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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Rapid Product Design Using Lean UX Methods [Tradecraft : May 2014]
1. 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
4. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
@katerutter
@luxrco
TWEET!
5. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Let’s get warmed up
6. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{5 min Activity}
Users + problems + solution
Sketch it out
Who are the users?
What problems do they have?
What would be a proposed solution?
7. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Users + Problem + Solution map
“the DNA of your idea”
8. 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 time
need to share tasks on the go
Task-a-doodle
“the DNA of your idea”
3 min
May 2014
9. 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.)
10. 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 • Test
Move forward.
11. 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...
12. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
We are going to be working really,
really, really fast.
What to expect...
13. 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...
14. 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...
15. 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...
16. 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...
17. 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
18. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
About the whole
LEAN thing
19. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
2 Big Ideas
Empathy.
Design.
Products!
User Experience
Build.
Measure.
Learn!
Lean Startup
20. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Eric Ries wrote
a blog post on
Sept 8, 2008
titled “The Lean
Startup.”
+
incremental
releases
make products
customers
want
+
reduce
waste
The big idea...
21. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Steve Blank
introduced
“Customer
Development”
in...um...2006.
The big idea...
22. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Build.
Measure.
Learn
• Experiments
•!Validated learning
•!Reduce waste
These change everything...
23. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
risk
timeDefine
The old way
Design
Develop
Release
24. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
risk
timeDefine
A better way
Design
Develop
Release
25. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
risk
time
A very different way
26. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & flows
Prototypes
User stories
This Week
UX Stack BUILD
MEASURE
LEARN
27. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Let’s make stuff!
28. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Rapid Sketching
Star people!
7 min
29. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
You can draw a person in 4 simple steps....
sketch via @luxrco
Star people
30. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Use simple shapes to put a person in a place.
sketch via @luxrco
Add context
inside outside
31. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
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
32. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Picture your user as a
human person.
(Insert provisional
personas here)
Who is it for?
33. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
34. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Who: Make a Persona
35. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a persona
Portrait
5 min
36. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a persona
Facts
37. 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 income
Be specific.
38. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a persona
Behaviors
39. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm 10 behaviors
3 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.
40. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Divide into 2 piles:
more
important
less
important
2 min
41. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Write ‘em down.
2 min
42. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Make a persona
Needs & Goals
43. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm 10 needs/goals
3 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?
44. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Divide into 2 piles:
more
important
less
important
2 min
45. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Write ‘em down.
2 min
46. 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
47. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Act on user needs by
identifying value
propositions.
What’s the value?
48. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
49. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
An example from Foodspotting
50. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
What: Envision 6 uses
51. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Sketch 6-up Uses
10 min
52. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Redraw the top pick
3 min
Mary
Task-a-doodle
Know when
someone in her
family finishes
a shared task.
April 2013
53. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
54. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm a feature
.5 min
55. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
5-item
to-do
list
{Activity}
Make a feature list.
April 2013
.0001 min
56. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Measure what matters by tracking
actionable metrics.
How do you know
it’s working?
57. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Product
(black box)
Conversion
Funnel
Traffic
Measuring what?
58. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Product
(black box)
Conversion
Funnel
Traffic
Measuring what?
59. 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
60. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Brainstorm 1 measure
3 min
61. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Pair-check your metric
62. 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?
63. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
{Activity}
Pair-check your metrics
*You* are the person responsible
for getting your peer to
awesome!
3 min
each
64. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
% of users
who share a
task 3+
times a day,
per week
{Activity}
Make a dashboard
April 2013
Avg # of
tasks
completed
per person
per month.
% of delegated
tasks
completed per
group per
month
65. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Pull it all together
Tell the story
66. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
67. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
68. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
This is [product name] .
Meet...
MVP* Narrative
MVP
The idea...
* Minimum Viable Product
5 min
MVC
69. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Making the most of the team
70. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Pitch Practice
Come up and share
your story!
Exciting prizes for the 3
entrepreneurs who
volunteer!
1 min
71. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Needs
1. I need...
2. I want...
3. My goal is...
Uses
Mary can...
Features
Users
Sketches,
prototypes,
wireframes,
pixels
Your vision & ideas go here
why
what
how
Product
Interfaces & flows
Prototypes
User stories
This Week
UX Stack
72. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Patterns of work
1. 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)
73. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
What’s next?
Validate!
Do 3 customer interviews in
the next week.
Do not mention your product.
74. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Geek out & learn tons more
75. FULL TRACK • RAPID PRODUCT DESIGN • MAY 2014
Kate Rutter
@katerutter
http://intelleto.com
Content developed at Luxr:
http://luxr.co
@luxrco