With Lean UX to outstanding products

With the goal to create outstanding products, the user and their needs are at the center of attention in Lean UX. But what is Lean UX and why is it so effective?

The basic idea of agile software development is a fast, iterative approach. Lean UX imitates this approach with the goal of achieving the best possible user experience. The focus is on collecting feedback as quickly as possible and making decisions based on it. This minimizes the time spent following wrong ideas.

Lean UX principles strive for cross-functional collaboration that involves the entire team in the design process. We work together on a common understanding of the user and their needs, understanding and solving problems and defining goals.

Transcript

1. LEAN UX DENISE KOLODZEY WITH TO OUTSTANDING PRODUCTS
2. QUICK OVERVIEW 2 Develop a common vision with Lean UX 3 The process - we don’t work in silos 4 Challenges and opportunities of UX 5 Integrate Lean UX into the enterprise 1 Why UX is so important
3. WHY UX IS SO IMPORTANT 1 2 3 4 5
4. A SUCCESS STORY FROM LEGO Jørgen Vig Knudstorp was appointed CEO of Lego in 2004. With the help of User Centered Design he brings the ailing building bricks imperium back to the top of toy companies.
5. Lego was on the verge of insolvency in 2004.
6. LEGO SOLD PRODUCTS THAT ITS OWN CUSTOMERS DID NOT WANT. Management did not believe the designers that cars and fire trucks could be a success. It was believed that children didn't have time to build Lego bricks together. Therefore an action figure was created, with which one can play immediately. However, the financial success failed to materialize.
7. Lego had lost contact with the children. Henrik Andersen Chief Designer of Lego
8. WHY DO CHILDREN PLAY? When Jørgen Vig Knudstorp takes over the management of the crisis-ridden, highly indebted company, the user becomes the centre of attention. He wants to understand how children play and how to communicate with them.
9. KNUDSTORP WANTS EVERYONE AT LEGO TO THINK LIKE A CHILD. Knudstorp goes extremely far to understand the wishes of customers. He does not only listen to the users, he also analyses them. He makes psychologists work with children to learn how they play, what they play, what they build and what they liked. All the learnings were integrated into the design process.
10. What is your most valuable possession? „The worn shoes are a trophy. They show me, my friends and the rest of the world that I am one of the best skateboarders in town.“ A pair of worn shoes. DESIGN RESEARCH AT LEGO
11. Users like challenges (Complexity) Users want to master something (Competence Development) Users like competition („Show off“) KEY FINDINGS DESIGN RESEARCH: The product range was adjusted on the basis of these findings. 1 2 3
12. Contrary to all expectations, LEGO has achieved one of the biggest turnarounds in history. From near bankruptcy to an innovative, design-oriented and highly profitable toy brand.
13. DEVELOP A COMMON VISION WITH LEAN UX 1 2 3 4 5
14. THE "WHY" BEHIND WHAT WE DO In order to give meaning to our work, it is important to understand the overall picture. Lean UX encourages the whole team to work on a common vision.
15. "We live a fan life and want to make it better!" A COMMON VISION With the help of a web application we want to make football more entertaining - through strategy, design, content and technology. Everyone in the team understood the vision, their role in it and had a meaningful job.
16. CONVERSATION UNITES A TEAM AROUND A COMMON VISION. In addition to meetings, we regularly met at the coffee machine or had lunch together. Often the topic of conversation was our current project. We inspired each other, developed new ideas and brought our common vision to life.
17. „If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.“ STEVE JOBS
18. The result of a common vision is a product that inspires the whole team.
19. EMPATHY IS THE KEY TO OUTSTANDING PRODUCTS AND SERVICES. Designers have often been responsible for the user. As we know today, this is not only the responsibility of the designer.
20. THE MAIN ROLE: THE USER At the end of the day it's not just about what technology we use or what design style we follow. The purpose is the user, who stands with his behavior and his needs in the center of our attention. The user should always play the leading role in our vision.
21. Our vision helps us to define success.
22. THE PROCESS - WE DON’T WORK IN SILOS 1 2 3 4 5
23. ONE TEAM - ONE VISION - ONE PROCESS Lean UX starts with the idea that User Experience Design should be a cross-functional process. We work together to create a common understanding of the users, their needs, the understanding and solution of their problems and the definition of the goals.
24. Scaling down the UX Design process Cross-functional cooperation Pleasure to experiment & continuous learning Solution-oriented approach LEAN UX PRINCIPLES:
25. Lean UX encourages teams to consider human needs and to look at the product from a holistic perspective, in addition to collaborating across roles.
26. THE LEAN UX PROCESS Outcomes, Assumptions, Hypotheses Research & Learning Design Create MVP Think > Make > Check > Idea > Build > Launch > Learn > Similar approaches: Source: The Lean UX Prozess from Jeff Gotthelf and Josh Seiden
27. THE LEAN UX PROZESS User Feedback Release Create
28. OUTCOMES - CREATING AN IMPACT Our goal is not simply to deliver: it is to positively influence user behavior or other changes - to create an impact. We want to build a native app. We would like to increase the revenue that comes through our mobile channels. Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning
29. FROM ASSUMPTIONS TO HYPOTHESES Our assumptions are based on what we know. They are fraught with risk, because we do not know whether they are true or not. Untested, our assumptions increase the risk that our product will fail. With our assumptions we are ready to move on to the next step: The creating of hypotheses. To do this, we change our assumptions into a format that is easier to test. Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning
30. Creating assumptions, hypotheses and personas is a task for all disciplines. Everyone can share their opinion and concerns. Through the discussion with the other team members, we broaden our own perspective.
31. ONCE THE HYPOTHESES ARE PRIORITIZED, THE NEXT STEP FOLLOWS: COLLABORATIVE DESIGN.
32. WHAT IS A „USER EXPERIENCE“? It is the sum of all interactions a user has with a product or service. It results from all decisions made about the product or service. For this reason, Lean UX begins with the idea that User Experience Design should be a collaborative process. Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning
33. COLLABORATIVE DESIGN Lean UX is a process that designers organize and moderate, but is executed by specialists from their individual disciplines. Collaborative design creates a team-wide, shared understanding. A shared understanding for: the design problem and the solution Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning
34. Design Studio - A way to bring the entire team together to visualize possible solutions to a design problem.
35. „You can’t flip a switch and make somebody else creative, but you can set up an environment in which the switch is more often on.“ ALEX WRIGHT (DESIGNER @ WALT DISNEY) Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning
36. DESIGN SYSTEM A design system is a repository of all aspects of the design and processes used to create new content, recurring elements, and repetitive tasks. A design system includes the grid system, color palette, code and a lot of other valuable information. Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning
37. EXTRACT OF A DESIGN SYSTEM
38. Faster creation of UIs and Prototypes Consistent appearance High-quality work 1 2 3 4 DESIGN SYSTEM - PROS Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning Lower costs
39. COMMUNICATION - THE MOST VALUABLE MEDIUM In addition to regular effective meetings, daily conversations are important to unite the team. This gives you a quick insight into what the various disciplines are working on, and as a designer allows you to collect ideas. Outcomes, Assumptions, Hypotheses Design Create MVP Research & Learning
40. Geographical distance is one of the biggest challenges for successful collaboration in Lean UX.
41. TO TEST OUR HYPOTHESES, WE COME TO THE NEXT STEP: THE MVP
42. Create MVP WHAT IS AN MVP ANYWAY? The Buzzword MVP has caused a lot of confusion in its short lifetime. The problem is that there are two different approaches. Minimum Viable Product: Testing what the market wants Creating added value for the market as quickly as possible Outcomes, Assumptions, Hypotheses Design Research & Learning
43. Testing hypotheses with MVPs: Will this tactic achieve the desired result? Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning
44. EXAMPLE 1 - TESTING A HYPOTHESIS WITH AN MVP We believe that the possibility to add comments to our products increases the engagement of our target audience. We will be able to prove this if 1% of our users leave a comment. Hypotheses: Fake Door Testing The user is shown a function which in reality does not exist yet. MVP: Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning
45. EXAMPLE 2 - TESTING A HYPOTHESIS WITH AN MVP We believe that writing comments from our target audience increases our sales. We will be able to prove this if the conversation rate increases by at least 0.02%. Hypotheses: A/B Testing The same product page is displayed once with comments and once without. Do more users buy on the page with comments? MVP: Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning
46. BY TESTING THE MVPs WE ARE ALREADY AT THE NEXT STEP: RESEARCH & LEARNING
47. QUALITATIVE & QUANTITATIVE RESEARCH Research, both qualitative and quantitative, is the key to developing successful products. Research: Quantitative - What happens Qualitative - Why does it happen Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning
48. Quantitative Research Qualitative Research What is more important? VS
49. QUALITATIVE VS QUANTITATIVE RESEARCH Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning If you use both methods together, you can get enormous information about the product and the users. The combined use of quantitative and qualitative research is more effective than the use of only one of the two methods.
50. EXAMPLE QUANTITATIVE RESEARCH Create an Account Address Method of Payment Confirm Thanks! Imagine we have an Online Shop and want to improve the Checkout Process. To figure out where there are problems in our Checkout Process, we want to know where we lose most the users. 100% - 10% - 8% -50% 32% Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning
51. EXAMPLE QUALITATIVE & QUANTITATIVE RESEARCH At the step „Method of Payment" we are loosing 50% of the users. But we don't know why. This is where Qualitative Research can help us. Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning Create an Account Address Method of Payment Confirm Thanks! 100% - 10% - 8% -50% 32%
52. EXAMPLE QUALITATIVE RESEARCH Once we know a problem, we can work on fixing it. Maybe by an Observational Study. During the Observational Study, the target group felt irritated that a Pop-up window opened when selecting a payment service, and the familiar interfaces were left behind. Problem: Even if you have no influence on the environment of the payment service provider, you can still help the user. For example, with a message indicating the upcoming change. Possible solution: Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning
53. CHALLENGES AND OPPORTUNITIES OF UX 1 2 3 4 5
54. UX DESIGN FROM SEVERAL PERSPECTIVES How is UX Design perceived? Where are opportunities and challenges seen?
55. GIUSEPPE GULLO „UX is a must due to the mutable nature of business requirements, the users change behavior not based on what you design, therefore the UX as part of the whole agile process helps adapt in the right direction. Challenges of course are then related to the depth into the future. Like playing chess, in order to be successful and not get surprised, the UX work must be run during and before the execution, and in more than one possible direction. This will be like looking into the future somehow, and being (almost) able to predict where to steer based just on trends, before test them in service design.“ Senior Manager Technology @ Publicis.Sapient
56. STEFFEN THOLS "Good UX/UI Designer have excellent skills in their discipline, and know how to communicate with developers, product owners, etc. A consistent user experience and a design from one piece helps the users to reach their goals. Those who do not acknowledge the importance of user experience design, or who devalue it as "just making it beautiful", have not understood the added value of this discipline." Scrum Master @ MAN RIO
57. INTEGRATE LEAN UX INTO THE ENTERPRISE 1 2 3 4 5
58. ONE TEAM - ONE VISION - ONE PROCESS - EIN MINDSET Lean UX is not only a process, but also a mindset. The culture must be changed in order to successfully integrate Lean UX.
59. The team should be focused on understanding and solving problems, not just delivering components or functions.
60. Designer Developer VS Should it be good for the user, or easy to implement?
61. USER EXPERIENCE AS COMMON GROUND Collaboration and communication work better when you know that you are one and the same team. A UX/UI Designer is expected to have skills in Research, Design and Development, and can be a good organizer. RESEARCH DEVELOPMENT DESIGN SKILLSET OF UX/UI DESIGNERS
62. Flexible Structures above Hierarchy
63. THE MINDSET - FROM THE INSIDE TO THE OUTSIDE A learning Mindset A broad spectrum of knowledge Empathy for the user 1 2 3
64. How are Lean UX and the buzzword Design Thinking connected?
65. LEAN UX AND DESIGN THINKING Create MVP Outcomes, Assumptions, Hypotheses Design Research & Learning Design Thinking is a way to creatively solve problems that involve the user in the solution process. This is exactly what we do in Lean UX. That's why every team member is automatically a Design Thinker.
66. „The electric light did not come from the continuous improvement of candles.“ OREN HARARI (BUSINESS PROFESSOR)
67. THANK YOU! Denise Kolodzey Senior UX/UI Designer