Designing an MVP that works for your users - LeanUX NYC 2014
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This document outlines IBM's approach to designing a minimum viable product (MVP) using lean UX techniques, emphasizing the importance of rapid prototyping, user feedback, and collaborative ideation. It includes a structured agenda for a workshop aimed at equipping teams with skills to effectively deliver an MVP while focusing on user needs and assumptions. Key activities include empathy mapping, storyboarding, and usability testing to ensure the final product aligns with user expectations and requirements.
![IBM Design :: ©2014 IBM Corporation
Elevator Pitch
For [target user]
!
who [statement of need or opportunity]
!
the [product/app name] is a [product category]
!
that [key benefit, compelling reason to buy/use].
!
Unlike [primary competitive alternative]
!
our product/app [statement of primary differentiation].
17](https://image.slidesharecdn.com/designinganmvpthatworksforyourusers-leanuxnyc2014-140413094439-phpapp02/85/Designing-an-MVP-that-works-for-your-users-LeanUX-NYC-2014-17-320.jpg)
![IBM Design :: IBM Confidential :: ©2013 IBM Corporation
Exercise: Elevator Pitch (15 min)
18
For [target user]
!
who [statement of need or opportunity]
!
the [product/app name] is a [product category]
!
that [key benefit, compelling reason to buy/use].
!
Unlike [primary competitive alternative]
!
our product/app [statement of primary differentiation].](https://image.slidesharecdn.com/designinganmvpthatworksforyourusers-leanuxnyc2014-140413094439-phpapp02/85/Designing-an-MVP-that-works-for-your-users-LeanUX-NYC-2014-18-320.jpg)
Designing an MVP that works for your users - LeanUX NYC 2014
- 1. IBM Design Designing an MVP that works for your users ! ! ! ! ! April 12, 2014 @quicola #designthinking #leanux @ibmdesign UX Lead and Development Manager, Watson Explorer ! Ariadna Font Llitjós, PhD
- 2. IBM Design :: ©2014 IBM Corporation Day Objectives • Learn and apply lean UX techniques that you can use with your teams ! • Learn how to focus your team on effectively delivering an MVP fast ! • Experience collaborative and iterative design and development first hand ! • Build up the confidence to initiate collaborative creative thinking about ideas that have a business impact and that will wow your users. 2
- 3. IBM Design :: ©2014 IBM Corporation Intro 10 min • Make Balanced Teams • Design challenge ! Understand 40 min • Stakeholders • Empathy Maps ! Break (10 min) ! Explore 60 min • Elevator Pitch • Story board • MVP • Assumptions and hypothesis ! Prototype 30 min • Paper prototype ! Evaluate 30 min • Usability testing! IBM Design :: IBM Confidential :: ©2014 IBM CorporationIBM Design :: ©2014 IBM Corporation Agenda 3 Stakeholder Maps Empathy Maps Storyboard Paper prototype testing Intro 10 min • Make Balanced Teams • Design challenge ! Understand 40 min • Stakeholders • Empathy Maps ! Coffee Break (10 min) ! Explore 60 min • Elevator Pitch • Story board • MVP • Assumptions and hypothesis ! Prototype 30 min • Paper prototype ! Evaluate 30 min • Usability testing!
- 4. IBM Design :: ©2014 IBM Corporation This is not a user experience 4
- 5. This is a user experience
- 6. IBM Design : ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation PMs/POs, Designers, Developers, others? 6
- 7. IBM Design : ©2014 IBM Corporation Design a Mobile App that enable LeanUX attendees to network and collaborate 7
- 8. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation Who are our users? 8 Prototype Evaluate Understand Explore
- 9. IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 9 Your User ≠ You Your Mom Your Daughter Customer Product Manager Your Manager Your Manager’s Manager CEO
- 10. IBM Design :: ©2014 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Stakeholder Map 10 Organize stakeholders’ expectations of a release Network diagram to establish shared ideas about stakeholders, help the team focus on people, and guide plans for user research. Dan Engineer “Give me a challenge.” Juan PLM “We started 2 weeks behind.” Makes things possible for... Helps give direction and focus to...
- 11. IBM Design :: ©2014 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Exercise: Stakeholder Map (20 mins) 11 On each note, write someone affected by the product. On a note of another color, attach a quote representing what the person wants. Label clusters and relationships. ! Goal: Identify a big opportunity and corresponding user to focus on
- 12. IBM Design :: IBM Confidential :: ©2013 IBM Corporation Rules of brainstorming • Defer judgment • Encourage wild ideas • Build on the ideas of others • Stay focused on the topic • Be visual • One conversation at a time • Go for quantity 12
- 13. IBM Design :: ©2014 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Exercise: Empathy Map (15 mins) 13 Put yourself in your user’s shoes in the context of your product. What does she need to do? What pressures is she under? Label any sticky notes that are unknowns (assumptions or questions) for later inquiry. Goal: Move from observations to shared insights about our users
- 14. IBM Design :: ©2014 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Empathy Map 14 Explore multiple dimensions of target users Quick way to have a holistic view of target user and forces you to think about more than their role. ThinksSays Observed Inferred FeelsDoes
- 15. IBM Design : ©2014 IBM Corporation Coffee up! 15
- 16. IBM Design :: ©2014 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Generating breakthrough ideas 16 Prototype Evaluate Understand Explore
- 17. IBM Design :: ©2014 IBM Corporation Elevator Pitch For [target user] ! who [statement of need or opportunity] ! the [product/app name] is a [product category] ! that [key benefit, compelling reason to buy/use]. ! Unlike [primary competitive alternative] ! our product/app [statement of primary differentiation]. 17
- 18. IBM Design :: IBM Confidential :: ©2013 IBM Corporation Exercise: Elevator Pitch (15 min) 18 For [target user] ! who [statement of need or opportunity] ! the [product/app name] is a [product category] ! that [key benefit, compelling reason to buy/use]. ! Unlike [primary competitive alternative] ! our product/app [statement of primary differentiation].
- 19. IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Designcamp :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Designcamp :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation Exercise: Storyboard (30 min) Work individually to tell the “To-Be” story of your user • Tell a human centered story (focus on the user, rather than on screens) • Don’t worry about making the drawings beautiful • Make the story seamless, with a beginning, middle and end • Be ready to tell your story to someone else
- 20. IBM Design :: ©2014 IBM Corporation Minimal Viable Product (MVP) • Goal: maximize validated learning about customers and users. ! • An MVP is a (first) version of the product (or feature) that allows you to test your ideas and assumptions as quickly and cheaply as possible ! • The MVP works together with a build-measure-learn cycle: developing software, gathering customer feedback, and learning from it. ! • It is not a minimal product, it’s a strategy and process directed towards making and selling a product to customers. 20
- 21. IBM Design :: IBM Confidential :: ©2013 IBM Corporation Exercise: MVP (10 min) • Identify key open questions and assumptions ! • Reframe requirements as hypotheses that can be falsifiable 21
- 22. IBM Design :: ©2014 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Making your ideas real 22 Prototype Evaluate Understand Explore
- 23. IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation Why Prototype? 23 Prototyping enables rapid experimentation • Communicate and validate • Understand and explore • Get feedback • Fail fast, learn fast • Test and decide between multiple options
- 24. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation Scale of prototypes 24 Understand & Explore Communicate & Validate High fidelityLow Fidelity sketches paper prototype style study mockups motion studies POC UI spec & style guide assets
- 25. IBM Design :: ©2014 IBM CorporationIBM Designcamp :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Paper Prototyping 25 Paper prototyping is a variation of usability testing where representative users perform realistic tasks by interacting with a paper version of the interface. ! Quick! No technical learning curve! Relevant feedback on early concepts! Provides Conceptual Direction! ! Effective! Low Investment of Time/Resources! Fail Early, Fail Fast! Expedites Detailed design!
- 26. IBM Design :: ©2014 IBM CorporationIBM Designcamp :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Exercise: Paper Prototyping (30 mins) 26 Choose the riskiest task or sub-flow that you need to validate and prototype it using paper. Develop a low-fidelity storyboard for user testing. • Refine your user experience map and scenario • Develop low-fidelity wireframes to visually prototype the new UI • Organize your wireframes as a testable storyboard Focus on one specific set of interactions and sketch it out on paper.
- 27. IBM Design :: IBM Confidential :: ©2013 IBM Corporation Try animating your paper prototypes using the POP mobile app 27
- 28. IBM Design :: ©2014 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation Evaluate your prototypes and ideas 28 Prototype Evaluate Understand Explore
- 29. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation Usability Testing “Soft Skills” 29from www.cadfanatic.com Source: cadfanatic.com IBM Design :: IBM Confidential :: ©2013 IBM Corporation
- 30. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 30 Encourage participants to think out loud Give them enough time to work through problems Ensure adequate recording (audio, video, notes, time, etc.) Invite project team members to observe Laugh, get frustrated, or express negative emotion at participant Don’t get defensive or explain your design rationale/limitations Ask them how they would design it Usability Testing “Soft Skills” IBM Design :: IBM Confidential :: ©2013 IBM Corporation
- 31. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential :: ©2013 IBM Corporation 31 Exercise: Paper Prototype Testing (15 min) Give your user a well-defined task so you can test the riskiest assumptions you’ve baked into your prototype (without telling them what specific actions/buttons to take/click) 1 Provide an overview and a well-defined task 2 Ask participant to voice their thought and actions (giving them time to process) 3 Thank the participant 4 Debrief - what are the top 3 things you need to change/fix?