Better product definition with Lean UX and Design Thinking by Jeff Gothelf - Lean IT Summit 2014

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Requirements-driven product definition is a sure-fire way to get 100% of the wrong product launched. The assumptions that requirements are based on are usually not accurate enough to determine the exact solution those requirements dictate. Instead, teams should focus on creating a series of hypotheses that define potential solutions to their business problem and then work together to learn which of these hypotheses are keepers and which ideas to kill. At the Lean IT SUmmit 2014, Jeff Gothelf provided an overview of how to apply the ideas behind Lean UX and Design Thinking to project definition and planning. Video available soon on Institut Lean France youtube channel.

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  • 1. BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN THINKING Lean IT Summit - Paris October 2014 Monday, October 6, 14
  • 2. Monday, October 6, 14
  • 3. Monday, October 6, 14
  • 4. @neoinnovate || @jboogie Monday, October 6, 14
  • 5. @jboogie While the initial launch and traction proved extremely exciting, it misled us into believing there was a larger market ready to adopt our product. http://techcrunch.com/2012/01/22/post-mortem-for-plancast/ @neoinnovate || @jboogie Monday, October 6, 14
  • 6. 100,000 have registered and over 230,000 people visit each month. @jboogie http://techcrunch.com/2012/01/22/post-mortem-for-plancast/ @neoinnovate || @jboogie Monday, October 6, 14
  • 7. People often tell me I like Plancast, but I never have any plans to share. @jboogie http://techcrunch.com/2012/01/22/post-mortem-for-plancast/ @neoinnovate || @jboogie Monday, October 6, 14
  • 8. Most social networks feed primarily on vanity.Sharing plans, unfortunately, doesnt present the same opportunity to show off and incur the same subsequent happy feelings. @jboogie http://techcrunch.com/2012/01/22/post-mortem-for-plancast/ @neoinnovate || @jboogie Monday, October 6, 14
  • 9. [lack of an invitation feature] caused a situation where many people feel awkwardly aware of events to which they dont feel welcome @jboogie http://techcrunch.com/2012/01/22/post-mortem-for-plancast/ @neoinnovate || @jboogie Monday, October 6, 14
  • 10. @jboogie http://blog.capwatkins.com/formspring-a-postmortem @neoinnovate || @jboogie Monday, October 6, 14
  • 11. The first big project we worked on was a Formspring button that sites could embed at the end of blog posts... We had millions of users, so we figured it wasnt a stretch to imagine they browsed other web sites and would gladly click a Formspring button at the end of a post ... This was just as the Facebook Share and Twitter Tweet This buttons were appearing... @jboogie http://blog.capwatkins.com/formspring-a-postmortem @neoinnovate || @jboogie Monday, October 6, 14
  • 12. @jboogie http://blog.capwatkins.com/formspring-a-postmortem @neoinnovate || @jboogie Monday, October 6, 14
  • 13. @jboogie http://blog.capwatkins.com/formspring-a-postmortem @neoinnovate || @jboogie Monday, October 6, 14
  • 14. We spent months on that system. We had to make sure our servers could handlehuge influx of traffic, had to design & implement the feature, make sure the implementation was easy for publishers, make deals with publishers, etc. We bet huge. On someone elses (Facebook and Twitters) plan. Flop... @jboogie http://blog.capwatkins.com/formspring-a-postmortem @neoinnovate || @jboogie Monday, October 6, 14
  • 15. @jboogi e Monday, October 6, 14
  • 16. @jboogi e software is continuous Monday, October 6, 14
  • 17. @jboogie 11.6 Monday, October 6, 14
  • 18. @jboogie Key questions: How long do we wait before launch? @neoinnovate || @jboogie Monday, October 6, 14
  • 19. @jboogie Key questions: How long do we wait before launch? How do we define the right requirements for our product? What signals are we looking for from the market? @neoinnovate || @jboogie Monday, October 6, 14
  • 20. REQUIREMENTS ARE ACTUALLY ASSUMPTIONS @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 21. @jboogie Do you know this product manager? @neoinnovate || @jboogie Monday, October 6, 14
  • 22. @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 23. @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 24. Requirements = Assumptions @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 25. Requirements = Assumptions We know We believe @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 26. Requirements = Assumptions We know We believe Lets build it! Lets test it! @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 27. DESIGN THINKING CAN HELP! @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 28. @jboogie Design Thinking As a style of thinking, it is generally considered the ability to combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context. - Tim Brown, CEO & President, IDEO @neoinnovate || @jboogie Monday, October 6, 14
  • 29. IVE HEARD GOOD THINGS ABOUT THIS LEAN UX THING TOO @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 30. @jboogie Lean UX Inspired by Lean Startup and Agile development theories, its the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way with less emphasis on deliverables and greater focus on a shared understanding of the actual experience being designed. Thats me! I said this. @neoinnovate || @jboogie Monday, October 6, 14
  • 31. PRIORITIZE LEARNING OVER GROWTH @neoinnovate ||@ @jbjbooooggieie Monday, October 6, 14
  • 32. 360 ASSUMPTIONS CUSTOMER PROBLEM SOLUTION CUSTOMER OUTCOME CUSTOMER ACQUISITION EARLY ADOPTER BUSINESS MODEL COMPETITION KEY COMPETITIVE ADVANTAGE Monday, October 6, 14
  • 33. 360 ASSUMPTIONS PROBLEM SOLUTION Socially-a