Crushing the BoulderDowntown Las VegasSmall Business Workshop

Lean Startup + UX1-day workshop

THU JUL 11, 2013

+

LUXR.CO JULY 2013

LUXR.CO JULY 2013

Whoʼs here?! ! ! 30 second intros* name* company* role * your favorite superpower!

Hello!5-10 min

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Kate Rutterwww.luxr.co

@luxrco@katerutter

TWEET!

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LUXr provides practical, hands-on tools for entrepreneurs around the world. LUXr helps startups deliver products that customers want, need and love to buy.

About LUXr

LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrco

Janice Fraser, Founder & CEO Jason Fraser, Co-Founder & Operations Lead Kate Rutter, Co-Founder & Designer

LUXR.CO JULY 2013

LUXR.CO JULY 2013

We are not experts on youridea or business.

You are.Our goal is to intro new ways to

get good ideas out...fast and simply...

so you can validate them and move them forward.

What to expect...

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“We made anamazing thing.

But nobody wanted it.”

What I NEVER want you to experience...

LUXR.CO JULY 2013

“We made anamazing thing.

But nobody wanted it.”

What I NEVER want you to experience...

FAIL

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“We made anamazing thing.

But nobody wanted it.”

What I NEVER want you to experience...

waste

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I. Lean + UX FundamentalsII. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What MattersIII. Bring it all together

Today we’ll cover...

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What is Lean Startup?What is UX?

What is UX for Lean Startups?

What is this stuff?!?!

I : Lean UX Fundamentals

Lean Startup~ the quick version ~

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An approach for building companies

that are creating new products and services in situations of

extreme uncertainty.

Lean Startup is...

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3 Key Ideas

Empathy.Design.

Products!

User Experience

Build. Measure.

Learn!

Lean Startup

Get out of the building!

Customer

Development

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Steve Blank introduced “Customer Development”in 2006.

The big idea...

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Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”

incremental releases

+reduce waste

The big synthesis...

make products customers

want

+

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The Agile Manifesto resulted from a ski scrum in February 2001.

The big idea...

over over over over

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Build.Measure.

Learn

• Experiments•!Validated learning•!Reduce waste

These change everything...

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risk

timeDefine

The old way

Design

Develop

Release

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risk

time

A very different way

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risk

time

A very different way

MAKE

release

MEASURE

BUILD

LEARN

MEASURE

BUILD

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Empathy.Design.

Products!

UI UX

via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

product

Key:

A person’s perceptions and responses

that result from the use or anticipated

use of a product, service or system.

LUXR.CO JULY 2013

Empathy.Design.

Products!

UI UX

via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal

product

Key:

A person’s perceptions and responses

that result from the use or anticipated

use of a product, service or system.

LUXR.CO JULY 2013

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack BUILD

MEASURELEARN

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LUXR.CO APRIL 2013

We are going to be working really, really, really fast.

What to expect...

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There is a purpose to this.

I will push you to get something down rapidly. By the end of the day, youʼll have work ready to take to the

next step.

We are going to be working really, really, really fast.

What to expect...

LUXR.CO APRIL 2013

You will be working in peer pairs.Two brains arebetter than one.

And weʼll keep talking to a minimum.(There is a break where we can get all social!)

What to expect...

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You may not like the pace/process/pressure/perspective, etc. etc.

That is okay.

All I ask is that you keep an open mind and try it.

What to expect...

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Let’s get hands on...

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{7 min Activity}

Users + problems + solutionSketch it out

Who are the users?What problems do they have?

What would be a proposed solution?

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Users + Problem + Solution map

a mobile app for delegating tasks

business professionals

Working parents with with kids

need to know when something’s done

Too much to do, not enough time

need to share tasks on the go

Task-a-doodle

“the DNA of your idea”

May 2013

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Users + Problem + Solution map“the DNA of your idea”

5 min

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Users + Problem + Solution map

a mobile app for delegating tasks

business professionals

Working parents with with kids

need to know when something’s done

Too much to do, not enough time

need to share tasks on the go

Task-a-doodle

“the DNA of your idea”

May 2013

1 min

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1. Get to Know your Customers2. Act on Customer Needs3. Measure What Matters

II : Three Lean UX Experiments

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PersonasCustomer Development Interviews

1Get to Know Your

Customer

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

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{Activity}

Rapid Sketching

Clothespin Man

7 min

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Who: Make a Persona

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{Activity}

Make a personaPortrait

5 min

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{Activity}

Make a personaFacts

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{Activity}

Write down...

5 min

• Age• City where s/he lives• Relationship (married? kids? single? divorced?)

• Job role• Annual incomeBe specific.

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{Activity}

Make a personaBehaviors

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{Activity}

Brainstorm 10 behaviors

5 min

• What do they do that indicates that they are a good customer for you?

• How are they solving the problem now?

• Behaviors are verbs.

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{Activity}

Divide into 2 piles:more

importantless

important

2 min

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{Activity}

Pass & peer write

2 min

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{Activity}

Make a personaNeeds & Goals

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{Activity}

Brainstorm 10 needs/goals5 min

• What do they need to accomplish that will solve their problem?

• What do they need to do to feel heroic?

• Why do they do the behaviors?

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{Activity}

Divide into 2 piles:more

importantless

important

2 min

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{Activity}

Pass & peer write

2 min

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{check}

3 checks

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* Could enough people like this exist? (And can you find them to talk to them?) If no, make adjustments.

* Is this a specific person you know? If yes, make adjustments.

* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.

{check}

3 checks

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{Homework}

Bring it togetheras a team

Share them & createa unified persona

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{check}

Where is the biggest risk?Which 3 assumptions about your customers pose the biggest risk to the

success of your idea?

Hint: youʼll validate these first.

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Great Customer Development

(It’s all about the interview)

!

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User Research

Quantitative Qualitative

Generative

Evaluative

Surveys

Usability

•Hallway usability

•remote

•Interviews

•Mental Models (Indi Young)

•Contextual Inquiry (Byer & Holzblatt)

•Starbucks

Analytics•

Optimizely•

Key Metrics•

A/B Testing•

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User Research

Quantitative Qualitative

Generative

Evaluative

Interviews

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Customer Interviews

! Identify who you want to talk to.

! Articulate your hypotheses.

* Decide where to find them

* Craft a topic map for the session.

* Jot down conversation prompts.

* Have the conversation* Debrief!

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Customer Interviews

* Decide where to find them

* Craft a topic map for the session.

* Jot down conversation prompts.

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{Show & Tell}

Topic Map

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Topic Map

mobile/internet habits

last time they got help

(house cleaner)

keeping everything

working

feeling overwhelmed

commutepersonal time

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{Activity}

Jot down 5-7 topics3 min

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Customer Interviews

! Identify who you want to talk to.

! Articulate your hypotheses.

! Decide where to find them

! Craft a topic map for the session.

* Jot down conversation prompts.

* Have the conversation* Debrief!

LUXR.CO JULY 2013

“Have you ever had ________ experience?”

“Can you tell me the story about that?”

“And then what happened?”

“Why [or how] did you do that?”

“What did you love [or hate] about that?”

“If you could wave a magic wand, what would it be like?”

Guiding the conversation

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“Have you ever had __________________________ experience?”

{Activity}

Brainstorm a question

3 min

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During the Interview

DO • Take notes • Smile• Ask open-ended questions• Get their story• Shut up and listen

DONʼT • Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much

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{Activity}

Practice an interview

1 interviewer + 1 intervieweenote-takers

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Customer Interviews

! Identify who you want to talk to.

! Articulate your hypotheses.

! Decide where to find them

! Craft a topic map for the session.

! Jot down conversation prompts.

! Have the conversation

* Debrief!

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After the Interview: Debrief

DUMP (5min, solo)1 idea per sticky“What I heard”“What I saw”“What stood out”

SORT (10min, team)Collect similar itemsLabel groupsStack duplicatesNote trends and exceptions

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Validate in the world

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i <3 listening.

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Sketching multiple optionsValue proposition

Dot VotingFeature prioritization

2Act on Customer Needs

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

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6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.

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What: Envision 6 uses

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{Activity}

Sketch 6-up Uses

10 min

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{Activity}

Work with your peer

Pass your work2-minute “quiet read”

Focus on understandingConfirm clarity

5 min

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{Activity}

Dot-vote top picks

Peers use 3 dots } pick top uses

5 min

Founders use 1 dot } pick top use

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{Activity}

Redraw the top pick

3 min

Mary

Task-a-doodle

Know when

someone in her

family finishes

a shared task.

April 2013

LUXR.CO JULY 2013

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

LUXR.CO JULY 2013

{Activity}

Brainstorm features

5 min

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{Activity}

Divide into 2 piles:

1 min

build nowbuild later

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{Activity}

Select 3 features

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1 min

5-item to-do list

Task sharer

Status tracker

{Activity}

Make a feature list.April 2013

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{Organize!}

Post your persona, value prop and

features on the wall.(off to the side)

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Persona Limited features to support the uses

What you have nowWho is our user and what are their needs & goals?

What can a user do with our product?

How will they do that?

Mary

Task-a-doodle

Know when

someone in her family finishes a shared task.

April 2013

Value prop

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Uses make me frisky!

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Actionable MetricsDefining an effective metric

Tracking over time

3Measure

WhatMatters

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Product(black box)

Conversion Funnel

Traffic

Measuring what?

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Product(black box)

Conversion Funnel

Traffic

Measuring what?

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User Research

surveys

usability testinga/b testing

user interviews

analyticsKPIs

Quantitative Qualitative

Generative

Evaluative

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Metrics checklist

a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

vanity

total number of registered

users

unhelpful

sign-ups

% of users who share a

task 3+ times a day,per week

awesomebetter% of users who sign in 3+ times a

day,per week

good% of new users per

week

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{Activity}

Brainstorm 5 measures(from features)

3 min

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{Activity}

Divide into 2 piles:moretelling

lesstelling

1 min

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{Activity}

Pick 3.

2 min

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Metrics checklist

3. Is there an object basis?

• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)

* not required, but super-helpful

• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?

• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

1. Does the metric begin with a number?

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{Activity}

Pair-check your metrics*You* are the person responsible

for getting your peer to awesome!

5 mineach

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% of users who share a

task 3+ times a day,per week

{Activity}

Make a dashboardApril 2013

Avg number of logins per person per

week.

Avg # of tasks

completed per person per month.

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{Show & Tell}

Information Radiator

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Information Radiator

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Information Radiator

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metrics. better than a

bubbling brook.

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Making the storyLiving the Lean UX life

III : Bring it all together

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Pull it all together

Tell the story

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack BUILD

MEASURELEARN

LUXR.CO JULY 2013

Making the most of the team

Mary

Task-a-doodle

Know when

someone in her

family finishes a

shared task.

April 2013

Mary

Task-a-doodle

Know when

someone in her

family finishes a

shared task.

April 2013

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This is [product name] .

Meet...

MVP* Narrative

MVP

The idea...

* Minimum Viable Product

5 min

MVCMary

Task-a-doodle

Know when

someone in her

family finishes a

shared task.

April 2013

To see progress, we will measure...

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Story time!

Your pair peer readsyour story back to you.

(Simply read the words on the page.)

2 min each

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Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

Interfaces & flowsPrototypes

User stories

This Week

UX Stack

Mary

Task-a-doodle

Know when

someone in her

family finishes a

shared task.

April 2013

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Living the Lean UX Life

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Patterns of work1. Sketch

(especially of people)2. Timebox!

(speed kills the censor and keeps you moving)3. Generate independently, discuss as a team

(3 people ideal)4. Dump & Sort

(one item per Post-It, use Sharpie)5. 2x2 organizing framework

(help decision-making when lots of items)6. Work at the wall 7. Quick decision-making techniques

(dot-vote, roman vote, stack rank)

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10 Principles of Lean UX

1. Design + Product Management + Development = 1 team2. Externalize!3. FLOW: think -> make -> check4. Repeatable & routinized5. Solve the right problem6. Goal-driven & outcome-focused7. Generate many options8. Decide quickly and hold decisions lightly9. Recognize hypotheses & validate them10. Users are the best source of information (& inspiration)* Read full descriptions at http://luxr.co/10-principles

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Q&A + Discussion

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Geek out & learn tons more

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Go be awesome.

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LUXr makes products that coach early-stage entrepreneurs on effective practices to deliver products that customers want, need and love to buy.

LUXr.co3435 Cesar Chavez, San Francisco, CA • 94110The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc

images• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal • http://www.flickr.com/photos/pompien/6160278603/