OH: "How many ppl here have heard of Plancast?" (no one raises hand). "Yeah, that's b/c they're dead." Haha. Intro to UX talk
.@neo_innovation: Vanity metrics make ppl feel good: "100K registered, 230K visit each month" vs "activation, repeat visits"
.@neo_innovation: User feedback: "I loved Plancast, but I never had any plans to share." Uh, oh. No market validation
.@neo_innovation: Why no user research? "It was a social product, so it was difficult to validate upfront": 5 mo building features that didn't win
.@neo_innovation: "Most social networks feed primarily on vanity; sharing plans, unforch, didn't incur same happy feelings"
.@neo_innovation: "Instead, ppl felt awkward when not invited to invites; took us 5 months to discover this"
.@neo_innovation: "Key Qs: how long do we wait before we launch; how
.@neo_innovation: "B/c every feature requirement is an untested assumption, each needs testing before Dev works on it"
.@neo_innovation: "By framing every 'requirement' as 'assumption', we create a culture of learning; 'we know' -> 'we believe'"
.@neo_innovation: "We changed culture from 'Let's build it!' -> 'Let's test it!'" Nice.
.@neo_innovation: "Lean UX is the way you operational this, inspired by Lean Startup and Agile dev theories"
.@neo_innovation: "Lean UX: prioritize learning over growth; If Plancast had tested assumptions, would hv chged outcomes
.@neo_innovation: "Good Qs: who is our customer, their pain points, what features are important, who is our competition
.@neo_innovation: "Syntax of hypothesis: We believe that [building this feature] [for these ppl] will achieve [this outcome]
Very, very nice. @neo_innovation: "Goal is in earliest stage is to test this hypothesis"
.@neo_innovation: "I was formerly Director UX at TheLadders; Q: how were we diff than Monster besides the fact we charged $$: 400 people, 5MM user base"
.@neo_innovation: "Hypothesis: we'll have a personal call center in NYC to coach each applicant: huge implications on organization: over 9 months, we built it, but it then filed; hired 35 call center staff -- it failed because it was a totally unproven hypothesis"
.@neo_innovation: "Old Req: provide each paying customer with a personal job serach -> New Req: Providing a personal job search would create value"
.@neo_innovation: "Lightweight tests: A/B on small cohort of user base, we could have had person behind the feature, not code; we could have targeted the outcomes"
.@neo_innovation: Telling fascinating UX story of TheLadders: huge project over 9 months failed, due to untested hypothesis
.@neo_innovation: haha. Awesome graph.
.@neo_innovation: "Focus on outcomes, not impact: TheLadders: Outcome: 14% job seeker response rate; Impact was satisfaction
.@neo_innovation: "At TheLadders, we increased from job seeker response rate from 14% to 68%" Wow! Empowered ppl to dream.
.@neo_innovation: "Now we can make feature decisions on objective observations, not 'I like that color'"
.@neo_innovation: "Three outcomes from data: Kill, Pivot (same strategy, diff tactic), or Double Down (nail it, scale it)
.@neo_innovation: "Case study: Lenddo: social network for loaning money; shaming ppl who don't pay back loans"
.@neo_innovation: "Problem: people weren't sharing among their network: team in NYC, customers in 3rd world
.@neo_innovation: "Soln: built wireframes in 2 hours, tested with customers"
.@neo_innovation: "Case study: Sesame Street: entering new market: tablet learning for kindergarten teachers; entering new market, high investment, high risk, long term initiative"
.@neo_innovation: "Case study: Lean UX conference: first had signup page (got 300 signups), then EventBrite w/o agenda!
@Erikjweber: Requirements are actually assumptions. amen. @jboogie
@almchicago: Now speaking : @jboogie of @neo_innovation on Better Product Definition with Lean UX and Design Thinking
@GaryPedretti: @NeoInnovation@jboogie Use of the "Fidelity" concept - love it. #AlmChicago#ThinSlicing
@Erikjweber: Done is better than perfect. @jboogie
@TheTechSalon: Lean ux not just for designers also for cross functional teams @jboogie#almchicago (@ Sheraton Chicago
Published my notes from the talks today at:
(A bit embarrassed that I've been using the wrong hashtag: I was using #chicagoalm. Oops!)