Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
May 1, 2014
Kate Rutter, UX @ Tradecraft
* Design a Product in Two Hours
Rapid Product Design
Using Lean UX Methods
Content & activities developed by Luxr
http://luxr.co @luxrco

@katerutter
@luxrco
TWEET!

Let’s get warmed up

{5 min Activity}
Users + problems + solution
Sketch it out
Who are the users?
What problems do they have?
What would be a proposed solution?

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

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”
3 min
May 2014

A class on how to
produce an awesome UI
This is not...
(how do you know itʼs awesome?)
A session on making
production wireframes or
photoshop comps
(how do you know these arenʼt
a waste of valuable time?)
A “perfect approach” or
a rigid point of view on
Great UX.
(100s of entrepreneurs have
used these techniques to deﬁne
their own unique Great UX.)

• Design = solving problems
• Lean Startup concepts & mindset
• Hands-on } make a product MVP
• Lo-ﬁ MVP -> validate -> build
This is about making products.
Focus • Simplify • Decide • Test
Move forward.

I am not the expert on your idea.
You are.
My goal is to help get your ideas
out...fast and simply...
so you can validate them and
move them forward.
What to expect...

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

There is a purpose to this.
I will push you to get something
down rapidly. In 2 hours, you will
have a purpose-focused MVP concept
to take to the next step.
We are going to be working really,
really, really fast.
What to expect...

You will be working solo.
These techniques are very
powerful in teams.
Weʼll keep talking to a minimum.
(Happy to talk more after the workshop.)
What to expect...

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...

“But the code validated!”
“The design was brilliant.
It just never launched.”
“We made an amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...

“But the code validated!”
“The design was brilliant.
It just never launched.”
“We made an amazing thing.
But nobody wanted it.”
What I NEVER want you to
experience...
waste

About the whole
LEAN thing

2 Big Ideas
Empathy.
Design.
Products!
User Experience
Build.
Measure.
Learn!
Lean Startup

Eric Ries wrote
a blog post on
Sept 8, 2008
titled “The Lean
Startup.”
+
incremental
releases
make products
customers
want
+
reduce
waste
The big idea...

Steve Blank
introduced
“Customer
Development”
in...um...2006.
The big idea...

Build.
Measure.
Learn
• Experiments
•!Validated learning
•!Reduce waste
These change everything...

risk
timeDeﬁne
The old way
Design
Develop
Release

risk
timeDeﬁne
A better way
Design
Develop
Release

risk
time
A very different way

Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & ﬂows
Prototypes
User stories
This Week
UX Stack BUILD
MEASURE
LEARN

Let’s make stuff!

{Activity}
Rapid Sketching
Star people!
7 min

You can draw a person in 4 simple steps....
sketch via @luxrco
Star people

Use simple shapes to put a person in a place.
sketch via @luxrco
Add context
inside outside

People have faces and emotions.
Expressions Matrix
3 mouths
+ 2 eyebrows
= 9 emotions
(so sneaky!)
smile frown
up
brows
neutral
down
brows
start with this
no
brows
add a
mouth...
add
eyebrows...
sketch via @luxrco; also see @austinkleon

Picture your user as a
human person.
(Insert provisional
personas here)
Who is it for?

Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & ﬂows
Prototypes
User stories
This Week
UX Stack

Who: Make a Persona

{Activity}
Make a persona
Portrait
5 min

{Activity}
Make a persona
Facts

{Activity}
Write down...
5 min
• Age
• City where s/he lives
• Family (married? kids?
single? divorced?)
• Job role
• Annual income
Be speciﬁc.

{Activity}
Make a persona
Behaviors

{Activity}
Brainstorm 10 behaviors
3 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.

{Activity}
Divide into 2 piles:
more
important
less
important
2 min

{Activity}
Write ‘em down.
2 min

{Activity}
Make a persona
Needs & Goals

{Activity}
Brainstorm 10 needs/goals
3 min
• What do they need to
accomplish that will
solve their problem?
• Why do they do the
behaviors?
• How are they solving
the problem now?

* 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

Act on user needs by
identifying value
propositions.
What’s the value?

An example from Foodspotting

What: Envision 6 uses

{Activity}
Sketch 6-up Uses
10 min

{Activity}
Redraw the top pick
3 min
Mary
Task-a-doodle
Know when
someone in her
family finishes
a shared task.
April 2013

{Activity}
Brainstorm a feature
.5 min

5-item
to-do
list
{Activity}
Make a feature list.
April 2013
.0001 min

Measure what matters by tracking
actionable metrics.
How do you know
it’s working?

Product
(black box)
Conversion
Funnel
Trafﬁc
Measuring what?

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

{Activity}
Brainstorm 1 measure
3 min

{Activity}
Pair-check your metric

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?

{Activity}
Pair-check your metrics
*You* are the person responsible
for getting your peer to
awesome!
3 min
each

% of users
who share a
task 3+
times a day,
per week
{Activity}
Make a dashboard
April 2013
Avg # of
tasks
completed
per person
per month.
% of delegated
tasks
completed per
group per
month

Pull it all together
Tell the story

This is [product name] .
Meet...
MVP* Narrative
MVP
The idea...
* Minimum Viable Product
5 min
MVC

Making the most of the team

Pitch Practice
Come up and share
your story!
Exciting prizes for the 3
entrepreneurs who
volunteer!
1 min

Patterns of work
1. 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)

What’s next?
Validate!
Do 3 customer interviews in
the next week.
Do not mention your product.

Geek out & learn tons more

Kate Rutter
@katerutter
http://intelleto.com
Content developed at Luxr:
http://luxr.co
@luxrco

!""#$%%&'()*+,
-&'()+,
./0123
people
problem solution
have
addresses
use
the Molecule 45"6

!""#$%%&'()*+,
-&'()+,
./0123
Persona
75+"8 96648/:/;,5&8
<6!5=>,)8
45"6

!""#$%%&'()*+,
-&'()+,
./0123
Value proposition 6-up
?>"!/@@@@@@@@@@@@@@@@@@A/@@@@@@@@@@@@@@@@@/+5B***
45"6

!""#$%%&'()*+,
-&'()+,
./0123
Value proposition
?>"!/
+5B***
A
45"6

!""#$%%&'()*+,
-&'()+,
./0123
MVP Features
C,/46&>=6)/,B/"!5"A/D6/D>&&/E'>&4/"!686/F65"')68$
F65"')6
F65"')6
F65"')6
45"6

!""#$%%&'()*+,
-&'()+,
./0123
G6")>+
Metrics dashboard
G6")>+
G6")>+
by
Goal
Notes
/ / / / / /
C,/588688/#),H)688A/D6/D>&&/G658')6/"!686/G6")>+8$
45"6

Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

More Related Content

What's hot (20)

Similar to Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014] (20)

More from Kate Rutter (20)

Recently uploaded (20)

Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]