Lean Startup Case Studies

Lean StartupGrace Ng

Designer FounderLean Startup Machine

@uxceoTuesday, February 4, 14

98%@uxceo

Tuesday, February 4, 14

@uxceo


@uxceo


@uxceo


$1.2 M2 Years

@uxceo


@uxceo


Pivot!

@uxceo


Textual search is limiting. How can I search a visual query?

@uxceo


Photo Q&A App

@uxceo


Minimum Viable Product - Small experiment that can prove the validity of your idea

- Tests your Riskiest Assumption

@uxceo


Do people even have visual questions to post?

Riskiest Assumption: Have photo Qs to post.

Ask Question

Upload Photo

@uxceo


What kind of bird is this? (Is it even a bird??)

@uxceo


Will there be people who are able to answer the photo questions that are posted?

Riskiest Assumption: Someone can answer within given time.

@uxceo


Visual Q&A@uxceo


Will this scale? Can this be replicated?

@uxceo


@uxceo


@uxceo


@uxceo


@uxceo


@uxceo


@uxceo


I Don’t Care...

@uxceo


@uxceo


$1 M2 Years

@uxceo


Customer psychology is the gem of a successful startup


“Customers don't care about your solution. They care about their problems.”

- Dave McClure


Need Finding...@uxceo


STEP 1: Who is your customer?


@uxceo


STEP 2: What is his/her problem?

Define Your Problem Hypothesis

@uxceo


PROBLEM• Must be specific to the person!

INCORRECT:• “People are not recycling” is not a problem someone has

CORRECT:• “Forgets the day of the week for collection”• “Confused how to sort plastics”

• Two similar but different problems


SOLUTION

Do not define until the problem is validated

Why? Because every problem has multiple solutions

@uxceo


STEP 3: What do you test?Plan your Experiment (MVP)

@uxceo


What must we learn?

What are the Core Assumptions of our business?

Prioritize: Which Assumption is the Riskiest?

@uxceo


What assumption must we validate?

UnknownKnown

Crucial

Not CrucialTuesday, February 4, 14

What do we build to test?

1.Exploration -> reproduce problem2.Pitch -> collect currency3.Concierge -> deliver customer

expectation

(Methods increase in cost of testing)

@uxceo


How do we measure result?

Decide on the weakest outcome you will accept as validation

Called the Minimum Success Criteria

@uxceo


STEP 4?

@uxceo


Todd!

Get Out of the Building!

And interview your customers!


STEP 5: What did you learn?

Analyze Results

@uxceo


What happened?VALIDATEDBrainstorm and test next RA(NOTE: if you validate with the wrong customers, it is not validated)

INVALIDATEDPivot the hypothesis

@uxceo


Experiment Board@uxceo

ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.

Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5

To form a Customer/Problem Hypothesis:I believe my customer has a problem achieving this goal.

To form your Assumptions:0U�VYKLY�MVY�̸hypothesis to be true, assumption needs to be true. Determine how you will test it:The least expensive way to test my assumption is...

Who is your customer? Time Limit: 5 Min

What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min

+LÄUL�[OL�ZVS\[PVU�VUS`�HM[LY�`V\�OH]L�]HSPKH[LK�H�WYVISLT�^VY[O�ZVS]PUN��Time Limit: 5 Min

List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min

Need help? Use these sentences to help construct your experiment.

To form a Problem/Solution Hypothesis:I believe this solution will resultin X\HU[PÄHISL�V\[JVTL.

To identify your Riskiest Assumption:The assumption with the leastamount of data, and core to the viability of my hypothesis is...

Determine what success looks like:I will run experiment with # of customers and expect a strong signal from # of customers.

GET OUT OF THE BUILDING!


@uxceo

New WayTuesday, February 4, 14

@uxceo

Founders UX HelpTuesday, February 4, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












Boot-strapped startup

founders



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10

9/12Persevere



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10

9/12Persevere

Friends. Classes.

Paid UX designers hourly for help



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback

Pay for virtual UX feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10


@uxceo

Landing PageTuesday, February 4, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market

9/12Persevere

Friends. Classes.

Paid UX designers

for help



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market

Don’t mind virtual at all.

Price is cheap

9/12Persevere

Friends. Classes.

Paid UX designers

for help



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers

Getting clients forquick UX

consulting



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback

Will consult virtually



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

9/12Persevere

Friends. Classes.

Paid UX designers

for help



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

No! 5 yrs exp.

Established

9/12Persevere

Friends. Classes.

Paid UX designers

for help



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting

Virtual UX

feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting

Virtual UX

feedback

Give quick online

feedback



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting

Virtual UX

feedback

Give quick online

feedback

Pitch:60%


@uxceo

Landing PageTuesday, February 4, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

No! 5 yrs exp.

Established

Give quick online

feedback

Pitch:60%

37/184 emails

Persevere

9/12Persevere

Friends. Classes.

Paid UX designers

for help


@uxceo

No BackendTuesday, February 4, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10

9/12Persevere

Friends. Classes.

Paid UX designers

for help


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

No! 5 yrs exp.

Established

Give quick online

feedback

Pitch:60%

37/184 emails

Persevere

Started referring friends



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting

Virtual UX

feedback

Give quick online

feedback

Pitch:60%

Online platform is sufficient

Concierge:60%

satisfied


founders

Getting UX

feedback

Virtual UX

feedback


@uxceo

No BackendTuesday, February 4, 14

@uxceo

Concierge

Customer Submits RequestUX Designer gets email and submits feedback


@uxceo

Manually

Customer Submits RequestUX Designer gets email and submits feedback


@uxceo

High PainLow Pain

Low Frequency

High Frequency

FocusTuesday, February 4, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10

9/12Persevere

Friends. Classes.

Paid UX designers

for help


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

No! 5 yrs exp.

Established

Give quick online

feedback

Pitch:60%

37/184 emails

Persevere



Concierge:60%

satisfied

20%Iterate



Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10

9/12Persevere

Friends. Classes.

Paid UX designers

for help


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

No! 5 yrs exp.

Established

Give quick online

feedback

Pitch:60%

37/184 emails

Persevere



Concierge:60%

satisfied

20%Iterate

Wanted more

function-ality


@uxceo

Storyboard

A visualization of the user journey from their point of frustration

to using your product and relief of their pain.


@uxceo

Manually@uxceo


@uxceo

MVUXTuesday, February 4, 14

@uxceo

Paper Prototype

A quick visualization of an interface idea


@uxceo

Paper PrototypeTuesday, February 4, 14

@uxceo

User testingTuesday, February 4, 14

Experimentation

• Rapid design method that helps designer work through every detail of the UX early on to explore and structure complex interaction while retaining clarity and usability for the customer

• saves time

Idea

Exploration

Pitch

ConciergePrototype


[email protected]

@uxceo


mailto:[email protected]

mailto:[email protected]

Education

Lean Startup Case Studies