Notes
“Teams are pushing new code to production as fast as you can save a Photoshop file”
“This continuous engagement allows us to strip away heavy deliverables in favor of techniques that allow us to build shared understanding with our teammates.
Lean UX also lets us change the way we talk about design. Instead of talking about features and documents, we can talk about what works. In this new reality, we have more access to market feedback than ever before. This feedback allows us to reframe design conversations in terms of objective business goals. We can measure what works, learn, and adjust.”
“Lean UX is three things. It’s easiest to understand as a process change for designers. But it’s more than that. It’s a mindset that lets us approach our work in new ways. It’s also a way of thinking about managing software.
Chapter - 2 : Principle
“Lean UX stands on three foundations. The first foundation is design thinking.
Tim Brown, CEO and president of legendary design firm IDEO, described design thinking as “innovation powered by...direct observation of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported...[It’s] a discipline that uses the designer’s sensibility”
“The second foundation of Lean UX is Agile software development. Software developers have been using Agile methods for years to reduce their cycle times and deliver customer value in a continuous manner. Although Agile methods can”
Agile principles
“of Lean UX. Lean UX applies the four core principles of Agile development to product design:
Individuals and interactions over processes and tools. To generate the best solutions quickly, you must engage the entire team. Ideas must be exchanged freely and frequently. The constraints of current processes and production tools are eschewed in favor of conversation with colleagues.
Working software over comprehensive documentation. Every business problem has endless solutions, and each member of a team will have an opinion on which is best. The challenge is figuring out which solution is most viable. By building working software sooner “solutions can be assessed for market fit and viability.
Customer collaboration over contract negotiation. Collaborating with your teammates and customers builds a shared understanding of the problem space and proposed solutions. It creates consensus behind decisions. The result? Faster iterations, real involvement in product making, and team investment in validated learning. It also lessens dependency on heavy documentation, as everyone on the team has already participated in making the decisions that were used to require written communication and defense.”
Responding to change over following a plan. The assumption in Lean UX is that the initial product designs will be wrong, so the goal “should be to find out what’s wrong with them as soon as possible. Once we discover what’s working and what’s not, we adjust our proposals and test again. This input from the market keeps us agile, constantly nudging us in a “more right” direction.
The third foundation of Lean UX is the Lean Startup method founded by Eric Ries. Lean Startup uses a feedback loop called “build-measure-learn” to minimize project risk and gets teams building quickly and learning quickly. Teams build Minimum Viable Products (MVPs) and ship them quickly to begin the process of learning as early as possible.
“The practice of Lean UX is: Lean UX is the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way that reduces the emphasis on thorough documentation while increasing the focus on building a “shared understanding of the actual product experience being designed.”
Principles
In the rest of this chapter, I’ll lay out the principles behind Lean UX. As you explore the Lean UX approach, keep these principles in mind. Think of your experience with Lean UX as a learning journey. Use these principles to keep you and your team on course.
Principle: Cross-Functional Teams
What is it? Cross-functional teams are made up of the various disciplines involved in creating your product. Software engineering, product management, interaction design, visual design, content strategy, marketing, and quality assurance (QA) should all be included in a Lean UX team. Lean UX demands a high “level of collaboration between these disciplines. Their involvement must be continuous, from day one of the project until the end of the engagement.
Why do it? The creation of these diverse teams collapses the gated-handoff process known as waterfall. Insight on each idea is brought in from all relevant disciplines earlier in the process. Conversation is encouraged across functional silos, which drives greater team efficiency.”
“Principle: Small, Dedicated, Colocated
What is it? Keep your teams small—no more than 10 total core people. Dedicate them to one project and staff it all out of the same location.
Why do it? The benefit of small teams comes down to three words: communication, focus, and camaraderie. Smaller teams are easier to keep current on”
GOOB : “What is it? It may sound like a baby’s first word, but GOOB is actually an acronym for what Stanford professor, entrepreneur, and author Steve Blank calls “getting out of the building.” It’s the realization that meeting-room debates about user needs won’t be settled conclusively within your office. Instead, the answers lie out in the marketplace, outside of your building”
“Principle: Anti-Pattern: Rockstars, Gurus, and Ninjas
What is it? Lean UX advocates a team-based mentality. Rockstars, gurus, ninjas, and other elite experts of their craft break down team cohesion and eschew collaboration.
Why do it? Rockstars don’t share—neither their ideas nor the spotlight. Team cohesion breaks down when you add individuals with large egos who are determined to stand out and be stars. When collaboration breaks down, you lose the environment you need to create the shared understanding that allows you [to avoid repetition] to move forward effectively.”
“Principle: Permission to Fail
What is it? In order to find the best solution to business problems, Lean UX teams need to experiment with ideas. Most of these ideas will fail. The team must be safe to fail if they are to be successful. Permission to fail means that the team has a safe environment in which to experiment. That philosophy applies to both the technical environment (they can push out ideas in a safe way) and the cultural environment (they won’t be penalized for trying ideas that don’t succeed).
Why do it? Permission to fail breeds a culture of experimentation. Experimentation breeds creativity. Creativity, in turn, yields innovative solutions. When teams don’t fear for their jobs if they get something wrong, they’re more apt to take risks. It is from”
“Why do it? Documents don’t solve customer problems—good products do. The team’s focus should be on learning which features have the biggest impact on the their customers. The artifacts the team uses to gain that knowledge are irrelevant. All that matters is the quality of the product, as measured by the market’s reaction to it”
Part II : Processes
“This is the day-to-day rhythm of Lean UX: a team working collaboratively, iteratively, and in parallel, with few handoffs, minimal deliverables, and a focus on working software and market feedback. In this section, you’ll see how it’s done”
“Chapter 3. Vision, Framing, and Outcomes”
“Our goal is not to create a deliverable, it’s to change something in the world—to create an outcome”
“Assumptions
A high-level declaration of what we believe to be true.
Hypotheses
More granular descriptions of our assumptions that target specific areas of our product or workflow for experimentation.
Outcomes
The signal we seek from the market to help us validate or invalidate our hypothesis. “These are often quantitative but can also be qualitative.
Personas
Models of the people for whom we believe we are solving a problem.
Features
The product changes or improvements we believe will drive the outcomes we seek.”
Hypothesis Testing
“Sometimes—if not most of the time—you will discover that your hypothesis is too big to test with one test. It will contain too many moving parts, too many subhypotheses. When this happens, I find it helpful to break the hypothesis down into smaller and more specific parts. Though there are many ways to do this, for product work I have found that this format is very helpful:
We believe that
[doing this/building this feature/creating this experience]
for [these people/personas]
will achieve [this outcome].
We will know this is true when we see
[this market feedback, quantitative measure, or qualitative insight].
The first field is completed with the feature or improvement you’re considering making to your product. The second field describes exactly which of your target customers will benefit from this feature. The last field speaks to the benefit those”
“Proto-personas are our best guess as to who is using (or will use) our product and why. We sketch them on paper with the entire team contributing—we want to capture everyone’s assumptions. Then, as we learn from our ongoing research, we quickly find out how accurate our initial guesses are, and how we’ll need to adjust our target audience (and persona)—and thus our design”
Chapter - 4. Collaborative Design
As you navigate through the rest of your life, be open to collaboration. Other people and other people’s ideas are often better than your own. Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life.”
“Finally, collaborative design builds team-wide shared understanding. It is this shared understanding that is the currency of Lean UX. The more the team collectively understands, the less it has to document in order to move forward.”
Style Guides
One tool that makes collaborative design easier is the style guide. A style guide is a broadly “accepted pattern library that codifies the interactive, visual, and copy elements of a user interface and system. Style guides (also known as pattern libraries) are a living collection of all of your product’s customer-facing components. If it’s made of pixels, it goes in the style guide. Headers, footers, grids, forms, labels, button logic, and everything else that goes into your product’s user experience goes in the style guide.”
“Interaction and visual designers benefit as well. They no longer have to recreate representations of experiences that already exist. They become free to focus on new design challenges—novel interaction problems or extending the visual system to new elements. Approval cycles are streamlined because the repetitive elements (e.g., the treatment of the global navigation) are no longer up for debate. Reviews become more focused on the core product challenge and broader views of the proposed solution.”
“On the whole, men become aroused a lot faster than a woman. And while a man can rape a woman, the reverse is not true as she can’t force him to achieve an erection though that’s not to say, as studies have shown, that a woman can’t coerce a man into having sex even if she can’t physically force him into doing so. But still, all these factors have to be integrated in how humans act when it comes to entering the sexual continuum.
And let’s face it, the man still is the one expected to push the sexual side of the relationship forward. That’s not to say that there aren’t plenty of women who aren’t afraid of being sexually assertive but they also understand that they risk turning the man they’re with off if they come on too strong”
“use where and at what size/weight). The same attributes of what, where, and when provided for interaction design elements should also be included here.
Finally, ensure that copywriting styles are codified as well. Capture the tone of your brand, specific words you will and won’t use, grammatical choices, tolerated (and not tolerated) colloquialisms, along with button language (OK? Yes? Go? etc.) and other navigation language (previous/next, more/less, etc.).”
Types of design
“Separate your TOC into interaction design, visual design, copywriting, branding guidelines, accessibility needs, and any other high-level sections that make sense for your business.
The big bang approach (in which your team creates the entire style guide in advance of any project) works well if you have a young product or a relatively simple one”
“The slow drip approach works well if you have a legacy or complex product.
“Creating an MVP
When you start planning your MVP, the first thing you have to do is consider what you’re trying to learn. It’s useful to think about these three basic questions:
Is there a need for the solution I’m designing?
Is there value in the solution and features I’m offering?
Is my solution usable?”
“Be clear and concise
Spend your time distilling your idea to its core value proposition and present that to your customers
Prioritize ruthlessly
Ideas, like artifacts, are transient. Let the best ones prove themselves.”
“Stay agile
Information will come in quickly, so make sure that you’re working in a medium that allows you to make updates easily.
Measure behavior
Build MVPs that allow you to observe and measure what people actually do, not just what people say. In digital product design, behavior trumps opinion.”
“Chapter 6. Feedback and Research
Research is formalized curiosity. It is poking and prying with a purpose.
—Zora Neale Hurston”
“Collaborative research techniques that allow you to build shared understanding with your team
Continuous research techniques that allow you to build small, informal qualitative research studies into every iteration
Which artifacts to test and what results you can expect from each of these tests
How to incorporate the voice of the customer throughout the Lean UX cycle
How to use A/B testing (described later in this chapter) in your research
How to reconcile contradictory feedback from multiple sources”