Lean Ux Quotes

Our goal is not to create a deliverable, it’s to change something in the world — to create an outcome.

Each design is a proposed business solution — a hypothesis. Your goal is to validate the proposed solution as efficiently as possible by using customer feedback.

Lean UX advocates a team-based mentality. Rockstars, gurus, ninjas, and other elite experts of their craft break down team cohesion and eschew collaboration.

Lean UX is a transparent process that not only reveals what designers do but encourages participation from everyone on the team.

It’s often the case that teams working in agile processes do not actually go back to improve the user interface of the software. But, as the saying goes, “it’s not iterative if you only do it once.” Teams need to make a commitment to continuous improvement, and that means not simply refactoring code and addressing technical debt but also reworking and improving user interfaces. Teams must embrace the concept of UX debt and make a commitment to continuous improvement of the user experience.

a new breed of designers is developing brand-new techniques under the banner of Lean User Experience (Lean UX). They recognize that the customer archetype is a hypothesis, not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.

El software funcional es más importante que la documentación exhaustiva.

Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life.

All life is an experiment. The more experiments you make, the better.

Design only what you need. Deliver it quickly. Create enough customer contact to get meaningful feedback fast.

Research is formalized curiosity. It is poking and prying with a purpose.

Our goal is not to create a deliverable or a feature: it’s to positively affect customer behavior or change in the world — to create an outcome.

Product requirements conversations must then be grounded in business outcomes: what are we trying to achieve by building this product? This rule holds true for design decisions as well. Success criteria must be redefined and roadmaps must be done away with. In their place, teams build backlogs of hypotheses they’d like to test and prioritize them based on risk, feasibility, and potential success.

Generally, hypothesis statements use the format: We believe [this statement is true]. We will know we’re [right/wrong] when we see the following feedback from the market: [qualitative feedback] and/or [quantitative feedback] and/or [key performance indicator change].

As you navigate through the rest of your life, be open to collaboration. Other people and other people’s ideas are often better than your own. Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life. — Amy Poehler

We are still building linear organizations in a world that demands constant change. We are still building silos in a world that demands thorough collaboration. And we are still investing in analysis, arguing over specifications, and efficiently producing deliverables in a world that demands continuous experimentation in order to achieve continuous innovation.

As entrepreneurs, product managers, developers, and designers, we love to spend our time coming up with cool new feature ideas and designing great user experiences. However, those items sit at the top two levels of the pyramid of user needs. First and foremost, the product needs to be available when the user wants to use it. After that, the product's response time needs to be fast enough to be deemed adequate. The next tier pertains to the product's quality: Does it work as it is supposed to? We then arrive at the feature set tier, which deals with functionality. At the top, we have user experience (UX) design, which governs how easy—and hopefully how enjoyable—your product is to use. As with Maslow's hierarchy, lower-level needs have to be met before higher-level needs matter.

Teams that enjoy working together produce better work.

Lean UX uses these foundations to break the stalemate between the speed of Agile and the need for design in the product-development lifecycle.

Rockstars don’t share — neither their ideas nor the spotlight. Team cohesion breaks down when you add individuals with large egos who are determined to stand out and be stars. When collaboration breaks down, you lose the environment you need to create the shared understanding that allows you [to avoid repetition] to move forward effectively.

Research is formalized curiosity. It is poking and prying with a purpose. — Zora Neale Hurston

Lean UX is the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way that reduces the emphasis on thorough documentation while increasing the focus on building a shared understanding of the actual product experience being designed.

Ensuring that an idea is right before scaling it out mitigates the risk inherent in broad feature deployment.

My team can’t agree on our first design. So, your team is made up of dynamic, creative minds that think differently. Congratulations!

How is it possible that our departmental silos are operating with agility, but our companies are hopelessly rigid and slow?

In fact, one of the only things harder than building an intuitive, delightful, innovative, easy-to-use product is hiring a designer to do it for you.

Enterprises that use design thinking and user experience (UX) design strategically to delight customers at each step of their interaction with the organization have thrived: research shows companies which apply UX design in this way experience faster growth and higher revenues.2

When I started exploring what flag I should plant back in 2009, there was a confluence of events in the works. The business world was increasingly using a methodology called Agile as its preferred product-development process while, at the same time, digital design was becoming increasingly important. Technology was rapidly evolving, and design was becoming a key differentiating factor for success—this was just a couple of years after the introduction of the iPhone. Companies were struggling to figure out how to integrate these two trends successfully, which created an opportunity for me—no one had solved this problem. This is where I decided to plant my flag—because I had the expertise, the opportunity, a real problem to solve that many people were dealing with, and the credibility to speak to it. I decided to work on solving this challenge and to bring everyone willing along with me on my journey. My teams and I started experimenting, trying different ways of working. We often failed, but as we were going through our ups and downs, I was sharing—publicly writing and giving talks about—what we were trying to do. Turned out I wasn’t the only one struggling with this issue. The more I wrote and the more I presented, the more widely I became known out in the world as someone who was not only working to solve this issue, but who was a source of ideas, honesty, and inspiration. So, when I left TheLadders, I had already planted my flag. I had found the thing I wanted to be known for and the work I was passionate about. A quick word of warning… Success on this path is a double-edged sword and you should approach this process with eyes open. The flag you plant today may very well be with you for the rest of your life—especially if you build widespread credibility on the topic. It’s going to follow you wherever you go and define you. No matter what else I do out in the world, I will forever be Jeff Gothelf—the Lean UX guy.

It took me a couple of years after I woke up in that cold sweat to figure out what flag I was going to plant, and then how to do something with it. Using the process in Step 1, I found the things that I wanted to be known for and the work that I was passionate about. And then I started telling my story all the time to anyone who would actually listen. For me, this story was around Lean UX because of who I was at the time. I created a pitch based on design for designers, by designers, to change the way that they were working. And I honed that voice and that tone and that dialogue by telling the story over and over and over again using blog posts and articles and eventually in-person talks. The first talk I ever gave as a part of my new professional trajectory was on August 12, 2010. I told the story about how we solved the problem of integrating UX into Agile at TheLadders. And then the timeline started to accelerate from there. A month later, on September 24, I gave my first talk about Lean UX and it was in Paris. I was communicating about this topic publicly, and people were saying, “Hey, come give us a talk about it.” And I was writing about the topic in any publication that would actually listen to this kind of thing. I kept speaking and writing and making presentations, and as I got my ideas out into the world and put them into play in any way I could, on March 7, 2011, I finally hit the jackpot. This was three years after I had my 35th-birthday epiphany and the pressure was on—I knew I had just two years left before I was going to become obsolete, an also-ran. I hit the jackpot when I managed to get an article published in Smashing magazine. At the time, Smashing had a million readers online, and so the scale of my conversation was growing and growing because I was becoming known as the guy who had some answers to this question. That was a massive break for me because the article provided me with a global audience for the first time. Obviously, anything you publish on the internet is global and distributed, but the bottom line is that, if the platform you choose or that chooses you has a built-in audience, you stand a much bigger chance. Smashing magazine had an audience. The article, titled “Lean UX: Getting Out of the Deliverables Business” became very successful, and that’s where I planted my flag—providing solutions to the Agile and design problem with a real-world tested solution nicely packaged and labeled as Lean UX.

First and foremost, if you’re going to plant your flag, solve a real problem. My story was resonating because I was solving a real problem many people had—really, a global problem. I had real-world experience with this, so there was a level of authenticity to everything that I was saying. I wasn’t just making stuff up—I had done the work, I had the experience to share. I was humble about it. I shared the wins and I shared the losses. I talked a lot about the things we tried that didn’t work, some real disasters, and what we learned from them. And when we won, we were thrilled that we won. I shared those wins as well. I provided practical and tactical advice for people to use. I always gave my audience something to try—something they could actually put into practice today, tomorrow, next week, next month. I made sure that this advice wasn’t overwhelming and that it clearly communicated how readers were supposed to do it. This approach is part of the reason why my book Lean UX was so successful. I forged an authentic connection with the audience that I was starting to build. People were actually paying attention because this was a real-world person talking about how to solve a challenge that they themselves had. I wasn’t just someone vying for their attention to sell them something. I had gone through the same challenges they had, and I was openly sharing what I learned in a humble way. That creates the kind of authenticity that you can’t fake. And it captures people when you tell your story.

Ask Open-Ended Questions When you start to ask questions, never give the participant a chance to simply answer yes or no. The idea here is to ask questions that start a discussion. These questions are bad for starting a discussion: “Do you think this is cool?” “Was that easy to use?” These questions are much better: “What do you think of this?” “How’d that go?

The article, titled “Lean UX: Getting Out of the Deliverables Business

Steve Krug Don’t Make Me Think Steven Portigal Interviewing Users Laura Klein UX for Lean Startups: Faster, Smarter User Experience Research and Design Don Norman Design of Everyday Things Erika Hall Just Enough Research

pick up a copy of Laura Klein’s UX for Lean Startups.

Research is formalized curiosity. It is poking and prying with a purpose. — Zora Neale Hurston

Each design is a proposed business solution — a hypothesis. Your goal is to validate the proposed solution as efficiently as possible by using customer feedback.

Trying new things constantly and then abandoning them without further study or work is not iterating. That’s flailing.

Here is the worst possible way for you to try to figure out if your idea solves somebody’s problem: Ask them. The vast majority of entrepreneurs seem to think that explaining their concept in detail to a few people and then asking whether it’s a good idea constitutes validation. It does not.

see?

excellence one at a time. See them in your mind’s eye: Marketing, Operations, Manufacturing, IT, Engineering, Design, and on and on in a tidy row of crisp, well-run silos.

And what happens at the end of this process? The designers proudly present — and the business enthusiastically celebrates

And what happens at the end of this process? The designers proudly present

The real-world manifestation of software products that customers see and use is the user experience (UX), which is the top layer of the Product-Market Fit Pyramid. Beyond software, this is also true for any product with which the customer interacts. The UX is what brings a product's functionality to life for the user.

look at the problem you are trying to solve.

Business outcomes are your definition of done. They are the result your business seeks, and the measuring stick for success. When you manage with outcomes, the question isn’t, “Did you ship