LEAN UXRyan Winzenburg

1Tuesday, April 9, 13

LEAN UX

Vision

Design

MVPs

Research

2Tuesday, April 9, 13

VISION

• Assumptions

• Hypothesis

•Outcomes

• Features

3Tuesday, April 9, 13

PREPARATION

•Divergent Process

• Research

• Analytics

• Usability Report

• Past Success/Failures

• Stakeholder Input

• Competitive Analysis

4Tuesday, April 9, 13

5Tuesday, April 9, 13

6Tuesday, April 9, 13

7Tuesday, April 9, 13

BUSINESS ASSUMPTIONS

• I believe my customers have a need to _______ .• These needs can be solved with _______ .• My initial customers are (or will be) _______ .• The #1 value a customer wants to get out of my service is

_______ .

• The customer can also get these additional benefits _______ .

• I will acquire the majority of my customers through _______ .

• I will make money by _______ .

• My primary competition in the market will be _______ .

• We will beat them due to _______ .

• My biggest product risk is _______ .

• We will solve this through _______ .

• What other assumptions do we have that, if proven false, will cause our business/project to fail? _______ .

8Tuesday, April 9, 13

9Tuesday, April 9, 13

10Tuesday, April 9, 13

11Tuesday, April 9, 13

USER ASSUMPTIONS

• Who is the user?

• Where does our product fit in his work or life?

• What problems does our product solve?

• When and how is our product used?

• What features are important?

• How should our product look and behave?

12Tuesday, April 9, 13

13Tuesday, April 9, 13

14Tuesday, April 9, 13

OUTCOMES

• Statement

• We believe that [doing this/building this feature/creating this experience]

• for [these people/personas]

• will achieve [this outcome].

• We will know this is true when we see [this market feedback, quantitative measure, or qualitative insight].

15Tuesday, April 9, 13

[OUR SERVICE/PRODUCT] WAS DESIGNED TO ACHIEVE [THESE GOALS].

WE HAVE OBSERVED THAT THE PRODUCT/SERVICE ISN’T MEETING [THESE GOALS], WHICH IS CAUSING [THIS ADVERSE EFFECT] TO OUR BUSINESS.

HOW MIGHT WE IMPROVE [SERVICE/PRODUCT] SO THAT OUR CUSTOMERS ARE MORE SUCCESSFUL BASED ON [THESE MEASURABLE CRITERIA]?

16Tuesday, April 9, 13

FEATURES

• Tactics

• Features

• Products

• Service

17Tuesday, April 9, 13

18Tuesday, April 9, 13

FEATURE STORY

• Statement

• We will [ create this feature ]

• for [ this persona ]

• In order to achieve [this outcome ]

19Tuesday, April 9, 13

COLLABORATIVE DESIGN

•Design Studios

• Style Guides

20Tuesday, April 9, 13

DESIGN STUDIO

• Agenda• Problem Definition & Constraints

[15-45 mins]

• Individual Idea Generation (Divergent)[10 mins]

• Presentation and Critique [3 min/each]

• Iterate and Refine [5 - 10 min]

• Team Idea Generation (converge)

• [10 mins]

21Tuesday, April 9, 13

STYLE GUIDE

• Pattern Library• Typographic

• Interactive

• Visual

•Maintenance

22Tuesday, April 9, 13

23Tuesday, April 9, 13

24Tuesday, April 9, 13

MVP

• Focus

• Tools

• Prototypes

•Non-Prototype MVPs

25Tuesday, April 9, 13

MVP FOCUS

• Increase Learning• Prioritize Ruthlessly• Stay Agile• Measure Behavior• Use a clear call to action

•Delivering Value• Be Functional• Integrate with existing analytics• Be consistent with rest of products

26Tuesday, April 9, 13

TOOLS

• Sketching

• Prototyping

• Copy Writing

• Visual Design

27Tuesday, April 9, 13

28Tuesday, April 9, 13

29Tuesday, April 9, 13

30Tuesday, April 9, 13

31Tuesday, April 9, 13

32Tuesday, April 9, 13

PROTOTYPING

• What am I trying to learn?

• What are the main signals I need from the market to validate my hypothesis

• Are there other signals I can test for that will serve as indicators for my main signal

• What’s the fastest way for me to find this information?

33Tuesday, April 9, 13

NON-PROTOTYPE MVP

• Email

• Google Ad Words

• Landing Pages

• Button to Nowhere

• Concierge Services

34Tuesday, April 9, 13

FEEDBACK & RESEARCH

• Collaborative Research

• Continuous Research

• Artifacts/Results

•Methods

35Tuesday, April 9, 13

COLLABORATIVE RESEARCH

• Researcher as Coach

• Review Interview Guide

•Who to speak to

• Interview

36Tuesday, April 9, 13

INTERVIEW

•Questions

• Conversations

•Demonstrations

• Follow Up Questions

• Referrals

37Tuesday, April 9, 13

CONTINUOUS RESEARCH

•M: Recruit and Plan

• T: Refine MVP

•W: Refine, Script, Finalize Recruiting

• Th: Test/Review

• F: Plan Next Steps

38Tuesday, April 9, 13

ARTIFACTS/RESULTS

• Sketches

•Wireframes

•Mock-Ups

• Prototypes

• Coded Prototypes

39Tuesday, April 9, 13

METHODS

•Diary Studies

• Card Sorting

• Unmoderated Testing

• Usability Tests

• Contextual Inquiry

• Customer Support

• Analytics

• User Forums

• Social Media

• Surveys

• Search Logs

• A/B Tests

40Tuesday, April 9, 13

41Tuesday, April 9, 13

42Tuesday, April 9, 13

43Tuesday, April 9, 13