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This paper outlines lessons learned from a senior UX, product and software development consultant's experiences in conceiving, designing, developing and launching, a complex consumer dating application. Key decisions and moments over our 15 month process are highlighted, including what we worked and what didn't, what we should have done that we didn't, and what we encountered that we couldn't have foreseen,  in the belief that we can help other UX and product-focused startups and Agile teams be more effective. Key lessons include: 1. Beware fads and advice from others; 2. Optimize your team and the development process as much as possible; 3. Beware of seemingly innocent technological and architecture decisions; 4. Ensure UX planning, design and customer validation are up-front in your process; 5. TEST, TEST and TEST some more- at all levels of the business and at all stages, not just the software itself.
Testing, Software, Prototypes, Best practices, Wires, Computer architecture, research, Lean, Lean UX, Agile, Case Studies, Customer Development, prototyping, bootsrapping, startup, customer acquisition, entrepreneurship, testing, usability

B. May, "Applying Lean Startup: An Experience Report -- Lean & Lean UX by a UX Veteran: Lessons Learned in Creating & Launching a Complex Consumer App," 2012 Agile Conference(AGILE), Dallas, TX USA, 2012, pp. 141-147.
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