lean ux: getting out of the deliverables business

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Lean UX Getting out of the deliverables business http://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpg

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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/LeanUX

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Page 1: Lean UX: Getting out of the deliverables business

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

Page 2: Lean UX: Getting out of the deliverables business

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

Page 3: Lean UX: Getting out of the deliverables business

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

Page 4: Lean UX: Getting out of the deliverables business

Deliverables helped define the practiceAnd this was good

#LeanUX | @jboogie

Page 5: Lean UX: Getting out of the deliverables business

IA evolved and expanded into IxD and her sistersDarwinism at work

#LeanUX | @jboogie

Page 6: Lean UX: Getting out of the deliverables business

Deliverables helped define the practiceAnd this was good

#LeanUX | @jboogie

Page 7: Lean UX: Getting out of the deliverables business

Value has ultimately been placed on the deliverableNot on the experience being created

#LeanUX | @jboogie

Page 8: Lean UX: Getting out of the deliverables business

With interactive experiences evolving rapidlyThe deliverable is just not enough

#LeanUX | @jboogie

Page 9: Lean UX: Getting out of the deliverables business

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

Page 10: Lean UX: Getting out of the deliverables business

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

Page 11: Lean UX: Getting out of the deliverables business

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

Page 12: Lean UX: Getting out of the deliverables business

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

Page 13: Lean UX: Getting out of the deliverables business

Get it out there. Fast.In public. (Yes, where people can see it.)

#LeanUX | @jboogie

Page 14: Lean UX: Getting out of the deliverables business

What Lean UX is NOT

#LeanUX | @jboogie

Page 15: Lean UX: Getting out of the deliverables business

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

Page 16: Lean UX: Getting out of the deliverables business

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

Page 17: Lean UX: Getting out of the deliverables business

This is NOT design-by-committee!We all know where that leads

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

Page 18: Lean UX: Getting out of the deliverables business

What Lean UX is…

#LeanUX | @jboogie

Page 19: Lean UX: Getting out of the deliverables business

ControlYou’re still in charge

#LeanUX | @jboogie

Page 20: Lean UX: Getting out of the deliverables business

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

Page 21: Lean UX: Getting out of the deliverables business

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

Page 22: Lean UX: Getting out of the deliverables business

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

Page 23: Lean UX: Getting out of the deliverables business

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

Page 24: Lean UX: Getting out of the deliverables business

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

Page 25: Lean UX: Getting out of the deliverables business

MomentumEveryone’s engaged. Everyone’s motivated.

#LeanUX | @jboogie

Page 26: Lean UX: Getting out of the deliverables business

Keep everybody moving forwardYour clients, stakeholders, your design and you.

http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/#LeanUX | @jboogie

Page 27: Lean UX: Getting out of the deliverables business

QualityDon’t compromise

#LeanUX | @jboogie

Page 28: Lean UX: Getting out of the deliverables business

“Speed first. Aesthetics second.” – Jason Fried, 37Signals.com

#LeanUX | @jboogie

Page 29: Lean UX: Getting out of the deliverables business

“Going for the bronze.” – A Creative Director I used to work with

#LeanUX | @jboogie

Page 30: Lean UX: Getting out of the deliverables business

What about the quality of the design?Iterations mean quality continually improves.

http://stockthemind.files.wordpress.com/2008/04/project-cartoon.jpg#LeanUX | @jboogie

Page 31: Lean UX: Getting out of the deliverables business

FeasibilityMake sure it can be built (and built well)

#LeanUX | @jboogie

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Prototype it!But not all of it.

hthttp://3.bp.blogspot.com/_mQ4dc8irsc0/S_TZkx7B_3I/AAAAAAAAAM0/lwh7NTbtKMo/s1600/PopGlider+assembled+2.jpgtp://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/

#LeanUX | @jboogie

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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

Page 34: Lean UX: Getting out of the deliverables business

Then show it to your customers.Keep it light and cheap.

http://www.flickr.com/photos/forakerdesign/3657336793/sizes/l/#LeanUX | @jboogie

Page 35: Lean UX: Getting out of the deliverables business

Fill in the gapsWhat did you not think about?

#LeanUX | @jboogie

Page 36: Lean UX: Getting out of the deliverables business

The more you talk about itThe more you realize what’s missing

http://www.flickr.com/photos/adysmiles/4822749055/sizes/l/#LeanUX | @jboogie

Page 37: Lean UX: Getting out of the deliverables business

Can it be done?A tale of two cultures.

http://www.flickr.com/photos/kadelmann/3564028694/sizes/z/#LeanUX | @jboogie

Page 38: Lean UX: Getting out of the deliverables business

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

Page 39: Lean UX: Getting out of the deliverables business

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

Page 40: Lean UX: Getting out of the deliverables business

The interactive agency.Tougher sell. Worth it in the end.

#LeanUX | @jboogie

Page 41: Lean UX: Getting out of the deliverables business

Agencies are in the deliverables business.

#LeanUX | @jboogie

Page 42: Lean UX: Getting out of the deliverables business

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

Page 43: Lean UX: Getting out of the deliverables business

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

Page 44: Lean UX: Getting out of the deliverables business

Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level

#LeanUX | @jboogie

Page 45: Lean UX: Getting out of the deliverables business

Reducing deliverables efforts reduces revenueIn theory…

Fewer deliverables Fewer billable hours

$$$$

Project delivered faster

Happier, more empowered client

Repeat customer

#LeanUX | @jboogie

Page 46: Lean UX: Getting out of the deliverables business

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

Page 47: Lean UX: Getting out of the deliverables business

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

Page 48: Lean UX: Getting out of the deliverables business

Functional, task-flow projects work well.There’s a clear end goal.

#LeanUX | @jboogie

Page 49: Lean UX: Getting out of the deliverables business

Highly experiential marketing projects will struggle.Time to ideate and create options is essential.

#LeanUX | @jboogie

Page 50: Lean UX: Getting out of the deliverables business

What about content heavy experiences?Some up front planning is necessary.

#LeanUX | @jboogie

Page 51: Lean UX: Getting out of the deliverables business

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

Page 52: Lean UX: Getting out of the deliverables business

Case Study100 Days of Collaboration

#LeanUX | @jboogie

Page 53: Lean UX: Getting out of the deliverables business

Problem Statement:“You’re like Monster, but I have to pay for it.”

#LeanUX | @jboogie

Page 54: Lean UX: Getting out of the deliverables business

3 days, 3 themes:Acquisition and conversionResume servicesA human in every interaction

#LeanUX | @jboogie

Page 55: Lean UX: Getting out of the deliverables business

#LeanUX | @jboogie

Page 56: Lean UX: Getting out of the deliverables business

#LeanUX | @jboogie

Page 57: Lean UX: Getting out of the deliverables business

#LeanUX | @jboogie

Page 58: Lean UX: Getting out of the deliverables business

#LeanUX | @jboogie

Page 59: Lean UX: Getting out of the deliverables business

#LeanUX | @jboogie

Page 60: Lean UX: Getting out of the deliverables business

How do I get started?Here’s one way. Get everyone involved early.

#LeanUX | @jboogie

Page 61: Lean UX: Getting out of the deliverables business

Can you guess who sketched this?The answer will shock you!

http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie

Page 62: Lean UX: Getting out of the deliverables business

Can you guess who sketched this?The answer will shock you!

http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie

Page 63: Lean UX: Getting out of the deliverables business

Can you guess who sketched this?The answer will shock you!

http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie

Page 64: Lean UX: Getting out of the deliverables business

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

Page 65: Lean UX: Getting out of the deliverables business

Start small.6 of your best ideas as fast as possible.

#LeanUX | @jboogie

Page 66: Lean UX: Getting out of the deliverables business

Refine to 3 or 4 better ideas.Add detail.

#LeanUX | @jboogie

Page 67: Lean UX: Getting out of the deliverables business

And once more to one, final, detailed idea.Let your one best idea shine.

#LeanUX | @jboogie

Page 68: Lean UX: Getting out of the deliverables business

Designers are used to being heroes. Lean UX is distinctly, anti-hero.

http://www.abegoodman.com/Images/greatest-american-hero.jpg#LeanUX | @jboogie

Page 69: Lean UX: Getting out of the deliverables business

This is an evolution. Not a revolution.Evolve to stay relevant.

http://www.flickr.com/photos/freejay3/2387714157/sizes/l/#LeanUX | @jboogie

Page 70: Lean UX: Getting out of the deliverables business

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

Page 71: Lean UX: Getting out of the deliverables business

[email protected]

@jboogie

www.jeffgothelf.com/blog

www.slideshare.net/jgothelf

bit.ly/LeanUX

Thanks!Ask me some questions. Here. Now. Or later.

#LeanUX | @jboogie