Lean Startup & UX for Agile Teams

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Talk at Lean Oslo in November 2013.

Text of Lean Startup & UX for Agile Teams

@LukasFittl

Lean Startup & UXfor Agile Teams

Startup Founder

@LukasFittl

Spark59

&

Recently:

pganalyze.com

When Agile is not enough

Idea ReleaseAgile Development

IdeaWhich Idea? Did ItHave an Effect?ReleaseAgile Development

IdeaWhich Idea? Did ItHave an Effect?ReleaseAgile Development

IdeaWrong Idea. Did ItHave an Effect?ReleaseAgile Development

IdeaWrong Idea. No Effect.ReleaseAgile Development

Wrong Idea= Zero Business Impact

IdeaWhich Idea? Did ItHave an Effect?ReleaseAgile Development

IdeaRight Idea. Did ItHave an Effect?ReleaseAgile Development

IdeaDid It

Have an Effect?ReleaseAgile DevelopmentRight Idea.

Idea ReleaseAgile Development No Effect.

Wrong Implementation= Zero Business Impact

Right Idea.

Idea ReleaseAgile Development

Tweak It!

No Effect.Right Idea.

&Making The Right Feature

Making The Feature Right

Ship working software.

Ship working software.Ship the right software.

Prioritization FastIterationsFocus onOutcome

Prioritization FastIterationsFocus onOutcome

Prioritization FastIterationsFocus onOutcome

Prioritization FastIterationsFocus onOutcome

IdeaWrong Idea. No Effect.ReleaseAgile Development

Wrong Idea= Zero Business Impact

Prioritization

When we Build all ideas:

IdeaWrong Idea. No Effect.ReleaseAgile Development

IdeaWrong Idea. No Effect.ReleaseAgile Development

IdeaWrong Idea. No Effect.ReleaseAgile Development

Prioritization

Good Idea=

Information

Prioritization

We want Better Informationabout the Market, Customers, etc

Bad Idea Ok Idea Great Idea

Inform

ation

Successful

Has Potential

Prioritization

Finding Information

Prioritization

Quantitative Qualitative

Generative SurveysInterviews

Contextual InquiryMental Models

InterviewsDiary Studies

Evaluative

Automated Card SortSurveys

Automated StudiesAnalytics

A/B TestingMulti-Variant Testing

Usability TestingModerated Card Sort

Wizard of Oz

By @JohannaKoll, based on work by Janice Fraser, Nate Bolt & Christian Rohrer

Who is the customer?Why do they care?What are they buying?

Prioritization

Customer Interviews

?!

Customer Interviewer

Prioritization

Customer Interviews

?!

Customer Interviewer

Note Taker

Prioritization

Image Credit: http://jennycham.co.uk/?page_id=408

Prioritization

On-Location Workshops

Prioritization

Test Out before you Build:Low-Fidelity Prototypes

Prioritization

Sketches

Prioritization

Story BoardsPrioritization

Keynote Prototypes

Prioritization

Inside-the-Building Comfort Zone

Customer Interview

(Paper) Prototype

MVP

The Perfect Product

Prioritization

Customer Interview

(Paper) Prototype

MVP

The Perfect Product

Get-out-of-the-Building RealityPrioritization

Prioritization FastIterationsFocus onOutcome

10.000 EUR / month

10.000 EUR / month

Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Mar 2015

Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Mar 2015

10.000 EUR / month

Task

Task Task

Task Task

TaskTaskTask

Task

TaskTask

TaskTask

Task

TaskTask

Task

Task

10.000 EUR / month

TaskTask

Task

Task

TaskTask

Task Task

Task

Task

Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Mar 2015

Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Mar 2015

INCREASEACQUISITION

SEO RANKINGLANDING PAGECONVERSION

INBOUNDCHANNELS

Focus on Outcomes,not Tasks.

Focus onOutcome

Outcome: Acquire 10 Customers / Week20% Monthly Revenue Growth

Task: Build the new Landing Page

Focus onOutcome

Outcome Tasks

20% Activation Rate40% Access it Daily

Focus onOutcome

Each Idea should have aMeasurable Goal

Focus onOutcome

ACQ: Do we have the right message?ACT: Do people use the product successfully?REV: Do people pay?RET: Do people come back?REF: Do people bring more people?

A A R

Focus onOutcome

R R

Look at your Financial Planfor Assumptions

5000+ EURlicense

2-3 weeksintegration

Focus onOutcome

Testing the Outcome

Focus onOutcome

IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

Experiment

Focus onOutcome

Quantitative Qualitative

Generative SurveysInterviews

Contextual InquiryMental Models

InterviewsDiary Studies

Evaluative

Automated Card SortSurveys

Automated StudiesAnalytics

A/B TestingMulti-Variant Testing

Usability TestingModerated Card Sort

Wizard of Oz

By @JohannaKoll, based on work by Janice Fraser, Nate Bolt & Christian Rohrer

Build, Sell, Learn.

Focus onOutcome

Prioritization FastIterationsFocus onOutcome

Idea ReleaseAgile Development

Tweak It!

No Effect.Right Idea.

Test &Tweak

IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

Speed of Iteration!

FastIterations

Faster iteration = trying more ideas.

Speed of Iteration

Your Runway

FastIterations

Low-Fidelity Experiments

Test &Tweak

Landing Page TestsTest &Tweak

Landing Page Tests

Test &Tweak

Landing Page Tests

Test &Tweak

Wizard of Oz MVP

Instagram

Mon

BUILD MEASURELEARN

Tue Wed Thu Fri Sat Sun

Source: http://livestre.am/4flTO (starting at 22:00)

Fixed Sprints

FastIterations

Meetup.com

BUILD MEASURELEARN

Mon Tue Wed Thu Fri Sat Sun

Weekly Rituals

FastIterations

Focus onOutcome

Prioritization

FastIterations

Team Work

Business people and developers must work together dailythroughout the project.- Agile Manifesto

Every team has Ownershipof a part of the product

Cross-functional is a bad name.It's about reducing dependencies:Teams acting without asking for permission.#autonomy- Anders Haugeto @ Iterate.no

https://twitter.com/hauge2/status/274082772589633536

@LukasFittllukas@fittl.com

Thank you!