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Design a Passion Product using Lean Startup Methods

UX London 2013 ConferenceApril 10, 2013Kate Rutter, Co-Founder, LUXr

* Make a Product in Three Hours

#uxlondon #passionproduct

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Whoʼs here?" " " 30 second intros @ tables* name* role * your favorite superpower!

Hello!5 min

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We coach startup entrepreneurs on how to build products that people need, want, and love to buy.

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Kate Rutterwww.luxr.co

@katerutter@luxrco

#uxlondon#passionproduct

TWEET!

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Let’s get warmed up

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{5 min Activity}

Users + problems + solutionSketch it out

Who are the users?What problems do they have?

What would be a proposed solution?

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Users + Problem + Solution map

a mobile app for delegating tasks

business professionals

Working parents with with kids

need to know when something’s done

Too much to do, not enough time

need to share tasks on the go

Task-a-doodle

“the DNA of your idea” 5 minApril 2013

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A class on how to produce an awesome UI

This is not...

(how do you know itʼs awesome?)

A session on making production wireframes or photoshop comps

(how do you know these arenʼt a waste of valuable time?)

A “perfect approach” or a rigid point of view on Great UX.

(100s of entrepreneurs have used these techniques to define

their own unique Great UX.)

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• UX Designers as founders • Lean Startup concepts & mindset• Hands-on } make a product MVP• Learning through personal expression

This is about making products.

Focus • Simplify • Decide • TestMove forward.

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I am not an expert on your business or product idea.

You are.

My goal is to help get your ideas out...fast and simply...

so you can validate them and move them forward.

What to expect...

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We are going to be working really, really, really fast.

What to expect...

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There is a purpose to this.

I will push you to get something down rapidly. In 3 hours, you will have a concept MVP that you can

commit to and take to the next step.

We are going to be working really, really, really fast.

What to expect...

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You will be working in peer pairs.Two brains arebetter than one.

And weʼll keep talking to a minimum.(There is a break where we can get all social!)

What to expect...

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You may not like the pace/process/pressure/perspective, etc. etc.

That is okay.

All I ask is that you keep an open mind and try it.

What to expect...

About the wholeLEAN thing

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2 Big Ideas

Empathy.Design.

Products!

User Experience

Build. Measure.

Learn!

Lean Startup

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Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”

+incremental

releasesmake products

customers want

+reduce waste

The big idea...

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Build.Measure.

Learn

• Experiments•!Validated learning•!Reduce waste

These change everything...

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Empathy.Design.

Products!

UI UX

via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

product

The big idea...

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack BUILD

MEASURELEARN

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Let’s make stuff!

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{Activity}

Rapid Sketching

Clothespin Man!

7 min

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Picture your user as a human person.

(Insert provisional personas here)

Who is it for?

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

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Who: Make a Persona

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{Activity}

Make a personaPortrait

5 min

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{Activity}

Make a personaFacts

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{Activity}

Write down...5 min

• Age• City where s/he lives• Family (married? kids? single? divorced?)

• Job role• Annual incomeBe specific.

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{Activity}

Make a personaBehaviors

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{Activity}

Brainstorm 10 behaviors5 min

• What do they do that indicates that they are a good customer for you?

• How are they solving the problem now?

• Behaviors are verbs.

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{Activity}

Divide into 2 piles:more

importantless

important

2 min

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{Activity}

Pass & peer write2 min

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{Activity}

Make a personaNeeds & Goals

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{Activity}

Brainstorm 10 needs/goals5 min

• What do they need to accomplish that will solve their problem?

• What do they need to do to feel heroic?

• Why do they do the behaviors?

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{Activity}

Divide into 2 piles:more

importantless

important

2 min

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{Activity}

Pass & peer write2 min

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* Could enough people like this exist? (And can you find them to talk to them?) If no, make adjustments.

* Is this a specific person you know? If yes, make adjustments.

* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.

{check}

3 checks

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Break!

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Act on user needs by identifying value propositions.

What’s the value?

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

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An example from Foodspotting

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What: Envision 6 uses

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{Activity}

Sketch 6-up Uses10 min

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{Activity}

Work with your peer

Pass your work2-minute “quiet read”

Focus on understandingConfirm clarity

5 min

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{Activity}

Dot-vote top picks

Peers use 3 dots } pick top uses

5 min

Founders use 1 dot } pick top use

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{Activity}

Redraw the top pick3 min

Mary

Task-a-doodle

Know when

someone in her

family finishes

a shared task.

April 2013

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

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{Activity}

Brainstorm 6 features3 min

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{Activity}

Divide into 2 piles:1 min

build nowbuild later

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1 min

5-item to-do list

Task sharer

Status tracker

{Activity}

Make a feature list.April 2013

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Measure what matters by tracking actionable metrics.

How do you knowit’s working?

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Product(black box)

Conversion Funnel

Traffic

Measuring what?

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Product(black box)

Conversion Funnel

Traffic

Measuring what?

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Metrics checklist

a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

vanity good better

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

unhelpful

total number of registered

users

% of users who share a

task 3+ times a day,per week

sign-ups

awesome% of users who sign in 3+ times a

day,per week

% of new users per

week

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{Activity}

Brainstorm 5 measures(from features)

3 min

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{Activity}

Divide into 2 piles:moretelling

lesstelling

1 min

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{Activity}

Pick 3.1 min

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{Activity}

Pair-check your metrics

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Metrics checklist

3. Is there an object basis?

• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)

* not required, but super-helpful

• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?

• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

1. Does the metric begin with a number?

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Metrics checklist

a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

vanity good better

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

unhelpful

total number of registered

users

% of users who share a

task 3+ times a day,per week

sign-ups

awesome% of users who sign in 3+ times a

day,per week

% of new users per

week

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{Activity}

Pair-check your metrics*You* are the person responsible

for getting your peer to awesome!

5 mineach

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% of users who share a

task 3+ times a day,per week

{Activity}

Make a dashboardApril 2013

Avg number of logins per person per

week.

Avg # of tasks

completed per person per month.

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Pull it all together

Tell the story

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack BUILD

MEASURELEARN

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Making the most of the team

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This is [product name] .

Meet...

MVP* Narrative

MVP

The idea...

* Minimum Viable Product

5 min

MVC

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Story time!

Your pair peer readsyour story back to you.

(Simply read the words on the page.)

2 min

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Pitch PracticeCome up and share

your story!

Exciting prizes for the 3 entrepreneurs who

volunteer!

1 min

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

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Patterns of work1. Sketch

(especially of people)2. Timebox!

(speed kills the censor and keeps you moving)3. Generate independently, discuss as a team

(3 people ideal)4. Dump & Sort

(one item per Post-It, use Sharpie)5. 2x2 organizing framework

(help decision-making when lots of items)6. Work at the wall 7. Quick decision-making techniques

(dot-vote, roman vote, stack rank)

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Resources & Next Steps• Validate! Do 3 customer development interviews

(Within the next week, or even sooner if your audience is at UX London!)

• Startup Weekends & hackathonsStartupweekend.org

• Founders Institutefi.co

• Bootstrapping your idea

• Crowdfunding, Peerfunding, Enterprise Incubators

• LUXr Core Curriculum(come see me for discount codes!)

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Geek out & learn tons more

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LUXr makes products that coach early-stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy.

LUXr.co

3435 Cesar Chavez, San Francisco, CA • 94110

The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101

info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc