500 startups lean ux bootcamp
TRANSCRIPT
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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/
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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?
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Quick review of artifacts well create
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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/
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Personas
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Ecosystem Map
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Ecosystem Map
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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)]
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+ Because [Insert Insight...(compelling & surprising)] +
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Point of View[User...(descriptive)]
[Needs...(verb)]
[Insight...(compelling & surprising)]
Needs
Because
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Now a little soapbox
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Design?
What comes to mind
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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.
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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.
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Visual Design
Interface - Navigation - Info Design
Beyond the Surface
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Visual Design
Interface - Navigation - Info Design
Beyond the Surface
You wouldnt say that computer engineering is only about the
front-end
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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
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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
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We All Want to Hit this Sweet Spot
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Repeatable Process to Great Design?
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Startups dont repeatedly get
through a whole cycle! (or really have a process)
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Design Process for Startups?
Startups Have to Bias Towards This
End
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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
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Design Process for Startups?
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Lets Start with Empathy
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Flare Out for Inspiration
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Search for Human Values
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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
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Huh?
Empathy is when you feel what the other person is feeling. You can mirror their expressions, their opinions, their hopes...
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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
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Why Empathy?
People care about their problems (or pleasures ;) not your F-ING solution
- Dave McClure
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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?)
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Startup Examples of Empathy?
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How to Find Empathy?
First lets start with who think your users are...
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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/
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Do it now!
Quickly break into teams you got 20 minutes!
Write out as many personas as possible!
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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/
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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?
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Now time to zoom out from your
personas
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Ecosystem Map
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Ecosystem Map
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Entrepreneurs Guide to Customer Development
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Ecosystem Map
Map out all the players in your ecosystem on Post-Its
This could be BD relationships, competitors, platforms, channels
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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
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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?
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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
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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/
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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/
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Test Your Hypotheses?
How would you test these ecosystem hypotheses?
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How to else find Empathy? (& validate your
personas)
One way is to interview...
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Theres lots of ways of asking questions
To generate stories and inspiration To evaluate and assess To test and isolate variables
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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.
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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!
...
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Seek Stories
Tell me about the last time you... Tell me about an experience youve
had with...
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Talk about feelings
How did you feel when ____ happened? What were you feeling at that
moment?
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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...
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Demo
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Your Turn
Draft questions that help you better understand your users without directly asking them about your product (5 min)
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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)] +
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Find a partner
Time permitting Interview them (10 min each)
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Refine Questions
Time Permitting Refine questions, look for categories & themes
to dig deeper into (5 min)
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Interview Arc
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Now how do we synthesize?
Circle needs your notes (look for verbs, quotes, actions, behaviors)
Circle insights in your notes (stories about the context)
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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?
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Capture Share
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Saturate & Group
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Empathy Map
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Journey Map
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Define the opportunity
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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.
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POV Madlib
Go back to your persona & ecosystem players
Describe your user + need + surprising insight
Pick a user individually, divide and conquer 10 min!
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Point of View[User...(descriptive)]
[Needs...(verb)]
[Insight...(compelling & surprising)]
Needs
Because
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Find a partner
Time permitting Share with your team (2 min each)
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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
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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
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Debrief
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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
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Introducing Ian McFarland
Group CTO at Digital Garage Former VP of Tech at Pivotal Labs @IMF
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http://luxr.posterous.com/http://luxr.posterous.com/
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Now that you have a POV
Lets talk about ideation
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Ideation
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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.
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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.
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Examples of from Startups?
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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
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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
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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
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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
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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!
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Ideation
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Tip: dont make HMWs? too narrow or too broad
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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]?
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Find a partner
Brainstorm 7min Cluster, group, & build on excitement
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Switch with your partner
Brainstorm 7min Cluster, group, & build on excitement
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How do you synthesize?
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Imp
act
Easy HardExecution
Low
High
Plot Ideas
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Prioritize & Vote
Vote based on tech feasibility, business & distribution viability
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Prototyping
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Lets start with sketching
@karldotter, dojo.com http://www.slideshare.net/k4rl/sketching-leanux
http://dojo.comhttp://dojo.comhttp://www.slideshare.net/k4rl/sketching-leanuxhttp://www.slideshare.net/k4rl/sketching-leanux
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Now lets test your prototypes
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Setup a scenario
When you go through the interview check off if you validated any assumptions
User:
Goal/task 1
Goal/task 2
Goal/task 3
List of hypotheses:
[Insert description of interviewee (add if they fit your persona or POV)]
The Designer Fund
New user experience. e.g. User discovers link on Facebook //Have interviewee login to Facebook and click on Fan page newsfeed
Tech/OS/Browser:
Scenario 1:
[Insert tech savviness/usage level; OS; Browser]
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Setup a Scenario
Get your prototype ready Draft a scenario (5 min)
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Interview & Test
Find a partner Brief them on your scenario & show them
your prototype
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Feedback Capture
Things people liked or found notable
Questions that the experienced raised
Constructive criticism & changes
+
?Ideas the experienced
spurred
http://dschool.stanford.edu/http://dschool.stanford.edu/
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Backlog In Progress Validated
No bucket can contain more than projects at a time
The Designer Fund
Built
Kanban Board
A
B
C
D
E
F
http://www.startuplessonslearned.com/http://www.startuplessonslearned.com/
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Prep for tomorrow http://www.slideshare.net/LauraKlein1/who-do-i-talk-to-
now-diy-user-research-for-startups?
http://www.slideshare.net/rick/lean-ux-bootcamp-500-startups-intro-to-usability
Pick questions, scenarios tools & do remote interview/test
Pick questions, scenarios, & do in person interview/test
http://www.slideshare.net/LauraKlein1/who-do-i-talk-to-now-diy-user-research-for-startups?from=ss_embedhttp://www.slideshare.net/LauraKlein1/who-do-i-talk-to-now-diy-user-research-for-startups?from=ss_embedhttp://www.slideshare.net/LauraKlein1/who-do-i-talk-to-now-diy-user-research-for-startups?from=ss_embedhttp://www.slideshare.net/LauraKlein1/who-do-i-talk-to-now-diy-user-research-for-startups?from=ss_embedhttp://www.slideshare.net/rick/lean-ux-bootcamp-500-startups-intro-to-usabilityhttp://www.slideshare.net/rick/lean-ux-bootcamp-500-startups-intro-to-usabilityhttp://www.slideshare.net/rick/lean-ux-bootcamp-500-startups-intro-to-usabilityhttp://www.slideshare.net/rick/lean-ux-bootcamp-500-startups-intro-to-usability
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Stories to wrap up
@theozero, highscorehouse.com @helloxander, getpunchd.com @enriqueallen, designerfund.com
http://highscorehouse.comhttp://highscorehouse.comhttp://getpunchd.comhttp://getpunchd.comhttp://designerfund.comhttp://designerfund.com
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Feedback on the bootcamp
Like... Hands on activities Succinct concepts, handouts, & tories from other entrepreneurs Interviews and testing with real people
Wish... More examples from each activity More facilitators available Improved email prep before bootcamp
How to... Show qualitative & quantitative tradeoffs Show examples that are contextual to market/consumer audience Keep lists of resources and links maintained
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Appendix
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/
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http://luxr.posterous.com/http://luxr.posterous.com/