Avoid wasting time, money and talent, and forget about departments implementing isolated solutions for the same problem once and for all. Lean UX can help you and your teams succeed during these times of uncertainty and economic crisis. Here we tell you how.
With the macro acceleration of the digital transformation (👀 one of the COVID-19 effects), having the right mindset and continuous iterations will be the key to success for many businesses and new ventures.
We will have continuous and much more accelerated iterations. The current reality is putting us to the test. Having the right tools and processes will help to navigate uncertainty with a plan of attack, prepared for whatever comes next. 💪
Lean UX, the method to succeed in uncertainty 🚀
Lean, a method developed long ago by the multinational company Toyota under the name of "Lean manufacturing". Nowadays, also known as "the Toyota way".
This method sought to avoid waste and inefficiencies in the production process. A few years later, the “lean” approach has exceeded its original scope and has reached the field of business through the book “Lean Startup” by Eric Ries (if you haven't read it yet, we recommend it! This is our Bible at Pixel Research Lab). The “Lean” mindset, known as "Lean UX", has been implemented in different areas to avoid waste, inefficiencies and inflexibility, and to promote innovation in user experience design.
"Inspired by Lean Startup and Agile development, it's the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way." Jeff Gothelf & Josh Seiden, Lean UX
In their book Lean UX, Jeff Gothelf and Josh Seiden rethink the companies' essential processes and work culture based on the Lean Startup principles applied to user experience design.
The Lean UX method proposes an iterative process in which each action becomes an experiment. In each iteration, hypotheses are generated, experiments are executed, and MVPs are developed and tested with direct and active participation of real users. The objective: to continuously measure, learn and generate new hypotheses to be validated.
This new work mindset transforms the linear process of design and development into a circular learning process in which you experiment, learn and, yes, sometimes fail. But you fail small and only within the controlled sample you tested, not with all your users or after having invested a lot of resources.
Failing fast to learn and make evidence-based decisions.
The book talks about the importance of having a good prioritization scheme and a “customer-centric” approach. This approach aims to create efficient solutions iteratively by identifying the real problems the business and its clients or users encounter, and working collaboratively with end-users and multidisciplinary teams.
"We prioritize learning over delivery to build evidence for our decisions." –Jeff Gothelf & Josh Seiden, Lean UX
Here are the most important results that can be obtained when applying this method:
👉 A team mindset that is open to learning
👉 An effective process to prioritize tasks
👉 A collaborative and multidisciplinary work culture
👉 Informed and evidence-based business decisions
Conclusions
Lean UX proposes a process focused on solving problems and streamlining decision-making, with the objective of designing optimal user experiences from a “customer-centric” approach. This enables the development of valuable products that solve real users' problems, while simultaneously boosting collaboration between multidisciplinary teams, from the sales team to the development team.
If you want to improve your users' experiences and/or retention, a functionality, a marketing campaign, or even develop a new product or market, Lean UX is a reliable process even in times of COVID-19. Experimenting and learning fast are crucial to adapt your products and services according to the constant changes in our context and the needs of people and businesses.
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