Enabling Innovation using Lean Startup

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Keynote At Smidig Conference 2012 in Oslo, Norway. All rights reserved.

Keynote At Smidig Conference 2012 in Oslo, Norway. All rights reserved.

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  • 1. ENABLINGINNOVATIONUsing Lean Startup &Innovation Accounting LUKAS FITTL @lfittl spark59.com Lean Startup is trademarked by Eric Ries and used with permission. Business Model Canvas is created by Alex Osterwalder and licensed under CC-BY-SA.
  • 2. About Myself Founded 2 tech startups,worked with many others & Spark59
  • 3. Innovation in anAgile Environment
  • 4. WaterfallRisk BU ILD BU ILD B UILD Time Release!
  • 5. Agile / XP / SCRUMRisk BUILD BUILD BUILD BUILD Time Release! Release! Release! Release!
  • 6. Are we making our product better or worse?
  • 7. Are we efficient? vsAre we effective?
  • 8. The Definition of Doneshould include testing customer behaviour
  • 9. Validated Learning
  • 10. IDEASLEARN BUILD DATA PRODUCT MEASURE Experiment
  • 11. “State, before you do the work,this is what I believe will happen, and when you do the the work see whether it happens or not.” - Jabe Bloom
  • 12. Hypotheses instead ofRequirements
  • 13. Requirement:Users can create 3D avatars.
  • 14. Hypothesis:We believe that users will create a 3Davatar and spend more time on other users profiles.
  • 15. Falsifiable Hypothesis: 50% of newly signed up users will create a 3D avatar,Avg time spent on user profiles will go from 30s to 1min+
  • 16. Be closer to reality, and avoidbias & comfort zones
  • 17. User Stories != Experiments Missing the “Measure” StageNo Way to Validate the Learning
  • 18. Deploy != Launchif $rollout.active?(:chat, current_user) ...else ...end
  • 19. Deploy Every CommitRelease To A Small Set of CustomersLaunch The New Feature When Ready
  • 20. Experiments need to beshown to actual customers Not just to your team!
  • 21. Tools & Ta c tics Lean Stack:Experiment Reports
  • 22. EXPERIMENT REPORT Title: [TITLE] Author: [NAME] Created: [DATE]Background ResultsWhat are you trying to learn or achieve? Enter the data.Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] Validated Learning VALIDATED or INVALIDATED Summarize your learning from the experiment.Experiment Scope How many and/or how long will the experiment last?Minimum Build Plan List the build plan step by step to get your measurement and experiment. Next Action Whatʼs the next experiment? Lean Stack by Spark59.com
  • 23. EXPERIMENT REPORT Title: [TITLE] Author: [NAME] Created: [DATE]Background ResultsWhat are you trying to learn or achieve? Enter the data.Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] Validated Learning VALIDATED or INVALIDATED Summarize your learning from the experiment.Experiment Scope How many and/or how long will the experiment last?Minimum Build Plan List the build plan step by step to get your measurement and experiment. Next Action Whatʼs the next experiment? Lean Stack by Spark59.com
  • 24. Background What are you trying to learn or achieve?Give Context.Why is this relevant?
  • 25. Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]Quantify Your Goals
  • 26. Experiment Scope How long will the experiment last? Minimum Build Plan List the build plan step by step to get your measurement and experiment.Set Scope & Timebox
  • 27. Planning an Experiment1. Context - Why is this relevant?2. Quantify Your Goals3. Set Scope & Timebox
  • 28. Test yourValue and your Growth Hypothesis first
  • 29. Validated Learning: Define Hypothesis,Build & Launch Experiment, Learn from the Results
  • 30. Concepts for making this work:1. Product Ownership2. Shared Understanding3. Accountability4. Scoping & Timeboxing
  • 31. Hierarchy 1. Product Ownership 2. Shared Understanding Anarchy 3. Accountability 4. Scoping & TimeboxingLean Startup
  • 32. 1. Product Ownership2. Shared Understanding3. Accountability4. Scoping & Timeboxing
  • 33. Centralized Product OwnershipCross-Functional Product Customers Team Owner
  • 34. Distributed Product Ownership Business Cross-Functional CustomersStakeholder Team
  • 35. Product Ownership is about Defining Customer Value, not Aesthetics
  • 36. Business Experiments instead of ( just) Development Tasks
  • 37. Experiments are Owned By A Team Member
  • 38. Draws ExpertResources as needed (e.g. through pairing)
  • 39. 1. Product Ownership2. Shared Understanding3. Accountability4. Scoping & Timeboxing
  • 40. Why? are we doingwhat we’re doing
  • 41. Team needs toUnderstand The Impact of their work
  • 42. “Shared understanding is aboutgetting everyone to walk in the other person’s shoes a little.” Bill Scott - UX at Netflix, PayPalThis includes the business owner’s shoes!
  • 43. Are we making progresstowards our business goal?
  • 44. Tools & Ta c tics Company-WideMetrics Dashboard
  • 45. ActionableAccessibleAuditable
  • 46. ActionableTie specific repeatable actions toobserved results.
  • 47. AccessibleLet everyone in the companysee and understand whats going on.
  • 48. AuditableTie the numbers back to actualcustomers, so you can verify the metricand believe in it.
  • 49. You need all three ACTIONABLEAUDITABLE ACCESSIBLE
  • 50. Unit Economics instead ofGross Revenue
  • 51. Dave McClure’s AARRR Metrics ACQUISITION How do users find you? ACTIVATION Do users have a reat first experience? RETENTION Do users come back? REVENUE How do you make money? REFERRAL Do users tell others?
  • 52. Value Metrics How do users find you? ACQUISITIONDo users have a great first experience? ACTIVATION Do users come back? RETENTION How do you make money? REVENUE Do users tell others? REFERRAL
  • 53. Growth Metrics How do users find you? ACQUISITIONDo users have a great first experience? ACTIVATION Do users come back? RETENTION How do you make money? REVENUE Do users tell others? REFERRAL
  • 54. Tools & Ta c ticsCross-Functional Pairing
  • 55. Tools & Ta c ticsWeekly Strategy Meeting Part 1: Ideation
  • 56. Avoid Brainstorming. It causesPremature Convergence Around One Idea.
  • 57. By Daniel Cookhttp://www.lostgarden.com/2010/08/visualizing-creative-process.html
  • 58. Design Studio by Will Evans @semanticwill
  • 59. Observe & Explain Ideate Discuss To The Group Alone In the Group Sketch & Write down!
  • 60. Review ExperimentsOnly In Weekly Meeting Focus On Efficiency In Daily Stand-ups
  • 61. 1. Product Ownership2. Shared Understanding3. Accountability4. Scoping & Timeboxing
  • 62. Tools & Ta c tics Lean Stack:Validated Learning Board
  • 63. Kan-ban Board IDEAS Build Measure LearnLEARN BUILD ✓ ✘ DATA PRODUCT MEASURE
  • 64. Build Measure Learn ✓ ✘
  • 65. 1 experimentper team member
  • 66. Separate Task Boardfor tracking the detailsSwimlane for each Experiment
  • 67. Tools & Ta c ticsWeekly Strategy Meeting Part 2: Review
  • 68. Review Experiment Results Challenge the InterpretationKill / Restart overdue Experiments
  • 69. EXPERIMENT REPORT Title: [TITLE] Author: [NAME] Created: [DATE]Background ResultsWhat are you trying to learn or achieve? Enter the data.Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] Validated Learning VALIDATED or INVALIDATED Summarize your learning from the experiment.Experiment Scope How many and/or how long will the experiment last?Minimum Build Plan List the build plan step by step to get your measurement and experiment. Next Action Whatʼs the next experiment? Lean Stack by Spark59.com
  • 70. ResultsEnter the data. Actual data you Measured, based on your Hypothesis.
  • 71. Validated LearningSummarize your learning from the experiment. + Validated Invalidated Why? Inconclusive
  • 72. Next ActionWhatʼs the next experiment? What will you do next based on your learning?
  • 73. ✘ Failure is good. Validated Learning is ourMeasurement of Progress.
  • 74. 1. Product Ownership2. Shared Understanding3. Accountability4. Scoping & Timeboxing
  • 75. Timeboxing
  • 76. Build Measure Learn ✓ ✘
  • 77. Experiment ScopeBuild Measure Learn ✓ ✘
  • 78. Startups don’t starve, they drown.Open-ended learning is dangerous, always timebox.
  • 79. Recommended Timeboxes:Interviews/Prototypes: 1-2 WeeksQualitative Tests: 1 MonthQuantitative Tests: 2-3 Months
  • 80. Customer Interview (Paper) Prototype MVP “The Perfect Product”Inside-the-Building Comfort Zone
  • 81. Get-out-of-the-Building Reality Customer Interview (Paper) Prototype MVP “The Perfect Product”
  • 82. Justify the Cost of MVPs with Proof
  • 83. Understand Problem: Explorative Customer Interviews Define Solution: User Testing With Prototypes Validate Qualitatively: Release MVP and hand-collect feedback 10s to 100s of customers Verify Quantitatively:Partial Rollout or Split Test and measure improvement 100s to 10,000s of customers
  • 84. In Summary
  • 85. 0. Validated Learning1. Product Ownership2. Shared Understanding3. Accountability4. Scoping & Timeboxing
  • 86. Tools & Ta c tics Experiment ReportsCompany-wide DashboardValidated Learning BoardWeekly Strategy Meeting
  • 87. Thanks!leanstack.comlukas@spark59.com