Published on March 10, 2014
DIVANTE LTD | 02/03/2014 LEAN UX explained. Anna Lankauf
Let’s say you run an e-commerce company selling lingerie for men and women. Underwear by Claire Jones, Underwear by Juan Pablo Bravo , Decrease by Rediffusion from The Noun Project 2 You have observed a decreasing number of sales and revenue for a few months. What do you do?
You think of some ideas of changes in your estore that might help you, e.g.: Special offers, Bra fitting consultancy through the estore, Gift wrapping, New product categories like dresses and outwear. But which one would actually help for real? Discount by Ricardo Moreira, Headset by Marwa Boukarim, Gift by Andrew Richardson, Dress by iconoci from The Noun Project 3
You are unable to know which method would be the best. You need to test it! Signpost by Mister Pixel from The Noun Project 4 That’s when Lean UX comes in.
Lean User Experience is an approach in Interaction Design which tests different methods of achieving a goal (hypotheses)… Test Tube by Olivier Guin from The Noun Project 5 to find out which one would actually do it before any major investments in deploying it.
The goal: Significantly increased monthly revenue Considered methods of achieving the goal (hypotheses): Special offers, Bra fitting consultancy through the estore, Gift wrapping, New product categories like dresses and outwear. Target by Leinad Lehmko, Discount by Ricardo Moreira, Headset by Marwa Boukarim, Gift by Andrew Richardson, Dress by iconoci from The Noun Project 6
Lean User Experience process 7 BUILD DESIGN UNDERSTAND THE PROBLEM MEASURE LEARN INVESTMENT KNOWLEDGE INVESTMENT Light Bulb by Blake Thomas, Test Tube by Olivier Guin, Layout by vijay sekhar, Owl by Matthew Hock from The Noun Project.
We create an MVP, the smallest possible thing which can answer the question „Would Hypothesis 1 achieve our goal? We repeat the DESIGN–MEASSURE–LEARN loop until we confirm any hypothesis. This is called ITERATION. How can we test hypotheses? DESIGN MEASURE LEARN We collect real data from your users on how the MVP behaves. We look for a sign that the Hypothesis 1 is true. If we can’t find it, we go back and test another hypothesis. 8
Hypothesis: Bra fitting consultancy through the estore would make the online purchase of a bra safer regarding fit of the bra and size choice, which would cause sales increase. A sign which confirms the hypothesis: A statistically significant increase in a number of purchases initiated by the product pages with „Need a bra-fitting consultancy” button compared to the number of purchases initiated by product pages without the button. An example of a Minimum Viable Product (MVP) MVP: A „Need a bra-fitting consultancy” button right next to the size choice in half of the bra product pages. The button would do no more than just count how many times it has been clicked by a user. Need a bra-fitting consultancy? Choose your size: 32 A 34 C 34 D 38 D 9
Building an MVP is much cheaper and faster than a full-scale feature or a service. By testing it, you know if you have taken the right turn in your business much sooner. 10Piggy Bank by Patrick Brentano, Turn by Alex AS from The Noun Project
You can test which method would increase your revenue before you invest in: building a new feature, building a new service, building a new distribution channel, hiring new people. And save a lot of money. 11
Benefits Take minimum risk of new investments. Changes which won’t be benefitial enough to your business will be detected early in the process and iterated until they make your business grow. You won’t deploy features which are doubtful or derive from premonitions. Minimize the time necessary to make right decisions. Getting to the right point will take less time, since you thoroughly test all the new features in your ecommerce and launch only the ones which are benefitial to your business. No more time wasted on bad solutions any more. Make rational and accurate decisions. Testing and iterating based on hard data will minimize bad decisions. Be flexible to market changes. Respond accurately to any changing environment faster and be one step ahead from your competition. 90% Hour Glass by Laura Beggs, Statistics by Calvin Ng, Mountain Climbing by Juan Pablo Bravo from The Noun Project 12
Ready to give it a try? Contact us: 0048 727 400 789 firstname.lastname@example.org divanteltd.com/contact Link by David Waschbüsch from The Noun Project 13
Divante Ltd, Kościuszki Street 14, 50-038 Wrocław, Phone: +48 71 342 24 06, email: email@example.com • www.divanteltd.com
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