Keynote for the 2013 AC/UX Google Sprint Week in San Francisco. Lean startup, UX as a mindset and stories to go with 3 key topics in lean. Templates included at the end of the deck.

1. Building a better world
through lean + design
MON, JUN 3, 2013
+
Lean startup at the
intersection of
beauty & complexity

2. LUXR.CO JUNE 2013
Luxr makes tools to help startups
deliver products that people want,
need & love to buy.

3. LUXR.CO JUNE 2013
@katerutter
@luxrco
Kate Rutter
Co-Founder
www.luxr.co
TWEET!

4. LUXR.CO JUNE 2013
a story...
MVP
Maximum
Vision
Possible
= product that
will save lives
visionary idea
+ amazing research
+ engaged team
+ executive support
x 6 months

5. LUXR.CO JUNE 2013
risk
time

6. LUXR.CO JUNE 2013
a story...
= 1000s of hours
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= no lives saved

7. LUXR.CO JUNE 2013
a story...
= 1000s of hours
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
FAIL= no lives saved
= NO PRODUCT

8. LUXR.CO JUNE 2013
the biggest fail is...
the product that
doesn’t ever get into
the hands of people.

9. LUXR.CO JUNE 2013
“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...

10. LUXR.CO JUNE 2013
“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...
FAIL

11. LUXR.CO JUNE 2013
“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

12. LUXR.CO JUNE 2013
a different story...
A team of techies, designers,
entrepreneurs, statisticians,
researchers, and artists, all
trying to discover the future
of retail.

13. LUXR.CO JUNE 2013
YouTube Feature Film
view on YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY

14. LUXR.CO JUNE 2013
command/control
waterfall
optimizing
invention-driven
design
risk aversion
collaboration
agile
disrupting
validated learning-
driven design
scaled risks

15. Lean Startup
~ the quick version ~
What’s going on?

16. LUXR.CO JUNE 2013
3 Key Ideas
Build.
Measure.
Learn!
Validated
Learning
Get out of
the building!
Customer
DevelopmentAgile
Development
Collaborate.
Release.
Improve!

17. LUXR.CO JUNE 2013
The Agile
Manifesto
resulted from a
ski scrum in
February 2001.
The big idea...
over over over over

18. LUXR.CO JUNE 2013
Steve Blank
introduced
“Customer
Development”
in 2006.
The big idea...

19. LUXR.CO JUNE 2013
Eric Ries wrote
a blog post on
Sept 8, 2008
titled “The Lean
Startup.”
incremental
releases
+
reduce
waste
The big synthesis...
make products
customers
want
+

20. LUXR.CO JUNE 2013
Build.
Measure.
Learn
• Hypotheses
• Experiments
• Validated learning
(These change everything)
And a big innovation...

21. Wait. We know most
of this already.
User Experience

22. User Experience
~ the mindset, not the craft ~

23. LUXR.CO JUNE 2013
Empathy.
Design.
Products!
UI UX
via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
product
The big idea...

24. LUXR.CO JUNE 2013
UX =a mindset
focused on delivering value
inspires the right kinds of ideas
defines “good”
guides decisions

25. LUXR.CO JUNE 2013
UX Stack BUILD
MEASURE
LEARN
interactions,
interfaces,
pixels
Vision &
purpose
Features
Product
Users
Uses
Mary can...
Needs
I need...
I want...
My goal is...

26. LUXR.CO JUNE 2013
UX Stack BUILD
MEASURE
LEARN
interactions,
interfaces,
pixels
Vision &
purpose
Features
Product
Users
Uses
Mary can...
Needs
I need...
I want...
My goal is...
Customer
development
Experiments,
MVPs &
metrics
Sketches &
prototypes

27. LUXR.CO JUNE 2013
Making the shift
3 things to jump-start
your week.

28. LUXR.CO JUNE 2013
Customer
development
or...user research lite
Find the right
thing to solve.
Get first-hand
experience with the
problem.

29. LUXR.CO JUNE 2013
Learning from research
QuantitativeQualitative
Generative
Evaluative
Interviews
Metrics
Surveys
Usability
Sessions

30. LUXR.CO JUNE 2013
QuantitativeQualitative
Generative
Evaluative
Surveys
The current way
Mental Models •
(Indi Young)
Contextual Inquiry •
(Byer & Holzblatt)
Starbucks •
• Analytics
• Optimizely
• Key
Metrics
• A/B
Testing
Hallway usability •
remote usability •
Q/A testing •
programs
5-second test •

31. LUXR.CO JUNE 2013
QuantitativeQualitative
Generative
Evaluative
Interviews
Metrics
Surveys
Usability
Sessions
An adapted way

32. LUXR.CO JUNE 2013

33. LUXR.CO JUNE 2013
SSCI
(Super Simplified Customer Interviews)
• Identify who you want to talk to.
• Articulate your hypotheses.
• Jot down conversation prompts.
• Have the conversation
• Debrief!

34. LUXR.CO JUNE 2013
{Challenge}
Sketch it out
people + problems + solutions
Luxr Molecule method:
http://www.youtube.com/watch?v=bi97WSqdH5Q
Template at end of deck
Who are the users?
What problems do
they have?
What would be a
proposed solution?

35. LUXR.CO JUNE 2013
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 time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”
May 2013

36. LUXR.CO JUNE 2013
Validate outside,
not inside.
listen!

37. LUXR.CO JUNE 2013
Sketches &
prototypes
or...rapid iteration
Take small steps,
not heroic leaps.
Iterate fast to burn
down risk.

38. LUXR.CO JUNE 2013
risk
timeDefine
The old way
Design
Develop
Release

39. LUXR.CO JUNE 2013
risk
timeDefine
A better old way
Design
Develop
Release

40. LUXR.CO JUNE 2013
risk
time
A different way

41. LUXR.CO JUNE 2013
risk
A different way
MAKE
release
MEASURE
BUILD
LEARN
MEASURE
BUILD
time

42. LUXR.CO JUNE 2013

43. LUXR.CO JUNE 2013

44. LUXR.CO JUNE 2013
FAIL

45. LUXR.CO JUNE 2013
FAIL

46. LUXR.CO JUNE 2013
FAIL

47. LUXR.CO JUNE 2013

48. LUXR.CO JUNE 2013
{Challenge}
Iterate through ideas &
assumptions
http://leanstartupmachine.com/validationboard/
WSD:
Write stuff down.
Validate with intent.
AFAP:
As fast as possible.

49. LUXR.CO JUNE 2013
BUILD
MEASURE
LEARN
More cycles in less time,
reduce the risk.
faster!

50. LUXR.CO JUNE 2013
Experiments,
MVPs &
metrics
Design is a
hypothesis,
not a solution.
Small experiments
help you learn faster.

51. LUXR.CO JUNE 2013
* the Brandon Schauer cupcake model
The old way

52. LUXR.CO JUNE 2013
* the Brandon Schauer cupcake model
A different way

53. LUXR.CO JUNE 2013
* the Brandon Schauer cupcake model
MVP
⤷
A different way

54. LUXR.CO JUNE 2013

55. LUXR.CO JUNE 2013
FAIL

56. LUXR.CO JUNE 2013
Experiments have 3 parts
The belief you
want to test
The testable
“thing”
An indicator
We believe people like [customer
type] have a need for (or problem
doing) [need/action/behavior].
The smallest thing we can do to
prove that need is [experiment].
We will know we have
succeeded when [quantitative/
measurable outcome] or
[qualitative/observable outcome].

57. LUXR.CO JUNE 2013

58. LUXR.CO JUNE 2013

59. LUXR.CO JUNE 2013

60. LUXR.CO JUNE 2013
✔ 2000 users
✘ high sharing

61. LUXR.CO JUNE 2013
What assumptions about your customers
do you have that, if you are wrong,
your product will fail.
Write down 3.
(Test these.)
{Activity}
Assumptions
1.
2.
3.

62. LUXR.CO JUNE 2013
{Challenge}
State the assumption
as a hypothesis.
we believe that ________________
Template at end of deck

63. LUXR.CO JUNE 2013
Keep it small,
keep it tasty.
mmmm!

64. LUXR.CO JUNE 2013
UX Stack BUILD
MEASURE
LEARN
interactions,
interfaces,
pixels
Vision &
purpose
Features
Product
Users
Uses
Mary can...
Needs
I need...
I want...
My goal is...
Customer
development
Experiments,
MVPs &
metrics
Sketches &
prototypes

65. LUXR.CO JUNE 2013
This journey is
not easy.

66. LUXR.CO JUNE 2013
artists
inventors
scientists
storytellers

67. LUXR.CO JUNE 2013
“The courage to speak truths,
pleasant or unpleasant, fosters
communication and trust.
“The courage to discard failing
solutions and seek new ones
encourages simplicity.
“The courage to seek real,
concrete answers creates
feedback.”
—Kent Beck

68. LUXR.CO JUNE 2013
Simplicity
Courage
Trust
Process
Continuous Improvement
(from Lean Manufacturing and Extreme Programming)
Lean Startup teams believe in...

69. LUXR.CO JUNE 2013
Not just who’s on the team, but how they
work together (no ninjas, gurus, rockstars!)
Invest time in developing productive
relationships
Commit to continuous process improvement
Team first, then product

70. LUXR.CO JUNE 2013
The right team will
find the way to the
right product.

71. LUXR.CO JUNE 2013
“The (validated) code validated!”
“The design is getting brilliant.
We know because people use it more
with each iteration”
“We made an amazing thing.
Because everybody uses it.”
Then we ALL can say...

72. LUXR.CO JUNE 2013
a closing story...
A cohort of artists,
scientists, inventors
and storytellers blaze
a new path of
innovation & growth.

73. LUXR.CO JUNE 2013
a closing story...
A cohort of artists,
scientists, inventors
and storytellers blaze
a new path of
innovation & growth.
WIN

74. LUXR.CO JUNE 2013
go be awesome.

75. LUXR.CO JUNE 2013
Geek out & learn more }

76. LUXR.CO JUNE 2013
Luxr makes practical learning products for early stage
entrepreneurs, so that they can deliver products that
customers want, need and love to buy.
Luxr.co • 3435 Cesar Chavez, San Francisco, CA • 94110
The Juhl, 353 E. Bonneville Ave., Las Vegas, NV • 89101
info@luxr.co • http://luxr.co • twitter: @luxrco • www.facebook.com/LUXrInc
Images + credits
• Origami by Robert J. Lang: http://www.statesman.com/news/news/national/origami-joins-up-with-science/nRtCw/
• Sketches, templates and models via the Luxr team
• Nordstrom Innovation Lab: Sunglasses iPad App Case Study [YouTube: http://www.youtube.com/watch?v=szr0ezLyQHY]
• Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
• Startup Weekend logo: http://sanjose.startupweekend.org/
• Restaurant buzzer, via BuzzTable: http://www.buzztable.com/restaurant-pagers/history-of-the-buzzer/
• Restaurant paging system image, via Microframe: http://www.microframecorp.com/product/342030.html
• Doug Morgan screenshot via Michael DeLucco: https://socialcam.com/v/Qok9JVdU
• Risk model: Chris Jones, Hot Studios
• Lumatic story via Ellen Dunne
• Validation board via Lean Startup Machine: http://leanstartupmachine.com/validationboard/
• 100Plus demo: via Chris Hogg on YouTube: http://www.youtube.com/watch?v=zH6WWikZdA4
• Lean book series via OʼReilly: http://oreilly.com/
* Slides available on slideshare: slideshare.net/intelleto

77. Templates*
* You will notice that most of these templates are extremely simple. You
can make them from plain white paper and a sharpie. No special
templates are needed once you know how they work.
‣Molecule
‣Assumptions
‣Experiment

78. http://luxr.co @luxrco © 2013
The Molecule
people
problem solution
have
addresses
use
Team name date
/ /

79. http://luxr.co @luxrco © 2013
Assumptions
1
Riskiest
Assumption
Testingnow
Later
Team name date
/ /
2 3
Nextup

80. http://luxr.co @luxrco © 2013
Experiment
We believe that...
We will do/make...
We will know the hypothesis is valid if by we get...
Hypothesis
date
quantitative
measurable outcomes
TestEvidence
qualitative
observable outcome
Team name date
/ /