One other factor that has changed dramatically is the audience. Entrepreneurs and startup founders have always been asking themselves how to develop great products. The answer that UX practitioners, usability professionals and UX researchers have been giving them was too complicated. UX people (me included) have been using disastrous jargon that only we understand. We have been talking about usability tests, personas, field studies and areas of interest in eye-tracking studies.
The lean startup answer to the same question uses plain language that people understand. When I say, “We need to conduct a contextual inquiry,” I usually get a deer-in-the-headlights reaction. When a lean startup person says they are “getting out of the building,” it is a whole different story. We mean the same thing; we use different words.
Tomer Sharon, "Lean Startup Is Great UX Packaging," Smashing Magazine, 10 Oct 2012, uxdesign.smashingmagazine.com/2012/10/10/lean-startup-is-great-ux-packaging.
