Failing Fast & Learning Along the Way - Big Design 2013
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Transcript of 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
http://500px.com/jeremyjohnson/sets/london_2012
UX 101
we’re curious
http://500px.com/jeremyjohnson/sets/london_2012
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
2001
LEARNINGwith customers
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?
LEARNINGwith customers
LEARNINGwith customers
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
UX
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
Agile
Lean
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
“mini-ceo”product owner
shareholders
increase conversion
reduce bounce
get more signups
increase usage
Evaluate
Test
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 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
a. B.
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
a. B.
UX
mvp (keep it simple)
experiment via iterative prototyping
value customerfeedback
shipping / launching often
AGAIN
Moving quickly
http://www.adverblog.com/2011/12/04/the-meme-ification-of-art-directors/
https://medium.com/design-startups/c012e5ad32f7
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
LEARNINGwith customers
“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/
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
how
“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
“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/
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
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
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ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
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.
http://www.svproduct.com/dual-track-scrum/
- 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
build
discovery backlog
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
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...
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
ideas
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ideas
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ideas
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ideas
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ideas
ideas
ideas
ideas
ideas
ideas
x
x
Core team makes decisions
Done!
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.
http://www.svproduct.com/dual-track-scrum/
- marty cagan
ideas
failed usabilityfailed to understandfailed to find value
ideas
ideas
http://www.startupvitamins.com/products/startup-poster-experiment-fail-learn-repeat
ideas
refine retest
ideas
ideas
Ready for development
ideas
ideas
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
#1
one ux designer per team
#2
rough, fast, iterative prototyping
#3
Getting in front of customers weekly
#4
build/test/learn
#5
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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