It Ain’t Easy Being LeanL E S S O N S F R O M I M P L E M E N T I N G L E A N U X P R I N C I P L E S

Digital Channels Working Group

Lean UX principles make for abetter homepage

Lean UX principles make for better social sharing

Lean UX principles make for better [your product here]

your product

What is the most direct route to successfully aligning product goals to user needs?

“When we deal in generalities, we shall never succeed. When we deal in specifics, we shall rarely have a failure.…When performance is measured and reported, the rate of improvement accelerates.”Thomas S. Monson, 1984

METHODOLOGY

Pursuing the best total picture of the user experience

A/B TESTINGWEB ANALYTICS/HEATMAPSSURVEYSCARD SORTSFEEDBACKUSABILITY STUDIES

+ MORE

MINDSET

Lean UX is not a tool. It’s a method for building products with the least possible waste.x

User Experience(UX)

“…learn what [users] really want, not what they say they want or what we think they should want.”

Lean UX

“…an experiment is more than just a theoretical inquiry; it is also a first product.”

Eric Reis, Author of Lean Startup

Build, Measure, Learn

Minimize wasted effort through specific, proactive measurement

Build into our process a way to check our assumptions before and as we launch

To build is to test, to test is to build

What do we mean by lean?

What do I need to learn about the user to be successful? Seek a full picture of the user and their experience

Fewer product launches like this…

…And more launches like this

� �

high risk learning environment lower, incremental risks

Centerpiece Original

How do we close the gap between the old and new in the fewest steps possible?

Did they notice the change? Not really.

Did they like it?(Survey Results)

Yes. Slightly more than the original: but promising improvements for TargetSegments and mobile users

Did they use it?(A/B Test Results)

No. 40 percent less homepage content clickthrough.

Two Week Pilot

PSD UX design – Joe, ColtPSD Advisors – JamesICS Front-end – Aaron

0

3

6

9

12

15

Test Iterations

different combinations

348 6weekstests

Legacy Benchmark

Centerpiece

If we ran with the original design, as approved, wewould have missedout on:

100,000+

5,500,000+

15,000+… more visits to featured content per day.

… more visits to featured content per week.

… more visits to featured content per year.

Individual results may vary. Always plan to validate the learnings of others against your own unique needs.

DISCLAIMER

WHAT DID WE FOCUS ON?

• clicks on featured content on each visit• qualitative feedback• mobile vs. non-mobile

TEST HIERARCHY

Should it exist?

Where should we put it?

What does it do for the user?

What is the [element, facet, icon, or widget] being hired by the user to do?

TEST HIERARCHY

Should it exist?

Where should we put it?

What does it do for the user?

x

xxx x

�Collectively, this simplification improved the click rate by 22%

TEST HIERARCHY

Should it exist?

Where should we put it?

What does it do for the user?

Where on the page is the best place to put what features?

What to do with the level two links?

�

TEST HIERARCHY

Should it exist?

Where should we put it?

What does it do for the user?

How do our users expect to interact with this feature or design element?

What function did the circles play for the user?

Removing the circle from featured images improved overall click-through rate by 60%

�

What function did the circles play for the user?

Removing the circle from featured images improved click-through rate by 60%

�The number one thing we did to improve click-through.

What’s next for this group?• Homepage benchmark test

(round 2)• Social sharing on article pages• "Was this helpful?” feature test

32 DIFFERENT INSTANCES OF SHARING

What job are users hiring a social widget to do?

APPLYING LEAN UX TO SOCIAL SHARING

How can I apply this to my product?

Contact ______ or _______ to provide input on where we should focus.

Contact the PSD Advisors and your PSP on how to you might use Lean UX in your content publishing process.

Discussion

Jeff, Joe, Colt, James, Aaron