Failing Fast & Learning Along the Way - Big Design 2013

FAILing FAST@jeremyjohnson

& learning along the way

@jeremyjohnson

www.jeremyjohnsononline.com

#bigd13#leanux

http://wordsbrand.com/t-shirts/designer-tshirt-t-shirts/

marketing / product / Development

http://sonspring.com/journal/sass-for-designers

UX 101un peu

UX 101

we make things for

UX 101

we make things for

http://500px.com/jeremyjohnson/sets/buenos_aires_2012

UX 101

We work in ecosystems

http://500px.com/jeremyjohnson/sets/london_2012

UX 101

we think visually

UX 101

We learn through observation

UX 101

we’re curious

UX 101

User-centered design1970s

http://en.wikipedia.org/wiki/User-centered_design

User-centered design can be characterized as a multi-stage problem solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regard to user behavior in real world tests with actual users. Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what each user's learning curve may look like.http://en.wikipedia.org/wiki/User-centered_design

Surveys

Usability testing

contextual inquiries

Interviews

Focus groups

LEARNINGwith customers

“Agile methods like Scrum and XP both rely on a close and collaborative relationship and continual interaction with the customer – the people who are paying for the software and who are going to use the system.”

http://swreflections.blogspot.com/2012/02/agiles-customer-problem.html

How many people are able to learn by proxy (persona, market

research, etc...)?

How many people are able to learn by watching your customer (analytics, pathing, heatmaps,

etc...) ?http://crave.cnet.co.uk/televisions/apple-tv-hint-pops-up-in-mountain-lion-trademark-filing-50008629/

How many people are able to get in the same room with your (end)

customer?

http://tomboystyle.blogspot.com/2012/09/icon-pat-english.html

http://blog.beatthebrochure.com/the-12-best-safaris-in-the-world/5597/lion-safari

How many people are able to visit their customers in their

natural habitat?

what’s the least amount of time and money you can spend to learn something.

“I dropped over $40k when I could have spent $100”

http://boondainc.wordpress.com/2013/04/18/i-dropped-over-40-grand-when-i-could-have-spent-100/

Moving to lean...

startup

Where the core component...

...of Lean Startup methodology is the build-measure-learn feedback loop.

build-measure-learn

Spec-measure-learn

How long does it take to build?

hackDAY

On May 22 this year 300 hackers converged in New York at TechCrunch Disrupt for a day and half long hack day before the conference itself started. At least one of the projects created at the hack day has now become an actual business, and has raised an angel round of funding from top tier investors.

http://techcrunch.com/2010/08/25/groupme-born-at-techcrunch-disrupt-secures-funding-and-launches/

http://instagram.com/p/fYeA73hC_R/

LEARNINGwith customerswhile shipping

mvp (keep it simple)

experiment via iterative prototyping

value customerfeedback

shipping / launching often

we like simple

we build prototypes

User centered Design - that’s us! We’re want to launch!

User-centered design

for designers

for Developers

for Product owners/teams

(Lean UX)

But We’re not a startup...

http://www.qcsupply.com/new-buffalo-22-meat-grinder-bolt-down.html

http://www.amazon.com/Inspired-Create-Products-Customers-Love/dp/0981690408/ref=sr_1_1?ie=UTF8&qid=1366723622&sr=8-1&keywords=inspired+creating+products+customers+love

core product team

product owner

ux designerdevelopers

“mini-ceo”product owner

shareholders

increase conversion

reduce bounce

get more signups

increase usage

Evaluate

Prototype

Keep/Kill

(Build)

(Measure)

(Learn)

https://twitter.com/LeanMammoth/statuses/388700938653159424

Large Organizations don’t have to be slow!

build-measure-learn

Break two habits

good at designing things

good at determining what are the right things to build

Make sure the customer can use

the feature

Make sure the feature has value for the customer

and design it accordingly

and prioritize it accordingly

sometimes... We should...

Human needs

http://thereboot.org/blog/2012/02/19/design-research-what-is-it-and-why-do-it/

http://window874.com/2012/05/09/design-research-through-practice/

http://rpveal.wordpress.com/course-modules/design-research-2/

http://www.mindtheproduct.com/2012/08/how-user-research-can-help-prioritise-product-requirements/

Can we learn faster?

Some amount of thinking around a project

Build MVPLaunchLearn

Iterate(repeat)

Find customersperform researchsynthesize discoveries Build out prototypeTest with customer

http://siliconangle.com/blog/2013/05/13/has-instagram-become-too-risque/

Systrom, Intuit founder Scott Cook, and Lean Startup author Eric Ries talked about the changes that have swept through product development in both big and small organizations. Many companies have moved from what's called "waterfall development" -- a method that relies on large engineering executing a carefully mapped-out plan -- to "lean" development, where creators move quickly to push out products and revise them on the fly.

"We thought about what we could do to iterate more quickly," Systrom said of Burbn's pivot. "People loved posting pictures on Burbn" -- so that's where they took the venture, jettisoning other planned features. Burbn now lives on only as an abandoned Twitter feed.

http://money.cnn.com/2011/09/13/technology/startups/instagram_burbn/

LEARNINGwith customerswhile shipping

http://www.slideshare.net/willevans/design-ethnography-for-lean-teams-23238659

https://www.google.com/search?q=the+homer+car&aq=f&oq=the+homer+car&aqs=chrome.0.57j0l3j62j64.3274j0&sourceid=chrome&ie=UTF-8

http://www.youtube.com/watch?v=CpPuYGPcvD4

Build MVPLaunchLearn

Iterate(repeat)

Find customersperform researchsynthesize discoveries Build out prototypeTest with customer

Moving quickly

http://www.adverblog.com/2011/12/04/the-meme-ification-of-art-directors/

https://medium.com/design-startups/c012e5ad32f7

http://littlebigdetails.com/

http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping

http://www.startupvitamins.com/products/startup-poster-done-is-better-than-perfect

BALANCE

embracing and Agile

Through discovery

Find what has value

Quickly test

Quickly launch

Via Prototyping

with customers

with development

With product owner

“Rather than focus on artifacts, we focus on prototypes and validating those prototypes in Discovery, with the added benefit that the prototype serves as the spec for Delivery.”

http://www.svproduct.com/dual-track-scrum/

Documentation = bad

rough, quick, iterative, prototype = good

Getting closer, quicker to the actual experience

http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/

1. Drive: UX practitioners are part of the customer or product owner team

2. Research, model, and design up front - but only just enough

3. Chunk your design work

4. Use parallel track development to work ahead, and follow behind

5. Buy design time with complex engineering stories

6.Cultivate a user validation group for use for continuous user validation

7. Schedule continuous user research in a separate track from development

8. Leverage user time for multiple activities

9.Use RITE to iterate UI before development

10.Prototype in low fidelity

11.Treat prototype as specification

12.Become a design facilitator

http://agileproductdesign.com/blog/emerging_best_agile_ux_practice.html

- 2008

(not new)

agilea quick word about

http://tech.adstruc.com/post/64124460426/ux-theory-to-practice-part-2-whats-the-fuss-about

agile lean UX/

everyone is involved!

agile, better than waterfall

agile, shows value faster

agile, can work well with UX

agile, makes better software

valuableUsable

Enjoyable

valuableUsable

Enjoyable

are we building the right things?

Is it easy to use?

Do they want to use it?

valuable Usable

Enjoyable

determine value,create experience,

repeat

“We gathered our designers, our product folks and our engineers and took over a few conference rooms and began to operate like a startup. Design was done on whiteboards and coded in real time. Usability tests were weekly so the pace was fast and furious. But we were able to try dozens of experiences across desktop, tablet and mobile in the time that would have taken years at PayPal before. Build/Test/Learn became our mantra.”

http://looksgoodworkswell.blogspot.com/2012/09/why-you-should-work-with-me-at-paypal.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+LooksGoodWorksWell+%28Looks+Good+Works+Well%29

Build/Test/Learn

http://www.slideshare.net/billwscott/enabling-lean-with-tech-15455128

work differentwork different

COMMONPROBLEMS

Can’t get started?- problem -

Ship often. Ship lousy stuff, but ship. Ship constantly.

http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping

Spend too much time planning?

DOn’t talk with your customers?

Find it hard to strip out what’s not valuable?

- problem -

http://www.startupvitamins.com/products/startup-poster-the-longer-it-takes-to-develop-the-less-likely-it-is-to-launch

“The timing of long- range plans is screwed up too.You have the most information when you’re doing something, not before you’ve done it. Yet when do youwrite a plan? Usually it’s before you’ve even begun.That’s the worst time to make a big decision.”

http://37signals.com/rework

Large team

- problem -

Keep your team small. Smaller than that. No team at all if you can help it.

http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping

A throwback to their days with Jeff Bezos at Amazon, projects are assigned to "two pizza teams," groups of engineers small enough for them to be fed on two large pies. "We want the team to be flat and allow everyone to communicate with each other," Rajaraman says.

http://www.fastcompany.com/1811934/walmartlabs-brings-two-pizza-team-startup-culture-walmart-empire

http://techcrunch.com/2012/11/17/heres-how-spotify-scales-up-and-stays-agile-it-runs-squads-like-lean-startups/

Only launch x times a year?Looking for perfection?

Try to jam too much into a product?

- problem -

https://twitter.com/tbisaacs/status/387716257283596288

https://frontdeskhq.com

“Great companies focus on their users and ship great products.”http://www.aaronklein.com/2012/02/why-facebook-is-worth-100-billion/

http://fab.com/inspiration/posters-getting-things-done

“real artist ship”- steve jobs

http://gloriamarie.com/stay-focused-and-keep-shipping

It’s going to cost too much to try that out.

- problem -

How do we know our customers will want this?

The Wizard Of Oz Techniques For Social Prototyping – You don’t need to build everything at first. You can be the man behind the curtain. Krieger says him and Systrom tested an early version of a feature which would notify you when friends joined the service. Instead of building it out, they manually sent people notifications “like a human bot” saying ‘your friend has joined.’ It turned out not to be useful. “We wrote zero lines of Python, so we had zero lines to throw away.”

http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/

- Mike Krieger, Instagram’s founder

http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/

404 testing

NEW FEATURE X

http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/

http://www.leemunroe.com/lean-product-development-validate-feature-ideas/

It was an MVP (Minimal Viable Product). I skipped a bunch of features I figured I would implement later. First I wanted to see if people would use it and how they would use it.

Implementing user accounts (in Rails) would take me 2 weekends of work; registration, accounts, saving lists, removing lists, tracking, designing screens, edge cases etc.

I didn’t want to spend the time if it turned out no one signed up so I ran an experiment.

I dropped in a link on the top of the page that said “Sign up to save multiple lists.” and tracked the number of clicks it got with Mixpanel.

http://www.leemunroe.com/lean-product-development-validate-feature-ideas/

What is the cheapest, fastest way to learn?

Just some of the issues around software development

Racing to the right ideas

Idea or discovery backlog

The Discovery track is all about quickly generating validated product backlog items, and the Delivery track is all about generating releasable software.

- marty cagan

http://www.sebastiangreger.net/writings/concept-design-in-agile-environment/

Iteration Iteration Iteration Iteration

discovery discovery discovery discovery

Implement Implement Implement Implement

design

discovery backlog

http://www.kontain.com/plat4m/entries/143623/update-to-our-scrum-board/

prototype

fast rough keep moving

test rough prototypes(usually built within a week or less)

(literally 100s) http://looksgoodworkswell.blogspot.com/2012/11/list-of-mockupprototyping-tools.html

http://www.adaptivepath.com/ideas/rapid-prototyping-tools#thelist

lab setting - 6 participants

9:30am

10:30am

11:30am

1:30pm

2:30pm

3:30pm

valuableUsable

Enjoyable

determine

clicktest / survey / Etc...

Core team makes decisions

the core team

...it is collaborative – the product manager, designer and lead engineer are working together, side-by-side, to create and validate backlog items.

- marty cagan

failed usabilityfailed to understandfailed to find value

http://www.startupvitamins.com/products/startup-poster-experiment-fail-learn-repeat

refine retest

Ready for development

What’s your kill rate? Ship that bad boy!

Did I mention this happens within a week?

(or less)

Get moving!

LEARNLEAN

combined product teams

one ux designer per team

rough, fast, iterative prototyping

Getting in front of customers weekly

build/test/learn

lean, agile, prototyping, shipping, ux design master.

in no time at all, you too can be a...

http://blog.web2expo.com/2011/08/interview-with-eric-ries-part-2-what%E2%80%99s-next-for-the-lean-startup-movement-startup-visa-and-lessons-learned/

thanks!@jeremyjohnson

www.jeremyjohnsononline.com

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Failing Fast & Learning Along the Way - Big Design 2013

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