UX day launchpad july 2017
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This document discusses the importance of user experience (UX) design for startups. It explains that UX involves applying methods like interviews and usability testing to design products that provide a good experience for users. This helps startups "guess well" about how to achieve wide adoption of their products. The document recommends that startups get to know their users, build models of the user experience, prototype and test ideas with users before building full products, and test the final product with users. UX tools and methods can help startups align their efforts and make better guesses about what will lead to customer adoption.
UX day launchpad july 2017
- 1. What’s UX got to do with it? Tom Allison, Lead Mentor for UX :agile accelerator/Google Launchpad July 17-21 , Düsseldorf
- 2. Plan for this quick tour: • Why should you UX? • How to UX • Let’s UX!
- 3. Plan for this quick tour: • Why should you UX? • How to UX • Let’s UX! (Couple of quick caveats: UX is not really a verb, I’m being cute. You don’t “UX”, you “practice User eXperience Design”. That involves applying various methods we’ll get into, in a second, to design things that make for a good experience of your product or service for those who buy and/or use it.)
- 4. Why should you UX? Why does Google give a whole day of Launchpad over to this mostly qualitative topic? Why should you care about this topic? What can you get out of today?
- 5. Why should you UX? Definition of a startup founder: “Someone trying to create something new under conditions of high uncertainty and relatively low resource availability.” - Laura Klein, UX for Lean Startups
- 6. Why should you UX? Definition of a successful startup founder : “Someone who guesses well, fast, and is continuously course correcting.” -Recent conversation on a train between lead Launchpad mentors
- 7. Why should you UX? • You are always going to be guessing • Data and models can, at best, make your guesses better • If any of this were obvious or well-established, it would no longer be an entrepreneurial opportunity
- 8. Why should you UX? • So how do you become someone who ”guesses well”? • Blind luck • Data + Models + Testing (that’s UX) • And, what are you trying to guess well about? • How to achieve wide adoption of your product or service
- 9. Why should you UX? • What is it then that leads to wide adoption? What makes your target audiene want to buy/use your product or service and what about your product or service makes it possible for them to do so well? ”Invention is not disruptive. Only customer adoption is disruptive.” Jeff Bezos, Gala2017 Fireside Chat
- 10. Why should you UX? • That’s the focus of UX • And UX is the focus of today
- 11. How to UX • Get to know the people whose problems you plan to solve in the context where they have the problem • Build useful models of them and of their interactions with your product or service • Test a prototype of your product or service before you build anything • Usability Test your product or service with customers after you’ve built it
- 12. How to UX • Get to know the people whose problems you plan to solve in the context where they have the problem • Context really matters when it comes to cognition, motivation and behavior • Methods: • Job Shadow • Customer Development interviews • Card Sorting • Ask good questions • GOTB
- 13. How to UX • Build useful models based on actual observations and interview data • Hypothesis > Theory > Law • Your want your models to be theories • Methods: • Personas • Scenarios-of-use • Customer Journey Maps • Service Blueprint • Mind Maps
- 14. How to UX • Test a prototype of your product or service before you build anything • Don’t ask – you want to observe behavior, not hear conditional statements and predictions of behavior • Remember, context matters • Building is risky • The expertise and effort involved are greater than the expertise and effort it takes to make a prototype • The consequences of admitting a mistake rise tremendously after committing to the costs of building • Methods: • Prototype from very low to high fidelity • Usability test high priority scenarios-of-use
- 15. How to UX • Usability Test your product or service with customers after you’ve built it • There is a long road from design to realization – thinking you built what you intended is a massive assumption that needs to be tested. • Method: • Usability test of high priority scenarios-of-use
- 16. So, wait, what does UX have to do with it? ?? “ ” UX Tools and Methods
- 17. Let‘s UX!
- 18. Additional Goodies (OK, only one…)
- 19. HANDY-DANDY UX QUESTION CARD • Who is your user? (What is your value proposition? Who should your value proposition appeal to? Who has to be able to use your product or service in order for that value to be realized?) • How do they experience the problem you want to solve for them? (Shadowing and interviewing well, customer development interviews: GOTB; then Personas and Customer Journeys) • Is your product or service any good from their perspective? (i.e., does it look like it could solve their problem and does it? prototyping and testing, usability tests) • Where’s your data? (i.e., How do you know the above? On what are you basing your guesses? Rule of thumb: always be testing your hypothesizes) And, what is it good for? Huh! (no, no, no…) (UX data is for you to: • improve your guesses about what will lead to adoption • align your team’s efforts • tell your story more convincingly
Editor's Notes
- #5: You might think Twitter is a counter-example, here – but take a closer look: if it didn’t have the wide adoption it does, it would have gone out of business long ago – and while it’S famous for not yet turning a profit – it’s stock prices have actually sunk because of drastically lowering adoption rates rather than long delayed profitability.
- #6: You might think Twitter is a counter-example, here – but take a closer look: if it didn’t have the wide adoption it does, it would have gone out of business long ago – and while it’S famous for not yet turning a profit – it’s stock prices have actually sunk because of drastically lowering adoption rates rather than long delayed profitability.
- #7: You might think Twitter is a counter-example, here – but take a closer look: if it didn’t have the wide adoption it does, it would have gone out of business long ago – and while it’S famous for not yet turning a profit – it’s stock prices have actually sunk because of drastically lowering adoption rates rather than long delayed profitability.
- #12: All of this implies that you have figured a few things out – and UX can help with that, too. This is how to do UX the way how to build a house is “Gather your materials, arrange according to the blueprint” – kinda true, but needs some expansion – and some experience
- #20: TOO BUSY