LUXr One-Day Workshop
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Transcript of LUXr One-Day Workshop
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Crushing the BoulderUser Experience for Lean Startups
January 10, 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
Janice Fraserwww.luxr.co
@clevergirl
TWEET!Kate Rutterwww.luxr.co
@katerutter
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LUXR.CO JANUARY 2012
1. Lean UX Fundamentals2. Getting to know your customers3. Acting on customer needs4. Measuring outcomes
...and bring it all together into a plan.
Today we’ll cover...
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LUXR.CO JANUARY 2012
What is Lean Startup?What is UX?
What is Lean UX?
What is this stuff?!?!
Part 1: Lean UX Fundamentals
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LUXR.CO JANUARY 2012
Lean Startup?
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LUXR.CO JANUARY 2012
Lean Startup is NOT
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LUXR.CO JANUARY 2012
Cheap Startup
Lean Startup is NOT
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LUXR.CO JANUARY 2012
Cheap Startup
Shortcut Startup
Lean Startup is NOT
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LUXR.CO JANUARY 2012
Cheap Startup
Shortcut Startup
Fast Startup
Lean Startup is NOT
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LUXR.CO JANUARY 2012
Lean Startup is NOT
Low-Ambition
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LUXR.CO JANUARY 2012
Lean Startup is NOT
THE OPPOSITE OF FAT STARTUP
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
Get out of the
building!
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LUXR.CO JANUARY 2012
Steve Blank introduced “Customer Development” in...um...2006.
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LUXR.CO JANUARY 2012
In 2010, Brant Cooper and Patrick Vlaskovitz wrote a shorter, more useful book.
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LUXR.CO JANUARY 2012
People, their goals & needs
Sketches and prototypes
“New user” experiences
CUSTOMER DEVELOPMENT = UX!?
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LUXR.CO JANUARY 2012
About 1,720,000 results
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LUXR.CO JANUARY 2012
“Customer Development in 1 Page”
Here’s my distillation...
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
+ +
reduce wastemake products customers want
incremental releases
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
#2 New York Times
Bestseller
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
UX Cycles
THINK
MAKE
CHECK
PrototypesWireframesValue PropLanding PageHypothesesCompsDeployed Code
A/B TestingSite Analytics
Usability TestingFunnel
Sign-ups
Generative ResearchIdeation
Mental modelsBehavior Models
Test ResultsCompetitive Analysis Reduce cycle time, not build time
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LUXR.CO JANUARY 2012
UX?
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LUXR.CO JANUARY 2012
Design > UI
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LUXR.CO JANUARY 2012
Users
Design > UI
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
Users
Design > UI
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Users
Design > UI
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Users
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
Design > UI
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LUXR.CO JANUARY 2012
What we bring is 10* years of experience, methods, and
methodology
*20, 30, 50 years
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LUXR.CO JANUARY 2012
Among our strengths...
UX people are EXPERTS at “getting out of the building.”
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
What’s new about LeanUX?
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LUXR.CO JANUARY 2012
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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LUXR.CO JANUARY 2012
1. Design + Prod. Mg. + development = 1 product team
2. Externalize!
3. FLOW: think/make/check
4. Repeatable and routinized
5. Solve the right problem
6. Goal-driven and outcome-focused
7. Generate many options
8. Decide quickly and hold decisions lightly
9. Recognize hypotheses & validate them
10. Research with users is the best source of information (& inspiration)
9 Principles of Lean UX10
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LUXR.CO JANUARY 2012
1. Write the test first2. User quote/need as sprint name3. Wireframe check4. Designer/developer pairing5. UX & Product Mgt participate in standup
meetings daily6. Validation step7. Retrospective periodically
RITUALS of Lean UX
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LUXR.CO JANUARY 2012
In Practice: Write the test first
We believe that people like ______________ have a
need for (or problems doing) ________________.
We will know we have succeeded when
____________________, or ___________________,
which will contribute to ________________.
(customer type)
(need/action/behavior)
(quantitative/measurable outcome)
(qualitative/observable outcome)
(KPI)
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LUXR.CO JANUARY 2012
In Practice: Wireframe CheckA stand-up style meeting between designer and developer to resolve problems with a wireframe before development begins.
Well, that thing will take some
work
What here is hard?
• Is this an accurate reflection of the system ?
• What here is hard?
• What alternatives are there?
• Is it worth the effort?
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LUXR.CO SEPTEMBER 2011
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LUXR.CO JANUARY 2012
Types of ResearchPersonas
How to InterviewPractice Interview
Part 2: Getting to Know Your Customers
(Customer Development Interviews)
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LUXR.CO JANUARY 2012
quant qual
Generative
Evaluative
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
EvaluativeAnalytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
EvaluativeAnalytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
EvaluativeUsability
Analytics•Optimizely•
Key Metrics•
A/B Testing•
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
EvaluativeUsability
•Hallway usability•remote Analytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
Evaluative
surveys
Usability
•Hallway usability•remote Analytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
Evaluative
surveys
Usability
•Hallway usability•remote Analytics•
Optimizely•
Key Metrics•
A/B Testing•
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
Evaluative
surveys
Usability
•Hallway usability•remote
•Interviews
•Mental Models (Indi Young)
•Contextual Inquiry (Byer & Holzblatt)
•Starbucks
Analytics•Optimizely•
Key Metrics•
A/B Testing•
User Research
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LUXR.CO JANUARY 2012
quant qual
Generative
Evaluative
Interviews
User Research
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LUXR.CO JANUARY 2012
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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LUXR.CO JANUARY 2012
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LUXR.CO JANUARY 2012
Today’s challenge:
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LUXR.CO JANUARY 2012
Today’s challenge:
You have a problem...
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LUXR.CO JANUARY 2012
Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
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LUXR.CO JANUARY 2012
Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
You were chatting with neighbors and they have the same problem.
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LUXR.CO JANUARY 2012
Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
You were chatting with neighbors and they have the same problem.
And then you read an article in the Huffpost about personal assistants for the middle class.
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LUXR.CO JANUARY 2012
Today’s challenge:
You have a problem...there are a million little things to do
and not enough time!
You were chatting with neighbors and they have the same problem.
And then you read an article in the Huffpost about personal assistants for the middle class.
You think this is a great idea for your next business.
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LUXR.CO JANUARY 2012
Who: Make a Persona
Behaviors
Needs & GoalsDemographics
“Mary”• Has a housecleaner• Buys take-away 3 nights/wk• Frequently feels overwhelmed
when she “forgets” something
• Help! Running errands, managing kids, keeping things running
• Time for her girlfriends• To feel like she “has it sorted”• “To clone herself”
• Working mom• 34 years old• Lives in Reading, works in
London• Married, 2 kids• Household 125k/yr
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LUXR.CO JANUARY 2012
{activity}
Let’s do it.
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LUXR.CO JANUARY 2012
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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LUXR.CO JANUARY 2012
{activity}
Dump & Sort Topics
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LUXR.CO JANUARY 2012
mobile/internet habits?
last time they got help
(house cleaner)
keeping everything
working
feeling overwhelmed
commutepersonal time
Topic Map
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LUXR.CO JANUARY 2012
{activity}
Make a Topic Map
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LUXR.CO JANUARY 2012
“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?”
Conversation Prompts
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LUXR.CO JANUARY 2012
During the Interview
DOTake notes SmileAsk open-ended questionsGet their storyShut up and listen
DON’TTalk about your productAsk about future behaviorSellAsk leading questionsTalk much
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LUXR.CO JANUARY 2012
{activity}
Interview
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LUXR.CO JANUARY 2012
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 itemsLabel groupsStack duplicatesNote trends and exceptions
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LUXR.CO JANUARY 2012
{activity}
Debrief
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LUXR.CO JANUARY 2012
{activity}
Revise Personas
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LUXR.CO SEPTEMBER 2011
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LUXR.CO JANUARY 2012
Sketching6-UP
Dot Voting
Part 3: Acting on Customer Needs(Developing product and interface ideas)
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LUXR.CO JANUARY 2012
Needs 1. BLAH2. BLAH3. BLAH
UsesBob can...
Features
Users
User Stories Themed Releases
This Week
(CREATE SKETCHES, WIREFRAMES & PIXELS)
(INSERT BUSINESS THINKING HERE)
whywhathow
Remember this?
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LUXR.CO JANUARY 2012
why
what
how
Your business
vision
A person and their
needs
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH
BLAH BLAH
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LUXR.CO JANUARY 2012
why
what
how
Your business
vision
A person and their
needs
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH
BLAH BLAH
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LUXR.CO JANUARY 2012
why
what
how
Your business
vision
A person and their
needs
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH
BLAH BLAH
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LUXR.CO JANUARY 2012
USES: What can
Mary do with your product?
why
what
how
Your business
vision
A person and their
needs
BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH
BLAH BLAH
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LUXR.CO JANUARY 2012
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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LUXR.CO JANUARY 2012
{activity}
6-Up SketchingDot Vote
Sticky-up Features
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LUXR.CO SEPTEMBER 2011
fear me.
outsized returns.
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LUXR.CO JANUARY 2012
Common research questionsThe Funnel
Pirate MetricsResearch & Metrics Tools
Part 4: Measuring Outcomes(Quantitative and Qualitative Evaluation)
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LUXR.CO JANUARY 2012
The Dreaded QuestionsWill people use it? Why won’t people use it?What’s 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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LUXR.CO JANUARY 2012
“Vanity Metrics”“KPI”
“A/B Tests”“Metrics for Pirates”
What should I be measuring?(a few search terms)
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LUXR.CO JANUARY 2012
User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
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LUXR.CO JANUARY 2012
User Researchquantitative qualitative
generate ideas
evaluate product
surveys
usability testinga/b testing
user interviews
analyticsKPIs
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LUXR.CO JANUARY 2012
quantitative qualitative
usability testinganalytics
a/b testing
KPIs
Behavior Ability
Do people use it? Which is better?Did we do the right thing?Are these results good? Are we making progress?
CLOSED-ENDED QUESTIONS
How should I design the new one?Why won’t people use it?What’s wrong with this?How could I make this better? Why do people do that?What do people love about it?How can I improve conversion?Why is there dropoff?What do they think this should do?
OPEN-ENDED QUESTIONS
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LUXR.CO JANUARY 2012
Measurement Funnel
Product(black box)
Conversion Funnel
TrafficGross #
CMP/CPC/CPA/NPS
Throughput (%)
Usage (%)
Marketing
Marketing & Product
Product
What Metric? Who Owns?
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LUXR.CO JANUARY 2012
Pirate MetricsAcquisition
Activation
Retention
Referral
Revenue
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LUXR.CO JANUARY 2012
{activity}
Metrics from Features
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LUXR.CO JANUARY 2012
Design TestWe believe that people like ______________ have a
need for (or problems doing) ________________.
We will know we have succeeded when
____________________, or ___________________,
which will contribute to ________________.
(customer type)
(need/action/behavior)
(quantitative/measurable outcome)
(qualitative/observable outcome)
(KPI)
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LUXR.CO JANUARY 2012
{activity}
Write the Design Test
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LUXR.CO JANUARY 2012
Research ToolsANALYTICSGoogle AnalyticsKISS MetricsMixpanelFlurryLocalLyticsStats Mix (just an api)
HEAT MAPPINGCrazy EggClick Tale Gaze Hawk
UNMODERATED TESTS WITH VIDEOUsertesting.comTryMyUIUserlyticsWhatUsersDoLoop11
MESSAGE RECALLClueAppFiveSecondTest
CONVERSION TESTINGUnbounceOptimizely
MICRO USABILITYNavflowUsabiliaClicktestVerifyIntuition HQUserZoom
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LUXR.CO SEPTEMBER 2011
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LUXR.CO JANUARY 2012
{bring it all together}