New Context will be hosting Jeff Gothelf and Josh Seiden, two of New York’s highly sought after user experience designer at their office on the eve of Singapore’s National Day.
No one admits it but requirements are just guesses. To cover up this uncomfortable fact, software managers do a vast amount to work on requirements: they pre-plan in painstaking detail, outlining every possible scenario, use case, back-end integration point, and business rule. Then they build a project plan, assign a team or choose a vendor, set a ship date, and are inevitably disappointed and frustrated, having used up vast sums of money.
In New York City, user experience and interaction designers, Jeff Gothelf and Josh Seiden, have been working with software teams to validate requirements in an ongoing way as they are designing and building software. Both Jeff and Josh run Proof, a product innovation studio that combines lean processes with strategy, design and technology.
We also managed a quick interview with Josh. Previously, Josh was program director for LUXr’s New York City practice, on the leadership team at Cooper, former design manager at Liquidnet, and a founding Board Member and past President of the Interaction Design Association (IxDA).
Could you share with us what Proof is evangelizing?
We are working to create a new kind of design consultancy based on Lean Startup principles. We help digital businesses create products and services that are simple, compelling, and are aligned with their business goals. We take a deeply collaborative approach, and we believe in ruthlessly testing our ideas against the market.
What are some of the common mistakes by startups during their software development?
The most common mistake we see is a failure to test ideas early enough. We see companies spending a lot of time making plans, writing specs, and building software without ever testing the validity of their ideas. So much time and money could be saved if companies committed to getting early and continuous market feedback.
Getting this feedback isn’t difficult and it isn’t expensive, but it can be hard because it requires a culture shift. It requires people to admit that their ideas are just hypotheses–it requires humility, and it requires learning some new methods. But we think it pays huge dividends.

Jeff Gothelf speaking
Could you give an example of a well designed website (in terms of interaction/interface design) and why?
Well, we’re big fans of a new site called Speek.com. It’s a very simple web-based teleconferencing service that eliminates much of the hassle of phone-based services. They also appear to be doing a great job of using market feedback to guide their feature development.
We are increasingly seeing more developers double up as designers as more and more startups begin to understand the importance of UX and interaction design. However, designing is not the same as coding. What would be the one piece of advice that you can give to developers who is trying to dwell into UX/interaction design?
Good designers are acutely aware of human needs. We recommend learning how to observe users and to understand their needs. Learn how to run usability tests and do other kinds of field research. We’re also big proponents of pairing. We like to see designers and developers find a way to work in close collaboration with each other to learn basic skills from one another.
Sounds exciting? We have something more exciting for you because both Jeff and Josh whom are one of the best user experience and interaction designers around will be spending a few days in Singapore. New Context will be hosting them at their Singapore office on the eve of Singapore’s National Day. If you are interested for an evening full of insights, networking and free food, you can find the event details below.
Event Details:
Date : 8th August 2012
Time: 6.00pm – 7.30pm
Venue: New Context (Singapore)
Address: 53A Craig Road Singapore 089691
Agenda:
6:00pm – Registration + Networking
6:30pm – Welcome & Introduction (Mike Grafton)
6:45pm “Replacing Requirements with Hypotheses” (Proof)
7:15pm – Q&A and Discussion
7:30pm – Dinner + Networking
You can register for the event at the Replacing Requirements with Hypotheses Eventbrite page.
About Proof :: Lean. Practical. Innovation
Proof is a product innovation studio that combines lean processes with strategy, design and technology. It is co-founded by Giff Constable, Jeff Gothelf and Josh Seiden. Proof is based in New York City.
A great product is not enough. It needs to be the right product. The right product is simple, compelling, and aligned with the business model. Lead with vision, but ruthlessly test against the market. You cannot measure progress if you aren’t measuring anything. Deliverables are not progress. Innovation abhors functional silos. Reduce risk by minimizing cycle times.
About Jeff Gothelf
Jeff Gothelf has spent a 14 year career as an interaction designer, Agile practitioner, user experience team leader and blogger. He is one of the leading voices on the topic of Agile UX and Lean UX. In addition, Jeff is the author of the upcoming O’Reilly book (2012), Lean UX: Getting Out of the Deliverables Business. He is a highly sought-after international speaker having presented at EuroIA, SXSW, IA Summit, Interaction (IxDA), London IA, the Agile conference and Startup Lessons Learned. Jeff has led cross-functional product design teams at TheLadders, Publicis Modem, WebTrends, Fidelity, AOL while maintaining a strong advisory and mentorship presence in the startup communities of New York City and Silicon Valley.
About Josh Seiden
Josh is a user experience designer and design manager with deep expertise in bringing rapid and responsive design and strategy to entrepreneurial environments, whether for startup or the enterprise. Previously he was program director for LUXr’s New York City practice, was on the leadership team at Cooper, former design manager at Liquidnet, and was a founding Board Member and past President of the Interaction Design Association (IxDA).
Link to full article