lean ux in the experience economy 2018-02-08آ  lean ux:= rapid prototyping of the user experience...

(C) 2017 Michael McKay 1

Lean UX in the 
 experience economy Michael McKay,, M.Sc.Design Strategist, 
 Member of The Danish Council

Photo: Google images

(C) 2017 Michael McKay 2

Why Lean UX now?

What is Lean UX?

How can we use lean UX?

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My path to customer centricity

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Why Lean UX now?

(C) 2017 Michael McKay 5 Franz Reichelt, 1912, Photo: Google images

(C) 2017 Michael McKay 6Franz Reichelt, 1912, Video: Youtube

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in the customer experience economy, 
 design thinking is the new arena for innovation

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design thinking offers a set of tools and thinking styles 
 tuned for rapid, lean and agile work modes

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Technology Design

Business

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Technology Design

Business

User Experience

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lean UX:= rapid prototyping of the user experience first, 
 successively adding layers of technology development, business

model generation and user interface design as a team

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Technology Design

Business

Lean 
 UX

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startups and agile businesses are at 
 an advantage point fitting in to the new economy.

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grown and mature companies face several challenges 
 while adopting this new behaviour

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What is Lean UX?

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Severe customer pain

Light customer pain

Low feasibility at our company

High feasibility at our company

Prioritised long term solution

discovery

Prioritised for solution discovery

Low priority items for product

optimization

Significant and easy to implement

Insignificant problems nice-to-have and easy

Significant but requires

work

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Starting 
 Point(s)

Theme#1

Theme#2

Theme#3

Theme#4

Theme#5

Customer Research

Customer Problem Themes

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Day#1 
 Empathy

Day#2 
 Ideas

Day#3 
 Filter & Select

Day#4 
 Iterate

Day#5 
 Experience Story

Design Workshop

Customer Problem Themes

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Validated Product & Service Concepts

5 Day Design Workshop

Day#1 
 Empathy

Day#2 
 Ideas

Day#3 
 Filter & Select

Day#4 
 Iterate

Day#5 
 Experience Story

Customer Problem Themes

Customer Segmentation Idea

Catalogue Solution portfolio and

roadmap

Short term, long term

and hero product concepts

Go to market strategy with talking points for

the new solutions

Validated Customer Experience Prototype(s)

and value propositions(s)

Customer Problem Themes Customer Problem Theme videos

Solution Validation videos

High Fidelity Experience Prototypes

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Launched Products & Services

Experience Validation

#1 Experience
Validation #2

Experience
 Validation

#3

Agile Development

Validated Product & Service Concepts

High Fidelity Experiences

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Empathy Ideas Filter & Select Iterate

Agile Implementation

Story User Research

Starting 
 Point

Customer Problem Themes

Customer Segmentation Idea

Catalogue Go to market strategy with talking points for

the new solutions

Validated Customer Experience Prototype(s)

and value propositions(s)

Product Implemerntation
 Agile Development

Qualitative
 Customer Research

Agile Customer Centric Product Development

Day#1 
 Empathy

Day#2 
 Ideas

Day#3 
 Filter & Select

Day#4 
 Iterate

Day#5 
 Experience Story

Solution Validation

Solution portfolio and roadmap

Short term, long term and hero product

concepts

Solution Story

High Fidelity Experiences

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ALLWAYS involve the customer!

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Value Proposition 
 Showcase video

Business case 
 Spreadsheet Quantify the business case

Landing page Visualise key user experience elements

Company Pamphlet Paraphrase the customer value proposition Bring a holistic

understanding of the service

Choreographed product experience Gauge initial fit of value proposition to specific customer segments

Experience 
 Story board Visualise key user experience elements

Learning Prototype

Hand operated backend Understand key solution details in realistic context

The new prototypes

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Value Proposition 
 Showcase video

Business case 
 Spreadsheet Quantify the business case

Visualise key user experience elements

Company Paraphrase the customer value proposition

Bring a holistic understanding of the service

Choreographed product experience Gauge initial fit of value proposition to specific customer segments

Experience 
 Story board Visualise key user experience elements

Learning Prototype

Hand operated backend Understand key solution details in realistic context

Two Dimensions of Prototyping H

i f id

el ity

Lo Resolution Hi Resolution

Lo fi

de lit

y

Landing page

Hand operated backend Understand key solution details in realistic context

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Value Proposition 
 Showcase video

Business case 
 Spreadsheet Quantify the business case

Visualise key user experience elements

Company Paraphrase the customer value proposition

Bring a holistic understanding of the service

Choreographed product experience Gauge initial fit of value proposition to specific customer segments

Experience 
 Story board Visualise key user experience elements

Learning Prototype

Hand operated backend Understand key solution details in realistic context

Two Dimensions of Prototyping H

i f id

el ity

Lo Resolution Hi Resolution

Lo fi

de lit

y

Landing page

Hand operated backend Understand key solution details in realistic context

Principle
 Prototype

Hyper Marketing

Paper
 Prototype

Pilot 
 Prototype

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Prototyping

Principle
 Prototype

Hi fidelity

Hi Resolution Lo fidelity

Pilot 
 Prototype

Lo Resolution Lo fidelity Hi fidelity

Lo Resolution Hi Resolution

Hyper 
 Marketing

Paper
 Prototype

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The higher quality of a prototype, 
 the less invitation for co-creation and comments for change

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Only build the minimum prototype possible 
 to satisfy your learning goal

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How can we use lean UX?

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INSPIRATION AND 
 DIGITAL MATURITY ASSESSMENT

DIGITAL CONCEPT MAKING CULTURE ANCHOR

• Inspire the leadership team


• Vet the appetite and belief in an ambitious and relevant digital strategy for the business


• Current state of your digital ambition

• New digital concepts


• Accelerate our product development process through digital design thinking


• Adopt new effective design thinking tools

• Sustained digital innovation practice in the organization


• Driving cultural, structural and process change 


• Market introduction and product operation

DIGITAL DESIGN THINKING

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building a sustainable design culture
 - capable of using lean ux -


requires support from the top, 
 a dedicated practitioner layer 


and orchestrated change management 
 on an organisational level

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Thank You michaelmckay71

(C) Michael McKay, September 2016