Lean UXGetting out of the deliverables business

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Who is this guy?I’m just doing this for the lanyards.

Jeff GothelfCurrently: Director of UX at TheLadders.com

Previously: Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startups

Blog: www.jeffgothelf.com/blog

Twitter: @jboogie

Email: jgothelf@theladders.com

#LeanUX

In the beginning…UX began with Information Architecture which no one had ever heard of

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Deliverables helped define the practiceAnd this was good

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IA evolved and expanded into IxD and her sistersDarwinism at work

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Deliverables helped define the practiceAnd this was good

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Value has ultimately been placed on the deliverableNot on the experience being created

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With interactive experiences evolving rapidlyThe deliverable is just not enough

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Lean UXInspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.

#LeanUX | @jboogie

Agile• Individuals and interactions over processes and tools• Working software over comprehensive documentation• Customer collaboration over contract negotiation• Responding to change over following a plan

LeanLean Startup initially advocates the creation of rapid prototypes designed to test market assumptions, and uses customer feedback to evolve them much faster than via more traditional software engineering practices.

#LeanUX | @jboogie

It goes a little something like this…Look familiar?

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

You can’t hide behind your monitor any more!Seriously. It’s time to come out.

http://www.flickr.com/photos/yamagatacamille/4799648425/sizes/l/#LeanUX | @jboogie

Get it out there. Fast.In public. (Yes, where people can see it.)

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What Lean UX is NOT

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Lazy.Sorry. You still have to work hard.

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“…the best part … is that the team is doing a F@&K-TON of UX. They document a ton of stuff explicitly on the walls and implicitly in shared understanding among team members.”

- Austin Govella commenting on Whitney Hess’s “Why I Detest the Term Lean UX”http://whitneyhess.com/blog/2011/02/27/why-i-detest-the-term-lean-ux/

#LeanUX | @jboogie

The only thing being removed is waste.You leave that stuff laying around and it starts to stink!

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

This is NOT design-by-committee!We all know where that leads

http://www.flickr.com/photos/mims/326748812/sizes/l/#LeanUX | @jboogie

What Lean UX is…

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ControlYou’re still in charge

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But I’m giving up control of my work!You’re not, actually. It just feels that way.

http://www.flickr.com/photos/alshepmcr/4561517216/sizes/l/#LeanUX | @jboogie

You don’t need “The Spec” to keep controlIt’s the last mile of the value you bring to the team

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If you spend 3 months perfecting a design only to find out it fails to meet customer and/or business needs, you’ve just

wasted 3 months of your life, not to mention your team’s

#LeanUX | @jboogie

From Design Criticism and the Creative Process by Cassie McDaniel on A List Apart, 11 Jan, 2011.

http://www.alistapart.com/articles/design-criticism-creative-process/ #LeanUX | @jboogie

Designers shouldn’t be expected to get it right the first timeNobody else has to

You are the “Keeper of the Vision”The greater goal of the design is YOUR responsibility

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MomentumEveryone’s engaged. Everyone’s motivated.

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Keep everybody moving forwardYour clients, stakeholders, your design and you.

http://www.flickr.com/photos/37541410@N03/3901861703/sizes/l/#LeanUX | @jboogie

QualityDon’t compromise

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“Speed first. Aesthetics second.” – Jason Fried, 37Signals.com

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“Going for the bronze.” – A Creative Director I used to work with

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What about the quality of the design?Iterations mean quality continually improves.

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FeasibilityMake sure it can be built (and built well)

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Prototype it!But not all of it.

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Once validated, demo to the team.Presto! Instant documentation (no additional deliverable needed).

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No additional deliverables are needed!

#LeanUX | @jboogie

Then show it to your customers.Keep it light and cheap.

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Fill in the gapsWhat did you not think about?

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The more you talk about itThe more you realize what’s missing

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Can it be done?A tale of two cultures.

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The internal software/web design shop.Well within your grasp.

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You are in the problem-solving business and you don’t solve problems with design documentation. You solve them with elegant, efficient and sophisticated software.

#LeanUX | @jboogie

The interactive agency.Tougher sell. Worth it in the end.

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Agencies are in the deliverables business.

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Recapping the “internal” Lean UX process….Remember?

Concept Prototype

Validate Internall

y

Test Externally

Learn from user

behavior

Iterate

Just the UX process

#LeanUX | @jboogie

For agencies it looks slightly differentGive your clients the power. They like that.

Concept Prototype

Validate w/client Learn

from user

behavior

IterateValidate w/client

#LeanUX | @jboogie

Consultants are specialized mini-agenciesSuccess with Lean UX will be determined by attention level

#LeanUX | @jboogie

Reducing deliverables efforts reduces revenueIn theory…

Fewer deliverables Fewer billable hours

$$$$

Project delivered faster

Happier, more empowered client

Repeat customer

#LeanUX | @jboogie

Invest in your client’s successIt shows the confidence you have in your work

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Is this good for every project?Use it where it makes sense.

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Functional, task-flow projects work well.There’s a clear end goal.

#LeanUX | @jboogie

Highly experiential marketing projects will struggle.Time to ideate and create options is essential.

#LeanUX | @jboogie

What about content heavy experiences?Some up front planning is necessary.

#LeanUX | @jboogie

Distributed teams do it remotely!If they’re a part of you, it’s on! If not, not bloody likely.

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Case Study100 Days of Collaboration

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Problem Statement:“You’re like Monster, but I have to pay for it.”

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3 days, 3 themes:Acquisition and conversionResume servicesA human in every interaction

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How do I get started?Here’s one way. Get everyone involved early.

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Can you guess who sketched this?The answer will shock you!

http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie

Can you guess who sketched this?The answer will shock you!

http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie

Can you guess who sketched this?The answer will shock you!

http://www.flickr.com/photos/janekeeler/4677093058/sizes/l/#LeanUX | @jboogie

The whole execution team did in a modified “design studio.”You can also call it collaborative sketching.

Design studios Cross-functional team Everybody draws, presents and

critiques Refine ideas through 3 rounds Generate tons of raw ideas Huge headstart for UX Early team-wide alignment Team-wide feeling of ownership

#LeanUX | @jboogie

Start small.6 of your best ideas as fast as possible.

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Refine to 3 or 4 better ideas.Add detail.

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And once more to one, final, detailed idea.Let your one best idea shine.

#LeanUX | @jboogie

Designers are used to being heroes. Lean UX is distinctly, anti-hero.

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This is an evolution. Not a revolution.Evolve to stay relevant.

http://www.flickr.com/photos/freejay3/2387714157/sizes/l/#LeanUX | @jboogie

Let’s get back to the experience design business.It’s where it’s at (as the kids say)

http://www.flickr.com/photos/expressmonorail/3057998218/sizes/l/#LeanUX | @jboogie

jgothelf@theladders.com

@jboogie

www.jeffgothelf.com/blog

www.slideshare.net/jgothelf

bit.ly/LeanUX

Thanks!Ask me some questions. Here. Now. Or later.

#LeanUX | @jboogie