© Launch Academy / Codename Design 2014 © Launch Academy / Codename Design 2014
An Introduction to Lean User Experience Design
Marc Baumgartner Founder + Design Director
Codename Design
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Welcome
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Agenda
Morning Session: 8:45 Registration 9:00 Course Introduction 9:15 Lean UX Principles 10:00 - 10:15 Break 10:15 Lean UX Processes 12:00 Lunch
Afternoon Session: 1:00 Project Introduction and Brief 2:00 Develop User Stories Exercise 2:30 Wireframes Exercise 3:10 - 3:20 Break 3:20 Prototypes Exercise 4:45 Presentations and feedback. 5:15 Wrap Up
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10’000 FT.
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Ash Maurya, Running Lean, 2012
“... what separates successful start ups from unsuccessful ones is (...) that they find a plan that
works before running out of resources.”
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Let’s Make a Product – old school
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Perceived “Learning” Curve
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You’re wrong about something.
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You just don’t know what that "“something” is yet.
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Actual “Validated Learning” Curve
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The goal of Lean UX
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Iterate as quickly as you can" to get as much validated learning"
as you can for the least effort.
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The goal of Lean UX
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LEAN"DESIGN"
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Design builds knowledge.
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DESIGN MATERIALIZES"KNOWLEDGE
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Increase in “shared” knowledge
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DESIGN IS"ITERATIVE
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The “Design” Process
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LEAN UX IS"ABOUT “MAKING”
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The Lean Process
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LEAN UX IS NOT ABOUT"BEING “DONE”
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IT IS ABOUT BEING READY"FOR THE NEXT ITERATION
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EXPOSE YOURSELF …before you’re ready
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MINIMUM"VIABLE"
PRODUCT
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Eric Ries
"The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about
customers with the least effort." "
© Launch Academy / Codename Design 2014 © Launch Academy / Codename Design 2014 ….the Minimum Viable Gas Station (photo credit to @NitiBhan).
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JUST"ENOUGH"DESIGN
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May cause nausea. …it’s o.k. if you feel queasy
you kind of get used to it.
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Lean User Experience Design
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Lean UX is a process that:
• Places a primary focus on creating value for customers • Minimizes the time it takes to learn • Minimizes the cost of each lesson learned • Allows you to communicate what you’ve learned with the team • Allows you to act on that learning so you can create more value for customers • Allows you to observe whether you’ve actually created more value
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User Centered Design."Agile Methodologies."Data Driven Design.
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User Centered Design
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User Centered Design
• The Actors (or users, or customers)
• The Objects (the material atomic bits people work with / “content”)
• The Goals (what actors want to achieve in context)
• The Activities (the steps they need to go through to complete goals)
• The Interactions between the actors and the objects to reach their goals
• The Context (the physical world including device, social etc…)
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Agile Methodologies
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Agile Methodologies
1. Individuals and interactions over processes and tools 2. Working software over comprehensive documentation. 3. Customer Collaboration over contract negotiation 4. Responding to change over following a plan
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Agile Methodologies – User Stories
As an [ actor type ] I want to [ accomplish something ] So that [ something of value happens ]
“As a frequent purchaser I want to be able to save an item to my wish list so that I can return to purchase my saved items.”
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Agile Methodologies – User Stories
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Agile Methodologies – User Stories
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User Stories (extended): • Acceptance Criteria • Discussion notes • Dependencies / Related stories • Components (what parts of the app(s) are affected, what out of app experience elements are required (for example: emails sent) • Links to resources like assets and reference artifacts like diagrams, wireframes, mockups
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How Stories fit into the flow
1. Understand the problem, then;
2. Model solutions at a user scale:
• Write A Story / Design the test
• Model and discuss possible solutions
• Prioritize / decide on an approach
• Try to invalidate the approach yourself
• Create an artifact / prototype of the appropriate fidelity
• Test... Measure... Iterate (go back to #1).
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Data-Driven Design
• What’s the problem? • What’s your assumption about the problem? • What are you going to measure? • How are you going to measure? • What results constitute success? • What is the threshold for validation?
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Data-Driven Design
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Data-Driven Design – Measuring Example
• Are people using our product? • Are they using all of it or only parts of it? • Are they using it in the way we expected?
“Our assumption was that users would primarily use the marketplace matching features we built into the MVP to complete a transaction once per month.”
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Data-Driven Design – Measuring Example
We’ll measure app usage for the past 30 days using analytics looking specifically at transaction traffic and funnels looking for completed transactions and drop-offs. We’ll need at least 1000 transactions from after release #3. We’ll talk to at least 8 people locally to get qualitative feedback.
• If we get an average of 1 transaction per user per month we’re on the right track, we’ll work on aiming higher, open the social loop and test again at scale;
• If we’ve had an average of 80% of users with 1 transaction every 30 days we’ll take that as a good sign, pay special attention to qualitative feedback.
• If we get less than 80% we’ll look at both qualitative and quantitative data to see where the drop offs are and if there are any specific branding / market issues with the offering.
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Data-Driven Design – Appropriate Tests
Depends on what stage your startup is at:
1. Worth building Am I meeting a need (early validation) 2. Empathy Landing page conversion 3. Stickiness Engagement / churn / customer funnel 4. Virality Customer acquisition cost / viral co-efficient 5. Revenue LTV / upselling 6. Scale resellers / support costs etc…
For more details see “Lean Analytics” by Alistair Croll & Benjamin Yoskovitz
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Questions
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Break
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Lean UX Processes"Overview
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LEAN UX IS"ABOUT “MAKING”
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MAKING WHAT? …glad you asked
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MAKING MODELS
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WHAT IS"WHAT COULD BE
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PROBLEMS"SOLUTIONS
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PROBLEM HYPOTHESIS" “We are solving a worthwhile problem, one
that people will pay for.”
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SOLUTION HYPOTHESIS" “We are solving a validated problem in a way
people will love to use.”
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MAKING MODELS …of things that are, and things that are
about to be.
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Models"(to understand the problem)
Personas Observation Interviews User Journeys Business Models Analytics
Models (to propose solutions)
Story Boards Diagrams Wireframes Mockups Interactive Prototypes
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Lean UX Discovery"Understanding The Problem
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When discovery applies • New products • New features • Existing products • Existing features • Competitive analysis.
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Models"(to understand the problem)
Personas Observation Interviews User Journeys Business Models Analytics
Models (to propose solutions)
Story Boards Diagrams Wireframes Mockups Interactive Prototypes
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1"(Proto) Personas
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1. Proto Personas
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1. Proto Personas
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1. Proto Personas
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1. Proto Personas
Good for: • Humanizing the users to the team; • Confirming assumptions around your identified personas; • Qualitative feedback.
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1. Proto Personas
Tools: • Pen & Paper • Omnigraffle • Illustrator / InDesign
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2"Observation
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2. Observation
”Salary Men" by Marc Baumgartner, 2013
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”Salary Men" by Marc Baumgartner, 2013
2. Observation
"Cyclops" by Jaime Pitarch, 2002
Good for: • Finding behaviour patterns; • Unscripted qualitative findings; • Finding workarounds that people are already using to deal with pain points; • The goal here is not to do exhaustive ethnographic research, observe to validate your proto-personas
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2. Observation
"Cyclops" by Jaime Pitarch, 2002
Types of Observation • Complete Observation - street life, trend spotting • Observer as Participant - you observe and guide (interviews, focus groups, workshops) • Participant as Observer - you participate and subjects know you're observing (joint activities, card sorting) • Complete Participation - you participate with subjects unaware (think secret millionaire / undercover boss)
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Tools: • Pen & Paper • Camera / Video • Note software (evernote, google docs) • Camera / Video • Props • Release / Consent Forms (if required) • Thank you notes
2. Observation
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3"Interviews
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3. Interviews
http://www.reed.co.uk/career-advice/blog/2012/april/body-language-interview-dos-and-donts
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3. Interviews
Good for: • Confirming assumptions around your identified personas; • Qualitative feedback. • Testing the solutions-based models
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3. Interviews
http://www.reed.co.uk/career-advice/blog/2012/april/body-language-interview-dos-and-donts
Types of Interviews
• Structured Interviews - following a script of questions • Unstructured Interviews - let the subject's answers guide you
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Tools: • Sound recording device • Pen & Paper • Note software (evernote, google docs) • Camera / Video • Loose Script • Props • Release / Consent Forms / Honorarium / Thank you notes
3. Interviews
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4"User Journeys
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4. User Journeys
Marc Baumgartner, 2013
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4. User Journeys
Good for: • Modeling existing issues on a known experience that could be improved; • Modeling a system from scratch during product development;
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4. User Journeys
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Tools: • Pen & Paper • Whiteboard / Camera • Lucid Charts • Omnigraffle • Any diagramming software • Analytics
4. User Journeys
Codename Design
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5"Analytics
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5. Analytics
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5. Analytics
Good for: • Quantitative feedback; • Confirming assumptions around your identified personas through demographic information; • Finding drop off in funnels; • Finding popular content / usage patterns • Much more…
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5. Analytics
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Tools: • Google Analytics • Mixpanel • KISS Metrics • Others…
5. Analytics
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6"Business Models*
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6. Business Models
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6. Business Models
Good for: • Modeling product/market fit; • Modeling the high level dependencies on partners and providers; • Modeling product positioning and unfair advantage.
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Tools: • Whiteboard / Camera • Paper & Marker / Stickies • Omnigraffle • Etc…
To learn more make sure to check out the upcoming Launch Academy course offerings.
6. Business Models
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Questions
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Lean UX Artefacts"Modeling The Solution
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Models "(to understand the problem)
Personas Observation Interviews User Journeys Business Models Analytics
Models (to propose solutions)
Story Boards Diagrams Wireframes Mockups Interactive Prototypes
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1"Story Boards
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1. Storyboards
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Good for: • Communicating context issues (where a product is being used / device types / constraints) • Communicating context based service cases (like loss of connection) • Communicating high level goals and use cases to funders / partners
1. Storyboards
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Tools: • Pen & Paper • Whiteboard / Camera • Adobe Illustrator / InDesign • Omnigraffle
1. Storyboards
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2"Diagrams
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2. Diagrams
Codename Design
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2. Diagrams
Good for: • Communicating user goals and priorities; • Communicating business logic and system processes; • Communicating which site / app components are involved in the process • Communicating what screens are required • Sanity checking the scope, discovering alternative / simplified option • Finding complementary experiences
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2. Diagrams
Codename Design
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Single flow split into stories
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2. Diagrams
Tools: • Pen & Paper • Whiteboard / Camera • Lucid Charts • Omnigraffle • Adobe Illustrator / InDesign • Any diagramming software
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Sidetrack"“Fidelity”
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Artifacts can be created at different fidelities
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Artifacts can be created at different fidelities
Fidelity you use depends on…
• What you’re trying to validate; • Who your audience is; • How much time you have.
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Different types of fidelity
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Different types of fidelity
• Visual Fidelity: How close the final visual design is the prototype? • Behavioural Fidelity: How closely does the prototype demonstrate the interaction? • Content Fidelity: Are you using placeholder or the actual copy for calls to action and buttons? • Contextual Fidelity: How close to the device and its intended context is the prototype being demonstrated?
For more see http://www.slideshare.net/austingovella/hacking-ux-zombies
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Comparison of Artefacts
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3"Wireframes
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3. Wireframes
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3. Wireframes
Good for: • Communicating vision, layout and visual hierarchy at a screen level; • Communicating relationship between content and images; • Communicating navigation and annotating actions; • Getting content and SEO teams on the same page • Testing your categorization scheme
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3. Wireframes
Lean Version: • Work fast, sketchy and as a team • Use white boards and sketch templates • Draw and talk, discuss elements as you draw • Use your space • Document with phone / camera • Move on
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3. Wireframes – work fast
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3. Wireframes – use your space
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3. Wireframes
Tools: • Pen & Paper & Stickies & Tape & Whiteboards, • Adobe Illustrator • Omnigraffle • Axure RP • UXPin, Balsamique, Hotgloo +100 apps,
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4"Mockups
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4. Mockups
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4. Mockups
Good for: • Testing the look of the app / site at the pixel level; • Branding; • Execution of communication; • Aesthetic patterns • Testing look, pixel level, branding, execution of communication, aesthetic
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4. Mockups
Lean Version: • If it’s faster to go straight to higher fidelity, do it; • Work in a way that allows you to use the same mockups sharing knowledge of how to build the final product and what the product looks like; • Annotate your mockups like you would wireframes if you need to, notes on mockups can help you use the same mockup for multiple stories • Use an indexing system to number your mockups / screens;
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4. Mockups – same mockup for multiple stories
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4. Mockups
Tools: • Adobe Illustrator, Fireworks, Photoshop (only for final assets); • Invision; • proto.io; • More…
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5"Protoypes
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5. Prototypes
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Lo-fidelity sketch turn into simple interactive prototype using POP
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5. Prototypes
Good for: • An alternative to the requirements driven approach to providing descriptive artefacts; • Communicating the look and feel of the app / site in context; • Communicating flows and interactions; • Communicating screen states; • Generating discussion, iterating solutions
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5. Prototypes
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Simple linear process demonstrated using Adobe Illustrator and Dropbox
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5. Prototypes
Lean Version: • Understand what you’re testing and your audience (figure out what fidelity you’ll need, pick the appropriate tool for prototyping) • Plan a little – prototype the rest • Prototype only what you need to test • Fake it / fudge it whenever you can • Work in a way that you can build on your prototype
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Tools: • Paper • Camera / Dropbox • POP (turn sketches into interactive prototypes) • Adobe Fireworks (Mac OS) / Axure RP (Mac / Windows); • Adobe Illustrator / Photoshop w/Dropbox; • HTML5; • Visio / Hotgloo + many, many more…
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5. Prototypes
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- Afternoon Workshop -
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Resources
The Lean Startup – Eric Reiss
Lean UX – Gothelf / Seiden
Running Lean – Ash Maurya
UX for Lean Stratups – Laura Klein
Lean Analytics – Croll / Yoskovitz
Agile Experience Design – Ratcliffe / McNeill
Rocket Surgery Made Easy – Steve Krug
Interviewing Users – Steve Portigal
Prototyping – Todd Zaki Warfel
Business Model Generation – Osterwalder / Pigneur
The Four Steps to the Epiphany – Stevn Gary Blank
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End