Date post: | 28-Jan-2015 |
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@micheleidesmith | #GOTOBer
Designing the
right product Michele Ide-Smith, @micheleidesmith
Senior UX Architect
University of Cambridge
@micheleidesmith | #GOTOBer
A cautionary tale
• In 2002 I worked on a mobile (WAP)
application. Over several weeks…
– We discussed requirements
– I designed user flows and crafted wireframes
– We created a working prototype
– We did lots of internal testing
• Then we launched the product…
@micheleidesmith | #GOTOBer
We may as well have
built one of these…
Photo by Steve Way:
http://www.flickr.com/photos/steve_way/3409302647/
@micheleidesmith | #GOTOBer
We made a lot of assumptions
@micheleidesmith | #GOTOBer
We didn’t validate our assumptions
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We didn’t do any research with
customers
@micheleidesmith | #GOTOBer
“Unfortunately, we again made the mistake
of focusing on engineering first and
customer development second…We
released our first version to some moderate
success and then proceeded to continue to
churn out features without really
understanding customer needs.”
Devver Blog – Lessons Learned
@micheleidesmith | #GOTOBer
It’s tempting
to design a
product with
loads of really
cool features.
@micheleidesmith | #GOTOBer
But in reality your
users will only use
a handful of useful
features
@micheleidesmith | #GOTOBer
% Software features used
20
50
30
Used
Never used
Rarely used
Source: Standish Chaos Manifesto 2013
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“ There is no doubt that focusing
on the 20% of the
features that give you 80% of the
value will maximize the investment
in software development and
improve overall user satisfaction.”
Standish Chaos Manifesto
@micheleidesmith | #GOTOBer
An evolution of thinking…
@micheleidesmith | #GOTOBer
Lean: deliver value to
customers, minimising
waste in the production
process
Photo by Toyota Material Handling
http://www.flickr.com/photos/toyotamheurope/8472007819
@micheleidesmith | #GOTOBer
@micheleidesmith | #GOTOBer
“There are no facts inside your
building, so get outside”
Steve Blank & Bob Dorf
@micheleidesmith | #GOTOBer
“The question is not
“Can this product be
built?” Instead, the
questions are
"Should this product
be built? "”
Eric Ries
@micheleidesmith | #GOTOBer
Principles of Lean Startup
• Eliminate uncertainty
• Work smarter, not harder
• Develop an MVP (Minimum
Viable Product)
• Validated learning
@micheleidesmith | #GOTOBer
Ideas
Build
Code
Measure
Data
Learn
@micheleidesmith | #GOTOBer
“Lean UX is 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.”
Jeff Gothelf
@micheleidesmith | #GOTOBer
Principles of Lean UX
• Cross-functional teams
• Outcomes, not output
• Continuous discovery
• GOOB: user-centricity
• Shared understanding
• Externalising your work
• Making over analysis
• Getting out of the deliverables business
@micheleidesmith | #GOTOBer
Think
Make Check
Reduce
cycle
time, not
build time
Design research
Competitor Analysis
Personas
Ideation
Hypothesis
Sketching
Prototyping
Coding
Usability testing
A/B testing
Analytics
@micheleidesmith | #GOTOBer
“Requirements are
assumptions.”
Jeff Gothelf
@micheleidesmith | #GOTOBer
Some case studies…
@micheleidesmith | #GOTOBer
“We wanted to make sure we were getting customer
feedback as we worked so that we were never working
on anything that wasn’t valued by the customer.”
Nordstrom Innovation Lab: Sunglasses iPad App
Photo by Prayitno
http://www.flickr.com/photos/34128007@N04/5279860498
@micheleidesmith | #GOTOBer
Case Study #2
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Hypothesis:
Oracle Developers & DBAs
need a better way to source
control their database schemas
>70% interest – develop a tool
a.s.a.p.
Photo by Paigggeyy
http://www.flickr.com/photos/paigggeyy/5533236567
@micheleidesmith | #GOTOBer
25 feedback sessions
with users
@micheleidesmith | #GOTOBer
Continual validation of assumptions
through surveys, interviews and testing
@micheleidesmith | #GOTOBer
Think
Make Check
Reduce
cycle
time, not
build time
Design research
Competitor Analysis
Personas
Ideation
Hypothesis
Sketching
Prototyping
Coding
Usability testing
A/B testing
Analytics
@micheleidesmith | #GOTOBer
Get the team on the same page
• Why are we doing this?
• Who are building this for?
• How will we know if we have succeeded?
@micheleidesmith | #GOTOBer
State your assumptions!
• Review your user stories or requirements
• Which ones do you know to be true?
• Which assumptions pose the biggest risk?
@micheleidesmith | #GOTOBer
Create a one page plan
Put it up where everyone can see it!
@micheleidesmith | #GOTOBer
“Design is problem solving.
Design research is problem seeking.”
Ac4d design library
Photo by Tom Ryan
http://www.flickr.com/photos/t0msk/3983980813
@micheleidesmith | #GOTOBer
“To make excellent products that truly
understand our users’ contexts, we must
look further, and investigate context first-
hand” Cennydd Bowles
@micheleidesmith | #GOTOBer
How and where will people
use your application?
Photo by Phil Dragash
http://www.flickr.com/photos/philman/2697665803
@micheleidesmith | #GOTOBer
Who are they with?
Photo by Jo Shlabotnik
http://www.flickr.com/photos/joeshlabotnik/7364192792
@micheleidesmith | #GOTOBer
Some research methods
• Observation & contextual interviews
– experience activities in context
– observe how people behave
– look for pain points and workarounds
• Surveys
• Guerilla usability tests
– 5 minutes in a coffee shop
@micheleidesmith | #GOTOBer
Beware of asking people what they do,
or what they want.
@micheleidesmith | #GOTOBer
Avoid questions like…
• Which of these features would be useful
to you?
• How would you like this to work?
• What would you most like to see in the
product?
• How do you think we should design this?
@micheleidesmith | #GOTOBer
“What people say,
what people do,
and what they say
they do are
entirely different
things.”
Margaret Mead,
Cultural
Anthropologist
@micheleidesmith | #GOTOBer
Ask questions like…
• Tell me about the last time you did...
• What went well? What didn’t go so well?
• What happened?
• Why was that?
• What did you do?
• Tell me more about that…
@micheleidesmith | #GOTOBer
Get a shared understanding of user
needs and problems. Involve the whole
team in research!
@micheleidesmith | #GOTOBer
Write the things you see or
hear on sticky notes.
@micheleidesmith | #GOTOBer
Group similar sticky notes
together and discuss as a
team how you will solve
those problems for users.
@micheleidesmith | #GOTOBer
You can’t design for
everyone. Personas
represent the main user
behaviours you are
designing for.
@micheleidesmith | #GOTOBer
Think
Make Check
Reduce
cycle
time, not
build time
Design research
Competitor Analysis
Personas
Ideation
Hypothesis
Sketching
Prototyping
Coding
Usability testing
A/B testing
Analytics
@micheleidesmith | #GOTOBer Experiment template by: www.luxr.co | @luxrco
@micheleidesmith | #GOTOBer
“if the call-to-action button is
red then the number of people
registering will go up”
www.mindtheproduct.com/2012/08/experiments-101/
@micheleidesmith | #GOTOBer
Make sure it’s easy to test!
@micheleidesmith | #GOTOBer 51
Design studio: a lo-fi
method to generate
lots of ideas quickly,
then refine them.
@micheleidesmith | #GOTOBer
Combine the best
ideas and start
prototyping
@micheleidesmith | #GOTOBer
Easy to get feedback and quick to change
Paper prototyping: quick
and easy to change
before you commit to code
@micheleidesmith | #GOTOBer
Get designs off the screen
and on the walls!
@micheleidesmith | #GOTOBer
Think
Make Check
Reduce
cycle
time, not
build time
Design research
Competitor Analysis
Personas
Ideation
Hypothesis
Sketching
Prototyping
Coding
Usability testing
A/B testing
Analytics
@micheleidesmith | #GOTOBer
Validation
• Usability testing
• A/B (multi-variant / split) testing
• Analytics
@micheleidesmith | #GOTOBer
Closing the feedback loop
• Get the whole team to observe and
analyse usability test sessions
• Make usability testing habitual
@micheleidesmith | #GOTOBer
Summary
• Treat requirements as assumptions
• Get out of the building and observe
customers in context
• Build a shared understanding in the team
of customer problems
• Rapid think > make > check cycles
• Everyone in the team owns the user
experience of the product!
@micheleidesmith | #GOTOBer
“Efficiency is
doing things
right;
effectiveness is
doing the right
thing”
Peter Drucker
@micheleidesmith | #GOTOBer
Michele Ide-Smith
Senior User Experience Architect
University of Cambridge
@micheleidesmith
www.ide-smith.co.uk
@micheleidesmith | #GOTOBer
References
Steve Blank and Bob Dorf, The Startup Owner’s Manual: www.stevenblank.com/startup_index_qty.html
Eric Ries, Lean Startup:
http://theleanstartup.com
Jeff Gothelf and Josh Seiden, Lean UX Book / Hypothesis Template:
www.leanuxbook.com
Cennydd Bowles, Designing With Context:
www.cennydd.co.uk/2013/designing-with-context
Nordstrum Innovation Lab: Sunglass iPad App Case Study
www.youtube.com/watch?v=szr0ezLyQHY
@micheleidesmith | #GOTOBer
References
Alexander Osterwalder, Business Model Canvas:
www.businessmodelgeneration.com/canvas
Ash Mayura, Lean Canvas:
http://leanstack.com/
Atlassian, Experience Canvas:
http://blogs.atlassian.com/2013/10/fight-the-dark-side-of-lean-ux-
with-the-experience-canvas/
Luxr, Experiment Template:
www.luxr.co @luxrco