the question today isn't - can we build this - but should we ...€¢the mom test, rob...
TRANSCRIPT
Frederik Vannieuwenhuyse
The question today isn’t:
"Can we build this?”
but, "Should we build this?"
@vfrederik
1. Examples of failure 2. Building the right product:
Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?
Outline
@vfrederikOutline
1. Examples of failure 2. Building the right product:
Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?
@vfrederikExample (2/3)
Iridium (satellite phones) 1987 - 1998
https://steveblank.com/2010/11/01/no-business-plan-survives-first-contact-with-a-customer-–-the-5-2-billion-dollar-mistake/
@vfrederikExample (3/3)
http://www.recode.net/2016/3/4/11586696/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network
http://memeburn.com/2016/10/meerkat-houseparty-app/
Meerkat mid 2015 - sept 2016
93 of the Biggest, Costliest Startup Failures of All Time
https://www.cbinsights.com/blog/biggest-startup-failures/
@vfrederik
http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/
Top reasons startups fail
@vfrederik
http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/
Top reasons startups fail
No Market Need 42%
@vfrederik
“Get to your customers as fast as possible & learn from them to build your product.”
“We built the website first and asked our customers about it later.”
- Robin Chase, Co-Founder of Zipcar
http://www.businessinsider.com/startup-failures-learning-2013-9
@vfrederik
1. Examples of failure 2. Building the right product:
Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?
Outline
@vfrederikScrum: Building the right product
“Value can be measured with velocity.”
WRONG!- Anonymous
@vfrederik
1. Examples of failure 2. Building the right product:
Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?
Outline
@vfrederikPlan - Do - Check - Act
http://docs.ilean.be/Sessions/20141127_XPDays2014/20141127_XPDays2014_MultiLevelFeedbackCycles.pdf
@vfrederik
“We must learn what customers really want, not what they say they want or what we think they should want.”
- Eric Ries, The Lean Startup
Learn from your customer
@vfrederikConsider everything as a hypothesis
requirement
noun re·quire·ment \-ˈkwī(-ə)r-mənt\
: something required:a : something wanted or needed b : something essential to the existence or occurrence of something else
@vfrederikConsider everything as a hypothesis
requirement
noun re·quire·ment \-ˈkwī(-ə)r-mənt\
: something required:a : something wanted or needed b : something essential to the existence or occurrence of something else
@vfrederikConsider everything as a hypothesis
assumption
noun as·sump·tion \ə-ˈsəm(p)-shən\
a : an assuming that something is trueb : a fact or statement (as a proposition, axiom, postulate, or notion) taken for granted
@vfrederikConsider everything as a hypothesis
assumption
noun as·sump·tion \ə-ˈsəm(p)-shən\
a : an assuming that something is trueb : a fact or statement (as a proposition, axiom, postulate, or notion) taken for granted
@vfrederikConsider everything as a hypothesis
hypothesis
noun hy·poth·e·sis \hī-ˈpä-thə-səs\
: an idea or theory that is not proven but that leads to further study or discussion
@vfrederikConsider everything as a hypothesis
hypothesis
noun hy·poth·e·sis \hī-ˈpä-thə-səs\
: an idea or theory that is not proven but that leads to further study or discussion
RIGHT
WRONG
@vfrederik
We believe that [FEATURE]
for [PERSONAS]
will achieve [OUTCOME]
validated by [MEASUREMENTS / FEEDBACK].
Hypothesis statement
@vfrederikExample: hypothesis statement
We believe that adding hotel room images on the pricing page
for a potential guest
will achieve more customer conversions
validated by a 10% increase in customers who booking a hotel room
(compared to a previous period).
[OUTCOME]
[FEATURE]
[PERSONA]
[MEASURE]
@vfrederik
“Although we write the feedback loop as Build-Measure-Learn because the activities happen in that order, our planning really works in the reverse order”
(The Lean Startup, pages 77-78)
Build - Measure - Learn
@vfrederikBuild - Measure - Learn
https://steveblank.files.wordpress.com/2015/05/hypotheses-experiment.jpg
@vfrederikTesting the right things
https://medium.com/@toma_dan/5-steps-to-prioritization-that-actually-works-22b700d34b5e#.hnw5kz8ll
uncertainty
@vfrederikTesting the right things
https://medium.com/@toma_dan/5-steps-to-prioritization-that-actually-works-22b700d34b5e#.hnw5kz8ll
uncertainty
@vfrederik
1. Examples of failure 2. Building the right product:
Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?
Outline
@vfrederik
http://www.stefangolling.de/wp-content/uploads/2014/07/BDUF_vs_MVP-1170x716.png
Minimum Viable Product
@vfrederik
“The minimum amount of effort you have to do to complete exactly one turn of the Build-Measure-Learn feedback loop.”
Minimum Viable Product
- Eric Ries, The Lean Startup
@vfrederik
“The lesson of the MVP is that any additional work beyond what was required to start learning is waste, no matter how important it might have seemed at the time.”
Minimum Viable Experiment
- Eric Ries, The Lean Startup
@vfrederik
53http://image.slidesharecdn.com/jessleefakedoorshustlecon2013-130710180524-phpapp01/95/fake-doors-how-to-test-product-ideas-quickly-hustlecon-2013-16-638.jpg?cb=1373479714
Example 2/3: Fake door
@vfrederik
54https://ioneglobalgrind.files.wordpress.com/2014/02/mcspaghetti.jpg
Example 2/3: Fake door
@vfrederikExample 3/3: Mechanical Turk
https://upload.wikimedia.org/wikipedia/commons/2/27/Kempelen_chess1.jpg
@vfrederikExample 3/3: Mechanical Turk
http://scalemybusiness.com/wp-content/uploads/2013/04/zappos.jpg
@vfrederik
1. Examples of failure 2. Building the right product:
Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?
Outline
@vfrederik
https://n0lcqtmqb8-flywheel.netdna-ssl.com/wp-content/uploads/2016/01/Surveys.jpg
Collect user feedback
@vfrederikExperiment Kanban
Backlog Build Measure Learn 212
Metrics
Experiments
Hypotheses
Validated learning
@vfrederik
Request
5
Assumptions
3
Hypothesis
2
Ready to-do
4
Backlog
5
Ready to-try
3
Build
2
Measure
2
Learn
2
Experiment Kanban
@vfrederik
Request
5
Concept/Assumptions
3
Analyse/hypothesis
2
Backlog
5
Ready to-do
3
Elaborate
2
Develop
2
Validate
2
Ready to-try
3
Build
2
Measure
2
Learn
2
Experiment Kanban
http://www.discovery-kanban.com @okaloa
User storyHypothesis
@vfrederikExperiment Kanban
Validated learning
“Backlog”
Development flow
Experiment flow
User story
Experiment
@vfrederik
Team vision and discipline over
individuals and interactions (or processes and tools) Validated learning over
working software (or comprehensive documentation) Customer discovery over
customer collaboration (or contract negotiation) Initiating change over
responding to change (or following a plan)
Evolution of the Agile Manifesto
http://jchyip.blogspot.de/2010/06/kent-becks-evolution-of-agile-manifesto.html
@vfrederik
Learn from your customer
Consider everything a hypothesis
Tool: Minimum Viable Product
Tool: Experiment kanban
Recap
@vfrederikConsider everything as a hypothesis
“Understanding is emergent.
We don’t start out knowing the solution.”
- Jim Benson
@vfrederikResources (1/2)
• Books • Boo Hoo: A Dot.com Story from Concept to
Catastrophe • The Lean Startup, Eric Ries • Running Lean, Ash Maurya • Lean UX, Jeff Gothelf • The Mom Test, Rob Fitzpatrick
@vfrederikResources (2/2)• Standish Group 2015 Chaos Report • Why startups fail, according to their founders • 93 of the Biggest, Costliest Startup Failures of All Time • The 13 Biggest Failures From Famous Entrepreneurs And What They've Learned From Them • Product Owners Maximizing Value • The BOOTSTART Manifesto • Multi-level feedback cycles in Scrum • Why Build, Measure, Learn – isn’t just throwing things against the wall to see if they work –
the Minimal Viable Product • 5-Steps to Prioritization That Actually Works • 7 New Ways to Test Your Minimum Viable Product • 15 ways to test your minimum viable product • Lean UX blog posts • Not all kanban is alike • Keep Calm and Test the Hypothesis. 2 Minutes to See Why