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09 OCT - 11 OCT 2014Bangalore, Karnataka, India

Ray DeLaPena

@rayraydel

Catalyst Group

www.catalystnyc.com

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Hi. I’m Ray

Ray DeLaPenaDirector of Strategy, Catalyst Group

catalystnyc.com

Introduction

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About this talk

Introduction

How can we introduce lean a methodology in large (enterprise) organizations?

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What is an MVP?

Preface

Minimum Viable Product• A minimal version of a proposed solution

• Learn from customers by measuring a product’s performance

• Ensures a solution meets a need

• Used to repeat the process and continually improve the product (both for the business and for the customers)

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The Lean “Cycle”

Preface

THINK

CHECK MAKE

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What is a Proof of Concept?

Preface

Usually a concept or prototype meant to demonstrate feasibility including:

• Functional requirements

• Development estimates

• Initial designs (to get the “go-ahead” to build out the full-fledged product)

• Performance projections (usually financial)

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Mash them up and you get...

Preface

Minimum

Viable

Proof

Of

Concept*

*Please don’t really use this term.

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Initiation - How do we begin?

Initiation

Project goals:• Proof of Concept

• Product Roadmap

• Validated Product

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How do we get ready?

Initiation

1. Get buy-in

2. Put the right team together

3. Establish the process

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How do we address potential risks?

Initiation

In large, established organizations:

• We work within organizational constraints

• We don’t risk relationships & reputation

• We don’t affect existing products or sales

• We work within the available budget

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What are the rewards?

Initiation

• Customer-validated concept

• More informed roadmap

• Less Risk

• Better understanding of customers

• Repeatable process

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Who are the players?

Initiation

• Business

• Stakeholder

• Product Owner

• Domain Expert

• Design

• Development

• Customer(s)

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Initiation

How do we do this?

Discovery - Understand the business and the customers

Ideation - Create concepts to meet the goals of both

Validation - Make sure the needs are real and you can really meet them

Iteration - Repeat (three times, ideally) to validate and refine

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Entering the cycle

Initiation

THINK

CHECK MAKE

LOOK

Discover

Ideate

Validate

Iter

ate

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Discovery - Where are we now?

Discovery

Look and Think:• Understand the business

• Understand the customers

• Understand how the product serves both

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Where are we starting?

Discovery

• Understand the business domain• Understand existing products and services• Establish goals• Understand existing (or previous) strategy• Define and/or analyze metrics

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Who are our customers?

Discovery

Represent our understanding of the customer

• Proto-persona

• Presumed life-cycle

• Research*

• Generative Research

• Historical Analysis

* Do what your budget allows

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How might this relationship work?

Discovery

Synthesize all you’ve found to depict the customer’s journey

• Awareness

• Evaluation

• Acquisition

• Support

• Retention

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Ideation - What might we do?

Ideation

Think and make:• Design Studio

• Create concepts

• Involve customers

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Why design studio?

Ideation

• Brings together all the players

• Generates LOTS of ideas

• Evolves the team’s understanding

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Adapt to what you’re seeing

Ideation

• Discuss and modify the characters and scenarios.

• Have a group discussion during a break to talk about what we’ve learned.

• Get the customers talking, especially to each other, in the presence of the product team.

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Validation - Are we on the right track?

Validation

Make and Check:• Identify the assumptions

• Business

• Customer

• Create an experiment

• Hypotheses

• Prototype

• Test

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Identify Assumptions

Validation

• Problem statement

• Business assumptions

• Customer assumptions

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What’s our problem?

Validation

• Our business was created to achieve these goals...

• We have observed that our service isn’t meeting these goals...

• Which is causing these adverse effects to our business...

• How might we improve our service so that we are more successful based on these measurable criteria...

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How will our business succeed?

Validation

• What is the match between customer needs and business capabilities?

• How do we generate revenue?

• Who is our primary competition?

• What are our biggest risks?

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How will we serve our customers?

Validation

• What do we know about our customers?

• How does our business meet their needs?

• What are the most valuable features?

• How should our products be designed?

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Formulate Hypotheses

Validation

Convert assumptions into:

• We believe ...

• These features/functions

• For these customers/personas

• Will achieve these outcomes

• We’ll know where right (or wrong) when ...

• We see this measurable result

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Create a Prototype

Validation

Work from hypotheses and sub-hypotheses to determine:

• Which feature

• For which target persona

• Will acheive the expected outcome

Then build nly what’s needed to test the hypotheses

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Conduct a Test

Validation

• Recruit properly

• Record thoroughly

• Repeat (and prepare to repeat)

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Iteration - Why three times?

Iteration

Check and Think (x3):1. First opportunity to test your assumptions with real customers

2. First opportunity to react to real feedback (pivot?)

3. Either test your pivot or refine your concept

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What have we done?

Conclusion

• Validated our product idea

• Created a team-wide understanding about

• The product

• The customers

• The fit

• Established the methodology

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What comes next?

Conclusion

• Establish product metrics

• Scope the initial release

• Repeat!

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The End.Thank you!

Ray DeLaPenaDirector of Strategy, Catalyst

Thank You