Lean Tactics for Your Org

@NickHahnDesign #LeanStartup [email protected] 02.17.15

Lean tacticsFor your org


By: Nick Hahn


One cold Dec.day

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4 years ago in mid-December I walked out of my last advertising agency job just one week before bonus Needed to get out Leave $ on the table Escape a few days earlier In the moment it “I just feels right” Nuts or not?


I left my agency job …and my bonus

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4 years ago in mid-December I walked out of my last advertising agency job just one week before bonus Needed to get out Leave $ on the table Escape a few days earlier In the moment it “I just feels right” Nuts or not?


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5 lean tactics

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5 case studies from my experience I needed Lean Successful products happier That go with 5 Lean tactics you can try at your org Intro to the tactics, will provide sources for more info Examples are from my Agency life But the symptoms and solutions are universal �


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5 lean tactics

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Include StakeholdersEarly & Often

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I’ll show you 5 tactics that you can use to try instill some of these Lean principles into your organization. This is a skimming of these tactics, but I will provide sources you can get much more info for each. �


A little background…01

I sold drugsfor a living

To doctors

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I worked in a Pharmaceutical advertising agency “The Interactive Creative Group”



Design + guerrilla UXMy role:

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senior art director unofficial guerrilla UX designer & researcher A lot of the tactics today are under-the-radar type



Digitization!

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print sales brochures and turning them into “engaging interactive experiences” Interactive Visual Aids (IVAs) Reps > doctors Doctors> patients What design choices were right?


The game of phones

The Patient’s Needs

Sales Rep’s Needs

01

Doctor’s Needs


Agency Planner

Agency

Account Management

Agency Creative Team

“why are we building this? it doesn’t make any sense.”

Client Marketing team

01

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Need software development - another 3-4 layers deep. Next: So what can be done about this? Workshops


Workshops ftw

• 1 Day Minimum

• Alignment

• Opens Direct

Communication

• Builds Rapport(Go out for drinks)Creative Team

Including Dev

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Everyone has good ideas not just the creative team Lock you all in a room


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5 lean tactics

Talk to the Users

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�


02

PatientSales Rep Doctor

Back to those ivas

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3 unique customer profiles 1 direct users 1 indirect user Get rich At least some at the top of the chain do


02

PatientSales Rep Doctor

Back to those ivas

Get rich

Phew!

Thanks kid

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3 unique customer profiles 1 direct users 1 indirect user Get rich At least some at the top of the chain do


02

Back to those ivas

• 4-5lbs

• 2-3 hr battery

• Tracks what you do

• Less than 1lbs

• Infinite battery

• 100% customizable

P.I.T.A.

Simple &met the needs

Sales Rep

Ivas Suck!

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IVAs had a “cool factor” to them Didn’t fill a need, paper was better Reps hated using them Next: Get out of the building


Get out of the building


02

Get out of the building

Creative Team Sales Rep Doctor

Questions

Feedback

• 3-5 Users is worth it

• In person best, phone still works

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How do you do this? Might have to be guerrilla Creative team = everyone working on the product Could not get approval for research Talked to any Dr.s I could Wanted context & validation to my designs Debates: feature vs. feature Can get significant value from 3-5 users If I can’t get approval to travel – will simply call users


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5 lean tactics

Kill Ego Before it Kills Creativity

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�


hard

my creative director

had ahuge

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hat

For video content

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no really - big green hard hat had in his office (the brand we were working on) Part of brand launch Creating tons of video content


Video can be greatBut don’t trap content there

03

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Creative review session (we made sure to all wear unique and bright colors) 34 videos Don’t trap content there I gave less fucks Told him: these videos are dumb and get in the way Had 4 managers tell me that’s unacceptable


Fight the Culture of fear

• Determine risk tolerance w/Management

• Use data to back up your claims

• Be open to everyone’s ideas

Me vs. them

Us

03

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Kill ego by fighting the culture of fear Sound corny? My value at the company is based Owning Showing off my ideas Don’t say “I think it should be…” Say “The data shows that…” Rank doesn’t matter, ideas do Next Tactic: A-Team


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5 lean tactics

Build a Bad-Ass Cross-Functional Team

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�


Silos – the death of communication

Marketing Sales R & D

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• Walls – heavy documentation

• The other departments are lazy

• Escalate to bosses• Pulls in other bosses• Talks to their teams• Escalate again

• Client involved – add more layers

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We’ve all been there – Walls Emails Documentation The other departments are lazy and/or morons Bring it up to her boss Pulls in other bosses Talks to their teams Escalate again Client involved – add more layers Pharma – regulatory & FDA Next: Pick your team


04

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Choose any flavor that fits you Fortunate to have found my team: Gravity Ward Cross-functional Several of which were my guerrilla team in the agency world


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Any flavor you like (shameless plug)

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Team up, Talk, win04

• Find like-minded individuals

from various disciplines

• Take on a small project to start

– prove the value

• Kick off with a Workshop

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Find like-minded individuals from various disciplines Take on a small project to start – prove the value Kick off with a Workshop Communicate w/Better tools Cheap and don’t need approvals Basecamp: Best email aggregation & accountability tool Trello: Best team Todo lists Slack: Will kill internal emails & chats


Team up, Talk, win04

Try these:

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Find like-minded individuals from various disciplines Take on a small project to start – prove the value Kick off with a Workshop Communicate w/Better tools Cheap and don’t need approvals Basecamp: Best email aggregation & accountability tool Trello: Best team Todo lists Slack: Will kill internal emails & chats


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5 lean tactics

Outcomes, not deliverables

04 05

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�


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“Our inefficiencies make us money!”

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Choke on my spit when I heard this Saturday & Sunday – gives me PTSD


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“Our inefficiencies make us money!”

EspeciallyAfterthis…

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Choke on my spit when I heard this Saturday & Sunday – gives me PTSD


Short-sighted view on profitability

Salary employee

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+ bill the client hourly

Mad money

=needs not metFrustrated clientsUninspired employees

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Mad Money sure Greatly risk these happening


Back to those ivas

• 4-5lbs

• 2-3 hr battery

• Tracks what you do

• Less than 1lbs

• Infinite battery

• 100% customizable

P.I.T.A

Simple &met the needs

Sales Rep

Ivas Suck!

05

• Remember those upset reps?

• Client – too many complaints

• Shut down this million dollar

program (till iPads)

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Remember those upset reps? Client – too many complaints Shut down this million dollar program (till iPads)


Reward learning and problem solving

Lean thinking pushes us:

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• to seek the business outcomes• then question whether these features will get us there• have conversations with stakeholders around what

metric you’re trying to move

– Jeff Gothelf

http://www.jeffgothelf.com/blog/3-challenges-implementing-lean-ux-in-the-enterprise/%23sthash.E5WdIM3H.dpuf


Reward learning and problem solving

Define reachable metrics with stakeholders

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• Increase global sales• Gain x number of new signups

through the online campaign


5 lean tactics

01 Include Stakeholders Early

02 Talk to the Users

03 Kill Ego Before it Kills Creativity

05 Outcomes Not Deliverables

04 Build a Bad-Ass Cross-Functional Team


5 lean tactics

01 Include Stakeholders Early

02 Talk to the Users

03 Kill Ego Before it Kills Creativity

05 Outcomes Not Deliverables

04 Build a Bad-Ass Cross-Functional Team

Keep learning& fight the good fight


References & Tools03

• Leisa Reichelt: Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom

• Ross Popoff-Walker: Lean UX at Digital Design Agencies

• Jeff Gothelf:

• Lean UX: Applying Lean Principles to Improve User Experience

• 3 Challenges Implementing Lean UX in the Enterprise

• Laurence McCahill: 10 things I’ve learnt about lean startup

• Basecamp: Best email aggregation & accountability tool

• Trello*: Best team Todo lists

• Slack*: Will kill internal emails & chats

*These are referral links from my account. For Slack, if you become a paid user, we’ll both receive $100 in credit.

http://www.disambiguity.com/clientagency-engagement-is-fcked-waterfall-ux-design-is-a-symptom/

http://rosspw.com/ux-design-for-digital-agencies-2/

http://www.jeffgothelf.com/blog/lean-ux-book/%23sthash.CuRg16PU.aB3sQfFr.dpbs

http://www.jeffgothelf.com/blog/3-challenges-implementing-lean-ux-in-the-enterprise/%23sthash.HjsvdOue.38ROSJZZ.dpbs

https://welovelean.wordpress.com/2013/05/01/10-things-ive-learnt-about-lean-startup/

https://trello.com/nick_hahn/recommend

https://slack.com/r/02fr8038-02freptp

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Lean Tactics for Your Org