Date post: | 21-Oct-2014 |
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Agile, Lean & Lean UX- How to make it all work together!
AMRITA AVIYENTEFounder/CEO, UX Strategy & Design LeadDate My Wardrobe Education
BIT, MS IT, MS HFID (Human Factors in Information Design)
Work Experience
Software Engineer -> 7+ years at Fidelity Investments (Boston, MA)
UX Research Associate -> User Experience Center (Bentley University, MA)
Passion
Tennis, Cricket, Reading, Traveling
Email: [email protected]
Twitter: @amrita_ux
Website: www.AmritaAviyente.com www.DateMyWardrobe.com
Agenda
Agile
Waterfall
Lean Startup
Lean UX/User Research
Questions?
@amrita_ux
WATERFALL
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4
Waterfall
Sequential steps
[ Analysis -> Design -> Dev -> QA -> UAT -> Prod -> Maint. ]
Tons of documentation
Longer release cycles
Well understood requirements
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Waterfall
Shortcomings
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Waterfall
No Accountability, blame game
Team conflicts
Set meetings
Limited business involvement
Difficult to make changes (sometimes too late)
Work Breakdown Structure (WBS)
AGILE@amrita_ux
Agile
@amrita_ux
AGILE
http://agilemanifesto.org/principles.html
Kent Beck– American SWE (Creator of the XP), TDD (Test Driven Dev)
Waterfall/Agile
WaterfallA lot of
documentation
Sequential
Well Known Req
Infrequent Releases
AgileLimited
documentationIterative/
IncrementalReq not well
known
Frequent Releases
AGILE
@amrita_ux
Releases
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AGILE
Release
Week 1 Week 2 Week 3 Week 4
Iteration 1 Iteration 2Day 1:Iteration Kickoff Day 1:
Iteration Kickoff
Last Day:Retrospective,
Demo
Last Day:Retrospective,
Demo
Shortcomings
Learning curve
Stressful releases
Continuous customer involvement is not always easy
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AGILE
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SCRUM
AGILE Scrum
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Agile software development framework for managing software projects!
WAR Rooms
Best Practices
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AGILE
Small Tracks/Teams
(6-8 people/track: 1 analyst, 1-2 app dev, 1-2 DB dev, 2 Qa)
Best Practices
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AGILE
Daily Scrum
Best Practices
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AGILE
Quiet Time (few hours/day)
Best Practices
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AGILE
Restrospective
Best Practices
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AGILE
Pair Programming
Best Practices
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AGILE
TDD (Test Driven Development)
What worked!
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AGILE
How frequently should you be having a product release?
@amrita_ux
Q
… a set of practices & principles aimed at building,
testing and releasing software faster and more frequently!
Continuous Delivery
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AGILE
LEAN@amrita_ux
@amrita_ux
End User
Merchant
Scenario-Mobile App
Lean Startup Concepts
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LEAN
Lean Manufacturing: originated in Japan with Toyota Production System
Lean is a set of tools that assist in identification & elimination of waste. As waste is eliminated, quality improves and cost is reduced.
Validated Learning – Business plans have a set of assumptions which must be validated as early as possible
Lean Startup Concepts
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LEAN
Customer Development: Exercise you go through to find the product-market fit
Get out of the Building (GOOB) – Observe the users in real environments
Customer Archetype – based on the data gathered. You need to validate your assumptions for this customer
Value Hypothesis – Does the product/service deliver value to customers
Growth Hypothesis – Test how new customers will discover the product/service
Lean Startup Concepts
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LEAN
Buildo Turn ideas into products
Measureo Get feedback from users
Learno Learn if a pivot is
needed
Build
Measure
Learn
Minimum Viable Product (MVP)
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LEAN
Buildo Smallest version to test your hypothesiso Requires least amount of effort and development timeo Lacks many featureso Prototyping plays an important role in building MVP
Measureo Get feedback – most importantly – act on it!
Learn o Learning Milestones
Minimum Viable Product (MVP)
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LEAN
MVP Ruleo Remove any feature, process, or effort that does not contribute directly
to the learning you seek
Pivot o Change in course/strategyo Can lead to more significant growtho Requires a lot of courage
Post MVP/CMVP o Decision: Pivot or preserve!
When to Pivot?o If hypothesis proven to be false, pivot now. Save effort, time and money
Concierge MVP
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LEAN
CMVP (Concierge Minimum Viable Product): o MVP where you manually guide your user through the
solution to a problemo Short term solution to help you learn how to solve a
customers problemo Mainly used for invalidating company’s growth modelo Helps decide when pivot is neededo Can happen even if initial MVP is successfulo E.g.: Manual delivery of coupons (before building
software)
@amrita_ux
Q
How to decide which features to include in MVP?
(Mobile payment app?)
What features to add in MVP (mobile payment app)?
Merchant Appo Accept Payments through smart phone
Customer Appo Registero Add Credit cardo Make Payment
Don’t worry about-
Transaction History (merchant app)
Social Media check-in (consumer app)
Etc.!
Back to Scenario
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How important is quality and design in an MVP?
@amrita_ux
Q
Zappos (online shoe retailer)o Founder Nick Swinmurno It is better to observe real customer behavior rather
than ask hypothetical questions
Date My Wardrobe (P2P wardrobe sharing service)o Started with shoe share service idea
More Lean Examples
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LEAN
MVP
Fail quickly and cheaply on order to succeed
Build-Measure-Learn
Pivot
Don’t wait for the product to be built in order to learn
Observe the customer behavior rather than ask what they want. Many times they may not know what they want
Lean Startup Recap
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LEAN UX - User Research@amrita_ux
36
Foundations of Lean UX
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LEANUX
LEAN UX
DESIGN THINKING
AGILE
LEAN STARTUP PRINCIPLES
Design Thinking
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LEANUX
“Design thinking is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity”
- Tim Brown (CEO, IDEO)
Take a “people first” approach, imagine desirable solutions
Ideation, prototyping, implementation and learning steps
Solution focused approach to problem solving
Lean Startup/Lean UX
@amrita_ux
LEANUX
Build
Product
Measure
Data
Learn
Ideas
Think
Make
Check
LEAN STARTUP + UX = LEAN UX
Eric Ries Build-Measure-Learn Feedback loop Think-Make-Check UX Cycle
Role of Prototyping in Lean UX
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LEANUX
“Lean UX is where Prototyping shines” - Jeff Gothelf (UX Designer and Author-Lean
UX: Applying Lean Principles to Improve User Experience)
Allows the designer to build the product experience putting in minimum amount of effort and iterate based on feedback.
Choose the right tool for prototyping based on what is to be learned from the MVPFidelity Tool
Paper Prototype Paper
Clickable Wireframes – Low
OmniGraffle, MS Visio
Medium Axure RP, Adobe Illustrator
High Code
What are the similarities/differences between UCD (User Centered Design) and LeanUX?
@amrita_ux
Q
UCD/Lean UX
UCDLearn from users
No Agile concepts
No Validating Hypothesis
No way to measure design outcomes
LeanUXLearn from users
+ Agile concepts
Validating Hypothesis
Measure design outcomes
LEANUX
@amrita_ux Lean UX = UCD + agile + lean
Lean UX/AgileLEANUX
@amrita_ux Lean UX is Agile
Cross Functional Teamso Developers, designers, product owners work togethero Greater accountability + faster design process
Limited Documentation o Enough to communicate the designo Since requirements may change, easier to manage
documentation
Traditional/Agile/Lean UX
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LEANUX
LEAN UX is Data Driven
Don’t assume that a new design/feature is better than what came before
Test Everything
You can’t learn if you don’t measure!
Example – Facebook registration process
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LEANUX
LEANUX
Lean UXo Look at a product as a set of hypothesis (rather than
a set of features)o Lean UX is not about adding features. It is about
understanding customers problems and validating if you are correct.
Validate
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IDEA DESIGNPRODUC
T
Validate Validate
LEANUX
Landing Page Test – Have a landing page• Signup button (e.g. to get an early signup)
o Tool: Launchrocko Drive traffic using AdWords, Facebook Ads
Show people real product (or close!)o User Interviews
User Research for Validation
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LEANUX
Wheno Great to understand detailed motivations towards a particular designo Conversation needed (not finite answers)o Environment independento A few users available
Structureo Structured (closed questions), Unstructured (open-ended Q), Semi-
structured (mix of both)
Facilitator Tipso Interact informally (to keep it comfortable)o Observe the usero Let the user think (silence is acceptable)o Come back on track if user distractedo Use mod guide (moderator’s guide) as a guide (not a rule)o Restate when necessary
User Research - Interviews
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LEANUX
What is important?o Contradictory info to your researcho What frustrates the usero Feedback on design and future ideas
Note: watch for body language
Remote?o Acceptable if environment doesn't play a roleo Tool: Facetime, Skype, Hangouts, Webex
User interviews are a great way to incorporate user insights into the product/service requirements
Interviews
@amrita_ux
Whato Surveys for large amounts of datao Can be administered online or offlineo Can be complex (based on how many results you get)o Good way to observe trendso Iterative - Good to get survey reviewed by someoneo It’s OK to pilot the survey with smaller set of users
When to use?o Answers are finite (conversation not required)o Large amounts of data needed
User Research - Surveys
@amrita_ux
LEANUX
LEANUX
How?o Write clearly, focus on data needed from userso Whether MCQ format or free text responses are needed
Toolso Web-based (Survey Monkey), emails, paper based
Formato < 5 minutes, set expectationso Include subject of survey, purpose and your contact
informationo Better to have multiple surveys of smaller length than
have one long survey
Surveys
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LEANUX
What?o Study of a person or a group through OBSERVATIONo Information is recorded from different vantage pointso Minimal or no interaction, focus on observation. Can
have follow-up interaction
When?o Complex domaino Study the real environment
Look for?o Terminology (new), frustrations, inefficiencies, challenges
User Research - Ethnography
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LEANUX
If your product/service doesn’t have any competitors, go do more research!
Competitor Testingo Run a usability test for a competitor product/service (alone or
with your product)o You are not fixing their mistakes. Make sure you don’t make them.
Landing Page Goal – To convert visitors to userso A/B test – to see which landing page is doing besto fivesecondtest.com – To get feedback on your landing page.
Focus on Branding, Messaging & Call To Action
Never give a guided tour to the user during testing (e.g. while showing a prototype)
User Research
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Lean UX Recap
Lean UXo Lean UX is about validating hypothesiso Lean UX is User Centeredo Lean UX is Agileo Lean UX is Data Driven – Think of Metricso Lean UX fast and cheap (sometimes) –Think of Wasteo Lean UX is Iterative (always) – Think of MVP
User Researcho Interviews o Surveys o Ethnography
@amrita_ux
LEANUX
LEANUX NYC 2013LEANUX
@amrita_ux
“There are no best practices for Lean UX. We are dealing with unknown unknowns. The land of innovation -Will Evans (Director-UX, TLCLabs)
Don’t listen to users, instead watch their behavior
- Tomer Sharon (Author, “It’s Our Research”, Sr. UX Researcher, Google)
Your user is a person. Treat them like one! (Use natural language)
-Bill Beard – Creative Director of Copy (TheLadders)
Designers are expected to be perfect all the time. And agile doesn’t work that way. Designers must adopt a sustainable pace (instead of coping with Agile) - Jonathan Berger - Designer/Developer (Pivotal Labs)
Nothing kills a new idea faster than common sense
- Luke Williams (Exec Director, Berkley Center for Entrepreneurship and Innovation)
Good UX = Good Business
- Eewie Chen (Founder, HaaYaa.com)
@amrita_ux
Agile/Lean/
LeanUX Q’s?
AMRITA AVIYENTEFounder/CEO, UX Strategy & Design LeadDate My Wardrobe
Thank You!
Email: [email protected]
Twitter: @amrita_ux
Website: www.amritaaviyente.com www.datemywardrobe.com