(agile 2011) lean ux: getting out of the deliverables business

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Lean UX Getting out of the deliverables business http://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg Agile 2011 Salt Lake City, UT

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Most up to date version of the Lean UX deck created for Agile 2011. Covers how to focus on creating experiences instead of documents.

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Page 1: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Lean UXGetting out of the deliverables business

http://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg

Agile 2011Salt Lake City, UT

Page 2: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Why am I up here?Designer. Team Leader. Lover of conference schwag.

Jeff Gothelfcurrently: Director of UX at TheLadders.com

previously: Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startups

blog: www.jeffgothelf.com/blog

twitter: @jboogie

email: [email protected]

#LeanUX

Page 3: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

In the beginning…UX began with Information Architecture which no one had ever heard of

http://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg#LeanUX | @jboogie

Page 4: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Deliverables helped define Information ArchitectureAnd this was good

#LeanUX | @jboogie

Page 5: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

IA evolved and expanded into Interaction DesignDarwinism at work

#LeanUX | @jboogie

Page 6: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Deliverables helped define these emerging practicesAnd this was good

#LeanUX | @jboogie

Page 7: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Value has ultimately been placed on the deliverableNot on the experience being created

#LeanUX | @jboogie

Page 8: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

#LeanUX | @jboogie

Deliverables eat babies!I kid. Only a little.

Page 9: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

With interactive experiences evolving rapidlyThe deliverable is just not enough

#LeanUX | @jboogie

Page 10: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Lean UXInspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of design work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.

#LeanUX | @jboogie

Page 11: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

It goes a little something like this…Look familiar?

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

Page 12: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Designers can’t hide behind their monitor any more!Hope you like hanging out with designers.

http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/#LeanUX | @jboogie

Page 13: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Get design work out there. Fast.In public. (Yes, where everyone can see it.)

#LeanUX | @jboogie

Page 14: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

What Lean UX is NOT

#LeanUX | @jboogie

Page 15: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Lazy.Sorry. Designers still have to work hard.

http://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg

“…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.”

- Austin Govella commenting on Whitney Hess’s “Why I Detest the Term Lean UX”http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/

#LeanUX | @jboogie

Page 16: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

The only thing being removed is waste.You leave that stuff laying around and it starts to stink!

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

Page 17: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

This is NOT design-by-committee!That never leads to anything pretty.

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

Page 18: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

What Lean UX is…

#LeanUX | @jboogie

Page 19: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

ControlDesigners still drive the design

#LeanUX | @jboogie

Page 20: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

“But I’m giving up control of my work!”Not really. It just feels that way at first.

http://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/#LeanUX | @jboogie

Page 21: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

It’s not “The Spec” that gives controlThat’s the last mile of the value design brings to the team

http://talkingtraffic.org/wp-content/images/stack_documents.jpg#LeanUX | @jboogie

Page 22: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

If a designer spends 3 months perfecting a design only to find out it fails to meet customer and/or business needs, they’ve just

wasted 3 months of their life, not to mention the team’s.

#LeanUX | @jboogie

Page 23: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011.

http://www.alistapart.com/articles/design-criticism-creative-process/ #LeanUX | @jboogie

Designers shouldn’t be expected to get it right the first timeNobody else has to

Page 24: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Designers are the “Keepers of the Vision”The experience is design’s responsibility

http://www.flickr.com/photoshttp://www.flickr.com/photos/kubina/1386979654/sizes/l/#LeanUX | @jboogie

Page 25: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

MomentumEveryone’s engaged. Everyone’s motivated.

#LeanUX | @jboogie

Page 26: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Keep everybody moving forwardClients, stakeholders, design and team.

http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/#LeanUX | @jboogie

Page 27: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

QualityNo compromises

#LeanUX | @jboogie

Page 28: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

“Speed first. Aesthetics second.” – Jason Fried, 37Signals.com

#LeanUX | @jboogie

Page 29: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

“Going for the bronze.” – A Creative Director I used to work with

#LeanUX | @jboogie

Page 30: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

What about the quality of the design?Iterations mean quality continually improves.

http://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg#LeanUX | @jboogie

Page 31: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

FeasibilityMake sure it can be built (and built well)

#LeanUX | @jboogie

Page 32: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Prototype it!But not all of it.

hthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/

#LeanUX | @jboogie

Page 33: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Once validated, demo to the team.Presto! Instant documentation.

http://www.flickr.com/photos/koolwaaij/152426460/sizes/o/

No additional deliverables are needed!

#LeanUX | @jboogie

Page 34: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Then show it to your customers.Keep it light and cheap.

http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/#LeanUX | @jboogie

Page 35: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Fill in the gapsWhat did you not think about?

#LeanUX | @jboogie

Page 36: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

The more you talk about itThe more you realize what’s missing

http://www.flickr.com/photos/adysmiles/4822749055/sizes/l/#LeanUX | @jboogie

Page 37: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Can I make this happen in my organization?Short answer: Yes. Long answer: Yessssssssss!

#LeanUX | @jboogie

Page 38: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

The internal software/web design shop.Well within your grasp.

http://www.istudyathes.com/wp-content/uploads/2009/02/microsoft-20team-201978.jpg#LeanUX | @jboogie

Page 39: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software.

#LeanUX | @jboogie

Page 40: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

#LeanUX | @jboogie

The interactive agency and services world.Tougher sell. Worth it in the end.

Page 41: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Agencies are in the deliverables business.

#LeanUX | @jboogie

Page 42: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Recapping the “internal” Lean UX process….Remember?

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

Page 43: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

For services agencies it looks slightly differentGive your clients the power. They like that.

Concept Prototype

Validate w/client Learn

from user

behavior

IterateValidate w/client

#LeanUX | @jboogie

Page 44: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level

#LeanUX | @jboogie

Page 45: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Reducing deliverables efforts reduces revenueIn theory…

Fewer deliverables Fewer billable hours

$$$$

Project delivered faster

Happier, more empowered client

Repeat customer

#LeanUX | @jboogie

Page 46: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Invest in your client’s successIt shows the confidence you have in your work

http://www.flickr.com/photos/19638298@N00/143127498/sizes/z/#LeanUX | @jboogie

Page 47: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Distributed teams do it remotely!If they’re a part of you, it’s on! If not, it ain’t bloody likely.

http://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg#LeanUX | @jboogie

Page 48: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Is this good for every project?Use it where it makes sense.

http://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg#LeanUX | @jboogie

Page 49: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Functional, task-flow projects work well.There’s a clear end goal.

#LeanUX | @jboogie

Page 50: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Highly experiential marketing projects will struggle.Time to ideate and create options is essential.

#LeanUX | @jboogie

Page 51: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

What about content heavy experiences?Some up front planning is necessary.

#LeanUX | @jboogie

Page 52: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Case Study100 Days of Collaboration

#LeanUX | @jboogie

Page 53: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Problem Statement:“You’re like Monster, but I have to pay for it.”

#LeanUX | @jboogie

Page 54: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

3 days, 3 themes:Acquisition and conversionResume servicesA human in every interaction

#LeanUX | @jboogie

Page 55: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

#LeanUX | @jboogie

Page 56: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

#LeanUX | @jboogie

Page 57: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

#LeanUX | @jboogie

Page 58: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

#LeanUX | @jboogie

Page 59: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

#LeanUX | @jboogie

Page 60: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

How do I get started?Here are 5 quick wins you can implement today

#LeanUX | @jboogie

Page 61: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Solve the problem togetherAs opposed to implementing someone else’s solution

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

1

Page 62: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

SketchingIt’s all the rage!

#LeanUX | @jboogie

2

Page 63: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Example of sketching at workV1 of the UI

#LeanUX | @jboogie

2

Page 64: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Sketching brings experiences to life fasterLaunched UI

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

2

Page 65: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Get the experience out there, not the documentAct it out if you have to

#LeanUX | @jboogie

3

http://www.macdavidpro.com/wp-content/uploads/2010/02/4355664150_68b8aa58a9_o-600x337.jpg

Page 66: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Pair up!But do it, cross-functionally

#LeanUX | @jboogie

4

http://photofind.com/featured-photo/20-uncomfortable-moments-in-sports

Page 67: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Pairing saves timeIt also levels the playing field

#LeanUX | @jboogiehttp://hoveringartdirectors.tumblr.com/page/2

4

Page 68: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Pairing sets designers free, man…and empowers developers!

#LeanUX | @jboogiehttp://www.clydekellerphotos.com/images/AP_Kesey_HippiesDancing_GALLERY_CGW.jpg

4

Page 69: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Style guides!The cause of, and solution, all your UX problems

#LeanUX | @jboogie

5

Page 70: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

They’re good for developers too!Creates a reusable asset library and point from which to start

#LeanUX | @jboogie

5

Page 71: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Designers are used to being heroes. Lean UX is distinctly, anti-hero.

http://www.abegoodman.com/Images/greatest-american-hero.jpg#LeanUX | @jboogie

Page 72: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

This is an evolution. Not a revolution.Designers must evolve to stay relevant.

http://www.flickr.com/photos/freejay3/2387714157/sizes/l/#LeanUX | @jboogie

Page 73: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Once you go lean…Apparently it’s good and you can’t go back to…err…fat…or something

#LeanUX | @jboogie

Page 74: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Let’s get back to the experience design business.It’s where it’s at (as the kids say)

http://www.flickr.com/photos/expressmonorail/3057998218/sizes/l/#LeanUX | @jboogie

Page 75: (Agile 2011) Lean UX: Getting Out of the Deliverables Business

Thanks!Call me. Let’s chat.

#LeanUX | @jboogie

@[email protected]/blogbit.ly/LeanUX slideshare.net/jgothelf

Jeff Gothelf