Robert Hoekman Jr

Deliver Value Faster



Robert Hoekman Jr is an innovation strategist with two decades of experience in product design, UX, design thinking, product design methodologies, Lean principles, and rapid experimentation. He is the author of several respected UX books, including the acclaimed bestsellers Designing the Obvious (1st and 2nd Ed) (2006, 2010, New Riders) and Experience Required: How to become a UX leader regardless of your role (2015, New Riders).

Robert has been forging paths to achieve great UX in Agile environments since 2004, with both collocated and distributed teams. As the lone UX professional in an Agile company of 300 engineers, and tasked with improving 25 different digital products, Robert needed new methods, and found them in Toyota’s concept of Lean manufacturing. Lean offered a way to run rapid experiments, prove the business and customer merits of every idea, and measure success at every step. Over time, he earned a chair at every product development table, built a team, and permanently changed the company’s innovation process.

He first wrote about the beginnings of these ideas in 2006 in his Amazon-bestselling book, Designing the Obvious (New Riders), seven years prior to the publication of the book Lean UX (Jeff Gothelf and Josh Seiden, O’Reilly), which echoes many of the ideas he advocated for in the years between.

He’s been evolving these methods and consulting for countless companies now for nearly 14 years.

Today, he regularly applies these methods to companies of all sizes and shape to make even the most complex organizations as nimble and innovative as the smallest startup.

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