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Lean user experience

“There are many techniques for building an accurate customer archetype that have been developed over long years of practice in the design community. Traditional approaches such as interaction design or design thinking are enormously helpful. To me, it has always seemed ironic that many of these approaches are highly experimental and iterative, using techniques such as rapid prototyping and in-person customer observations to guide designers’ work. Yet because of the way design agencies traditionally have been compensated, all this work culminates in a monolithic deliverable to the client. All of a sudden, the rapid learning and experimentation stops; the assumption is that the designers have learned all there is to know. For startups this is an unworkable model. No amount of design can anticipate the many complexities of bringing a product to life in the real world. In fact, a new breed of designers is developing brand-new techniques under the banner of Lean User Experience. They recognize that the customer archetype is a hypothesis, not a fact.” Eric Ries, The Lean Startup, p.90

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