com/ysoCR.jpg

http://www.coroflot.com/helenfurber/Other-Portfolio-work

http://www.custdevframework.com/p/minimum-viable-product.html

http://lssacademy.com/wp-content/uploads/2007/02/gavel.jpg

http://www.lowdensitylifestyle.com/media/uploads/2009/09/sands-of-time1.jpghttp://www.flickr.com/photos/villorejo/8274195689/lightbox/http://www.flickr.com/photos/76245693@N04/6969367298/lightbox/

http://theleanstartup.com/

All images used are found on the internet and believed to be in the public domain. In the event that there is still a problem or error with copyrighted material, the break of the copyright is

unintentional and non-commercial and the material will be removed upon request.

http://joshlinkner.com/images/2012/05/SAN.jpg

http://www.flagship-housing.co.uk/mediaFiles/images/img94joktmu72911.jpg

http://blog.bullethq.com/lean-startup-zappos-how-zappos-validated-their-business-model-with-lean/

• Thank you