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Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Product design starts with framing an idea that will be valuable for real people in the real world. In this 120 minute workshop, Tradecraft members practiced rapid techniques to envision a product concept that is driven by user needs. Using Lean Startup principles and these fun and rapid methods, they created a coherent, lo-fi product concept, including identifying the problem it solves for people and understanding the role it plays in customers’ lives. By identifying a key metric to indicate traction, they explored the idea in full. They wrapped up with practical, actionable (and simple!) next steps to propel the ideas forward. * This deck includes downloadable templates. These methods were developed at Luxr. Learn more about Tradecraft at http://tradecrafted.com. Learn more about Luxr at http://luxr.co/.
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FULL TRACK RAPID PRODUCT DESIGN • MAY 2014 May 1, 2014 Kate Rutter, UX @ Tradecraft * Design a Product in Two Hours Rapid Product Design Using Lean UX Methods Content & activities developed by Luxr http://luxr.co @luxrco
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Page 1: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

May 1, 2014Kate Rutter, UX @ Tradecraft

* Design a Product in Two Hours

Rapid Product Design Using Lean UX Methods

Content & activities developed by Luxrhttp://luxr.co @luxrco

Page 2: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Page 3: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Page 4: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

@katerutter

@luxrco

TWEET!

Page 5: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Let’s get warmed up

Page 6: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{5 min Activity}

Users + problems + solutionSketch it out

Who are the users?What problems do they have?

What would be a proposed solution?

Page 7: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Users + Problem + Solution map“the DNA of your idea”

Page 8: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Users + Problem + Solution map

a mobile app for delegating tasks

business professionals

Working parents with with kids

need to know when something’s done

Too much to do, not enough timeneed to share tasks on the go

Task-a-doodle

“the DNA of your idea” 3 minMay 2014

Page 9: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

A class on how to produce an awesome UI

This is not...

(how do you know itʼs awesome?)

A session on making production wireframes or photoshop comps

(how do you know these arenʼt a waste of valuable time?)

A “perfect approach” or a rigid point of view on Great UX.

(100s of entrepreneurs have used these techniques to define

their own unique Great UX.)

Page 10: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

• Design = solving problems • Lean Startup concepts & mindset• Hands-on } make a product MVP• Lo-fi MVP -> validate -> build

This is about making products.

Focus • Simplify • Decide • TestMove forward.

Page 11: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

I am not the expert on your idea. You are.

My goal is to help get your ideas out...fast and simply...

so you can validate them and move them forward.

What to expect...

Page 12: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

We are going to be working really, really, really fast.

What to expect...

Page 13: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

There is a purpose to this.

I will push you to get something down rapidly. In 2 hours, you will

have a purpose-focused MVP concept to take to the next step.

We are going to be working really, really, really fast.

What to expect...

Page 14: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

You will be working solo.These techniques are very

powerful in teams.

Weʼll keep talking to a minimum.(Happy to talk more after the workshop.)

What to expect...

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FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

You may not like the pace/process/pressure/perspective, etc. etc.

That is okay.

All I ask is that you keep an open mind and try it.

What to expect...

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FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

“But the code validated!”

“The design was brilliant. It just never launched.”

“We made an amazing thing.But nobody wanted it.”

What I NEVER want you to experience...

Page 17: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

“But the code validated!”

“The design was brilliant. It just never launched.”

“We made an amazing thing.But nobody wanted it.”

What I NEVER want you to experience...

waste

Page 18: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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About the wholeLEAN thing

Page 19: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

2 Big Ideas

Empathy.Design.

Products!

User Experience

Build. Measure.

Learn!

Lean Startup

Page 20: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.”

+incremental

releasesmake products

customers want

+reduce waste

The big idea...

Page 21: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Steve Blank introduced “Customer Development” in...um...2006.

The big idea...

Page 22: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Build.Measure.

Learn

• Experiments•!Validated learning•!Reduce waste

These change everything...

Page 23: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

risk

timeDefine

The old way

Design

Develop

Release

Page 24: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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risk

timeDefine

A better way

DesignDevelop

Release

Page 25: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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risk

time

A very different way

Page 26: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack BUILD

MEASURE

LEARN

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FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Let’s make stuff!

Page 28: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Rapid Sketching

Star people!

7 min

Page 29: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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You can draw a person in 4 simple steps....

sketch via @luxrco

Star people

Page 30: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Use simple shapes to put a person in a place.

sketch via @luxrco

Add context

inside outside

Page 31: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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People have faces and emotions.

Expressions Matrix

3 mouths

+ 2 eyebrows

= 9 emotions (so sneaky!)

smile frown

up brows

neutral

down brows

start with this� no

brows

add a

mouth...

add

eyebrows...

sketch via @luxrco; also see @austinkleon

Page 32: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Picture your user as a human person.

(Insert provisional personas here)

Who is it for?

Page 33: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack

Page 34: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Who: Make a Persona

Page 35: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Make a personaPortrait

5 min

Page 36: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Make a personaFacts

Page 37: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Write down...5 min

• Age• City where s/he lives• Family (married? kids? single? divorced?)

• Job role• Annual incomeBe specific.

Page 38: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Make a personaBehaviors

Page 39: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Brainstorm 10 behaviors3 min

• What do they do that indicates that they are a good customer for you?

• How are they solving the problem now?

• Behaviors are verbs.

Page 40: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Divide into 2 piles:more

importantless

important

2 min

Page 41: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Write ‘em down.2 min

Page 42: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Make a personaNeeds & Goals

Page 43: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Brainstorm 10 needs/goals3 min

• What do they need to accomplish that will solve their problem?

• Why do they do the behaviors?

• How are they solving the problem now?

Page 44: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Divide into 2 piles:more

importantless

important

2 min

Page 45: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Write ‘em down.2 min

Page 46: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

* Could enough people like this exist? (And can you find them to talk to them?) If no, make adjustments.

* Is this a specific person you know? If yes, make adjustments.

* Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.

{check}

3 checks

Page 47: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Act on user needs by identifying value propositions.

What’s the value?

Page 48: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack

Page 49: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

An example from Foodspotting

Page 50: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

What: Envision 6 uses

Page 51: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Sketch 6-up Uses10 min

Page 52: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Redraw the top pick3 min

Mary

Task-a-doodle

Know when

someone in her

family finishes

a shared task.

April 2013

Page 53: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack

Page 54: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Brainstorm a feature.5 min

Page 55: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

5-item to-do list

{Activity}

Make a feature list.April 2013

.0001 min

Page 56: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Measure what matters by tracking actionable metrics.

How do you knowit’s working?

Page 57: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Product(black box)

Conversion Funnel

Traffic

Measuring what?

Page 58: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Product(black box)

Conversion Funnel

Traffic

Measuring what?

Page 59: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Metrics checklist

a good metric... a great metric......makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.”

...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user.

vanity

total number of registered

users

unhelpful

sign-ups

% of users who share a

task 3+ times a day,per week

awesomebetter% of users who sign in 3+ times a

day,per week

good% of new users per

week

Page 60: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Brainstorm 1 measure3 min

Page 61: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Pair-check your metric

Page 62: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Metrics checklist

3. Is there an object basis?

• “per user” [ ___/user]• “per user per week” (fancy!)• Examples: per user, per session, or by interaction or item (messages per file, emails per thread)

* not required, but super-helpful

• “per week” [ ___/wk ]• “per month” [ ___/mo]2. Is there a time basis?

• “number of...” [ # ]• “average number of...” [avg ]• “percent of...” [ % ]

1. Does the metric begin with a number?

Page 63: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

{Activity}

Pair-check your metrics*You* are the person responsible

for getting your peer to awesome!

3 mineach

Page 64: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

% of users who share a

task 3+ times a day,per week

{Activity}

Make a dashboardApril 2013

Avg # of tasks

completed per person per month.

% of delegated tasks

completed per group per month

Page 65: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Pull it all together

Tell the story

Page 66: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack

Page 67: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack

Page 68: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

This is [product name] .

Meet...

MVP* Narrative

MVP

The idea...

* Minimum Viable Product

5 min

MVC

Page 69: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Making the most of the team

Page 70: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Pitch PracticeCome up and share

your story!

Exciting prizes for the 3 entrepreneurs who

volunteer!

1 min

Page 71: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Needs1. I need...2. I want...3. My goal is...

UsesMary can...

Features

Users

Sketches, prototypes,wireframes,

pixels

Your vision & ideas go here

whywhathow

ProductInterfaces & flows

PrototypesUser stories

This Week

UX Stack

Page 72: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Patterns of work1. Sketch

(especially of people)2. Timebox!

(speed kills the censor and keeps you moving)3. Generate independently, discuss as a team

(3 people ideal)4. Dump & Sort

(one item per Post-It, use Sharpie)5. 2x2 organizing framework

(help decision-making when lots of items)6. Work at the wall 7. Quick decision-making techniques

(dot-vote, roman vote, stack rank)

Page 73: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

What’s next?

Validate! Do 3 customer interviews in

the next week. Do not mention your product.

Page 74: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Geek out & learn tons more

Page 75: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014

Kate Rutter@katerutterhttp://intelleto.com

Content developed at Luxr:http://luxr.co@luxrco

Page 76: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

!""#$%%&'()*+,

-&'()+,

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people

problem solution

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the Molecule 45"6

Page 77: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Page 78: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Page 79: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Page 80: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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Page 81: Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]

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