The Build Trap

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Presented at Lean Agile Scotland Keynote - here is the full video of the talk: https://vimeo.com/193849705

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The Build Trap

  1. The Build Trap Melissa Perri @lissijean #LAScot16
  2. @lissijean
  3. @lissijean#LAScot16 Everyone’s doing the SAFety Dance #LAScot16 @lissijean
  4. What is all this shit? @lissijean#LAScot16
  5. @lissijean#LAScot16 Copier Printer Scanner Fax Stapler Magician Satan
  6. @lissijean#LAScot16
  7. @lissijean#leanUX15 We keep adding to the backlog and never take away. #LAScot16
  8. @lissijean “We need to train our Product Owners”
  9. @lissijean#LAScot16
  10. What is all this shit? @lissijean#LAScot16
  11. @lissijean#LAScot16 The Build Trap @lissijean#LAScot16
  12. @lissijean@lissijean How did we get here?
  13. @lissijean#LAScot16 Agile processes don’t have a brain.
  14. @lissijean “Scrum doesn’t focus on delivering just any increment of business value; it focuses on delivering the highest priority business value as defined by the customer (Product Owner).” The Product Owner Agile Project Management with Scrum Ken Schwaber, 2004
  15. @lissijean#LAScot16
  16. @lissijean Agile is not enough. We need more…
  17. @lissijean We need Product Management
  18. @lissijean#LAScot16 We treat Product Strategy as a plan. PROBLEM
  19. @lissijean Ingredients and recipes shipped to your door.
  20. @lissijean What is your product strategy?
  21. @lissijean “I want a document with every field you intend to put on the site and the content strategy so I can build a back end.”
  22. @lissijean#LAScot16 Most Product Strategies are wish lists of features.
  23. @lissijean#LAScot16 Most Roadmaps are gantt charts.
  24. @lissijean#LAScot16 Creating new products is full of uncertainty.
  25. @lissijean Product strategy emerges from experimentation.
  26. @lissijean Product Strategy is a system, made up of visions, goals, constraints, and where we are now that results in desired business and customer outcomes.
  27. @lissijean UNIFIED FIELD THEORY Bill Costantino & Mike Rother @lissijean
  28. @lissijean@lissijean
  29. @lissijean@lissijean
  30. @lissijean@lissijean
  31. @lissijean@lissijean
  32. @lissijean@lissijean
  33. @lissijean@lissijean
  34. @lissijean@lissijean
  35. @lissijean What is your product strategy?
  36. @lissijean Ingredients and recipes shipped to your door.
  37. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016
  38. @lissijean Product leaders provide vision, goals, and guardrails. @lissijean
  39. @lissijean “The price is too high, we should lower it.” “The photos are not enticing.” “We need to rebrand the sign up funnel to the new design.” “We should be offering sign up gifts.” “They cannot try it for free!”
  40. @lissijean Increase conversion rate by X%
  41. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016 increase conversion rate across all platforms by X% by end of Q2. conversion rate is Y% on desktop and X% on mobile.
  42. @lissijean Company Goal, Product KPI, Future state. What are users doing now? What’s the first little goal? User Research, Product Experiments Product Kata 1 2 3 4 Planning Experimenting A scientific, systematic way to build better products.
  43. @lissijean Obstacle: We don’t understand why people are leaving. @lissijean
  44. @lissijean Learned: The top reasons people are leaving. @lissijean 0% 10% 20% 30% 40% Reason Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
  45. @lissijean Obstacle: People cannot find the menu. @lissijean
  46. @lissijean
  47. @lissijean
  48. @lissijean FAQS HELPFDS
  49. @lissijean FDS FDS
  50. @lissijean
  51. @lissijean#LAScot16 LEARNING reduces uncertainty.
  52. @lissijean EXPERIMENTING IS THE NEW BLACK @lissijean#LAScot16
  53. @lissijean If users engage with the site more, then they will contribute more to their savings. HYPOTHESIS Pop ups that lead users to savings growth calculators. Success = clicking TEST
  54. Jim, Exec Mgr for Business Line Great, let’s build these three features.
  55. @lissijean
  56. @lissijean Experiment Theater
  57. @lissijean I want a refund.
  58. @lissijean#LAScot16 Measuring success on outputs. PROBLEM
  59. Jim, Exec Mgr for Business Line
  60. @lissijean#LAScot16 We build and launch with no measures of success. @lissijean#LAScot16
  61. @lissijean#LAScot16 @lissijean
  62. @lissijean#LAScot16 Outcomes over Output
  63. @lissijean#LAScot16 Jeff Patton 60% Valley of MehAwful Awesome! SUCCESS OF PRODUCTS
  64. @lissijean#LAScot16 Jeff Patton 60% Valley of MehFailure Success SUCCESS FOR BIG COMPANIES
  65. @lissijean#LAScot16 Jeff Patton Failure Success SUCCESS FOR STARTUPS
  66. @lissijean#LAScot16 Lack of focus on the real customer. PROBLEM
  67. @lissijean#LAScot16 Problem Customers don’t have custom dashboards.
  68. @lissijean#LAScot16 Problem Customers don’t have custom dashboards. Solution Custom dashboards.
  69. @lissijean#LAScot16 Customers’ problems are not lack of your product’s features.
  70. @lissijean#LAScot16 Customers’ problems are not YOUR PROBLEMS.
  71. @lissijean “As a user I want to engage with the site but it’s boring.”
  72. @lissijean
  73. YOU ARE BIASED. @lissijean#LAScot16
  74. @lissijean TALK TO YOUR USERS. DIRECTLY.
  75. @lissijean
  76. @lissijean Jeff Patton & Giff Constable Confidence Investment
  77. @lissijean Jeff Patton & Giff Constable Confidence Investment
  78. @lissijean
  79. @lissijean Your colleagues are not your customers. (unless you are building internal tools)
  80. @lissijean#LAScot16 We built a mobile app before and it was successful last time. But, Melissa, users don’t know what they want.
  81. @lissijean Solving big problems for customers creates big value for businesses. @lissijean
  82. @lissijean DISCOVERY DELIVERY
  83. How did we get here? @lissijean#LAScot16
  84. @lissijean#LAScot16
  85. @lissijean
  86. @lissijean#LAScot16
  87. @lissijean#LAScot16 We built a mobile app before and it was successful last time. They just don’t understand Agile.
  88. @lissijean#LAScot16
  89. @lissijean#LAScot16 We built a mobile app before and it was successful last time. Do we even need Product Owners?
  90. @lissijean#LAScot16
  91. @lissijean#LAScot16 We need product people who know how to make valuable software by recognizing uncertainty.
  92. @lissijean#LAScot16 Agile is not enough to get out of the Build Trap.
  93. @lissijean#LAScot16
  94. @lissijean#LAScot16
  95. @lissijean#LAScot16 What are you going to do about it?
  96. Melissa Perri melissa@produxlabs.com produxlabs.com melissaperri.com @lissijean Melissa Perri CEO, ProdUX Labs melissa@produxlabs.com melissaperri.com produxlabs.com @lissijean

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