'The faster you get ideas into the market the faster you get feedback'-Jeff Gothelf


SAN FRANCISCO--Last March 31, 2015 OLC attended the HeavyBit Speaker Series with Jeff Gothelf talking about UX design and how to incorporate this in your product.






“I do a lot of running and use an app to track this info. One day I stopped and it asked me if I wanted to take a photo, at first I think this was asinine. Until I ended up on a pier and I did want to take a photo,” Gothelf said.


He was then greeted with the option to pay $30.00 for the full featured version of the app. If you clicked on it, you’d be taken to a new screen basically confirming your interest in them building a new feature.


Relationships are emergent


You can’t predetermine how users will use your product. You can’t tell if they will tell their friends or even come back. In the beginning you can only make educated guesses.


When you can start to get repeated interactions that form an experience which in turn create value, you’re starting to build relationships. This can make them come back and then tell their friends.


There are infinite ways to create great product experiences


There are many tools that exist today to help solve almost any problem. A go-to for feedback comes down to focus groups and surveys. These don’t always work the best. This requires a lot of human resources.

Something that Amazon does is push new code about 5 times every minute with minor changes to their e-commerce site. With every new change they are tracking to see if it makes any difference in the user experience or purchasing process.


“This ability allows us to think differently about how we build and shape products,” Gothelf said.


The faster you get ideas into the market the faster you get feedback. From there you can decide what to do with the new features.


Lean Product Design


Humility: you cannot determine the end state of a product. You can take a good guess, but there always has to be some skepticism. Always an assumption.


Experiments: are used to test these said assumptions. It’s not something that is done in the beginning or at the end but all the time. All of the time.


Iteration: if you don’t get it right, you try again. These iterations will lead to “failure” which is a word Gothelf does not really like to use. Because in the end, it may not have worked but you should have learned something anyways. This negates the failure.


User-centered POV: this can apply to any type of audience. Such as B2B and B2C. It doesn’t doesn’t matter, they are still humans at the end of the day. You can still test and build for them. Keep them at the core of understanding of why you’re building your products. This will help guide your decisions.


Data: quantitative data. How are the changes you make impacting behavior? Measure this stuff. Are they doing what we are trying to get them to do. If not, why not and how can you make them do it. Keep trying.


Then there is also qualitative data. Talk to the people who are using your product. Ask them questions about why they did what they did. When you talk to people, you can better understand the mental reasons they did what they did.


Responsiveness: be on your toes. “We better get this right”, if not, we better figure it out,” said Gothelf. You should be able to move quickly on changes you are making and tracking.


Once you take all this stuff into account you can collect data and iterate quickly.


Deliberate design: think about the next design and try to see what impact that makes on your product.


Something you should always think about is, “what are you or the business trying to do and how can you implement that,” said Jeff.


Culture of learning: place value in your company when it’s small on experimenting. This all helps to get features or products out there quickly, get feedback quickly then allow you to make decisions.