LEAN

PRODUCT DESIGN
Applying the lean startup methodology to product design.

Startups dont know who the customer is or what the product is.

JUST DO IT
[myth]

Startups are more like scientific

EXPERIMENTS

Product Design

MEASURE

BUILD

LEARN

PRODUCT STRATEGY VISION

BUILD

BUILD WHAT ?
Crafting a minimum viable product.

What is an MVP ?

Simply gets you through buildmeasure-learn loop with the minimum of effort

Leave out any feature, process or effort that does not contribute directly to the learning you seek.

build full product see reaction waste

build to prove concept see reaction add/remove features

Repeat until someone finds your product

USEFUL

[example]

The Video MVP

[example]

The Landing Page MVP

[Buffer - The Landing Page MVP]

After this result, I didnt hesitate to start building the first minimal version of the real, functioning product.
Joel Gascoigne
Founder of Buffer

[example]

The Concierge MVP

[example]

The Concierge MVP II.

[example]

The Kickstarter MVP

[app.net - The Kickstarter MVP]

[app.net - The Kickstarter MVP]

QUALITY & DESIGN

in a minimum viable product.

If we dont know who the customer is, we don't know what the quality is.

MEASURE

HOW TO

INNOVATION ACCOUNTING

The 3 Learning Milestones

MVP

TUNE

PIVOT/ PERSEVERE

Defining the baseline

1. Smoke Test 2. Prototype 3. Launch
Fill in real baseline data conversion rates sign-ups trial rates customer lifetime value

Improving on baselines
1. Identify 2. Improve 3. Validated learning

Deciding to stay or go
A. Rates are improving B. Rates are even lower than baseline

i.e. Activation Rate make design changes set up analytics validate

A = keep working the loop B = pivot

OPTIMIZATION vs.

LEARNING

VANITY METRICS vs.

ACTIONABLE METRICS

LEAN DEVELOPMENT - KANBAN

BACKLOG IN PROGRESS BUILT VALIDATED

KANBAN IMPLEMENTATION

TODAY
VALIDATE ALL FINISHED FEATURES PLAN FOR VALIDATING UPCOMING FEATURES

SPLIT TEST EVERYTHING

[example]

Lazy registration split test

THE 3 As

ACTIONABLE ACCESSIBLE AUDITABLE

LEARN

NOT
after-the-fact rationalization or a good story designed to hide failure

BUT
validated learning, demonstrating empirically the discovery of valuable truths

ACHIEVING FAILURE

SUCCESSFULLY EXECUTING A PLAN THAT LEADS NOWHERE

LEARNING FROM CUSTOMERS

EMPIRICAL not THEORETICAL

dont ask customers what they want, they dont know it

THE POINT

The only way to win is to learn faster than anyone else

MATERIALS

DONT READ TO MANY

BOOKS
BUT FIND TIME FOR THESE

AND THAN GO BUILD-MEASUE-LEARN

WORKSHOP
PRODUCT DESIGN

1.
Lets talk leap of faith questions

2.
Craft customer archetype

3.
Define MVP

Launch early

Landing page in 5 minutes

Prototype

Balsamiq mockups

OmniGraffle

Mockingbird

BALSAMIQ

Get feedback on design

Get feedback on prototypes, designs, anything

Create clickable versions from wireframes and designs

NOTABLE

4.
Implement kanban & Suggest feature split tests

Split tests with

OPTIMIZELY

5.
Deploy usability test methods

Usability testing guerrilla style

Test your prototypes, designs...

Test your Site map

Micro usability tests

VERIFY

6.
Lets optimize your landing page

Use analytics

Track user interaction

A/B testing

Google analytics +

KISSMETRICS

Case study - Nicereply

OPTIMIZING USP

7.
How do you gather feedback

Feedback
Gather ideas and opinions from customers

TOOLS
PRODUCT DESIGN

All the tools you will need Books

The Lean Startup - Eric Ries Little Bets - Peter Sims

Prototyping
Unbounce - create landing pages with lead managment in seconds Balsamiq - Wireframing tool Mockingbird - Wireframing tool Pidco - Wireframing tool & Colaboration Axure - Wireframing tool

Feedback on Design
Notable app - let people comment on your designs Invision app - Create interactive mocups & designs

All the tools you will need A/B testing

Optimizely - A/B testing Visual website optimizer - A/B testing

Usability testing
Verify app - create usability tests from your wireframes & designs Tree Jack - Infromation Architecture testing Try my UI - Remote usability testing Usabilla - Gather live visual feedback

Analytics
Inspectlet - track user interaction on your site (with mouse tracking) Kissmetrics - Actionable business metrics Mixpanel - Actionable business metrics

Feedback