{"id":10209,"date":"2015-11-30T21:53:05","date_gmt":"2015-12-01T05:53:05","guid":{"rendered":"http:\/\/proxystudio.uxpin.com\/?p=10209"},"modified":"2020-04-22T06:37:40","modified_gmt":"2020-04-22T13:37:40","slug":"stop-misinterpreting-lean-product-design","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/stop-misinterpreting-lean-product-design\/","title":{"rendered":"Stop Misinterpreting Lean Product Design"},"content":{"rendered":"<p>I have a confession: I\u2019ve never read Eric Ries\u2019s book, <a href=\"http:\/\/theleanstartup.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lean Startup<\/a>. <\/p>\n<p>I own it, I\u2019ve flipped through it, but I\u2019ve never been one to obsessively track which startups are doing what. I\u2019m usually too busy working in one. <\/p>\n<p>Luckily, a few years ago the startup I was working for actually invited Eric Ries spend a day with us in person, lecturing, answering questions, and giving us actionable advice. We felt like we totally had it down. We were building, and measuring, and then iterating. Totally.<\/p>\n<p>But we weren\u2019t, really. Not the way we should, anyways. We went through the motions without fully committing to the strategy behind Ries&#8217;s advice. <\/p>\n<p>A year or so later, half the team was laid off. The spacious office I helped pick out the brand-matching paint colors for, big enough for all the growth we were expecting, was more than half-empty. <\/p>\n<p>This story could be about hundreds of startups. It just keeps happening. <\/p>\n<p>As designers, we have an obligation to prevent business mistakes through better thought processes. Let\u2019s explore the wrong and right way to approach lean product design.  <\/p>\n<h2>How Humans Want to Design Stuff<\/h2>\n<p>Here\u2019s how the innovative process usually goes if we don\u2019t restrain ourselves: <\/p>\n<ul>\n<li><span>We get an idea, and it\u2019s a good one. So we start thinking about it. A lot.<\/span><\/li>\n<li><span>We get people on our side to help us out, and we plot, and we plan, and we make Powerpoint decks and all sorts of documents, and have meetings.<\/span><\/li>\n<li>We draw the whole thing out, and then eventually we build it. And then we put it out in the world \u2014 only when we\u2019ve decided it\u2019s good enough \u2014 and we hope people like it.<\/li>\n<\/ul>\n<p>And sometimes they do. Other times they don\u2019t. Most of the time, actually, we miss the mark.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-10210\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image048.png\" alt=\"Illustration of money\" width=\"720\" height=\"380\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image048.png 600w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image048-568x300.png 568w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p>If that weren\u2019t the case, we\u2019d all be bored millionaires, surrounded by all of our masterpieces. <\/p>\n<h2>What Are We Doing Wrong? <\/h2>\n<p>I\u2019ve never been one to hop on bandwagons, or speak in corporate buzzwords, but I looked around the other day and noticed, without even having read the book, that I was totally a proponent of Lean principles.<\/p>\n<p>Not because it\u2019s the latest trend, or because I\u2019m a fan of any particular author or speaker, but because it just makes sense. I work with many first-time entrepreneurs as a UX consultant and innovation coach now, and I see so many of them with a mindset that Lean practitioners are trying to argue us out of.<\/p>\n<p>Here\u2019s the thing: There\u2019s a reason Lean is a movement, with books and talks and conferences and all those darn diagrams. All that stuff helps us internalize and adopt a mindset and methodology that doesn\u2019t come natural to us. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-10211\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image034-1024x682.jpg\" alt=\"Photo of designers working\" width=\"720\" height=\"480\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image034.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image034-450x300.jpg 450w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><i>Photo credit: <\/i><a href=\"https:\/\/www.flickr.com\/photos\/strelka\/21601788481\/in\/photolist-yUSP7Z-99AJa2-99DTZu-99EM5G-99ALE2-99BDG2-yUSED6-yT6qPj-xX4mvj-yRM9VS-xX4fbA-yU6qjD-yRLTEG-99AM3t-99AJF6-99AMbg-99AM5P-99DRbd-99EJ8y-99EaZ7-99EaMY-99Eb8s-xX4bw1-yUSvfg-xXcVcp-yU6vg2-xX4w2o-yRM9j1-yBz4nt-xX4tKj-yBzn5T-xXcZRe-yUSNVM-yT6mMG-yRM1aL-yUSMXe-yBuGMs-yBtn8S-6mvHV1-cihiAN-eiGyMm-eiAQqK-eiAQBa-eiAQbn-eiAPZV-eiGk8u-fVgG8Q-6Rqhtv-89yHDJ-69W3qx\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Stelka Institute for Media<\/i><\/a><i>. <\/i><a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Creative Commons<\/i><\/a><i>. <\/i><\/p>\n<p>I interviewed a product manager candidate the other day who said he supported the <a href=\"https:\/\/www.uxpin.com\/studio\/blog\/lean-ux-vs-agile-ux-is-there-a-difference\/\" target=\"_blank\" rel=\"noopener noreferrer\">Agile and Lean methodologies<\/a> because \u201cI always made sure my team learned from what we shipped.\u201d<\/p>\n<p>Instead of the lean mantra Build, Measure, Iterate, startups easily fall into the trap of Build, Ship, Build. Therein lies the beginning of the end for many companies <\/p>\n<p>They\u2019re building, shipping, then building the next thing. Maybe there\u2019s some automatic measuring going on, but nobody really transforms that data into insights. If they do, maybe someone files a report or gives a Powerpoint presentation about it internally somewhere, and everyone in the room has some ideas about why this metric went down or this one went up, but it\u2019s hard to say because the team shipped a bunch of stuff around that time anyway. <\/p>\n<h2>Speed Does Not Equal Momentum  <\/h2>\n<p>But wait, it gets worse. Being lean is about moving fast, right? <\/p>\n<p>Let\u2019s say I have this idea for a new product or feature, and because I\u2019m human, I\u2019m going to draw it out, and plan, and build the whole thing. But because I\u2019m lean, I\u2019m just going to do all that much faster.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-10212\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image053.png\" alt=\"Diagram of working in a lean design process\" width=\"720\" height=\"478\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image053.png 693w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image053-452x300.png 452w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p>Photo credit: <a href=\"https:\/\/www.crisp.se\/konsulter\/henrik-kniberg\" target=\"_blank\" rel=\"noopener noreferrer\">Henrik Kniberg<\/a>. Spotify MVP Process. <\/p>\n<p>Instead of building smaller pieces of ideas, getting feedback, then building more onto them once they\u2019ve been validated in our market, we just build our big crazy ideas faster by putting in long hours, nights and weekends, cutting corners (like skipping user research) and calling it an MVP. <\/p>\n<p>The reality is, we need to show our ideas to a lot of people, get multiple perspectives, then shape our idea into something that will appeal to a huge group of people. And the person\u2019s feedback who matters most is usually the user. <\/p>\n<p>That\u2019s what Lean Startup has been trying to tell us to do. All that measuring and iterating is a multi-syllabic way of saying \u201cshow stuff to users and experts and get feedback, then make it better based on that feedback.\u201d<\/p>\n<p>You need to fulfill every criteria of an MVP. Not just minimize the effort, unless you want to learn that people don\u2019t like half-hearted products. Form a hypothesis, then build the smallest complete thing required to validate or invalidate your assumptions. <\/p>\n<p>If you\u2019re just building a landing page to validate demand, make sure the copy is concise and the visual design is clean. If it\u2019s a prototype created in a tool like <a href=\"https:\/\/www.uxpin.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">UXPin<\/a>, make sure the <a href=\"https:\/\/www.uxpin.com\/studio\/blog\/creating-perfect-user-flows-for-smooth-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">user flow<\/a> of each task feels effortless before you dive into hi-fi designs. <\/p>\n<p>Completeness matters more than complexity.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10213\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image02.gif\" alt=\"Animation of an app user interface\" width=\"294\" height=\"515\" \/><\/p>\n<p>Let\u2019s recap a bit from the free guide <a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-for-startups\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX Design for Startups<\/a>: <\/p>\n<ul>\n<li>The M is for minimum. What\u2019s the smallest thing we can build?<\/li>\n<li>The V is for viable. You won\u2019t know what\u2019s viable if you\u2019re skipping out on feedback.<\/li>\n<li>Finally, the P stands for product. That\u2019s because sometimes you don\u2019t even need to build a physical product to test your hypothesis (just refer to the origin stories of <a href=\"https:\/\/blog.bufferapp.com\/idea-to-paying-customers-in-7-weeks-how-we-did-it\" target=\"_blank\" rel=\"noopener noreferrer\">Buffer<\/a> and <a href=\"http:\/\/techcrunch.com\/2011\/10\/19\/dropbox-minimal-viable-product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dropbox<\/a>).<\/li>\n<\/ul>\n<p>If you\u2019re just building and iterating, your products won\u2019t be minimal or viable. <\/p>\n<h2>How Humans Should Design Products<\/h2>\n<p>Here is my challenge to you. If you call yourself lean, if you actually want to <i>be<\/i> lean, stop building big ol\u2019 fully completed products in compressed timelines. <\/p>\n<p>Stop cutting corners and stop working 16-hour days. Stop instrumenting your software and plotting data into a machine somewhere and calling it measuring, and actually get out there and validate your ideas through conversations with real people. If your timeline doesn\u2019t leave room for research, expand your timeline or shrink your product scope until it does.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-10214\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image007.png\" alt=\"Diagram of a design process flow\" width=\"720\" height=\"480\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image007.png 900w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image007-450x300.png 450w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><i>Photo credit: <\/i><a href=\"http:\/\/www.leanblog.org\/2010\/10\/podcast-99-the-entrepreneurs-guide-to-customer-development\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Lean Blog<\/i><\/a><\/p>\n<p>If you\u2019re an entrepreneur, create a framework for your team\u2019s experiments and empower them to take ownership of them. Hold them to it \u2014 remember you\u2019re fighting against human nature here. Don\u2019t hold them to creating your big drawn out plan in your head, hold them to the commitment to test small pieces of it every step of the way. Course correct when necessary, but give them some leeway to make and learn from their own mistakes.<\/p>\n<p>Watch their innovation and creativity soar.<br \/>\nIf you\u2019re a designer or builder on a team, start thinking in smaller bite-sized experiments. Adopt a scientific mindset with useful tools like Alissa Brigg&#8217;s <a href=\"http:\/\/www.alissabriggs.com\/experiment-grid\/\" target=\"_blank\" rel=\"noopener noreferrer\">Experiment Grid<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-10215\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image0110.png\" alt=\"Screenshot of an experiment grid\" width=\"720\" height=\"557\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image0110.png 1000w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/11\/image0110-388x300.png 388w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><i>Photo credit: <\/i><a href=\"http:\/\/www.alissabriggs.com\/experiment-grid\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Alissa Briggs<\/i><\/a><\/p>\n<p>Don\u2019t think measuring means shipping the product, then watching every tick of data once it\u2019s live. <\/p>\n<p>Get as much input from customers as you can <i>before<\/i> you ship it, then implement the insights you\u2019ve gained from that feedback to improve what you want to ship. Remember, your instincts will tell you to keep working on it, keep planning, fleshing it out more. <\/p>\n<p>Great product design is a result of regularly triangulating customer feedback, quantitative data, and your own designer instincts. Fight against the urge to just build so you can learn, iterate, and then build. <\/p>\n<h2>Next Steps<\/h2>\n<p>If you\u2019d like to learn more techniques for better product design, <a href=\"https:\/\/www.uxpin.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">UXPin<\/a> offers a <a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/\" target=\"_blank\" rel=\"noopener noreferrer\">free library<\/a> full of UX e-books. The 3 guides below are particularly relevant.<\/p>\n<ul>\n<li><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-for-startups\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX Design for Startups<\/a><\/li>\n<li><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/guide-to-ux-design-process-and-documentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Guide to UX Design Process &amp; Documentation<\/a><\/li>\n<li><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/guide-to-prototyping\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Guide to Prototyping<\/a><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/guide-to-ux-design-process-and-documentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/image042.png\" alt=\"\" width=\"720\" height=\"360\" \/><\/a><\/p>\n<p><em>Feature image credit: <a href=\"http:\/\/usabilitygeek.com\/lean-ux-running-workshops-getting-results\/\" target=\"_blank\" rel=\"noopener noreferrer\">Usability Geek<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>UX Designer Sarah Harrison draws from personal experience to explain the dangers of the &#8220;Lean&#8221; buzzword, and how to practice Lean Design correctly. <\/p>\n","protected":false},"author":50,"featured_media":10216,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,17,18,4,6],"tags":[],"class_list":["post-10209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-collaboration-2","category-process","category-ui-design","category-ux-design"],"yoast_title":"","yoast_metadesc":"UX Designer Sarah Harrison draws from personal experience to explain the dangers of the \"Lean\" buzzword, and how to practice Lean Design correctly.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Stop Misinterpreting Lean Product Design | UXPin<\/title>\n<meta name=\"description\" content=\"UX Designer Sarah Harrison draws from personal experience to explain the dangers of the &quot;Lean&quot; buzzword, and how to practice Lean Design correctly.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.uxpin.com\/studio\/blog\/stop-misinterpreting-lean-product-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stop Misinterpreting Lean Product Design\" \/>\n<meta property=\"og:description\" content=\"UX Designer Sarah Harrison draws from personal experience to explain the 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