design a passion project in three hours using lean start-up methods
Post on 17-Oct-2014
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Inside you there is a secret product idea...some problem you are just itching to solve. Yet it falls prey to that deadly statement: “Someday, when I have more time...” In this action-packed 180 minutes, UX London participants got their ideas out and into the world. Using Lean Startup principles and these fun and rapid methods, they created a coherent, lo-fi product concept and got peer feedback on it. From identifying the problem it solves for people and understanding the role it plays in customers’ lives to identifying a key metric to indicate traction, they explored the idea in full. They wrapped up with practical, actionable (and simple!) next steps to propel the ideas forward.TRANSCRIPT
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Design a Passion Product using Lean Startup Methods
UX London 2013 ConferenceApril 10, 2013Kate Rutter, Co-Founder, LUXr
* Make a Product in Three Hours
#uxlondon #passionproduct
LUXR.CO APRIL 2013
Whoʼs here?" " " 30 second intros @ tables* name* role * your favorite superpower!
Hello!5 min
LUXR.CO APRIL 2013
We coach startup entrepreneurs on how to build products that people need, want, and love to buy.
LUXR.CO APRIL 2013
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Kate Rutterwww.luxr.co
@katerutter@luxrco
#uxlondon#passionproduct
TWEET!
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Let’s get warmed up
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{5 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” 5 minApril 2013
LUXR.CO APRIL 2013
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.)
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• UX Designers as founders • Lean Startup concepts & mindset• Hands-on } make a product MVP• Learning through personal expression
This is about making products.
Focus • Simplify • Decide • TestMove forward.
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I am not an expert on your business or product 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...
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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. In 3 hours, you will have a concept MVP that you can
commit to and 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...
About the wholeLEAN thing
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2 Big Ideas
Empathy.Design.
Products!
User Experience
Build. Measure.
Learn!
Lean Startup
LUXR.CO APRIL 2013
Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”
+incremental
releasesmake products
customers want
+reduce waste
The big idea...
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Build.Measure.
Learn
• Experiments•!Validated learning•!Reduce waste
These change everything...
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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
The big idea...
LUXR.CO APRIL 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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Let’s make stuff!
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{Activity}
Rapid Sketching
Clothespin Man!
7 min
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Picture your user as a human person.
(Insert provisional personas here)
Who is it for?
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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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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• Family (married? kids? single? divorced?)
• Job role• Annual incomeBe specific.
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{Activity}
Make a personaBehaviors
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{Activity}
Brainstorm 10 behaviors5 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 write2 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 write2 min
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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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Break!
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Act on user needs by identifying value propositions.
What’s the value?
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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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An example from Foodspotting
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What: Envision 6 uses
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{Activity}
Sketch 6-up Uses10 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 pick3 min
Mary
Task-a-doodle
Know when
someone in her
family finishes
a shared task.
April 2013
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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}
Brainstorm 6 features3 min
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{Activity}
Divide into 2 piles:1 min
build nowbuild later
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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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Measure what matters by tracking actionable metrics.
How do you knowit’s working?
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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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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.”
vanity good better
...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.
unhelpful
total number of registered
users
% of users who share a
task 3+ times a day,per week
sign-ups
awesome% of users who sign in 3+ times a
day,per week
% 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 3.1 min
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{Activity}
Pair-check your metrics
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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?
LUXR.CO APRIL 2013
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.”
vanity good better
...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.
unhelpful
total number of registered
users
% of users who share a
task 3+ times a day,per week
sign-ups
awesome% of users who sign in 3+ times a
day,per week
% of new users per
week
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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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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 APRIL 2013
Making the most of the team
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This is [product name] .
Meet...
MVP* Narrative
MVP
The idea...
* Minimum Viable Product
5 min
MVC
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Story time!
Your pair peer readsyour story back to you.
(Simply read the words on the page.)
2 min
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Pitch PracticeCome up and share
your story!
Exciting prizes for the 3 entrepreneurs who
volunteer!
1 min
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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
LUXR.CO APRIL 2013
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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Resources & Next Steps• Validate! Do 3 customer development interviews
(Within the next week, or even sooner if your audience is at UX London!)
• Startup Weekends & hackathonsStartupweekend.org
• Founders Institutefi.co
• Bootstrapping your idea
• Crowdfunding, Peerfunding, Enterprise Incubators
• LUXr Core Curriculum(come see me for discount codes!)
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Geek out & learn tons more
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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.co
3435 Cesar Chavez, San Francisco, CA • 94110
The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101
[email protected] • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc