launch academy introduction to lean ux workshop - february 2014

An Introduction to Lean User Experience Design

Marc Baumgartner Founder + Design Director

Codename Design

Welcome

Agenda

Morning Session: 8:45 Registration 9:00 Course Introduction 9:15 Lean UX Principles 10:00 - 10:15 Break 10:15 Lean UX Processes 12:00 Lunch

Afternoon Session: 1:00 Project Introduction and Brief 2:00 Develop User Stories Exercise 2:30 Wireframes Exercise 3:10 - 3:20 Break 3:20 Prototypes Exercise 4:45 Presentations and feedback. 5:15 Wrap Up

10’000 FT.

Ash Maurya, Running Lean, 2012

“... what separates successful start ups from unsuccessful ones is (...) that they find a plan that

works before running out of resources.”

Let’s Make a Product – old school

Perceived “Learning” Curve

You’re wrong about something.

You just don’t know what that "“something” is yet.

Actual “Validated Learning” Curve

The goal of Lean UX

Iterate as quickly as you can" to get as much validated learning"

as you can for the least effort.

The goal of Lean UX

LEAN"DESIGN"

Design builds knowledge.

DESIGN MATERIALIZES"KNOWLEDGE

Increase in “shared” knowledge

DESIGN IS"ITERATIVE

The “Design” Process

LEAN UX IS"ABOUT “MAKING”

The Lean Process

LEAN UX IS NOT ABOUT"BEING “DONE”

IT IS ABOUT BEING READY"FOR THE NEXT ITERATION

EXPOSE YOURSELF …before you’re ready

MINIMUM"VIABLE"

PRODUCT

Eric Ries

"The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about

customers with the least effort." "

JUST"ENOUGH"DESIGN

May cause nausea. …it’s o.k. if you feel queasy

you kind of get used to it.

Lean User Experience Design

Lean UX is a process that:

• Places a primary focus on creating value for customers • Minimizes the time it takes to learn • Minimizes the cost of each lesson learned • Allows you to communicate what you’ve learned with the team • Allows you to act on that learning so you can create more value for customers • Allows you to observe whether you’ve actually created more value

User Centered Design."Agile Methodologies."Data Driven Design.

User Centered Design

• The Actors (or users, or customers)

• The Objects (the material atomic bits people work with / “content”)

• The Goals (what actors want to achieve in context)

• The Activities (the steps they need to go through to complete goals)

• The Interactions between the actors and the objects to reach their goals

• The Context (the physical world including device, social etc…)

Agile Methodologies

1.  Individuals and interactions over processes and tools 2.  Working software over comprehensive documentation. 3.  Customer Collaboration over contract negotiation 4.  Responding to change over following a plan

Agile Methodologies – User Stories

As an [ actor type ] I want to [ accomplish something ] So that [ something of value happens ]

“As a frequent purchaser I want to be able to save an item to my wish list so that I can return to purchase my saved items.”

User Stories (extended): • Acceptance Criteria • Discussion notes • Dependencies / Related stories • Components (what parts of the app(s) are affected, what out of app experience elements are required (for example: emails sent) • Links to resources like assets and reference artifacts like diagrams, wireframes, mockups

How Stories fit into the flow

1.  Understand the problem, then;

2.  Model solutions at a user scale:

• Write A Story / Design the test

• Model and discuss possible solutions

• Prioritize / decide on an approach

• Try to invalidate the approach yourself

• Create an artifact / prototype of the appropriate fidelity

• Test... Measure... Iterate (go back to #1).

Data-Driven Design

• What’s the problem? • What’s your assumption about the problem? • What are you going to measure? • How are you going to measure? • What results constitute success? • What is the threshold for validation?

Data-Driven Design

Data-Driven Design – Measuring Example

• Are people using our product? • Are they using all of it or only parts of it? • Are they using it in the way we expected?

“Our assumption was that users would primarily use the marketplace matching features we built into the MVP to complete a transaction once per month.”

Data-Driven Design – Measuring Example

We’ll measure app usage for the past 30 days using analytics looking specifically at transaction traffic and funnels looking for completed transactions and drop-offs. We’ll need at least 1000 transactions from after release #3. We’ll talk to at least 8 people locally to get qualitative feedback.

• If we get an average of 1 transaction per user per month we’re on the right track, we’ll work on aiming higher, open the social loop and test again at scale;

• If we’ve had an average of 80% of users with 1 transaction every 30 days we’ll take that as a good sign, pay special attention to qualitative feedback.

• If we get less than 80% we’ll look at both qualitative and quantitative data to see where the drop offs are and if there are any specific branding / market issues with the offering.

Data-Driven Design – Appropriate Tests

Depends on what stage your startup is at:

1.  Worth building Am I meeting a need (early validation) 2.  Empathy Landing page conversion 3.  Stickiness Engagement / churn / customer funnel 4.  Virality Customer acquisition cost / viral co-efficient 5.  Revenue LTV / upselling 6.  Scale resellers / support costs etc…

For more details see “Lean Analytics” by Alistair Croll & Benjamin Yoskovitz

Questions

Lean UX Processes"Overview

LEAN UX IS"ABOUT “MAKING”

MAKING WHAT? …glad you asked

MAKING MODELS

WHAT IS"WHAT COULD BE

PROBLEMS"SOLUTIONS

PROBLEM HYPOTHESIS" “We are solving a worthwhile problem, one

that people will pay for.”

SOLUTION HYPOTHESIS" “We are solving a validated problem in a way

people will love to use.”

MAKING MODELS …of things that are, and things that are

about to be.

Models"(to understand the problem)

Personas Observation Interviews User Journeys Business Models Analytics

Models (to propose solutions)

Story Boards Diagrams Wireframes Mockups Interactive Prototypes

Lean UX Discovery"Understanding The Problem

When discovery applies • New products • New features • Existing products • Existing features • Competitive analysis.

Models"(to understand the problem)

1"(Proto) Personas

1. Proto Personas

Good for: • Humanizing the users to the team; • Confirming assumptions around your identified personas; • Qualitative feedback.

1. Proto Personas

Tools: • Pen & Paper • Omnigraffle • Illustrator / InDesign

2"Observation

2. Observation

”Salary Men" by Marc Baumgartner, 2013

2. Observation

"Cyclops" by Jaime Pitarch, 2002

Good for: • Finding behaviour patterns; • Unscripted qualitative findings; • Finding workarounds that people are already using to deal with pain points; • The goal here is not to do exhaustive ethnographic research, observe to validate your proto-personas

2. Observation

"Cyclops" by Jaime Pitarch, 2002

Types of Observation • Complete Observation - street life, trend spotting • Observer as Participant - you observe and guide (interviews, focus groups, workshops) • Participant as Observer - you participate and subjects know you're observing (joint activities, card sorting) • Complete Participation - you participate with subjects unaware (think secret millionaire / undercover boss)

Tools: • Pen & Paper • Camera / Video • Note software (evernote, google docs) • Camera / Video • Props • Release / Consent Forms (if required) • Thank you notes

2. Observation

3"Interviews

3. Interviews

http://www.reed.co.uk/career-advice/blog/2012/april/body-language-interview-dos-and-donts

3. Interviews

Good for: • Confirming assumptions around your identified personas; • Qualitative feedback. • Testing the solutions-based models

3. Interviews

http://www.reed.co.uk/career-advice/blog/2012/april/body-language-interview-dos-and-donts

Types of Interviews

•  Structured Interviews - following a script of questions •  Unstructured Interviews - let the subject's answers guide you

Tools: • Sound recording device • Pen & Paper • Note software (evernote, google docs) • Camera / Video • Loose Script • Props • Release / Consent Forms / Honorarium / Thank you notes

3. Interviews

4"User Journeys

4. User Journeys

Marc Baumgartner, 2013

4. User Journeys

Good for: • Modeling existing issues on a known experience that could be improved; • Modeling a system from scratch during product development;

4. User Journeys

Tools: • Pen & Paper • Whiteboard / Camera • Lucid Charts • Omnigraffle • Any diagramming software • Analytics

4. User Journeys

Codename Design

5"Analytics

5. Analytics

Good for: • Quantitative feedback; • Confirming assumptions around your identified personas through demographic information; • Finding drop off in funnels; • Finding popular content / usage patterns • Much more…

5. Analytics

Tools: • Google Analytics • Mixpanel • KISS Metrics • Others…

5. Analytics

6"Business Models*

6. Business Models

Good for: • Modeling product/market fit; • Modeling the high level dependencies on partners and providers; • Modeling product positioning and unfair advantage.

Tools: • Whiteboard / Camera • Paper & Marker / Stickies • Omnigraffle • Etc…

To learn more make sure to check out the upcoming Launch Academy course offerings.

6. Business Models

Questions

Lean UX Artefacts"Modeling The Solution

Models "(to understand the problem)

1"Story Boards

1. Storyboards

Good for: • Communicating context issues (where a product is being used / device types / constraints) • Communicating context based service cases (like loss of connection) • Communicating high level goals and use cases to funders / partners

1. Storyboards

Tools: • Pen & Paper • Whiteboard / Camera • Adobe Illustrator / InDesign • Omnigraffle

1. Storyboards

2"Diagrams

2. Diagrams

Codename Design

2. Diagrams

Good for: • Communicating user goals and priorities; • Communicating business logic and system processes; • Communicating which site / app components are involved in the process • Communicating what screens are required • Sanity checking the scope, discovering alternative / simplified option • Finding complementary experiences

2. Diagrams

Codename Design

Single flow split into stories

2. Diagrams

Tools: • Pen & Paper • Whiteboard / Camera • Lucid Charts • Omnigraffle • Adobe Illustrator / InDesign • Any diagramming software

Sidetrack"“Fidelity”

Artifacts can be created at different fidelities

Fidelity you use depends on…

• What you’re trying to validate; • Who your audience is; • How much time you have.

Different types of fidelity

• Visual Fidelity: How close the final visual design is the prototype? • Behavioural Fidelity: How closely does the prototype demonstrate the interaction? • Content Fidelity: Are you using placeholder or the actual copy for calls to action and buttons? • Contextual Fidelity: How close to the device and its intended context is the prototype being demonstrated?

For more see http://www.slideshare.net/austingovella/hacking-ux-zombies

Comparison of Artefacts

3"Wireframes

3. Wireframes

Good for: • Communicating vision, layout and visual hierarchy at a screen level; • Communicating relationship between content and images; • Communicating navigation and annotating actions; • Getting content and SEO teams on the same page • Testing your categorization scheme

3. Wireframes

Lean Version: • Work fast, sketchy and as a team • Use white boards and sketch templates • Draw and talk, discuss elements as you draw • Use your space • Document with phone / camera • Move on

3. Wireframes – work fast

3. Wireframes – use your space

3. Wireframes

Tools: • Pen & Paper & Stickies & Tape & Whiteboards, • Adobe Illustrator • Omnigraffle • Axure RP • UXPin, Balsamique, Hotgloo +100 apps,

4"Mockups

4. Mockups

Good for: • Testing the look of the app / site at the pixel level; • Branding; • Execution of communication; • Aesthetic patterns • Testing look, pixel level, branding, execution of communication, aesthetic

4. Mockups

Lean Version: • If it’s faster to go straight to higher fidelity, do it; • Work in a way that allows you to use the same mockups sharing knowledge of how to build the final product and what the product looks like; • Annotate your mockups like you would wireframes if you need to, notes on mockups can help you use the same mockup for multiple stories • Use an indexing system to number your mockups / screens;

4. Mockups – same mockup for multiple stories

4. Mockups

Tools: • Adobe Illustrator, Fireworks, Photoshop (only for final assets); • Invision; • proto.io; • More…

5"Protoypes

5. Prototypes

Lo-fidelity sketch turn into simple interactive prototype using POP

5. Prototypes

Good for: • An alternative to the requirements driven approach to providing descriptive artefacts; • Communicating the look and feel of the app / site in context; • Communicating flows and interactions; • Communicating screen states; • Generating discussion, iterating solutions

5. Prototypes

Simple linear process demonstrated using Adobe Illustrator and Dropbox

5. Prototypes

Lean Version: • Understand what you’re testing and your audience (figure out what fidelity you’ll need, pick the appropriate tool for prototyping) • Plan a little – prototype the rest • Prototype only what you need to test • Fake it / fudge it whenever you can • Work in a way that you can build on your prototype

Tools: • Paper • Camera / Dropbox • POP (turn sketches into interactive prototypes) • Adobe Fireworks (Mac OS) / Axure RP (Mac / Windows); • Adobe Illustrator / Photoshop w/Dropbox; • HTML5; • Visio / Hotgloo + many, many more…

5. Prototypes

- Afternoon Workshop -

Resources

The Lean Startup – Eric Reiss

Lean UX – Gothelf / Seiden

Running Lean – Ash Maurya

UX for Lean Stratups – Laura Klein

Lean Analytics – Croll / Yoskovitz

Agile Experience Design – Ratcliffe / McNeill

Rocket Surgery Made Easy – Steve Krug

Interviewing Users – Steve Portigal

Prototyping – Todd Zaki Warfel

Business Model Generation – Osterwalder / Pigneur

The Four Steps to the Epiphany – Stevn Gary Blank

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