- 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
- 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’
- 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