UX for Lean Startups Faster Smarter User Experience Research and Design 1st Edition by Laura Klein 1492049581 9781492049586

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ISBN 10: 1492049581

ISBN 13: 9781492049586

Author: Laura Klein

Great user experiences (UX) are essential for products today, but designing one can be a lengthy and expensive process. With this practical, hands-on book, you’ll learn how to do it faster and smarter using Lean UX techniques. UX expert Laura Klein shows you what it takes to gather valuable input from customers, build something they’ll truly love, and reduce the time it takes to get your product to market. No prior experience in UX or design is necessary to get started. If you’re an entrepreneur or an innovator, this book puts you right to work with proven tips and tools for researching, identifying, and designing an intuitive, easy-to-use product. Determine whether people will buy your product before you build it Listen to your customers throughout the product’s lifecycle Understand why you should design a test before you design a product Get nine tools that are critical to designing your product Discern the difference between necessary features and nice-to-haves Learn how a Minimum Viable Product affects your UX decisions Use A/B testing in conjunction with good UX practices Speed up your product development process without sacrificing quality

UX for Lean Startups Faster Smarter User Experience Research and Design 1st Table of contents:

I. Validation

1. Early Validation

A Market, a Problem, and a Product Walk into a Bar

Validating the Problem

Validating the Market

Validating the Product

Some Tools for Early Validation

Ethnographic Studies (or, You Know, Listening to Your Users)

How you can do it right now

Landing-Page Tests

How you can do it right now

Prototype Tests

How you can do it right now

Early Validation Isn’t the End

Loosely Related Rant: Pain-Driven Design

What Is Pain-Driven Design?

Is there a clever analogy?

Does it work before I have a product?

What if I already have a product?

What if my product is disruptive?

What if my customers try to tell me how to fix their problems?

How will Pain-Driven Design be misinterpreted?

Go Do This Now!

2. The Right Sort of Research at the Right Time

Competitor Testing

Even Your Competitors Make Mistakes

How You Can Do It Right Now

Five-Second Tests

How You Can Do It Right Now

Clickable Prototype Testing

How You Can Do It Right Now

Guerilla User Tests

How You Can Do It Right Now

Loosely Related Rant: Shut the Hell Up and Other Tips for Getting Feedback

Shut the Hell Up

Don’t Give a Guided Tour

Ask Open-Ended Questions

Follow Up

Let the User Fail

Go Do This Now!

3. Faster User Research

Iterate! Iterate! Iterate!

How You Can Do It Right Now

Stay in the Building

How You Can Do It Right Now

Unmoderated Testing

How You Can Do It Right Now

When to Survey

How You Can Do It Right Now

Loosely Related Rant: Stupid Reasons for Not Doing Research

Excuse 1: It’s a Design Standard

Excuse 2: Company X Does It This Way

Excuse 3: We Don’t Have Time or Money

Excuse 4: We’re New; We’ll Fix It Later

Excuse 5: It’s My Vision; Users Will Just Screw It Up

Excuse 6: It’s Just a Prototype to Get Funding

Out of Excuses?

Go Do This Now!

4. Qualitative Research Is Great…Except When It’s Terrible

A One-Variable Change

A Multivariable or Flow Change

Deciding What to Build Next

Qualitative Approaches

Quantitative Approaches

Still Don’t Know Which Approach to Take?

Loosely Related Rant: If You Build It, Will They Buy It?

If I Build It, Will They Buy?

What Questions Can Qualitative Research Answer Well?

What’s the Best Way to Answer This Question?

Are There Other Questions You Can’t Answer Qualitatively?

Go Do This Now!

II. Design

5. Designing for Validation

Tool 1: Truly Understand the Problem

When Is It Safe to Skip This?

Tool 2: Design the Test First

When Is It Safe to Skip This?

Tool 3: Write Some Stories

When Is It Safe to Skip This?

Tool 4: Talk About Possible Solutions with the Team

When Is It Safe to Skip This?

Tool 5: Make a Decision

When Is It Safe to Skip This?

Tool 6: (In)Validate the Approach

When Is It Safe to Skip This?

Tool 7: Sketch a Few Approaches

When Is It Safe to Skip This?

Tool 8: Create Interactive Prototypes

When Is It Safe to Skip This?

Tool 9: Test and Iterate

When Is It Safe to Skip This?

Loosely Related Rant: Give the Users What They Really Want

Ooh! An Example!

Why this matters

Go Do This Now!

6. Just Enough Design

Design the Necessary, Not the Neat

What You Should Do Instead

Here’s Another Example

What They Should Have Done

Build a Feature Stub

What Does This Have to Do with Design?

Build a Wizard of Oz Feature

Solve Only the Important Problems

How You Can Do It Right Now

Loosely Related Rant: Stop Worrying About the Cup Holders

Visual Design

Retention Features

Animations

Your Feature Here

Go Do This Now!

7. Design Hacks

Design Patterns

Competitive Research

User Testing the Competition

Consistency

Frameworks

There’s Probably a Plug-in for That

Don’t Design It at All

Getting Some Professional Help

Loosely Related Rant: The Art of the UX Steal

They May Not Want Exactly What You Want

They Don’t Do Exactly What You Do

They Can Get Away with It

The Right Way to Steal

Trust but Verify

Go Do This Now!

8. Diagrams, Sketches, Wireframes, and Prototypes

Why Diagram?

What’s It Good For?

How Can You Make One?

When Do You Sketch?

What’s It Good For?

How Can You Make One?

What’s a Wireframe, and Why Do You Care?

What’s It Good For?

How Can You Make One?

Do You Have to Make an Interactive Prototype?

What’s It Good For?

How Can You Make One?

So Which Should You Build?

Should You Make It Pretty?

Loosely Related Rant: Why I Hate Paper Prototypes

Screen versus Paper

Animations and interactions

Testing exploration

OK, there are exceptions

Go Do This Now!

9. An MVP Is Both M & V

The Landing Page

The First Iteration

You’re Not Done Yet

One More Time!

Loosely Related Rant: Limited Products versus Crappy Products

Go Do This Now!

10. The Right Amount of Visual Design

Why Is Visual Design Important in UX?

Visuals Enhance Information Design

Reinforcing Desired User Actions

Visuals Set the Tone

Why I Put Off Visual Design

How Much Visual Design Do YOU Need?

Using Visual Design to Enhance Usability

The Smartest Visual Design You Can Do

What You Should Do Instead

Why you should do this

Loosely Related Rant: The Best Visual Design in the World

Go Do This Now!

III. Product

11. Measure It!

What Does Measuring Design Entail, Anyway?

Why Measure Design?

Several Stupid Reasons for Not A/B Testing (and a Couple of Good Ones)

It Takes Away the Need for Design

It’s Useful Only for Small Changes

It Leads to Local Maxima

It Leads to a Confused Mess of an Interface

Design Isn’t About Metrics

When to A/B Test and When to Research

What A/B Testing Does Well

What It Does Poorly

A Bad Solution

What Qualitative Testing Does Well

Find the Best of All Worlds

Find Out Why Users Are Leaving

Save Engineering Time and Iterate Faster

How Do They Work Together?

Qualitative Testing Narrows Down What You Need to A/B Test

Qualitative Testing Generates New Ideas for Features and Designs

A/B Testing Creates a Feedback Loop for Researchers

Not Sold Yet?

Which Metrics Equal Happy Users

Retention

Revenue

NPS (Net Promoter Score)

Conversion to Paying

Engagement

Registration

Customer Service Contacts

So Which Is It?

Loosely Related Rant: Stupid Mistakes People Make When Analyzing Data

Statistical Significance

The fix

Short-Term versus Long-Term Effects

The fix

Forgetting the Goal of the Metrics

The fix

Combining Data from Multiple Tests

The fix

Understanding the Significance of Changes

The fix

Go Do This Now!

12. Go Faster!

Work as a Cross-Functional Team

The Waterfall

The Cross-Functional Team

Combine Product and UX Roles

Avoid Engineering When Possible

Loosely Related Rant: Ship It Already! Just Not to Everyone at Once

The Interactive Prototype

The Opt In

The Opt Out

The n% Rollout

The New User Rollout

Go Do This Now!

13. The Big Finish

A. About the Author

Index

About the Author

Copyright

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