lean ux: getting out of the deliverables business
DESCRIPTION
This is an expanded presentation detailing how to focus on leaner user experience design methods and reducing the amount of deliverables in your work. It advocates focusing on the actual experience being created and not the deliverable itself as the end state of a project by reducing waste and choosing the right tool at the right time at the right depth. See also bit.ly/LeanUXTRANSCRIPT
Lean UXGetting out of the deliverables business
http://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg
Who is this guy?I’m just doing this for the lanyards.
Jeff GothelfCurrently: Director of UX at TheLadders.com
Previously: Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startups
Blog: www.jeffgothelf.com/blog
Twitter: @jboogie
Email: [email protected]
#LeanUX
In the beginning…UX began with Information Architecture which no one had ever heard of
http://www.ucdesigners.co.uk/wp-content/uploads/2009/03/stockxpertcom_id21589-world1-1024x794.jpg#LeanUX | @jboogie
Deliverables helped define the practiceAnd this was good
#LeanUX | @jboogie
IA evolved and expanded into IxD and her sistersDarwinism at work
#LeanUX | @jboogie
Deliverables helped define the practiceAnd this was good
#LeanUX | @jboogie
Value has ultimately been placed on the deliverableNot on the experience being created
#LeanUX | @jboogie
With interactive experiences evolving rapidlyThe deliverable is just not enough
#LeanUX | @jboogie
Lean UXInspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.
#LeanUX | @jboogie
Agile• Individuals and interactions over processes and tools• Working software over comprehensive documentation• Customer collaboration over contract negotiation• Responding to change over following a plan
LeanLean Startup initially advocates the creation of rapid prototypes designed to test market assumptions, and uses customer feedback to evolve them much faster than via more traditional software engineering practices.
#LeanUX | @jboogie
It goes a little something like this…Look familiar?
Concept Prototype
Validate Internall
y
Test Externally
Learn from user
behavior
Iterate
Just the UX process
#LeanUX | @jboogie
You can’t hide behind your monitor any more!Seriously. It’s time to come out.
http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/#LeanUX | @jboogie
Get it out there. Fast.In public. (Yes, where people can see it.)
#LeanUX | @jboogie
What Lean UX is NOT
#LeanUX | @jboogie
Lazy.Sorry. You still have to work hard.
http://www.steadyburn.net/wp-content/uploads/2008/12/lazy-cat5.jpg
“…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.”
- Austin Govella commenting on Whitney Hess’s “Why I Detest the Term Lean UX”http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/
#LeanUX | @jboogie
The only thing being removed is waste.You leave that stuff laying around and it starts to stink!
http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie
This is NOT design-by-committee!We all know where that leads
http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie
What Lean UX is…
#LeanUX | @jboogie
ControlYou’re still in charge
#LeanUX | @jboogie
But I’m giving up control of my work!You’re not, actually. It just feels that way.
http://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/#LeanUX | @jboogie
You don’t need “The Spec” to keep controlIt’s the last mile of the value you bring to the team
http://talkingtraffic.org/wp-content/images/stack_documents.jpg#LeanUX | @jboogie
If you spend 3 months perfecting a design only to find out it fails to meet customer and/or business needs, you’ve just
wasted 3 months of your life, not to mention your team’s
#LeanUX | @jboogie
From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011.
http://www.alistapart.com/articles/design-criticism-creative-process/ #LeanUX | @jboogie
Designers shouldn’t be expected to get it right the first timeNobody else has to
You are the “Keeper of the Vision”The greater goal of the design is YOUR responsibility
http://www.flickr.com/photoshttp://www.flickr.com/photos/kubina/1386979654/sizes/l/#LeanUX | @jboogie
MomentumEveryone’s engaged. Everyone’s motivated.
#LeanUX | @jboogie
Keep everybody moving forwardYour clients, stakeholders, your design and you.
http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/#LeanUX | @jboogie
QualityDon’t compromise
#LeanUX | @jboogie
“Speed first. Aesthetics second.” – Jason Fried, 37Signals.com
#LeanUX | @jboogie
“Going for the bronze.” – A Creative Director I used to work with
#LeanUX | @jboogie
What about the quality of the design?Iterations mean quality continually improves.
http://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg#LeanUX | @jboogie
FeasibilityMake sure it can be built (and built well)
#LeanUX | @jboogie
Prototype it!But not all of it.
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#LeanUX | @jboogie
Once validated, demo to the team.Presto! Instant documentation (no additional deliverable needed).
http://www.flickr.com/photos/koolwaaij/152426460/sizes/o/
No additional deliverables are needed!
#LeanUX | @jboogie
Then show it to your customers.Keep it light and cheap.
http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/#LeanUX | @jboogie
Fill in the gapsWhat did you not think about?
#LeanUX | @jboogie
The more you talk about itThe more you realize what’s missing
http://www.flickr.com/photos/adysmiles/4822749055/sizes/l/#LeanUX | @jboogie
Can it be done?A tale of two cultures.
http://www.flickr.com/photos/kadelmann/3564028694/sizes/z/#LeanUX | @jboogie
The internal software/web design shop.Well within your grasp.
http://www.istudyathes.com/wp-content/uploads/2009/02/microsoft-20team-201978.jpg#LeanUX | @jboogie
You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software.
#LeanUX | @jboogie
The interactive agency.Tougher sell. Worth it in the end.
#LeanUX | @jboogie
Agencies are in the deliverables business.
#LeanUX | @jboogie
Recapping the “internal” Lean UX process….Remember?
Concept Prototype
Validate Internall
y
Test Externally
Learn from user
behavior
Iterate
Just the UX process
#LeanUX | @jboogie
For agencies it looks slightly differentGive your clients the power. They like that.
Concept Prototype
Validate w/client Learn
from user
behavior
IterateValidate w/client
#LeanUX | @jboogie
Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level
#LeanUX | @jboogie
Reducing deliverables efforts reduces revenueIn theory…
Fewer deliverables Fewer billable hours
$$$$
Project delivered faster
Happier, more empowered client
Repeat customer
#LeanUX | @jboogie
Invest in your client’s successIt shows the confidence you have in your work
http://www.flickr.com/photos/19638298@N00/143127498/sizes/z/#LeanUX | @jboogie
Is this good for every project?Use it where it makes sense.
http://www.krackblog.com/wp-content/uploads/2010/05/david_hasselhoff_gary_coleman-e1275077640952.jpg#LeanUX | @jboogie
Functional, task-flow projects work well.There’s a clear end goal.
#LeanUX | @jboogie
Highly experiential marketing projects will struggle.Time to ideate and create options is essential.
#LeanUX | @jboogie
What about content heavy experiences?Some up front planning is necessary.
#LeanUX | @jboogie
Distributed teams do it remotely!If they’re a part of you, it’s on! If not, not bloody likely.
http://farm3.static.flickr.com/2361/2076450897_be1b8ace7c.jpg#LeanUX | @jboogie
Case Study100 Days of Collaboration
#LeanUX | @jboogie
Problem Statement:“You’re like Monster, but I have to pay for it.”
#LeanUX | @jboogie
3 days, 3 themes:Acquisition and conversionResume servicesA human in every interaction
#LeanUX | @jboogie
#LeanUX | @jboogie
#LeanUX | @jboogie
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How do I get started?Here’s one way. Get everyone involved early.
#LeanUX | @jboogie
Can you guess who sketched this?The answer will shock you!
http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie
Can you guess who sketched this?The answer will shock you!
http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie
Can you guess who sketched this?The answer will shock you!
http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie
The whole execution team did in a modified “design studio.”You can also call it collaborative sketching.
Design studios Cross-functional team Everybody draws, presents and
critiques Refine ideas through 3 rounds Generate tons of raw ideas Huge headstart for UX Early team-wide alignment Team-wide feeling of ownership
#LeanUX | @jboogie
Start small.6 of your best ideas as fast as possible.
#LeanUX | @jboogie
Refine to 3 or 4 better ideas.Add detail.
#LeanUX | @jboogie
And once more to one, final, detailed idea.Let your one best idea shine.
#LeanUX | @jboogie
Designers are used to being heroes. Lean UX is distinctly, anti-hero.
http://www.abegoodman.com/Images/greatest-american-hero.jpg#LeanUX | @jboogie
This is an evolution. Not a revolution.Evolve to stay relevant.
http://www.flickr.com/photos/freejay3/2387714157/sizes/l/#LeanUX | @jboogie
Let’s get back to the experience design business.It’s where it’s at (as the kids say)
http://www.flickr.com/photos/expressmonorail/3057998218/sizes/l/#LeanUX | @jboogie
@jboogie
www.jeffgothelf.com/blog
www.slideshare.net/jgothelf
bit.ly/LeanUX
Thanks!Ask me some questions. Here. Now. Or later.
#LeanUX | @jboogie