when less is more: lean ux

When Less is More

Applying Lean in the context of User Experience

by Irene Melo (Web Strategy Team)

February 2013

Where it all starts…

LeanIs an improvement approach to improve flow and eliminate waste.In its original manufacturing context it meant to produce more, using less resources.

User Experience (UX)The perceived experience, by a user, when using a product, system or service.In our context of work, a good online UX consists in being able to complete a task quickly and smoothly.

In a nutshell, Lean UX is about getting rid of all the ‘clutter’ thatgets in the way of an effective user experience.

Lean and UX principles

Lean User Experience

1. Identify customers and specify value 2. Identify and map the value stream 3. Create flow by eliminating waste 4. Respond to customer pull 5. Pursue perfection

1. Understand your users and support their goals2. Make your interface easy to learn and enjoyable to use3. Remain consistent and remove duplication4. Form a dialog with your users5. Iterate

Can you spot the similarities?

But there’s more to Lean UX…

Inspired 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.

“

”Jeff Gothelf

The processes

‘Normal’ UX process

Concept Validateinternally

PrototypeValidate

externallyLearn from

user behaviourIterate

Think Make Change

Lean UX process

Lean UX is not always right

For more complex or creative pieces of work, Lean UX might prove too reductionist.

This seldom is the case in web-based work, though.

A new game.

Whoohoo

Erm…was that it?

Excited cat Frustrated cat

How can CCC services help?

•Forget any assumptions you might have: wear your customers’ shoes and try to understand their view of the world

•Look at the customer feedback available to you (online feedback, CC calls, etc)

•Think of what other services (internal and external) support the service(s) you provide

•Get in touch with the Web Strategy Team early on to:

• help you analyse customer data•assist with design solutions to meet customer needs

Applying lean principles is not easy and requires everyone’s effort. Here’s how you can help the lean process:

Summary

Lean UX is about:

•Less content for more manageable websites

•Less content for better SEO and smoother task completion

•Less talk, more pragmatic approach to implementing changes.

•Being constantly ‘on the move’: improving testing improving

•Less deliverables, more ‘hands-on’ work.

Less waste (of time, resources, content). More savings (of money) and satisfaction (customer).

Questions?

[email protected]

Thank you!

when less is more: lean ux

Design