Pushing
through
failure
(quickly)
@jeremyjohnson
@jeremyjohnson

(yes, we’re hiring)
https://twitter.com/SebastianMourra/status/401066297414676480/photo/1
http://gapingvoid.com/2012/07/03/fail-often/
“fail fast” is actually better
framed as “experiment fast.”
The most effective innovators
succeed through
experimentation....
http://www.postalmuseum.si.edu/artofthestamp/SubPage%20table%20images/artwork/athletics/Vince%20Lombardi/vincelambardi.htm
http://uxmag.com/articles/book-excerpt-why-we-fail
“fail fast”
Freeman Dyson

http://en.wikipedia.org/wiki/Freeman_Dyson
Freeman John Dyson FRS is
an English American
theoretical physicist and
mathematician, famous for
his work in quantum
elec...
1998
“Say something about failure in experiments or businesses
or anything else. What's the value of failure?”
http://www....
“You can't possibly get a good
technology going without an
enormous number of failures. It's a
universal rule. If you look...
“So you're saying just go ahead and try stuff and you'll sort out the
right way.”

“That's what nature did. And it's almos...
“Why is small good?”

“Because it's cheaper and faster, and you can make
many more. Speed is the most important thing - to...
!

“Fail fast.”

“Yes. These big projects are guaranteed to fail because
you never have time to fix everything.”

1998
Failing fast = learning with customers quickly
https://twitter.com/davidakoontz/status/402896347470110721
http://siliconangle.com/blog/2013/05/13/has-instagram-become-too-risque/
Systrom, Intuit founder Scott Cook, and Lean
Startup author Eric Ries talked about the
changes that have swept through pro...
$
ready?
to avoid a
slow fail?
- problem -

Can’t get started?
!
!

Ship often. Ship lousy stuff, but
ship. Ship constantly.

http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shippin...
- problem -

Find it hard to strip out what’s not
valuable?

Spend too much time
planning?
DOn’t talk with your customers?
http://www.startupvitamins.com/products/startup-poster-the-longer-it-takes-to-develop-the-less-likely-it-is-to-launch
“The timing of longrange plans is screwed
up too.
You have the most
information when you’re
doing something, not
before yo...
- problem -

Large team
Keep your team small. Smaller
than that. No team at all if you
can help it.

http://99u.com/tips/6249/Seth-Godin-The-Truth...
A throwback to their days with Jeff Bezos at
Amazon, projects are assigned to "two
pizza teams," groups of engineers small...
http://techcrunch.com/2012/11/17/heres-how-spotify-scales-up-and-stays-agile-it-runs-squads-like-lean-startups/
- problem -

Try to jam too much into a product?

Only launch x times a
year?
Looking for perfection?
https://twitter.com/tbisaacs/status/387716257283596288
https://frontdeskhq.com
“Great companies focus on their users and ship great products.”
http://www.aaronklein.com/2012/02/why-facebook-is-worth-10...
http://fab.com/inspiration/posters-getting-things-done
http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping
http://www.startupvitamins.com/products/startup-poster-done-is-better-than-perfect
“real artist ship”
- steve jobs

http://gloriamarie.com/stay-focused-and-keep-shipping
- problem -

It’s going to cost
too much to try
that out.
How do we know our customers will
want this?
- Mike Krieger, Instagram’s founder

The Wizard Of Oz Techniques For
Social Prototyping – You don’t need to
build everythi...
http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/
404 testing
URE X
FEAT
NEW
http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/
http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
It was an MVP (Minimal Viable Product). I skipped a bunch of
features I figured I would implement later. First I wanted to...
http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
What is the
cheapest,
fastest way to
learn?
“I dropped over $40k when I could have spent $100”

http://boondainc.wordpress.com/2013/04/18/i-dropped-over-40-grand-when...
http://www.savourytable.com/2011/05/mothers-day-and-food-truck-or-two.html
valuable

Usable

!
!
!

Enjoyable
trying to determine what is…

valuable

Usable

!
!
!

Enjoyable
http://marks.dk/the-post-functional-paradigm-why-all-designs-are-compensations-for-telepathy-and-teleportation
http://bhc3.com/2013/10/31/uncover-latent-needs-with-a-simple-question/
http://thereboot.org/blog/2012/02/19/design-research-what-is-it-and-why-do-it/
http://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.php
Why did the associate damage his thumb?

!

Because his thumb got caught in the conveyor.

!

Why did his thumb get caught...
valuable

Usable

latent
!
needs
!
!

Enjoyable
Racing to the right
ideas during
development
ideas ideas ideas ideas
ideas ideas ideas ideas
ideas ideas discovery
Idea or ideas ideas
backlog ideas
ideas ideas ideas
...
The Discovery track is all
about quickly generating
validated product backlog
items, and the Delivery track
is all about g...
discovery
backlog
Iteration

design discovery
build Implement

Iteration

Iteration

discovery

discovery

Implement

Iter...
ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas...
http://www.kontain.com/plat4m/entries/143623/update-to-our-scrum-board/
prototype
fast

rough

keep moving
test rough prototypes
(usually built within a week or less)
(literally 100s)
http://looksgoodworkswell.blogspot.com/2012/11/list-of-mockupprototyping-tools.html
http://www.adaptivepa...
9:30am
10:30am
11:30am

lab setting - 6 participants
!
1:30pm
2:30pm
3:30pm
determine

valuable
Usable
Enjoyable
!
clicktest / survey / Etc...
ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas
ideas
ideas
ideas
ideas

ideas
ideas...
x

x
the core team

Core team makes decisions
Done!
...it is collaborative – the product
manager, designer and lead
engineer are working together, sideby-side, to create and ...
failed usability
failed to understand
failed to find value
ideas

ideas

id
http://www.startupvitamins.com/products/startup-poster-experiment-fail-learn-repeat
refine retest
ideas
ideas
ideas
Ready for development
ea
s
id
What’s your kill rate?

ideas
Ship that bad boy!
Did I mention
this happens
within a week?
(or less)
Get moving!
LEARN
LEAN
#1
combined product
teams
core product team
product owner

developers

ux designer
#2
one ux designer
per team
#3
rough, fast, iterative
prototyping
#4
Getting in front of
customers weekly
#5
build/test/learn
in no time at all, you too can be a...

lean, agile,
prototyping, shipping,
ux design master.
http://blog.web2expo.com/2011/08/interview-with-eric-ries-part-2-what%E2%80%99s-next-for-the-lean-startup-movement-startup...
thanks!

@jeremyjohnson
www.jeremyjohnsononline.com
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
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Pushing Through Failure (Quickly)

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"Mantras of startups: "fail fast", "move fast and break things", "keep shipping" - these are all great slogans, but unknown to many - these are really all about learning. It's about getting things in front of your customers early, and often. Watching - and learning. Finding what ideas were not quite as brilliant as you once thought - and finding this out as fast and cheap as possible.

How are modern product teams making this happen? Where does User Experience and customer research fit in this model? Taking from Agile, Lean, and User Centered Design - this talk will go over the build-measure-learn process, and how you can start to shape your organization to move fast, without leaving your customers behind."

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Pushing Through Failure (Quickly)

  1. 1. Pushing through failure (quickly) @jeremyjohnson
  2. 2. @jeremyjohnson (yes, we’re hiring)
  3. 3. https://twitter.com/SebastianMourra/status/401066297414676480/photo/1
  4. 4. http://gapingvoid.com/2012/07/03/fail-often/
  5. 5. “fail fast” is actually better framed as “experiment fast.” The most effective innovators succeed through experimentation. - Victor Lombardi http://www.uxbooth.com/articles/fail-fast-fail-often-an-interview-with-victor-lombardi/
  6. 6. http://www.postalmuseum.si.edu/artofthestamp/SubPage%20table%20images/artwork/athletics/Vince%20Lombardi/vincelambardi.htm
  7. 7. http://uxmag.com/articles/book-excerpt-why-we-fail
  8. 8. “fail fast”
  9. 9. Freeman Dyson http://en.wikipedia.org/wiki/Freeman_Dyson
  10. 10. Freeman John Dyson FRS is an English American theoretical physicist and mathematician, famous for his work in quantum electrodynamics, solidstate physics, astronomy and nuclear engineering.
  11. 11. 1998 “Say something about failure in experiments or businesses or anything else. What's the value of failure?” http://www.wired.com/wired/archive/6.02/dyson.html?pg=7&topic=
  12. 12. “You can't possibly get a good technology going without an enormous number of failures. It's a universal rule. If you look at bicycles, there were thousands of weird models built and tried before they found the one that really worked. You could never design a bicycle theoretically. Even now, after we've been building them for 100 years, it's very difficult to understand just why a bicycle works - it's even difficult to formulate it as a mathematical problem. But just by trial and error, we found out how to do it, and the error was essential. The same is true of airplanes.”
  13. 13. “So you're saying just go ahead and try stuff and you'll sort out the right way.”
 “That's what nature did. And it's almost always true in technology. That's why computers never really took off until they built them small.”
 

  14. 14. “Why is small good?”
 “Because it's cheaper and faster, and you can make many more. Speed is the most important thing - to be able to try something out on a small scale quickly.”
  15. 15. ! “Fail fast.”
 “Yes. These big projects are guaranteed to fail because you never have time to fix everything.” 1998
  16. 16. Failing fast = learning with customers quickly
  17. 17. https://twitter.com/davidakoontz/status/402896347470110721
  18. 18. http://siliconangle.com/blog/2013/05/13/has-instagram-become-too-risque/
  19. 19. Systrom, Intuit founder Scott Cook, and Lean Startup author Eric Ries talked about the changes that have swept through product development in both big and small organizations. Many companies have moved from what's called "waterfall development" -- a method that relies on large engineering executing a carefully mapped-out plan -- to "lean" development, where creators move quickly to push out products and revise them on the fly. ! "We thought about what we could do to iterate more quickly," Systrom said of Burbn's pivot. "People loved posting pictures on Burbn" -- so that's where they took the venture, jettisoning other planned features. Burbn now lives on only as an abandoned Twitter feed. http://money.cnn.com/2011/09/13/technology/startups/instagram_burbn/
  20. 20. $
  21. 21. ready? to avoid a slow fail?
  22. 22. - problem - Can’t get started?
  23. 23. ! ! Ship often. Ship lousy stuff, but ship. Ship constantly. http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping
  24. 24. - problem - Find it hard to strip out what’s not valuable? Spend too much time planning? DOn’t talk with your customers?
  25. 25. http://www.startupvitamins.com/products/startup-poster-the-longer-it-takes-to-develop-the-less-likely-it-is-to-launch
  26. 26. “The timing of longrange plans is screwed up too. You have the most information when you’re doing something, not before you’ve done it. Yet when do you write a plan? Usually it’s before you’ve even begun. That’s the worst time to make a big decision.” http://37signals.com/rework
  27. 27. - problem - Large team
  28. 28. Keep your team small. Smaller than that. No team at all if you can help it. http://99u.com/tips/6249/Seth-Godin-The-Truth-About-Shipping
  29. 29. A throwback to their days with Jeff Bezos at Amazon, projects are assigned to "two pizza teams," groups of engineers small enough for them to be fed on two large pies. "We want the team to be flat and allow everyone to communicate with each other," Rajaraman says. http://www.fastcompany.com/1811934/walmartlabs-brings-two-pizza-team-startup-culture-walmart-empire
  30. 30. http://techcrunch.com/2012/11/17/heres-how-spotify-scales-up-and-stays-agile-it-runs-squads-like-lean-startups/
  31. 31. - problem - Try to jam too much into a product? Only launch x times a year? Looking for perfection?
  32. 32. https://twitter.com/tbisaacs/status/387716257283596288
  33. 33. https://frontdeskhq.com
  34. 34. “Great companies focus on their users and ship great products.” http://www.aaronklein.com/2012/02/why-facebook-is-worth-100-billion/
  35. 35. http://fab.com/inspiration/posters-getting-things-done
  36. 36. http://www.startupvitamins.com/products/startup-poster-stay-focused-and-keep-shipping
  37. 37. http://www.startupvitamins.com/products/startup-poster-done-is-better-than-perfect
  38. 38. “real artist ship” - steve jobs http://gloriamarie.com/stay-focused-and-keep-shipping
  39. 39. - problem - It’s going to cost too much to try that out. How do we know our customers will want this?
  40. 40. - Mike Krieger, Instagram’s founder The Wizard Of Oz Techniques For Social Prototyping – You don’t need to build everything at first. You can be the man behind the curtain. Krieger says him and Systrom tested an early version of a feature which would notify you when friends joined the service. Instead of building it out, they manually sent people notifications “like a human bot” saying ‘your friend has joined.’ It turned out not to be useful. “We wrote zero lines of Python, so we had zero lines to throw away.” http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/
  41. 41. http://techcrunch.com/2012/11/30/instagram-co-founder-mike-kriegers-8-principles-for-building-products-people-want/
  42. 42. 404 testing URE X FEAT NEW
  43. 43. http://jeremyjohnsononline.com/2012/12/19/answering-the-question-would-they-use-it-before-you-build-it/
  44. 44. http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
  45. 45. It was an MVP (Minimal Viable Product). I skipped a bunch of features I figured I would implement later. First I wanted to see if people would use it and how they would use it. (...) Implementing user accounts (in Rails) would take me 2 weekends of work; registration, accounts, saving lists, removing lists, tracking, designing screens, edge cases etc. I didn’t want to spend the time if it turned out no one signed up so I ran an experiment. I dropped in a link on the top of the page that said “Sign up to save multiple lists.” and tracked the number of clicks it got with Mixpanel. http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
  46. 46. http://www.leemunroe.com/lean-product-development-validate-feature-ideas/
  47. 47. What is the cheapest, fastest way to learn?
  48. 48. “I dropped over $40k when I could have spent $100” http://boondainc.wordpress.com/2013/04/18/i-dropped-over-40-grand-when-i-could-have-spent-100/
  49. 49. http://www.savourytable.com/2011/05/mothers-day-and-food-truck-or-two.html
  50. 50. valuable Usable ! ! ! Enjoyable
  51. 51. trying to determine what is… valuable Usable ! ! ! Enjoyable
  52. 52. http://marks.dk/the-post-functional-paradigm-why-all-designs-are-compensations-for-telepathy-and-teleportation
  53. 53. http://bhc3.com/2013/10/31/uncover-latent-needs-with-a-simple-question/
  54. 54. http://thereboot.org/blog/2012/02/19/design-research-what-is-it-and-why-do-it/
  55. 55. http://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.php
  56. 56. Why did the associate damage his thumb? ! Because his thumb got caught in the conveyor. ! Why did his thumb get caught in the conveyor? ! Because he was chasing his bag, which was on a running conveyor. ! Why did he chase his bag? ! Because he placed his bag on the conveyor, but it then turned-on by surprise ! Why was his bag on the conveyor? ! Because he used the conveyor as a table ! So, the likely root cause of the associate’s damaged thumb is that he simply needed a table, there wasn’t one around, so he used a conveyor as a table. To eliminate further safety incidences, we need to provide tables at the appropriate stations or provide portable, light tables for the associates to use and also update and a greater focus on safety training. Also, look into preventative maintenance standard work. http://www.shmula.com/jeff-bezos-5-why-exercise-root-cause-analysis-cause-and-effect-ishikawa-lean-thinking-six-sigma/987/
  57. 57. valuable Usable latent ! needs ! ! Enjoyable
  58. 58. Racing to the right ideas during development
  59. 59. ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas discovery Idea or ideas ideas backlog ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id
  60. 60. The Discovery track is all about quickly generating validated product backlog items, and the Delivery track is all about generating releasable software. - marty cagan http://www.svproduct.com/dual-track-scrum/
  61. 61. discovery backlog Iteration design discovery build Implement Iteration Iteration discovery discovery Implement Iteration discovery Implement Implement http://www.sebastiangreger.net/writings/concept-design-in-agile-environment/
  62. 62. ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id
  63. 63. http://www.kontain.com/plat4m/entries/143623/update-to-our-scrum-board/
  64. 64. prototype
  65. 65. fast rough keep moving
  66. 66. test rough prototypes (usually built within a week or less)
  67. 67. (literally 100s) http://looksgoodworkswell.blogspot.com/2012/11/list-of-mockupprototyping-tools.html http://www.adaptivepath.com/ideas/rapid-prototyping-tools#thelist
  68. 68. 9:30am 10:30am 11:30am lab setting - 6 participants ! 1:30pm 2:30pm 3:30pm
  69. 69. determine valuable Usable Enjoyable !
  70. 70. clicktest / survey / Etc...
  71. 71. ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas id id id id id id
  72. 72. x x
  73. 73. the core team Core team makes decisions Done!
  74. 74. ...it is collaborative – the product manager, designer and lead engineer are working together, sideby-side, to create and validate backlog items. - marty cagan http://www.svproduct.com/dual-track-scrum/
  75. 75. failed usability failed to understand failed to find value ideas ideas id
  76. 76. http://www.startupvitamins.com/products/startup-poster-experiment-fail-learn-repeat
  77. 77. refine retest ideas
  78. 78. ideas ideas Ready for development
  79. 79. ea s id What’s your kill rate? ideas Ship that bad boy!
  80. 80. Did I mention this happens within a week? (or less)
  81. 81. Get moving!
  82. 82. LEARN LEAN
  83. 83. #1 combined product teams
  84. 84. core product team product owner developers ux designer
  85. 85. #2 one ux designer per team
  86. 86. #3 rough, fast, iterative prototyping
  87. 87. #4 Getting in front of customers weekly
  88. 88. #5 build/test/learn
  89. 89. in no time at all, you too can be a... lean, agile, prototyping, shipping, ux design master.
  90. 90. http://blog.web2expo.com/2011/08/interview-with-eric-ries-part-2-what%E2%80%99s-next-for-the-lean-startup-movement-startup-visa-and-lessons-learned/
  91. 91. thanks! @jeremyjohnson www.jeremyjohnsononline.com
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