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Product Development
with Lean UX

Sheen Yap
Lean UX & How To Design Digital for a Changing World
Decoded London 19/3/2015
Introduction
• Sheen Yap 
• UX expert, design leader and lean evangelist
• 18-years’ experience across web, mobile, iTV
• Helping startups and corporates build better
products through Lean and UX methods
change is the only constant
our reaction?
• Innovate or die? Do more stuff? Execute faster? 
before we get ahead
of ourselves
9 out of 10 startups fail
Most fail because
they’ve built the
wrong product
Projects
______
Learning from Startups
Company Phases
Company Phases
DISCOVERy
Execution
Company Phases
DISCOVERy
Execution
in search of a
repeatable and
scalable business
model
Company Phases
DISCOVERy
Execution
in search of a
repeatable and
scalable business
model
executing a repeatable
and scalable business
model
Execution phase: 

Failure due to
performance
Discovery phase: 

Failure is necessary
for Learning
Attitude to failure
Product Development Process
needs to change!
Requirements
Build
Test
Launch
Waterfall
?
3-24 months
Idea
Customer
Validation
works when everything
is predictable
Requirements
Build
Test
Launch
Waterfall
?
3-24 months
Idea
User
Validation
learning too late!
Can’t change course
No customer
involvement
…but in discovery phase
Requirements
Build
Test
Launch
Agile
?
3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
handles requirements changes
Requirements
Build
Test
Launch
Agile
?
3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
learning too late!
stepped waterfall
No customer
involvement
…but in discovery phase
Launch
UX/UCD
?3-24 months
Idea
Customer
Validation
UX
UT
UX
Req
Build
Test
Build
Testuser
involvement
Launch
UX/UCD
?3-24 months
Idea
Customer
Validation
UX
UT
UX
Req
Build
Test
Build
Test
learning too late!
in the wildin the lab
UT
UX
Build
Test
more cycles needed
…but in discovery phase
Build
Test
Launch
Agile UX
?3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
UX
UT
UX
UT
UX
Req
improved collaboration
Build
Test
Launch
Agile UX
?3-24 months
Idea
Customer
Validation
Build
Test
Build
Test
UX
UT
UX
UT
UX
Req
learning too late!
in the wildin the lab
…but in discovery phase
Build
Test
Launch
Lean UX
?
3-24 months
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Build
Test
Launch
Lean UX
?
3-24 months
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
early learning
solving user
problems
continous
iterations
Build
Test
Launch
In Practice
?
3-24 months
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 1
MVP
Version 2
MVP
Version 1
Build
Test
Launch
?
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 2
Lean Canvas
• Tools
• Business modelling a lean canvas
• Customer insights - jobs to be done
• Mvp 
• Performance modelling with customer factory 
• Experiment board 
✔ ✗
✔
✗
✔
✗ ✗
✗ ✔
✗
✔ ✔
✗ ✔
✔ ✗
✗✔ ✔ ✗ ✔
✔✗
✔
LeanStack https://leanstack.com/
Jobs-to-be-done
Focus on the job, not the customer
http://blog.intercom.io/when-personas-fail-you/
Problem Interview
Maurya, Ash (2012). Running Lean. O'Reilly Media
MVP
Version 1
Build
Test
Launch
?
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 2
THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
Offer Creation
Ash Maurya PracticeTrumpsTheory.com
Solution Interviews
Maurya, Ash (2012). Running Lean. O'Reilly Media
MVP
Version 1
Build
Test
Launch
?
UX
Req
Build
Test
Launch
UX
Req
? Build
Test
Launch
UX
Req
? Build
Test
Launc
UX
Req
Problem
Validation
Solution
Validation
MVP
Version 2
MVP
Kirill Shikhanov “MVP”. https://dribbble.com/shots/1753131-MVP
Measuring Performance
Maurya, Ash (TBD). The Customer Factory. TBD
Tracking Learning
LeanStack https://leanstack.com/
Other UX Tools
Usability
Testing
Ethno-
graphy
Interviews
Partici-
patory
Design
Focus
Groups
Eye
Tracking
Compe-
titive
Research
Diary
Study
Bench-
marking
Forum
Mining
Blogpost
Test
Landing
Page
Tests
PPC Tests
A/B Tests
Customer
Feedback
Card
Sorting
Wizard of
Oz
Neuro
Imaging
Data
Mining
Data
Analysis
Ad Hoc
Question-
naire
Intercept
Surveys
Email
Surveys
Product
Stubs
Principles
Learning
Mindset
Customer Validation
Scientific
Approach
Autonomous Team
References
Thanks for listening!
Sheen Yap
Follow on Twitter: @sheen
Connect: uk.linkedin.com/in/sheenyap

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