Jeff Gothelf – Better Product Definition with Lean UX and Design Thinking – UX London 2013

  • Too many startups fail because they don’t test their hypotheses. Eg Plancast, Formspring
  • Get the waste out of the product so we can be more efficient
  • Defining the right product reduces time spent building wrong product

Key questions

  • How long do we wait before launch?
  • How do we define the right requirements for our product?
  • What signals are we looking for from the market?

Rethink the word ‘requirement’

  • Requirements are actually assumptions that we are making about target audience, needs our product, our design, performance, the user experience
  • When we articulate requirements as assumptions, we rethink. All of a sudden they’re not required!
  • Change ‘we know’ to ‘we believe’
  • Change ‘let’s build it’ to ‘let’s test it’

Lean UX

  • Bringing the true nature of a product to light faster, in a collaborative, cross functional way with less emphasis on deliverables and greater focus on a shared understanding of the experience being designed
  • Design thinking + lean UX = Prioritise learning over growth

Early product definition assumptions

  • Who is our customer?
  • What pain points do they have related to our product / services
  • How will our product/ service solve their pain points?
  • What features are important?
  • What is our differentiation?
  • What is our business model?

Phrase requirements as hypotheses

  • We believe that [building this feature] for [these people] will achieve [this outcome]
  • We will know we are successful when we see [this quantifiable signal from the market]
  • Phrasing as a hypothesis opens up dynamic of discussion
  • How will you solve it? How do you know it will work?

Change the measure of progress from output to outcome

  • Not ‘build me this feature’. But ‘solve this business problem’
  • Focus on outcomes your team can actually affect. Eg, not company revenue, NPS, etc.
  • McDonald’s  – fries = output, fat kid = outcome. Lots of obese people = impact
  • Companies currently manage to output. ‘Did you build the new sign in page?’
  • Need to focus teams on outcome – the thing you want to achieve

Make decisions based on objective observations

  • Test ideas ruthlessly
  • If it’s a bad idea, KILL it before it kills you
  • If it’s a step in the right direction, then pivot. Maintain strategy but change tactics
  • When you get a good idea, measurable, quantitative feedback from market, you double it – scale it up

Lean UX and design thinking is not just for designers

  • Cross functional team but don’t exceed the 2 pizza team size
  • Bring perspective from all disciplines
  • Have increased empathy for the user
  • Understand the why behind every initiative
  • Learn more, faster, by sharing discovery and creation process

One thought on “Jeff Gothelf – Better Product Definition with Lean UX and Design Thinking – UX London 2013

  1. Pingback: Jeff Gothelf – Better Product Definition with Lean UX and Design Thinking – UX London 2013 | Amanda Salter

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