Lean UX: Designing successful apps

PDF version can be downloaded here: https://drive.google.com/open?id=0BwZwAkbB9T2qa2ZTMjNYMUlCZW8

Presented at Drupal Camp CT, 2015

Transcript

1. LEAN ux Designing successful apps Vinay Raghu / @rvinay88 Incrementalux.com
2. A game of buzzwords 1. Lean 2. Agile 3. MVP 4. Pivot 5. Iterative 6. Rapid Incrementalux.com
3. Build. Measure. Learn. Incrementalux.com
4. Adapted from Brilliant Experience
5. 1. Build Incrementalux.com
6. Build • Let’s build feature X / Let’s build product Y • That’s your trigger to begin thinking “Lean” Incrementalux.com
7. Build – 5 why’s • We need to redesign the website • Very high bounce rates – especially on mobile • This is happening because we aren’t responsive (assumption) • We can increase user engagement Incrementalux.com
8. Build – 5 why’s • We need to redesign the website • Very high bounce rates – especially on mobile • This is happening because we aren’t responsive (assumption) • We can increase user engagement Incrementalux.com
9. Build – 5 why’s • Focus on the problem not the solution • Uncover business goals Incrementalux.com
10. Build – Success metrics • How does success look like to you? • Increased user engagement – time on site • 25% increase in revenue – More purchases, less returns • 1000 registered users by the end of this year – Redesign problem? Marketing problem? Incrementalux.com
12. Build – 5 why’s • A responsive redesign was a hypothesis that needed validation • It was a massive undertaking - opportunity costs • Build minimally and build fast Incrementalux.com
13. User research • Who are we building this for? Everyone! • Customer segments • New or first time users • Repeat customers • Abandoned carts Incrementalux.com
14. User research • What are these people already doing? • Why isn’t it working? • Why users do what they do? • Unearth customer goals and motivation Incrementalux.com
15. Incrementalux.com
16. User research • Cognitive walkthrough • Contextual inquiry • On the go • At night • Longitudinal study – user lifetime experience • Understand their mental model Incrementalux.com
17. Source: Bodystorming the future of news
19. Build • Why? – Business Goals • Who? – Customer needs / Motivations • What? - Solutions Incrementalux.com
20. Build – solutions • Sketching - Paper prototypes • Whiteboarding - Throwaway prototypes • Fake door • Wizard of Oz prototypes • Get it out the door and measure Incrementalux.com
21. 2. Measure Incrementalux.com
22. Evaluating solutions • Show to internal team members • Get out of the building • Usability expert – Heuristic evaluation (useronboard.com) • Guerilla testing Incrementalux.com
23. Evaluating solutions • Cognitive walkthrough – what they missed / what you missed • Design in the browser • Make time in between 2 subjects to improve Incrementalux.com
24. Evaluating solutions • Test early, test often • Test at every stage of iteration • Usually 5 subjects is sufficient Incrementalux.com
27. Evaluating solutions • Time on task • Success on task • System usability scale • 5 second test Incrementalux.com
32. User scenarios • Evaluate design against multiple scenarios • A hungry person wants to order pizza Incrementalux.com
33. User scenarios • A teenage girl wants to buy tickets • Emergency Scenario Incrementalux.com
34. User scenarios • Louis CK usability test • The user is drunk • The user is my mom Incrementalux.com
37. Event based • Deep v/s Shallow metrics • Google analytics – custom event • KISSmetrics Incrementalux.com
39. 3. Learn Incrementalux.com
40. learn • Was our hypothesis validated? • What assumptions were right? Wrong? • Where did we fail? • What problems are we solving next? Incrementalux.com
41. prioritize • Prioritize upcoming experiments • Remove peripheral features • Microsoft Word / Google analytics Incrementalux.com
42. What did we learn • Work on websites iteratively • Remove milestones and add in outcomes • Build successful apps and products Incrementalux.com
43. Before we say bye Incrementalux.com • @rvinay88 – slides available • Consulting and training • Digital design and marketing meetup – 4square4beards • IncrementalUX Podcast – Melissa Perri
44. And…we’re done! Incrementalux.com