AMPLION UX WORKSHOP Moving from ideas to design … · Product Increment Daily Scrum Meeting 24 hrs 2-4 week Sprint Based on image from: 24 ... Occupation/Role Research Manager in

AMPLION UX WORKSHOP Moving from ideas to design concepts

Jon Innes

April 11th, 2014

2 UX INNOVATION LLC

Kickoff &

Intros

3 UX INNOVATION LLC

Our Sponsors

4 UX INNOVATION LLC

Workshop Goals

1. Gain experience with Lean UX planning

2. Learn more about working the Lean way

3. Refine the BiomarkerBase design vision

5 UX INNOVATION LLC

Workshop Agenda Day 1

• Bringing founders and UX pros together in Bend

• UX best practices for startups & new projects

• What is Biomarker Base?

• Analyze Biomarker Base’s requirements in a story map

• Ideation sesssions using design charrettes

• Reflect on the process at the end of the day

6 UX INNOVATION LLC


• Refine the backlog based on insights from day 1

• Final round of design charrettes for key designs

• Discuss hypothesis testing via design research

• Define UX goals & research plans for Biomarker Base

• Conduct a planning session for Amplion’s next steps


7 UX INNOVATION LLC

Definitions &

Concepts

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User Experience

Formative Research

Summative Research

Interaction Design

Information Architecture

Visual Design

Concept Prototyping

UX

Market Research

Quality Assurance

Domain Experts

Engineering Advertising

Support Brand Strategy

Sales & Marketing

Content Experts

Product Owners

Project Management

Defining the User Experience Function: Organizing for Innovation. Interactions Magazine, 2007

HCI Researchers

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Types of UX work

Formative

• What is the problem?

• Who is the user?

Ideation

• What are the possible solutions?

• How exactly might these solutions work?

Summative

• Does the solution meet users expectations?

• How do we measure success?

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Lean

Toyota’s Taiichi Ohno defined values and practices for removing three types of inefficiencies:

• 無駄 = muda wasted outputs

• 斑 = mura unnecessary inconsistencies

• 無理 = muri wasted efforts

Improving quality while decreasing costs Toyota rises from obscurity to leadership


Three Key Success Factors for Lean

1. TEAMS: Small focused and cohesive

2. MEMES: Ideas refined by iterative testing

3. METRICS: Define goals and inform decisions


Teams

Small is better

Why?


Social Loafing

http://en.wikipedia.org/wiki/Social_loafing


The Tragedy of the Commons

Garrett Hardin, Science, 162(1968):1243-1248

Image from: http://www.akbars.net/images/haiti-border.gif


Diffusion of Responsibility


Small Teams, Shared Values & Clear Goals

http://flickr.com/photos/15489034@N00/420003710


Memes

Iteration is key


MEMES: Ideas That Evolve

Geneticist Richard Dawkin’s term for an idea, behavior or style that spreads from person to person within a culture. They evolve iteratively and are:

• Easily and often copied due to medium they exist in

• Subject to mutation

• Respond to selective pressures

Product designs are essentially memes


ITERATION: The Philosophy of Refinement

Take your best shot, assess & try again


Metrics

Data beats opinion


Good Metrics Provide Clear Goals

Define objective metrics tied to team goals


Fitness Functions

A fitness function is an objective metric that is used to summarize how close a given design solution is to achieving a goal. Good fitness function metrics are:

• Clearly defined, understood by team members

• Regularly calculated to inform team decisions

• Proven to actually measure what they are supposed to

Metrics in Lean serve as fitness functions


AGILE: From Idea to Product Using Scrum

Product Backlog

Sprint Backlog

Potentially Shippable Product

Increment

Daily Scrum Meeting

24

hrs

2-4

week

Sprint

Based on image from: http://www.mountaingoatsoftware.com/


PROBLEM: Some Ideas Are Duds

http://en.wikipedia.org/wiki/File:Carbonfilament.jpg


Infinite Monkeys Typing

http://en.wikipedia.org/wiki/Infinite_monkey_theorem


Solutions


LEAN: Customer Development

Based on image from Steve Blank http://steveblank.com/

Don’t build a company to serve customers that don’t exist!

Get out of the building!


LEANER: Lean Startup

Based on image from Eric Ries http://theleanstartup.com/

Don’t build companies until you have a product!

Build & measure it!


LEANEST: Lean UX

Based on image from Janice Fraser http://www.slideshare.net/clevergirl /

Don’t build products when prototypes will do!

Prototype & measure it!


What is Lean UX?

As response to the overall trend of using agile and lean methods, Lean UX applies the lean principles to UX:

• Breaking deliverables down to fit into timelines so they are “just in time”

• Reducing wasted effort associated with internal deliverables

• Reducing the variability in UX deliverables that create waste

• Collaborating more closely with non-UX team members

• Getting measurable user feedback earlier and on a more regular basis

For more on Lean UX see:

http://www.slideshare.net/balancedteam/02-sat-janice-lean-ux-landscape

http://joshuaseiden.com/blog/2011/09/what-makes-it-lean/

http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/


Core Lean UX Techniques

1. USER STORIES: Defining shared team goals

2. SKETCHING: Rapidly exploring design ideas

3. EXPERIMENTATION: Guess, test, repeat

4. GROUP PLANNING: Guess, commit, evaluate


Biomarker Base

Demo


Biomarker Base

Data Model


Insert

Image

Amplion Persona — Dr. Bob Rogers Occupation/Role Research Manager in large Pharma

Technical Skills Advanced PC skills, Windows XP/Vista, MS Office, MS Project, very proficient with literature review (including free tools (PubMed, Google Scholar) and paid (SciFinder, Scopus)), has set several automated alerts for the data he needs (e.g. Google). Accesses several internal databases for tracking drug development information.

Style Doesn’t work in the lab any more, but would love to if he had the time. Pharma “lifer” – since finishing his post-doc. Enjoys reading pharma blogs and staying current on the state of the industry.

Gear • Dual Core Pentium Vista Workstation with 21” LCD display • Blackberry Storm

Pain Points Has to make strategic decisions regarding biomarkers, especially which ones to include in company’s clinical trials. Despite being active in collecting this information, he is gripped by a gnawing fear of missed opportunities. This is especially stressful when presenting the outcome of his analysis to senior managers.

Values Hates wasting money and is always hunting for a unique advantage or bit of knowledge. Wants to be innovative (and perceived as innovative). Motivated by putting successful drugs on the market and helping the company’s bottom line.

Key Goals or Tasks • Decide which biomarkers to recommend for inclusion in clinical trial for new drug development project.

• Needs data that reduces the risk of inclusion of tests for specific biomarkers.

Related User Research

Average Task Completion Rate = 70% System Usability Score = 65 Net Promoter Score = 7.5

Experience Rating = At Risk


Brief Description Married with 2 young children, Katie is a working mom who wants to cook more at home. She enjoys sharing recipes with friends and considers herself a “foodie”.

Computer Gear •Apple Macbook Air (2008) •iPhone 4 •iPad (2nd gen)

Pain Points Short on time, she wants recipes that are nutritious and healthy but quick to make. Recipes that are incomplete or hard to follow. Lists of ingredients she can’t find easily. Spending lots of money on exotic ingredients only to find her kids hate the taste. Making extra trips to the store during her busy week for items she forgot.

Values Being considered a good cook. Likes organic and healthy foods but willing to compromise for dishes that are really tasty or that her kids or spouse really love. Simplicity over complexity, but willing to put a little extra effort in to make things that taste great or are really healthy. Saving money by cooking food at home.

Key User Stories US1 Find recipes for ingredients I have on hand to avoid extra shopping trips

US2 Create a weekly shopping list with the ingredients for recipes before shopping

US3 See recipes my friends recommend for ideas to plan meals

US4 See recipes famous chefs recommend for ideas to plan meals

US5 Save recipes with cooking notes so I can reuse them when cooking meals

US6 Share my recipes and cooking notes with my friends and family to be social

US7 Find recipes for things on sale when planning meals to save money

Related User Research

Average Task Completion Rate = ?% System Usability Score = ?

Net Promoter Score = ? Experience Rating = ?

Jemange.com Persona Katie I. Cook

Formative Research 2010

https://share.autodesk.com/sites/aec_ux/ResearchTestingResults/PersonaValidationPrimaryPegasusIPRM_report.pdf


Review Product Backlog


Stories define goals not tasks or features

User Stories


The Scrum sprint task board

Image from: http://www.mountaingoatsoftware.com/


Clear Stories Drive Team Behavior

http://www.hogshaven.com/2012/5/8/3007863/the-penetrating-analysis-behind-wide-

receivers-becoming-tight-ends


What Makes A Good User Story?

As a <user> I want to <action> so that <goal>

Clear to the rest of product team

Defines user outcomes NOT tasks or outputs

Just enough information to remember context later

Short, passes the Twitter Test


Invest Smart In User Stories

http://xp123.com/articles/invest-in-good-stories-and-smart-tasks/

INVEST SMART

I-Independent S-Specific

N-Negotiable M-Measurable

V-Valuable A-Achievable

E-Estimable R-Relevant

S-Small T-Time-boxed

T-Testable


Organizing User Stories

• Marketing oriented, get user to know offering exists

• Get user to engage with product for initial 1st use

• Get user to integrate offering into their lives and use long term

• Get user to recommend to a friend

Example based on Dave McClure’s AARRR Startup Metrics for Pirates see:

http://500hats.typepad.com/500blogs/2007/06/internet-market.html

Epics & Themes

Acquire Activate Retain Refer

Dave McClure’s Themes


Minimum Viable Products or MVPs

http://paulkortman.com/2012/11/21/the-problem-with-a-lean-startup-the-minimum-viable-product/


Prototype vs. Product: Know the difference

Focused Prototype Poor Prototype

Prototypes are for learning Less is more


Story Maps

See Jeff Patten’s article

www.agileproductdesign.com/writing/how_you_slice_it.pdf


Story Map Exercise

1. Write up additional stories on stickies

a) If you identify additional users draft a new persona

2. Arrange the stories in a story map format

a) In sequence, from left to right, label themes or epics

b) Next sort by criticality, with critical MVP stories on top

3. Discuss your stories and the story map, determine if:

Do stories include all three: user, action, & goal?

Is the action something you could observe & test?

Is the goal distinct from the action?

Do we agree on the MVP stories and nice to haves


Collaborate to define backlog

Formative Research

Summative Research

Interaction Design


Visual Design

Concept Prototyping

UX

1. Conduct user interviews 2. Draft initial user stories 3. Create initial site map 4. Develop initial wireframes

Work with Product Owner to define requirements


Sketching

A picture is worth a thousand words

Fred R. Barnard


Design Charrette: Collaborative Sketching

Design charrettes are intense working sessions, typically involving collaboration & critique, that are done “just in time”.

Goals:

• Rapidly explore multiple design directions in parallel

• Refine via group critiques to decide best approach

• Get team to align quickly on proposed design direction

Go broad, keep rough, iterate, & then refine See http://en.wikipedia.org/wiki/Design_charrette


Design Charrette Rules

1. Engage with an open mind

2. Check your ego at the door

3. Leave your preconceptions behind

4. Listen, then respond

5. Acknowledge the contributions of others

6. All ideas have value

7. Begin with the end in mind

8. Ensure the problem that brought you together is better understood when you part

From Mike Long’s blog

http://mblongii.com/2012/04/15/collaborative-sketching-builds-a-shared-vision/


Design Charrette Exercises

1. As a group select some stories or an epic to focus on

2. Each group member sketches 5 UI design concepts in 10 minutes working independently

3. Each group member now takes 2 minutes to describe their sketches and then answers group questions

4. The group selects 2 concepts from those generated to refine, and collaborate for 15 minutes to sketch out refinements

5. We all review and discuss sketches and process


UX ideation & detailed design

Formative Research

Summative Research

Interaction Design


Visual Design

Concept Prototyping

UX Ideation


Discussion



• Refine the backlog based on insights from day 1

• Final round of design charrettes for key designs

• Discuss hypothesis testing via design research

• Define UX goals & research plans for Biomarker Base

• Conduct a planning session for Amplion’s next steps



Core Lean UX Techniques

1. USER STORIES: Defining shared team goals

2. SKETCHING: Rapidly exploring design ideas

3. EXPERIMENTATION: Guess, test, repeat

4. GROUP PLANNING: Guess, commit, evaluate


Story Map Exercise Day 2

1. Review story map

a) Add additional stories based on day 1 insights

b) Review and discuss as a group

2. Double check the stories are in story map format

a) In sequence, from left to right, label epics if needed

b) Next sort by criticality, with MVP stories on top

3. Identify key stories in MVP that will define UX

a) Mark key stories with green dots

b) Discuss as group (are these in MVP zone)

c) Determine which key stories need further design work


Key Stories for Final Charrette

1. I want to see trends & deep dive to identify temporal patterns for selecting biomarkers

2. I want to search by any parameter for related to biomarkers I can find relevant specific information fast

3. I want to resume a session from where I was before

4. I want to share my search & discovery results with my colleagues to share my insights


Design Charrette Exercise

1. As a group select some stories or an epic to focus on

2. Each group member sketches 5 UI design concepts in 10 minutes working independently

3. Each group member now takes 2 minutes to describe their sketches and then answers group questions

4. The group selects 2 concepts from those generated to refine, and collaborate for 15 minutes to sketch out refinements

5. We all review and discuss sketches and process


Experimentation

Data beats opinion


Questions Defining UX Strategy

Formative

• What is the problem?

• Who is the user?

Ideation

• What are the possible solutions?

• How exactly might these solutions work?

Summative

• Does the solution meet users expectations?

• How do we measure success?


Systems Thinking Defines UX Strategy

Formative Research

Summative Research

Interaction Design


Visual Design

Concept Prototyping

UX

Formative


Systems Thinking Defines UX Strategy

Summative

Formative Research

Summative Research

Interaction Design


Visual Design

Concept Prototyping

UX


Tactic: Testing Minimum Viable Prototype

Formative Research

Summative Research

Interaction Design


Visual Design

Concept Prototyping

UX

Work with team to test your MVP concepts

1. Develop mockups 2. Create prototype 3. Validate with users


Winning Teams Keep Score & Learn Together

Don’t be an IDIOT Individual Deciding on Intuition Or Theory

Intuition & theory are great BUT

learning requires data GET FACTS!


Test Assumptions: Reduce Risks

Story Value = (market size) x (utility) x (UX risk) x (tech risk)

Large & growing market

Solves unmet need well

Users get concept and you’ve made it easy to use

Not technically impossible to build


Good Metrics Provide Clear Goals

Define objective metrics tied to team goals


Fitness Functions

A fitness function is an objective metric that is used to summarize how close a given design solution is to achieving a goal. Good fitness function metrics are:

• Clearly defined, understood by team members

• Regularly calculated to inform team decisions

• Proven to actually measure what they are supposed to

Metrics in Lean serve as fitness functions


Focus on the “Wright” thing

Image from: http:// www.old-picture.com/wright-brothers/First-Flight.htm

The key concept in the Wright brothers patent?

How to control the plane

Others were more

focused on engine power


The Old Way: Too Big & Too Late


The Challenge: Testing in an Agile Way

• Traditional user testing does not fit well into agile:

• Recruiting can take up to two weeks

• Reports and test plans take too long

• You often don’t have a stable UI until too late

• What can we do? Adapt existing methods!

• Fake door testing can be used to determine intent to buy/use

• 3x3 solves the “waiting till the end” for working UI problem

• RITE is a step in the right direction, it speeds up iterations

• A/B split tests are effective for tweaking final details


Fake Door Testing

http://www.slideshare.net/JessLee4/fake-doors-how-to-test-product-ideas-quickly-hustlecon-2013


Design Refine

Combine

The 3x3 Way: Test Multiple Concepts Early

http://www.carolrighi.com/documents/Righi%203x3.pdf

• 3 concepts, 3 pages deep

• 3 iterations of design & test

• 3 or more users per iteration

• Test low fidelity first, then high

• Improve concept each iteration

• Combine best elements into 1 concept & iterate

Refine Design


The RITE Way: Refine One Concept Faster

Schedule image from Brian Keith Sullivan

http://bigdesignevents.com/2011/08/5-ways-to-improve-your-next-agile-project-with-the-rite-method/

RITE: Method http://en.wikipedia.org/wiki/RITE_Method

REFINE DESIGN

REFINE DESIGN

REFINE DESIGN


The A/B Way: Refine Details At End

Design A Build &

Launch A Test A

Design B Build &

Launch B Test B

• Design & build multiple designs and compare details

• By nature less subject to test condition biases

• Easy to get large sample sizes & statistically reliable metrics

• Not so great at providing deeper insights on “why”

Update

Repeat


Making Progress?

Candidates for design metrics to guide teams:

• # of interactions with target user segments (personas)

• Page impressions

• Sign-ups

• Task completion rates

• Time on task

• Error rates

• Satisfaction scores

• Net Promoter Scores

Focus on testing the right hypothesis

Be thoughtful about what you measure!


Dave McClure’s Categories of Metrics

• Marketing oriented, get user to know offering exists

• Get user to engage with product for initial 1st use

• Get user to integrate offering into their lives and use long term

• Get user to recommend to a friend

These cover the entire product lifecycle or UX

Categories based on Dave McClure’s AARRR Startup Metrics for Pirates see:

http://500hats.typepad.com/500blogs/2007/06/internet-market.html

Acquire Activate Retain Refer


Questions to Guide Teams

• Have we validated these stories and personas?

• Did the iteration incorporate user feedback?

• Can they use it?

• Do they like it?

• Would they recommend it to a friend?

• Did we make it measurably better?

• How can we learn more, faster, and more cheaply?

• Iterations without user tests are a lost learning opportunity

• Waiting until the end to test things is the waterfall way

• The definition of “done” can only be determined by users


UX Goal Setting

1. Take 5 minutes and write down individually 3 key UX goals Amplion should track as long-term progress indicators. Use the pink stickies. No talking yet.

2. Take 5 minutes and discuss as a group your ideas for the goals.

3. Take 5 minutes and post the stickies for these goals on next to the story map.


Hypothesis Framing Exercise

1. For 5 minutes each person marks stories they think are risky using the red dots. No talking yet.

2. Write on blue stickies what types of experiments you could do to reduce risk for 10 minutes. No talking yet.

3. As a group pick 5 experiments to prioritize and discuss.

4. Post on stickies on story map near related stories.

5. Everyone discusses experiments added to story map.


Shared estimates are more accurate

Group Planning


Group Planning Exercise

1. Take a story and any associated ideas off the backlog. Pick the ones with green & red dots first.

2. Discuss what tasks would be needed to complete the work related each story.

3. Everyone estimates at the same time.

4. Discuss differences in estimates.

5. Repeat estimates & discuss until agreement.


Discussion


Who? 1

What? 2

Groom 3

Estimate 4

Assign 5

Market Metric 7

Story Metric 6

Bonus:

Add hyperlinks

to deliverables


It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change.

Charles Darwin

Final thoughts

Documents

AMPLION UX WORKSHOP Moving from ideas to design … · Product Increment Daily Scrum Meeting 24 hrs 2-4 week Sprint Based on image from: 24 ... Occupation/Role Research Manager in