LEAN UX

Getting out of the deliverables business

Applying lean to User eXperience

Frederik Vannieuwenhuyse @vfrederik

http://value-first.be

Agile Tour Brussels 2015

Agile Tour Brussels 2015

Agile Tour Brussels 2015

The Lean Series

http://www.helloerik.com/wp-content/uploads/zen-diagram.jpg

http://www.stefangolling.de/wp-content/uploads/2014/07/BDUF_vs_MVP-1170x716.png

http://erply.com/case-study-how-you-can-copy-nordstroms-secrets-to-massive-retail-success/

https://www.shopify.com/blog/15517012-how-nordstrom-made-its-brand-synonymous-with-customer-service-and-how-you-can-too

LEAN UX

https://www.youtube.com/watch?v=szr0ezLyQHY

@vfrederik

@vfrederik

• Given: a problem statement

• Steps:

1. Who is the user?

2. State the desired outcome (and validation)

3. Define a feature

4. Write the hypothesis

LEAN UX workshop

THINK: problem statement

Example• Our hotel website / mobile app was designed to

rent hotel rooms to travellers. We offer the lowest room price possible.

• We have observed that only 1% of the total number of visitors booked a hotel room the last 3 months.

• How might we improve our website / mobile app so that our hotel website / mobile apps becomes attractive and 10% more visitors are converted to booking a hotel room?

THINK: hypotheses

We believe that adding hotel room images on the booking page

for Mary (= a site visitor)

will achieve more customer conversions

validated by a 10% increase in customers who booking a hotel room.

Example

THINK: hypotheses

We believe that adding hotel room images on the booking page

for Mary (= a site visitor)

will achieve more customer conversions

validated by a 10% increase in customers who booking a hotel room.

Example

Feature

Personas OutcomeMeasurement

THINK: hypotheses

We believe that [FEATURE]

for [PERSONAS]

will achieve [OUTCOME]

validated by [MEASUREMENTS / FEEDBACK].

STEP 1 Who is the user?

GOAL Understand your customer, the end-user.

TOOLS Your brain; team work; proto-persona

1. List possible users. Pick 1 user.

2. Create a proto (ad hoc) persona:1. a name2. demographics3. behaviours4. user needs

THINK: proto-personas

http://www.anthonycreyes.com/wp-content/uploads/2014/10/Persona.jpeg

STEP 2 What’s the objective (outcome)? How do we measure its success?

GOAL Define an objective (outcome) to improve your product or service and its User eXperience.

TOOLS Your brain; team work; notes (stickies); dot voting

1. List a number of possible improvements for your product or service. Think about outcomes (objectives) NOT features (solutions).

2. Prioritise. Pick 1 objective.

3. Define a metric to measure the success of the objective.

STEP 3 What's the feature?

GOAL Define a feature (solution, functionality, etc) that will serve the user’s need (and meet the objective set)

TOOLS Your brain; team work; notes (stickies); dot voting

1. List possible features

2. Prioritise. Pick 1 feature

STEP 4 Formulate the hypothesis!

GOAL Express all the assumptions made into a testable form.

TOOLS Your brain; team work; hypothesis statement

Combine the persona, objective, metric and feature into a hypothesis statement.

THINK: hypotheses

We believe that [FEATURE]

for [PERSONAS]

will achieve [OUTCOME]

validated by [MEASUREMENTS / FEEDBACK].

http://i.ytimg.com/vi/a-J_SwmMJyo/maxresdefault.jpg

Steve Blank

“Documents don’t solve customer’s problems.”

(and working software)

“Good products do.”

“Don’t design (don’t build) stuff people don’t use”

LEAN UX

Applying Lean Principles to Improve User Experience

Book by Jeff Gothelf and Josh Seiden

http://www.leanuxbook.com

Concepts and techniques about Lean UX are attributed to the authors of this book.