Fail Fast, Learn Fast, Move Fast: My UX journey to move faster

Fail FAst
Learn Fast
Move Fast
My UX journey to move faster
@jeremyjohnson

@jeremyjohnson
www.jeremyjohnsononline.com

@jeremyjohnson

#leanux
#DDSum12

UX 101

we make things for

http://500px.com/jeremyjohnson/sets/london_2012

UX 101

we make things for

http://500px.com/jeremyjohnson/sets/buenos_aires_2012

UX 101

We work in ecosystems


UX 101

we think visually

http://500px.com/jeremyjohnson/sets/buenos_aires_2012

UX 101

We learn through observation


UX 101

we’re curious


agency/consultant

UX
startup
large org

startup

Where the core component...

...of Lean Startup methodology is the
build-measure-learn feedback loop.

experiment via
mvp iterative prototyping
(keep it simple)
UX

value customer shipping / launching
feedback often

Agency

making deliverables is your job

consultant

UX

http://www.ﬂickr.com/photos/jeroenbennink/2355768494/sizes/l/in/photostream/

large org

http://www.ﬂickr.com/photos/23671396@N06/4445276713/

how i learned to stop
worrying about being in
a large organization,
and just move faster.

Jim, Social Media “Expert”

http://www.webwanderers.org/05_industry/mining/

development

UX Product development
business

I’ve heard
Team is too small, must be shared
Team doesn't work directly with development
Team doesn’t work directly with product/business

How many people have true UX
buy in at the c-level?

http://ux.stackexchange.com/questions/18862/selling-the-management-on-need-for-ux-focus

ABEX
(always be evangelizing ux)

“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/

UX development

Product development
business

One new interesting
challenge

mobile
UX Designer

me
seo/sem
UX Designer

homepage
UX Designer
shopping
checkout
UX Designer UX Designer

New ways of working for designers
will, at ﬁrst, be uncomfortable. For
many design managers, assigning their
staff to particular teams brings a new
challenge. No longer does the design
manager dole out speciﬁc work to
each person on the team. Instead,
the designer’s daily agenda is driven
by the prioritized backlog of the
scrum team.

http://uxdesign.smashingmagazine.com/2011/10/18/how-to-build-an-agile-ux-team-culture/

MBWA
Management By Walking Around
http://en.wikipedia.org/wiki/Management_by_wandering_around

http://www.ﬂickr.com/photos/zubeirtai/7747819548/

(not new)
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 - 2008

http://agileproductdesign.com/blog/emerging_best_agile_ux_practice.html

walls = slow

http://www.ﬂickr.com/photos/yewenyi/360374054/sizes/o/in/photostream/

agile / lean UX

everyone is involved!

http://www.adverblog.com/2011/12/04/the-meme-iﬁcation-of-art-directors/

business valuable
Usable UX
Enjoyable

Wonder twins

determine value,
create experience,
repeat

“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

http://www.slideshare.net/billwscott/enabling-lean-with-tech-15455128

- problem -

Can’t get started?

“You – everyone in fact – have all it takes to be a
brilliant designer, creator, or author. All that’s holding
you back is the lizard. It’s that little voice in the back of
your head, the “but” or the “what if” that speaks up at
the crucial moment and defeats the joy and insight you
brought to the project in the first place. It’s the lizard
that ruins your career, stunts your projects, and hinders
your organization.”
– Seth Godin (in The Truth About Shipping)

http://gloriamarie.com/stay-focused-and-keep-shipping

Ship often. Ship lousy stuff, but
ship. Ship constantly.

http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping

- problem -

Find it hard to strip out what’s not valuable?

Spend too much time planning?

DOn’t talk with your customers?

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 you
write a plan? Usually it’s
before you’ve even
begun.
That’s the worst time to
make a big decision.”

http://37signals.com/rework

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/

- problem -

Try to jam too much into a product?

Only launch x times a year?
Looking for perfection?

“Great companies focus on their users and ship great products.”
http://www.aaronklein.com/2012/02/why-facebook-is-worth-100-billion/

http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping

http://fab.com/inspiration/posters-getting-things-done

“real artist ship” - steve jobs

http://gloriamarie.com/stay-focused-and-keep-shipping

- problem -

It’s going to cost too much to
try that out.
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
- Mike Krieger, Instagram’s founder 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/

http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/

404 testing

W FEAT URE X
NE

Just some of the issues around
software development

http://jane.dallaway.com/mind-the-product-2012

http://leanstartup.co/

http://www.cooper.com/journal/2011/03/more_better_faster_ux_design.html

UX is a integral part of product
development

UX is a integral part of product
development

http://www.ﬂickr.com/photos/51838075@N04/6061253450/

product team 101
the core team

product owner
UX
Dev

core team

1x
product owner
1x UX
1x Dev

mobile
core team

5x UX seo/sem
core team

homepage
core team
shopping
checkout
core team core team

product owner
This guy is the boss

Why?

He/she gets fired.
He/she need to meet numbers.

product owner
UX core team
Dev
ideas

ideas ideas ideas ideas id
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.
- marty cagan


http://www.kontain.com/plat4m/entries/143623/update-to-our-scrum-board/

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

9:30am
10:30am
11:30am

lab setting - 6 participants
1:30pm
2:30pm
3:30pm

determine

valuable
Usable
Enjoyable

the core team

Core team makes decisions
Done!

...it is collaborative – the product
manager, designer and lead
engineer are working together, side-
by-side, to create and validate
backlog items.
- marty cagan


failed usability
failed to understand
failed to find value

ideas ideas
id

refine retest

ideas

ideas

ideas

Ready for development

s
ea
ideas
id

What’s your kill rate? Ship that bad boy!

Did I mention this happens
within a week?
(or less)

discovery
backlog
Iteration Iteration Iteration Iteration

design discovery discovery discovery discovery

build Implement Implement Implement Implement

http://www.sebastiangreger.net/writings/concept-design-in-agile-environment/

#3

rough, fast, iterative prototyping

#4
Getting in front of customers
weekly

in no time at all, you too can be a...

lean, agile, prototyping, shipping,
ux design master.

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/

sh
ere thanks!
lide
S @jeremyjohnson
www.jeremyjohnsononline.com

Fail Fast, Learn Fast, Move Fast: My UX journey to move faster

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