better product definition with lean ux & design

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BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN THINKING QCon San Francisco – November 7 th , 2012

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Page 1: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN THINKING

QCon San Francisco – November 7th, 2012

Page 2: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Page 3: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@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/

Page 4: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

“100,000 have registered and over 230,000 people visit each month.”

http://techcrunch.com/2012/01/22/post-mortem-for-plancast/

Page 5: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

“People often tell me “I like Plancast, but I never have any plans to share.”

http://techcrunch.com/2012/01/22/post-mortem-for-plancast/

Page 6: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

“Most social networks feed primarily on vanity….Sharing plans, unfortunately, doesn’t present the same opportunity to show off and incur the same subsequent happy feelings.”

http://techcrunch.com/2012/01/22/post-mortem-for-plancast/

Page 7: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

“…[lack of an invitation feature]…caused a situation where many people feel awkwardly aware of events to which they don’t feel welcome…”

http://techcrunch.com/2012/01/22/post-mortem-for-plancast/

Page 8: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@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?

Page 9: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

REQUIREMENTS ARE ACTUALLY ASSUMPTIONS

@jboogie

Page 10: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Do you know this product manager?

Page 11: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Page 12: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

Requirements = Assumptions We know We believe Let’s build it! Let’s test it!

@jboogie

Page 13: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

DESIGN THINKING CAN HELP!

@jboogie

Page 14: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@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

Page 15: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

I’VE HEARD GOOD THINGS ABOUT THIS LEAN UX THING TOO

@jboogie

Page 16: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Lean UX

Inspired by Lean Startup and Agile development theories, it’s 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.

That’s me! I said this.

Page 17: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

PRIORITIZE LEARNING OVER GROWTH

@jboogie

Page 18: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Early product definition assumptions include… Who is our customer? What pain points do they have related to our product or service? How will our product/service solve their pain points? What features are important? What is our differentiation? What is our business model?

Page 19: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

…which we then turn into hypotheses…

We believe that [building this feature] [for these people] will achieve [this outcome].

We will know we are successful when we see [this signal from the market].

Page 20: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Hypothesis: We believe we can make a dead cat fly.

Page 21: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: TheLadders

Page 22: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: TheLadders

Requirement: Provide each paying customer with a personal job search assistant available via email and phone Hypothesis: We believe that providing a personal assistant to each customer will drive up customer satisfaction, renewals and retention rates

Page 23: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: TheLadders

How could we have better defined our products? Articulated our assumptions Defined our hypotheses Run lightweight tests to validate the need

What outcome were we targeting?

Page 24: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

What problem are you trying to solve?

How will you solve it? How do you know it will work?

Page 25: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

How does this change the way a team approaches a project?

The measure of progress changes… …from output to outcome.

Page 26: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

You can launch features…and they can still suck.

Page 27: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Output

Page 28: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Outcome

Page 29: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Impact

Page 30: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Many companies currently manage to output, need to focus on outcome and not task teams with responsibility for impact.

Page 31: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: TheLadders

14%

Page 32: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Page 33: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Page 34: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

MAKE DECISIONS BASED ON OBJECTIVE OBSERVATIONS

@jboogie

Page 35: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Kill

Page 36: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Pivot

Page 37: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Double-down

Page 38: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Lenddo

Page 39: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Lenddo

Page 40: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

MITIGATE RISK BY NOT BUILDING THINGS PEOPLE DON’T WANT

@jboogie

Page 41: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Sesame Street

Entering a new market Heavy investment High risk Long term initiative

Page 42: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Sesame Street

In-class observation V1 = PDF content test V2 = card sorting V3 = clickable prototype

Not a line of code written

Page 43: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Page 44: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Let’s kill our business model!

Existing subscriber base Growth flatlined Pivot to appeal to a broader audience

Page 45: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Let’s kill our business model!

Risks: Significant investment to redesign the product to appeal to new audience Cannibalization of current members No guarantee new audience was interested

How will we know we’re on the right path?

Page 46: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Page 47: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Agile UX NYC 2012

Would anyone attend our conference? Lots of up front costs Increasing fidelity of tests

Page 48: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Agile UX NYC 2012

Page 49: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

LEAN UX AND DESIGN THINKING ARE NOT JUST FOR DESIGNERS

@jboogie

Page 50: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Cross-functional teams…

Bring perspective to the product definition process from all disciplines Possess increased empathy for the user Understand the “why” behind every initiative Learn more, faster, by sharing the discovery and creation process

Page 51: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Paypal

Page 52: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Case Study: Paypal

Page 53: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Defining the right product…

Reduces the time spent building the wrong product Builds team-wide momentum & shared understanding Ensures that resources are spent on the right initiatives

Page 54: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

By shifting the way we work…

Requirements are assumptions Focus on outcomes Work together to come up with ideas Test those ideas ruthlessly

Page 55: BETTER PRODUCT DEFINITION WITH LEAN UX & DESIGN

@jboogie

Thank you!

[email protected]

@jboogie

www.leanuxbook.com

www.jeffgothelf.com