500 Startups Lean UX Bootcamp

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  • 500startupsLean UX Design Bootcamp

    Enrique Allen, Rick Boardman, Miche Capone, Karl Dotter, Thomas Both, Laura Klein & Janice Fraser + more!

    http://productdesignguild.com/http://productdesignguild.com/http://dschool.stanford.edu/http://dschool.stanford.edu/http://luxr.posterous.com/http://luxr.posterous.com/http://www.startuplessonslearned.com/http://www.startuplessonslearned.com/

  • Think

    Make

    Check

    UserEmpathy

    LauraKimAye

    (Talk)

    (Activity)

    (Reflect)

    UserNeeds

    Intro to generative

    interviewing

    Practice withpartner

    Practice synthesizing

    empathy map

    POV madlib

    Distinguish needs

    & insights

    Make persona of target user(s)Write customer

    hypotheses

    Show partner POVRefine

    questions

    Stories

    Lessons from:IMVU

    DailyAisleBaydin

    Debrief

    Thursday Day 1

    Draft questionsPractice interviewing

    UsersSetupCustomer/Problem

    Definition

    Who are youtarget users?

    How to test?

    4-4:15

    Lean UX

    4:15-4:30 4:30-5:00 5:30-6:00 6:00-6:30 6:30-75:00-5:30

    BusinessGut Check

    Business Needs

    Ecosystem MapWrite out business

    hypotheses

    What are riskiest hypotheses & how

    can you test?

  • Quick review of artifacts well create

  • PersonasDraw the Person...

    Add real namesDescribe what they

    look like

    Traits...Demographics

    Age, Sex, LocationGeneralizable Attitudes

    & Characteristics

    Needs...What are their pain &

    pleasure points?Triggers?

    Goals...What do they want to accomplish? How do

    they succeed?

    http://luxr.posterous.com/http://luxr.posterous.com/

  • Personas

  • Ecosystem Map

  • Ecosystem Map

  • Interview Questions

    When you go through the interview check off if you validated any assumptions

    Point of View:

    Tell me about the last time you...

    Tell me about an experience youve had with...

    How did you feel when ____ happened?

    What were you feeling at that moment?

    Really, can you tell me why that matters?

    Say more about that...I see... Do you know why you think that?

    Okay. And that is important because...

    List of hypotheses:

    [Insert User...(descriptive)] Needs

    [Insert Needs...(verb)]

    +

    + Because [Insert Insight...(compelling & surprising)] +

  • Point of View[User...(descriptive)]

    [Needs...(verb)]

    [Insight...(compelling & surprising)]

    Needs

    Because

  • Now a little soapbox

  • Design?

    What comes to mind

  • Jesse Schell on Design

    Anyone who makes decisions about how the product should be is a designer*. Designer is a role, not a person. Almost every developer on a team makes some decisions about how the product will be, just through the act of creating the product. These decisions are design decisions, and when you make them, you are a designer. For this reason, no matter what your role on a development team, an understanding of the principles of design will make you better at what you do.

  • The Right Lean UX Design Method for

    the JobPeople cling to things like personas, user research, drawing comics, etc., notes Dan Saffer. In reality the best designers have a toolbox of options, picking and choosing methods for each project what makes sense for that particular project.

  • Visual Design

    Interface - Navigation - Info Design

    Beyond the Surface

  • Visual Design

    Interface - Navigation - Info Design

    Beyond the Surface

    You wouldnt say that computer engineering is only about the

    front-end

  • Visual - Graphic Design

    Interface - Navigation - Info Design

    Information Architecture - Interaction Design

    Functional Specs - Content Reqs

    User - Product - Biz Hypotheses & Objectives

    Underlying Tech - IP

    Design Goes Deeper Than You Think

  • Visual - Graphic Design

    Interface - Navigation - Info Design

    Information Architecture - Interaction Design

    Functional Specs - Content Reqs

    User - Product - Biz Hypotheses & Objectives

    Underlying Tech - IP

    Design Goes Deeper Than You Think

    Theres a full stack of design disciplines that create the user

    experience

  • We All Want to Hit this Sweet Spot

  • Repeatable Process to Great Design?

  • Startups dont repeatedly get

    through a whole cycle! (or really have a process)

  • Design Process for Startups?

    Startups Have to Bias Towards This

    End

  • Design Process for Startups?

    We aim to improve

    design skills on this

    end with low-cost, low-res methods

    We aim to improve

    design skills here through data &

    distribution

  • Design Process for Startups?

  • Lets Start with Empathy

  • Flare Out for Inspiration

  • Search for Human Values

  • What is Empathy?

    empathy: the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another

    you can think through the experience of another by understanding it completely

    you can feel what another is feeling by immersing yourself completely in an experience

  • Huh?

    Empathy is when you feel what the other person is feeling. You can mirror their expressions, their opinions, their hopes...

  • Why Empathy?

    to discover peoples explicit and implicit needs so that you can meet them through your designs

    Find meaning & stories Uncover latent needs The difference between what people say & do

  • Why Empathy?

    People care about their problems (or pleasures ;) not your F-ING solution

    - Dave McClure

  • Usability (how easy to use)

    How well do you know your user?

    Use (goals your customer wants to accomplish)

    Meaning (deep insights about the context of why?)

  • Startup Examples of Empathy?

  • How to Find Empathy?

    First lets start with who think your users are...

  • PersonasDraw the Person...

    Add real namesDescribe what they

    look like

    Traits...Demographics

    Age, Sex, LocationGeneralizable Attitudes

    & Characteristics

    Needs...What are their pain &

    pleasure points?Triggers?

    Goals...What do they want to accomplish? How do

    they succeed?

    http://luxr.posterous.com/http://luxr.posterous.com/

  • Do it now!

    Quickly break into teams you got 20 minutes!

    Write out as many personas as possible!

  • PersonasDraw the Person...

    Add real namesDescribe what they

    look like

    Traits...Demographics

    Age, Sex, LocationGeneralizable Attitudes

    & Characteristics

    Needs...What are their pain &

    pleasure points?Triggers?

    Goals...What do they want to accomplish? How do

    they succeed?

    http://luxr.posterous.com/http://luxr.posterous.com/

  • How would you validate those

    personas? When you talk to users do they accurately

    fit any of your personas?

    Which personas are most valuable for your businesses in the short & long term?

  • Now time to zoom out from your

    personas

  • Ecosystem Map

  • Ecosystem Map

  • Entrepreneurs Guide to Customer Development

  • Ecosystem Map

    Map out all the players in your ecosystem on Post-Its

    This could be BD relationships, competitors, platforms, channels

  • Ecosystem Map Connections

    Now start to place them into different parts of your business model

    Then draw relationships between each entity

    Draw solid lines for direct value and dotted lines for indirect value

  • Ecosystem Map Assumptions

    This map shows you your assumptions about each player, now lets list them out

    Then highlight your most riskiest assumptions (tech, market, team)

    Which relationships in the ecosystem do you have any leverage, potential for high impact, unique advantage?

  • Ecosystem Value & Growth Hypotheses Now circle relationships you want to focus

    on over the next 3 months to reduce risk

    Write unique value hypothesis statements for each player

    Write growth hypothesis statements for each player

  • Value hypothesisTests whether a product or service really delivers value to customers once theyre using it.

    Example: We believe that people like....[eg persona/ ecosystem partner] have a need for...[eg action/behavior]

    We know we will have created value if...[eg quantitative measurable outcome or qualitative observable outcome] which will contribute to our...[key performance indicator]

    http://www.startuplessonslearned.com/http://www.startuplessonslearned.com/

  • Growth hypothesisTests how new customers will discover a product or service eg from early adopters to mass adoption.

    Example: We believe that people like....[eg persona/ ecosystem partner] will want to share our product or service when...[eg use case with motivation/ability/triggers]

    We know we will be on track to grow if...[eg quantitative measurable outcome or qualitative observable outcome] which will contribute to our...[key performance indicator]

    http://www.startuplessonslearned.com/http://www.startuplessonslearned.com/

  • Test Your Hypotheses?

    How would you test these ecosystem hypotheses?

  • How to else find Empathy? (& validate your

    personas)

    One way is to interview...

  • Theres lots of ways of asking questions

    To generate stories and inspiration To evaluate and assess To test and isolate variables

  • Interview Tips 1st RULE: You do not say usually when asking a

    question.

    2nd RULE: You do NOT say usually when asking a question.

    3rd RULE: If someone says I think or states a belief or seems to prefer one thing over another, then the conversation is NOT over. Ask why thats important.

    4th RULE: Only 10 words to a question. 5th RULE: One question at a time.

  • More Interview Tips

    6th RULE: No binary questions, no leading questions.

    7th RULE: A conversation started from one question will go on as long as it has to.

    8th RULE: If youre the only one interviewing, then you HAVE to use a voice recorder to capture!

    ...

  • Seek Stories

    Tell me about the last time you... Tell me about an experience youve

    had with...

  • Talk about feelings

    How did you feel when ____ happened? What were you feeling at that

    moment?

  • Follow Up with Why?

    Really, can you tell me why that matters? Say more about that...I see... Do you know

    why you think that?

    Okay. And that is important because...

  • Demo

  • Your Turn

    Draft questions that help you better understand your users without directly asking them about your product (5 min)

  • Interview Questions

    When you go through the interview check off if you validated any assumptions

    Point of View:

    Tell me about the last time you...

    Tell me about an experience youve had with...

    How did you feel when ____ happened?

    What were you feeling at that moment?

    Really, can you tell me why that matters?

    Say more about that...I see... Do you know why you think that?

    Okay. And that is important because...

    List of hypotheses:

    [Insert User...(descriptive)] Needs

    [Insert Needs...(verb)]

    +

    + Because [Insert Insight...(compelling & surprising)] +

  • Find a partner

    Time permitting Interview them (10 min each)

  • Refine Questions

    Time Permitting Refine questions, look for categories & themes

    to dig deeper into (5 min)

  • Interview Arc

  • Now how do we synthesize?

    Circle needs your notes (look for verbs, quotes, actions, behaviors)

    Circle insights in your notes (stories about the context)

  • Look for Inconsistencies

    What they say?

    What they say about what

    they do ?

    What they actually do!

    A gap between what they say & do is the design opportunity?

  • Capture Share

  • Saturate & Group

  • Empathy Map

  • Journey Map

  • Define the opportunity

  • Define

    This actionable problem statement (often referred to as a POV) is the guiding statement that focuses on the insights that you uncovered from real users.

  • POV Madlib

    Go back to your persona & ecosystem players

    Describe your user + need + surprising insight

    Pick a user individually, divide and conquer 10 min!

  • Point of View[User...(descriptive)]

    [Needs...(verb)]

    [Insight...(compelling & surprising)]

    Needs

    Because

  • Find a partner

    Time permitting Share with your team (2 min each)

  • Dont take my word for it- lets introduce:

    @LauraKlein, usersknow.com, http://www.slideshare.net/LauraKlein1/building-

    empathy

    @KimSheBlue, dailyaisle.com @AyeMoah, baydin.com

    http://usersknow.comhttp://usersknow.comhttp://www.slideshare.net/LauraKlein1/building-empathyhttp://www.slideshare.net/LauraKlein1/building-empathyhttp://www.slideshare.net/LauraKlein1/building-empathyhttp://www.slideshare.net/LauraKlein1/building-empathyhttp://www.slideshare.net/LauraKlein1/building-empathyhttp://www.slideshare.net/LauraKlein1/building-empathyhttp://dailyaisle.comhttp://dailyaisle.comhttp://baydin.comhttp://baydin.com

  • Prep for tomorrow Refine your point of view(s) & prepare a

    question(s) to brainstorm?

    How might we...[insert prompt]? Bring in any copies of any sketches,

    wireframes etc and prepare questions for mock interviews/testing

    Recruit remote users for Saturday & in-person users for Sunday

  • Debrief

  • Think

    Make

    Check

    Uses & Features

    (Talk)

    (Activity)

    (Activity) Themed Release?

    Friday

    Sketch User & Biz needs

    Ian McFarland

    Re-Visit POVs

    12-12-30 12:30-1:30 1:30-2:30 2:30-3:30 3:30-4:00 4:30-5:00 5:00-

    RapidPrototypes

    Tara Kelly

    Sketches in context &

    storiesabout use

    Choose context that

    triggers most use

    Make featuresWireframes

    Wireframe CheckMetrics Check- KPIs

    Low-fiLow-tech Prepare for

    Saturday

    Practice walkthroughs

    Test with real users & Product

    Design Guild

    Guerrilla Testing

    Stories

    Debrief

    Get Visual

    Agile

  • Introducing Ian McFarland

    Group CTO at Digital Garage Former VP of Tech at Pivotal Labs @IMF

  • http://luxr.posterous.com/http://luxr.posterous.com/

  • Now that you have a POV

    Lets talk about ideation

  • Ideation

  • Whats Ideation

    Ideation is the process of idea generation. Mentally it represents a process of going wide in terms of concepts and outcomes. Ideation provides the fuel for building prototypes and driving innovative solutions.

  • Why Ideate

    Ideate in order to step beyond obvious solutions. We ideate to harness the collective perspectives and strengths of our teams. We ideate to create fluency (volume) and flexibility (variety) in our innovation options.

  • Examples of from Startups?

  • Bad Brainstorming Everyone thinks they already do it Not a regular meeting Not something you take formal notes at Not a presentation Shouldnt feel like work Its actually a tool that needs skill

  • How to Kill a Brainstorm

    The boss gets to speak first Everybody gets a turn Experts only please Do it off-site No silly stuff Write down everything

  • How NOT to Brainstorm

    http://www.youtube.com/watch?v=ttWhK-NO4g8

    http://www.youtube.com/watch?v=ttWhK-NO4g8http://www.youtube.com/watch?v=ttWhK-NO4g8

  • How to Brainstorm

    http://www.youtube.com/watch?v=W1h5L_0rFz8&feature=related

    http://www.youtube.com/watch?v=W1h5L_0rFz8&feature=relatedhttp://www.youtube.com/watch?v=W1h5L_0rFz8&feature=relatedhttp://www.youtube.com/watch?v=W1h5L_0rFz8&feature=relatedhttp://www.youtube.com/watch?v=W1h5L_0rFz8&feature=related

  • Brainstorming Tips

    One Conversation at a Time Go for Quantity Defer Judgement - NO Blocking Build on the Ideas of Others Encourage wild ideas Be Visual Stay on Topic Headline!

  • Ideation

  • Tip: dont make HMWs? too narrow or too broad

  • Your Turn - Frame the Brainstorm

    From your POV...come up with a few how might we...? statements

    How might we trigger [insert persona, POV] to do [insert verb, behavior]?

  • Find a partner

    Brainstorm 7min Cluster, group, & build on excitement

  • Switch with your partner

    Brainstorm 7min Cluster, group, & build on excitement

  • How do you synthesize?

  • Imp

    act

    Easy HardExecution

    Low

    High

    Plot Ideas

  • Prioritize & Vote

    Vote based on tech feasibility, business & distribution viability

  • Prototyping

  • Lets start with sketching

    @karldotter, dojo.com http://www.slideshare.net/k4rl/sketching-leanux

    http://dojo.comhttp://dojo.comhttp://www.slideshare.net/k4rl/sketc...